FYBMM - ECS I - Supplementary Notes

Communication process consists of some interrelated steps or parts through which messages
are sent from sender to receiver. The process of communication begins when the sender
wants to transmit a fact, idea, opinion or other information to the receiver and ends with
receiver’s feedback to the sender. The main components of the communication process are
sender, message, channel, receiver and feedback. In the following, some definitions of the
communication process are quoted:

Robert Kreitner defined, “Communication process is a chain made up of identifiable links.

The chain includes sender, encoding, message, receiver, decoding, and feedback.”

Thus, it is clear that communication process is the set of some sequential steps involved in
transferring message as well as feedback. The process requires a sender who transmits
messages through a channel to the receiver. Then the receiver decodes the message and sends
back some type of signal or feedback.

Steps or elements of communication process

The communication process refers to the steps through which communication takes place
between the sender and the receiver. This process starts with conceptualizing an idea or
message by the sender and ends with the feedback from the receiver. In details,
communication process consists of the following eight steps:

1. Developing idea by the sender: In the first step, the communicator develops or
conceptualizes an idea to be sent. It is also known as the planning stage since in this
stage the communicator plans the subject matter of communication.
2. Encoding: Encoding means converting or translation the idea into a perceivable form
that can be communicated to others.
 3. Developing the message: After encoding the sender gets a message that can be
transmitted to the receiver. The message can be oral, written, symbolic or nonverbal. For
example, when people talk, speech is the message; when people write a letter, the words
and sentences are the message.
4. Selecting the medium: Medium is the channel or means of transmitting the message to
the receiver. Once the sender has encoded his into a message, the next step is to select a
suitable medium for transmitting it to the receiver. The medium of communication can
be speaking, writing, signaling, gesturing etc.
5. Transmission of message: In this step, the sender actually transmits the message
through the chosen medium. In the communication cycle, the tasks of the sender end
with the transmission of the message.
6. Receiving the message by receiver: This stage simply involves the reception of the
sender's message by the receiver. The message can be received in the form of hearing,
seeing, feeling and so on.
7. Decoding: Decoding is the receiver’s interpretation of the sender’s message. Here the
receiver converts the message into thoughts and tries to analyze and understand it.
Effective communication can occur only when both the sender and the receiver assign
the same or similar meanings to the message.
8. Feedback: The final step of the communication process is feedback. Feedback means
the receiver's response to the sender's message. It increases the effectiveness of
communication. It ensures that the receiver has correctly understood the message.
Feedback is the essence of two-way communication.

Goals of Communication
∙ Engage – Get their attention
∙ Entertain – Hold their attention
∙ Inform – Give the required information
∙ Persuade – Make them remember the message
∙ Call to Action – Make them act on it
For ex. 1.
∙ Engage – Get their attention – A sharp headline
∙ Entertain/Interest – Hold their attention – interesting sub headline
∙ Inform – Give the required information – Layout gives them the basic info
∙ Persuade – Make them remember the message - All of the above makes them read
∙ Call to Action – Make them act on it – Makes their opinion
For ex. 2
∙ Engage – Get their attention – An engaging poster/title
∙ Entertain/Interest – Hold their attention – Engaging teaser/trailer
∙ Inform – Give the required information – release date/cities
∙ Persuade – Make them remember the message – Get them to make plans
∙ Call to Action – Make them act on it – Invited them to the nearest theatre.

Introduction to Mass Communication

The history of mass communication is comparatively recent, but it has become
indispensable in today's society, which has become dependent on mass communication.

On an individualistic level, mass communication is woven into our day-to-day existence.

Individuals use mass media to satisfy their need for entertainment or enlightenment. They
become more aware of the country's problems and issues, as well as help people develop an
understanding of social problems. They also contribute to an increased understanding of
culture, politics, economy and so on.

