Underpinning services provider has taken notice that the Australian media landscape has shifted to digital platforms. Advertisements known as commercials used to appear in Australian TV and radio programs to convince whoever is listening or watching; regardless of age, profession, occupation, demographics or gender.
Today, ads about the advantages of
using products or services can now be
put directly in front of targeted consumers. After all, there is greater advantage in displaying commercials to the audience of on-demand video and audio channels, if they are the ones likely interested in a specific product or service.
The shift to digital platforms in Australia’s media landscape accelerated during the 2020 global pandemic. Fewer Australian consumers in urban locations are still accessing broadcast channels. Mainly because certain changes transpired in the way consumers access and use media content.
Changes that Transpired After the Shift to Digital Media Landscape
Australia’s digital media landscape has influencers who communicate insights and testimonies about product or service benefits. Readership behaviors have also changed as most Australians have been showing fewer interest in comprehensive content. Presumably because their attention spans are no longer as extensive, That is why headlines, meta-descriptions and keywords have become critically important.
As attention spans are getting shorter, readers look for relevant info, only from the websites appearing in the top pages of search engine results.
Actually, this readership trend has been speeding up the rate by which Australian Netizens consume digital media content. The downside to this trend however, is that people are also consuming false or fabricated information without bothering to check the facts. Apparently because most Australians prefer to get their news from alternative sources such as Twitter or Facebook.
Is the Australian Government In Control of the Digital Media Landscape?
Aussie governments are not remiss in playing and carrying out their roles. They have been instituting ways to ensure that the digital media landscape maintains journalistic bases even if news websites operate competitively.
State and government-owned media firms are expected to take the lead in championing the truth, whilst innovating sustainable ways of countering disruptive practices.
In 2017, the government tried to protect the interests of Australia’s media industry. A legislation required alternative news sites like Facebook and Google to operate as a dual service provider only. Being a powerful search engine platform gives them the ability to direct readers to select news sites.
However, the Australian government has since lifted the restriction in order to allow the merger of two major Aussie media firms: Nine and Fairfax. Yet the massive mergers that followed suit, has affected the chances of smaller players to survive and stay competitive.