D.A.

V INSTITUTE OF ENGINEERING
AND TECHNOLOGY

ASSIGNMENT OF
FINANCIAL
MANAGEMENT ON
MEDIA

SUBMITTED TO: SUBMITTED BY:

SONIA CHAWLA HIMANI (2120)

ADITI SACHDEVA (2101)

AMAR VEER (2104)

ARJUN KALIA (2110)

 MEDIA

ACKNOWLEDGEMENT
We acknowledge the earnest suggestions given to
us by Dr. (Mrs). Sonia Chawla, Head of M.B.A.
Department, under whose benevolent guidance we
were able to accomplice this project.
CONTENTS
INTRODUCTION

HISTORY

NEWSPAPER AND MAGAZINE

TELEVISION

RADIO

MEDIA CHARACTERISTICS

MEDIA PLANNING CRETERIA

MEDIA STRATERGY

ROLE OF MEDIA

MYTHS ABOUT MEDIA

CONCLUSION
Media may refer

Human communication
1995
“Programvaruteknik”
(CDT)

Face to Face Electronic Meeting

In communication:

Media (communication), tools used to store and deliver information or data

Advertising media, various media, content, buying and placement for advertising

Electronic media, communications delivered via electronic or electromechanical

energy, electronic media used to store, transmit, and receive digitized information

Electronic Business Media, digital media for electronic business

Hypermedia, media with hyperlinks

Multimedia, communications that incorporate multiple forms of information content

and processing

Print media, communications delivered via paper or canvas

Published media, any media made available to the public

Mass media, all means of mass communication

Broadcast media, communications delivered over mass electronic communication

networks

News media, mass media focused on communicating news

 News media (United States), the news media of the United States of America

New media, media that can only be created or used with the aid of modern computer

processing power

Recording media, devices used to store information

There are two main types of media - communication and one-way

In computing:

Computer data storage devices, material objects which hold data used in computers

Media player (application software), a piece of software designed to play audio and video

In life science:

Growth media, objects in which microorganisms or cells can experience growth

Media filter, a filter consisting of several different filter materials

Tunica media, the middle layer of the wall of a blood vessel

Other:

Media (arts), materials and techniques used by an artist to produce a work

Materials used to finish a workpiece in a mass finishing process or abrasive blasting

process
 Scalability

Mobile e-meetings
 Scalable Group Communication

Creation of the various forms of media

Newspapers & Magazines ~ 1880

A newspaper is a publication containing news, information and advertising, usually printed on
low-cost paper called newsprint. General-interest newspapers often feature articles on political
events, crime, business, art/entertainment, society and sports. Most traditional papers also feature
an editorial page containing columns which express the personal opinions of writers.
Supplementary sections may contain advertising, comics, coupons, and other printed media.
Newspapers are most often published on a daily or weekly basis, and they usually focus on one
particular geographic area where most of their readers live despite who they live with. Despite
recent setbacks in circulation and profits, newspapers are still the most iconic outlet for news and
other types of written journalism.

In Ancient Rome, Acta Diurna, or government announcement bulletins, were made public by
Julius Caesar. They were carved on stone or metal and posted in public places.
In China, early government-produced news sheets, called tipao, circulated among court officials during
the late Han dynasty (second and third centuries AD). Between 713 and 734, the Kaiyuan Za Bao
("Bulletin of the Court") of the Chinese Tang Dynasty published government news; it was handwritten on
silk and read by government officials. In 1582 there was the first reference to privately-published
newssheets in Beijing, during the late Ming Dynasty
 NEWSPAPERS WOULD BENEFIT FROM
REINVENTION
Other
Q. Other than magazines, which of the following media
categories are most in need of a newcomer toCable
shakeTV
things up?