In developed nations, where literacy and industrialization are high, it is likely to depend
more on mass communication channels for people's knowledge, entertainment and
decision making. As people of the country modernize and become more literate,
individualistic and cosmopolitan, the use of mass communication channels becomes
more and more important as there are many areas of common concern and interest to
people about which people want to know.

Today's society has become far more complex to function only through interpersonal or
group communication. There are many important messages of common concern which
have to reach effectively to masses at a time. In a country like India, it is not possible to
train a mass of the Indian population in basic life skills simultaneously and uniformly
through formal education. It is not possible with our meagre existing resources and
facilities. This requires resorting to an effective system of mass communication.

In India, a large majority of the population is illiterate and hence beyond the reach of
the printed media. Moreover, more than 65 per cent of the Indian population is living in
villages, bound by traditions, deep-rooted attitudes and superstition. This is a challenge
for anyone For eg: someone who intends to raise awareness. It is only through the
persuasive influence of mass communication, the illiterate and backward population in
India can be directed towards any social change required for development.
Communication with rural people is difficult and challenging, as many of them live in
inaccessible and isolated villages. In this situation, mass communication is the only
alternative for reaching them, breaking all the barriers of physical distances and
illiteracy.

Importance of Mass Communication:

Mass communication becomes very important while communicating ideas intended to

change the behaviour of people right from developing awareness to the adoption of an
innovation. When people are exposed to an increasing flow of information, they find
themselves in a position which necessitates a change in their aspiration, attitude and effort.

Frequent exposure to mass media can create the urge for a higher standard of living. There
is adequate research evidence throwing light upon the potentialities
of the individual medium of mass communication as well as a total effect of mass media
exposure in changing the cognitive and affective behaviour of rural people. Radio and
Television have reached almost every corner of the country. People sit glued to watch
television. Research has also proved the effectiveness of these media in educating people.
Hence mass communication is one of the important inputs for the development of the
nation. Radio, television, newspaper, movies are used widely as a means of mass
communication for information and entertainment.
Mass communication is important for the socialization of people because changes in subtle
areas such as the socialization of the individual in regard to knowledge, attitudes, and
beliefs.

Mass media plays a significant role in shaping perceptions and influencing people

Mass media have made a profound impact on societies and their culture. It ceases the
boundaries of different societies among the individuals.

Media: The Good & Bad Aspects

Media can help to create awareness among the people faster than any other medium of
communication. In fact, mass media can have a great impact on peoples’ lifestyles and
culture. For example, television channels organize TV shows like “Satyamev Jayate” which
focuses on making people aware of the harsh realities of life. It mainly discusses and provides
possible solutions relating to the various social issues of India. It aims to empower citizens
with information. Even, National TV channels like Doordarshan, DD National used to air
shows like “Bharat Ek Khoj” which was an Indian historical drama based on the book ‘The
Discovery Of India’ written by Jawaharlal Nehru that covers a 5000-year history of India
from its beginnings to the coming of independence in 1947.

However the media has also been accused of promoting stereotypes, unhealthy lifestyles,
setting realistic expectations and consumerism, et al amongst other things.

Print Media
With newspapers still widely read, especially for local content, print is thriving despite
headwinds
Globally, the print media industry has been on a decline, in terms of business. Newspapers in
developed markets have been, over the last few years, losing customers and advertisement
revenues to alternative mediums. But print in India is a very different business from that in
most developed regions. It has not only survived the rough times but continues to grow.
While the Indian newspaper industry has faced multiple headwinds, especially in the last
two-three years, in the form of demonetisation, implementation of GST and RERA, and the
rapid growth of digital content, it is still here to stay. According to a Ficci-EY report, it is
grew by 3.4 per cent (CAGR) to reach 338 billion in 2021.
Newspaper circulation in India has grown from 39.1 million copies in 2006 to 62.8 million in
2016 – a 60 percent increase. Comparable data for the most recent year available, 2015, show
that while newspaper circulation grew by 12 percent in India, it fell in almost every other
major media market: by 12 percent in the UK, 7 percent in the US and 3 percent in Germany
and France.
Spurt in literacy levels in the last two decades, rising disposable income and the perceived
credibility of written words are some of the reasons why this has happened. Noted media
commentator Vinita Kohli-Khandekar observes:

