Although the definitive answer to the future of media remains a riddle, frontline leaders and practitioners of the media industries in Malaysia and Singapore are to unravel the mystery in the 15th edition of the Audit Bureau of Circulations (ABC) Media Workshop 2012 to be held between 1 - 4 March in Bandung, lndonesia.

This year's theme, The New Mainstream Media: Evolution Or Revolution, aims to establish whether mainstream media has embraced the digital age and how both can co-exist in a mutually dependent and beneficial arrangement. 

"lt's open season in the current media environment where survival is possible only by adopting the new and emerging platforms to reach the widest audience," says Ben Thomas, Organising Chairman of the ABC Media Workshop.

Among the industry chieftains scheduled to share their insights and experiences include Datuk Vincent Lee, Executive Deputy Chairman, Star Publications; Ahmad lzham Omar, COO, TV Networks, Sistem Televisyen Malaysia; Ranganathan Somanathan, CEO, Starcom Mediavest Group; Sa'ad Hussein, Managing Director, Creative Juice-Sil; Margaret Lim, Executive Chairman, Aegis Media Malaysia; Gilles Demptos, Events and Publications Director, WAN-IFRA Asia Pacific; Remco Koster, Managing Director, Woodwing Asia Pacific; and Malek Ali, Managing Director, BFM Media.

"These industry experts are well placed to address issues such as the proliferation of digital media and how traditional media can extend its lifespan through convergence," Thomas explains.

Some of the presentations at the Media Workhop include Engaging Digital to the Marketing Mix, lnnovation in Print Advertising, Beyond the Airwaves, Global Trends and Forecasts, and Social Media: Opportunities with the Mainstream Media. 

"lnternational borders have been erased as more people around the world become connected," adds Ben. "The people's voice, also known as citizen journalism, is a powerful force - but there is an urgent need to question its authenticity, reliability, and accuracy. This has serious implications for professional journalism."

The ABC Media Workshop is designed to equip participants from the media, marketing, and advertising industries with the required tools, skills, and information to help them overcome some of the challenges confronting the changing media landscape.

The HRDF-claimable fees for the ABC Media Workshop are set at RM2,500 per participant (RM3,500 for non-ABC members) on a twin-sharing basis. A 10% discount is extended to companies with a minimum representation of five participants. 4As members who participate in the ABC Media Workshop will be awarded 70 Boomerang points.

Reservations can be made by contacting Ms. Kala Kovan at (603) 7660-8535, or via email at This e-mail address is being protected from spambots. You need JavaScript enabled to view it . For more information, log on to http://abcm.ore.mv/l5th-abc-media-workshop/overview/