Abu Dhabi: The panel session titled ‘What Are People Consuming?’ on the second day of the Global Media Congress (GMC 2024) explored the shifting landscape of media consumption, emphasising adaptability amid technological advancements and changing audience behaviour.
According to Emirates News Agency, discussions highlighted challenges in engaging diverse audiences, balancing algorithm-driven content with creative storytelling, and preparing future media professionals for a dynamic industry. Key themes included inclusivity, digital literacy, and bridging traditional and digital advertising gaps, with a strong focus on innovation, ethical responsibility, and journalistic integrity.
Richard Fitzgerald, CEO of Augustus Media, discussed the pitfalls of chasing viral content as an organisational goal, arguing that prioritising metrics like page views can be detrimental to long-term success. He highlighted the role of algorithms in shaping content visibility and consumer behavior but cautioned against becoming ove
rly reliant on their influence. Richard emphasised the need for media organisations to maintain a presence across multiple platforms, particularly emerging ones, to stay relevant and capture audience attention. He underscored the importance of understanding audience behavior and using data strategically without sacrificing editorial values.
Dr. Ahmed Mansoori, Associate Professor, Department of Media and Creative Industries at UAEU, focused on the challenges facing academic institutions in preparing future media professionals for a digital-first landscape. He highlighted the importance of equipping students with skills in digital literacy, fact-checking, and ethical responsibility. Addressing the rapid pace of technological advancements, he stressed the need for media students to balance technical proficiency with an awareness of their social and journalistic responsibilities. He also raised concerns about the influence of algorithms and AI on media content, urging young journalists to use technology thought
fully and responsibly.
Nakhle Elhage, General Manager of Blinx, emphasised the significance of storytelling and the growing demand for diverse and inclusive content to engage modern audiences. He pointed out the challenges of reaching different demographic groups with the same messaging and highlighted the importance of creating content that resonates across cultural and generational divides. He also noted the tension between the digital-first approach of audiences and the traditional mindset of the advertising market, stressing the need for the media industry to bridge this gap effectively.