The 5 key takeaways from the main challenges facing the media and how to address them
On November 7 and 8, two intense days of conferences were held in Nice, as part of the European IQ Media project. Dedicated to innovation in the media, these days brought together renowned professionals from all over Europe to debate and exchange views on the current and future challenges facing the media industry. Among them, Federica Cherubini gave a talk : “The main challenges facing the media and how to address them”.
Read the summary here.
See our videos to learn more about those two amazing days, just here.
The latest Reuters Institute report, presented by Federica Cherubini, shows that changes in news consumption habits and the public’s disinterest in the media require a transformation of the media used by news companies.
- 📰 Combating public disinterest
In 2017, 29% of the public said they often or sometimes avoided the news. By 2024, this figure had increased by 10 points. “We need to reconnect with our readers,” says Frederica Cherubini, Director of Development at the Reuters Institute.
According to the research institute, information overload, fatigue, depression, or even the incomprehensibility and irrelevance of information are some of the reasons why the public is losing interest in the news. “We need to explain to readers why the news is important to them and adapt our production for a broad audience, not just an engaged one,” explains Federica Cherubini.
2. 📱 The importance of new broadcast platforms
Social networks and emerging broadcast channels, particularly in the Global South, are increasingly used to reach younger audiences. And for good reason: 24% of 18-24-year-olds go directly to a website to get information. YouTube and TikTok are seeing growth in their audiences, while Facebook is in decline.
3. 🎥 Videos: an audience-driving format
“Videos are widely used and very trendy. They play a major role in engaging younger generations, particularly on TikTok, during presidential elections,” states the expert. These formats also help media compete with influencers and content creators who broadcast information and attract large audiences.
4. 🤝 How to restore reader trust?
The growth of partisan content and fake news contributes to the decline in public trust. “The polarization of certain societies, such as in France during the Yellow Vest protests, fosters the emergence of disinformation content,” explains the Reuters Institute researcher.
The work of media verification platforms, such as BBC Verified or Le Monde’s “Decisions Makers” section, is essential to combat disinformation.
5. 👁️ Use AI with transparency
“AI will be part of our daily work, but we must continue to pay attention to what the public thinks of this technology, its skepticism, and be transparent in our use of it with readers,” explains Federica Cherubini.
For the public, the human touch remains essential to the creation of reliable and trusted information.
Why are we talking about this ?
Discussing the challenges facing the media is crucial because they directly influence the quality of information and democracy. Today, the media face major issues such as disinformation, the concentration of media power, the crisis of public trust, economic pressures, and the digital transition. By addressing these challenges, we can preserve freedom of expression, strengthen democracy, and ensure equitable access to reliable information.
FLAVIE VEILLAS ( In partnership with IUT de Cannes, school of journalism)
