Shelly-Ann Thompson, Freelance Writer

Angela Patterson, CEO of CPTC. - Winston Sill/Freelance Photographer

Angela Patterson is determined to further establish the Creative Production and Training Centre (CPTC) as the entity for training of media practitioners and the source for video production in the Caribbean.

The chief executive officer is following in the tracks of accomplished executives such as Wycliffe Bennett and Hopeton Dunn, similarly passionate about propelling CPTC to greater heights. Established 1984, the organisation possesses an archive of Jamaica's rich history of culture and entertainment.

Almost a year into the job, Patterson is chairing the birth of the Media Technology Institute (MTI). The training department of CPTC that was reformed and launched last October. Providing short courses aimed at persons who might not have the academics for entry into media and communication universities or professionals who needs accreditation or certification.

Long-term plan

"The long-term plan is to offer tertiary level training," she said.

Having trained a long line of stalwarts within the television and radio industry, CPTC must continue this legacy, noted Patterson.

Currently courses are offered in television technique in conjunction with the centre's recognised programmes such as voice and speech.

Hands-on training is important for media trainees, emphasised Patterson. This is the approach of the institute, for students to gain practical expertise. The equipment and technology used by students are also of the cutting edge.

"They hold a camera, they video an event. So by the time they leave here they are comfortable with the equipment."

By the next six months the institute will be offering courses in radio techniques and plans are being implemented for distance learning education programmes. A few of the lecturers are radio personalities Paula-Anne Porter-Jones, Simone Clarke-Cooper and television production veteran Louis McLean. "Persons who are masters of the craft," she said.

Patterson is armed with years of experience in broadcasting and marketing having worked in top level positions at the then Jamaica Broadcasting Commission (JBC) and CVM T.V. She is equipped for the job. Her initial strategy was to offer her skills to building the broadcasting arm of CPTC.

"I came with wonderful plans. Although I have not lost track, I had to do some groundwork in understanding to propel the centre forward.

Groundwork in terms of development of the programming shown on our channel."

She noted that the centre is in need of television material for its cable channel, CTV. "We have revamped our schedule such that very little of archival material is aired." The 1990s favourite school-teen-based programme 'Rappin', has been copied and 'Rap Time' has been conceived.

"My long-term strategy is to increase the production of new material for CTV." This will increase the cable channel's viewership placing at the top of its competitors. She also intends to increase the marketing the centre's library of 30,000 hours of local films to the regional market having already shown series to Connecticut, U.S.A. Thus increasing the organisation's revenue.

A die-hard marketer, this post has enabled Patterson to pursue her passion while being in a senior position. "While at JBC (as director of marketing and planning), there were serious issues with financial survival. I had to bring on broad advertisers, justifying to them how much was needed to be spent and the value for money that they would receive. I had to make advertisers know who was watching, time most spent watching, the times their advertisement would be aired and getting the business aspect of marketing down pat."

Patterson is bringing that same concept to CPTC now that the Jamaican television and film industries are emerging into a very viable business. With this in mind, CPTC must be able to tap into the industry.

Revamping Website

"Currently we are revamping our website so that not only locals but those who are favourable to Jamaica will be able to access our programmes and know of our offerings."

She is of the view that media practitioners who are financially struggling, should equip themselves with the right tools and training in becoming entrepreneurs. With the advent of computers, digital cameras and other technological devices, almost everyone can be an entrepreneur. "Many cable channels came as a result out of this. Persons bought their equipment and started producing or filming their own shows."