In the webchat that Eric has referred us to, one participant asks a really valid question:
“Q [Naimat Ullah Khan]: LC Karachi: How and to what extent, does traditional media remain effective despite the boom of digital Journalism?”
I’ve posted Butler’s response below, as I think it has huge relevance for us.
A [Patrick Butler]: I think that if the traditional media accept and embrace these changes, they can actually thrive in the era of digital journalism. Traditional media often have a trusted brand, so when you read something from a prestigious newspaper in your country on line you may trust it more than something that comes from a less well-known source. But traditional media have to become more relevant to people who prefer digital journalism — people who like blogs, multimedia content, etc. The traditional media that thrive will be those that embrace those new techniques without giving up the quality journalism they are known for.
So, what do we think? Can traditional media survive in an age of digital technology? I certainly don’t buy newspapers as regularly as I used to, as I get RSS feeds to my laptop, and breaking news to my mobile. I read my daily paper online, and use an RSS feed on facebook for financial news!
The BBC’s iPlayer is undergoing massive change at the moment. For the first week after a programme is broadcast, it’s free on iPlayer. After that, we have to pay to download it (at just over £1 per download). Doesn’t this conflict with the BBC’s values? We pay the license fee, shouldn’t all programmes be paid for through that? Nope. After a week, the programme becomes part of the BBC’s money making arm, BBC World. Effectively, it’s like us going into HMV and buying a dvd of Pride and Prejudice.
So that’s how the BBC is dealing with having to fund a whole new branch of media.
What about other channels? There’s been a huge amount of coverage of advertising revenues falling, and ITV feeling the strain. It was headline news last week that their annual profits fell 35%. So how will they pick up the slack? Executive chairman, Michael Grade, says he’s reversed the trend, but we’ll have to wait to see if improved viewing figures will really mean improved investment.
I’m inclined to agree with Butler, that traditional media can benefit from digital technology, but needs to stay relevant to feel the benefits. But I’m not convinced that newspapers will be able to keep their heads afloat with all the changes. Even massive publications like the NY Times are cutting down on staff.
From a personal stance, I know I changed my plans for a masters after seeing what was happening to the media world. A magazine journalism MA just wouldn’t have given me a career. I knew I’d need as many skills as possible just to get onto the lowest rung of the career ladder.
Fingers crossed for our futures…
