Veteran journalist Pamela Philipose has captured well the flavour of “the throes of a great churn” as she puts it, after attending the recent WAN-IFRA Digital Media India Conference held in New Delhi. So, there is progress, there is change, and, of course, there are challenges. At the two-day conference, some significant points came to the fore: not every single new Internet user is proficient in English; Hindi content grew five times that of English; search queries in Hindi grew at a ten times faster pace than those in English; and, significantly, by mid-2017, the Hindi ad inventory will
overtake the English ad inventory.
In fact, the share of local language adspend on digital is expected to rise from 5 per cent last year to 30 per cent by 2020. Ad revenues will be under threat as the future becomes digital. And, what might not be welcome news to news publishers and television channel owners — with newspapers, television too increasingly appeals only to the 35-plus age group. However, riding the digital wave has never been easy or smooth. Yes, social is where the story breaks first, social is where journalists tend to follow up first. But being on social media and garnering ‘likes’ is not enough, mainstream media houses would need to translate the ‘likes’ into a continuous engagement, Philipose echoes the views of some of the speakers.
At the conference, Philipose listened to Torry Pedersen, CEO/editor-in-chief, Verdens Gang AS
(VG), Norway’s largest media house. The only way to go it seems, according to Pedersen, is to experiment and learn from each other’s experiences. He makes some very pertinent points. One, you have to be the fastest – the Usain Bolt of the media. Two, you have to be live and present, and to be alive today all you need is a selfie stick and an iPhone. Three, your content will have to create emotion -- of course, you have to be opinionated. The biggest proportion of traffic from our Facebook is the opinion section because people like to express their views and you have to let them do it. Finally, you have to instil the ‘fear of missing out’ in your audience, so that people
keep coming back to you.
The discussion about going digital is usually preceded by a caveat on the consequences. Ricardo
Gandour, director of Brazil’s Estado Media Group, which includes the 141-year old flagship daily
newspaper, O Estado de SPaulo, says fragmentation of media introduced by digital technology and now amplified by powerful social platforms comes with a risk to journalism and democracy. “Social media has boosted superficiality, with instant responses of either like or dislike, contributing towards a polarizing society.