SUMMER TRAINING PROJECT ON

ROLE OF JAGRAN GROU P AS AN EVENT MANAGEMENT COMPANY

A report submitted to IIMT, Greater Noida as a partial fulfillment of full time Post graduate diploma in management. (Business Management). Under the guidance of Mr. Ajit Srivastav Submitted to: Director (academics) Dr. D.K.Garg IIMT, Greater Noida Submitted by: Roshan Kumar ENR NO- 15022(BM) Batch: 15th

Ishan Institute of Management and Technology 1A, Knowledge Park-1, Greater Noida, Dt. G.B.Nagar (U.P.) Website: www.ishanfamily.com Email: ishan_corporate@yahoo.com

PREFACE
This Project Report has been completed in Partial fulfillment of my management Program, Post Graduate Diploma in Business Management (PGDBM) in the company jagran prakashan Ltd (dainik jagran). The objective of my project was ROLE OF JAGRAN GROUP AS AN EVENT MANAGEMENT COMPANY. Training is a period in which a student can apply his theoretical knowledge in practical field. Basically practical knowledge and theoretical knowledge have a very broad difference. Theoretical knowledge is the fundamental weapon for any management student. As a student of management, apart from theoretical studies we need to get a deeper insight of the practical aspects of theories by working in an organization. The training session helps to know about the working process in the organization. It helps to know about the organizational management and discipline, which has its own importance. To achieve professional competence, manager ought to be fully occupies with theory and practical exposure of management. A comprehensive understanding of the principle increases their decision-making ability and sharpens their tools for this purpose. So, this training has high importance as to know how both the aspects are applied together. Theoretical knowledge of a person remains dormant until it is used and tested in the practical life. The training has given to me the chance to apply my theoretical knowledge that I have acquired in my classroom to the real business world. I completed my summer training project in which I involved successful application of theories. In spite of few limitations and hindrance during the summer training, I found that the work was a challenge and fruitful. This summer training project has enabled my capability in order to manage business effectively.

CERTIFICATE
This is to certify that the project work done on Role of jagran group as an event management company submitted to Ishan Institute Of

Management & Technology, Greater Noida by Mr .

Roshan Kumar in

partial fulfillment of the requirement for the award of P.G .Diploma in Business Management is a bonafide work carried out by him under m y supervision & guidance. This work has not been submitted anywhere else

for any other degree/ diploma. This original work was carried dur ing for any other degree/diploma. The original work was carried during 5May to 5July in jagran Prakashan

Seal/stamp of the guide

Name of the guide: Mr. Ajit Srivastav Address: Jagran Prakashan Ltd. Panchsheeel guest house, Dhanbad Jharkhand

ACKNOWLEDGMENT

This project has been prepared as a part of an internship required during the completion of PGDBM programme at IIMT, Gr. Noida (U.P). I was involved with Jagran prakashan limited (dainik jagran) Dhanbad, Jharkhand, for a period of 8 weeks, and I came across a lot of people who put in their time and effort towards acclimatizing me to the workings of their organization. I express my thanks to my project guide. MR.AJIT SRIVASTAV (Brand development Manager) who was there to introduce me to the idea of branding & event management. Also under his guidance and leadership I was able to enhance my managerial as well as inter-personal skills. I would also like to thank him for his

immense support and guidance in the selection of the project; its study and preparation of the report.I extend my heartfelt thanks to Mr. V. K. Dubey unit manager in jagran

Prakashan for giving me this opportunity and for his guidance and help towards completion of this project. I would also like to wish a special thanks to my academic director Dr. D. K. Garg, without whose approval this project would have been a distant dream. These past 8 weeks were of utmost importance as they added value towards my path of knowledge. I would like to end this acknowledgement by thanking the customers and public at large, with whom I have interacted during the course of my training.

ROSHAN KUMAR ENR NO- 15022 (BM)

DECLARATION

The summer project on ROLE OF JAGRAN GROUP AS AN EVENT MANAGEMENT COMPANY under the guidance of MR. AJIT SRIVASTAV

(Brand development manager) .And this is the original work done by me. This is the property of the institute and the use of this report without prior permission of the institute will be considered illegal and actionable.

Date: 05/07/10 Place:Gr.NOIDA

NAME OF STUDENT ROSHAN KUMAR ENR No. 15022(BM) Batch-15th

LITERATURE REVIEW
The secret is out. Five years of research has shown that meetings and events can play a strategic role in driving business value within every organization. Corporate executives, both in and out of the world of meetings and events, now see the benefits that face-toface interactions can provide to their bottom line. Current customers and prospects can benefit from meetings and events as they provide the greatest opportunity to learn about a companys brand, value proposition and (new) products/ services. Companies can derive business value from events to strengthen product or brand awareness; differentiate from the competition; educate or train employees and ultimately increase sales. Event marketing continues to play an important role in the corporate setting but has seen some minor setbacks in growth patterns from prior years in terms of perceived importance and value, perhaps due in part to the high visibility gained in years past. As opposed to potentially being discouraged by these findings, event marketing professionals should consider these early signs as an insightful call to action to innovate and create opportunities for even greater ROI. Event marketing professionals must therefore develop either more focused traditional tactics or adopt new approaches such as experiential marketing. Between May and June 2006, almost 900 individuals in marketing management positions from North America, Europe and Asia Pacific in industries including automotive, high technology, healthcare, and financial were interviewed via telephone with hopes of bringing clarity to the events component of the marketing mix as it compares to other Event View, the annual and first-of-its-kind event marketing trends study for senior marketing executives, was originated in 2002 by The George P. Johnson Company. The MPI Foundation has co-sponsored this important research since 2003. Now in its fifth year, EventView is the number-one published event marketing trends report globally and the longest-running study for the event marketing industry, providing the insight and guidance corporations and event marketing professionals within this field need to develop strategic marketing programs.Between May and June 2006, almost 900 individuals in marketing management positions from North America, Europe and Asia Pacific in industries including automotive, high technology, healthcare, and financial were interviewed via telephone with hopes of
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bringing clarity to the events component of the marketing mix as it compares to other elements in a marketers arsenal. The results of the 2006 survey have a +/ 3% margin of error.

EXECUTIVE SUMMARY
Event management and branding is a very crucial activity in every business organization. Every product produced within an industry has to be marketed otherwise it will remain as unsold stock but with the help of branding and publicity companys promotes there product and services, I have realized this fact after completion of my summer training project. During my training my objective of project was to understand the role of jagran group as an event management company, And by organizing small small event to encourage the customer and public to continue and establish new relationship with the jagran group. There are other than this I have performed marketing activities which includes surveys of readers feedback about the contents and suggestions in order to increase its sales & demand. The results of the study reveal that event and branding is a fundamental tool in the promotional activities of any organization. In the Event management we focus all the marketing activation material for the advertisement of the products and creates brand image for the company. These activation elements also play a vital role in the launch of any new scheme and product. All the advertising and promos are done with the help of these marketing elements.

MY EXPERIENCE WITH JAGRAN PRAKASHAN LTD

These two months with JAGRAN PRAKASHAN Ltd. are unforgettable for me. The experience, which I got during these days, was tremendous. I have made good

relationship with so many people in frontline division where I did my project & other division. Everybody over there I found nice & helping. I also made some good friends of other B-schools who were also management trainee there. I faced the odd situation in working life & got the developed an adoption quality. The main thing I got from my project was to interact with various people. Really, the experience I have got from my project will be very helpful to enrich and nourish my career. If we try to summarize the whole experience then it was the best
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opportunity I took to observe and study the market from such a closer edge. I am very sure this will surely help me in some point of my life.

MY LEARNINGS FROM THE PROJECT

It was great opportunity for me to do my internship from Jagran prakashan. Ltd.

1) I have gained several experiences in the field of branding and event management.

2) I have got the opportunity to meet various people, which fluctuate in different situation and time. This summer training project has given me the opportunity to have first experience in the corporate world.

3) I could understand the working culture of corporate.

4) Making plan for the next day and finding the concern person allowed me to increase my communication ability, written as well as verbal.

5) My confidence to meet people has tremendously gone up. Today I have that much confidence that I can meet to any big person in any organization.

6) I also attended the customer demonstration which gave me the knowledge about how the customer can be convinced, how there queries are handled.

7) I also learnt very small-small things in the organization which is very necessary in any flat organization like photocopying, fax.
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OBJECTIVE
Summer training project goal is to help students become effective managers in todays competitive, global environment. The fundamental unit of work in all organizations is

processes; the focus of the project is on the different marketing processes in the field of marketing of the organization. Emphasis is given on discovering the challenge of both managing and understanding the relation of activities throughout the organization with, and how the marketing functions fits into the organization.

BUILDING THE MANAGERIAL CADRE

The jagran group Summer Trainee Program is designed to facilitate the professional development of young talent and identify talented culture-fit employees for the company's Management Trainee program. The Summer Trainee program provides a learning of the vagaries and complexities of the companys business 'from the ground up'. With value-creating live projects, the intern begins appreciating the intricacies of our functions and the impact that it has on business. The quality and content of projects provides an opportunity to complement our classroom learning with hands-on experience. The jagran group Management Trainee Program is the first step towards developing business general managers. A structured assessment process at some of the country's premier business schools ensures that the company hires the right talent to groom them into senior management positions. A cross-functional training program spread over six months across the country builds an appreciation of the complexity of the business as well as help us to understand its interlink ages. The learning experience is also spiced up with value-creating projects in the functional stints. Ground learning are further consolidated with structured classroom sessions from the field managers themselves and a Community Development stint helps the leaders of tomorrow to relate to their environment and reaffirms with the companys commitment to the communities that we work in.
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SPECIFIC OBJECTIVE:
The objective of joining Dainik jagran company was to get associated with a Media Company. And we know that media is mirror of society and gives power as well as booming career too. This is an evergreen industry. Every newspaper and magazine has its particular objective usuall y high circulation that leads to better salaries, perks and profits. get that? 1) To understand the consumer behavior. How do they

2) To understand how advertisement takes place.

3) To make sustainable strategy to ensure companies sales growth.

4) To understand customer taste and preference about the news paper(contents)

5) How to become media partner of any event.

6) About the pricing strategy of the advertisement.

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TABLE OF CONTENTS
Topics
Preface Certificate Acknowledgement Declaration Literature review Executive summary Table of content CHAPTER 1. PARTICULAR 6-7 8-11 12-13 PAGE NO

Page No.
2. 3. 4. 5.

Introduction An overview of jagran group.

2.

Research methodology & objective

3.

Role of jagran group as an event management company in Social Awareness. Publicity Branding Entertainment Advertising

4.

Responsibilities of jagran group. Social campaigning Encouraging awareness. Authentic Information

5.

Ethics of jagran group as an event management company in Social Awareness.

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6.

Contribution of jagran group in Growth of Society. Contribution in Rural level. Contribution in Urban level.

7.

Impact of jagran groups event in Socio-cultural Fabric. Socio-psychological Impact

8. 9.

CSR of jagran group and Their Execution List of major event undertaken in two years by jagran group and public opinion. Finding, Suggestion and limitation Conclusion Bibliography Annexure

10.

Chapter1 INTRODUCTION
Event management is growing at a rate of three times that of traditional advertising. Though relatively small compared to the major components of the marketing communications mix-advertising, sales promotions and P-O-P communicationsexpenditures on event sponsorship are increasing. Corporate sponsorships in India in 2007 were estimated at $5.9 billion-with 65% of this total going to sports events and most of the remainder spent on sponsoring entertainment tours or festival and fairs. Thousands of companies invest in some form of event sponsorship. Defined, event marketing is a
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form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social or other type of high-interest public activity. Event marketing is distinct from advertising, sales promotion, point-of-purchase merchandising, or public relations, but it generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because, unlike other forms of marketing communications, events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere. Event marketing is growing rapidly because it provides companies alternatives to the cluttered mass media, an ability to segment on a local or regional basis, and opportunities for reaching narrow lifestyle groups whose consumption behavior can be linked with the local event. MasterCard invested an estimated $25 million in sponsoring the nine-city World Cup soccer championship in the United States in 1994 and will likely sponsor other big events in many countries as well. Olympics and its renowned five rings are the worlds most effective property in terms of marketing tools. The Olympics sell sponsorship on a local and global basis, and every couple of years corporations line up to pay as much as $50 million to be the lord of the rings. The Atlanta games in 1996 have a reported $3 billion in the bank as a result of negotiating sponsorship, broadcast, and licensee fees. The Olympics represents the creme de la creeme of event marketing and corporate sponsorship. Event marketing is a lucrative game of whats in a name, as consumers purchase tickets and expose themselves to everything. The world of event marketing is a fast growing, high profile industry worth over $20 billion annually, and one of the most successful marketing strategies. Event marketing integrates the corporate sponsorship of an event with a whole range of marketing elements such as advertising, sales promotion, and public relations. Corporations both large and small have grown this industry at a rate of 17 percent per year, and they have achieved a high level of success. What is the Media Kit?

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Press release including the 5 Ws Press ready photos or video footage Event program Sponsor information Interview possibilities, times and contact details of any stars Press gifts such as complimentary tickets, invitations or smart hooks

Although PR involves the event's relation to the public, it is the relations that the event manager develops with the media that can create interest in the event. It implies developing a rapport with the media - finding out what they want and how best to supply it. Networking is possibly the best way to develop this rapport. If the manager does not have time or the inclination to do this then the event organization should consider hiring a PR company.

Direct Marketing

This is delivering the promotional message straight to the interested individual. The basis of direct marketing is the establishment of a data bank and a strategy to best reach those individuals. The mail out is the most common traditional method. The database can be created from previous events through competitions, guest books, inquiries, point of sale information or just by asking the participants if they would like to receive information on other similar events. The effectiveness of direct marketing can be seen in the Port Fairy Festival in southern Victoria. The Festival has an overall budget of half a million and only spends $6,000 on
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their promotion. Each person who comes to the festival is given the first rights to buy a ticket. The tickets are sold out five months before the festival begins.

Word of Mouth Bill Hauritz of the Woodford Festival in Southern Queensland estimates their advertising budget at less than $1000. The ticket sales generate over one million dollars. Their promotion strategy is just word of mouth. An annual event, they have concentrated on the quality of their program and site. This has built up a loyal following.

Hospitality As part of the promotion tool kit, hospitality can be powerful. The special event or festival has to promote itself to the sponsors. The diner for sponsors, for example, can be an inexpensive way to promote the event. A tour of the site can be an effective way of promoting the event.

Web Sites
The latest and increasingly popular method of promoting an event is to create a web site. The advantage is that the site can also capture enquiries and be a point of sale for tickets. The current movement towards virtual reality sites can give the potential attendee a view of the event. The site can give real information, such as the program and map. Used in conjunction with a other elements of the PR campaign, a web site can be used to distribute photos and press releases. It transfers the some of the cost to the customer.

PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA

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The problems associated with traditional media that has been used for satisfying marketing needs discussed in the previous section are listed below: 1. Too many advertisements have led to a cluttering on T.V, print and other media. This has given rise to a need for avenues, which provide exclusivity to the sponsor while not sacrificing the benefits of reach and impact.

2. The increasing no. of TV channels and the greater no. of programs have led to fragmentation of the viewer-ship. Hence, the need for narrow-casting of campaigns to the sharply defined target audience. 3. Proliferation of low intensity television viewers who view a little of each channel leads to the need for capturing the full attention of the target audience. 4. Media cost inflation Due to rising inflation which has been eroding the advertising budget, advertisers are demanding the beat return from every ad-rupee spent. Media planning has become more complex and therefore the need for increase the effectiveness in terms of tangible impact which can be instantly evaluated has risen. 5. Proliferation of various media channels, therefore the requirement for intelligent media buying.

RELATION BETWEEN EVENT MARKETING AND THE 5PS The five Ps of marketing: product, place, people, price and promotion play an essential role in Event Marketing. To successfully use Event Marketing the marketer must understand how Event Marketing fits together with the other parts of the marketing strategy. Kotler describes the organizations marketing mix as controllable variables that are mixed so that the organization gets the response that they are asking for from the target market. Event Marketing fits under promotion in the marketing mix. Other marketing tools that goes under this section are advertising, sales promotion, personal sales, direct sales, public relations, and sponsoring. Event Marketing is not a substitute
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for any of the other components- it is a complement. It takes an imaginative mix of all the communication tools available to extend the impact of the event.

Fig 1.1: Marketing Mix vs. Event Marketing If an organization uses Event Marketing, they still need to use the other parts of the promotion mix before, during, and after the event. An example of this could be how a car producer can have advertisements to inform about a new car launch, and then use events to get people to test drive the new car, and then follow up with direct marketing with a discount coupon. One of the main advantages with Event Marketing compared to the other channels is that the objective can both be direct sales, and image building, depending on how it is used.

EVOLUTION OF EVENT MANAGEMENT. From its origins in event planning, the event marketing industry has seen great growth in the last five years and has consistently been one of the most effective tools that marketing professionals have at their disposal in terms of making a tangible connection to current and potential customers. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers.
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Not surprisingly, savvy event marketing professionals are therefore focusing the majority of their efforts and budgetary spend on lead generation tactics such as trade shows. While it is important to garner leads, marketing and specifically event marketing professionals cannot lose sight of the fact that the sales cycle only begins at lead generation and that current and prospective customers must also be nurtured even beyond purchase. Companies can benefit tremendously from the deeper event marketing touch points that promote nurturing such as proprietary conferences that provide a controlled environment for delivering messages and closing business. The nurturing process will allow the customers to more effectively be funneled into the subsequent stages of the sales cycle thus creating greater opportunities to develop into repeat customers.

EVENT MARKETING An event is a live multimedia package with a preconceived concept, customized or modified to achieve the clients objective of reaching out and suitably influencing the sharply defined, specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction.

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EVENTS

REACH

LIVE INTERACTION

Right
Communication

WITH

Live Audience

CREATES

Desired Impact

from the client

This is a diagrammatic representation of the above definition. From the model it is evident that an event is a package so organized has to provide, reach and live interaction between the target audience and the client to achieve the desired impact.

Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client, keeping the brand values and target audience in mind. Marketing plays an important role in pricing and negotiations as well as identifying opportunities to define and retain event properties by gathering marketing intelligence with regard to pricing, timing etc.

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In fact, ideally event marketing involves simultaneous canvassing and studying the brand prints; understanding what the brand stands for, its positioning and values, identifying the target audience and liaison with the creative conceptualizes to create an event for a prefect mesh with the brands personality.

PUBLICITY AND PROMOTION If one knows how to organize an event he should also know how to market it. If there is something very peculiar or special about the event then that main point has to be highlighted. A product launch for example requires a sales promotion campaign either before or after the launch. In that case the product is advertised through banners and media and even door to door canvassing. Effort is taken to ensure that people sit up and take notice of the event. Sometimes it could be an event like an award ceremony, which is to be shown on television and different companies make a beeline for sponsoring their respective products in the due course of the programme. This is the way publicity and promotions work. Match The Event To Your Market Choose the kind of event that appeals to your target market suits your products image and fits your marketing objectives. If, for example, you are looking for reach and you are selling a low cost product with wide general appeal, sports sponsorship may be the avenue for you. If your product is an up market one, artistic events could suit you better. If your have a technical product, science-type sponsorships would be possibilities and if your main aim is to be seen as a good corporate citizen, put your sponsorship money into good causes. The Childrens Hospital, the Red Cross or the environment, to name three, AIDS research is another one. The meteoric history of event marketing is based in sports marketing. In fact, music and arts represents a combined 35 percent of event spending as compared 45 percent for sports-related events. Event marketing also continues to thrive as traditional advertising rate skyrocket and, really, fail to provide any guarantee of reaching a targeted audience.
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Event marketing provides a cost-effective approach to making a more hard-hitting, emotional, and tangible pitch to consumers. It also gives companies the opportunity to cross-promote (promote with other companies that have related products or services), offer sample products (give-always), and build strong relationship with various channels of distribution, such as retail outlets. Charities go out of their way to meet both their own fund-raising needs and the profit requirements of the firms they team up with. It is a commercial relationship and the entire better for it. Charities need funds, and the businesses need promotions, which show their worth in extra profit.

WHY EVENTS 1. Brand Building Creating awareness about the launch of new products/brand Enormous nos. of brand/product are launched every month. Similarly innumerable new music albums, films, etc get released periodically. This tends to create clutter of product launches. The large no. of launches also leads to need to overcome the ooh-yet-anotherproduct syndrome. The need to therefore catch the attention of the target audience at the time of launch becomes very important. Meticulously planned events for the launch of a product/brand seldom fail to catch the attention of the target audience.

Presentation of brand description to highlight the added features of product/services. Sometimes technological changes pave the way for manufactures or service providers to augment their products. To convey this via traditional modes of communication to the existing and potential customer base may sometimes be futile. Special service camps of exhibitions are the perfect events that provide the opportunity for a two way interaction and error free communication. For Example, IMTEX, the Industrial Machine Tools
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Exhibition, is an event used by most machine tool manufactures to explain and highlight the new and improved features of their product.

Helping in rejuvenating brands during the different stages of product life cycle. The massive amount of money that is spent during the introduction stage of products gets drastically reduced over time. By the time the product reaches its maturity/decline stage, the need for cutting down the budgets associated with the media campaigns, while at the same time maintaining the customer base is felt. And events offer the best medium for such a focused approach. It helps in generating feelings of brand loyalty in the products end user by treating them as royally as possible.

Helping in communicating the repositioning of brands/products. Events help in repositioning exercises to be carried out successfully. In other words, events can be designed to assist in changingg beliefs about firms/products/services.

Associating the brand personality of clients with the personality of target market. Citibank is an elite bank where people do banking with pride. Hence, other premium brands would like to associate themselves with the same audience so as to benefit from the rub-off effect. An exhibition-cum-sale event organized exclusively for Citibank credit card holders, small merchandisers get to do business with the Citibank customers, as well as build and maintain a premium image for themselves. Here Citibank acts as the event organizer and small merchandisers acts as participants so that they can associate the personality of their products with the personality of Citibank customers.

Creating and maintaining brand identity. Australia-based Fosters Brewing Groups Asian subsidiary in its plan to launch its bear brand Fosters Lager in India choose the game of cricket in which the Aussies are
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known as the best team in the world. By becoming the official sponsors of Australian cricket team on its India tour, Fosters hoped to achieve its goal of brand identity building and positioning itself at the premium end of the market. Rennie Solomito, Marketing Manager for Coors Light (Beer Company) explains that in order to increase awareness and personality of the brand, Coors Light tries to find the distinguishing look of the leader in each market. Coors Light select events that are fast paced and young minded, for example, Coors Light Silver Bullet Concert Series featuring artists like Bryan Adams and Celin Dion.

2. Image Building Over and above the brand identity that a company encourages, events such as The Great Escape conceived by Mahindra and Mahindra, exclusively for the owners of their four wheelers, the Armada, are an attempt to build a specific image of not only the corporate, but also the product, to let owners experience the thrill of four wheel driving, M&M charts out an off beat route that emphasizes the difference between normal and four wheel driving, and lets the participant experience the high, one feels when steering and navigating an Armada. Coke is associated with Olympics since 1928, the rationale behind this is similar values and ideologies: International peace, brotherhood, standard of excellence and fun.

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Fig 1.3: Constructing the Brand Value Chain

3. Focusing the Target Market Helping in avoidance of clutter. Even though some events do get congested with too many advertisements, events still provide and effective means of being spotted. For example, Title sponsorship of a major event provides the sponsor immense benefit since the sponsors name is mentioned along with the event like Hero Cup, Femina Miss India, Lux Zee Cine Awards.

Enabling interactive mode of communication. Events generally provide an opportunity for buyers and sellers to interact. They also provide a foundation for exchange and sharing of knowledge between professionals. Example: Bang! Linux2000, Auto Expo. Unparalleled footwear company NIKE ensures that it sponsors those events which will give it a chance to create an emotional tie with the participants through onsite brand usage and product presentation.
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4. Implementation of Marketing Plan Enabling authentic test marketing. Events bring the target audience together, thereby creating opportunity for test marketing of products for authentic feedback. The seller can identify exactly the traits and other characteristics that are desired. For example, marketing events that the Frito-Lay Company used before it launched its WOW! brand of potato chips.

Enabling focused sales and communication to a captive audience. In an event the audience is more or less bound to witnessing one particular event. In such a situation it is very favorable for sellers to put forth their presentations without any diversions. Such a situation is very valuable given the ineffectiveness of traditional modes of communication in holding on to the attention of the audience. For example, Burger King wanted to reach a young demographic in the New York area, EMG (Event Marketing Company) helped them to create a 30-concert series at the New York Palladium. Burger King received onsite signage and distribution of bounce back coupons. Increasing customer traffic in stores. Events can be conceptualized to increase customer traffic. They can be customized to make available, concepts ranging from retail store specific events to mega events like one day international cricket tournament. For example, Nescafe 3-in-1 treasure hunt, cosponsored by McDonalds is a combined effect in increasing the customer traffic as well as increasing the awareness among the upper class of the existence of new McDs outlets.

Enabling sales promotion. Weekly events conducted by Crossword Bookstore helps in generating more revenue during the weekends as compared to the revenue generated in the weekdays.
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Help in relation building and PR activities. Practitioners of this marketing function believe that event marketing campaigns have the ability to create long lasting relationships with closely targeted market segments. Relationship building is not restricted to end user customers but also targeted at enhancing new distributors and sales representative relations. For example: Techfest organized by IIT Bombay, is an annual technological festival held by IIT Bombay has helped the sponsors in establishing their relationship with the Institute and ensuring that an image of being interested is created and nurtured. Coke is sponsoring the Olympic since 1928. As coke does business in over 200 countries, the Olympics give the company the opportunity to identify its product with the foremost special event in the world.

Motivating the sales team. The need for interaction is not restricted to external customers only and end consumers are not always the focus of live media exercises. This is especially popular amongst pharmaceutical and other FMCG companies. For Example, during the cricket world cup held in England HSBC introduced a unique pattern of motivating the sales force by awarding them runs instead of the traditional points system. This resulted in conversion of almost all of its employees into sales person.

Generate immediate sales. Most events let firms install and exclusive boot and give the permission to exploit the opportunity to merchandise. Events such as the annual limited period discount sales from Wrangler and Van Heusen are authentic stock clearance and seconds sales aimed at generating immediate sales.

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Generating instant publicity. An event can be designed to generate instant publicity upon the implementation of marketing strategy. The e-commerce start up Half.com, which wanted to sell products such as CDs, Books, Movies and Games over the internet was up against major and strong competition. The result of this publicity stunt started the ball rolling towards getting this company purchased by eBay for more than $300 million.

Enabling market database assimilation, maintenance and updating. By keeping track of the reach and its effectiveness as well as interacting with the audience that actually turns up for the event, event sponsors can assimilate and authentic database. The database can be used to track various marketing trends. Events can then help in maintaining and updating the database. SPONSORSHIP vs. EVENT. However, there are many other marketing tools that can build brand-awareness and create image and not confuse them with event marketing the most common confusion will be explained here. Authors seem to mix up the concept of Event Marketing and sponsorship, although there is a difference between the two. When using Event Marketing, the organization works with the event as part of the marketing strategy. When sponsoring an event, the organization buys exposure during the event at different levels of the event itself. International Events Group (IEG) defines sponsorship this way: The relationship between a sponsor and a property in which the sponsor pays a cash or in-kind fee in return for access to the exploitable commercial potential associated with the property. By using the commercial right, the sponsor could associate the brand and have an effective selection of the target group to market themselves to. The association makes the brand synonymous with the sponsored happening, and thereby the sponsoring has been called association by event. Today sponsorship is one of the worlds fastest growing forms of marketing and together with Event Marketing they begin to play a more dominant role in many companies marketing budgets.

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This model shows one way to look at where traditional sponsoring fits in compared to Event Marketing.

Fig 1.4: Traditional Marketing vs. Event Marketing When the organization is sponsoring an event, (upper left corner) there is always a business agreement between at least two parties, which Event Marketing does not necessarily have. Usually this is the case when there is a sport competition such as the Olympics or a World Championship. This kind of sponsoring limits the possibilities for the organization to market their products since they have no control over the happenings at the event, etc. There is a concept called the double lever effect, which explains the relationship between different events. When organizations move to EM (1), EM (2) and EM (3) the organizations increase their control and also the risk is increased. When the control is increased, there is also a larger possibility for organizations to use the event integrated with the other marketing strategies. This fig 1.5 shows how it comes to be a double lever effect:

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Fig 1.5: Control & risk depending on activity

As we can see, there is a risk in using Event Marketing. There is no possibility to test the event for the target group, and everything has to work during the event. The risk associated with the event could be one of the reasons why some organizations choose to use pre-existing events instead of own events. Preexisting events are events that are created by someone else for another purpose.

