Mass Communication Present & Future

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1. Mass Communication: Introduction

The dictionary suggests that Mass Communication is a

collective term used to describe the academic study of

various means of communication by which individuals and

entities relay information to large segments of the

population all at once through mass media. And mass

media is that particular medium through which the

information is communicated to a large section of the

audience.

In a nutshell, Mass Communication is the study of mass

media and mass media includes all types of medium used

to convey the information to the audience. Examples of

mass media include newspapers, magazines, cinema

films, radio, television, etc. The graduates of Mass

Communication programs work in a variety of fields in

news media and publishing, public relations and research

institutes.

Definition

Mass communication is the process of creating sharedmeaning between the mass media and their

audiences.It is a process through which many identical messages

reach audiences in massesThe process whereby professional communicators use

technology to share messages over great distancesto influence large audiences.

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Overview:

Mass Communication in India-

The recent past has seen India awaken to the call of media and

this fact has led to major developments in the Mass

Communication study-sectors across India, which in turn has

led to the establishment of various media houses- be itnewspaper agencies or TV channels or advertising firms, etc.

Today, the media plays a very important role in every

individuals life.

Initially, common people were not very bothered about what

the media was doing and media was strictly restricted to the

government and the business houses. But today, every

common mans problem is constantly reflected through media.And there is hardly any section of the society or any issues

that are not taken up by the media. In fact, media has become

a platform where common men can raise their problems and

demand justice to any issue that is in circulation. Media has

indeed become an integral part of a common mans life.

Motive of Mass Communication Section

Media stands as an attractive career prospect to the youth oftoday. So, we have introduced this section so that an individualcan become familiar with the various streams that make upMass Communication and also become aware of what MassCommunication has to offer him in terms of career. What wehave done here is that we have taken up each stream andlisted the various colleges across India providing that particularmedia course, be it journalism or Public Relations or

Cinematography, Advertising, etc.We have tried our best toprovide accurate and updated details about the Mass

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Communication courses and Mass Communication institutesacross India. However, if you encounter any

discrepancy in the details of the Mass Communication courses

and Mass Communication institutes provided here, do write tous. We welcome any kind of feedback that will improve thequality of the site, a site that strives to provide the bestinformation on Mass Communication courses and MassCommunication institute in india.

2. Mass media: introduction

Mass media is a term used to denote a section of the mediaspecifically envisioned and designed to reach a very largeaudience such as the population of a nation state.It was coined in the 1920s with the advent of nationwide radionetworks, mass-circulation newspapers and magazines,although mass media (like books and manuscripts) werepresent centuries before the term became common.

The concept of mass media is now complicated by Internet

media (like blogs, message boards, podcasts, and video

sharing) because individuals now have a means to exposure

that is comparable in scale to that previously restricted to a

select group of mass media producers.

Definition

"Mass media" is a deceptively simple term encompassing acountless array of institutions and individuals who differ inpurpose, scope, method, and cultural context. Mass mediainclude all forms of information communicated to large groupsof people, from a handmade sign to an international newsnetwork. There is no standard for how large the audience needsto be before communication becomes "mass" communication.

There are also no constraints on the type of information beingpresented. A car advertisement and a U.N. resolution are bothexamples of mass media.

Because "media" is such a broad term, it will be helpful in this

discussion to focus on a limited definition. In general usage, the

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term has been taken to refer to only "the group of corporateentities, publishers, journalists, and others who constitute thecommunications industry and profession." This definitionincludes both the entertainment and news industries.

History

Types of drama in numerous cultures were probably the firstmass-media, going back into the Ancient World. The first datedprinted book known is the "Diamond Sutra", printed in China in868 AD, although it is clear that books were printed earlier.Movable clay type was invented in 1041 in China. However, dueto the slow spread of literacy to the masses in China, and therelatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about1400. Although these were produced in huge numbers, veryfew early examples survive, and even most known to beprinted before about 1600 have not survived. JohannesGutenberg printed the first book on a printing press withmovable type in 1453. This invention transformed the way theworld received printed materials, although books remained too

expensive really to be called a mass-medium for at least acentury after that.

Newspapers developed around from 1612, with the firstexample in English in 1620; but they took until the nineteenthcentury to reach a mass-audience directly.

During the 20th century, the growth of mass media was drivenby technology that allowed the massive duplication of material.

Physical duplication technologies such as printing, recordpressing and film duplication allowed the duplication of books,newspapers and movies at low prices to huge audiences. Radioand television allowed the electronic duplication of informationfor the first time.

Mass media in India

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Mass media in India is that part of Indian media which aims toreach wide audience. Besides the news media, which includesprint, radio and television, the internet is playing an increasingrole, along with the growth of the Indian blogging community.

Compared with many other developing countries, the Indianpress is relatively unfettered, except for obstacles in the way ofsetting up media companies which were part of the pre - 1990licence raj. In 2001, India had 45,974 newspapers, including5364 daily newspapers published in over 100 languages.

The largest number of newspapers were published in Hindi

(20,589), followed by English (7,596), Marathi (2,943), Urdu

(2,906), Bengali (2,741), Gujarati (2,215), Tamil (2,119),Kannada (1,816), Malayalam (1,505) and Telugu (*1,289). The

Hindi daily press has a of over 23 million copies, followed by

English with over 8 million copies.

