This is a presentation about commercial media

1. Market Driven
Media
BY: AMBIKA SANKAR MISHRA

2. The Media Society Inter Relationship:
Media draws its basic nutrients from the
society to produce its contents
To survive, media gets its audience from
society.
Society uses media for educating and
informing its individuals
Society uses media to bridge the
communication gap between different social
groups.
Both need a harmonious coexistence where
Media will serve the society and will draw the
basic nutrients for survival from society.

3. Media as an Organization
People’s expectation from Media as a social institution are
as follows:
Media should work like the voice of voiceless.
It should bridge the communication gap between people
of different sections of society
It should bring the demands of down trodden people to the
mainstream of society
It should play an active role in policy formulation and their
execution.
It should work like the watchdog of society

4. Media as an Industry :
Apart from the social responsibilities and obligations Media
as a commercial institution should have certain commitments
and obligations towards the investors and stake holders of
the Market.
As an industry it must have profit orientation and it should
try to make maximum profit.
After technological innovations competitions have gone
tough
Lack of financial supports from the market has thrown a big
challenge to the industry.
The information business has gone tough and mostly
dependent on big corporate houses and on the advertisement
industry.

5. The Scenario
As a result of this media has started selling content as a
commodity.
Media content has started becoming more market prone than
society oriented.
To attract more and more audience concept of Breaking
news and entertainment based journalism has taken birth.
To fetch better income by advertisements it has started
running behind TRP or circulation
In the total process the media industry has fallen into the
vicious circle of media commercialization
Ad-Manager’s role has gone more important than the role of
News editor .
Rise of Social Media has brought a new threat to the Media.

7. Impacts
Media has started losing its trust within its customers.
It has started promoting Unethical and inflammable
contents.
An atmosphere of confusion has started getting
developed about the functioning pattern of Media. The
watchdog has gone greedy for bones which is not a
healthy sign.
It is facing unfortunate and unhappy situations.

8. THANK YOU