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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

INTRODUCTION OF PRINT & ELECTRONIC MEDIA


Media has been the source of shared images and messages relating to political and social
context. In the United States political communication literature has been dominated by
voting preference and agenda-setting studies for the last four decades In the Indian
context, research on the cognitive and behavioral effects of media on political
participation has been largely neglected. In this paper we focus on the postliberalization
era in India and study the impact of the electronic media on political participation in
general and voting behavior in particular.
India is a multilingual, multiethnic and multi-religious country with a plethora of factors
shaping the contours of political behavior. After receiving her independence from Britain
in 1947, India continues to remain a Parliamentary democracy. However, it also has close
similarities with the American model of federalism. In 2009, the size of the Indian
electorate was 714 million, making it the worlds largest democracy (more than that of
European Union and the United States combined) (Times of India, 2009). But like the
United States India has also witnessed declining levels of political participation and voter
turnout.
In India, internet and cable television have brought about meaningful changes to public
and private spheres of life more quickly than education, industrialization or any other
socioeconomic factor. Electronic media had no role to play for a decade
after independence. Print media and radio (circa 1936) served as the primary means of
political information and mobilization. Mass media received a boost in September 1959
as a result of the introduction of television to urban India. The emergence of television in
postcolonial India was characterized by competing visions.
political

Its

deeply

segmented

sphere witnessed several rounds of intense debating between politicians and

bureaucrats who were concerned with the efficacy of investing in television considering
only a few could manage access to the medium (Sinha, n.d.). The government controlled
national television network began as a modest enterprise since viewers had access to
one channel, while the bigger cities/metropolis had access to two channels. In terms
of influencing civic and political engagement, its influence was minimal since the
goals

of the state

regulated electronic media were restricted to educational and

entertainment based programs (Sinha, n.d.).

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Primary uses of Electronic Media content:

Arts and Entertainment

Corporate Communications

Educational Programing

Government information and systems

Information displays

Marketing

News -- see main articles at journalism, electronic journalism

Public Affairs

Public Relations

Religious Programing

Sporting Events

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

OBJECTIVE OF PROJECT
The objective of the research is to find the comparison between electronic media and print
media on the following respect :

What is print media & electronic media?

The position of media in Indian scenario.

The official records of print media and electronic media.

Growth of media in Indian sector.

Radio with Television

Radio with Newspapers

Radio with Outdoor

low ad avoidance on radio

radio can add intrusiveness to a poster campaign

Radio with Magazines

radio is time specific and listening is highest when shops are open

A Snapshot of advertising by Retail Sector on Print

growing retail sector advertising on print - 5 %

share of retail sector in newspapers and magazines

high ad volumes by retail sector during Q4 of 2015

nearly half of ad volumes captured by retail giants

Top Retail players on Print during Jan-May14

Retail Shops launched on Print during Jan-May14

Promotions used by Retail Outlets on Print during Jan-May14

An overview of advertising by Education Sector on Print

Growth in advertising of Education sector on Print

BPO/Call Centre Training Institute on print

share of education sector in newspapers and magazines in 99:1 ratio

most of the advertisement volumes b education sector in non-metro city


newspaper

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

huge IT sector advertising in english publication in the year 2015

newspapers saw the highest advertising in general interest whereas max ad


volumes in IT genre of magazines in the year 2015

metro cities newspapers had the larger share of the pie folowed by non
metro cities in 2011

IT sector advertisers contributed 57% share of ad volume in print in 2011

Advertising by Food & Beverages Industry in Print in H1 2012

Papers, Magazines More Influential Than TV, Radio: Study

newspaper vs magazines in automobile sector in year 2011

new automobile launched in prints in the year 2011

overview of TV channel promotions on print

tv channel promotions on print

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

RESEARCH METHODOLOGY
As research is the scientific and systematic search for pertinent information on a specific
topic. Research Methodology is a way to systematically solve the research problem, it not
only takes the research methods but also consider the logic behind the methods. The study
of Research Methodology for developing the project gives us the necessary training in
gathering materials and arranging them, participation in the field work when required, and
also provides training in techniques for the collection of data appropriate to particular
problems, in the use of statistics, questionnaires and controlled experimentation and in
recording evidence, sorting it out and interpreting it.

MARKETING RESEARCH
Marketing research is the systematic design collection, analysis and reporting of data
findings relevant to the specific marketing situation faced by the company. Marketing
research process, the research findings and inferences based on the data interpretations
along with the concept, methodology and limitations of the research are of much use to
the management while making strategic decisions about the company. In marketing
research investigation the first three steps namely formulation of the problem,
specification of a research design and collection of desired information tend to be closely
inter-related.
A detailed statement of the objective will to a considerable extent concise with listing of
the desired information. The researcher should screen this list and anticipate the limitation
of the data collection process in relation to the possible findings of the study. It is quality,
reliability, accuracy, and the validity of the collected information, which will considerable
affect the findings of an investigation.

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


In Research Methodology, we consider about the Research Design, Methods of Collection
of Data, etc.
RESEARCH DESIGN
Research Design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose and constitutes the blue
print for the collection, measurement and analysis of data.
SOURCES & METHODS OF DATA COLLECTION
For the research purpose, the researcher does data collection. For successful efficient
marketing research investigation, the researcher must be familiar with the nature of the
data as well as the data collection method.
SOURCES OF DATA COLLECTION
Sources of data collection state the various sources of data from where we collect the
informations for the comparative analysis.
Secondary Data Secondary data are those that have been collected by other
organizations, such as government agencies, newspapers and magazines, etc.
METHODS OF DATA COLLECTION
Methods of data collection are the way through which the data is collected for the
research purposes. While deciding about the method of data collection to be used for the
study, the researcher should keep in mind two types of data viz., secondary. The
researcher would have to decide sort of data he would to select for his study and
accordingly he will have to select one or the other method of data collection. The methods
of collecting secondary data differ, while in case of secondary data the nature of data
collection work is merely that of compilation.

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Analysis on the basis of Comparison of print media & electronic media


Internet use could kill off local newspapers,
News audiences are discarding television and newspapers and using the Internet as their
main source of information in a trend that could eventually see the demise of local papers,
a new study has claimed.
A man surfs the web at an internet cafe. News audiences are ditching television and
newspapers and using the Internet as their main source of information, in a trend that
could eventually see the demise of local papers,
As online use has increased, the audiences of older media have declined, Harvard
University professor Thomas Patterson said

In the past year alone newspaper

circulation has fallen by three percent, broadcast news has lost a million viewers, said
the study titled Creative Destruction: An Exploratory Look and News on the Internet.
Based on an examination of traffic to 160 websites over a year-long period, the research
found that traffic to newspaper-based sites has leveled off. The overall traffic level,
however, hides important differences within the newspaper sector. The web sites of
known newspapers the New York Times, Washington Post, and USA Today are
gaining audience. On average, their site traffic increased by 10 per cent over the past year.
In contrast, the websites of most other newspapers whether in large, medium-sized, or
small cities have lost audience. Their sites on average have substantially fewer visitors
now than a year ago.
The websites of brand name television networks, such as CNN, ABC, CBS, NBC,
MSNBC, and Fox, experienced increased traffic during the past year. In fact, their traffic
increase exceeded 30 per cent on an average. The websites of local commercial television
and radio stations also gained audience, though at a slower pace than that of the brand
names.
The biggest gains in audience occurred among the non-traditional news providers. The
sites of search engines, service providers, aggregators, and bloggers grew faster on
average than the sites of traditional news providers, whether print, broadcast, or cable.

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


The sites of Google, Yahoo, AOL, and MSN, along with sites such as newsvine.com,
topix.net, digg.com and reddit.com, saw large increases in traffic during the past year.
The Web, the report said, particularly threatens daily newspapers. They were among the
first to post news on the Internet but their initial advantage has all but disappeared in the
face of increased competition from electronic media and non-traditional providers. The
Internet is also a larger threat to local news organizations than those with national
reputations.