There are several major publishing groups in India, the most

prominent among them being the Times of India Group, the

Indian Express Group, the Hindustan Times Group, The Hindu

group, the Indian Express group, the Hindustan Group, the

Malayala Manorama Group, the Mathrubhumi group, the Kerala

Kaunmudi group, the Sahara group, the Bhaskar group, and the

Dainik Jagran group.

India has more than 40 domestic news agencies. The Express

News Service, the Press Trust of India, and the united News of

India are among the major news agencies.

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M edia Characteristi

P l a n n i n g

St ruc tu re

Typ e

M ed ia

N e w sp a p e r s, M a ga zin e s ,

Te le v isio n , O u td o o r, C in eSa les , D irec t M a i l, Labe l a

S ize , Lo ca t io n , Co lo r, So unV i sua l , Typo grap hy, Co n t r

Rea c h S c h ed u lin gF r eq u e n c y Sc h ed u l in g

Model of media characteristics

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4. Objectives of mass media

Exposing audiences to concepts. Creating awareness and knowledge Altering outdated or incorrect knowledge Enhancing audience recall of particular advertisements or

public service announcements (PSAs), promotions, orprogram names.

All of the earlier ones, as well as changes in attitudes,

behaviors, and perceptions of social norms.

All of the earlier tasks, plus focused restructuring of

perceived social norms, and maintenance of behavior

change.

Evidence of achieving these three tiers of objectives is

useful in evaluating the effectiveness of mass media.

Function of mass media

As education tools, media not only impart knowledge, but

can be part of larger efforts (e.g., social marketing) to

promote actions having social utility.

As public relations tools, media assist organizations in

achieving credibility and respect among public health

opinion leaders, stakeholders, and other gatekeepers.

Finally, as advocacy tools, mass media assist leaders in

setting a policy agenda, shaping debates about

controversial issues, and gaining support for particularviewpoints.

Informing functions of mass media

News

We hear about both local and global news throughmass media

We access all sorts of information through theInternet

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We learn everything that is not in our immediateenvironments via mass media

Entertaining functions of mass media

Movies

Television

Magazines

Videogames

The Internet

Persuading functions of mass media

The advertising and public relations industries

We from our opinions from information andinterpretation that is disseminated by mass media

Mass media function in the formulation of publicopinions through persuasion

Binding functions of mass media

Mass media bind people together by giving messages thatbecome a shared experience.

Mass media help to create a common identity Mass media provide role and gender models They reproduce collective identities such as nationality,

gender, sports fanaticism etc.

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5. Mass Media Models

A categorization made by scholar in order or dissect and

analyze media

This is called abstractation and we do it in order to

understand and analyze media

Each may offer insights but all have shortcomings

1)Hot-cool model:

Depends on the degree of concentration you have to

have in order to use them.

Hot media: Books, magazines, newspapers. You must

concentrate and drive out distractions

Cool media: Radio, TV. Those which allow the

audience to be less actively involved. But it depends

on the content and your needs.

Movies?

2)Entertainment-Information model

Whether the device or push of their content is

entertainment or information.

Newspaper-information, movies- audio recordingsentertainment, radio-TV both entertainment and

information

3)Content-Distribution model

Depends on whether the media creates a message or

distributes a message.

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If both message and distribution is controlled by the

same groups or company it is vertical integration.

Saidwhat?

Towhom?With what

effect?

Who?

How?

source

Message

Media

Stimulus Organism Response

TargetAudience

CommunicationEffectiveness

A Model of

Communication

Model of communication

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6. TYPES OF MASS MEDIA - DESCRIPTIONS AND

COMPARATIVE ADVANTAGES

Different Types of Mass Media

Mass media are media, which can be used to communicate andinteract with a large number of audiences. Be it the pictorialmessages of the early ages, or the high-technology media thatare available today, one thing that we all agree upon, is thatmass media are an inseparable part of our lives. Entertainmentand media always go hand in hand, but in addition to the

entertainment, mass media also remain to be an effectivemedium for communication, dissemination of information,advertising, marketing and in general, for expressing andsharing views, opinions and ideas. Mass media is a double-edged sword which means that there are positive effects ofmedia as well as negative influences of media. Here are someof the different types of mass media:

Print Media: The print media includes newspapers,

magazines, brochures, newsletters, books and even leafletsand pamphlets. Visual media like photography can also bementioned under this sub-head, since photography is animportant mass media, which communicates via visualrepresentations. Although, it is said that the electronic or newmedia have replaced the print media, there exists a majority ofaudiences who prefer the print media for variouscommunication purposes. Public speaking and event organizingcan also be considered as a form of mass media.

NEWSPAPERS

Display advertising is the #1 use of small businessmarketing dollars.

Local access and near-universal coverage. Best placement - front, right side, above the fold! Repetition is more important than size but buy the biggest

you can afford to run often.

Newspapers provide good days to buy based on insertsand themes.

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o Rule # 1 - Buy when you are openo Match Your Market (e.g. Wednesday is "food" day,

Monday is "sports" day)

Sundays are premium in terms of circulation and cost.

