Course I: Introduction to communication and Journalism : JOU1(2) C01

Module II: Different Media

Print Media

Print media in India has undergone revolution in last 20 years. Their role, layout, visual display
and reading material have advanced and this has resulted in to flourishing of print media industry
and becoming more challenging and competitive in nature. It has grown enormously in quantity
and variety. Consequently the print media in regional languages has also developed.
The first newspaper published in India was the Bengal Gazette by James Augustus Hicky in
1780. It is also called Hicky’s Gazette. Newspapers are primary mass medium from which
people receive news. The research results show that newspapers reach more people than any
other medium do. And, by every measure, newspaper industry overpower all other media, be it in
advertising revenue and in the size of audience.
Unlike other mass media, newspapers influence people in a many significant ways. A newspaper
article or news is valued more than television or radio programs. And, newspaper content is
considered more credible and accurate. Capability to be used for future reference makes
newspapers people’s favorable medium, especially for the middle and working class for they can
use it after their working hours. Diversity of content is another feature this medium. It can carry
a rich mix of news, features, articles, columns, cartoons, graphics, editorial etc. And, readers can
select what they want from the entire content. Some people prefer sports page and they read it
first while others look for political news and some other for stock market. Selectivity and content
diversity make newspapers a real mass medium. This is not possible in the case of radio and
television.
In any society, the traditional newspapers are part of their culture and social system. They talk
about their newspapers affectionately because they give them information, education,
entertainment, more over ways for socialization and legitimization of new values. In democratic
society, the Press is the Fourth Estate. At primary level, the Press means newspapers.

Development of Print Media in India

During British period, there was an early demand for free press made by Raja Rammohan Ray
and British Journalists in India like James Silk Buckingham. As a result, newspapers were rooted
in the British territories by the administration, not allowing any criticism or inconvenient or
embarrassing news irrespective of the professional quality of the newspaper. Gradually these
news papers became the tools of freedom movement and played an active role in India's cultural
renaissance and reformation in the country. Indian newspapers grew in both quality and quantity
since the information and news needs of the people also grew due to socio-cultural controversies
of that period. Raja Rammohan Roy ceased publishing his paper later in protest against the
Government's Press Regulations.
The Bombay Samachar, a Gujarati Newspaper, appeared in 1812. By 1885, The Times of India.
The pioneer, The Madras Mail, The Statesmen and the Amrit Bazar Patrika came into existence.
During 2nd World War, Indian press played key role in reporting the struggle for freedom.

Free India constitution provided the citizens right to freedom of speech and expression, which
included the freedom of the press. However, unlike Pandit Jawarharlal Nehru, Mrs. Indira
Gandhi was always at unease with the press. Even during emergency in 1975 when pre-
censorship was imposed, underground presses were active. Today print media have grown
enormously both in terms of dailies and periodicals and their circulation which is known as the
periodical or magazine explosion.

Characteristics of Print Media

Primarily newspapers are print media even though digital age offers online newspapers and e-
newspapers. That is why it has all the features that any print medium has. Major features of mass
media are given below:

Predominance of news-oriented content: There are three types of content in newspapers: news,
views and advertisements. Of these news overshadows the others because newspapers are
primarily meant for the dissemination of news.

Regular periodicity: Newspapers may be published daily or weekly. Periodicity may vary but,
regularity should be kept. Every newspaper keeps a particular regularity in publication.

Future reference facility: Being a print medium, newspapers can be kept for future use. This
archiving ability makes newspapers one of the main sources of historical research.

Choice of the time of use: Unlike television and radio, we can read newspapers at any time.
Some read in the morning while others in the evening after work. This facility increases the
popularity of newspapers.

The Literates’ medium: Unlike television and radio, newspaper demands literacy from the part of
the audience.

Low cost: Compared to other media, newspaper is a cost effective medium. Anybody can afford
a newspaper as it needs no hidden charges or other accessories. Electronic media requires power
supply and the new media need digital technology.

Multiple Users: Many readers can read a copy of the newspaper simultaneously or separately.

Textual Medium: Text is the soul of newspapers, though they carry images and graphics.

It is expected that the use of print medium will increase significantly with the increase of literacy
and purchasing power of the people Print media used for mass communication are powerful
sources of bringing about attitudinal change and motivating people for action.
Newspapers provide place for debate. For example, the topics like political participation of
women and civic affairs, discussed in series of articles in Times of India provided a very
effective platform to debate on these topics, by the people from a cross section of the society.
These national debates in newspapers analyses and mould the culture and influence the
government Newspapers have been the leading print medium ever since Johann Gutenberg
started his press in mid-fifteenth century.

Print media such as newspapers, magazines, journals etc. also play a role of watchdog and
present a true picture of the events to the people many times. Thus print media play an important
role in connecting and adequately informing people about the events and developing
understanding of the social realities especially in a society consisting of different ethnic,
linguistic and religious communities.

Newspapers as mass media today do not just observe and report but ask, pursue, investigate,
doubt and demand. Newspapers and magazines offer wider variety of reading material and
viewpoints of many people and thus provide better comprehension of the affairs and issues. Print
media provide space for expression of their views and grievances in reader's columns, thus,
providing space for feedback. This generates debates on various social and other issues.

Press Council of India

It is a statutory body consisting of 28 members representing editors, working journalists, owners

of big, medium and small newspapers, news agencies, MPs from Lok Sabha and Rajya Sabha,
specialists in law, education, literature, science and culture. This body has the power to warn,
admonish and censure any editor or journalist who flouts the standards of journalistic ethics or
public taste. It has the powers of civil court. The Press Council of India has been established to
preserve the freedom of the press and to maintain and improve the standards of newspapers and
news agencies. It prescribes the code of conduct for newspapers, news agencies and journalists in
accordance with high professional standards.

Advantages of Print Media

In their early years, newspapers were center of debate and they were run by scholars, political
leaders, reformers and revolutionaries. The main mission of the Press in its infant stage was to
argue with government for better life conditions and freedom of the people. Because of their
capability to raise public opinion and alternative thinking, the Press at that time is called by
media historians as adversarial press. Advances in printing technology encouraged newspapers
to adopt new modes of production and distribution which led to mass circulation of the medium.

