In developing countries convergence by interface to enrich media role for peace, development, democracy and institutional sustainability (MRPDDIS) is vital. Like every industry, the traditional media industry is plagued with challenges. One of the main challenges for the traditional media industry has been the emergence of new media, the development trends of the global media industry on a series of crucial issues confronting media organizations against the backdrop of the international financial crisis, fast changing audience demands and the rapid advancement of emerging technologies. With young people spending more and more of their time online, it is clear that the traditional media are losing their audience's attention to online content providers and social networks.

"Young people visit Facebook or YouTube each week more than reading newspapers or watching TV. Although newspapers and TV still dominate young people's media use, their lead is quite narrow among younger generations. New media is a term meant to encompass the emergence of digital, computerized, or networked information and communications technologies in the later part of the 20th century. The era of Johannes Gutenberg (the first European to use movable type printing) is over. A new digital communications technology has emerged," he said, adding that digital technologies have fundamentally altered the traditional media landscape. At present, digital delivery of in-depth, personalized information, including text, audio and video, to electronic devices began to supplant some of the roles of traditional media. "Even in Ethiopia, news for its text delivery is not that much valuable unless it is supported by audio-video. So, if the traditional media are to survive, changes have to happen. Convergence is a key to the success of traditional media.

Media convergence as some form of cross-media cooperation, usually involving broadcast stations, print outlets and Internet sites. The traditional media should be powerful in online multimedia service delivery to survive in the digital age. The traditional media should seek to leverage their brands online, converting passive viewers or readers into engaged multichannel users.

The Ethiopian News Agency News Agency (ENA) practical transition from wire service to multimedia platform experienced popularity in tighten and polarized Ethiopian media. The best example was experiencing among top ranking website for the first time as the result of Alexa.com traffic ranking avails and reported as https://addispress.wordpress.com/2009/12/24/ethiopias-top-25-most-popular-media-of-2009/ . Like other wire services, ENA, set up in 1942, used to mainly supply text news to its subscribers. But now the institution has unveiled ambitious plans to become a multimedia news agency, providing content for every information platform, including TV, Internet, broadband, newspapers and mobiles. ENA Approved Projectile custom the latest Internet technology with news studio to provide exclusive video, audio, text and picture content for all clients.

Moreover the crisis bounces opportunity for cooperation a chance for world media industry to prosper and institutional sustainability. Fundamental changes have taken place to the media industry worldwide -- the digital-era squeeze, the global economic depression and the developing nations' thirst for more voice are all calling for new wisdom for the media industry. Facing multiple challenges, world media organizations realized it's time to draw strength from one another for survival and to play its role for Peace, development, democracy and institutional sustainability

Crisis and Media Role for Peace, Development, Democracy and Institutional Sustainability