Even though the power of audio has been a force in news media for years, learning more about its opportunities was a key takeaway of the INMA World Congress of News Media for Mayura Shreyams Kumar of The Mathrubhumi Printing and Publishing Co.

As programme head of the company, Kumar appreciated the fact that audio was highlighted at this year’s World Congress to such a great extent.

“It gave us a good direction, showed us proper quality of audio, the journey that an audio clip can take us into,” Kumar said. Even the visual journey that audio can have was something she appreciated.

“I felt that the way they kind of spoke about the monetisation of it, also, was great. They gave us not only one but various platforms in which we can do that.”

Although some of these avenues might have been something her organisation would have thought of on their own, the information gleaned at the World Congress gave her direction on how to implement it.

“What struck me the most was the quality audio that’s being produced. The way the narrative is put across, the way it keeps you hooked on,” Kumar said. “What I realised as well is that the youth is into this. That’s a great thing, because it’s really difficult to get Millennials into a lot of things, so this was pretty cool.”

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