MEDIA SCENARIO IN INDIA MEDIA SCENARIO IN INDIA

MEDIA SCENARIO IN INDIAMEDIA SCENARIO IN INDIAMEDIA SCENARIO IN INDIAMEDIA SCENARIO IN INDIA

GVN. SATYANARENDRANATHGVN. SATYANARENDRANATHGVN. SATYANARENDRANATHGVN. SATYANARENDRANATH Research Scholar, Department of Journalism & Mass Communication

Osmania University, Hyderabad, under the guidance of

PROFESSOR. K. NARENDERPROFESSOR. K. NARENDERPROFESSOR. K. NARENDERPROFESSOR. K. NARENDER Department of Journalism & Mass Communication

University College of Arts & Social Sciences, Osmania University, Hyderabad

ABSTRACTABSTRACTABSTRACTABSTRACT

It is very important to analyse the media scenario in India to understand its implications at this

stage. The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and is making significant strides. Extraordinary information explosion has dramatically shrunk time and distance. The new advancements have converted our world into a

Global Village. Media has transformed communication and our ability to share, store and gain information and knowledge. The widely available media services are changing the ways in which we live and work and also altering our perceptions and beliefs.

This article will cover the importance of Media Scenario in India, Emergence of New Media,

Media Planning, Media Mix, OTT, Advertising & Mass Media, Media Convergence and

Media Innovation.

MEDIA IN INDIAMEDIA IN INDIAMEDIA IN INDIAMEDIA IN INDIA The media in India has a long history, even longer than the history of modern representative

democracy in India, spanning from the colonial past in the second half of the 18th century to the

present one as ‘the largest functioning democracy’ in the 21st century. A more than two and

quarter century old media started its historic journey as a private enterprise owned by an Englishman during the British East India Company’s regime, and gradually, despite all odes, grew and developed both as private and regime’s institutions disseminating news and views in the notice of then colonial subjects to the free people of democratic India. The print media,

the first in the family of the mass media, since beginning remained primarily in the hands of private individuals or groups, however, the broadcast and telecast media which came into existence very late, and have had its origin separately in first and second halves of the twentieth century, particularly the ormer during the British raj, and the latter in independent India, from its inception to until the inauguration of the policy of neo-liberal agenda of economic liberalization, remained under the control of regime.

Though the demand to end the monopoly of government over broadcast and telecast media was there for long, this could not be a reality till the paradigm shift arrived in the governmental economic policy of the Union government in the early 1990s. The policy of liberalization,

which is generally observed as the policy of the state to withdraw from economic activities and to leave it in the hands of private individuals and corporations in a free market economy, was considered as the product of internal and external economic compulsions in early nineties, and

part of globalization package of IMF and World Bank, that inaugurated a new chapter in the history of the mass media in India. As a result, number of path breaking changes took place in the structures and functioning of government controlled media as well as private sector owned

Science, Technology and Development

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media: end of monopoly of state over electronic media, relative autonomy to state controlled electronic media, increasing privatization in the area of electronic media, cut throat competition among media organizations, commercialization and marketization of the media, shifting focus of contents from common man to middle and higher classes, and from rural India to urban and metropolitan India. These phenomenal changes have critical implications for the

functioning of the Indian democratic polity. Indian Media consists of several different types of communications: television, radio, cinema,

newspapers, magazines, and Internet-based websites/portals. Indian media was active since the late 18th century with print media started in 1780, radio broadcasting initiated in 1927, and the screening of Auguste and Louis Lumière moving pictures in Bombay initiated during the July, 1895. It is among the oldest and largest media of the world.

