Broadcasters, Content Providers Must Produce World Class Content, Says Minister

KUALA LUMPUR, May 26 (Bernama) -- Broadcasters and content providers of the traditional media must produce world-class cross-border content that can be consumed by viewers across the world, said Communication and Multimedia Minister Ahmad Shabery Cheek. He said one of the ways for them to compete for eyeballs and attention span of people nowadays was to emerge with the uprising of the social media platform. "They can ride on the wave by seeking partnerships with over the top (OTT) providers and offer content as part of their package such as what HBO and CBS in the United States and Tonton in Malaysia offer. "I’m sure as practitioners and experts in broadcasting, you all know the answer better than me," he said in his keynote address at the opening of Asia Media Summit (AMS) 2015 here Tuesday. Malaysia hosts the 12th AMS 2015 that involve 500 media practitioners around the world sharing their experience and knowledge on broadcast journalism at the three-day event beginning Tuesday. Ahmad Shabery said OTT video service delivered its content over any broadband network and offered features such as interactivity and non-linear viewing. "People want to watch what they want to, when they want to, where they want to and use whatever device they want to," he added. Meanwhile he said broadcasters needed to step up the use of audience data to create shows that people wanted to watch. "Using the data, you will have the ability to target consumers and direct the content that fits their profile. "Knowing the data and having direct relationship with customers is key to survive the challenge from OTT services," he said. Ahmad Shabery also believed that broadcasters and traditional media practitioners were facing a challenging time today. "Just like people are moving away from print media, it is a real possibility that one day they will even stop watching TV in the traditional sense. AMS 2015 themed 'Transforming Broadcasting in the Social Media Era' will also see the participants discussing their interaction with social media, examining its nature, influence and impact on broadcasting operations and business across the globe. -- BERNAMA