Digital technology has allowed media groups and individual journalists to reach their audience and engage with people in new ways. It has broadened their operations, boosted the turnover of many mainstream news organizations and made it easier to compete on a global stage. Additionally, as is so often the case with digital innovations, these new tools have allowed media to become more personalized. This deeper level of customization leads to better connections with an audience and creates loyalty to a brand or service.
What Key Technologies Are Impacting Media Reporting?
Transformations such as artificial intelligence (AI), data analytics and machine learning allow companies to gain useful insights into their audience. Using this information, they learn more about people’s preferences and then produce targeted content that they enjoy. In a world that is moving away from print media to look for news, gossip, advice and more online, the digital revolution has helped all kinds of media producers to remain relevant and in touch with the public.
In terms of both creating and sharing content, there are more channels than ever, as social platforms, mobile apps and web pages can all be used. Moreover, sections of the media industry are exploring the idea of subscriptions to streaming and other content that can boost their revenue and deliver an on-demand, specialized service to consumers.
When Did Digital Media First Become a Concept?
No single decade can be seen as the start of the digital transformation, rather, it is a gradual process that involves incremental additions of technology over time. One of the most important is the global availability of internet access. By presenting journalists with an enormous group of readers who are spread across the world, the internet has played a major part in transforming the media. Now, even people in the most remote regions can call up information and share it very quickly. As a result, news, entertainment and other forms of media had to adapt their processes to suit this new model of journalism.
Understanding More About Reader Preferences
Machine learning and analytical data which provide awareness of what consumers want, is used across numerous industries. People live their lives in an increasingly digital environment, using their smartphones, tablets and computers to communicate, work, learn and socialize. As a result, it is easier to harvest vast amounts of data based on what they do and what they are trying to achieve. This information, combined with analytics software, allows media groups to improve their output considerably.
A World at the User’s Fingertips
Mobile usage and the various technologies that are associated with it, such as tablets, personal computers and smartphones, are huge drivers of change in the media. People can now use these devices to consume news stories, chat about what they have read and share information from almost anywhere in the world. Furthermore, the devices that are used, and how they are used, have contributed to the development of apps that offer even more utility.
For instance, media companies can have one app or several apps depending on the service they provide. These give them immediate access to an audience, allowing them to curate personalized content and build a better relationship with their readers. Although a huge number of transformative changes have already impacted digital media, there is unlikely to be a slowing down of this process. Instead, over time, as innovations enter the market and are widely adopted, digital media will continue to evolve.
What Challenges Do Digital Innovations Present for the Media?
Despite the numerous benefits of digital adoption, there are ongoing challenges for people who work in the media. Primarily, these are based on the need to constantly adapt to the preferences of readers and how they search for information. Consumer behavior changes quickly, and therefore digital producers can never sit still. They must be always ready to incorporate new technologies, such as the metaverse, into their offering. However, this can be costly because there is no guarantee that each new trend will take off and the process of integration, production and distribution is highly complex.
Investments are required
As digital companies become more reliant on technology to remain competitive, they are obliged to spend heavily on new software, expertise and equipment. This can prove to be difficult, as new technologies are always emerging and the media industry has to merge these with their own, cutting-edge methods of creating and sharing content. Adding new technologies, while meeting consumer expectations and demand, is both onerous and challenging.
Determining the value of technology
Media companies need to pinpoint which channels will offer the most value. Some will integrate better with Instagram and some with TikTok, for example, whilst others will need to reflect the power of influencers and the creator economy they manage. These online celebrities can grab attention for traditional media companies, but there are also opportunities for local organizations or individual journalists to work with them in creating content. Digital media companies that are ready to adapt and collaborate are often the most successful in this new era of reporting.
Journalistic Ethics in the Digital Age
Digital news media faces unique ethical concerns when it comes to blogging, social media interactions and online journalism. There are concerns about how professional journalists should use the tools at their disposal — such as a person’s social media accounts — to research a wider story and then publish it for public consumption. Furthermore, text or images harvested from Facebook or other forms of social media can be used to represent public opinion in ways that are misleading or inaccurate. Not everyone on social media is who they appear to be, and many have motives that have little in common with factual reporting.
In all quality journalism courses, students will be taught to take responsibility for their work. In a digital age, it may be more challenging to check facts and identify sources accurately, but that is what ethical reporting is all about. People who are interested in seeking the truth and want to learn more about journalism ethics can investigate the online Master of Arts in Digital Journalism at St. Bonaventure University. This comprehensive program offers tuition in digital media, as well as traditional journalistic proficiencies, and enables students to graduate in just 18 months.
Streaming Services Advance the Film and TV industry
Streaming services and on-demand programming have caused a huge amount of disruption for traditional film and TV companies. Amazon Prime Video, Netflix Hulu and Paramount Plus have revolutionized the way consumers access visual content by offering a huge selection of programs and films on demand. Consumers do not need to buy to buy into a complex or lengthy contract, and frequently they can use the service through an existing piece of equipment, such as a games console or a smart TV.
Adapting to Consumer Demand
This has led to an immediate decline in viewers for local TV stations and traditional networks, and a struggle to remain relevant within these organizations. Frequently, they have developed their streaming service to rival that of giants such as Netflix or partnered with bigger companies to do so.
Social media has similarly tested print newspapers, as these fast platforms deliver news in real time and offer information gleaned from new sources, as it emerges. Magazines and newspapers had to adapt to survive, and this has led to the emergence of many new outlets, with all the biggest names in print media increasing their circulation through websites and digital subscriptions.