Print media has always performed well in India. There are two main reasons for it –primacy
of the written word and the home delivery of the newspaper.
The consumption of printed words is not confined to the generation of older die-hard readers.
Young India too is quite keen to rely on multiple platforms. The perceived credibility of the
printed word may have also contributed to the growth in circulation of newspapers.
Here are factors that contribute to the growth of the print media in India.
Growth drivers
There are certain key factors that have helped Indian print media shrug off declining trends
globally and grow despite the increase in digital penetration.
One, print media companies have the cost advantage. That is, the newspaper cover prices in
India are very low and are affordable to most people. According to Ficci-EY report, they cost
no more than Rs 200 a month (roughly $3), which is close to the cost of a single newspaper
per day in the US.
Two, the credibility of print media and the widely prevalent paper reading habit, have helped
sustain and grow the segment. Though the young population has largely shifted to the digital
platform, concerns over fake news nudge readers to go with print news, which is
well-researched and reliable.
Three, India has a unique distribution model. Newspapers are available at one’s doorstep at
the cover price — say, between Rs 1-10 a day (depending on the newspaper). The price is
much higher in the global markets. This is because the labour costs are higher in the
developed countries and many readers only access newspapers in public places, thereby
constraining growth.
Lastly, local content attracts readers more. In India, the vernacular media has an upper hand
over the English newspapers and magazines. Regional newspapers with multiple editions
help cater to a wider (local) audience. This also enables local businesses to advertise in one or
more editions that serve their target markets. For instance, DB Corp, otherwise known as the
Dainik Bhaskar group, publishes the largest set of regional newspapers in India. It has 46
editions for its Hindi newspaper, nine editions for its Gujarati newspaper and six for the
Marathi newspaper.
India being a country with a relatively lower literacy rate than the global average, there is
more room for print penetration. Improvement in education and increase in income levels,
should augur well for print, reaching out to more readers going ahead. Keeping these readers
in mind, print media company DB Corp has expanded in markets such as Bihar to increase its
circulation and readership. Jagran Prakashan, another large print media player, has also
expanded its circulation in markets such as Punjab and Jharkhand.
Digital onslaught
While print media in India has a lot more scope for growth, the sector is not devoid of
challenges. Players are often impacted by fluctuations in newsprint prices and are constantly
under threat from rapid digitisation of content. For print publishers to survive, they need to
adapt to the fast changing environment to retain readership and the ad market.
In this regard, most print publishers already have online platforms in place and are
strengthening their digital footprint. For instance, DB Corp has the Dainik Bhaskar Epaper
app and Jagran Prakashan also has a mobile app. Though the digital platform does not
contribute significantly to the revenues of these companies yet, it may scale up significantly
in the long run.

