'Traditional media after 10 years? Pray hard'

This is what BS Anilkumar (formerly with New Indian Express) thought of it:

The only thing we have to wait for are :
(1) When unlimited internet connetvity is going to be available @ Rs 100
(2) When computers are going to be available as cheap as Rs 2,000 per piece

When it happens, it will certainly act as
a deadly combination for
traditional media. Radias and Barkhas and Sanghvis to Ookode Gopalans
will begin to know how deceiving the aroma of traditional press

I dont think the arc of change is too steep as most of us like to
believe. No business means no traditional job. It certainly does not
mean no journalism. If not accustomed to the inevitable, we will be
living like those black-and-white studio owners who were doomed beyond
repair after the emergence of colour labs. No union, no sermons, no
ideals will come handy.

Original mail below:

Poll on US media sees trouble for traditional media

By whattheythink.com

New York: Traditional media is in trouble. Newspapers are struggling
with circulation and magazines like Newsweek are being sold for $1.
And, while two-thirds of online Americans (67%) still agree that they
prefer to get their news in more traditional ways such as network
television and/or reading newspapers or magazines in print, over half
of Americans online (55%) say traditional media as we currently know
it will no longer exist in ten years. Additionally, half (50%) say
they tend to get almost all their news online.

These are some of the findings of a new 24/7 Wall St./Harris Poll
survey of 2,095 U.S. adults surveyed online between October 8 and 12,
2010 by Harris Interactive.

Focusing on specific media sources, when Americans who use the
Internet are looking for news, almost half (46%) say they go to local
television news all the time while about one-third say they go to
local newspapers (35%) and network television news (31%). Two in five
online adults, however, say they never go to national newspapers like
the New York Times or weekly news magazines (42% each) when they are
looking for news.

Additionally, in looking at the amount of time people are spending
with print media, one-quarter of online adults say over the past year,
the time they have spent reading newspapers in print and reading
magazines in print has declined (25% and 23% respectively).
Conversely, three in ten online adults (28%) say the time they have
spent visiting online news and information sites has increased over
the past year.

Age matters for media consumption

One reason traditional media should be worried is that media
consumption and attitudes towards media are very different by age,
among adults who are online. Only one-third (33%) of those 55 and
older who use the Internet say they tend to get almost all their news
online compared to almost two-thirds (65%) of those 18-34 years old.
And, while four in five of those 55 and older (81%) prefer to get
their news in more traditional ways, just over half of 18-34 year olds
(57%) feel the same way.

Where people go for news also changes by age. Online adults 55 and
older are much more likely than 18-34 year olds to go to local
television news all the time or occasionally (88% vs. 63%) and to
local newspapers (81% vs. 56%) when they are looking for news. However
over half of 18-34 year olds go to websites that aggregate news (52%)
compared to two in five adults 55 and older (39%).

Network TV versus Cable TV versus watching online

Besides traditional print media, network television also has to face
many battles - both against people watching more television online and
watching more cable television shows. Currently, two-thirds of
Americans (67%) say they watch television shows primarily on
television, while 5% watch them primarily or mostly on their computer.
If this is examined by age, again, there is a large difference with
over four in five adults 55 and older watching primarily on television
(84%) compared to less than half of those 18-34 (48%).

When it comes to cable versus network television, there is an even
split. Three in ten Americans (30%) say they watch shows primarily or
mostly on network TV while three in ten say they watch shows primarily
or mostly on cable (29%); one-third (36%) watch cable and network
shows equally. While four in five U.S. adults (82%) believe that
network television shows will always be a large part of Americans'
viewing habits, two-thirds (65%) believe people will watch more
television on cable than on the networks in the near future. One
reason may be quality. Over half of Americans (51%) say cable
television shows are much higher quality than network television

So What?

While they might not have abandoned print media or network television
completely, Americans are welcoming and embracing other media in leaps
and bounds. And, as one might expect, younger Americans are setting
the pace as they are getting their news online and not through local
newspapers. In fact, for local newspapers, readership is clearly being
driven by those who are 45 and older. Traditional media may need to
reinvent themselves to give younger Americans a reason to buy local
papers or turn on their local news. Network television may not be in
as much trouble as print, but they also have to watch their backs as
cable television is clearly winning eyes and the counter-programming
they did that was once mocked by the networks is now being copied.

No comments:

Post a Comment