Nabilah S
Fijian newsrooms are facing significant pressure to adapt as audiences increasingly move away from traditional media, such as newspapers, radio, and television, in favour of social media platforms like Facebook. According to research by the Asia Foundation, Facebook emerged as the third most significant source of information for Fijians during the Covid-19 pandemic. It surpassed newspapers and “word of mouth” despite being recognised as the least trusted source of information.
While radio and television maintained their lead over Facebook as information sources, surveys conducted during the pandemic highlighted the growing importance of social media platforms, including Twitter, YouTube, and TikTok. This trend is particularly notable among Fijians under the age of 45, indicating a shifting media landscape driven by younger audiences.
Fijian newsrooms are facing significant pressure to adapt as audiences increasingly move away from traditional media, such as newspapers, radio, and television, in favour of social media platforms like Facebook. According to research by the Asia Foundation, Facebook emerged as the third most significant source of information for Fijians during the Covid-19 pandemic. It surpassed newspapers and “word of mouth” despite being recognised as the least trusted source of information.
While radio and television maintained their lead over Facebook as information sources, surveys conducted during the pandemic highlighted the growing importance of social media platforms, including Twitter, YouTube, and TikTok. This trend is particularly notable among Fijians under the age of 45, indicating a shifting media landscape driven by younger audiences.
Tarai notes that concerns over the credibility of blogs led to their replacement by Facebook, which offered greater interactivity, accessibility through handheld devices, and instant communication.
Increased Media Freedom
Since the change in government at the end of 2022, Fiji has experienced an expansion of media freedoms. This shift presents an opportunity for newspapers and traditional newsrooms to re-establish their presence. However, they face significant hurdles stemming from the global evolution in how audiences consume information.
As more people migrate to modern digital platforms, newsrooms that have traditionally relied on physical newspaper sales and advertising revenue are under mounting pressure to adapt. Fred Wesley, editor-in-chief of the Fiji Times, highlights the struggle of news outlets to engage younger audiences through conventional formats, leading to a growing focus on social media platforms to drive engagement and increase traffic.
“Young people are no longer turning to news websites or reading physical newspapers,” says the University of the South Pacific’s technical editor and digital communication officer, Eliki Drugunalevu. “Instead, they’re getting their news from social media.”
Drugunalevu has noticed a growing trend among Fijians, particularly the younger demographic, who increasingly prefer consuming news via social media platforms rather than traditional outlets.
“When discussing a news story from the current or previous day, people simply head to social media,” he explains. “They either search for the story directly on their preferred platform or visit the social media pages of the specific news outlet to access it.”
He points to two key factors driving this shift.
“Everything is just at your fingertips, easily accessible,” Drugunalevu says. “With internet costs in Fiji now more affordable, people can stay online virtually 24/7.”
Recognising this changing landscape, newsrooms across Fiji are adapting. Editors and journalists are revising their strategies to cater to the needs of an increasingly digital audience.
Samantha Magick, managing editor at Islands Business, highlights how the wealth of easily accessible online content has led younger generations to avoid paying for it.
“There’s a generational shift,” she explains. “My daughter would never pay for any news or even consider buying a newspaper to begin with. The idea of paying for media wouldn’t cross her mind—unless it’s something like Netflix.”
Despite this trend, Magick sees potential in leveraging social media to meet the changing needs of audiences while providing new opportunities for her organisation.
“For us, social media acts as a funnel, driving people to our website or encouraging them to subscribe,” she says. “Facebook remains massive in the region, not just in Fiji, and it’s where much of the community discussion takes place. It serves as both a source of information and a platform for engagement.”
Integrating social media into the organisation’s strategy has required Magick to maintain a sharper focus on analytics, as these metrics play a critical role in shaping her decision-making processes.
Understanding how content performs has become a crucial part of the job. “There’s all that analytic stuff that I feel I need to be much more across now. It’s no longer just about generating content but also understanding how it’s landing, who’s seeing it, and making decisions based on that,” says Fiji TV digital media specialist Edna Low.
Low highlights how social media analytics, such as engagement metrics and click-through rates, offer valuable insights into audience preferences, behaviours, and demographics. “Social media platforms often dictate what topics are trending and what content resonates with audiences, which can shape editorial decisions and coverage priorities,” she explains.
Fiji TV’s director of news, current affairs, and sports, Felix Chaudhary, shares a similar perspective. “We recognise how critical it is to engage with our viewers and potential viewers through online platforms,” he says. “It’s now essential for all our new recruits and interns to be internet and social media savvy.”
Chaudhary also envisions a future where his organisation embraces a fully online model. “In the next five to ten years, we aim to transition from traditional TV broadcasting to streaming all our news and shows, much like the world’s leading news services,” he says. “The world is moving in that direction, and we must follow or risk being left behind.”
As TikTok grows in popularity among younger Fijians and social platforms roll out initiatives to tackle misinformation, it’s clear that social media has the potential to become the primary news source for Fijians. The takeaway for newsrooms and journalists is clear: they must adapt to the rapidly evolving digital landscape and audience preferences or risk becoming irrelevant.