1.8 SIZE OF EVENTS In terms of size events maybe categorized as follows: 1. Mega Events The largest events are called mega events, which are generally targeted at international markets. All such events have a specific yield in terms of increased tourism, media coverage and economic impact. Example: The Olympic Games, World Cup Soccer, Super Bowl, Maha Kumbh Mela. 2. Regional Events Regional events are designed to increase the appeal of a specific tourism destination or region. Example: Delhi Half Marathon.
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3. Major Events These events attract significant local interest and large no of participants as well as generating significant tourism revenue. Example: Chinese New Year Celebrations. 4. Minor Events Most events fall into this category and it is here that most event managers gain their experience. Annual events fall under this category. In addition to annual events, there are many one time events including historical, cultural, musical and dance performances. Meetings, parties, celebrations, conventions, award ceremonies, exhibitions, sporting events and many other community and social event fit into this category. Example: Annual Trade Fair organized in Delhi, Chandipur Beach Festival

1.9 TYPES OF EVENTS 1. Sporting Events Sporting events are held in all towns, cities, states and throughout the nation. They attract international sports men & women at the highest levels. 2. Entertainment Arts and Culture Entertainment events are well known for their ability to attract large audience. This includes musical concerts, celebrity performances, movie releases and mahurats etc 3. Commercial Marketing and Promotional Event Promotional events tend to have high budgets and high profiles. Most frequently they include product launches, often for computer hardware and software, perfume, alcohol or motor cars. The aim of promotional events is generally to differentiate the product from its competitors and to ensure that it is memorable. The audience for a promotional activity might be sales staff such as travel agents, who would promote the tour of the
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clients or potential purchasers. The media is usually invited to these events so that both the impact and the risk are high, Success is vital. 4. Meetings & Exhibitions The meetings & convention industry is highly competitive. Many conventions attract thousands of people, whereas some meetings include only a handful of high profile participants. 5. Festivals Various forms of festivals are increasingly popular providing a particular region the opportunity to showcase its product. Wine and food festivals are the most common events falling under this category. Religious festivals fall into this category as well. 6. Family Weddings, anniversaries, divorces and funerals all provide opportunities for families together. Funerals are increasingly are becoming big events with non traditional coffins, speeches and even entertainment. It is important for the event manager to keep track of these changing social trends. 7. Fund Raising Fairs, which are common in most communities, are frequently run by enthusiastic local committees. The effort in the organization required for these events are often underestimated. As their general aim is raising funds, it is important that rides and other such contracted activities contribute to, rather than reduce, revenue. 8. Miscellaneous Some events defy categorization. Potatoes, walnuts, wild flowers, roses, dogs, horses, teddy bears all provide the focus for an event organized in United States.

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KEY ELEMENTS OF EVENTS

Organizer

Event Infrastructure

Venue EVENT

Target Audience

Media

Client

Fig 1.6: Key Elements of Event Marketing

Event Infrastructure Core Concept: Search for new top class modeling talent through a contest and pageant interspersed with entertainment. Core People: Participants i.e., models taking part in the competition and other performers during entertainment slots such as well known classical musicians, Pt. Shiv Kumar Sharma accompanied by Ustad. Shafat Ali Khan and popular music by Sweta Shetty and Stereo Nation. Core Talent: Physical looks and proportions. Core Structure: Annual event of beauty pageant.

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Importance of Infrastructure. Indian business events, particularly large trade fairs, are underdeveloped as a result of poor infrastructure outside Delhi. New exhibition and convention centers developed in Chennai and Hyderabad will help spur the industrys growth. If a new facility of international standard can finally be built in Mumbai, this will generate a huge opportunity for business media companies. Smaller, traveling events, road shows which move around the countrys many secondary markets will also be significant income generators for some business media firms.

Event Venue The two types of venue are as follows: In-house Venue: Any event that is executed within the premises of the company or institution or in the private homes or proprieties belonging to the client is called an inhouse venue. The use of such venue is reserved for the employees of the company or the residents of the campus. Most in-house venues do not need to be paid or even if a payment is involved, it may be open for favorable negotiation. The main advantage of inhouse venue is the huge saving in the costs incurred in hiring the venue. External Venue: Any venue over which neither the client nor the professional organizer have any ownership rights is called an external venue. These are venues open for the general public. Example: Hotels, Stadium etc, etc

Importance of Event Venue Events are venue driven. They help in increasing the customer traffic. Festivals such as Valentines Day or Holi sea venue playing the clients role for the event organizer. Venue has a say in the very feasibility of a event concept.

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LIST OF MAJOR EVENTS BY JAGRAN GROUP.

Events like Ato Expo 2010, Common Wealth Games 2010, Soccer World Cup 2010, followed by Cricket World

Cup 2011 etc. lined up, expect better business for Media Industry and JPL in particular. Besides increased circulation, more advertisement revenue is expected during the events.

jagran operates in the event management segment through its arm,

Jagran solutions.
Event Management 43% Revenue CAGR Over FY07-10E Jagran operates in the event management segment through its arm, Jagran Solutions. It has had a presence in this segment since 2006. Jagran has

significant advantage over competitors such as Witzcraft, Encompass and Percept, because they offer only below-the-line marketing services and do not have any other media support or pan-India infrastructure unlike Jagran. forecast revenue CAGR of 43% over FY07-10E. MAJOR EVENTS BY JAGRAN GROUP.
Indias First-ever -- Brand Activation Summit 2010

We

all other ingredients of media, mediums, creative, communication, innovation fall in place. Unique consumer-connect strategies and Focused ROI to be the key highlights

New Delhi, India, March 15 2010:- Changes in consumer lifestyle are forcing brands and their agencies to rethink on the ways to communicate with todays consumers. The
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changing landscape has accelerated growth in spending as brands continue to find ways to engage the ever elusive consumer.

We have always believed and demonstrated as a new age activation agency that Activation is no longer about just mediums or just creatives. A whole lot of expertise across platforms has to string together. Its the consumer who holds the reigns of

communication, when planning is brand centric, focused on the desired result and guided by the nuisances of the consumer

Jagran Solutions presents the first ever Brand Activation Summit.

A platform for

marketers, activation specialists & industry stake holders to explore, showcase & gauge the power of activations in the age of neo-consumerism. The summit would also be an occasion to share best practices & winning case studies focused at earning high return on investments. Join us as we head towards the only event of its kind in the industry. Date: 19th March 2010, Venue: ITC Sheraton, Saket, New Delhi. The theme of the Brand Activation Summit 2010 is Redefining the Return on Investment. This one-day Summit will have three panel discussion sessions among an eminent panel of industry experts, case studies & an illustrative approach to activations. Ambika Sharma, National Head, Jagran Solution said, This summit is a platform for marketers, activation specialist & industry experts to share best practices, award-winning case studies, and discuss methods of earning much higher returns in the age of neoconsumerism. Advances in marketing strategies, changing media habits and focused approach are making activations an essential tool for communication benefits of products & services.

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Commenting on the initiative, afaqs said, This is for the first time an activation Summit has been organized by afaqs group as well.Brand Activation Summit has got many talking in the last few days, and the summit will be held in Delhi. As an impact of globalism & evolving lifestyles; consumer media habits are witnessing a marked change. So are the marketing strategies to connect with them. With the existing economic conditions and the specific needs of consumer segments; Activation strategies are all set to play larger roles. We have already seen a marked increase in spends being diverted to activation for its more focused approach, ability to deliver live brand experiences & earning a much higher return on investments. With these developments: the measurability, creativity & operational efficiency are emerging as key drivers of a successful activation campaign. Dancing Windows Icons & A Mime! Bring alive the magic of Windows in your PC and your phone, in an innovative adapt of an international creative to deliver a unique consumer experience
Kids are no longer influencers, but a market by themselves!

With the new academic year arriving with full steam, we in this post address an increasingly important market. Yes, we are talking about kids, the new generation brand evangelists. Market estimate reveals kids spend an estimated $4.2 billion annually on their personal purchases. The approximate market size influenced by children is $100 billion causing many millions of purchases among their parents. Interestingly kids have matured from persistent nagging to importance nagging, in what is recognized as pester power. This appeals to parents desire to provide the best for their children. This combined with parental guilt plays the critical role in spending decisions, as time-stressed parents tend to substitute material goods for time spent with their kids. So kids, from just being influencers, have now become active consultants and information provider to parents on most household purchase decisions. This change can be attributed to the conventional and new-age media consumption habits of kids and their increasing comfort levels with modern technology. Resultant effect: 63% of kids are involved in a spectrum of product categories from clothes to bicycles to computers and cars. Mobile phones get

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76% involvement while cars enjoy 43% of kids involvement. Parents believe that their children do research and express opinions about product categories.

Since all marketers more or less agree that Kids are an important fragment of their target audience if not their audience in totality, schools provide the most relevant concentration of this audience in an almost perfect synergy of possibilities. It delivers a captive youth audience and implies the endorsement of teachers and the educational system. Marketers and activation agencies have been quick to realize the power of the school environment for promoting their brand and products. Whats more the school contact program is no longer the novelty it was a decade ago. However there is a downside to having an intelligent and informed audience, the gatekeepers segment with parents and teachers which cannot be alienated in the communication process. This has resulted in a clear cut variable in measurability of a program in direct proportion its infotainment quotient.

A recently concluded study finds that babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos. Research also shows that close to 90% of kids within 8-12 years of age prefer to act in a group than on their own. About half of them feel enormous pressure to wear the right brands. Its hardly surprising that a whopping 90% of kids brand decisions are heavily influenced by their peers, worldwide. In planning a successful activation for kids, identifying kids icons and what interests them becomes imperative. Most of us when planning the activation fail to ensure that it has the answers to a few relevant questions. Is the activation engaging for the kids? Is the
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gratification going to excite them? Is the communication going to capture gatekeepers interests? Is it going to breeze through their lives with little impact or will it capture their interest and tickle their imagination? If the answers to these questions are yes.

Scooty Aagey Badho is a case study that showcases these nuances. This PMAA award winning campaign demonstrates how asimple insight combined with an integrated approach saw the

results of the activation measured by TNS India where in B category towns the reach in target group (daughters) increased by 833%, and the percentage of people that associated the brand with the communication increased by 950%. Come July brands will flock to the schools in a clutter of forms and color pencils, so which brands will seed and which will get washed in the flood of drawing paper? What will contribute maximum to the success of activation? The key will be the concept which should answer the critical questions coupled with an in-depth understanding of the target audience psychographic. It offers the best bet to pull off a market driver integrating the infotainment basics and building a communication strategy around a relevant subject, which ensures that marketing objectives can be well met through such activations.

If you have a mantra for activating kids or have experienced the impact of Pester Power in your sales/activations or have come across a memorable activation for kids, here is an opportunity for all of us to go back to basics & share insights to create powerful marketing campaigns to harness full potential of this exponentially growing Kids Market. Theres more to it. If you have learnt a marketing insight from your own kid, take this as medium to webcast your ingenious finding
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LET IT START WITH ME

Today we stand witness to the Mumbai siege, witness to people out on the streets and on air, in drawing rooms and in restaurants, to the funerals and tearful goodbyes, all demanding answers, buzzing with anger full of questions. We will talk about it some more till the flurry of activity slows its pace, till history repeats itself yet again, like it has every month of the year, every year of this decade. There is NO Peace! Peace is MY Birthright and yours too. It is the most fundamental of all human rights common to all human beings irrespective of race, cast, religion, creed, age and nationality. We all want peace but In-spite of being much talked about Peace as a platform of Mass Movement fails to find a single consolidated identity There is so much we can sayOnly if we are given the right platform & when people come together, it does make a SOUND. So lets join hands & Stand Up For Peace

It starts with me and you, each one of us. This is not just in memory of Mumbai, or Delhi, or Ahmadabad or a remembrance of the various acts of terror which have affected us, but is the start of a movement...which will lead to a simple awakening. We all need to Participate in the process of being peaceful In order to Stand up for Peace we need to consciously exercise our power to think and our right to question and reject any ideology, religious beliefs, passions or prejudices propagated by any political party, leaders or even relatives/parents which instigate us to commit an act of violence against another human being. More than ever today we need to participate in the process of ensuring we have secure, safe & peaceful surroundings. Its time to stop just talking and start doing.

An action which will enable us to do our bit in making our surroundings more secure. Offices, Schools, Campuses similar establishments are vulnerable. Do not have basic security. No trained guards let alone security agencies of the state. Basic security & safety mandates for such places can help avoid a crisis situation, why only terror our schools, campuses and establishments do not even have a fire drill, an alarm, a training in evacuation. Such basic mandates will go a long way in managing and albeit avoiding crisis.
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Wh

en we say Peace is

My Birth Right, Let it start with ME it means more than just demanding it for myself from others It asks for everyone to support it on a common understanding that this is not something I, you or a few of us can do alone. It will take a large body of people from amongst us, from Ideas to implementation of the change, is the plan. Focusing on three broad establishment types Offices, Campuses & Schools, Put and implement a mandate covering (and additions to this are welcome) basic security, evacuation plans, communication for people to support and accommodate security measures

What will it take to activate a nation? We ask corporates, security experts, media, journalists, bloggers, teachers, professors, students, brands, companies, artists, and individuals, each and every one of us to come forward and participate in forming and implementing this MANDATE. To make Homes, Offices, Buildings, Schools, Campuses & City safe, better equipped to manage crisis. Share your thoughts and ideas on simple effective steps towards a better and secure establishments here in this space .

A different currency this Diwali.Blogging! Come Diwali, and there is this mad rush to catch up with everything. The little time we have is spent juggling work, friends, brands, shopping, gifting, H1 closings and what not.

Well we are all for gifting, after all its tradition. We must admit, we started on the same note but somewhere along the line added to this a small tradition of our own. We believe that the spirit of Diwali lies in sharing, and like any action it begins with a thought.

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We invite you, our partners, friends, peers and clients to donate two minutes of your time

this Diwali. Your action can activate a future and we ask you to support this thought. Leave your message in this space and we will contribute a humble amount on your behalf to The Akanksha Foundation: a leading NGO working in the field of children's education. So this year lets celebrate Diwali with a difference and illuminate t he life of the underprivileged. Ms ambika national Head of Jagran Solutions, a unit of Jagran Prakashan Limited has been invited to be part of the jury at The MAA Globes Awards 2008, organized by MAA Worldwide. Ms Sharma will represent Asia Pacific, along with other jury members, at the awards to be held in USA in October. Jagran Solutions is the activation vertical owned by Jagran Prakashan Ltd. It is a leading Integrated Marketing Communications Agency specializing in Planning and implementation of measurable Brand activations in India. The group also owns Multimedia brands like, J9 Mobile, Engage, Sakhi, & I next in addition to the Super Brand Dainik Jagran under its umbrella. Each year, MAAW recognizes the very best work in Promotion Marketing from world over in the MAAW GLOBES Recognition Program. Gold, Silver and Bronze Winners (or the equivalent) of Award Campaigns are run by GLOBES Partners in Argentina, Asia, Australia & New Zealand, Brazil, Ireland, Israel, Japan, Russia, Switzerland, Turkey, United Kingdom & the United States of America. The MAA champions the highest standards of excellence and recognition in the marketing communications industry via the highly successful Globes Awards. Now in its eighth year, the 2008 program is the industry's leading international recognition program,

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and the only competition of its kind. Before entering the Globes program, however, entrants must first win locally through a qualified awards program in their own country. This year, it is apparent that Promotion Marketing techniques and disciplines are now being used by marketers much more evenly throughout the region than in the past and many of the strategies and executions were truly world class. Marketers are clearly challenging strategies in order for their brands to stand out from the ever-increasing market clutter. It was also very pleasing to see the increase in campaigns for local Asian brands, said Mike Da Silva, Director, PMAA, and President, Marketing Agencies Association Worldwide (MAAW - organizers of the MAA Globes). The winners are picked from amongst the awardees of the Best Promotion Awards in 25+such programmes around the world, including APMA from Australia & New Zealand, ISP from the UK, the Promotion Planning Awards from Japan, PMAA from Asia, PMC from Europe, and PROMO Pro Awards from the US. The above awards are presented in 16 categories including Best Integrated Communications Campaign, Best Digital Communications Campaign, Best Event Marketing Campaign and Best Small Budget Campaign. Ms Sharma has also been on the jury for the Promotion Marketing Awards of Asia (PMAA) of 2008. She has been with Jagran Solutions, since its inception and has been instrumental in making it one of the leading below the line marketing communications companies in India. Jagran Solutions is omnipresent as a winner at the PMAA and has 2 awards to its credit in 2007. Last year, 51 Globes, Silver and Bronze Awards were presented in 16 Campaign categories and 51 merit certificates to agencies around the world. The judging process was conducted online. The Marketing Agencies Association (MAA) Worldwide is a non-profit organization of top professionals of marketing agencies, for over 41 years, it has been the voice and authority of the Promotion Marketing Industry, spanning all continents of the Globe. The

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Marketing Agencies Association Worldwide (MAA) is the only organization dedicated to CEOs, Presidents, Managing Directors and Principals of marketing services Companies. Brand Activation Summit 2010 by Jagran Solutions and afaqs New Delhi, Delhi, India, Friday, March 19, 2010 -- (Business Wire India) -- Unique consumer-connect strategies and RoI the key highlights Indias first-ever Brand Activation Summit (BAS) 2010, was organized by Jagran Solutions and afaqs! at ITC Sheraton today. The Summit brought together leading marketers, activation specialists along with other eminent industry experts who addressed and provided an insight into the power of activations. The underlying theme of the Summit was Redefining the Return On Investment. The Summit was designed with the aim to share best practices, award-winning case studies, and discuss methods of earning much higher returns in the age of neo-consumerism. The Summit was commemorated by the welcome speech of Prasanna Singh, COO of afaqs!, which followed a keynote by Dr. Pinaki Dasgupta, an Associate ProfessorMarketing at IIFT, on Changing Lifestyle & its Impact on Consumer buying behavior and thereby role of activation in the business of todays marketing . The first panel discussion was titled Of, by and for consumers. The panel discussed the emergence of brand activation as an integral part of marketing plans, the reasons behind it and the pitfalls to be wary of. The panel members comprised of Amita Karwal, Executive VP (Lintas Media Group), Ambika Sharma, National Head (Jagran Solutions), Suvodeep Das, Marketing Head (Kaya Ltd.) and were moderated by Ishan Raina, CEOOOH Media. Announcing the summit, Ambika Sharma, National Head, Jagran Solution said, This summit is a platform for marketers, activation specialist & industry experts to share best practices, award-winning case studies, and discuss methods of earning much higher returns in the age of neo-consumerism. Advances in marketing strategies, changing media habits and focused approach are making activations an essential tool for communication benefits of products & services.

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A case-study was presented by Sudipta, Head Marketing (Bharti Del Monte) on a successful Brand Activation campaign. This was followed by another panel discussion on The Currency of Brand Activation, how well it can be measured and its effectiveness in comparison to other marketing tools. The final panel discussion of the summit was on the categories that lend themselves best to activation and ways of maximizing ROI. At the end, an audience poll was conducted to measure the Live brand activation on various parameters like idea, execution, and change induced in perception and intent, etc. post which the results were announced. About 150 delegates from across the country, including Chief Executives, Senior Management, Marketing, Advertising and Branding participated in the summit.

About Jagran Solutions Jagran Solutions is a new age marketing communications company which provides brand activation solutions via Consumer Connect Strategies. It is a part of Jagran Prakashan Limited. The group owns multimedia brands like J9 Ventures providing VAS and mobile marketing solutions, Jagran Engage: OOH media solutions, I Next: tabloid for youth. Jagran is a national agency and a pioneer in Integrated Marketing Communications specializing in Planning and Implementation of measurable Brand activations in India with offices in Delhi, Mumbai, Bangalore, Kolkata and Chennai. Aboutafaqs! afaqs! is the online leader in marketing communications established in September 1999. The objective is to make easier the lives of professionals in advertising, media and marketing by fulfilling their information needs. It is the only site in its segment to get an audit certification (from ABCE, UK) and is also the leader in revenue. afaqs! has organized many annual events such as The Future of News, 101 Markets, Mobile Conversations and the Agency & Media Cricket League. The company aims to be Indias

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Jagran Solutions takes Mountain Dew Get Grip on your Fear campaign across 7 cities Jagran Solutions Indias leading new age marketing agency that provides solutions for Brand Activation via Consumer Connect Strategies, has recently launched Mountain Dew- Get Grip on your Fear Campaign for Mountain Dew. The main aim of the campaign is to depict the fearless attitude of the brand & to showcase the new Grip pack to consumers. Mountain Dew- Get Grip on your Fear Campaign conceptualized by Jagran Solutions is a multi-media campaign led by on-ground activation. The campaign is supported via a mass media which includes OOH, Radio, Print and Activation. Alpana Titus, Executive Vice President, Flavors comments, The prime objective was to create brand experience & salience among target audiences in potential markets. We have invested in impact marketing, such as print, radio & signages across places to increase permanent visibility. The idea was not just to touch a city, but to go deeper into the state and create optimum impact. The campaign has a strong on ground component leading the Darr ke Aage Jeet Hai Campaign. During the campaign, road shows and interactions were conducted across marketplaces and high-visibility localities. The activation aimed to enhance brand

connect with the consumers and to introduce the new Grip Pack of Mountain Dew to the target group by engaging them in adventurous games. Mountain Dew, via this activity, has targeted male audience in the age-group of 18-32 belonging to SEC A & B. It has been executed in non-metro cities that have been cited as highly potential markets for the brand. Many activities such as Spider Web, Monkey Crawling, Fidget Ladder and Conquer on the Wall were used to interact and engage with the participants. The campaign creatives and concept has been developed by Jagran Solutions for Mountain Dew.Ambika Sharma, National Head Jagran Solutions comments, Its a campaign which combines reach, brand, experience, interaction, engagement and sampling with an integrated mix of media support ensuring a strong brand presence for the consumer. The reaction and results have been extremely encouraging so far.

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Jagran Solutions is handling on-ground activity which started on 22nd April in Lucknow, Kanpur, Allahabad, Bareilly, Gorakhpur, Varanasi and Moradabad to be concluded on 26th May 2010. Media partners include Dainik Jagran for Print and various FM

channels like Radio Mantra, Radio Mirchi and Red FM in different cities.

ARE YOU THE ULTIMATE JACKIE CHAN FAN?

New Delhi 9th June 2010 : Jagran Solutions Indias leading new age marketing agency that provides solutions for Brand Activation via Consumer Connect Strategies, recently did a mall activation Are you the Ultimate Jackie Chan Fan? aiming to find the ultimate Jackie Chan fan for Star Movies. A series of 17 movies to be aired on Star

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Movies during the entire month of June 2010 to celebrate The Ultimate Jackie Chan Festival. Star Movies is searching for the Ultimate Jackie Chan fan and the winners will get a chance to meet Jackie Chan. The objective is to promote Star Movies Jackie Chan Film Festival by creating awareness and brand excitement, there by resulting in an increased number of viewers for the festival. The on-ground activity took place on 29th May and 30th May in Mumbai, Delhi, Pune and Bangalore. Ms. Ambika Sharma, COO, Jagran Solutions comments, Jackie Chan is a brand by himself, the fan base is huge. It was great to see how fast consumers connected with the initiative by Star Movies. Whats more its as if they at some point in their lives did practice the Nunchaku, and the action sequences. The response has been over whelming, each day turning into an event in its self with large numbers of participants each team member has their hands full managing the fans with the numbers growing by the minute.
ARE YOU THE ULTIMATE JACKIE CHAN FAN?

The multi city activation was conceptualized taking into account the fact that Jackie Chan movies have a mass appeal and thus to reach a large section of the audience in a planned sequence of Information, awareness, interaction and finally participation was imperative. The locations were chosen carefully so as to be able to reach premium and mid segment audiences at malls. Jackie Chan fans could also log onto Star Movies to catch the action. It also aimed at creating a creating word of mouth for Star Movies .

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AN OVERVIEW OF JAGRAN GROUP

Report Date 23rd December 2009 Company Name Jagran Prakashan Limited (JPL) Price / Recommendation CMP 126 (FV 2) HOLD (Medium Risk - Medium Return) Company Background Jagran Prakashan was started at Jhansi in 1942 by freedom fighter Late Shri Puranchandra Gupta, as a small Hindi newspaper Dainik Jagran to take up issues of common Indians in British Rule. It was started to aid Quit India Movement. In independent India, the headquarters were shifted to Kanpur in 1947. JPL is a part of media & education conglomerate Jagran group. The group has interests in Print Media, Web Media (through JPL), Electronic Media (IBN 7 Channel in JV with TV 18 group), Sugar (2500 TCD Mill at Saharanpur), Education (Jagran Public School, Puran Chand Vidyaniketan and Institute for mass communication & Animations), Hosiery (Jagmini Micro Knit), Electrical equipment (Jagran Micro Motors Ltd) etc. JPL has the following business verticals: Print Media: (Printed products are also available as EPaper.

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LIST OF MAJOR EVENTS BY JAGRAN GROUP. Events like Auto Expo 2010, Common Wealth Games 2010, Soccer World Cup 2010, followed by Cricket World

Cup 2011 etc. Lined up, expect better business for Media Industry and JPL in particular. Besides increased Circulation, more advertisement revenue is expected during the events.

FBOARD OF DIRECTORS OF JAGRAN GROUP. Promoted by the Gupta family, the Jagran group is one of the well known business groups in North India and is immensely popular for its Hindi daily DAINIK JAGRAN. Promoted in 1942 by the late Puran Chandra Gupta, a freedom fighter, Dainik Jagran is currently ranked as the No. 1 Hindi newspaper in India. With a strong readership base of 17.5 mn readers spread over 8 Indian states, Dainik Jagran reaches out to nearly 56% of the Indian population. The newspaper covers a vast geographical area comprising the states of UP, Uttaranchal, Punjab, Bihar, Delhi, Haryana, Jharkhand, and M.P. And parts of Rajasthan. Today, Daink Jagran has 31 printing centres located at Kanpur, Lucknow, Agra, Gorakhpur, Varanasi Allahabad, Jhansi, Meerut, Haldwani, Dehradun, Aligarh, Bareilly, Moradabad, Ranchi, Jamshedpur, Dhanbad, Bhagalpur, Muzaffarpur, Ludhiana, Panipat, Hissar, New Delhi, Jalandhar, Patna, Bhopal and Rewa. Dainik Jagran, with its strong brand identity, is the only Hindi Daily that provides umbrella coverage to the entire

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Hindi Belt. The group, owned and managed by the Gupta family, now headed by Mr. Yogendra Mohan Gupta and Mr. Mahindra Mohan Gupta, both of whom are ably supported by other family members. Financially strong, the Jagran group has been expanding its businesses, by leaps and bound. The Jagran Group has other business interests also, namely a 3000 TCD Sugar Mill at Saharanpur, Jagmini Micro knits (P) Ltd. Manufacturing knitwear socks as 100% EOU. They are also involved in educational activities at Kanpur as well as in Noida. The group is running a C.B.S.E. School in Kanpur Puranchand Vidya Niketan that is located in south Kanpur. The school is a landmark in its area. The group has also setup a public school in Noida JPS and a multimedia and mass communication institute JIMMC at Noida. They have recently launched their 24 hours satellite news channel under the name of Channel 7 JTV, which is a digital channel. He is also the Chairman of Shakumbhri Sugar and Allied Industries Ltd., Chairman and Managing Director of Jagran Prakashan (P)Ltd.., Director of Jagran Ltd., Jagran Micro Motors Ltd., Member( Executive committee) of Indian News Paper Society , Indian Language News Paper Association , Founder Secretary and Treasurer of Shri Puran Chandra Smarak Trust, Kanchan Charitable Trust, Past President of Indian Newspaper Society , Indian Language Newspaper Association, Member of Press Council Of India , Audit Bureau of Circulations and associated with many philanthropic organizations. Mr. Gupta has also been appointed director on the Board of the leading national news agency, the United News of India (UNI). He has created a niche for himself by his unequalled devotion to help the language newspapers to keep pace with everyday changing modern technology and become qualitatively competitive in the newspaper industry.