Media in India has been free and independent throughout most of its history, even before the establishment of Indian empire by Ashoka the Great on the foundation of righteousness, openness, morality, and spirituality. The period of emergency (1975–1977), declared by Prime Minister Indira Gandhi was the brief period when India's media was faced with potential government retribution. (Shodhganda, 2019)

Through the history of Indian media, commercialisation of mass media over the years has affected its credibility. Media in the olden days covered topics of importance to the masses in greater depth, but todays mass media is busy filling its coffers. After Independence, the Indian media had evolved, realigned, and reinvented itself to a large extent, and now-a-days you can see a clear division between commercial and aesthetic

expressions of our Media Giants, sometimes arbitrary. Today’s mass communication media

seems to elude every determination, exposing its message to all possible variants, and it finishes to abolish it. Goal of mass communication is always the unbiased dissipation of any content, and the world wide web is no exception, and surely is the most efficient media tool. (Kunal, 2019) Today the Indian Media and Entertainment (M&E) industry is a sunrise sector for the

economy and is making significant strides. Proving its resilience to the world, Indian M&E industry is on the cusp of a strong phase of growth, backed by rising consumer demand and improving advertising revenue. The industry has largely been driven by increasing digitisation and higher internet usage over the last decade. Internet has almost become a mainstream media for entertainment for most of the people. (IBEF, 2019)

Extraordinary information explosion has dramatically shrunk time and distance. The new advancements have converted our world into a Global Village. Electronic media have transformed communication and our ability to share, store and gain information and

knowledge. The widely available media services are changing the ways in which we live and work and also altering our perceptions and beliefs.



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Source: Now, let us examine the emergence of new media

communicates in modern times. EMERGENCE OF NEW MEDIAEMERGENCE OF NEW MEDIAEMERGENCE OF NEW MEDIAEMERGENCE OF NEW MEDIA

New media is a term meant to encompass the emergence of digital, computerized, or

networked information and communication technologies in the later part of the 20

Most technologies described as "new media" are digital, often having characteristics of being

networkable, dense, compressible, interactive, and impartial. Some examples

websites, computer multimedia, computer games

media” was to distinct them from such “old” media products as television and radio

programs, feature films, recorded music, newspapers, magazines, printed books etc. The new

digital technology made it possible to explore new forms

networked, social and able to emulate and remix all existing media formats and technologies.

Holy Trinity of New Media (modification of Negroponte 1995)

Source: https://india.mom-rsf.org/

Now, let us examine the emergence of new media, as it has changed the way the world

EMERGENCE OF NEW MEDIAEMERGENCE OF NEW MEDIAEMERGENCE OF NEW MEDIAEMERGENCE OF NEW MEDIA


networked information and communication technologies in the later part of the 20


networkable, dense, compressible, interactive, and impartial. Some examples

websites, computer multimedia, computer games etc., The reason to call these products “new



digital technology made it possible to explore new forms of media that are interactive,



by Teemu Leinonen

as it has changed the way the world


networked information and communication technologies in the later part of the 20th

century.


networkable, dense, compressible, interactive, and impartial. Some examples - Internet,

call these products “new



of media that are interactive,





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Let us now examine the current media scenario and how various mass media are competing for their own space.

CURRENT MEDIA SCENARIOCURRENT MEDIA SCENARIOCURRENT MEDIA SCENARIOCURRENT MEDIA SCENARIO

Media is consumed by audience across demographics and various avenues such as television, films, out-of-home (OOH), radio, animation, and visual effect (VFX), music, gaming, digital

advertising, and print. (IBEF.org)

Digital and OTT VideoDigital and OTT VideoDigital and OTT VideoDigital and OTT Video

Robust digital infrastructure, strong content library and greater user engagement online supported a 24 per cent growth in Digital advertising. Digital subscription grew at 47 per cent though there was some resistance with OTT video players raising package prices and the income effects of a slowing economy. (Media and Entertainment sector: Historical performance, 2019) (KPMG India Media Analysis 2020)

TelevisionTelevisionTelevisionTelevision

TV witnessed a growth of 9 per cent in FY20 on account of higher subscription revenues triggered by the implementation of NTO 1.0, which resulted in transparency across the value chain and higher ARPUs due to implementation of a minimum NCF. However, advertising growth in FY20 was tepid. (KPMG India Analysis 2020) PrintPrintPrintPrint

