(FEB NEWS) The Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR) in collaboration with JTV successfully held a Focus Group Discussion (FGD) entitled “Navigating a Changing Media Landscape” on Friday morning (May 16), held in the Rote Room, 4th Floor of the ASEEC Building, Campus B Surabaya. This activity presented a number of important figures from the world of media and academics to discuss the dynamics and challenges facing the media industry in the rapidly developing digital era.
In the era of the Industrial Revolution 5.0, we are no longer just talking about efficiency and automation, but rather entering a new reality where artificial intelligence (AI), robotics, and other advanced technologies have become integral parts of production processes and everyday life. Unpreparedness to face these changes risks leading us to fail to adapt to digital transformation. As Swards (2001) stated, "Only the most adaptable enterprises responsive to technological threats will survive." This means that only organizations that are adaptive to technological disruption will be able to survive.
This phenomenon was evident during the COVID-19 pandemic. Companies that were ready for digital transformation were able to survive, even thrive, while many others had to close due to their failure to respond quickly to change. However, digital transformation is not about competition between humans and machines. "We are not talking about AI versus humans, but humans versus AI. This means that we will not be replaced by robots, but by people who master the world of robotics and AI," said Prof. Dr. Gancar CP.
Digital transformation has had a significant impact on the media sector. Many media companies have experienced mass layoffs due to changes in business models. Kompas TV and TV One, for example, have reportedly significantly reduced their workforces. However, amid these challenges, opportunities for strategic renewal exist. The business and media world is required to implement an ambidextrous , namely the ability to simultaneously pursue two approaches: exploring new opportunities and exploiting existing resources. "Ambidextrous is a strategic approach that enables companies to carry out two activities simultaneously amidst change," said Prof. Gancar.
Changes in consumer behavior are also evident in the retail sector. Brick-and-mortar stores are starting to dwindle, shopping malls are losing their appeal, and many traditional businesses are closing. However, the industry is responding by introducing solutions such as live streaming , e-commerce , and the integration of online and offline channels. The omni-channel now involves more than just providing multiple channels ( multi-channel ) but also creating an integrated customer experience ecosystem. This transformation can provide valuable lessons for other sectors, including media and education.
China is a successful example of a country that has progressively transformed its media. They have integrated AI and automation into journalism and encouraged cross-platform convergence: TV, radio, websites, apps, and social media into one large media ecosystem. Furthermore, China has strengthened its digital sovereignty by building local alternatives to platforms like Facebook, Instagram, and WhatsApp—a move that has made them more independent and resistant to foreign interference.
Indonesia certainly cannot afford to be left behind. The national media industry needs to adapt quickly, particularly in content development and distribution. Content must be tailored to platform algorithms and the preferences of the younger generation, the primary users of digital information. Media human resources, particularly journalists, need to be equipped with new skills such as digital storytelling and the use of AI in reporting. Furthermore, the role of the public in digital journalism must also be strengthened through programs like citizen journalism and creative video competitions.
Collaboration is the key. Joint initiatives have been undertaken, including a collaboration with JTV on the "Jofran Warga" program, as well as contributions from UNAIR lecturers at RRI to educate the public. Content collaborations have also been established with local media outlets such as Suara Surabaya, proving that synergy between stakeholders is the best way to collectively navigate digital transformation.
Ultimately, digital transformation is not an option, but an inevitability. To address this challenge, organizations need to implement ambidextrous and an omni-channel . Meanwhile, cross-sector collaboration between media, universities, and the government must continue to be strengthened to create a resilient, innovative, and highly competitive digital ecosystem for the future.