Advantages:

Selected Geographical Coverage - They are geared to aspecific geographical region, and they reach potentialcustomers across all demographic classes. They usually

provide broad coverage across a business' trading area. Flexibility - Newspaper ads can be changed readily on very

short notice. You can usually select the size and locationof the ad in the paper as well as the days that you want itto run.

Timeliness - You can usually submit ads within hours ofthe time that a particular edition of the paper is printed.

Communication Potential - Newspaper ads can convey agreat deal of information by employing attractive graphics

and copy. Ads can be very effective in attracting attentionand persuading consumers to buy. Low Costs - Newspapers normally offer advertising space

at low absolute cost and, because of the blanket coverageof a geographic area, the cost per reader is very low(relative cost).

Prompt Responses - Newspaper ads normally producerelative quick consumer responses. They may generatesale within hours of their publication.

Easy-To-Test - Timeliness and easy of production make iteasy to test different headlines and ad contents. Couponsare also useful tracking devices.

Easy To Repurpose - You can reuse a good ad as a flyer,circular, direct mailer, interior sign or insert in a press kit.

Disadvantages:

Wasted Readership - Because a newspaper reaches such avariety of people, at least a portion of an ad's coveragewill be wasted on those who are not potential customers.

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Reproduction Limitations - The quality of reproduction innewspapers is limited, especially when compared tomagazines and direct mail.

Lack of Prominence - They often carry so many ads that a

small business' message might be lost. Colour, size,placement, graphics and headlines can help to overcomethis.

Declining Readership - Daily newspaper circulation hasdeclined as a percentage of total households during thepast 20 years.

MAGAZINES

Thousands of nontrade magazines are printed andcirculated across the United States.

Magazine ads breed consumer confidence throughfamiliarity and credibility.

Expensive, compared to newsprint, repetition is still thekey!

Magazines have a wide reach; nearly 9 out of 10 adultsread an average of seven (7) different magazines permonth. The average magazine attracts 6 hours and 3minutes of total adult reading time, and studies show thatthe reader is exposed to 89 percent of the ads in theaverage copy. Most magazines printed today are specialinterest publications.

Magazine circulation growth has outstripped adultpopulation growth. Since 1950, adult population hasgrown by 53 percent, while magazine circulations havegrown by 95 percent.

Advantages

Long Life Spans - Magazines have a long reading lifebecause readers tend to keep them longer then otherprinted media. People usually read magazines duringseveral reading intervals instead of the entire magazine atone time.

Multiple Readerships - The average magazine has a

readership of 3.9 adult readers, and each reader spends

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about one hour and 33 minutes with each copy. Manymagazines have a high pass-along rate.

Target Marketing - By selecting the appropriate specialinterest periodical, the small business owner can reach

those customers with a high degree of interest in thegoods or services.

Ad Quality - Magazine ads are usually of very high quality.Photos and drawings can be reproduced very effectively,and colour ads are readily available.

Credibility - Well produced ads give small businesses morecredibility than any other mass medium according to GM:48.

Split Runs - Some magazines offer 'split run' opportunities

to test how well a particular ad "pulls" when compared toanother version of the ad. Regional/National - Regional versions of nationally

distributed ads can provide a cost-effective way to getprestigious visibility.

Disadvantages

Costs - Magazines can be either local or national in theircoverage. National magazines are usually too expensive

for small businesses. Keep in mind that ad rates are basedon circulation. The higher the circulation rate, the moreexpensive the advertising.

Long Closing Times - Closing times for submission ofadvertising may be several weeks prior to the publicationdate.

Lack of Prominence - Magazines may contain many adswhich may take away from the prominence of any one ad.

Therefore, placement and positioning of the ad is critical

to capturing readership.

CLASSIFIED ADS

Most commonly used to sell cars, used items, homes andapartments, classified ads are become more useful tobusinesses as "classifieds" appear in more places.

Common places to see classifieds: magazines,

daily/weekly newspapers, and classified only newspapers.

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The Internet is also starting to offer "classified" ads via itssearch engines and directory pages.

Advantages

Cost effective national exposure - Classifieds are a cost-effective way to advertise in a nationally circulatedpublication (when display advertising is out of thequestion).

FREE - Works well in this medium and lets you build agreat mailing list.

Test categories - Classifieds let you text categories (e.g.headings) to see which ones draw better.

Disadvantages

Lack of Prominence - Dozens to hundreds of classified willbe listed together.

Positioned Next To Competition - Classifieds are organized

into like categories putting you in direct competition withyour competition! If they have a bigger ad or a betteroffer, you can be in trouble.

SMALL SPACE ADS

Defined by GM as one column inch (width) by 2 to 5 inches(height), small space ads can make a big impression on acustomer. Small space ads must be visual "grabbers", conciseand have a clear call to action. You must make it easy for folksto respond to a small space ad. Space ads that also serve ascoupons in print media are also good places to run toll freetelephone numbers and WWW URLs.

Advantages

Cost effective Repetition - Able to run more frequently due to lower

costs.

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Good testing ground - Small ads provide a good place totest new ideas and products.

Remnant - Small space ads are very good for remnantplacement.

Disadvantages

Easy to overlook - Due to their small size, these ads areeasy to overlook.

