When Walkman came to the market and was available in the lots, its popularity skyrocketed. The headsets covered the ears, and listening to music became an individual treat. Amidst this all, the culture of listening to music or shows together began to fade, and entertainment became a lonely pursuit. The Walkman conundrum has been extinct to some levels, only to be replaced by the most individual media consumption to date – the smartphone.
The rapid rise of television, and then, sometime later, online, has led people to conclude print media several times in several decades now. The newspaper industry, though, still exists today, and if not thriving, it is not on absolute fumes either because of the changing demographic interested in it.
Media is changing daily, with every next addition to the tech world, every next innovation in gazettes, and every new feature on social media. Bangladesh’s media has seen a wave of change in the past two decades. The ecosystem has rapidly shifted from a ‘public’ to a private dynamic. From BTV being the only media outlet on TV and Betar being the only channel for radio broadcasts, there are now about 49 television channels in Bangladesh and several FM radio stations, almost all private channels.
One of the most popular media in Bangladesh is still the newspaper, a medium that was feared to be extinct when television became popular. However, the newspaper industry is still up and running, as the audience and readers seem to place more trust in print than on-screen information. About 1200 enlisted newspapers are running in Bangladesh.
Now comes an interesting question – who owns the media in Bangladesh? A study sponsored by the Center for Governance Studies in Dhaka attempts to fill this gap. In an analysis of 48 major news outlets owned by one of 32 business entities, the study examined media ownership patterns, including ties to various political and economic interest groups.
The media industry has undergone a significant impact due to the digital transformation facilitated by the Internet, digital technology, and the widespread usage of social media and mobile devices. This paradigm shift has fundamentally altered the production, distribution, and consumption of news, information, and entertainment. As media users increasingly shift to online, social, and mobile platforms, advertisers are reallocating resources away from traditional newspaper and linear television platforms to reach their target audiences. This has led to a more complex media landscape, requiring continuous strategic adaptation to thrive in the evolving environment.
Despite countless research studies on media trends and evolution globally, Bangladesh is way behind in this sector. So, the decisions and changes in the industry are more audience-centered in a populist way rather than reaching out to the actual audience through research for their feedback.
The ties between media and corporations have been the prime ‘inspiration’ behind the media content and distribution patterns. The industry focuses more on profit and audience engagement than the content itself. Here emerges the new model of the media industry – Social Media monetization. It refers to the potential to generate revenue via a blog, other forms of content, or any other mode of online presence. The media in focus are Facebook and YouTube – regarding content distribution.
Facebook is used to promote and advertise the content of various channels, more specifically, OTT platforms. Directors and producers are more interested in producing content on the OTT platforms than TV, as it is easier to hold and host.
The growth of the OTT industry in Bangladesh can be traced through a timeline of platform launches. It began in 2013 with the introduction of Bongo, the first OTT platform in the country. Subsequently, in 2016, Bioscope, Banglaflix, and Teleflix entered the market, expanding the availability of online streaming services. In 2018, Cinespot emerged as a dedicated platform showcasing Bangladeshi movies. In 2020, Binge entered the list.
However, it was in 2021 that the OTT platform landscape in Bangladesh underwent a significant transformation with the arrival of Chorki. This platform brought notable advancements, including original movies, web series, and shorts featuring various Bengali and foreign content. In 2022, Deepto TV launched ‘Deepto Play,’ expanding the options available to viewers with a wide array of TV shows, movies, and live events. More recently, in 2023, Channel I joined the ranks by launching ‘iScreen,’ offering a diverse collection of movies, TV shows, and exclusive content.
OTT is not confined to a limited screen. It can be used in any size of the audience’s choice; the palm of the hands can be used as the screen holder. So, space and screen are no issues in present media. Viewers choose the medium they want the content in and the time they want to push the play button.
So, today’s media industry is dynamic, with new trends swooping in daily. The audience is glued to social media, and their choices, selections, and interest ring from the latest social media trends. The audience of the new media is younger, and so is the industry. Tusher Abdullah, the Editor-in-Chief of Ekhon TV, agrees with the notion that the industry is, in fact, of the younger generation.
He opines, “The new media industry is transformative. We have seen the rapid transition from one TV neighborhood to multiple screens in a single household. The mediums are not exclusive; rather, they are entwined. The TV now operates through social media, targeting social media users. The primary audience base is now the social media audiences; they decide which trends to disperse and which to reject. If the production can gain the attention of the netizens, it has gained an audience.”
