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Q: In an increasingly fragmented media landscape, what is the role for traditional, mainstream media can play?
A: I think the media’s role doesn’t change. What changes is the context of the country, society, culture and the environment in which media operates.
Traditional media comes in the form of text, audio, video and experiential formats but in format-agnostic ways. And why has this happened? Because the audiences have been consuming in format-neutral way too, albeit at a different pace of adoption.
At a macro level, the role of media continues to mirror society, inform, educate and entertain audience responsibly. Since the same is quite often evaluated through the subjective prism of beholders, it is difficult to maintain uniform standards across formats of delivery. More often than not, it is left to the discretion of individual stakeholders depending on the imperatives of the relevant time.