Communication

And
Mass Media
Prepared by
Dr.Dhwani Joshi
Edited by
Vaidehi Hariyani
(Research Scholar)
Department of English,MKBU
 Communication: The Term
• A human relationship involving two or more persons
who come together to share, to dialogue and to
commune.
• Thus, communication is not just an act or a process
but also a social and cultural togetherness.
According to Denis Mcquail, “Communication is a process which
increases commonality – but also requires elements of commonality
for it to occur at all.”
A common language for instance does bring people together but
language alone does not suffice for communication to take place.
There are other factors too at play such as a shared culture and a
common interest which bring about a sense of commonality and
more significantly, a sense of community.

The Sanskrit term, ‘Sadharanikaran’ comes closest tto the term of

‘common’ or ‘commonness’ usually associated with communication.
 Need For Communication
• A human being’s need for communication is as strong as the need
to eat, sleep and love.
• Communication is as much a natural need as it is a social
requirement in order to engage in the sharing of experiences,
through symbol mediated interaction.
• It requires active interaction with our physical, biological and social
environments.
• The basic human need for communication can perhaps be traced ti
the process of mankind’s evolution from lower species.
• Excommunication or lack of communication may lead to sensory
deprivation, anxiety, depraved judgement, strange visions.
 The Communication Process
This involves a series of actions taking place that involve various types
of expressions, interpretations, response.
1. The sender has an idea: The intent of this phase is to start the process at a time when
a sender intentionally decide to send a message to someone else. So, the sender has
an idea.

2. The Sender encodes the idea: When encoding one’s idea, one has to pick the code that
will fit the message and that will allow the receiver to understand. Humans use a
multitude of symbols to represent their ideas. Some symbols are linguistic (verbal or
written) code developed into complex languages. Languages are many: the Morse
code, the Braille language, the American Sign Language, and all the spoken and dead
languages of the world. Other symbols are also in use to communicate: mathematical
formulas, paintings, pictographs, hieroglyphs, traffic signals, zip codes, baseball
gestures signalling instructions from managers to players.

3. The sender transmits the message: In order for the sender to transmit the encoded
message, the sender has to choose a channel, a medium through which to send the
message. Senders can send information verbally or nonverbally. In nonverbal
communication, messages are sent through gestures, tone of voice, use of space, etc.
In verbal communication, messages are sent through speeches or through documents.
A good medium is one that (1) can convey a message using more than one type of clue
(visual and verbal and vocal), (2) can facilitate feedback, and (3) can establish personal
focus. The richest medium is a face-to-face conversation
4. The receiver gets the message:

5. The receiver decodes the message: The receiver always decodes the message using his
or her knowledge of the code used to encode the message.

6. The receiver send feedback to the sender

Using the same phases as the sender, the receiver send a message back to the sender
providing information on his or her level of comprehension of the message.

Noices or barriers to communication process:

Throughout the communication process, unintentional interferences occur, distorting or
interrupting the process. These interferences are called noises. Noises can be real noises,
auditory stimuli, like phones ringing, people talking. Noises distractions and distortions as
well: static over a phone, solar flares altering a television’s reception, or psychological
illnesses modifying how people perceive the world. Communication without noises has yet
to happen. Therefore, recognizing the sources of noise and attempting to minimize its
effect is essential to improving the efficiency of one’s communication.

Channel: A Channel is the link between the sender and the receiver and is an essential
tool for communication. The Channel should be chosen appropriately at the appropriate
time and for the appropriate audience in order for it to function effectively.

Feedback: It means response or reaction to the sender once the message is received.
 Types of Communication

1.Intrapersonal Communication
2.Interpersonal Communication
3.Group Communication
4.Mass Communication
5.Mass-line Communication
 Functions of Mass Media
1.To inform
2.To educate
3.To entertain
4.Transmission of heritage
5.Commercial
 Development of Mass Media
Western Mass communication scholars have identified a development
progression cycle called as the EPS i.e. Elite-Popular-Specialization.
This cycle holds that all media develop in three stages.

1.Elite: media appeals to the affluent. Affluent considered as the leasers

of cultural and social trends.
2.Popular: When the notions break through the barriers of literacy and
poverty, it enters the popular stage and reaches the mass culture
3.Specialization: Here there is ‘de-massification’ of the mass media due
to information explosion and advancement in the communication
technology.Media is consumed by highly fragmented segments of
population each with his own interest and cultural activities. Eg. Cartoon
Channels, Sports channel, News, Films
 Impact of Mass Media

•Personal
•Psychological
•Social
•Moral
•Cultural

Bernard Berelson, an American behavioral scientist defines the impact of

media as, ‘ some kind of communication, some kind of issues brought to
the attention of people under some kind of condition have some kind of
effects.’
 Western Communication Theories
1.Lasswell Model of Communication
Laswell saw communication as performing 3 functions: surveillance of
environment, correlation of components of society, cultural transmission
between generations.
Primary goal here was Influence through persuasion.
2. Shannon and Weaver Model
Effects oriented approach
5 parts: information source, a transmitter, a channel, the receiver and the destination.
Plus noise
3. Osgood and Schramm Model

Schramm defined communication as ‘sharing of information, ideas or attitudes.’

He endorsed 3 important elements of communication i.e. source, message and
destination.
He emphasised on the encoding and decoding of the message.
He suggested communication is circular where both the sender and receiver are involved
in encoding and decoding and equal partners in exchange.
4. Ritual Model of Communication
James Carey an American anthropologist promoted this model.
‘Role of ritual in societies’.
All members of public not just the senders are actors contributing in some way to the
pattern of meaning of a nation or a region.
Objective of Communication/ transmission of messages is for the purpose of Social Control.
Communication is thus seen as a process of creation, representation and celebration of
shared belief.

5. Communication as Dialogue
Brazilian educationist, Paul Friere
Communication as a dialogic and ‘participatory’ relationship is at the heart of South
American perspective. They key elements here are ‘liberation’, ‘participation’ and
‘conscientization’.
This model challenges the Aristotelian model of communication which focusses on
‘transmission’ and ‘transportation’.

6. Communication as Power Relationship

This perspective has it’s basis in Marxist ideology which sees ‘conflict’ and class differences
rather than consensus as the function of communication.
In some situations, Communication is an exercise in power relations, the power of one
individual over another, of an individual over a group, and of mass media owners and
producers/professionals over audiences.
 Indian Communication Theories

•In recent years communication scholars in India and Sri Lanka have made
attempts to develop theories of communication based on Indian classical
texts and on popular Indian culture.
•Indian theory of communication forms a part of Indian poetics; and can
be traced to a period between second century B.C. and first century A.D.
in the works of Bharata.
•It draws it central idea from the concept of Sadharanikaran (which is
quite close in meaning to the Latin term communis, commonness, from
which the word communication is derived.)
•The most important assumption in the process of sadharanikaran is that
it can be achieved only among sahridayas, i.e. only those who have a
capacity to accept a message. This is an innate ability acquired through
culture, adaptation and learning. Thus communication is an activity
amongst sahridayas.
1. Bharata Muni’s Theory

• As per this theory human psyche is composed of ‘sthaibhava’

(permanent moods). These moods are of capable of arousing a
corresponding state of feeling, rasa.
• There are nine permanent moods and they give rise to nine rasas or
forms of aesthetic pleasures.

Permanent Mood
1) Bhayanaka -- Bhanayak (Anger)
2) Hrsha -- Hasya (Humour)
3) Din – Karuna (Compassion)
4) Saumya – Shant (Peace)
5) Shringar – Prem (Love)
6) Rudra (Terror)
7) Bibhatsa (Disgust)
8) Adbhuta (Wonder)
9) Vir – Shaurya (Valor/Heroism)
• These Sthaibhavas are accompanied by many fleeting or secondary
moods that are common to several dominant moods and serve the
purpose of completely manifesting the permanent moods. These are
called sancharis or vyabhichari bhavas.
• In addition there are vibhavas and anubhavas.

Sthayibhava

Sancharibhava Vyabhicharibhava

Vibhav Anubhav

Sadharanikaran
2.Hindu Theory (Philosophical View)
Second Indian Theory of Communication is from the Hindu philosophical
perspective.
Indian concept takes into account the place of an individual in the universal
context and considers one’s relationship with other living and nonliving elements
of the environment.
Hindu concept of universe is based on the ‘Virat Purush’ (cosmic man) view. i.e.
that Dharma is the basic principle of the whole universe and is existing eternally.
This natural law of Dharma regulates human existence and governs relations of
individual beings; communication too is governed by the same law.

3.Buddhist Theory
Wimal Dassanayaka draws on the Vedas, the Upanishads, and non-philosophical
tradition.
The primary focus of this model is how the receiver makes sense of the stimuli he
receives so as to deepen his self awareness.
He argues in Indian tradition, ‘communication is an inward search for meaning – a
process leading to self-awareness, then to freedom, finally to truth.’
Mass Communication and Mass Culture
•Culture can be defined as the beliefs, values, or other frameworks of reference
by which we make sense of our experiences. It also concerns how we
communicate these values and ideas.

