# data[].attributes.body
Read through the PwC research on the media outlook of Malaysia and discuss the following:

1) According to the report, which top 3 media platforms will be experiencing growth throughout the 2015-19 period.

2) As a PR practitioner, consider propose which media platform that you all as a group think is the best platform to reach out to the masses with your message.

3) Based on your group's perspective and current understanding of the state of local media, do you agree or disagree with the findings and observations of the PwC report?

# data[].attributes.body
1) Compare and contrast the report State of Media 2017 with the report made by PwC. Highlight key differences observed in both reports.

2) How does our traditional local media industry compare with the trends facing global traditional media?

3) What were the conclusions and predictions made by the State of 2017 report? Especially pertaining to the challenges facing the industry.

# data[].attributes.body
1) Internet access  / internet advertising  / Out-of-home advertising
2) Internet is the best platform because it connects people across borders and enables fast transmissions of informations.
3) We agree with the findings and observations because it is from a  trustable organization with supported figures research. The internet growth is also an international trend.

# data[].attributes.body
1. Internet access, internet advertising, out-of-home advertising
2. Internet, because it is the best platform which can reach the largest amount of  people as they use the internet 24/7 .
3. Agree. People tend to use internet more comparing to the years before 2014, so the CAGR will increase from years to years.

# data[].attributes.body
1. Internet access, internet advertising, out-of-home advertising.
2. Internet, because people from all age groups are using the internet and it is accessible worldwide and the news spread out faster and wider.
3. Agree, because the research shows that the internet access is growing rapidly and the importance of technology and internet is expanding especially towards the new generation.

# data[].attributes.body
1. Internet, Online Advertising Platforms (Social Media, Online magazine, Blogs), Out-of-home advertisements (Billboards)

2. Social Media (Facebook, Youtube, Instagram)

3. We agree with the PWC findings and observations in the data. The internet access had increased since 2014 and it is still increasing today because

- social media has slowly replaced the old media
- Marketers choose online platforms as their main space of advertising because of the big number of online users
- New media evolve
- Customer's demand on entertainment

# data[].attributes.body
1) Internet advertising, Business to business and Radio.
2) Internet access platforms
3) Agree, because revolution is inevitable and we are in an era where technology is vital to our daily lives especially the access to internet where informations such as news can spread rapidly.

# data[].attributes.headline
Table 1 (Jordan, Hakeem, Ken, Shermin, Grace)

# data[].attributes.subject
Table 1 (Jordan, Hakeem, Ken, Shermin, Grace)

# data[].attributes.body
1. Internet Access ,  Internet Advertising , Out of home advertising

2. Internet and Social Media platform. People nowadays uses the internet and social media as a daily basis to get the latest news and story of what's going on around them and it's the easiest way to reach out to the latest news that are happening.

3. Agree. The report shows a clear and reliable research that the Internet is growing rapidly compare to the other segment. It is estimated that the CAGR will continue to increase every year.

# data[].attributes.body
1. Internet access, internet advertising and out-of-home advertising.

2. Internet, because majority of generation X, Y and millennial have the ability to use or access to the internet.
- Higher chance to reach to the target audience and niche market.
- it is easier for an org to reach the target because of the information input to our social media (exp: interest, browser history, shares, tags etc)

3. Agree because internet is growing rapidly in technology era. People tend to use social media and internet instead of using traditional media such as tv and print media. For instance, Media Prima Berhad faced net loss widen to RM 666.66m in quarter four 2017 according to the Sun Daily.

# data[].attributes.headline
Table 2 (Lucas, Felicia,Kenan,Vanessa, Bryan, Alia, SinYee)

# data[].attributes.subject
Table 2 (Lucas, Felicia,Kenan,Vanessa, Bryan, Alia, SinYee)

# data[].attributes.body
1)The difference between these two reports are the findings on the platforms which are acquiring the largest market share. For example, in the local state of media internet access is considered to be vital and in the global state of media, data and video is considered to be relatively more vital.

2) Traditional media in Malaysia is still prominent. There is a stable rise in revenue spent on this type of media rising from 1.436 million in 2014 to 1.597 million in 2019. This shows a 2.1 percent rise in revenue spent in this media. Globally however, it is believed that there will be a fall in the traditional medium market, showing that 44.8% of businesses related to the media believed this statement. Data collected also shows that there is a focus on spending revenue into data collection.
3)Print media has a lower revenue compared to the year before. Although investment in data has a lot of growth potential but it is not easy to do right as it is considered the second hardest platform for businesses to implement.

