The emergence of new media has captivated a team of promising media professionals from Sri Lanka’s MBC Network.

Staff from the Capital Maharaja Organisation’s market leading radio channels this week undertook a 3-day intensive masterclass aimed at understanding the importance of digital media and the ways of effective integration into their radio products.

The masterclass included a number of participants from the various divisions within the network – programming, sales, marketing, promotions, research and management.

Radio is an evolving medium and in this part of Asia where certain trends are yet to catch up, the staff of MBC were refreshed by Radio Guru Steve Ahern who touched on “to the point “ topics pertaining to modern day radio.

Is Sri Lanka ready for what was shared during the masterclass? The collective of broadcasters from different cultural /language backgrounds gave the resounding answer…  YES!

As this part of Asia has been the center of attention for technological development coupled with newer listener behaviors familiar in international territories, the masterclass is considered a “PUSH” towards the betterment of Lankan radio in the near future.

It took place at the TCMOL Audtiorum, and included an indepth discussion on international trends, changing audience habits and latest technology tools for broadcasters. A series of interactive exercises were held for participants from different departments to work together to broaden their outlook and keep up with current global trends.

“Power is now with the audience, not with us,” Steve told the participants, explaining the way that new mobile multi media devices have revolutionised the way audiences consume, timeshift, mashup and binge on content created by broadcasters.

Overall it was a highly succesful event which left the participants wanting more. Harsha  said: “It’s very helpful for my career, I’ve learnt lot of new things…”

Yazmin said: “The explanation of how to improve our social media presence and monetize it was really useful.”

Teams at the MBC Networks now have a new range of ideas and strategies to use to increase their audience engagement and bring fresh ideas to advertisers as a result of the masterclass.

As part of its new offering to listeners and clients, the MBC stations have just launched a new Event Bus, which has a studio inside and a stage on the roof.