The rapid rise in digital communication technologies is re-shaping traditional media industries and even what gets defined as media.  Remember when the cell phone was just a portable device for making a telephone call?

CJ Casciotta of conversantlife.com and media activist Phil Cooke looked at the impact of these changes on Christian media during a live online discussion titled “Is Religious Media Dead?”

According to Cooke, the state of Christian media, particularly radio and television, is not good. His diagnosis included 10 symptoms that would indicate religious media, if not dead, is in need of resuscitation.

Religious media is ailing: The symptoms

1. Growth and effectiveness of radio platform limited by scheduling back-to-back preaching programs

2. The perception by the general public that all religious programming on radio and TV is bad

3. Aging audience of predominantly Women 55+

4. Tight control of Christian media organizations over what is said and preached, and by whom

5. The “bubble effect” (preaching to the choir) created by commercialization of Christian media

6. Insufficient audience size for attracting major national advertisers

7. Broken revenue model where ministry programmers pay for air-time and then use the time to raise funds

8. Program producers repackaging content e.g. sermons, instead of innovating

9. Failure to effectively reach audience outside the church

10. Need for redefinition of ministry goals, how success is defined

Cooke expands on the problems as he sees them, and a slate of remedies, in his book The Last TV Evangelist: Why the Next Generation Couldn’t Care Less About Religious Media and Why It Matters.

Agree or disagree with Cooke, his dedication to helping Christian communicators transition to the Digital Age comes through. He has shown that he cares by a willingness to take heat for getting tough issues and honest questions about the future on the table.

Others are picking up the message. Participants at conferences and symposiums on religious broadcasting are asking similar questions about the long-term sustainability of religious media in its current form.

So, is this the end of Christian media?

My definition of Christian media is, the use of technology to influence communities and the world for Christ. Is that over? Not by a long shot. The greatest communication explosion in the history of the world is underway. Do we think the Lord of All wouldn’t have a place for His word?

One might even argue that the new media world is being created for God’s purposes.

A new age of Christian communication is on the horizon. Whether the label “religious broadcasting” dies or not doesn’t seem all that important. Old methods and strategies may need to give way. The process of transition may need to accelerate. More risks may need to be taken and more innovation explored.

I have become all things to all men so that by all possible means I might save some. -1 Corinthians 9:22

What matters most, it seems to me, is that Christian communicators continue to use all means, new media included, to reach as many people as possible for Christ.

When it’s God’s mission, God provides.

These are very exciting days to be in Christian communication. We look forward to covering the dialogue, the issues, and innovations at Christian Media 2.0.

Question: Do you believe religious media is dead? Why or why not?