Print media has several advantages:

1. Tangibility: Print materials, such as newspapers, magazines, and brochures, provide a

physical, tangible format that readers can hold, making it easier to engage with content.
2. Credibility and Trust: Many people still view print media as a trusted and credible source of
information, which can enhance the reputation of the content it carries. Established newspapers
have a long history of journalistic integrity, which can enhance their credibility and
trustworthiness among readers.

3. Niche Audience: Print publications often cater to specific demographics or niches, allowing
advertisers to reach a targeted audience effectively.

4. Longevity: Print materials can have a longer shelf life compared to digital content, as they
don't rely on internet access or device compatibility.

5. Minimal Distractions: Readers can focus on the content without the distractions often present
in digital media, such as pop-up ads and notifications.

6. Aesthetic Appeal: High-quality printing can make text and images visually appealing,
enhancing the overall reading experience.

7. Local Reach: Local businesses can effectively reach their community through local
newspapers and magazines. Local newspapers focus on community news and events, providing
valuable information about local politics, businesses, events, and more.

8. Collectability: Some print materials, like collector's magazines or limited edition books, can
have inherent value and become collectibles.

9. Accessibility to All Ages: Newspapers are accessible to people of all ages, including those
who may not be tech-savvy or have access to digital devices. Many generations are accustomed
to reading newspapers, making them a familiar and preferred source of news for various age
groups.

10. Preservation of History: Print media serves as an important historical record, preserving
events, ideas, and culture for future generations. Newspapers serve as historical records,
documenting significant events and providing insights into the past for future generations.

11. In-Depth Reporting: Newspapers often provide in-depth, well-researched articles that offer
comprehensive coverage of news events, allowing readers to gain a deeper understanding of
complex issues.

In India, where illiteracy is a major problem, outreach of print media is limited but even reading
aloud by literate person helps in gaining general knowledge simply by listening. It is also
possible to read again if the listener has missed out, which may not be possible in case of radio.
Newspapers provide information and analysis of other media such as radio, television, books and
so on. The daily schedules of radio and television, new books published in various areas, theatre
activities as well as critical analysis of radio and television programs, books, any other theatre
activities such as play, folk drama or dance and so on. Thus, newspapers provide publicity to the
other mass media.

Limitations

The country like India where almost half the population is illiterate, the spread of print media
and their utilization remains limited compared to other mass media. Thus, the advantages of print
media are enjoyed by literates only. Moreover, due to increasing prices of papers and printing
processes and advances in printing technology the prices of all kinds of print media have also
gone up considerably. Thus, except newspapers the circulation of other print media remains
restricted to the elite group who can afford them.

Print media also has its share of disadvantages:

1. Declining Readership: With the rise of digital media, the readership of print publications has
been steadily declining, leading to financial challenges for many print outlets.

2. Limited Audience Reach: Print media's audience is often limited to the geographical area it
serves, which can be a disadvantage for businesses looking to reach a broader audience.

3. Production Costs: Printing and distributing physical publications can be expensive, making it
challenging for smaller publications to compete with digital media in terms of cost-effectiveness.

4. Lack of Timeliness: Print publications have set publication schedules, which can result in
delayed news delivery compared to real-time updates available on digital platforms.

5. Environmental Impact: The production of print media, especially newspapers and magazines,
can have a significant environmental footprint due to paper consumption and printing processes.

6. Limited Interactivity: Print media lacks the interactive features and multimedia content that
digital media offers, making it less engaging for some audiences.

7. Declining Advertisers: As advertisers increasingly turn to digital platforms for advertising,

print publications may struggle to attract advertisers, impacting their revenue.

8. Space Constraints: Print media is limited by the physical space available, which can result in
limited content compared to digital platforms with virtually unlimited space.

9. Difficulty in Corrections: Correcting errors or updating information in print media can be

cumbersome and may not reach all readers who have already seen the original content.

10. Accessibility Issues: Some people, such as those with visual impairments, may find it
challenging to access and read printed materials without specialized aids.

While print media continues to have a presence in the media landscape, these disadvantages have
led to a shift in focus toward digital media for many consumers and publishers. The content of
print media like the newspapers and magazines go out of date soon. Lastly, the mistakes in the
printed materials cannot be rectified once printed.

Challenges faced by print media

Print media faces several challenges in the digital age, including:

1. Declining Circulation: Many print publications have experienced a decline in readership and
circulation as people increasingly turn to digital sources for news and information.

2. Competition from Online Media: Online news websites, social media platforms, and digital
publications have become strong competitors, offering immediate, free, and easily accessible
content.

3. Advertiser Shift to Digital: Advertisers are allocating more of their budgets to digital
advertising, reducing the revenue generated from print advertisements.

4. Production Costs: Printing and distribution costs can be high, making it challenging for print
media to remain cost-effective compared to digital platforms.

5. Limited Interactivity: Print media lacks the interactive features and multimedia elements that
digital platforms offer, making it less engaging for some audiences.

6. Environmental Concerns: The paper industry's impact on the environment raises ethical and
sustainability concerns for print media.

7. Aging Readership: Print publications often have an older readership, which may limit their
ability to attract younger audiences.

8. Reduced Frequency: Some newspapers and magazines have reduced their publication
frequency or shifted to digital-only formats to cut costs.

9. Content Aggregation: Online platforms aggregate news content from various sources, making
it difficult for print publications to maintain exclusivity.

10. Digital Transition: Transitioning to digital formats while maintaining quality journalism and
monetization strategies can be challenging for print media companies.

To survive and thrive, many print media outlets have had to adapt by integrating digital
strategies, developing online presence, and diversifying revenue streams.

Electronic Media

Radio
Radio is a unique medium. Irrespective of social, cultural, and economic backgrounds,
everybody can enjoy radio programs. It overcomes the barriers of illiteracy. Communication
researchers point out that the language used in radio communication should be simple, clear and
brief. Simplicity makes a program easily digestible and understandable. Of all the mass media,
radio has the widest reach as well as the widest coverage.

