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 shared meaning between the mass media and their audiences. It is a process through which many identical messages reach audiences in masses The process whereby professional communicators use technology to share messages over great distances to influence large audiences.

Overview: Mass Communication in IndiaThe 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 it newspaper 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 of today. So, we have introduced this section so that an individual can become familiar with the various streams that make up Mass Communication and also become aware of what Mass Communication has to offer him in terms of career. What we have done here is that we have taken up each stream and listed the various colleges across India providing that particular media course, be it journalism or Public Relations or Cinematography, Advertising, etc.We have tried our best to provide accurate and updated details about the Mass
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Communication courses and Mass Communication institutes across India. However, if you encounter any discrepancy in the details of the Mass Communication courses and Mass Communication institutes provided here, do write to us. We welcome any kind of feedback that will improve the quality of the site, a site that strives to provide the best information on Mass Communication courses and Mass Communication institute in india.

2. Mass media: introduction

Mass media is a term used to denote a section of the media specifically envisioned and designed to reach a very large audience such as the population of a nation state. It was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines, although mass media (like books and manuscripts) were present 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 a countless array of institutions and individuals who differ in purpose, scope, method, and cultural context. Mass media include all forms of information communicated to large groups of people, from a handmade sign to an international news network. There is no standard for how large the audience needs to be before communication becomes "mass" communication. There are also no constraints on the type of information being presented. A car advertisement and a U.N. resolution are both examples 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 corporate entities, publishers, journalists, and others who constitute the communications industry and profession." This definition includes both the entertainment and news industries.

History
Types of drama in numerous cultures were probably the first mass-media, going back into the Ancient World. The first dated printed book known is the "Diamond Sutra", printed in China in 868 AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literacy to the masses in China, and the relatively high cost of paper there, the earliest printed massmedium was probably European popular prints from about 1400. Although these were produced in huge numbers, very few early examples survive, and even most known to be printed before about 1600 have not survived. Johannes Gutenberg printed the first book on a printing press with movable type in 1453. This invention transformed the way the world received printed materials, although books remained too expensive really to be called a mass-medium for at least a century after that. Newspapers developed around from 1612, with the first example in English in 1620; but they took until the nineteenth century to reach a mass-audience directly. During the 20th century, the growth of mass media was driven by technology that allowed the massive duplication of material. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at low prices to huge audiences. Radio and television allowed the electronic duplication of information for the first time.

Mass media in India

Mass media in India is that part of Indian media which aims to reach wide audience. Besides the news media, which includes print, radio and television, the internet is playing an increasing role, along with the growth of the Indian blogging community. Compared with many other developing countries, the Indian press is relatively unfettered, except for obstacles in the way of setting up media companies which were part of the pre - 1990 licence raj. In 2001, India had 45,974 newspapers, including 5364 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.

M edia Characteristics

Typ e

N e w sp ap e rs, M agazin e s, R ad io , Te le visio n , O u td o o r, Cin e m a, P o in t Sale s, D ire ct M ail, Lab e l an d p a cka

M edia

Stru ctu re

Size , Lo catio n , Co lo r, So u n d , V isu al, Typ o gra p h y, Co n tra st,

P lan n in g

R e a ch Sch e d u lin g Fre q u e n cy Sch e d u lin g

Model of media characteristics

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, or program 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 particular viewpoints. Informing functions of mass media News We hear about both local and global news through mass media We access all sorts of information through the Internet
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 We learn everything that is not in our immediate environments 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 and interpretation that is disseminated by mass media

Mass media function in the formulation of public opinions through persuasion Binding functions of mass media Mass media bind people together by giving messages that become 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.

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 recordings entertainment, 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.

A Model of

Communication
Stimulus source Organism Target Audience Response Communication Effectiveness

Who?

Message

Said what?

To whom ?

With what effect?

Media

How?

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 and interact with a large number of audiences. Be it the pictorial messages of the early ages, or the high-technology media that are available today, one thing that we all agree upon, is that mass media are an inseparable part of our lives. Entertainment and media always go hand in hand, but in addition to the entertainment, mass media also remain to be an effective medium for communication, dissemination of information, advertising, marketing and in general, for expressing and sharing views, opinions and ideas. Mass media is a doubleedged sword which means that there are positive effects of media as well as negative influences of media. Here are some of the different types of mass media: Print Media: The print media includes newspapers, magazines, brochures, newsletters, books and even leaflets and pamphlets. Visual media like photography can also be mentioned under this sub-head, since photography is an important mass media, which communicates via visual representations. Although, it is said that the electronic or new media have replaced the print media, there exists a majority of audiences who prefer the print media for various communication purposes. Public speaking and event organizing can also be considered as a form of mass media.

