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Chat apps: making news a two-way exchange?

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Chat apps: making news a two-way exchange?

“Clearly [chat apps] are a growing market.” says JV Rufino, the Director of mobile and books for the Philippine Daily Enquirer, which, from a news point of view, invites the question: “do we fight it or embrace it?”

Messaging service began notifying its users from useful information such as dignitaries who are visiting, to the more vital crisis announcements about typhoon warnings.

“But we can do more.” says Rufino; “We can bring the interaction so it’s less one-sided.”

To counter this, the messaging service began bringing people into the conversation. Survays, for example, generated the same number of responses as print and web. On National Hero’s Day, the messaging service asked its subscribers who they would nominate as their hero. 

“[This ran to] public service campaigns, such as collage hazing. We’ve actually had some kids who’ve died from collage hazing, so we started a campaign against it. This ran for about a week and got a really good set of responses. We even ran a sticker set, which got a huge response from our younger audience.

“We no have over 300,000 susbscribers on our chat apps. And we only started this year.”

This is also something which has the potential to save lives: “Social and multimedia formats are considered very important in disaster management, and I think chat apps will be a big part of that.”


Calum Stuart


2014-11-18 18:09

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