chapter 1 : introduction of the media industry

1.1 Brif history of Indian media industry

1.1.1 Print Media :

In earlier times, news was presented to local populations through theprinted press. While several
colonies had printers and occasional newspapers, high literacy ratescombined with the desire for
self-government made Boston a perfect location for the creation of a newspaper, and the first
continuous press was started there in 1704. During the American Revolution, newspapers took
part in the effort to inform citizens of perceived British misdeeds and to incite attempts to revolt.
Readership across the colonies increased and daily papers sprang up in large cities.

Newspapers united for a common cause during the Revolutionary War. The divisions that
occurred during the United States’ early history created a change and moved the nation into the
party press era, in which partisanship and political party loyalty dominated the choice of editorial
content. One reason was cost. Subscriptions and advertising did not fully cover printing costs and
political parties stepped in to support newspapers that aided their parties and their policies.
Papers began printing party propaganda and messages, even publicly attacking political leaders
like George Washington. Despite the antagonism of the press, Washington and several other
founders felt that freedom of the press was important for creating an informed electorate. Indeed,
freedom of the press is enshrined in the Bill of Rights in the first amendment.

1.1.2 Radio

Radio news made its appearance in the 1920s. The National Broadcasting Company (NBC) and
the Columbia Broadcasting System (CBS) began running sponsored news programs and radio
dramas. Not just something to be enjoyed by those in the city, the proliferation of the radio
brought communications to rural America as well. News and entertainment programs were also
targeted to rural communities. As radio listenership grew, politicians realized that the medium
offered a way to reach the public in a personal manner.

Yet it was Franklin D. Roosevelt who became famous for harnessing the political power of radio.
On entering office in March 1933, President Roosevelt needed to quiet public fears about the
economy and prevent people from removing their money from the banks. He delivered his first
radio speech eight days after assuming the presidency. Roosevelt would sit down and explain his
ideas and actions directly to the people on a regular basis, confident that he could convince
voters of their value. His speeches became known as “fireside chats” and formed an important
way for him to promote his New Deal agenda. Roosevelt’s combination of persuasive rhetoric
and the media allowed him to expand both the government and the presidency beyond their
traditional roles.In 1990, Sirius Satellite Radio began a campaign for FCC approval of satellite
radio. The idea was to broadcast digital programming from satellites in orbit, eliminating the
need for local towers. By 2001, two satellite stations had been approved for broadcasting.
Satellite radio has greatly increased programming with many specialized offerings, including
channels dedicated to particular political points of view.
1.1.3 Television

Television combined the best attributes of radio and pictures and changed media forever. As on
the radio, quiz shows and games initially dominated the television airwaves. But when Edward
R. Murrow made the move to television in 1951 with his news show See It Now, television
journalism gained its foothold. As television programming expanded, more channels were added.
Networks such as ABC, CBS, and NBC began nightly newscasts, and local stations and affiliates
followed suit.

Even more than radio, television allows politicians to reach out and connect with citizens and
voters in deeper ways. Before television, few voters were able to see a president or candidate
speak or answer questions in an interview. Now everyone can decode body language and tone to
decide whether candidates or politicians are sincere. Presidents can directly convey their anger,
sorrow, or optimism during addresses.
In addition to television ads, the 1960 election also featured the first televised presidential
debate. By that time most households had a television. Kennedy’s careful grooming and
practiced body language allowed viewers to focus on his presidential demeanor. His opponent,
Richard Nixon, was still recovering from a severe case of the flu. While Nixon’s substantive
answers and debate skills made a favorable impression on radio listeners, viewers’ reaction to his
sweaty appearance and obvious discomfort demonstrated that live television has the unique
potential to make or break a candidate.

1.1.4 New Media Trends

The invention of cable in the 1980s and the expansion of the Internet in the 2000s opened up
more options for media consumers than ever before. Viewers can watch nearly anything at the
click of a button, bypass commercials, and record programs of interest. The resulting saturation,
or inundation of information, may lead viewers to abandon the news entirely or become more
suspicious and fatigued about politics.

This effect, in turn, also changes the president’s ability to reach out to citizens. For example,
viewership of the president’s annual State of the Union address has decreased over the years,
from sixty-seven million viewers in 1993 to thirty-two million in 2015.