Characteristics of Radio

1. Mobile medium
Radio is a mobile or portable medium. A person can have it at home, carry it to somewhere else,
listen to it while driving, even can have it on land or sea. Radio is a convenient medium that can
accompany the listener anywhere.

2. Inexpensive medium
Radio sets are really cheap and easily available. Radio production costs much less compared to
television production. A television production requires studio with camera and lighting facilities,
expensive sets, costumes, artists, technicians and a number of production personnel. But radio
only requires a sound recording and a radio announcer for production.

3. Invisible medium
Radio depends on the sense of hearing. It is not supported by the medium of sight. The audience
is not really bothered about the presence of a radio unlike a television.

4. Medium of sound
Radio is an exclusive medium of sound. It is a medium of the ear. There are three major elements
of a radio broadcast, spoken words, sound effects and music. All these sound elements should be
expressive and pleasant for the listeners. It must be artistically combined to provoke the
imagination of the listener.

5. Medium of Voice
Radio is also a medium of voice. The radio announcer’s or performer’s voice is very important in
broadcasting. The performer should use various modulations in the sound to produce effective
communication.

6. Intimate medium
The broadcaster must imagine the listeners sitting by their side. The listener should feel that the
announcer is speaking within the radio set. The best subjects for broadcasting are those which
intimately concern the listener, like personal and innermost feelings. The listeners receive radio
broadcasts mostly in very informal situations. So the communication is informal and intimate.

7. Simple language
Language used in a radio broadcast will be simple and easily understandable. The audience
won’t get time to check the meaning of the words or think about the underlying information in a
sentence.

8. Medium of immediacy
Radio is a medium of immediacy. It can report events as they are happening. It can deliver news
instantly. It can report an event faster than the newspapers that would take some time to reach the
readers.

9. Secondary medium
It is a unique feature of radio. A person can listen to the radio while performing other activities.
One can listen to radio while cooking, driving, eating, etc. so radio can be consumed while
performing an activity.

Strengths of Radio

Radio has the reputation of being the oldest and cheapest medium of entertainment in India. The
radio industry has been completely reshaped by the various private players that entered the sector
after the government allowed foreign investment into the segment and opened the licenses to the
private players. Radio can play its part in building a stronger business future for India. Providing
free-to-air local broadcast of music and entertainment, helpful information – traffic advisories,
community announcements and public service messages provide a real value added service. But
at current levels of advertising support, each radio station is reeling under the brutal financial
impact of high costs. The radio is a powerful mass medium. Unlike other mass media, radio has a
lot of advantages, both technical and message wise, to reach maximum number of people.

1.Booming FM Radio culture: The new India observes an active private FM radio sector. It can
provide, a level of playing field with benefits for listeners, for advertisers, employment & career
options. 90% of India has access to radio which is unmatched by any other media. And now
radio is a complement to another media. Therefore, other media or advertisers or agency can use
this medium for brand recall. Younger audiences, particularly those below the age of 25, also
have access to new technology like mobile phones. They have taken very quickly to interacting
with their favorite radio stations and radio jockeys.

2.Radio is a cost effective medium: Radio sets are not at all a luxury now unlike olden days
when radio sets were not affordable for common people. Advancement of technology made radio
production and transmission less expensive. Unlike other media, production format is sound
which can be produced at a minimum rate.

3.Radio is a Public Medium: Radio can be accessed by any number of people simultaneously
without much technical paraphernalia. Anybody can listen to radio as it functions as a
background medium. Radio is accessible for the Illiterates Literacy is not a prerequisite for
listening radio. In developing and under developing countries it becomes a popular medium
because of these characteristics. Majority of the population in those countries is illiterate. They
show a special affinity towards radio as they can overcome the deficiency of illiteracy through
radio programs. Being an audio medium, radio is accessible to the visually challenged also.

4.Radio needs less energy: Radio consumes very less energy. In that sense it is an environment
friendly medium. Since there is no need for power supply for operation radio sets, it gains
popularity in remote villages without electricity.

5.Radio is a speedy Medium: Radio is the fastest medium as it requires no much time for
preparation and transmission of news. Instant live broadcasting with less equipment is possible in
radio section. These characteristics extend the scope of radio as a mass medium.

6.Mental Imagery: Radio promotion utilizes sound, and a significant benefit of the present
circumstance is that it urges crowds to involve their creative mind in making pictures while
broadcasting the messages, which is an effective practice in advertising.

Limitations of Radio

Radio has many inherent limitations. It provides one way channel of communication. Therefore,
no feedback regarding the messages can be received. Since the listener’s attention is held only by
the sound; messages communicated through radio can reach only those people who listen
carefully and intelligently. One has to be very attentive to receive the messages from radio
otherwise he misses a part of the message. Radio lacks the pictorial quality provided by
television and motion pictures. Moreover, no visuals can be used with radio to support the
messages. Radio is not suitable for all types of commercials as some require illustration or
demonstration.

1.Limited audience – Unlike television or the internet, radio has a limited range and can only
reach listeners within a certain geographic area. This means that people outside of the coverage
area won’t be able to hear the broadcast, which can be a disadvantage for those trying to reach a
wider audience.

2.Lack of visuals – Radio is an audio-only medium, which means that it can be difficult to
convey certain information without the use of visuals. For example, a news report about a fire
might be more impactful if accompanied by images of the flames, smoke, and damage.

3.Transient media - Radio lacks permanence. Radio cannot repeat a message at will. Listeners
have only one chance to hear a message.

4.Limited interactivity – Unlike the internet, which allows for real-time feedback and interaction,
radio is a one-way communication medium. This means that listeners cannot interact with the
content or provide immediate feedback, which can limit the level of engagement and
involvement with the broadcast.
5.Susceptible to interference – Radio waves can be easily disrupted by interference from other
electronic devices or atmospheric conditions. This can result in poor sound quality or a complete
loss of the broadcast signal, which can be frustrating for listeners.

Since radio conveys messages through sound only, it demands a habit of skillful listening which
generally people lack. Radio may broadcast a well-developed lesson, but cannot develop a lesson
with the audience. With many people to receive a complete detailed lesson or a program through
radio becomes very taxing or boring as it tends to become monotonous at times.

