COMPARITIVE ANALYSIS

OF
PRINT MEDIA
&
ELECTRONIC MEDIA

PROJECT REPORT

In the partial fulfilment of 3 year

Bachelors in Mass Communication,
Advertising & Journalism

SUBMITTED TO:
SUBMITTED BY:
Iaan School of Mass Communication
JASMINE BHATIA
New Delhi B.Sc.
MCAJ
6th Sem

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IAAN SCHOOL OF MASS COMMUNICATION
NEW DELHI

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 ACKNOWLEDGEMENTS

I extend my sincere and affectionate thanks to my faculty guide Mr. Anil Thakur, IAAN
School of Mass Communication, New Delhi for his co-operation that helped me in
surmounting all the hurdles faced during the completion of project.

Last but not the least I pay my deep regards to my parents for instilling in me sprit of
self-reliance, integrity and discipline which helped me to give me very best towards this
project.

JASMINE BHATIA

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 CONTENTS

1. Introduction
2. Primary uses of electronic media content.
3. An overview of the term Media
4. Forms of media
5. History of the media
6. Media Structure
7. Difference between Print and Electronic publishing
8. Future Forecasting
9. Use Of Electronic Media In Future
10. Print Production
11. Electronic News Production System
12. Special features
13. Departmental study of electronic media & print media
14. SWOT Analysis
15. Comparison of Print and Electronic Media
16. Recent Developments In Media & Entertainment Sector.
17. Top Players In Media Sector
18. Future Scenario
19. Methodology
20. Graphical Representation Of Data.
21. Analysis.
21. Findings.
22. Recommendations.
23. Conclusion.
24. Bibliography.

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 Introduction Of Print & Electronic Media

The print media include all newspapers, newsletters, booklets, pamphlets, magazines,
and other printed publications, especially those that sell advertising space as a means of
raising revenue. The print media in India is a long way from being dead if the official
report on the state of the print publications is anything to go by. The Press in India 2004-
5, the annual report of the Registrar of Newspapers for India (RNI), says the print media
claimed a substantial share in the information space in the country registering 1,948 new
newspapers and over a two crores increase in circulation in 2004-05.. Most print media,
with the exception of magazines, are local, although there are some national newspapers
and trade publications that have become quite successful. Magazines, on the other hand,
have always been national, although there is a trend today toward localization and
specialization. Also included in print media category are directories, newspapers and
yearbooks, and programs at theater presentations and sporting events.

The Electronic media are media that utilize electronics or electromechanical energy for
the end user (audience) to access the content. This is in contrast to static media with print
media, which are most often created electronically, but don’t require electronics to be
accessed by the end user in the printed form. The primary electronic media sources
familiar to the general public are better known as video recordings, audio recordings,
multimedia presentations, slide presentations, CD-ROM and online content. Most new
media are in the form of digital media. However, electronic media may be in either
analog or digital format Although the term is usually associated with content recorded on
a storage medium recordings are not required for live broadcasting and online
networkingAny equipment used in the electronic communication process (e.g. television,
radio, telephone, desktop computer, game console, handheld device) may also be
considered.

Primary uses of Electronic Media content:

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• Arts and Entertainment
• Corporate Communications
• Educational Programing
• Government information and systems
• Information displays
• Marketing
• News -- see main articles at journalism, electronic journalism
• Public Affairs
• Public Relations
• Religious Programing
• Sporting Events

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An overview of the term Media

‘The Media’ refers to the different channels we use to communicate information in the
everyday world. ‘Media’ is the plural of medium (of communication), and the main
media are
• TELEVISION
• MAGAZINES
• FILM
• RADIO
• ADVERTISING
• POP MUSIC
• NEWSPAPERS
• INTERNET

The entertainment and is one of the fastest growing sectors in India. The Indian economy
has been growing at a fast clip over the last few years, and income levels and consumer
spending is also on the rise. Besides these economic and personal income-linked factors,
there are other, that are contributing to this high growth rate.

Forms of Media

Electronic media and print media include:

• Broadcasting, in the narrow sense, for radio and television.

• Various types of discs or tape. In the 20th century, these were mainly used for
music. Video and computer uses followed.

• Film, most often used for entertainment, but also for documentaries.

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• Internet, which has many uses and presents both opportunities and challenges.
Blogs are unique to the Internet.

• Publishing, in the narrow sense, meaning on paper, mainly via books, magazines,
and newspapers

History of Media

The institutions that contribute to the make-up of a public sphere in society, the media
perhaps perform the most critical function. In the transactions in the public sphere, the
media are not a neutral participant or an impassioned chronicler. Instead they either
legitimize the status quo or innovator of the existing social equilibrium. The conflict or
collaboration of the media with forces that attempt to colonize the public sphere
materializes in this context. The mutual relationship between the state and the media,
either as oppositional or as complementary, is influenced, among others, by the nature of
intervention of the state in the public sphere. The former goes back to the 18th century
when the Bengal Gazette trained its guns on the British administration and was mauled in
the process. Since then, the endeavor of the press to imbue the public space with a critical
culture has been consistently curtailed by the state, both by legislative interventions and
by administrative interference.

For liberal democratic practice such measures of the state have serious implications, as
restrictions on the media are bound to affect the ambience of the public sphere. The
Indian intelligentsia realized this as early as the beginning of the 19th century when
Rammohan Roy, acclaimed as the father of modern India, publicly denounced the
attempts of the British government to curb the freedom of the press. Following the lead
set by Rammohan, freedom of expression and civil liberties became two key issues of the
anti-colonial struggle. In fact, the history of both the national movement and of the press
can be read as the history of the struggle for these two rights. The legacy of this struggle
has great contemporary value, as the freedom of the press and civil liberties continue to
be under strain due to the restrictions imposed by the state.

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The media in India is one of the most powerful tools used by the major powers to control
and change the Indian public perception about them selves and about the world. This
pattern is also followed in the international scene with negation of Indic culture and bias
against any revival of civilization ethos. The creeping news about any event in the world
including jihad/terrorism information is presented in such a way that the process of
evolution and force of history is inevitable and forgone conclusion in favor of the Islamic
parties.

Indian populations are like an experimental subject to be fed with new perception and
information away from reality and in favor of the Islamic and major powers. Over several
decades the general population could be made less hostile and more favorable to the
designs of the major power. In the movie Pleasantville a boy grows up in a make believe
world thinking that his neighbors and friends are the actual reality and totally oblivious of
the reality of the world. Indian population is considered by major powers to be similar
with low knowledge about the reality and threats in the world. How long have the west
been experimenting with Indian population with news and indoctrination? It could be
even before the independence for more than 60 years. Deception and brainwashing have
been used for a long time by the west and India is one of the largest targets of deception.
The current campaign to demonize Hindutva is to defame and remove the new
indigenous political party, which is not under the control of the major powers and whose
ideology is fully rooted in Indic civilization. The attack on Christians and minorities are
overblown with the logic that the majority community must be checked with aggressive
reporting even to the point of falsehood.

Romila Thapar eminent historian is quoted as saying that the notion of non-violent Hindu
is misnomer. Distorted or even totally false reporting on communally sensitive issues is a
well-entrenched feature of Indian journalism. There is no self-corrective mechanism in
place to remedy this endemic culture of disinformation. No reporter or columnist or
editor ever gets fired or formally reprimanded or even just criticized by his peers for
smearing Hindu nationalists. This way, a partisan economy with the truth has become a

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habit hard to relinquish. This logic of news reporting is considered some form of social
engineering. The sense of chaos and insecurity is conveyed by media reports so that
stable environment and harmony is never achieved in the minds of the larger society.
This is one form of psychology operation done inside India for the last three decades. The
news creates a notion of change, which reinforces the decay of the Hindu culture and
brings out more of the light Islamic/Urdu culture. By being very anti-Hindu the media
and social scientists hopes to reduce aggression of the so called ‘majority’ community
over the minority community and bring balance even at the expense of the truth. This
logic was pursued even when the Muslim terrorists in Kashmir were killing the minorities
Hindus and the news is usually kept low key.

Control of media by the foreign governments is done in a subtle way. Some of the ways
are by indoctrinating the editorial teams and the journalists over time. The Indian leftists
have been used for a long time by the external powers and since they control the media
they are better able to influence the bias in the media. Some question put by them are
'why don’t you talk to your very reasonable nuclear rival Pakistan' or 'why do you have a
Hindu nationalist party in power' game. Each of these questions is loaded, as they say in
the courtroom, with facts or inferences not yet established by evidence to be true and
designed to shift the conversation from a dubious premise to a foregone conclusion. The
public buys this kind of argument more readily.

The media doesn't aim at reporting the news; it tries to create the news, imposing its view
of the news upon everyone as the final truth. The media doesn't objectively cover
elections, it tries to influence voters to vote in a specific manner, demonizing those it
disagrees with and excusing those it supports, however bad or incompetent their
behavior. We saw this particularly during the recent Gujarat elections in which the media
went so far as to print the type of election results it wanted to see as the likely outcome,
though voters proved it to be totally wrong.

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MEDIA STRUCTURE

E L E C T R O N IC M E D I A

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 FUTURE FORECASTING OF PRINT MEDIA

1. Print media has scope in digital age:

Poised on a trajectory of growth, the country's print media is faced with

challenges such as rising newsprint costs but has opportunities in the digital age. The
print media's potential lies in the fact that the press reaches 35 per cent of its adults.