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VERTICALS OF JAGRAN GROUP.

CORPORATE PROFILE
I Next is India's first bilingual compact Hindi daily targeted at the youth. Its trendy content, envelopes the informed, intelligent, interactive and todays open -to-innovations generation. i-next, Indias fastest growing compact daily in bilingual format, has caught on to the pulse of the Young at Heart. In just 18 months it has captured the imagination of people who look out for newer opportunities and seek deeper probes into the more relevant issues of changing India of today. It now covers 9 prominent cities in 4 states of India through its various editions and infrastructure. It distinctly stands apart from its competitor due to its beautiful packaging of news, attractive layout design and the versatility of news & features. These accomplishments have made I next the pulse of todays Youthful India wherever it is present

Dainik Jagran is the flagship brand of JPL. In today's dynamic media world, where consumers have an unprecedented array of choices, Dainik Jagran stands out as a brand that is the choice of millions of Indians as they start their day. A Business and Consumer Super Brand Dainik Jagran covers 11 states of India. It has been declared by the World Association of Newspapers (WAN) as the Largest read daily in the world. Dainik Jagran has also been voted as the Most Credible Source of News in a BBC-Reuters survey. The genesis for Dainik Jagran was in the year 1942. The year when the freedom struggle of India reached its crescendo and found expression in the "Quit India movement". Dainik Jagran was launched during this time with the vision of our founder Shri Puran Chand
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Gupta, to "Create a newspaper that would reflect the free voice of the people" . This vision was as much a reflection of the time when it was propounded as much as it is relevant to us today. Dainik Jagran markets control the political destiny of the largest democracy in the world, the vision continues to guide India.

INext

I-Next, India's fastest growing compact daily in bilingual format, has caught on to the pulse of the Young at Heart. In just 18 months it has captured the imagination of people who look out for newer opportunities and seek deeper probes into the more relevant issues of changing India of today. It distinctly stands apart from its competitor due to its beautiful packaging of news, attractive layout design and the versatility of news and features. These accomplishments have made I next the pulse of today's Youthful India wherever it's present..

City Plus is the Weekly English Tabloid from the group. It is an English News-InformationEntertainment paper from 11 editions targeting the geographic communities within a city. An aesthetically designed all colour newspaper editorially cover a variety of topics from Food, Fashion, Lifestyle, etc. Apart from this, it also has reader interactivity through Contests, Coupons, Puzzles, Quiz, Crossword, Games, Polls, Suggestions

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Sakhi is a premium women's magazine targeted at upwardly mobile and outgoing women in the upper segment of the socio-economic class. The Sakhi reader retains her cultural values but is contemporary and modern in her outlook. The magazine also highlights the role of women in modern times and helps them in coping with the outside world

J9 is the value added services division of Jagran Prakashan Ltd. Which is currently working in the field of mobile value added services and home shopping in an active manner. It has just launched an Online Digital Classified platform (khojle.in). Projects under planning include Online Gaming and Live Astro business. J9 Mobile, which is the mobile vertical of J9 offers Text, Voice and WAP services to users. J9 Mobile also offers Enterprise and Brand solutions via 57272 platform

JagranInternational Jagran International is the international division of JPL responsible for marketing JPL products outside of India. Amongst other things, develops country reports for India, and works with our international associates to develop India Reports in markets like Ireland, UK, South Africa, Australia and New Zealand.

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JRC Jagran Research Centre (JRC) is an independent multidisciplinary research and consulting organization. JRC has undertaken various projects like accruing vital market data, organizing strategic planning process for improving customer satisfaction and enhancing competitive advantage. JRC has developed various methodologies in the field of Market Research, Consumer research, Perspective Plans, involved in developing databases on socio economic indicators and expertise for consultation. JRC has also evolved into a strategic business unit and is publishing, reference books and magazines for newspaper. These books include Jagran Yearbooks, Country and statewise statistical databank, Jagran JOSH monthly magazine and others

JagranEngage Jagran Engage is the OOH division of JPL which specializes in Out of Home media solutions across India. Jagran Engage covers 900+ towns spread across 370 districts in 27 states. Engage offers comprehensive Out-Of-Home (OOH) solutions to prospects and customers through its bouquet of offerings of Hordings and Billboards, Unique Street Furniture, Transit and Mobile Media besides innovative and ambient to suit specific client requirements

www.jagran.com The group foray into the internet space has been through "jagran.com" which is the largest Hindi portal its category. We have entered into a strategic alliance with Yahoo India and have launched a cobranded website. This we believe will reshape the online Hindi news and current affairs landscape -- in terms of compelling customer experience and user engagement.
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JagranPehel Corporate Social Responsibility: As a responsible corporate citizen, JPL supports a specifically dedicated organization, Pehel to discharge its social responsibilities and provide social services such as organizing workshops / seminars to voice different social issues, health camps / road shows for creating awareness on the social concerns and helping unprivileged masses. Pehel is working with various national and international organizations such as World Bank on various projects to effectively discharge the responsibilities entrusted by the Company. The Company has also been assisting trusts and societies dedicated to the cause of promoting education, culture, health care etc.

JagranFoundation Under the banner of Jagran Foundation there are a series of initiatives that would help towards the larger cause of nation building. The first in the series of such initiatives is Jagran Forum - our first step towards "Thought Leadership". The 1st Jagran Forum was on Democracy, Development and Social Inclusion. The 2nd Forum was on "Democracy and Conflict Resolution in Asia". Both were attended by dignitaries from across India and the World including the Prime Minster and Vice President of India have been present at the Jagran

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CHAPTER -2 RESEARCH METHODOLOGY & OBJECTIVE

METHODOLOGY
The methodology followed for the research: Primary research detailed discussions with event management firms and the corporate clients. Subsequent additions were made to the interview schedule to suit the specific events under study. The secondary information was gathered from various marketing journals and books on event marketing, sales promotions and publicity. Daily newspaper reading in order to keep track of various kinds of events also proved helpful. The information gathered was studied and analyzed. It reveled certain issues in event marketing which need further attention and some suggestions have been given to make the Event Marketing industry more effective in order to utilize its full potential and be mutually beneficial for the Event Marketing agency, the Corporate and the customer.
Exploratory research is a type of research conducted for a problem that has not

been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. The Internet allows for research methods that are more interactive in nature. For example,
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RSS feeds efficiently supply researchers with up-to-date information; major search engine search results may be sent by email to researchers by services such as Google Alerts; comprehensive search results are tracked over lengthy periods of time by services such as Google Trends; and websites may be created to attract worldwide feedback on any subject. The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation. Although the results of qualitative research can give some indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how many". Exploratory research is not typically generalizable to the population at large.

SOURCE OF DATA
Primary data Secondary data Data given by the company

OBJECTIVE
Study of all events done by jagran group Study of managing of all event done by jagran group as an event management company. Study of others responsibilities of jagran group besides event Management Company.

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EVENT DESIGNING
1. Conceptualization of the creative idea/ambience 2. Costing involves calculation of the cost of production and safety margins 3. Canvassing for sponsors, customers and networking components 4. Customization of the event according to brand personality, budgets, etc 5. Carrying-out involves execution of the event according to the final concept

Initial Canvassing Concept

Conceptualization Customization

Costing

Final Concept

Carry-Out

EVENT

Fig 1.7: Event Designing Concept

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Example: Event Event Category : Event Organizers Core Concept of event It is all about the categorizing and awarding the number one in Jharkhand in there respective field such as builder , lawyer, best institute , best businessman, and best restaurant and many other category. And it is organized once in a year in Ranchi and several distics which come under Jharkhand like Dhanbad, Jamshedpur. Deoghar , Bokaro are invited to participate in it to be the Jharkhand ka no-1. Background Title of the Event Place Venue Year Duration Target Audience No. of Audience Ambience Costing Event Type : Jharkhand ka no -1 : Ranchi : Morabadi maidan : 2009 : 30 Days : City dwelling families : 3000 : Rural Mela : Rs. 20 lakhs : Partially sponsor and partially ticketed Jharkhand ka no -1 Business event Brand development team

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Canvassing Many corporates were approached with the initial concept to sponsor the event. The leads generated through canvassing for sponsors and negotiation with venue owners gave a strong impetus and indication of success for a particular variation. A leading soft drinks company could be persuaded to fully sponsor the event.

Customization The target audience of the soft drink company was pre-dominantly was fun-seeking youth. The initial concept needed to be changed from a family oriented event to a youthful event. The budget was needed to be drastically reduced to Rs. 2lakhs per center and the event was to be simultaneously conducted in 5 locations just to invite the participants ..

Final Concept and Carrying Out Constraint of budget and specific requirement of the client changed the initial concept of a two day program to a 3 hour forenoon program titled Jharkhand ka no-1. The program essentially revolved around a color rain dance and color blast for young people with coverage on a popular youth oriented music channel on the television. It was also decided to use the event coverage as software for future use by the channel. Now the event was fully sponsored show for a single sponsor with invitations to a limited no. of participants. The show was fully customized to give pre-dominant importance to the sponsors colors viz. red and blue. The carry out stage involved being exceptionally careful and prepared for eventualities such as hazards of drunken misbehavior of the youth even though liquor was not allowed inside the venue. The interaction revolved around a popular VJ anchoring the show and except for dancing, there would be hardly anything else actually happening. The carry out stage gets completely taken over by the music channel.

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Study of all events done by jagran group.

Red FM simran ki khoj Dps Bhagalpur launch ING vysa mera career mera plan Nestle funshake and kids Ipl with the royal challenger Jpl annual awards Madhya Pradesh government mobile health van project. Pehel conference Bihar states aids control society Aashirwad atta rangoli competition.

Study of managing of all events done by jagran group as an event management company.
The purpose of media is to report events. Over the last few years, however, media companies in India seem as engrossed in creating events as in covering them. A number of shifting trends in the media business have persuaded these companies - ranging from publishers in print to radio to TV and even online - to interact with consumers on the ground through events of varying kinds. Under one umbrella There are two factors at work here. Factor one, even as media consumption is growing, consumer attention is spreading itself thin across a wider range of media. This means that
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most media brands - especially in print and TV - have a lower share of consumer interest each year. On-ground events are an absorbing means of creating a new point of interest and interaction.

Factor two, and this is more important, throwing in on-ground into the media offering is likely to increase the client's spend with the publisher. In that sense, this is no different from offering another medium as an option to the advertiser. Besides, the share of belowthe-line (BTL) in marketers' spends is increasing and publishers would like to dip their hand into that torrent of funds. Clients are also beginning to feel restless and unhappy with vanilla advertising. Going the on-ground route serves twin objectives for media companies - it keeps their audience as well as their advertisers happy. "Clients are coming to us and saying: 'Forget about your rate card and full page ads. We have a budget of, say, Rs 50 lakh. You tell us what can you do for us with that?' We say that we'll give you this much space in print, we will put you on radio and create some contests for you. They are looking for a comprehensive solution." For publishers, this translates into conducting brand activation and venturing into experiential marketing for clients. That also means creating periodical event properties, for which the media companies have the Intellectual Property Rights (IPRs) and getting advertisers to sponsor them. The events category could be anything - large format shows such as beauty pageants, awards night, sports meets, besides leadership and think-tank conclaves, classic BTL, exhibitions, and of course, CSR (corporate social responsibility) activities. The last includes events like The Times of India's Lead India and Teach India movements.
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The single thread that holds all these categories together? "We are looking at live entertainment," is the common refrain of media honchos. Even brand activation and experiential marketing are about keeping the consumer engaged while weaving the brand into the entertainment. Media companies are new to the live entertainment game and organizing events is at a nascent stage, so the monies are fairly thin. Of course the extra revenue doesn't hurt, but the whole idea is to hit the consumer at multiple touch points. Sujata Bhatt, national marketing head, Radio Mirchi 98.3 FM explains that when brands go to a traditional events agency, the marketers generally spend money separately to get footfalls to the venue. "While this is very expensive, the bigger challenge," she says, "is to create synergies between the on-ground elements and the on-air campaign. Thus clients spend more money and effort to create solutions, which are sometimes not cohesive. When the same media company does both, there is better integration of these factors. It is much easier for a media company to editorially adopt an event if it is organizing it." In radio, it is common for radio jockeys to keep harping on an event the channel is associated with. Speaking broadly, IPR-owned properties are more attractive for those media owners who want to extend the power of their own brand (it also helps keep the brand top-of-mind in readership surveys). Events involving brand activation and experiential marketing are the chosen route when the publisher wants to add an extra platform to attract an advertiser.

A taste of just how specialised this is getting is evident from the structure of Bennett, Coleman & Company (BCCL), publisher of The Times of India (TOI). Believe it or not,
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BCCL has four divisions to manage the stuff on the ground. While 360 Experience is specifically for client activation, Red Cell and Grey Cell try to find on-ground synergy with the mother brand, TOI. Mirchi Activation, as the name suggests, is aligned with the group's FM radio brand, Radio Mirchi. Many of the larger media groups have dedicated activation divisions. Network18 manages its experiential marketing services through E18. The Jagran Group's Jagran Solutions concentrates on finding solutions for clients. Like BCCL, Reliance Big Entertainment has multiple divisions such as BIG Live (for live entertainment), BIG Reach (this is client-led) and BIG Events (a specialized event management company). HT Events was created a year ago by HT Media to focus on "creating IPRs that will grow in size and scale over time". Some examples are the HT Leadership Summit, Mint-HT Luxury Conference and Miss India Worldwide. HT Events aims to have about 20 IPRs by the end of this year. Other media groups like Outlook and India Today too host regular conclaves. Down South, Malayalam Manorama has a separate division, Junction K, created specifically for "integrated media solutions" for clients. Online companies too find it a great option, whether they are doing the events for themselves or for a client. Zapak, for instance, has properties such as India Gaming Challenge, India Gaming Summit, India Gaming Expo and Super Gamer. One of the early online media companies that has been offering end-to-end brand solutions to marketers is Hungama, which came into being in 1999. In 2002, it launched Hungama Events & Promotions, to focus on activation solutions for brands both ongound and on the digital and the mobile platforms. Some of the clients that Hungama boasts of include Unilever, Coca-Cola, Nokia, Videocon and ICICI Prudential.

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Not alone in the race

While separate activation divisions floated by media groups do compete with traditional events/experiential agencies, it is these agencies which provide the last link of the activation chain for media firms which don't have a separate setup to manage events. In those cases, the ideation is done by the media company's brand team and an events agency is called in to execute the show. , "We do not see event agencies as our competition. In fact, they form a crucial part of the industry's ecosystem with their efficient execution abilities. We compete with other media houses for an idea that will appeal to the client. First the client looks for the best idea and then sits down at the table." But yes, traditional agencies have indeed lost some of the largest media companies as their clients. E18, for example, will now be taking over the execution of all the in-house events of Network18 as it completes its existing contracts with agencies. Farhad Wadia, CEO, E18, affirms, "Now, though we don't pitch, we still have to treat them (in-house media brands) as separate clients to give them the best solution. It makes sense for the company to keep the money within the group. Though there is no policy, there is an understanding that in troubled times it makes no sense for the business to go out of the network." One Up On the face of it, with media on their side, publishers seem to have an advantage over traditional event management companies. Besides image credibility, they boast of reach
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as well. For example, Mirchi claims to reach 4.1 crore people across India. Bhatt of Radio Mirchi, says, "Any brand which associates with us for an on-ground event not only gets assured footfalls and the audience's touch and feel but also could get huge on-air equity, through RJ mentions."

MTV is another media brand that owns several properties such as the MTV Music Awards, Lycra MTV Style Awards, MTV Grind and MTV Roadies. These events not only provide programming software to the channel but multiple touch points to the audience and sponsors alike. Says Aditya Swamy, senior vice-president, marketing, MTV India, "The first touchpoint is the internet where registrations happen. We have a vibrant digital community which is commenting and blogging about the events. Post registration, the events go on-ground in multiple cities and then finally go on-air." The events are both ideated and executed by Viacom Brand Solutions, the activation arm of Viacom, the parent company of MTV. The job of the traditional agencies, according to Swamy "has been limited to setting up the stage, putting up barricades and managing the security". In fact, as the channel has its own production team, even the stage design is done in-house. That's true for most of the media houses. Likewise, Zee Business has two big properties - Hunt for India's Smart Investor and Emerging Business Forum - which not only are large-scale ground activities but also make good use of the channel's on-air platform. Another example is Jagran Group's annual property, Punjab da No 1, which has been replicated in Bihar and Jharkhand as well. The event, conducted in association with Idea
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Mobile aims to award local achievers such as the best teacher, the best politician, the best lawyer, the best officer and so on. The winners were chosen through SMS voting to a short code. The Punjab event, last year, got about three crore SMSes. A single SMS costs anything between Rs 3 and Rs 6, depending on the service provider. Even if the average per SMS is Rs 4, that translates into earnings of around Rs 12 crore, which is shared between the mobile company, Jagran and the government (in form of taxes). Even event management firms own IPRs. "We have Celebrate Bandra, Indian Ocean Corporate Games, M-Cue and others," says Brian Tellis, chairman, Fountainhead Promotions & Events, adding, "In-house properties bring in more revenue compared to doing client-led solutions but only in the long-run." But traditional agencies can't argue with the newcomers' clout. Roshan Abbas, managing director, Encompass, an event management company (WPP acquired a majority stake in it last year), concedes, "It is easier for media companies to create their own IPRs as they have the media available to them to amplify the activity. In our case, we'd have to buy the media or go out physically to create an audience for the property." Event managers are unfazed, though. "The entry of big media houses - as well as big agencies - has lent a 'seriousness' to the platform's perception in the clients' fraternity," explains Tellis. Media companies also like to emphasise their superior understanding of the audience because they routinely delve into readership data. Abbas is unimpressed. "Their understanding of live interaction with the audience is zero. They understand how to run a newspaper and they understand the consumption of a newspaper. But they don't understand the live audience. This audience behaves quite differently." Abbas points out that media companies can offer only their own platforms, whereas a Wizcraft or an Encompass could go to Hindustan Times or TOI or anyone else. "What works for us is that we are media neutral. Media firms will keep pushing themselves (their brands). A brand manager has to understand that a media-neutral partner is more critical than a media-focussed partner," he adds.
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Show me the Money Is this new business worth all the trouble that media companies go through? Ghoshal of Mid-Day reckons that, speaking for print companies; events would typically contribute only a percentage point or two towards their topline. Radio, on the other hand, seems far better placed to capture the on-ground buzz. Neeraj Chaturvedi, national marketing head, Fever 104 FM, says that his brand "gets about 20 per cent of its revenues from non FCT (fixed time commercials), which includes brand solutions for clients and IPRs." HT Events, according to Anand Bhardwaj, business head - new media initiatives, HT Media, wouldn't do an event with a topline of less than Rs 1 crore. For Malayala Manorama, Junction K brings in roughly about 10 per cent of the group's total revenue. E18 is targeting revenue of anything between Rs 40 and Rs 50 crore in 2009. "A fledgling TV channel would struggle to have a topline of Rs 15-20 crore a year and we at E18 are doing roughly the same amount within one year. It's a business which goes handin-glove with the existing media business," says Wadia. Find the suitable platform Which platform works best when synergizing for events on the ground? While TV is a national medium and a suitable platform to provide reach, print and radio can create local and hyper local involvement, in that order. According to Wadia "as TV ad rates are lower, its leveraging ability is much lower than for print. For activation, however, it doesn't matter, which medium you are from as long as your idea is good." The idea being the centerpiece is a common refrain. The benefit radio has over other mediums is that it can be highly interactive and generate feedback in real-time, as in case of Night Rally, a brand activation done by Fever 104 for Maruti Swift. The on-ground rally also had an on-air component with continuous updates coming to the drivers through the radio providing them clues for their final destination.

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Study of other responsibilities of jagran group besides event Management Company.

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CHAPTER 3
ROLE OF JAGRAN GROUP AS AN EVENT MANAGEMENT COMPANY IN SOCIAL AWARENESS
THE ROLE of media has become very important in shaping present day society. The print and the electronic media have become a part of ones daily life. Undoubtedly, media has attained the role of a powerful organ in virtually all spheres of society. In this given scenario, media should have a great responsibility as media without accountability can become a dangerous instrument and can harm the society irreparably. It is said that power corrupts and absolute power corrupts absolutely. Corruption not in literal sense but presenting news in a twisted manner that suits the channel and misguides the masses in general is also a sort of corruption. The media in itself is a very important instrument of change provided it behaves in a responsible and objective manner. This forceful medium should be used in a judicious and impartial manner. It may sound a bit Utopian as our present day society is governed more by monetary considerations. By saying so, I am not denying the importance of money in all spheres of life, but at the same time the money should not become the only consideration, particularly when the society as a whole is in the focus. I remember the words of a celebrated English critic, Attached yet detached. Perhaps it i s the best way of living and working in a given society. To know the society you have to be an intrinsic part of it and yet to study it, you have to keep yourself detached from it. Sounds a bit philosophical but, herein lies the crux to be a successful journalist. To increase the readership and the TRPs (Television Rating Points) is not the sole criterion of the media. To present the news in an objective and right perspective is the primary duty of the media. To criticise just for the sake of it is not journalism. Criticism is healthy provided it is not subjective and prejudiced.
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The socio economic conditions of society should be paramount for the media as it has very comprehensive and responsible role to play in shaping the societ y. Communication means relating yourself to a vast In

multitude of societ y and to work with the masses for its betterment .

the mad race of Breaking News, the media must not present a distorted picture of the media . It should not indulge itself in the useless debates . The foremost and the primary dut y of the media is to educate and build a purposeful societ y. It should be a pillar in the real sense and not just an epitaph. The voice of the media should be such that it will be heard with respect and may not be lost as of a cacophony of a fish market where the silence of reasoning is lost in the ensuing din.

Media plays a very important role in bringing about awareness among the people in societ y. The awareness can be in terms of scientific and non scientific thus helping in converging the world . It helps to overcome the bigotry of the universe . Without Media , they would be totally in fear and ignorance. These two brings about devastation in the life of people . With fanaticism, it brings about a lot of discrimi nation among the people making them superstitious and illiterate . Sometimes, media has its own

disadvantages . Too much of it attacks the privacy of people life speciall y the popular ones. Media role is to bring about Constructive Awareness . Awareness in terms of:

Internal and External threats to the nation. Appeal and request to contribute for a social cause . Educate about Rights and duties of the citizen . Most importantl y project the policies and the reforms of the government in the righteous compo rtment.
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At times, media has

eulogized policies, laws and reforms of the government for no appropriate reasons . Whatever we see in media today, is a reflection of the society . The news channels in particular have replicated in many ways of television journalism from US . For instance rescue of a kid from a pitfall is more dramatic than ever; the news surpassing the important ones . Apologies

for the comparison with all due respect for the kid and his parents, but we need to grow above all this . As a spectator I have observed numerous

instances wherein such incidents have grabbed all the attention ignoring the major news. A kid called Prince fell in a pit and media have shown the entire day live coverage about the rescue being done by the arm y . Not alone this we could see the debates and suggestions goes on from group of ps ychiatrists, consultants, doctors etc about the mental state of the child and his/her folks. Its good to see seniors in their fields anal yzing the

situation, and giving their exper t comments!!! On the same day there were two blasts took place in Assam with a dozens of people being injured . I just couldnt believe that it couldnt take the so called Breaking News section of the television media for most of the channels . I felt ashamed of the journalism system . They just fail to prioritize the gravitational issues . I am sure all and sundry watched the gates of the mansion wherein Abhishek and Aishwayra got married for the whole day . People were

running in excitement around, wait ing outside to catch a glimpse of the married couple. One full day right from the stroke of dawn, news

channels were engaged in covering the wedding as if Prime Minister of India was getting married to a neighbor Nationals daughter thus registering an ornamental growth in foreign relations . All the participants of the laughter challenge have been signed with various channels for trivia programs. Just imagine, an hour each day the News Channels plays a role of Comedy channels . Thats not all, in some ca ses one can find dedicated broadcast for high societ y parties and its review on the Menu
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and the dances. The list is just endless . If that is what you think is part of the electronic and the print media then please Give me a break!!The Newspaper Journalism is also going on shoulder to shoulder with electronic one.All the above and similar cited incidents have taken three quarters of the front page followed by another half in subsequent pages . The real important ones making it to the inner pages o r at times get lucky to be mentioned in front page left corner column. Media plays a very important role in the building of a societ y . Media has changed the societies of world so much that we can't ignore its importance. First of all we should know what the media is . Media is a source of information or communication . Media includes sources like

print media and electronic media. Newspapers, magazines and any other form, which is written or printed, is included in print media and in electronic, media radio, television and Internet etc. are included. In this

age when there are so many channels and newspapers we cannot ignore its importance in the societ y. Media has lot of responsibilit y on its shoulders as today's societ y is very much influenced by the role of media . We believe in what media projects to us. We change our minds according to the information provided

through it. In the past when the media was not so strong we were quite ignorant about what is happening around us . But today we come to know very quickl y what is happening around us . We have the access to all the international news channels that provide us the facts and figures . Considering this fact that media has the power to influence societ y, it should know its responsibilit y towards societ y . It should feel its It should be

responsibilit y to educate the societ y in a positive way . giving us fair anal ysis and factual information.

ROLE OF MEDIA IN DEMOCRACY

Access to information is essential to the health of democracy for at least two reasons. First, it ensures that citizens make responsible, informed
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choices rather than acting out of ignorance or misinformation.

Second,

information serves a checking function by ensuring that elected representatives uphold their oaths of office and carry out the wishes of those who elected them . In some societies, an antagonistic relationship

between media and government represents a vital and healthy element of full y functioning democracies . In post-conflict or ethnicall y homogenous societies such a conflictual, tensionridden

relationship may not be appropriate, but the role of the press to disseminate information as a way of mediating between the state and all facets of civil societ y remains critical. Support for media is a critical prong of U.S . democrac y and governance assistance. While media is considered by USAID to be a part of the civil societ y arena, it is well known that media overlaps other functiona l areas of democracy and governance . results in governance For example, support for media may yield particularl y those related to

activities,

decentralization, anti -corruption, and citizen participation in the policy process. The rule of law may be further institutionalized by support for an independent media that keeps a check on the judiciary, reports on the courts, and promotes a legal enabling environment suitable for press freedom. Free and fair elections conducted through transparent processes require a media sector which gives candidates equal access, and reports the relevant issues in a timel y, objective manner. Most notabl y, Article 19 of the1948 Universal Declaration of Human Rights states, Everyone has the right to freedom of opinion and this right includes freedom to hold opinions without

expression;

interference and to seek, receive, and impart information and ideas through any media and regardless of frontiers. Within the context of supporting democratic transitions, the goal of media development \

generall y should be to move the media from one that is directed or even overtl y controlled by government or private interests to one that is more
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open and has a degree of editorial independence that serves the public interest. If the media is to have any meaningful role in democracy, then the ultimate goal of media assistance should be to develop a range of diverse mediums and voices that are credible, and to create and strengthen a sector that promotes such outlets. Credible outlets enable citizens to

have access to information that they need to make informed decisions and to participate in societ y. A media sector supportive of democracy would be one that has a degree of editorial independence, is financiall y viable, has diverse and plural voices, and serves the public interest . The public interest is defined as representing a pluralit y of voices both through a greater number of outlets and through the diversit y of views and voices reflected within one outlet.

Supporting media as an institution requires an understanding of what constitutes the sector . Clearl y, the media sector consists of something

beyond the specific outlets that deliver news and information. But is it so amorphous that it encompasses everything from the universiti es that train future journalists to the courts in that protect their Jointl y rights? Media and

Development

Program

(MDP)

Russia.

designed

implemented by the Russian American Press and Information Center (RAP IC) and Internews/Moscow, MDP's goal is to spee d the development of a commerciall y viable media sector in Russia. The objectives devised to achieve this goal suggest a particular approach to defining and supporting the sector: Help foster advocacy for media with legislative and regulatory bodies . Increase flows of advertising revenues to theregions

(decentralization) Increase access to and ownership of production and distribution Increase investment and loan opportunities for regional media Increase horizontal ties among media professionals

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Expand

educational

and

practical

programs

in

electronic

information gathering and dissemination Expand educational and practical programs in business,

management, and technical skills Increase professional contacts and collaboration between domestic and foreign media companies and institutions Protect key resources, such as film and archive materials that document historical developments, outside news feeds, electronic information sources (such as Lexis -Nexis), records, policymakers and access to public

Future Trend
The Indian Media and Entertainment industry is forecasted to grow at an annual growth rate of 19 per cent to reach Rs 83,740 crore by 2010.

