Media-enhancing digital technology is here to stay: Sherlock

Mr. Sherlock stressed that the media has a responsibility to quickly embrace and adapt to changing digital trends and to continue to remain relevant by delivering news and information to the masses.

Whether we like it or not, media-enhancing digital technologies are here to stay and are sure to change the media landscape around the world.

While traditional forms of media such as radio, television and newspapers continue to be relevant to certain sectors of our society, digital trends such as websites, social media, on-demand video and audio are on the rise.

Grant Sherlock, executive editor of ABC News Digital, expressed this sentiment when introducing the topic of “new digital audiences” to members of the local media.

He stressed that what we need to do is embrace and adapt to these changes so that local media continue to be relevant and aligned with global media practices.

Mr. Sherlock stressed that the media has a responsibility to quickly embrace and adapt to changing digital trends and to continue to remain relevant by delivering news and information to the masses.

He mentioned his satisfaction with the pace at which local media is expanding into digital technology, although some parts of the local media fraternity still have room for improvement.

However, he admits there are plenty of questions about how digital platforms can make you money, an area where media organisations can re-strategise to ensure they don’t succumb to the challenge.

“It’s especially encouraging that even in organizations that don’t have a digital presence, it’s possible to take and write photos and stories that fit digital platforms,” ​​he said.

He believes that Facebook is the key to reaching new audiences in the Solomon Islands because of its greater reach and usage.

“Perhaps an interesting feature of local media is that it has teams with skills that just need to be built or redirected to work in the digital space,” Mr Sherlock stressed.

He further said that despite the changes in digital, it is encouraging that certain audiences will still require broadcast and print for a long time to come.

The ABC digital expert went on to say that the fact that most digital responsibility falls on a few people needs to be improved to avoid business disruption.

Mr Sherlock acknowledged that local media were constrained by the availability of equipment to produce digital content, largely due to cost and, to some extent, skills and expertise.

“Sadly, the editorial team is still young and it’s common for people to get into PR early, perhaps for better pay and conditions,” he said.

He warned that now is the time for media organisations to re-strategise to adapt to digital changes to ensure they remain relevant.

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