The Indian newspaper industry's turnover is expected to touch Rs. 13,500 crore
this year from Rs. 12,000 crore last year. If the country's growth were around eight per
cent, the industry's turnover would grow at 12-14 per cent. Not only is there opportunity
for the Indian print media to grow but growing consumerism has thrown up opportunities
for special interest magazines, Mr. Aroon Purie, Chairman and Chief Executive, India
Today Group, said at a session on the future of print media at FICCI-Frames 2006. In a
robust economy, special interest magazines will proliferate and flourish. Players will
work towards offering niche products, he said.However, newsprint price, which is on an
upward trend, is critical as 1.6 billion tonnes of newsprint are consumed in India
annually. Newsprint accounts for a significant part of the costs.

While other Medias pose competition to the print media, changing technology
cwould drive growth, Mr. Mathew said. Portals such as Naukri.com and Shaadi.com have
made major inroads into classified advertisements. But in the digital age; newspapers will
have to redefine content. "Never take a reader for granted”. It is a challenge to retain
readers.

2. Print media will clock ad revenues of 13.5K crore in 06:

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 You can't take a computer into the toilet," the late Robert Maxwell of The Mirror
Group said in Venice in the mid-seventies at a forum to discuss the future of the print
media then. Today, you can. That has checked the growth of the industry. And with the
growth of radio and the advent of other media like the internet and television, the share of
advertising revenues of the Indian print media have shrunk from 76% to 46% over the
last fifteen years. Media experts pointed out that over the last year, print staged a
comeback of sorts by gaining 2% of the total Indian advertising pie.
The print industry is expected to clock revenues of Rs. 13,500 crore in 2006, up from Rs.
12,000 crore in 2005. Elsewhere in the world, only Russia and Turkey are expected to do
better. Moreover, there is still huge growth potential as the print medium reaches out to
only 35% of adults whereas the overall adult literacy rate in the country stands at 65%.
"Moreover, with an economy growing at over 7%, we can expect at least 15-20%
increase in advertising revenues and 8% increase in circulation.

That would result in 12-14% growth in total turnover. While there are over one
billion people worldwide who read the news dailies, 25 million read free dailies, the
circulation is growing fastest in the developing markets (China and India).

The internet is a supplement to the print media and not its competitor," India
Today Group chief executive Aroon Purie declared. "Media multiplier studies have
shown that advertising and brand building campaigns work best when they are combined
across a variety of media channels," he added.

3. Print media scores over TV:

The print media has been able to retain its loyal readership despite the growing
influence of television. In spite of the initial euphoria generated over the visual media
encroaching upon print, the reading habit among Indians, especially youth, has gone up
slightly in the country during the last two years.

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 The visual media has not really affected the print media. The survey report was
released to a packed audience of over 400 media, advertising and marketing
professionals. The survey concentrated on 397 publications 166 dailies and 231
magazines. “The governing members of the council spent about 554 man-hours for the
study”, informed Gautam Rakshit, chairperson of the governing council of NRSC.

The magazine reading habit is gradually coming down, with film and business
magazines leading the downfall. While specialized magazines continue to decline, sports
magazines have slightly improved readership. While newspapers have a greater
readership among men than women, most graduates prefer English dailies over
vernacular newspapers. The survey also revealed that readers devoted more time to
newspaper reading than magazines.
Conducted by three leading market research bodies in 520 towns and metros on a
random sample of 1, 31,568 from 72 socio-cultural backgrounds, the survey also revealed
that the print media has retained its position while the number of radio listeners,
especially FM radio, has dwindled substantially. Television viewer ship, especially of
regional and cable television.
TV accounts for 68.8 per cent of the total media exposure in the country from the
sample survey, while the share of print media is 16.2 per cent and that of radio at 15 per
cent. The sample population which was randomly selected was in the age group of 15 to
82 years. The survey said the influence of TV has reached 3.36 crone homes.

On a regional basis, southern states lead in readership habit while readers of Hindi
publications are the largest in number due to the dominant position of Hindi speaking
population in the country. Marathi is second in the race followed by Gujarati, Bengali,
Telugu, Malayalam and Kannada publications. In terms of reading habit of the total
population in various states, Kerala tops with 73.7 per cent readership followed by Tamil
Nadu, Gujarat and Maharashtra, respectively.

4. Present and future of the Indian Magazine Industry:

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 Ashish Bagga, CEO, India Today Group in one of the sessions made observations
about the current scene in the Indian magazine industry and said that there has been an
unprecedented growth in mainstream magazines, niche publications and B2B periodicals
in India. The relatively liberalised policy regime laid down by the Indian government in
the areas of licensing and syndication for print media have benefited the magazine
industry by enabling the print companies to get the government's approval in just a year
for 50 applications. He also added that there was still room for improvement compared to
newspapers and other media forms in areas such as its share of advertisement revenues.

Other area where magazines are facing challenges are - real-time constraints such
as unrealistic norms for certifying paid circulation by the Indian ABC causing a mass
exodus of magazines from its membership; research methodologies for national research
studies were skewed towards newspapers; and huge pressure of talent acquisition and
retention.
Aroon Purie, editor-in-chief, 'India Today', observed that the advertising spend on
Indian magazines, in the past six months had grown by 31 per cent as well as the
circulation.

5. Role of digital Media in print business:

While discussing about the role of digital media in the in the print business, there
was a general agreement among the panelist that digital media was more beneficial
instead of being a threat to the magazines as it provided low-cost opportunity in terms of
distribution. According to Donald Kummerfeld, President, FIPP, ways of optimizing the
benefit of search engines needed to be found, which according to him offered both
challenge as well as opportunity.

According to Sanjoy Narayan, Editor, Business Today the digital space compared
to magazines in India was very small and whether the space was taken by paid of free
site, neither was there any magazine site in the top websites nor was there any successful
paid magazine website in India.

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Future activities in favour of the print media will centre upon:
 establishing technical support for local and commercial initiatives in the print media,
with a 'train-the-trainer' scheme;
 improving the technical quality and content of the print media;
 increasing and broadening readership of the print media.

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 USE OF ELECTRONIC MEDIA IN FUTURE

1. The electronic broadcast media (radio and TV) provide vast coverage, and thus
enable the distance education system to reach out to learners located even in remote
areas. Further, these media serve to complement and supplement the written material,
thereby enhancing the learning process. TV, with its ability to present material in visual
form-including in animation and slow- motion - is a particularly potent tool for education.

2. Radio too provides many opportunities. Though it lacks the power of TV for
subjects requiring a visual presentation, radio has the advantage of being more widely
available. Further, its portability and low cost (for programme production as also for
reception) give it a distinct advantage.

3. Apart from these two media, and their use in non-broadcast form (i.e. audio and
video tapes), a number of new possibilities are being opened up by advancing
technology. Direct broadcast satellites are not new, but recent advances (as also
economies of scale) have considerably reduced the cost of receiving systems. These costs
make it possible to think of using a direct-from- satellite channel for educational TV
broadcasts. This would bypass the network of conventional transmitters and thereby
provide both, more time as also greater scheduling flexibility.

4. In future, there is a distinct possibility of having direct broadcast of radio via

satellite. However, such a system is unlikely to be economically viable for education for
at least some years.

5. Technology advances - including in the area of optical fibers - have led to the
growth of cable TV systems. These open up one more means of reaching the learners.
The availability of multiple channels will mean ease in getting the optimal time- slots.

6. Multi-media is a new development which could have many applications for

distance learning. A computer can be used for visual, text and graphic material to be
displayed on a monitor, as also for audio.Thus, a complete learning package.

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 • Fully protected fire wall.
• Hy-Brow (Low resolution, cut to cut editing facility and preview).
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Special feature of Indian Entertainment and Media Industry

The Indian entertainment and media industry is one of the fastest growing sectors in
India. The Indian economy has been growing at a fast clip over the last few years, and
income levels and consumer spending is also on the rise. Besides these economic and
personal income-linked factors, there are other, that are contributing to this high growth
rate.

The Economic Impetus: Over the past 10 years, India has registered the fastest growth
among major democracies, having grown at over 7% in four years in the 1990s. It
represents the fourth largest economy in terms of ''purchasing power parity''. The E&M
industry is expected to significantly benefit from this fast economic growth.

The Demographic Impetus: Over the years, spending power has steadily increased in
India. The consumption expenditure is rising due to increasing disposable incomes on
account of sustained growth in income levels and reduction in personal income tax over
the last decade. Lifestyle changes brought about by changes in economic activity are also
spurring growth of the Indian E&M industry. In urban areas of India, the consumer
mindset is changing due to increased exposure to global influences via media, and other
interactions leading to higher aspirations. The Indian rural market with its vast size of
nearly three times of urban India, also offers a huge opportunity that has remained largely
untapped due to reasons of accessibility and affordability.

Liberalizing Foreign Investment:Today, India has probably one of the most liberal
investment regimes amongst the emerging economies with a conducive FDI environment.
The E&M industry has significantly benefited from this liberal regime. In 2005, FDI was
permitted in two important sectors-print media and radio. Films, television and other

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segments are already open to foreign investment. In the print media segment, 100% FDI
is now allowed for non-news publications and 26% FDI is allowed for news publications.
Printing of facsimile editions of foreign journals are now also allowed in India. This
policy is helping foreign journals save on the cost of distribution while servicing the
Indian market audiences more effectively. The FM radio sector too was opened for
foreign investment recently with 20% FDI being allowed.

Low Media Penetration in Lower SECs: Though media penetration is poor in lower
socio-economic classes, the absolute numbers are much higher for these classes. Hence,
efforts to increase the penetration even slightly in these lower socio-economic classes are
likely to deliver much higher results, simply due to the higher base.

Low Ad Spends: Indian advertising spends 0.34% of GDP, which is abysmally low as
compared to other developed and developing countries. Advertising revenues are vital for
the growth of this industry. While today the low ad spends may seem like a challenge
before the E&M industry, it also throws open immense potential for growth. This
potential can be estimated by the fact that even if India was to reach the global average,
advertising revenues would at least double the current revenues, estimated at about Rs
16,300 crore for 2006.