The year remained unfavourable for Print with a decline of 8 per cent in revenues, primarily

due to advertisement spend slowing down. English papers were particularly affected compared to those catering to the Hindi and regional markets. (KPMG India Analysis 2020) Films and Films and Films and Films and OOOOutdoor utdoor utdoor utdoor EEEEntertainmentntertainmentntertainmentntertainment Hindi films’ box office collections remained stable while regional cinema underperformed as

compared to previous years. Digital revenues grew as OTT platforms acquired titles to build their content libraries. (KPMG India Analysis 2020) The OOH segment in FY20 witnessed a decline, due to a realignment of spends by advertisers. (KPMG India Analysis 2020)

Animation and VFXAnimation and VFXAnimation and VFXAnimation and VFX Growth of OTT platforms, increased focus on animated Intellectual Property (IP) content and

greater investments in VFX by studios proved beneficial but changes in YouTube advertising policies around kids’ content during FY20 had an adverse impact. (KPMG India Analysis 2020)

GamingGamingGamingGaming Online gaming grew by 45 per cent with the user base surpassing 365 million by March 2020. Real Money Games (RMG) – both card-based and fantasy – as well as casual gaming saw strong consumption uptake with in-app monetization also starting to see growth. (KPMG India Analysis 2020)



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RadioRadioRadioRadio A slowdown and lower spends by the central government led to a decline in FY20 revenues, while absence of a robust listenership measurement system continued to challenge players’ ability to grow the advertiser base. (KPMG India Analysis 2020)

MusicMusicMusicMusic

Digital platforms have continued to contribute the largest share to the music ecosystem in FY20, with public performance being the second largest contributor to the segment revenues. (Media and Entertainment sector: Historical performance, 2019) The Road AheadThe Road AheadThe Road AheadThe Road Ahead

Indian M&E industry is on an impressive growth path. The industry is expected to grow at a much faster rate than the global average rate. Growth is expected in retail advertisement on the back of several players entering the food and beverages segment, epopularity in the country, and domestic companies testing out the waters. Rural region is also a potentially profitable target. (IBEF.Org)

OTT (Over the Top)OTT (Over the Top)OTT (Over the Top)OTT (Over the Top)

pends by the central government led to a decline in FY20 revenues, while absence of a robust listenership measurement system continued to challenge players’ ability to grow the advertiser base. (KPMG India Analysis 2020)

inued to contribute the largest share to the music ecosystem in FY20, with public performance being the second largest contributor to the segment revenues. (Media and Entertainment sector: Historical performance, 2019) (KPMG India Analysis 2020)

Indian M&E industry is on an impressive growth path. The industry is expected to grow at a much faster rate than the global average rate. Growth is expected in retail advertisement on the

entering the food and beverages segment, e-commerce is gaining more popularity in the country, and domestic companies testing out the waters. Rural region is also a potentially profitable target. (IBEF.Org)

pends by the central government led to a decline in FY20 revenues, while absence of a robust listenership measurement system continued to challenge players’

inued to contribute the largest share to the music ecosystem in FY20, with public performance being the second largest contributor to the segment revenues.

India Analysis 2020)

Indian M&E industry is on an impressive growth path. The industry is expected to grow at a much faster rate than the global average rate. Growth is expected in retail advertisement on the

commerce is gaining more popularity in the country, and domestic companies testing out the waters. Rural region is also a



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The acronym OTT stands for Over-the-top. This means streaming across different devices whenever we want is possible because of “over-the-top,” a convenient little term that explains the new delivery method of film and TV content over the Internet without the need for traditional cable or satellite pay-tv services. In simple terms, we are talking about people paying

for Internet from Netflix, Amazon, Hot star, Zee etc., The accessibility of OTT content is one of the many reasons it is so popular. To stream OTT,

customers only require an Internet connection and a compatible hardware device. Mobile OTT Devices:Mobile OTT Devices:Mobile OTT Devices:Mobile OTT Devices: Smartphones and tablets are able to download OTT apps to stream on-the go.

Personal Computers:Personal Computers:Personal Computers:Personal Computers: Consumers can access OTT content from desktop-based apps or web browsers. Smart TVs:Smart TVs:Smart TVs:Smart TVs: The most common examples include Apple TV’s, Smart TV’s, PlayStation, Chromecast, Xbox, Fire Stick and MORE. While you can typically stream OTT content on

mobile and desktop devices, they are not considered true OTT devices. (https://www.endavomedia.com/) Shows like Scam 1992 (Sony LIV), Paatal Lok (Amazon Prime Video), Special Ops (Disney+ Hotstar), Flesh (Eros Now), and Asur (Voot) kept the audiences hooked on to the OTT platforms.