Television’s growth in India

Television was first introduced in India on September 15, 1959 with the help of UNESCO.
Since then the television industry has witnessed transformation with advancement in
technology and time. At first, programmes were broadcasted twice a week for an hour a day
focus on themes like community health, traffic, road sense citizens’ duties and rights.
In India, terrestrial television started with the experimental telecast in Delhi on September 15,
1959, with a small transmitter and a makeshift studio. The major expansion of broadcasts was
when the second television station was set in Bombay in 1972 which was followed by further
setting of stations in Srinagar and Amritsar in 1973, and in Calcutta, Madras and Lucknow in
1975.
The television broadcast was in black and white and spread haltingly for first 17 years since
its launch in the country. The government decided to form a separate department known as
Doordarshan, the national television network, under the Ministry of Information and
Broadcasting differentiating it from All India Radio.
Television services were separated from radio in 1976. Six years later, national telecasts were
introduced. Doordarshan remained the sole provider of television content in India till 1975.
In 1982, colour television was introduced in the Indian market. Indian small screen
programming started off in the early 1980s. INSAT-1A was the India’s first domestic
communication satellite which became operational in 1982 and led to the networking of all
regional stations of Doordarshan. The colour broadcasts were introduced by the government
with Asian games coverage, which was hosted by the country in 1982. More than 90 percent
of the Indian population received Doordarshan (DDl) programmes through a network of
almost 1400 terrestrial transmitters. Over time, regional channels were opened and the reach
of television widened stupendously.
In the beginning, only educational programmes and news were telecast. Gradually
entertainment programmes—mostly plays, concerts and film- based music/dance—were also
telecast.
Doordarshan ventured into soap operas in Hindi with Hum Log in July 1984, a serial scripted
by Manohar Shyam Joshi and directed by Kumar Vasudev. It proved very popular, as did the
next serial, Buniyad; based on the partition of India, the television serial was directed by
Ramesh Sippy and Jyoti Sarup.

In 1987 and 1988 came the hugely popular mythological serials, Ramayana directed by
Ramanand Sagar and Mahabharat produced by B.R. Chopra. Besides these, there were
Tatnas, a serious serial on the partition, and Bharat Ek Khoj, a serial (1988) based on
Jawaharlal Nehru’s Discovery of India and directed by Shyam Benegal with cinematographer
V.K. Murthy.

In 1991-92, the Indian government started a series of economic reforms. This led to the
liberalisation of the broadcasting industry, allowing in private and foreign broadcasters and
opening the sector up to cable television.

The growth of television in India from mid 1970s onwards was mainly based on three trigger
points consisting of the Satellite Instructional Television Experiment (SITE), active operation
of INSAT-1A and introduction of satellite TV by foreign programmers like CNN followed by
Star TV and a little later by some domestic channels like Zee TV and Sun TV into Indian
homes in the 90s.
Zee TV was introduced as the first privately-owned Indian channel to broadcast over cable
followed by Asia Television Network (ATN) and the Star TV Network became a pioneering
foreign channel in Indian television scene. A few years later many foreign channels like
CNN, Discovery Channel, National Geographic Channel and BBC made their foray into
India. Special Sports channels also came up—such as ESPN—as well as channels solely for
movies, Indian and foreign. Throughout the 1990s, along with a multitude of Hindi-language
channels, several regional and English language channels flourished all over India.

The economic reforms of 1991, and the liberalised access to communication technology,
allowed foreign media companies entry into the country and Indian companies’ entry into
television. And, as if by magic, our lives were transformed, utterly as the space invasion
colonised our homes. Rapid satellite and cable penetration into the heart of India by the late
’90s, saw TV fiction move away from daring urban dramas like Tara, Hasratein (1994) or
Saans (1998) where women wanted more than a family, to the K serials (2000 onwards) of
the joint Hindu parivar where all that women wanted was the family. Overnight, saas-bahus
appeared everywhere as competition drove channels to imitate Kyunki, Kahani, Kasautii,
thereby reducing viewing choices.
Consider this: television was introduced into India in 1959, but we had only one national
channel for over 30 years, which sporadically burst into life. Today, we not only have 24×7
TV but we’ve gone from 1.2 million TV homes in 1992 and 14.2 million in 1996 to 168
million and 149 million C&S homes in 2014, according to KPMG. Since then, the industry
has seen growth becoming the world’s second largest TV market after China.

There are now over 800 licensed channels — there was one in 1991 — with every genre of
programming and some we didn’t know: entertainment, music, sports, news, lifestyle,
spirituality, property, etc. The first 24×7 news channel began in 1998; by 2014 there were 400
and counting in more than 15 languages.

And that TV set in a wooden cabinet with beetle antenna for grainy black-and-white pictures
from terrestrial towers? Banished. Vanished. Now it’s LCD, satellite transmissions with cable
and DTH HD telecasts, online, mobile, laptops and tablets. We’ve left Nukkad’s cronies’
corner for Netflix’s Money Hiest, pay per view, streaming, etc.