Brief Overview of Evolution of Radio in India

The history of radio broadcast started in India with the setting up of a private radio service in
Chennai, in the year 1924. In that same year, British government gave license to the Indian
Broadcasting Company, to launch Radio stations in Mumbai and Kolkata. Later as the company
became bankrupt, the government took possession of the transmitters and began its operations as
the Indian State Broadcasting Corporation.

In the year 1936, it was renamed All India Radio (AIR) and the Department of Communications
managed it entirely. After independence, All India Radio was converted into a separate
Department. All India Radio has five regional headquarters in New Delhi, for the North Zone; in
Kolkata, for the East Zone; in Guwahati, for the North-East Zone, in Mumbai, for the West
Zone; and in Chennai, for the South Zone. In the year 1957, All India Radio was renamed
Akashvani, which is controlled by the Ministry of Information and Broadcasting. During the
period of independence only a mere 6 radio stations existed throughout the country. But during
the late 1990s, the network of All India Radio extended to almost 146 AM stations. Moreover the
Integrated North-East Service focused on reaching to the population in northeast India. All India
Radio offers programs in English, Hindi and numerous regional and local languages. In the year
1967, Commercial Radio services started in India. The initiative was taken by Vividh Bharati
and Commercial Service, from the headquarters in Mumbai. Vividh Bharati accumulated
revenues from widespread sponsorships and advertisements. During the mid-1990s, broadcasting
was carried on from 31 AM and FM stations. Indian radio was particularly designed and
programmed to provide support to the procedure of social improvement, which was a vital
prerequisite of economic enhancement. The leading development beliefs of the time analyzed the
problems and hindrances in development as the primary ones in the developing nations. The
function of broadcasting paved a way for the surge of modern concepts. Later, with the
modernization of the country, television was introduced and broadcasting achieved new status.
But by then, radio had become a popular medium in India. Diverse programs including
entertainment and melodious songs were also transmitted nationwide. Akashvani or All India
Radio still stands as one of the biggest radio networks around the globe.

AIR – All India Radio: The radio broadcasting service was later designated ‘All India Radio’
(AIR) and was placed under a separate Ministry-the Ministry of Information and Broadcasting.
The AIR is controlled by a Director General, who is assisted by several Deputy Directors and a
Chief Engineer. Broadcasting, in its significance, reach and impact, constitutes the most
powerful medium of mass communication in India. Its importance, as a medium of information
and education is particularly great in a vast and developing country like India where the reach of
the printed word is not very wide or deep. While the total circulation of all the newspapers in
India, including both English and Indian language papers, is around 8 million, there are,
according to a recent estimate, nearly 400 million (out of a total population of 625 million)
potential listeners to All India Radio. Broadcasting in India is a national service, developed and
operated by the government of India. All India Radio (also known as Akashvani) operates this
service; over a network of broadcasting stations located ail over the country. Starting with 6
broadcasting stations in 1947, the AIR today has a network of 82 broadcasting stations.

External Services (Overseas): AIR made its first broadcast to listeners outside India on October
1, 1939. Today the External Services of AIR broadcast in 25 languages for about 50 hours daily
round-the-clock, reaching listeners in widely scattered areas of the world.

VividhBharati: A self-contained service of popular entertainment, known as VividhBharati was

started in October 1957 to meet the growing demand for popular music and light features.
Commercial advertising was introduced on AIR in November, 1967, from the Bombay-Nagpur
channel of VividhBharati on an experimental basis. It was gradually extended to Calcutta (1968);
Delhi and Madras-Tiruchirapalli (1969); Chandigarh-Jullundur- Bangalore, Dharwar,
Ahmedabad- Rajkot, Kanpur-Lucknow-Allahabad (1970), Hyderabad-Vijayawada (1971) and
Bhopal, Indore, Cuttack, Jaipur, Jodhpur, Patna, Ranchi and Trivandrum (1975). Advertisements
are accepted in any language as tape recorded ‘spots’ of 15 seconds or 30 seconds duration.
VividhBharati, an alternative national service of All India Radio, now forms a part of the Central
Sales Unit of the Commercial Broadcasting Service. It has also started originating programs.

National service: Started in July 1952, the weekly National Program of Music provides an
opportunity to listeners to hear well-known exponents of Hindustani and Karnataka music. At
suitable intervals, programs based on recordings of old masters are also featured in this program.
The National Program of Features attempts to mirror the progress made in different spheres of
development in the country and to project various aspects of its social and cultural life. The
original broadcast of this feature might be in Hindi or English, but these are invariably translated
into all regional languages and presented from the regional stations. Programs for the youth in
YuvaVani are broadcast from Kolkatta, Delhi, Hyderabad, Jammu, Patna and Srinagar stations.
This service provides a forum to the youth between the ages of l5 and 25 years, who present their
viewpoint by participating in a wide range of programs talks, discussions interviews, plays,
features and music. A youth news bulletin is also broadcast by the youth themselves.

AM and FM radio
First of all, in order to transmit radio waves, a transmitter and receiver are needed. A radio wave
acts as the carrier of the information through encoded waves or a process called modulation.
Modulation is the variation of a property of an electromagnetic wave or signal, such as its
amplitude, frequency, or phase.

The two main types of radio transmission are amplitude modulation (AM) and frequency
modulation (FM). The older broadcasting method and most popular method, frequency
modulation (FM) minimizes noise and provides greater reliability. Both AM and FM process
sounds into patterns, that are always varying, of electrical signals. They closely resemble sound
waves. In an AM transmission the carrier wave has a constant frequency, but the strength of the
wave varies. The FM transmitter is just the opposite; the wave has constant amplitude but a
varying frequency. Ex: Club FM, Radio Mango, Radio Mirchi, etc.

Community Radio

Community radio is a radio service offering a third model of radio broadcasting in addition to
commercial and public broadcasting. This type of radio stations focus on a specific area or
community. The broadcasting will be done for audience of a small area. The programs will
include matters of local interest. Community stations serve geographic communities and
communities of interest. Community radio is a social process or event in which members of the
community associate together to design programs and produce and air them, thus taking on the
primary role of actors in their own destiny, whether this be for something as common as
mending fences in the neighborhood, or a community-wide campaign on how to use clean water
and keep it clean, or agitation for the election of new local leaders.