•The concept of Mass Culture refers to a whole range of popular activities and
artefacts to entertainments, spectacles, music, books, films – but has become
identified with the typical content of mass media and especially with the fictional,
dramatic and entertainment material which they provide.

•Mass media are centrally involved in the production of modern culture.

Reach of Mass Media is limited in India thus Mass Culture in our country is still by
and large the one that prevails in our villages where over 77% of the our people
live. Here folk media is still predominant.

•Most popular entertainment medium in India is Cinema. Nearly 800 films

produced per year.

•Indian Cinema has qualities of a mass culture product but it is doubtfull if it is the
only factor that contributes to the ‘mass culture’
Features
1.Immense popularity amongst all classes, but particularly among the
working class in industrial societies.
2.Mass production and mass distribution
3.Unlike ‘elite’ or ‘high’ culture is aesthetic and literary standards are low,
and commercialised, as it is mass produced programmes aim at the mass
market.

The culture propagated by mass media is not necessarily the popular

culture of the masses of the majority community in the country.

The ‘mass culture’ is a complex cultural phenomenon which is a creation

of the mass media. It is therefore more precise to term it ‘mass media
culture’ to distinguish it from the majority culture or folk culture.

Mass media culture is an entirely urban phenomenon resulting from rapid

industrialization and alienation from the majority culture.
Unit 2: Journalism
Development and Characteristics of Journalism
•Words ‘Journal’ , ‘Journalism’, Journalist’ have their origin in the French
word ‘journal’ meaning a book and it has it’s origin in turn in the Roman
word ‘ diurnalis’ meaning daily.
•Around 130 B.C. in Rome there grew a practise of putting up two
handwritten bulletins in the main public square. These bulletins were
known as ‘Acta Diurna’. This was probably the first newspaper, dealing with
events rather than views.
•Origin of modern western style journalism may be traced back to the
occasional newsbooks of 17th century England which offered short
summaries of events which had no headlines and large typeletters were
used.
•From 1720 onwards news and views were kept separate.
•Industrial Revolution brought in so many profitable advertisements that
news gradually began to be pushed into the inside pages. Views were
expressed more widely in pamphlets as ‘essays’ like those of Addision and
Steele in ‘The Spectator’
Definitions of Journalism:

1.Journalism is instant history, an account of history as it is being made.

2.Journalism is a report of things as they appear at the moment of writing
not a definitive study of a situation
3.Journalism is a cotemporary report of the changing scene intended to
inform readers of what is happening around them

In the modern times, Journalism has been turned into a business and an
industry.
It’s main functions is to carry different kinds of advertisements that help it
to be financially viable and politically independent.
It’s other functions include reporting local, national and international news
and offering interpretation and opinions into a business venture, the
fundamental function remains to sell readers to advertisers.
Besides, it aims at educationg and entertaining its readers so that they can
participate fully in the affairs of the state and in the cultural affairs as well.
 Industrial Revolution

•Newspapers of that time were in English, and the news only related to British
activity in India. As the readers were also British, the local population was not
the target. But the Company feared that these Indian papers could get to
England and may defame the Company in England. English papers used to take
nine months to reach India.
•By the early 19th century, many cities in Europe, as well as North and South
America, published newspaper-type publications though not all of them
developed in the same way; content was vastly shaped by regional and cultural
preferences.
• Advances in printing technology related to the Industrial Revolution enabled
newspapers to become an even more widely circulated means of
communication.
•This innovation made newspapers cheaper and thus available to a larger part
of the population.
 A Short History of Newspapers and Magazines

•17th century Europe: Hand Written Sheets

•Spread of Printing Press
•Acta Diurna – Roman Empire (Julius Ceaser) around 59 BC
•Carved in stone or metal: put up at public areas
•In China, early government-produced news sheets, called Tipao circulated
among court officials during the late Han dynasty (second and third centuries
AD).
•Gazettes, were a mid-16th century Venice phenomenon. They were issued on
single sheets, folded to form four pages, and issued on a weekly schedule.
•The emergence of the new media branch in the 17th century has to be seen in
close connection with the spread of the printing press from which the publishing
press derives it name.
•The first newspaper in France was published in 1631, La Gazette (originally
published as Gazette de France)
•The first newspaper in Portugal, A Gazeta da Restauração, was published in
1641 in Lisbon.
•The first Spanish newspaper, Gaceta de Madrid was published in 1661.
• The first successful English daily, The Daily Courant, was published from 1702
to 1735.

English newspapers in Indian subcontinent

• In 1766, a British editor, William Bolts, offered the first ever paper to his
fellow countrymen in Calcutta and helped them establish a printing press.

• In 1780, James Augustus Hickey published Bengal Gazette/General Calcutta

Adviser. The size of that four-page newspaper was 12"x8". Hickey too was
against the Company Government and published internal news of the
employees of the Company.

• In November 1781, India Gazette was also introduced; it was pro Government
and against Hickey.
• 1780
The first newspaper in India was published by James Hicky in January 1780. It was
called the Bengal Gazette and announced itself as “a weekly political and commercial
paper open to all parties but influenced by none”.
Bengal Gazette was a two-sheet paper measuring 12 inches by 8 inches, most of the space
being occupied by advertisements. Its circulation reached a maximum of 200 copies.
Within six years of Bengal Gazette, four more weeklies were launched in Kolkata (then
Calcutta)
• 1782
Madras Courier was launched
• 1791
Bombay Herald was launched
• 1792
Bombay Courier was launched in 1792. It published advertisements in English and
Gujarati.
• 1799
In 1799, the East India administration passed regulations to increase its control over the
press.
• 1816
The first newspaper under Indian administration appeared in 1816. It was also called
Bengal Gazette and was published by Gangadhar Bhattacharjee. It was a liberal paper
which advocated the reforms of Raja Ram Mohan Roy.
Raja Ram Mohan Roy himself brought out a magazine in Persian called Mirat-ul-Ukhbar
• 1857
The Uprising of 1857 brought out the divide between Indian owned and British owned
newspapers. The government passed the Gagging Act of 1847 and the Vernacular Press
Act in 1876
• 1920s and 1930s
 Newspapers in this period started reflecting popular political opinion. While big
 English dailies were loyal to the British government, the vernacular press was
 strongly nationalist.
 The Leader and Bombay Chronicle were pro-Congress.
 The Servant of India and The Bombay Chronicle were moderate.
 The Bande Mataram of Aurbindo Ghosh, Kal of Poona and Sakli of Surat were
 fiercely nationalist

• As more and more Indians started learning English, many became reporters, editors and
even owners. The Anglo-Indian press began to lose ground except in Bombay and Calcutta.
• In 1927, industrialist G D Birla took over Hindustan Times and placed it on a sound financial
footing.
• In the same year, S Sadanand started the Free Press Journal, a newspaper for the poor and
the middle-class in Mumbai
Role of Press
•Watch dog of democratic society
•Social Responsibility
•Investigation of scams
•To propagate social reforms
•Passing information
•Sharing information
•Motivating Power of the society
•Emphasising education
•Opinion Builder
•Generate debate
•Act as people's mouth piece
•The press occupation is pivotal a position in the life of a nation and it’s
people.
•Eradication of social evils
•Guardian of the rights and liberty of people
Press Council of India
•It is a statutory body consisting of 28 members representing owners of
the newspapers, news agencies, journalists, educationalists, legal experts
and expats on various subjects
Functions:
•This body has the power to warn and stop and censor any editor’s or
journalist’s work who flouts the standard of journalistic ethics and public
texts.
Aims:
•PCI has been established to preserve and improve freedom of press on
one hand and on the other hand to maintain and improve the standard of
newspaper and new agencies. The PCI takes care of the press codes and
press ethics in the following manner:
1.Freedom on information
2.Freedom of access to information sources
3.Objectivity, truthfulness and interpretation of facts
4.Responsibility to public and it’s rights, interest and in relation to national,
racial and religious communities of the nation, the state and to maintain
peace.
6. The obligation to restrain from bias, unfounded standards and violations
of peace
7. Integrity and independence: the right of reply and correction
8. Maintain professional confidentiality
9. Consideration for cultural, social or ethic code of individual countries or
communities
Freedom of Press
Article 19 (1) clearly states that right to freedom of speech and expression
is the fundamental right for every citizen of India.
The same article states that Freedom of Press is included in there.
Freedom of press is essential in any democratic society for healthy
development. It helps people at large to know about the undercurrents of
the national scenario.
The press is a great social asset as it works as a watch dog on various
activities and authorities by exercising it’s role.
Countries which curb the freedom of press suffer great losses in the long
run.
With freedom of press we cannot overlook the security of the individual
being forgone, chaos in public life and disruption of harmony among many
social groups. If any news report causes the aforementioned factors, the
press should not allow it.
Anything that disturbs security and integrity of the nation, communal
harmony, international relationship, chaos in public life or interference in
private life or matters in relation to the contempt of the court is considered
offense and legal action are provided
Therefore there are media laws which curtail press freedom.

