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媒体学thesis-印度媒体业新消费策略应用研究

时间:2015-05-18 10:40来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
新闻消费战略意义
 
本文主要介绍了新闻消费的变化趋势和战略意义。印度媒体环境发生了变化,导致了对于新闻的文化需求。新闻消费从被动转向了主动、互动的行为。生产者和消费者之间的关系正在发生着变化。今天人们如何与新闻消费相联系的方式改变了。
 
INTRODUCTION OF TOPIC

Changing trends in news consumption and strategic implications for broadcasters

The Indian Media environment has undergone changes in terms of news consumption trends as well as news production techniques. This has lead to contours of "On demand culture" for News which has been furthered by the digital revolution in the news arena. News consumption is shifting from a passive act to a proactive, interactive and participatory act. 2008 has seen some tremendous changes in the way we gather, share and interact with news.nes today is becoming less linear, less controlled, chaotic however increasingly participatory. The relationship between producers and consumers is changing.

Examples of participatory news consumptions:

Twitter showed its potential & network to distribute raw information in almost instantly in the case of Mumbai attacks and arrest of American student in Egypt. Many media broadcasters took to using this medium as a strategy to cover the news.

In early 2008 the channel CNN has built a platform called Ireport .com which permits anyone to submit and upload content from anywhere in the world and a team of journalist scours the content to look for stories. It could also sell this contributor generated & created material on news wire for high margins.

Another example would be Network 18 anchor Rick Sanchez used twitter to gather his story on twitter for Hurricane Gustav, showing conversations about the storm on screen. CNN even launched a daily show around it which was positioned as " audience driven hour of days news and smart conversation"

Today in the news sector what is changing is how people interact with news , when they acquire it and thus old news deliverers must definitely adapt to it.

The 24 hour television news channel in India today has become a meme. The random house unabridged dictionary defines a meme as a cultural item that is transmitted by repetition in a manner analogous to the biological transmission of genes. Today there is nothing new or different in the way news channels telecast news stories. Activism, excitement, concern, & empathy all are packaged in the same way. Most channels look alive, behave alike, & talk alike. There is scarcity as regards to channel loyalty in television news.

Additionally with media proliferation, audiences are getting and more fragmented and thus news broadcasters are in a fight to gain new audiences. Garnering eye balls, retaining loyal customer, and targeting new segments to gain new audiences becomes extremely important in today times. But with changing consumption habits the same old strategies like breaking news, anchors, tickers may be becoming ineffective today. Thus broadcasters need to revisit these strategies to create differentiation and competitive advantage. The research plans to undertake a study on news consumption trends today the way forward and thereby look at strategies that broadcasters are using currently to tap the existing and potential news customer.(责任编辑:BUG)


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