NEWSPAPERS

Display advertising is the #1 use of small business marketing 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 inserts and themes.
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o o

Rule # 1 - Buy when you are open 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 a specific geographical region, and they reach potential customers 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 location of the ad in the paper as well as the days that you want it to run. Timeliness - You can usually submit ads within hours of the time that a particular edition of the paper is printed. Communication Potential - Newspaper ads can convey a great deal of information by employing attractive graphics and copy. Ads can be very effective in attracting attention and persuading consumers to buy. Low Costs - Newspapers normally offer advertising space at low absolute cost and, because of the blanket coverage of a geographic area, the cost per reader is very low (relative cost). Prompt Responses - Newspaper ads normally produce relative quick consumer responses. They may generate sale within hours of their publication. Easy-To-Test - Timeliness and easy of production make it easy to test different headlines and ad contents. Coupons are 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 a variety of people, at least a portion of an ad's coverage will be wasted on those who are not potential customers.
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Reproduction Limitations - The quality of reproduction in newspapers is limited, especially when compared to magazines 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 overcome this. Declining Readership - Daily newspaper circulation has declined as a percentage of total households during the past 20 years.

MAGAZINES

Thousands of nontrade magazines are printed and circulated across the United States. Magazine ads breed consumer confidence through familiarity and credibility. Expensive, compared to newsprint, repetition is still the key! Magazines have a wide reach; nearly 9 out of 10 adults read an average of seven (7) different magazines per month. The average magazine attracts 6 hours and 3 minutes of total adult reading time, and studies show that the reader is exposed to 89 percent of the ads in the average copy. Most magazines printed today are special interest publications. Magazine circulation growth has outstripped adult population growth. Since 1950, adult population has grown by 53 percent, while magazine circulations have grown by 95 percent.

Advantages

Long Life Spans - Magazines have a long reading life because readers tend to keep them longer then other printed media. People usually read magazines during several reading intervals instead of the entire magazine at one 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. Many magazines have a high pass-along rate. Target Marketing - By selecting the appropriate special interest periodical, the small business owner can reach those customers with a high degree of interest in the goods 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 more credibility 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 to another version of the ad. Regional/National - Regional versions of nationally distributed ads can provide a cost-effective way to get prestigious visibility.

Disadvantages

Costs - Magazines can be either local or national in their coverage. National magazines are usually too expensive for small businesses. Keep in mind that ad rates are based on circulation. The higher the circulation rate, the more expensive the advertising. Long Closing Times - Closing times for submission of advertising may be several weeks prior to the publication date. Lack of Prominence - Magazines may contain many ads which 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 and apartments, classified ads are become more useful to businesses 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 its search engines and directory pages. Advantages

Cost effective national exposure - Classifieds are a costeffective way to advertise in a nationally circulated publication (when display advertising is out of the question). FREE - Works well in this medium and lets you build a great 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 will be listed together. Positioned Next To Competition - Classifieds are organized into like categories putting you in direct competition with your competition! If they have a bigger ad or a better offer, 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 a customer. Small space ads must be visual "grabbers", concise and have a clear call to action. You must make it easy for folks to respond to a small space ad. Space ads that also serve as coupons in print media are also good places to run toll free telephone 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 to test new ideas and products. Remnant - Small space ads are very good for remnant placement.

Disadvantages

Easy to overlook - Due to their small size, these ads are easy to overlook. No wasted space - Every word and image must "work" in a small 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 the walking" making users highly motivated readers of yellow page advertising. Yellow pages have grown to an almost $10 billion a year advertising industry, accounting for 7.1% of total advertising spending. See GM: 71 for Terms and Vocabulary. Advantages

Long shelf life - Yellow page directory come out each January and are used for a year. Valued by consumers - Free to consumers and a valuable information searching tool, yellow pages offer a great deal of exposure when customers are most receptive to your message. Specialty directories - Business - to - business and reverse directories 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, the number and type of directories greatly increased making it necessary to determine which "pages" are best for your business.

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 to foreign investment are driving growth in the print media. With the literate population on the rise, more people in rural and urban areas are reading newspapers and magazines today. Also, there is more interest in India amongst the global investor community. This leads to demand for more content from India. Foreign media too is evincing interest in investing in Indian publications. And the internet today offers a new avenue to generate more advertising revenue. Electronic Media: For many people, it is impossible to imagine a life without their television sets, be it the daily news dose or even the soap operas. This mass media includes television and radio. This category also includes electronic media like movies, CDs and DVDs as well as the new hottest electronic gadgets.

