In today’s rapidly evolving media landscape, the term “digital” has become a double-edged sword for traditional media outlets, representing both a threat and an opportunity. As advertising revenue increasingly shifts towards digital platforms and social media, traditional media, particularly print and radio, face unprecedented challenges.

The Impact on Print Media

The impact of digitalization has been particularly harsh on print media. Many newspapers and magazines have either folded or transformed into online publications to stay afloat. The fear of job cuts and closures is a constant worry for many print media professionals.

The Struggles of Radio

Radio, once a dominant force in the media industry, is also struggling to adapt to the digital age. While radio executives cling to the hope that “as long as there are traffic jams, radio will survive,” the reality is that they are facing increasing competition from streaming services and online music platforms. To attract listeners and advertisers, radio stations have even resorted to mimicking television by adopting celebrities as DJs, a move that has further eroded their unique identity.

Television: The Reigning King Under Threat

Television, long considered the “king” of advertising revenue, also shows signs of vulnerability. While it still holds a dominant position with a 95% penetration rate, the internet’s rise has fundamentally changed how people consume content.

Indra Yudhistira Ramadhan, President Director of PT. Indonesia Entertainmen Produksi (IEP), recently stated that television is entering its twilight years. He noted that while TV still has a large audience, the ease of internet access has empowered viewers to choose what they want to watch and when they want to watch it.

With its 75 million internet interactions, Indonesia has been dubbed the world’s social media capital. This easy access to the internet has given Indonesians control over the content they consume. For example, instead of waiting for a show to air on television, viewers can watch it on YouTube at their convenience.

Streaming services like Netflix, Amazon, and Viu are also making inroads into Indonesia, offering a wide range of content to attract viewers. Just as streaming services have eroded radio, television faces similar competition from these content providers.

Indra warned, “The television industry may disappear in 5 to 10 years.” He urged television stations to transform their broadcasting model and embrace digital media while continuing to produce content that resonates with viewers.

This shift also prompts advertisers to move their budgets towards digital platforms, offering a wider reach and more potential for engagement. However, Indra acknowledged that television still holds value for advertisers due to its massive reach and strong impact.

Despite the challenges, Indra believes that television has a future, but it will require a willingness to adapt and embrace digital strategies. “Those who are most prepared to face these rapid changes will be the winners,” he concluded. “Everyone in the industry must have the ability to adapt quickly.”

The digital shift presents both challenges and opportunities for public relations professionals. On the one hand, they must be more creative and innovative in their outreach strategies, leveraging digital channels to reach a wider audience and engage with stakeholders.

On the other hand, it also presents an opportunity to demonstrate the value of traditional media in an increasingly digital world. Public relations professionals can help businesses and organizations understand the unique strengths of traditional media and how to integrate it effectively into their overall communication strategies.

In conclusion, the digital shift forces traditional media to adapt and evolve. While there are challenges ahead, there are opportunities for those willing to embrace change. Public relations professionals can play a crucial role in helping traditional media navigate this transformation and find new ways to connect with audiences.

Author: Dewi Bastina, Senior Associate ID COMM