In the abundance of brand clutter, spurring an arms race of who talks loudest,
there has been a drastic change in the way news is being presented today. We
are today living in an era where there is a major shift in the mantra of
STORYTELLING. No matter what method is used, the prima moto is to keep the
content as the King, followed by other ways to bring it closer to the viewers and
more realistic in nature.
At the same time, the social feeds of those news channels on various social media
platforms are being spammed with fake news, pet memes, ads, and other
branded content. In a state of this mess, people have tended to lose trust from
such murky content being fed to them.
What is required today is to build back that trust which can not only enhance the
brand content but also, evoke feelings.
Tapping That Word-Of-Mouth To Something Much More REAL
Just as we have heard the saying, “Word-Of-Mouth is the best way to spread a
piece of news”. But the challenge today is to share it through a very powerful
medium. Something like sharing an experience which can fundamentally become
a part of other human’s experience.
By incorporating experiential into journalism, it becomes the best medium in the
age of social sharing.
There are many ways to have those experiential marketing solutions that can
change the future course of Journalism.
1. Power of Simple Experience:
The idea doesn’t have to be much complicated. Let’s take the example of 50
inches tall iconic ‘Fearless Girl’, which was symbolic in making people believe in
equality. The statue was placed in front of Wall Street. From its making to its
posture to its very placement, the statue proves how effective occupying a simple
physical space can be.
You can stand with it, take photos or even make a Social Media share. The statue
was symbolic of age-old context to acquiring physical space.
2. Sense of Presence Using VR Technology:
First-person POV can make viewers get attached and feel like they are the part of
the whole story. This gives them a ‘sense of presence’, which can trigger actions,
emotions and give a new paradigm to storytelling.
In this example of “USS Eisehower VR”, it was an immersive, non-linear
experience. The point was to document and help viewers have a real-life like
experience while onboard the ship. Viewers can maneuver through the ship and
choose from various hot spots from the deck.
This way you can explore the life aboard a nuclear aircraft carrier and not just
watch or read about it.
Today market giants like Amazon are already using Drones for delivery of
products. The Federal Aviation Administration has already given permission for
its usage for commercial advances.
It’s a matter of time when we will be witnessing proper drone reporting taking
place by publishers even in the field of Journalism. Drones are cheap, effective
and can capture real-time footages at the time of a war or natural disaster-taking
place. It even prevents humans from risking their lives for the sake of a story.
4. Projection Mapping On Space For News Presentation
Recently a video footage has been projection mapped where first ever tennis
match was viewed in an enormous globe in Queens, New York.
A NASA astronaut and a space station commander were competing with fellow
astronauts in a microgravity doubles match. The match was projected on the
Unisphere, which is a 317.5 tonne, 140/120 ft globe placed at the Flushing
Meadows-Corona Park in Queens.
5. Artificial Intelligence in Journalism
Thanks to AI today, it is already helping newsrooms across the globe to deliver
high-quality updates and even monitor masses of data to be monitored. Not just
the data, AI can help keep a count of business numbers, sports stats, and figures
and even financial fluctuations in day-to-day reporting.
Today we even have AI Journalists on verge of replacing white-collar jobs with
such AI solutions like “EMMA”.
China even launched its very first AI news reporter! Now that’s a big leap into the
future. As a consequence, it directly affects the people running the newsrooms. If
the technology is here to directly replace the reporters today, it might somehow
already be breaking the industry weaker.
This means people running for high-profile jobs would now have to compete
with robots to fetch basic entry-level investigations.
TAGBIN Services Pvt. Ltd. designs and engineers experiential spaces that ignite one’s imagination & stimulate the senses to create truly magical experiences, leaving the audiences with unforgettable memories. Established in 2013, TAGBIN has contributed to the planning and execution of multiple innovative projects in both public and the private sector in PAN India and Overseas. Headquartered in Gurgaon, they operate through their strategic partners located in PAN India and; Singapore and Dubai in overseas.