Digital media leads the industry to reach audience engagement

Broadcast media is a way to deliver information and messages in the form of text, image, audio, and video content over networks that expose mass audiences to cultural, artistic, political, and advertising topics in society. In advertising, broadcast media can give a company a competitive edge over other businesses because it increases consumers’ engagement and creates an immediate impact. Digitalization has led to the internet as the preferred source for media and information. However, traditional media channels, such as television and radio, will continue to provide great reach to audiences. While digital media by itself has gained traction over consumers, digital media can also be utilized as a supplement to traditional broadcasting methods. For example, television programs and radio shows incorporate social media as their strategy to reach out to even more audiences and build customer loyalty.

Television Broadcasting

Television broadcasting is a telecommunications network for the distribution of television program content. In general, television network channels are available in radio frequency, cable, and satellite television. A network may or may not produce all of its own programming and can outsource to production companies (such as Warner Bros, Universal, Sony Pictures, and TriStar). Three main factors that drive demands are consumer demographics, program popularity, and advertising spending. Global TV revenues from broadcast advertising, subscriptions, and public funding are estimated to be about $230 billion. The United States has the highest TV revenue per capita, followed by Germany and the UK. The television broadcasting industry is disrupted by the incoming trend of internet TV or web-content-generated media. 

Radio Broadcasting

Radio was used in the past as one of the main broadcasting channels for audiences. Nowadays, radio is a minor player among broadcast media channels. Nevertheless, radio still has relevance in today's society with its local or regional reach to audiences. Radio ads have the advantage of being easier to produce and having a quicker turnaround. Public relations and local-targeted advertisements use radio to broadcast their messages because it is less expensive, achieves community engagement, and targets local audiences.

Social Media

A phenomenon in present times that reshapes the world is worldwide access to the internet. The internet has enabled digital social media to become extremely popular in recent years. Social media refers to user-generated content that is published and shared online. Social media has changed consumers’ lifestyles and behaviors which has impacted many other industries. The rapid adoption of social networks in the global population has enabled a new avenue of advertisement opportunities. The global outreach at a lower cost for marketing campaigns creates a competitive advantage for many industries which is why social media has become such a lucrative industry.