Limitations to the freedom of expression in matters affecting:

1.Sovereignty and integrity of the state

2.Public order
3.Security of the state
4.Friendly relations with the foreign countries
5.Morality
6.Content of codes
7.Incitement to offenses
Audit bureau of Circulation ltd. (ABC)
•Private body with 252 regional and national publishers, 208 leading
advertisers, news agencies and advertising agencies
•It surveys the circulation of publications in English, hindi and 12 regional
languages, in more than 50 major Indian towns.
•ABC carries out circulation surveys on a regular basis and issues
‘Certificates of Net Paid Circulation’ every six months.
•It has a very high reputation for reliability and impartiality and is therefore
quotes with authority.
•Like NRS, ABC too is urban-oriented
•90% of publications are not members of ABC; barely 20 of the English
weeklies and an equal number of the Hindi dailies are enrolled as
members.
•Yet it is contended by advertisers, that ABC covers the entire ‘Indian’ daily
press.
•The fact is that a good number of members do not submit their circulation
figures for verification.
•‘Not Received’ NR is a familiar feature in the auditor’s reports.
Registrar of Newspaper for India
•Established on July 1, 1956, the RNI functions as a Central Government
body (under the Ministry of Information and Broadcasting) responsible for
the compilation of a Register giving particulars like ownership and
circulation of all newspapers published in India.
•It oversees the allocation of titles, newsprint and certificates for the
import of printing and allied machinery required by newspaper
establishments.
•It also sees to the enforcement of the provisions of the Press and
Registration of Books Act, and has the authority to inspect newspapers’
records and documents.
•It carries out frequent checks to find out whether the newspapers
registered with it are published regularly, and also whether the circulation
figures claimed by newspapers are credible.
•It complies the Annual Report, ‘Press in India’, which is a major source for
hard data on the over 48,000 newspapers and magazines in the country.
Press Codes and Ethics in Journalism
•Codes for ethics of journalists began to be formulated since the early 1920s.
Today more than 60 countries around the world have drawn up and are enforcing
such codes. In some countries they have been voluntarily drawn up and are
imposed by journalistic bodies whereas in some others they are imposed by the
government.
•Several states enforce such codes which speak of such high-minded principles as
objectivity, impartiality, truthfulness, freedom of information.
•The MacBridge Report states that all journalists have responsibilities to have their
own convictions, but equally important are their responsibilities to the public.
•The Report spells out journalists’ responsibilities:
1.Contractual responsibility in relation to their media and their internal
organisation
2.A social responsibility entailing obligations towards public opinion and society as
a whole
3.Responsibility or liability deriving from the obligation to comply with the law
4.Responsibility towards the international community, relating to respect for
human values.
The MacBridge Report recommends that Code of Ethics aim at the
following objectives:
1.To protect the consumer readers, listeners or viewers or the public
ingeneral
2.To protect and inspire the working journalist, broadcaster or others
directly concerned with the gathering, writing, processing and
presenting of news and opinions
3.To guide editors and others who take full legal responsibility for
what is published and broadcast
4.To define responsibilities of proprietors, shareholders and
governments who are in position of absolute control over any
particular form of mass media communications activity.
5.To deal with issues of advertisers and others who buy into the
services of the media.
A Code of Ethics for Indian Journalists
•Attempts to draw up a code of ethics for journalists in India have so far drawn a blank.
Neither the PCI nor the All India Editors’ Conference has come up with a code acceptable to
the whole profession.
•In 1966, PCI did circulate a list of guidelines to over 10,000 newspapers and journals, for
their observations, but the feedback was not promising enough.
•In January 1976, a committee of 17 editors presented a Code of Ethics and Editors Charter
to parliament, but it was suspect, evolved as it was during the emergency regime. It gave a
rather tall order in stating that the press must present a truthful, comprehensive and
reliable account of the events in a context which gives them meaning, project a
representative picture of constituent groups in society, regard itself as a forum for comment
and criticism and discharge its social responsibility by clarifying the goals and values of
society.
•The All India Small and Medium Newspapers’ Association had drawn up a code of Ethics in
1975; however, it was not approved by the general body.
•The second Press Commission (1982) maintained that it would not be desirable to draw up
a Code of Ethics for newspapers. It supported the PCI’s stand that a code should be built up
case by case over a period of time
•The consensus, appears to be that the press should be trusted to regulate itself, and where,
it invades privacy or distorts facts, or fosters communalism or fanaticism, the PCI has
powers enough to pull up the offending papers and magazines.
• One of the penalties suggested is the withdrawal of government advertisements; the
other is withdrawal of accreditation to journalists. However, the PCI has been reluctant
to impose any such penalties
Indian news agency

•A news agency is an organization of journalists established to supply news reports to news

organizations: newspapers, magazines, and radio and television broadcasters. Such an
agency may also be referred to as a wire service, newswire or news service.
•The major news agencies generally prepare hard news stories and feature articles that can
be used by other news organizations with little or no modification, and then sell them to
other news organizations. They provide these articles in bulk electronically through wire
services (originally they used telegraphy; today they frequently use the Internet).
•K.C. Roy, an Indian Journalist during the early years of this century, set up the first Indian
news agency called the Press News Bureau (PNB).
•Nationalistic News agency was set up in 1930s by S.Sadanand known as FPI (Free Press of
India)
•In 193, UPI (United Press of India) grew out of FPI’s ashes and proved to be a great
success.
•Until independence, Reuters (British News Agency) and UPI were the main sources of news
for Indian newspapers.
•By 1949, the Indian and Eastern Newspaper Society had started it’s own agency – The
Press Trust of India, which purchased Reuters.
•In 1958, UPI died leaving PTI alone in the field.
Press Trust of India
•(often abbreviated as PTI) is the largest news agency in India.
•It is headquartered in Delhi and is a non-profit cooperative among more than 450 Indian
newspapers and has a staff of about 2,000 writers spread across 150 offices nationwide.
•It took over the Indian operations of the Associated Press and Reuters soon after India's
independence on August 15, 1947.
• It provides news coverage and information of the region in both English and Hindi.
•It exchanges information with several other news agencies including 100 news agencies
based outside India, such as Associated Press, Agence France-Presse, The New York Times
and Bloomberg L.P..
•Major Indian subscribers of PTI include Times of India, the Indian Express, the Hindustan
Times, the All India Radio and Doordarshan. PTI has offices in Bangkok, Beijing, Colombo,
Dubai, Islamabad, Kuala Lumpur, Moscow, New York and Washington D.C..
•Press Trust of India is the only news agency in South Asia which operates its own
communication satellite, an INSAT, to broadcast news and information. Its current
chairman is Mr. Vineet Kumar Jain
United News of India
•It is one of the two primary Indian news agencies It works in collaboration with several
foreign news agencies and partners, including Reuters and DPA
•UNI began its operations on March 21, 1961, though it was registered as a company in
1959. Its head office is located in New Delhi. It employs approximately 325 journalists
around India and 250 "stringers" covering news events in other parts of the world, with
correspondents in Washington, London, Dubai, Islamabad, Dhaka, Colombo, Kathmandu,
Singapore and Sydney.
•UNI serves roughly 1000 subscribers globally. United News of India is the first News Agency
to place its Stringer in remote Andaman and Nicobar Islands.
•UNI became the first Indian news agency to serve subscribers abroad in 1981 selling its
wire service directly to newspapers in the Arab states of the Persian Gulf and in Singapore
through satellite channels.
•Its services are currently available in three languages: English, Hindi and Urdu. The Hindi
language service, "UNIVARTA", was launched on May 1, 1982, while the Urdu service began
in June, 1992.
•UNI is said to be the first news agency in India to launch a Finance service, a Stock Exchange
service and a National Photo service. Other services offered include:

1.UNIDARSHAN (TV news and features)