Outdoor
51%
Direct Mail
34% 35%
30% Radio
24%
18%
Network TV
Newspapers
4%

OTHER CABLE OUTDOOR DIRECT RADIO NETWORK NEWSPAPERS

TELEVISION MAIL TELEVISION

13
Source: AAF Media Investment Survey 2007
Movies ~ 1910

Television ~ 1945
Television in India is undergoing significant changes in the current liberalized environment.
To understand these changes, one needs to have some brief idea of the road covered by the
television channels so far. The journey started as an experimental basis with a financial
grant from UNESCO in 15th September 1959. The makeshift studio at Akashvani Bhavan in
New Delhi was chosen for location of the experiment. The experiment started with one-hour
program, broadcast twice a week, on community health, citizen rights, education and traffic
sense etc. As far as news is concerned, it was launched exactly six years after the inception
of television broadcasting. Daily one-hour program with a news bulletin was served to the
Indian viewers. But one major drawback of television was that you could not enjoy the
original colour of the objects because of black and white transmission. First multi-color
programme was the Prime Minister’s address to the nation from Red Fort in Delhi on India’s
35th Independence Day. In the same day, DD National channel was launched. The aim of
launching the National channel is nurturing national integration, and inculcating a sense of
pride in Indians. Indian viewers also enjoyed the colored version of the Asian Games hosted
by New Delhi in their drawing room. The coverage of major events and different occasions
lend a big hand behind the infiltration of television signals to the nook and corners of the
subcontinent. Indian Government had taken all possible steps to expand the television
broadcasting demographically and geographically. In 1983 television signals were available
to just 28% of the population, this had doubled by the end of 1985 and by 1990 over 90%
of the population had access to television signals. In 1984, DD Metro channel was added to
provide an exclusive entertainment for the urban viewers. In the beginning, this channel
was confined to metropolitan cities.
As a public broadcaster, Doordarshan presented the news in naturalized manner. All
controversial issues were pushed under the carpet. The ruling government had a strong
hold on the television broadcasting. Doordarshan news bulletins were unable to provide the
international news to the national viewers. Objectivity had been the first casualty as news
was invariably slanted to suit the party in power. The news was liberated from the confines
of the DD newsroom and gained in objectivity and credibility when New Delhi Television
(NDTV) produced ‘The World This Week’ in 1988. Everyone was waiting for the Friday night
to watch ‘The World This Week’. This was the only India-based programme, which looked
out at the rest of the world. The World This Week was the best current affairs programme
on the international scenario and carried good stuff of news, which the regular DD news was
failed to carry out. This program is ranked as one of the country’s finest and most popular
television shows. In 1989, NDTV produces India’s first live televised coverage of the
country’s general elections. The critical and commercial success of the coverage sets a new
standard for Indian television. After the Gulf War the media panorama has changed forever.
Cable Television ~ 1980's

Satellite Television, Internet, Digital Communication ~ End of the 20th

century
In 1920, Radio was first developed, primarily for use by the military,
strictly for sending History of the Media - Old Radios messages from one
location to another. David Stern off, the then-president of RCA, first had
the idea to sell radio sets to consumers, or what were then called radio
receivers. However, consumers needed a reason to buy radios, so RCA
was the first to set up radio stations all over the country. Between 1920
and 1922, 400 radio stations were set up, starting with KBKA in
Pittsburgh. Stations were also set up by universities, newspapers, police
departments, hotels, and labor unions.

By 1923, there were 600 radio stations across the United States, and $83
million worth of sets had been sold.

The biggest difference in radio before and after 1923 was that the first
advertising was not heard on the radio until 1923. RCA at the time was
made up of four companies:
AT&T

General Electric

United Fruit

Westinghouse

United Fruit was one of the first global corporations, and one of the first
to advertise on the radio. The AT&T division of RCA first thought about
selling time on the air to companies, which marked the start of "toll
broadcasting." WEAF was the first station to operate this way, causing
widespread outrage, and accusation of "polluting the airwaves."

Because of this controversy, the practice of selling advertising time was

called "trade name publicity." Sponsors linked their name with a
program on the air, rather than advertising a specific product in a 30
second "commercial" as we know it today.

Why did AT&T decide to experiment with charging companies for air
time?

AT&T was not making any money from broadcasting at the time since
they only made transmitters, not receivers. They only made money when
new radio stations bought the equipment required to broadcast. They
did not make money from consumers buying radios.
AT&T also started the practice of paying performers for their time on the
air, rather than only volunteers, which was standard practice for radio
content up until that point.

The first radio network

In 1926, RCA set up the first radio network, NBC. They decided it was
more effective and efficient to produce shows in New York City, and then
link the main radio station with stations all across the country,
connected by AT&T (another RCA company) phone lines. (Now television
networks are linked by satellite to their affiliates).

This was the beginning of the network affiliates system. The ideal
network makes sure everyone in the country is capable of listening to
their signal. NBC at the time had two philosophies:

Radio content was a "public service," whose function was to sell radios.

Radio content was designed to generate income from advertising.