# data[].attributes.body
1. Comparing the report by State of 2017 & by PwC, the major difference we can see in both reports is the State of 2017 report focuses on digital media and its growth and status and their potential markets. Meanwhile, the report by PwC is focused on the advertising revenues and expenditure in Malaysia, with a lot of focus on print and digital as a whole.

2. From our study, the local media is still focused on print media as it will continue to rise. This is different from the global trends, as internationally, print media is dying and digital media is replacing it.

3. Traditional media is slowly dissolving, as it faces competition from digitalised media. Corporations are now more focused on marketing through online platforms as it brings out a better outcome.

# data[].attributes.body
1. Out of home (OOH) advertising, internet advertising, Newspaper publishing/ advertising

2. Internet, because easily is access and updates frequently with the latest news.

3. Agree, as PwC is a trustable organisation. We believe that with the convenience that internet provides nowadays, it will continue to grow in the future.

# data[].attributes.body
1. The State of The Media 2017 focus more on revenue, audiences' interest and gratifications.
While Malaysia Entertainment and Media Outlook 2015-2019 focus more generating revenue and spending only.

2. Local print media still ongoing because the older generation still rely on the traditional media. However, the older generation in globally shifting to new media more rapidly than the local.

3. There would be a change in regulation. For example, Market contrasts, net neutrality, and privacy. This is said so because regardless of where they operate, companies must adapt to the evolving regulatory landscape, especially in the internet platform.

# data[].attributes.body
1. Based on this two reports, we think that the differences observed are the approach they used to transmit the message to the audience. The goal of both reports are to acquire large amount of audience from the market.

2.  Traditional local media industry is still growing as stated in the report by PwC, but based on the survey for global traditional media it will drop (30% of the survey respondents will no longer involved in print, only 10% expect to see growth in print income). Looking in the future, more than half don’t believe that print revenue will be significant to their business within 5 years.

3.  In conclusion, most company needs to adapt to the changes with current trend which is the online platform. As we can clearly see that the traditional media in the global state is dropping consistently.

# data[].attributes.headline
Table 1 (Jordan, Hakeem, Ken, Shermin, Grace)

# data[].attributes.subject
Table 1 (Jordan, Hakeem, Ken, Shermin, Grace)

# data[].attributes.body
1. The key highlight that differs from both reports is that the Global report focuses on the opportunities that could bring in great revenues for the company. The Local Media focuses more on the consumer behavior and advertising data. The global report also highlights the social media platforms that are deemed viable for off platform publishing, in contrast to the PwC report which only took account in taking social media platform as a whole.

2. Our traditional local media is quite similar to the traditional global media. Newspaper was one of the main media tools used to spread media awareness to the audience before the 21st century. Unfortunately it has slowly declined due to the emergence of the Internet and social media is used as a platform to spread media awareness to the audience. Global traditional media has better professional content compared to our local traditional media as they have better technology than us back then.

3. The State of the Media in 2017 report concludes that audience relationships are a crucial aspect in the industry. It is then revealed that the audiences are a key highlight in content targeting and relevant advertising. The report also predicts that in the years beyond 2017, the industry will implement key strategies that focuses directly towards the audience.

# data[].attributes.body
1) Compare and contrast the report State of Media 2017 with the report made by PwC. Highlight key differences observed in both reports.

The State of Media 2017 is more in depth where the findings are more detailed supported with sufficient data including breakdown of 12 key publishing sectors whereas the report made by PwC is less detailed.

2) How does our traditional local media industry compare with the trends facing global traditional media?

Our local media industry still focuses more on traditional print media eventhough there is various online platform available.

3) What were the conclusions and predictions made by the State of 2017 report? Especially pertaining to the challenges facing the industry.

Barriers to growth identified range from worsening economic conditions due to Brexit and internal factors like confusion in digital strategy, lack of investment in technology and a shortage of necessary skills. Other than that, the audience may face changes as online media platforms starting to take over the media industry as certain online media platforms may require audiences to start paying membership fees to access the content due to the rise of viewership across recent years. Based on the State of Media 2017, audiences will play a crucial role in the media industry.

# data[].attributes.body
1) According to the report, which top 3 media platforms will be experiencing growth throughout the 2015-19 period.

Internet access, internet advertising, out-of-home advertising

2) As a PR practitioner, consider propose which media platform that you all as a group think is the best platform to reach out to the masses with your message.

Online newspaper site.

3) Based on your group's perspective and current understanding of the state of local media, do you agree or disagree with the findings and observations of the PwC report?

Our group agrees with the findings and observations of the PwC report as they provide credible statistics and also because of the credibility of their organisation.