TV is taking a backseat as primary media device


Audiences are now more in control than ever over their digital media and entertainment
habits and increasingly savvy about filtering marketing messages, a recent survey has
concluded. Consumers are seeking consolidated, trustworthy content, recognition and
community when it comes to mobile and Internet entertainment. Armed with PC, mobile
and interactive content and tools, consumers are vying for control of attention, content
and creativity. Despite natural lags among marketers, advertising revenues will follow
consumers habits.
The steady growth of consumer adoption of digital music, video, and other entertainment
services show that households are no longer one size fits all, and content providers and
marketers must follow suit. Twenty-three per cent of respondents reported using a
portable music service; seven per cent reported having a video content subscription for
their mobile phones; 11 per cent reported a PC-based music service; and 18 per cent
reported an online newspaper subscription. (AP Photo/Charles Krupa, file)
These are among the findings of a new IBM survey of consumer behaviour in the digital
age which suggest that personal Internet time rivals TV time. Among consumer
respondents, 19 per cent stated spending six hours or more per day on personal Internet
usage, versus nine per cent of respondents who reported the same levels of TV viewing.
Sixty-six per cent reported viewing between one-four hours of TV per day, versus 60 per
cent who reported same levels of personal Internet usage.
The steady growth of consumer adoption of digital music, video, and other entertainment
services though markets are still small by comparison to traditional media show

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


that households are no longer one size fits all, and content providers and marketers
must follow suit. Twenty-three per cent of respondents reported using a portable music
service (e.g., iTunes); seven per cent reported having a video content subscription for
their mobile phones; 11 per cent reported a PC-based music service; and 18 per cent
reported an online newspaper subscription.
Consumers are demonstrating their desire for both wired and wireless access to content:
an average of 81 per cent of consumers surveyed globally indicated theyve watched or
want to watch PC video, and an average of 42 per cent indicated theyve watched or want
to watch mobile video, said Bill Battino,
This consumer study is a component of the upcoming report The end of advertising as
we know it, co-authored by Saul Berman and Bill Battino, planned for the fall. It is the
latest in a series of thought leadership papers including: The end of television as we
know it, Navigating the media divide: Innovating and enabling new business models
and Beyond access: Raising the value of information in a cluttered market, providing
recommendations for broadcasters, advertising agencies and media distributors including
telecommunication and cable companies.
The TV is increasingly taking a back seat to the cell phone and the personal computer
among consumers age 18 to 34. Just as the Kool Kids and Gadgetiers have replaced
traditional landlines with mobile communications, cable and satellite TV subscriptions
risk a similar fate of being replaced as the primary source of content access.
Consumers are increasingly contributing to online video or social networking sites: nine
per cent of German and seven per cent of US respondents claim to have contributed to a
user-generated content site; 26 per cent of US respondents reported contributing to a
social networking site. While the numbers were slightly less from other countries like the
UK (20 per cent) and Japan (9 per cent), they are also significant. Australia topped all
countries surveyed with 36 per cent contributing to social networking sites and nine per
cent contributing to video content sites. Of those who contributed content, an average of
58 per cent worldwide did so for recognition and community, not monetary gain.
In the UK, nearly a third of users who watch mobile TV reduced their standard TV set
viewing patterns as a result of new mobile device services. Eighteen per cent said they

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


reduced normal television by a little and another eight percent reduced normal
television by a lot; four per cent substituted television on their regular TV with their new
device altogether. For respondents in Germany who had watched mobile video, 23 per
cent prefer to view user generated content, and 21 per cent prefer video trailers or
promotions.

Essential of newspaper
Anyone interested in newspapers is probably aware that this is a tough time for a medium
that has been a central feature of American history and democracy since the founding of
our republic.
Newspapers have thrived since those first few dozen were established in the colonies.
Their successors have withstood the challenges of radio and television. But things are
more complex now. The challenges are not just technological; they are personal and
societal.
. The venerable newspaper is in trouble, wrote reporter Frank . Under sustained
assault from cable television, the Internet, all-news radio and lifestyles so cram-packed
they leave little time for the daily paper, the industry is struggling to remake itself. . . .
The changes come as circulation totals have eroded steadily for nearly two decades and as
newspapers no longer play the central role in daily life they once did.
Already hemorrhaging readers and viewers and losing public trust, the mainstream
media are being battered hourly by the surging denizens of the blogosphere, accused of
raw partisanship, rank incompetence and conspiratorial cover-ups.
Newspapers, networks and magazines arent likely to vanish anytime soon (and if they
did, what would the bloggers talk about?), Kurtz wrote, but their credibility is under
assault as never before, and a series of self-inflicted wounds havent helped.
The ombudsmans perch is an interesting spot from which to watch all this angst unfold.
The attacks on the mainstream media, and the attempts to undermine them, are indeed
escalating. More and more e-mails have a nasty, threatening, ideological tone. The

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


number of people who claim they are canceling their subscriptions because they dont like
the coverage of this or that is increasing.
So it will be worried about the future of newspapers. They are central to an informed
citizenry, and their special role cannot be filled by competing media.
And self-inflicted wounds that diminish the trust that should exist between newspapers
(and television news networks) and the public, and about the increasing numbers who are
not reading newspapers at all.
Some of this is because newspapers are bulky things that a lot of people dont have time
for and because, increasingly, people glance at them online. But this decline probably also
says a lot about newspapers not being sufficiently compelling in the day-to-day lives of
readers. It may signal a growing public disengagement from more in-depth news, or
perhaps that more and more people prefer not to be confronted with reporting or
commentary that challenges their views.

Paper, Magazines More Influential Than TV Radio


At a time when advertisers and agencies are trying to understand the connection
influential consumers have with the media they advertise in, new research suggests that
print media, especially newspapers, are far more effective outlets than electronic media
like TV and radio. Americans with MRIs Survey of the American Consumer, finds
that 41 percent of influential Americans are among the most avid newspaper readers.
Influentials are defined by NOP as the critical 10 percent of the population who drive
what the other 90 percent think, do and buy. The finding should come as some comfort
for newspaper publishers, which have been struggling to prove their relevancy to
Madison Avenue amid declining newspaper circulation, especially among younger
readers.
Magazines also perform well among the influential set, accounting for 33 percent of the
heaviest readers of consumer magazines. By comparison, influential Americans account
for only 14 percent of heavy users of TV, and 20 percent of heavy users of radio.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


NOP has been studying the Influentials market for 30 years, but this is the first time it has
released data integrating the consumer break with MRIs media usage database. Last year,
MRI rival Simmons Market Research Bureau integrated a similar clustering system into
its database utilizing the so-called Tipping Point segments developed by author
Malcolm Gladwell.
Marketers and agencies have grown especially interested in reaching these clusters,
because they are considered primary drivers of word-of-mouth marketing that can impact
how larger segments of the population think.
Influentials Who Are Heavy Users* Of Each Medium
Newspapers: 41%
Magazines: 33%
Radio: 20%
Television: 14%

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

AN OVERVIEW OF THE TERM MEDIA


The Media refers to the different channels we use to communicate information in the
everyday world. Media is the plural of medium (of communication), and the main media
are

TELEVISION

MAGAZINES

FILM

RADIO

ADVERTISING

POP MUSIC

NEWSPAPERS

INTERNET

The entertainment and is one of the fastest growing sectors in India. The Indian economy
has been growing at a fast clip over the last few years, and income levels and consumer
spending is also on the rise. Besides these economic and personal income-linked factors,
there are other, that are contributing to this high growth rate.

Forms of Media
Electronic media and print media include:

Broadcasting, in the narrow sense, for radio and television.

Various types of discs or tape. In the 20th century, these were mainly used for
music. Video and computer uses followed.

Film, most often used for entertainment, but also for documentaries.

Internet, which has many uses and presents both opportunities and challenges.
Blogs are unique to the Internet.

Publishing, in the narrow sense, meaning on paper, mainly via books, magazines,
and newspapers

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

HISTORY OF MEDIA
The institutions that contribute to the make-up of a public sphere in society, the media
perhaps perform the most critical function. In the transactions in the public sphere, the
media are not a neutral participant or an impassioned chronicler. Instead they either
legitimize the status quo or innovator of the existing social equilibrium. The conflict or
collaboration of the media with forces that attempt to colonize the public sphere
materializes in this context. The mutual relationship between the state and the media,
either as oppositional or as complementary, is influenced, among others, by the nature of
intervention of the state in the public sphere. The former goes back to the 18th century
when the Bengal Gazette trained its guns on the British administration and was mauled in
the process. Since then, the endeavor of the press to imbue the public space with a critical
culture has been consistently curtailed by the state, both by legislative interventions and
by administrative interference.
For liberal democratic practice such measures of the state have serious implications, as
restrictions on the media are bound to affect the ambience of the public sphere. The
Indian intelligentsia realized this as early as the beginning of the 19th century when
Rammohan Roy, acclaimed as the father of modern India, publicly denounced the
attempts of the British government to curb the freedom of the press. Following the lead
set by Rammohan, freedom of expression and civil liberties became two key issues of the
anti-colonial struggle. In fact, the history of both the national movement and of the press
can be read as the history of the struggle for these two rights. The legacy of this struggle
has great contemporary value, as the freedom of the press and civil liberties continue to
be under strain due to the restrictions imposed by the state.
The media in India is one of the most powerful tools used by the major powers to control
and change the Indian public perception about them selves and about the world. This
pattern is also followed in the international scene with negation of Indic culture and bias
against any revival of civilization ethos. The creeping news about any event in the world
including jihad/terrorism information is presented in such a way that the process of
evolution and force of history is inevitable and forgone conclusion in favor of the Islamic
parties.