As per the industry estimates released by Broadcast India 2018 Survey conducted by
Broadcast Audience Research Council (BARC) India, out of total of 298 million households
in India, around 197 million households have TV sets which are being served by cable TV
services, DTH services, HITS services, IPTV services, in addition to a terrestrial TV network
of Doordarshan. This also creates an opportunity for penetration in an additional 100 million
homes. Pay-Tv penetration in India has more than doubled from 32 per cent in 2001 to 66 per
cent in 2018. The TV penetration increased to 66 per cent in 2018 from 64 per cent in 2016.
Bihar (24 per cent) and Jharkhand (21 per cent) witnessed the highest growth in television
households due to India’s drive towards electrification.

The average time spent by an individual in watching TV per day has gone up by 3 per cent to
touch 3 hours 46 minutes, according to the findings. Around 77 per cent of the time spent on
the television was on escapism (GEC and film channels). While 53 per cent of total content
consumed was on general entertainment, another 24 per cent was on films. News viewership
remained at around 7 per cent despite 43 per cent of TV channels in India being classified as
news channels. The increase in viewership was led by Oriya, Assamese, Marathi, Bhojpuri
and Urdu content. The average viewership in sports was inclined towards Wrestling, which
overtook cricket to become the most viewed sport. The viewership share in 2018 was 20 per
cent, 19 per cent and 17 per cent of wrestling, cricket and kabaddi, respectively.
The revenue grew at approximately 12 per cent in 2018 reaching a size of Rs 740 billion
(US$ 10.59 billion) and is expected to witness an average growth of 9 per cent reaching Rs
955 billion (US$ 13.66 billion) by 2021. The growth in 2018 was led by 14 per cent increase
in advertising revenue and a 11 per cent increase in subscription revenue.
Foreign Direct Investment (FDI) in teleports, DTH, cable networks, Multi-System Operators
(MSOs), mobile TV, headend-in-the-sky broadcasting services are allowed up to 100 per cent
under the Automatic route.
Indian media and entertainment (M&E) industry is expected to grow at a compounded annual
growth rate (CAGR) of 12 per cent to touch US$ 33.6 billion by 2024 from US$ 23.9 billion
in 2017. In this, television segment will be the largest player holding 40 per cent of the M&E
industry, growing due to the strong performance by regional brands, multiple sporting events
and impact properties.

Radio as a powerful medium of communication

Broadcasting began in India in 1924 with the setting up of a private radio service in Madras
(now, Chennai). The British government approved a licence to the Indian Broadcasting
Company to inaugurate radio stations in Bombay (now Mumbai) and Calcutta (now,
Kolkata).

Industries started operating them as the Indian State Broadcasting Corporation. The
Corporation came to be called the All India Radio in 1936, and it was controlled by the
Department of Communications. When India became independent in 1947, All India Radio
(AIR) was made a separate department under the Ministry of Information and Broadcasting.

AIR, renamed as Akashvani, is a government-owned, semi-commercial operation of the

Ministry of Information and Broadcasting. The AIR network had expanded by the mid- 1990s
to around 146 AM stations along with a National Channel, the Integrated North-East Service
that aimed at reaching out to the tribal groups in northeast India and the External Services.

There are five regional headquarters for the All India Radio. The government-owned network
of Indian radio provides both national and local programmes in Hindi, English, and the
regional languages. Commercial radio services in India started in 1967 with the Vividh
Bharati service which has its headquarters at Mumbai.

There are special broadcasts for special audiences, such as farrrters needing agro-climatic,
plant protection, and other agriculture-related information. News, features, and entertainment
programmes are mainly broadcast, and the target audiences include the listeners in
neighbouring countries and the large overseas Indian community.