No wasted space - Every word and image must "work" in asmall space ad.

Hard to show product being offered. Difficult to use colour - Except for "spot" colour to draw

the eye.

YELLOW PAGES ADS

Free to customers, people really do let "their fingers do thewalking" making users highly motivated readers of yellow pageadvertising. Yellow pages have grown to an almost $10 billion ayear advertising industry, accounting for 7.1% of totaladvertising spending. See GM: 71 for Terms and Vocabulary.

Advantages

Long shelf life - Yellow page directory come out eachJanuary and are used for a year.

Valued by consumers - Free to consumers and a valuableinformation searching tool, yellow pages offer a great dealof exposure when customers are most receptive to yourmessage.

Specialty directories - Business - to - business and reversedirectories provide highly targeted audiences.

Disadvantages

Difficult to test - You are in for the year! Lots of Rules and Regulations - Many rules and regulations

govern the placement of your ad. Expensive - Based on their obvious advantages,

advertising in the yellow pages is expensive.

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Proliferation of "Yellow Pages" - After deregulation, thenumber and type of directories greatly increased making itnecessary to determine which "pages" are best for yourbusiness.

Print media: details

Current size: Rs 10,900 crore Projected size by 2010: Rs 19,500 crore CAGR: 12% A booming Indian economy, growing need for content and

government initiatives that have opened up the sector toforeign investment are driving growth in the print media.With the literate population on the rise, more people inrural and urban areas are reading newspapers andmagazines today. Also, there is more interest in Indiaamongst the global investor community. This leads todemand for more content from India. Foreign media too isevincing interest in investing in Indian publications. Andthe internet today offers a new avenue to generate more

advertising revenue. Electronic Media : For many people, it is impossible to

imagine a life without their television sets, be it the dailynews dose or even the soap operas. This mass mediaincludes television and radio. This category also includeselectronic media like movies, CDs and DVDs as well as thenew hottest electronic gadgets.

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RADIO

Radio permits the business advertiser to appeal to aspecific audience over a broader region. By choosing theappropriate station, program, and time for the radio ad,the small business firm can reach virtually any market it

targets. Radio is the most "lively" of all media. Live remote

broadcasts are the ideal energy and visibility generator forspecial events, grand openings and sales. "Come ondown" from a local radio personality will draw people in!Radio provides access to "affordable personality.Nothingcan create a sense of urgency like radio.

Radio folks are more receptive to bartering than othermedia professionals. Remnant space is particularly easy tonegotiate if you make buy some good time slots.

Radio works well with other forms of media. It isparticularly useful in reinforcing a direct mail ortelemarketing campaign. An easy to remember 800, 888or 900 numbers is a good addition to a radio spot.

Program sponsorship (e.g. news, fishing report, NPRprogram) is an excellent relationship marketing strategy.

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Advantages:

Universal Infiltration - Virtually every home andautomobile in the United States has a radio, which means

that these advertising messages receive a tremendousamount of exposure in the target market. Market Segmentation - Radio advertising is flexible and

efficient because it can be directed toward a specificmarket within a broad geographic region.

Flexibility and Timeliness - Radio commercials have shortclosing times and can be changed quickly.

Friendliness - Radio ads are more active than ads inprinted media because they use the spoken word to

influence customers. Spoken ads can suggest emotionsand urgency, and they lend a personalized atmosphere tothe message.

Disadvantages:

Poor Listening - Listeners often are engaged in otheractivities while the radio is on and may ignore themessage.

Need for Repetition - A listener usually will not respond to

the radio ad after a single exposure to it. Instead, theseads need to be broadcast repeatedly to be effective.Repetition more important in radio than any othermedium.

Limited Message - Because radio ads are limited to oneminute or less, the message must be brief. Thus, adcontent must be limited to one or two key points. Inaddition, products and services can only be described;they cannot be demonstrated.

Basic for Buying Radio Advertising

Radio ads are usually purchased in 10, 20, 30, and 60second increments, with 60 seconds being the mostcommon.

Fixed spots are guaranteed to be broadcast at specifiedtimes written into the advertising contract.

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Perceptible spots are less costly than fixed spots, but theadvertiser may be pre-empted by another advertiser whois willing to pay the fixed rate for a time slot.

"Run of Station" also know as floating spots are the least

expensive, but the advertiser has no control overbroadcast times. These spots are used as "fillers" by thestation and the station has total control over when theyare broadcast.

Some stations offer "package plans" which include flexiblecombinations of fixed, perceptible, and floating spots.

Radio rates vary depending on the time of the day theyare broadcast. The following classification is mostexpensive to least expensive for most stations:

o Class AA: Morning drive time - 6 AM to 10 AMo Class A: Evening drive time - 4 PM to 7 PMo Class B: Home worker time - 10 AM to 4 PMo Class C: Evening time - 7 PM to Midnighto Class D: Nighttimes - Midnight to 6 AM

. Radio:

Current size: Rs 300 crore Projected size by 2010: Rs 1,200 crore CAGR: 32%

The cheapest and oldest form of entertainment in thecountry, which was hitherto dominated by the AIR, isgoing to witness a sea-change very shortly. In 2005, thegovernment announced three key policy initiatives whichwill drive growth in this sector - migration to a revenueshare regime, allowing foreign investment into the

segment and opening of licenses to private players. Asmany as 338 licenses are being given out by the Indiangovernment for FM radio channels in 91 big and smalltowns and cities. This deluge of radio stations will result inrising need for content and professionals. New conceptslike satellite, internet and community radio have alsobegun to hit the market.increasingly,radio is making acomeback in the lifestyles of Indians.

