Namibia’s Media: Facing the Digital Challenge
Digitalisation is transforming how media products are both created and accessed. Consumers can now exercise more control over their media use in terms of how they access content.
Consumers are increasingly likely to only access a few stories from newspapers or TV stations, rather than reading a newspaper from cover to cover or watching an entire news bulletin. These stories are accessed online via social media platforms, digital media or search engines – mostly for little or no monetary gain for the respective media outlet. On the positive side, digitalisation has led to new and innovative ways of presenting content and engaging with consumers.