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Indian populations are like an experimental subject to be fed with new perception and
information away from reality and in favor of the Islamic and major powers. Over several
decades the general population could be made less hostile and more favorable to the
designs of the major power. In the movie Pleasantville a boy grows up in a make believe
world thinking that his neighbors and friends are the actual reality and totally oblivious of
the reality of the world. Indian population is considered by major powers to be similar
with low knowledge about the reality and threats in the world. How long have the west
been experimenting with Indian population with news and indoctrination? It could be
even before the independence for more than 60 years. Deception and brainwashing have
been used for a long time by the west and India is one of the largest targets of deception.
The current campaign to demonize Hindutva is to defame and remove the new indigenous
political party, which is not under the control of the major powers and whose ideology is
fully rooted in Indic civilization. The attack on Christians and minorities are overblown
with the logic that the majority community must be checked with aggressive reporting
even to the point of falsehood.
Romila Thapar eminent historian is quoted as saying that the notion of non-violent Hindu
is misnomer. Distorted or even totally false reporting on communally sensitive issues is a
well-entrenched feature of Indian journalism. There is no self-corrective mechanism in
place to remedy this endemic culture of disinformation. No reporter or columnist or editor
ever gets fired or formally reprimanded or even just criticized by his peers for smearing
Hindu nationalists. This way, a partisan economy with the truth has become a habit hard
to relinquish. This logic of news reporting is considered some form of social engineering.
The sense of chaos and insecurity is conveyed by media reports so that stable
environment and harmony is never achieved in the minds of the larger society. This is one
form of psychology operation done inside India for the last three decades. The news
creates a notion of change, which reinforces the decay of the Hindu culture and brings out
more of the light Islamic/Urdu culture. By being very anti-Hindu the media and social
scientists hopes to reduce aggression of the so called majority community over the
minority community and bring balance even at the expense of the truth. This logic was
pursued even when the Muslim terrorists in Kashmir were killing the minorities Hindus
and the news is usually kept low key.
Control of media by the foreign governments is done in a subtle way. Some of the ways
are by indoctrinating the editorial teams and the journalists over time. The Indian leftists
have been used for a long time by the external powers and since they control the media
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they are better able to influence the bias in the media. Some question put by them are
'why dont you talk to your very reasonable nuclear rival Pakistan' or 'why do you have a
Hindu nationalist party in power' game. Each of these questions is loaded, as they say in
the courtroom, with facts or inferences not yet established by evidence to be true and
designed to shift the conversation from a dubious premise to a foregone conclusion. The
public buys this kind of argument more readily.
The media doesn't aim at reporting the news; it tries to create the news, imposing its view
of the news upon everyone as the final truth. The media doesn't objectively cover
elections, it tries to influence voters to vote in a specific manner, demonizing those it
disagrees with and excusing those it supports, however bad or incompetent their behavior.
We saw this particularly during the recent Gujarat elections in which the media went so
far as to print the type of election results it wanted to see as the likely outcome, though
voters proved it to be totally wrong.

MEDIA STRUCTURE

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

FUTURE FORECASTING OF PRINT MEDIA


1. Print media has scope in digital age:
Poised on a trajectory of growth, the country's print media is faced with
challenges such as rising newsprint costs but has opportunities in the digital age. The
print media's potential lies in the fact that the press reaches 35 per cent of its adults.
The Indian newspaper industry's turnover is expected to touch Rs. 13,500 crore
this year from Rs. 12,000 crore last year. If the country's growth were around eight per
cent, the industry's turnover would grow at 12-14 per cent. Not only is there opportunity
for the Indian print media to grow but growing consumerism has thrown up opportunities
for special interest magazines, Mr. Aroon Purie, Chairman and Chief Executive, India
Today Group, said at a session on the future of print media at FICCI-Frames 2011. In a
robust economy, special interest magazines will proliferate and flourish. Players will
work towards offering niche products, he said.However, newsprint price, which is on an
upward trend, is critical as 1.6 billion tonnes of newsprint are consumed in India annually.
Newsprint accounts for a significant part of the costs.
While other Medias pose competition to the print media, changing technology
cwould drive growth, Mr. Mathew said. Portals such as Naukri.com and Shaadi.com have
made major inroads into classified advertisements. But in the digital age; newspapers will
have to redefine content. "Never take a reader for granted. It is a challenge to retain
readers.
2. Print media will clock ad revenues of 13.5K crore in 06:
You can't take a computer into the toilet," the late Robert Maxwell of The Mirror
Group said in Venice in the mid-seventies at a forum to discuss the future of the print
media then. Today, you can. That has checked the growth of the industry. And with the
growth of radio and the advent of other media like the internet and television, the share of
advertising revenues of the Indian print media have shrunk from 76% to 46% over the last
fifteen years. Media experts pointed out that over the last year, print staged a comeback of
sorts by gaining 2% of the total Indian advertising pie.

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The print industry is expected to clock revenues of Rs. 13,500 crore in 2011, up
from Rs. 12,000 crore in 2005. Elsewhere in the world, only Russia and Turkey are
expected to do better. Moreover, there is still huge growth potential as the print medium
reaches out to only 35% of adults whereas the overall adult literacy rate in the country
stands at 65%. "Moreover, with an economy growing at over 7%, we can expect at least
15-20% increase in advertising revenues and 8% increase in circulation.
That would result in 12-14% growth in total turnover. While there are over one
billion people worldwide who read the news dailies, 25 million read free dailies, the
circulation is growing fastest in the developing markets (China and India).
The internet is a supplement to the print media and not its competitor," India
Today Group chief executive Aroon Purie declared. "Media multiplier studies have shown
that advertising and brand building campaigns work best when they are combined across
a variety of media channels," he added.
3. Print media scores over TV:
The print media has been able to retain its loyal readership despite the growing
influence of television. In spite of the initial euphoria generated over the visual media
encroaching upon print, the reading habit among Indians, especially youth, has gone up
slightly in the country during the last two years.
The visual media has not really affected the print media. The survey report was
released to a packed audience of over 400 media, advertising and marketing
professionals. The survey concentrated on 397 publications 166 dailies and 231
magazines. The governing members of the council spent about 554 man-hours for the
study, informed Gautam Rakshit, chairperson of the governing council of NRSC.
The magazine reading habit is gradually coming down, with film and business
magazines leading the downfall. While specialized magazines continue to decline, sports
magazines have slightly improved readership. While newspapers have a greater
readership among men than women, most graduates prefer English dailies over vernacular
newspapers. The survey also revealed that readers devoted more time to newspaper
reading than magazines.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


Conducted by three leading market research bodies in 520 towns and metros on a
random sample of 1, 31,568 from 72 socio-cultural backgrounds, the survey also revealed
that the print media has retained its position while the number of radio listeners,
especially FM radio, has dwindled substantially. Television viewer ship, especially of
regional and cable television.
TV accounts for 68.8 per cent of the total media exposure in the country
from the sample survey, while the share of print media is 16.2 per cent and that of radio at
15 per cent. The sample population which was randomly selected was in the age group of
15 to 82 years. The survey said the influence of TV has reached 3.36 crone homes.
On a regional basis, southern states lead in readership habit while readers of Hindi
publications are the largest in number due to the dominant position of Hindi speaking
population in the country. Marathi is second in the race followed by Gujarati, Bengali,
Telugu, Malayalam and Kannada publications. In terms of reading habit of the total
population in various states, Kerala tops with 73.7 per cent readership followed by Tamil
Nadu, Gujarat and Maharashtra, respectively.
4. Present and future of the Indian Magazine Industry:
Ashish Bagga, CEO, India Today Group in one of the sessions made observations
about the current scene in the Indian magazine industry and said that there has been an
unprecedented growth in mainstream magazines, niche publications and B2B periodicals
in India. The relatively liberalised policy regime laid down by the Indian government in
the areas of licensing and syndication for print media have benefited the magazine
industry by enabling the print companies to get the government's approval in just a year
for 50 applications. He also added that there was still room for improvement compared to
newspapers and other media forms in areas such as its share of advertisement revenues.
Other area where magazines are facing challenges are - real-time constraints such
as unrealistic norms for certifying paid circulation by the Indian ABC causing a mass
exodus of magazines from its membership; research methodologies for national research
studies were skewed towards newspapers; and huge pressure of talent acquisition and
retention.
Aroon Purie, editor-in-chief, 'India Today', observed that the advertising spend on
Indian magazines, in the past six months had grown by 31 per cent as well as the
circulation.
5. Role of digital Media in print business:

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While discussing about the role of digital media in the in the print business, there
was a general agreement among the panelist that digital media was more beneficial
instead of being a threat to the magazines as it provided low-cost opportunity in terms of
distribution. According to Donald Kummerfeld, President, FIPP, ways of optimizing the
benefit of search engines needed to be found, which according to him offered both
challenge as well as opportunity.
According to Sanjoy Narayan, Editor, Business Today the digital space compared
to magazines in India was very small and whether the space was taken by paid of free
site, neither was there any magazine site in the top websites nor was there any successful
paid magazine website in India.
Future activities in favour of the print media will centre upon:
Establishing technical support for local and commercial initiatives in the print media,
with a 'train-the-trainer' scheme;
Improving the technical quality and content of the print media;
Increasing and broadening readership of the print media.