The size of E&M in India is currently estimated at Rs 43,700 crore and is expected to
grow at a compounded annual growth rate of 18% over the next five years. In the last
year, the industry has grown by 20%, according to FICCI PricewaterhouseCoopers'
annual report.

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 Departmental study of electronic media & print media

Print Media Industry

The print media industry, comprising of newspaper and magazine publishing, is projected
to grow from the present size of Rs 12,800 crore to Rs 23,200 crore by 2011, implying a
13% cumulative annual growth over the next five years. A booming Indian economy,
growing need for content and government initiatives that have opened up the sector to
foreign investment are driving growth in print media. With the literate population on the
rise, more people in rural and urban areas are reading newspapers and magazines today.
Also, there is more interest in India amongst the global investor community. This leads to
the demand for more Indian content from India.

Television Industry
The segments of the industry, the television industry
will continue to contribute the largest share as in the
last three years. The television industry revenues are
expected to grow from the present size of Rs 19,100
crore to Rs 51,900 crore by 2011, implying a 22%
cumulative annual growth over the next five years.

The Subscription revenues are projected to be the key

growth driver over the next five years, and will
increase both from the number of pay TV homes as
well as increased subscription rates. New distribution platforms like DTH and IPTV will
only increase the subscriber base and push up subscription revenues.

Film Entertainment
The Indian film entertainment industry is projected to grow from the present size of Rs
8,400 crore to Rs 17,500 crore by 2011, implying a 16% cumulative annual growth over
the next five years, according to FICCI PricewaterhouseCoopers' annual report. Indians
love to watch movies. Advancements in technology are helping the Indian film industry

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in all the spheres-film production, film exhibition and marketing. The industry is getting
increasingly corporative.

Present and projected growth in E&M industry (in Rs crore)

2006 2007 2008 2009 2010 2011 CAGR
Television 19,100 21,900 26,600 33,100 43,100 51,900 22%
Print Media 12,700 14,400 16,200 18,200 20,600 23,200 13%
Film 8,400 9,600 11,200 12,600 14,600 17,500 16%
Entertainment
Radio 500 600 800 1,100 1,400 1,700 28%
Music 700 740 750 760 800 870 4%
OHH 1,000 1,200 1,400 1,600 1,900 2,100 17%
Advertising
Live 900 1,100 1,300 1,600 1,800 1,900 16%
Entertainment
Internet 160 270 420 600 820 950 43.00%
Total* 43,600 50,000 58,800 69,700 8,500 100,100 18%
Sources: Industry estimates & PwC analysis
*Note: The figures taken above include only the legitimate revenues in each
segment. Revenues from the Animation and Gaming segments have not been
included in the industry size as these are traditionally included in the Indian
IT and Software Revenues.

Radio
The radio industry, fuelled by the positive FM-II Radio Policy, is projected to grow from
the present size of Rs 500 crore to Rs 1,700 crore by 2011, implying a 28% cumulative
annual growth over the next five years. In 2005, the government opened up the sector to
foreign investment along with migration to a revenue-share scheme. These factors along
with privatization of a large number of frequencies as part of the FM II Radio Policy will
drive growth. As many as 338 licenses were given out by the Indian government for FM
radio channels in 91 big and small towns and cities. This deluge of radio stations results

22
in opportunities for content and trained talent. New concepts like satellite radio, visual
radio and community radio have also begun to hit the market.

Music
While physical sales in the music industry continue to be hampered by piracy and falling
prices, digital music has witnessed a surge that will propel this industry in the next five
years. The total music industry is currently estimated to be worth around Rs 720 crore
and is expected to grow at a CAGR of 4% in the next five years propelling it to Rs 870
crore by 2011 on an overall basis. The growth in digital music is expected to be 25% to
Rs 180 crore by 2011.

Others
Amongst the other segments, the animation and gaming industry is expected to show the
maximum growth, albeit from a small base. The animation and gaming industry is
projected to grow from the present size of Rs 11 bn to Rs 29 bn by 2011, implying a 22%
cumulative annual growth over the next five years. Other growth segments include online
advertising-fuelled by the increased uptake of Internet and broadband services, out-of-
home advertising, s and live entertainment.

SWOT ANALYSIS

A. Electronic media

1. Strengths of electronic media-

Media and communications, in the present world are important to provide timely
and critical information as and when needed during emergencies and otherwise. The
criticality and need of information in the development sector and how communication is

23
highly essential to impart this, has to be understood and here is where media &
communications play a pertinent role in handling sensitive issues. a comparative
presentation on the different means of Communication and Modes of Media:

RADIO-

He threw light on the usage and importance of Radio in our country especially in
the social sector. Radio covers 98% of the population and is more effective than any other
electronic Media. He also mentioned that FM's impact is only in big cities. A further
insight towards the creation and dissemination of local content to be distributed through
community radios was highlighted.

Radio is one medium that has shown considerable resurgence. Its reach has increased
from 23 per cent to 27 per cent of the population listening to any station in the average
week.

TELEVISION-

Television came in India in 1959 and at present it covers more than 85.5% of the
population. He underlined the fact that television has a powerful impact as everybody
watches television and is a source of family entertainment in most of the households. The
television is a source of popular media and entertainment and can be utilized as a medium
for instruction and information dissemination.
The use of television for educating the masses through its educational programmes really
can be add on and specially for children who can grasp information better through visual
media than through the use of books. . Television now reaches 112 million homes
reflecting a growth of 3.2 per cent over last year.

According to the study, the television industry is poised to grow at 24 per cent to Rs.
42,700 crore from its current size of Rs. 14,800 crore. "Subscription revenues would be
the key growth driver for the industry over the next five years”.

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FILMS-

Films were brought out as an important media for social change and a major
source of entertainment for masses with India being the largest producers of films.

INTERNET-

Internet is an endless source of information and choices, and rightly reflects the
power and interest of people or groups who make and use it. However internet also
pointed out the limitations of the media which are given below:

1. Despite modernization and industrialization people continue to rely on human and oral
communication. He commented that this is the first thing that any communicator should
think about while dealing with media and the masses.

2. Spread and effect of mass communication on large scale population is still limited.

3. The focus therefore should be on decentralization and use of local media resource.

4. The Internet is being used for a variety of reasons, besides work, such as chatting,
leisure, doing transactions, writing blogs etc.

5. This offers a huge opportunity to marketers to sell their products. With broadband
becoming popular, this segment is expected to grow further.

2. WEAKNESSES OF ELECTRONIC MEDIA-

There are three major downsides to electronic media:

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 • Not everyone has access to computers; there are huge differences in Web access
depending on socioeconomic status and ethnicity. Centrally located kiosks help to
address this problem, but it's hard to make them accessible to everyone who might
need the information.

• Design can become a major challenge if you try to present a great deal of
information. If you fail to provide good navigational aids, people may get lost in
the information.

• From a presentation perspective, the computer can be more limited than paper in
the sense that a chart can only be as big as the monitor's screen; this makes it
harder to present large or multiple tables or graphs in the same view. The
weaknesses are also clear enough. There is little transparency in our political
system, even when the government has nothing to hide or nothing to fear from
public scrutiny.

3. OPPORTUNITIES OF ELECTRONIC MEDIA-

Thus, while the existence of a national network for TV provides a tremendous

opportunity, at the same time, where decentralization or "localization" (either in subject
matter or language, or even both) is required, it will be better to use regional TV
networks. These already exist in a few States, and more will be created within the course
of the next few years, with the increased capacity that will be available through the
INSAT-II system.

Network (INFLIBNET). Techniques like voice-mail could prove invaluable in handling

the doubts in students and thus increasing the pace and quality of learning. Technology is
opening up these and other possibilities, each of which could be having immense help in
making distance learning more effective. It is essential to grasp these opportunities by
promoting greater awareness, experimenting with specific applications in collaboration

26
with technological agencies, and in doing research to understand more about the basic
process of learning.
Learning via media like TV or through a computer network is new, and a great
deal of research does not exist in this field. What exists elsewhere may not be fully
relevant to India, in view of the culture-specific learning processes.
Such a system should include dedicated TV and radio channels, and serve both nation-
wide needs as also local, language/region-specific needs.

Experimentation with new technological systems/developments must be

promoted, with an eye on the future and in keeping with the technical skill and advanced
infrastructure available in the country.
A major programme of basic research must be initiated to learn more about the process of
learning via media.

Multi-media is a new development which could have many applications for

distance learning. A computer can be used for visual, text and graphic material to be
displayed on a monitor, as also for audio. Thus, a complete learning package.

Over the past years, digital technology and the Internet has become a major arena
for broadcast media. Web-based television broadcasting is proving an attractive field for
traditional electronic media and for communication in various sectors.

The tremendous growth in electronic media vis-à-vis the print media, has
witnessed the practice of trained professionals in print media shifting their base to
electronic media. However, in the long run, this would result in a severe shortage of
qualified professionals in both the fields.

4. THREATS –
The threats to knowledge assets can either be external and internal. Enough has
been written about the external sources of threat. Traditionally, organizations have been

27
proactive in securing their corporate networks from those outside their precincts by
deploying programs like firewalls, antivirus software, intruder detection systems, and so
on.

Before delving deep into these sources of threat, let us try and understand today's typical
networked business environment.