Today, whether a person wants to get the latest from the New York Times, or the Los Angeles Times, they can simply open their smartphone — although both newspapers were founded in the 1800s. This historic shift illustrates the profound effect digital tech has had on traditional media and how differently these companies now engage with their readership.
Cloud Computing Makes Sharing Content More Efficient
As part of their transformation to a digital version of their service, many media companies use cloud computing. It is a very efficient way of storing and managing large amounts of content, including images, video and audio. By choosing this digital solution, companies can save money on physical storage systems which also leave their data more vulnerable as it can be destroyed by an event like fire or theft. Without having to invest in or rely on real-world storage, companies can access their content and share it effortlessly.
Supporting Remote Teams
Furthermore, as digital technology shrinks geographical spaces and brings together stakeholders with a shared goal — such as collaborations between major brands and influencers — cloud-based tools can make these processes easier. They allow people to work in remote teams, send files in seconds and share ideas with a large group of people in different locations. The cloud is useful in bringing people together and promoting effective communication, as such it gives media groups the chance to operate their products worldwide.
Interactive Experiences With the Internet of Things
Frequently referred to as IoT, the Internet of Things delivers interactive experiences that can make the audience feel directly addressed. Most people already have IoT-enabled gadgets in their home, including smart speakers, smart TVs and streaming devices. These can be harnessed by media companies who are seeking new and creative ways to provide content. For example, they allow people to speak directly to their TV when asking for a program or theme and the show will play as a result of that request, which is an incredibly convenient method of accessing content.
Media Outlets Can Learn More About Their Audience
IoT devices can be fitted with sensors or other tech that will gather information on what people like to watch and when they watch it. Content producers can use this data to deliver programs and films that match the preferences and interests of their audience. This works to attract a higher number of subscribers and therefore is also an attractive prospect for marketers, which is another revenue stream that is beneficial for media groups.
Robots Interact With Users Every Day
The robotic technology which is used by digital media is different to that used in the medical and manufacturing industries. The world of media is more interested in solutions such as automation, than mobile robots that perform physical tasks. For some organizations, AI is useful when it comes to translating large amounts of text or transcribing the spoken word for subtitles. This saves content creators time and money compared to employing a human to fulfill the same role.
Chatbots Bridge the Gap Between Brand and Consumer
Chatbots are another commonly used form of technology which are provided by many media groups. These digital assistants are put in place as the front line of customer service and can offer an immediate solution for customers who need help in a hurry. They can interact with people at the touch of a button and are available 24 hours a day.
As well as providing answers to some of the audience’s most frequently asked questions, chatbots are equipped with natural language processing. This AI-powered advancement ensures a chatbot stays on track and sounds more like a human, so users feel happier about connecting with it. Chatbots are an efficient way of managing consumer interactions for huge companies that would otherwise have to recruit and train a large team of agents.
Virtual Reality Brings Narratives to Life
Virtual reality (VR) devices such as headsets and gaming computers display high-quality content produced by a range of media outlets. This creates an immersive experience for users, allowing them to enter and interact with a 3D environment. Companies use the potential of VR to produce games, films and audio features that enrich the process of storytelling and produce new ways of connecting with the audience.
Active Experiences in a Virtual Environment
Video and audio experiences can take people to certain moments in history, different regions of the world and fantasy environments. As well as being engaging and adaptable, VR gives consumers a safe and convenient way of exploring locations and situations they would never usually encounter. It can be used to enhance advertising campaigns or to engage an audience more fully with a game or a film.
Media groups who are keen to speak about climate change issues or to educate their audience about other topics can use VR to prompt people into action. Interaction is a key aspect of VR, so instead of viewing passively, the audience can feel like they are part of a story. This results in a more absorbing and memorable connection between them and the media company.
5G Brings New Possibilities
As the name suggests, 5G is the fifth version of mobile networking technology. It is much faster than previous generations, supports a wider range of devices and has less latency. Media groups use 5G to develop and distribute better visual and audio content and run a wider range of services. Streaming is the most significant aspect of 5G for many consumers, as it makes the experience of watching a digital film on their phone far more immersive. This is augmented by technologies such as VR and 360-degree videos, which heighten the experience even further.
Delivering Quality Visuals at Astounding Speeds
Along with film, sports are another area of the media that benefits from 5G. Physical sports and eSports are key genres with enormous audiences. By offering great visuals and high data speeds to consumers in every part of the world, small media companies can rival traditional broadcasters and benefit from the additional advertising revenue. Moreover, they can offer coverage from any location and to any device with 5G, rather than expecting audiences to watch at home on a TV.
Indeed, this phenomenon has led to the terms ‘cord-nevers’ and ‘cord-cutters’ being used to describe people who have never used, or never now use a cable or satellite service. Instead, they watch all the content they need streamed direct from internet sources. This is empowering for the consumers, who can simply cherry-pick the content and provider they prefer from month to month. However, media companies can react by using another digital asset, AI, to gather and evaluate data about their audience and then offer content that wins them over.
How Will Technology Continue to Influence the Media?
The media will continue to be shaped by politics, society and economics, as well as digital advances. As these innovations have proven to be effective and profitable, publishers will certainly lean into them even more in the coming decades and redouble their digital efforts. Audiences remain online and so establishing or strengthening a connection with them in the virtual space will be crucial.
Tech such as VR allows journalists to improve their coverage of environmental issues and other complex topics, with better visuals and more engaging content. AI will also be used to ensure consumers experience a personalized service with no irrelevant content. In all areas of the media, companies will continue to adapt their output to meet the expectations of a digitally advanced audience.