The Indian video OTT market was valued at INR 42.5 Bn in FY 2019 and is expected to

reach INR 237.86 Bn by FY 2025, expanding at a CAGR of ~33.10% during the forecast period. Premium, original content is one of the biggest growth drivers and differentiators in the OTT industry with several OTT platforms competing for consumers’ attention. Netflix, Amazon Prime Video, MX Player, Jio TV, Voot, Sony LIV and ALT Balaji are some of the major video OTT platforms in the market. (Market Research Report – MRI, 2019)

In 2019, there were around 170 Mn video OTT-streaming users in India and the user base is expected to increase at a rate of about 26.40% till 2025. Industry players are heavily investing in acquiring or developing new content and services and are also focusing on improving customers’ experiences. (Market Research Report – MRI, 2019) The Indian audio OTT market was valued at INR 8.33 Bn in FY 2019 and is expected to

reach INR 31.99 Bn by FY 2025, expanding at a CAGR of ~23.44% during the forecast period, backed by the swift transition from feature phones to smartphones, an increasing smartphone user base (around 830 Mn by the end of 2022) and cheap Internet data rates.

(Market Research Report – MRI, 2019) In April 2020, Indian OTT platforms witnessed a surge in the number of viewership as follows:

• ZEE5 recorded a viewership of 437.4 million starting from March 2020 to April 2020

• ALTBalaji witnessed an addition of 17,000+ subscribers per day post announcement of

lockdown in the country

• Daily active users on Amazon Prime Video in India increased by 83% since the country went under lockdown

Now let us examine the key role advertising plays in mass media strategy.



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ADVERTISING & MASS MEDIAADVERTISING & MASS MEDIAADVERTISING & MASS MEDIAADVERTISING & MASS MEDIA

The mass media and advertising industries are subjects of considerable public debate because of the role they play in communicating economic, political viewpoints and cultural values.

Ever since mass media became mass media, companies have naturally used this means of communications to let a large number of people know about their products. There is nothing

wrong with that, as it allows innovative ideas and concepts to be shared with others. However,

as the years have progressed, the sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before, or turning luxuries into necessities. (Anup Shah, 2012)

Some nations can influence and control their media greatly. In addition, powerful corporations also have enormous influence on mainstream media. Major multinational corporations own media stations and outlets. Often, many media institutions survive on advertising fees, which can lead to the media outlet being influenced by various corporate interests. Other times, the ownership interests may affect what is and is not covered. Stories can end up being biased or omitted so as not to offend advertisers or owners. The ability for citizens to make informed

decisions is crucial for a free and functioning democracy but now becomes threatened by such concentration in ownership. (Anup Shah, 2012) Ben Bagdikian, a prominent media critic, and author of the well-acclaimed book ‘The Media Monopoly’, provides more detail and examples. Bagdikian describes in detail the pressure on media companies to change content (to dumb down) and to shape content based on the demographics of the audiences. Slowly then, the content of media isn’t as important as the type

of person being targeted by the ads. He also shows that the notion of giving the audience what

they want is also a bit misleading because, if anything, it is more about targeting those readers that can afford the products that are advertised and so it is almost like giving the advertisers what they want! The dumbing down of the content also acts to promote a buying mood. (Anup Shah, 2012) Sometimes, news stories or editorials are often subtle product advertisements, even with a rise

of new terms in critical circles, such as advertorials. We are also seeing more sophisticated techniques, such as short films where the aim is to sell a product but to cleverly do the advertising in a subtle way. These mini films can be very entertaining and exciting, but also promote a product behind the main theme. (Anup Shah, 2012) While it could be argued that there is nothing wrong with this, it is just a more sophisticated

way to sell products, more forthcoming and explicit mention that this is a commercial would be good for more people to be aware of what they are watching. Also, the enormous sums of money that can back up this sort of entertainment versus others, can in the long run further

