Traditional media has and will definitely gain from the increase in the new media. Today, almost every traditional media outlet (TOI, IE, The Hindu, HT) has Internet presence where they have been able to provide extensive additional information, which may not be possible to cover in daily newspapers. Even the television channels are present on the Internet and are repurposing their content (text and video) for the
users. The way for the future, I believe, is increasing synergy between the traditional and the new media. Convergence of content, networks and the audiences will be the key.

Which New Media tools do you think will most affect traditional media?
Both positively and negatively.

User Generated Content and Mobile Web will affect the traditional media the most.

Positive effect:

• Real time Information and Interactivity. Online users now not only influence the product (online information/news here) but actually help to do it for free. Online interactivity is a way in which users are like unpaid consultants. For instance: Discussion forums, where users give ideas, points for discussion, news and so on.

• Scope for in-depth analysis and coverage with interactivity thrown in.

• Co-opting of vast audiences in the process of content creation.

• Rise of cyberpolitics, among other things (online polls - NDTV’s People’s President Poll, political campaign websites).

Negative effect:

• Lack of filtered content (like User generated content on blogs, websites promoting extremist progaganda).

• Threat of commercialization of content adversely affecting quality (for instance the latest NEW 7 WONDERS CAMPAIGN. Almost all the media in India ran campaigns, urging people to vote for Taj Mahal. The Taj already has UNESCO world heritage monument status. In terms of substance, the campaign did not have anything. Even the UNESCO washed its hands off the campaign and stated that it was undertaken by a private enterprise and that the world body has nothing to do with it.

Which Traditional media house according to you has adopted new media
impressively?
Indian: Primarily, the Times Group.

International: The New York Times, The Washington Post, BBC (Television), CNN (Television), Time Magazine, The International Herald Tribune.

What according to you should Traditional media do to better engage using
new media?

The Internet is transforming newspapers, radio and television and vice versa. In this complimentary process, the traditional media is also benefitting the Internet. The mediatization of the Internet and the
internetization of the classic media is taking place in contemporary times like never before. Traditional media needs to co-opt the consumer into the conversation.

In my view, the traditional media can use the immense reach and potential of the Internet, as according to a study online news has been one of the biggest drivers of this Internet growth. Also the scope for
providing in-depth information and archives of past news stories on the Internet is a big plus for traditional media.

Pic Source : Here