BROADCASTING

Broadcast media or electronic media is probably the most prevalent form of media observable these days. Television and radio since their invention in the late 1920s and 1890s respectively, have led to a revolutionary change in the way people perceive entertainment, information and news. The advent of films in theatres as well as televisions has led to the formation of an entire industry – the film industry. Hollywood, Bollywood and the film industries of Hong Kong and Nigeria are the biggest in the world. The American film industry supports a national community of 2.2 million workers and contributes more than $175 billion to the U.S. economy. The Indian film industry, Bollywood, is the largest producer of films in the world and its revenues are estimated to billion approx) by 2015 according to the Assocham (Associated Chambers of Commerce and Industry of India). Thus the media has brought about a whole new sector in the economy.
Further, with the advent of satellite channels and cable TV, breaking news stories from any part of the world and coverage of world events is broadcast within seconds, so an individual with access to satellite TV has instant availability of information. These advantages of media have an enormous impact on the economy of a country.
Stock market tradings happen within seconds, hence it is imperative to have access to news stories from around the world instantly. For instance, the EU ban on oil imports from Iran in response to the US financial sanctions is likely to raise oil prices around the world due to the fact that now EU has a smaller base of suppliers from which they will import oil. This change in crude oil prices is likely to affect a large number of traders and investors who are involved in oil commodities, stocks or futures trading and instant news brought to them by the various channels of mass media is a boon for them.

The broadcast media channels have a great degree of penetration among consumers. It is this factor which attracts advertisers to mass media channels. The advertising industry revenues are completely dependent on the abilities of the distribution of their message among various geographic areas through mass media channels.
The personal touch that is possible through radio and television advertisements is a strong image building tool and can also be used to reach target audiences. Thus these media channels have now become an indispensable part of a number of industries which swear by the advantages of the media provided these days.
 

Thus what started out as a system of inter connected computer networks in the US in the 1980s has now become a global phenomenon with billions of users. Although the internet can be used as a mode of personal communication as well, it is an important mass media tool today as it carries an extensive range of information resources and services. Social networking sites, blogs and personal/private/public websites provide a means to communicate with or relay information to the rest of the world in an easy and efficient manner. Social media platforms like Twitter, YouTube and Facebook are fast emerging as the primary source of reaching out to the public. This advantage of media is used by companies, advertisers and individuals to propagate useful information and news.

MINZI CATHERINE L

BAPRM 42616