Media professionals, particularly from newspaper or print
media have been challenged to effectively grasp the opportunities brought by
the innovation and advancement of Internet rather than perceiving it as a
threat to their existence.
Rupert Murdoch, a world media tycoon, posed this challenge
when he was addressing to the American Society of Newspapers’ Editors on April 13, 20005. Murdoch
raised concern on how internet has changed the way 'dot.com' generation accessing
news and the kind of news news they want. Due to that transformation, Murdoch advised
the editors whom he referred them as ‘digital immigrants’ to change their
mindset toward their newspapers operations and thinking on ways and strategies to
partner with internet to maintain the young generation.
He further advised the editors to take utmost advantage of
websites by establishing their own and updating them more often to meet the
desire of youths as well as establishing a discussion forum within their
websites which will provide room to get feedback from readers/audiences.
He went on by saying that newspaper should take internet as
a ‘great partner’ too modernize their work by adding audio and video inserts to
their online newspapers which will provide better news products and hence
attract the so called ‘digital natives’.
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