We ask media-company CEOs to talk about the way ahead as the industry faces a revolution. Fairfax's Joan Withers offers her view
KEY POINTS:
It is people's insatiable demand for news, information and entertainment that will ensure media has a positive future.
What is not so assured is the ability of some of today's delivery channels (television, radio, newspapers or magazines) to hold on to present levels of viewers, listeners or readers.
Many see digital and online as threats to existing media rather than enablers. However, those of us who gather and package news and information now have, through technology and smart processes, a cost-effective means of delivering content to our audiences "as it happens".
No longer are we hostage to delivery schedules or electronic news bulletins broadcast at designated times.
Now the consumer can dip into world, national and local events when they want from where they want. They get it all instantly - and it is fantastic.
It's great for the public and it's great for those of us who work in this dynamic and exciting industry.
Online will not kill off traditional media.
History has shown that media progress is cumulative, not substitutive. What media companies will need to grasp is how consumers are using all of the media options available to them.
At Fairfax Media, we are platform agnostic and our objective is to provide news, information and entertainment at a time and in a form that meets your needs.
Traditional media will survive and thrive through understanding the role each platform plays in this new environment and by being flexible, innovative and constantly evolving to match consumers' needs.
