GARWARE INSTITUTE OF CAREERE EDUCATION AND DEVELOPMENT UNIVERSITY OF MUMBAI

POST GARADUATE DIPLOMA IN ENGLISH JOURNALISM SEMESTER: II (2010-11) SUBJECT: Mass Communication and Media FACULTY: Prof. Daivata Chavan.

TOPIC : PROJECT MORDERNIZATION OF MEDIA

BY: Patel Abdul Samad Roll no: 16

Modernization of media The globalization has opened many doors to the traditional industries. Now, every entrepreneur wants to represent his business at the global level and to aid this process ecommerce has done wonders. Almost every industry prefer web to explore new horizons to maximize their profit and increase the creation and maintenance of the customer loyalty. They can build their brand using social media development in three aspects such as visibility, credibility and expertise of the brand. It helps even the growth and development of small businesses with no need for any operational boundaries. The major key to the success of any business is its positive brand image. If social media is used in a correct manner than it can be the best resource for building the brand image of almost every kind of products available in the current market. Likewise, social networking integration is another approach to make maximum profits and to increase the cliental base of the organization. Related Coverage

Social Media Strategy Mobile App Development For Social Media Social Media Optimization Social Media Integration with your Business in a Digital Era

In present times the business owners uses the tactics and the services of social networking marketing to boost their brands performance and accomplish their business objectives. With the help of comments and the fan following on the social networking sites, a business owner can overview the performance of his product or service on the daily basis. Before integrating, the entrepreneurs must consider some of the vital aspects such as how to target the network users, how to engage them in the business processes and to understand their needs and expectations from your products or services. They should also gain the whole understanding and the knowledge of online marketing channels and how to proficiently integrate these social channels and campaigns to the extent of maximum efficiency beforehand. India is the world's largest democracy. Its mass media culture, a system that has evolved over centuries, is comprised of a complex framework. Modernization has transformed this into a communications network that sustains the pulse of a democracy of about 1.1 billion people. India's newspaper evolution is nearly unmatched in world press history. India's newspaper industry and its Westernization go hand in hand. India's press is a metaphor for its advancement in the globalizes world. The Nature of the Audience While a majority of the poor working people in rural and urban areas still remain oppressed and even illiterate, a significant proportion of peopleroughly about 52 percent of the population over 15 years of age were recorded as being able to read and write. That breaks down to 65.5 percent of males and an estimate of 37.7 percent of females. After the liberalization of the economy, the growth of industry, and a rise in

literacy, the post-Emergency boom rekindled the world's largest middle class in news, politics, and consumerism. Since private enterprise began to sustain and pay off, mass communications picked up as a growth industry. Economic Framework India's language newspapers enjoy a relatively new entrepreneurial prowess. A mutually convenient relationship between the owners and capitalists keeps a financial balance between local/regional and national spheres in both private and public sectors. Like coral in a reef, newspapers grew and died in a process inseparable from the creation of a 'public sphere' in the classical liberal sense. The Second Press Commission in 1982 tried to liberate the press from the monopoly houses. In 1995 the Audit Bureau of circulations had 165 newspapers as members, with a combined circulation of about 16 million copies a day. The top ten newspapers control roughly 50 percent of daily circulations in all languages. Bennett Coleman and the Indian Express own roughly 20 percent of daily circulations Press Laws Much of India's legal framework is built upon its colonial legacy. Legal statutes and regulations have been undergoing certain changes as India's democracy grows. India's freedom came at a high cost. The country was divided. India's border conflicts with two hostile neighbors, which forced at least three large scale wars, eclipsed other political issues. The democratic process, corrupted by criminals, unscrupulous bureaucrats and politicians, created a social climate that widened social and economic inequality. Newsprint Until 1994-95, newsprint allocation was regulated by the Newsprint Control Order (1962) and the Newsprint Import Policy announced by the government every year. Newspapers were issued Entitlement Certificates for importation and purchase from the scheduled indigenous newsprint mills. However, Newsprint Policy is modified every year depending upon the import policy of the government Censorship Even though India is committed to the freedom of the press, censorship is not unknown to the media. With increased privatization and entrepreneurial advancements, colonial and bureaucratic censorship no longer exists. However, the nexus of criminal politics and unethical monopolies continue to threaten the freedom of press. Attitude toward Foreign Media India is a founding member of the United Nations Educational, Scientific, and Cultural Organization (UNESCO). UNESCO's main goal is to promote international cooperation in the field of education, science and technology, social sciences, culture and mass

communication. In order to promote the communication capabilities of developing countries. The 21st Session of the General Conference of UNESCO in 1981 approved the establishment of an International Program for the Development of Communication (IPDC). India played a significant role in its inception and has been a member of the Inter-governmental Council (IGC) and also of the IPDC Bureau. India has played a leading role in its activities over the years. Being one of the founding members of IPDC, this Ministry has been a representative at the meetings of the General Conference of UNESCO and Bureau Session of IPDC. News Agencies The organization and structure of Indian news agencies has been undergoing a controversial transformation for quite sometime. This represents a mutual mistrust between privately owned news agencies and governmental structures. Their autonomy, believed to be crucial for objectivity and fairness, is based on their role as cooperatives and non-profit groups. News agencies in general are discouraged from taking any governmental favors. There is nothing in the Indian constitution, however, that can prevent government to nationalize its news agencies. There are four dominant news agencies in India: The Press Trust of India (PTI); the United News of India (UNI); the Hindustan Samachar (HS); and Samachar Bhatia (SB). Broadcast Media

News Services through All India Radio (AIR) and Doordarshan (DD) for the people Development of broadcasting and television Import and export of films Development and promotion of film industry Organization of film festivals and cultural exchanges Advertisement and visual publicity on behalf of the Government of India Handling of press relations to present the policies of Government of India and to seek feedback on government policies Administration of the Press and Registration of Books Act of 1867 in respect of newspapers Dissemination of information about India within and outside the country through publications on matters of national importance Research, reference, and training to assist the media units of the Ministry to meet their responsibilities Use of interpersonal communication and traditional folk art forms for information/publicity campaigns on public interest issues International co-operation in the field of information and mass media

Electronic News Media Most Indian newspapers, magazines, and media outlets are easily accessible through the Internet. Internet Public Library (IPL) is a concise Internet source for information on

Indian newspapers. The Onlinenewspapers.com Web site lists about 120 online newspapers for India with access to each of those papers for reading. Summary The media in India represents a confluence of paradoxes: tradition and modernity; anarchy and order; diversity and unity; conflict and cooperation; news and views; feudalism and democracy; the free market and monopoly. Economic realities and relationships between press, television and those who own these engines of control and change will eventually determine the future of India's communication culture. India's complex cultural mosaic, especially linguistic and communal, strengthens its diversity. The media and press continue to play a dominant role in deconstructing the diversity discourse that sometimes flares up in explosive situations. Capitalism, the press, and public hunger for news promote a culture of media that is fast replacing the legacy of a feudal/colonial system. While corporatization and state regulations can muffle free expression, the force of public interest and the market economy strive for greater freedom and openness. Both politics and capitalism thrive on the liberties of a democratic system that continues to evolve into a functional hybrid of chaos and order.