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ArcelorMittal.tv – The bold endeavor continues

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Posted on January 23, 2008 by Stefan Schwarz

After the huge success of its Web TV “Creating History”, ArcelorMittal today announces the launch of the second season: “Inside Transforming Tomorrow”.

ArcelorMittal, the world’s biggest steel company doing business in over 60 countries, was created through the merger of Arcelor and Mittal. To ensure the smooth integration of two business cultures and to effectively communicate to all its 320,000 employees worldwide during the delicate merger process, the company boldly opted for an innovative, transparent form of communication: an own Web TV.

In cooperation with Communication Agency Vanksen | Culture-Buzz and the Production House Connected Pictures, ArcelorMittal created a complete communication measure mixing Web TV, blog, non-censured commenting, feedback, alerts, user rating of content, RSS feeds of content, seeding of each episode to all major video sharing portals, as well as active participation from ArcelorMittal’s Internal Communications. The concept very quickly proved highly successful, boasting 544,431 unique visitors, 882,054 pages views, and near 250,000 views of the video episodes and winning numerous awards.

The new season will cast a light on the performance of the company post merger and focus on the challenges ahead, giving stakeholders an opportunity to speak honestly about their experiences working for or doing business with the company.

ArcelorMittal.tv - The bold endeavor continues

“The Web TV was envisaged as a one off tool for the integration process,” said Nicola Davidson, VP of Corporate Communications. “However we had such good feedback -particularly internally – that we recognized its value as an open and transparent way to enable employees to share their views about the company and share in the global challenges and success of the business they work for. We have effected a successful merger but that doesn’t mean there are not new challenges ahead. Last year we launched our new brand “Transforming Tomorrow” with the values of “Leadership, Quality and Sustainability.” We regard these values as core to our continued success as a business and the Web.Tv is an important tool in enabling us to track how we are performing against this promise.”

Aditya Mittal, CFO and Member of the Group Management Board, said: “Season II takes a personal, more human approach where the viewer is invited to share moments of the lives of the men and women that are the very essence of ArcelorMittal. Around the globe the viewer will experience the challenges and aspirations that form our daily life, and be a part of the communities that build this thriving company. I hope that the result helps our stakeholders better appreciate the enormous scale and scope this company has and the numerous ways we are working towards having a positive impact in the world around us that helps transform tomorrow.”

The first episodes feature Aditya Mittal’s and the Liberia project will be broadcast on January 30th. Like in season I, visitors are encouraged to get involved with the content, react to the stories, and actively be a part of the endeavour.



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2 comments


  • January 31st, 2008 by João Bosco Reis da Silva

    We have a real possibility to make the difference in Liberia or commit the same mistakes that other companies made in the past.
    The challenges in Liberia are huge, and the ambition of these people to lift out the povery is tremendous, but the communities also should be involved in all decision-making that could affect their lives.
    As John-Peter Pham wrote in his book “Liberia – Portrait of a Failed State” , the book’s central argument is that the roots of the Liberian conflict – and a good deal of horrible brutality with which it was fought – are directly traceable to the ideological origins of the West-African state as well as the exclusionary nation vision and divisive strategies that the Americo-Liberian oligarchy employed, in order to perpetuate its control for most of the country’s history.

    If this analysis is correct, then it necessarily follows that the remedies for recent crises cannot themselves be imposed from outside, regardless of the good intentions of any international actors.”

    We have a chance to show for all stakeholders how authentic we are, implementing the whole programs that we are planning for these communitites in a real partnership with them.

    As the classicist would say : ” the past delineates the path of the future”

    I believe that this episode is part of our authenticity.



  • January 31st, 2008 by monfort

    Excellent communication work!




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