Arab Media Forum participants advised to value human aspect of media

DUBAI, 27th March, 2019 (WAM) — The value of trust in today’s news environment is more pronounced than in the past with the evolution of new media and digital technology. Trust can soon be lost if we forget the human aspect of media, the Arab Media Form was told.

Speaking on the first day of the Arab Media Forum in Dubai on Wednesday on the value of trust, Tini Sevak, Vice President, Audience and Data at CNN, said trust is fundamentally a strong word and is used as a marketing tool.

“More than anything else, building trust and relationships should not be forgotten. Keeping in mind the human aspect of the media business and the future depends more on engaging and understanding the customers well,” she said.

Sevak advised media houses to understand the audience, understand humans, and make them their consumers by building an emotional connection with the brands they promote.

“We should not forget that people are essentially humans. In the days of digital technology when we talk a lot about artificial intelligence and machine learning, we should not forget that at the end of the day they deal with humans. Understand what they need and make the product relevant,” she said.

News consumption patterns have also changed. Today most people are not turning to TV, but to mobile phones due to its high frequency of news breaks.

Quoting from a recent survey, Sevak said 83 percent of people frequent social media on a daily basis for news, while 77 percent frequent news websites or apps and 75 perccent frequent dedicated news channels. More than 45 percent of international news consumers turn to TV channels for hard news.

She advised media houses to have a deep and rich knowledge of their audience. “Provide your audience with relevant and meaningful content and build credibility and favourability through accuracy and trust.”

WAM/Nour Salman


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