Advent of Radio may not have killed Print, and Television did not kill Radio. These media adapted and survived the new changes. But digital media is an altogether different ball game. Circulation has been affected and newsrooms have shrunk.
The reason for this situation is obvious. Besides offering written content, videos and audio, digital media also offers interactivity. And the cost of setting up a website where one could publish news or information is so low that micro newsrooms have sprung up all over the world. Quality or the gatekeeper functions may not be their priority but nevertheless they are competition to the big media houses.
Though it is not easy for the traditional media organisations to handle this competition, they have managed to give good competition by sharing more of their content through online media and creating specific content for the digital age. Social media which was once considered to be the main nemesis is now being used to get more traffic into their sites.
Innovative work is also being done by many regional media group in India. One of them worth talking about is the Malayala Manorama group. They have multiple websites that offers news and content. Most of them have a large following and not surprisingly attracts advertisements, the main revenue.
Lastly, their innovative use of their youtube channel is worth a mention.