The forecasted CAGR of various segments of the Media and Entertainment industry in India till 2010 is :

Radio - 32% Music - 1% Television - 24% Film Industry - 18% Print Media - 12%

The forecasted size of the various segments of the Media and Entertainment industry in India till 2010 is:

Radio - Rs 1,200 crore Music - Rs 740 crore Television - Rs 42,700 crore Film Industry - Rs 15,300 crore
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Print Media - Rs 19,500 crore

Advertising
Advertising is a form of communication that includes the name of the product or service and how that product or service could potentiall y benefit the consumer. Advertising often attempts to persuade potential

customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and earl y 20th centuries. [ 1 ] Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers . Different t ypes of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, billboards or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organization. Organizations that spend money on advertising promoting items ot her than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies . Non-profit

organizations may rel y on free modes of persuasion, such as a public service announcement . Money spent on advertising has declined in recent years . In 2007,

spending on advertising was estimated at more than $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010 . Advertising is communication used to influence individuals to purchase products or services or support political candidates or ideas . Advertising
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can be displayed on billboards, newspapers, T.V., websites, movies and more Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics . A form of print advertising is classified advertising , which allows private individuals or companies to purchase a small, narrowl y targeted ad for a low fee advertising a product or service.

We find that many companies are spending a great deal of money on advertising without a clear direction or targeted audien ce. Often there is no mechanism of evaluating which methods are working well and which are not.

Ideall y, advertising should not cost you money . Unless your ad campaign is generating more than it is costing, there is something wrong . Of course you cannot expect great results overnight . In the mid 1990's print media was the main advertising media on the schedule for SME's around the world - how things have changed. Nowadays, media advertising is driven by enhancements to technology and the need for advertisers to reach their target audiences in the places where they are looking for information. It seems that Internet Advertising is the fastest growing format of the moment, but print media advertising still has a very firm place in most ad schedules.

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One of the main reasons it still works is the fact that people tend to be very much away from work when they are reading information and looking at adverts in print . If we look at magazine advertisements , their main advantage is the fact that a very targeted audience is seeing them . This is of huge benefit to the advertiser and magazine advertising gives them the space to capture potential customers when they are at their most relaxed. This is also true for newspaper advertising, although there is probabl y a significantl y higher amount of wastage in terms of matching the ad content to the t ype of reader . Now you can see why suppliers of mobile phones and car companies advertise in newspapers - most of the target audience is relevant to the products or services shown in the advert. The advertising costs associated with magazines and newspapers do var y considerabl y, but do make sure that you negotiate if you plan to book a series. Another area to consider for print is yellow pages and other directories . Some directories are now very targeted and the advantage to this format is that people are actuall y looking for adverts . The other thing to consider is cost and an annual price for an eighth page in a directory can be very reasonable.

Newspaper Advertising
With newspaper advertising, you have the choice to reach a large or small geographic collection of people . With National Newspaper Advertising ,

the coverage can be huge, but so can the rates . What you have to do here is weigh up if the advertising costs can be justified. A classified advert in a national can cost around 30 per scc (single c olumn centimetre) but is more likel y to be around 50 . A DPS (double page spread) in a national

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like the Guardian will be around 34,000 .

So, make sure that you set

yourself a realistic budget when you look at the national's. However, with regional newspaper advertising , you have the advantage of selecting a local audience and this can be the best option if you are advertising a business on the doorstep of the audience in question . The

rates are also a lot lower than national newspapers, and an advertisement will cost from just a few pounds to a couple of thousand. The advantages of print media enables you to send in the copy and have it displayed on the section you want within a few days . If it is a classified ad, this can be just 48 hours . The beauty of print media advertising is

that you can be as creative as you wish, as long as you follow the guidelines set out by the newspaper . This will usuall y exclude nudit y a nd strong sexual references in the copy and publishers will usually adhere to advertising standards legislation. Whichever newspaper you use, always remember it is a format that has a very short shelf life indeed . Sometimes it is a very good move to combi ne newspaper or magazine advertising with other formats like Online advertising or even Radio Advertising. If you have a large budget,

newspaper advertising can work extremel y well with TV advertising campaigns.

PUBLICITY . Education
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1. DPS Bhagalpur launch.

At Jagran Solutions we strongly believe that the true strength in execution lies when it is flawless in a remote and challenging environment. Thankfully we have clients who feel the same way. DPS Bhagalpur launch was an interesting mix of regional talent and quality execution. Inaugurated by the chief minister Mr. Nitish Kumar it is yet another feather in our cap.

BRANDING.
Initiatives by Jagran PEHEL for needy poor people who dont have event blanket to protect themselves from winter. this concept is based on the collection of old woolen clothes and blanket from rich people who are not using this due to any reason. And this clothes is collected by Jagran team and distributed to the poor people.

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Arpan - A social initiative of Dainik Jagran Readers - We Collect blanket, old clothes, shoes, etc from Committee for Protection of Democrative Rights, West Bengal to help for poor people.

ENTERTAINMENT. JAGRAN FILM FESTIVAL 2010 Varanasi--24/06/2010

Jagran Film Festival 2010 We have organized two days event Jagran Film Festival on dated 19th
&

20th June

2010 at IP cinemas ,Varanasi . Total five art films were shown in this festival i.e. Gulal, A women is a Women, Everybody says I am fine, Belle De Jour and Dharm. Approx 1500 audiences participated in this festival and appreciated this effert of Dainik Jagran .Mr.Rahul Bose (Actor-Director) and Piyush Mishra(Actor, Singer, Writer, Lyricist and Music Director) were invited as celebrities of Jagran Film Festival,Varanasi. We have invited Commissioner ,V.C.( Mahatma Gandhi Kashi

Vidyapith), I.G., Mayer , District Magistrate of Varanasi as guest of this film festival .They all were welcomed by Res. Director sir (Sri. V.K.Gupta ). Great Branding,

Great Initiative, Grate Gathering and Great Arrangement have made this event a very successful event in Varanasi

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Father`s Day Celebartion ( Ghaziabad) Vishwa Bhojpuri Sammelan in Delhi Noida--20/06/2010 Noida--09/01/2010 Fathers Day was celebrated with great zeal & enthusiasm all over Delhi NCR. In media partnership of Dainik Jagran, Purvanchal Ekta Manch, and Delhi organized In Shipra mall we had message from son to father, photofunnya - on the spot photo of Vishwa Bhojpuri Mahasammelan in Dada Dev Mela Ground, Sector-8, dwarka, Delhi. father & son were shot & after framing them were given to them & free gift to all This was a 2 days program where eminent personalities walkers. from politics, Entertainment & literature had taken part of it & raised their voice for Bhojpuri language. Lok Sabha Speaker Smt. Meira Kumar had inaugurated the

Mahasammelan.On this ocassion, Nishikant Thakur ji(Chief General Manager, Dainik Jagran) received Patrakarita gaurav Samman for his great contribution to journalism. The award was presented by smt. Meira Kumar.

Chapter4 RESPONSIBILITY OF JAGRAN GROUP

Some journalists say that their role and responsibilit y is no different in covering health information than it is in covering politics, business, or
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any other topic.

These journalists say that their primary concern is

accurate, clear reporting they are less concerned about the consequences of their story once it is published . But that approach may result in shodd y journalism and potential harm to the public . I assert that it isn't sufficient to be accurate and clear when covering health news . Journalists have a

responsibilit y to mirror a societ y's needs and issues, comprehens ivel y and proportionall y. Often that doesn't happen in health news. Recentl y, I led an effort by the Association of Health Care Journalists to publish a statement of principles . Journalists have a special responsibilit y in covering health and medical ne ws, the statement reads . Association members know that readers and viewers may make important health care decisions based on the information provided in our stories. In our current era of entanglement, journalists must investigate and report the possible conflicts of interest among sources of health information and those who promote a new idea or therapy . Such conflicts may not be

readil y apparent, so journalists must look for them as a routine part of story research and interviews . They must investigate and report the

possible links between researchers and private companies, researchers and public institutions, patient advocacy groups and their sponsors, celebrit y spokespersons and their sponsors, and nonprofit health and professional organizations an d their sponsors. To fail to do so may mean that

journalists become unwitting mouthpieces for incomplete, biased, and imbalanced news and information. Journalists face unique challenges in covering health news . specialized skills, knowledge, and jud gment are helpful . Some

For example,

some information based on poorl y designed or poorl y powered studies should not be reported unless the flaws are emphasized.

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Editors, reporters, and writers need to scrutinize the terminology used in health news. Vague, sen sational terms (such as cure, miracle, and may harm news consumers by misleading and breakthrough)

misinforming. At the core of journalism's values, such terms should not be used because they are meaningless. It is not the role of journalists to bec ome advocates for causes . However, I believe that journalists have a responsibilit y to investigate and report on citizens' needs as they struggle to understand and navigate the health -care s ystem. People need help in understanding the ways in which scien tists In that sense, there is an inherent

and policymakers reach conclusions .

educational role that journalists must assume . I have a special interest in how television journalists cover health and health policy news . Surveys consistently show that man y Americans get most of their health news and information from television . One stud y

documented troubling trends of brevit y (an average of 45 seconds per story), absence by of data, reporter specialization, sensational claims for not the

supported

hyperbole,

comm ercialism,

disregard

uncertaint y of clinical trials, baseless predictions of treatments based on basic science studies, single -source stories, and a paucit y of coverage of health policy. Television viewers are likel y to see many more one -sided political ads about health policy issues than balanced, comprehensive news stories about such issues . In m y current research, I am anal yzing health policy news coverage on three award -winning TV stations in three different parts of the United States in 2004 . Despite the fact that American voters

ranked health care as their third leading concern (after war and the econom y), the three stations I monitored devoted little time to health policy issues. My anal ysis shows that in ten months (326 hours of

stations' key late night newscasts) on these three stations, there was onl y
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one story on the uninsured .

Presidential candidates' health polic y

platforms drew a combined total of seven minutes of news an average of 23 seconds per story, or about 15 seconds per stati on per month of the 2004 campaign. Whether it is preclinical news that is not ready for prime time, or clinical news that oozes optimism over unproven ideas, or a disdain for health policy news, television journalists seem to have abdicated their possible agenda-setting role. Journalists must weigh the balance between the amount of attention given news about medicine and the attention given news about health and the social determinants of health . There may be too much news about the

delivery of medical services and not enough news about the cost of, qualit y of, and evidence for those services . The current imbalance may

contribute to the nation's health -care cost crisis, driving up demand for expensive, unproven ideas . These are responsibilities journal ists may not encounter in covering other topics . issues. Health reporting does involve telling a story, but it also requires writers to take on additional responsibilities through the story cycle finding the story, collecting information, and writing it. Standard news criteria such as timeliness and impact may be used to pick stories. But in health reporting, context is crucial . Research advances to be reported need to be placed in context . This may be achieved by cit ing earlier research on the topic and seeking out comments from independent experts who could put a new finding in perspective . Sometimes health In health news, they are everyday

research throws up contradictory findings . Is a gene linked to a disease? One study finds a link . interpretative and Another does not. skills on the Such situations demand part of health writers .

anal ytical

Otherwise, writers may mislead readers, or leave them confused.

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EXPOSURE OF CORRUPTION
The destructive impacts of corruption in the live of nations through out the world is ackowledged . Corruption is perharps the most important factor that is impeding the accelerated socio -economic transformation of

developing or less developing countries (LDCs) of the world . Infact, it is recognised by development scholars that the level of reduction in corruption has a very direct link to the level of economic development of nations in the world . The media and Civil Societ y groups have been identified as the two ver y important weapons to fight the scourge of corruption w orldwide. In

Nigeria, the independent press, by which we refer to the newspapers and the newsmagazines, have been activel y involved in checking the excesses of governments and as well as others in positions of authorities . Of

course, the story of the Nig erian mass media, especiall y the printed press, can be said to be a story of stuggle since the the late nineteenth centur y when the first newspaper Iwe Iroyin Yoruba was established in Abeokuta, present day Ogun State. The coming of newspapers like the Co met of Mr. Ali, the Egyptian, the West African Pilot founded by the late Dr . Nnamdi Azikiwe and later the Nigerian Tribune of late Chief Obafemi Awolowo, among others, notched up the opposition to colonial struggle especiall y against perceived undue domi nance, bad governance, injustice and corruption of the time. So, from the struggle against colonial lordship,

civilian misgovernance of the first republic, military dictorship to the seeming lackluster performance in the current civilian dispensation, the Nigerian print media, especiall y privately owned, could be said to have indeed com e a long way.

CORRUPTION DEFINED
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Corruption is coined from the Latin word; corruptus which in essence means to destroy . Wikipedia, the free encyclopedia offered that

Corruption is essentiall y an impairment of integrit y, virtue or moral principle; dep ravit y, decay, and/or an inducement to wrong by improper or unlawful means, a departure from the original or from what is pure or correct, and/or an agency or influence that corrupts . The Encyclopaedia listed diffrerent t ypes of curroption . Two t ypes rel evant to this paper are; Institutional corruption , as corrupt actions or policies within an organization that break the law, serve to subjugate humans in unlawful manners, discriminate against humans based upon race, ethnicit y, culture, or orientation, or serve to degrade other humans or groups for that institution's own profit; and Political corruption , as the dysfunction of a political system or institution in which government officials, political officials or employees seek illegitimate personal gain th rough actions such as bribery, extortion, cronyism, nepotism, patronage, graft, and

embezzlement . seeking, where

Political corruption is a specific form of rent access to politics is organized with limited

transparency, limited competition and directed to wards promoting narrow interests (rent seeking is not to be confused with propert y rental). I will add Econonmic Corruption to the list for the purpose of clarit y onl y, as the definiton (2) above also incorporates its main ingredients.

CURROPTION, MEDIA AND DEVELOPMENT

It is true that corruption is a world wide phenomenon, elements of corruption are found in almost all countries of the world . However, it

must be said that the incidences of corruption are much more prevalent in developing countries like N igeria. As noted by Anderson, James H . et al
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(1999) in The Impact of Corruption on the Poor in Transition Countries, "The conditions of these countries are such that corruption is likel y to have different causes and consequences than in more developed countries. The socio-economic conditions in low income countries are more conducive to the growth of corruption . Corruption is a symptom of deep rooted economic and political weaknesses and shortcomings in the legislative and judicial system of the count ry. To aggravate the situation, accountabilit y in these countries is generall y weak, the chances of being caught are small and the penalties when caught are light" The inference is that it is almost impossible for the LDCs or low income country to join the league of developed nations if corruption is not effectivel y tackled . infrastructural decay, In a lack corrupt of system, characteristics such subjugation of as

patriotism,

collective

interests, improper implementation of policies and programmes and a disconnect between vision and its realization are prevalent . So, for

Nigeria hoping to become one of the 20 most developed economies in the world by the year 2020, the fight against corruption must be one of the topmost priorities of the Government at all levels. Instructivel y, it has been noted by scholars that the position of Nigeria as the sixth largest exporter of oil in the world is a big contradiction to the unacceptable level of povert y and squalor in the land . Indeed, the major reason for this sorry level of the nations development could be easil y traced to the high incidence of corruption in the country . Mr. Bayo

Onanuga, Editor -in-Chief of The News and PM News noted recentl y that in many studies conducted on Nigeria, corruption has been fou nd to be the greatest problem militating against the nations social and economic progress. Awoonor-Gordon O. R., editor PEEP Newsletter Online, a Sierra Leone's news and satirical magazine, is however of the opinion that the media in
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developing countries have a special task of explaining to the people the link between corruption and their present state of backwardness and under-development. He also reiterated the need to educate and inform those in control of the nation's resources as to the correct way r esources must be allocated and disbursed. I agree with him . ames D. Wolfensohn, President of the World Bank in a speech to the

World Press Freedom Committee Washington, D.C., (1999) also observed that "Free Press is not a luxury" According to him, a fr ee Press is at the absolute core of equitable development because if you cannot enfranchise poor people, if they do not have a right to expression, if there is no searchlight on corruption and inequitable practices, you cannot build the public consensus ne eded to bring about change. One tends to agree totall y with Rick Stapenhurst (2000) that corruption is a negative factor which must not be allowed to grow . He said in his paper The Media Role in Curbing Corruption that "available evidence shows that if corruption is not contained, it will grow . Once a pattern of

successful bribes is institutionalized, corrupt officials have an incentive to demand larger bribes, engendering a "culture" of illegalit y that in turn breeds market inefficiency" The foregoing assertions have shown to us clearl y that Corruption is an evil which must be combated as fiercel y as possible with all the resources available. The press must however be in the fore front in this fight, . Indeed, Section 22 of the Nigerias 1999 constitu tion gave this specific assignment of serving as the watchdog of the societ y to the media.

TOOLS

FOR

EFFECTIVE

MEDIA

WAR

AGAINST

CORRUPTION

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The World Anti -corruption Watchdog, The Transparency International, reported in its recent anti -corruption handbook that a free and

independent media is one of the principal vehicles for informing the public about corrupt activit y. TI noted that by investigating and reporting on corruption, the media provides an important counterpoint to the abuse of entrusted power fo r private gain, shedding light on the wrongdoings of public office holders and corporate executives alike . As such, it

significantl y contributes to the basis of knowledge with which citizens can hold both public and private institutions to account. However, for the media to effectivel y discharge these important duties as indicated above and wage a successful war against corruption, it must necessaril y be armed with the tools and ingredients of the profession. Independence of the media is not onl y desirable but a very important factor in the fight against corruption . The Political leadership of a nation desirous of fighting corruption must ensure that legislations are put in place to ensure free and unfettered press . This also explains why the

national ass embl y must pass the Freedom of Information (FOI) Bill without delay. A media that is to be in vanguard of enthroning corruption free societ y must also not be encumbered by Ownership, Political and economic interests. Journalists must be well kitted with adequate Investigative Journalism skills in order to navigate the complex web of highl y sophisticated corruption crimes . Since corruption perpetrators are more often than not the highl y positioned individuals, journalists must have the necessary training to obtain facts and figures to blow whistle on corrupt practices . The World Bank Institute should be commended in this regard . It is

reported that the Institute apart from helping countries design and implement anti-corruption programs, has for some year s now through its Governance and Finance Division (WBIGF) been facilitating investigative
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journalism workshops in Africa, Central and Eastern Europe and more recentl y, in Latin America and South Asia. Journalism obviously requires lots of financial and hum an resources to function. Media workers must be adequatel y remunerated to get the best from them and to reduce the possibilities of their being compromised . Media Practitioners are very vulnerable to attacks from people who will want to prevent them from reporting certain occurrence when they perceive such occurrence as capable of affecting their political and business interests negativel y. Many journalists have been killed or

maimed in the course of their duties; some have been threatened into self censorship. Those reporting corruptions are especiall y in danger of Adequate protection from law

various forms of attacks and threats .

enforcement agencies must exist to protect the journalists and to create a conducive atmosphere for freedom of expression t o flourish. Closel y related is Adequate Legal Framework under which journalists perform there roles . Existence of draconian laws can also impede the One will recall the sad effects of the

performance of their duties .

obnoxious Decree Number 4 of 1984 und er the regime of Buhari/Idiagbon military junta. Such laws curtailing freedom of expression will not allow free flow of information and will greatly impede the media war against corruption and related offences.

GENERATION AND SUSTENANCE OF PUBLIC SUPPORT FOR ANTI-CORRUPTION AGENCIES

A symbiotic relationship often exists between the press and the anti -graft agencies, ie the ICPC and the EFCC . While the press depends on the agencies reports and findings to put together juicy, and often dramatic
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news reports, the agencies also enjoy adequate public presence and coverage. The reports of activities of the agencies has mobilised support for them and their officers to the extent that they are now seen as heroes and heroines of some sort . The widespread conce rn that is attending the current travails of Mallam Nuhu Ribadu, the erstwhile Chairman of the EFCC attests to this. Partnership with Civil Societ y Groups . The constant exposure of

corruption by the Nigerian printed press has emboldened increasing number of the Civil Socet y Groups in the country to join and identify with the anti graft war. The reports in the media about curroption have

provided these groups with the needed tools to demand prosecution of leaders perceived as corrupt and to demand greater transparency in government businesses .

Identification of Areas of Possible Corruption

The print media in recent years has also been proactive in identifying questionable and unexplained wealth of leaders thereby arousing public interest and concern . It is true that such cases may not be currentl y under any investigation but it is a veritable reference material for future investigations into such matters . Some government officials and leading Politicians who have acquired properties far above their earn ings are being exposed regularl y by the Nigerian Press . Susteinance of Anti Corruption Momentum . The adequate and unrelenting reporting of corruption and activies of anti -corruption aggencies have been sustaining the fight against graft . In fact many o rdinary Nigerians believe that, if not for the watchdog role of the press, the anti -graft momentum may have died down . Another way the press has been

sustaining the war is the unearthing of anti graft cases which would have been buried. Journalists, espe ciall y columnists usuallll y make frequent
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reference to such cases and in a way putting preasure on anti -graft agencies to revisit the case and commence prosecution . A case that comes to mind is that of former NPA chairman refered to earlier. Observed Limitations of the Nigeran Print Media in the War Against Curroption Despite the commendable contributions of the media to the anti -graft war, it is however important to point out that the level of development of the Nigerian printed press may constitute hind rance to its effective

performance of its roles as a major anti -corruption watchdog . The level of the industrys economic development, for example is still poor . Most media organizations are under -capitalized . To survive, most media houses depend heavil y on advertisements from the same institutions and

governments they are to watch .

Also, in some media houses, many

months of salaries are owed staff and where regularl y paid, they are too low for any meaningful existence . This near-beggar status of media

houses and their staff can not ensure strict adherence to the ethics of the profession. Closel y related to low economic strength is the issue of corruption in the media itself. The media corruption takes the form of accepting gifts

from individuals, corporate bodies as well as governments and agencies of governments . Extreme cases are when journalists expect gratifications,

especiall y in form of brown envelopes, for covering assignments and writing reports. These and related unethical conducts are v ery prevalent in developing countries of the word, constituting a great impediment to the exercise of functions assigned constitutionall y to the media .

Business, political, group and personal interests of media owners are sometimes very important clog in the wheel. In situations where media

ownership is concentrated and not diverse enough, it will be eas y to

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prevent damaging news items injurious to the health of such interests from seeing the light of the day. It is unfortunate that the National Assem bl y of Nigeria is still dragging its feet on the passage of the Freedom of Information (FOI) Bill . Despite the relative press freedom enjoyed in Nigeria, government activities to a large extent are still shrouded in secrecy. Many documents that could be useful in unearthing corrupt practices are easil y classified as official secret . This area would have been addressed by the FOI bill . Stapenhurst (2000) observed that"Generall y, governments have little difficult y in providing information to the public that reflects well on itself . The problem arises, by contrast, when the information reflects the opposite; here, a "voluntary disclosure by government" approach often does not work as both politicians and bureaucrats often try to hide embarrassing informa tion". A very important limitation to effective fight against corruption which is often overlooked is the closeness that often develops between the press and anti-graft agencies. It is observed earlier that there is a symbiotic

relationship between the tw o. Such relationship often leads to closeness and the problem is that when corruption creeps into such anti -grafts agencies, of course this is very possible, or other forms of scandal breaks out, it may be difficult for the media to report such with the s ame commitment and intensit y required. It is also important to point out the need for adequate training is required for many journalists . The fear of some of the opponents of the FOI bill stemmed from the visible quacks in the profession who have been giv ing journalism a bad name. Such quacks are not necessaril y trained in the

basics of the profession especiall y the observance of mass media law an d ethics.

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The media are generall y seen as a key element in combating corruption . Evidence from rich countries shows a strong link between press freedom and the fight against corruption . By ensuring public awareness of

corruption, free and independent media promote transparency and good governance. The media assist by focusing a spotlight on corruption and building a public consensus for improvement. The story in Thailand is not so simple . According to the results of

international surveys, the level of press freedom in Thailand is one of the highest in East Asia. Among the East Asian countries surveyed by

Freedom House, only Japan, Taiwan and South Korea had greater press freedom than Thailand, and these are all much richer countries .

Unfortunatel y international surveys also show Thailand to have high levels of corruption . This remains true after taking a ccount of its income level, and even more importantl y, its level of press freedom. A survey of six Thai newspapers over the past five years reveals many news reports on corruption. power by public servants, Topping the list were reports on abuses of follo wed by corruption in government

procurement. political

The next most frequent reports were on vote -buying and in public sector appointments . Private sector

influence

corruption stories (accounting for onl y about a quarter of all corruption reports) involved embezzlement, corporate fraud, and some instances of media corruption. Despite many reports on public and private corruption, the media have had very little impact, at least as measured by public follow -up actions and especiall y by prosecutions of thos e allegedl y involved in corrupt activities. Very few of the cases reported over the past five years have

resulted in serious legal investigations, court cases, or prosecutions. A news report certainl y is not proof of guilt . This is a matter for the legal s ystem to determine. What is clear, however is that, relative to those
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reported, there have been very few cases pursued through the legal s ystem, and Thailand remains burdened with a perception of relativel y high levels of corruption . The key factor is the absence of well -

developed social, political and legal institutions to deal with corruption. Exposure of corruption is helpful onl y if there is a political will and there are social institutions to deal with it . Thailand is still very much in its

infancy in this regard . While its media are relativel y well advanced, other institutions lag behind, as does the political will to do anything about it.

Several other factors limit the effectiveness of the Thai press . Thailand has exceptionall y low levels of press readership . corruption is useful onl y if people read the news . Freedom to report on In fact, international

experience shows corruption to be more closel y linked to press readership than to press freedom . Unfortunatel y, Thailand has a very low level of

press circulation by international standards, even after taking account of her level of economic development . While exposure to the electronic

media might be greater, the freedom of non -print media is much more seriousl y constrained . The electronic media are tightl y regulated .

Whereas the print media are largel y in private hands and enjoy some important constitutional protections, the allocation of radio and TV outlets is entirel y controlled by government agencies, including the military. Unfortunatel y, the electronic media are the most important

source of news for large portions of the Thai population . Furthermore the Thai press is not as free as commonl y thought . Despite new constitutional protections of freedom of speech and of the p ress (Articles 39 and 41), the press is still hampered by strong libel laws . Whereas libel laws are

commonl y employed against the press, recent constitutional guarantees have not been tested in the courts, and there is increasing concern about the influence of strong political and commercial interests on media conduct and content.
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The simple link between corruption and press freedom greater press freedom being associated with less corruption applies onl y among rich countries. Among lower income countries the relationship is much more complex. In the absence of political will and adequate legal institutions, the press can have onl y a limited impact on corruption . onl y the messengers . The media are

The greatest hope is that continued press freedom

will help feed a desire for the deeper institutional changes necessary to create a transparent and less corrupt societ y. We know from an important study conducted a few years ago by the World Bank that the answers to both questions is yes . The World Bank

conducted a study of the press, corruption, and social and economic indicators in 97 countries . The Bank released a report five years ago

which supported the existence of links between a free and independent press the product in part of liberalized medi a laws; the exposure and reduction of corruption the product of a probing, courageous free and independent press; and economic vitalit y the product of corruption -free, efficient markets. Where corruption is rife, local businesses suffer, markets are di storted, and foreign capital is discouraged . Corruption flourishes best where

transparency is conspicuous by its absence, and where the press is unfree and dependent. As the World Banks report argued, a free and

independent press can contribute significantl y to economic vitalit y. We should help foster such a press through liberalizing repressive media laws. The former President of the World Bank, James Wolfensohn, He wrote: A free press is not The media can

underscored the urgency of these findings .

a luxury, it is at the core of equitable development . expose corruption .

They can keep a check on public policy by throwing a They let people voice opinions on

spotlight on government action . change.

governance and reform and help build public consensus to bring about

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The World Bank study of 97 countries makes some convincing arguments: 1. Markets thrive on information of all kinds that is accurate, Information of that kind is

comprehensive, on time and objective . oxygen to free markets . 2.

Compared to free and independent media, state -owned media

fail to provide that kind of information. 3. Deprived of that kind of information, markets are far less

vigorous than they could be, and the econom y generall y remains stagnant in countries with predominantl y state -owned media. 4. likel y to People in countries with heavil y state -owned media are more suffer hard times economicall y than countries with

predominantl y free and indepen dent media.

