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EMERGING MEDIA SCENE

by

ashok ogra :

director, apeejay institute of mass communication,

dwarka, new delhi

Formerly : Vice President, Discovery Channel ( South Asia)

Faculty, Film Institute, Pune

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Without Work, all life goes rotten,

but when work is soulless,Life Stifles and Dies

Albert Camus

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Customer : I want a pair of jeans?Sales Girl : Do you want them :

Slim Fitor Easy Fitor Relaxed Fit

Do you want them Baggy or Extra Baggy

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Do you want them :

Stone washed orAcid washed or Distressed

Do you want them :

Button-fly or Zipper Fly

Do you want them :

Faded or Regular

( Buying Jeans a Trivial matter but it suggests )

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45 different car stereo systems

42 different computers

27 different printers

110 different televisions

30 different VCRs & 50 different DVD players

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40 options for toothpaste

150 lipsticks

75 eyeliners

90 colours of nail polish

( All from one brand alone )

Age of Multiple Choice ?

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How Can Entertainment be Far Behind ?

WE ARE LIVING IN AN ENTERTAINMENTECONOMY, AND ENTERTAINMENT NOTAUTOS, STEEL, OR FINANCIAL SERVICES ISFAST BECOMING THE ENGINE OF GROWTH

OF THE NEW ECONOMY.Michael J.Wolf

AGE OF CHOICE

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Fastest growing Sector of the Economy :

Entertainment : Double Digit

Other Industry : 5 %

( Today UK employs more workers in EntertainmentSector than ever did in hey Days of Coal Mines )

ENTERTAINMENT ECONOMY

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HOUSEHOLD SPENDING :

Clothes : 5 %

Health Care : 5.2 %

Entertainment : 5.4 %

( Movies, Television, Videos, Music, Radio, Papers, Casinos etc)

Earnings from Spice Girls more than British Steel Industry


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STAR & BRANDS

See a Movie because of Julia Roberts / John Abraham

Television Show because Smriti Irani Buy a Computer : Intel

Dress from Raymonds

Brands & Stars become Same Thing : Stars Attract us to Entertainment Products

Brands Attract us to other Products


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2006 : US $ 1.7 Trillion

2011 : US $ 2.2 Trillion

GLOBAL ENTERTAINMENT INDUSTRY

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BIRTH

Stage I :

Single Channel (or Broadcaster)

DominationNo Choice

Mass Audiences

Massification

( Instrument for both Propaganda +

Empowerment)

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GROWTH

Stage II:

Satellite Xssion

a) Birth of Popular genres channels : 1970s +

1980sMovies, Sports, Music, News

HBO, MTV,

Result : TerrestrialBcaster Monopoly under siegeAudience Segmentation

choice

DEMASSIFICATION

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Stage II:

1990s : Advent of Niche channels

-Non Fiction :Discovery Channel,NGC-Movies : Zee Movies, Star Movies

-Sports : ESPN, Star Sports,

-News : NDTV,Aajtak -2000+ : Religious

GROWTH

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Choice Multiplied

Audience Demassified Satellite channels Audience further

fragmented

MASS FRAGMENTATION

GROWTH

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MEDIA & ENTERTAINMENTINDUSTRY SIZE

India

Growing at 18%

43700

100000

0

20000

40000

60000

80000

100000

120000

2006 2011

in crores

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Key Media Growth Indicators :

Higher Entertainment Consumption- Higher TV Consumption

- leading to higher viewership

- Higher Viewershipleads toa. More advertising

b. More subscription

GROWTH TRENDS

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GROWTH TRENDSRevenue Increase : Other factors

i)

Piracyl

aws becoming toughii) Increased interest abroad in Indian

Content

ii) Better marketing of programmesoftware

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0

10

20

30

40

50

60

Pre

33.3%

TV

52.1%

C+S

23.7%

FM

16.5%

Cine

28.5%

Cine

FM

C+S

TV

Pre

MEDIA REACH

ALL INDIA (in Percent ge)

Tot l E timated Individual (Million): 728,296

(Doe notinclude: K

ashmir

,som

esta

tes

of NE, A& Nicob

ar...)

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19100

51900

0

10000

20000

30000

40000

50000

60000

2006 2011

Television

INDUSTRY SIZE : INDIA

in crores

I hate Television. I hate it as much as I hate Peanuts.

But I Can Not Stop Eating Peanuts.

Orson Wells

No. of TV channels : 300 500

(2006) (2010)

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Filmed Entertainment

8500

17500

0

2000

4000

6000

8000

10000

12000

1400016000

18000

20000

2006 2011

in crores

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1 85

1

15

5

11

Print Media


in crores

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Advertising

16300

32600

0

5000

10000

15000

20000

25000

30000

35000

2006 2011

in crores

In Good Times, companies want to Advertise ;

in Bad Times, companies have to

Advertising Age

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Internet Advertising

160

950

0

100

200

300

400

500

600

700

800

900

1000

2006 2011

in crores

2006 : 37 million users

College students : 322 mts. a week

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Birth, Growth & Future : Television

Three Stages ofBroadcasting Evolving :

Broadcasting

NarrowCasting

PersonalCasting

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FUTURE SCENE

Stage I :

Terrestrial Channels -- MassificationStage II :

a. Satellite Channels : Demassification

b. Niche Channels : Fragmentation

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FUTURE

Launch ofSpecialised channels:

a. Theme : Kids, cartoon, APL,Golfb. Audience : Youth, Women

c. Genres : Fiction , Non-Fiction, Reality

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FUTURE

CONVERGENCE :

Watch television

Become interactive

Read your mail

Order something/ transaction

Birth of TIVO

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FUTURE

CONVENIENCE :

Introduction ofElectronic programming

Guide : EPG Enables viewer to effortlessly search for

specific program

Navigate by Category,Channelor by Time

Provide plot summary

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TECHNOLOGY CHANGINGTECHNOLOGY CHANGING

TV FOR A BROADER ROLETV FOR A BROADER ROLE

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CHANGING MEDIA CONTOURS

Today : Satisfying TV viewer`s

RIGHT to LAZE

Tomorrow : Satisfying

customer`s RIGHT to ACT

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Careers in Mass Communication

Journalism

Advertising Communication Design Film Production Electronic Media

Media Education Research

MASS COMMUNICATION

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Journalism

Reporter

Sub Editor Feature Writer Columnist Section Editor

Editor-in-Chief Photo Journalist Translators


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Communication Design

Graphic Design Animation film Video Programming


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Electronic Media

Media Research

Script/Screen play writing Production Production Assistance Programme Execution

Transmission Execution Announcing News Reading


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Film Production

Film Direction

Cinematography

Sound Recording/sound engineering

Film Editing


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Tomorrows Career will be neitherLINEAR nor CONTINUOUS

Instead it will be more like aZIG-ZAG COURSE.

Tom HortonChairman: American Management Association

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In a country like ours, where childrenare named after film/television stars

and screen icons are revered with thesame fervour as religious ones,entertainment is a much more than justa leisure activity. It is a necessity.

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Thank you

jammu pp (f) 23.10.07 (2)

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