Escolar Documentos
Profissional Documentos
Cultura Documentos
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“In the real world, nothing happens at the right
place at the right time. It is the job of media to
correct that”
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Table of content
1. Acknowledgement…………………………………………….. 5
2. Executive summary……………………………………………. 6
3. Objective………………………………………………………… 7
4. Methodology……………………………………………………. 8
7. Research design………………………………………………....18
8. Conclusion…………………………………………………...…..19-20
9. Recommendation………………………………………….…….21
10. Limitations……………………………………………………….22
12. Variables………………………………………………………....28
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13. Bibliography……………………………………………………. 29
ACKNOWLEDGEMENT
It is our honors to state that we are very grateful to
our institution AMITY UNIVERSITY for envisaging
such a stupendous project.
We would like to place on record appreciation and
grateful thanks to my internal guide Miss Radhika
Singh, subject in charge Amity University, for giving
this project,
MEDIA: A REALITY OR AN ILLUSION
This project was an opportunity for us to sharpen our
market research skills and for being our guide all
through.
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And then we thank our group members for their
constant effort, support and contribution.
EXECUTIVE SUMMARY
MEDIA: A REALITY OR AN ILLUSION? This study was undertaken to gain a
deep understanding the need of media (TV journalism) on recent time. In the
current liberalized environment that is characterized by information and
knowledge base, the media, particularly the satellite television news channels, is
a very powerful medium that plays a significant role in shaping public opinions
and beliefs, and disseminating correct information and knowledge with a huge
responsibility on their shoulders. IN SPITE OF TV CHANNELS AND NEWS
PAPERS MUSHROOMING IN INDIA, QUALITY AND CREDENTIAL OF
NEWS ARE DETERIORATING IN THE COUNTRY. NEWS PRODUCERS
AND BROADCASTERS ARE MORE INTO MAKING MONEY THAN
DISSEMINATING NEWS. Reports in different TV Channels and Newspapers
were less informative than bias to influence the discussion scheduled for a date 4
days later. News is losing its importance among people of India. In India, the
journalism practice is going tabloid way. The practitioners are more behind
sensationalism and hype creating stuff than the news that would inform and
empower people. As the trend of journalism practice goes in India, it’s high time
that some kind of controlling system be set to ensure an ethical and responsible
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journalism in the country.It is said that Indian viewers now spend more time
watching news than reading news, as TV news channels in India have been
competing with each other for more viewership. They have been targeting
specific viewers by producing interactive and sensational types of news
programs for vying for public attention and ultimately to improve their
television rating points (T.R.P.). Time and again, the media has been blamed for
'incorrect' reporting but very few people understand basic issues related to
release of information in the public domain. In certain cases, media has to
downplay the number of casualties to avoid panic.
OBJECTIVE
To study the need of media on recent time.
To study that is Media is deviating from the laws, ethics and principles
that it should follow?
To study that media is working more for TRP rather than reality.
To know that the channels who got the broadcasting right for 24x7 is
showing the worth news.
To see that brand image of news channels is affecting the TRP of other
news channels.
METHEDOLOGY
Success or failure of any survey depends upon few important steps which are
taken in advance to make survey effective and meaningful. Following are the
major steps which are followed in this survey –
INTRODUCTION
In the current liberalized environment that is characterized by information and
knowledge base, the media, particularly the satellite television news channels, is
a very powerful medium that plays a significant role in shaping public opinions
and beliefs, and disseminating correct information and knowledge with a huge
responsibility on their shoulders. Such dissemination of news, views, and other
information has far-reaching affects on societies, businesses, and governments.
