The job of media practitioners is getting more complex in the advent of technology, hence the Malaysian Media Awards 2017 this Friday will recognize media specialists and buyers for their creative use of the right advertising platforms, in line with changing times.

Organising chairman Amit Sutha said people are on various media platforms now, whether newspaper, TV, website or mobile, and a media practitioner’s job is to understand how people interact with each medium and help brands use these platforms to relay their messages.

“What’s new is learning to manage the data that comes out of a mobile platform, website or sales channels, and trying to bring them together to take certain decisions for brands,” he told SunBiz in an interview earlier this week.

Amit, who is also media agency UM Malaysia’s managing director, said media practitioners need to help clients invest in the right platforms, but this is tougher currently as there are many more platforms available today.

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