Responses by Nation Media Group-kenya as Consumers Shift to Online News

Abstract

Over the past few years, technologies have changed the way media houses sell and package their news. The current tsunami of personal choices in communication is slowly forcing mainstream media to adapt to new trends. These media traditionally depended on huge audiences who all live in one region and mostly want the same things (the football scores, the crossword, the television guide.). But that is all available now on the Internet, all around the world, all the time. Television industry is also fast-changing as viewers move to watch news on their computers and iPads. Mainstream broadcasters have had to come to terms with YouTube, video podcasts and other Internet media and launch online programmes for these technologically-savvy consumers. Radio audiences have likewise shifted to online platforms like You Tube. Kenyan media is also facing changes as Internet users grow over the years, pushing media houses like Nation Media Group to respond to their needs with the launch online versions of newspapers, stream TV and radio programmes online to attract and retain the fast growing group of technologically-savvy consumers. The main objectives for the study were to establish the responses taken by Nation Media Group as consumers adopt online news and look at challenges the company is facing as consumers shift to online news. The research design used was a case study. The method was found suitable because it gives an in-depth account of how Nation Media Group responded as consumers moved to online news. Primary data was collected through face-to-face interview with top managers in different departments interviewed. The research found that the main response taken by Nation Media Group was the launch of the digital department. The newly created department helped cope with spontaneity of news dissemination where focus shifted to instant relay of news as it broke. Breaking of news is relayed through social networking sites like Facebook, Twitter, Linked In and SMS alerts sent to consumers on subscription as well website alerts. The company is also facing challenges such as competition from other online networks and inadequate staff as online media takes root in Kenya.