KUCHING: Mainstream media must find new and creative ways to engage younger audiences as they shift their attention towards social media platforms for information and entertainment.
Speaking during a panel session at the Sarawak Media Conference (SMeC) 2026, Sarawak Media Group Sdn Bhd’s Chairwoman, Datuk Norhyati Mohd Ismail, acknowledged that attracting young audiences back to traditional media platforms such as television and newspapers remains a major challenge, but efforts must continue.
“Mainstream media organisations must actively engage with younger audiences, understand their preferences, and remain accessible through platforms they frequently use.
“Many years ago, people watched television. Today, they are looking at their phones. That is the reality of how things have changed.
“But we should not stop trying to reach them. Mainstream media must engage with younger people, be present where they are, and find ways to bring them back to platforms such as television and broadcast media,” she said.
Apart from that, Kupi-Kupi FM Sabah and Sarawak founder, Rita Sim Sai Hoon, added that media organisations need to rethink how they present stories by using formats that appeal to younger audiences, including videos, interactive graphics and audio content.
“Do not just tell stories through text. We have to rethink and find creative ways on how we tell our stories to attract the younger audience,” she said.
Rita also suggested that collaborations with trusted influencers could help media organisations reach younger audiences, provided that journalistic standards and credibility are not compromised.
“The format can change, but the principles must remain. It is about packaging the truth in a way that is compelling and accessible for a generation that consumes information in short bursts,” she said.
She stressed that while younger audiences may have shorter attention spans due to the nature of digital content consumption, the responsibility of journalists remains the same – to deliver accurate, reliable and meaningful information.