History of the Media In 1927, the second network was formed. It was
CBS, started by William Paley. Paley was the first to think that networks
could make money strictly from advertising, not even getting involved in
the sales of radios. Like AT&T, CBS did not make radios. From the start,
they made their money from selling advertising.
The rising of radio networks caused the Radio Act of 1927 to be passed,
which established the FRC, or what is now known as the FCC, to allocate
broadcast licenses. The need for such an organization was brought on by
the fact that airwaves are limited resources, and broadcasting itself is a
scarce public resource. By the 1930's, the structure of radio have been
set by the commercial format, although advertising never dominated
radio like it would television later on.

In the 1920's and '30's, radio programs were divided into two groups.
Sponsored shows, which had advertisers, and unsponsored shows, which
did not. The radio station paid for the unsponsored shows. The
sponsored shows, on the other hand, were created entirely by the
company sponsoring the show; advertisers were totally in charge of the
radio station's content. The content became advertising. Radio set the
precedent for television, in that the same companies that controlled
radio early on went on to control television.

Soon thereafter, television inherited the structure of radio. In the '40's,

during the rise of television, RCA also held a monopoly on all television
sets sold. By 1945-1955, advertising had taken over all of television.
Television was organized around the premise of selling things. The
entire television industry was creating a political atmosphere of
suspicion and fear. Senator Joseph McCarthy, the founder of
McCarthyism, which was based on the fear of Communism, and the HUAC
(House Un-American Activities Committee, began to question people
involved in television about their beliefs and associations.

What affected television in its early stages?

Politics (McCarthyism / HUAC).

Blacklists: From almost the inception of television, many writers,
directors, and actors were considered to be pro-Communist and/or un-
American.

Certain topics were totally off-limits at the time for television,

particularly issues of race relations in the 1960's. Overall, networks
were not happy with the political situation for television in the 1960's,
both in terms of the blacklists, and of the fact that when every show had
one sponsor, that sponsor controlled the entire program. Networks
preferred to control the program, by way of moving to multiple
sponsors/advertisers, where networks would retain control of the show,
and advertisers would buy time in between the programming.

In the 1950's, networks decided to eliminate the practice of sponsors

controlling the shows with a move to spot selling, or advertisements
between programs, as we know it today. What caused the move to spot
selling?

Discovery of fraud in the quiz shows on television. Quiz shows were

extremely popular at the time, and were liked by the networks, the
sponsors, and the viewers alike. It turned out, however, that quiz shows
were largely fixed. Charles Van Doren on "21" became a huge star due to
his repeated wins, until it came out that the whole thing had been fixed.
In the case of "The $64,000 Question," the owner of Revlon was
personally hand-selecting the winners and losers on the show.
It was becoming financially difficult for just one advertiser to support an
entire show.

Around this same time came the inception of ratings to measure a show's
popularity. Ratings, quite simply, measure the number of people
watching a show. To understand why ratings are so important, it's
crucial to understand how the television industry works, through three
questions, and their respective answers:

Who owns television? [The networks]

What is sold on television? [Viewer's time, not television shows]

Who are the customers of television? [Advertisers, not viewers]

This might be a counterintuitive concept for some. The networks, which

own television, areHistory of the Media - Old Television the buyers of
shows, not the sellers. On the other hand, they sell our eyeballs, so to
speak, to advertisers. Networks want the maximum possible profit from
buying and selling time, both viewers' time, and advertisers' time.
The primary measure of television ratings, which determine the price of
that time being bought and sold, is AC Nielsen, an independent company
which provides information as to who watches what on television.
Currently, about 4,000 households are used to represent the national
viewing of television. In the 1980's, only 1,200 households were used.
Some households have an electronic device installed on their television
which tracks what they watch, while others keep a diary of viewing
habits.

There are two measures for determining a show's audience. One is the
rating, and the other is the share.

Rating: Percentage of total homes with televisions tuned into a

particular show.

Share: Percentage of those watching television at a particular time who

are tuned into a particular show.

The share is always greater than the rating. Ratings are more important
for advertisers, and share is more important to the networks.

Example:

Total households with televisions: 150 million

Total households watching television at 8pm on Monday nights: 90
million

Total households watching American Idol at 8pm on Monday nights: 45

million

Therefore: Rating: 30, Share: 50

Once ratings are determined, advertising prices are set by two factors:

* The size of the audience.

* The demographics (income, age, gender, occupation, etc) of the

audience.

