DIGITAL MEDIA CONVERGENCE AND ITS IMPACT ON LOCAL NEWS PRODUCTION IN PUNJAB
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Abstract
This paper examines the impact of digital media convergence on local news production, focusing on organizational transformation, content creation and audience engagement. As digital platforms continue to evolve, news organizations are increasingly integrating diverse digital tools to enhance operational efficiency and broaden content reach. The study highlights significant shifts in the roles of journalists, editors and digital media managers, driven by the adoption of social media, mobile technologies and other digital production platforms. Findings suggest that convergence has led to improved content quality, greater content diversity and more interactive audience experiences through digital channels. However, the research also identifies key challenges, including high implementation costs, technical skill gaps and resistance to organizational change, which hinder the full integration of digital technologies. Nonetheless, embracing digital convergence is essential for media organizations to remain competitive in a rapidly transforming media landscape. The study underscores the need for strategic investment in technology, infrastructure and workforce training to adapt to market demands and optimize audience engagement. Future research could explore the long-term implications of digital convergence across different regions and assess the potential role of emerging technologies such as artificial intelligence in shaping future news production models.
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