For broadcasters to develop and sustain cutting-edge content, they must ensure it is interactive and produced and delivered on multi-screens. Such content must cater to more young people and also be part of the whole industrial chain.
This advice came from Mr Lv Peng, President of Shandong TV, China, who participated in the CEO Roundtable at the 13th Asia Media Summit on 26 May 2016 in Incheon, Korea
For broadcasters to develop and sustain cutting-edge content, they must ensure it is interactive and produced and delivered on multi-screens. Such content must cater to more young people and also be part of the whole industrial chain.
This advice came from Mr Lv Peng, President of Shandong TV, China, who participated in the CEO Roundtable at the 13th Asia Media Summit on 26 May 2016 in Incheon, Korea.
In his remarks, Mr Peng said viewers now switch screens among TV, laptop, Ipad and mobile phone. To reach out to these viewers, he said Shandong TV needed to speed up media convergence, establishing a new media group, and responding to changing consumer viewing behaviour and demands.
“For this purpose, we make corresponding changes in content, genre, time, length and forms,” he said.
He also pointed out that young viewers are more fascinated with animation, comics and novel programs as well as games, and cutting-edge content must capture these interests.
With the commercialisation of the fifth-generation network, Mr Peng said new interactive approaches and forms should be important elements of cutting-edge content.
“We take into consideration the whole industry chain including screen content, games and derivatives in order to generate better business returns and more viewers’ satisfaction,” he said.
Mr S.M Haroon-Or-Rashing, Director General of Bangladesh TV, Bangladesh, also spoke at the CEO Roundtable, emphasising the element of trust if media has to deliver accurate, diverse and creative content.
“We need to work together in order to bring discipline in the media interventions through practicing media ethics and principles,” he said.
Demands of Cutting-edge Content
For broadcasters to develop and sustain cutting-edge content, they must ensure it is interactive and produced and delivered on multi-screens. Such content must cater to more young people and also be part of the whole industrial chain.
This advice came from Mr Lv Peng, President of Shandong TV, China, who participated in the CEO Roundtable at the 13th Asia Media Summit on 26 May 2016 in Incheon, Korea
Content is Still King
Audiences will have many screens to watch news anytime and anywhere, and to draw their attention, particularly the young, broadcast journalists must have a story to tell, one that offers accuracy, analysis, and expertise, and must help audiences make sense of it.
This approach is how BBC World Service has operated in the world, says Ms Francesca Unsworth, Director, World Serive Group, BBC, United KIngdom, emphasising that “content remains queen or king.”
‘Invasion of Globalised Content’
Asian media is raising concerns about the ‘invasion’ of globalised content on various screens that threatens local content and may necessitate government regulation such as imposing a content quota system to preserve local cultures in the region.
In Bhutan, Bollywood programmes and Korean dramas and variety shows have invaded local content, says Kinley Dorji, a journalist and Secretary, Ministry of Information of Bhutan during the Moderated Debate at the 13th Asia Media Summit in Incheon, Korea.
Monetising Content
Broadcasters were urged to preserve good content by digitising and managing it efficiently in order to share this valuable resource to future generations and enable companies to make some money.
“So much good content is stored in some offices and libraries of government agencies, private companies and broadcast organisations that unless this is digitised, it will simply vanish in three to five years,” Mr Sanajay Salil, Managing Director, MediaGuru, India, said in his presentation during the plenary session on “Monetising Content and Dealing with Copyright Issues” at the 13th Asia Media Summit on 26 May 2016 in Incheon, Korea.
Big Challenges for Broadcasters
Dato’ Sri Ahmad Shabery Cheek, Minister of Communications and Multimedia of Malaysia, raised the possibility that viewers might stop watching TV in the traditional sense unless broadcasters dealt seriously with new trends impacting their industry, among them; the rising popularity of over-the-top or OTT services, the reach and influence of social media, and evolving media consumption behaviour.
Story with Impact
Mr. Turan Ali, Director of Radio Netherlands Training Centre, Netherlands, has identified various elements in producing programmes that have an impact consistently with audiences.
Art of Good Storytelling
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.
Future of Broadcasting
The future of broadcasting lies not only in producing creative content that is relevant, innovative, and engaging, but also in adopting formats that keep pace with the demands of various platforms and shifting audience preferences.
Creating Impact: Media in Today’s Society
Media’s power is enormous in today’s society. It can facilitate public debate and discussion and shape public opinion. Its influence extends to its role in development, setting an agenda it deems relevant to nation building. A media with a capacity and interest to report issues on national strategies, social justice and inclusion, social progress, environmental sustainability, and enabling regulatory environment can create wealth in society, develop people’s potential to pursue creative and productive lives, and contribute towards equity and equality for all people.
A Successful Asia Media Summit in Hanoi
[img_assist|nid=1662|title=|desc=|link=none|align=left|width=100|height=66]The Asia Media Summit has concluded in Hanoi, contributing to a growing consensus that it was no longer business as usual for broadcasters in the battle for attention that has become more intense than ever in the digital world.
In his closing remarks, AIBD Director Yang Binyuan said the Summit has helped raise awareness and understanding among broadcasters of new and innovative ideas as well as opportunities offered by technological advances and multiple delivery platforms such as the web, mobile, and social media that will expand their audience reach, address strong competition and improve their products and services as well as business returns.