samedi 13 septembre 2014

Why Common Sense Alternative Media Is Unstoppable

By Jody Leach


Traditional media has been owned by a few individuals or corporations that controlled access to information in all ways. They determined how much was accessible to the public and when this information is disseminated. The rise of common sense alternative media has changed the platform. It has resulted in a more influential and less capital intensive way of disseminating information.

Specialized- outlets operating as alternative media are highly specialized in their content and style of delivery. They focus on a particular area and therefore have an audience that is ready to watch or listen. This is contrary to conventional broadcast where a station would air all manner of content through a single channel. It has created a loyal viewership and allowed such stations or platforms to handle issues with greater depth.

Specialization has seen the emergence of channels offering exclusive reality shows, soap operas, drama series, games and music, among other thematic content. Such exclusivity offers a guarantee that your favorite content will be available whenever you need to watch it. This has come to replace the cocktail programming that is characteristic of mainstream broadcasting tradition.

Production cost- starting up a broadcast outlet was expensive. One has to consider the cost of space and equipment, among other expenses. This trend has changed with expansion of technology to provide cheaper options. Quality sound can be produced through mobile phones and computer applications. The phones have apps to pick and edit images, sounds and graphics with excellent results.

Internet- starters are taking advantage of the internet to display their work. It offers platforms to blog and post videos or graphic images for review before launching a career. Some sites like youtube allow live streaming of the nature of a television station. The internet has a global reach without having to invest in satellite equipment.

Social media- the response on such platforms is instant and genuine. Friends criticize the ideas as presented in demos. Some of the most influential sites include facebook, instagram and twitter. Such exposure and criticism is good before commercialization stage.

Localized content- more people are getting attracted to broadcast in local language and about their local community. This is changing the levels of influence by mainstream outlets. It has resulted in sidelined international corporations as people move towards localized broadcast. This has greatly eaten into their market share.

Instant reach- emerging platforms offer a chance to reach your audience without disrupting normal daily activities. News hours are not scheduled and rigid. It takes a few minutes to pass information across the globe and get feedback. Details are broadcast regardless of the time or location. This creates a sense of reliability compared to instances where one had to wait for scheduled bulletin.

The loss of market share by mainstream outlets is inevitable. The changing environment has resulted from an extremely selective audience. It comes with the advantage of variety with stiff competition arising out of the desire to deliver details. Mainstream broadcasters must change tact or be devoured into oblivion. The current wind is blowing towards a cheaper and open broadcast platform.




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