21

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

USE OF ELECTRONIC MEDIA IN FUTURE


1. The electronic broadcast media (radio and TV) provide vast coverage, and thus
enable the distance education system to reach out to learners located even in remote areas.
Further, these media serve to complement and supplement the written material, thereby
enhancing the learning process. TV, with its ability to present material in visual formincluding in animation and slow- motion - is a particularly potent tool for education.
2. Radio too provides many opportunities. Though it lacks the power of TV for
subjects requiring a visual presentation, radio has the advantage of being more widely
available. Further, its portability and low cost (for programme production as also for
reception) give it a distinct advantage.
3. Apart from these two media, and their use in non-broadcast form (i.e. audio and
video tapes), a number of new possibilities are being opened up by advancing technology.
Direct broadcast satellites are not new, but recent advances (as also economies of scale)
have considerably reduced the cost of receiving systems. These costs make it possible to
think of using a direct-from- satellite channel for educational TV broadcasts. This would
bypass the network of conventional transmitters and thereby provide both, more time as
also greater scheduling flexibility.
4. In future, there is a distinct possibility of having direct broadcast of radio via
satellite. However, such a system is unlikely to be economically viable for education for
at least some years.
5. Technology advances - including in the area of optical fibers - have led to the
growth of cable TV systems. These open up one more means of reaching the learners. The
availability of multiple channels will mean ease in getting the optimal time- slots.
6. Multi-media is a new development which could have many applications for
distance learning. A computer can be used for visual, text and graphic material to be
displayed on a monitor, as also for audio.Thus, a complete learning package.

22

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

PRINTS PRODUCTION
One of the largest & fully integrated Pre-Press, On-Press and Post-Press print production
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Headline VO capability on journalist seats.

Active X windows for graphics preview.

23

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Special feature of Indian Entertainment and Media Industry


The Indian entertainment and media industry is one of the fastest growing sectors in
India. The Indian economy has been growing at a fast clip over the last few years, and
income levels and consumer spending is also on the rise. Besides these economic and
personal income-linked factors, there are other, that are contributing to this high growth
rate.
The Economic Impetus: Over the past 10 years, India has registered the fastest growth
among major democracies, having grown at over 7% in four years in the 1990s. It
represents the fourth largest economy in terms of ''purchasing power parity''. The E&M
industry is expected to significantly benefit from this fast economic growth.
The Demographic Impetus: Over the years, spending power has steadily increased in
India. The consumption expenditure is rising due to increasing disposable incomes on
account of sustained growth in income levels and reduction in personal income tax over
the last decade. Lifestyle changes brought about by changes in economic activity are also
spurring growth of the Indian E&M industry. In urban areas of India, the consumer
mindset is changing due to increased exposure to global influences via media, and other
interactions leading to higher aspirations. The Indian rural market with its vast size of
nearly three times of urban India, also offers a huge opportunity that has remained largely
untapped due to reasons of accessibility and affordability.
Liberalizing Foreign Investment: Today, India has probably one of the most liberal
investment regimes amongst the emerging economies with a conducive FDI environment.
The E&M industry has significantly benefited from this liberal regime. In 2005, FDI was
permitted in two important sectors-print media and radio. Films, television and other
segments are already open to foreign investment. In the print media segment, 100% FDI
is now allowed for non-news publications and 26% FDI is allowed for news publications.
Printing of facsimile editions of foreign journals are now also allowed in India. This
policy is helping foreign journals save on the cost of distribution while servicing the
Indian market audiences more effectively. The FM radio sector too was opened for
foreign investment recently with 20% FDI being allowed.

24

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


Low Media Penetration in Lower SECs: Though media penetration is poor in lower
socio-economic classes, the absolute numbers are much higher for these classes. Hence,
efforts to increase the penetration even slightly in these lower socio-economic classes are
likely to deliver much higher results, simply due to the higher base.
Low Ad Spends: Indian advertising spends 0.34% of GDP, which is abysmally low as
compared to other developed and developing countries. Advertising revenues are vital for
the growth of this industry. While today the low ad spends may seem like a challenge
before the E&M industry, it also throws open immense potential for growth. This
potential can be estimated by the fact that even if India was to reach the global average,
advertising revenues would at least double the current revenues, estimated at about Rs
16,300 crore for 2011.
The size of E&M in India is currently estimated at Rs 43,700 crore and is expected to
grow at a compounded annual growth rate of 18% over the next five years. In the last
year, the industry has grown by 20%, according to FICCI PricewaterhouseCoopers'
annual report.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Departmental study of electronic media & print media


Print Media Industry
The print media industry, comprising of newspaper and magazine publishing, is projected
to grow from the present size of Rs 12,800 crore to Rs 23,200 crore by 2011, implying a
13% cumulative annual growth over the next five years. A booming Indian economy,
growing need for content and government initiatives that have opened up the sector to
foreign investment are driving growth in print media. With the literate population on the
rise, more people in rural and urban areas are reading newspapers and magazines today.
Also, there is more interest in India amongst the global investor community. This leads to
the demand for more Indian content from India.

Television Industry
The segments of the industry, the television industry
will continue to contribute the largest share as in the
last three years. The television industry revenues are
expected to grow from the present size of Rs 19,100
crore to Rs 51,900 crore by 2011, implying a 22%
cumulative annual growth over the next five years.
The Subscription revenues are projected to be the key
growth driver over the next five years, and will
increase both from the number of pay TV homes as
well as increased subscription rates. New distribution platforms like DTH and IPTV will
only increase the subscriber base and push up subscription revenues.

Film Entertainment
The Indian film entertainment industry is projected to grow from the present size of Rs
8,400 crore to Rs 17,500 crore by 2011, implying a 16% cumulative annual growth over
the next five years, according to FICCI PricewaterhouseCoopers' annual report. Indians
love to watch movies. Advancements in technology are helping the Indian film industry in
all the spheres-film production, film exhibition and marketing. The industry is getting
increasingly corporative.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Present and projected growth in E&M industry (in Rs crore)


2007

2008

2009

2010

2011

2012

CAGR

Television

19,100 21,900 26,600 33,100 43,100

51,900

22%

Print Media

12,700 14,400 16,200 18,200 20,600

23,200

13%

17,500

16%

Film

8,400

9,600 11,200 12,600 14,600

Entertainment
Radio

500

600

800

1,100

1,400

1,700

28%

Music

700

740

750

760

800

870

4%

1,000

1,200

1,400

1,600

1,900

2,100

17%

900

1,100

1,300

1,600

1,800

1,900

16%

160

270

420

600

820

OHH
Advertising
Live
Entertainment
Internet
Total*

43,600 50,000 58,800 69,700

950 43.00%

8,500 100,100

18%

Sources: Industry estimates & PwC analysis


*Note: The figures taken above include only the legitimate revenues in each
segment. Revenues from the Animation and Gaming segments have not been
included in the industry size as these are traditionally included in the Indian
IT and Software Revenues.
Radio
The radio industry, fuelled by the positive FM-II Radio Policy, is projected to grow from
the present size of Rs 500 crore to Rs 1,700 crore by 2011, implying a 28% cumulative
annual growth over the next five years. In 2005, the government opened up the sector to

27

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


foreign investment along with migration to a revenue-share scheme. These factors along
with privatization of a large number of frequencies as part of the FM II Radio Policy will
drive growth. As many as 338 licenses were given out by the Indian government for FM
radio channels in 91 big and small towns and cities. This deluge of radio stations results
in opportunities for content and trained talent. New concepts like satellite radio, visual
radio and community radio have also begun to hit the market.

