Media Bangladesh indicates to the print, electronic and internet media.

The Constitution of Bangladesh guarantees freedom of print, electronic and internet media. The Bangladesh media is ranked at 136th out of 178 countries of the world on the Reporters Without Borders Press Freedom Index.

CHAPTER 2: GENERAL ASPECTS OF MEDIA

In general, "media" refers to various means of communication. For example, television, radio, and the newspaper are different types of media. In communications, media (singular medium) are the storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose

2.1

EVOLUTION OF MEDIA

The word medium comes from the Latin word medius (middle). The beginning of human communication through artificial channels, i.e. not vocalization or gestures, dates back to ancient cave paintings, drawn maps, and writing. The Persian Empire (centered on present-day Iran and Afghanistan) played an important role in the field of communication. The word communication is derived from the Latin root communicare. This was due to the Roman Empire also devising what might be described as a mail or postal system, in order to centralize control of the empire from Rome. The term "media" in its modern application relating to communication channels is traced back to its first use as such by Canadian communications theorist Marshall McLuhan, By the mid-1960s, the term had spread to general use in North America and the United Kingdom. The adoption of a dominant communication medium is important enough that historians have folded civilization into "ages" according to the medium most widely used. A book titled "Five Epochs of Civilization" by William McCaughey divides history into the following stages: Ideographic writing produced the first civilization; alphabetic writing, the second; printing, the third; electronic recording and broadcasting, the fourth; and computer communication, the fifth. The media affects what people think about themselves and how they perceive people as well. What we think about self image and what others should look like comes from the media.

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Electronic Media
In the last century, a revolution in telecommunications has greatly altered communication by providing new media for long distance communication. The first transatlantic two-way radio broadcast occurred in 1906 and led to common communication via analogue and digital media: Modern communication media now allow for intense long-distance exchanges between larger numbers of people (e-mail, Internet forums, and teleportation). On the other hand, many traditional broadcast media and mass media favor one-to-many communication (television, cinema, radio, newspaper, magazines, and also facebook).

2.2

TYPES OF MEDIA

Media refers to any kind of format used to convey information. Mass Media refers to those types of media that are designed to reach large numbers of people. The various types of mass media are: Television (cable, network, satellite, etc.) Radio Film & Video Print (newspapers, magazines, direct mail, etc.) Photography Electronic (E-mail, the Web, etc.)

GENRES & TARGET AUDIENCES

All media produce a variety of genres, which refers to a particular type of style or content. Mass media genres can be divided into four basic types: Informative media - such as news shows, newspapers, informative Web sites, etc. Educational media - such as books, educational video or educational software programs. Persuasive media - such as all types of advertising, television infomercials, newspaper editorials, or Web sites that attempt to persuade. Entertainment media - such as entertainment magazines, movies, novels or entertainment related Web sites.

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2.3

MEDIA ADVANTAGES AND DISADVANTAGES

Television: Reaches more people than any other medium but it costs the most. Cable TV: Better equipped to target a specific audience both psycho graphically and geographically although it is more cost efficient and doesn't reach as many people.

Radio: Able to target specific audiences with higher frequency of the message but it need to buy 2-3 stations for good reach. It is not as expensive as television.

Newspaper: Communicates details about arts organization's events; can geographically target a city/communities; lots of ad clutter, especially in the entertainment section. It is expensive for a "page-dominant" ad.

Magazines: Reach upscale audiences; higher quality graphics and environment; based on a weekly or monthly publishing cycle. It is difficult to develop an adequate frequency level; costly, especially since a color ad is necessary for impact.

Outdoor Billboards and Transit: Good image or reminder medium but can't communicate many details.

Internet: Good support medium; communicates lots of information for events; open 24/7. It needs to promote website address and must keep information current.

