How digital technologies are revolutionising Australia's media industry

Find out how you could become part of the changing face of the Australian media industry.

The Media and Communications industry in Australia is undergoing a transformation of proportions not seen since the advent of print publishing and television.

As a result, traditional forms of media like newspapers, radio and television are being revolutionised to satisfy audiences searching for newer, more diverse ways to obtain the latest information. News broadcasters seeking ways to engage their audiences are deploying a range of ‘on demand’ media streams that are quickly becoming the preference for news consumers looking for up-to-the-minute information. Consequently, contributions to news are also emanating from the general public. ‘Moblogging’, where anyone can publish their version of an event to a media blog or news agency via mobile phones and personal digital assistants (PDAs) are feeding a new generation of news consumers that are demanding the very latest information available via live RSS feeds.

In 2005, suicide bombers targeted the public transport system in London and within twenty minutes of the first blast, newsrooms at the BBC were inundated with messages sent by witnesses using PDAs to capture first-hand photographs of the events and relay their impressions to a media industry hungry for updates. News agents demanding the latest footage of the flood tragedy in Brisbane in early 2011 polled readers for images from their flood-affected neighbourhoods that were subsequently streamed live to global audiences by infographics websites.

Surging into the digital future

“Great strides forward in the technology behind communications are also revolutionising the face of the way we spread ideas”

Commercially, companies are also looking further than traditional advertising campaigns, steering away from the principles of print, radio and television media to appeal to their markets. The boundaries are merging and they are now forming more innovative ways of engaging their clients through animated games, competitions, 2D and 3D animated websites and high definition digital video.

Great strides forward in the technology behind communications are also revolutionising the face of the way we spread ideas. In modern society, digital media permeates every facet of our existence and the key challenge facing educators is how to structure their curricula to respond to the fast paced dynamics of the industry. Graduates in the fields of journalism, communications, public relations, marketing, advertising, 2D and 3D animation, and graphic design must not only have an idea of how to operate software, but also use the technological tools available to them to coordinate planned strategic campaigns stretching across all digital mediums. These include the use of websites, development of PDA applications, telecommunications and social media sites such as Facebook and Twitter.

Australian educational institutions are emerging as centres of excellence in preparation for a world where paper will become obsolete, computers will become wireless and future generations of students will be ready to embrace work in this highly visual and cutting edge industry.

Written by Inger Vandyke
Marketing and Communications Coordinator
Faculty of Humanities and Social Sciences
Bond University