Music
While physical sales in the music industry continue to be hampered by piracy and falling
prices, digital music has witnessed a surge that will propel this industry in the next five
years. The total music industry is currently estimated to be worth around Rs 720 crore and
is expected to grow at a CAGR of 4% in the next five years propelling it to Rs 870 crore
by 2011 on an overall basis. The growth in digital music is expected to be 25% to Rs 180
crore by 2011.

Others
Amongst the other segments, the animation and gaming industry is expected to show the
maximum growth, albeit from a small base. The animation and gaming industry is
projected to grow from the present size of Rs 11 bn to Rs 29 bn by 2011, implying a 22%
cumulative annual growth over the next five years. Other growth segments include online
advertising-fuelled by the increased uptake of Internet and broadband services, out-ofhome advertising, s and live entertainment.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

SWOT ANALYSIS
A. Electronic media
1. Strengths of electronic mediaMedia and communications, in the present world are important to provide timely
and critical information as and when needed during emergencies and otherwise. The
criticality and need of information in the development sector and how communication is
highly essential to impart this, has to be understood and here is where media &
communications play a pertinent role in handling sensitive issues. a comparative
presentation on the different means of Communication and Modes of Media:
RADIOHe threw light on the usage and importance of Radio in our country especially in
the social sector. Radio covers 98% of the population and is more effective than any other
electronic Media. He also mentioned that FM's impact is only in big cities. A further
insight towards the creation and dissemination of local content to be distributed through
community radios was highlighted.
Radio is one medium that has shown considerable resurgence. Its reach has increased
from 23 per cent to 27 per cent of the population listening to any station in the average
week.
TELEVISIONTelevision came in India in 1959 and at present it covers more than 85.5% of the
population. He underlined the fact that television has a powerful impact as everybody
watches television and is a source of family entertainment in most of the households. The
television is a source of popular media and entertainment and can be utilized as a medium
for instruction and information dissemination.
The use of television for educating the masses through its educational programmes really
can be add on and specially for children who can grasp information better through visual
media than through the use of books. . Television now reaches 112 million homes
reflecting a growth of 3.2 per cent over last year.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


According to the study, the television industry is poised to grow at 24 per cent to Rs.
42,700 crore from its current size of Rs. 14,800 crore. "Subscription revenues would be
the key growth driver for the industry over the next five years.

FILMSFilms were brought out as an important media for social change and a major
source of entertainment for masses with India being the largest producers of films.
INTERNETInternet is an endless source of information and choices, and rightly reflects the
power and interest of people or groups who make and use it. However internet also
pointed out the limitations of the media which are given below:
1. Despite modernization and industrialization people continue to rely on human and oral
communication. He commented that this is the first thing that any communicator should
think about while dealing with media and the masses.
2. Spread and effect of mass communication on large scale population is still limited.
3. The focus therefore should be on decentralization and use of local media resource.
4. The Internet is being used for a variety of reasons, besides work, such as chatting,
leisure, doing transactions, writing blogs etc.
5. This offers a huge opportunity to marketers to sell their products. With broadband
becoming popular, this segment is expected to grow further.
2. WEAKNESSES OF ELECTRONIC MEDIAThere are three major downsides to electronic media:

Not everyone has access to computers; there are huge differences in Web access
depending on socioeconomic status and ethnicity. Centrally located kiosks help to
address this problem, but it's hard to make them accessible to everyone who might
need the information.

Design can become a major challenge if you try to present a great deal of
information. If you fail to provide good navigational aids, people may get lost in
the information.

From a presentation perspective, the computer can be more limited than paper in
the sense that a chart can only be as big as the monitor's screen; this makes it

30

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


harder to present large or multiple tables or graphs in the same view. The
weaknesses are also clear enough. There is little transparency in our political
system, even when the government has nothing to hide or nothing to fear from
public scrutiny.
3. OPPORTUNITIES OF ELECTRONIC MEDIAThus, while the existence of a national network for TV provides a tremendous
opportunity, at the same time, where decentralization or "localization" (either in subject
matter or language, or even both) is required, it will be better to use regional TV
networks. These already exist in a few States, and more will be created within the course
of the next few years, with the increased capacity that will be available through the
INSAT-II system.
Network (INFLIBNET). Techniques like voice-mail could prove invaluable in handling
the doubts in students and thus increasing the pace and quality of learning. Technology is
opening up these and other possibilities, each of which could be having immense help in
making distance learning more effective. It is essential to grasp these opportunities by
promoting greater awareness, experimenting with specific applications in collaboration
with technological agencies, and in doing research to understand more about the basic
process of learning.
Learning via media like TV or through a computer network is new, and a great
deal of research does not exist in this field. What exists elsewhere may not be fully
relevant to India, in view of the culture-specific learning processes.
Such a system should include dedicated TV and radio channels, and serve both nationwide needs as also local, language/region-specific needs.
Experimentation with new technological systems/developments must be
promoted, with an eye on the future and in keeping with the technical skill and advanced
infrastructure available in the country.
A major programme of basic research must be initiated to learn more about the process of
learning via media.
Multi-media is a new development which could have many applications for
distance learning. A computer can be used for visual, text and graphic material to be
displayed on a monitor, as also for audio. Thus, a complete learning package.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


Over the past years, digital technology and the Internet has become a major arena
for broadcast media. Web-based television broadcasting is proving an attractive field for
traditional electronic media and for communication in various sectors.
The tremendous growth in electronic media vis--vis the print media, has
witnessed the practice of trained professionals in print media shifting their base to
electronic media. However, in the long run, this would result in a severe shortage of
qualified professionals in both the fields.
4. THREATS
The threats to knowledge assets can either be external and internal. Enough has
been written about the external sources of threat. Traditionally, organizations have been
proactive in securing their corporate networks from those outside their precincts by
deploying programs like firewalls, antivirus software, intruder detection systems, and so
on.
Before delving deep into these sources of threat, let us try and understand today's typical
networked business environment.

A Typical Networked Business Environment


A networked business environment consists of:

People

Agents: spyware, Trojans, and such

Machines

Data

Electronic media used in business communication typically include:

E-Mail

File transfers

32

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Instant messengers

Web-based applications

Removable media like floppies, CDs, and pen drives Printers

The top cause of identity fraud is now theft of records from employers or other
businesses that have records on many individuals, exceeding all other sources of
fraud, including stolen credit cards, mail theft, and stolen wallets.
66% of employees say that co-workers, not hackers, pose the greatest risk to
consumer privacy.
B...PRINT MEDIA
1. STRENGTHS OF PRINT MEDIAIn primitive stage certain sounds, bells, drum beats were considered as a kind of
advertisement earmarking special information and announcements were conveyed
through these sounds. Later on New Advertising media were the daily News papers,
magazines, and posters on walls captured the advertisement.
In addition to News papers all over India, the Radio, subsequently TV took an
entry in advertising field. Years rolled down, advertisement Media developed into many
ways giving information regarding Jobs, Marriages, real estates etc. in classified heads in
an orderly manner. Ads have become very essential in every walks of life and business.
Still Daily News papers are the first one people depend on getting News and
advertisements. Most popular News Papers like Hindu in Chennai, Malayala Manorama
in Kerala, Dainik Bhasker in Rajasthan are the No. 1 News papers to name a few, having
lakhs and crores of readers.
Print Media will never lose its glamour and popularity and will continue to remain
as the 1st choice of whole humanities to promote their products, education fields &
services because Print media reaches early morning at our door steps with and without the
use of Electricity or any equipment one can read the News paper.
In others category there is a trend in giving ads on Pens, tea shirts, diaries, leaflets,
small & tiny printouts are distributed on streets, roads in addition to advertisement by
Display Huge Boards fixed on wooden Boards & fixtures.
Magazines are more engaging than any other medium. Magazines are more cost
effective than other media forms.
2. WEAKNESSES OF PRINT MEDIA-

33

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Advertisers and agencies need to take trade-off calls, between the bigness of the
idea v/s the consumers reached.

Many innovations that might work in print, may not work in television and viceversa. So planners need to understand the strengths and weaknesses of both the
mediums.

Print has seen some innovation in the last few years, in terms of lay-outs and
positions and advertising and editorial combinations. Lots of advertorials are
seen in magazines, where products are cleverly pushed through an editorial kind
of a format.

The international newsprint prices move cyclically, and the Indian newsprint
industry must learn to adapt to these cycles instead of periodically clamouring for
protection.

The bad news is that online spending accounted for only 5.4 percent of all
newspaper ad expenditures in 2011, the association reported. And print revenue
fell 3.7 percent in 2011, to $13.2 billion, from the year before.