2.4

REASONS FOR MARKETING THROUGH MEDIA

Identifying and Targeting the Audience Enhancing the Customer Experience Pricing & Branding Guide to Buying Media Types of Media available Creating a Communication Plan Direct Marketing Using the Internet as a Marketing Tool

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CHAPTER 3: THE MEDIA INDUSTRY IN BANGLADESH

In Bangladesh, where literacy rate is about 65 percent, the media offers the prospect of linking small, tertiary and informal business sectors with the mainstream communication networks, both national and international. The media also offers opportunities to contribute to the overall development of Bangladesh through dissemination of pertinent information. But the media industry in Bangladesh is still in the process of development. While the print media in Bangladesh is highly competitive, television and radio have been less so. In Bangladesh, it's been seen that facilitation of private broadcasting channels (including private terrestrial channels) would reach more socio-economic segments. As seen in the pyramid, terrestrial television and Radio have the capacity to reach more segments of the populace (including marginalized societies) than conventional forms of media like newspaper or advanced medium like the Internet. According to the Bangladesh Demographic and Media Survey conducted by ACNielsen, almost one-third (28.5%) of all Bangladeshis have no access to regular media and are therefore 'media dark'. Only 10% of all households and 0.6% of rural households have a satellite or cable connection. The media sector employs thousands of people and encompasses opportunities in animation, computer games, film production, interactive media, radio and television. In 2009, there was a decline in employment across many sectors although independent television production and cinema exhibition continued to grow.

3.1

PRESENT SITUATION OF MEDIA INDUSTRY IN BANGLADESH

In the context of Bangladesh, the importance and impact of the media has largely been ignored by the government and political actors. This has caused a massive 'media divide' and 'media darkness' in contemporary society. As a rational consequence, growth of the media market and accessibility to information by a large part of society has been hindered. In Bangladesh, the media divide is substantial. A media survey undertaken in Bangladesh in late 2004 highlighted that 28.5% of Bangladeshis did not have regular access to radio, TV, newspapers, magazines or cinema and were therefore effectively 'media dark'. In rural areas this figure rises to 35.9% while among women it is 36.3%.
In Bangladesh, radio and terrestrial television broadcasting are state monopolies and three is no broadcast law to allow for private investment in these industries. Cable television is proliferating in Bangladesh, albeit in the absence of a transparent policy framework, terrestrial TV has far greater reach particularly among the poorest households. Page | 4

The reach of cable TV is particularly poor in rural areas where terrestrial TV is accessed by 100 times more viewers than cable TV. A large majority of the population in Bangladesh therefore only has access to the state TV station and state radio. These deficiencies in media reach are not compensated for through cinema. Only 7.1 % of people have been to a cinema hall and only 18.2% have watched mobile cinema. Women have particularly low incidences of cinema viewing with only 2.4 % having visited a cinema hall and 9.7% having watched mobile cinema.

3.2

SCOPE OF WORK IN MEDIA INDUSTRY

Working in the media sector can be very demanding. One may be required to work long hours and spend periods away from home. The percentage of people working on a freelance basis can be very high with subsequent competition for contracts, periods of unemployment and responsibility for personal tax, VAT, etc. The vast majority of contracts are obtained by word of mouth. So talent, ability and networking skills are paramount. There are different kinds of work available in media industry. Some are illustrated below: Broadcast television - is a rapidly growing sector with cable and satellite and independent companies doubling in the period 2002-2012. This is a broad profession where 34% are freelance and people are judged by the quality of their work rather than their formal qualifications. Despite this, 70% have at least an undergraduate degree. Radio - 40% of personnel working in radio are based in city and opportunities exist beyond creativity and production in areas such as finance, HR and IT. Film - The majority of film production personnel (87%) are based in city and 91% are freelance. They work mainly in the production of programs, film shorts or commercials. Animation - Expensive to produce but generates high revenue in the field. Documentary film making - relies on multi-skilling, i.e. directing, shooting and producing. Corporate production - comprises mostly small and medium-sized enterprises (SMEs). Projects include using film, CD-ROM or DVD formats for training, PR and sales. Interactive media - comprises collection of areas including web and internet, offline multimedia, electronic games and interactive TV. There are opportunities to work in IT, telecommunications, broadcasting, design and publishing. Employers welcome graduates with backgrounds in games programming, animation and design.
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CHAPTER 4: PRINT & ELECTRONIC MEDIA IN BANGLADESH

