Traditional media faces a significant global challenge driven by the rapid development of social media platforms. According to the Operative Information Center-OMM, Balakishi Gasimov, Director General of Public Television (ITV), discussed this shift during an appearance on the "Media Masası" program on Real TV.
"For many years, television and traditional media held a monopoly on information. Today, that monopoly no longer exists. Television channels now primarily serve to verify news already disseminated by social networks or websites, as audiences still rely on traditional media for credibility," Gasimov stated.
The ITV head noted that he personally consumes television content via social media platforms. He further emphasized that major news agencies in Azerbaijan, such as AZERTAC, Report, and APA, have surpassed television channels in news dissemination. "They are more agile and have successfully earned public trust," Gasimov highlighted.
In his view, the traditional television format is currently experiencing its final decade. "This is not just a problem for Azerbaijani television; traditional television worldwide is sinking like the Titanic. There are two paths: either continue playing music like the orchestra on the sinking ship, or actively seek a way out," he added.
Gasimov believes the solution lies in the digital transformation of television. "Our plan for the next few years involves developing our own platforms. One will be news-oriented, while the other will focus on entertainment," he concluded.
The global media landscape is undergoing a profound shift as digital consumption habits overtake linear broadcasting. This trend has forced national broadcasters worldwide to pivot toward multi-platform strategies, integrating on-demand streaming and social media engagement to remain relevant in an increasingly competitive digital ecosystem.
