The changing role of Mass Media in India.

1. Changing role of Mass Media

2. Introduction • First newspaper to be published was ‘Bengal Gazette’ also called ‘Calcutta General Advertiser” in 1780 which was printed in English. • Since then the use of newspapers and magazines kept on increasing in variety, circulation and readership. Soon newspapers and magazines appeared in Malayalam, Marathi, Tamil, Urdu, Telugu, and many other vernaculars. • Indian language newspapers also appeared. Samachar Darpan (1818), published in Bengali, was the first newspaper in an Indian language. The Bengal Gazetti appeared in the same year. The first Hindi newspaper, the Samachar Sudha Varshan, began in 1854.

3. Television Radio Newspapers • The real change when a large number of Indians started producing newspapers and magazines. • The British government always was more worried about regional language press and brought Vernacular Press Act of 1878 to curb their freedom. Types of Media Internet Magazines Books Advertisements

4. Demise of old business model • As the number of private channels increased by late nineties, the old business model started developing cracks. • Instead of collecting money from the local distributor, TV channels started paying, or bribing them to ensure local distributors showed their programmes and blacked out competitors. • The power to make a TV channel inaccessible or accessible to the viewer now rests upon the local distributors (TATA Sky etc.) The result was that survival of a TV channels, now, did not depend upon subscription money, it solely depended upon advertisement. • Corporate houses saw an opportunity and entered the business of distribution, those who were called middlemen were completely wiped out. The corporate became the middleman. • When a local person does business, they're called a middleman making undue profits and therefore should be eliminated, but when a corporate house becomes the middleman, they are called pillars of economy.

5. Advertisers and Consumers Pay the Bills • Most of the income the mass media industries collect comes from advertising. • People who want to sell you products pay for most of the information and entertainment you receive through the mass media. • Consumers support the media indirectly by buying the products that advertisers sell. • The advertisement money is not a value-free donation. It is given to a newspaper for a purpose and the purpose is to reach potential buyers of those products. • On a media channel, there will always be a pressure from both the advertisers, government as well as private sector, to choose 100 citizens who are potential purchasers of their products.

6. Advertising revenue in India in 2019, by medium (in billion Indian rupees) • The advertising agencies will also set boundary conditions on the nature of news coverage. • The private advertisers do not tolerate any news coverage against their interests and on the other hand, government and the ruling party will also tighten the noose whenever the media channel criticises it or speaks against its policies. • Naturally, the news coverage will also be restricted to the likes and dislike of targeted readers.

8. New media is the modern day gold rush. - Amy Leigh Mercree

9. New Media You are connected • What is your media experience of today since you woke up? Smart phones make all types of mass media - books, newspapers, magazines, music, radio, movies, TV, Internet - available 24/7 on one small device. Mass media keeps you informed, entertained and sells you products. • Mass Media is everywhere we are: Radio in the car, News and updates from social media (Facebook, Twitter), favourite TV shows, reading an e-book, texting or emailing friends. • The Internet has added a social aspect to video gaming that has bridged the generation gap and opened up a whole new audience for video game companies, including senior citizens and families.

10. The prevalence of the Internet in modern daily life affects us in nearly every way, from how we receive our news, to the way we do business, conduct research, contact friends and relatives, apply for jobs, and even how we watch television. • New media frequently trump traditional media for three main reasons: They are more immediate, are often free, and can reach a wider number of people. • Traditional communication was one way but today’s communication use broadcast, telephone, cable, satellite, computer technology which are two way and interactive. Media companies are aware of this fact and abuse it. • Mass Media both reflect and affect politics, society and culture. Multiple sources of information and entertainment makes different media environment for each person.

12. Summary There are communication gaps between media and society. What is more important is bringing awareness at different level. India requires communication on more coequal basis is ethically correct and practically more relevant and useful. Thus there are many challenges for bringing social change in India. At present mass media is not properly useful for promoting the welfare of the of common citizens, poor and marginalised people which aren’t above the middle class. Hence the future perspectives can be more progressive if media’s power is properly harnessed. Thus all these aspects are significant wherein mass media can promote more participatory development on different levels. Media can involve large number of people in social change. It can persuade progressive values and finally it can transform Indian society from tradition to modern by developing it as information community which means rich in information and advanced in technology. Information automation and use of mass media only can be way for future change.

13. Thank you!