Much has been debated about how digital is shaping and influencing the communication spectrum and redefining the role of traditional media players, especially those in the print domain. While there are some who argue that traditional media is becoming increasingly irrelevant by the day; there are many who see a possibility for both the platforms to co-exist without necessarily getting into a competition mode.
Taking this digital v/s traditional debate further, we spoke to some publishers and broadcasters about their take on the subject and here is what they had to say:
Speaking about how the trend of going digital is gaining momentum year after year as all the leading players are opting for the medium to attract a larger audience base, DD Purkayastha, MD & CEO, ABP Group, said, “Advertisement revenue growth for publications is slowing down while Hindi and vernacular publications are planning to launch new editions. Publishers are also collaborating to build digital products and are negotiating with Facebook, Google and other aggregators.”
Underlining the grim picture that the print industry is going through in terms of ad revenues and growth in numbers, Benoy Roychowdhury Executive Director, HT Media added, “We are not seeing a revival of the hard core print category. However, there are some sort of activities in the real estate and education sectors as well as in the banking finance and IPO, but with the kind of slowdown we have been seeing over the past couple of years, I feel it is about tightening the belt and controlling the cost.”
Commenting on how digital is the way forward and how it is shaping the communication spectrum, Mitrajit Bhattacharya, Publisher Chitralekha Group and President AIM said, “ Digital will continue to shape the communication spectrum - ads, native ads, branded content etc., will be delivered well through this medium, while the second will be in the space of experiential marketing. Since digital has pin-pointed target reach which reduces wastage, it will increasingly take centre stage in the marketing plans of many categories, which otherwise weren't using it so far.”
He added, “In a cluttered environment, while brands will use digital to target their communication better, they will increasingly adopt experiential marketing to sample their brand offerings to their exclusive clientele. This is working very well for categories like luxury, food & beverages, etc.”