In near future, news will be consumed on hand-held devices — perhaps directly or through social media. TV and digital are in competition. The outcome depends on whether news will be consumed in linear-and-static or non-linear-and-mobile mode. The answer is obvious.It will be on-demand and on-the-go.

The role of technology is being re-examined. Is it more significant than the content? The cardinal principles in the early days of newspapers and linear broadcast were truth, credibility, authentic and expert sources. Of course, the role of technology has increased, but the principles remain valid.

There is technology — multi-media and video, infographics, streaming, multi-point distribution, self-publishing newsletters, customised content, real time tracking, social media activity, internet browsing. There are algorithms to process many data prints in nano-seconds.

Dispite the advancing technology, the principles of journalism cannot be violated. They are cast in stone.

Monetisation after getting audiences is also an issue. Money follows audiences, though there is a lag. The lag creates doubts about viability.

Native content of advertising merges with journalism. It is unobtrusive and seamless. It hooks audiences. Once the ethical principles governing this are formulated, it could become the gold standard of digital advertising.

Digital start ups rattle the established players. Who will win the race? The established players or the hi-tech newbies? A few players, say 5, would emerge after a shake up. Of this 3 could be the established players who are ready to adapt, while 2 are the start ups with a will to survive.

Fake news cannot survive as it lacks credibility. Strict regulation and technological cleansing will tame this monster.