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TELEVISION

In advertising dollars spent, television ranks second inpopularity of all media. Although the cost of national TV adsprecludes their use by most small businesses, local spots canbe an extremely effective means of broadcasting the smalladvertiser's message. A 30 second local advertising spot on acable station may sell for as little as $200. Remnant space on aspecialty channel at an "odd" hour can be as low as $100 and

get you the valued "As seen on TV" corner comment on printadvertising.

TV content distribution industry in India in a stateof flux

With great change comes great opportunity. And the Indian TVcontent distribution industry today, with its heady mix ofgargantuan size, steep growth and a rapidly changing dynamicpresents just that. Before we dive into the giant soap operathat is the television industry in India, lets just look at a fewfacts that establish the size and growth prospects of theindustry:

Current size of Indian television media industry: INR 191

billion (USD 4.7 billion)Expected CAGR over next 5 years: 22%Total no of households in India: 187 millionTotal no of TV households: 112 million (60% penetration)Total no of pay TV households: 70 millionTotal no of cable households: 68 millionTotal no of DTH households: 2 millionProjected CAGR in cable households over next 5 years.

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Advantages

Broad Coverage - About 97 percent of the homes in anyarea will have a television, and those sets are switched onan average of 7+ hours each day. Peak (e.g. prime time)times for TV viewing are between 7 PM and 11 PM daily.

Visual Advantage - The primary benefit of television is its

capacity to present the advertiser's product or service in avivid, graphic manner. You can describe, demonstrate andillustrate in a TV ad. They can appeal to a full range ofemotions.

Design Assistance - Some television stations may bewilling to offer advertising design assistance if a businessis purchasing advertising with them. Average TVcommercial costs now exceed $160,000 but some verygood local ads can be produced for $5,000.

Fragmentation - As cable and specialty channelsproliferate, TV is attracting segmented markets like neverbefore. Think about Fox viewers vs. ABC, NBC and CBS.

Disadvantages

Brief Exposure - Most TV ads are on the screen for only ashort time and require substantial repetition to achievethe desired effect. Many viewers perform other activities

during commercials, or switch channels. One recent studyof viewers' behaviour concluded that 43 percent of the

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audience misses one or more commercials during a half-hour program.

Clutter - One estimate holds that the typical person sees2,700 advertising messages a day. A television ad can

easily become lost among the other ads. Another studyfound that only 10 percent of study respondents couldcorrectly identify a particular ad when questioned, andthat another 8 percent attributed the spot to a rivaladvertiser. Eighty-two (82) percent could not rememberthe spot at all.

Zapping - Television viewers who flash from one channelto another, knows as "zappers", are more prone to changechannels during commercials. A New York study showed

that zapping reduced a prime time ad's audience by atleast 10 percent. More TV channels, remote control, andgreater access to cable television contribute to thisproblem.

Fragmentation - As more specialty and premium channelscrowd the airwaves, "broadcast", except for hallmark events, isbecoming a misnomer.

Television:

Current size: Rs 14,800 crore Projected size by 2010: Rs 42,700 crore CAGR: 24%

Subscription revenues are projected to be the key growthdriver for the Indian television industry over the next fiveyears. Subscription revenues will increase both from thenumber of pay TV homes as well as increased subscription

rates. The buoyancy of the Indian economy will drive thehomes, both in rural and urban (second TV set homes)areas to buy televisions and subscribe for the payservices. New distribution platforms like DTH and IPTV willonly increase the subscriber base and push up thesubscription revenues.

OUTDOOR ADVERTISING

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Outdoor advertising has two big advantages: the mediumforces advertisers to be focused and drivers are a "captiveaudience".

Billboards are an excellent and affordable medium for

seasonal businesses.

Sold based on ratings (Daily Effective Circulation or Annual

Average Daily Traffic) of the number of viewers per day) some

billboards are much better than others. Intersections, as you

might guess are prime space.

Advantages

High Exposure - Outdoor advertising offers a highfrequency of exposure. Studies suggest that the typicalbillboard reaches an adult 29-31 times each month. Mostpeople tend to follow the same routes in their dailytravelling.

Broad Reach - The nature of outdoor ads makes them

effective devices for reaching a large number of potentialcustomers within a specific area. People who drive themost are the ones reached most often by outdoor ads.

Cost Efficiency - Outdoor advertising offers one of thelowest costs per thousand customers reached of alladvertising media. They also enable small businesses totake advantage of cooperative advertising programsoffered by many manufacturers.

Image - Billboard advertising makes the business literally

"larger than life" and also presents an image of stability.

Disadvantages

Brief Exposure - A person is typically exposed to abillboard ad no more than 5 seconds. Thus, the messagemust be short and to-the-point. You must consider typeand volume of traffic as well as speed when selecting abillboard and designing the message.