The emphasis is on the ownership of democratic and development efforts by the members of the
community themselves and the use of media, in this case radio, to achieve it. In every sense, this
is participatory communication. It is above all a process, not a technology, not merely a means. It
is the community speaking to each other and acting together for common goals.

Television

Television is one of the mile stone inventions of the last century. An average human being
spends hours in front of the television every day. The world cannot imagine a day without
television. Television plays a major role in opinion making and thought process. Invention of
colour television, cable television and satellite broadcasting are notable land marks in the history
of television. Television has been influencing our lives since it was developed over 80 years ago.

Characteristics of Television

The main character of television is its audiovisual nature. It is one of the important mass media
devices. The characteristics of television are:

1. Audiovisual medium
Television is a medium of moving images and sound. So it is called an audio visual medium. It is
for both eye and ear. The audio and visual presentation creates more impact on the audience. A
TV broadcast is conceived and produced and receive in audio- visual terms. Thus, it directly
affects two senses simultaneously, those of hearing and seeing. It is more effective than radio
broadcast as radio is a universe medium, affecting only one sense.

2. Convergent media

Television combines the qualities of various media like radio and newspaper, i.e., audio, picture
and information. It has the ability to converge the qualities of other media in a single platform.
So it is a convergent medium. TV has borrowed certain features from the other media of
communication like the stage, the film and the radio. TV has integrated all these into a whole
that makes TV a uniquely new medium, different from all other medium.

3. Universal medium

The television is a universal medium. Any person with a television set can watch programs on
television. The ethnicity, race or colour of the audience is not a factor here. Ex: Channels like
BBC, CNN, HBO etc., are popular across the globe.

4. Popular Medium

Literacy is not a barrier in watching television while newspaper reading requires literacy. Any
illiterate can get information and entertainment from television. It is a popular medium that any
type of people can use. It is available to all people. It deals with the problems of all sections of
the society. It democratizes information and informal education and also democratizes literature,
by discussing in broadcasts, or by telecasting it in a dramatic version. But it cannot afford to be
highly artistic like stage as things might go over the heads of the common viewer.

5. Medium of Credibility

The television gives information in a visual form. The visuals can be more credible than the
audio or print. TV is a supreme medium of mass communication. And with the help of satellite
technology today, it can reach all the concerns of the globe. TV has turned world into a global
village. Thus, it has widened the mental horizons of man.TV is credible, believable medium.
Seeing believes. Things shown on TV become effectively truer than those that one reads in the
print medium or listens to the Radio.

6. Glamour medium

A person who gets coverage by television gets more popularity than in any other media. There is
a prominent factor of glamour in television. One can watch on TV the glittering personalities and
events international conferences, sports, festivals; travel show etc.The facility of watching almost
round the clock enhances the glamour appeal still more. Because of its glamour, TV has been
called the magic box. Their addiction has become the greatest addition of times. And thus, the
reading habits are declining and people now get their news and information more from TV which
is easier also.

7. Medium of close up

Television screen is smaller than a cinema screen. So landscape or long shots won’t look so
attractive in a television screen. Medium or close up shots are more preferable for a television
screen. It is an ideal medium for expressing reaction and interaction between people for
presenting an interview and discussion etc. It something shows happened or somebody has said
something, the cameras would show the reaction of several people, one by-one or in close-up.

8. Domestic medium / Living room medium

No one goes out to watch television. Most of the audience watches television at home.
Television is a medium for domestic environment. TV is a medium of and for the family. TV
brings theater and cinema auditorium to the living room and brings together the family
increasingly. Earlier, people used to get dressed up specially to witness a stage drama or a film. It
is the reverse process now. The film or the theatre comes in your drawing room under home
conditions.

9. Inspiring medium

Visuals can motivate or inspire a human being than sound or print. Television can create a new
trend or style in the society.

10. Medium of immediacy / Live medium

Television enables the audience to view the events anywhere in the world live while sitting in
our drawing rooms. The video reports of a terrorist attack or natural disaster can reach the
audience in seconds, through a television. It captures the events as they are happening, much
before the newspaper comes out with information on events next morning. TV is a supreme
report. TV operates in fixed time units and the time unit must be respected.

11. Advertisers medium

Visual advertisements are more pleasing to the eyes. So advertisers give more preference for the
television to broadcast their ads. TV is the great salesman of modern times. The business man
sells his products and services through TV Advertisements can reach millions of people at the
same time.

Strengths of Television

Television has the intimacy of radio and the believability of personal participation. It has
intimate approach due to which it becomes more appealing and attracts the attention and interest
of the people. As it combines all, his elements, namely, sight, sound and motion, it becomes
possible to show variety of indoor and outdoor situations, scenes and places effectively. Thus, it
is very effective in stimulating and inspiring new insights, discoveries and inventions.

Television has several strengths, including:

1. Visual and Audio Engagement: Television combines visuals and sound, making it a powerful
medium for storytelling and entertainment.

2. Wide Reach: TV reaches a broad audience, making it an effective platform for broadcasting
news, sports, and cultural events.

3. Advertising: Television advertising can reach a massive audience, making it a valuable tool
for businesses to promote their products or services.

4. Variety of Content: TV offers diverse programming, catering to a wide range of interests, from
news and documentaries to entertainment and sports.

5. Educational Value: Educational programs on television can provide valuable information and
learning opportunities for viewers.

6. Real-time Updates: TV news networks can provide real-time updates on important events,
making it a primary source of breaking news for many people.

7. Community Building: Television programs and events can bring people together, fostering a
sense of community and shared experiences.

8. Entertainment: TV offers a wide range of entertainment options, including movies, series, and
live events, providing relaxation and enjoyment.

9. Historical Record: Television archives important moments in history, preserving them for
future generations.

10. Cultural Influence: Television can shape culture and public opinion, influencing society in
various ways.

Television breaks the barrier of illiteracy, as due to its combination of sight, sound and motion,
understanding of the message becomes easier, whereas, with the print media like newspapers and
magazines, readers have to put a lot of efforts on reading and understanding the message which
may not be possible for illiterates. It provides entertainment, informs, educates and persuades
and thus performs all functions of mass media.
Limitations of Television

Television requires a fully developed Television network and electrical supply for broadcasting
the programs. Therefore, in spite of 85 percent of area covered by television network in India,
people in remote as well as rural areas are not able to take advantage of television due to lack or
absence of electrical supply. Television may not be accessible to everyone, particularly in
regions with limited infrastructure or resources.

