Mass Media and Integrated Marketing Communication

Television: Driving Force behind Indian Media

Simran Malhotra (8)Sampurna Chawdharary (15)Arul Collins (3)Anushree Ambardekar (14)Sunny Wagh ()

Television (TV) is a telecommunication medium for transmitting and receiving moving images that can be monochrome (black-and-white) or colored, with or without accompanying sound.

Television was first invented by John Logie Baird.

Baird was a Scottish engineer and inventor of the world's first working television system in Hastings, England, in 1923.

John Logie Baird showed a working television system to the public in 1925.

The system was successful enough to become commercialized, and the BBC began the world's first regular television broadcasts in January 1929, using Baird's system.

The first color television

• People wrongly suggest that Germans or Americans invented Color Television, since they gave the first color advertised broadcast, but it was indeed the work of John Logie Baird.

• In 1939, he showed color television using a cathode ray tube in front of which revolved a disc fitted with color filters, a method taken up by CBS and RCA in the United States.

• In recent times, the revolving disc has made a comeback in the shape of DLP projectors that also use rotating color filters.

On 16 August 1944 he gave the world's first demonstration of a fully electronic color television display.

• Commercial color television made it's first appearance in the US in 1953, a commercial failure withdrawn after a few months and again in 1955. The second attempt was successful and remained in use ever since. 1967 was the date that the UK finally introduced color broadcasts.

The first television show.

• In September 1928, in New York televised the  first dramatic program in the United States, "The Queen's Messenger," by J. Harley Manners

• The modest 40-minute production was broadcast from New York, and the sound was carried on General Electric's local WGY radio station

The benefits

• Entertainment• Channels and programs according to the

mood• Current affairs• Culture and society• Intellectual boost• Source of knowledge• Water cooler effect• Family time• Education and information- educational

programs such as Sesame Street, Mister Rogers' Neighborhood, Reading Rainbow, Captain Kangaroo, Mr. Wizard's World and 3-2-1 Contact

• Creativity and impact- emotional, entertaining, dramatic, lifelike representation of products

• Coverage and cost effectiveness- reach large audiences, mass markets

• Captivity and attention- TV advertisements high effect on consumer learning

• Selectivity and flexibility- different hours devoted to people of different moods, advertisers can adjust their media strategies

• TelevisionTelevision• RatingRating• PointPoint

In 2001, a confidential list of households in Mumbai that were participating in the monitoring survey was released, calling into question the reliability of the data . This subsequently led to the merger of the two measurement systems into TAM

Useful for knowing its popularity. Useful for the advertisers.

Useful to make a good base for economy.

•Truth less news

•Many illegal method used to growing the TRP.

Disadvantages of Television Media

Watching Television can prove to be an addiction and

people especially youngsters are prone to waste a lot of

time watching television

People start getting too much influenced by every kind of

fashion

Youngsters get influenced by

violence that is shown on

Television

“Two sides of same coin”

o If a person spends too much time in watching television every day, then he will become lazy and shirk work

o If one sees pictures from a close distance on the television set, it affects the eye-sight and also arises health issues

o During the television time the students do not pay any attention to their studies which will affect their educational career

o By viewing the television many antisocial acts and violences even various crimes have given birth in the society

o Adults are also using it for the bad purposes and indulging in to bad activities

o It is also used by the people for bad advertisements.

Television is of course one of the biggest human inventions.

Television also has its downsides.

Whilst TV programmes are there to be enjoyed, the television can drain productive time and efforts and essentially waste time on needless entertainment.

Remember, this form of leisure should be enjoyed responsibly, just like many other things in life.

Be sure that you’re not wasting productive time when you’re watching television, and you’ll be able to achieve the perfect balance.

Inspite of all these disadvantages, the advantages are definitely more and the disadvantages are out-weighted.

In the field of education and entertainment its vast importance cannot be denied.

Of course, the Government should also show purposeful and good programmes on the television to increase its utility.

Culture

On the cultural front, you had the Beatniks in the 50's but they were a tiny tiny group. The Beatles/hippie phenomenon took that nonconformist feeling and spread it to millions of young people, myself included and probably even to some of the Cub Scouts and Brownies of that time.

-Peter

Current Events

• The Cold War hurried in a period known as “Spy TV”

• Vietnam War caused TV to loose a grip on it’s unifying effect.

• Near the end of the war media had become part of the controversy.

• In 1960 presidential debates were aired for the first time.

• The Kennedy assassination was a major historical point in TV.

• Ad’s like President Johnson's “Daisy Girl” described as a sign of TV’s power.

Globalization and Growing Impact

• Television first really went global with the 1962 launch of Telestar.

• 1969 720 million people around the globe tuned in to watch live as Neil Armstrong first walked the moon.

• Late 1960’s media chose to cover new styles/events like the Summer of Love.

• As the culture continued to change, media started to sell “rebellion” and “revolution”.