The digital age is defined by rapidly changing technologies that are changing faster than we can adapt. New fields of study such as digital humanities, AI, attention-based business platforms, digital storytelling, online news platforms, etc. all present enormous opportunities for researchers and students.
Media students or professionals working in media today are armed with both specialist skills and generalized technical knowledge working as they are on the cusp of interactions between disparate fields.
The evolution of media distribution methods
The new media scenario has changed broadcast media, from traditional DTH and cable TV to digital platforms where virtually anything can be broadcast live.
In the new media, the broadcasting waves have split into countless “narrow-minded people”, all empowered to reach a large audience by disseminating ideas, products, services, news and information.
The rapid development and adoption of new technologies have also changed the intermediaries of traditional media communication.
Professional talk shows from Shekhar Gupta, Ravish Kumar, Dhruv Rathee, BBVines and many more widely use platforms like YouTube to interact with audiences and broadcast worldwide.
From the traditional setting of families watching together on large TV screens to the current choice of custom screens, there has been growing concern about the very existence of traditional media amid the expansion of digital platforms.
Likewise, the shift from traditional cable TV reception and DTH to smart TVs has also been quite dramatic and the change could lead to the phasing out of traditional broadcasting platforms such as DTH, cable and terrestrial TV. through digital streaming.
Today the screen mode is secondary since the public is more concerned with the content. In fact, in a recent survey, it was found that 74% of subscribers only sign up for a specific series and audiences continue to rotate subscriptions based on content preferences.
OTT: changing the nature of the broadcast media industry
Digital platforms are inundated with data on consumer behavior, which is backed by artificial intelligence that can predict how audiences will react to advertising.
Additionally, OTT platforms are creating new formats for advertisers and users.
Three factors have contributed to India’s growth in the OTT media industry and have consistently paved the way for digital growth:
- The first factor was the Jio phenomenon, cheap data on portable devices, price innovations and the expansion of the telecommunications network.
- The second factor was the low price of portable devices and smart TVs, which made digital home screen content less expensive than expensive multiplex visits.
- The third factor was of course the pandemic which simply closed theaters and opened up OTT growth
Today, OTT platforms are said to generate annual revenues of around $ 25 billion globally and are primarily generated by a handful of US-based global giants such as Netflix, Amazon, and Google’s YouTube, which are at the heart of this revolution.
All of this simply means that there is a serious need for digital enhancement.
What skills do you need to excel in new age broadcast media?
Some of the vital skills needed to embrace the new development are education in communication technologies with a mix of creative and digital skills, understanding the ‘attention economy’ of social media, as well as understanding the content consumption and income generation.
The new era broadcasting media will play an important role in the future and the young generation of learners must be prepared to exploit the opportunities of the new world of the digital age of broadcasting and mass media communication. .
The sky is the limit for someone wanting to grow in their professional skills and career and take the digital leap.
– Article by Sreeram Gopalkrishnan, Director, Symbiosis Center for Media and Communications, Pune
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