The Influence of Digital Migration on the Performance of Media Houses in Brazil; Case study of Sistema Brasileiro de Televisão
The research examined the perceived influence of digital migration on the performance of the media houses in Brazil. Specifically, the study wanted to investigate the impact of digitization on performance to Sistema Brasileiro de televisão. The study was anchored on the two theories, namely, the technology acceptance model and theory of innovation diffusion. The study concluded that digital migration was a hopeful incident to be adopted by the media houses although it had the hurdles of the high cost of procuring the digital facilities, lack of adequate information, technology experts, poor infrastructure in the country and the lack of regulatory legal framework on the use of digital platforms. The study also concluded that digital migration spurred productive information acquisition and news distribution within the organization. The study further concluded that the organization majorly depended on the internal product re-innovation to establish new products to the viewers. The study also confirmed the organization had ushered in a relook at the competitive service strategy to align it to the existing market situation. The study recommended that media houses always need to welcome the use of digital platforms to enhance their performance and enhance the cost-effectiveness. The study also suggested the government to implement strategies and policies that minimize unhealthy and unfair competition amongst the media houses to make the firms grow in their future digitization. Besides, the study recommended the media houses to continue espousing the digitization of its contents and training of the employees to improve the skills and competency, thus higher efficiency.
Keyword: Digital migration, Sistema Brasileiro de televisão, performance, media house, Brazil
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