Research shows that the invention of various gadgets and interactive media sources is further pushing traditional media against the wall, not only robbing it of its hard-earned profits, but taking away its long-time loyal customers, especially the youth, whom Sentech acting CEO Frans Lindeque described as keen and naturally hungry to adapt new technologies.
TV audiences (such as Britain's ITV) and newspapers sales are rapidly shrinking as people are faced with more choices and eager to experience the new wonders of technology, thus becoming opinion makers and shapers. This is a serious wake-up call to everyone involved in the traditional media industry.
However, there is a need to understand change and the message to the conference was not to be seen as creating a certain degree of pessimism and nervousness in the newsrooms and in executives' plushy offices.
Instead, it must be interpreted as a real challenge - a big one - that needs to be overcome with a huge dose of creativity, finding new ways of unlocking new business opportunities and entering into consistent and solid partnership with technology platform providers - all with the sole purpose of achieving a digital competitive economy in Africa and creating a compelling customer experience.
Of course, everything will depend on price, availability and content, as Fay Amaral, Nu-Metro Home Entertainment CEO, put it.
"There is no greater commercial sin than to be overpricing, out of stock and with low-quality content," delegates were told.
Furthermore, in order to achieve a successful and smooth transition from its one-way transmission methodology to a more interactive strategy, African media markets, especially in an emerging economy such as South Africa, need to look up to the developed world's industry trends. Perhaps, that is where they can get inspiration as to how best they can stay "alive and well", and survive financially as the "technological Armageddon" draws near.
"We need to look at what is happening to other countries, copy that model and see how changes can be brought in as digital revolution gets momentum," said Richard Rumney, editor of Music Industry Online (MIO).
But while South Africans are said to be pretty quick to adapt new technologies, even if it takes time to appear on its shores, the rest of Africa is seen as not ready enough to withstand the fury of the "technological Armageddon".
Russell Southwood, CEO of Balancing Act (UK), told Bizcommunity.com: "South Africa might be part of Africa but the two parts are totally two different worlds, South Africa - and the rest of Africa. While the former is wealthier, economically bigger and always on the look-out for innovative ideas and trends, the latter is still lagging far behind in almost every sphere of life.
"Corruption and lack of diverse and free-speaking private media make matters worse."
Southwood hinted that a huge dose of freedom of expression and economic competition, an improved people's purchasing power, the development of local content and innovative technology, and the production of easy products must be at the centre of the gravity if this part of the continent is to move forward.
For more information, log on to www.terrapinn.com/2006/mediaza.