At the same time, today, the electronic media attracts the best talent in the
country. When talented people work in such an industry, society expects them to
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act in a more accountable manner and provide it with those news stories that
will increase their knowledge, their sources of information, and inspire them to
inculcate a feeling of responsibility toward society. We are a nation of diverse
voices, opinions, religion, values, political beliefs, culture. In addition, we have
many problems as people with fewer privileges, family to feed, petrol prices,
interest rates, jobs, losing our friends in bomb blasts, fearing for our women,
make ends meet, again a long list. The Mass Media is often referred to as the
fourth branch of government because of the power you wield and the oversight
function you exercise. It is through them that the public comes to know the
problems that face the country. Thus you educate the public mind and enable the
people to have their own opinions on matters of public importance.
• Give us facts
• Create and sustain revolutions, pleas
• Fight for what is right
• Guide us
• Amplify our problems/ voices so government can hear us
• Eventually you should be ‘Junta ki awaz’
• And become change agent
Mumbai: You turned this incident in a bloody TRP war, where people live was
as irrelevant as Barkha’s approach to ethical journalism.
Moral Police: Women were being physically abused and all you could do was
to shoot the video so you can say “First reported here…”. Have you no soul.
What did your video do, advertised and propagated fear…Hurray a well lived
day!
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Free Speech: In an op-ed written over a year ago (unfortunately, due to site
changes, it is inaccessible on Hindustan Times), Barkha Dutt, the managing
editor of NDTV, had vented against anonymous bogger who espouse popular
opinion which are “often bigoted, blasphemous and banal.”Now, not that we ran
out of examples, it’s just enough to drive the point across. You have become too
shallow, sleaze, sensationalist and superficial even for your own good, all I can
say is people, we listen to you, so do your job properly. We don’t need you to be
pimps for movies people and Celebes. We don’t need your opinions, just a
rational analysis; we don’t need your pointless debates and dumb follow-up
questions. We need to you enable a democracy. Are we paying for this
nonsense?
FOR US the credibility of the media channels has come down to zero and we
have stopped believing in any news they show. One of the reasons is that even if
they show a true story then that also would be shown in their own way, full of
spicy flavors. They will present it in such a way that it attracts more and more
people and in turn to increase their Television Rating Point (TRP). Hence, the
core news loses its authenticity. We will not hesitate in saying that no news on
these media channels is completely true these days. This includes the channels in
question and not the entire media. Now We sometimes think that a decade
before our very own ’Delhi Doordarshan’ times were the best when there were
only news and no nonsense. These news channels are testing our patience and
making people mentally ill. This issue needs to be dealt effectively and
genuinely. These TV channels should be banned till the time they show sensible
and true stories and most importantly in a proper manner. They have completely
lost their mind and are beaming whatever they want. Freedom of expression
does not mean that you can show anything that comes to your mind and that too
on a national platform. Firstly, when the thing that is shown is a complete fiction,
secondly, it triggers an uncalled fear in public and thirdly, these plays with our
emotions and beliefs.
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NBA – Can we see a change?
For your information, News Broadcasters Association (NBA), the apex body of
all private news channels, has announced the setting up of a ’News broadcasting
standards (disputes redress) authority’ to enforce its code of ethics and
broadcasting standards. The former Chief Justice of India, J S Verma, is chairing
the authority. It has become operational from Thursday (October 2, 2008). The
other eight members have been equally drawn from amongst the eminent
persons and editors categories. The NBA said, “... a censure emanating from a
jury of peers would indisputably affect the credibility of a channel." The process
of censure would not be without its legal ramifications. They also stated,
"Channel acting in breach of established guidelines could hardly defend its
motives or suggest that it was acting fairly, if it is censured by a jury comprising
its peers." Our best section in it is the ’viewer feedback’, which states, ’all news
channels will on their website, create provision to receive consumer feedback.
Further any specific viewer complaints will be responded to. In the event any
news channel gets a specific complaint if found to be true it will admit to the
same on air and will respond in fullness and fairness to the viewer. In the event,
a viewer/body perceives prejudice by any specific report carried by the news
channel, it will respond in fullness and without impartiality to the
viewer.”However, these have come into action from October 2, 2008. Also, we
don’t know how effective these would be, and what are the chances that there
will be no corruption in that department and they will genuinely look into the
complaints and take appropriate actions?