2.UNISCAN (News display on TV sets for hotels, and government or corporate clients)
3.UNIDirect (Services for executives in government, corporate and other sectors)
4.UNI GRAPHICS (Ready-to-use computer-designed graphics)
Feature Writing
•Key function is to humanize, to add colour, to educate, to entertain,to
illuminate
•A feature story may or may not tied to a current event
•Will often be longer in size than a traditional news story.
•Use ‘features’ when you want to:
- explain, expand and/or analyse previous news stories
- profile a person
- document a trend in society
- create a ‘how – to” guide
•Feature types are
1.Personality Profiles
2.Human Interest Stories
3.Trend Stories
4.Analysis Stories
•Features are written to hook the reader and draw them into the story
•It may include direct quotations, observations and additional background
throughout the story
Writing a Feature
•Choose a theme
 Has a story been done before?
Is the story of interest to the reader?
Does the story have holding power (appealing power)?
What makes the story worthy of being reported?
The theme answers the questions ‘so what’ ?
•Read or watch different kinds of features and stories. Reading and observing can
help you understand the nuances of presenting your ideas clearly and concisely.
•Study the language, ideas, presentation and the wrap-up patterns of various
feature stories.
•Think clearly. Be sure about the purpose of writing the feature story. It can be for
dissemination of information, appreciation and instructional. Learn how to
distinguish one from the other
•Visualize the reaction of your reader. Reflect if you can draw the attention of the
reader by your presentation.
•Prepare a framework. A proper introduction, flow of words, relevant quotations
and/or anecdotes can go a long way.
•Identify the sources and collect all the relevant information. If you can, take
surveys. You can request people to fill in questionnaires or take interviews, sift
through them and retain whatever is necessary.
Leader Writing
•In news articles, the lead is a summary of what the whole thing is about answering the
questions Who? What? Where? When? Why?
•The lead in a feature or opinion piece often introduces rather than summarizes the rest.
•The first few sentences in any article are critical. Each one must be provocative and compel
the reader to continue reading. Without such a hook, or "lead," you risk losing your reader.
•Charnley states that "an effective lead is a 'brief, sharp statement of the story's essential
facts.” The lead is usually the first sentence, or in some cases the first two sentences, and is
ideally 20-25 words in length
•A rule of thumb says the lead should answer most or all of the five Ws, few leads can fit all
of these.
•To "bury the lead" in news style refers to beginning a description with details of secondary
importance to the readers, forcing them to read more deeply into an article than they should
have to in order to discover the essential point.
•Article leads are sometimes categorized into hard leads and soft leads. A hard lead aims to
provide a comprehensive thesis which tells the reader what the article will cover. A soft lead
introduces the topic in a more creative, attention-seeking fashion, and is usually followed by
a nut graph (a brief summary of facts).
Example Lead-and-Summary Design
NASA is proposing another space project. The agency's budget request, announced
today, included a plan to send another person to the moon. This time the agency
hopes to establish a long-term facility as a jumping-off point for other space
adventures. The budget requests approximately ten trillion dollars for the project. ...
Example Soft-Lead Design
Humans will be going to the moon again. The NASA announcement came as the
agency requested ten trillion dollars of appropriations for the project. ...
Writing a Lead
Grab the reader's attention right away with an interesting fact, humor, or surprise
Each paragraph should build on the previous one, providing more solid detail. While the
focus now is more to inform than to entertain, occasionally add more provocative facts
or surprise to keep the reader interested.
Don't write two leads. Writers often make the mistake of repeating the same information
again in the second and even the third paragraph--in effect, writing multiple leads.
Choose the lead that works best for your audience.
Drop the warm-up paragraph and cut to the chase. Many writers begin by providing
background information that may be relevant, but not essential. Delete opening
paragraphs that don't include key news, facts, or items of interest — or risk losing your
reader.

Avoid:
— Too much secondary detail
— Abstract and general language
— Vagueness

Do:
— Be specific and concrete, give a picture, a clever phrase
— Convey energy and action
Unit 3: Television, Radio, E-media
Topics: A
Development of TV in India
•Experiments in Television broadcasting were initiated during the 1920s in the
United States and Europe.
•Evolution of mechanical scanning disk , iconoscope in 192, the electric television
tube later on, then the kinescope or picture tube followed by the electronic camera
and TV home receivers gave impetus to the growth of this medium in it’s early
years.
•By 1930s NBC , National Broadcasting Corporation had set up a TV station in New
York and BBC in London that offered regular telecast programmes.
•The World War put a brake on further developments, though Nazi propaganda
made a good use of this medium.
•Eventually by 1962, age of Satellite Communication had dawned.
Development of TV in India
•Television is one of the major mass media of India and is a huge industry and has
thousands of programmes in all the states of India.
•Approximately half of all Indian households own a television. As of 2010, the country
has a collection of free and subscription services over a variety of distribution media,
through which there are over 515 channels and 150 are pay channels.
•Terrestrial television in India started with the experimental telecast starting in Delhi
on 15 September 1959 with a small transmitter and a makeshift studio
•The regular daily transmission started in 1965 as a part of All India Radio. The
television service was extended to Bombay (now Mumbai) and Amritsar in 1972.
•Up until 1975, only seven Indian cities had a television service and Doordarshan
remained the sole provider of television in India. Television services were separated
from radio in 1976
•National telecasts were introduced in 1982. In the same year, colour TV was
introduced in the Indian market. Indian small screen programming started off in the
early 1980s. At that time there was only one national channel Doordarshan, which was
government owned
•The Ramayana and Mahabharata (both Indian mythological stories) were the first
major television series produced.
• By the late 1980s more and more people started to own television sets. Though
there was a single channel, television programming had reached saturation. Hence
the government opened up another channel which had part national programming
and part regional. This channel was known as DD 2 later DD Metro. Both channels
were broadcast terrestrially.
• PAS-1 and PAS-4 are satellites whose transponders help in the telecasting of DD
programmes in half the regions of the world.An international channel called DD
International was started in 1995 and it telecasts programmes for 19 hours a day to
foreign countries-via PAS-4 to Europe,Asia and Africa,and via PAS-1 to North
America.
• The central government launched a series of economic and social reforms in 1991.
Under the new policies the government allowed private and foreign broadcasters to
engage in limited operations in India.
• Foreign channels like CNN, Star TV and domestic channels such as Zee TV and Sun
TV started satellite broadcasts. Starting with 41 sets in 1962 and one channel, by
1991 TV in India covered more than 70 million homes giving a viewing population of
more than 400 million individuals through more than 100 channels.
TV as mass media

•Television is audio-visual in nature

•This powerful visual nature helps television to create vivid impressions in our minds
which in turn leads to emotional involvement. The audio visual quality also makes
television images more memorable.
•The live (broadcast) nature of television allows it to transmit visuals and information
almost instantly. Thus it can also be termed as a ‘live’ medium.
•This capacity of the medium makes it ideal for transmitting live visuals of news and
sports events. If you are watching a football match in a television channel, you can
almost instantly see the goal hit by your favourite team. On the other hand, you can
read about the football match only in the next day’s newspaper.
•Television allows you to witness events which happen thousands of miles away.
•All of us know that there are a large number of people who cannot read or write.
•Such people may not be able to read a newspaper, but they can watch television.
•Any one with a television receiver can access the information shown on television.
•This makes it an ideal medium to transmit messages to a large audience.
•In a country like ours, with a huge illiterate population, this characteristic of
television makes it an ideal instrument for transmitting social messages. Television
also has a very wide output, range and reach. It is truly a mass medium.
Satellite Instructional Television Experiment
•The Satellite Instructional Television Experiment or SITE was an experimental
satellite communications project launched in India in 1975, designed jointly
by NASA and the Indian Space Research Organization (ISRO)
•The project made available informational television programmes to rural India.
• The main objectives of the experiment were to educate the poor people of India
on various issues via satellite broadcasting, and also to help India gain technical
experience in the field of satellite communications.
•The experiment ran for one year from 1 August 1975 to 31 July 1976, covering
more than 2500 villages in six Indian states and territories.
•The television programmes were produced by All India Radio and broadcast by
NASA's ATS-6 satellite stationed above India for the duration of the project.
•The project was supported by various international agencies such as
the UNDP, UNESCO, UNICEF and ITU.
•The experiment was successful, as it played a major role in helping develop India's
own satellite program, INSAT.
Background
•As part of its Applications Technology Satellites program in the 1960s, NASA sought to field
test the direct broadcast of television programs to terrestrial receivers via satellite and
shortlisted India, Brazil and the People's Republic of China as potential sites to stage the test.
•The country which would receive these broadcasts would have to be large enough and also
close to the equator for testing a direct-broadcast satellite.
•While the communist regime of China was not recognised at the time by the U.S., Brazil was
also ruled out as its population was concentrated in the cities, affecting the outreach of the
broadcast across the country. As a consequence, India emerged as the only suitable
candidate; however, its strained relationship with the U.S. prevented the U.S. government
from directly asking for its assistance, preferring India to make the first request for assistance
for its own nascent space program.
•At the same time, India was trying to launch its national space program under the leadership
of Vikram Sarabhai. India was interested in the role of satellites for the purpose of
communication and asked UNESCO to undertake a feasibility study for a project in that field.
•Arnold Frutkin, then NASA's director of international programs, arranged to have the Vikram
Sarabhai approach NASA for help. Sarabhai saw this as a great opportunity for India to expand
its space program and to train Indian scientists and engineers. Consequently, the Indian
Department of Atomic Energy and NASA signed an agreement regarding SITE in 1969.The
experiment was launched on 1 August 1975.
Objectives
As per the Memorandum of Understanding signed between the two countries, the
objectives of the project were divided into two parts—general objectives and specific
objectives. The general objectives of the project were to:

•gain experience in the development, testing and management of a satellite-based

instructional television system particularly in rural areas and to determine optimal
system parameters;
•demonstrate the potential value of satellite technology in the rapid development
of effective mass communications in developing countries;
•demonstrate the potential value of satellite broadcast TV in the practical
instruction of village inhabitants; and
•stimulate national development in India, with important managerial, economic,
technological and social implications.

The primary general objectives from an Indian perspective were to educate the
populace about issues related to family planning, agricultural practices and
national integration.
The secondary objectives were to impart general school and adult education,
train teachers, improve other occupational skills and to improve general health
and hygiene through the medium of satellite broadcasts.
 Besides these social objectives, India also wanted to gain experience in all the
technical aspects of the system, including broadcast and reception facilities and
TV program material.
 The primary US objective was to test the design and functioning of an efficient,
medium-power, wide bandspace-borne FM transmitter, operating in the 800–
900 MHz band and gain experience on the utilisation of this space application.

