May 24, 2024

How to Stand Out in the Digital Age of Broadcast Media


The digital age is defined by rapidly changing technologies that evolve faster than we can adapt. New fields of study such as digital humanities, artificial intelligence, interest-based business platforms, digital storytelling, online news platforms, etc. they present enormous opportunities for researchers and students.

Today’s media students or professionals are armed with specialized skills and general technical knowledge that work as they are on the cusp of interaction between disparate regions.

The changing patterns of the media

The new media landscape has changed broadcast media from traditional DTH and cable television to digital platforms where almost everything can be streamed live.

In the new media, the transmission waves have been divided into innumerable “narrow frames”, all of them enabled to reach a large audience that disseminates ideas, products, services, news, and information. The rapid development and adoption of new technologies have also changed traditional media.

The professional talk shows of Shekhar Gupta, Raveesh Kumar, Dhruv Rathi, BB Vines, and many others clearly use platforms like YouTube extensively to engage with audiences and broadcast globally.

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From the traditional configuration of families watching big-screen television together to the current selection of dedicated screens, there is growing concerned about the presence of traditional media amid the expansion of digital platforms.

Similarly, the shift from traditional cable and DTH reception to smart TVs has also been very exciting and this shift may lead to the phasing out of traditional broadcast platforms such as DTH, cable, and terrestrial television via digital transmission.

The location of the screens today is secondary because the audience is more interested in the content. In fact, in a recent survey, it was found that 74% of subscribers only subscribe to a certain series and the audience continues to rotate subscriptions based on content preferences.

OTT: Changing the nature of audiovisual work

Digital platforms are packed with data on consumer behavior, powered by artificial intelligence that can predict how an audience will interact with ads.

In addition, OTT platforms are creating new formats for advertisers and users.

Three factors have contributed to India’s growth in the OTT media business and have consistently paved the way for digital growth:

  • The first factor was the Jio phenomenon, cheap data on mobile devices, price innovations and expansion of the telecommunications network.
  • The second factor was falling prices for mobile devices and smart TVs that made home digital display content cheaper than exorbitant visits to the resort.
  • The third factor, of course, was the pandemic that simply closed theaters and opened up the growth of OTT.

Today, OTT platforms are said to generate around $ 25 billion in annual revenue worldwide and are primarily generated by a handful of global giants in the US such as Netflix, Amazon, and Google’s YouTube, which are at the center of this revolution. All of this just means that there is a compelling need to improve digital skills.

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What skills do you need to excel in modern broadcast media?

Some of the vital skills required to embrace the new development are communication technology education with a combination of creative and digital skills, an understanding of the ‘attention economy’ of social media, as well as an understanding of the consumption of content and income generation.

Broadcasting media in the new age will play an important role in the future, and the younger generation of students must be prepared to seize the opportunities in the happy new world of the digital age of broadcasting and media communication. There are no limits for anyone who wants to advance their professional skills and career and take the digital leap.