AIBD Director Yang Binyuan has strongly urged broadcasters to move away from a business as usual attitude and adapt to the challenges and opportunities posed by social media and the emerging media platforms.

For broadcast training institutions to be attuned and responsive to the demands of new media and social media, they need to form task forces that will facilitate exchange of trainers and experts, offer a more modularized and interactive type of training curriculum relevant to broadcasters’ needs and establish a web-based management protocol or a ‘brokerage’ of sort that facilitates generation of training data and regional exchanges and collaboration.

Mr. Steve Ahern, CEO of International Media & Broadcasting Academy (IMBA), Australia has called for a restructuring of the training curriculum for broadcasters, one that is based on new technology, audience consumption trends and workflow.

Any effective curriculum models for social media-based training must start with the audience and an understanding of what motivates them towards social media and related interactions.

Know your audience more.

Max Villandre, Publishing Director, IGN ASIA, Malaysia advised broadcasters to engage with their audiences, saying they have alienated themselves from viewers and listeners, and this may result in losing them more.

Dr. Joanne Lim Bee Yin, Deputy Director of the Centre for the Study of Communication and Culture, University of Nottingham, Malaysia, says in a networked world, media whose primary value lies in its ability to connect people will win and practitioners need to listen and connect more with them.