Legal Restrictions - Outdoor billboards are subject to strict

regulations and to a high degree of standardization. New

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outdoor advertisements have been banned or severelyrestricted by some local jurisdictions.

Lack of Prominence - A clutter of billboards and signsalong a heavily travelled route tends to reduce the

effectiveness of a single ad.

Outdoor advertising:

Current size: 900 crore Projected size by 2010: 1750 crore CAGR: 14% Outdoor media sites in India are predominantly owned or

operated by small, local players and are typically, directly

marketed by them to advertisers and advertisingagencies. However, this segment too is witnessing a sea-change with technological innovations. Growing billboardadvertising is fuelled by technologies such as light-emitting diode (LED) video billboard. This is a segmentthat is seeing interesting technological innovations acrossthe world and is likely to evolve in India too in the short-term.

New-age Media:With the advent of new technologies like Internet, we are now

enjoying the benefits of high technology mass media, which is

not only faster than the old-school mass media, but also has a

widespread range. Mobile phones, computers and Internet are

often referred to as the new-age media. Internet has opened up

several new opportunities for mass communication which

include email, websites, blogging, Internet TV and many other

mass media which are booming today.

The Internet means nine changes for the mass media

1. A common delivery technology

2. Reduced distribution costs

3. Altered patterns of consumption

4. Erosion of advantages of place

5. Removal of advantages of time6. Completion for revenue streams

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7. Disaggregation of editorial and advertising

8. Direct relations between advertisers and consumers

9. Weakened boundaries between editorial, advertising and

transactional material

Diffusion of Internet into Masses

For quite sometime term Information Technology has been

used as synonymous to computers. However, with the

rapid advancement towards convergence of various

information delivery systems such as Radio, TV,

Telephone, Newspapers, Fax and of course computers andcomputer networks, it has now become feasible to offer IT

services using conventional forms of information delivery

systems. The last five years have seen phenomenal

growth in the country with regard to spread of cable-TV

network and mobile phones. Their integration with

Internet has been a major facilitator of empowering people

with information. Internet over mobile phones and cable

TV networks has ensured that the power of informationdelivered to people through Internet is available even in

the remotest places in the country and that too without

necessarily requiring computers which have all along been

the only devices to access Internet.

With regard to term Masses, there are extreme

variations in classes based on economic status of the

people in the country. While 40% of nations population

on one hand continues to live below the poverty line,

only about 20% belong to higher and rich classes in the

country. The remaining 40% form a large middle class

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in the country. Irrespective of such class based divisions

in society, there are sections of people such as women

and senior citizens across all classes who are not able

to actively participate in economic activities of the

country. While the needs of higher middle and rich

sections of the society can be taken care of by

emerging markets, there is an urgent need to examine

catalytic and enabling role to be played by the

government to ensure that while on one hand 400

million strong middle class people, who provide a very

large domestic market for IT products and services, get

the benefits of IT in their day to day lives, on the other

hand for 40% of the people who are living below

poverty line, government has to take steps so that IT

could provide new opportunities for these people to be

able to move above the poverty line.

Internet advertising:

Current size: Rs 100 crore Projected size by 2010: Rs 750 crore CAGR: 50%

An estimated 28 million Indians are currently hooked on to theinternet. And this rising number is leading to the growth ofinternet advertising, which today stands at approximately Rs

100 crore. The internet is being used for a variety of reasons,besides work, such as chatting, leisure, doing transactions,writing blogs etc. This offers a huge opportunity to marketers tosell their products. And with broadband becoming increasinglypopular, this segment is expected to grow by leaps and bounds.

Commenting on the future of the industry, Deepak Kapoor said,Convergence will play a crucial role in the development of theIndian entertainment and media industry where consumers will

increasingly be calling the shots in a converged media world.Broadband access and Internet Protocol (IP) will be the

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technology enablers that will evolve this new breed ofconsumers, as opportunities for them to access and manipulatecontent and services will be overflowing, while their time andattention will be limited. Established approaches of pushing

exclusive content through non-linear-channels or networks tomass or segmented audiences will no longer guaranteecompetitive advantage.

7. PR in India: Coming of age

The main objectives of PR are to inform and potentiallyinfluence all the targets of the company, namely investors,shareholders, government, community and employees. PRinfluences perception of the company, its brand and, of course,its products and services through generating media coverageand image-building exercise that in the long run would driverevenue growth.

Till 2000, the Tata Group did not have a consolidated PublicRelations (PR) strategy. The 120-year old, $10bn group with 90odd companies in its fold, was considered one of the mostreputed and trusted brands in India. Yet, it was an ageing brandthat had a stronger association with the 30-40 year age groupthan with the younger set.

Ratan Tata set forth to develop a cohesive identity for thegroup, by creating a common logo, consolidating media buying

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and PR and putting in place a fee-based system for groupcompanies that used the Tata name and logo. Media Edgebecame the groups agent for media buying and VaishnaviCommunications was assigned the PR job for the 12 largest

Tata companies, including the holding company, Tata Sons.However, the groups corporate affairs department continuedto handle promotion of the Tata brand, website, intranet and in-house magazines.

