Whittaker: Traditional media must uphold standards amid social media challenges

by Michael Bascombe

KINGSTON, Jamaica, July 25, 2026 – Veteran Caribbean sports broadcaster Lance Whittaker believes traditional media organisations must adapt to changing audience habits while continuing to uphold high standards of accuracy and reliability.

Whittaker, appearing on the TalkSports programme on Saturday, said television, radio, and newspapers are facing increased competition as more people turn to social media and other digital platforms for news and information.

“Traditional media is facing a challenge now because I don’t think the percentage of people viewing any major seven o’clock television news in the evening is the same now as it was 40 years ago,” Whittaker said.

“A lot of people now depend on social media for their news, so that’s a challenge for traditional media.”

Despite the changing media environment, Whittaker said traditional outlets have a greater responsibility to maintain their professional standards, particularly when information circulated on social media is not always properly verified.

“Traditional media has to recognise that it has to uphold its high standards and protocols regarding the accuracy and reliability of information because a lot of the social media platforms don’t go through the rigid tests to clarify whether stories are accurate or not,” he said.

Whittaker described the present period as a difficult one for Caribbean media companies, with declining financial returns and the high cost of operating traditional television, radio, and newspaper organisations.

He said he was troubled by the closure of established media entities in the region and questioned whether many private television stations were currently profitable.

“Running a traditional media entity now costs a lot of money, and the financial returns in sales and the commercial returns often don’t match the income of the company,” Whittaker said.

“So, it really is treacherous times for traditional media.”

Whittaker said many broadcasters and journalists are now creating their own podcasts, YouTube channels, and other independent digital platforms.

He believes media professionals must be prepared to adjust to the changing industry rather than resist the opportunities provided by new technology.

“We may be a little bit stubborn if we don’t recognise that we have to pivot a bit and do some of that,” he said.

Whittaker said he had also made that transition following the closure of SportsMax, where he worked, in July last year. He now uses a YouTube page (Lance Whittaker Voice & Motion) to publish his horse-racing content.

“A lot of people are doing that now because, depending on how committed and diligent you are with it, it is a source of income as well,” he said.

Whittaker noted that television has been especially affected because of the high cost of broadcasting, while radio may be in a slightly better position because it is less expensive to operate.

He said some state-owned media organisations continue to receive government funding, but private companies are finding it increasingly difficult to remain viable.

“For me, it’s very troubling, but we have to keep pushing on because I’m passionate about media,” Whittaker said.

“I think it’s important for the media houses to tighten their grip on what’s happening and try to stay afloat and flourish even.”

Watch the entire programme