Television is an expensive mass medium compared to other mass media, because not only the
television sets are expensive but both production of television programs and their utilization are
expensive unless they are used extensively. Moreover, TV program production requires trained
personnel’s.

Television, like any media, can sometimes disseminate misinformation or biased content.

TV often encourages passive consumption, where viewers simply absorb content without
active participation or engagement. In just the same way mobile phones can become addictive,
watching TV can become addictive, particularly if a channel just shows back-to-back episodes
of our favorite shows for hours at a time.

Excessive TV consumption can reduce face-to-face social interactions, potentially affecting

relationships. Whilst television can be a great cure for loneliness when there’s no one around, it
can also be incredibly anti-social at times when you could be with others. It can feel tempting to
stay in and watch our favorite show rather than going out and socializing.

TV can make us feel inadequate. Television is a perfect choice for advertisers. Every ten to
fifteen minutes we can be bombarded with adverts for products we’d never even thought about
owning before. Advertisements have become increasingly very clever at targeting consumers and
selling them the exact product they think they need. Television often includes extensive
advertising, which can interrupt content and be perceived as intrusive. Excessive TV viewing,
especially in children, can be linked to negative effects on behavior and health.

Unlike digital media, television typically lacks interactivity, limiting viewer control over
content and engagement.

Brief Overview of Evolution of Television in India

The first television transmission in India started with the experimental telecast on 15th
September 1959 in Delhi. A single transmitter and a makeshift studio were the only equipment
used for this purpose. The regular daily transmission started in 1965 as a part of All India Radio.
The television service was extended to Bombay and Amritsar in 1972. It was later extended to
seven more Indian cities in 1975. Television services were separated from radio in 1976.
National telecasts were started in 1982. Colour television sets and small screen programs were
launched in the Indian market in the same year. At that time there was only one national channel
Doordarshan which was owned and run by the central government.

The Ramayana and Mahabharata were the first major television series produced. Due to
overwhelming interest of the people the government opened up another channel DD2 which was
later renamed DD Metro. Both channels were broadcast terrestrially. During the mid-eighties
Doordarshan introduced a number entertainment programs which included music, arts and soap
operas. The first Indian television serial was Hum Log in 1984. Wagle ki duniya(1988),
Buniyad(1986) were some of the popular serials of that time. Mythological serials like Ramayan,
Mahabharat, Chandrakantha and Sword of Tipu sultan gained more audience for Doordharshan.
Doordharshan also telecasted Hindi film songs programs like Chithrahaar, Super hit Muqabla
and Rangoli. Vikram Betal, Malgudi days, Tenali Rama were some of the shows for children.
Doordarshan includes regional language satellite channels, state networks, international channel
and all India channels like DD National, DD News, DD Sports, DD Gyandarshan, DD Bharati,
Loksabha Channel and DD Urdu.

Satellite Instructional Television Experiment (SITE)

SITE is a landmark experiment in the Indian television history which was a community
television programme. Community television is a type of system which transmits television
programs exclusively for a selected community of people. It was conducted between August
1975 and July 1976. Under this programme villages were given educational programs through
television sets using ATS-6 satellite. Six Indian states were given this privilege in the beginning.
The telecasts happened twice a day, in the morning and evening. Other than agricultural
information, health and family planning were the other important topics dealt with in these
programs. Entertainment was also included in these telecasts in the form of dance, music, drama,
folk and rural art forms.

Prasar Bharathi

Prasar Bharati is a self-governing body formed by an act of parliament. It comprises of

Doordharshan television network and All India radio and is the largest public broadcaster of
India. The act which grants autonomy for Prasar Bharathi was passed in 1990, and it was enacted
on 15th September 1997.

Gyan Darshan

GyanDarshan is a satellite based TV channel devoted to educational and developmental needs of

the society. It offers distance education through Virtual Class Room mode and interactive
learning.

Victers Channel
Kite Victers is a state-owned free-to-air children's edutainment television channel operated by
Kerala Infrastructure and Technology for Education under the Department of General and Higher
Education - Kerala state and is wholly owned by the Government of Kerala.

Films

Films are a multi-dimensional medium that uses various communication tools to convey stories,
emotions, ideas, and cultural perspectives to a broad audience, making them a significant part of
our global cultural landscape.

Film as a tool of communication

Films are powerful tools for communication, and they encompass various communication
aspects, including:

1. Storytelling: Films convey narratives and stories through visual and auditory elements,
engaging viewers emotionally and intellectually.

2. Visual Language: Cinematography, including camera angles, lighting, and composition,

communicates mood, themes, and character emotions without words.

3. Dialogue and Script: The spoken and written words in films convey information, character
development, and thematic elements.

4. Music and Sound Design: Film scores and sound effects enhance the emotional impact of
scenes and contribute to storytelling.

5. Non-Verbal Communication: Actors use body language, facial expressions, and gestures to
convey emotions and subtext, often without words.

6. Symbolism and Metaphor: Films frequently use symbols and metaphors to convey deeper
meanings and themes.

7. Cultural Significance: Films can reflect and comment on cultural, societal, and historical
aspects, promoting understanding and discussion.

8. Emotional Engagement: Through character development and relatable situations, films can
elicit empathy and emotional responses from the audience.

9. Visual Effects and CGI: Modern technology allows for stunning visual effects, which can
transport viewers to fantastical worlds or enhance realism.
10. Social Commentary: Films often address social and political issues, sparking conversations
and encouraging critical thinking.

A Brief overview of Cinema in India – History of Indian Cinema

India is the leader in film production. Indian cinema has yielded 28,000 feature films and
thousands of documentaries so far. The first exposing of celluloid in camera by an Indian and its
consequent screening took place in 1899, when Harishchandra Bhatwadekar (Save Dada) shot
two short films and exhibited them under Edison's projecting kinetoscope. In 1912. N. G. Chitre,
and R.G. Torney made silent feature film 'Pundalik' which was released on May 18, and it was
half British in its make.