Citizens who want to watch reality television and movies can easily avoid the news, leaving
presidents with no sure way to communicate with the public. Other voices, such as those of talk
show hosts and political pundits, now fill the gap.
Electoral candidates have also lost some media ground. In horse-race coverage, modern
journalists analyze campaigns and blunders or the overall race, rather than interviewing the
candidates or discussing their issue positions. Some argue that this shallow coverage is a result of
candidates’ trying to control the journalists by limiting interviews and quotes. In an effort to
regain control of the story, journalists begin analyzing campaigns without input from the
candidates.
Types of Journalism in India
Various types of journalism can be put under certain categories to understand them better. Let us
try to comprehend the field of journalism more simply.
Types of journalism Regarding Hard News
Hard news and soft news are broadly classified based on the kind of information they provide.
Hard news mostly includes serious factual stories like political, current affairs, government,
crime, business, etc.
1. Investigative Journalism
Investigative journalism deals with objectively working towards uncovering the hidden truth or
facts on a given matter, person, topic of interest, or event. An investigative journalist finds the
facts by studying cases that require a lot of effort. She/ he exposes scandals for propaganda by
making headlines. Due to the complex procedure, a single case can sometimes take months to
years to finish. So, to become an investigative journalist, one is required to possess knowledge,
patience, and persistence.
2. Political Journalism
This is considered one of the serious types of journalism. The field of political journalism can be
broken down into three categories: international political news, national political news, and local
political news.
A journalist whose niche is political news has to have an in-depth knowledge of political events,
political figures, bodies, election campaigns, policies, their impact, the aftermath and then report
the news in an unbiased manner. A political journalist needs to deliver a piece of information to
the audience without impacting it due to a personal opinion on it. So, it would not be too much to
say that being a political journalist is a tough and risky job because if your news is hindered by
your personal opinions, it can make you look bad in common people’s eyes.
3. Crime Journalism
A crime journalist writes and researches about criminal events for media outlets like newspapers,
television, magazines, or other platforms. The journalists conduct interviews and also attend
court hearings. From murder to some manipulation in the stock market, anything that is against
the code of law is a criminal offense. So, a crime journalist covers all kinds of crimes be it a
mysterious homicide or money embezzlement at an MNC.
4. Business Journalism

Free flow of communication between two businesses or companies is healthy for a country’s
economy. Because of this communication, the economy remains highly interlinked. For instance,
a finished product of one company could be used as a raw material at some other company.
Policies adopted by a major organization can affect a huge part of the economy. A merger of two
giants can impact the turnover of many small organizations.
So, to promote all of this, a business journalist delivers information on business news. These
journalists talk about the stock market, big mergers, stakeholders, etc.
Types of journalism Regarding Soft News
Soft news covers less serious issues like celebrities, arts, sports, and culture. Check out the types
of journalism based on soft news below.
1. Arts Journalism
This type of journalism is for people who love art. Arts journalism covers various forms of arts
like music, dance, films, literature, painting, drama, poetry, etc. An arts journalist analyses trends
in the art world and shares the information with the related audience. Since art journalism is
quite popular amongst the audience, many news agencies hire art journalists to gather news in
the field.
2. Celebrity Journalism
In the past few years, the word ‘paparazzi’ has become very popular. This term is designated to
celebrity journalists. A journalist in this field works to gather information on celebrities be it
about their personal lives or their movies or shows or public appearances.
A celebrity journalist also interviews celebrities and reports gossip as fans always want to know
what is happening in the lives of the people they admire. A large number of the audience enjoys
watching and reading about their favorite celebrities.
3. Education Journalism
Education journalism deals with reporting different development and events happening in the
field of education. These education journalism reports help a policymaker to implement new
education policies, when in need. The main focus of an education journalist is to increase
awareness about the education system and to promote students to opt for higher education.
Usually, the target group for education journalism is students, researchers, and teachers.
4. Sports Journalism
As the name suggests, a sports journalist covers news related to a sports series, event, or a
sportsperson. This type of journalism comes with additional perks like watching live sports
events, traveling to different places and it even provides you with the opportunity to meet
sportspeople and interview them. To work in this field, one requires to know about sports, must
be omnipresent, and should have good communication skills.
5. Lifestyle Journalism

