The financial importance of audience involvement for media survival

Improving audience involvement in media production enhances the democratization potential within a community and enhances the capacity building potential within that community. Both democratization and capacity building have been identified as factors which enhance a community's ability to thrive. While profitability and return on investment (ROI) are legitimate goals for media organisations insofar as they allow and encourage audience involvement, these goals must remain subordinate to the goal of democratization, since without that key element, the environment which maintains the media disappears. A formula is proposed whereby media owners, workers and audiences can fine-tune their relationship to enhance financial as well as community outcomes.