Kaya FM Digital Content Editor, Trinisha Vanderyar spoke about the skills needed within the media industry to participate in the global change. Since visiting Silicon Valley, Northern California in 2017 Vanderyar says the global centre which is best known for high technology, venture capital, innovation, and social media has given her a better understanding of digital migration.

She looked at the broader picture of content and storytelling and how this affects skills building within radio and the opportunities available for the industry to leverage technological transformation to lead change for Africa.

Vanderyar argues that one of the things that has been overlooked during the digital migration is that the changes in media consumption mean changes in people capabilities. Hence the need for traditional hiring models to be abandoned to accommodate new skills.  HR models need to change from hiring specialised personnel and finding a balance between qualifications and skills.

The digital migration is an opportunity to “lobby for collaboration, embrace change collectively”, said Vanderyar. Media companies have data that informs content but Vanderyar expressed concerns of how many media practitioners are still shooting in the dark as to what people need and where to disseminate content. “The integrity of information is a crucial issue. Fake news spread like wild fire”, Vangeryar stated. The consequences of fake news are vast; an added strenuous factor is that false news spread faster than factual news.

Credibility and person responsibility with content roll out on social media is crucial. “The standard response bank is fundamental for social media responses to curb misinformation and promote a sustainable brand reputation”, explained Vanderyar.

Although much work has been done on digital migration, Vanderyar maintained that the challenge to overcome is the change in thinking.

Bulali Dyakopu

(Edited by Simbarashe Honde)