In short, the job of television programs is to collect our time as a

product, which they then sell to advertisers. Programs have to support
the advertising, delivering viewers in the best possible state of mind for
buying when the time for the commercials comes, which brings us to the
Golden Age of Television.
The 1950's are considered the "Golden Age of Television." During this
time, something called the "Anthology Series," where different actors
each week took part in a show gained History of the Media - I Love
Lucypopularity across the board...that is, with everyone except for
advertisers. The anthology series format was not right for advertisers, as
it covered topics which involved psychological confrontations which did
not leave the viewers in the proper state of mind for buying the products
shown to them between program segments. The subject matter of the
anthology series was of the type that undermined the ads, almost
making them seem fraudulent.

Naturally, this caused many of the same elements and themes to appear
in all shows. This was the beginning of recombinant television culture,
where the same elements are endlessly repeated, recombined, and
mixed.

This same culture is what perpetuated the idea that people watch
television, not specific shows. While people certainly choose to watch
certain shows instead of others, people less commonly choose to watch
television instead of other things. People watch television. Regardless of
what was on, television viewing rates were extremely stable.
 SURPRISES IN MEDIA INNOVATION
Q. As you plan for 2007, please take a moment to reflect on where you were at this point last year, preparing for
2006. At that time, which of the following innovations in the media landscape took you by surprise?

The rush to Second Life 76.7%

The rise of YouTube 61.0%

The popularization of 'mash-ups' or Web applications that have more than one source 51.3%

The movement of traditional newspapers to the tabloid format 49.9%

The advent of issue-specific print audience measurement systems 47.8%

The introduction of a television commercial rating system 47.1%

The growth of free daily newspapers in many markets 45.5%

The restructuring of traditional media 41.5%

The explosion of consumer-generated and consumer- 33.5%

distributed content

The emergence of podcasting 24.6%

The importance of social
media/networking…
23.3%
The mass adoption of text
messaging in the U.S. 19.8%
Television programs
on the Internet 13.8%

19
Source: AAF Media Investment Survey 2007
Role of media in the society

Today television channels and newspapers are making fast money by cashing on the news
in wrong sense and wrong way. In the race to become more popular and to make money
they have broken all the limits media must follow while serving to build a healthy and
progressive society. They have no respect for the sentiments and ethics of the people and
land whom they serve to, with their immense power to influence the massses they just make
judgment like a true dictator rather than a good advice of a true friend as they previously
used to do. If it will be going in the future then we people have to think about the role of
media in our life
Media is considered to be the 4th pillar of the society. The other three
being legislative, executive and judiciary. It definitely plays an important
role in the welfare of the society
Media plays an important role. Its a mirror of the society. It's duty is to inform, educate
and entertain the people but nowadays we see that media is not doing its duty honestly.
Instead of giving important information and educative programme it is giving emphasis to
sensationalize the public. They are only trying to attract people to increase their TRP
rating. They raise the matter for 2 or 3 days then they forget that and never try to get the
feedback of the cases

Media has a constructive role to play for the society. Today News
Channels and even some Newspapers are mouthpiece of some political
parties. Their work then limits only to spread the ideology of the party
rather than giving the correct news. People have to judge on their own
by looking different channels for the same news and then form a
conclusion. Anyways, Media Ji tusi great ho!

Media acts as a kind of liaison between the government and the people

Role of media especially electronic media has increased prominently in bringing awareness

in the society. And the strategies which they use also are very impressive, they use Film
stars
and cricketers in bringing awareness ,as most of the fans will follow what his ICON
says.We see Amitabh bringing awareness about Polio Drops and The entire Indain cricket
team trying

to bring awareness on HIV etc., as it is more appealing. Since every individual depends on
some media or the other for the latest News and updates this is the best way to bring
awareness in the society.
"Do what you can, for who you can,
with what you have, and where you are”
 Simple Scenario

• Session and device mobility

– A user is late for an online meeting
• The system knows this from the user’s calendar
– The system automatically dials the user’s
mobile phone
• Audio participation

Media groups
Each CSS property definition specifies the media types for which the
property must be implemented by a conforming user agent. Since
properties generally apply to several media, the "Applies to media"
section of each property definition lists media groups rather than
individual media types. Each property applies to all media types in the
media groups listed in its definition.