Village Selection
 As the broadcasting time was limited, it was decided that the direct reception
receivers would only be installed in 2400 villages in six regions spread across the
country. Technical and social criteria were used to select suitable areas to
conduct this experiment. A computer program was specially designed at ISRO to
help make this selection. As one of the aims of the experiment was to study the
potential of TV as a medium of development, the villages were chosen
specifically for their backwardness. According to the 1971 census of India, the
states having the most number of backward districts in the country
were Orissa, Bihar, Andhra Pradesh, Uttar Pradesh, Rajasthan, Madhya
Pradesh, West Bengal and Karnataka.
Impact
•The SITE transmissions had a very significant impact in the Indian villages. For the entire
year, thousands of villagers gathered around the TV set and watched the shows.
•Studies were conducted on the social impact of the experiment and on viewership trends. It
was found that general interest and viewership were highest in the first few months of the
program (200 to 600 people per TV set) and then declined gradually (60 to 80 people per TV
set). This decline was due to several factors, including faults developing in the television
equipment, failure in electricity supply, and hardware defects, as also the villagers' pre-
occupation with domestic or agricultural work.
•Impact on the rural population was highest in the fields of agriculture and family planning.
•Nearly 52% of viewers reported themselves amenable to applying the new knowledge gained
by them.
•Before SITE, the focus was on the use of terrestrial transmission for television signals. But
SITE showed that India could make use of advanced technology to fulfill the socio-economic
needs of the country.
•This led to an increased focus on satellite broadcasting in India. ISRO began preparations for a
country-wide satellite system. After conducting several technical experiments, the Indian
National Satellite System was launched by ISRO in 1982.
•The Indian space program remained committed to the goal of using satellites for educational
purposes.
•In September 2004, India launched EDUSAT, which was the first satellite in the world built
exclusively to serve the educational sector. EDUSAT is used to meet the demand for an
interactive satellite-based distance education system for India.
Educational TV
•Use of television as an instructional medium was first reported in 1932 by State University
of IOWA in USA on an experimental basis in a world fair. Later on, due to the World War II
the introduction of television was slowed down; and as a result by 1948 there were very few
educational institutions involved in using television as an instructional medium in spite of
great interest in television by the educationists.
•In India, since the inception of TV network, television has been perceived as an efficient
force of education and development. With its large audience it has attracted educators as
being an efficient tool for imparting education to primary, secondary and university level
students. Some of the major educational television projects are discussed as hereunder:
•Secondary School television project (1961): aim to improve the standard of teaching in view
of shortage of laboratories, space, equipment and dearth of qualified teachers in Delhi this
project started on experimental basis in October 1961 for teaching of Physics, Chemistry,
English and Hindi for students of Class XI.
•Delhi Agriculture Television (DATV) Project (Krishi Darshan) (1966): The project named
Krishi Darshan was initiated on January 26, 1966 for communicating agricultural information
to the farmers on experimental basis for the 80 selected villages of Union territory of Delhi
through Community viewing of television and further discussions among themselves.
•Satellite Instructional Television Experiment (SITE) (1975)
• Indian National Satellite project (INSAT) (1982):The prime objective of the INSAT project
was aimed at making the rural masses aware of the latest developments in the areas of
agricultural productivity, health and hygiene. It was initially targeted at villagers and their
school going Children of selected villages in Orissa, Andhra Pradesh, Bihar, Gujrat,
Maharastra and Uttar Pradesh.
• UGC-Higher Education Television Project (HETV) (1984)
University students were the beneficiaries of this project. The University Grants
Commission in collaboration with INSAT started educational television project, popularly
known as ‘Country wide Classroom’ on August 15, 1984 with the aim to update, upgrade
and enrich the quality of education while extending their reach.
• IGNOU-Doordarshan Telecast (1991): aim to provide tele-counselling to students of open
universities in remote areas. Owing to the encouraging response from viewers, the
frequency of this project was increased to five days a week. This programme is very
popular.
• Gyan-Darshan Educational Channel (2000) : Ministry of Human Resource Development,
Information & Broadcasting, the Prasar Bharti and IGNOU launched Gyan Darshan (GD)
jointly on 26th January 2000 as the exclusive Educational TV Channel of India.

For detailed information on the topic Educational TV visit the site:

http://tojde.anadolu.edu.tr/tojde8/articles/educationaltv.htm
TV Production
The executive producer, often the show's creator, is in charge of running the show. They
pick the crew and help cast the actors, approve and sometimes write series plots (some
even write or direct major episodes). Various other producers help to ensure that the
show runs smoothly.
As with filmmaking or other electronic media production, production of an individual
episode can be divided into three parts. These are:
Pre-production
Pre-production begins when a script is approved. Pre-production tasks include
storyboarding, construction of sets, props, and costumes, casting guest stars, budgeting,
acquiring resources like lighting, special effects, stunts, etc.
Principal photography
Principal photography is the actual filming of the episode. Director, actors and crew will
gather at a television studio or on location for filming or videoing a scene. A scene is
further divided into shots, which should be planned during pre-production. Depending
on scheduling, a scene may be shot in non-sequential order of the story.
Post production
Once principal photography is complete, producers coordinate tasks to begin the video
editing. Visual and digital video effects are added to the film; this is often outsourced to
companies specializing in these areas. Often music is performed with the conductor
using the film as a time reference (other musical elements may be previously recorded).
An editor cuts the various pieces of film together, adds the musical score and effects,
determines scene transitions, and assembles the completed show.
TV Genre
Genre: "kind" or "sort“
is the term for any category of literature or other forms of art or culture, e.g. music, and in
general, any type of discourse, whether written or spoken, audial or visual, based on some
set of stylistic criteria. Genres are formed by conventions that change over time as new
genres are invented and the use of old ones are discontinued. Often, works fit into multiple
genres by way of borrowing and recombining these conventions.

TV News
TV Documentaries or Features/ Factual Television
Talk Shows
Children’s Programmes
‘Talent Hunt’ Shows
Reality TV
Religious Programmes
Other Genres
Soap Operas
Telenovela

Refer:
http://www.wikipedia.org
TV and Development
Public television in India, according to various Prasar Bharati and Doordarshan
publications, has the following social objectives:

1.To act as a medium for social change

2.To promote national integration
3.To stimulate a scientific temper in the minds of the people.
4.To disseminate the message of family planning as a means of population control and
family welfare.
5.To provide essential information and knowledge in order to stimulate greater
agricultural production.
6.To promote and help preserve environmental and ecological balance.
7.To highlight the need for social welfare measures including welfare of women, children
and the less privileged
8.To promote interest in games and sports
9.To create values of appraisal of art and our cultural heritage.
RADIO
Topics: B
•A combination of a number of discoveries of electro magnetic waves, radio waves, the
wireless telegraph and the triode amplifier valve by scientists and technicians from
different countries gave rise to the development of wireless telegraphy and later to radio
broadcasting.
•]
•WWI prompted the industrialization of wireless telegraphy. In US the radio created a
communication environment in which amateurs could operate freely.
•Radio Broadcasting needed the mass production of receivers and marketing for it to be
commercially viable. WWI military requirements facilitated this.
•Earliest radio transmission in 1915 were by universities to disseminate news.
•First radio stations were setu in Pittsburg, New York and Chicago in 1920s to broadcast
election news, sporting events and even opera performances.
•By mid 1923 as many as 450 stations sprouted across US

