Wednesday, June 23, 2010

Crush on Traditional Media in the Age of Social Media

The other day, I took part in a discussion on Social Media for a program in NDTV Hindu. Had some nice discussion. A day or two later, a mail was sent by the coordinator giving information on when the program is likely to be aired. I checked if it's uploaded onto YouTube. Suddenly there was a spurt in request from other participants to know the same. When I checked as to why everyone was so keen, a participant responded "for obvious reasons".

Hmmm. For obvious reasons.

Now I believe that the obvious reason was for the participants to show their 'circle' that they appeared on TV. TV, did I say? Most of the participants were bloggers themselves. Most should be on Twitter. Meaning they were publishers, themselves. Then why this craze to show cameos in 'traditional' media.

Yes, I think there is still a charm in the traditional media. Since, the traditional media has entry to barrier for appearance, it becomes that much more desirable for the masses to appear on. Hence, the third-party endorsement, often heard in PR, is most sought after.

Also, there is this campaign for iNQ Mobiles, 'social mobile' phones. I chanced upon its radio ad campaign. The campaign urges the listeners to go to Facebook page and get clues for a 'treasure hunt'. Thought that was funny! No not iNQ Mobiles but Social Media needing the traditional media.

Long long ago while I was making a presentation at Twenty Twenty Media on Internet, I gathered that Internet was the only medium that allowed the entire gamut of Awareness-Interest-Desire-Action. True. But if it is true, why couldn't iNQ do a campaign over the Internet to draw crowd to its page?

Is it too early for the Internet medium to stand on its own? Will traditional media still be in reckoning in distant future?

Though on a different topic, this article in The Economic Times, today, has some nice points on why traditional media has an upper edge over the Internet medium.

1 comment:

Salvadesswaran Srinivasan said...

The fact is that traditional media has a vast geographical reach, especially in India. And this (being featured in traditional media) is seen as quite an achievement. You can proudly say "I was on TV last night" to almost everyone, but "I have 10k followers on Twitter" or "My blog has 5000 hits a day" don't make sense to most outside of a small demographic.