There is absolutely no question that the next 10 years are going to be really bad
for the newspaper business. This is a time of wrenching change and chaos. All of
our assumptions about newspapers are going to be changed. The format, business
model, organization of newspapers have outlived their usefulness.

3. OPPORTUNITIES OF PRINT MEDIA

A booming Indian economy, growing need for content and government initiatives
that have opened up the sector to foreign investment are driving growth in the
print media. With the literate population on the rise, more people in rural and
urban areas are reading newspapers and magazines today.

There is more interest in India amongst the global investor community. This leads
to demand for more content from India. Foreign media too is evincing interest in
investing in Indian publications. And the internet today offers a new avenue to
generate more advertising revenue.

Media refers to the means of communication as radio and television, newspapers


and magazines that reach and influence people widely. Journalism is the

34

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


occupation of reporting, writing, editing, photographing, or broadcasting news or
of conducting any news organization as a business. A journalist is a person who
practices the occupation of Journalism.

The hierarchy for reporters in most of the newspaper houses is roughly as followsTrainee, Staff Reporter; Correspondent, Senior Reporter / Correspondent,
Principal Reporter / Correspondent, Chief Reporter / and Special Representative /
Correspondent.

Different kinds of jobs, on the desk and in the field, are open in both print and
media Journalism. Reporters can work for either print or electronic media. While
the print has several sub-categories like newspapers, magazines and news
agencies, the latter includes radio and television.

Poised on a trajectory of growth, the country's print media is faced with


challenges such as rising newsprint costs but has opportunities in the digital age.

Not only is there opportunity for the Indian print media to grow but growing
consumerism has thrown up opportunities for special interest magazines.

4. THREATS OF PRINT MEDIA

The overlap between homes that subscribe to news papers and homes with internet
connectivity is bound to be substantial.

Some of the decline is because newspaper managements have curtailed


promotional distribution or discounted sales to bulk purchasers who supply the
paper free to hotels and airports. Secondly, the decline in circulation is not
necessarily a reflection of a decline in aggregate readership, since online
readership of newspapers is on the rise.

Online readership of newspapers is rising fast, pointing to a possible increase in


aggregate readership.

The problem of course is that for the print media industry looking to keep
revenues rising to cover rising costs and more, a Web presence is still small
consolation. Even though some companies claim significant, even if small,
revenues from their Internet operations, only a small part of that comes from their
strength in the print media.
35

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

'In order to survive in the future, Indian magazines needed to reinvent themselves.

36

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

COMPARISION BETWEEN PRINT AND ELECTRONIC


MEDIA
Advantages and disadvantages of print media
Newspapers. Newspapers are one of the traditional mediums used by businesses, both
big and small alike, to advertise their businesses.
Advantages

Allows you to reach a huge number of people in a given geographic area

You have the flexibility in deciding the ad size and placement within the
newspaper

Your ad can be as large as necessary to communicate as much of a story as you


care to tell

Exposure to your ad is not limited; readers can go back to your message again and
again if so desired.

Free help in creating and producing ad copy is usually available

Quick turn-around helps your ad reflect the changing market conditions. The ad
you decide to run today can be in your customers' hands in one to two days.

Disadvantages

Ad space can be expensive

Your ad has to compete against the clutter of other advertisers, including the
giants ads run by supermarkets and department stores as well as the ads of your
competitors

Poor photo reproduction limits creativity

Newspapers are a price-oriented medium; most ads are for sales

Expect your ad to have a short shelf life, as newspapers are usually read once and
then discarded.

You may be paying to send your message to a lot of people who will probably
never be in the market to buy from you.

Newspapers are a highly visible medium, so your competitors can quickly react to
your prices

With the increasing popularity of the Internet, newspapers face declining


readership and market penetration. A growing number of readers now skip the

37

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


print version of the newspaper (and hence the print ads) and instead read the
online version of the publication.
Magazines. Magazines are a more focused, albeit more expensive, alternative to
newspaper advertising. This medium allows you to reach highly targeted audiences.
Advantages

Allows for better targeting of audience, as you can choose magazine publications
that cater to your specific audience or whose editorial content specializes in topics
of interest to your audience.

High reader involvement means that more attention will be paid to your
advertisement

Better quality paper permits better color reproduction and full-color ads

The smaller page (generally 8 by 11 inches) permits even small ads to stand out

Disadvantages

Long lead times mean that you have to make plans weeks or months in advance

The slower lead time heightens the risk of your ad getting overtaken by events

There is limited flexibility in terms of ad placement and format.

Space and ad layout costs are higher

Yellow Pages. There are several forms of Yellow Pages that you can use to promote and
advertise your business. Aside from the traditional Yellow Pages supplied by phone
companies, you can also check out specialized directories targeted to specific markets
(e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases;
Audiotex or talking yellow pages; Internet directories containing national, local and
regional listings; and other services classified as Yellow Pages.
Advantages

Wide availability, as mostly everyone uses the Yellow Pages

Non-intrusive

Action-oriented, as the audience is actually looking for the ads

Ads are reasonably inexpensive

Responses are easily tracked and measured

Frequency

Disadvantages

Pages can look cluttered, and your ad can easily get lost in the clutter

Your ad is placed together with all your competitors


38

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Limited creativity in the ads, given the need to follow a pre-determined format

Ads slow to reflect market changes

Advantages and disadvantages of electronic media


Radio
Advantages

Radio is a universal medium enjoyed by people at one time or another during the
day, at home, at work, and even in the car.

The vast array of radio program formats offers to efficiently target your
advertising dollars to narrowly defined segments of consumers most likely to
respond to your offer.

Gives your business personality through the creation of campaigns using sounds
and voices

Free creative help is often available

Rates can generally be negotiated

During the past ten years, radio rates have seen less inflation than those for other
media

Disadvantages

Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience

Listeners cannot go back to your ads to go over important points

Ads are an interruption in the entertainment. Because of this, a radio ad may


require multiple exposure to break through the listener's "tune-out" factor and
ensure message retention

Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention

Television
Advantages

Television permits you to reach large numbers of people on a national or regional


level in a short period of time

Independent stations and cable offer new opportunities to pinpoint local


audiences

39

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Television being an image-building and visual medium, it offers the ability to


convey your message with sight, sound and motion

Disadvantages

Message is temporary, and may require multiple exposure for the ad to rise above
the clutter

Ads on network affiliates are concentrated in local news broadcasts and station
breaks

Preferred ad times are often sold out far in advance

Limited length of exposure, as most ads are only thirty seconds long or less, which
limits the amount of information you can communicate

Relatively expensive in terms of creative, production and airtime costs

Direct Mail. Direct mail, often called direct marketing or direct response marketing, is a
marketing technique in which the seller sends marketing messages directly to the buyer.
Direct mail include catalogs or other product literature with ordering opportunities; sales
letters; and sales letters with brochures.
Advantages

Your advertising message is targeted to those most likely to buy your product or
service.

Marketing message can be personalized, thus helping increase positive response.

Your message can be as long as is necessary to fully tell your story.

Effectiveness of response to the campaign can be easily measured.

You have total control over the presentation of your advertising message.

Your ad campaign is hidden from your competitors until it's too late for them to
react

Active involvement - the act of opening the mail and reading it -- can be elicited
from the target market.

Disadvantages

Some people do not like receiving offers in their mail, and throw them
immediately without even opening the mail.

40

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Resources need to be allocated in the maintenance of lists, as the success of this


kind of promotional campaign depends on the quality of your mailing list.

Long lead times are required for creative printing and mailing

Producing direct mail materials entail the expense of using various professionals copywriter, artists, photographers, printers, etc.

Can be expensive, depending on your target market, quality of your list and size of
the campaign.

Telemarketing. Telephone sales, or telemarketing, is an effective system for introducing


a company to a prospect and setting up appointments.
Advantages

Provides a venue where you can easily interact with the prospect, answering any
questions or concerns they may have about your product or service.

It's easy to prospect and find the right person to talk to.

It's cost-effective compared to direct sales.

Results are highly measurable.

You can get a lot of information across if your script is properly structured.

If outsourcing, set-up cost is minimal

Increased efficiency since you can reach many more prospects by phone than you
can with in-person sales calls.

Great tool to improve relationship and maintain contact with existing customers,
as well as to introduce new products to them

Makes it easy to expand sales territory as the phone allows you to call local,
national and even global prospects.

Disadvantages

An increasing number of people have become averse to telemarketing.

More people are using technology to screen out unwanted callers, particularly
telemarketers

Government

is

implementing

tougher

telemarketers

Lots of businesses use telemarketing.

