No doubt media is pro active now a days. Media industry has been shifted from pressure group to informer, judge or a communicator with entertainment flavor. media personals also going through their organizational policy of Materialistic Approach only. no one trying to break this myth. its very common to see all OB VANs on the same spot rather than to find any developmental and exclusive news. the concept of breaking news has been misinterpreted in Indian context. we can access Breaking News every hour, but what ? ...............its unknown. our media houses and BRAI should take initiatives.
Now the matter of pro activism in Indian Media. our pro activism can be observed in the case of Prince, fall of outfits in any fashion show or such attitudinal news, but not before suicidal attempt by any farmer due to lack of irrigation water or unavailability of infrastructure in our localities and communities.
Monday, October 15, 2007
Friday, July 27, 2007
Economics Vs Ethics: Market Forces & Media
Mass Media is midas touch now a days. Livelihood to habits, role models to destination, even our thinking is being affected by the media. . Now a day’s media is not a mere source of information but is mind & mood manager too. No house, mind, work or step can be identified without the interference of the media. We cannot find a single episode of life without media; birthday parties to religious ceremonies all are adopted from the media. Our bedrooms to bathroom are all captured by the media approach. All these have been possible only due to professional attitude of media.
In this LPG era no one can tolerate financial requirement of any industry. Media Industries are also a part of this Privatized, global & liberalized (LPG) world. Although there is a big difference between a Condom making Company and a Media Company, but both are industries at first level, both require financial assets, HR, Supply chain and they have to satisfy their customers at the very first level.
Industries have to survive in the market. Every industry has its own characteristics and requirements. Those necessities of survival lie between, financial requirements, ethical support, HR Management, Supply Chain Management etc.
According to Michel Porter’s 5 Factor model there are five major factors, which causes an industry.
1. Bargaining Power of customers.
2. Bargaining Power of Suppliers.
3. Entry Barriers
4. Exit Barriers
5. Threats from substitute products.
Media industries also have such barriers in the same pattern as per its own requirements. Media is not a missionary activity today. It has been evolved and proved by the total capital involvement and return from the market. Thus market has a pressure on the media organizations also.
* Head, Department of Mass Communication, VBS Purvanchal University, Jaunpur.
** Deputy Director, Film Institute of eMITS, Lucknow,
& Research scholar, , Department of Mass Communication, VBS Purvanchal University
1st Bargaining Power of Customers - These factors includes target audiences and their fulfillments & advertisers requirements. Now media content is like a product, and it is the prime necessity of media industry to fulfill the needs of their audiences. If any organization of this industry will not able to saturate the thrust of audiences that will be obsolete. In another hand advertisers are also a market force to regulate media organizations in their proper functioning. They are lifeline breathers in terms of capital. But they just want their products to be placed in the popular programmes. This popular programmes concept (game of TRP) again goes to the end of audiences.
2nd Bargaining power of Suppliers- These factors include supply chain of the media like circulation department, cable operators, DTH service providers etc. In fact these barriers are basically dependent on the availability, space etc. They are outcome of such phenomena in which a supplier can affect the availability and accessibility. Although it is very much dependent on the suppliers but customer demand (Audience requirement) can nullify this factor if these will be exposed to the customers.
3rd Entry Barriers- These barriers are such barriers, which basically, oppose the start of any industry. As per Indian constitution each and every individual citizen can start any media industry but its not very easy task. In Indian economy at very first level of media emergence it was so easy to start a newspaper, but now a days it’s the boom of media culture and this industry requires much more capital, human resources (even a skilled one), satellite and transmission licenses (for broad cast medium). So these are lengthy processes and if a media organization will be in function that will require a good back up.
4th Exit Barriers- These barriers are basically such kind of barriers, which will hold a person, to be in the same trade where he is. In media organization nobody can leave his job due to ideological and technological exit barriers. A journalist wants to be a journalist and costly infrastructure will not give any chance to media industries to be shifted some where else. Even it cannot be utilized anyhow. Satellite hiring, V-SAT, ENG devices all are too costly and cannot be utilized somewhere. Thus a media industry cannot switch over and it is a necessity to be in the market positively otherwise it will be ejected and ruined.
5th Competitors- There are lots of media houses in the industry, that’s why a media organization should fulfill all the necessities and requirements of media organizations. Other wise the will be superseded.