affect the type and diversity of the content we receive. (Anup Shah, 2012) Advertisements in television programming goes back to the beginnings of television. These days, whether you are watching a film from Bollywood or Hollywood, there will be some

obvious advertisement, and some not-so-obvious ones. This product placement is becoming more pervasive. “Mass advertising is no longer solely a means of introducing and distributing consumer goods, though it does that. It is a major mechanism in the ability of a relatively small number of giant corporations to hold disproportionate power over the economy. These corporations need

newspapers, magazines, and broadcasting not just to sell their goods but to maintain their



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economic and political influence. The media are no longer neutral agents of the merchants but essential gears in the machinery of corporate giantism. And increasingly they are not only needed but they are owned by the corporate giants.” Ben H. Bagdikian, The Media Monopoly, Sixth Edition, p.150.

As globalization becomes ever more prominent, the role of media and advertising and consumerism also increases. This is ideal for the large multinationals that can take best advantage of globalization as they see an even larger market to which products can be sold.

Let us now understand the importance of Media planning. MEDIA PLANNINGMEDIA PLANNINGMEDIA PLANNINGMEDIA PLANNING

Media planning is the process of determining how, when, and to what audience a branding or advertising message will be delivered. A media planner analyzes how a message is intended to support a marketing or advertising strategy and then develops tactics to share that message in

the right places with the right people.

The media plan marks on the best way to get the advertiser’s message to the market. Generally, the goal of the media plan is to find that combination of media that allows the marketer to communicate the message in the most effective manner to the largest number of potential

customers at the lowest cost. Media planning assists in controlling wasteful advertising. It ensures die optimum utilisation of resources spent on advertising. In media plan, media objectives are decided keeping in view the advertising objectives of the organisation. Media plan specifies media strategies. Media strategy

means plans of action designed to attain media objectives.

Factors important for developing a robust Factors important for developing a robust Factors important for developing a robust Factors important for developing a robust media plan:media plan:media plan:media plan:

1. Nature of Product 2. Nature of Customers 3. Distribution of Product 4. Advertising Objectives 5. Nature of Message

6. Size of Ad-Budget 7. Media Used by Competitors 8. Media Availability 9. Media Reach and Coverage 10. Media Frequency 11. Media Image

12. Media Discount & Language

Top FMCG companies like P&G, ITC, J&J etc have put media planning to best use followed by fast food companies like McDonalds, KFC, and Dominos. Now let us examine the prominence of Media Mix and how it is being utilized to meet media marketing objectives.

MEDIA MIXMEDIA MIXMEDIA MIXMEDIA MIX A media mix is the combination of communication channels businesses can use to meet its marketing objectives. Typically, these include newspapers, radio, television, billboards,



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websites, email, direct mail, the Internet, and social media, such as Facebook or Twitter. Combining these channels in a media mix enables you to communicate in the most effective way with different types of customers and prospects at different stages of the purchase decision. (Ian Linton, 2019)

Now suppose Amul launches on new products in the market which is saying butter with low fat and is priced at an affordable rate. So here this company now needs to spread this thing to its customers.

The company will use the technique of optimal advertisement. They will focus on the media mix and select the channel that will look most powerful to them in terms of spreading knowledge about their products to masses. So, in their media mixing, they will include advertising channels like the broadcast, for example, television and they can advertise their product in any of the ads and even the cookery shows.

Also, they can showcase the benefits of the products through the billboards. Then print magazine can be another powerful media to help them in advertising their product. Thus, by inclosing televise, billboards and print media they can form up a powerful media mixing strategy that will help them, in the long run, to make their product successful and help it in sustaining the market.

Advantages of Media MixAdvantages of Media MixAdvantages of Media MixAdvantages of Media Mix

• Its take into account various external factors which makes it as an effective tool for

planning of the budget.

• It helps the marketers to understand the latest marketing trends.