•In Europe, public service oriented broadcasting supported by taxes or license fees rather
than advertising oriented commercial broadcasting found widespread favour.
•Thus as CBS Columbia Broadcasting Station and NBC National Broadcasting Stations in
the US were established as private stations, the British Government took the initiative ti
set up BBC in 1920 as an autoomous public service corporation.
Development of Radio in India
•Broadcasting was introduced in India by amateur radio clubs in Calcutta, Bombay,
Madras and Lahore.
•Before the clubs launched their ventures, several experimental broadcasts were
conducted in Bombay and other cities.
•The Times of India records that a broadcast was transmitted from the roof of it’s
building on August 20, 1921.
•By the mid-1930s, there were around 20 amateur radio operators in India
•Amateur radio operators played an important part in the Indian independence
movement with the establishment of illegal pro-independence radio stations in the
1940s.
•The three decades after India's independence saw only slow growth in the numbers of
operators until the then Prime Minister of India and amateur radio operator, Rajiv
Gandhi, waived the import duty on wireless equipment in 1984.
•Since then, numbers have picked up, and as of 2007, there were more than 16,000
operators in the country.
•Amateur radio operators have played a vital role during disasters and national
emergencies such as earthquakes, tsunamis, cyclones, floods, and bomb blasts, by
providing voluntary emergency communications in the affected areas.
All India Radio
•All India Radio (AIR), officially known since 1956 as Akashvani is the radio broadcaster of
India and a division of Prasar Bharati. Established in 1936, it is the sister service of Prasar
Bharati's Doordarshan, the national television broadcaster. All India Radio is one of the largest
radio networks in the world.
•In British India, broadcasting began in June 1923 with programmes by the Radio Club of
Bombay and other radio clubs.
•According to an agreement of 1926, the private Indian Broadcasting Company (IBC) was
authorized to operate two radio stations; the Bombay station began on 23 July 1927, and the
Calcutta station followed on 26 August 1927.
•On 1 March 1930, however, the company went into liquidation.
•The government took over the broadcasting facilities, beginning the Indian State
Broadcasting Service (ISBS) on 1 April 1930 (on an experimental basis for two years, and
permanently in May 1932). On 8 June 1936 the ISBS was renamed All India Radio.
•When India became independent in 1947 the AIR network had only six stations (in Delhi,
Bombay, Calcutta, Madras, Lucknow, and Tiruchi); the total number of radio sets at that time
was about 275,000.
•On 3 October 1957 the Vividh Bharati Service was launched, to compete with Radio Ceylon.
•Television broadcasting began in Delhi in 1959 as part of AIR, but was split off from the radio
network as Doordarshan on 1 April 1976.
•FM broadcasting began on 23 July 1977 in Madras, and was expanded during the 1990s.
AIR Services
Vividh Bharati
Prasar Bharati
Regional Services:
The headquarters of the Regional Deputy Directors General are located at Delhi and
Chandigarh (NR), Lucknow and Bhopal (CR), Guwahati (NER), Kolkata (ER), Mumbai and
Ahmedabad (WR), Chennai and Bangaluru (SR).
External Services:The external services of All India Radio broadcast in 27 languages to
countries outside India. The first broadcasts were in Pushto, beamed to Afghanistan and
the North-West Frontier Province. Soon broadcasts began in other languages including Dari,
Persian, Arabic, English, Burmese, Japanese, Chinese, Malay and French. The external services
broadcast in 16 foreign and 11 Indian languages, with a total program output of 70¼ hours per
day on medium- and shortwave.
News-On-Phone Service:All India Radio launched news-on-phone service on 25 February
1998 in New Delhi; it now has service in Chennai, Mumbai, Hyderabad, Indore, Patna and
Bangalore. The service is accessible through STD, ISD and local calls
Direct-To-Home Service:Direct-to-home (DTH) service is offered on 21 channels via Insat.
FM
AIR Programmes
News Bulletins
NewsReels
Documentaries/Radio features
Radio Plays
Radio Talks
Music Programmes
Movie trailers
Quizzes
Vividh Bharati
The Vividh Bharati Service of All India Radio was conceptualized to combat Radio
Ceylon in 1957. Within no time it proved to be a popular channel of every
household. Vividh Bharati radio channel was launched on October 3, 1957. The service
provides entertainment for nearly 15 to 17 hours a day.
Vividh Bharati is one of the best-known services of AIR. Its name roughly translates as
"Multi-Indian Service", and it is also known as the Commercial Broadcasting Service
(CBS).
It is the most commercially-accessible of the AIR networks and is popular in Mumbai and
other large cities.
Vividh Bharati offers a wide range of programmes including news, film music and comedy
programs.
It operates on different medium wave-band frequencies for each city.
40 Vividh Bharati stations across the country down-linked these programmes through
captive earth stations provided at each of these AIR stations.
These 40 Vividh Bharati stations are known as Commercial Broadcasting Service Stations
and are located at all major and commercially vibrant cities covering 97% of the Indian
population.

Some programs broadcast on Vividh Bharati are:

Hawa-mahal: Radio plays based on novels and plays

Prasar Bharati
•Prasar Bharati is India's largest public broadcaster. It is an autonomous body set up by an Act
of Parliament and comprises Doordarshan television network and All India Radio which were
earlier media units of the Ministry of Information and Broadcasting, Government of India.
•Prasar Bharati was established on November 23, 1997 following a demand that the
government owned broadcasters in India should be given autonomy like those in many other
countries. The Parliament of India passed an Act to grant this autonomy in 1990, but it was
not enacted until September 15, 1997.

Functions and Objectives

It shall be the primary duty of the Corporation to organise and conduct public broadcasting
services to inform, educate and entertain the public and to ensure a balanced development of
broadcasting on radio and television.
Unit 5: Advertising
•Advertising is a form of communication used to persuade an audience (viewers,
readers or listeners) to take some action with respect to products, ideas, or services.
• Advertising messages are usually paid for by sponsors and viewed via various mass
media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such
as websites and text messages.

Development
•Indian Advertising starts with the hawkers calling out their wares right from the
days when cities and markets first began
•Shop front signage
•From street side sellers to press ads

Concrete advertising history begins with classified advertising

Ads appear for the first time in print in Hickey's Bengal Gazette. India's first
newspaper (weekly).
Studios mark the beginning of advertising created in India (as opposed to imported
from England) Studios set up for bold type, ornate fonts, more fancy, larger ads
• Ads appear in newspapers in the form of lists of the latest merchandise from
England
• Patent medicines: Advertised and sold.
• Horlicks becomes the first 'malted milk' to be patented (Patent - A grant made by
a government that confers upon the creator of an invention the sole right to
make, use, and sell that invention for a set period of time) on 5th June 1883.
• In 1905 B Dattaram & Co first Indian advertising agency in
Girgaum in Bombay
• During 1920s the first foreign owned ad agencies came to India . Gujarat
Advertising and Indian Advertising set up.
• Indian agencies, foreign advertising in the thirties
• Indianising advertisements in the forties
• Corporate advertising in the fifties
• In 1951 Vicks VapoRub: a rub for colds, causes ripples with its entry
in the balm market
• Creative revolution in the sixties
• In 1960, Advertising Marketing came to be recognized
• Slowly, the medium has expanded and reached out to other mediums like tv,
radio and films.

http://wiki.answers.com/Q/History_of_advertising_in_India
We live in the times of excessiveness. More populations leads to greater demand and
thus mass production of good and services.
Mass production demands a mass market and a mass distribution system.
The very survival of this production system demands its continuous expansion.
Such an expansion means also the expansion of the market, beyond the seats of
production and even beyond the boundaries of the country.
This may be called the horizontal, spatial or geographical expansion of the market.
Such an expansion' is both national and international.
At the same time there is also a vertical expansion of the market. The objective is
to bring the entire society within the orbit of the market.
This does not mean only providing the individual or the family with the resources
to purchase goods and services in the market. A disposable surplus is not enough.
A 'psychic desire' to consume more and different products has also to be created.
Expansion of the market also means the creation of new goods and services and
making them acceptable to the consumer.
Without such a continuous expansion of the market, the capitalist economy
cannot survive.
This is a constant process of the renewal and increase of capital passing through
the market.
For this, people have to be informed, motivated and persuaded.
With a mass market, national and international, this is only possible through a
specialized communication system.
Thus, modem advertising evolved, to meet precisely this requirement of the capitalist
economic system.
Its social relevance is to direct the desires of human beings, latent and expressed,
and their needs, in such a way, as to ensure the continuation and expansion of
sales of goods and services, so essential to sustain mass production by accumulated
capital.
In the process of bringing consumers in touch with products or services, advertising
also helps create new consumers. Thus, it is involved in the social production of
consumers.
Advertising is a component of a democratic society. The essence of democracy is
that people have a choice and the right to exercise that choice.
In the democratic economic system a variety of goods and services is available to
choose from. Advertising enables the consumer to make the choice.
In simple words, one can say that Advertisements tell consumers what to buy.
The main features of advertising are as under:

•It is directed towards increasing the sales of business.

•Advertising is a paid form of publicity

•It is non-personal. They are directed at a mass audience and nor at the individual as is
in the case of personal selling.

•Advertisement are identifiable with their sponsor of originator which is not always the
case with publicity or propaganda.
Benefits or Importance of Advertisement
Advertising broadens the knowledge of the consumers.
With the aid of advertising, consumers find and buy necessary products without much
waste of time.

Benefits to Consumers
•Advertising stresses quality and very often prices. This forms an indirect
guarantee to the consumers of the quality and price. Further large scale
production assumed by advertising enables the seller to seller product at a lower
cost.
•Advertising helps in eliminating the middlemen by establishing direct contacts
between producers and consumers. It results in cheaper goods.
•It helps them to know where and when the products are available. This reduces
their shopping time.
•It provides an opportunity to the customers to compare the merits and demerits
of various substitute products.
•This is perhaps the only medium through which consumers could know the varied
and new uses of the product.
•Modern advertisements are highly informative.
Benefits to Community or Society
•Advertising, in general, is educative in nature. In the words of the late President
Roosevelt of the U.S.A., "Advertising brings to the greatest number of people actual
knowledge concerning useful things: it is essentially a form of education and the
progress of civilization depends on education."
•Advertising leads to a large-scale production creating more employment
opportunities to the public in various jobs directly or indirectly.
•It initiates a process of creating more wants and their satisfaction higher standard
of living. For example, advertising has made more popular and universal the uses of
such inventions as the automobiles, radios, and various household appliances.
•Newspapers would not have become so popular and so cheap if there had been no
advertisements. The cheap production of newspapers is possible only through the
publication of advertisements in them. It sustains the press.
•It assures employment opportunities for the professional men and artist.
•Advertising does provide a glimpse of a country's way of life. It is, in fact, a running
commentary on the way of living and the behaviour of the people and is also an
indicator of some of the future in this regard.
Various media for Advertising