Above mentioned market forces mostly governs any media organization. Over the years media industries and societies both have undergone drastic changes. Their relationship has also changed. No one can imagine a society without media interference. No doubt after globalization media sector has been converted form missionary activity to industrial form, then a big challenge occurs to establish and survive in the Industrial environments. Audience’s starts behave like customers. This was a big market force and industry is libel to bother about. Second market force was of advertisers. Advertising sector is developing 22 percent per annum. In year 2007-08 this sector will be of Rs. 16, 00,000 lakhs. This sector involves 0.52 percent of GDP. Such a big budget cannot be ignored by the industry, and if it will be ignored, it will ruin the media sector.
Now the matter of ethics; the word Ethics is derived from the Greek word 'Ethos' which means 'Customs'. Ethics is defined as the normative science of conduct of human beings living in societies. It is a science, which judges this conduct to be right or wrong, to be good or bad.
In this LPG era no one can tolerate financial requirement of any industry. Media Industries are also a part of this Privatized, global & liberalized (LPG) world. Although there is a big difference between a Condom making Company and a Media Company, but both are industries at first level, both require financial assets, HR, Supply chain and they have to satisfy their customers at the very first level.
Industries have to survive in the market. Every industry has its own characteristics and requirements. Those necessities of survival lie between, financial requirements, ethical support, HR Management, Supply Chain Management etc.
According to Michel Porter’s 5 Factor model there are five major factors, which causes an industry.
1. Bargaining Power of customers.
2. Bargaining Power of Suppliers.
3. Entry Barriers
4. Exit Barriers
5. Threats from substitute products.
Media industries also have such barriers in the same pattern as per its own requirements. Media is not a missionary activity today. It has been evolved and proved by the total capital involvement and return from the market. Thus market has a pressure on the media organizations also.
* Head, Department of Mass Communication, VBS Purvanchal University, Jaunpur.
** Deputy Director, Film Institute of eMITS, Lucknow,
& Research scholar, , Department of Mass Communication, VBS Purvanchal University
1st Bargaining Power of Customers - These factors includes target audiences and their fulfillments & advertisers requirements. Now media content is like a product, and it is the prime necessity of media industry to fulfill the needs of their audiences. If any organization of this industry will not able to saturate the thrust of audiences that will be obsolete. In another hand advertisers are also a market force to regulate media organizations in their proper functioning. They are lifeline breathers in terms of capital. But they just want their products to be placed in the popular programmes. This popular programmes concept (game of TRP) again goes to the end of audiences.
2nd Bargaining power of Suppliers- These factors include supply chain of the media like circulation department, cable operators, DTH service providers etc. In fact these barriers are basically dependent on the availability, space etc. They are outcome of such phenomena in which a supplier can affect the availability and accessibility. Although it is very much dependent on the suppliers but customer demand (Audience requirement) can nullify this factor if these will be exposed to the customers.
3rd Entry Barriers- These barriers are such barriers, which basically, oppose the start of any industry. As per Indian constitution each and every individual citizen can start any media industry but its not very easy task. In Indian economy at very first level of media emergence it was so easy to start a newspaper, but now a days it’s the boom of media culture and this industry requires much more capital, human resources (even a skilled one), satellite and transmission licenses (for broad cast medium). So these are lengthy processes and if a media organization will be in function that will require a good back up.
4th Exit Barriers- These barriers are basically such kind of barriers, which will hold a person, to be in the same trade where he is. In media organization nobody can leave his job due to ideological and technological exit barriers. A journalist wants to be a journalist and costly infrastructure will not give any chance to media industries to be shifted some where else. Even it cannot be utilized anyhow. Satellite hiring, V-SAT, ENG devices all are too costly and cannot be utilized somewhere. Thus a media industry cannot switch over and it is a necessity to be in the market positively otherwise it will be ejected and ruined.
5th Competitors- There are lots of media houses in the industry, that’s why a media organization should fulfill all the necessities and requirements of media organizations. Other wise the will be superseded.
Above mentioned market forces mostly governs any media organization. Over the years media industries and societies both have undergone drastic changes. Their relationship has also changed. No one can imagine a society without media interference. No doubt after globalization media sector has been converted form missionary activity to industrial form, then a big challenge occurs to establish and survive in the Industrial environments. Audience’s starts behave like customers. This was a big market force and industry is libel to bother about. Second market force was of advertisers. Advertising sector is developing 22 percent per annum. In year 2007-08 this sector will be of Rs. 16, 00,000 lakhs. This sector involves 0.52 percent of GDP. Such a big budget cannot be ignored by the industry, and if it will be ignored, it will ruin the media sector.
Now the matter of ethics; the word Ethics is derived from the Greek word 'Ethos' which means 'Customs'. Ethics is defined as the normative science of conduct of human beings living in societies. It is a science, which judges this conduct to be right or wrong, to be good or bad.
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