CSS2 defines the following media groups:

continuous or paged. "Both" means that the property in question

applies to both media groups.

visual, aural, or tactile.

grid (for character grid devices), or bitmap. "Both" means that the
property in question applies to both media groups.

interactive (for devices that allow user interaction), or static (for those
that don't). "Both" means that the property in question applies to both
media groups.

all (includes all media types)

Myths about media

INDIAN academicians, scholars and practitioners of journalism rarely look at the
theory and philosophy of the media. Nevertheless they are all consumers. In the
West, whole lot research goes on endlessly. Schools of mass communications,
universities, media institutions and academicians are deeply involved in probing
the role of the mass media in shaping society. Newspapers, newsmagazines, radio,
television and the Internet are all being observed and extensively written about.
In fact, newspapers, magazines and other organs of mass communication carry
regular columns. Some major newspapers are under scan on a daily basis.
Recently, The Washington Post did not do justice to the massive demonstration
against the war on Iraq. A media watch group consisting of academicians, activists
and lay readers, besides well-known media personalities, mounted sharp criticism.
As a result, later demonstrations across Europe and America were "properly"
covered. The media clearly has emerged a powerful institution and the need to
understand its role, whether as propagandist of the ruling elites or as the
protector of people’s rights in all its dimensions, needs to be watched and written
about. The written world is just not gospel truth and the media is not sacrosanct.
This myth needs to be done away with

The mass media is no longer seen as the purveyor of neutral information and
contemplative comment. There is an increasing apprehension that idealism and
liberalism have deserted the profession to a great extent. Now both the print
media and television journalists are impatient to unload the precooked and
packaged news and views (largely the products of the new consumer culture who
are concerned with trivial issues) almost in an attacking fashion. There is an
alarming sameness about all this, and the reader or viewer is left with no insight
to form his own opinion; he has either to lump it or leave it. There is no dialogue
between those who write or telecast and those who read and view. It is strictly
one-way traffic.
 LOOKING BACK:
A TUMULTUOUS MEDIA ENVIRONMENT
Compared to the pace of change in 2005, would you say that
the pace of change in the media landscape happened…

More slowly
2%
in 2006

At about the
same pace 18%

Even faster
in 2006 80%

4
Source: AAF Media Investment Survey 2007
 2006: A YEAR OF WIDESPREAD INNOVATION

23% The Rush to Second Life 77%

39% The Rise of YouTube 61%
49% Popularization of “Mash-ups” 51%
50% Newspapers Moving to Tabloid Format 50%
“SAW IT 52% Issue-Specific Print Audience Measures 48%
“TOOK ME BY
COMING” SURPRISE”
53% TV Commercial Rating System 47%
54% Growth of Free Daily Newspapers 46%
58% Restructuring of Traditional Media 42%
65% Explosion of Consumer Content 35%
75% Emergence of Podcasting 25%
77% Social Media in Communication Plans 23%
80% Mass Adoption of Text Messaging 20%
86% TV Programs on the Internet 14%

6
Source: AAF Media Investment Survey 2007

SURPRISES IN MEDIA INNOVATION

Q. As you plan for 2007, please take a moment to reflect on where you were at this point last year, preparing for
2006. At that time, which of the following innovations in the media landscape took you by surprise?
CONCLUSION

The rush to Second Life 76.7%

The rise of YouTube 61.0%

The popularization of 'mash-ups' or Web applications that have more than one source 51.3% In our society we are
The movement of traditional newspapers to the tabloid format 49.9% greatly dependant on the
The advent of issue-specific print audience measurement systems 47.8% media as a source of
The introduction of a television commercial rating system 47.1% information and
The growth of free daily newspapers in many markets 45.5% entertainment. As our
The restructuring of traditional media 41.5% world becomes more
The explosion of consumer-generated and consumer- 33.5% commercial, we are
distributed content

The emergence of podcasting 24.6% constantly craving and

The importance of social
23.3%
seeking new ways to
media/networking…
The mass adoption of text
19.8%
amuse and entertain
messaging in the U.S.
Television programs
13.8%
ourselves. Corporations
on the Internet
feed us with television
shows, music, movies…
19 etc to fill our society’s
Source: AAF Media Investment Survey 2007

desires. Consequently, the

artists who bring us this entertainment are then catapulted into “stardom”, a status equivalent to that of gods. These
celebrities are constantly in the public eye, therefore whether it is intentional or not, they begin to set the standard for
what is perceived as “beautiful” or “perfect”. The media, in turn, slowly begins to shape our minds by telling us how to
act, look and feel.

The media is everywhere. We especially know this because when we go downtown, or drive on the highway; we are
bombarded with mass billboards promoting the newest style or trend. However, we crave this information, and buy
into whatever means appeals to us most. Once we have carefully selected which advertisements are most attractive,
we then begin the process of replicating the images. The media feed us information and basically tells us what is
considered