Ms. Poonam Sharma, Director of Singapore MediaGuru, urged broadcasters to relearn the art of good storytelling, and stressed that winning in today’s multimedia landscape means not only creating a story that is relevant and interactive, and one that provokes and engages audiences, but also delivering or executing it creatively.
She said technology can enhance content production and urged producers to use them effectively to execute a good story. “Journalists now are using drones to tell a different perspective of a news story and that makes a big difference”, she said.
Speaking before participants to the 3rd International Conference on Broadcast Training in Kuala Lumpur, Ms. Poonam cited another level of viewer engagement with broadcasters that is the practice of some journalists to break a news story on social media even before airing the same in the mainstream TV news programme. Such approach, she said, creates interest among users and draws a bigger audience when the story is finally aired on the TV screen.
Ms. Keiko Bang, CEO and Founder of Bang Singapore, also spoke at the conference on shifting audience preferences and behaviours, stressing that the future of content is big data.
She also said that women are driving social media now and hence content, which have an impact on both old and new media. In the United States, for instance, she cited how the central figures in many TV programs have highlighted various roles of women, from being a judge, president, to even being in prison.
In her presentation, she said communities who share common interests are increasingly becoming passionate and organised, and spending money. As a result, “they are wielding massive power with content makers, affecting the outcome of shows, characters, action, co-opting and transforming copyright, and ultimately affecting politics”, she said.