Dhumaj Govind Phalke, more generally known as Dada Saheb Phalke was responsible for the
production of India's first fully indigenous silent feature film Raja Harish Chandra which
heralded the birth of the Indian Film industry. The film had titles in Hindi and English and was
released on May 3, 1913 at the coronation cinema in Bombay. In 1917, Bengal saw the birth of
its first feature film. 'Satyabadi Raja Harishchandra' made by Madan's Elphlnstone Bioscope
Company. In Madras the first feature film' of South India 'Keechaka Vadham' was made by
Nataraja Mudaliar in 1919.

After stepping into 1920, the Indian cinema, gradually assumed the shape of a regular industry.
The industry also came within the purview of the law. The first Indian talkie Alam Ara produced
by the imperial film company and directed by Ardeshir Irani - released on March 14, 1931 at
Majestic cinema in Bombay. The talkie had brought revolutionary changes in the whole set up of
the industries. The first International Film Festival of India was held in early 1952 at Bombay
had great impact on Indian Cinema. The big turning point came in 1955 with the release of
Satyajit Ray and his classic 'Pather Panchali'.

In Hindi cinema too, the impact of neorealism was evident in some distinguished films like
Bimal Roy's 'Do Bigha Zameen, 'Devdas', 'Madhumati', Raj Kapoor's 'Boot Polish', 'Shri 420' and
'Jagte Raho', Mehboob's 'Mother India' and so on. In 1937, the first color feature, Kisan Kanya
was made. Mother India (1957), Mughal-e-Azam (1960), Ganga Jamuna (1961), Sangam (1964),
Bobby (1973), Sholay (1975), have been some of the successful films at the box office and trend
setters in the commercial cinema. In sixties, mediocre films were made mostly to please the
distributors and to some extent, meet the demands of the box office, such as, Mughal-E-Azam,
Guide, Sahib Bibi Aur Gulam, Aradhana, etc.

Satyajit Ray, Ritwik Ghatak and Mrinal Sen were the founder fathers of the new cinema in India.
Roy was fortunate enough to present his films in almost all the leading film festivals of the
world. The national and international awards won by Roy are numerous. In seventies, the trend
for new wave cinema started in India with the release of Mrinal Sen's Bhuvan Shome (1969).
This boosted the production of small budget films with simple plots but rich in resonance. It was
followed by Sara Akash, Rajnigandha, Chhoti Si Baat, Chitchor, Swami, Arth and Gudgudee.
The new wave cinema movement continued with full spirit in seventies and eighties also.

New Media
New media comprises of all kind of digital interactive forms of communication that uses internet
facilities. Online communication services like podcasts, blogs, social networks, news portals,
email servers, wikis, text messaging, and all other computer aided online services come under
new media. New media makes it possible to create, modify and share content. The process of
online content generation is generally free of cost or less expensive. The devices that are
commonly used to access new media services are computers and smart phones.

Milestones in history of internet

The invention of internet has revolutionized the entire communication systems and computer
technology than any other inventions of digital world. Internet integrated the qualities of most of
its predecessor technologies like telephone, radio, television, computer etc. The popularity of
internet technology boomed in the nineties after the advent of World Wide Web by Tim Berners
lee. This enabled coordinating websites and provides information and resources to common
users. Milestones in the history of internet are:

- Advanced Research Project Agency (ARPA) was formed under the US department of defense
in 1957. ARPA was responsible for the development of new media technology.
- Advanced Research Project Agency Network (ARPANET) came into existence in 1969. The
first operational host to host ARPANET connection was made between university of California
and Stanford research institute on October 25, 1969.
- In 1972 ARPANET began email communications.
- The digital communication technology was named as internet in 1973.
- The term World Wide Web was coined by Tim Berners Lee in 1990.
- Internet registration in 1992 for .com, .net, .org, .edu and .gov.
- In 1993 the first web browser was created with the name MOSAIC web browser.
- Java, the independent programing language was created by Jim Gosling in 1995.
- Yahoo! was founded in the same year, which provided web search engine, email service, etc.
- Google was founded in September 4, 1998 by Larry Page and Sergey Brin.
- Wikipedia was launched in 2001 by Jimmy Wales and Larry singer.
- In 2004 Facebook was founded by Mark Zuckerberg which opened a new era of social
networking.
- In the same year Gmail, the email service of Google, was created by Paul Buchhiet.
- Video sharing website YouTube was launched in 2005.
- Social networking site Twitter was found in 2006.

Internet in India
India found her place on the internet map a few years after the advent of internet
communications. India’s first internet service was launched in 1987. It was named as Education
and Research Network (ERNET). Usage of ERNET was confined to the educational and research
institutions.

Commercial internet services started in India in 1995. Videsh Sanchar Nigam Limited (VSNL)
was introduced in the same year, which was an entire public sector enterprise on that time. The
Gateway Internet Access Service (GIAS) was launched in 1995 by overseas communications
services. In 1998 government liberalized the Internet service provider (ISP) policies, and this led
to spread of private sector service providers in India. In the survey conducted by telecom
regulatory authority of India (TRAI) in 2004, it was stated that there are 189 private ISPs in
India.

The reasons behind the advancement of internet in India are VSNL and popularity of smart
phones. The number of people accessing internet through mobile phone is larger than the ones
who uses laptops and PCs. India is still in the growing stage considering the advancement made
by developed countries in internet communications.

New media elements

• Media convergence

Convergence means that ‘coming together of two or more things.’ It is a co –existence or

merging of several media forms such as television, print and internet in a combined digital
platform. It is an ongoing process of interaction between various kinds of media platforms. It is a
cooperation and collaboration between previously unconnected media platforms. It brings
together ‘the three C’s’, i.e., computing, communication, and content.

• Information superhighway

The term information superhighway refers to the digital communication systems and internet
telecommunication network. It is an information and communication network which interlinks
and shares information between all kinds of electronic devices via internet and
telecommunications. The invention and popularisation of broadband systems has driven the
internet communications to a new level.

