We
now use a greater number of media in our daily lives and there
is huge potential for businesses to make the most of this.
This advertising & media sector, though considered as
a relatively small sector, does contribute to the economic
and social growth of the country. Advertising agencies employ
people
in hundreds of separate companies. The relatively small number
of employees and the popularity of the sector mean that competition
to get in is tough. The industry is also characterised by
the long hours of work and the requirement for staff to be
dedicated and flexible.
As
well as the traditional forms of communication, such as television,
radio and newspapers, there is also electronic media, such
as e-mail, Internet, SMS and the quickly developing mobile
technologies. This is providing advertisers with the opportunity
to use a much wider range of media to communicate with consumers
than ever before.
Government
initiatives to tackle social problems such as obesity, aids
and drinking use advertising as a knockon effect.
The Internet is currently the third most-used media channel
and it is predicted to continue to be a huge growth area.
This is largely because of the fact that it is widely viewed
by businesses as a cost-effective medium.
New
technologies do not bring good things only, but also negative
ones. With the growth in electronic media, there has been
a corresponding rise in nuisance e-mails and services and
consumer mistrust in this type of media. Proposed legislation
for electronic media, in order to deal with unsuitable products
or services and spamming, are being dealt with by the government
and related authorities.
Agencies
are developing more sophisticated and clever techniques and,
by the very nature of the industry, these will be challenges
that will be relished.
Digital
Media and Entertainment: Investment opportunities exist in
the following areas: setting up of studios and processing
laboratories, availability of high quality and sophisticated
equipment needed for filmmaking, development of specific locations
for shootings and training of artists and technicians. There
are also opportunities for investment in production houses,
film and television studios and film facilities, especially
post-production, distribution, exhibition and film dubbing
in different languages.
|
