A few years ago the media was owned by a number of large corporations who controlled what you knew and how much. This trend has drastically reversed with the advent of common sense alternative media. It is cheap to setup and run, while at the same time it is very influential. This is attributed to several factors.
Specialization- the media outlets have specialized in particular areas and are therefore able to capture a particular and genuinely interested audience. This is contrary to the conventional trend where one media house airs content from all fields. Specialization offers the advantage of depth which increases viewer loyalty.
Specialization has created stations focusing on such content as drama series, soap operas, reality shows, music or games. It has created certainty because the viewers know that they will watch their favorite program anytime of day or night. It is a way of creating loyalty and a sense of belonging. Conventional media only allowed a few minutes which is considered unsatisfactory.
Cost of production- conventional production equipment were expensive especially for start-up individuals. This trend mean that only financially endowed institutions and individuals could afford such opportunities. It is now easy to produce quality sound and image clips from an ordinary mobile phone. There are incredible applications for editing images, graphics and sounds to produce excellent work.
The internet has provided starters with a cheap option to show case their skills. There are free blogs where writers can post their work and broadcast it to the world. Other sites like youtube allow live streaming like what is done by television stations. The global reach achieved by the internet beats investment in satellite dishes and infrastructure.
Social media- the platform allows an individual to first interact with friends. This is important for genuine as well as positive criticism. Demos can be posted on such sites as instagram, facebook and twitter for comments. The author or creator then takes it up from there and improves before commercializing.
Domestication- audiences around the world are getting more interested in local content. This has created numerous opportunities for locals to generate exciting broadcast material. It is easily adopted by populations and is highly influencing decisions. This trend has seen the acceptance of different languages as a medium of broadcast. This has sidelined mainstream corporations and greatly reduced their share.
Instant reach- new media provides an opportunity to reach your audience within minutes. There are no schedules when you can access certain information and neither is there restriction on location. The channels have a global reach that is instantaneous. This makes them convenient and reliable sources of information compared to the traditionally scheduled broadcast.
The loss of market share by mainstream outlets is inevitable. The changing environment has resulted from an extremely selective audience. It comes with the advantage of variety with stiff competition arising out of the desire to deliver details. Mainstream broadcasters must change tact or be devoured into oblivion. The current wind is blowing towards a cheaper and open broadcast platform.
Specialization- the media outlets have specialized in particular areas and are therefore able to capture a particular and genuinely interested audience. This is contrary to the conventional trend where one media house airs content from all fields. Specialization offers the advantage of depth which increases viewer loyalty.
Specialization has created stations focusing on such content as drama series, soap operas, reality shows, music or games. It has created certainty because the viewers know that they will watch their favorite program anytime of day or night. It is a way of creating loyalty and a sense of belonging. Conventional media only allowed a few minutes which is considered unsatisfactory.
Cost of production- conventional production equipment were expensive especially for start-up individuals. This trend mean that only financially endowed institutions and individuals could afford such opportunities. It is now easy to produce quality sound and image clips from an ordinary mobile phone. There are incredible applications for editing images, graphics and sounds to produce excellent work.
The internet has provided starters with a cheap option to show case their skills. There are free blogs where writers can post their work and broadcast it to the world. Other sites like youtube allow live streaming like what is done by television stations. The global reach achieved by the internet beats investment in satellite dishes and infrastructure.
Social media- the platform allows an individual to first interact with friends. This is important for genuine as well as positive criticism. Demos can be posted on such sites as instagram, facebook and twitter for comments. The author or creator then takes it up from there and improves before commercializing.
Domestication- audiences around the world are getting more interested in local content. This has created numerous opportunities for locals to generate exciting broadcast material. It is easily adopted by populations and is highly influencing decisions. This trend has seen the acceptance of different languages as a medium of broadcast. This has sidelined mainstream corporations and greatly reduced their share.
Instant reach- new media provides an opportunity to reach your audience within minutes. There are no schedules when you can access certain information and neither is there restriction on location. The channels have a global reach that is instantaneous. This makes them convenient and reliable sources of information compared to the traditionally scheduled broadcast.
The loss of market share by mainstream outlets is inevitable. The changing environment has resulted from an extremely selective audience. It comes with the advantage of variety with stiff competition arising out of the desire to deliver details. Mainstream broadcasters must change tact or be devoured into oblivion. The current wind is blowing towards a cheaper and open broadcast platform.
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