In recent times, people’s interest in knowing about different lifestyles has increased. Lifestyle
journalism serves this purpose by delivering news related to leisure, music, cooking, gardening,
entertainment, home decor, fashion, shopping, exercises, yoga, and healthy eating habits. This
type of journalism helps readers know the tips to lead a healthy and better lifestyle.
Types of Journalism Based on the Medium of Delivery
Based on the medium of news delivery, journalism can be divided into three types: TV and
Radio Journalism/ Broadcast Journalism, Print Journalism, and Online Journalism.
1. Cyber/ Online/ Digital Journalism
Cyber journalism or online journalism or digital journalism is the latest type of journalism. As
the name suggests, this deals with delivering the on different internet platforms. The whole world
has become a virtual global village after the introduction of the world wide web (WWW) and the
internet.
With several easily accessible platforms, cyber or online journalism has risen to popularity.
Several channels dedicated to journalism are followed on Youtube. Even various TV and Print
media houses have started going digital through blogs, websites, youtube, and different social
media applications.
2. Print Journalism
This type of journalism deals with delivering news through newspapers, magazines, etc. Since
these mediums can hold the same news or information as other mediums, a journalist can work
for both prints as well as some other media at the same time.
Now, whether print journalism is dying or not, that only time will tell. But this topic has been in
conflict for a long time now. The higher costs of material, lower subscription numbers, and the
increment in other easily accessible media platforms have had a huge impact on print journalism.
3. Broadcast/ TV/ Radio Journalism
This kind of journalism deals with broadcasting news through television or radio. Both of these
mediums are widely used and possess unique characteristics. A reason why TV journalism is
more popular than print journalism is that it does not only deliver news for the eyes but the ears
as well. Audio-visual experience provided to the audience through TV journalism engages them.
This journalism has large budgets and resources that help journalists create high-quality content.
Unlike TV, radio includes a large amount of interaction with the target audience. But, it usually
gathers a limited number of participants as the broadcasting is done live. Radio channels usually
have smaller budgets than TV channels causing limitations to covering fewer stories.
1.2 Importance of media and Journalism industry.

Journalism means the works of a journalist regarding news, views, reports, etc. It is an
investigation and reporting of current world affairs which include fashion trends, political or
general issue and events to a broad audience. It is apparent writing on any issue of an affair.

Though there are various purposes for it, the most important aspect is the freedom of expression.
The root of journalism comes from people’s right to have an opinion.

Today people depend on the press on being informed of what’s happening. A modern newspaper
is something very much more than a mere purveyor of the news; it is also a store-house of
current information, an instrument of public criticism, a creator of public opinion. The media
plays a vital role in a democratic society. Their influence on forming a public opinion is very
great. They may be said to do political thoughts on behalf of the man in the street. Then there is
the news-editor and his staff. They receive news from different agencies, staff reporters and
correspondents. They edit, arrange, and display them. They can flash a headline and create a
sensation. The staff-reporters interview people, elicit views by “scooping” news in advance.

Journalism is for the ‘voice of a voiceless’- expressing opinions of all those in our society. It’s
like a bridge between the authorities and people. A modern newspaper must also have on its staff
competent artists, cartoonists, photographers, etc. There must be advertisement managers and
circulation managers. All these people who are on the staff of a newspaper are known by the
general name of journalists, or newspapermen.

Wealthy and influential newspapers always maintain their own correspondents, home and
abroad. The modern world could not exist without such an elaborate organization and agency of
information gathered from various sources.

Therefore its primary purpose is to make sure all citizens are aware of their rights. Journalism is
a difficult profession. “To write weekly”, says Virginia Woolf, “to write daily, to write shortly,
to write for busy people catching trains in the morning, or for tired people coming home in the
evening is a heartbreaking task for men who know good writing from bad. Oscar Wilde once
stated, “By giving us the opinion of the uneducated, journalism keeps us in touch with the
ignorance of the community”.

1.3 What Does Media Do for Us?

Media fulfills several basic roles in our society. One obvious role is entertainment. Media can act
as a springboard for our imaginations, a source of fantasy, and an outlet for escapism. In the 19th
century, Victorian readers disillusioned by the grimness of the Industrial Revolution found
themselves drawn into fantastic worlds of fairies and other fictitious beings. In the first decade of
the 21st century, American television viewers could peek in on a conflicted Texas high school
football team in Friday Night Lights; the violence-plagued drug trade in Baltimore in The Wire;
a 1960s-Manhattan ad agency in Mad Men; or the last surviving band of humans in a distant,
miserable future in Battlestar Galactica. Through bringing us stories of all kinds, media has the
power to take us away from ourselves.
Media can also provide information and education. Information can come in many forms, and it
may sometimes be difficult to separate from entertainment. Today, newspapers and news-
oriented television and radio programs make available stories from across the globe, allowing
readers or viewers in London to access voices and videos from Baghdad, Tokyo, or Buenos
Aires. Books and magazines provide a more in-depth look at a wide range of subjects. The free
online encyclopedia Wikipedia has articles on topics from presidential nicknames to child
prodigies to tongue twisters in various languages. The Massachusetts Institute of Technology
(MIT) has posted free lecture notes, exams, and audio and video recordings of classes on its
OpenCourseWare website, allowing anyone with an Internet connection access to world-class
professors.

