The Reality of Producing Content in Sudanese Institutional Media: An Analytical Study at the Sudanese News Agency "SUNA"

Abstract

The study tackled the process of media content production in the Sudanese News Agency "SUNA", aimed at analyzing such a process and measuring the audience's response to the produced content. This study adopted a descriptive analytical approach by collecting data on the content production process in SUNA, then analyzing it to reveal strengths and weaknesses. The questionnaire, interviews, and content analysis were also used. In fact, the study revealed challenges related to the credibility, objectivity, and the ability of the content to meet the audience's needs and attract their attention. On the other hand, ease of access to the content emerged as a strength. In the light of these results, a series of recommendations were given, including the adoption of quality assurance policies, the development of content for the audience's needs, enhancing the use of multimedia, strengthening the measurement of audience opinions and responses, and cooperation with other media institutions. The study has been able to conclude that there are clear opportunities for the development of the content production process in SUNA to enhance its quality and ability to meet the diverse needs of the audience. The researcher hopes that this study will contribute to the development of media content production in Sudanese institutions, enabling them to provide quality, credible media content that can meet the diverse needs of the audience.