A Typical Networked Business Environment

A networked business environment consists of:

• People
• Agents: spyware, Trojans, and such
• Machines
• Data

Electronic media used in business communication typically include:

• E-Mail
• File transfers
• Instant messengers
• Web-based applications
• Removable media like floppies, CDs, and pen drives Printers

28
 The top cause of identity fraud is now theft of records from employers or other
businesses that have records on many individuals, exceeding all other sources of
fraud, including stolen credit cards, mail theft, and stolen wallets.
 66% of employees say that co-workers, not hackers, pose the greatest risk to
consumer privacy.

29
B...PRINT MEDIA

1. STRENGTHS OF PRINT MEDIA-

In primitive stage certain sounds, bells, drum beats were considered as a kind of
advertisement earmarking special information and announcements were conveyed
through these sounds. Later on New Advertising media were the daily News papers,
magazines, and posters on walls captured the advertisement.

In addition to News papers all over India, the Radio, subsequently TV took an
entry in advertising field. Years rolled down, advertisement Media developed into many
ways giving information regarding Jobs, Marriages, real estates etc. in classified heads in
an orderly manner. Ads have become very essential in every walks of life and business.

Still Daily News papers are the first one people depend on getting News and
advertisements. Most popular News Papers like Hindu in Chennai, Malayala Manorama
in Kerala, Dainik Bhasker in Rajasthan are the No. 1 News papers to name a few, having
lakhs and crores of readers.

Print Media will never lose its glamour and popularity and will continue to remain
as the 1st choice of whole humanities to promote their products, education fields &
services because Print media reaches early morning at our door steps with and without
the use of Electricity or any equipment one can read the News paper.

In others category there is a trend in giving ads on Pens, tea shirts, diaries,
leaflets, small & tiny printouts are distributed on streets, roads in addition to
advertisement by Display Huge Boards fixed on wooden Boards & fixtures.
Magazines are more engaging than any other medium. Magazines are more cost
effective than other media forms.

30
2. WEAKNESSES OF PRINT MEDIA-

• Advertisers and agencies need to take trade-off calls, between the bigness of the
idea v/s the consumers reached.

• Many innovations that might work in print, may not work in television and vice-
versa. So planners need to understand the strengths and weaknesses of both the
mediums.

• Print has seen some innovation in the last few years, in terms of lay-outs and
positions and advertising and editorial combinations. Lots of advertorials are
seen in magazines, where products are cleverly pushed through an editorial kind
of a format.

• The international newsprint prices move cyclically, and the Indian newsprint
industry must learn to adapt to these cycles instead of periodically clamouring
for protection.
• The bad news is that online spending accounted for only 5.4 percent of all
newspaper ad expenditures in 2006, the association reported. And print revenue
fell 3.7 percent in 2006, to $13.2 billion, from the year before.
• There is absolutely no question that the next 10 years are going to be really bad
for the newspaper business. This is a time of wrenching change and chaos. All of
our assumptions about newspapers are going to be changed. The format,
business model, organization of newspapers have outlived their usefulness.

3. OPPORTUNITIES OF PRINT MEDIA-

• A booming Indian economy, growing need for content and government initiatives
that have opened up the sector to foreign investment are driving growth in the
print media. With the literate population on the rise, more people in rural and
urban areas are reading newspapers and magazines today.

31
 • There is more interest in India amongst the global investor community. This leads
to demand for more content from India. Foreign media too is evincing interest in
investing in Indian publications. And the internet today offers a new avenue to
generate more advertising revenue.
• Media refers to the means of communication as radio and television, newspapers
and magazines that reach and influence people widely. Journalism is the
occupation of reporting, writing, editing, photographing, or broadcasting news or
of conducting any news organization as a business. A journalist is a person who
practices the occupation of Journalism.
• The hierarchy for reporters in most of the newspaper houses is roughly as
follows-Trainee, Staff Reporter; Correspondent, Senior Reporter / Correspondent,
Principal Reporter / Correspondent, Chief Reporter / and Special Representative /
Correspondent.
• Different kinds of jobs, on the desk and in the field, are open in both print and
media Journalism. Reporters can work for either print or electronic media. While
the print has several sub-categories like newspapers, magazines and news
agencies, the latter includes radio and television.

• Poised on a trajectory of growth, the country's print media is faced with

challenges such as rising newsprint costs but has opportunities in the digital age.
• Not only is there opportunity for the Indian print media to grow but growing
consumerism has thrown up opportunities for special interest magazines.

4. THREATS OF PRINT MEDIA-

• The overlap between homes that subscribe to news papers and homes with
internet connectivity is bound to be substantial.
• Some of the decline is because newspaper managements have curtailed
promotional distribution or discounted sales to bulk purchasers who supply the
paper free to hotels and airports. Secondly, the decline in circulation is not

32
 necessarily a reflection of a decline in aggregate readership, since online
readership of newspapers is on the rise.
• Online readership of newspapers is rising fast, pointing to a possible increase in
aggregate readership.
• The problem of course is that for the print media industry looking to keep
revenues rising to cover rising costs and more, a Web presence is still small
consolation. Even though some companies claim significant, even if small,
revenues from their Internet operations, only a small part of that comes from their
strength in the print media.
• 'In order to survive in the future, Indian magazines needed to reinvent themselves.

33
 COMPARISION BETWEEN PRINT AND ELECTRONIC
MEDIA

Advantages and disadvantages of print media

Newspapers. Newspapers are one of the traditional mediums used by businesses, both
big and small alike, to advertise their businesses.

Advantages

• Allows you to reach a huge number of people in a given geographic area

• You have the flexibility in deciding the ad size and placement within the
newspaper
• Your ad can be as large as necessary to communicate as much of a story as you
care to tell
• Exposure to your ad is not limited; readers can go back to your message again and
again if so desired.
• Free help in creating and producing ad copy is usually available
• Quick turn-around helps your ad reflect the changing market conditions. The ad
you decide to run today can be in your customers' hands in one to two days.

Disadvantages

• Ad space can be expensive

• Your ad has to compete against the clutter of other advertisers, including the
giants ads run by supermarkets and department stores as well as the ads of your
competitors
• Poor photo reproduction limits creativity
• Newspapers are a price-oriented medium; most ads are for sales

34
 • Expect your ad to have a short shelf life, as newspapers are usually read once and
then discarded.
• You may be paying to send your message to a lot of people who will probably
never be in the market to buy from you.
• Newspapers are a highly visible medium, so your competitors can quickly react to
your prices
• With the increasing popularity of the Internet, newspapers face declining
readership and market penetration. A growing number of readers now skip the
print version of the newspaper (and hence the print ads) and instead read the
online version of the publication.

Magazines. Magazines are a more focused, albeit more expensive, alternative to

newspaper advertising. This medium allows you to reach highly targeted audiences.

Advantages

• Allows for better targeting of audience, as you can choose magazine publications
that cater to your specific audience or whose editorial content specializes in topics
of interest to your audience.
• High reader involvement means that more attention will be paid to your
advertisement
• Better quality paper permits better color reproduction and full-color ads
• The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out

Disadvantages

• Long lead times mean that you have to make plans weeks or months in advance
• The slower lead time heightens the risk of your ad getting overtaken by events
• There is limited flexibility in terms of ad placement and format.

35
 • Space and ad layout costs are higher

Yellow Pages. There are several forms of Yellow Pages that you can use to promote and
advertise your business. Aside from the traditional Yellow Pages supplied by phone
companies, you can also check out specialized directories targeted to specific markets
(e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases;
Audiotex or talking yellow pages; Internet directories containing national, local and
regional listings; and other services classified as Yellow Pages.

Advantages

• Wide availability, as mostly everyone uses the Yellow Pages

• Non-intrusive
• Action-oriented, as the audience is actually looking for the ads
• Ads are reasonably inexpensive
• Responses are easily tracked and measured
• Frequency

Disadvantages

• Pages can look cluttered, and your ad can easily get lost in the clutter
• Your ad is placed together with all your competitors
• Limited creativity in the ads, given the need to follow a pre-determined format
• Ads slow to reflect market changes

Advantages and disadvantages of electronic media

Radio

Advantages

36
 • Radio is a universal medium enjoyed by people at one time or another during the
day, at home, at work, and even in the car.
• The vast array of radio program formats offers to efficiently target your
advertising dollars to narrowly defined segments of consumers most likely to
respond to your offer.
• Gives your business personality through the creation of campaigns using sounds
and voices
• Free creative help is often available
• Rates can generally be negotiated
• During the past ten years, radio rates have seen less inflation than those for other
media

Disadvantages

• Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience
• Listeners cannot go back to your ads to go over important points
• Ads are an interruption in the entertainment. Because of this, a radio ad may
require multiple exposure to break through the listener's "tune-out" factor and
ensure message retention
• Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention

Television

Advantages

• Television permits you to reach large numbers of people on a national or regional

level in a short period of time
• Independent stations and cable offer new opportunities to pinpoint local
audiences
• Television being an image-building and visual medium, it offers the ability to
convey your message with sight, sound and motion

37
Disadvantages

• Message is temporary, and may require multiple exposure for the ad to rise above
the clutter
• Ads on network affiliates are concentrated in local news broadcasts and station
breaks
• Preferred ad times are often sold out far in advance
• Limited length of exposure, as most ads are only thirty seconds long or less,
which limits the amount of information you can communicate
• Relatively expensive in terms of creative, production and airtime costs

Direct Mail. Direct mail, often called direct marketing or direct response marketing, is a
marketing technique in which the seller sends marketing messages directly to the buyer.
Direct mail include catalogs or other product literature with ordering opportunities; sales
letters; and sales letters with brochures.

Advantages

• Your advertising message is targeted to those most likely to buy your product or
service.
• Marketing message can be personalized, thus helping increase positive response.
• Your message can be as long as is necessary to fully tell your story.
• Effectiveness of response to the campaign can be easily measured.
• You have total control over the presentation of your advertising message.
• Your ad campaign is hidden from your competitors until it's too late for them to
react
• Active involvement - the act of opening the mail and reading it -- can be elicited
from the target market.