E-government and Corruption

Several case studies of egovernment applications from developing

countries report some impact on reducing corruption v. Many governments have chosen to go on -line in departments such as customs, income tax, sales tax, and propert y tax which have a large interface with citizens or businesses and are perceived to be more corrupt . Procurement b y

government is also seen to be an area where corruption thrives . The very process of building an on -line delivery system requ ires that rules and procedures are standardized across regions and made explicit (amenable for computer coding). This reduces the discretion and opportunit y for

arbitrary action available to the civil servants in dealing with ever y applicant on a case by case basis . Egovernment can be used as an entry point for simplification of rules and reengineering processes . E-government can lead to centralizes data which can be used for improving audit and anal ysis . Unbiased sampling procedures can be
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applied for audit purposes. provide improved

Integration of data across applications can Egovernment can make decisions

intelligence .

traceable. As the possibilit y of exposure of wrong doing gets enhanced, the fear of consequent embarrassment can be a deterrent to corrupt practices. By providing an alternate to a departmental channel for service delivery, egovernment introduces competition which improves service levels and lowers corruption. Web publishing of Government information builds

accountabilit y by providing documentation to citizens to substantiate their complaints against corrupt practices . However, benefits from egovernment such as reduction of corruption opportunities are often incidental and not part of the design objectives . To extract maximal benefit from such applications, some features that can lead to greater transparency and accountabilit y need to be consciousl y built in the design objectives vi. There is an implicit hierarchy and sequentialit y of objectives on which egovernment applications must focus to reduce corruption . Increasing

access to information, presenting the information in a manner that leads to transparency of rules and their application in specific decisions,

increasing accountabilit y by building the abilit y to trac e decisions/actions to individual civil servants represent the successive stages in the hierarchy. Corruption in the culture sector is area that is still rather under researched. First, there is no substantive empirical data available to

estimate the actual occurrence of bribery and corruption within the sector . This is not to conclude that corruption and bribery do not happen within the sector but at present hard data is scarce. Some of the reasons behind it are that most of the surveys, be they natio nal or international, do not include the culture sector in their polling as the focus often remains on
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key public sectors such as judiciary, parliaments, etc . Second, qualitative research and risk assessment is also largel y absent . This latter aspect is one that we have attempted to focus on - by providing some preliminary anal ysis of issues and risks in the sector .

Bribery and petty corruption

Allocation of grants and research funds: The culture sector provides rather vast opportunities for funding and grants to undertake various cultural projects and research . A large part of such funding often comes from government sources or foreign aid and financial assistance Bribery of

distributed through quasi -public bodies and authorities .

officials can therefore be used by applicants to gain an unfair advantage and secure such grants and funding . Professional awards and competitions: Culture is one sector where ongoing artistic competitions and awards are commonplace . These ma y

range from awards of hi storico-documentary exhibits to competitions in various forms of performance arts . As in most forms of competition

involving a reward scheme, prizes and awards may be influenced by bribery, patronage and conflicts of interest . The sports sector is a good example to draw parallels from -where bribery and corruption

allegations, including ones at the top international and Ol ympic levels, have not been uncommon . Cultural exchange programmes and study tours: The cultural sector also provides rather extens ive opportunities for full y or partiall y funded exchange programmes and study tours abroad for purposes of cultural exchanges. These may range from exchanges being organised at school The public bodies

level to those at the level of senior public officials .

(such as Cultural Boards, relevant Ministries or local authorities) in charge of the exchanges usuall y have to exercise a degree of discretion

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when selecting the participants of the relevant exchanges and tours abroad. This can be used as a vehicle fo r bribery and undue favours . Foreign tours of performance arts and exhibitions: Various performance artists or groups, such as folk dance groups and others, are often given opportunities to perform abroad through various cross -cultural initiatives . This will often be coordinated through bilateral agreements between public and cultural authorities of two countries or cit y municipalities . Here too, there is scope for unfair selection of groups or members who will take part. In extreme cases, this may eve n lead to individuals who

are not qualified at all (and are not artists or performers) being nominated by the corrupt public official . Although rarel y, but there have been some cases where those corruptl y selected individuals would use it as an opportunit y to get a full y paid trip and visa clearances to a country of their choice for their private purposes or with the intention to extend their stay there illegitimatel y. At times the managers of the real dance troops, choirs, etc., would not even be aware t hat the corrupt official had included that particular individual in the list of the artists . times, they may be colluding with the public official in question . At other

Grand Corruption Procurement of goods and services: As any other sector, the
culture sector has certain public procurement needs, be it choosing contractors to restore artistic and cultural pieces or procuring various supplies necessary for the day-to-day operation of the cultural

establishments.

Here, risks of corruption commonl y associated with

procurement of goods and services are present . For more information, see U4 Helpdesk Answer "Common points at which corruption occurs in development progra mmes".
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Construction and refurbishment of establishments: Again, as in

many other sectors, the cultural sector would often have to deal with construction contractors to conduct construction, refurbishments and maintenance of museums, monuments, etc . There are numerous corruption risks associated with construction . For more information, see U4

Helpdesk Answer "Resources on corruption in the construction sector".

Misappropriation of budgeted funds: The culture sector is

administered through the relevant public bodies, such as Ministries of Culture, Boards and other relevant national and local authorities . In a

country with high level of corruption in the public sector in ge neral, such ministries and public authorities are likel y to have similar corruption opportunities as other sectoral ministries . This could mean

misappropriation and looting by top officials of budgeted funds allocated to the sector. It can involve corrup tion when distributing the central

resources to the lower level local bodies (those colluding with the central body's relevant decision -maker may get larger budget allocation in exchange for kick-backs and other forms of bribery) . Finall y, other

common corruption related risks, such as fraud and financial malpractices in the day-to-day administration of the public resources may be present.

Unlawful licensing and permissions: Another area of grand

corruption is where public authorities with decision -making power over granting of licences and various permits may issue authorisations to private sector companies and individuals to, for example, undertake commercial or residential propert y development or infrastructure works in areas which should have been prese rved for their cultural value and heritage. Incidences involving grand corruption are more likel y to get press coverage and are therefore relativel y easier to document than the ones listed above under the pett y corruption and bribery section .
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For

illustrative purposes, here are t wo recent examples of grand corruption in the culture sector: Korea: The head monk of Hwaomsa Temple, one of the nation's largest temples, is currentl y wanted by the police for allegedl y embezzling 600 million won ($600,000) granted by the central and local governments for repairs to the temple's cultural assetsSuch embez zlement and other illegal practices associated are unfortunatel y not new . In 1999 there was a 20 billion won ($20 million) embezzlement case involving Seoul's Chogye Temple. China: At the local level, administrators often turn a blind eye if money can be made through selling cultural objects . On the other hand, simple neglect of ancient sites and the destruction of sites due to large real estate projects, agricultural development, and infrastructure projects pose a threat. The Three Gorges Dam project, f or example, is likel y to inundate a large number of antiquities . Brave attempts to save material from Meanwhile

individual sites concern onl y a small part of the total area .

smugglers have found it easy to negotiate with local officials, and large amounts of material from the upper Yangtze have found their wa y overseas.

Media
Media can be an essential pillar in the fight against corruption when it operates on the principles of independence, impartialit y and

professionalism . Its effectiveness in counter ing corruption may, however, be undermined by a number of factors .

Corruption within media: The role of the media can be distorted by

corruption within the industry itself . By averting the public's gaze from where it is most needed, the damage incurred by such practice to the media's integrit y and independence can be far -reaching. Concentration of
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media ownership poses additional risks to the media's abilit y to report on corruption. Where the media is concentrated in the hands of a few,

conflicts between the owners' interests and the principles of independent reporting invariabl y arise .

Unethical journalist conduct: Media workers themselves sometimes

engage in corrupt activit y. This is often - though not exclusivel y - the result of the difficult fina ncial circumstances in which many media organizations find themselves. In many developing countries, print and

broadcast media often run at a loss, resulting in extremel y low journalist salaries. This can - and often does - make reporters vulnerable to

attempts to undermine their professional integrit y, particularl y when these attempts are made by unscrupulous media owners . In the developed world too, media independence is put at risk by the well established practice of giving and accepting gifts from a variet y of public and private sources . While such practices may not in themselves be

corrupt, in the absence of clear policies on gift -taking, the receipt of favours can have a direct impact on the abilit y of the media to report objectivel y on corrupt ac tivit y.

Poor journalistic standards: Inadequate newsroom budgets can

result in a less of the ominous, media's though equall y significant, function: obstacle of to fulfillment anti -corruption that poor

journalistic standards .

A lack of financial and human resources has a

twofold effect on the abilit y of the media to produce high -qualit y material. Firstl y, it minimizes (or, in some cases, entirel y excludes) the possibilit y of conducting the extended research and investigation required for professional coverage. Secondl y, it means that journalists frequentl y do not receive adequate on -the-job training, particularl y in the specialised skills required for successful investigative journalism . At an even more basic level, however, poor journalistic and ed itorial practice resulting in
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factual errors or politicall y slanted coverage can have a profound impact on perceptions of the media's integrit y .

Political resistance: Political resistance to media independence can

take a variet y of forms and is invariabl y related to attempts to block public scrutiny of the misdeeds of those in power . It can range from

simple disregard for transparency obligations or discrimination by authorities against particular journalists and news outlets, to outright abuse by a gove rnment of its legal and regulatory powers in an attempt to intimidate or censor the media . In countries where the affairs of

government are shrouded in secrecy, journalists often face considerable physical risk when they embark on investigations that coul d lead to the exposure of corruption . Other than discouraging the use of tools

associated with investigative journalism, repeated incidents of violence against journalists can result in strong self -censorship, with reporters and editors refraining from criticizing government for fear of retribution .

Repressive legal framework: A related obstacle is that of the

existence of laws and regulations that hinder the media's abilit y to effectivel y perform its watchdog function . Although Article 19 of the

International Covenant on Civil and Political Rights states th at "everyone should have the freedom to seek, receive and impart information and ideas of all kinds, regardless of frontiers through any media of his choice", the realit y is that many national legal f rameworks continue to place

restrictions on the fundamental rights to know and to publish . The most common grounds for such restrictions relate to the privacy rights of individual citizens or private companies and to matters of national securit y. In the wake of the events of September 11th 2001, new

regulations in a number of countries have sought to further limit access to information in the apparent interest of enhancing the authorities' abilit y to counter terrorism . Though some limited restrictions on such grounds may
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be justified, the media is all too often faced with draconian libel and official secrets laws that serve onl y to shield public actors from unwanted attention.

Concentration of media ownership: A lack of diversit y of media

ownership threatens to stifle the freedom of expression essential to informed public debate. The classic situation in which media owners

interfere with their journalists' activities is when the government itself owns all or m ost of a country's television, radio and press . Indeed,

evidence collected from 97 countries suggests that state -owned media tend, in general, to be less effective than private media in monitoring government activities (Source: World Bank Group, World Dev elopment Report 2002). While many countries are now moving away from excessive state ownership of the media, privatisation has often brought its own dangers . In Latin America and the Caribbean, where levels of state -ownership are relativel y low, the med ia is often restrained by a combination of highl y concentrated private ownership and restrictive regulations . In Brazil,

concentration is reinforced by a regulatory regime whereby politicians regularl y obtain access to broadcast licenses. In other parts of the world, there is concern that large media

conglomerates are undermining coverage of corruption stories deemed damaging to their corporate interests . These concerns revolve around

both the might and apparent weakness of such corporations which, though capable of quashing news reports across a variet y of national, even international media, may do so because their pursuit of profit leaves them vulnerable to external pressure in a highl y competitive global market .

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A range of both external and internal o bstacles therefore confronts the media in its anti -corruption role. As such, a multi -faceted approach is

necessary to adequatel y address the many challenges described . In recognition of the potential role the creative arts can play in the fight against corruption, many organisations have activel y supported activities that use film, photography, theatre and other art forms to communicate anti-corruption messages . The following is a selection of such activities:

TI Kenya, together with the Community Healt h and Awareness Programs (CHAPS), have used puppetry to raise awareness about the theft of funds intended for development purposes . Other issues addressed by the puppeteers were pett y bribery, land grabbing, and environmental degradation .

Under the guidance of the Finnish cartoonist Leif Packaln, TIMorocco and the Moroccan Art Appreciation group have held a workshop with aspiring local comic artists , focusing their attention on corruption in public administration, hospitals and elections .

TI Bangladesh has formed an 18 member theatre group that is open to all members of societ y. The general aim is to facilitate the

visualization of the negative impact of corruption, and to raise awareness about corruption among the general public . The main

focus areas were corruption in the police, health service, education system, judiciary, and forest and land administration.

In

conjunction

wi th

the

10th

International

Anti -Corruption

Conference in October 2001, TI Czech Republic organised an international art exhibition on the theme of corruption entitled 'Art Against Corruption' . The programme included a visual art

exhibition, a photography exhibition, as well as a literature competition .

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The first Anti -Corruption film festival was also held by TI in Prague during October 2001. The festival attracted 17 feature

films, documentaries and student films from around the world . B y offering a forum for their work, the festival encouraged filmmakers to address the various themes that surround the complex issue of corruption. The second Film for Transparency festival took place

in Seoul from the 25th to the 28th of May 2003 in conjunction with the 11th International Anti -Corruption Conference. ii) The role of the news media in countering corruption

The media can play both a direct and indirect role in countering corruption. Whereas the former usually relates to the breaking of a

particular news story, or set of stories, bringing corruption to public attention, the latter is linked to the broader social impact of the existence of an independent media, where such exists . One of the most dramatic ways in which the media contributes to the fight against corruption is when news reports exposing m isdeeds lead to the forced resignation of public office holders . In Latin America alone, the

media has in recent years played a central role in exposing corruption resulting in the ousting of four national leaders: President Bucaram of Ecuador, President Perez of Venezuela, President Collor of Brazil, and President Fujimori of Peru (Sources: Stapenhurst, The Media's Role in Curbing Corruption, 2000 & Freedom House, Press Release, April 30, 2001). In the Philippines, meanwhile, the investigations of journa lists

into the unexplained wealth of President Joseph Estrada played a crucial role in his eventual downfall (Source: Mller and Jackson, Journalistic Legwork that Tumbled a President, 2002) . Frequentl y, news reports can prompt official investigations or proceedings into allegations of public or private sector corruption, thus providing an
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important impulse to official bodies charged with investigating or prosecuting corrupt acts . Due to their importance to the public interest, such investigations themse lves often become the focus of subsequent news reports. By reporting on such matters, the media can serve to reinforce

the effectiveness of formal proceedings by championing the commitment of those working in the public interest . Alternativel y, when offi cial

proceedings are conducted in an inept or obstructive manner, the media can push for future reform by highlighting legal and institutional inadequacies . In addition to its direct role in countering corruption, the very existence of an independent med ia can have an indirect impact on the instance of corruption in a particular societ y. A tradition of hard -hitting

investigative journalism may, for instance, place an indirect check on corruption that might otherwise take place in the absence of informed public debate. In the United States, it is often argued that coverage of the Watergate scandal solidified the role of investigative reporting in uncovering political misdeeds (Source: American Journalism Review, Watergate Revisited, Aug. -Sept. 2004). Similarl y, when the media

fosters debate in a way that encourages members of the public to become politicall y active, it serves as an indirect counterweight to the lack of mass participation in politics often associated with high levels of corruption. One of the media's most significant indirect contributions to the fight against corruption is to be found in its symbiotic relationship with civil societ y. Civil society is the realm in which citizens associate according to their own interests, striving neith er for political nor economic power . The legitimacy of civil societ y lies in its pursuit of the common good and, as such, it is uniquely placed to address corruption and maladministration . Its effectiveness in doing so, however, depends not only upon the existence of reliable information upon which to base its actions, but also
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on the availabilit y of means to disseminate its views .

Through the

provision of accurate, up -to-date information and a platform for the free expression of opinion, an independent media can significantly contribute to effective civil societ y action in the anti -corruption field. Likewise, the existence of an active civil societ y is integral to the maintenance of those conditions in which an independent media can thrive. Without th e constant vigilance and activism of civil societ y

groups working towards social, political and economic justice, special interests may seek to encroach upon the media's abilit y to report openl y and freel y. therefore corruption. For a more detailed anal ysis of the role of the news media in countering corruption, as well as links to relevant literature and good practice, please see the TI Anti -Corruption Handbook page on this topic. Operating hand -in-hand, the media and civil soci et y can mutuall y reinforce their respective roles in countering

Ethical Conduct
Journalism ethics and standards comprise principles of ethics and of good practice as applicable to the specific challenges faced by professional journalists . Historicall y and currentl y, this subset of media ethics is

widel y known to journalists as their professional " code of ethics" or the "canons of journalism". [ 1 ] The basic codes and canons commonl y appear in statements drafted by professional journalism associations and

individual print, broadcast, and online news organizations.

Every news organization has onl y its credibilit y and reputation to rel y on.

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While various existing codes have some differences, most share common elements including the principles of truthfulness , accuracy, objectivit y, impartialit y, fairness and public accountabilit y as these appl y to the acquisition of newsworthy information and its subsequent dissemination to the public. Like many broader ethical systems, journalism ethics include the principle of "limitation of harm." This often involves the withholding of certain details from reports such as the names of minor children, crime victims' names or information not materiall y related to particular news reports release of which might, for example, harm someone's reputation . Some journalistic Codes of Ethics, notabl y the European ones, [ 9 ] also include a concern with discriminatory references in news based on race, religion, sexual orientation , The the and physical Council Journalism or in mental 1993 disabilities . [ 1 0 ] [ 1 1 ] [ 1 2 ] [ 1 3 ] Resolution 1003 on

European of

approved which

Ethics

recommends

journalists to respect yet t he presumption of innocence , in particular in cases that are still sub judice .

CODE OF PRACTICE
While journalists in the United States and European countries have led in formulation and adoption of these standards, such codes can be found in news reporting organizations in most countries with freedom of the press . The written codes and practical standards va ry somewhat from country to country and organization to organization, but there is a substantial overlap among mainstream publications and societies . The International

Federation of Journalists launched a global Ethical Journalism Initiative [6] in 2008 aimed at strengthening awareness of these issues within professional bodies.
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One of the leading voices in the U.S. on the subject of Journalistic Standards and Ethics is the Societ y of Professional Journalists . Preamble to its Code of Ethics states: ...public enlightenment is the forerunner of justice and the The

foundation of democracy.

The dut y of the journalist is to further

those ends by seeking truth and providing a fair and comprehensive account of events and issues . Conscientious journalists from all

media and specialties strive to serve the public with th oroughness and honest y. Professional integrit y is the cornerstone of a

journalist's credibility. The Radio-Television News Directors Association, an organization

exclusivel y centered on electronic journalism, maintains a code of ethics centering on public trust, truthfulness, fairness, integrit y, independence and accountabilit y. [ 1 5 ] RTDNA publishes a pocket guide to these

standards.

ACCURACY REPORTING

AND

STANDARDS

FOR

FACTUAL

Reporters are expected to be as accurate as possible given the time allotted to story preparation and the space available, and to seek reliable sources.

Events with a single eyewitness are reported with attribution . Events with two or more independent eyewitnesses may be reported as fact. desirable Controversial facts are reported with of the publisher is

Corrections are published when errors are discovered Defendants at trial are treated onl y as having "allegedl y" committed crimes, until conviction, when their crimes are generall y reported as

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fact (unless, that is, there is serious controversy about wrongful conviction ).

Opinion

surveys

and

s tatistical

information

deserve

special

treatment to communicate in precise terms any conclusions, to contextualize the results, and to specify accuracy, including estimated error and methodological criticism or flaws .

SLANDER AND LIBEL CONSIDERATIONS

Reporting the truth is almost never libel, which makes accuracy very important .

Private persons have privacy rights that must be balanced against the public interest in reporting information about them . Public

figures have fewer privacy rights in U.S . law, where reporters are immune from a civil case if they have reported without malice . In Canada, there is no such immunit y; reports on public figures must be backed by facts .

Publishers vigorously defend libel lawsuits filed against their reporters, usuall y covered by libel insurance .

Harm limitation principle During the normal course of an assignment a reporter might go about gathering facts and details, conducting interviews, doing research, background checks, taking photos, video taping, recording sound -- harm limitation deals with the questions of whether everything learned should be reported and, if so, how . This principle of limitation means that some weight needs to be given to the negative consequences of full disclosure, creating a practical and ethical dilemma. Journalists' code of ethics offers the The Societ y of Professional following advice, which is

representative of the practical ideals of most professional journ alists. Quoting directl y: [ 1 7 ]
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Show compassion for those who may be affected adversel y by news coverage. Use special sensitivit y when dealing with children and

inexperienced sources or subjects .

Be sensitive when seeking or using interviews or photographs of those affected by tragedy or grief .

Recognize that gathering and reporting information may cause harm or discomfort. Pursuit of the news is not a license for arrogance .

Recognize that private people have a greater right to control information about themselves than do public officials and others who seek power, influence or attention . Onl y an overriding public need can justify intrusion into anyon e's privacy.

Show good taste. Avoid pandering to lurid curiosit y. Be cautious about identifying juvenile suspects or victims of sex crimes.

Be judicious about naming criminal suspects before the formal filing of charges.

Balance a criminal suspect's fair trial rights with the public's right to be informed .

SELF-REGULATION In addition to codes of ethics, many news organizations maintain an in house Ombudsman whose role is, in part, to keep news organizations honest and accountable to the public . The ombudsman is intended to

mediate in conflicts stemming from internal and or external pressures, to maintain accountabilit y to the public for ne ws reported, and to foster self criticism and to encourage adherence to both codified and uncodified ethics and standards . This position may be the same or similar to the

public editor, though public editors also act as a liaison with readers and do not generall y become members of the Organisation of News

Ombudsmen.
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An alternative is a news council, an industry-wide self-regulation body, such as the Press Complaints Commission , set up by UK newspapers and magazines. Such a body is capable perhaps of appl ying fairly consistent standards, and of dealing with a higher volume of complaints, but may not escape criticisms of being toothless.

ETHICS AND STANDARDS IN PRA CTICE As with other ethical codes, there is a perennial concern that the standards of journalism are being ignored . One of the most controversial issues in modern reporting is media bias, especiall y on political issues, but also with regard to cultural and other issues . Sensationalism is also a common complaint. Minor factual errors are also extremel y common, as almost

anyone who is familiar with the subject of a particular report will quickl y realize. There are also some wider concerns, as the media continue to change, for example that the brevit y of news reports and use of soundbites has reduced fidelit y to the truth, and may contribute to a lack of needed context for public understanding . From outside the pro fession, the rise of news management contributes to the real possibilit y that news media may be deliberatel y manipulated. Selective reporting (spiking, double

standards) are very commonl y alleged against newspapers, and by their nature are forms of bias not easy to establish, or guard against. This section does not address specifics of such matters, but issues of practical compliance, as well as differences between professional

journalists on principles.

Standards and reputation

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Among the leading news organizations that voluntaril y adopt and attempt to uphold the common standards of journalism ethics described herein, adherence and general qualit y varies considerabl y . The professionali sm, reliabilit y and public accountabilit y of a news organization are three of its most valuable assets . An organization earns and maintains a strong

reputation, in part, through a consistent implementation of ethical standards, which influence its positio n with the public and within the industry.

Genres and ethics

Advocacy journalists a term of some debate even within the field of journalism by definition tend to reject " objectivit y", while at the same time maintaining many other common standards and ethics. Creative nonfiction and Literary journalism use the power of language and literary devices more akin to fiction to bring insight and depth into often book-length treatment of the subjects about which they write . Such

devices as dialogue, metaphor, digression and other such techniques offer the reader insights not usuall y found in standard news reportage . However, authors in this bra nch of journalism still maintain ethical criteria such as factual and historical accuracy as found in standard news reporting. boundaries Yet, with brilliant prose [ p e a c o c k of standard news
term]

, they venture outside the offering richly detailed

reporting in

accounts. One widely regarded author in t he genre is Joyce Carol Oates, as with her book on boxer Mike Tyson . Some publications deliberatel y engage in satire, but give the publication the design elements of a newspaper, for example, The Onion, and it is not unheard of for other publications to offer the occasional, humorous articles appearing on April Fool's Day.
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Violations, and controversies

There are a number of finer points of journalistic procedure that foster disagreements in principle and variation in practice among "mainstream" journalists in the free press . Laws concerning libel and slander vary from country to country, and local journalistic standards may be tailored to fit . For example, the United Kingdom has a broader definition of libel than does the United States. Accuracy is important as a core value and to maintain credibilit y, but especiall y in broadcast media, audience share often gravitates toward outlets that are reporting new information first . Different organizations

may balance speed and accuracy in different ways . The New York Times, for instance, tends to print longer, more detailed, less speculative, and more thoroughl y verified pieces a day or two later than many other newspapers. 24-hour television news networks tend to place much more emphasis on getting the "scoop." Here, viewers may switch channels at a moment's notice; with fierce competition for rating s and a large amount of airtime to fill, fresh material is very valuable . Because of the fast turn around, reporters for these networks may be under considerable time pressure, which reduces their abilit y to verify information. Laws with regard to persona l privacy, official secrets, and medi a disclosure of names and facts from criminal cases and civil lawsuits differ widel y, and journalistic standards may vary accordingl y . Different

organizations may have different answers to questions about when it is journalisticall y acceptable to skirt, circumvent , or even break these regulations. Another example of differences surrounding harm reduction is the reporting of preliminary election results . In the United States,

some news organizations feel that it is harmful to the democratic process to report exit poll results or preliminary returns while voting is still open . Such reports may influence people who vote later in the day, or who are
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in western time zones, in their decisions about how and whether or not to vote. There is also some concern that such p reliminary results are often inaccurate and may be misleading to the public . Other outlets feel that

this information is a vital part of the transparency of the election process, and see no harm (if not considerable benefit) in reporting it.

Taste, decency and acceptability

Audiences have different reactions to depictions of violence, nudit y, coarse language, or to people in any other situation that is unacceptable to or stigmatized by the local culture or laws (such as the consumption of alcohol, homosexualit y, illegal drug use, scatological images, etc.). Even with similar audiences, different organizations and even individual reporters have different standards and practices . These decisions often

revolve around what facts are necessary for the audience to know. When certain distasteful or shocking material is considered important to the story, there are a variet y of common methods for mitigating negative audience reaction. Advance warning of explicit or dis turbing material

may allow listeners or readers to avoid content they would rather not be exposed to. Offensive words may be partiall y obscured or bleeped .

Potentiall y offensive images may be blurred or narrowl y cropped . Descriptions may be substituted for pictures; graphic detail might be omitted. Disturbing content might be moved from a cover to an inside

page, or from daytime to late evening, when children are less likel y to be watching. There is often considerable controversy over these techniques, especiall y concern that obscuring or not reporting certain facts or details is selfcensorship that compromises objectivit y and fidelit y to the truth, and which does not serv e the public interest .

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For example, images and graphic descriptions of war are often violent, bloody, shocking and profoundl y tragic . This makes certain content

disturbing t o some audience members, but it is precisel y these aspects of war that some consider to be the most important to convey . Some argue that "sanitizing" the depiction of war influences public opinion about the merits of continuing to fight, and about the pol icies or circumstances that precipitated the conflict . The amount of explicit violence and mutilation depicted in war coverage varies considerable from time to time, from organization to organization, and from country to country. Reporters have also been accused of indecency in the process of collecting news, namel y that they are overl y intrusive in the name of journalistic insensitivit y. War correspondent Edward Behr recounts the

story of a reporter during the Congo Crisis who walked into a crowd o f Belgian evacuees and shouted, "Anyone here been raped and speaks English?"

Campaigning in the media

Many print publications take advantage of their wide readership and print persuasive pi eces in the form of unsigned editorials that represent the official position of the organization . Despite the ostensible separation

between editorial writing and news gathering, this practice may cause some people to doubt the political objectivit y of the publication's news reporting. (Though usuall y unsigned editorials are accompanied by a

diversit y of signed opinions from other perspectives.) Other publications and many broadcast media onl y publish opinion pieces that are attributed to a particular individual (who may be an in -house anal yst) or to an outside entit y. One particularl y controversial question is whether media organizations should endorse political candidates for

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office.

Political endorsements create more opportunities to construe

favoritism in reporting, and can create a perceived conflict of interest.

