Mass Communicator
Year : 2007, Volume : 1, Issue : 1
First page : ( 16) Last page : ( 19)
Print ISSN : 0973-9688.

Response of the print media to challenges from electronic media: An appraisal

Pradhan Pitabas, Lecturer

Department of Journalism and Mass Communication, Aligarh Muslim University, Aligarh.

Abstract

During the over two centuries of its existence, the print media in India had faced several new waves of electronic media revolutions. It survived against the onslaughts which came as broadcast Radio, Television, Satellite and Cable Television, and the New Media popularly known as New Information and Communication Technologies. The evolution of each of the above electronic media was perceived as a threat to the very existence of print media but none could replace it. At some stages the impacts were noticeable but short-lived, which the print media could overcome without being critically affected. The Indian press had well responded to the pressures from the electronic media to convert all challenges into opportunities to better serve its readers. Through continuous upgradation of technology, improvement of contents and appearance, and innovative marketing strategies, the print media continues to justify its relevance even in the face of new media technology revolutions. Unlike some developed countries where there is marginal decline in newspaper circulation due to spread of electronic media, especially the Internet, the Indian print media is registering reasonable gains both in terms of number and circulation. The above facts substantiate the belief that the on-going electronic media revolutions are not likely to be a critical threat to the Indian print media, which will continue to evolve to serve its readers.

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