- 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
- Let us look at the interactivity
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
- 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
- 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
- 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
- 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:
- Effect large number of people
- Through recognized set of communication activites
- 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.