1. Media, masses, market : Lasting linkages Status of Indian Media There are 31 newspapers per 1000 people in India 61 in 1000 people own a television 81 in 1000 people own a radio 13 in 1000 people have access to a telephone Media for India Media with a conscience.Dichotomy between India and Bharat Cyber-savvy Indian elite and the monsoon-dependent farmer MediaforIndia Our roots are grassroots! Save the watchdog!!

2. MediaM asses M arket Lastinglinkages By Dr Archana R Singh 3. Three way interactivity

Media

Masses

Market

Let us look at the interactivity

Media MarketMasses

4. Status of Indian Media There are 31 newspapers per 1000 people in India 61 in 1000 people own a television 81 in 1000 people own a radio 13 in 1000 people have access to a telephone Average hours a week an Indian spends reading a newspaper/magazine : 2.1 Average hours a week an Indian spends watching television: 8.4 Approximation: Data changes every week. Approximation: Data changes every week. 5. A model of commercial news productionNews production EnvironmentCulture/laws/regulations/technologyInvestors/owners Capital/directionProfits/InfluenceCapital/policy Revenues/Influence ( many deptt ie sales,marketing, advertising etc . Public attention Advertiser s Content Attention / moneyParent Corporation ( owns many businesses ) Media Firm Single newspaper or TV channel Headed by publisher or GM News decisions ( discovery, selection, reporting) News department Journalistic norms Market norms Organisational culture News workers Consumers General Public 6. Media for India

Media with a conscience.

Dichotomy between India and Bharat

Cyber-savvy Indian elite and the monsoon-dependent farmer

Grass roots journalism and regional/local press

Sensitivity in mainstream media

7. Present media scenario

Boon:

Resurgence of radio

Emergence and growth of PR

Emergence of media literacy as an area in education

Internet to emerge as new grassroots media

Cinema returns to the Studio system

IEM sector continues to grow at a phenomenal accelerated rate!

8. Present media scenario

Bane:

Urban centrism of media

Loss of personal element

Users of media are treated as consumers

Emergence of checkbook journalism

Marginalization of `reporting

Antidevelopment programming on TV such as entertainment without purpose, advertising.

9. Pro-social media: The need of the hour

Journalists are accountable to their readers, listeners, viewers and each other

Understand issues that need to be covered

Understand readers and their problems

Understand basic principles of journalism that are : Inform, educate and entertain

10. Pro-social media: The need of the hour

Stress on serving the readers

Guide, illustrate, spread knowledge not hearsay

Development journalism, active reporting, search for facts not other peoples truth. Follow the tradition of verification

Constructive use of Investigative journalism not sensationalism

11. Pro-social media: The need of the hour

Ethical journalists treat sources, subjects and colleagues as human beings deserving of respect

Encourage sensitivity, especially when covering controversial or emotional topics

Include warnings against obscenity, invasion of privacy, libel, disruption, copyright violation, hate speech, false advertising

12. What are social issues?

Superstitions, orthodoxy, illiteracy, malnutrition, overpopulation, urban migration

Gender related:

Female foeticide

Child marriage

Dowry

Bride burning

Sati/treatment meted out to widows

No education for girl child

13. Mainstream and mindful! 1881: Bal Gangadhar Tilak in established two newspapers, the MarathiKesari(Lion), andThe Mahratta,to fight sati system and child marriage 1933: Gandhi started Harijan to fight against caste system and untouchability 1984: Hum Log 2009: Several TV Serials such as Balika Badhu, Laado etc. 14. Pro social Communication campaigns

Media has been used and now is being redefined.

Communication Campaigns are the need of the hour:

Issue specific

Effect large number of people

Within specified time

Through recognized set of communication activites

Target specific

Result oriented

With inbuilt mechanism for feedback

15.

Indias tribal citizens are being taught to use new cell phone network to produce local news

Dozens of citizen journalists in Indias chronically neglected tribal communities are producing and sharing audio news reports for the first time through an innovative cell phone system launched by a Knight International Journalism Fellow,Shubhranshu Choudhary'

16. 17. The changing face of India 18. Arise, awake, alert!! Development journalism, active reporting, search for facts not other peoples truth. Follow the tradition of verification Constructive use of Investigative Journalists are accountable to their readers, listeners, viewers and each other Understand issues that need to be covered Understand readers and their problems. Media for India [email_address] Our roots are grassroots! - Since 2010 Pro-social media: The need of the hour Watchdog is not a lapdog! 19.

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