Top Story

e4m_logo.png

Home >> Media - Others >> Article

Media experts see radio, Internet emerging as frontline media

03-November-2004
Font Size   16
Share
Media experts see radio, Internet emerging as frontline media

In terms of content and quality of information, radio and Internet is gradually taking precedence over television and print media. This seemed to be the consensus viewpoint of media experts participating at a conference on ‘Globalisation of media’ in New Delhi. Said Dr Arun Mehta of Radiophony, New Delhi, “Radio is the only telecommunication device in India that a poor man can use. Internet, however, is a very interesting medium from the viewpoint of democratisation.”

The three-day conference has been organised by Mudra Institute of Communication, Ahmedabad (MICA). The panellists included Dr Arun Mehta of Radiophony, Shohini Ghosh from AJK Mass Communication Research Centre, Swati Bhattacharjee of ABP, Anurag Batra, MD, exchange4media and Paranjoy Guhathakurta, Director, School of Convergence.

Dr Mehta elaborated, “As compared to TV which is a push medium, Internet is being used extensively as a source of free flow of information, which proves beneficial to all those accessing it.”

Tracing developments affecting +the globalisation of media, Ghosh raised the issue of censorship being restricted to only television and print while Internet had no restrictions whatsoever. And Guhathakurta pointed out, “India is the only country in the world with more cable connections than phone lines. This made it imperative for greater check on content as it directly affects the psychology of the viewer.”

Day two of the conference brought out the relevance and need for community radio broadcast in India. The panelists present included Dr Arun Mehta, Sajan Venniyoor of Prasar Bharti, Prof Vinod Pavarala from University of Hyderabad, etc.

Supporting the idea, Dr Mehta said, “People take to violence when there is insufficient communication. So, I feel every community should have a voice of their own. This can be made possible through community radio.” But Venniyoor felt that it would be difficult to regulate such a large number of broadcast stations.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking