Interactivity between the communicators and the audiences is a very welcome development and is the in thing especially between the mass media and their audiences in this day and age of media convergence.
This has the advantage of providing the necessary feedback the communicators need if they will not feel removed from the audiences. Musical programmes aired through the national broadcaster from time to time invite and receive the audiences’ opinions on the programmes. Sometimes listeners vote for certain musical pieces ratings on the top 40 or 20 are received and aired.
From this feedback, the broadcaster gets a confirmation that out there, there are some people listening to their programmes. On the other hand, the viewers/listeners feel that their participation on the radio or television programmes are taken into consideration.
However, I have wondered whether the presenters on ZBC TV newsnet are at all serious about their call for comments from news viewers. Presenters go to the extent of supplying telephone numbers, fax numbers and the e-mail address. Of course the presentation of this advert has been carefully done – the text of the telephone and fax numbers as well as the e-mail address being dramatically articulated in keeping with the screening of the figures or letters on the screen.
But if there are any people responding to the invitation for comments “to these and other stories” we are yet to hear of such views from audiences being reported on. Is it because there are no people sending their views/comments on news items? One can only wonder. If there are none why should not the invitation be either stopped altogether, or at least changed as it seems not to have any effect. If people have indeed sent in comments what happens to those comments.
By Elikana Shoko
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