4.1 PRINT MEDIA IN BANGLADESH
Bangladesh has made good progress in its struggle to establish democracy. Progress is also there in the newspaper industry. During 2005 to 2010 there are a good number of print media came to entertains the readers. As on March 17, 2003, declaration had been given to 496 dailies, of which 330 are being published. Declarations were granted to 806 weeklies, of which only 470 are coming out while out of 212 fortnightlies, only 168 see the stands. However, this is an encouraging sign that so many newspapers and weeklies are coming out in this country. Capital city Dhaka tops the list of daily newspapers published from any particular city of Bangladesh. Newspapers in Bangladesh are, in fact, pluralistic and most of them are owned by big business firms or by political parties. Once there were a number of government-owned newspapers - The Dainik Bangla, a vernacular daily and The Bangladesh Times, an English language daily. In 1998, the government pulled out from the two newspapers and they were closed down. There are also many privately owned news agencies in Bangladesh although their activities are limited. Of the news agencies, only two - one is state-run Bangladesh Sangbad Sangstha (BSS) and another is privately owned United News of Bangladesh (UNB) - are in the mainstream.

Compared to the electronic media, the print media in Bangladesh is more vibrant, but the environment is still far from ideal. There are many laws and several sections under the Bangladesh Penal Code that affect functioning of the press. Apart from the Official Secrets Act, there are libel laws that are often misused against journalists who try to expose corruption, political patronization of gangsters and religious fundamentalism. Government ministers, officials and ruling party politicians have in recent years taken journalists to court on defamation cases. Such defamation cases are filed mainly to harass journalists, editors and owners of newspapers. However, newspapers mainly published from Dhaka have undergone a major transformation. Most of them have got a new look. Imported newsprint, colored pictures and introduction of computer technology have done the trick. Technically, newspapers are not better produced.
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The newspaper industry is in an uneven competition. Except one or two, no newspaper published in recent years could create its own readership, every time a new newspaper comes out it eats up certain part of circulation of other newspapers. Though the Audit Bureau of Circulation (ABC) under the Ministry of Information estimates the total circulation of about 200 dailies, published from all over the country, at 2.2 million, the actual circulation of these dailies will not be more than 0.6 to 0.7 million according to insiders' estimates. The owners of the newspapers allegedly give an inflated circulation figure to the ABC to get better amount of government advertisements.

4.2

ELECTRONIC MEDIA IN BANGLADESH

Regardless of much poverty, corruption and political instability, Bangladesh is the first case in South Asia of the TV media boom trend. Phenomenally, the number of television viewers in Bangladesh is more than 40 million, which is a big number of viewers for a country with merely $600 per capita GNP. Despite a huge expansion of print and electronic media in the country, media experts argue that due to lack of a proper broadcasting policy there has been deepening commercialization within the media industry and a growing information divide between urban and rural people. There is also a dispute that the TV media boom costs the country of a political disparity. In the last decade, a great deal of support of local and transnational corporations in the way of advertising revenues and investment endorsement has encouraged the political and business tycoons of Bangladesh to expand their television outlets, leading to media conglomeration.

4.2.3

GROWTH OF ELECTRONIC MEDIA IN BANGLADESH

There is currently only one terrestrial television station in Bangladesh, Bangladesh Television (BTV). This channel has emerged as a powerful and effective mass medium since its inception in 1964. At present, BTV is the only television station that the overwhelming majority of Bangladeshis can watch, because only 1.8% of the adult rural population has a cable connection or satellite dish in their home.. While BTV is owned by the state, it sells advertising. Advertising on BTV is the most expensive television ad space in Bangladesh (because the station has by far the greatest reach) up to 75,000 Taka (1088 USD) per minute. The first Bangla private satellite channel, ATN Bangla aimed at telecasting programs in Bangla for viewers in more than a hundred countries across the world. Channel-i, established in 1999, is the
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first-ever digital Bangla television channel in Bangladesh. Ekushey Television (ETV), the first private terrestrial channel in Bangladesh, began transmission on 2000. ETV changed all traditional approaches to TV media and set a new standard in a short span of time.