Similarly, media can be used to monitor government, business, and other institutions. Upton
Sinclair’s 1906 novel The Jungle exposed the miserable conditions in the turn-of-the-century
meatpacking industry; and in the early 1970s, Washington Post reporters Bob Woodward and
Carl Bernstein uncovered evidence of the Watergate break-in and subsequent cover-up, which
eventually led to the resignation of President Richard Nixon. But purveyors of mass media may
be beholden to particular agendas because of political slant, advertising funds, or ideological
bias, thus constraining their ability to act as a watchdog. The following are some of these
agendas:

1. Entertaining and providing an outlet for the imagination

2. Educating and informing

3. Serving as a public forum for the discussion of important issues

4. Acting as a watchdog for government, business, and other institutions

1.4 Issues face by media and journalism industry.

The content that is distributed through these formats can be either for educational purposes, for
entertainment or to endorse an idea. These formats are broadly categorized into two heads; (1)
Traditional media (those which we hereinabove named) and (2) New media (like blogs, vlogs,
websites, podcasts, websites, etc).  Some common challenges faced by both these formats are:

Lack of Transparency : This has been an issue for as long as the industry can be recognized.
Issues in complex nature of contracts, advertising, handling (and settlement) of funds, acquisition
and retainment of personnel and content, ambiguity in having on board the clients and producers
have always been of concern to the media houses.

Compliance with laws/regulations : It is very difficult for the media industry to comply with all
the rules and regulations within the time limit and to act in accordance with all the laws that
apply to them. From managing the finances to filing of return, reporting expectations with SEBI
and such other Authorities, complying with labour laws, environmental laws, local laws that
regulate the lease of the premises, electricity and other requirements, from employment laws to
IP laws, etc.

Threat to media channels : With people shifting to digitisation, it is not only the transmission
of news, facts and information that has become faster and easier but so has the attacks such as
hacking of social media accounts, phishing, frauds, etc. Social media accounts are one of the
most important assets of the media industry in the current scenarios, and the hackers can easily
hack into them and spread false information which may result in hurting the sentiments of lots of
people and attract bad names to the media house.

Hurt and life threats to people working in the industry : We see this happening to reporters
that cover sensitive issues and to those who really put in genuine efforts in revealing the truth
behind a story. News anchors, journalists, activists on social media are mainly targeted. People
who are whistleblowers or who spend their career covering issues such as rape, dowry, honour
killing, murder, revealing the identity of a famous celebrity or a VIP or even cases related to
them; most likely get threatened of harm to their life or injury to their loved ones.

Concern relating to Data Privacy : Regulations have been implemented for businesses to
handle personal data and for organisations that transmit user data to such companies, yet data
leak has been the headlines quite very often. Big data challenges can pose trouble when it comes
to accumulating adequate user data, without which exact scrutiny cannot be carried on. Viewers
are being more sensitive than ever, towards their data and are troubled on how their personal data
is being used. 

Media Reputation : Reputation is fast-reaching; it is like the fire in the forest. The character of
lifetimes crushed down to “reputation” in one action; whether that action was justified or not is
something to be looked into but nowadays, media houses are not considered to be a very
favourable place to work at. It has gained a bad reputation; a medium that was earlier supposed
to bring out true facts and be a source of inspiration has now merely become a money-making
institution and the “voice of the voiceless” gets silenced in no time. Ever wondered why not
many people are choosing this profession? Ever wondered why there aren’t enough professionals
to fill the void?

Discrimination and lack of efforts : Both these words are a reality in the media industry.
Discrimination happens; discrimination of both types-positive wherein females are not put out on
field for particular tasks where muscle and high tolerance to pain and pressure is needed and,
negative wherein a stereotype is formed that a particular gender is only fit to assist and to
do desk-job. But this discrimination is gradually fading away when we as a society are
developing a sense of togetherness, that no work is made for a particular class and that anyone
who has the require qualification and skills can perform it.

