MEDIA INDUSTRY

Introduction:
We generally call Media the means by which some content (information) is
created and delivered to an audience. The organizations (e.g. firms, government)
and individuals (e.g. artists, consumers) who engage in this process constitute
the Media industry. The media industry is broad and diverse and it is really
more appropriate to talk about different media industries depending on the
nature of content (e.g. data vs. entertainment), the nature of end-users (e.g.
businesses vs. individuals), key technologies involved in creating, storing and
distributing content (e.g. a theater, a cable network or the Internet). Over time,
practical considerations and convention have delineated traditional media
industries such as the publishing industry, the television industry or the
gaming industry even though the boundaries among these are often blurred and
arguably more so as a result of recent technological developments. Despite their
diversity, media industries do share a few common characteristics in terms of
the economics that drives industry dynamics. These include certain aspects of
consumer behavior, direct and indirect network effects, certain regulatory
aspects specific to these industries, etc.
The Indian Media and Entertainment (M&E) industry is a sunrise sector for the
economy and is making high growth strides. Proving its resilience to the world,
the Indian M&E industry is on the cusp of a strong phase of growth, backed by
rising consumer demand and improving advertising revenues. The industry has
been largely driven by increasing digitization and higher internet usage over the
last decade. Internet has almost become a mainstream media for entertainment
for most of the people.

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The Indian media & Entertainment sector is expected to reach US$ 100 billion
by 2025, from its estimated size of US$ 17.85 billion in 2015, due to its large
capacity to consume new products and businesses. In 2015, the overall Media
and Entertainment industry grew 11.7 per cent over 20141. The largest segment,
Indias television industry, is expected to maintain its strong growth momentum
led by subscription revenues, representing a year-on-year growth of about 13.2
per cent to reach Rs 60,000 crore (US$ 9 billion) in 2015.
Significantly, with the increased penetration of smartphones and expansion of
3G/4G network in India, the country is likely to see around nine billion mobile
application (apps) downloads during 2015, which is five times more than 1.56
billion in 2012. This uptick in app-downloads is also expected to increase the
revenue from paid apps to an estimated over US$ 241.16 million as against US$
144.7 million in 2014. Industry estimates reveal that video games industry grew
at a record 22.4 per cent in 2014 over 2013; wherein its net worth rose to US$
392 million. The Indian animation industry was valued at US$ 748 million in
2014 and is forecasted to grow at 15-20 per cent per annum.
The Foreign Direct Investment (FDI) inflows in the information and
broadcasting (I&B) sector (including print media) in the period April 2000
September 2015 stood at US$ 4.28 billion, as per data released by Department
of Industrial Policy and Promotion (DIPP).

Manipulations:
1. Manipulating the data and showcasing it in different ways:
In todays modern world the media acts as a major influence. The media
is generally made up of television companies, news companies such as
CNN, the government in some respects, and pop culture. The media
provides the public with information regarding current events however
the media tends to submerge the information given and thus manipulates
the public. Through false television portrayal, biased news coverage,
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erroneous stereotypes, and the submersion of information, the

manipulation of the media is beyond belief. Manipulation and politics
have been a hand in hand combination as long as time its self.

2. Showing immatureness in the coverage of some sensitive issues:

Their immatureness is sometimes reflected in their coverage of sensitive
issues like international relation, border issues and national security. One
of such incident was happened in 2008, when a group of terrorist attack
hotel Taj in which Indian as well as foreign nationals, were killed, leaving
India, and the world, shocked by the audacity of the attack. Media did full
coverage of incident streaming live the ground situation. After attack in
one of press conference chief of Navy Staff burst on media for creating
cordon in security situation and also accused media for staking NSG
commando life on risk by giving terrorist information of all possible route
from which NSG were entering. In one of the report it was written
Media briefings were conducted by different agencies and political
leaders giving a confused picture of the situation and the State response
while giving away crucial information to the terrorists.

3. Paid News:
The emergence of Media Corporation, through growing cross media
ownership is having their impact on media's public service commitments.
In recent times, the Indian media and its journalistic practices have been
criticized for breaking the trust of the public. Indian media have
successfully succeeded in growing their economy through crossownership and advertorials. Under the influence of profit making,
commercial interests who are controlling the news content, as editorial
contents are being sold like other commodities. This commercialization
of the media content is evident in phenomena like paid news.

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News is meant to be objective, fair and unbiased. This is the only

difference between news and opinions. But, recently, the lines between
news and advertisements are blurring because paid advertisements are
deceived as news, which favors a particular organization or a person by
selling editorial spaces. The media organizations misguide the readers by
providing no true information to them. By doing this, the media questions
its own credibility and is fast losing the trust of the society. The
readers/viewers cannot distinguish the difference between a news report
and advertorials.

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