Is Digital Media Killing Conventional Media?

The rapid development of digital technology has transformed human life in various fields and eroded conventional practices. One example is in information seeking, leading to concerns that digital media will kill conventional media. To survive, conventional media must innovate and seek opportunities to increase audience reach.

According to Hellen Katterina, Executive Director of Media Business at Nielsen Indonesia, the emergence of digital media does not actually kill conventional media. Instead, digital media serves to increase audience reach, as each viewer has different media preferences. "The proof is that television's reach remains the highest," said Hellen.

Based on Nielsen's research presented in *The Relationship of Digital and Conventional Media*, television audience penetration remains the highest compared to other media. Interestingly, internet penetration for Generation Z and Millennials is above 50%. For Baby Boomers and Generation X, radio penetration is still higher than internet penetration.