Traditional media industry embrace digital technology

October 9, 2017 at 4:52 pm Leave a comment


By Yolanda Sotelo

BAGUIO CITY – The traditional media industry has embraced and adapted the digital technology but has not left behind their established platforms, creating what they call a “media ecosystem” that connects to a larger audience.

The media ecosystem includes radio, tv, online newspapers, social networks and other means that are used to provide information and push products through advertisements.

During the Media Congress held here on September 6-9, traditional media players denied the demise of the platforms, although they all agreed that digital technology has pushed them to embrace the “new media” so as to not be left behind.

The print industry, challenged by the technology, is trying to  redefine its role  in an increasingly digital world, said Barbie Atienza, president of the United Print Media Group.

“Locally, we have seen how print media try to adapt and evolve by keeping in steps to changes brought by digital era. It is a natural progression that all in the industry must all embrace so as to not be left behind,” he said.

Atienza said t was true that the traditional media is facing struggles, but is not about to die yet.

“In fact we are serving more than ever. The mindset of the publishers is to create more engaging contents and at the same time, redefine (our roles). The publishers have been actively catching the attention of a new generation of (new readers) based on how they consume media,” he said.

But catching new consumers does not mean leaving out old readers “as we are serving them  evenmore.”

Print media is focusing on the rich and underserved market – the midlifers who usually have the time to read and the money to spend.

Television has likewise adapted the new digital technology to push information and gain viewership, said Chot Reyes, chief executive officer of TV5.

He admitted that the rise of digital age drastically changed how people  consume media contents, “and no other industry is affected  more than our industry which is free tv.”

This is because “given the nature of the medium, the currency of tv is ‘appointment viewing’” as opposed to the currency of the digital era which is “live viewing.”

“As a network, the challenge now is to adapt to the digital world and TV5’s strategy is to deliver the right content to the right audience on the right platform at the right time,” Reyes said..

TV5, which Reyes described as “undisputed number 3 network in the country,”  floats above the water through sports programs, “the last bastion of appointment viewing,” specifically the PBA games shown from Thursdays to Sundays.

But it is not only PBA that has proven strong on appointment viewing, but also other sports like boxing, martial arts and others.

The sports fans rely on numerous platforms to satisfy their fandom, and TV5 has built its own ecosytem around tv to provide social, editorial and media contents designed to enhance the viewing experience.

“Every piece of content initiated on ground and on air and is amplified online and on social. This to to ensure that the audience and brand benefits from well orchestrated 360 degree visibility system,” Reyes said.

Radio seemed to have benefitted most from the digital technology.

Vince Jaen, director of the Talent Management Group of Manila Broadcast Company, said when he was a disc jockey, the only engagement of the dj to the listeners is through one telephone.

“The phone rings, you answer. You put down the phone and wait for the next call,” he said.

But these days, djs have several monitors in front of them and they engage in several platforms at the same time, he said, showing a dj with eight screens in front of her which she uses to engage her audience.

The programs are also broadcast live and can be watched through and app, or even facebook.

Also before, when djs signed off, “it meant we are gone, its goodbye and there are no more engagements with the listeners until the next day.”

Now, djs party after signing off and engage their audience 24/7.

“But one thing remains constant, and that is the audience. We always had a big audience and is growing because radio has evolved into something exciting. In fact, today, we are not just broadcasters anymore, but influencers,” he said.

Jaen gave as example broadcaster Lloyd Cadena, who has 4.5 million followers on social media, as one of “influencers who are different from usual digital media influencers because they have radio programs  and they can ask their audiences to consume their contents,” he said.

Entry filed under: News.

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