Clifton, who was previously Editor of the BBC News website, joined Microsoft in May last, and has overseen a complete re-launch of the MSN news site.
He explained to students the changes that both the site and its journalists have undergone in the past year – altering the look, the content and the delivery of its media.
Emphasising the importance of utilising new digital platforms, Clifton described how MSN UK had altered its output to create tailored, quality media, not only for its website but for its mobile site, iPad app and Xbox page.
The key skill required from his team of journalists is adaptability and a multi-media skill-set, said Clifton, describing how reporters will often be expected to film, interview, and tweet live events at once.
Clifton, who also acts as an external examiner for the BA Multi-media Journalism course, offered students a fascinating insight into how news sites are adapting to new technology and how these advances require a whole new approach to media production.