Investigative methods
Investigative journalism is largel y an information -gathering exercise, looking for facts that are not easy to obtain by simple requests and searches, or are activel y being concealed, suppressed or distorted . Where investigative work involves undercover journalism or use of

whistleblowers , and even more if it resorts to covert method s more t ypical of private detectives or even spying, it brings a large extra burden on ethical standards. Anonymous sources are double -edged - they often provide especial l y newsworthy information, such as classified or confidential information about current events, information about a previousl y unreported scandal, or the perspective of a particular group that may fear retribution for expressing certain opinions in the pre ss. The downside is that the

condition of anonymit y may make it difficult or impossible for the reporter to verify the source's statements . Sometimes sources hide their

identities from the public because their statements would otherwise quickl y be discredited . Thus, statements attributed to anonym ous sources may carry more weight with the public than they might if they were attributed. (See also: news source.) The Washington press has been criticized in recent years for excessive use of anonymous sources, in particular to report information that is later revealed to be unreliable . The use of anonymous sources increased

markedl y in the period before the 2003 invasion of Iraq .

Science issues

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The mainstream press is often criticized for poor accuracy in reporting science news . Many reporters are not scientists, and are thus not familiar with the material they are summarizing . Technical information is also

difficult to contextualize for lay audiences, and short -form reporting makes providing backgro und, context, and clarification even harder . Food scares are an example of the need for responsible science journalism, as are stories connected with the safet y of medical procedures.

Examples of ethical dilemmas

One of the primary functions of journalism ethics is to aid journalists in dealing with many ethical dilemmas they may encounter . From highl y

sensitive issues of national securit y to everyday questions such as accepting a dinner from a source, putting a bu mper sticker on one's car, publishing a personal opinion blog, a journalist must make decisions taking into account things such as the public's right to know, potential threats, reprisals and inti midations of all kinds, personal integrit y, conflicts between editors, reporters and publishers or management, and many other such conundra . those.

The following are illustrations of some of

The

Pentagon

Papers

dealt

with

extremel y

difficult

ethical

dilemmas faced by journalists .

Despite government intervention,

The Washington Post , joined by The New York Times , felt the public interest was more compelling and both published reports . (The cases went to the Supreme Court where they were merged an d are known as New York Times Co . 713.

[19]

v.

United States, 403 U.S.

The Washington Post also once published a story about a listening device that the United States had installed over an undersea Soviet cable during the height of the cold war. The device allowed the

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United States to learn where Soviet submarines were positioned . In that case, Post Executive

Authentic Information
In 2007 UNESCOs General Conference at its 34 t h session invited the Director-General to explore new initiatives to further support media and information literacy with the overall objective to allow users to make informed judgments on information sources and broaden civic

participation in the media .

In particular, UNESCO sought to provide

media and information users and consumers with tools leading to a greater understanding of the role of media and information channels in the democratic process, as well as background knowledge of structures, sources, values and the reliabilit y of information.

UNESCOs previous work in the media and information literacy field has been comprehensive and covers a range of activities: publications, including the development of manuals and tool kits for a wide variet y of users, trainings and development of indicators in this area . Given both

the extensive interaction of young people with media and ICTs and UNESCOs global mandate in education, the importance of a coherent and definitive global initiative in media and inform ation literacy within educational institutions was considered of vital importance and an issue needing urgent attention . As a consequence, this meeting was proposed to catal yze processes to introduce media and information literacy in teacher training. The International Expert Group meeting opened with introductory remarks from Mr. Wijayananda Jayaweera, Director of UNESCOs

Communication Development Division, and Ms . Miriam Nisbet, Director of UNESCOs Information Societ y Division . The co-ordinating man ager
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of the project, Chief of Section, Communication Development Division, Mr. Vladimir Gai, chaired the session.

After extending a welcome from Mr . Abdul Waheed Khan, the Assistant Director-General for Communication and Information, Mr. Jayaweera

outlined the role of the Expert Group in providing UNESCO with specific advice. He noted that participating experts were invited in their own

professional capacity, not as representatives of organizations, and that many requests had been received from individ uals seeking to be part of the process. Mr. Jayaweera noted UNESCOs 26 year history in media and literacy

advocacy, dating from the International Symposium on Media Education held in Grnwald, Germany. The Grnwald Declaration recognized that Media edu cation will be most effective when parents, teachers, media personnel and decision -makers all acknowledge that they have a role to play in developing greater critical awareness among listeners, viewers and readers. While recognizing that the task of the E xpert Group would not be straight forward, Mr. Jayaweera said that UNESCO, through consultation with the Expert Group, aimed to create a flexible, universal model syllabus for use in teacher training institutions, offering various components of media and information literacy that can be selected and adapted to the needs and capacities of each country. As previousl y stated, the concepts underl ying media literacy and information literacy are inextricabl y intertwined . Indeed, it may be

that this initiative is the first through which the synergies existing between them are systematicall y considered . Thus it is not surprising

that the content of the presentations and the discussions that followed became similarl y intertwined as issues were identif ied and concepts
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evolved.

Further, participants took advantage of the opportunit y offered

to establish three break -out groups to focus on: frameworks, modules and methodologies, competencies, and different profiles for trialling the curriculum enrichment materials.

Building knowledge societies

While educational content has been presented through multimedia for some years, several factors are precipitating a need for critical and coherent study of media and information literacy as part of the sch ool curriculum. the Those factors include: proliferation of global telecommunications and media

organizations a consequent exponential increase in media texts and messages (of varying authorit y, purpose, currency and accuracy) the controls (overt and/or subtle) exerted on access to, and availabilit y of, those texts and messages to citizens the impact of media and information on societ y as a whole and on youth in particular It is critical to recognize that library and mass media traditions are converging as their digital context increasingl y overlap . This fact has

major implications for the delivery and content of initial teacher training and for continuing professional development.

The technological developments underlying increased availabilit y of information have simultaneousl y resulted in an increase in opportunities for interaction within communities and beyond cultural boundaries via the media. For example, where media tools were once location bound, they

are now made portable by high levels of c onnectivit y and decreases in

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over all dimensions of equipment .

Cost factors have also contributed to As a result, the

the shift from scarcity of technology towards abundance .

increasing availability of mass media tools is creating a new environment that is changing the cognitive and affective setting for intellectual and cultural growth of young people . It is modifying the context they choose

for socialization in ways not previousl y envisioned . Mass media tools influence young peoples work, leisure and personal relationships . Further, existing social and political imperatives for

improving education and basic literacy are being amplified by the demands and opportunities of the new media . are having an impact on fr eedom of speech. For example, these media Where that right cannot be

taken for granted there may be an inabilit y to make sound predictions on the effects of free media and youth may have little understanding of their own or the ethical responsibilities of others. Thus mass med ia are

providing new opportunities and challenges for teachers. Information Literacy comprises the competencies to recognize information needs and to locate, evaluate, appl y and create information within cultural and social contexts; is crucial to the co mpetitive advantage of individuals,

enterprises (especially small and medium enterprises), regions and nations; provides the key to effective access, use and creation of content to support economic development, education, health and human services, and all other aspects of contemporary societies, and thereby provides the vital foundation for fulfilling the goals of the Millennium Declaration and the World Summit on the Information Societ y; and

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extends beyond current technologies to encompass learning, critical thinking and interpretative skills across professional boundaries and empowers individuals and communities.

Further, teaching from within an information literacy framework has been empiricall y demonstrated to influence students self esteem, motivatio n for learning, deepen content mastery, and increase understanding of inquiry processes. That is, this assists students in learning how to learn .

Also, teaching for development of the higher order thinking central to information orchestration literacy and (critical thin king, of skills anal ysis, and problem solving, with

synthesis

content

together

metacognition) has been shown to improve academic performance . Together, these focus attention on learners capacities as critical receivers and producers of information in all media. In line with the tenor of the discussion, although they were not made explicit in this form during the meeting, it is appropriate to quote widel y accepted definitions of media literacy and its key concepts. Media Literacy is a 21st century approach to education . It

provides a framework to access, analyze, evaluate and create messages in a variet y of forms from print to video to the Internet. Media literacy builds an understanding of the role of

media in societ y as well as essential skills of inquiry and self expression necessary for citizens of a democracy. Media literacy focuses more tightl y than information literacy on the process of explo ring, anal ysing and understanding the nature of mass media thus increasing knowledge of: the techniques used in them, how they construct realities, how they are organized, and

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the impact of mass media on social, political, economic, health and educational environments

In the current context, the goal of education for media literacy, in accord with that for information literacy, is to ensure that trainee teachers have an understanding of the media that encompasses knowledge of their strengths and weaknesses , biases and priorities, role and impact, and artistry and artifice. (Ontario Media Literacy Resource Guide - website) One perspective on the key concepts of media literacy is presented in Annex IV. The above definitions of MIL are relativel y broad but e ducational decision-makers at all levels tend to want precise definitions on the purpose of a curriculum component . They may also question the

expectations of authorities concerning the outcomes of MIL education . However, narrow definitions and stateme nts of expected outcomes are vulnerable to the rapidit y with which technology changes and individuals and communities appropriate it to their own purposes . What can be

learned about MIL and the way it can transform education demands acceptance of open -ended definitions. Further, an agreed conception of media and their purposes is fundamental to definitions of media and information literacy . While not discussed in

depth during the meeting, participants had available a variet y of documents that provide a starting point for and justification of the development of an MIL curriculum for trainee teachers . What follows is a s ynthesis of various r eports 1 on the media and democratic development . Media outlets are crucial to the exercise of freedom of expression because they provide the public platform through which the right is effectivel y exercised . The idea of media as a platform for

133

democratic debate embraces a variet y of overlapping functions . Media, in this context, refers to all those channels that carry news and public information . The media may be seen as: a channel of information and education through which citizens can communicate with each other a disseminator of stories, ideas and information a corrective to the natural asymmetry of information (Islam 2002:1) between governors and governed and between competing private agents a facilitator of informed debate between diverse soc ial actors, encouraging the resolution of disputes by democratic means a means by which a societ y learns about itself and builds a sense of communit y, and which shapes the understanding of values, customs and tradition The key question for those concerned with issues of free

expression, good governance and human development, then, is how to nurture a media framework and practice which contributes to these overarching goals . This is a particularl y acute concern in new or restored democracies, whose media sy stems have been warped or shattered by oppression, corruption or the effects of war and under development. UNESCO participants in the meeting underlined the need for teachers to have a clear understanding of free, independent and pluralistic media as a discerning tool to ensure freedom of expression within the broader context of democratic discourse . Further, teachers also need to understand the

normative role of the media in providing verified information and a platform for informed discussion . However, considerations that take MIL

beyond mere critique of media content were not addressed in depth during the meeting of Experts but need to be explored in the on -going development of the initiative.
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Todays we see and consume media in new ways . Our experiences outside school may differ markedl y from those traditionall y expected to promote learning, particularly where education is teacher and text book centred . For example, it was noted that todays journalism and communication students are the Go ogle Generation - a group of young people for whom the Internet has always been a realit y . Many do not accept that news and

information should come from a dail y newspaper or at set times from television and radio broadcasts . Rather, they expect to get information,

news and entertainment when they want it and to share opinions, experiences and lifest yles through social networking sites . Their world

is dynamic, exciting, and ease of use and access to the new media are highl y motivating of participation . School students similarl y engage with

each other through sites such as Facebook and MySpace, often with little thought for possible consequences of publishing their activities in ver y public arenas. The view was expressed that people in general need to improve their intellectual performance in light of increased availabilit y and new uses of mass media and communication . Media and information literac y However, the Expert

education is a tool for achieving that improvement .

Group also agreed that if MIL among students is to be improved, teachers themselves must be media and information literate . The challenge for

teachers is then to harness the motivational characteristics of these new media to empower students in learning to learn, in learning aut onomousl y, while simultaneousl y encouraging dialogue and cooperation to make sense of the media world. As one participant put it, Teacher trainees need the A belief was also expressed that oxygen of MIL to teach students!

through educating students fo r media and information literacy, the teachers themselves would be better able to respond to changes in their role as education moves away from being teacher -centred.

Purposes of a Media and Information

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The Expert Group deemed the purposes of a media and information literacy syllabus to be: promotion of understanding of the functions of the media, its potential and limitations, promoting critical autonom y in the use of media, strengthening the capacities, rights and responsibilities of

individuals vis vi s the media, and

Chapter5 ETHICS IN JAGRAN GROUP AS AN EVENT MANAGEMENT IN SOCIAL AWARENESS

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Media ethics
Media ethics is the subdivision of applied ethics dealing with the specific ethical principles and standards of media, including broadcast media, film, theatre, the arts, print media and the internet. The field covers many varied and highl y controversial topics, ranging from war journalism to Benetton advertising.

Ethics of journalism
The ethics of journalism is one of the most well -defined branches of media ethics, primaril y because it is frequentl y taught in schools of journalism. Journalistic ethics tends to dominate media ethics, sometimes almost to the exclusion of other areas . ethics include:

Topics covered by journalism

News manipulation.

News can manipulate and be manipulated .

Governments and corporations may attempt to manipulate news media; governments, for example, by censorship, and corporations by share ownership. The methods of manipulation are subtle and

many. Manipulation may be voluntary or involuntary . Those being manipulated may not be aware of this . See: news propaganda .

Truth. Truth may conflict with many other values .

o

Public interest.

Revelation of military secrets and other

sensitive government information may be contrary to the public interest , even if it is true. interest is hard.
o

The definition of public

Privacy. Salacious details of the lives of public figures are a central content element in many media . Publication is not

necessaril y justified simpl y because the information is true .

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Privacy is also a right, and one which conflicts with free speech. See: paparazzi.
o

Fantasy. Fantasy is an element of entertainment, which is a legitimate goal of media content . Journalism may mix See: Hajj

fantasy and truth, with resulting ethical d ilemmas. National Enquirer , Jayson Blair scandal, Adnan

photographs controversy.
o

Taste.

Photo journalists who cover war and disasters

confront situations which may shock the sensit ivities of their audiences . For example, human remains are rarel y screened . The ethical issue is how far should one risk shocking an audience's sensitivities in order to correctl y and full y report the truth. See photojournalism.

Ethics of entertainment media

Issues in the ethics of entertainment media include:

The depiction of violence and sex, and the presence of strong language. Ethical guidelines and legislation in this area are

common and many media (e.g . film, computer games) are subject to ratings systems and supervision by agenc ies. An extensive guide to international systems of enforcement can be found under motion picture rating system .

Product placement . An increasingl y common marketing tactic is the placement of products in entertainment media . The producers of

such media may be paid high sums to display branded products . The practice is controversial and largely unregulated . article: product placement .

Detailed

Stereot ypes . Both advertising and entertainment media make heavy use of stereot ypes. perceptions of Stereot ypes may negativel y affect people's or
138

themselves

promote

sociall y

undesirable

behaviour.

The stereot ypical portrayals of men, affluence and

ethnic groups are examples of major areas of debate . Taste and taboos. Art is about the questioning of our values.

Normative ethics is often about the enforce ment and protection of our values. In media ethics, these two sides come into conflict . In the name of art, media may deliberately attempt to break with existing norms and shock the audience . The extent to which this is acceptable is always a hotbed of ethical controversy. Prize, obscenit y, freedom of speech , aesthetics . See: Turner

Differences between media ethics and other fields of applied ethics

The issues of freedom of speech and aesthetic values (taste) are primaril y at home in media ethics . However a number of further issues distinguish media ethics as a field in its own rig ht. A theoretical issue peculiar to media ethics is the identit y of observer and observed. The press is one of the primary guardians in a democratic

societ y of many of the freedoms, rights and duties discussed by other fields of applied ethics . In media ethics the ethical obligations of the Who

guardians themselves comes more strongl y into the foreground .

guards the guardians? This question also arises in the field of legal ethics. A further self-referentialit y or circular characteristic in media ethics is the questioning of its own values . Meta-issues can become identical with the subject matter of media ethics . artistic elements are considered . This is most strongly seen when

Benetton advertisements and Turner

prize candidates are both examples of ethicall y questionable med ia uses which question their own questioner. Another characteristic of media ethics is the disparate nature of its goals . Ethical dilemmas emerge when goals conflict . The goals of media usage
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diverge sharpl y.

Expressed in a consequentialist manner, medi a usage

may be subject to pressures to maximize: economic profits, entertainment value, information provision, the upholding of democratic freedoms, the development of art and culture, fame and vanit y.

Significance
Because being a credible source in the world of journalism is so important, so is ethics . At every college that has a journalism program

you will find at least one course on ethics that is required for students to take earl y in their undergraduate programs . role ethics plays in the field of journalism . This shows how huge of a Even the most well -known

journalism organizations worldwide, such as the Societ y of Professional Journalists (SPJ), have thier own ethical codes its members and others are encouraged to follow. SPJ's Code of Ethics is accessible through its Web site.

Follow the Code

The SPJ Code of Ethics consists of four main points, along the lines of looking for and reporting truth, decreasing harm, acting on one's own and being accountable, according to the Web site . Each of thes e points have points that provide further explanations for how to use the Code as a guide for ethical behavior . The code, as SPJ states, "is intended not as a set of "rules," but as a resource for ethical decision -making." The organization also states tha t under the First Amendment ---the freedom of speech, religion, the press, petition and assembl y ---its code is not and cannot be legall y enforceable . It is merel y a resource for journalists and others to use as they are producing information for the print media.

Ethical Elements

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"Media Ethics: Issues and Cases" lists in several ethical news values believed to be as equall y important as the qualities journalists use most that define what is newsworthy, such as timeliness and prominence . On

the list is accuracy (combining correct facts with correct words), reciprocit y (the Golden Rule) and diversit y (covering every aspect of the population fairl y) .

Combining

these

ethical =

elements

with

the

more

familiar conflict,

elements,TIPCUPS

timeliness,

interest .

prominence,

unusualness, proximit y, significance, makes for a more well -rounded and credible story.

The Clear Effect

The results ethics in print media bring are there for the world to see . For example, if there is a specific newspaper or magazine you a re loyal to, it is most likel y because it has proven itself to be credible and accurate in your eyes. You believe what they produce because over time they have

not steered you wrong. That particular medium has probably been faced with all t ypes of ethica l decisions, but has stayed true to journalism's biggest priorit y---being truthful and accurate above all else.

Ethics in Advertising
The importance of advertising is "steadil y on the increase in modern societ y."1 That observation, made by this Pontifical Council a quarter century ago as part of an overview of the state of communications, is even more true now. Just as the media of soci al communication themselves have enormous influence everywhere, so advertising, using media as its vehicle, is a pervasive, powerful force shaping attitudes and behavior in today's world.
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Especiall y since the Second Vatican Council, the Church has frequent l y addressed the question of the media and their role and responsibilities.2 She has sought to do so in a fundamentall y positive manner, viewing the media as "gifts of God" which, in accordance with his providential design, bring people together and "help them to cooperate with his plan for their salvation."3 In doing so, the Church stresses the responsibilit y of media to contribute to the authentic, integral development of persons and to foster the well being of societ y. "The information provided by the m edia is at the service of the common good . Societ y has a right to information based on truth, freedom, justice and solidarit y." It is in this spirit that the Church enters into dialogue with

communicators.

At the same time, she also calls attention to mo ral

principles and norms relevant to social communications, as to other forms of human endeavor, while criticizing policies and practices that offend against these standards. Here and there in the growing body of literature arising from the Church's consideration of media, the subject of advertising is discussed.5 Now, prompted by the increasing importance of advertising and by requests for a more extensive treatment, we turn again to this topic. We wish to call attention to positive contributions that adve rtising can and does make; to note ethical and moral problems that advertising can and does raise; to point to moral principles that appl y to this field; and, finall y, to suggest certain steps for the consideration of those

professionall y involved in adver tising, as well as for others in the private sector, including the churches, and for public officials. Our reason for addressing these matters is simple . In today's societ y,

advertising has a profound impact on how people understand life, the

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world and th emselves, especiall y in regard to their values and their ways of choosing and behaving. These are matters about which the Church is and must be deepl y and sincerel y concerned. The field of advertising is extremel y broad and diverse . In general

terms, of course, an advertisement is simpl y a public notice meant to convey information and invite patronage or some other response . As that suggests, advertising has two basic purposes: to inform and to persuade, and while these purposes are distinguishable simultaneousl y present. Advertising is not the same as marketing (the complex of commercial functions involved in transferring goods from producers and consumers) or public relations (the systematic effort to create a favorable public impression or ?image' of some person, group, or entit y) . In many cases, though, it is a technique or instrument employed by one or both of these. Advertising can be very simple a local, even neighborhood,' phenomenon or it can be very complex, involving sophis ticated research and both very often are

multimedia campaigns that span the globe .

It differs according to its

intended audience, so that, for example, advertising aimed at children raises some technical and moral issues significantl y different from those raised by advertisi ng aimed at competent adults. Not onl y are many different media and techniques employed in

advertising; advertising itself is of several different kinds: commercial advertising for products and services; public service advertising on behalf of various institutions, programs, and causes; and a phenomenon of growing importance today political advertising in the interests of parties and candidates . Making allowance for the differences among the different kinds and methods of advertising, we intend what follow s to be applicable to them all.
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We disagree with the assertion that advertising simpl y mirrors the attitudes and values of the surrounding culture . No doubt advertising,

like the media of social communications in general, does act as a mirror . But, also like media in general, it is a mirror that helps shape the realit y it reflects, and sometimes it presents a distorted image of reality. Advertisers are selective about the values and attitudes to be fostered and encouraged, promoting some while ignoring o thers. This selectivit y gives the lie to the notion that advertising does no more than reflect the surrounding culture. For example, the absence from advertising of certain racial and ethnic groups in some multi -racial or multi -ethnic societies can help to create problems of image and identit y, especiall y among those neglected, and the almost inevitable impression in commercial advertising that an abundance of possessions leads to happiness and fulfillment can be both misleading and frustrating. Advertising also has an indirect but powerful impact on societ y through its influence on media . Many publications and broadcasting operations

depend on advertising revenue for survival . This often is true of religious media as well as commercial media . For their part, advertisers naturall y seek to reach audiences; and the media, striving to deliver audiences to advertisers, must shape their content so to attract audiences of the size and demographic composition sought . This economic dependency of

media and the p ower it confers upon advertisers carries with it serious responsibilities for both.

The Benefits of Advertising

Enormous human and material resources are devoted to advertising . Advertising is everywhere in today's world, so that, as Pope Paul VI remarked, "No one now can escape the influence of advertising."6 Even people who are not themselves exposed to particular forms of advertising
144

confront a societ y, a culture other people affected for good or ill by advertising messages and techniques of eve ry sort. Some critics view this state of affairs in unrelievedl y negative terms . They condemn advertising as a w aste of time, talent and money an essentiall y parasitic activit y. In this view, not onl y does advertising have no value of its own, but its in fluence is entirel y harmful and corrupting for individuals and societ y. We do not agree. There is truth to the criticisms, and we shall make But advertising also has significant potential for Here are some of the ways that

criticisms of our own .

good, and sometimes it is realized . happens.

Economic Benefits of Advertising

Advertising can play an important role in the process by which an economic system guided by moral norms and responsive to the common good contributes to human development . It is a necessary part of the

functioning of modern market economies, which today either exist or are emerging in many parts of the world and which provided they conform to moral standards based upon integral human development and the c ommon good currentl y seem to be "the most efficient instrument for utilizing resources and effectivel y responding to needs" of a socio -economic kind. In such a system, advertising can be a useful tool for sustaining honest and ethicall y responsible competition that contributes to economi c growth in the service of authentic human development . "The Church looks with favor on the growth of man's productive capacit y, and also on the ever widening network of relationships and exchanges between persons and social groups from this point of view she encourages advertising, which can become a wholesome and efficacious instrument for reciprocal help among men."
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Advertising does this, among other ways, by informing people about the availabilit y of rationall y desirable new products and services and improvements in existing ones, helping them to make informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. All of this can contribute to th e creation of new jobs, higher

incomes and a more decent and humane way of life for all . It also helps pay for publication s, programming and productions including those of the Church that bring information, entertainment and inspiration to people around the world.

Benefits of Political Advertising

"The Church values the democratic system inasmuch as it ensures the participation of citizens in making political choices, guarantees to the governed the possibilit y both of electing and holding accountable those who govern them, and of replacing them thr ough peaceful means when appropriate." Political advertising can make a contribution to democracy analogous to its contribution to economic well being in a market system guided b y moral norms. As free and responsible media in a democratic system help to counteract tendencies toward the monopolization of power on the part of oligarchies and special interests, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new c andidates not previousl y known to the public.

Cultural Benefits of Advertising

Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunit y to exert a positive influence on
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decisions about media content .

This they do by supporting material of

excellent intellectual, aesthetic and moral qualit y presented with the public interest in view, and particularl y by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of societ y by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others . Advertising can brighten lives simpl y by being witt y, tasteful and entertaining . Some advertisements are instances of popular art, with a vivacit y and elan all their own.

Moral and Religious Benefits of Advertising

In many cases, too, benevolent social institutions, including those of a religious nature, use advertising to communicate their messages messages of faith, of patriotism, of tolerance, compassion and neighborl y service, of charit y toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variet y of beneficial ways. For the Church, involvement in media -related activities, including

advertising, is today a necessary part of a comprehensive pastoral strategy. This includes both the Church's own media Catholic press and publishing, television and radio broadcasting, film and audiovisual production, and the rest and also her participation in secular media . The media "can and should be instruments in the Church's program of re evangelization and new evangelizati on in the contemporary world. While much remains to be done , many positive efforts of this kind already are underway. With reference to advertising itself, Pope Paul VI once said

that it is desirable that Catholic institutions "follow with constant attention the development of the modern techniques of advertising and...
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know how to make opportune use of them in order to spread the Gospel message in a manner which answers the expectations and needs of contemporary man.

The Harm Done by Advertising

There is nothing intrinsicall y good or intrinsicall y evil about ad vertising. It is a tool, an instrument: it can be used well, and it can be used badl y . If it can have, and sometimes does have, beneficial results such as those just described, it also can, and often does, have a negative, harmful impact on individuals a nd societ y. Communio et Progressio contains this summary statement of the problem: "If harmful or utterly useless goods are touted to the public, if false assertions are made about goods for sale, if less than admirable human tendencies are exploited, thos e responsible for such advertising harm societ y and forfeit their good name and credibilit y . More than this,

unremitting pressure to buy articles of luxury can arouse false wants that hurt both individuals and families by making them ignore what they real l y need. And those forms of advertising which, without shame, exploit the sexual instincts simply to make money or which seek to penetrate into the subconscious recesses of the mind in a way that threatens t he freedom of the individual must be shunned."

