Digital transformation is having a major impact on media through changes like: - Journalists spending less time on repetitive tasks and more on creative work as AI takes over mundane jobs. - Younger audiences having shorter attention spans of only 8 seconds, requiring news and media content to be concise and interactive. - The rise of social media and digital platforms where content must be customized for audiences and attention-grabbing within seconds to avoid losing viewers. - The future of media will be more interactive, customized to individuals, and focus on influencing key individuals rather than masses through noise and lack of credibility on open digital platforms.

1. Digital Tranformation and Its Impact
Amir Jahangir
Chief Executive Officer
RINSTRA Technologies Pvt. Limited
Media’s Role in Creating Narratives
Center of Pakistan and International Relations (COPAIR)
Islamabad
6 May 2021

2. What is happening?

3. The Fourth
Industrial
Revolution
Courtesy Source: World Economic Forum

4. Changing Industry
Dynamics
Courtesy Source: World Economic Forum

5. Courtesy Source: World Economic Forum

6. Workflow Disruptions
• Reporters will spend less time on
repetitive tasks and grunt work.
• Streamlining workflows, automating
mundane tasks, crunching more
data, digging out insights and
generating additional outputs
• With AI powered news collection,
journalists will serve as editorial
gatekeepers.
• AI enabled newsrooms will allow
reporters to engage in more
complex and qualitative work.
• Creativity will become the
Currency of respect

7. Changing Trends
Cameraman, DSNGs Operators, Technical Resource Person, Reporters, Anchors - Extinct
A New Breed of Journalists
Freelancers - Citizen Journalists -Training and Implication
Entrepreneurs - “Mediapreneurs”
The conventional media and the regulators are still stuck in
2nd Industrial Revolution

9. Change Caused by Digital
Transformation - Society 5.0

10. Electronic
Media
Landscape

11. The media
consumption
patterns are
changing!
• Satellite TV Viewership:
• 22 million
• Median age of 40+
• Passive viewing
• Mostly urban and peri urban
• Declining every month due to
migration into digital
• Digital migrants
* social media users
Digital Viewership:
• 37 million+* a potential of
76 million (internet users)
• Median age of 17
• Active and interacts
• Urban, peri urban
and others
• Increasing every month by
adopting ICT and digital skills
• Increasing number of digital
natives.
• They love the screen!, which
facinates, because……..

12. Why A
Screen
Fascinates?
IT RESPONDS
EASE OF TIME
EASE OF PLACE
PERSONAL
INTERACTIVE AND INTELLIGENT
IT CAN TALK TO YOU THROUGH DATA

13. While all this facinating changes are
taking place….
This is what’s happeining
back home, in Pakistan

14. Pakistan is Changing!
Youth Population (below the age of 35 years)
27,374,590 157,876,571 195,285,951

16. However, it brings out a new
challenge!

17. The Average
Millennial's
Attention Span is
Shorter Than
Your Goldfish’s
• The average attention span for the notoriously ill-
focused goldfish is (9) nine seconds,
• But according to a new study from Microsoft Corp.,
people now generally lose concentration after (8) eight
seconds, highlighting the affects of an increasingly
digitalized lifestyle on the brain.
• Microsoft found that since the year 2000 (or about
when the mobile revolution began) the average
attention span dropped from 12 seconds to eight
seconds.
• “Heavy multi-screeners find it difficult to filter out
irrelevant stimuli — they’re more easily distracted by
multiple streams of media,”.
• On the positive side, the report says our ability to
multitask has drastically improved in the mobile age.

18. Attention Span
Today, attention has
become a commodity for
marketers. It is limited
and scarce.
And like anything in
economics, scarcity
means higher demand,
higher value, and
ultimately higher costs.
To put it in numbers,
since 1966 the average
cost per thousand
impressions (CPMs) of
prime-time ads has risen
from approximately $1.50
to $22 in 201X.
Adjusted for inflation,
that’s a two-fold increase.
This rising cost of
attention is problematic
for marketers who strive
to capture and hold
consumers’ attention
within a strict budget.

19. Attention
Span
• A Satellite Television Channel – Eyeballs Based
• 30~50 minutes
• A Digital Platform – Click Through Based
• 8 seconds

20. Content Approach for a Digital Mindset
Content must be
developed for a
customized audience
Your news bulletins
should be less than 3
minutes max.
Average news item
should be >60 Seconds
– 30 is ideal
Treat each news item as
individual product.
Anchor is a distraction
Average talk show
should be >15 minutes -
a show
Introduce your issue
within 7 seconds, on the
8th second you have
already lost your viewer.
The show needs to be
relevant to the audience
Make it interactive and
live: Keep the
distraction
within your control

21. Digital Ecosystem
Mindset
Shift

22. Social Media is the
Mass Communication Media
22
Social media is the “new power”
medium for news engagement,
generation, dissemination, and
consumption.
Social media isn’t slowing down,
what’s trending right now, will be
yesterday’s news before you
know it.
Traditional news media is
Lagging social media by half a
day.
Every individual on the internet is
engaging in the news making
process now.

23. The Future of
Narratives in the
Digital Tomorrow

24. - More interactive
- Creativity: the currency of respect
- Will be 1 on 1
- Customized Experiences for Individuals
- Individuals will matter more: Impacting
collective consciousness of the society by
influencing key individuals, influencing masses
will not be effective.
- More transparent accountability
- Noise will be free, credebity will have
value
The Impact of
Digitalization on Media

25. Thank you!
Amir Jahangir
Chief Executive Officer
RINSTRA Technologies Pvt. Limited
+92.300.855.5161
@amirjahangir
aj@rinstra.com
www.rinstra.com