Licensing requirements : With each step of success that the organization takes, registration is
required for business licenses, from employment registration, taxation, expanding the business,
enlarging its scope by having new clients on board, etc.; for all steps, the ownership document is
a primary requirement. Investors are also very vigilant on the license issues ahead of entering
into this type of business.

1.5 media channels and news paper company working in surat city   

 Sandesh News
Sandesh is a leading daily newspaper in Gujarat. It is published in Gujarati and was founded
in 1923.
It also launched a Gujarati News Channel, Sandesh News, on 24 October 2013. [5] This newspaper
is also popular for running Campaign against Rahul mehta, an RTR activist. Putting fake
headlines to defame right to recall party drafts.
The Ahmedabad-based Gujarati newspaper is also published from Mumbai, Vadodara, Bhuj,
Surat, Rajkot and Bhavnagar. Sandesh has 7 supplements published: Sanskar, Nari, Ardha
Saptahik, Nakshatra, Cine Sandesh, Kids World, Shraddha, Action Replay, and
Business@sandesh. The Sandesh also publishes Gujarati weekly and Sandesh International from
Chicago, Illinois, United States.
Advertising through Sandesh News is an effective advertising method in the Television media
type. Advertising in Sandesh News will help the brand to reach out to the right target audience.
Television advertising helps the advertiser to target a very large group of audience and also
provides the ease of targeting a specific time band based on the requirement. Advertising
through Sandesh News is popular for a brand that is trying to reach out to a large number of
premium users within certain geography in a small time.

 TV9 gujrati

TV9 Gujarat is a regional news channel which is being telecast in Gujarati language. It is a part
of TV9 group which lies under Associated Broadcasting Company Pvt. Ltd. News Channel is
responsible for providing all kind of news by focusing the Gujarati viewers.TV9 Gujarati is an
Indian free to air 24-hour regional news channel broadcasting in Gujarati language. It operates
from Ahmedabad, Gujarat. It is owned by Associated Broadcasting Company Private Limited ,
which also operates news channels like TV9 Bharatvarsh, TV9 Telugu, TV9 Kannada, TV9
Marathi and TV9 Bangla.

Mr. Kalpak Kekre is the channel head of TV9 Gujarat. Whereas Animesh Pathak is serving as
Associated Editor Output and Ashok Vadhel as Senior Manager Technical. Neeru & Vikas
Upadhyay are news coordinator of Mumbai and Ahmedabad respectively. Sameer, Chirag,
Jayesh, Jagruti, Poorvi, Tushar and Zarna Soni are the anchors of TV9 Gujarat.

Tv9 Gujarati is a 24- hour news channel operates from Ahmedabad city. Being the only Gujarati
news channel in the state, it enjoys a huge popularity among the Gujarati community. So
advertisers who want to reach the population of Gujarat can easily advertise in Tv9 Gujarati with
releaseMyAd.
 eTV gujrati

The network also added regional channels in other Indian languages and built a large local news
network using ETV brand after success in Telugu region. Ramoji Group sold its non Telugu
language TV asset to TV18 in 2013 with a permission to use ETV brand name.

In March 2015 TV18's Viacom 18 decided to rebrand all five non Telugu language ETV regional

general entertainment channels. ETV Marathi, ETV Gujarati, ETV Kannada, ETV Bangla and
ETV Odia were rebranded into Colors Marathi, Colors Gujarati, Colors Kannada, Colors
Bangla and Colors Odia

ETV News Gujarati Advertising most one of the most effective, successful, advertising
platforms. ETV News Gujarati advertising is the most effective method of reaching people.
Branding through this ETV News Gujarati would help you improve sales and reach the widest
possible audience. ETV News Gujarati Advertising in ensures maximum visibility for your
brand. If your advertisement is about Current Affairs And Updates ,you should choose the Genre
That best fits your needs. Current Affairs And Updatesis the Language of ETV News Gujarati
advertisements. SmartAds is one of India`s major ETV News Gujarati advertising agencies.

 GSTVBizz NEWS
GSTV is one of the main Gujarati news diverts in Gujarat, an auxiliary of Gujarat Samachar in
Gujarat. GSTV is a 24x7 news channel run under AasPas Multimedia Ltd Company which gives
to its clients concentrated live nearby inclusion with include shows too. GSTV is 24x7 Satellite
News Channel run by AasPas Multimedia Ltd. It covers significantly Gujarat Region alongside
public, sports, amusement, business, and neighborhood news

With thousands of viewers, GSTV is an ideal channel to advertise a product. A majority of

Gujarati-speaking audiences in Gujarat opt for GSTV to be their primary source of current
affairs. It has a wide range of popular shows which keeps the viewers engaged throughout their
watching time.

