MEDIA IN INDIA

- A PERSPECTIVE VIEW

Kartick Chandra Barman

INFO MEDIA TARGETAUDIENCE

MASS /

SOCIETYMASS MEDIA

INFORMED SOCIETY

DEMOCRACYDEV

MEDIAINFORMATION

MEDIA

PUBLIC

PUBLICOPINION

INSTANT/IMMEDIATE

REACTIONRESPONSIBILITY OF MEDIA

MEDIA

CONSUMER PRODUCT

SOCIALGOOD

BALANCE

Max. ProfitMore Taker

Social Responsibility

ROLE OF MEDIA

INFORMATION

EDUCATION

ENTERTAINMENT

COMBINATION

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

INDEPENDENT INDIA

• IMMEDIATE:-• OWN GOVT.• HONEYMOONING

PERIOD

• AFTERWARDS:-• DISILLUSIONMENT• STARTED

CRITICISING OWN GOVT.

• PEAK OF CRITICISM

• EMERGENCY• INVESTIGATIVE

JOURNALISM

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

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

ALTERNATIVE MEDIA• NARROWCASTING

• COMMUNITY RADIO

• INTERNET RADIO

• COMMUNITY NEWSPAPER• SOCIAL MEDIA - BLOGGING

• CUSTOMISED INTERNET

• DIGITAL VIDEO

• DEMOCRATISATION OF MEDIA

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

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

LOCALISATION

• AREA SPECIFIC EDITION

• LOCAL NEWS

• TO CAPTURE LOCAL AD MARKET

• GROWING RURAL MARKET

• HIGHER GROWTH POTENTIAL IN LANGUAGE NEWSPAPER

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

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

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.

GOOD MEDIA MORE TAKERREADER/ VIEWER/ LISTNER

MORE AD

MORE PROFITMOREREINVESTMENT

BETTERMENT OF

MEDIA

MODEL OF HEALTHY MEDIA

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?

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

MEDIA SEGMENTATION

CONTENT CUSTOMIZATION DEPENDING ON TARGET AUDIENCE

Modern Journalism

MISSING:

• Objective• Fair

• Balanced

• Fact is Sacred – Comments are Free

PREVALENT:

• One-sided• Political

Affiliation

• More Comments

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?

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

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

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

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

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

TELEVISION IN INDIACONTENT

• GOI IS CONSIDERING TO IMPOSE CONTROL ON CONTENT

• LEGISLATION ON DOWNLINK POLICY

• BROADCAST BILL

RADIO IN INDIA

• FM

• INTERACTIVE RADIO

• NEW FM STATONS BY PVT. ORGNS.

• NEWS & CURRENT AFFAIRS IN FM ?

• COMMUNITY RADIO POLICY

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

THE FUTURE MEDIA IN INDIA

• MAINSTREAM MEDIA–Big

• ALTERNATIVE MEDIA–Customised

• New Media / Social Media• Community Media

• 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)

Thank You

K a rt i c k C h a ndra Ba r m a n