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MEDIA IN INDIA
- A PERSPECTIVE VIEW
Kartick Chandra Barman
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INFO MEDIA TARGETAUDIENCE
MASS /
SOCIETYMASS MEDIA
INFORMED SOCIETY
DEMOCRACYDEV
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MEDIAINFORMATION
MEDIA
PUBLIC
PUBLICOPINION
INSTANT/IMMEDIATE
REACTIONRESPONSIBILITY OF MEDIA
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MEDIA
CONSUMER PRODUCT
SOCIALGOOD
BALANCE
Max. ProfitMore Taker
Social Responsibility
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ROLE OF MEDIA
INFORMATION
EDUCATION
ENTERTAINMENT
COMBINATION
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PRE INDEPENDENT INDIA
• PRIMARILY PRINT MEDIA
• TOOL FOR MOBILISING PUBLIC OPINION AGAINST THE BRITISH
• MOST OF OUR NATIONAL LEADERS HAD A NEWSPAPER FOR THIS
• PRIMARILY A MISSION
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INDEPENDENT INDIA
• IMMEDIATE:-• OWN GOVT.• HONEYMOONING
PERIOD
• AFTERWARDS:-• DISILLUSIONMENT• STARTED
CRITICISING OWN GOVT.
• PEAK OF CRITICISM
• EMERGENCY• INVESTIGATIVE
JOURNALISM
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MEDIA IN 80’s & AFTER - I• TECHNOLOGY DRIVEN:-
• COLOUR IN DAILY NEWSPAPER
• AUTOMATION IN
- NEWSGATHERING
- PROCESSING
- PRODUCTION / PRINTING
• MULTICITY EDITION
• ONLINE OPERATION
• N/PAPER BECAME BIG INDUSTRY
• MARKET DRIVEN – FDI IN PRINT
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MEDIA IN 80’s & AFTER - II
• Colour TV in 1982
• National Network of Doordarshan
• Expansion of Doordarshan
• Open Sky in 90’s – Pvt TV
• FM Radio – Pvt. Players in B’casting
• Resurgence of Radio in India
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ALTERNATIVE MEDIA• NARROWCASTING
• COMMUNITY RADIO
• INTERNET RADIO
• COMMUNITY NEWSPAPER• SOCIAL MEDIA - BLOGGING
• CUSTOMISED INTERNET
• DIGITAL VIDEO
• DEMOCRATISATION OF MEDIA
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SOCIO ECON. POL. CHANGE & GROWTH OF N/P CIRCULATION
• GROWTH IN LITERACY
• INCREASE IN PURCHASING POWER
• UPGRADATION IN LEVEL OF CONSCIOUSNESS
• 74.4%
• Growth in PCY- 14.3%
PANCHAYET ELECTION
• EMPOWERMENT - RTI
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LITERACY RATE IN INDIACENSUS PERSON MALE FEMALE M-F GAP
1951 18.33 27.16 8.66 16.30
1961 28.30 40.40 15.35 25.05
1971 34.45 45.96 21.97 23.98
1981 43.57 56.38 29.76 26.62
1991 52.21 64.13 39.29 24.64
2001 64.84 75.85 54.16 21.69
2011 74.04 82.14 65.46 16.68
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LOCALISATION
• AREA SPECIFIC EDITION
• LOCAL NEWS
• TO CAPTURE LOCAL AD MARKET
• GROWING RURAL MARKET
• HIGHER GROWTH POTENTIAL IN LANGUAGE NEWSPAPER
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TELEVISION IN INDIA
• BEGAN IN 50’s
• ONLY GOVT. CONTROL TV TILL 90’s
• OPEN SKY – PVT. CHANNELS
• CAS – Conditional Access System
• DTH – Direct to Home
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CHANGE IN CONTENT & FORM
• TELEVISION:-• SPOT REPORTING/
INSTANT REPORTING
• OBJECTIVE MEDIUM BECOMING SUBJECTIVE
• BREAKING NEWS 24 HRS.
• WHAT/WHO/WHERE/WHEN
• NEWSPAPER :-• WHY & HOW• INTERPRETATIVE
REPORTING• INVESTIGATIVE
REPORTING• ISSUE BASED • NARRATIVE
JOURNALISM• MORE
COL./GRAPHICS• BETTERMENT OF
LOOK
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FOURTH ESTATE
1. LEGISLATURE2. EXECUTIVE3. JUDICIARY4. PRESS / MEDIA• While the first three are
Homogeneous in nature, and constitutionally established, Society gave the status of Fourth Estate to Media in a democratic set up.
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GOOD MEDIA MORE TAKERREADER/ VIEWER/ LISTNER
MORE AD
MORE PROFITMOREREINVESTMENT
BETTERMENT OF
MEDIA
MODEL OF HEALTHY MEDIA
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ETERNAL DICHOTOMY OF MEDIA
• CONSUMER PRODUCT:-
• TO BE SOLD MORE
• MAXIMISING PROFIT
• SOCIAL GOOD:-
• RESPONSIBILITY OF MEDIA
• INSTRUMENT FOR SOCIAL DEV.
