Dr. Yatin Balyan–Media Professional & Faculty at MICA Indian media landscape is changing at a very high pace and there are a number of variables like geography, population strata, languages, cultures, and religions, SEC structures that make India a very complex media market and the task of media planner even more challenging.
It is also observed in last two- three years that loads of new categories have come in advertising and existing categories like automobile, mobile handsets, mobile service providers, insurance, FMCG and retails etc, have grown disproportionately resulting in higher revenues for media houses and agencies.
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Santosh K. Patra, Faculty, MICA Diversification is a defining characteristic of media firms and products in the new millennium. With rapid growth and changing patterns of media industry recent decade has witnessed the emergence of new media and changing patterns of communication. Any attempt to understand what is ‘new’ in ‘new media’, is often answered by listing new technological developments or we define ‘new media’ as interactive forms of communication that use the Internet, including podcasts, RSS feeds, social networks, text messaging, blogs, wikis, virtual worlds and more!
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