The group chose sport as the main vehicle for branding for theyouth market. In 2002, it signed a 3-year title sponsorshipcontract for Indias only ATP tournament and took on NarayanKartikeyan, Indias F-1 aspirant as the brand ambassador. TheTata One World concept was adopted as an integratedbranding exercise. It also targeted Business schools bysponsoring inter-collegiate events at the IIMs.

Vaishnavi Communications has been the main PR agency forthe Tata group even while other agencies have been employed

for specific jobs or for some group companies. For example,Vaishnavi worked in association with Ad factors, an investorrelations specialist, during the TCS IPO in 2004.

Vaishnavi, a PR agency that was formed in 2001 with the Tataaccount, has also grown since then. It has now many non-Tataaccounts like Sun Microsystems, HCL Info systems, Channel Vand others, and has a tie-up with Financial Dynamics of UK, a

financial relations specialist. Recently, Neucomm, a subsidiaryof Vaishnavi Communications, has

While advertising is the above-the-line communication thatdirectly influences image of the companys goods and services,the brand and its social responsibility, PR is the below-the-lineindirect communication for the same purpose. Marketingexpenses include those for space ads on TV, print, the internet

and outdoor and direct mailing through newsletters and e-

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mails. PR expenses include those for press and blog coverage,TV appearances, brand awareness, sponsorships, analystcoverage, in-house communication, government liaison and soon.

While product advertising expenses are handled by themarketing department, corporate advertising and branding isusually the responsibility of the corporate communications(CorpComm) department. Hence the advertising and PRsbudget and the organization structure are often overlapping.

Typically, Indian companies allocate at the most 1-5pc of thecommunication spend to PR while the rest is earmarked formarketing expenses.

Increasingly, CorpComm departments are expanding in sizeand into different types of activities. For example, before theReliance group split, the entire PR department consisted of twoofficers as the company was engaged mainly in industrialproducts like petrochemicals and oil refining. The PR activity

was limited to press, investor and government relations. Afterthe Ambani brothers went their own ways, each employedmajor PR strategies. As both the Reliance groups entered intoconsumer industries like telecom, retail and power distribution,they needed strong branding exercises. As a result, thecorporate communications department of Reliance ADAG alonehas grown to a 40-person team, spread across offices indifferent cities.

The most direct tool for influencing perception of thecompanys goods and services and its corporate socialresponsibility and role is the media, which includes print,broadcast and the Internet. The print media has traditionallybeen the crucial PR tool in India, thus making press relationsalmost equivalent to PR as a whole. Over the last decade, theadvent of private television channels, particularly businesschannels, have made this a growing and perhaps a dominant

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media tool for PR. Social media, or PR 2.0 as it is commonlyknown, is becoming an even more potent tool.

However, many companies retain PR agencies, or allocate

funds to in-house CorpComm departments, often as asubstitute for traditional advertising. As media costs haveburgeoned, below-the-line communication through PR is seenmore cost-effective. Besides, the flurry of numerous mediaoutlets has increased the need of PR for companies in order toget media coverage. In fact, global recession that has resultedin massive cuts in ad spend, is considered a boon to PR.Companies that cannot afford to stay out of the limelight forlong will have to shift to the less expensive PR.

"CNN Effect"

A recent media phenomenon dubbed the "CNN effect" occurswhen powerful news media (i.e. CNN) seem to be creating the

news by reporting it. It has been argued that CNN, with its vastinternational reach, sets the agenda by deciding which items

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are newsworthy and require the attention of governmentleaders. Traditionally, agenda-setting has been seen as theprerogative of government. It is also argued that emotionally-charged footage of people suffering, such as mass starvation,

bombed-out markets, and burning houses, arouse the public todemand immediate action. This gives leaders little time to thinkthrough an appropriate response and can force them to takevaluable resources from more urgent, less photogenic issues.

This use of sensational imagery is cited as being responsible forthe United States' ill-fated involvement in Somalia: "In thewords of one U.S. congressman, 'Pictures of starving children,not policy objectives, got us into Somalia in 1992. Pictures of

U.S. casualties, not the completion of our objectives, led us toexit Somalia.' "[7] On the other hand, failure of the media tofully report on the genocide that claimed an estimated 800,000lives in Rwanda during a 100-day period in 1994, made it easyfor Western governments to ignore the crisis that theypreferred not to acknowledge until long after it ended.

The CNN effect also brings up issues of accuracy. The New YorkTimes, with its vast resources, has long been known as "thenewspaper of record; once something is reported by this

leading news outlet it is accepted as fact (unverified) andcarried by other outlets, even when errors creep into the Times'account.

Some observers argue that the CNN effect is overrated, if notcomplete myth. Warren Strobel and Susan Carruthers, forexample, argue that the U.S. government has not been forcedinto doing anything; rather, it used reaction over media storiesto introduce policies that it already desired. Strobel also argues

that any action a politician undertakes as a result of thispressure will be merely a "minimalist response" -- a limitedaction that suggests a greater response than has taken place.[8]

Influences and effects:

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Mass Media Influence

In the last 50 years the media influence has grownexponentially with the advance of technology, first there was

the telegraph, then the radio, the newspaper, magazines,television and now the internet.

We live in a society that depends on information andcommunication to keep moving in the right direction and do ourdaily activities like work, entertainment, health care, education,personal relationships, travelling and anything else that wehave to do.

