indian mass media : a critical analysis based on popularity

7/29/2019 Indian Mass Media : a critical Analysis based on popularity

1/3

Indian Mass Media : A Critical Analysis based on Popularity

Introduction and Background

The modern medium of communication system is seen to be originated in the land of

India since the end of the eighteenth century. The print media came into existence at the

end of the eighteenth century symbolizing the first modern medium of communicationand information. Indian press today is one of the largest in the world with more than

30,000 Newspapers published with an annual circulation that exceeds 55 million copies

Meanwhile, it is true to state that India was among one of the earliest countries to adopt

broadcasting. Indias Radio was originated in 1924 as an amateur Radio club. It changed

its name as All India Radio (AIR) in 1936. Today, diverse broadcasting channels have

come into existence and have been attracted by millions of listeners. Moreover, in India,

Television made a humble debut when Doordarshan (DD) was initiated in 1959. Today

Television service is available throughout the country, directly as DTH and through cable

operators, as satellite TV. When taking Films into consideration, Indias first Film was

screened in 1896. Today, Indian Film industry is the largest Film industry in the world,

producing over 800 Films annually.

The present inquiry deals with variety of sub topics when analyzing Indian mass media

The coverage, popularity, diversification, westernization, commercialization, technology

entertainment, education, politics, sex, violence, women and children, are some of suchtopics; among which popularity and diversification are analyzed here. The print media,

Radio, TV, and Films are taken into account as comprised of Indian mass media

throughout this work.

Popularity

Although it is evident that the overall popularity of mass media has been increasing, it is

notable that this popularity varies in different media. In colonial India, print media had

acquired an immense popularity among people as the vehicle of independent movement

and the voice of the people. Nevertheless, it is evident that this popularity shifted to

Radio and TV with their emergence as audio-visual media, and this shift is significant

after independence. Simultaneously, newspapers made a detachment of the genera

public. It is true that newspapers today have become a class medium. According to the

present estimates, newspapers are purchased and read by less than 20% of Indias total

population. Meanwhile, the broadcasting media have the capacity to reach out to the


2/3

people in every four corners of the country. By indicating the popularity of Indian Radio,

after allowing private companies to start business; as a comparatively low cost spoken

word medium, it has become a constant companion for farmers, workers, travelers,

sports lovers and for all those who are interested in news, music, drama, quiz programs,

farm bulletins, or views of eminent persons on public affairs. Because of its low cost and

easy availability, it has been a common mans paradise, and for people, a symbol ofsocial respectability as well.

However, it is incorrect to mention that the existence of print media has been totally

paralyzed today, rather, evidence indicate that particularly the book publishing industry

has been growing at an exceedingly higher level, with around 10,000 publishers and

around 40,000 new titles every year. The domestic publishing market is in fact one of

largest in the world today.

Since its beginning, Television has acquired an immense popularity as the key media in

the world. According to one idea, it is clear that Television is central to the processes of

media saturation. Indeed, Television is central to modern society altogether. The

popularity of Television symbolizes the increase of since its beginning; Television has

acquired an immense popularity as the key media in the world. According to one idea, it

is clear that Television is central to the processes of media saturation. Indeed, Television

is central to modern society altogether. The popularity of Television symbolizes the

increase of viewers and Television sets. Indian Television viewers have been expanding

over the years. According to Indian Television data (1995), the number of Television sets

in India increased from around 5,00,000 in 1976 to 9 million in 1987, and to around 47

million in 1994. Accordingly, increases are expected to continue at around 6 million sets

per year. The boom in the satellite cable Television segment has been a major cause for

the high growth of the popularity of Television in India. The cable subscriber base has

increased from around 0.05 million in the early 90s to around 24 million by 1999-2000.

Today, it is possible to view over 75 channels over satellite cable Television.

In any case, the prevalence of audio-visual media has not crippled the popularity of

films. Even though TV and Video provide most of the ingredients within the home with al

the comforts, people still prefer to see pictures on wider screens in crowded halls. In fact,

Films provide the most direct communication to the mind and images do not need to be

translated to be understood. It cuts language barriers and can be enjoyed by both the

educated and a kid alike. The songs and dances in Films are immensely popular among


3/3

masses and popular Film stars live in the hearts of common people for generations,

some even becoming chief minister of the state. What is interesting to see is that

Western audiences are becoming more interested in Indian Films, which has made Indian

Films a global phenomenon and many production how are now partnering with Indian

production house. Disney even acquired UTVs holding shares.

Conclusion

As India is a country where diverse groups of people live, Indian mass media has a

Herculean challenge in accessing their demands. Anyhow, what is important is that

Indian mass media, to a great extent has been successful in overcoming this challenge

by rendering their service in different languages, traditions, and most importantly, in

many varieties to meet with the interest of the people. As far as the coverage and

popularity are concerned, audio-visual media play a dominant role today, whereas the

print media appear as the medium of educated men in urban setting. However, since its

beginning, Cinema has not loosened its popularity.

It is true that Indian mass media is a symbol and a reflection of the society of India,

which is extremely heterogeneous, diverse, and most importantly, a place of wide range

of opinions.

V. Raj KumarPh.D Scholar

indian mass media : a critical analysis based on popularity

Documents