Broadcast media back in the day used to be the talk of the town. News anchors and reporters were at the forefront of breaking news and did so in a fluent and articulate manner.
However, nowadays with the rise of technology, things have changed. New platforms have risen with different content and brought about information overload. A lot more content is now shared than what was aired by TV and radio stations before, bringing about a new wave of content consumption bordering information obesity.
Therefore, with this rise of technology, the audience is now less skewed towards broadcast media now as compared to back then with a myriad of choices available to them and the power to engage and create their own content also on the table.
Right now with all these changes, there is the fear of broadcast media falling in the future.
However, this will not be the case if there are a few strategic changes made and countermeasures put in place for the media landscape as a whole.
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One of the changes should be to increase the frequency of content released. Media houses should focus on tools that can increase their capacity to produce without compromising their credibility and denting their budget as much. With the AI wave taking the world by storm, it should not be difficult to put in place efficient processes that cut costs.
Entertainment is key to reeling in Gen Z users and therefore the style of storytelling, structure and format should be to provide the same service with greater credibility such as on-the-ground reporting. It will be the catalyst to competing in an endless and vast digital space. Local content creators like Blessed Njugush, Abel Mutua and Crazy Kennar show the value of entertainment and more so comedy, and the kind of attention they demand is exponential. Their online platforms have a mass following of viewership than major broadcast media organisations. The collaboration will certainly be able to foster this media renaissance.
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Another change broadcast media can do is to ensure their platforms have different content at different times that are targeted at a specific niche and tailored towards these users’ satisfaction. Some like Citizen TV, have achieved this move and have been able to retain their viewers and thrive in the changing times. Simply put, people want to watch what they like at the time they choose and have the power to do just that. And if they don’t like what they say they can create their own with fewer barriers to entry.
