Mandate 2025: Challenges & strategic priorities that will affect the future of Asia’s broadcast/media industry in the new year

By Shaun Lim

The Asia-Pacific Institute for Broadcasting Development (AIBD) was established in 1977 with the mandate to achieve a vibrant and cohesive electronic media environment in the Asia-Pacific region. 

As CEO of AIBD since 2019, Philomena Gnanapragasam has led AIBD in working with national broadcasting organisations in Asia, as well as regional and international bodies and governments, to encourage regional dialogue and cooperation in electronic media policy, and to provide a collaborative platform for international cooperation in electronic media development.

In this exclusive interview with APB+, Philomena identifies some of the key challenges and opportunities awaiting APAC broadcasters in 2025 and explains why AIBD will continue to play a key role in fostering cooperation and collaboration among broadcasters as they look to build a sustainable future for the region’s broadcast and media industry.

As 2024 draws to a close, what do you see as the key developments that have shaped the broadcast and media industry in APAC and how have these impacted AIBDS’s programmes on broadcasting development?

Philomena: The way we consume media has drastically changed and this, of course, is directly attributed to technology shifts. The media industry in APAC and the rest of the globe is facing major challenges, particularly after the Covid-19 pandemic. The pandemic period saw a rise in traditional media consumption and also greater connectivity that allowed individuals to connect to devices and consume what they wish.

This has shifted media advertising from traditional platforms to online platforms, thereby creating a loss of revenue for many media organisations. 

AIBD on its part has come up with training activities focusing on content and monetisation strategies. Another focus has been on news, ethics and credibility as the rise of fake news has resulted in only chaos everywhere. It is therefore imperative that traditional media takes charge and reinvents its mandate.

What do you see as the main challenges facing traditional broadcasters in 2025 and how would you define the key trends and technologies that will shape broadcasting in 2025 and beyond?

Philomena: Budget and government allocations are shifting towards the more lucrative and exciting realm of new technologies. With slogans such as “no one should be left behind” and a concerted push for digital connectivity, mainstream broadcasters are in a dilemma. 

Budget cuts, backdated equipment and a shift in audience consumption is taking an obvious toll, with some even going as far as referring to broadcast and media as a sunset industry. 

It is time for both the digital and content industry to work together and for policy makers and industry heads to truly understand the importance of media and how they can leverage its power.

Can you highlight the role that AIBD can continue to play in fostering cooperation and collaboration among broadcasters in the APAC region, and how AIBD is helping to address the rapid changes in technology and media consumption habits?

Philomena: One of the highlights of AIBD’s work is the annual Asia Media Summit that we host. This is a flagship event bringing together tech, new media, broadcasters, and academia to deliberate on the many changes and opportunities for the future. We believe that Asia Media Summit is a one-in-a-kind gathering that provides a sneak peek of what’s ahead for the media world to tech giants and vice-versa.

It is events like Asia Media Summit that helps to keep the industry afloat and provide hope for industry players to once again strategise and re-vitalise what has been their legacy all along.

What are AIBD’s strategic priorities for the next five years and are there any upcoming projects or initiatives that you are particularly excited about?

Philomena: Emerging challenges will provide us with new opportunities to collaborate and reinstate the media’s role as the Fourth Estate of democracy. It is also a wake-up call for the industry as social media cannot be the sole platform for information dissemination. 

With the arising question of ownership and responsibility, the industry must embrace multiple platforms while simultaneously sticking to their traditional tried and tested platforms. Radio and TV are here to stay; technology will continue to evolve as it always has; and mediums such as radio and TV should adopt new technologies to create a unique user experience for their audiences.

This new paradigm shift is an exciting challenge for AIBD as it gives us a clearer idea of how technology is impacting Asia’s broadcast and media industry.

As we continue to formulate plans that will allow us to better serve the industry, we invite you to join us at the next Asia Media Summit, which is taking place in Siem Reap, Cambodia in 2025.

Lastly, what advice would you provide to broadcasters in APAC to help them better prepare for the challenges and opportunities that 2025 will bring?

Philomena: In many facets, APAC offers more diversity when compared to other regions. Like any broadcaster in any other region, APAC broadcasters have also been experiencing continuing disruptions that technology has presented. These disruptions have compounded the challenges that APAC broadcasters have faced for a while.

While digital transformation is slowly taking place in lucrative industries, the broadcasting sector has been struggling to exploit its full benefits. While some APAC broadcasters are planning for digital terrestrial transmissions, discussions on how audiences can be reached and served via online platforms continue to emerge.

However, as I mentioned earlier, these challenges also allow APAC broadcasters to evaluate the feasibility of reaching the masses with critical and essential communication and education.

Given the poor level of access to meaningful connectivity that can support broadcast and media services, broadcasters have to continue with robust and resilient broadcasting services. They should seek opportunities to explore more sustainable and practical distribution methods that are suitable for our region.