Fragmented media landscape; Image by Gerd Altmann from Pixabay
A fragmented media landscape is a tough environment to create in. It’s common knowledge that the options are endless for audiences to choose a go-to medium to consume their daily messaging.
Zahir Mirza, Executive Creative Director at C2 Comms said, “There is fragmentation and convergence all happening at the same time. It is messy in parts but it’s beautiful. It’s the world we live in.”
“The Middle East media landscape fragmentation is largely a result of its unique position as the gateway between East and West combined with its own language and cul
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