Don advocates use of Digi-tech for media Growth

Prof. Xiaoman Zhao, a teacher at the School of Journalism and Communication, Renmin University, China, has advocated the use of digital-technologies to advance media operational growth.

Xiaoman, a researcher on digital media and its social impact at the Chinese University, gave the advice in an interview in Beijing.

She spoke on the sidelines of a lecture titled: "Digital marketing and media industry", organised under the auspices of the China Africa Press Centre (CAPC) Programme 2022.

Xiaoman said: "Media organisations must embrace technology to find a niche-point in the digital operational trend; China found its niche-point because we have some hi-tech companies.

"There can be lots of achievements by means of digital technology in media operations; for instance this has positioned most Chinese media organisations at an advantage in the face of competition.

"I do not think the feat is good enough for media operations in developing countries as we have seen from the recent changes in international relations since the past two years.

"There is the need to have a niche-point, because you cannot operate at your best at once in every aspect with the progress of globalisation.

"Every production is segmented, there should also be early education of young people on the use of technology, to enable them to benefit from digital trends later on in life."

She reiterated that with the advent of superior internet technologies, newer avenues to reach out to target audiences had evolved, hence the need for media organisations to embrace digitisation.

"Digitisation has become an indispensable part of every business, irrespective of size and type; it will enable media audiences to have instant access to information on latest offers and best prices," she said.

According to her, measures should be taken by media organisations to protect its content digitally, to guard against copyright violation and also generate revenue from programmes.

She said though digitisation had its advantages, it could equally attract lots of copyright violations, and organisation contents could be easily reproduced and shared via the internet.

She further decried lack of geographical restriction and practice where digital contents were easily shared globally, noting that it was contributing to copyright violations.

"It can be difficult to sue a person from a different country over copyright violations, and it will cost a lot of funds.

"Another challenge is digital copyright does not affect every industry same way, for some you can consume the content only once, but for creative industries like music, you can consume repeatedly.

"I know there were efforts by various governments across the world to proffer solutions to issues that surround copyright through digitisation, by means of copyright protection software.

"Such a policy needs to be imposed through digital codes to promote the proper use of Copyright protection software," Xiaoman added.

No fewer than 90 Journalists from 67 countries across Africa, Middle East, Europe, Latin America, and Asia Pacific, are participating in the programme, which began in June.

The programme, which is being hosted by the China Public Diplomacy Association (CPDA), is expected to end in November.