Advertising media are the means to transmit the message of the advertiser to the
desired class of people. Channels or vehicle by which an advertising message is brought
to the notice of the prospective buyer:
Types of Media
There is no dearth of media today. It may be direct or indirect. Direct method of
advertising refers to such methods used by the advertiser with which he could establish
a direct contact with the prospective hand involve the use of a hired agency for
spreading the information. Most of the media are indirect in nature, e.g., press publicity,
cinema, etc. The various media that are commonly used are being explained here under:
Newspapers
Newspaper (Hindi or English) (morning or evening editions) are bought largely for their
news value as such they are most appropriate for announcing new products and new
development of existing products. The choice of a particular news paper for advertising
depends upon many factors i.e., circulation of the newspaper, the type of readers it
serves, the geographical region in which it is popular, the costs of space and general
reputation of the paper etc.
Magazines
Another medium under press publicity is magazines and journals. They also offer good
facility because magazine are read leisurely when the reader is mentally prepared to
receive advertisements
Advertising Appeal
The most basic of human needs is the need for food, clothing and shelter. Special
need for these necessities cannot be created with advertising. However there are
certain other products that provide comfort in life and advertising aims to generate
demand for these products. Advertising uses appeals as a way of persuading people
to buy certain products. Advertising appeals are designed in a way so as to create a
positive image of the individuals who use certain products. Advertising agencies and
companies use different types of advertising appeals to influence the purchasing
decisions of people.

The most important types of advertising appeals include emotional and rational
appeals. Emotional appeals are often effective for the youth while rational appeals
work well for products directed towards the older generation. Here are just some of
the various different kinds of advertising appeals seen in the media today:
Emotional Appeal
An emotional appeal is related to an individual’s psychological and social needs for
purchasing certain products and services. Many consumers are emotionally motivated or
driven to make certain purchases. Advertisers aim to cash in on the emotional appeal
and this works particularly well where there is not much difference between multiple
product brands and its offerings. Emotional appeal includes personal and social aspects.

1. Personal Appeal
Some personal emotions that can drive individuals to purchase products include safety,
fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure,
comfort, ambition, nostalgia etc.

2. Social Appeal
Social factors cause people to make purchases and include such aspects as recognition,
respect, involvement, affiliation, rejection, acceptance, status and approval.

3. Fear Appeal
Fear is also an important factor that can have incredible influence on individuals. Fear is
often used to good effect in advertising and marketing campaigns of beauty and health
products including insurance. Advertising experts indicate that using moderate levels of
fear in advertising can prove to be effective.
Humour Appeal
Humour is an element that is used in around 30% of the advertisements. Humour can
be an excellent tool to catch the viewer’s attention and help in achieving instant recall
which can work well for the sale of the product. Humour can be used effectively when
it is related to some benefit that the customer can derive without which the joke might
overpower the message.

Sex Appeal
Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the
audience and can result in strong feelings about the advertisement. It can also result in
the product appearing interesting. However use of sex in types of advertising appeals
can have a boomerang effect if it is not used carefully. It can interfere with the actual
message of the advertisement and purpose of the product and can also cause low
brand recall. If this is used then it should be an integral part of the product and should
not seem vulgar. The shift should be towards sensuality.
Music Appeal
Music can be used as types of advertising appeals as it has a certain intrinsic value
and can help in increasing the persuasiveness of the advertisement. It can also
help capture attention and increase customer recall.

Scarcity Appeal
Scarcity appeals are based on limited supplies or limited time period for purchase
of products and are often used while employing promotional tools including
sweepstakes, contests etc.

Rational Appeal
Rational appeals as the name suggests aims to focus on the individual’s functional,
utilitarian or practical needs for particular products and services. Such appeals
emphasize the characteristics and features of the product and the service and
how it would be beneficial to own or use the particular brand. Print media is
particularly well suited for rational appeals and is often used with good success. It
is also suited for business to business advertisers and for products that are
complex and that need high degree of attention and involvement.
Masculine Feminine Appeal
Used in cosmetic or beauty products and also clothing. This type of appeal
aims at creating the impression of the perfect person. The message is that
the product will infuse the perfection or the stated qualities in you.

Brand Appeal
This appeal is directed towards people who are brand conscious and wish to
choose particular products to make a brand statement.

Snob Appeal
This appeal is directed towards creating feeling of desire or envy for
products that are termed top of the line or that have considerable qualities
of luxury, elegance associated with them.

Adventure Appeal
This appeal is directed towards giving the impression that purchasing a
product will change the individual’s life radically and fill it with fun,
adventure and action.
Less than Perfect Appeal
Advertisements often try to influence people to make certain purchases by pointing
out their inadequacies or making them feel less perfect and more dissatisfied with
their present condition. These types of advertising appeals are used in cosmetic and
health industries.

Romance Appeal
These advertisements display the attraction between man and woman. The appeal is
used to signify that buying certain products will have a positive impact on the
opposite sex and improve your romantic or love life. Frangrances, automobiles and
other products use these types of advertising appeals.

Emotional Words/Sensitivity Appeal

These advertisements are used to drive at and influence the sensitivities of
consumers.

Youth Appeal
Advertisements that reflect youth giving aspects or ingredients of products use
these types of appeals. Cosmetic products in particular make use of these appeals.
Endorsement
Celebrities and well known personalities often endorse certain products and their
pitching can help drive the sales.

Play on Words
Advertisements also make effective use of catch phrases to convey the message.
Such appeals help in brand recognition and recall and can be quite popular with the
youth in particular.

Statistics
Advertisements also use statistics and figures to display aspects of the product and
its popularity in particular.

Plain Appeal
These advertisements use every day aspects of life and appeal to ordinary people
regarding the use of a product or service.

Bandwagon Appeal
This type of advertising appeal is meant to signify that since everybody is doing
something you should be a part of the crowd as well. It appeals towards the
popularity aspect or coolness aspect of a person using a particular product or
service.
Advertising Industry
The Indian advertising industry is talking business today. It has evolved from being a small-
scale business to a full-fledged industry. It has emerged as one of the major industries
has broadened its horizons be it the creative aspect, the capital employed or the number of
personnel involved. Indian advertising industry in very little time has carved a niche for itself
and placed itself on the global map.
Indian advertising industry with an estimated value of es 13, 200-crore has made jaws drop
and set eyeballs gazing with some astonishing pieces of work that it has given in the recent
past. The creative minds that the Indian advertising industry incorporates have come up
with some mind-boggling concepts and work that can be termed as masterpieces in the field
of advertising.
Advertising agencies in the country too have taken a leap. They have come a long way from
being small and medium sized industries to becoming well known brands in the business.
Mudra, Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are some of
the top agencies of the country.
Indian economy is on a boom and the market is on a continuous trail of expansion. With the
market gaining grounds Indian advertising has every reason to celebrate. Businesses are
looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in
business has lead to a consecutive boom in the advertising industry as well.
The Indian advertising today handles both national and international projects. This is
primarily because of the reason that the industry offers a host of functions to its clients that
include everything from start to finish that include client servicing, media planning, media
buying, creative conceptualization, pre and post campaign analysis, market research,
marketing, branding, and public relation services.
Keeping in mind the current pace at which the Indian advertising industry is moving the
industry is expected to witness a major boom in the times ahead. If the experts are to be
believed then the industry in the coming times will form a major contribution to the GDP.
With al this there is definitely no looking back for the Indian advertising industry that is all set
to win accolades from the world over.
Unit 4: Cinema
A short history of Indian cinema
•Following the screening of the Lumière moving pictures in London (1895) cinema became a
sensation across Europe and by July 1896 the Lumière films had been in show in Bombay.
•The first full-length motion picture in India was produced by Dadasaheb Phalke, a scholar
on India's languages and culture, who brought together elements from Sanskrit epics to
produce his Raja Harish Chandra (1913), a silent film in Marathi. The female roles in the film
were played by male actors.
•During the early twentieth century cinema as a medium gained popularity across India's
population and its many economic sections.[Tickets were made affordable to the common
man at a low price and for the financially capable additional comforts meant additional
admission ticket price.Audiences thronged to cinema halls as this affordable medium of
entertainment was available for as low as an anna (4 paisa) in Bombay.The content of Indian
commercial cinema was increasingly tailored to appeal to these masses.
•Young Indian producers began to incorporate elements of India's social life and culture into
cinema. Others brought with them ideas from across the world. This was also the time when
global audiences and markets became aware of India's film industry.
•As sound technology advanced the 1930s saw the rise of music in Indian cinema with
musicals such as Indra Sabha and Devi Devyani marking the beginning of song-and-dance in
India's films. Studios emerged across major cities such as Chennai, Kolkata, and Mumbai as
film making became an established craft by 1935, exemplified by the success of Devdas,
which had managed to enthrall audiences nationwide.
• The Indian Masala film—a slang used for commercial films with song, dance, romance etc.
—came up following the second world war.
• The partition of India following its independence divided the nation's assets and a number
of studios went to the newly formed Pakistan. The strife of partition would become an
enduring subject for film making during the decades that followed.
• After Indian independence the cinema of India was inquired by the S.K. Patil Commission.
[
S.K. Patil, head of the commission, viewed cinema in India as a 'combination of art,
industry, and showmanship' while noting its commercial value. Patil further recommended
setting up of a Film Finance Corporation under the Ministry of Finance. This advice was
later taken up in 1960 and the institution came into being to provide financial support to
talented filmmakers throughout India. The Indian government had established a Films
Division by 1949 which eventually became one of the largest documentary film producers
in the world with an annual production of over 200 short documentaries, each released in
18 languages with 9000 prints for permanent film theaters across the country.
• Following India's independence, the period from the late 1940s to the 1960s are regarded
by film historians as the 'Golden Age' of Indian cinema.
• Commercial Hindi cinema further grew throughout the 1980s and the 1990s
• There have generally been six major influences that have shaped the conventions of Indian
popular cinema. The first was the ancient Indian epics of
Mahabharata and Ramayana which have exerted a profound influence on the thought and
imagination of Indian popular cinema, particularly in its narratives.
• The second influence was the impact of ancient Sanskrit drama, with its highly stylized
nature and emphasis on spectacle, where music, dance and gesture combined "to create a
vibrant artistic unit with dance and mime being central to the dramatic experience."
• The third influence was the traditional folk theatre of India, which became popular from
around the 10th century with the decline of Sanskrit theatre. These regional traditions
include the Yatra of Bengal, the Ramlila of Uttar Pradesh, and the Terukkuttu of Tamil
Nadu.
• The fourth influence was Parsi theatre, which "blended realism and fantasy, music and
dance, narrative and spectacle, earthy dialogue and ingenuity of stage presentation,
integrating them into a dramatic discourse of melodrama.
• The fifth influence was Hollywood, where musicals were popular from the 1920s to the
1950s, though Indian filmmakers departed from their Hollywood counterparts in several
ways.
Regional Cinema