• Global village

The term global village is coined by famous mass media theoretician Marshal McLuhan.
McLuhan described how the world has been contracted or reduced into a village by electric
technology and the rapid movement of information from every quarter to every point at the same
time. Information communication was successful in bringing all social and political functions
together in a sudden movement. The electric speed heightened human awareness of
responsibility to an extreme point. Physical distance is not a barrier on the internet. As a result
interaction between people has largely expanded. It became much easier for the people to search
for the online communities and interact with others who share the same interests and concerns.

• Digital Divide

The digital divide refers to the gap between demographics and regions that have access to
modern information and communications technology and those that don’t. Though the term now
encompasses the technical and financial ability to utilize available technology, along with
access (or a lack of access) to the internet; the gap it refers to is constantly shifting with the
development of technology.

Advantages and Disadvantages of new media

• Advantages

1. Fast and cheap communication

Communication through new media is faster and cheaper. Communication platforms like
Facebook, twitter, Whatsapp and email services like Gmail and yahoo make communication
easier and faster. They are also free of cost.
2. Easy sharing of large files
Heavy files like videos, software etc., can be easily shared using email or file sharing websites.
3. Provides information
New media is a source of large amount of information. A person browsing through internet could
access any kind of information through the websites.
4. Provides entertainment
Entertainment is one of the major reasons why people prefer new media facilities. There are a lot
of games to play, videos to watch, etc.
5. Online services
Services like online banking, online booking, hotel reservations, online shopping, are widely
depended by the society these days.
6. Product promotion
There are various methods for promotion through new media like, social media marketing,
mobile marketing, advertising through websites and forums, etc.

• Disadvantages
1. Virus threat
Virus threat is common for all new media devices. Virus is a computer programme that attacks
and destroys the data stored in a digital device. There are various types of viruses like spyware,
adware, and other viruses. This may affect the important files that are stored in a digital device.
2. Insecurity and theft of data
Personal information of the user and other important data can be stolen from a new media device
or internet. There are lots of phishing sites on internet that are completely dedicated for this
purpose.
3. Spamming
Spamming is the use of digital communication systems to send unwanted messages and
advertisements repeatedly on the same site. Spamming is common in Email servers, social
media, chat forums, mobile messages etc.
4. Explicit content
Pornographic videos and images can easily spread through new media. It is not easy to control
these types of materials if they are shared though online. Pornography includes sex and violence
content.

Characteristics of new media

Internet is a worldwide system of computers interconnected to each other. A person on any part
of the globe can interact with any other person through internet. The basic feature of internet is
its ability to share information and enable interaction. An internet user can share information,
ideas and feelings through internet and receive a feedback.

1. Interactivity

Interactivity is a prominent feature of new media which allows a two way flow of
communication between the user and the computer or any other digital communication device. It
allows the user to become an active partner in the communication process. There are various
devices and software’s that utilize the possibilities of interactivity such as, smart phones,
computer games, smart classes, etc. The basic feature of interactivity is feedback. It depends on
the two way communication system and requires a response from the user for flawless
functioning. Interactivity is classified into three types; navigational, functional and adaptive.

• Navigational interactivity

Navigational interactivity as the name suggests helps to navigate through hyperlinks and search
engines which connect web pages and websites.

• Functional interactivity

It enables the interaction between the user and the digital device. It is commonly used by
websites for receiving feedback from the users.

• Adaptive Interactivity

It helps the user to edit and update the information in a digital media. Some websites uses this
feature to enable the audience to involve in the updating of content.
2. Multimediality

It refers to the co-existence of different media in a single platform. Website is the best example
of multimedia. Multimediality is used in various electronic devices such as computers, smart
phones, etc. It combines all form of digital Mediums such as audio, video, text, images and
graphics in a single format. Hypermedia is another form of multimedia where multimedia
elements are combined with hypertext or hyperlink.

3. Hypertextuality

It is the feature that allows a user to navigate through web pages and websites using hypertexts.
A hypertext is a word or sentence on a webpage that is attached with a hyperlink. A hypertext
will be linked with a webpage or website or even another portion of the same webpage.
Hyperlink can be applied to text content or multimedia content.

4. Universality

Internet is a world-wide system of interconnected computers. A person who can access a

computer or any other device which supports an internet connection, can access any information
that is available on the internet.

5. Immediacy

It refers to the capacity of new media to deliver information immediately from any part of the
world. Nowadays online news portals are faster than any other news media in delivering news.

Social media networks

A social media is a communicative tool that uses mobile and internet technologies, for creating
highly interactive communities to share, discuss and modify user generated content. User
generated content can be information, ideas, pictures, videos, etc. Social media is a wide term
that includes collaborative websites such as Wikipedia, social networking sites like Facebook,
content communities like YouTube, etc. nowadays social networking has become one of the
most powerful sources for news updates through various platforms. Social media sites provide a
space for free speech and expression. Recently many political and social movements have arisen
from the campaigns held through social media. They introduce enormous and persistent changes
to communication between businesses, organisations, communities, and individuals. The most
common social networking sites are, Facebook, YouTube, twitter, blogger, word press, linked in,
tumbler, etc.

Online Citizen Journalism

Online journalism is a contemporary form of journalism where editorial content is distributed via
the Internet. Here the primary product of journalism, which is news and features on current
affairs, is presented solely or in combination as text, audio, video and some interactive forms,
and disseminated through digital media platforms. It is also called digital journalism. Fewer
barriers to entry, lowered distribution costs, and diverse computer networking technologies have
led to the widespread practice of online journalism. It has democratized the flow of information
that was previously controlled by traditional media including newspapers, magazines, radio, and
television.

Before the Internet, spontaneous discussion between readers who had never met was impossible.
The process of discussing a news item is a big portion of what makes for online journalism.
People add to the story and connect with other people who want to discuss the topic. Online
journalism opens up new ways of storytelling; through the technical components of the new
medium, digital journalists can provide a variety of media, such as audio, video, and digital
photography. Online journalism represents a revolution of how news is consumed by society.
Online sources are able to provide quick, efficient, and accurate reporting of breaking news in a
matter of seconds, providing society with a synopsis of events as they occur.

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