The rise of social media has led to traditional media outlets needing to evolve and become more creative in order to attract younger audiences. This was the message at the recent Hawana 2023 media forum entitled ‘The Future of Media’, where industry experts discussed the need for media organisations to embrace new technology to stay ahead of the curve.
Suhaimi Sulaiman, director-general of Radio Television Malaysia (RTM), shared that RTM conducted a study which found that viewers wanted complete news in a short and straight-to-the-point format. This led to RTM introducing a 15-minute bulletin called ‘Kanta 744’ which features 30 stories. In addition, the broadcaster used social media platforms like Twitter, TikTok and Facebook to disseminate content, as 62% of its audience were young people.
Suhaimi also highlighted the potential for media organisations to attract cross-border advertising through social media platforms. For example, during a recent football match between Indonesia and Thailand in the SEA Games, 10.3 million people watched RTM’s TikTok live stream. On further investigation, it was found that they were not from Malaysia but from Indonesia, demonstrating the significant potential for cross-border monetisation opportunities.
Datuk Ahiruddin Attan, Malaysia National Press Club president, added that media organisations should see new technology as an opportunity rather than a crisis. In the digital age, media organisations have access to millions of eyeballs, making it important to shift focus from traditional metrics of viewership to a more holistic approach that includes social media platforms.
Alric Manickam, AFP Country Manager for Malaysia, Indonesia and Brunei, pointed out that media organisations need to rethink how news is delivered in a world where there are 151 bureaus covering countries across the globe. This involves considering the best format for delivering news, and the most appropriate writing style for different platforms in order to appeal to audiences.
The key takeaway from the forum was that traditional media must evolve to stay relevant in the digital age. By understanding their audience, embracing new technology and exploring different distribution channels, media organisations can remain competitive and stay at the forefront of the industry. While there may be challenges that lie ahead, there is also great potential for media organisations to discover new opportunities and avenues for growth and success.
