Audience segmentsExperts say a number of factors have contributed to the lackluster use of traditional media by politicians to get their messages across to the public. These include the growth of social media platforms, which are no longer a preserve of a few but are now common place and cutting across different audience segments. “Digital platforms, especially WhatsApp are particularly big when it comes to getting messages across for the politicians. They are repurposing content run on main stream media such as TV and getting these sent to their groups,” said Gathecha. While the political noise might be at its peak now, the politicians and political parties have not locked out corporates from the different media platforms through their spending and hoarding on to media platforms.

Source: Standard Digital July 11, 2017 06:33 UTC