Saudi Media Forum: The public is leading the new digital landscape
The Saudi capital, Riyadh, witnessed the launch of the fifth edition of the Saudi Media Forum , considered the most prominent media event in the region. One of the main panel discussions highlighted the radical transformations in the traditional media landscape. Under the title "The Audience: From Receiver to Content Creator," a select group of media leaders and international experts discussed how technology has reshaped the role of the audience, shifting them from passive spectators to active participants and influencers.
The importance of the forum in shaping the future of media
The Saudi Media Forum is being held at a time when the sector is undergoing rapid changes both regionally and internationally. The forum's role extends beyond simply being a platform for discussion; it serves as an incubator for ideas that contribute to the development of the media industry in line with the goals of the Kingdom's Vision 2030. Through its sessions, the forum seeks to explore the future of media in light of the dominance of algorithms and artificial intelligence, reaffirming Riyadh's position as an Arab media capital capable of bringing together global expertise to formulate new concepts that serve professionalism and credibility.
The digital revolution: The dominance of digital platforms
During the session, Patrick Rizk, a digital expert, presented figures reflecting the enormous shift in the global landscape, noting that the Meta platform alone now boasts nearly four billion monthly active users, equivalent to approximately 60% of the planet's population. Rizk explained that this widespread adoption was not accidental, but rather the result of cumulative technological development that began with the proliferation of smartphones, which placed media production tools in everyone's pocket.
He added that this development has led to the democratization of the content industry, where influence is no longer the sole domain of major media institutions, but rather power has shifted to individuals who are now able to build virtual communities that transcend borders, creating a new competitive environment that depends on the speed of dissemination and the power of direct influence.
Global competition challenges and audience engagement
For her part, Karina Muhanna emphasized that the media landscape no longer recognizes geographical boundaries. She explained that competition today is truly global, with local media outlets competing against global content available to the public around the clock. She pointed out that the true measure of success is no longer just the quality of production, but also the content's ability to engage the audience.
Muhanna emphasized that successful strategies are those that invite the public to participate in creating the story, by asking questions and opening channels of dialogue, which enhances the follower’s sense of belonging and transforms him from a passive consumer to an active promoter of the content.
The implications of the transformation for the Kingdom and the region
This shift in the role of the audience holds significant positive implications for Saudi Arabia, a country boasting a sophisticated digital infrastructure and a large, tech-savvy youth population. Empowering individuals to create content presents an opportunity to bolster the Kingdom's soft power and project its image and culture to the world through its own people. The session concluded that media institutions must adopt flexible strategies that place the audience at the heart of the creative process to ensure their continued relevance and influence in a constantly evolving world.
