MAINSTREAM MEDIA SHOULD TAKE NEW APPROACH TO DRAW BACK AUDIENCE - BERNAMA CHAIRMAN

12 Jul 2013 11:19

(REPEATING.......WITH CORRECTION FOR BERNAMA IN PARA 2)

PUTRAJAYA, July 4 (Bernama) - The mainstream media should take a new proactive approach to draw back audience so that information could be disseminated accurately and widely.

Malaysian National News Agency (Bernama) chairman Datuk Abdul Rahman Sulaiman said the matter should be the top priority as a large segment of the people now appeared to have lost confidence in the credibility of news from the mainstream media.

"As one of the branches of national democracy, media practitioners should think of the latest methods to present to the people on what is the government doing and had done."

He said it was important for mainmstream media practitioners to restore their credibility so that they could improve public views on the functions of mainstream media.

"Before this, the roles of the media were merely to educate and inform the people, but now their functions in influencing the people have changed so that the community receive complete and accurate information."

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RAHMAN-MEDIA 2 PUTRAJAYA

He told Bernama here after opening a two-day 'Editorial Retreat Bernama News Coverage: The Way Forward' today.

According to Abdul Rahman, based on the results of the general election, there were several misconceptions on efforts by the government as the mainstream media information delivery system was weak.

"This happened as the community now believe that information presented by the alternative media is more professional and daring in criticising the government openly.

"Is being bold in criticising the government equal to professionalism? What is being professional? Understand these terms to attract the audience," he said.

According to him, it was not surprising that the younger generation had wrong perceptions on issues as they were inclined to obtain information from the leftist media.

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RAHMAN-MEDIA 3 (LAST) PUTRAJAYA

Therefore, Abdul Rahman said the mainstream media should be professional by reporting issues more objectively and fairly without the elements of influence.

"The media should also cover all parties fairly. As example, space should be given to the opposition parties to present their views on political issues.

"In this way, the people will indirectly return to the mainstream media," he added.

--BERNAMA

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