Giorgio Ungania, Corporate Training Manager at the SAE Institute, a global creative media education company with a branch in Dubai, delivered the keynote speech today at Promax/BDA Arabia, expanding on how technology continues to revolutionize communication methods.
Promax/BDA Arabia is the world’s leading association of broadcast and multimedia professionals, all of whom work in the context of an industry that, according to Ungania, is in the throes of an ongoing revolution in content production and distribution.
In addition to outlining the shifting trends in media and communications, Ungania also discussed his experience dealing with new global audiences that produce and consume information simultaneously.
He challenged media professionals to overcome key mental barriers in order to play an active role in new markets: “This session comes at an important time for the industry. Although the internet and advances in networking have caused sea changes in the way people communicate, innovations continue to emerge and it is imperative for industry professionals to understand where the new audiences are and how they can be reached.”
He continued: “The new generation of digital natives is not satisfied only to consume media but they are interested especially in creating and sharing content via the World Wide Web. Middle East industry professionals need to be aware that traditional promotional tools are no longer enough, and that in order to maintain and grow their audience they need to rethink their tactics.”
Ungania illustrated his point through a reading of the current broadcasting landscape: “The concept of accessing contents exclusively through the TV set is obsolete. 70 per cent of young adults in the U.S. have a laptop running while they are watching TV; this means that we have to keep the audience engaged. On line distribution will be more and more prominent and as a consequence the traditional “old” media will collapse if it does not shift towards the new audience’s demands.”
Ungania concluded: “Shift is happening in all facets of media, and if we are not ready to shift our strategies and truly understand where the market is going, we will rapidly lose ground and will not be able to keep up with the speed of change.”
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