Traditional and New Media are friends
Today Mass media plays an important role in connecting the world full of people through machines whether it is Mobile, TV, Radio or Internet and computers. Mass Media has the capability and the ability to reach wide audiences with strong and influential messages which impact on the society. Now the mass media can be divided into two main categories that is traditional media (Folk, TV, Radio, newpaper etc.) and New Media (Internet). In Traditional Media Television and Radio have a great influence on people’s daily lives and routines, affecting the content and times that audiences watch and listen? Mass media has at least three important roles to play: to inform, to educate and to influence opinion. These distinctive features of traditional media have been challenged by new media, which is changing the participation habits of the audiences. Radio broadcasting services were introduced in India in the twenties while television services started in 1959. In the early days, people gathered around the radio set in the evening to listen to popular network programs. When television finally became a living room reality, people sat around TV sets watching their favourite shows. The revolution in TV comes in 1982 when color TV sets were introduced to the common people with the event Asian Games organized at Delhi. The cable revolution came in 90’s with the gulf war between Iraq and Iran. The pace of development quickened, and it was then that round the clock radio services in various languages started. In Radio start of FM channels (FM Gold) on All India Radio started the revolution. It gives a boost to the radio programs. With the start of private FM channels radio again leaves other mass mediums behind. A guy or a girl can be seen listening to the private or government FM channel any time any day means 24X7. Mass media enables people to participate in events and interact with communities over long distance. One needs only to think of elections, World Cup soccer and royal weddings to appreciate the intensity with which people can share in these events. TV, radio and newspapers bring the outside world into our homes. The broadcast times of programs set the routine of life within homes. Their content provides viewers and listeners with something to talk about for days. The reality shows on the Radio and TV channels allowed the common man to participate in the programs broadcasted by the media and now they feel themselves to be the part of the programs. Traditional media has served as a companion as well as an important source of information for the audience. The golden age of mass media started in early 90’s with the invention of Internet. In the early days the internet was used only to communicate with one another. With the time Internet starts to inform, educate and entertain. This is a mass media that needs the participation of the user as well. This is the only medium which needs 100% participation of the user. This is called new media because it has the mixture of other mediums such as print, TV and Radio at one time. Now-a-days this is the golden age for new media. We have the technology. We have the professionals to deliver high quality services. We have a great hunger among people for reliable, timely and useful information. Now, fast developing technology is fuelling an information revolution. The new media, digital broadcasting and the internet are sweeping away the limitations of the analogue world and weakening the grip of government-owned platforms. The nature of the relationship between the broadcaster and its audience is changing. New media in this information age provides an immediate, informative, intelligent, interactive platform for discussion and debate. New media is essentially a cyber culture with modern computer technology, digital data controlled by software and the latest fast developing communication technology. Most technologies described as “new media” are digital,...
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