41

measures

to

curb

unscrupulous

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

If hiring an outside firm to do telemarketing, there is lesser control in the process


given that the people doing the calls are not your employees

May need to hire a professional to prepare a well-crafted and effective script

It can be extremely expensive, particularly if the telemarketing is outsourced to an


outside firm

It is most appropriate for high-ticket retail items or professional services.

Internet. One major advantage of the Internet is the amount of resources it makes
available to its users. Communication and writing skills can be directly affected through
the use of the Internet. It may also help in areas such as critical thinking, problem solving,
and group work.
Advantages

global

efficient

reach mass audience

able to control message

The Web would allow for students to learn at their own pace.

The asynchronous format allows flexibility to the learner.

The Web can integrate many mediums, print, audio, and video, which means
learners of any learning style will find success.

The Web is engaging and interactive for the learner.

Disadvantages

expense limits type of audience who can access

requires language skills

Computers are expensive and access to hardware is limited.

In some countries, internet connection is also limited.

Basic computer skills and knowledge must be present for a learner to be


successful.

Students must be highly motivated to learn in a distance learning environment.

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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

43

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

RECENT DEVELOPMENTS IN MEDIA & ENTERTAINMENT


SECTOR
Media and entertainment is one of the most booming and fastest growing sectors in the
Indian industry. Its growth is being accelerated and fuelled by many developments taking
place in the sector worldwide.
Digital revolution, the growing popularity of mobile and broadband channels will fuel the
tremendous growth and development potential in the media and entertainment sector
worldwide. Internet is gaining momentum as a source of information and stream of
revenue. All the recent developments have helped in opening new doors for human
resources in the media and entertainment sector. In terms of employment, the animations
and the special effects sector of this industry has become a major attraction for the job
seekers. Being a creative and a skill based industry, specialized courses for the same are
also gaining popularity and attracting fresh talent. Similarly, telecom operators also offer
lucrative options. New products, services and innovations have become an inseparable
part of the industry. Looking at the bright prospects of Asia becoming the world leader in
the industry, the Indian government has also taken some steps to boost growth of the
media and entertainment sector.
Here at naukrihub, we make an attempt to look at some of the major developments taking
place in the sector and helping it to grow:
Digital Technologies
Mobile entertainment
Focus on youth
Liberalization by the government
CAS / DTH
Crossover Movies

44

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

TOP PLAYERS IN MEDIA SECTOR


1.

Star India

2.

New Delhi television

3.

Bennett, Coleman & Co. (The Times of India Group)

4.

Sony Entertainment Television

5.

Zee Telefilms

6.

Hindustan Times

7.

Living Media India

8.

Balaji Telefilms

9.

The Indian Express Newspaper

10.

Television Eighteen India

11.

Malayala Manorama & Co

12.

DAINIK JAGRAN

45

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

FUTURE SCENARIO
Media and entertainment industry is one of the most flourishing sectors in India. The
Indian media and entertainment industry grew from Rs 35,300 crores to Rs 43,700 crores
during the year 2011-12. The liberalization of the media sector has opened up the gates of
opportunities and growth. India is witnessing a revolution in this sector with the
emergence of new technologies. Many companies are taking initiatives to set up digital
theatres, multi-plexes, etc
The global entertainment industry is projected to reach US$ 1.8 trillion by 2015. The
Indian media and entertainment industry is expected to grow at an annual growth rate of
19% to reach Rs 83,740 crore by 2010
The expected CAGR of various segments of the media and entertainment industry in
India till the year 2010 is as follows:

Radio - 32%

Music - 1%

Television - 24%

Film Industry - 18%

Print Media - 12%

The projected size of the various segments of the media and entertainment industry in
India till the year 2010 is as follows

Radio - Rs 1,200 crore

Music - Rs 740 crore

Television - Rs 42,700 crore

Film Industry - Rs 15,300 crore

Print Media - Rs 19,500 crore

46

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


Exciting new developments in the technologies used in media and entertainment industry
are taking place. Animations, multiplexes, new distribution channels, the use of Internet,
are redefining the entertainment industry. All these factors will favour the growth of
media and entertainment industry in India.

FINDINGS OF PROJECT
Radio with Television
Characteristics of Television
TV has traditionally been the most powerful and popular advertising medium for people
in the media business. This is mainly because it does most things well - coverage,
frequency, image, persuasion, demonstration, impact etc.
Traditionally a high-cost medium, the downside with TV is that the audience is now
fragmented across many different channels, production costs are extremely high and
viewers are increasingly avoiding ad breaks.
What radio can add:
In planning radio's main contribution is a dramatic increase in frequency of exposures,
either in the same period as the TV campaign or later to extend the campaign over time;
radio can be used for regional or local exposure booster; radio can be used to reach light
viewers; radio extends TV messages to key times of day when TV audiences are lower or
when product relevance is higher (such as afternoon meal time for Pizza marketer); radio
also allows tighter targeting against many audiences (e.g. youth) thus reducing wastage.
In communication
Given that Radio is perceived as personal medium, radio can bring brands closer and
speak to the consumer at their level (this is important for brands which do not wish to be
seen as distant); radio has a culture of response where listeners frequently interact with
their station which they see as accessible
In detail, radio allows activity to be geographically varied; radio can allow a fast
turnaround for new initiatives; low production costs mean multiple copy messages can be
varied round the core TV communication
Sonic Brand Triggers
Sonic Brand Triggers are sounds which consumers recognize and associate with certain
brands.
Examples of powerful SBTs:

47

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


"Britannia Ting Ting Ting"
Sound component of the Intel logo
They help to ensure that TV and radio advertising is well branded. They leave a brand
impression with even the most passive TV viewer or radio listener, as they tend to rely on
rhythm

and

music,

which

are

absorbed

at

very

low

involvement

levels

A sound which has been successfully established on TV can be transferred on to radio


Radio with Newspapers
Characteristics of Newspapers
Newspaper brings 'immediacy' to a communication. Newspapers also have the authority
of the written word, and are good at presenting detail.
As a print medium, the national press suffers from clutter and from the fact that the reader
can and does edit ruthlessly to avoid advertising.
What radio adds:
In planning
radio adds frequency, and this is real frequency in that exposures take place in real time;
radio also reaches non-readers so it can significantly increase coverage; in most sectors,
adding radio also means increased share of voice thus overcoming clutter.
In communication
Radio brings intrusiveness to a press campaign, and there is less ad avoidance; radio can
bring to life ideas which might seem flat on the page; radio can more strongly convey the
brand's tone of voice (important for service brands); radio brings brand messages closer to
the individual, speaking in a more personal way than press; radio allows brands to
emphasize specific key times of day (press reading is spread across the day)
In detail
flexibility means radio allows geographical variation on top of a national press campaign

48

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Radio with Outdoor


Characteristics of Outdoor
The strength of outdoor advertising lies in its ability to suddenly confront the consumer
with an idea or a challenge, in a very public way. Like radio, posters also operate within
time which people think of as free - typically travelling time.
The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial
context, it has to use extremely simple, striking ideas to be effective, and it suffers from
relatively expensive production.
What Radio Add:
In Planning
Radio adds real frequency, in the sense that additional exposures to the advertising are
played in full rather than having the listener look away or ignore; radio offers far tighter
targeting which means reducing wastage; radio also offers tighter timing - within time of
day, day of week or even week of month
In Communication
Radio allows more information to be conveyed, which is useful for explaining or
persuading; radio allows multiple copy (which can also be used regionally or
49

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


demographically); radio brings brands closer, as listeners identify with their radio station
and see it as aimed at people like them; radio is better able to communicate the tone or
character of a brand
In Detail
Radio offers speed of production compared with the lengthy process of poster print
deadlines; it also allows localised copy variation relating to a national poster execution

Radio with Magazines


Characteristics of magazines
Magazines are useful to advertisers because of the relationship they have with the readers,
who consume them in a personal way. They allow targeting by lifestyle and interest
group. In many magazines the ads are seen as part of the magazine experience.
Weaknesses of magazines include the fact that lead times can be very long depending on

50

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


the title's frequency of publication, the high levels of clutter, and the reader's inclination
to simply turn the page.
What radio add: In planning
Radio adds frequency and there is little zapping; radio also extends coverage well beyond
the magazine readership; radio allows tighter timing - time of day, day of week and even
week of month; radio also offers a greater share of voice for most categories, which
means overcoming clutter.
In communication
Radio brings intrusiveness to a magazine campaign, and there is less ad avoidance; radio
can bring to life ideas which might seem flat on the page; radio can more strongly convey
the advertising tone of voice (important for service brands); radio allows brands to speak
to consumers close to certain activities - driving, cooking, housework etc
In detail
Radio offers fast turnaround within the long copy deadlines of magazines, and the
opportunity for geographical variations

