Radio Televisyen Malaysia (RTM) Director-General Ashwad Ismail has called on media professionals, journalists, and content creators to develop stronger entrepreneurial and market-oriented skills as the broadcasting industry continues adapting to rapid technological and digital changes.

Speaking during the HAWANA 2026 Media Forum in Kuala Lumpur, Ashwad highlighted the importance of understanding business realities, audience behaviour, and evolving media consumption trends in today’s increasingly competitive media environment. He stressed that media practitioners must not only focus on storytelling and journalism, but also understand sustainability, innovation, and the economic realities shaping the industry.

Ashwad also addressed the growing influence of artificial intelligence (AI) and digital platforms, noting that broadcasters and media organisations should seek ways to collaborate with technology companies rather than resist technological change. He emphasised that maintaining public trust, strengthening credible journalism, and adapting to new audience habits remain among the key challenges facing the media industry today.

The remarks reflect broader conversations currently taking place across the broadcasting sector as media organisations worldwide navigate digital transformation, shifting advertising models, and the growing impact of AI-driven technologies on journalism and content creation.