Hindi cinema
The Hindi language film industry of Mumbai—also known as Bollywood—is the largest
and most popular branch of Indian cinema. Hindi cinema initially explored issues of caste
and culture in films such as Achhut Kanya (1936) and Sujata (1959).
International visibility came to the industry with Raj Kapoor's Awara. Hindi cinema grew
during the 1990s with the release of as many as 215 films. With Dilwale Dulhania Le
Jayenge, Hindi cinema registered its commercial presence in the Western world.
In 1995 the Indian economy began showing sustainable annual growth, and Hindi
cinema, as a commercial enterprise.
The salary of lead stars increased greatly. Many actors signed contracts for simultaneous
work in 3–4 films. Institutions such as the Industrial Development Bank of India also
came forward to finance Hindi films.[A number of magazines such
as Filmfare, Stardust, Cineblitz, etc., became popular.
Gujarati cinema
•The film industry of Gujarat started its journey in 1932. Since then Gujarati films immensely
contributed to Indian cinema. Gujarati cinema has gained popularity among the regional film
industry in India. Gujarati cinema is always based on scripts from mythology to history and
social to political. Since its origin Gujarati cinema has experimented with stories and issues
from the Indian society.
•The scripts and stories dealt in the Gujarati films are intrinsically humane. They include
relationship- and family-oriented subjects with human aspirations and deal with Indian family
culture. Thus, there can be no turning away from the essential humanity of these Gujarati
cinema. The first Gujarati movie, Narasinh Mehta, was released in the year 1932 and was
directed by Nanubhai Vakil.
Bhojpuri cinema
•Bhojpuri language films predominantly cater to people who live in the regions of
western Bihar and eastern Uttar Pradesh. These films also have a large audience in the cities
of Delhi and Mumbai due to migration to these metros from the Bhojpuri speaking region.
Besides India, there is a large market for these films in other bhojpuri speaking countries of
the West Indies, Oceania, and South America. Bhojpuri language film's history begins in 1962.
•Although a smaller industry compared to other Indian film industries, the extremely rapid
success of their films has led to dramatic increases in Bhojpuri cinema's visibility, and the
industry now supports an awards show and a trade magazine,Bhojpuri City.

Bengali cinema
•The Bengali language cinematic tradition has had reputable filmmakers such as Satyajit Ray,
Ritwik Ghatak and Mrinal Sen among its most acclaimed. Recent Bengali films that have
captured national attention include Rituparno Ghosh's Choker Bali, starring Aishwarya Rai.
Bengali filmmaking also includes Bangla science fiction films and films that focus on social
issues. In 1993, the Bengali industry's net output was 57 films.
•The history of cinema in Bengal dates back to the 1890s, when the first "bioscopes" were
shown in theatres in Kolkata.
• The 'Parallel Cinema' movement began in the Bengali film industry in the 1950s. A long
history has been traversed since then, with stalwarts such as Satyajit Ray, Mrinal Sen, Ritwik
Ghatak and others having earned international acclaim and securing their place in the history
of film.
 Documentary Films
• A documentary film is a nonfictional motion
picture intended to document some aspect of
reality, primarily for the purposes of
instruction, education, or maintaining a
historical record.
• Social media platforms such as YouTube, have
allowed documentary films to improve the
ways the films are distributed and able to
educate and broaden the reach of people who
receive the information.
Film Censorship
Censorship can be broadly defined as the suppression of knowledge or ideas.

Used by Governments or organisations to prevent the circulation of material. In wartime

information about troop activities, future battle plans etc., will be censored. In peacetime
censorship can be more problematic and controversial.
The Central Board of Film Certification, the regulatory film body of India, regularly orders
directors to remove anything it deems offensive, including sex, nudity, violence or subjects
considered politically subversive.

For e.g.
In 2002, the film War and Peace, depicting scenes of nuclear testing and the September 11,
2001 attacks, created by Anand Patwardhan, was asked to make 21 cuts before it was
allowed to have the certificate for release. Patwardhan objected, saying "The cuts that they
asked for are so ridiculous that they won't hold up in court" and "But if these cuts do make it,
it will be the end of freedom of expression in the Indian media." The court decreed the cuts
unconstitutional and the film was shown uncut.
 Film Certificate
• U (Unrestricted Public Exhibition)
• Films with the U certification are fit for unrestricted public exhibition and are family friendly.
These films can contain universal themes like education, family, drama, romance, sci-fi,
action etc. Now, these films can also contain some mild violence, but it should not be
prolonged. It may also contain very mild sexual scenes (without any traces of nudity or sexual
detail).
• S (Restricted to any special class of persons)
• Films with S certification should not be viewed by the public. Only people
associated with it (Engineers, Doctors, Scientists, etc.), have permission to watch
those films.
• U/A (Parental Guidance for children below the age of 12 years)
• Films with the U/A certification can contain moderate adult themes, that is not
strong in nature and can be watched by a child under parental guidance. These
films contain moderate to strong violence, moderate sex scenes (very little traces
of nudity and moderate sexual detail can be found), frightening scenes or muted
abusive and filthy language.

• A (Restricted to adults)
• Films with the A certification are available for public exhibition, but with restriction
to adults. These films can contain heavily strong violence, strong sex (but full
frontal and rear nudity is not allowed usually), strong abusive language (but words
which insults or degrades women are not allowed), and even some controversial
and adult themes considered unsuitable for young viewers. Such films are often
recertified for TV and video viewing, which doesn't happen in case of U and U/A
certified movies.
• Additionally, V/U, V/UA, V/A are used for video releases with U, U/A and A carrying the same meaning as
above.
Film Review and Criticism

•Film criticism is the analysis and evaluation of films, individually and collectively. In general,
this can be divided into journalistic criticism that appears regularly in newspapers, and other
popular, mass-media outlets and academic criticism by film scholars that is informed by film
theory and published in journals.
•Traditionally, film reviews have been seen as a way to assess the artistic merit and public
appeal of a movie. Filmgoers use reviews to help them determine whether to view a
particular film. As the number of film fans following the advice of reviewers grew, film
companies saw profits diminish across a broader number of films. In order to counter this
development, film studios increased marketing budgets and avenues of marketing to create
more interest in a movie prior to the opening.
•There has been a decline in the readership of many reviewers for newspapers and other
print publications. The vast majority of film critics on television and radio have all but
disappeared over the last thirty years, as well. It can be observed that most of the discussion
of film on television is focused on the amount of box office business a film does, as if
financial success were the only criterion needed to define artistic success. Today arts
criticism in general does not hold the same place it once held with the general public.
Film Criticism
•A critic is anyone who expresses a value judgement.
•Critical judgements, good or bad, may be positive (in praise of an object of attention),
negative (in dispraise), or balanced (weighing a combination of factors both for and against).
Since all criticism must be regarded as having a purpose, a critic may also be definable by his
or her specific motivation. At its simplest, and for whatever reason, a critic may have either
constructive or destructive intent.
•Film criticism asks that one take an academic approach to films.
•This work is more often known as film theory or film studies. These film critics try to come
to understand why film works, how it works, what it means, and what effects it has on
people. Rather than write for mass-market publications their articles are published in
scholarly journals that tend to be affiliated with university presses; or sometimes in up-
market magazines.