Disadvantages

38
 • Some people do not like receiving offers in their mail, and throw them
immediately without even opening the mail.
• Resources need to be allocated in the maintenance of lists, as the success of this
kind of promotional campaign depends on the quality of your mailing list.
• Long lead times are required for creative printing and mailing
• Producing direct mail materials entail the expense of using various professionals -
copywriter, artists, photographers, printers, etc.
• Can be expensive, depending on your target market, quality of your list and size
of the campaign.

Telemarketing. Telephone sales, or telemarketing, is an effective system for introducing

a company to a prospect and setting up appointments.

Advantages

• Provides a venue where you can easily interact with the prospect, answering any
questions or concerns they may have about your product or service.
• It's easy to prospect and find the right person to talk to.
• It's cost-effective compared to direct sales.
• Results are highly measurable.
• You can get a lot of information across if your script is properly structured.
• If outsourcing, set-up cost is minimal
• Increased efficiency since you can reach many more prospects by phone than you
can with in-person sales calls.
• Great tool to improve relationship and maintain contact with existing customers,
as well as to introduce new products to them
• Makes it easy to expand sales territory as the phone allows you to call local,
national and even global prospects.

Disadvantages

• An increasing number of people have become averse to telemarketing.

39
 • More people are using technology to screen out unwanted callers, particularly
telemarketers
• Government is implementing tougher measures to curb unscrupulous
telemarketers
• Lots of businesses use telemarketing.
• If hiring an outside firm to do telemarketing, there is lesser control in the process
given that the people doing the calls are not your employees
• May need to hire a professional to prepare a well-crafted and effective script
• It can be extremely expensive, particularly if the telemarketing is outsourced to an
outside firm
• It is most appropriate for high-ticket retail items or professional services.

Internet. One major advantage of the Internet is the amount of resources it makes
available to its users. Communication and writing skills can be directly affected through
the use of the Internet. It may also help in areas such as critical thinking, problem
solving, and group work.

Advantages

• global
• efficient
• reach mass audience
• able to control message
• The Web would allow for students to learn at their own pace.
• The asynchronous format allows flexibility to the learner.
• The Web can integrate many mediums, print, audio, and video, which means
learners of any learning style will find success.
• The Web is engaging and interactive for the learner.

40
Disadvantages

• expense limits type of audience who can access

• requires language skills
• Computers are expensive and access to hardware is limited.
• In some countries, internet connection is also limited.
• Basic computer skills and knowledge must be present for a learner to be
successful.
• Students must be highly motivated to learn in a distance learning environment.

41
Graphical resonation

Growth in ad volumes of IT sector in Print in 2006 over 2005

• IT sector saw an 8% dip in ad volumes in Print in 2006 over the previous year

Share of sub-categories in IT sector in Print in 2006

42
• Desktops had the maximum 22% share of ad volumes closely followed by Laptops/Notebooks with
20% share in Print in 2006
• Range of Computer related products and chips & microprocessors had shares of 11% and 10%
respectively

43
Sub-categories in IT sector with maximum growth in Print ad volumes in 2006

• Chips & Microprocessors had the maximum 94% growth in ad volumes in Print in 2006 compared
to 2005
• Other 2 sub-categories with high growth in ad volumes were Peripherals and Computer Printers

44
• A high peak in number of ads of IT sector was seen in the second quarter of 2006
• In 2005, maximum ads of IT sector in the first quarter

45
Volume Growth in Food & Beverages Industry

• Food & Beverages contributed a small 1% of overall print advertising in H1'07

• Confectionary and Packaged Food items were the only 2 segments which showed growth in H1'07
over H1’06 whereas a dip was registered in other segments

46
Segregation of F&B sector in Print during H1'07

• Interestingly more than 50% of ad volumes in Beverages segment was contributed by Tea
followed by Aerated Soft Drinks with 15% share

• Spices and Edible Oils were the 2 main categories that had the maximum share in the Packaged
Food segment

Zonewise advertising share of F&B in H1'07

• Packaged Food and Beverages contributed an equal share of 33% each in the West Zone

• North Zone saw an advertising of 43% by Beverages and 25% by Packaged Food items

47
Growth in ad volumes of Automobile sector in Print in the year 2006 over 2005

• Automobile sector saw a 10% rise in ad volumes on Print in 2006 compared to the previous year

Share of sub-categories in Automobile sector in Print in the year 2006

48
• Cars/Jeeps had the highest 42% share in Automobile sector followed by Motorbikes with 35%
share in Print in the year 2006
• Commercial Vehicles at 3rd position with 11% share

Zone wise share of advertising in Automobile sector in Print in 2006

49
• A high share of ad volumes in the Automobile sector were contributed by publications from the
South zone in the year 2006
• Publications from North zone followed by West zone with 29% and 26% share respectively

Quarterly trend of advertising in Automobile sector in Print across 2005-06

50
• The third quarter of year 2006 saw the maximum ad volumes of Automobile sector with drop in
the subsequent quarter
• Q4 saw high dip in advertising of Cars/Jeeps and Two Wheelers in the year 2006
• Year 2005 saw a rising advertising trend across the quarters, with maximum in the last quarter

Share of Genres used by Automobile advertisers in Newspapers and Magazines in the year
2006

Drift of Print advertising in the 1st halves since 2004

51
Print advertising in Jan –Jun ’06 got a push of 18% over Jan –Jun ‘05

Zone wise share of Print advertising in Jan –Jun ‘06

• South Zone formed the highest share of 39% in Print advertising

• West Zone was close behind with 25% share in Jan –Jun ’06

52
Top 10 Super categories & the Top advertiser in each super category in the
1st half of 2006

• ‘Education’ emerged as the Top super category in Print advertising in Jan –Jun ’06 with ’Planman
Consultant India’ at the top
•‘Services’ got the 2nd position with highest advertising by ‘ISFD’ in the 1st half of 2006
• ‘Services’ super category encompasses all kinds of services offered, right from hospitals/clinics to
beauty parlours.
• (* ‘Services’ includes categories, namely, Properties/Real Estate, Internet/SMS service, Travel &
Tourism, Airlines, Transport, Courier Services, etc.)
Watch out for the sequel to this Newsletter which will show an in-depth analysis of advertising in
Print.
(Analysis from AdEx India- A Division of TAM Media Research)

Advertising growth in Regional Magazines in 1st half of 2006 over 1st half of previous
year

53
• Advertising in Regional Magazines saw a growth of 7% in Jan-Jun ’06 over Jan-Jun ‘05

Seasonality of Regional Magazine advertising across the years 2004 – 05

54
• Advertising in Regional Magazines shows a peak during festival season of the years 2004 and
2005

Split of Regional Magazines during the 1st half of 2006

55
• ‘Malayalam’ Magazines garnered the highest share of 22% in Regional Magazines
• ‘Tamil’ Magazines were close behind with 21% share in Regional Magazines in Jan –Jun ‘06

Share of Magazine Genres in Regional, English and Hindi Magazines in Jan –Jun ‘06

56
• Regional Magazines contributed 25% share in overall Magazines advertising in the 1st half of 2006
• ‘General Interest Genre’ formed the highest share in Regional (61%) and English (26%)
Magazines
• ‘Women’s Magazine’ genre formed a major chunk of Hindi Magazines with 48%, it had the second
highest share in Regional Magazines with 26% and in English Magazines with 17%

Top 5 categories advertised in Regional, English and Hindi Magazines during the 1st half
of 2006

57
• ‘Publications/books’ was in top position with 7% share in Regional and Hindi Magazines each,
while it formed 5% of English Magazines in Jan –June ’06
• In Regional Magazines, ‘Hospitals/clinics’ category was in top position with 8% share

National Vs Local Advertising in Regional Magazines in the 1st half of 2006

58
• Local Ad Volumes were 30% of Advertising in Southern Magazines during 1st half of ’06
• Northern Magazines carried the least (6%) share of Local advertisers in Jan –Jun ‘06

Top advertisers in Regional as well as English/Hindi Magazines during Jan-June 2006

59
• ‘Parle Products’ was at the top with 2 % share in Regional Magazines
• Highest share of ‘L’Oreal India’ in English Magazines while ‘Dabur India’ topped in Hindi Magazines
in the 1st half of 2006

Print Innovations utilized in Regional Magazines in Jan-June 2006

Print Innovations are the unique shapes and sizes of advertisements used in Print Advertising.

• Regional Magazines carried 21% of Print Innovations in Jan – Jun ’06, while the rest 79% were
featured in English/Hindi Magazines
• ‘Figured Outline’ was the most popular type of Print Innovation used in Magazines

Print Innovations utilized in Regional Newspapers in Jan-June 2006

Print Innovations are the unique shapes and sizes of advertisements used in Print Advertising

60
• Regional Newspapers contributed 23% share in overall innovations in the 1st half of 2006
• Maximum usage of ‘Figured Outline’ shape used in Regional Newspapers

61
 RECENT DEVELOPMENTS IN MEDIA & ENTERTAINMENT
SECTOR

Media and entertainment is one of the most booming and fastest growing sectors in the
Indian industry. Its growth is being accelerated and fuelled by many developments taking
place in the sector worldwide.

