Media today is the most visible platform and medium that not only disseminates information and news but increasingly is creating news. It has indeed become an essential component of the human life and lifestyle; for societies, governments, lawmakers, police force, states and neighboring countries and the international community are all today, only as good as what they know and when they know it. In the 4th industrial revolution that is currently underway in our world, the center of gravity is the hearts and minds of the populations, and media is the conduit to reaching the populations.
The revolution is perhaps most visible in a thriving, argumentative and messy democracy as ours, where the media as an entity, is essentially anything and everything one reads, sees or hears in our collective conscious public discourse. From the national newspapers and television debates to the vernacular print and digital media content to the millions of whatsapp and social media messages that have penetrated our fields, our factories and our homes; we are a nation where media is everywhere , all of the time.
The phenomena is perhaps most strikingly visible on our evening television newsrooms and our whatsapp enabled mobile phones. With 877 permitted media channel; 99,660 newspapers and periodicals; and innumerable internet based social media technologies; all in competitions with one another, the battle over the hearts and minds of the populations rages... and that is the challenge before the media today.
The surge in the multiplicity of media entities and platforms, in one medium or another has created intense cutthroat competition, with the viewership of a 1.3 billion peoples being the market everyone wants. The challenge is no longer to disseminate information an accurate manner. That is no longer enough. The challenge now is to remain relevant as a credible source of news in the hearts and minds of the populations.
Happy Learning!
Anamika Gupta
IAAN
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