Media Viewpoint - Jan08

The Changing Face of Mass Media

The latest numbers from the 2007 media index studies showed an alarming but not surprising trend of reduced consumption of traditional mass media.

Numbers for daily consumption for television and radio have all dropped. This continues to affirm the challenge that big players like the MediaCorp and SPH are facing - how to engage the elusive viewers and readers of today and the future.

So where did the eyeballs go and more importantly, why?

Consumers today are without doubt more demanding of content. They are attracted to channels that engage them on their interests and are able to offer in-depth coverage. One successful television example is Discovery Travel & Living which quickly became one of top most-viewed station upon its launch. It has become a default channel that you don't need to watch it at a certain time and day and yet know that you will be entertained.

On the reverse, terrestrial stations are scrutinised, and only turned on by "appointment viewing". With the increase of multiple TV sets per household, there is less inclination for a family to hover around the TV set and watch local dramas together. Now TV stations have to appeal to more "individualistic" tastes in today's viewers. They are less satisfied with the general entertainment free-to-air (FTA) currently offers. With alternative avenues namely cable and internet, "television" eyeballs are moving fast.

Newspaper is still a staple amongst the working crowd with readership not changing significantly. However, the evening Chinese papers i.e. Wanbao and Shinmin experienced a major drop. Again, this displays consumers' increasing low receptiveness towards sensational reporting.

Consumers have become more astute with content. They are less tolerant with content that don't engage them. I think some major media owners have not evolved enough to be relevant.       

I'm nostalgic of the power of mass media I used to know. Give us those days of Wheel of Fortune or Phua Chu Kang when FTA was able to connect eyeballs from all walks of life. Or let us again experience the immediate response which the fictitious XO Beer generated (for those who don't understand, we belong to different advertising eras).

I'm firm believer that if media owners can recreate themselves to be sharp and engaging, they will regain that power to influence. 

Good examples of how the outdoor players continue to make themselves relevant and attract top advertising dollars are MRT station platform doors, 3-D displays on bus tops and the latest Sky Bulletin on top of bus shelter roofs.

Are we entering into a time when the new "front page" is Yahoo's home page?

I will say not for the time being. With the amount of ready brains and cash, publishers are more than capable to direct the way consumers consume media. However, they need to stop thinking that they are newspaper or TV broadcasters. They have to revolutionise consumers experience by engaging them in a new way.

Just like how Apple recreated the terms of music engagement with the iPod and how they redefined the terms of mobile engagement with the iPhone, only then will mass media return to power.

 

Juliet Ng

General Manager

Initiative