• DOES SOCIETY DO ANYTHING?
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PROFIT MAXIMISING MOTIVE OF MEDIA
• TRIVIALISATION OF NEWS• PAGE THREE SYNDROME• FREEDOM OF THE PRESS – WHOSE
FREEDOM – JOURNALISTS’ / EDITORS’ / OWNERS’?
• QUESTION OF DECENCY• MORE ISSUE BASED JOURNALISM
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MEDIA SEGMENTATION
CONTENT CUSTOMIZATION DEPENDING ON TARGET AUDIENCE
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Modern Journalism
MISSING:
• Objective• Fair
• Balanced
• Fact is Sacred – Comments are Free
PREVALENT:
• One-sided• Political
Affiliation
• More Comments
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ROLE OF MEDIA
• INFORMATION - INFOTAINMENT
• EDUCATION - EDUTAINMENT
• ENTERTAINMENT
IS IT A MIRROR OF THE SOCIETY?WHOM DOES IT SPEAK ABOUT?WHOSE SUFFERING DOES IT SPEAK OF?
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TOP 10 DALIES IN INDIADecember-2010
Rank Newspaper Language Circulation
1 The Times of India English 38,77,533
2 Dainik Jagaran Hindi 27,95,965
3 Dainik Bhaskar Hindi 20,95,241
4 Malayala Manorama Malayalam 19,03,331
5 Lokmat Marathi 17,50,303
6 Hindustan Hindi 16,99,489
7 Eenadu Telugu 16,70,750
8 The Hindu English 15,15,158
9 Daily Sakal Marathi 15,01,033
10 Rajasthan Patrika Hindi 14,68,455
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INDIA’S TOP PUBLISHING CO.Company BRAND Rev.Bn.Rs
1 BCCL TOI, ET, Filmfare, Femina 15.00
2 HT HT, Hindustan 5.00
3 ABP ABP, TT, Sananda, Anandaloke, Desh, BWorld
--
4 MalayalaManorama MM, Balarama, Week, 32br 3.50
5 Enadu Eenadu 4.00
6 Hindu Hindu, Businessline, Frontline
4.50
7 IE IE, FE, Ex. Comp Weekly 3.80
8 Dainik Bhaskar Dainik Bhaskar 2.50
9 Jagaran Dainik Jagran 2.62
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INDUSTRY GROWTHE&M 17% 07-08
19% last 4yrs513 bn
TV 22% Expec.
Radio 32% Expec.
AdOnline AD
22% 07-0870% 07-08
Animation Gaming, VFX
24% 15 bn
Print 16% 07-08 150 bn
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SOME FACTS ON PRESS IN INDIA
• AROUND 50% OF 700 MILLION ADULTS IN INDIA READ N/P.
• AVG. READERSHIP GROWTH RATE IS AROUND 5%
• TOTAL NO. OF N/P – 73,000 (Aprox) - 2009
-TOTAL CIRC. OF N/P – 14 Cr(Ap) - 2009
• NO. OF DAILIES 8475 IN 2009
5364 IN 2000
• AROUND 10 % OWNERS CONTROL 80 % OF N/P
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TELEVISION IN INDIA
In India
• Over 500 TV CHANNELS
• 134MIL. TV HOMES (Aprox)
• 103 MIL. C&S HOMES (Aprox)– Including DTH – 20 MIL. HOMES
• IP TV
• CONVERGENCE
• MOBILE TV
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TELEVISION IN INDIACONTENT
• GOI IS CONSIDERING TO IMPOSE CONTROL ON CONTENT
• LEGISLATION ON DOWNLINK POLICY
• BROADCAST BILL
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RADIO IN INDIA
• FM
• INTERACTIVE RADIO
• NEW FM STATONS BY PVT. ORGNS.
• NEWS & CURRENT AFFAIRS IN FM ?
• COMMUNITY RADIO POLICY
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INTERNET & Telephne IN INDIA• 2.1 Bn (210 Crores) Internet Users in the World
INDIA• 121 Mil. Internet Users• 8 – 10 % of Popn. uses Internet• 15 Mil Internet Connections• Around 15% Annual Growth in Internet Use • Tele-density – 74%.• Telephone Users 875 Mil.
– Mobile Users > 500 Mil
• COMPUTER POPULATION. – 60 MIL. PCs in use in India
• Internet has opened new vista of info
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THE FUTURE MEDIA IN INDIA
• MAINSTREAM MEDIA–Big
• ALTERNATIVE MEDIA–Customised
• New Media / Social Media• Community Media
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• If you don’t exist in the media, for all practical purposes , you don’t exist at all”.
:Daniel Schorr, Commentator, National Public Radio (NPR)
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Thank You
K a rt i c k C h a ndra Ba r m a n