• It also helps in formulating better strategies so that more and more people can get

encouraged to buy the product. (Bhasin, 2019)

Disadvantages of Media MixDisadvantages of Media MixDisadvantages of Media MixDisadvantages of Media Mix

• The disadvantage is that it is not able to provide gradual and personal level insight,

which is one important factor, on which most of the modern marketers truly rely on. This way the media missing dens did not help in measuring the digital and the

traditional form of marketing ROI when combined together.

• It is a very powerful strategy to help advertise a product or any service that is being newly launched in the market. The only things that should be taken care is that it should be well researched first. (Bhasin, 2019) (https://www.marketing91.com/media-mix/)

A robust media plan should have projected response rates, budget allocations and media selection all mapped out and balanced in order to maximise the performance and ROI of the media campaign. Here’s a breakdown of the vital components of a retail media mix and how to get the best value out of them:



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Here we should understand the concept of Influencer marketing. It is a form of marketing that uses influencers to send brand messages to the market. Instead of advertising directly to a group of customers, you will inspire and pay the influencers to help you do that. The

influencers will spread their voices through social media channels either by compiled labels or by their own writers. Connecting with influencers is intended to increase interactivity and trust in the product. Top influencers can help the company reach out to more targeted customers. They can lead people to believe in a brand by connecting the brand with people who care about them. The result:

you can sell more products, gain the trust of the user, spread the PR message PR quickly. And whether a large or small business, they should use Influencer Marketing. It will increase the level of access, influence, and trust for business. Especially for new products, brand new to market, this is probably one of the most effective way to reach potential customers quickly, get the attention in a short time. At this juncture, we should understand the convergence of media to tactfully engage customers

and users for a mutually beneficial engagement. MEDIA CONVERGANCEMEDIA CONVERGANCEMEDIA CONVERGANCEMEDIA CONVERGANCE Media Convergence simply refers to the merging of different types of mass media such as Traditional Media, Print Media, Broadcast Media, New Media, and the Internet, used as

portable, highly interactive technologies through digital media platforms. This results in the combination of 3Cs, i.e. Communication, Computing and Content as all three are integrated through technology. The most relevant example of media convergence is a Smartphone that

blends together various media, i.e. print media (e-books, news apps), broadcast media (streaming websites, radio, music apps) as well as new media (the Internet) into a single device that performs various functions from calling and texting to photography, videography, gaming and so much more. (https://leverageedu.com/blog/media-convergence/)



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Examples:

• The most popular examples of Media Convergence are:

• Smartphones (converging camera, music, the Internet, books, and all other media together)

• Online Radio (converging radio with the Internet)

• E-books (converging paperbacks with the digital technology

• News Websites and Apps (

Figure depicts 3Cs of Media Convergence as described by

The Hang Seng University of Hong Kong Media around you in the contemporary is all consequences of Media Convergence. smartphones in your hands. It is a combination of a camera; you can listen to music, surf the

internet on the browser, read a soft copy of books, and much more. It is the first example that comes to your mind after you listen to the word Media merNow think about the radio. Before this present world, radios were limited to your houses. But advancement in networking, i.e., internet, has brought a new concept of Online Radio. Another basic example of media merging is a crowd of people moving toginformation.

Next comes the concept of websites and apps. A single website offers your various services. At one platform, you have different choices to make. Similarly, an app works. MEDIA MEDIA MEDIA MEDIA INNOVATIONSINNOVATIONSINNOVATIONSINNOVATIONS

The media industry has conventionally been the first port of call for breaking news and stories. However, today’s technology means we’re all content creators and publishers. It’s never been easier to create new videos, spread news via social media, and grow our own audiences. Now, innovative examples of emerging technologies are changing how we gather and deliver content. Although some of these technologies sound like they’re straight from a sci

list of ten examples of emerging technologies creation and distribution process.

