By BBN Staff: Belize Telemedia Limited (BTL) issued a release today responding to criticism for reportedly pulling ads from the Kremandala media house and particularly the Amandala newspaper for political reasons. The company claims its marketing decision is based on reaching the growing online audience.
“With more and more of our customers getting their news online, newspapers are facing challenges to adapt and harness the opportunities presented by digital disruption. Belize Breaking News for example is one of the main ways, beyond TV and print, Belizeans get news,” the company said.
“Using the internet, SMS, mobile apps and social media allows BTL to be strategic with our advertising and marketing spend,” the release added. “Belizeans for the most part, use social media as a key means to find information, to be entertained and to communicate with each other”.
The company said it would continue to dedicate more spending towards digital communication channels.
BTL’s response follows condemnation from opposition leader John Briceno, who voiced his concerns to the media yesterday. The release added that BTL’s executive team met with many elected public officials following the recent municipal elections including the new mayors and their respective teams from both parties.
BTL says its team assured everyone that the company would continue “offering the same corporate social support that it always has and work with all municipalities to improve the lives of all Belizeans regardless of party affiliation”.
According to BTL, “because of today’s business climate, there is need for a higher level of creativeness and efficiency to reach customers”.