4.2.5

INCREASE OF ADVERTISING

Growth in the cable and satellite television industry has been in turn driven by massive growth in the telecommunications sector. According to the head of an ad agency Adcom, Television viewership is growing at a rate of 15-20 percent a year. Because of the huge spending by telecom companies and some local and multinational companies, the advertisement market has also doubled in five years. Television commercials are largely dominated by multinational companies consumer products, mobile telecom services and products of leading local business houses. Multinational company Unilever (33 per cent) topped the list of top 10 advertisers in television, followed by local corporate housesSquare, Kohinoor, Partex, Pran, Basundhora, Transcom and Meghna Groupwith 56 per cent together, and then mobile phone operators (11 per cent). Private television channels earn most of their revenue from the peak time commercials

4.2.6

POLITICAL INFLUENCE AND GROWTH OF TV CHANNELS

From the previous discussions, it becomes clear that since the government of Bangladesh permitted private satellite TV channels a decade ago, a massive investment in the TV production and advertisement sectors has been systematically facilitated by the dominant political and commercial elites of the country. The number of television channels has increased sharply, by 19 over the last 11 years. Not surprisingly, most of the owners of Bangladeshs private TV channels are extremely rich people - some are connected with the two most dominant political parties the Bangladesh Nationalist Party (BNP) and Bangladesh Awami League, while most of the channels are backed by the politicians and industrialists of the BNP. Apart from the existing 19, now, more than 20 channels have been waiting for license. This growth is comparatively fast compared to media expansion in other South Asian countries. Astonishingly, it is happening in Bangladesh against a background of poverty and political violence, and in the frame of an emerging democracy.

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CHAPTER 5: MEDIA AND NATIONAL DEVELOPMENT

5.1 CONTRIBUTION OF WOMEN IN MEDIA INDUSTRY
Women have been doing noteworthy work as journalists in Bangladesh as well as elsewhere during the last decade. But their number in both print and electronic media in our country is less than expected. We need to recognize the challenges and explore the opportunities for women to encourage them. Women journalists of our country said recently in a workshop that unfair treatment discouraged women in journalism. Recognition of their work and better wages are needed to encourage female journalists to stay in the profession. Experts said that women's participation in journalism, in both electronic and print media, marked a rise in the last couple of years, but most of them give up the profession for various problems. Women journalists identified stereotyped attitudes, unfair treatment, harassment by male colleagues and job insecurity as the reasons that prompted them to give up the profession. "Socio-cultural factors play an important role in our country in advancing or hindering women's access to journalism. Despite the rise in number of women journalists in last few years, only 4% women stay in the mainstream of journalism.

5.2

THE ROLE OF MEDIA IN TODAY SOCIETY

In todays world, media has made a very special place for itself in our lives. There is no denial that media is playing a very significant role in making the world smaller. Through various mediums of media whether it is radio, television, newspaper or internet, we are able to connect with large number of people around us. Especially internet has truly become the need of every individual both for our work and to connect with our friends and well wishers. Facebook and Twitter have occupied such special place in our lives that if we are not a part of it, then there is something really important that we are missing. Besides connecting with our friends, media also informs us about the world happenings. Media is like a mirror of the society which reflect each and everything about the society to us. Media people from television and print takes the risk of their lives to inform us about important news. To some extent I can compare these brave journalists with our soldiers who do not bother about their lives and takes the responsibility to aware the general masses about the truth. I think it is almost impossible to imagine a life without media. But media is not just confine to informing us about the world happenings and serving a means to
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connect with people, in fact it also affects out thinking patterns as well. The way we think and perceive various issues about the world is also shaped up by media. Today everyone especially youth is growing so aware about his responsibilities towards society is because of media. Campaign such as

Bodle Jao Bodle Dao by The Prothom Alo helps in spreading awareness about human rights and
duties. Media is the watch dog of the political democracy. If it plays its role honestly, it will be a great force in building the nation but now a days, media has become a commercialized sector eying only for news that is hot and sells. The media affects peoples perspective not only through television, but also through radio and newspapers. In this way, even many messages, with which we cannot agree, inevitably coming to us from diverse constellations of media.