A Snapshot of advertising by Retail Sector on Print

51

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


Highlights:
Print advertising of Retail Sector grew by 5% during Jan-May'12 over Jan-May'06
Festive Season recorded a peak in ad volumes of Retail Sector in 2011
Independent Retailers garnered max. 48% share of volumes
Retail Sector focused their advertising in publications from South & West zone
Pantaloons Retail India topped advertising in Retail sector
New Retail Shops advertised with multiple concepts like Telecom, Home Solutions,
Garments and Hypermarket
Usage of nearly 40% of Sales promotional ads by Retailers
This week, AdEx India looks at the advertising trend of Retail Sector on Print during JanMay 12 (Note: The entire analysis is based on Column Centimeters)

Subject: An overview of advertising by Education Sector on Print


Highlights:
17 % rise registered by Education sector on Print in Jan-May 12 over Jan-May 11
Educational Institutions garnered nearly 70% of ad volumes
BPO/Call Centre Training Institutes saw the maximum growth in Jan-May 12
Publications from South zone contributed the maximum ad volumes
61% advertising by Education sector in Non-Metro city newspapers
Planman Consultant India leads advertising on Print

An overview of advertising by IT Sector on Print


Highlights:
8% drop in print ad volumes of IT sector in 2011
Desktops and Laptops/Notebooks garnered the maximum 42% share of ad volumes in
Print in 2011
Q2 saw maximum advertising by IT sector in 2011
Maximum ad volumes of IT sector garnered by publications from South zone
Advertising skewed towards English language publications
47% share of IT sector ad volumes went to metro newspapers
Hewlett-Packard India led IT sector advertising in Print in 2011
Maximum usage of Innovative ad layouts by HP India
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COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

This week, AdEx India looks at the advertising trends of IT Sector in Print in the year
2011. (Note: The entire analysis is based in Volumes in Column Centimetres)
Add-on Promotions used the maximum by IT sector

Advertising by Food & Beverages Industry in Print in H1 2012


Highlights:
8% dip in Print advertising of F&B Industry in H1'12
Beverages garnered a maximum share of 33% in F&B sector
F&B made the maximum use of West and North Zone for advertising
Huge advertising in General Interest newspapers whereas in Magazines nearly 50%
advertising share in went to Womens genre
Brooke Bond Lipton and Gujarat Corporative Milk & Marketing Federation (GCMMF)
stood at 1st and 2nd positions
GCMMF had 2 brands which made it to the top 3 among new brand launches
In Sales Promotions, 'Contest Promotion' was used the maximum by F&B sector

Automobile Sector sees 10 pc hike in ad volumes in 2011


Highlights:
10% rise in ad volumes of Automobile sector in 2011 over the previous year in Print
Cars/Jeeps and Motorbikes garnered the maximum 78% share of ad volumes in Print in
the year 2011
Most of the ad volumes of Automobile sector belong to publications from the South
zone
Q. 3 saw peak in ad volumes of Automobile sector in 2011
62% share of ad volumes in Automobile sector contributed by Non-Metro cities
newspapers
Multiple and Price Promotions used maximum by the Automobile sector
Maruti Udyog leads Automobile sector advertising closely followed by Bajaj Auto and
Tata Motors in Print in the year 2011
Maximum usage of Innovative ad-layouts by Maruti Udyog in the year 2011

53

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Overview of TV channel promotions on Print in H1 2012: AdEx study


Highlights:
18% dip in TV Channel Promotions on Print in H1 12 compared to H1 06
Ratio of Promotion of Channels: Programs is 23:77 respectively in H1 12
Approx. 80% of promotion by National TV Channels
Publications from West & North Zone had the maximum share of promotion
Newspapers saw high ad volumes in General Interest genre; In magazines max.
advertising registered in Media & Advertising genre
3 of the Top 10 new programs promoted on Print in H1 12 belong to Drama/Soap genre
On an average, approx. 48 ads per day by TV channels in Newspapers

Snapshot on Advertising by Tourism Industry on Print


Highlights:
5% dip in Print ad volumes of Tourism Industry in Jan-May12 over Jan-May06
74:26 ratio of ad volumes garnered by Private* and Indian State Tourism players
Maximum ad volumes by Tourism players in publications from West zone
Ministry of Tourism was the Top player among Indian State Tourism; however Cox &
Kings India leads in Private* players segment

Rajim

Kumbh

2012

of

Chhattisgarh topped

among

the

Metro city newspapers saw the maximum ad volumes

A glimpse of Print Innovative ad-layouts used in year 2011

54

new

entrants

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA


Highlights:
Q106 witnessed the maximum innovations
51% of innovative ad layouts were from the publications of North zone

Figured

Outline

ad-layout

was

used

the

maximum

during

2011

Internet/SMS Service was the top ranked category for utilising the highest no. of
innovative ad layouts
Maximum usage of Innovative layout ads by a tea brand - Greendale Tez tea
Highlights:
A huge 2.1 times growth in print ad volumes of Soft Drinks in 2011 over the previous
year
Aerated Soft Drinks garnered 80% of the ad volumes in Print in the year 2011
May & August 2011 saw the maximum advertising
Most of the Soft Drink ads were seen in the Publications from the North zone
Womens magazine & General Interest newspapers had the maximum advertising share
Coca Cola leads advertising with 51% share in Print
High usage of Innovative ad-layouts by Coca Cola in the year 2011

55

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

56

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

Points to be remembered
The Indian media and entertainment industry grew from Rs 35,300 crores to Rs 43,700
crores during the year 2011-12.
The global entertainment industry is projected to reach US$ 1.8 trillion by 2015. The
Indian media and entertainment industry is expected to grow at an annual growth rate
of 19% to reach Rs 83,740 crore by 2010
Media and entertainment industry is one of the most flourishing sectors in India.
The liberalization of the media sector has opened up the gates of opportunities and
growth. India is witnessing a revolution in this sector with the emergence of new
technologies. Many companies are taking initiatives to set up digital theatres, multiplexes, etc

Key Findings
Print

contributed

Print

ad

volume

35%
grew

to

overall
by

advertising

18%

in

volume

Jan-Jun

2011

in
over

H1

of

Jan-Jun

2011
2005

South Zone publications had the highest (39%) share of ad space in Print
Education was the Top super category6
7% jump in Regional Magazines advertising in the 1st half of 2011 over 1st half of 2005
Malayalam Magazines garnered the highest share of 22% in Regional Magazine
advertising in Jan Jun 06
Huge 61% share of General Interest genre in Regional Magazines in Jan Jun 06
Publications/books

category

topped

advertising

in

1st

half

06

Southern Magazines carried as high as 30% share of Local Advertising in the 1st half of
2011
Parle Products was the top advertiser in Regional Magazines
19% rise in ad volumes in Business magazines in Jan-Oct 06 over Jan-Oct 05
Post 2nd quarter, rise is seen in advertising in Business magazines across 2011-12
Nearly 70% share garnered by Fortnightly business magazines in Jan-Oct 06
Banking, Finance & Investment sector had the highest share among Business magazines
during Jan-Oct 11

57

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

58

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

SUGGESTIONS AND RECOMMENDATIONS

More sponsors should be come forward.

More live shows should be on social welfare & career related.

Higher educational programme may be reflected.

Service oriented programme may be reflected.

Government should be seriously take part on media welfare.

future of children in this competitive market to be highlighted.

To encourage quiz competition, health information and educational information..

More of musical,family serials,career related.

Higher educational programme may be reflected.

Regions news must be highlighted in details in National Channel.

59

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

CONCLUSION
From the above study it can concluded that media and entertainment industry is
considered a very powerful industry. India is becoming the leading destination of global
investors in this industry. Various studies and figures reveal that Indian media and
entertainment industry has significant potential of growth stored in it. The liberalization
of the media sector has opened up the gates of opportunities and growth. India is
witnessing a revolution in this sector with the emergence of new technologies.
Exciting new developments in the technologies used in media and entertainment
industry are taking place. Animations, multiplexes, new distribution channels, the use of
Internet, are redefining the entertainment industry. All these factors will favour the growth
of media and entertainment industry in India.

60

COMPARITIVE ANALYSIS OF PRINT MEDIA & ELECTRONIC MEDIA

BIBLIOGRAPHY

www.google.com

www.mediaworld.com

www.exchange4media .com

www.tamindia.com

www.agencyfaqs.com

www.indiantelevision.com

www.yahoo.com

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