The FM broadcasting in India began in 1977 in Madras (now, Chennai). Till the 1990s, the
All India Radio was all that the Indian audiences had. But private broadcasters emerged,
especially in Delhi, Mumbai, Kolkata, Goa and Chennai, and this resulted in the emergence
of private FM slots.
 These were soon followed by stations in Hyderabad, Jaipur and Lucknow. Over time, the
number of private players dwindled and Radio City, Radio Mirchi and Red FM were among
the few that managed to sustain themselves. These channels are almost exclusively devoted to
pop and film music.

Despite the rise in social media and the emergence of the digital age, radio still remains
one of the most powerful communication tools of the 21st century. Radio still holds a
strong presence as a communication channel, especially in developing countries.

Here are some considerations about the use of radio:

● In nations where Internet and electricity are limited, radio is the strongest medium
for connecting isolated communities.
● Radio is still the dominant mass-medium in Africa, reaching further than
newspapers and television, both in terms of audience numbers and geographical
reach.
● Radio can be used as a platform for linkage and exchange between policy makers,
government bodies, communities and researchers.
● Effective radio broadcasters must work alongside the diversity of the countries in
which they operate, embracing local language and different concepts. ∙ There are
potential benefits of linking radio with other forms of media such as the Internet
and mobile phones.
● Radio has the ability to raise awareness and stimulate social change amongst the
target audience.

Community Radio lends a voice to the community they serve with programmes in local
languages, and also respecting the local culture and tradition. It also provides a
counterbalance to the increasing globalization and commercialization of media.
Any programmes can be successful if the information is disseminated at the grassroots level.
Hence, radio forms another major platform that helps in reaching out to the rural masses,
especially creating awareness regarding government policies. The Community Radio
movement can help to create awareness among the rural masses about the different flagship
programmes like ‘Digital India’ or ‘Make In India’ or ‘Beti Bachao-Beti Padhao’ or ‘Swachh
Bharat’, etc.

Cinema for mass communication

Film is a means of creative expression. It performs the functions of mass media. Such as
information, education, entertainment and transmission of culture. Films are widely popular
and their audio-visual nature provides them a pervasive power for social influence.

Therefore, they have the potential to play an important role as a medium of entertainment,
information and education and as a catalyst for social change. Films are popular because
they entertain.

They are a facet of a mass culture and mass art. They generate mass mediated culture
arising from elite, folk, popular or mass origins. Almost every person of the society
has participated in the activity of going to cinema hall and enjoying a film. According
to Jovett and Linton, “obviously there is still something unique and inherently
appealing about going to the movies”, and this is clearly different from other mass
media experiences”.

The social institution of movie going is firmly established in our society and movies
have played an important part as one of the factors contributing to the dramatic
changes which have taken place in the last 50 years in the way we live and also in how
we perceive the world around us. They have provided us not only with entertainment, but
also with ideas, and it would be difficult to conceive of our society without them.

The films take as their starting point those aspects of society with which we have become
familiar. They create twist plots and use other narrative devices which infuse the story
with sufficient new elements to attract an audience. Films draw heavily from reality,
portraying situations that have resemblance to the everyday stresses and aspirations of
viewers’ lives. The movies recognize the link between their lives and films in both
general and specific terms.

The ease of comprehension helps the viewer to assume the role of the characters and to
identify with them quickly and effectively. Films appeal to their primary emotions and
sentiments. Films provide photographic realism, vivid visual presentation in which the
images are already fully established, easily identified and followed. Melodrama in films
draws suppressed fears and desires into a public realm, but suggests personal solutions. The
viewers are active participants in the construction of the image that both represents present
reality and allows them to escape as future fantasy. Films leave a lasting impression of the
message. For example, films like Mother India, Naya Duar, Awara have their message still
fresh in the minds of the people.

