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The Changing Face Of Communication In The New Digital Era: ‘National CyberMedia Conclave ‘09’Rajalakshmi RegunathanMedia Trainee, Batch’09Symbiosis Institute of Media & Communication
Symbiosis Institute of Media & Communication organized its first National Cyber MediaConclave (NCMC) on the 28
th
of March at the Institute’s Lavale campus, situated in theoutskirts of Pune. New media is an emerging trend in the digital age that is changing theface of social expression and content publishing. The media seminar delved into thevarious aspects of new media, including the reach and benefits of this medium and themarketing opportunities that it offers.“My friend Suman Kumar started a blog on technical writing, he went on to get three joboffers without even lifting a finger and today earns about over a lakh at Oracle!”exclaimed Kiruba Shankar, CEO, The Knowledge Foundation, the first speaker of theseminar, stressing on the potency and power of new media in the revolutionary digitalera. The veteran blogger spoke on “Maximising the social media content” and kept theaudience glued to their seats with his interesting anecdotes and true life experiencesinvolving new media. In Kiruba’s opinion social networking forums like Twitter, FaceBook and the numerous Blogging sites are strong mediums of public expression and toolsof social consciousness. Kiruba’s high energy talk laid out the platform for the audienceto engage in an interactive session on the importance of blog-o-sphere and the spacecreated by the new age digital prophets (i.e. the bloggers) in using cyber media to propagate social issues.Journalist and nationally renowned blogger Shivam Vij explored “The relationship between mainstream media and social media”. Vij spoke about the myth that new mediais perceived as continuously replacing the old media and emphasized that both the mediaare complimentary to each other. Citing the example of Tsunami health blogs and theGlobal voices online media, Vij explained that new media and traditional main streammedia are to be used in congruence with each other to attain maximum benefit.According to Mr. Shivam Vij, Campaigns like the “Pink Chaddhi” and movements likecitizen journalism which are vastly new media based, prove the need for convergence of mainstream public opinion and cyber media generated content for the success of a socialcampaign.Shiv Bhaskar Dravid, the founder of Views, elaborated on media’s role as the fourthestate and the journey of media from being a medium of expression to a tool of manipulation of public opinion. He pointed out that the arrival of internet media curbedthe manipulation and encouraged individual opinion, or what he called “contentgenerated by public”. “Cyber media presents us with the opportunity to witness real timenews, unlike mainstream which exposes us to deferred news” Shiv explained. Shivemphasized that the growing power of mobile telephony as a potential media and the
 
economically viable nature of new media are slowly changing the face of public opiniongeneration.Jasmeen Bhatheja, the founder of the “Blank Noise” project unveiled the new facets of cyber digital media through her experiences in dealing with sexual harassment – amission stated by Blank Noise. Ms. Bhateja explained that cyber media can be used todefine street sexual harassment and similar issues can be discussed on blogs to addcredibility to the efforts of social campaigns like Blank Noise. She also spoke about the“I never asked for it” campaign which was yet another digital media based effort to curbfemale sexual abuse. The morning session concluded on the summarizing note that cyber media is a powerful tool of social content and communication and will is slowly evolvingin its role as a public opinion generator.The theme for the afternoon was
“
Emergence of the web as a medium for branding andmarketing
”.
The speakers were Mr. Rajesh Lalwani, Founder and Director at ScenarioConsultancy Private Limited- Pitchh.com, Atul Chitnis, Senior Vice President of Geodesic Solutions, Namit Bimbhat, and CEO of Switch Technologies, J Mahadevan,VP- Products, Bharatmatrimony.com and Rashmi Dhanwani, Founder of the Bell BajaoCampaign.Mr. Lalwani expressed his views on the dynamics of marketing and the changing face of communication using cyber media. He pointed out the effectiveness of internet in the newage of digital communication as explained the use of Internet as a tool of Marketing.Ms. Rashmi Dhanwani, Marketing Manager of Bell Bajao campaign, spoke on the use of internet as a tool for publicity and mobilization. Her much acclaimed “Bell Bajao 360”campaign was aimed at eradicating Domestic Violence through the use of the cyber media, Dhanwani shared her experiences with the audience on the publicity that newmedia helped generate for the campaign.Mr. Namit Bimbhat, CEO, Switch Media Services India Pvt. Ltd. shared his views on theevolving face of online video. He expressed his ideas on how online videos were alucrative prospect for educational institutes, destination portals, travel, radio portals and broadcasters to reach out to a wider and more relevant audience. He stressed on theopportunity for video enhancement in context with the cyber medium.The next speaker Mr. J Mahadevan, VP – Products, bharatmatrimony.com expressed hisviews on online customer acquisition & retention dynamics and the importance of connecting with the cyber users to attract consumers. He insisted that it was necessary to“speak the online language” to be on the same frequency as the cyber media users. “Youneed to keep your messages simple, sensible, enjoyable, relevant and yet scream worthy.”Mr. Mahadevan pointed out in explaining the need to communicate efficiently to thenetizens of cyber media.
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