ASIA-PACIFIC BROADCASTING

Keynoting at the recent Public Broadcasters International (PBI) conference held in Singapore, Kerger stressed the need for innovation and collaboration for public media in the digital age.

“As technology continues to shrink the globe, it’s this spirit of collaboration that will guide our steps forward,” Kerger said. “I feel strongly that the future will belong to individuals and organisations that can collaborate across traditional boundaries to shine a light into new corners of our world.”

She noted that compared to when public broadcasting was born, today’s world is in an age ruled by Facebook, countless satellite TV channels, and increasing reliance on the Internet for entertainment.

“Media consumption is up but the percentage of young people consuming news is down,” Kerger observed. “In the US, between 2006 and 2009, daily newspapers cut their annual editorial spending by US$1.6 billion dollars, or more than a quarter [of the edi­torial budget].”

Funding for public broadcasting is also at risk, or in the process of being cut for many broadcasters around the world.

“We must summon the courage to let go of old conventions and traditions and embrace new strategies, new methods and new approaches,” said Kerger. “We can no longer be comfortable in our silos of television or radio. We must become public media in every sense of the word.”

The conference was aptly themed ‘Evolving Digital Age’, said Grace Fu, Singapore’s Senior Minister of State for Information, Communications and the Arts, and the Environment and Water Resources. She acknowledged that the broadcast landscape has evolved significantly over the past 20 years.

“With the vast array of global content made easily available to audiences, public broadcasters are increasingly challenged to offer compelling content to target audiences,” she said. “In doing so, public broadcasters play critical roles in keeping audiences informed and shaping culture and identity.”

Fu also said that public broadcasters today face competition for eyeballs from multiple content delivery platforms, “but we can ride on the opportunities that these platforms present to engage and retain our audiences”.

One method to capture more eyeballs, Kerger shared, is to stay on the cutting edge of technology and innovation, and to ensure the broadcaster’s economic sustainability.

“I feel confident that by focusing on content, innovation and sustainability, we can recreate public media for the digital age. All of us are experts in delivering unique content, staying ahead of the technological curve, and keeping our systems economically viable.”

Public broadcasters have the added challenge of presenting compelling content to discriminating viewers, said Teo Ming Kian, chairman of Singapore public broadcaster MediaCorp.

“The public service messages that need to be conveyed cannot be told in a dry, didactic manner, which cuts little ice with today’s sophisticated audience.To come up with innovative ways to engage viewers, public broadcasters will have to refine and improve our story-telling techniques.”

Teo added: “Technology can be a great friend in our endeavour to hold on to, and increase audiences.”

Comments

Add New Search

3.26 Copyright (C) 2008 Compojoom.com / Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."