Media Explosion in India.

A hi-tech revolution has been manifested through an information explosion that is slowly encompassing all parts of the country.This revolution may be taking shape within the avant- garde,air conditioned offices of informatimation technology and media barons.but its spirit is strongly egalitarian and affects consumers with an increasing barrage of information filtering in through various media across the nation.


The last few decades have seen the emergence of two more significant developments in the print media industry,viz. the transmission of newspaper pages by fax and the inaugration of photocomposing. The use of high speed modems,fibreoptic cables and satellite links has,in fact,facilitated the transmission of entire newspaper pages across continents in a matter of minutes.


Nothing has changed the face of the print media in India more than the personal computer which enables publication of any material from the desktop.this has not only fascilitated the publication of a lot new material.but also empowered the independent publisher who can now compete with large conglomerates by simply publishing small booklets or magazines without worrying about costs and the necessity of  large-scale circulation.


Camera electronics is growing much beyond merely  helping the photojournalist with exposure and focusing.Digital cameras,which are widely used by later,carry pictures to the newsroom in a matter of seconds over broadband and hi-fi transfer cables. Among the other modern tools that have revolutionsied print journalism in India are word processors that fascilitat the intersection of files and any archival material in the reportage; electronic data transfer, which enable a reporeter to achieve transmission speeds of over 70,000 words per minitue across telephone lines and other media sources.


Meanwhile,there has also occured a spurt in radio channels.With a number of firms reportedly offering millions in bank gurantees for 37 licenses awarded to private firms to run FM radio stations,private broadcasting has become a full scale reality in India since Independence.


But this information explosion has also brought with it a massive multi-pronged tool for promoting consumerism.Almost unregulated as it is,the advertising on slaught is undoubtedly much larger than the impact the media explosion has had on the society.


Reference:Communication Management by Dilip Kumar Sarma.  


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