Economic Harms of Advertising

10. Advertising can betray its role as a source of information by

misrepresentation and by withholding relevant facts . Sometimes, too, the information function of media can be subverted by advertisers' pressure upon publications or programs not to treat of questions that might prove embarrassing or inconvenient.
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More often, though, advertising is used not simpl y to infor m but to persuade and motivate to convince people to act in certain ways: bu y certain products or s ervices, patronize certain institutions, and the like . This is where particular abuses can occur. The practice of "brand" -related advertising can raise serious problems . Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives ("brand loyalty," status, fashion, "sex appeal," etc.) instead of presenting differences in product qualit y and price as bases for rational choice. Advertising also ca n be, and often is, a tool of the "phenomenon of consumerism," as Pope John Paul II delineated it when he said: "It is not wrong to want to live better; what is wrong is a st yle of life which is presumed to be bet ter when it is directed toward having' rath er than being', and which wants to have more, not in order to be more but in order to spend life in enjoyment as an end in itself." Sometimes advertisers speak of it as part of their task to "create" n eeds for products and service that is, to cause people to feel and act upon cravings for items and services they do not need . "If a direct appeal is made to his instincts

while ignoring in various ways the reality of the person as intelligent and free then consumer attitudes and life -st yles can be created whi ch are objectivel y improper and often damaging to his physical and spiritual health." This is a serious abuse, an affront to human dignit y and the common good when it occurs in affluent societies . But the abuse is still more grave

when consumerist attitud es and values are transmitted by communications media and advertising to developing countries, where they exacerbate socio-economic problems and harm the poor . "It is true that a judicious use of advertising can stimulate developing countries to improve t heir
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standard of living. But serious harm can be done them if advertising and commercial pressure become so irresponsible that communities seeking to rise from povert y to a reasonable standard of living are persuaded to seek this progress by satisfying wa nts that have been artificiall y created . The result of this is that they waste their resources and neglect their real needs, and genuine development falls behind."16 Similarl y, the task of countries attempting to develop t ypes of market economies that ser ve human needs and interests after decades under centralized, state -controlled systems is made more difficult by advertising that promotes consumerist attitudes and values offensive to human dignit y and the common good . The problem is particularl y acute w hen, as often happens, the dignit y and welfare of societ y's poorer and weaker members are at stake. It is necessary always to bear in mind that there are "goods which by their very nature cannot and must not be bought or sold" and to avoid "

Harms of Political Advertising

Political advertising can support and assist the working of the democratic process, but it also can obstruct it . This happens when, for example, the costs of advertising limit political competition to wealthy candidates or groups, or require that office -seekers compromise their integrit y and independence by over-dependence on special interests for funds. Such obstruction of the democratic process also happens when, instead of being a vehicle for honest expositions of candidates' views an d records, political advertising seeks to distort the views and records of opponents and unjustl y attacks their reputations . It happens when advertising

appeals more to people 's emotions and base instincts to selfishness, bias and hostilit y toward others, to racial and ethnic prejudice and the like rather than to a reasoned sense of justice and the good of all.
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Cultural Harms of Advertising

Advertising also can have a corrupting influence upon culture and cultural values. We have spoken of the economic harm that can be done to developing nations by advertising that fosters consumerism and destructive patterns of consumption . Consider also the cultural injury

done to these nations and their peoples by advertising whose content and methods, reflecting tho se prevalent in the first world, are at war with sound traditional values in indigenous cultures . Today this kind of

"domination and manipulation" via media rightl y is "a concern of developing nations in relation to developed ones," as well as a "concern of minorities within particular nations." The indirect but powerful influence exerted by advertising upon the media of social communications that depend on revenues from this source points to another sort of cultural concern . In the competition to attract ever

larger audiences and deliver them to advertisers, communicators can find themselves tempted in fact pressured, subtl y or not so subtl y to set aside high artistic and moral standards and lapse into superficialit y, tawdriness and moral squalor. Communicators also can find themselves tempted to ignore the

educational and social needs of ce rtain segments of the audience the very young, the very old, the poor who do not match the demographic patterns (age, education, income, habits of buying and consum ing, etc.) of the kinds of audiences advertisers want to reach . In this way the tone and

indeed the level of moral responsibilit y of the communications media in general are lowered. All too often, advertising contributes to the invidious stereot yping of particular groups that places them at a disadvantage in relation to others . This often is true of the way advertising treats women; and the
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exploitation of women, both in and by advertising, is a frequent, deplorable abuse . "How often are they treated not as persons with an

inviolable dignit y but as objects whose purpose is to satisfy others' appetite for pleasure or for power? How often is the role of woman as wife and mother undervalued or even ridiculed? How often is the role of women in business or pro fessional life depicted as a masculine caricature, a denial of the specific gifts of feminine insight, compassion, and understanding, whic h so greatl y contribute to the civilization of love'?"

Moral and Religious Harms of Advertising

Advertising can be t asteful and in conformit y with high moral standards, and occasionall y even morall y uplifting, but it also can be vulgar and morall y degrading. Frequentl y it deliberatel y appeals to such motives as envy, status seeking and lust . Today, too, some advertise rs consciousl y

seek to shock and titillate by exploiting content of a morbid, perverse, pornographic nature. What this Pontifical Council said several years ago about pornograph y and violence in the media is no less true of certain forms of advertising: "As reflections of the dark side of human nature marred by sin, pornography and the exaltation of violence are age -old realities of the human condition . In the past quarter century, however, they have taken

on new dimensions and have become serious social problems. At a time of widespread and unfortunate confusion about moral norms, the

communications media have made pornography and violence accessible to a vastl y expanded audience, including young people and even children, and a problem which at one time was confined mainl y to wealthy countries has now begun, via the communications media, to corrupt moral values in developing nations."

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We note, too, certain special problems relating to advertising that treats of religion or pertains to specific issues wit h a moral dimension. In cases of the first sort, commercial advertisers sometimes include religious themes or use religious images or personages to sell products . It is possible to do this in tasteful, acceptable ways, but the practice is obnoxious and offensive when it involves exploiting religion or treating it flippantl y. In cases of the second sort, advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. That is the case, for instance, w ith the advertising of

contraceptives, abortifacients and products harmful to health, and with government -sponsored advertising campaigns for artificial birth control, so-called "safe sex", and similar practices. Some Ethical And Moral Principles The Second Vatican Council declared: "If the media are to be correctl y employed, it is essential that all who use them know the principles of the moral order and apply th em faithfull y in this domain." The moral order to which this refers is the order of the law of human nature, binding upon all because it is "written on their hearts" and embodies the imperatives of authentic human fulfillment. For Christians, moreover, the law of human nature has a deeper dimension, a richer meaning . "Christ is the Beginning' who, having taken on human nature, definitivel y illumines it in its constitutive elements and in its dynamism of charit y towards God and neighbor." Here we comprehend the deepest significance of human freedom: that it makes possible an authentic moral response, in light of Jesus Christ, to the call "to form our conscience, to make it the object of a continuous conversion to what is true and to what is good."
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TRUTHFULNESS IN ADVERTISING
Even today, some advertising is simpl y and deliberatel y untrue .

Generall y sp eaking, though, the problem of truth in advertising is somewhat more subtle: it is not that advertising says what is overtl y false, but that it can distort the truth by impl ying things that are not so or withholding relevant facts . As Pope John Paul II po ints out, on both the individual and social levels, truth and freedom are inseparable; without truth as the basis, starting point and criterion of discernment, judgment, choice and action, there can be no authentic exercise of freedom.24 The Catechism of the Catholic Church, quoting the Second Vatican Council, insists that the content of communication be "true and within the limits set by justice and charit y complete"; the content should, moreover, be communicated "honestl y and properl y." To be sure, advert ising, like other forms of expression, has its own conventions and forms of st ylization, and these must be taken into account when discussing truthfulness . People take for granted some rhetorical and s ymbolic exaggeration in advertising; within the limits of recognized and accepted practice, this can be allowable. But it is a fundamental principle that advertising may not deliberatel y seek to deceive, whether it does that by what it says, by what it implies, or by what it fails to say. "The proper exercis e of the right to information demands that the content of what is communicated be true and, within the limits set by justice and charit y, complete . Included here is the obligation to avoid any manipulation of truth for any reason."

THE DIGNITY OF THE HUMAN PERSON

There is an "imperative requirement" that advertising "respect the human person, his rightdut y to make a responsible choice, his interior freedom;
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all these goods would be violated if man's lower inclinations were to be exploited, or his capacit y to reflect and decide compromised." These abuses are not merel y hypothetical possibilities but realities in much advertising today. Advertising can violate the dignit y of the human person both through its content what is advertised, the manner in whic h it is advertised and through the impact it seeks to make upon its audience. We have spoken already of such things as appeals to lust,

vanit y, envy and greed, and of techniques that manipulate and exploit human weakness . In such circumstances, adverti sements readil y become

"vehicles of a deformed outlook on life, on the famil y, on religion and on moralit y an outlook that does not respect the true dignit y and destin y of the human person." This problem is especiall y acute where particularl y vulnerable groups or classes of persons are concerned: children and young people, the elderl y, the poor, the culturally disadvantaged. Much advertising directed at children apparentl y tries to exploit their credulit y and suggestibilit y, in the hope that they will put pressure on their parents to buy products of no real benefit to them . Advertising like this offends against the dignit y and rights of both children and parents; it intrudes upon the parent -child relationship and seeks to manipulate it to its own base ends. Also, some of the comparativel y little advertising

directed specificall y to the elderl y or culturall y disadvantaged seems designed to play upon their fears so as to persuade them to allocate some of their limited resources to goods or services of dubio us value.

ADVERTISING AND SOCIAL RESPONSIBILITY

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Social responsibility is such a broad concept that we can note here onl y a few of the many issues and concerns relevant under this heading to the question of advertising. The ecological issue is one . Advertising that fosters a lavish life st yle

which wastes resources and despoils the environment offends against important ecological concerns . "In his desire to have and to enjoy rather than to be and grow, man consumes the resources of the earth and his own life in an excessive and disordered way . ... Man thinks that he can make arbitrary use of the earth, subjecting it without restraint to his will, as though it did not have its own requisites and a prior God -given purpose, which man can indeed develo p but must not betray." As this suggests, something more fundamental is at issue here: authentic and integral human development . Advertising that reduces human

progress to acquiring material goods and cultivating a lavish life st yle expresses a false, des tructive vision of the human person harmful to individuals and society alike. When people fail to practice "a rigorous respect for the moral, cultural and spiritual requirements, based on the dignit y of the person and on the proper identit y of each communi t y, beginning with the famil y and religious societies," then even material abundance and the conveniences that technology makes available "will prove unsatisfying and in the end contemptible."Advertisers, like people engaged in other forms of social communication, have a serious dut y to express and foster an authentic vision of human development in its material, cultural and spiritual dimensions.31 Communication that meets this standard is, among other things, a true expression of solidarit y . communication and solidarit y are Indeed, the t wo things inseparable, because, as the

Catechism of the Catholic Church points out, solidarit y is "a consequence

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of genuine and right communication and the free circulation of ideas that further knowledge and respect fo r others." . The indispensable guarantors of ethicall y correct behavior by the

advertising industry are the well formed and responsible consciences of advertising professionals themselves: consciences sensitive to their dut y not merel y to serve the intere sts of those who commission and finance their work but also to respect and uphold the rights and interests of their audiences and to serve the common good. Many women and men professionall y engaged in advertising do have sensitive consciences, high ethical standards and a strong sense of responsibilit y. But even for them external pressures from the clients

who commission their work as well as from the competitive internal dynamics of their profession can create powerful inducements to unethical behavior. That underlines the need for external structures and s ystems to support and encourage responsible practice in advertising and to discourage the irresponsible. Voluntary ethical codes are one such source of support . These already

exist in a number of p laces. Welcome as they are, though, they are onl y as effective as the willingness of advertisers to compl y strictly with them . "It is up to the directors and managers of the media which carry advertising to make known to the public, to subscribe to and t o appl y the codes of professional ethics which already have been opportunel y established so as to have the cooperation of the public in making these codes still better and in enforcing their observance." We emphasize the importance of public involvement . Representatives of the public should participate in the formulation, application and periodic updating of ethical codes . The public representatives should include

ethicists and church people, as well as representatives of consumer

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groups.

Individuals do well to organize themselves into such groups in

order to protect their interests in relation to commercial interests. Public authorities also have a role to play . On the one hand, government should not seek to control and dictate policy to the advertisin g industry, any more than to other sectors of the communications media . On the

other hand, the regulation of advertising content and practice, alread y existing in many places, can and should extend beyond banning false advertising, narrowly defined . "By promulgating laws and overseeing

their application, public authorities should ensure that ?public moralit y and social progress are not gravel y endangered' through misuse of the

Media Ethics Today

As forms of communication evolve, avenues of news reporting increase, and the scope of media influence expands, media ethics becomes an increasingl y important issue in modern societ y . People are exposed to

television news, radio broadcasting, newspaper articles, and now digital media as well. The mass media is an intrinsic part of everyday lives . What exactl y drives the powerful Western media government mandates, social responsibilit y and the quest for truth, or is it the financial goals of large media corporations? In the book, Four Theories of the Press written in 1963, Wilbur Schramm, Fred Siebert, and Theodore Peterson present four different models of the media. Two of them are relevant to the Western media today, the social responsibilit y system and the Libertarian system . The former has its roots in mid-twentieth century societ y and revolves around ethics in the media, but has always existed as an ideal; the latter is more prevalent today, and by nature threatens media ethics.

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THE SOCIAL REPORTING

RESPONSIBILITY SYSTEM

FOR NEWS

In the social responsibil it y theory of the press, the media is driven to benefit the public . It expects journalists to answer society's need for

truth, requires an open and diverse debate on public issues, and honest updates of current events . In this model, media ethics is auto matic

because the press is free to serve its purpose for the public, as opposed to special interest groups or advertisers . Another condition of the social

responsibilit y model, is that news reporting cannot be dependent on groups that may encourage bias a nd unethical practices in exchange for financial support. The British BBC news and the American NPR news are both excellent examples of Western media outlets which fall into the social

responsibilit y category.

They depend on their public audience for

compensation, not advertisers, and therefore are not worried about corporate interests . They both share a focus on education, instead of

merel y trying to entertain their listeners and viewers . They have to focus on social responsibilit y and respect media ethics in order to satisfy the public.

THE LIBERTARIAN SYSTEM OF NEWS REPORTING

The Libertarian model is more popular in Western media than the social responsibilit y model . In this system, the freedom of the press is endless; it is not constrained by the government, by societ y, or by media ethics . Instead of being a sea of different ideas, opinions, and voices however, news reporting in the Libertarian system is indeed restricted . It may not be as limited and biased as the media found in an authoritarian societ y,
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which would serve the government's interests, but it is still constrained by its financial dependence. Western media outlets, particularl y television stations, rely heavil y on advertisers for money, and there fore design their news reporting to support and never conflict with the will of their financial supporters . Also, because of the deregulation movement of the past fifteen years, Congress and the FCC have allowed more freedom within the

telecommunications field, loosening laws that were at one time designed to ensure social responsibilit y and ethics in the media . Today, a large

percentage of Western media outlets, especiall y those in America, are part of a handful of media conglomerates, companies which ha ve to focus on increasing their profits every year.

MEDIA ETHICS IN THE FUTURE

Over time, the free market based Libertarian model has resulted in a number of problems, from corporate and political censorship, to media bias. Stories, that would logicall y be important are not always reported, and are in fact substituted with more entertaining news . For example,

major world issues, such as the ongoing conflic t in Somalia, are seldom covered in the news, while media outlets become saturated with

sensationalist news such as the death of Michael Jackson . Also, without the requirement of social responsibilit y, the Western media tends to cover onl y the political c andidates that can afford advertisements, limiting the coverage of various political movements. These tendencies result in a lack of media ethics and a deluge of entertaining information. information, but not necessaril y the most important

Major humanitarian issues can go unnoticed for years,

environmental problems are covered intermittentl y, and many voices remain unheard . Media continues to change however . With the internet,
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there are new opportunities for information to be spread and knowledge to be shared. The media system of the future may not fall into either the social responsibilit y or Libertarian model, as the public is no longer dependent on mass media sources for news . What role media ethics will play in the new system onl y the future can tell.

METHOD OF ANALYSIS
A period of three months was earmarked for the studyJanuary 1, 2007 to March 31, 2007. The newspapers` web archives were searched using the Google search engine for articles relating to bioethics during this period, using the following key words: medical ethics, bioethics, medical research, clinical trials, drug trials, stem cell research, genetic research, cloning, and euthanasia . These key words were used based on a perusal of the literature, which indicated that these were the topics most likel y to be covered by the media in relation to ethical dilemmas . The search yielded 14 articles that in some manner touched upon ethical issues. These articles were downloaded and saved, and later anal ysed The method of textual anal ysis was applied,

following a close reading.

which involves reading the complete text of each article, including the headline and photo captions, and noting the presence and content of photographs. This method was first utilised prominentl y by the erstwhile Centre for Contemporary Cultural Studies in Birmingham (7) and the Glasgow Universit y Media Group (8) as a means of going beyond traditional content anal ysis of media texts . anal yst to go beyond merel y counting Textual anal ysis allows the elements (words , phrases,

combinations of words) in an article to looking at the occurrence of certain themes which may add up to a `frame` that structures the
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presentation of the content .

Textual anal ysis also provides a means of

situating the text within the larger me dia environment and its connections with other methods of meaning production in societ y . The anal ysis looked at the main theme highlighted in the headline, the news values indicated in the lead paragraph, the sources used to support the story, and the ov erall `frame` that was applied to present the story . `Framing` is a technique that is consciousl y and unconsciousl y used by journalists to provide a way of making sense of events . Framing tends to present the information in the article within a pre -determined storyline, thus forcing a limited set of `understandings` of the issue . Frames are

built by the choice of vocabulary, the order in which facts are presented, the people who get quoted and the specific quotes that are chosen, and b y what key elements are included and omitted in the writing .

ETHICS-BARELY COVERED
During the study period of three months, The Times of India carried five stories containing the key words listed above, while The Hindu carried nine. On closer examination, it was clear that a majorit y of the articles that had mention of the terms did not discuss ethics in any substantive fashion. Most had onl y a passing mention of the ethical aspect of a given issue, such as in this article reporting a meeting of stem cell scientists in which the reference to ethics was onl y in the following sentence: A public debate in five cities was planned in mid -2007 to frame rules and regulations, covering ethics, cGMP (current good management practices) in manufacturing and laboratory and clinical research.... (The Hindu, 'Guidelines being framed to regulate stem cell research`, January 31, 2007)

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Of the nine articles in The Hindu that contained the key search terms, onl y three discussed the issue of ethics in some detail, though even here it was more the necessit y of debates on ethical issues being noted rather than any substantive discussion on the issue . following article: ...so many clinical trials had been coming into India at a faster pace, and this necessitated a speed ier effort in training researchers in good ethical practices with an overall objective of protecting the interests of human participants. (The Hindu, 'Medical ethics committees to be regulated`, February 21, 2007) Three articles in The Hindu discussed the specifics of ethics in research and one of these, a weekl y review by the Readers` Editor, also discussed the reporting of medical research, responding to a criticism from a reader who had noted that a report in the paper `gives an erroneous impression about the disease causation and its incidence` . The other two articles This is evident in the

discussed specific issues such as the need for ethics committees in institutes and the potential implications of a new brain scanning technology. Seven of the nine articles originated fro m events, where the report of the event was the primary focus and the issues arising from the discussion were simpl y mentioned and not followed through in any way either with quotes from the sources or informed comment by the writer . Two of the stories carried photographs of speakers or of the meeting that had been reported. In The Times of India , which had five stories that contained the key terms, ethics received onl y passing mention in four, including one that spoke at length of research in regenerative medicine ('Eternit y code`, January 28, 2007), again, onl y to make the point that ethical issues needed
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to be considered . research was

The one article that did deal with an ethical issue in to the relationship between pharmaceutical

related

companies and clinicians ('No foreign jaunts for medical faculty`, January 17, 2007). The amount of coverage therefore was quite limited in terms of column inches devoted to medical ethics as well as in terms of the detail of reportage. Nevertheless, the available re ports were further anal ysed to

understand the way the issue was framed, the kinds of explanations offered (if any), and the range of sources quoted. The first international meet in India of scientists engaged in stem cell research began here on Monday to t ake stock of the rapid advances being made in this field in the public and private sectors . D Balasubramanian, president of the Stem Cell Research Forum of India (SCRFI), said stem cells and regenerative medicine, though still in the research stage, was rapidl y moving toward the development of effective cures for a host of diseases by targeting the cause of the diseases. (The Hindu, 'First international meet in India of stem cell scientists begins`, January 1, 2007) A story that reported a convocation cer emony at MGR Medical Universit y carried a lead quoting the vice chancellor of the university (therefore having the news values of prominence and timeliness) but lat er in the article noted that the qualit y of practice had gone down drasticall y and medical ethics had also lost its relevance in a commercial world` ('Medical graduates told to keep up with the latest`, The Hindu, Januar y 26, 2007). So the impact of the sidelining of ethics was mentioned, but no more than that . (The Hindu, 'The brain scan that can read people`s intentions`, February 14, 2007)
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The other article where ethics was mentioned earl y on (in the lead itself) and where it continued to be a thread of the report was a straight news story reporting the convocation speech at a large medical universit y: As the power of technology grows, ethical responsibilit y of the medical profession will also increase, M S Swaminathan, UNESCO Cousteau Chair in Ecotechnology and Chairman of M S Swaminathan Research

Foundation, said on Friday. (The Hindu, 'Call for debate on ethics in medicine`, February 17, 2007) In order to see whether ethics was mentioned, if not as the main theme of a story, then as an aspect of a science report, key terms such as `stem cell research`, `end of life issues`, `euthanasia` an d `clinical trials` were also used to search for articles, along with the term `ethics` . Most of the

articles mentioned earlier in this paper (nine in The Hindu and five in The Times of India) that contained these terms however did not use ethics as a `frame` to discuss any of the issues . As in the news values, the main

frame used was `topicalit y`, or as in the story entitled `Eternit y Code`, it was celebratory of science . When it came to discussion of medical practice, however, there was a little more attention paid to ethics in the stories anal ysed . Those that

dealt with events such as convocations and meetings did mention, however briefl y, that clinicians needed to pay attention to ethics of practice. The one article that dealt with ethics in medici ne in relativel y greater detail was a story about the practice by pharmaceutical companies of giving doctors special favours and gifts to endorse their products: Drug companies have been spending lavishl y in sponsoring physicians and their spouses on trips to different places for educational symposia . Cars are also being given . `We hope the medical fraternit y by themselves

follow the regulations in the MC I Act,` an official said.

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(The Times of India , 'No foreign jaunts for medical fraternit y`, Januar y 17, 2007) This article was based on a statement made by the president of the Indian Medical Association, and while it laid out the code of practice and the contraventions by medical practitioners, One article took the form of a narrative that discussed the Me ntal Health Act and its implementation, and the way it played out in the experience of one patient and her famil y . It touched upon the contradictions in the Act and the difficulties in appl ying it evenl y to the wide range of mental illness, merel y alludin g to ethical considerations in these observations: WHO believes (Resource Book on Mental Health Legislation, 2005) that two concepts that are central to decisions about whether or not a person may make choices concerning various issues are `competence` and `capacit y`. These concepts affect treatment decisions in civil and

criminal cases, and the exercise of civil rights by persons with mental disorders. Since the stories selected for anal ysis were mainl y reports of events, the sources tended to be speakers at the events; there were no additional interviews done to supplement the speeches reported . In the two feature stories that went into slightl y more depth, the sources quoted were scientists from within the domain of research . The patients` or s ervice

seekers` perspective was not represented at all and neither was the ethics experts`, even in the article that spoke of research aimed at extending life . None of the 14 stories that were analysed were on page 1 or on the editorial page, other than the column by the Readers` Editor of The Hindu. A majority were local reports relating to local or regional

institutions or personalities, which appeared on the local or regional pages.

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Biotechnology research is considered to be particularl y important i n terms of its ethical implications, because of the commercial potential of the industry. In 2005, the industry was estimated at more than USD 50.3 This includes the harvesting and sale of human tissues,

billion (9).

pharmaceutical and cosmetic products derived from human and animal materials, and several other application areas. If we believe that governance cannot be left entirel y to the `specialists` that is, the politicians and the bureaucrats, and that an informed citizenry not onl y ensures good gove rnance but in fact demands it, then by extension, the administration and application of science cannot be left entirel y to those within the scientific establishment . A scientificall y

literate and sensitive public will participate in debates about the use of scientific research, and perhaps encourage responsible use of the products of science (10). Ethics plays a crucial role in this debate . Important

questions that stem from or inform ethical decisions include:

How much money is being spent on this resea rch? What are the areas this research will affect?

Chapter6 CONTRIBUTION OF JAGRAN GROUP IN GROWTH OF SOCIETY.

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The newspaper has today become a medium of mass communication, facilitating both the spread of information and the revival of cultures. The independent press is an essential tool in the democratic process, providing both access to, and a plura lit y of, information sources. But in some countries of the world, the print media is handicapped both by poor distribution within national and foreign markets, and by poor technical qualit y - which discourages advertising, leading to a loss in revenue . The UNESCO Programme for the Print Media addresses these problems by assisting newspapers in upgrading the technical skills of their staff and b y acquiring equipment which meets current technological standards .

Future activities in favour of the print media will cen tre upon: establishing technical support for local and commercial initiatives in the print media, with a 'train -the-trainer' scheme; improving the technical qualit y and content of the print media; Increasing and broadening readership of the print media. The structure of the Indian print media industry is highl y fragmented with importance to regional dominance . primaril y comprises newspaper and The Indian print media segment magazine publishing . Book

Publishing also forms part of the print media though currently the share is not substantial.

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As per PwC report, the print industry is expected to grow from Rs 128 bn in 2006 to Rs 232 bn by 2011, at 12.6% CAGR . While the newspaper

industry is estimated at Rs 112 bn, the magazine segment is valued at Rs 16 bn.

Growth drivers

Higher literacy levels: In 2006, the literacy levels increased to 71.1% as compared to 69.9% in 2005 . While rural literacy is at

64.8%, urban literacy touched 85.3% . Currentl y Indian print media is estimated to reach over 220 m p eople, and has immense growth potential since close to 370 m literate Indians are believed to not be served by any publication . Also, the reach of newspapers is onl y

27%, as compared to the global average of 50% .

Lower cover prices: Earlier, due to stro ng hold over a region, the newspaper had higher cover charges . However, with increasing

competition and venture into newer regions the companies have reduced the cover prices to augment more sales . Many English

dailies are sold for as low as Re 1 or Rs 2 . The initial subscription offers of DNA and Hindustan Times (HT) in Mumbai, during their launch period, further reduced the cost of the newspaper to around 50 paise for an average issue

Higher ad spends: Print media accounts for 48% of the total Rs 137.5 bn advertising spend in the country . However, the ad spend in India is just 0.4% of GDP as against 0.5% in China, 1.3% in the US and a world average of nearl y 1.0% . With rising consumerism and growing interest from domestic and global brands in Indi an market, the growth in ad segment is expected to be strong .

As per the registrar of newspapers, there were approximatel y 6,529 dail y newspapers as of March 2005 . No single newspaper had a national
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circulation.

In 2006, India had the second largest circulation of

newspapers with 88.9 m copies per day; second onl y to China with 98.7 m copies a day. Urban & Rural Urban Base Population Any Publication Any Dail y Any Hindi Dail y (m) 184 170 62.9 % 23.6 21.9 8.1 2.2 7.6 (m) % Rural (m) %

99.9 42.2 84.3 15.6 93.8 39.6 76.6 14.2 35.6 15 15.9 6.7 27.3 5.1 1.6 0.3

Any English Dail y 17.4 Any Magazine 58.9

33.8 14.3 25.1 4.6

Fragmented industry
The regionalism aspect is clearl y visible in the newspaper sector . The

print media is further divided on the basis of the languages . Of the dail y newspapers, about 46% are vernacular, 44% are in Hindi and 10% are English. Hindi and vernacular language newspapers offer a local and

regional flavour to their readers . The content and circulation of Englishlanguage newspapers, on the other hand, are largel y focused on the primary urban centers . Approximatel y 7% of the population in urban

areas read English-language newspapers, compared to a readership of onl y 0.3% of the population in the rural area s. (Source: IRS 2005) In contrast to this, Hindi -language newspapers have a proportionatel y larger

readership in rural areas, in addition to their strong presence in urban areas, with a readership of approximatel y 15% and 5% of persons in urban and rural areas, respectivel y. The newspaper industry is regionall y For e.g.

divided, with existing players enjoying strong brand loyalty .

Times of India follows strong brand loyalt y in Mumbai and it was difficult for Hindustan Times to enter Mumbai .
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The newspaper industry has relativel y high entry barriers due to the strong brand equit y of existing players . Also, existing players have

strong control over the distribution network, making it difficult for new players to enter. Newspaper Place of strong hold

Jagran Prakashan Uttar Pradesh and Uttaranchal Times of India HT Media Mumbai Delhi, Bihar, Jharkhand

Deccan Chronicle Andhra Pradesh The Hindu The Telegraph Deccan Herald Punjab kesari Chennai Kolkatta Bangalore Punjab

Attracting foreign investment

Most Indian print players continued to dominate the local regions and did not enter new territories, mainl y due to lack of funds . However, foreign investment regulations were relaxed in 2002 . foreign direct investment with (FD I) news is permitted current Currentl y, up to 26% in newspapers In and

periodicals

dealing

and

affairs .

non-news

publications, 100% foreign investment is permitted . Since the changes in the regulation many foreign investors have taken strategic stakes in the domestic print media companies .