Mr. Abdullah also describes how the new media is more audience-focused and how they affect the consumers’ behavior in media engagement.
“There is no specific time frame in the present audience. You can access any show, series, or content you want anytime, anywhere. That’s how mobilizing social media with adequate and well-rounded marketing is one of the key tools nowadays. The content births from trends, stories, and interests of what the audience wants. But, sadly, the viral culture has entered the media content market. As a result, inappropriate and questionable content is also being made and gaining popularity. There is a huge lack of content gatekeeping and quality control when it reaches social media.”
The media industry today can be expected to depend on media students. Many universities in Bangladesh are encouraging the amalgamation of the media industry with academia. But there has been little advancement in this regard. Media and journalism students have the upper hand in joining the media houses, but their academia sometimes fails to match the curriculum with the industry itself.
Dr. A.S.M. Asaduzzaman, Associate Professor of the Department of Mass Communication and Journalism at the University of Dhaka, discusses the various aspects of students’ choice of journalism as a profession in today’s industry.
“Over the last several years, the stats in entering the media and journalism academia is declining. The industry lacks professionalism and commitment to social responsibility. This was not as prominent as in the beginning years of the decade when media in Bangladesh was just flourishing. Self-censorship in novice journalists, as well as senior journalists, is also an issue of concern for fair media.”
“Many students start journalism midway through their academics, but not many stick to it or take it up as a permanent career in the long run. Some reasons may be the lack of job security, inadequate pay scale, lack of job satisfaction, security issues, etc. The students prefer other ‘more secure’ jobs such as the Cadre service, banks, PR firms, communication roles, etc.,” says Dr. Asaduzzaman.
“The content in today’s media is mostly merged content. Entertainment is the dominating genre, closely followed by news. The broadcast model of the present time is the entertainment-broadcast model, in a word, the internet model. There is no primetime confined to 6-8 PM now, nor is there a specific demographic to focus on. Anyone can have access to any content at any time. The Internet and the emergence of OTT platforms have created job scopes for many digital marketers in the industry, as well as visual experts.”
There has been a decline in many show and genre audiences lately; the shows have been transferred to social media platforms, such as talk shows, to attract an audience. Newspapers are leaning towards visuals and video content to ensure a digital presence. TV channels are focusing on building online portals or news websites as well. FM radio has also shifted to social media pages, where listeners can listen to any show whenever they want. There is hardly any media outlet now that is outside of this convergence. All connect to one dot – going digital and marking an online presence.
Today’s media industry focuses on profit-making, so it is on the route to becoming corporate in many sectors. But, as the media depends largely on its audience and what they demand, as well as has the responsibility to educate, inform, and persuade people as the fourth pillar of democracy, it certainly cannot ignore the social responsibility that is thrust upon it.
Now, the future of this industry, with the rapid emergence and convergence, may seem somewhat blurry. But the experts differ, “The screen will sustain. The industry needs a skilled workforce with adept media literacy and multifaceted skills to compete with AI technologies. Surely, AI cannot compete with the creativity and analytical skill of a human mind, but a skillset of literature and visuals is essential to keep up with the fast-paced tech world. You can no longer expect to excel in the media if you are good at only one skill. Dedicated channels for television are now necessary to draw attention to the audience, such as specialized channels for sports, entertainment, music, drama, wildlife, science, etc, as well as news channels.”
Dr. Asaduzzaman says, “Media shall prevail in the years to come. It connects, educates, and binds us to the outside world. The media is our representation of the rest of the world. So, it is crucial to brand our country without forgetting our roots as a nation and the rich individuality that comes with it. Entertainment is important, surely, but incorporating that sense of nationality and cultural essence can also be a source to curate quality content. For this, well-observed media research is necessary to understand the prevailing gaps and anomalies.”
Throughout the years, media has been the photograph that people see and wonder about and the lens through which the society and culture in which it exists can be judged. The media landscape only keeps changing because society does, and that shall stay true even in the future, that media is not just the one framing it but also the frame itself.
Tahseen Nower Prachi is a graduate of the University of Dhaka, majoring in the Department of Mass Communication and Journalism. She has been writing for several countries’ top dailies for years. She is first a writer from the heart, a development communication enthusiast, a communicator, and a novice marketeer, mastering content production. nowertahseen@gmail.com