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RADIO

Radio permits the business advertiser to appeal to a specific audience over a broader region. By choosing the appropriate 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 for special events, grand openings and sales. "Come on down" from a local radio personality will draw people in! Radio provides access to "affordable personality.Nothing can create a sense of urgency like radio. Radio folks are more receptive to bartering than other media professionals. Remnant space is particularly easy to negotiate if you make buy some good time slots. Radio works well with other forms of media. It is particularly useful in reinforcing a direct mail or telemarketing campaign. An easy to remember 800, 888 or 900 numbers is a good addition to a radio spot. Program sponsorship (e.g. news, fishing report, NPR program) is an excellent relationship marketing strategy.

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Advantages:

Universal Infiltration - Virtually every home and automobile in the United States has a radio, which means that these advertising messages receive a tremendous amount of exposure in the target market. Market Segmentation - Radio advertising is flexible and efficient because it can be directed toward a specific market within a broad geographic region. Flexibility and Timeliness - Radio commercials have short closing times and can be changed quickly. Friendliness - Radio ads are more active than ads in printed media because they use the spoken word to influence customers. Spoken ads can suggest emotions and urgency, and they lend a personalized atmosphere to the message.

Disadvantages:

Poor Listening - Listeners often are engaged in other activities while the radio is on and may ignore the message. Need for Repetition - A listener usually will not respond to the radio ad after a single exposure to it. Instead, these ads need to be broadcast repeatedly to be effective. Repetition more important in radio than any other medium. Limited Message - Because radio ads are limited to one minute or less, the message must be brief. Thus, ad content must be limited to one or two key points. In addition, 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 60 second increments, with 60 seconds being the most common. Fixed spots are guaranteed to be broadcast at specified times written into the advertising contract.

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Perceptible spots are less costly than fixed spots, but the advertiser may be pre-empted by another advertiser who is 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 over broadcast times. These spots are used as "fillers" by the station and the station has total control over when they are broadcast. Some stations offer "package plans" which include flexible combinations of fixed, perceptible, and floating spots. Radio rates vary depending on the time of the day they are broadcast. The following classification is most expensive to least expensive for most stations:
o o o o o

Class Class Class Class Class

AA: Morning drive time - 6 AM to 10 AM A: Evening drive time - 4 PM to 7 PM B: Home worker time - 10 AM to 4 PM C: Evening time - 7 PM to Midnight 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 the country, which was hitherto dominated by the AIR, is going to witness a sea-change very shortly. In 2005, the government announced three key policy initiatives which will drive growth in this sector - migration to a revenue share regime, allowing foreign investment into the segment and opening of licenses to private players. As many as 338 licenses are being given out by the Indian government for FM radio channels in 91 big and small towns and cities. This deluge of radio stations will result in rising need for content and professionals. New concepts like satellite, internet and community radio have also begun to hit the market.increasingly,radio is making a comeback in the lifestyles of Indians.

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TELEVISION
In advertising dollars spent, television ranks second in popularity of all media. Although the cost of national TV ads precludes their use by most small businesses, local spots can be an extremely effective means of broadcasting the small advertiser's message. A 30 second local advertising spot on a cable station may sell for as little as $200. Remnant space on a specialty channel at an "odd" hour can be as low as $100 and get you the valued "As seen on TV" corner comment on print advertising.

TV content distribution industry in India in a state of flux

With great change comes great opportunity. And the Indian TV content distribution industry today, with its heady mix of gargantuan size, steep growth and a rapidly changing dynamic presents just that. Before we dive into the giant soap opera that is the television industry in India, lets just look at a few facts that establish the size and growth prospects of the industry: 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 million Total no of TV households: 112 million (60% penetration) Total no of pay TV households: 70 million Total no of cable households: 68 million Total no of DTH households: 2 million Projected CAGR in cable households over next 5 years.

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Advantages

Broad Coverage - About 97 percent of the homes in any area will have a television, and those sets are switched on an 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 a vivid, graphic manner. You can describe, demonstrate and illustrate in a TV ad. They can appeal to a full range of emotions. Design Assistance - Some television stations may be willing to offer advertising design assistance if a business is purchasing advertising with them. Average TV commercial costs now exceed $160,000 but some very good local ads can be produced for $5,000. Fragmentation - As cable and specialty channels proliferate, TV is attracting segmented markets like never before. Think about Fox viewers vs. ABC, NBC and CBS.

