Indian Mass Media : A Critical Analysis based on Popularity

Introduction and Background The modern medium of communication system is seen to be originated in the land of India since the end of the eighteenth century. The print media came into existence at the end of the eighteenth century symbolizing the first modern medium of communication and information. Indian press today is one of the largest in the world with more than 30,000 Newspapers published with an annual circulation that exceeds 55 million copies. Meanwhile, it is true to state that India was among one of the earliest countries to adopt broadcasting. Indias Radio was originated in 1924 as an amateur Radio club. It changed its name as All India Radio (AIR) in 1936. Today, diverse broadcasting channels have come into existence and have been attracted by millions of listeners. Moreover, in India, Television made a humble debut when Doordarshan (DD) was initiated in 1959. Today, Television service is available throughout the country, directly as DTH and through cable operators, as satellite TV. When taking Films into consideration, Indias first Film was screened in 1896. Today, Indian Film industry is the largest Film industry in the world, producing over 800 Films annually. The present inquiry deals with variety of sub topics when analyzing Indian mass media. The coverage, popularity, diversification, westernization, commercialization, technology, entertainment, education, politics, sex, violence, women and children, are some of such topics; among which popularity and diversification are analyzed here. The print media, Radio, TV, and Films are taken into account as comprised of Indian mass media throughout this work. Popularity Although it is evident that the overall popularity of mass media has been increasing, it is notable that this popularity varies in different media. In colonial India, print media had acquired an immense popularity among people as the vehicle of independent movement and the voice of the people. Nevertheless, it is evident that this popularity shifted to Radio and TV with their emergence as audio-visual media, and this shift is significant after independence. Simultaneously, newspapers made a detachment of the general public. It is true that newspapers today have become a class medium. According to the present estimates, newspapers are purchased and read by less than 20% of Indias total population. Meanwhile, the broadcasting media have the capacity to reach out to the

people in every four corners of the country. By indicating the popularity of Indian Radio, after allowing private companies to start business; as a comparatively low cost spoken word medium, it has become a constant companion for farmers, workers, travelers, sports lovers and for all those who are interested in news, music, drama, quiz programs, farm bulletins, or views of eminent persons on public affairs. Because of its low cost and easy availability, it has been a common mans paradise, and for people, a symbol of social respectability as well. However, it is incorrect to mention that the existence of print media has been totally paralyzed today, rather, evidence indicate that particularly the book publishing industry has been growing at an exceedingly higher level, with around 10,000 publishers and around 40,000 new titles every year. The domestic publishing market is in fact one of largest in the world today. Since its beginning, Television has acquired an immense popularity as the key media in the world. According to one idea, it is clear that Television is central to the processes of media saturation. Indeed, Television is central to modern society altogether. The popularity of Television symbolizes the increase of since its beginning; Television has acquired an immense popularity as the key media in the world. According to one idea, it is clear that Television is central to the processes of media saturation. Indeed, Television is central to modern society altogether. The popularity of Television symbolizes the increase of viewers and Television sets. Indian Television viewers have been expanding over the years. According to Indian Television data (1995), the number of Television sets in India increased from around 5,00,000 in 1976 to 9 million in 1987, and to around 47 million in 1994. Accordingly, increases are expected to continue at around 6 million sets per year. The boom in the satellite cable Television segment has been a major cause for the high growth of the popularity of Television in India. The cable subscriber base has increased from around 0.05 million in the early 90s to around 24 million by 1999-2000. Today, it is possible to view over 75 channels over satellite cable Television. In any case, the prevalence of audio-visual media has not crippled the popularity of films. Even though TV and Video provide most of the ingredients within the home with all the comforts, people still prefer to see pictures on wider screens in crowded halls. In fact, Films provide the most direct communication to the mind and images do not need to be translated to be understood. It cuts language barriers and can be enjoyed by both the educated and a kid alike. The songs and dances in Films are immensely popular among

masses and popular Film stars live in the hearts of common people for generations, some even becoming chief minister of the state. What is interesting to see is that Western audiences are becoming more interested in Indian Films, which has made Indian Films a global phenomenon and many production how are now partnering with Indian production house. Disney even acquired UTVs holding shares. Conclusion As India is a country where diverse groups of people live, Indian mass media has a Herculean challenge in accessing their demands. Anyhow, what is important is that Indian mass media, to a great extent has been successful in overcoming this challenge by rendering their service in different languages, traditions, and most importantly, in many varieties to meet with the interest of the people. As far as the coverage and popularity are concerned, audio-visual media play a dominant role today, whereas the print media appear as the medium of educated men in urban setting. However, since its beginning, Cinema has not loosened its popularity. It is true that Indian mass media is a symbol and a reflection of the society of India, which is extremely heterogeneous, diverse, and most importantly, a place of wide range of opinions.

V. Raj Kumar
Ph.D Scholar