The media discussion, comparing earning to informing,
is constantly ongoing; promotional stories vs. verified facts, with media
owners seeking earnings and profits from increasing audience, while,
professional journalists seek to inform and educate the general public. Now, with
social media joining the discussion and threatening to disrupt the traditional
media business model; entertainment is easily available and amateur journalists
find an audience, disseminating opinions and feelings, which many take and
forward as facts. This online broadcast does solve one old problem; negative
news about large scale advertisers, no longer can such news be suppressed by
media owners. But with the very large volume of news releases, over-load contributes
to a shorten news cycle. Begging the question, "Would traditional media
survive?"
Entertainment vs. Education. Entertainment programming
brings, maintains and increases the audience, which in turn brings in
advertising revenue, needed to subsidized low or no price to the said audience,
pay staff, including journalist, operational bills and to generate returns on
investment. Educational programming offers the audience information and facts,
goings on in their community, country, region and the world, professionally
presented and made understandable by experts on the particular topic.
Social media, connecting millions across the world,
with its original objective to sustaining, supporting and forging personal
relationships, seamlessly expanded into business to person (advertising)
communications. Hence, easily supporting the media business model, by targeting
a growing online audience, many of which get their entertainment over the world
wide web, and as a result seek their news online as well. Traditional media houses
are forced to follow their audience or lose them, causing their professional
journalists to produce online versions or blog news, also addressing feedback
and comments. Thus, opening the person to person (Word-of-Month) aspect of
social media to opinions, not facts, from anyone online.
Media owners have long been accused of burying
negative news on or about their big advertisers, to protect their earnings, no
longer, because social media will get to the truth or some version even more
damaging to the advertiser. Published by anyone with Internet access, employees;
managers or staff, that feel obligated to expose misdeeds, or by investigative
law-enforcement officers or journalists tracking and following the money.
The large online audience, with multiple categories of
news reports, notifications or alerts, being fed by the minute, is constantly
bombarded with true or false news, much supported by photos or videos to proof
its legitimacy. News, which is mixed into and incorporating features of
entertainment; the drama of real life man-made crime and natural disasters, the
message of political policies and public service implementation, the protest
for change, the good news of sports, culture and religious events, and the
opportunities created for training, jobs and development.
With the shorten attention span, young technology
savvy audience, craving instant information, feeding their specific topics of
interest and entertainment on demand. How can the traditional media survive? By
valuing their brand-name, reputation and journalistic integrity. Continuing its
high standards and creating programming that serves the audience. For example,
Business Light, which targets entrepreneurs (risk-takers) with their specific
need for funding, sector reports, Government assistance, incubators, mentors, skilled
workers, etc.
Rationale
T.A.J
& Associates Company Limited uses this occasion to
comment on topics that have been covered, both academically and by the
mainstream media, to add its opinion and point out investment opportunity, not
to invoke any social action.