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Will they check each and every report before broadcasting it? If not then what is
the use of taking an action once the news has been telecast? An action after the
damage is done? Well, all these questions are premature, though important. If
NBA has decided to make an authority then they should also not hesitate in
taking an unbiased action. Currently, apart from the Cable TV Networks
(Regulation) Act, 1995, and the program and advertising code for Doordarshan
and All India Radio, there are no separate laws governing broadcasters. Enough
is enough. We cannot bear just about anything that is thrust upon us. We need to
unite, raise our voice and take a firm action against these so called TV channels
that are so childish that they have not yet understood their responsibilities. This
is surely not what we call journalism. Are our aspiring journalists learning this in
their mass communication courses? And above all, are we paying for this
nonsense?
These days, it is nothing but a money minting business that ignores its social
responsibilities. However, it's high time now that society demands a change
A 14-year-old girl gets murdered brutally and what we see on our television
screens is transcripts of her online chats and her personal messages. A bomb
blast leaves a city shattered and what we read in our newspapers are arguments
of political parties blaming each other. And not to forget, the breaking news
that’s on the news channels 24x7 that a bird got stuck on a tree and was rescued
by fire-fighters and that Rakhi Sawant slapped her boyfriend.
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Do I need to give you more examples to prove how the standards of media are
deteriorating today? Indeed, media today has become oblivious to its
responsibilities.
Media is deviating from the laws, ethics and principles that it should follow. To
explain this statement a little more, I take the example of Arushi murder case,
which was a pure case of defamation.
Indeed, media today no longer cares about the responsibility that it has towards
the public, the responsibility of bringing the truth ethically and objectively
without hurting anybody’s sentiments and the consequence of this is over-hyped
news. Today’s media actually sensationalizes news. Giving out facts and details
to the public which are not true, or even worse, manufacturing them, is what has
become the latest trend. Even if media is in the business of selling, where do we
draw a line? What exactly is the limit?
Sting operations these days are mere attempts to sensationalized news and gain
television rating points (TRPs) rather than highlighting legitimate public interest
issues. They have become a source to fill in time-slots on 24-hour news channels
which constantly need something on air. And they hardly follow the principle on
which they are supposed to be conducted, which is to reveal the truth to the
public about various concerning issues. We believe, that instead of being ’with’
and ’for’ the people and serving them, media has distanced itself from the
public. Today’s media looks for big, grand issues to be covered as news stories
instead of stories at the grass root level.
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them to air it on TV and just like we don’t trust our politicians to bring about any
change, a similar lack of faith exists within the handing over of this knowledge,
which again is tampered with or if we may say ‘incorrect’. What is this correct
information and if it is out there, how do we know we have it and even when we
do, how do we know that this is the only one that is. A perfect environment with
perfect communication and 100 per cent transparency is too utopian to expect.
Not always do we know what’s best for us, as a matter of fact most of the times
we don’t, after all ignorance sometimes does prove to be bliss.
MANAGEMENT QUESTIONS
1. Why people prefer media channels over newspaper.
2. Why media channels are turning up to the most important source for
information and knowledge.
5. Why TV news channels differ in facts & figure on the same issue.
6. Why the TV news channels telecast aired stories with fictitious titles.
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RESEARCH QUESTIONS
1. Is the availability of news channels suppressing newspaper.
3. Do ‘Breaking news’ are more eyes catching than the regular content news.
RESEARCH DESIGN
Exploratory research is a type of research conducted because a problem has not
been clearly defined. Exploratory research helps determine the best research
design, data collection method and selection of subjects. Given its fundamental
nature, exploratory research often concludes that a perceived problem does not
actually exist.
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methods, case studies or pilot studies. There are two types of objective in a
marketing research project.
Exploratory Research
Descriptive research
CONCLUSION
We have researched into this topic of REAL and ILLUSIVE view of media. The
broadcasting news channels can affect the real life of people in so many ways.