Disadvantages

Brief Exposure - Most TV ads are on the screen for only a short time and require substantial repetition to achieve the desired effect. Many viewers perform other activities during commercials, or switch channels. One recent study of viewers' behaviour concluded that 43 percent of the
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audience misses one or more commercials during a halfhour program. Clutter - One estimate holds that the typical person sees 2,700 advertising messages a day. A television ad can easily become lost among the other ads. Another study found that only 10 percent of study respondents could correctly identify a particular ad when questioned, and that another 8 percent attributed the spot to a rival advertiser. Eighty-two (82) percent could not remember the spot at all. Zapping - Television viewers who flash from one channel to another, knows as "zappers", are more prone to change channels during commercials. A New York study showed that zapping reduced a prime time ad's audience by at least 10 percent. More TV channels, remote control, and greater access to cable television contribute to this problem.

Fragmentation - As more specialty and premium channels crowd the airwaves, "broadcast", except for hallmark events, is becoming 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 growth driver for the Indian television industry over the next five years. Subscription revenues will increase both from the number of pay TV homes as well as increased subscription rates. The buoyancy of the Indian economy will drive the homes, both in rural and urban (second TV set homes) areas to buy televisions and subscribe for the pay services. New distribution platforms like DTH and IPTV will only increase the subscriber base and push up the subscription revenues.

OUTDOOR ADVERTISING
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Outdoor advertising has two big advantages: the medium forces advertisers to be focused and drivers are a "captive audience". 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 high frequency of exposure. Studies suggest that the typical billboard reaches an adult 29-31 times each month. Most people tend to follow the same routes in their daily travelling. Broad Reach - The nature of outdoor ads makes them effective devices for reaching a large number of potential customers within a specific area. People who drive the most are the ones reached most often by outdoor ads. Cost Efficiency - Outdoor advertising offers one of the lowest costs per thousand customers reached of all advertising media. They also enable small businesses to take advantage of cooperative advertising programs offered 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 a billboard ad no more than 5 seconds. Thus, the message must be short and to-the-point. You must consider type and volume of traffic as well as speed when selecting a billboard 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 severely restricted by some local jurisdictions. Lack of Prominence - A clutter of billboards and signs along 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 advertising agencies. However, this segment too is witnessing a seachange with technological innovations. Growing billboard advertising is fuelled by technologies such as lightemitting diode (LED) video billboard. This is a segment that is seeing interesting technological innovations across the world and is likely to evolve in India too in the shortterm.

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. 2. 3. 4. 5.
6.

A common delivery technology Reduced distribution costs Altered patterns of consumption Erosion of advantages of place Removal of advantages of time 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 and computer 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 information delivered 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 the internet. And this rising number is leading to the growth of internet 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 to sell their products. And with broadband becoming increasingly popular, 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 the Indian 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 of consumers, as opportunities for them to access and manipulate content and services will be overflowing, while their time and attention will be limited. Established approaches of pushing exclusive content through non-linear-channels or networks to mass or segmented audiences will no longer guarantee competitive advantage.

7. PR in India: Coming of age

The main objectives of PR are to inform and potentially influence all the targets of the company, namely investors, shareholders, government, community and employees. PR influences perception of the company, its brand and, of course, its products and services through generating media coverage and image-building exercise that in the long run would drive revenue growth. Till 2000, the Tata Group did not have a consolidated Public Relations (PR) strategy. The 120-year old, $10bn group with 90 odd companies in its fold, was considered one of the most reputed and trusted brands in India. Yet, it was an ageing brand that had a stronger association with the 30-40 year age group than with the younger set.

Ratan Tata set forth to develop a cohesive identity for the group, by creating a common logo, consolidating media buying
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and PR and putting in place a fee-based system for group companies that used the Tata name and logo. Media Edge became the groups agent for media buying and Vaishnavi Communications was assigned the PR job for the 12 largest Tata companies, including the holding company, Tata Sons. However, the groups corporate affairs department continued to handle promotion of the Tata brand, website, intranet and inhouse magazines.

The group chose sport as the main vehicle for branding for the youth market. In 2002, it signed a 3-year title sponsorship contract for Indias only ATP tournament and took on Narayan Kartikeyan, Indias F-1 aspirant as the brand ambassador. The Tata One World concept was adopted as an integrated branding exercise. It also targeted Business schools by sponsoring inter-collegiate events at the IIMs.

