– If you look at one common challenge that we have to face, how can you maintain journalism. If we want to maintain large -scale journalism, we need advertising revenues – said in an interview with TVN24 BIS Vincent Peyregne, Chief Executive Officer in Wan -IFRA, during the 76th World Media Congress in Krakow.
The 76th edition of the World Media Congress organized by WAN-IFRA is underway in Krakow. The organization associates 3,000 publishers, media -related companies and industry associations from 120 countries. He talked about, among others, the biggest challenges for the media nowadays.
The World News Media Congress has been held in different countries of the world since 1948 and from the beginning of its existence has been an event dedicated to international cooperation between publishers and exchange of journalistic and business experiences. We asked the participants what challenges in their opinion stand in front of journalists and what we can do so that the recipients would like to trust us.
“These revenues are captured”
– Congress's goal has always been the same since its creation in 1948. It brings together publishers and decision -makers to shape the future of their business. The World Gazeta and Publishers Association is a representative body of media entrepreneurs, publishers of news around the world who have to gather and share knowledge every year. Together we are stronger than alone – said in an interview with TVN24 BIS Vincent Peyregne, Chief Executive Officer at Wan -Ifra.
In Peyregne's opinion, who indicated that this is both global and regional, the biggest challenge is “loss of advertising revenues”. “It's something we divide all over the world,” he said.
– These revenues are captured by a handful of large players (…). They provide huge access to data and insights, easy access to platforms. So we cannot compete with the effect of the Big Techów scale, which actually support advertisers. Where we can act better, in terms of context, brand safety, high quality ensuring for recipients. It has always been our commitment – he added.
– So if you look at one common challenge that we have to face, how can you maintain journalism. And if we want to maintain large -scale journalism, we need advertising revenues – he said.
The biggest challenges for the media
Bartosz Hojka, president of the board of the Agora Group, informed in an interview with TVN24 BIS that during the congress publishers talk about the biggest challenges for the media. In his opinion, these challenges are today “undoubtedly, first of all, the explosion of popularity, a rapid, exponent development of artificial intelligence.”
– On the one hand, it is a chance for the media, a very useful tool that can allow us journalists, the most tedious publishers, the most repetitive activities to delegate to this tool, to artificial intelligence, to deal with what is the essence of our work, i.e. to deal with investigative journalism, to deal with good quality journalism, just what is in our work, what is most beautiful in our work That is, discovering the world, its secrets, his beauty for our viewers, users and readers – said Hojka.
The president of the Agora Group added that “on the other hand, artificial intelligence is also risk, it is also threats, it is such a magnifying glass that intensifies the biggest problems of the modern world, which is for me manipulation, disinformation, fake news.”
No agreement on what is a fact
In the opinion of Martin Baron, the former editor -in -chief of “The Washington Post”, “the biggest challenge is that we as a society cannot agree to a common set of facts.”
– It is even worse, we cannot agree on how to determine what is a fact, because all the elements we used in the future to determine what is a fact have been devalued. So I would talk about education, I would talk about specialist knowledge, I would talk about experience, but above all I would talk about evidence – what we can see with our own eyes and what we can hear on our own ears – said Baron.
Former editor -in -chief of “The Boston Globe”, at the time when the newspaper revealed a scandal related to sexual abuse in the Catholic Church in Boston, he said that “all this was rejected, negated and slandered.”
– So this is a serious problem, not only for the press, but also for democracy and social progress. We need to agree a common set of facts and we must agree on how to determine what the fact is. We learned this during the Enlightenment. It was a long time ago, but I think we forgot how to do it. All the elements we have used from the time of enlightenment to determine what is true and what is false was rejected, wasted and slandered – pointed out in an interview with TVN24 BIS.
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