IMPACT OF WEB 2.0 ON MEDIA INDUSTRY: OPPORTUNITIES, CHALLENGES, AND EMERGING TRENDS

This paper investigated the impact of Web 2.0 on the media industry, which have led to the democratization of content creation and distribution, as well as the emergence of innovative content delivery methods. Traditional media outlets, such as television, radio, and newspapers, are being challenged by new approaches such as podcasting, webcasting, and streaming, which offer faster, more targeted, and interactive content delivery with a higher degree of customization. The interactive nature of Web 2.0 has also opened up opportunities for content creators to generate revenue through advertising, sponsorships, and subscriptions. However, the adoption of these novel approaches presents both challenges and opportunities, which this paper explores in terms of their applications, benefits, and drawbacks. The study utilized the theoretical framework of technological determinism as its anchor, and employed a conceptual analysis method that drew upon relevant existing literature. The conclusion emphasizes the importance of staying informed about emerging trends and opportunities to maintain a sustainable and audience-focused media landscape. Media professionals and organizations need to adapt to the changing dynamics of the industry by embracing new technologies and exploring innovative ways to engage with their audiences. Among other recommendations, it is advised that the media industry acknowledges and harnesses the potential of Web 2.0 to leverage these opportunities for enhancing content delivery, broadening their audience reach, and creating new revenue streams.