The violence on news can cause violence in real life targeting mostly the
children’s. It can be influence that disrupt a child's moral balance and makes a
child applicable to aggressive behavior as their perception of the real world
changes from the big screen. Many wonder why children are entertained by
television and the violence on it
“Journalists are like jackals and no jackal has been known to live on grass once he had
learned about meat -- no matter who killed the meat for him.”
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Although media plays an important role in bringing fact full the sad thing is the
bad clusters formed due to prevailing competitive edge of the news channels,
which almost ruining the philosophical "JOURNALISM". News channels
concentrate only on TRP Ratings. If they move only towards TRP then there
won’t be quality in that. If so it can not be a media should be an opinion bag. So,
they go hunting for what’s going wrong and leave no stone unturned in
sensationalizing that rather than at least making an attempt to project what is
right and promote moral behavior. People need to live in a world feeling at least
a bit secure rather than live in fear all the while.
The "Breaking News" label is great...if it really is breaking. It is, as to break the
backbone of truth and present everything stupid as news. The "breaking news"
headline is over used. It isn't breaking news if it happened 6 hours ago, If they
use it for too long, then it is meaningless and time consuming. Viewers exposed
to breaking news were primed to evaluate the coverage differently than those
who were not exposed to breaking news. It carries deflects attention away from
the story itself but it disguises fears about the impact which the message may
have on the general public. It has changed the way people live and relate to each
other
Don't forget Journalism is the ever-running stream of gems who make data into
information ,rather than creating a CHAOS instinct happen as in
DASAVATHARAM=JOURNALISM
RECOMMENDATIONS
• "Realize that investigative journalism involves more than just string
operations."
• "Apart from politics, films, and sports, the coverage should be extended to
developments in the fields of art, culture, science, literature, etc. since they
also make news."
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• "The channels need advertisement revenue—but not at the cost of
interruption every three to five minutes. News has to be continuous with
maximum one break for few seconds."
• "The response from the anchors must be less and not wait for the readers'
signals to reach them. The time gap for their response is irritating."
• "At no time should they telecast scenes that can only be viewed with
people of good heart conditions."
LIMITATIONS
Sector 125 is 60,000 approx. and our sample size is 200,if we talk
practically 200 students cannot represent 60,00 students.
APPENDCES
Media Questionnaire
1. WHAT IS YOUR AGE?
• 20-30 years
• 30-40 years
• 40-50 years
• > 50 years
2. EDUCATIONAL QUALIFIATION
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• Graduate
• Post graduate
• Doctorate
• Others
• > 3 times
• 3 times
• < 3 times
• Political
• Sports
• Entertainment
• Business news
• Others
• Hindi
• English
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• Regional
• Others
• Aaj tak
• BBC
• NDTV
• Star news
• Zee news
• Others
• Yes
• No
• Can’t say
• May be
• Yes
• No
• No
• Yes
• No
• Yes
• No
• No
• Yes
• Can’t say
• Yes
• No
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• No,
15. HOW WOULD YOU RATE THESE NEWS CHANNELS? (PLEASE TICK)
• Aaj tak
• BBC
• NDTV
• Star news
• Zee news
• Aaj tak
• BBC
• NDTV
• Star news
• Zee news
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
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……………………………………………………………………………………
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VARIABLES
1. Many news channels
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2. Evolution of media
3. String operation
4. Breaking news
8. SMS services
10. Reality
15. TRP
16. Sensationalism
20. Coverage
21. Credibility
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22. Cover stories
24. Language
BABILIOGRAPHY
1. Mahapatra, Devi Prasad. 2005. "Booming: Television News Channels in
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5. Yadav, Kiran, and Neha Sharma. 2006. "News Unbridled." THE FINANCIAL
8. Malhotra, Naresh K., Marketing Research, Chap 11, pg 373, Pearson Prentice
Hall Publications.
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9. Kotler et al., Marketing Management, 2008, chap 17 p. 480, Pearson Prentice
Hall Publications.
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