On GSTV different genres of shows are broadcast for every interest group. Excellent Publicity as
a media agency can help you decide what shows would be appropriate for advertisement
on GSTV as per your target group and budget. The advertising rate would differ as per different
programs and time slots.

 Divyabhaskar News

Divya Bhaskar is a Gujarati newspaper in Gujarat, India, owned by D B Corp Ltd. It is one of the
highest circulation Gujarati dailies, with the most editions in Gujarat.
In 2003, the Bhopal-based Bhaskar Group identified Ahmedabad, Gujarat as the city with
highest potential for the fourth launch of Dainik Bhaskar outside Madhya Pradesh (MP). It
surveyed 12,00,000 households,with a team of 1050 surveyors, 64 supervisors, 16 zonal
managers and 4 divisional managers. The surveyors were gathered largely through posters at
colleges and word-of-mouth publicity, instead of expensive print and TV advertisements. Nearly
40-50% of the surveyors were later absorbed in Dainik Bhaskar or Divya Bhaskar, while the rest
were given a certificate of appreciation. The team was trained to reach out to 8 lakh(800,000)
households in Ahmedabad and 4 lakh (400,000) households in adjoining districts, in a time span
of 40 days. The newspaper was launched in Ahmedabad on 23 June 2003, under the name Divya
Bhaskar, as No. 1 with 452,000 copies (a world record). Within 15 months, it entered two more
cities of Gujarat: Surat and Vadodara. To counter the Bhaskar's group's threat, the leading
Gujarati newspapers came up with color pages, price reductions and several high-value customer
offers. However, by 2009, Divya Bhaskar became the largest circulated Gujarati daily with
11.5 lakh (1,150,000) copies.
The group's pre-launch door-to-door twin-contact launch program has been recognised as an
Orbit shifting innovation. It has won Business Process Innovation award by Marico Foundation,
and is a case study in several B-schools including Indian Institute of Management,
Ahmedabad and SPJIMR The case study reveals, Divya Bhaskar become most popular among all
other Gujarati news papers because of its erotic news and relationship related column.
Other TV Channels include Samay TV, Mitra TV and S9 Star News. Jalsa TV, a Gujarati
Entertainment channel by the transmedia Group to be launched in 2013.Divya Bhasker
newspaper group is also launching a Gujarati news channel. Nest TV, A Gujarati News
Channel promoted by Nest Media commercial services group is preparing to launch shortly.
CNBC Guajarati,  an upcoming Gujarati business channel) owned by CNBC-TV 18.Bazaar
Nazar Gujarati, owned by Vinesh K. Chhaya and Arround Gujarat, owned by Maharaja Grou.

1.6 Other related information about media and journalism industry.

By the term “Media”, we generally understand that it is a medium by which some content is

shared by the creator to its audience. The organizations and the individuals that create, process,
share and consume this content constitute the media industry. The Indian Media industry is a
rapidly growing sector for the economy and is making significant acceleration. Showcasing its
elasticity to the world, the industry is on the way of creating a stronger phase of growth, backed
by rising consumer demand and improving revenue. The industry has grown exponentially due to
the digitisation and internet usage in the last decade. The Internet has turned out to be a
conventional media for entertainment for most of the people; across demography and through
various means, from the retro to the most advanced ones, such as the radio, theatre, print,
television, cinema, gaming, advertisement, music, OTT services, etc.

The Indian Brand Equity Foundation has estimated that the Indian media industry is projected to
increase at a compound annual growth rate of 13.5% from 2019 to 2024 and is estimated to reach
US$ 43.93 Billion by 2024. Since the industry is growing at such an unpredictable rate, it
becomes difficult for the players to keep up with the expectations of the users. One of the most
important hurdles is to handle the pressures to cut the expenses while improving revenue. While
multiple small platforms are stepping in, the traditional monarchy of one big company is fading
away. Since a new player is introduced in the market every day, and the customer needs as well
as the delivery of content of their preference is highly fragmented, it paves way for the media
industry to implement big data and data analytics technology to gain more insightful viewer
perception. In this article, we are going to look at the different challenges faced by the media
industry.