Traditional media “still have advantages”

The traditional mass media still have advantages despite the rapid spread of new media, a top Japanese broadcaster has said. Toshiyuki Sato of Japan’s public broadcaster, NHK, said the old media could still reach viewers and readers in great numbers and at the same time.

The participatory new media - such as blogs, wikis and podcasting - held great possibility, as it was in the nature of people to express opinions, he told the Asia Media Summit in Kuala Lumpur. But there were risks from the new media of loud, anonymous voices shutting out quiet, rational opinions.

“The old media must watch the extremes of participatory media and bring the pendulum back when it is going too far. Unlike some new media, the traditional media were not anonymous, he said. “Imparting opinions and analysis with faces or the writer’s name can be more convincing. Most of the old media have groups of professionals who are resourceful and qualified to present the real issues to audiences or readers.”

(Source: Asia-Pacific Broadcasting Union)