The films generate popular culture and create ‘culture waves. Such as in fashions styles and
mannerisms. Moreover, by revolving the film stories and characters around the traditional
ideas and role stereotypes, they foster the role stereotypes in the society in general. Some of
the films like ‘Bhigi Palkein,’ ‘Subah’, ‘Mrutyudand’ did try to show breaking role
stereotypes and they were successful in conveying the message.

Roberge feels, “while cinema is acknowledged as a disseminator of popular culture, it is

not described as, a “cultivator” but simply a ‘disseminator’ of culture. The contributory
role of the cinema in cultivating and shaping culture is not acknowledged and it is
perceived as a mere instrument or channel”.

Through characterization, demonstration and depiction of scenes and situations, it can even
directly help to sell the concepts and norms of national or emotional integration,, dignity of
labour, the bare-foot doctor or engineer, an understanding spouse and the pulls of
extra-marital relations. They can stimulate values of good life and citizenship as also
participatory virtues of developmental activities.

Each genre of film is capable of creating impact on the masses. For example, comedy
and hilarious movies entertain people and relax them. Social or tragic movies provide
outlet to the emotions of the viewers. India has a history of hundred years of cinema.
Indian films have been recognized nationally and internationally. Films in India have
not only remained the medium of entertainment but film making has emerged as a
major art form which is a creative expression of the film makers or artists.
As one of the largest cinema hubs in the world, the Indian film industry is renowned for its
glitz, vibrancy, and drama. The city of Mumbai is especially relevant in this context as the
birthplace and namesake of “Bollywood” in India. And while Hindi language cinema
dominates the multi-billion-rupee industry in terms of net worth, there are many other film
hubs across the country differentiated by regional languages including Telugu, Tamil,
Marathi, Bhojpuri, and Bengali to name a few.

Collectively, India has been on a consistent growth curve with the number of feature films
produced and distributed in a year, making it one of the largest industries for cinema
worldwide. Indian movie-goers throng cinema halls, be it the modernized multiplexes or the
old-school single screen theaters. The steady rise of streaming platforms has made this
consumption easier to access. Although the numbers have started to dwindle down over the
years, the country still houses many single screen theatres. This also makes the Indian cinema
lover an ideal target for advertisers.

In addition to advertising, music in Indian film is a significant revenue generator, often

creating more buzz about the film than its trailers. Music distributors like T-Series and Zee
Music found success in recent years via YouTube, making Indian music rank high in terms of
views and subscriptions. The popularity of these songs has led to playback singers being
revered and becoming some of the highest earners in the business. Arguably, the most
popular was Grammy-award winning A.R. Rahman.

Interestingly, the highest grossing film Dangal, released in 2016, did not have music as
popular as some of its counterparts. Starring Aamir Khan, the film broke records previously
held by PK, starring the same actor. With the onset of the coronavirus (COVID-19)
pandemic, film releases had moved to the virtual world, making a mark into an already
booming streaming market, each player rushing to acquire rights to blockbuster films.

A resilient industry

In the year 2013, Indian cinema completed 100 years of its existence. The rate at which the
industry has grown in one century has been phenomenal and a subject to many curious
researches. Producing more than 2,000 films on average every year in 20 languages, India’s
film industry continues to be by far the world’s largest producer of films. From a total
revenue realization of $2.1 billion in 2016, the industry has grown at an enviable 11% CAGR
in the past couple of years. The most cynical of industry experts agree that thanks to the
resilient nature of the Indian film industry and its massive captive market, damage done by
the pandemic will be a temporary deviation rather than a permanent damage.

To understand why, it’s critical to grasp the intertwined relationship between the Indian film
industry and the Indian economy. According to Marc Fetscherin, a visiting research scholar at
Harvard University, the Indian film industry accounts for approximately 20% of all revenues
among the Indian media and entertainment industries – as part of the services sector, which
accounts for more than 50% of India’s GDP.