A common person in the city usually wakes up checks the TVnews or newspaper, goes to work, makes a few phone calls,eats with their family when possible and makes his decisionsbased on the information that he has either from their coworkers, news, TV, friends, family, financial reports, etc.

What we need to be aware is that most of our decisions, beliefsand values are based on what we know for a fact, ourassumptions and our own experience. In our work we usuallyknow what we have to do base on our experience and studies,

however on our daily lives we rely on the media to get thecurrent news and facts about what is important and what weshould be aware.

We have put our trust on the media as an authority to give usnews, entertainment and education. However, the influence ofmass media on our kids, teenagers and society is so big that weshould know how it really works.

Media effects

Decades of studies on the consequences of mass media

exposure demonstrate that effects are varied and

reciprocalthe media impact audiences and audiences

also impact media by the intensity and frequency of their

usage.

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The results of mass media for promoting social change,

especially in developing countries, have become

important.

Identified three effects, or functions, of media:

(1) The knowledge gap

The impact of mass media on audience knowledge gaps is

influenced by such factors as the extent to which the

content is appealing, the degree to which information

channels are accessible and desirable, and the amount ofsocial conflict and diversity there is in a community.

(2) Agenda setting,

The selective nature of what members of the media

choose for public consumption influences how people

think about issues, and what they think about them

The extent to which the media set the public's perception

Where mass media can be especially valuable is in the

framing of issues.

"Framing" means taking a leadership role in the

organization of public discourse about an issue.

Media, of course, are influenced by pressures to offer

balance in coverage, and these pressures may come from

persons and groups with particular political action and

advocacy positions.

Groups, institutions, and advocates compete to identify

problems, to move them onto the public agenda, and to

define the issues symbolically"

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(3) Cultivation of shared public perceptions.

Cultivation is the extent to which media exposure, over

time, shapes audience perceptions.

Television is a common experience, and serves as what a

"homogenizing agent."

However, the effect is often based on several conditions,

particularly socioeconomic factors.

Prolonged exposure to TV or movie violence may affect

the extent to which people think community violence is aproblem, though that belief is likely moderated by where

they live.

However, the actual determinants of people's impressions

of violence are complex, and consensus in this area is

lacking.

Various debates about the mass media have recurred

since the beginning of the twentieth century.

Most of the U.S. population learned to read with the

spread of public schooling.

At that point, newspapers divided between those

appealing to the middle and ruling classes (today's

broadsheets) and the working class (today's tabloids).

Ever since, there has been controversy about appeals topopular tastes versus educational ones (that the press will

print, and people will prefer rap versus opera and sex

crime versus foreign policy).

This division is thought to exacerbate distinctions between

people who have power and knowledge and other groups.

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9. Conclusion:

After the study of thistopic it is crystal clear that mass media is as

important for every one as food and water for life

of human being .it is a continuous process

through different media to educate the human

being and enhancing their knowledge, cultural

and social and living standards. Technological

advancement gives the mass communication afuturistic approach. Through media world become

a global village where the every thing available on

just single click on button and it is also as a

sharing bridge for the people. It is very important

for implementation and shaping of cultural &

social norms. Besides all the good thing about

mass media it is also true that mass media createmany kind of problem which are heart anyone

intentionally, unitensionlly and may be cause for

any kind of miss happenings in their life, but it is

mostly depend on the perception of every one. In

the end from the Indian prospective it is smiling

that Indian mass communication and mass media

industry take a high growth since last decade andfuture expectations from this industry is very

high. It will be seen that future development of

this industry is on the horse ride. There are many

new institutes are open in this field for education

of this particular industry and many are still to

open and it remove the problem of unemployment

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to some extent in India.the future of this industry

is extremely bright.

10. BIBLIOGRAPHY

Marketing management: Ramaswami

Namakumari

Marketing research: GC beri

Affective public relation : cutlip center

Advertising management: Batra, Myers,

Broom, Aaker

Marketing management: Philip kotler

Management &marketing technology:David paul, Michael saren

Business today: May edition

The ICFAI university journal of marketing

management

E-business: the ICFAI university press

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Education world: The human

development magzine

WEBLIOGRAPHY:

Webindia123.com

www.mikimediafoundation.org

www.icmrindia.org

www.topnew.in

www.matie.org

www.indiainfo.com

www.beyondindiaability.org

www.managementparadise.com

www.toostep.com www.ficci.com

www.wisegeek.com

www.simc.com
http://eshop.webindia123.com/http://www.mikimediafoundation.org/http://www.icmrindia.org/http://www.topnew.in/http://www.matie.org/http://www.indiainfo.com/http://www.beyondindiaability.org/http://www.managementparadise.com/http://www.toostep.com/http://www.ficci.com/http://www.wisegeek.com/http://www.simc.com/http://eshop.webindia123.com/http://www.mikimediafoundation.org/http://www.icmrindia.org/http://www.topnew.in/http://www.matie.org/http://www.indiainfo.com/http://www.beyondindiaability.org/http://www.managementparadise.com/http://www.toostep.com/http://www.ficci.com/http://www.wisegeek.com/http://www.simc.com/

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