Digital revolution, the growing popularity of mobile and broadband channels will fuel the
tremendous growth and development potential in the media and entertainment sector
worldwide. Internet is gaining momentum as a source of information and stream of
revenue. All the recent developments have helped in opening new doors for human
resources in the media and entertainment sector. In terms of employment, the animations
and the special effects sector of this industry has become a major attraction for the job
seekers. Being a creative and a skill based industry, specialized courses for the same are
also gaining popularity and attracting fresh talent. Similarly, telecom operators also offer
lucrative options. New products, services and innovations have become an inseparable
part of the industry. Looking at the bright prospects of Asia becoming the world leader in
the industry, the Indian government has also taken some steps to boost growth of the
media and entertainment sector.

Here at naukrihub, we make an attempt to look at some of the major developments taking
place in the sector and helping it to grow:

Digital Technologies

Mobile entertainment

Focus on youth

Liberalization by the government

CAS / DTH

62
Crossover Movies

TOP PLAYERS IN MEDIA SECTOR

1. Star India
2. New Delhi television
3. Bennett, Coleman & Co. (The Times of India Group)
4. Sony Entertainment Television
5. Zee Telefilms
6. Hindustan Times
7. Living Media India
8. Balaji Telefilms
9. The Indian Express Newspaper
10. Television Eighteen India
11. Malayala Manorama & Co
12. DAINIK JAGRAN

FUTURE SCENARIO

Media and entertainment industry is one of the most flourishing sectors in India. The
Indian media and entertainment industry grew from Rs 35,300 crores to Rs 43,700 crores
during the year 2005-06. The liberalization of the media sector has opened up the gates of
opportunities and growth. India is witnessing a revolution in this sector with the
emergence of new technologies. Many companies are taking initiatives to set up digital
theatres, multi-plexes, etc

The global entertainment industry is projected to reach US$ 1.8 trillion by 2015. The
Indian media and entertainment industry is expected to grow at an annual growth rate of
19% to reach Rs 83,740 crore by 2010

The expected CAGR of various segments of the media and entertainment industry in
India till the year 2010 is as follows:

63
 • Radio - 32%
• Music - 1%
• Television - 24%
• Film Industry - 18%
• Print Media - 12%

The projected size of the various segments of the media and entertainment industry in
India till the year 2010 is as follows

• Radio - Rs 1,200 crore

• Music - Rs 740 crore
• Television - Rs 42,700 crore
• Film Industry - Rs 15,300 crore
• Print Media - Rs 19,500 crore

Exciting new developments in the technologies used in media and entertainment industry
are taking place. Animations, multiplexes, new distribution channels, the use of Internet,
are redefining the entertainment industry. All these factors will favour the growth of
media and entertainment industry in India.

Methodology

OBJECTIVE
The objective of the research is to find the comparison between electronic media and
print media on the following respect :
• What is print media & electronic media?
• The position of media in Indian scenario.
• The official records of print media and electronic media.
• Growth of media in Indian sector.
• Radio with Television

64
• Radio with Newspapers
• Radio with Outdoor
• low ad avoidance on radio
• radio can add intrusiveness to a poster campaign
• Radio with Magazines
• radio is time specific and listening is highest when shops are open
• A Snapshot of advertising by Retail Sector on Print
• growing retail sector advertising on print - 5 %
• share of retail sector in newspapers and magazines
• high ad volumes by retail sector during Q4 of 2006
• nearly half of ad volumes captured by retail giants
• Top Retail players on Print during Jan-May’07
• Retail Shops launched on Print during Jan-May’07
• Promotions used by Retail Outlets on Print during Jan-May’07
• An overview of advertising by Education Sector on Print
• Growth in advertising of Education sector on Print
• BPO/Call Centre Training Institute on print
• share of education sector in newspapers and magazines in 99:1 ratio
• most of the advertisement volumes b education sector in non-metro city
newspaper
• huge IT sector advertising in english publication in the year 2006
• newspapers saw the highest advertising in general interest whereas max ad
volumes in IT genre of magazines in the year 2006
• metro cities newspapers had the larger share of the pie folowed by non
metro cities in 2006
• IT sector advertisers contributed 57% share of ad volume in print in 2006
• Advertising by Food & Beverages Industry in Print in H1 2007
• Papers, Magazines More ‘Influential’ Than TV, Radio: Study
• newspaper vs magazines in automobile sector in year 2006

65
• new automobile launched in prints in the year 2006
• overview of TV channel promotions on print
• tv channel promotions on print

66
 RESEARCH METHODOLOGY

As research is the scientific and systematic search for pertinent information on a specific
topic. Research Methodology is a way to systematically solve the research problem, it not
only takes the research methods but also consider the logic behind the methods. The
study of Research Methodology for developing the project gives us the necessary training
in gathering materials and arranging them, participation in the field work when required,
and also provides training in techniques for the collection of data appropriate to particular
problems, in the use of statistics, questionnaires and controlled experimentation and in
recording evidence, sorting it out and interpreting it.

MARKETING RESEARCH
Marketing research is the systematic design collection, analysis and reporting of data
findings relevant to the specific marketing situation faced by the company. Marketing
research process, the research findings and inferences based on the data interpretations
along with the concept, methodology and limitations of the research are of much use to
the management while making strategic decisions about the company. In marketing
research investigation the first three steps namely formulation of the problem,
specification of a research design and collection of desired information tend to be closely
inter-related.
A detailed statement of the objective will to a considerable extent concise with listing of
the desired information. The researcher should screen this list and anticipate the
limitation of the data collection process in relation to the possible findings of the study. It
is quality, reliability, accuracy, and the validity of the collected information, which will
considerable affect the findings of an investigation.

In Research Methodology, we consider about the Research Design, Methods of

Collection of Data, etc.

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RESEARCH DESIGN
Research Design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose and constitutes the blue
print for the collection, measurement and analysis of data.

SOURCES & METHODS OF DATA COLLECTION

For the research purpose, the researcher does data collection. For successful efficient
marketing research investigation, the researcher must be familiar with the nature of the
data as well as the data collection method.

SOURCES OF DATA COLLECTION

Sources of data collection state the various sources of data from where we collect the
information’s for the comparative analysis.

Secondary Data – Secondary data are those that have been collected by other
organizations, such as government agencies, newspapers and magazines, etc.

METHODS OF DATA COLLECTION

Methods of data collection are the way through which the data is collected for the
research purposes. While deciding about the method of data collection to be used for the
study, the researcher should keep in mind two types of data viz., secondary. The
researcher would have to decide sort of data he would to select for his study and
accordingly he will have to select one or the other method of data collection. The
methods of collecting secondary data differ, while in case of secondary data the nature of
data collection work is merely that of compilation.

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Analysis on the basis of Comparison of print media & electronic media
Internet use could kill off local newspapers,

News audiences are discarding television and newspapers and using the Internet as their
main source of information in a trend that could eventually see the demise of local
papers, a new study has claimed.

A man surfs the web at an internet cafe. News audiences are ditching television and
newspapers and using the Internet as their main source of information, in a trend that
could eventually see the demise of local papers,

“As online use has increased, the audiences of older media have declined,” Harvard
University professor Thomas Patterson said “In the past year alone… newspaper
circulation has fallen by three percent, broadcast news has lost a million viewers,” said
the study titled “Creative Destruction: An Exploratory Look and News on the Internet.”

Based on an examination of traffic to 160 websites over a year-long period, the research
found that traffic to newspaper-based sites has leveled off. The overall traffic level,
however, hides important differences within the newspaper sector. The web sites of
known newspapers — the New York Times, Washington Post, and USA Today — are
gaining audience. On average, their site traffic increased by 10 per cent over the past
year. In contrast, the websites of most other newspapers — whether in large, medium-
sized, or small cities — have lost audience. Their sites on average have substantially
fewer visitors now than a year ago.

The websites of “brand name” television networks, such as CNN, ABC, CBS, NBC,
MSNBC, and Fox, experienced increased traffic during the past year. In fact, their traffic
increase exceeded 30 per cent on an average. The websites of local commercial television
and radio stations also gained audience, though at a slower pace than that of the “brand
names.”

The biggest gains in audience occurred among the non-traditional news providers. The
sites of search engines, service providers, aggregators, and bloggers grew faster on

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average than the sites of traditional news providers, whether print, broadcast, or cable.
The sites of Google, Yahoo, AOL, and MSN, along with sites such as newsvine.com,
topix.net, digg.com and reddit.com, saw large increases in traffic during the past year.

The Web, the report said, particularly threatens daily newspapers. They were among the
first to post news on the Internet but their initial advantage has all but disappeared in the
face of increased competition from electronic media and non-traditional providers. The
Internet is also a larger threat to local news organizations than those with national
reputations.

TV is taking a backseat as primary media device

Audiences are now more in control than ever over their digital media and entertainment
habits and increasingly savvy about filtering marketing messages, a recent survey has
concluded. Consumers are seeking consolidated, trustworthy content, recognition and
community when it comes to mobile and Internet entertainment. Armed with PC, mobile
and interactive content and tools, consumers are vying for control of attention, content
and creativity. Despite natural lags among marketers, advertising revenues will follow
consumers’ habits.

The steady growth of consumer adoption of digital music, video, and other entertainment
services show that households are no longer “one size fits all,” and content providers and
marketers must follow suit. Twenty-three per cent of respondents reported using a
portable music service; seven per cent reported having a video content subscription for
their mobile phones; 11 per cent reported a PC-based music service; and 18 per cent
reported an online newspaper subscription. (AP Photo/Charles Krupa, file)

These are among the findings of a new IBM survey of consumer behaviour in the digital
age which suggest that personal Internet time rivals TV time. Among consumer
respondents, 19 per cent stated spending six hours or more per day on personal Internet
usage, versus nine per cent of respondents who reported the same levels of TV viewing.
Sixty-six per cent reported viewing between one-four hours of TV per day, versus 60 per
cent who reported same levels of personal Internet usage.

