Digital Platforms Are Changing How Audiences Consume News – Shamima Muslim
Deputy Presidential Spokesperson Shamima Muslim has urged broadcasters to adapt to changing audience habits as smartphones, social media and digital platforms increasingly influence how people access news and entertainment.
She said the traditional broadcasting model, in which broadcasters produced programmes, transmitters carried signals and audiences tuned in, had changed significantly.
“A young Ghanaian may wake up to a news alert on a smartphone and watch a short video on social media, TikTok most preferably for them. Some may listen to a podcast on their way to work and tune in to radio for local news,” she said.
Shamima Muslim was speaking at the Conference on AI, Cloud and Future Broadcasting.
She said the audience had not disappeared but had changed its habits, expectations and points of access.
She referenced the Reuters Institute’s 2026 Digital News Report as pointing to the growing importance of social media and video networks as routes to online news.
According to her, broadcasters are no longer competing only with neighbouring stations and television channels.
They are also operating in an environment where global platforms increasingly influence content discovery, audience data and advertising revenue.
She therefore called for broadcasters to rethink their relationship with audiences and develop strategies that allow them to retain greater value from their digital reach.
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