Digital media as a medium of mass communication

The impact of digital media on individuals, organizations and society

The greater use of digital media today is changing people’s everyday lives and the way they
connect and collaborate in the broader societal context, at work and in civil society. This
project’s research into five countries from different regions concludes that this is a global
phenomenon. Much of the impact of this heightened use is beneficial to both individuals and
society. Digital media has empowered people so that they no longer are passive bystanders or
recipients in the transformations wrought by the digital revolution, but are actively shaping
digital media and its meaning for society.

Different stakeholders starting from governments, famous personalities, companies,

celebrities and of course commoners use various social media platforms to connect globally.
A recent survey says a majority of nearly 50 crore smartphone users in India spend most of
their time (72 percent) surfing the net on their mobile phones. News and entertainment are
two sectors most consumers tap into. No wonder, digital media platforms have witnessed
exponential growth in the last few years.

Today, India's digital advertising industry is worth over 160 billion Indian rupees, and
it was estimated to reach 560 billion rupees by the end of the financial year 2023-24.

● India is the country with the most WhatsApp users.

● Active social media penetration. 29%
● Leading social media networks. YouTube, Facebook, WhatsApp.
● Facebook has 260 million active users in India—the highest in any country
● The largest user group by age on Facebook is 18–24 years, with 97.2 million users
● In terms of the number of users Mumbai has the highest number of Facebook users,
followed by Delhi and Bengaluru
● The most popular Facebook page in India belongs to Narendra Modi
● 52% of Indians use Facebook as a source of news
● In 2019, the TikTok app had been downloaded over 1.5 billion times worldwide, 466
million of those come from India, 173 million from China, and 123 million from the
US.
● Users in India spent over 5.5 billion hours on TikTok in 2019, an increase from the
900 million hours spent by Indian users in 2018. Later, it was banned due to the
growing tensions between India and China
● As per 2022 reports, there were 90 million people on Instagram in India..
● People between the ages of 18–24 are the largest age group for Instagram.
● There is over a 5.6% growth for Instagram reach every quarter.
● India has 11.45 million users on Twitter, now known as X.
● 18% of social media users in India look at X (Twitter) as a source of news
● YouTube has 265 million active users in India
● Over 95% of the online video consumption is in Indian languages and Bengali content
is growing more than 100% year-on-year in watch time
● More than 1300 creators in the country have crossed the million-subscriber threshold.
Just five years ago there were only two creators with one million subscribers.
● India is the second-largest market for LinkedIn with 62 million active users
● 7.4% of LinkedIn total traffic is from India
● LinkedIn posted USD 5.2 million profit in India with an increase in net profit from
2017 to 2018 by 26%

The Impact on both individuals and society of increased digital media usage include the
following:
 ● Assists social interaction and empowers individuals, connecting the like minded
across vast distances, as well as connecting those usually separated by social,
economic, cultural, political, religious and ideological boundaries For eg: Spoken
poetry groups, unite people for various causes like NRC, Kashmir issues
● Offers the means to increase civic participation and facilitates the creation of
communities with a common interest or cause. For eg/; Save Aarey Campaign
● Facilitates education and life-long learning for social awareness. For eg. Issues on
body positivity, racism, LGBTQIA+ community.
● Can be used with harmful intentions to spread propaganda and mobilize
followers
● Influences human decision making as a result of content filtering mechanisms
that can target specific information to certain people with potentially
discriminatory effects. This can happen through information sharing or
manipulation of information, for example, during an electoral process (“digital
gerrymandering”) like fake news.
● Potential for near term inequality due to the disruptions in society
● Changes in social skills and sense of empathy as children and adults spend
more time online.
● Facilitates bullying, harassment and social defamation, reflecting threats and
patterns seen in the offline world
● May impact mental and physical health if screen time is excessive. The harm
includes stress, greater vulnerability to addictive behaviour, and less time spent in
physical activity.
● Can pose health and developmental risks for young children if usage is not
monitored.

Apart from studying from these notes, do refer to the running notes that you were asked
to take down during the lectures.
All the best for your exams.