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The steady growth of consumer adoption of digital music, video, and other entertainment
services — though markets are still small by comparison to traditional media — show
that households are no longer “one size fits all,” and content providers and marketers
must follow suit. Twenty-three per cent of respondents reported using a portable music
service (e.g., iTunes); seven per cent reported having a video content subscription for
their mobile phones; 11 per cent reported a PC-based music service; and 18 per cent
reported an online newspaper subscription.

“Consumers are demonstrating their desire for both wired and wireless access to content:
an average of 81 per cent of consumers surveyed globally indicated they’ve watched or
want to watch PC video, and an average of 42 per cent indicated they’ve watched or want
to watch mobile video,” said Bill Battino,

This consumer study is a component of the upcoming report “The end of advertising as
we know it,” co-authored by Saul Berman and Bill Battino, planned for the fall. It is the
latest in a series of thought leadership papers including: “The end of television as we
know it,” “Navigating the media divide: Innovating and enabling new business models”
and “Beyond access: Raising the value of information in a cluttered market,” providing
recommendations for broadcasters, advertising agencies and media distributors including
telecommunication and cable companies.

The TV is increasingly taking a back seat to the cell phone and the personal computer
among consumers age 18 to 34. Just as the ‘Kool Kids’ and ‘Gadgetiers’ have replaced
traditional landlines with mobile communications, cable and satellite TV subscriptions
risk a similar fate of being replaced as the primary source of content access.”

Consumers are increasingly contributing to online video or social networking sites: nine
per cent of German and seven per cent of US respondents claim to have contributed to a
user-generated content site; 26 per cent of US respondents reported contributing to a
social networking site. While the numbers were slightly less from other countries like the
UK (20 per cent) and Japan (9 per cent), they are also significant. Australia topped all
countries surveyed with 36 per cent contributing to social networking sites and nine per

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cent contributing to video content sites. Of those who contributed content, an average of
58 per cent worldwide did so for recognition and community, not monetary gain.

In the UK, nearly a third of users who watch mobile TV reduced their standard TV set
viewing patterns as a result of new mobile device services. Eighteen per cent said they
reduced “normal” television by a little and another eight percent reduced “normal”
television by a lot; four per cent substituted television on their regular TV with their new
device altogether. For respondents in Germany who had watched mobile video, 23 per
cent prefer to view user generated content, and 21 per cent prefer video trailers or
promotions.

Essential of newspaper

Anyone interested in newspapers is probably aware that this is a tough time for a medium
that has been a central feature of American history and democracy since the founding of
our republic.

Newspapers have thrived since those first few dozen were established in the colonies.
Their successors have withstood the challenges of radio and television. But things are
more complex now. The challenges are not just technological; they are personal and
societal.

. “The venerable newspaper is in trouble,” wrote reporter Frank . “Under sustained

assault from cable television, the Internet, all-news radio and lifestyles so cram-packed
they leave little time for the daily paper, the industry is struggling to remake itself. . . .
The changes come as circulation totals have eroded steadily for nearly two decades and
as newspapers no longer play the central role in daily life they once did.”

“Already hemorrhaging readers and viewers and losing public trust, the mainstream
media are being battered hourly by the surging denizens of the blogosphere, accused of
raw partisanship, rank incompetence and conspiratorial cover-ups.

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“Newspapers, networks and magazines aren’t likely to vanish anytime soon (and if they
did, what would the bloggers talk about?),” Kurtz wrote, “but their credibility is under
assault as never before, and a series of self-inflicted wounds haven’t helped.”

The ombudsman’s perch is an interesting spot from which to watch all this angst unfold.
The attacks on the mainstream media, and the attempts to undermine them, are indeed
escalating. More and more e-mails have a nasty, threatening, ideological tone. The
number of people who claim they are canceling their subscriptions because they don’t
like the coverage of this or that is increasing.

So it will be worried about the future of newspapers. They are central to an informed
citizenry, and their special role cannot be filled by competing media.

And self-inflicted wounds that diminish the trust that should exist between newspapers
(and television news networks) and the public, and about the increasing numbers who are
not reading newspapers at all.

Some of this is because newspapers are bulky things that a lot of people don’t have time
for and because, increasingly, people glance at them online. But this decline probably
also says a lot about newspapers not being sufficiently compelling in the day-to-day lives
of readers. It may signal a growing public disengagement from more in-depth news, or
perhaps that more and more people prefer not to be confronted with reporting or
commentary that challenges their views.

Paper, Magazines More Influential Than TV Radio

At a time when advertisers and agencies are trying to understand the connection
influential consumers have with the media they advertise in, new research suggests that
print media, especially newspapers, are far more effective outlets than electronic media
like TV and radio. ” Americans with MRI’s Survey of the American Consumer, finds
that 41 percent of “influential Americans” are among the most avid newspaper readers.

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Influentials are defined by NOP as “the critical 10 percent of the population who drive
what the other 90 percent think, do and buy.” The finding should come as some comfort
for newspaper publishers, which have been struggling to prove their relevancy to
Madison Avenue amid declining newspaper circulation, especially among younger
readers.

Magazines also perform well among the influential set, accounting for 33 percent of the
heaviest readers of consumer magazines. By comparison, influential Americans account
for only 14 percent of heavy users of TV, and 20 percent of heavy users of radio.

NOP has been studying the Influentials market for 30 years, but this is the first time it has
released data integrating the consumer break with MRI’s media usage database. Last
year, MRI rival Simmons Market Research Bureau integrated a similar clustering system
into its database utilizing the so-called “Tipping Point” segments developed by author
Malcolm Gladwell.

Marketers and agencies have grown especially interested in reaching these clusters,
because they are considered primary drivers of word-of-mouth marketing that can impact
how larger segments of the population think.

‘Influentials’ Who Are Heavy Users* Of Each Medium

Newspapers: 41%
Magazines: 33%
Radio: 20%
Television: 14%
Source: NOP World. *Heavy users = the top quintile of users according to MRI Survey
of the American Consumer, Wave 51.

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 Findings

Radio with Television

Characteristics of Television
TV has traditionally been the most powerful and popular advertising medium for people
in the media business. This is mainly because it does most things well - coverage,
frequency, image, persuasion, demonstration, impact etc.
Traditionally a high-cost medium, the downside with TV is that the audience is now
fragmented across many different channels, production costs are extremely high and
viewers are increasingly avoiding ad breaks.

What radio can add:

In planning
radio's main contribution is a dramatic increase in frequency of exposures, either in the
same period as the TV campaign or later to extend the campaign over time; radio can be
used for regional or local exposure booster; radio can be used to reach light viewers;
radio extends TV messages to key times of day when TV audiences are lower or when
product relevance is higher (such as afternoon meal time for Pizza marketer); radio also
allows tighter targeting against many audiences (e.g. youth) thus reducing wastage.

In communication
Given that Radio is perceived as personal medium, radio can bring brands closer and
speak to the consumer at their level (this is important for brands which do not wish to be
seen as distant); radio has a culture of response where listeners frequently interact with
their station which they see as accessible
In detail
radio allows activity to be geographically varied; radio can allow a fast turnaround for
new initiatives; low production costs mean multiple copy messages can be varied round
the core TV communication

Sonic Brand Triggers

Sonic Brand Triggers are sounds which consumers recognize and associate with certain

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brands.
Examples of powerful SBTs:
"Britannia Ting Ting Ting"
Sound component of the Intel logo
They help to ensure that TV and radio advertising is well branded. They leave a brand
impression with even the most passive TV viewer or radio listener, as they tend to rely on
rhythm and music, which are absorbed at very low involvement levels
A sound which has been successfully established on TV can be transferred on to radio

Radio with Newspapers

Characteristics of Newspapers
Newspaper brings 'immediacy' to a communication. Newspapers also have the authority
of the written word, and are good at presenting detail.
As a print medium, the national press suffers from clutter and from the fact that the
reader can and does edit ruthlessly to avoid advertising.

What radio adds:

In planning
radio adds frequency, and this is real frequency in that exposures take place in real time;
radio also reaches non-readers so it can significantly increase coverage; in most sectors,
adding radio also means increased share of voice thus overcoming clutter

In communication
Radio brings intrusiveness to a press campaign, and there is less ad avoidance; radio can
bring to life ideas which might seem flat on the page; radio can more strongly convey the
brand's tone of voice (important for service brands); radio brings brand messages closer
to the individual, speaking in a more personal way than press; radio allows brands to
emphasize specific key times of day (press reading is spread across the day)

In detail
flexibility means radio allows geographical variation on top of a national press campaign

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Radio with Outdoor

Characteristics of Outdoor
The strength of outdoor advertising lies in its ability to suddenly confront the consumer
with an idea or a challenge, in a very public way. Like radio, posters also operate within
time which people think of as free - typically travelling time.
The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial
context, it has to use extremely simple, striking ideas to be effective, and it suffers from
relatively expensive production.

What radio add:

In planning
Radio adds real frequency, in the sense that additional exposures to the advertising are
played in full rather than having the listener look away or ignore; radio offers far tighter
targeting which means reducing wastage; radio also offers tighter timing - within time of
day, day of week or even week of month

In communication
Radio allows more information to be conveyed, which is useful for explaining or
persuading; radio allows multiple copy (which can also be used regionally or

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demographically); radio brings brands closer, as listeners identify with their radio station
and see it as aimed at people like them; radio is better able to communicate the tone or
character of a brand

In detail
radio offers speed of production compared with the lengthy process of poster print
deadlines; it also allows localised copy variation relating to a national poster execution

Radio with Magazines

Characteristics of magazines

Magazines are useful to advertisers because of the relationship they have with the
readers, who consume them in a personal way. They allow targeting by lifestyle and

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interest group. In many magazines the ads are seen as part of the magazine experience.
Weaknesses of magazines include the fact that lead times can be very long depending on
the title's frequency of publication, the high levels of clutter, and the reader's inclination
to simply turn the page.

