Never miss a story

Get subscribed to our newsletter


×
Storing data online is a common practice. Pixabay

On the basis of advertisement

In India, as the pattern goes, traditional media (TV and print) are on the top in terms of advertisement. However, in the past decade, the media industry has overseen an aggressive growth of the digital media. In the span of just two years (2010-2012), the internet has overpowered the radio and OOH. Digital media does stay far behind the two giants (television and print) but has been successful in maintaining its growth rate at around 30% until 2014. The growth rate decreased between 2014-2017, but the ‘aggressive growth’ is still sustained.

In 2018, television advertising is expected to grow by 9%, radio 10% and print, cinema, and OOH at 5% each respectively. India will be a leading digital market as internet advertising will grow at 20.4% and it will account for 15.4% market share in the country by 2020. It is however estimated that television will still be the largest media comprising the market share of 39%.



A recent Samsung survey found that it isn’t reality TV or soaps that make us most likely to tune in but documentaries, with 41% claiming it is their favorite TV genre. Pixabay

ALSO READ: A doctor’s take on impact of Social Media

On the basis of consumption

An average Indian adult spends about two-and-a-half hours per day on traditional media (which includes television, radio, and print). On the other hand, the consumption of digital media is one hour per day on average. The reasons range from the poor infrastructure of digital media and its poor circulation or access to the rural population since they recently came into the circuit.

In 2016, the time spent on Television accounted for 56.4% of the total time spent on media consumption. Time spent on print was 7.9%, and radio accounted for 5.3%.

In 2017, adults spent an average time of 1 hour and 18 minutes daily with digital media. Adult’s average time spent per day with digital media grew by 14.4% this year, due to the newly gained access of the rural population to the internet. However, digital media still comes to the second place in contrast to television, on which 2 hours 11 minutes of daily time is spent.

In 2018, it is estimated, Television will account for 52.1% of the time and Digital for 35.9%, while print and radio will decrease to 6.9% and 5.1% respectively.


Oldest existing newspaper: “Bombay Samachar” – Gujarati daily – published from Mumbai since 1822. Pixabay

ALSO READ: Dark side of Social Media: Is opinion formation on Facebook, Twitter governed by propaganda?

Conclusion

We have witnessed a decline in the market share of print, radio and OOH. Though radio is increasing by 10% due to improved infrastructure, it still lags behind Digital Media. It is estimated that print will too, lag behind Digital media in the coming time. Hence, it will a competition between television and digital media in future.

Even though digital media’s fast-paced and aggressive growth, it is unlikely that it will surpass the television anytime soon.


Popular

wikimedia commons

Recently, Tom and Jerry was made into a live action film

Every child who grew up in the 90s and the early 00s has certainly grown up around Tom and Jerry, the adorable, infamous cat-chases-mouse cartoon. The idea of naughtiness and playing mischief had the standards that this particular series set for children and defined how much wreckage was funny enough.

The show's creators, William Hanna and Joseph Barbera initially named their characters Jasper and Jinx. They did not plan for the fame that Tom and Jerry brought them when they released a movie by the name of "Puss Gets the Boot". This movie featured a certain cat and mouse who were a notorious pair, named Jasper and Jinx. When the movie became a hit, the names of the characters were changed and the show shot to fame.

Keep Reading Show less
Photo by Unsplash

Indians Rarely Make Time For Arts And Culture, Says Survey

One of India's leading private museums, the Museum of Art & Photography (MAP) Bengaluru, has released new primary research conducted by the ReReeti Foundation, on audience behaviour in India's cultural sector. While more than half of the respondents thought the arts and culture are essential, they rarely manage to make time for it. The majority (60.6 per cent), mostly young people under 30, felt Indian museums could present more engaging content, and most perceived culture as anthropological/ sociological. Of the diverse categories included, music emerged as the most popular cultural activity.

The report is based on a survey of 500 people, which included school and college students, professionals across sectors, homemakers and senior citizens. The first initiative of its kind in the cultural space, the report shares valuable insights into the behaviour and expectations of Indian audiences engaging with a broad range of cultural activities. As part of MAP's mission to foster meaningful connections between communities and the cultural sector globally, which includes its innovative digital programme Museums Without Borders, the report shares a wealth of insights that can help museums across the country understand their audiences better. As much as 60.6 per cent said Indian museums are not experimental enough, and can do more to create engaging content that is also relevant to surrounding communities.As much as 60.6 per cent said Indian museums are not experimental enough, and can do more to create engaging content that is also relevant to surrounding communities.

Keep Reading Show less
Photo by alexey turenkov on Unsplash

What is the best way to save Goa from deforestation?

What is the best way to save Goa from deforestation?

Drinking feni, may well be the answer, says the secretary of the Goa Cashew Feni Distillers and Bottlers Association Hansel Vaz, who on Thursday said, that sipping the state's unique alcoholic drink and making it popular would directly aid the greening of Goa's hills and other barren landscapes.

"To get more cashews, we need to plant more trees. I always say, by drinking feni you will save Goa, because we will be planting more cashew trees and we will have greener hills. The beauty of cashew is you do not need fertile land. You can grow it on a hill which can provide no nutrition. We will be able to grow more trees, if we can sell feni properly," Vaz said. Vaz's comments come at a time when the hillsides of the coastal state have witnessed significant deforestation for real estate development and for infrastructure projects. Feni is manufactured by fermenting and double distilling juice from the cashew apple.

2 glasses of a white drink Best way to keep Goa green is to grab yourself a glass of feni. | IANS

Keep reading... Show less