With 2020 being the year that the millennium child will be on the threshold of becoming an adult, they are certain to make their presence felt in various decision-making processes by then. As such, the year 2020 promises to be an indicative watershed of behaviourial shift of media consumers.
Though difficult to predict what the future would be like, Ravi Dhariwal, CEO, The Times of India, felt that the amount of time people spent on individual media would certainly change. He further said that less time would be spent on pure printed media as compared to digital and audio visual media.
He added, “The newspaper of 2020 will also go through a radical change. It will be far more interactive.” Dhariwal foresaw that in 2020 the newspaper would be of just four pages broad sheet, the news reports would be shorter in length, hence the number of reports per page would be much more. This would cut down cost dramatically for newspapers and the whole business model will change. More information will be carried than what newspapers are carrying currently.
He said that the news organisation will change dramatically. There will be fewer reporters and many more analysts who will be able to give much more detail, account of each story in multimedia format. So we each has a Smartphone and will use that Smartphone to login to that story and get the term of analysis. It will change but newspapers will be the source of entry into people's life then they ask for news. So they will start the day with the newspaper, they will go to the different thesis of news with that and that has a huge implication in the way produce, how to we print and distribute.
In that scenario some things will be very critical one is what brand you have as building a brand and making sure that brand stands for high quality, credibility, trust, emotional connect will probably be the most important thing. The second most important thing will be curation and he believes that it will never go away for editorship. People will want to see what is important in their life that only a great editor or news organisation can put together this lead to the curation more important.
According to him, the advertising revenue will flow. In future advertisers will say that this is assured four page device by which u can get all the messages in an engage format. The world will be very different and this is the one view of the world and it will definitely be lower printing cost, high dependence on distribution, advertisers, news curation and analysis. Print will still be extremely important in smaller to large cities, the format may be a little different and it may look differently in large cities and small cities. But Smartphone penetration by then will be 100 percent in 2020 so people will get the device in which they can get the newspapers very quickly.
This will make sure that business will continue because the newspaper is available early in the morning, home delivered.
Ravi Dhariwal was expressing his views at the 6th International News Media Association (INMA) South Asia conference, held in New Delhi on August 7 and 8, 2012.