5.3

CORPORATE SOCIAL RESPONSIBILITY

Corporate social responsibility (CSR) has a great link with the welfare of a society. The media outlets will have to encourage the corporate bodies so that they get motivated to work more on CSR issues. Media outlets should promote the good works of an organization as the trend will benefit the society and encourage responsible business practices among corporate houses. Media should recognize CSR as another form of advertisement for the company. Media outlets should undertake proper CSR work from their own companies. Unfortunately or fortunately most media outlets in the country are owned by corporate or a group of companies. Media outlets should arrange adequate training for its staffs regularly to make them expert in their own areas. Garment makers have almost stopped employing children at their factories. It is an example of a good CSR practice as it helps the country shake off a negative image created by the global media on this issue. Many corporate houses are establishing their own hospitals and daycare centers and introducing other welfare activities. Media should promote these stories. If they do not promote the good works, others will not be motivated. In our country the range of corporate social responsibility by media is increasing. Many newspapers and TV channels came forward to promote the social responsibility to the society and society people. Svend Olling, Danish ambassador in Bangladesh, said, CSR has a direct impact on society. Media can play their role in this regard in three ways: Firstly, they can tell the people how CSR activities can change their life; secondly, they can communicate its importance to the companies Finally, it becomes whistleblowers, if the companies do not perform CSR activities.
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5.4

ROLE OF MEDIA IN NATIONAL DEVELOPMENT

Basically, the media are described as performing three functions or roles of information, education and entertainment. Other roles of media in national development include

The media leads to formation of attitude through establishing of values for the society or nation and thereby building a climate of change in the society or nation.

Protection of Social Justice In order to ensure a peaceful national coexistence and progress, the media have before them the task of discouraging such negative issues as ethnicity, dictatorship in leadership. The responsibility of informing people about development projects and programs is another major role of media to national development. Offering solutions to problems is another developmental role of the media, in that they are not only expected criticize government officials and condemn their actions, but also as watchdogs of the society,

5.5

MEDIA & ECONOMY JOURNALISM

While discussing the interface between the media and the economy, it should be noted that the coverage of economic events, developments, issues, problems and prospects, by both print and electronic media in Bangladesh, has increased a great deal over the recent years. However, the media in Bangladesh has still a long way to go to improve the quality of economic or financial journalism. Qualitative improvements are important for presentation of facts and developments in understandable ways to the lay public - readers, viewers and listeners. That can facilitate better understanding of the economic situation, problems and prospects thereof. This can also lead to spread of economic literacy which is essential for promoting development, addressing the challenges and seizing the opportunities.

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CHAPTER 6: HINDRANCES OF THE MEDIA INDUSTRY IN BANGLADESH Few among the numerous obstacles to objective media reporting and progressive functions of the media are: A. Restrictions from the so-called state security laws and decrees tend to prevent full rights of expression and writing or broadcasting the facts as they are by calling a spade a spade. B. Lack of adequate remuneration and protection for media practitioners by the media managers often lead to suppressing of facts and succumbing to collection of gratification. C. Crossing the interests of media owners or proprietors is another problem D. Lack of self censorship is also a problem militating against objective and developmental output by media. E. Newspapers have failed to take an institutional shape. F. Real professionalism has not developed. Uncertainty in the profession.
G. Journalism here often reflects one side of the coin. H. People have had less confidence in the local press in 23 years of erstwhile East Pakistan and 33 years of independent Bangladesh. They depend on foreign media like BBC, VOA and CNN to get the "real news" concerning different important issues or events. I. J.

Some vested quarters as well as individuals have infiltrated in the media in the controlled atmosphere. Blackmailing and yellow journalism are the outcome of this situation.

K. Fundamental national issues are not treated with due importance by the newspapers. L. Ethics of journalism are not always followed.

CHAPTER 7: CONCLUSION & RECOMMENDATIONS

Media is the field where the struggle for cultural hegemony becomes most visible and acute, not only for competing corporate interests within national economies but also among policy-makers at an international level. Bangladesh still has no broadcasting regulation policy. An Independent and high profile Media Monitoring Commission Enact specific and clear legislation: Autonomy of Bangladesh Television and Bangladesh Betar: BTV and Bangladesh Betar are now in the age of competition. It is essential to modernize and extend the existing physical infrastructure of both BTV and Betar. The news divisions in Bangladesh Betar and BTV should be free of any undue influence and solely accountable to the public. Public service oriented broadcasting policy Licensing restriction for member of parliaments Banning corporate-branding No advertisement inside news No media-corporate joint-venture news

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