Media Industry and Management in India
The growth of communication from sign language and drumbeats to the instantaneous transmission of words and pictures round the globe via satellite is a long and fascinating story. After Gutenberg's invention of the movable printing press in 1468 and the emergence of newspapers thereafter, we saw the first signs of mass media. The world witnessed major breakthroughs like the first black and white photograph by Fox Talbot in England in1939, the development of electric telegraphy in 1850s, the first movie by the Lumiere Brothers in Paris 1895, the invention of the phonograph by Edison in 1896, the wireless radio by Marconi in 1912 and the first regular television sets and transmission in 1936. Today, media has become a social institution whose main function it is to inform, analyse and entertain. It is dictated by societal norms and is a mirror of the prevalent cultures and thought processes. It includes within it's gamut, various channels of communication like newspapers, magazines, television channels, radio stations, the Internet, news agencies, publishing houses, etc. These media organisations together form the media industry. One characteristic of the media industry is that it functions as a people to people dynamic
In addition a news agency may offer - Specialised coverage of market quotations, racetracks, commodity prices and so on. There are two kinds functions of the regional officea. The speed of flow and spread of information, its power to incite and influence, subject news agencies to increasing stresses and obligations. Ø Depending on the circulation of newspapers and the grade of news provided, the fee varies. As far as managerial positions are concerned, there is usually a General Manager who heads the department. No agency can depend on its sustenance solely on subscriptions. In India, agencies sell their service to a number of commercial houses and to hotels. Instead the agency transmits reports about a news event as it unfolds. It is a source of basic news for all media and as such, influences the character of journalism itself. By employing good marketing techniques, the agency will be able to attract more and more subscribers besides coming up with creative ways to generate more and more revenue. There also exists a marketing department in a news agency. News agency procedures are devised to facilitate quick transmission of news. Filing stories in 'takes' makes it easier for the news agency to spot errors and transmit corrections speedily. Similarly, radio stations subscribe to the full service.
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