Use of integrated digital technologies stressed

Ashish Bhasin, CEO of South East Asia region of Aegis Media, speaks at a programme titled 'The Changing Media Landscape' at a city hotel yesterday.Photo: STAR

Speakers at a programme yesterday stressed the need for the mass media to use integrated digital technologies to adapt to the evolving global mass media.
MediaAxis, a local media planning and strategic company, organised the discussion on 'The Changing Media Landscape' at a city hotel. MediaAxis is an affiliated organisation of Carat, an UK-based global digital media agency network.
Ashish Bhasin, chairman, India and CEO of South East Asia region of Aegis Media, said the global media is continuously evolving day by day with modern digital technologies and creates a good opportunity to connect the consumers with the media agencies.
"We are committed to guiding the media agencies to have successful interaction with the consumers through a rapidly transforming communication environment and integrated communication planning," he said.
Lee Stephens, CEO and director, Digital APAC, Aegis Media, presented various features of digital technologies that have brought a revolutionary change to the mass media.
He emphasised the need for utilisation of new media like Internet, email, digital poster and digital radio to adapt to the continuously evolving global mass media.
Addressing the function, Syed Fahim Munaim, executive editor of The Daily Star, said the mass media sector of Bangladesh has dramatically changed in terms of quality, technology and designs in the last two decades.
While the print media houses in western countries are either closing or reducing the number of staff, there has been enormous growth in the print media in South Asia, he said, adding that the print, electronic and broadcasting media need to work professionally round the clock.
He also urged the media planning consultants and public relations agencies to consider the media as a product and create the opportunities for consumers to have the taste of that product.
Rabeth Khan, CEO of MediaAxis, also spoke at the function. Representatives from different print and electronic media and corporate bodies were also present.