(Feb News) Faculty of Economics and Business, Universitas Airlangga (FEB Unair) in collaboration with JTV successfully held a Focus Group Discussion (FGD) titled "Navigating a Changing Media Landscape" on Friday morning (16/5), located in the Rote Room, 4th Floor Aseec Building, Campus B Surabaya. This activity presents a number of important figures from the world of media and academics to discuss the dynamics and challenges faced by the media industry in the digital era that is growing rapidly.
In the era of Industrial Revolution 5.0, we no longer only discuss efficiency and automation, but instead enter a new reality where artificial intelligence (AI), robotics, and other advanced technology have become an integral part of the production process and daily life. Unpreparedness in dealing with this change is at risk of leading us to failure to adapt to digital transformation. As stated by Swards (2001), "Only the most adaptable enterprises is responsive to technological threats will survive." That is, only organizations are adaptive to technological disruption that will be able to survive.
This phenomenon has been proven when Pandemi Covid-19 struck. Companies that are ready to transform digitally can survive, even growing, while many others must close because they fail to respond quickly. However, digital transformation is not a matter of competition between humans and machines. "We are not talking about AI versus humans, but humans versus AI. That is, we will not be replaced by robots, but by people who control the world of robotics and AI," said Prof. Dr. Gamar CP
Digital transformation has a significant impact on the media sector. Many media companies experienced mass employment (layoffs) due to changes in business models. Kompas TV and TV One, for example, reportedly made a major reduction to its workforce. But in the midst of this challenge, opportunities are open to update strategies. The business world and the media are required to implement an ambidextrous , namely the ability to carry out two approaches simultaneously: exploration of new opportunities and exploitation of existing resources. "Ambidextrous is a strategic approach that allows companies to carry out two activities simultaneously in the midst of change," said Prof. Gamar.
Changes in consumer behavior are also seen in the retail sector. Physical shops began to be quiet, shopping centers lose attractiveness, and many conventional businesses must go out of business. However, the industry responds by presenting solutions such as live streaming , e-commerce , and integration of online and luring channels. Omni-Channel approach is now not only limited to presenting many channels ( multi-channels ), but creates an integrated customer experience ecosystem. This transformation can be a valuable lesson for other sectors, including the media and education.
China is an example of a country's success that runs media transformation progressively. They integrate AI and automation in journalism and encourage cross -platform convergence: TV, radio, websites, applications, and social media into a large media ecosystem. In addition, China also strengthens its digital sovereignty by building local replacement platforms such as Facebook, Instagram, and WhatsApp-a step that makes them more independent and resistant to foreign interventions.
Indonesia certainly should not be left behind. The national media industry needs to adapt immediately, especially in the development of content and distribution. Content must be adjusted to the platform algorithm and preferences of the younger generation as the main user of digital information. Media human resources, especially journalists, need to be equipped with new skills such as digital storytelling and AI utilization in coverage. On the other hand, the role of society in digital journalism must also be strengthened through programs such as citizen journalism and creative video competitions.
Collaboration is a keyword. Joint initiatives have been carried out, among others through cooperation with JTV in the "Jofran Citizen" program, as well as the contribution of UNAIR lecturers in RRI to provide education to the public. Content collaboration is also intertwined with local media such as Suara Surabaya, proves that synergy between stakeholders is the best way to deal with digital transformation collectively.
In the end, digital transformation is not an option, but a necessity. To answer this challenge, the organization needs to implement the ambidextrous and the Omni-Channel . Meanwhile, cross -sectoral collaboration between the media, campus, and the government must continue to be strengthened in order to create a tough, innovative, and highly competitive digital ecosystem in the future.