# data[].attributes.body
1. Internet access, internet advertising and out of home advertising.

2. Newspapers because it still has a firm grip in Malaysian society and also Internet is not accessible everywhere.

3. We agree.

# data[].attributes.body
1. For global, they focused more on utilizing and gathering data as well as video. On the other hand, the local focused more access of information.

2. According to the local and global, video is not so different as it is still going strong in both platform. Print media is still relevant to local media but its' growth depends on how niche it can be, however for global, prints will diminish.

3. It seems that Data has the largest amount of investment. Although it has the largest amount of investment, it will be very difficult to get right, as it is listed as one of the hardest to implement as well. Membership and paywall is also growing in investments, but much like data, it would be very difficult to implement as it would require to get the right balance of worth and value. For the challenges in print industry, the daily elements is under threat as they are expected to publish weekly like magazines.

# data[].attributes.body
1. Internet access, Internet Advertising, Out of Home Advertising
2. As a PR practitioner, internet access would be the proposed platform because it has a faster reach to the mass audience and there is a variety of platforms to view messages/news.
3. Agree, based on the report by PwC we believe that the internet is growing rapidly and almost everyone owns a smartphone. Also, the internet access according to the findings is a better platform to reach the audience. To add, the CAGR is increasing year by year with a rapid rate from 2014-2019 b 13.4%

# data[].attributes.body
1. From both reports, the key differences highlighted would be from the print industry. PwC- CAGR should be increasing, therefore the revenue should be increasing as well but comparing to the global report the expected print revenues as stated should be flat or lowered. Another key difference would be from the global report their findings are more towards which platform is better to bring revenues for the company - they focus on 12 key publishing sectors whereas from the PwC report they focus more on consumer behavior and media and entertainment sectors.

2. Especially the local print sector differentiates from global trends. According to the global report, the print sector is losing revenue due to  a lower advertising revenue. However, according to the PwC report, the newspaper, magazine and book publishing sector will continue to grow until 2019 by a few percent.
Another important trend, which is mentioned in the global report is the focus on the audience. When looking at local media, especially the print sector is focusing on different audience segment, such as the elderly generation.

3.Most important trend in the report is focusing on the audience. Which reflects on the need for video on demand. Data analysis is also a heavy factor to understand the audience better.Also understanding the consumer behavior would help to improve the needs and wants of the market.

# data[].attributes.body
1. The key difference between report State of media 2017 and report made by PwC is their focus points are slightly different. The first report is more focused on audiences’ revenue as well the growth and situation of digital media while the report by PwC is focused on also revenue but including social media platforms a lot as well, more to audiences interests.

2. Obviously, print media got the focuses on this question. In local, most of the people still trusting on newspaper, on traditional print media, and it will still preferably and grow, however, global rely more on digital media and thinks that print media is dying instead.

3. Traditional media will undoubtedly be gradually replaced by digital media in the coming days. All over the world will begin to adapt to this change. Therefore, the print media will face a huge challenge, because the needs of the audience and the revenue of the industry will be affected for sure.

# data[].attributes.body
1) One of the key difference is prospects concerning the advertising field. The state of the media 2017 report highlights the fact that digital display advertising suffers from shifting and even more lower budget. However, it recognizes that digital advertising remains a huge portion of digital publishing revenues. On the contrary, the PWC report announces a 15.9 % growing investment amount concerning the spending in digital advertising from 2014 to 2019.
The point of view of the both reports is different ; while the PWC report emphasises the media spectrum and its changes through graphics or precise figures, the State of Media report seems to summarize the global trends concerning this field. Another key difference can be found concerning the scale, the report of PWC announces growing spendings in consumer advertising at a local scale while the international report shows a decrease.

2) As we can see in the PWC report, Malaysia is still in the Up & Comers category in the entertainment and media industry, however, it is expected to grow continuously in 2019. We can see that the local media industry is slowly picking up, but still, a little left behind in terms of the emphasis we focus on the media compared to the global trends. For example, the local media industry sees a prospect in the Internet, videos, sponsored contents, and has been picking up e-commerce these few years, however there is still not much focus on data investments. Data has served as a competitive advantage in the global media industry as it helps media producers to target the behaviours, preference and insights of the audience, in order to achieve better effectiveness in advertising, content shaping, and product development.

3)  The State of 2017 report dedicated that publishers are more aware of engagement with their customers/ audiences and had stimulated more technologies development. Also, paid content
strategies around membership and paywalls are being designed to value directly from audience relationships. The challenge will be focusing on the technology field and also be improving the way a company/ publisher engage with their customers to increase the loyalness of public/ customers to them.