Chennai : Media Moghals, who attended the two-day `Media UnConvention' orgainsed by the Confederation of Indian Industries (southern region) in Chennai are of the view that the splash of new media in recent times is not going to replace the old generation media as the content of the two are different. They also feel that in the new media, where content is the king, players should invest more on improving content especially interactive modules.Mr Ronnie Scruwala, Chairman of the UTV dispelled the apprehension of old media, especially the print, going under following the flood of new media based on technology. Rather, according to him, both would coexist in the new world.
Another major consensus emerging from the conference is about the key role of content in the new media world where technology is blurring the barriers to access. Interactive content seems to be the favourite shibboleth in the industry with speakers one after another stressing the point. They are also of the view that the industry should invest equally to make the content rich if the players want to survive in the long run.
Brand, quality and broadbanding access is the major theme in the presentation of Mr Mark Young, managing director, EMEIA, BBC Worldwide. Only those who keep track of these three would survive in the long run, he added. Companies which are planning `e-transformation' should keep in mind the Internet of tomorrow rather than the Web world of today while drawing their `e-transformation plan.
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