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Its
deeply
segmented
bureaucrats who were concerned with the efficacy of investing in television considering
only a few could manage access to the medium (Sinha, n.d.). The government controlled
national television network began as a modest enterprise since viewers had access to
one channel, while the bigger cities/metropolis had access to two channels. In terms
of influencing civic and political engagement, its influence was minimal since the
goals
of the state
Corporate Communications
Educational Programing
Information displays
Marketing
Public Affairs
Public Relations
Religious Programing
Sporting Events
OBJECTIVE OF PROJECT
The objective of the research is to find the comparison between electronic media and print
media on the following respect :
radio is time specific and listening is highest when shops are open
metro cities newspapers had the larger share of the pie folowed by non
metro cities in 2011
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.
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
average than the sites of traditional news providers, whether print, broadcast, or cable.
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.
Newspapers, networks and magazines arent 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 havent helped.
The ombudsmans 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
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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:
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.
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
13
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.
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.
14
MEDIA STRUCTURE
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PRINTS PRODUCTION
One of the largest & fully integrated Pre-Press, On-Press and Post-Press print production
facilities in India. A complete and latest Pre-Press, On-Press & Post-Press set up under
one roof.
PRE-PRESS
D.T.P. Facilities, Photo Composing, Graphic Design Studio, Text Designing, Image
Setter, Scanning, Planning, Creative Work and Scanner with System.
ON-PRESS
4 Colour Heat-Set Web, 4 Colour Cold-Set Web, 4 Colour Stack Unit Web, 6 Colour
Sheet Fed, 2 Colour Sheet Fed, Single Colour Sheet Fed and Screen Printing.
POST-PRESS
Paper
Cutting,
Wire
Stitching,
Folding,
Lamination,
Perfect
Binding.
Sahara Samay brings you the world's most advanced and Asia's largest fully automated
electronic news production technology.
Investments of more than USD 54.35 million (INR 250 crore) with features that ensure
the most comprehensive news coverage. Sahara Samay operates at both the country wide
and local level.
View the technical specifications of Sahara Samay
Access to Wire Feed Services such as UNI, PTI, VARTA and BHASHA.
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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 in
all the spheres-film production, film exhibition and marketing. The industry is getting
increasingly corporative.
26
2008
2009
2010
2011
2012
CAGR
Television
51,900
22%
Print Media
23,200
13%
17,500
16%
Film
8,400
Entertainment
Radio
500
600
800
1,100
1,400
1,700
28%
Music
700
740
750
760
800
870
4%
1,000
1,200
1,400
1,600
1,900
2,100
17%
900
1,100
1,300
1,600
1,800
1,900
16%
160
270
420
600
820
OHH
Advertising
Live
Entertainment
Internet
Total*
950 43.00%
8,500 100,100
18%
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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-ofhome advertising, s and live entertainment.
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SWOT ANALYSIS
A. Electronic media
1. Strengths of electronic mediaMedia 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
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:
RADIOHe 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.
TELEVISIONTelevision 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.
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FILMSFilms 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.
INTERNETInternet 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 MEDIAThere are three major downsides to electronic media:
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
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People
Machines
Data
File transfers
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Instant messengers
Web-based applications
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.
B...PRINT MEDIA
1. STRENGTHS OF PRINT MEDIAIn 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.
2. WEAKNESSES OF PRINT MEDIA-
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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 viceversa. 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 2011, the association reported. And print revenue
fell 3.7 percent in 2011, 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.
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.
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.
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The hierarchy for reporters in most of the newspaper houses is roughly as followsTrainee, 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.
Not only is there opportunity for the Indian print media to grow but growing
consumerism has thrown up opportunities for special interest magazines.
The overlap between homes that subscribe to news papers and homes with internet
connectivity is bound to be substantial.
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.
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'In order to survive in the future, Indian magazines needed to reinvent themselves.
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You have the flexibility in deciding the ad size and placement within the
newspaper
Exposure to your ad is not limited; readers can go back to your message again and
again if so desired.
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
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
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
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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 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
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
Non-intrusive
Frequency
Disadvantages
Pages can look cluttered, and your ad can easily get lost in the clutter
Limited creativity in the ads, given the need to follow a pre-determined format
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
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
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
39
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
Limited length of exposure, as most ads are only thirty seconds long or less, which
limits the amount of information you can communicate
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.
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
Some people do not like receiving offers in their mail, and throw them
immediately without even opening the mail.
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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.
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.
You can get a lot of information across if your script is properly structured.
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
More people are using technology to screen out unwanted callers, particularly
telemarketers
Government
is
implementing
tougher
telemarketers
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measures
to
curb
unscrupulous
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
The Web would allow for students to learn at their own pace.
The Web can integrate many mediums, print, audio, and video, which means
learners of any learning style will find success.
Disadvantages
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Star India
2.
3.
4.
5.
Zee Telefilms
6.
Hindustan Times
7.
8.
Balaji Telefilms
9.
10.
11.
12.
DAINIK JAGRAN
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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 2011-12. 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:
Radio - 32%
Music - 1%
Television - 24%
The projected size of the various segments of the media and entertainment industry in
India till the year 2010 is as follows
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FINDINGS OF PROJECT
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
brands.
Examples of powerful SBTs:
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and
music,
which
are
absorbed
at
very
low
involvement
levels
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This week, AdEx India looks at the advertising trends of IT Sector in Print in the year
2011. (Note: The entire analysis is based in Volumes in Column Centimetres)
Add-on Promotions used the maximum by IT sector
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Rajim
Kumbh
2012
of
Chhattisgarh topped
among
the
54
new
entrants
Figured
Outline
ad-layout
was
used
the
maximum
during
2011
Internet/SMS Service was the top ranked category for utilising the highest no. of
innovative ad layouts
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 2011 over the previous
year
Aerated Soft Drinks garnered 80% of the ad volumes in Print in the year 2011
May & August 2011 saw the maximum advertising
Most of the Soft Drink ads were seen in the Publications from the North zone
Womens 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 2011
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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 2011-12.
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, multiplexes, etc
Key Findings
Print
contributed
ad
volume
35%
grew
to
overall
by
advertising
18%
in
volume
Jan-Jun
2011
in
over
H1
of
Jan-Jun
2011
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 2011 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
2011
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 2011-12
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 11
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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.mediaworld.com
www.exchange4media .com
www.tamindia.com
www.agencyfaqs.com
www.indiantelevision.com
www.yahoo.com
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