Star Media Group to launch initiative to empower youths in digital content creation
KUALA LUMPUR: Star Media Group Bhd (SMG) is planning to create a digital ecosystem through a comprehensive talent development programme.
Aimed at strengthening engagement with its young audience, the initiative would focus on empowering youths to create the kind of content they want to consume, said Deputy Executive Editor Christina Chin ( pic ).
'We want to equip young participants of our BRATs (Bright, Roving, Ambitious Talents) programme with the skills, ethics and training of a professional journalist.
'With these, they will have the ability to craft relevant, authentic and most importantly – engaging content, for their peers.
'It's about stories they want to read,' she said, adding that the initiative would encompass the revitalisation of SMG's award-winning R.AGE platform.
Chin said a recent survey by the organisation found that while youths were interested in news, they were particular about how it is presented.
She was speaking during the WAN-INFRA Digital Media Asia 2025 session on 'Digital News Consumption Trends and News Avoidance' on Thursday (April 24).
'They are keen on educational, hyperlocal and global trends.
'The challenge lies in delivering concise, entertaining, relevant, informative and authentic content—elements that hold significant value for this demographic,' she said, adding that collaborations with learning institutions would be key to ensure the initiative's success.
Fellow speaker Amy Ross Arguedas, who is a Research Fellow at the Reuters Institute for the Study of Journalism at Oxford University, said trust in the news media has remained stable in many countries last year.
She said the Reuters Institute Digital News Report 2024 found that an average of 40% of people trusted news media most of the time.
She said Malaysia, along with Philippines, Japan and South Korea, were among the countries which stood out due to a notable rise in trust levels towards news media.
'There's been a slight uptick in recent years, possibly linked to the Covid-19 pandemic,' she said.
At another session on Thursday, Star Media Group's Head of Technology, Kevin Seng, shared with the audience the Group's success in improving its customer data platform.
Seng spoke about Star Media Group's data-driven strategy in a session titled, 'Effective Use of Data in Newsrooms.'
The two-day WAN-INFRA Digital Media Asia 2025 event ended on Thursday.
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