The most popular examples of Media Convergence are:

Smartphones (converging camera, music, the Internet, books, and all other media

Online Radio (converging radio with the Internet)

books (converging paperbacks with the digital technology)

News Websites and Apps (https://leverageedu.com/blog/media-convergence/

Figure depicts 3Cs of Media Convergence as described by The Hang Seng University of Hong Kong

Media around you in the contemporary is all consequences of Media Convergence. smartphones in your hands. It is a combination of a camera; you can listen to music, surf the

internet on the browser, read a soft copy of books, and much more. It is the first example that comes to your mind after you listen to the word Media merging. Now think about the radio. Before this present world, radios were limited to your houses. But advancement in networking, i.e., internet, has brought a new concept of Online Radio. Another basic example of media merging is a crowd of people moving together. They move and share

Next comes the concept of websites and apps. A single website offers your various services. At one platform, you have different choices to make. Similarly, an app works.

onventionally been the first port of call for breaking news and stories. However, today’s technology means we’re all content creators and publishers. It’s never been easier to create new videos, spread news via social media, and grow our own audiences.

w, innovative examples of emerging technologies are changing how we gather and deliver content. Although some of these technologies sound like they’re straight from a sci

en examples of emerging technologies that are being used to transform the content creation and distribution process. (Jonathan Villa, 2020)

Smartphones (converging camera, music, the Internet, books, and all other media

convergence/)

Media around you in the contemporary is all consequences of Media Convergence. You have smartphones in your hands. It is a combination of a camera; you can listen to music, surf the

internet on the browser, read a soft copy of books, and much more. It is the first example that

Now think about the radio. Before this present world, radios were limited to your houses. But advancement in networking, i.e., internet, has brought a new concept of Online Radio. Another

ether. They move and share

Next comes the concept of websites and apps. A single website offers your various services. At

onventionally been the first port of call for breaking news and stories. However, today’s technology means we’re all content creators and publishers. It’s never been easier to create new videos, spread news via social media, and grow our own audiences.

w, innovative examples of emerging technologies are changing how we gather and deliver content. Although some of these technologies sound like they’re straight from a sci-fi film. A

transform the content



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1. 5G & Wi-Fi 6 2. Virtual Reality (VR) 3. Anti-ad blocking 4. Automated journalism 5. Social outreach apps

6. Death of cookie 7. Data scrolly telling / visualization 8. Internet of Things (IoT)

9. Wearable journalism 10. Video creation technology

At this juncture, it is very important for us to know the revenue model in which media

operates. CONCLUSIONCONCLUSIONCONCLUSIONCONCLUSION Covid 19 has seriously impacted the media business in India and most of the traditional media are finding it difficult to survive during the pandemic. The winner has been OTT platform,

which has picked up appreciably in the last one year. All digital platforms have outperformed the traditional media significantly. The mantra is to innovate or perish. This article is an effort to understanding the existing Media Scenario in India and how various media platforms are competing with each other for their existence. REFERENCESREFERENCESREFERENCESREFERENCES

1. Media and Entertainment Sector: Historical performance - KPMG India Analysis 2020

2. Responsibilities of Marketing Department by Ian Linton, 2019

3. The Most Awesome Social Media Trends by Hitesh Bhasin, 2019

4. Media Ownership Monitor – India, 2019

5. The Most Awesome Social Media Trends by Hitesh Bhasin, 2019

6. Market Research Report, 2019

7. Media in India: Raj to Swaraj, Shodhganga, 2019

8. Changing role of Mass Media, Gauhar Raza, 2018

9. History of Mass Media in India – Media Ownership Monitor, 2019

10. Media ownership and journalism, Helle Sjøvaag and Jonas Ohlsson, 2019

11. Radio & Television by Prof. W. A. Qazi & Prof. B. K. Kuthiala, 2017

12. Media and Advertising - Anup Shah, 2012

13. Milward Brown – Getting Digital Right Study.



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14. 10 examples of emerging technologies that are revolutionizing the media industry,

Jonathan Villa, 2020.

15. Need for a debate on cross-media ownership rules, PN Vasanti, 2008.

16. https://futureworktechnologies.com/how-vox-media-works-business-revenue-model

17. https://www.ibef.org/

18. www.techtarget.com/

19. https://monetizingmedia.com/

20. https://understandmedia.com/

21. https://leverageedu.com/blog/media-convergence/

22. https://www.endavomedia.com/

23. https://www.marketing91.com/media-mix/

24. https://aceproject.org/



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MEDIA SCENARIO IN INDIA MEDIA SCENARIO IN INDIA