Vaishnavi Communications has been the main PR agency for the 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 investor relations specialist, during the TCS IPO in 2004. Vaishnavi, a PR agency that was formed in 2001 with the Tata account, has also grown since then. It has now many non-Tata accounts like Sun Microsystems, HCL Info systems, Channel V and others, and has a tie-up with Financial Dynamics of UK, a financial relations specialist. Recently, Neucomm, a subsidiary of Vaishnavi Communications, has

While advertising is the above-the-line communication that directly influences image of the companys goods and services, the brand and its social responsibility, PR is the below-the-line indirect communication for the same purpose. Marketing expenses include those for space ads on TV, print, the internet and outdoor and direct mailing through newsletters and e29

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

While product advertising expenses are handled by the marketing department, corporate advertising and branding is usually the responsibility of the corporate communications (CorpComm) department. Hence the advertising and PRs budget and the organization structure are often overlapping. Typically, Indian companies allocate at the most 1-5pc of the communication spend to PR while the rest is earmarked for marketing expenses.

Increasingly, CorpComm departments are expanding in size and into different types of activities. For example, before the Reliance group split, the entire PR department consisted of two officers as the company was engaged mainly in industrial products like petrochemicals and oil refining. The PR activity was limited to press, investor and government relations. After the Ambani brothers went their own ways, each employed major PR strategies. As both the Reliance groups entered into consumer industries like telecom, retail and power distribution, they needed strong branding exercises. As a result, the corporate communications department of Reliance ADAG alone has grown to a 40-person team, spread across offices in different cities.

The most direct tool for influencing perception of the companys goods and services and its corporate social responsibility and role is the media, which includes print, broadcast and the Internet. The print media has traditionally been the crucial PR tool in India, thus making press relations almost equivalent to PR as a whole. Over the last decade, the advent of private television channels, particularly business channels, 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 commonly known, is becoming an even more potent tool. However, many companies retain PR agencies, or allocate funds to in-house CorpComm departments, often as a substitute for traditional advertising. As media costs have burgeoned, below-the-line communication through PR is seen more cost-effective. Besides, the flurry of numerous media outlets has increased the need of PR for companies in order to get media coverage. In fact, global recession that has resulted in massive cuts in ad spend, is considered a boon to PR. Companies that cannot afford to stay out of the limelight for long will have to shift to the less expensive PR.

"CNN Effect"
A recent media phenomenon dubbed the "CNN effect" occurs when powerful news media (i.e. CNN) seem to be creating the news by reporting it. It has been argued that CNN, with its vast international reach, sets the agenda by deciding which items
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are newsworthy and require the attention of government leaders. Traditionally, agenda-setting has been seen as the prerogative of government. It is also argued that emotionallycharged footage of people suffering, such as mass starvation, bombed-out markets, and burning houses, arouse the public to demand immediate action. This gives leaders little time to think through an appropriate response and can force them to take valuable resources from more urgent, less photogenic issues. This use of sensational imagery is cited as being responsible for the United States' ill-fated involvement in Somalia: "In the words 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 to exit Somalia.' "[7] On the other hand, failure of the media to fully report on the genocide that claimed an estimated 800,000 lives in Rwanda during a 100-day period in 1994, made it easy for Western governments to ignore the crisis that they preferred not to acknowledge until long after it ended. The CNN effect also brings up issues of accuracy. The New York Times, with its vast resources, has long been known as "the newspaper of record; once something is reported by this leading news outlet it is accepted as fact (unverified) and carried by other outlets, even when errors creep into the Times' account. Some observers argue that the CNN effect is overrated, if not complete myth. Warren Strobel and Susan Carruthers, for example, argue that the U.S. government has not been forced into doing anything; rather, it used reaction over media stories to introduce policies that it already desired. Strobel also argues that any action a politician undertakes as a result of this pressure will be merely a "minimalist response" -- a limited action 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 grown exponentially 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 and communication to keep moving in the right direction and do our daily activities like work, entertainment, health care, education, personal relationships, travelling and anything else that we have to do. A common person in the city usually wakes up checks the TV news or newspaper, goes to work, makes a few phone calls, eats with their family when possible and makes his decisions based on the information that he has either from their co workers, news, TV, friends, family, financial reports, etc. What we need to be aware is that most of our decisions, beliefs and values are based on what we know for a fact, our assumptions and our own experience. In our work we usually know what we have to do base on our experience and studies, however on our daily lives we rely on the media to get the current news and facts about what is important and what we should be aware. We have put our trust on the media as an authority to give us news, entertainment and education. However, the influence of mass media on our kids, teenagers and society is so big that we should 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 of social 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 organization of public discourse about an issue. in the

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 a problem, 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 to popular 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 this topic 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 a futuristic 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 create many 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 and future 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

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