As media boundaries blur in the digital age, Prof. Tales Tomaz of the University of Salzburg offers sharp insight into the forces transforming journalism today. As part of the ReMeD project, a major academic research carried out by eight European universities on media and technology, he explores how shifting audience habits, digital tools and economic pressures are reshaping the media landscape. In this interview, he shares his perspective on the challenges and opportunities ahead.
Your recent research touched on some emerging trends in media consumption. What do you see as the most transformative technological shift currently shaping how audiences access content?
Even in countries with a strong tradition of print media, such as Austria, the consumption of content is becoming increasingly digital. But even more importantly, it seems that audiences don’t care at all where they get content from. They seamlessly move from news apps to websites and finally to analogue TV shows, with no clear boundaries between formats and devices. The same is true of their use of text, audio and video – a really hybrid way of consuming media. At the end of the day, however, the smartphone is king. Its ease of access is making it the central point, the anchor in this hybridity.
The presentation touched on the intersection of technology and content. How do you see digital tools and platforms currently reshaping how content is distributed and consumed?
As said, smartphones are having a significant impact on consumption. People watch TV later in the day based on what they have seen on their smartphones while still in bed or during several short breaks throughout the day. The concept of a specific “content consumption” moment no longer exists. It’s a continuum throughout the day.
Platforms play a crucial role in this, but I’d say with some nuances. Platforms are certainly the main source of entertainment. But many people still cultivate a relationship with news brands for reliable information, using them directly a couple of times a day. This is something that should be observed more closely, because it could present an opportunity for journalists and media brands to differentiate themselves from platforms.
From your perspective, what challenges or opportunities do media organizations face when adapting to these technological changes?
Content won’t come back to paper. Media organisations must face reality and adapt to digital formats. The main challenge is the erosion of the traditional news business model, which has been subsidised by advertising. Digital platforms offer simply a better deal to advertisers.
Some populations may be wealthy and educated enough to provide a large base of paying users, but this will be the exception rather than the rule. Media organisations either need to find a way to divert some platform revenues to themselves, and it’s unlikely that platforms will do this voluntarily, or they will require another form of subsidy, such as public funding.
But there are chances as well. Media organisations can increase their reach online and, by doing good work, prove themselves to be a valuable haven of quality information amid the flood of poor content provided by platforms – a problem that will only worsen with generative AI.
As part of the ReMeD project, your research explores the impact of technology on content distribution. What is one key insight or particularly noteworthy trend you have observed in this area?
There is no way around mobile. Anyone producing content and ignoring the smartphone is burying their head in the sand.
ReMeD places strong emphasis on business models for independent media. Which types of models are most likely to generate high-quality and independent journalism?
Surprisingly to me, most interviewees argued that more important than any structure, such as a revenue model, is the newsroom’s commitment to producing good journalism – and this commitment has increased during the current crisis. This is a positive sign for the future.
That said, it’s clear that most independent media outlets rely on a mix of revenue streams, with subscribers playing a significant role. Media outlets that are primarily funded by public money can also display high levels of independence, provided the funding comes at arm’s length, with fixed budgets distributed according to quality criteria by an independent body.
The findings shared in Prague are based on interviews with journalists, alternative content creators, and citizens across eight European countries. In total, more than 140 interviews were done with around 50 participants.