What radio add: In planning

Radio adds frequency and there is little zapping; radio also extends coverage well beyond
the magazine readership; radio allows tighter timing - time of day, day of week and even
week of month; radio also offers a greater share of voice for most categories, which
means overcoming clutter.

In communication
Radio brings intrusiveness to a magazine campaign, and there is less ad avoidance; radio
can bring to life ideas which might seem flat on the page; radio can more strongly convey
the advertising tone of voice (important for service brands); radio allows brands to speak
to consumers close to certain activities - driving, cooking, housework etc

In detail
Radio offers fast turnaround within the long copy deadlines of magazines, and the
opportunity for geographical variations

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A Snapshot of advertising by Retail Sector on Print

Highlights:

• Print advertising of Retail Sector grew by 5% during Jan-May'07 over Jan-May'06

• Festive Season recorded a peak in ad volumes of Retail Sector in 2006

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• Independent Retailers garnered max. 48% share of volumes

• Retail Sector focused their advertising in publications from South & West zone

• ‘Pantaloons Retail India’ topped advertising in Retail sector

• New Retail Shops advertised with multiple concepts like Telecom, Home Solutions,
Garments and Hypermarket

• Usage of nearly 40% of Sales promotional ads by Retailers

This week, AdEx India looks at the advertising trend of Retail Sector on Print during Jan-
May 07 (Note: The entire analysis is based on Column Centimeters)

Subject: An overview of advertising by Education

Sector on Print

Highlights:

• 17 % rise registered by Education sector on Print in Jan-May 07 over Jan-May 06

• ‘Educational Institutions’ garnered nearly 70% of ad volumes

• ‘BPO/Call Centre Training Institutes’ saw the maximum growth in Jan-May 07

• Publications from South zone contributed the maximum ad volumes

• 61% advertising by Education sector in Non-Metro city newspapers

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• ‘Planman Consultant India’ leads advertising on Print

An overview of advertising by IT Sector on Print

Highlights:

• 8% drop in print ad volumes of IT sector in 2006

• Desktops and Laptops/Notebooks garnered the maximum 42% share of ad volumes in

Print in 2006

• Q2 saw maximum advertising by IT sector in 2006

• Maximum ad volumes of IT sector garnered by publications from South zone

• Advertising skewed towards English language publications

• 47% share of IT sector ad volumes went to metro newspapers

• Hewlett-Packard India led IT sector advertising in Print in 2006

• Maximum usage of Innovative ad layouts by HP India

This week, AdEx India looks at the advertising trends of IT Sector in Print in the year
2006. (Note: The entire analysis is based in Volumes in Column Centimetres)
• Add-on Promotions used the maximum by IT sector

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Advertising by Food & Beverages Industry in Print in
H1 2007

Highlights:

• 8% dip in Print advertising of F&B Industry in H1'07

• Beverages garnered a maximum share of 33% in F&B sector

• F&B made the maximum use of West and North Zone for advertising

• Huge advertising in General Interest newspapers whereas in Magazines nearly 50%

advertising share in went to Women’s genre

• Brooke Bond Lipton and Gujarat Corporative Milk & Marketing Federation (GCMMF)
stood at 1st and 2nd positions

• GCMMF had 2 brands which made it to the top 3 among new brand launches

• In Sales Promotions, 'Contest Promotion' was used the maximum by F&B sector

Automobile Sector sees 10 pc hike in ad volumes in 2006

Highlights:

• 10% rise in ad volumes of Automobile sector in 2006 over the previous year in Print

• Cars/Jeeps and Motorbikes garnered the maximum 78% share of ad volumes in Print in
the year 2006

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• Most of the ad volumes of Automobile sector belong to publications from the South
zone

• Q3 saw peak in ad volumes of Automobile sector in 2006

• 62% share of ad volumes in Automobile sector contributed by Non-Metro cities

newspapers

• Multiple and Price Promotions used maximum by the Automobile sector

• Maruti Udyog leads Automobile sector advertising closely followed by Bajaj Auto and
Tata Motors in Print in the year 2006

• Maximum usage of Innovative ad-layouts by Maruti Udyog in the year 2006

Overview of TV channel promotions on Print in H1

2007: AdEx study

Highlights:

• 18% dip in TV Channel Promotions on Print in H1 ’07 compared to H1 ’06

• Ratio of Promotion of Channels: Programs is 23:77 respectively in H1 ’07

• Approx. 80% of promotion by National TV Channels

• Publications from West & North Zone had the maximum share of promotion

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• Newspapers saw high ad volumes in ‘General Interest’ genre; In magazines max.
advertising registered in ‘Media & Advertising’ genre

• 3 of the Top 10 new programs promoted on Print in H1 ’07 belong to Drama/Soap

genre

• On an average, approx. 48 ads per day by TV channels in Newspapers

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Snapshot on Advertising by Tourism Industry on Print

Highlights:

• 5% dip in Print ad volumes of Tourism Industry in Jan-May’07 over Jan-May’06

• 74:26 ratio of ad volumes garnered by Private* and Indian State Tourism players

• Maximum ad volumes by Tourism players in publications from West zone

• ‘Ministry of Tourism’ was the Top player among Indian State Tourism; however ‘Cox
& Kings India’ leads in Private* players segment

• ‘Rajim Kumbh 2007 of Chhattisgarh’ topped among the new entrants

• Metro city newspapers saw the maximum ad volumes

A glimpse of Print Innovative ad-layouts used in year 2006

Highlights:

• Q1’06 witnessed the maximum innovations

• 51% of innovative ad layouts were from the publications of North zone

• ‘Figured Outline’ ad-layout was used the maximum during 2006

• ‘Internet/SMS Service’ was the top ranked category for utilising the highest no. of
innovative ad layouts

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• Maximum usage of Innovative layout ads by a tea brand - Greendale Tez tea

Highlights:

• A huge 2.1 times growth in print ad volumes of Soft Drinks in 2006 over the previous
year

• ‘Aerated Soft Drinks’ garnered 80% of the ad volumes in Print in the year 2006

• May & August 2006 saw the maximum advertising

• Most of the Soft Drink ads were seen in the Publications from the North zone

• Women’s magazine & General Interest newspapers had the maximum advertising share

• Coca Cola leads advertising with 51% share in Print

• High usage of Innovative ad-layouts by Coca Cola in the year 2006’

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 Points to be remembered

• The Indian media and entertainment industry grew from Rs 35,300 crores to Rs
43,700 crores during the year 2005-06.
• The global entertainment industry is projected to reach US$ 1.8 trillion by 2015.
The Indian media and entertainment industry is expected to grow at an annual
growth rate of 19% to reach Rs 83,740 crore by 2010
• Media and entertainment industry is one of the most flourishing sectors in India.

The liberalization of the media sector has opened up the gates of opportunities and
growth. India is witnessing a revolution in this sector with the emergence of new
technologies. Many companies are taking initiatives to set up digital theatres, multi-
plexes, etc

Key Findings

• Print contributed 35% to overall advertising volume in H1 of 2006

• Print ad volume grew by 18% in Jan-Jun 2006 over Jan-Jun 2005
• South Zone publications had the highest (39%) share of ad space in Print
• Education’ was the Top super category6
• 7% jump in Regional Magazines advertising in the 1st half of 2006 over 1st half of
2005
• ‘Malayalam’ Magazines garnered the highest share of 22% in Regional Magazine
advertising in Jan – Jun ‘06
• Huge 61% share of ‘General Interest’ genre in Regional Magazines in Jan – Jun ’06
• ‘Publications/books’ category topped advertising in 1st half ’06
• Southern Magazines carried as high as 30% share of Local Advertising in the 1st half of
2006

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• ‘Parle Products’ was the top advertiser in Regional Magazines
• 19% rise in ad volumes in Business magazines in Jan-Oct ’06 over Jan-Oct ’05
• Post 2nd quarter, rise is seen in advertising in Business magazines across 2005-06
• Nearly 70% share garnered by Fortnightly business magazines in Jan-Oct ‘06
• Banking, Finance & Investment sector had the highest share among Business magazines
during Jan-Oct ‘06
• Hewlett Packard India, Ramdeo Media and Microsoft Corporation topped advertisers in
Business magazines

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 SUGGESTIONS AND RECOMMENDATIONS

• More sponsors should be come forward.

• More live shows should be on social welfare & career related.
• Higher educational programme may be reflected.
• Service oriented programme may be reflected.
• Government should be seriously take part on media welfare.
• future of children in this competitive market to be highlighted.
• To encourage quiz competition, health information and educational information..
• More of musical,family serials,career related.
• Higher educational programme may be reflected.
• Region’s news must be highlighted in details in National Channel.

CONCLUSION

From the above study it can concluded that media and entertainment industry is
considered a very powerful industry. India is becoming the leading destination of global
investors in this industry. Various studies and figures reveal that Indian media and
entertainment industry has significant potential of growth stored in it. The liberalization
of the media sector has opened up the gates of opportunities and growth. India is
witnessing a revolution in this sector with the emergence of new technologies.

Exciting new developments in the technologies used in media and entertainment

industry are taking place. Animations, multiplexes, new distribution channels, the use of
Internet, are redefining the entertainment industry. All these factors will favour the
growth of media and entertainment industry in India.

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BIBLIOGRAPHY

• www.google.com

• www.naukrihub.com

• www.exchange4media .com

• www.tamindia.com

• www.agencyfaqs.com

• www.indiantelevision.com

• www.yahoo.com

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