Domestic Company

Investor

Amount Invested
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(Rs. bn) Jagran Prakashan HT Media Jagran Prakashan Deccan Chronicle Independent News& Media 1.7 Public (IPO) Public (IPO) Public (IPO) 3.7 3.3 1.5 1 1.5 1.2 12

HT Media Henderson Henderson Dainik Bhaskar Amar Ujala Warburg Pincus DE Shaw

Ushodaya Enterprises Blackstone

Contribution in Rural Growth

Rural development means as overall development of rural areas

social,economic, political and cultural - so that the people are to lead a pleasantlife. Agriculture plays the most important and decisive role in Infect, nobody can deny this fact that most of the

rural development.

populationin India is still living in villages and their livelihood is depending onagriculture. agricultural country. Therefore, we rightl y say that India is an

Any development, which does not touch the vast

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masses, cannot be \ justified. The goals of rural economic growth in the narrow sense but as balanced social and economic devel opment, with emphasis on the equitable distribution as well as creation of benefits . Therefore, the development strategy should be such through which the development of the rural population and rural areas is directed towards a total development of the people and their environment through concerted action . The contribution in development process is well accepted though its precise nature, extent an mechanism still largel y elude proper understanding . The importance of communication in mobilizing people an d seeking their willing In

participation in the development of a country is well recognized.

India, this concern above reaching people, communicating with them and equipping them with new skills has been emphasized over and again in successive five year p lans which provide the blue print of the countrys planned development . No one would question the fact that India has made substantial progress since independence . The development and The been At

communication infrastructure has been resultant communication and

enormousl y expended . processes have

development

strengthening and supporting each other taking the country forward .

the same time it is also a fact on which not many people would disagree, that both development and communication scholars to study this question in detail and depth and suggest approaches and methods for more equitable and participatory communication and development.

Structural Change in Folk Performing Art

The first significant international recognition of the traditional media in the communication and the development strategies of developing countries came in 1972 when the International Planned Parenthood Federation and UNESCO organised in London a series of meetings on the integrated use of the folk and the mass media in famil y planning communication
173

programmers. The interest generated by these meetings and the continued effort to highlight the fork media as effective forms to convey

developmental messages resulted in a number of seminars and workshops around the world. The development of rural India is certainl y associated with the dialogue or communication that we are providing them . Tradition plays and

important role in a creative artistic process particularl y in the field of folk performing arts . Folk art is a functional and spontaneous. Every

village has its relevant music, dance or theatre . The folk performing art is changing its structure continuousl y over centuries modifying itself to the needs of the changing situation making it functionall y relevant to the societ y. Tradition is the process of the transmission of age - values and the contextual manisfestation and interpretation of the universal. As Guru Dev Rabinder Nath Tagore, in his famous Swadeshi Samaj speech in jul y1904 advocated all traditional structure of art must have sufficient degree of elasticit y to allow it to respond to varied impulses of life, delicate or virile, to grow with its growth, to the traditional performing art is an aesthetic object, the concept of belongingness and affinit y in cultural context. The folk art forms satisfy our innate need for self Folk Media and Rural Development expression, for moral instruction combined with entertainment, and for the dramatic and the lyrical . The

traditional forms preserving and disseminate in livel y manners, the tradition and culture of our forefathers. The Indian societ y is a complex social system with different caste classes creeds and tribes. The high rate of illiteracy added to the inadequacies of mass media to reach almost 80% of people who res ides in village. Inspite of the national literacy missions and campaigns, over 350 millions remain illiterate; suspect anything in terms of modernit y . To them mass media

prove too glamorous impersonal and unbelievable in context with the villagers could not onl y see and here but even touch . Traditional media can be used to reach these people in the process of change and
174

development of the country.

Traditional folk forms potential as rural

media Traditional folk forms in India can be effectivel y utilise d for social developmental communication . The communication potential of India

traditional performing art has been proved time and again by many instances of national importance . In fact, as Badal Sirckar, the noted

Bengali play writer admits rather cand idly, He borrows elements from the folk dreams as a matter of expediency. Realizing the importance and powerfulness of this medium, the first fiveyear plan projected that people in the rural areas should be approached through traditional forms in additi on to electronic media for publicit y purpose. In later years, the UNESCO picked it up . The traditional forms of communication constitute a potential source for conveying messages for economic and social development . Communities and individuals have utilized a vide range of media local fares, puppet shows, street theatre folk songs and ballads for social purposes and as a support to local development schemes for health and famil y welfare campaigns, for creating political awareness. The traditional media are close to the hearts and minds of the people, so there appeal is a personal, intimate level, Further familiar format and content, as also the colloquial dialects used . Make the clarit y in

communication cross -cultural communication hurdles are not encou ntered here. The numerous groups and different forms available for specific

homogenous groups and for specific purposes can be exploited to cater to people of different region . Rapport is immediate and directs the barriers to communication non -existent.

Folk Media and Rural Development

The traditional media have been playing an important role in this field due to our peculiar needs . Apart from these live programs with face-toface communication the traditional folk forms have been used in programs over the electronic media. Indias role in identifying folk media for
175

communication purposes has been quite positive .

The experience can

certainl y be of comparative use of both the developing and under developed countries if proper results if these efforts b ecame available through scientific surveys . Unlike in western theatre, folk performance is a composite art in India. It is a total art with fusion elements from

music, dance, pantomime, versification, epic ballad recitation, religion and festival peasantry. It imbibes ceremonials, rituals, belief and social s ystem. It has deep religious and ritualistic overtones and the again, it The

can surel y project social life, secular themes and universal values .

outcome of various researchers has establish ed the importance of rural media in development communication . Traditional uses of folk media

were primaril y for entertainment, social communication and persuasive communication . There have been sporadic efforts to involve folk media agencies.

for conveying develo pment messages through mass -media

International commission for the study of communication problems, the commission, also popularl y known Mac bride Commission, was

established by UNESCO to study among issues as increasing importance attached to communication as a social phenomenon and the consequent interest shown in the development communication . One of the important recommendations of the commission regarding the traditional folk forms is: Even when modern media have penetrated isolated areas, the older forms maintain their validit y, particularl y when used to influence attitudes, instigate action and promote change . Extensive experience shown that

traditional forms of communication can be effective in dispelling the superstitions, archaic perc eptions and unscientific that people have inherited as part of traditions and which are difficult to modify if the benefits of change are hard to demonstrate . Practitioners of the

traditional media use a subtle form of persuasion by presenting the required message in locall y popular artistic forms . This can not be rivalled by any other means of communication. (Many voices -one world)
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It is true that if we want to penetrate the message of development among the rural masses we would have to opt the folk forms of this country in more planned manner . As veteran folk media scholar Balwant Garhgi rightl y said Folk media represents the people in their natural habitat, Information, Education and Communication(IEC) activities are essential ingredients of a development programme and play a crucialrole in opening the gateway to social transformation . It is now increasingl y realisedthat the willing

participation of the people inthe development process is a pre -requisite forattaining the objectives of various deve lopmentprogrammes. Lack of

awareness has been amajor difficult y in securing peoples,participation in the development process, inview of which the IEC activities

assumeparticular significance since they makesystematic, co -ordinated and effective use ofinfo rmation for the education of the people andcommunicate such information in a manner thatmakes it empowering knowledge .The IEC Division of the Ministry has played ameaningful role in bridging the communicationgap, which was somewhat overlooked hithertoand has provided adequate communicationsupport to various programmes of ruraldevelopment through an integrated IECstrategy aimed at awareness generation.During the year 1999 -2000, the IEC

Divisionmade effective use of available modes ofcommunication such as the Print Media,Electronic Campaigns, Media, Outdoor Media, Field and

levelCommunication

InterpersonalCommunication

Traditional Media formobilising the people, especiall y thebeneficiaries for their active participation in thedevelopment programmes . Efforts were madeto disseminate information regardingdevelopment programmes not onl y tobeneficiaries and intended beneficiaries but alsoto opinion makers, planners as well as generalpublic . While the IEC Division has the

overallresponsibilit y of planning major I EC activities

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and media campaigns, the implementation ofthese has been largel y carried out by the mediaunits of the Ministry of Information andBroadcasting and National, State and Districtlevel institutions.During the current financial year, the budgetarya llocation for undertaking IEC activities under

theCommunication Cell has been stepped up to Rs.10 crore (from Rs.4 crore allocated till last year) . In addition, Rs.15.25 crore, available under different programmes for IEC, have also beenpooled for utilisation by the IEC Division for undertaking awareness generation activities in aholistic manner.n view of the vast magnitude of the task ofreaching out to nearl y on third of thepopulation living below the povert y line in ruralareas, their geographical spread and diversities,it was felt that the objective of well informedtarget groups could onl y be achieved throughconcerted efforts at different levels, withmaximum involvement of people at thegrassroots . Being the implementing in the field, agenciesfor the various were rural asked d evelopment to assess

programmes

DRDAs

thecommunication needs of different programmesin their res and take necessary steps to meetthe same. Standing Committee A Standing

Committee on Media constitutedin this Ministry approves and oversees the implementation of the Action Plan for IECactivities; it periodicall y monitors various IEC activities and gives directions for midcourse corrections.

Advisory Committee on Media

In order to advise the Ministry on appropriate media strategy to be adopted so that the objective of the involvement of beneficiaries and the participation of the communit y in the implementation of the programmes / schemes could be realized, an Advisory Committee on Media comprising eminent media of and persons Shri and P. journalists Murari, was constituted Secretary, under Ministry the of

chairmanship Information deliberations,

former

Broadcasting .

The

Committee

after

extensive

178

Consideration of the communication needs of various programmes and review of the mediaacti vitiesundertaken by the Ministry submittedits Report during the year. The Committee has made recommendations of far reaching importance to serve the communication needs of the programmes of the Ministry. The Committee has, inter alia , recommended that it is

necessary to go beyond merel y undertaking media activities and that the Ministry should assume a proactive IEC role. Considering the magnitude of the task of reaching out to millions of people in the rural areas , spread over a wide geographical area wit h all its attendant diversities, the Committee has stressed the need for networking with State and District level institutions / organizations / NGOs in awareness generation activities; it has also pointed out the need of incorporating social marketing principles in the IEC activities to effect necessary changes in the attitudes, norms and value systems of the target groups facilitating their participation in the developmental process. In

the Action Plan for IEC activities for the year 1999 -2000, efforts have been made to incorporate some of the recommendations of the Advisory committee on Media.

WHAT REALLY MATTERS

Local papers are a hit with readers in India for various reasons."Language publications in India are doing well because of their connection to local issues," says Sridhar Samu, professor of marketing at the Indian School of Business (ISB) in Hyderabad . "First, they cover local news, which is

more relevant for [these] consumers than national or international news; and second, they cover nation al and international news [insofar as it would concern] local people." The upshot for publishers is "an impression
179

that

the

language

publications

actuall y care

for

their

readers

by

emphasizing what reall y matters for them." A t ypical, 24 -page local edition will have the regular fare of national and regional news, in addition to eight to 12 district -specific pages with coverage of local events, spanning business and politics as well as social news and profiles of, say, village heroes and villains . There's also a large dose of reader -generated content that goes beyond the industry's

ubiquitous personal ads . For example, in EENADU -- a paper published in the Telugu language -- alongside tips on animal husbandry provided by a farmer in a weekl y column, readers were invited during the state elections in April to write about their political opinions and grievances . The idea is "to make people feel like it's their own paper .. . [that their]

involvement matters," say I. Venkat, director of the paper, which is the flagship publication of Ramoji Rao, a media magnate. There are also grassroots papers written and published by and for loc als. A prominent example is KHABAR LAHARIYA , or NEWS WAVES , a weekl y newspaper based in Chitrakoot, one of the poorest districts in central India. Written in Bundeli, the local language, the paper's all -female staff has forged a reputation for investigat ive journalism and support of grassroots causes since the paper was founded in 2002 by Nirantar, a New Delhi-based literacy education non -profit. With a readership of 35,000 in 400 villages and costing 4 U.S . Cents, the paper has no glitzy promotion str ategy like its urban counterparts . KHABAR LAHARIYA'S marketing strength is instead its bold reporting on issues concerning lower -caste communities, for which it won the 2009 King Sejong Literacy Prize from UNESCO, among other recent accolades . However, the main reason why KHABAR LAHARIYA receives such kudos is that it is run by trained women from marginalized communities and it conducts (in conjunction with Nirantar) journalist training and writing
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programs for locals -- a vital step, many believe, in inc reasing rural literacy.

WEATHERING THE DOWNTURN

Like their urban counterparts, local papers also rel y on advertising revenues rather than subscriptions and newsstand sales to stay afloat . Working in their favor are the rising disposable incomes of consume rs in India's villages -- a phenomenon that certainl y isn't lost on consumer goods companies hoping to increase the appeal of their products or services through ads adapted to local languages and cultures. In fact, these locally focused ads have helped rur al newspapers weather the global economic downturn . According to the Audit Bureau of

Circulation, a voluntary organization of publishers, advertisers and ad agencies, while circulation for most publications has remained static, ad revenues have taken a be ating. Over the past year, publications in India reported a 15% to 30% drop in advertising revenues, and while 60 new magazines -- largel y Indian editions of foreign glossies -- were launched during that time, no new newspaper hit the stands . Even today, belts are being tightened . For example, hard -hit English -language dailies such as

THE TIMES OF INDIA and HINDUSTAN TIMES discontinued their highl y discounted subscription deals, reduced pages and downsized their staffs. Amid the gloom, local papers have provided a ray of hope . "Our local

editions played a key role in minimizing the effects of the downturn," Venkat of EENADU notes. Like other newspaper executives, he claims

that while EENADU 's circulation has remained steady throughout the downturn, ad revenue has been under pressure . Costing around 6 U.S .

Cents, the Hyderabad-based publication -- in business for more than three decades -- has more than 20 district editions in Andhra Pradesh as well asin neighboring Bangalore and Chennai .
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EENADU also has three

separate

editions

in

the

densel y

populated

cities

of

Hyderabad,

Vijayawada and Tirupati . The paper, which refers to itself as "the heart and soul" of the state, has a total circulation of 1.4 million copies, with 66% sold in rural areas . But as marketing budgets continue to be squeezed, advertisers are scrutinizing their spending in local language papers more closel y than ever while hunting for more ways to reach consumers . Unlike in other

parts of the world, however, the battle for advertiser s' budgets is not as intense between offline, print publishers and their online rivals . Internet adoption in India is still relativel y low . In a country with a population of 1.2 billion and growing, there are only 55.5 million Internet users . Meanwhile, there are 376 million mobile subscribers -- yet onl y 15% to 20% of all handsets are Internet -enabled. Instead, television is posing the biggest threat to local language papers . In India, 125 million households own a television, and 80 million of that total have cable or satellite service . According to TAM, Nielsen's

television viewership rating arm, rural penetration of television is 65 million homes -- or over 50%. onl y the state-owned channel Until 1990, television in India included Doordarshan . However, subsequent

liberalization and reforms opened up the staid media market, and nearl y 400 channels now beam TV programs into homes, including India specific, regional channels launched by foreign media heavyweights like Rupert Murdoch, Turner Broadcast ing and Viacom. In the last two years, in fact, Rupert Murdoch's Star has acquired or launched over a dozen regional channels in Bengali, Tamil, Malayalam, Marathi and a range of other languages. According to Arun Tyagi, vice -president of media at Mumbai -based Reliance ADA Group, television is giving newspapers a run for their money in rural areas . "It's not print that clicks in rural areas," he says .
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Reliance ADA, which has interests ranging from power and entertainment to telecom and capital markets, i s one of the biggest buyers of rural media. "We just don't consider print when we want to promote products outside big cities and towns." That makes it even more urgent for the local papers to reduce their dependency on advertisers by extending their bra nd portfolios in a much different way than their urban counterparts . One way, Samu and others Brand

point out, is to build a "brand community" around a publication .

communities have been an important part of the marketing strategy at Marathi dail y LOKMAT , which was founded by Bal Gangadhar Tilak, a freedom fighter who rebelled against colonial British rule nearly a centur y ago. "The urban -rural divide is not distinguished by markets but by

lifest yle," says Jwalant Swaroop, director of advertising and bus iness development at LOKMAT , which is based in Nagur,in the western state of Maharashtra. For that reason, the paperhas spent the past 10 years

growing its communit y platform -- a club aimed at three different segments: women, youth and children . For an annual fee of US$4, the

paper's 500,000 "members" are entitled to free medical checkups, passes for cultural programs and invitations to product -sampling events run by consumer goods companies . Swaroop says these communities help

LOKMAT to retain current readers and capture new ones .

CONTRIBUTION IN URBAN GROWTH

Contributions in Urban Growth discourage sales tax competition among cities and to control development in growing outl ying areas, local jurisdictions are pursuing a variet y of intergovernmental agreements . Colorado has been experiencing enormous growth throughout the state and particularl y in t he Denver-metro area. In 1994, the governor started his "Smart Growth Initiative"; this program included organizing a summit of
183

more than 1,000 people who discussed the creation of local councils to develop regional plans to deal with this growth . The group assigned to

the Denver-metro region joined with the Denver Regional Council of Governments (DRCOG) plan, which was already in progress . DRCOG,

consisting of eight counties and 41 municipalities, was developing a plan to face the anticipated population growth of nearl y 700,000 over the next two decades. DRCOG's Metro Vision 2020 is a 25 -year comprehensive

plan designed to guide the development in these jurisdictions and examine issues such as transportation, air qualit y, wat er qualit y, and urban sprawl . It was in this environment that the issues of urban planning crossed paths with the existence of local government competition for retail sales revenues. In Colorado, urban sprawl has financially impacted local governments . To meet growth-financing needs and infrastructure demands,

municipalities and counties often "face off" against one another to get more revenue into their own operating budgets . Local government

revenues are collected at the local level in Colorado to allow for more autonomous decisions regarding the use of these resources . In contrast, in some state systems, the state government acts as a central collection source that distributes revenues based upon a formula or population base . Colorado's revenue collection structure does not automatically encourage cooperation among jurisdictions and often results in a struggle to gain revenue share. For the Denver -metro area, this struggle can produce

inconsistent "flagpole" annexation (an attempt by municipal government to annex around resi dential development in the shape of a flagpole in order to gain property having retail sales) and undesirable urban planning as cities fight for a piece of the revenue pie . Inspired by "Smart Growth" and Metro Vision 2020 planning, the Metro Mayors' Caucu s initiated a task force to seek and study alternative solutions . The task force's goal is to identify tools that have been successfull y employed in the past and to
184

create models for voluntary agreements that reduce competition and increase cooperation be tween local governments around retail

development . One common tool used by governments in the Denver -metro area has been a number of revenue -sharing agreements; other tools include count y planning restrictions, comprehensive planning agreements including "development phasing," and creative alternatives such as transferring development rights Richard

To discourage sales tax competition among cities and to control development in growing outl ying areas, local jurisdictions are pursuing a variet y of intergove rnmental agreements . Colorado has been experiencing enormous growth throughout the state and particularl y in the Denver -metro area. In 1994, the governor started his "Smart Growth Initiative"; this program included organizing a summit of more than 1,000 people who discussed the creation of local councils to develop regional plans to deal with this growth . The group

assigned to the Denver -metro region joined with the Denver Regional Council of Governments (DRCOG) plan, which was already in progress . DRCOG, consisting of eight counties and 41 municipalities, was

developing a plan to face the anticipated population growth of nearl y 700,000 over the next two decades . DRCOG's Metro Vision 2020 is a 25 year comprehensive plan designed to guide the devel opment in these jurisdictions and examine issues such as transportation, air qualit y, wat er qualit y, and urban sprawl . It was in this environment that the issues of

urban planning crossed paths with the existence of local government competition for retail sales revenues. In Colorado, urban sprawl has financially impacted local governments . To meet growth-financing needs and infrastructure demands,

municipalities and counties often "face off" against one another to get more revenue into their own operati ng budgets.
185

Local government

revenues are collected at the local level in Colorado to allow for more autonomous decisions regarding the use of these resources . In contrast, in some state systems, the state government acts as a central collection source that distributes revenues based upon a formula or population base . Colorado's revenue collection structure does not automatically encourage cooperation among jurisdictions and often results in a struggle to gain revenue share. For the Denver -metro area, this struggle can produce

inconsistent "flagpole" annexation (an attempt by municipal government to annex around residential development in the shape of a flagpole in order to gain property having retail sales) and undesirable urban planning as cities fight for a piece of the revenue pie . Inspired by "Smart Growth" and Metro Vision 2020 planning, the Metro Mayors' Caucus initiated a task force to seek and study alternative solutions . The task force's goal is to identify tools that have been successfull y e mployed in the past and to create models for voluntary agreements that reduce competition and increase cooperation between local governments around retail

development . One common tool used by governments in the Denver -metro area has been a number of reven ue-sharing agreements; other tools include count y planning restrictions, comprehensive planning agreements including "development phasing," and creative alternatives such as transferring development rights .

BOULDER REGIONAL TAX-SHARING PLAN

In 1995, the Boulder Chamber of Commerce recommended a regional sharing effort . After determining a base -year level of revenues, each cit y would share in the incremental growth of sales tax revenues based upon an allocation formula of population or existing retail share. Large cities might receive less sales tax than previousl y but still increase revenues
186

based on their population .

Smaller cities would have substantial gains,

which would allow them time to develop income from market sources other than retail, such as manufacturing, tourism, service firms, or construction . Exhibit 2 shows an anal ysis of the future distribution of

sales tax revenues among the cities based on population projections . In theory, by equalizing sales tax revenue distribution, policy de cisions would shift towards planning that focuses on neighborhood

characteristics, land -use decisions, and environmental concerns rather than on the struggle to gain retail market share to meet short -term budgetary needs.(2) This attempt to create a revenu e-sharing agreement was abandoned in 1997, as it became too difficult to gain a consensus in the political climate of the time . around Boulder saw enough As growth continued, outl ying cities in their jurisdictions to

development

discourage continued dialo gue of the IGA .

ADAMS COUNTY: GROWTH POLICIES

The Adams Count y approach to revenue equalization is tied to its comprehensive planning process . Adams Count y and its constituent cities - Arvada, Aurora, Bennett, Brighton, Broom field, Commerce Cit y, Federal Heights, Northglenn, Thornton, and Westminster - are developing growth-related policies within a count ywide comprehensive plan which uses a tiered system designed to phase in urban -level development in three tiers: the next five years, by the year 2020 , and post -2020. Exhibit 3 illustrates the level of development and specific activities planned for each tier. The goal for these local governments is to promote contiguit y, infrastructure compatibilit y, and formal integration of their

comprehensive plan. This effort is supported by government officials in the area who generall y believe that urban -level growth belongs in municipalities where services can be provided in a more cost -effective manner. Adams Count y officials hope to achieve this goal by a series of intergovernmental agreements .
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If

the

comprehensive

plan

is

adopted

in

Adams

Count y,

urban

development during the next five years that occurs in unincorporated areas would be required to meet cit y development standards and be subject to cit y rev iew. This is designed to discourage development efforts that historicall y have played cities and counties off against one another . With this policy, cities must annex development within their individual urban growth boundaries . By the year 2020, compreh ensive planning will be done in concert with urban centers and the count y to insure consistency between individual plans . These are loft y goals, but if the spirit to

cooperate remains, Adams Count y might have a model other local area governments can adapt rather than "duking it out" over limited resources . Another case in point is the "sphere of influence" revenue -sharing agreement between Thornton and Westminster, two cities just north of Denver. For Thornton and Westminster the issue was boundaries.(3) The cit y of Thornton was considering the annexation of land west of 1 -25. The Cit y of Westminster, however, viewed that same territory as "sacred ground" that it expected to annex one day . The two cit y managers met to discuss the development of an agree ment that would outline boundaries and set the stage for future development in the area . The discussion

evolved into a 10 -page IGA that included a requirement for a cooperative master plan, outlined consistency in building codes, and suggested the kinds of public services to be provided . sharing formula was agreed upon . Most importantl y, a revenue -

This agreement, believed by some to

have curtailed development in the 1 -25 corridor, has yet to reach fruition, as build-out has not occurred . development has not The cit y manage r stated that the reason is not the existence of the

occurred

intergovernmental agreement, but rather because there is "a lack of roof tops" in the area - once there is more housing, retail development will follow. Both mayors felt that this agreement allowed the governments to retain control over development in the area, and they believe that it removed the pressure from the two cities to compete for sales revenues .
188

As a model to potentiall y follow, other cities - Commerce Cit y and Brighton, for example - were influenced by the Thornton/Westminster agreement.

BOUNDARY LINE AGREEMENT

In February of 1989, Brighton and Commerce Cit y both wanted to stake claim to certain potential annexation areas . Some propert y owners were petitioning one cit y to be included in its boundary while the other cit y was concerned that if it did not act quickl y, it might miss out on an opportunit y to expand its borders and achieve potential sales tax revenue from what looked to be an area of future retail de velopment as an outgrowth of Denver International Airport . A good line of communication existed between the two municipalities, and avenues existed for increased cooperation - the Adams Count y Council of Governments (ADCOG), for example . With a cooperative

environment in place, and a willingness of both parties to seek a "win win" scenario, Brighton and Commerce Cit y developed a revenue -sharing agreement that included land -use issues and boundary specifications . This agreement carefull y described the us e of debt for infrastructure and the pledging of revenues . With the state legislature closel y watching these "annexation wars," the two cities developed a model that other municipalities could follow . One of the terms of the agreement required that a jo int plan be prepared as a guide for the development of land and the provision of public services and that it include design standards and land -use criteria. A truly cooperative venture now gives both cities the abilit y to control development and insure a steady proportionate revenue stream . In addition, their

government officials do not have to concern themselves with developers trying to pit one city against the other to gain tax advantages The next areas of study for the Revenue Sharing Task Force inclu de investigating a regional agreement to limit urban -level development to municipalities and
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promoting

dialogue

between

cities

and

counties .

Cooperative

agreements of this t ype are being explored by Boulder, Adams, and Larimer Counties. Other alternatives to development phasing include encouraging developers to build in a cit y. To encourage densit y in the cit y rather than in

potentiall y agricultural or unincorporated areas, in Boulder Count y a propert y owner can sell his/her right to build at a certai n densit y level and grant that right to an owner of a parcel of land inside the cit y . The

opportunit y to sell this right (like a mineral right) encourages the owner not to sell to developers and to keep the land rural in nature; yet the owner may "profit" by not selling. In turn, propert y owners inside the

cit y boundary, who cannot build high -densit y propert y due to historical zoning restrictions, now can purchase this right and increase their profit margin by developing more units and therefore selling more units.(5) Jefferson Count y, also concerned about this urban sprawl into

unincorporated areas, recentl y put together a task force to address this issue. taxes, This task force will examine the need for a tax increase or new cutbacks in services, and incorporation or an nexation of

incorporated areas . The commissioners have seen financial forecasts that suggest the count y's tax base cannot support what are essentiall y municipal services that are incurred by the unincorporated areas and to which the rest of the count y is contributing financially. Whether

statewide law changes are necessary or a spirit of brotherhood among local governments must continue, solutions to this issue are not easil y found. Whether these models work or lead to statewide policy changes, the issu e behind these cooperative plans and revenue -sharing models is clear: Philosophicall y, economic development in a communit y needs to be based on desired characteristics and local communit y needs, rather than on short-term revenue gains; in practice, however , sales tax policy in
190

Colorado is.

one of the driving forces that often prevents this t ype of

development from happening . The communities in the Denver -metro area have seen the result of this retail competition and redistribution of wealth in the financi al misfortunes of two major shopping malls in the region . Local communities like Adams Count y, nevertheless, have found ways and created models to benefit the citizens through comprehensive land -use planning. Local governments have kept their autonom y a nd avoided a

centralized state collection system with the use of revenue -sharing agreements, in the case of Louisville/Superior and Westminster/Thornton . Competition, although healthy to an econom y, can be crippling to a communit y government that relies o n retail sales taxes . Cooperation

between communities continues to hold the key; if answers cannot be found at the local level, state -wide solutions may become the onl y alternative. 1 Metro Vision 2020 Implementation Strategy: Economic

Development/Regional Tax Policy, DRCOG, May 1996 . 2 Clark, Tom, Colorado Real Estate Journal, "Regional Tax Sharing," Jul y 1995. 3 Intergovernmental Agreement between The Cit y of Thornton and The Cit y of Westminster, January 1996 . 4 Boulder Count y Transferred Develop ment Rights, April 1995. Boulder, Colorado, has developed a national reputation for having dealt creativel y with growth management issues . The cit y has developed a

27,000-acre greenbelt, a system for controlling the rate of population growth by limiting b uilding permits, and a defined urban growth boundary managed in cooperation with Boulder Count y . Boulder's approach to

urban growth boundaries, called the service area concept, offers important lessons for controlling sprawl, preserving rural land uses ou tside the cit y, and extending urban services in a rational manner .
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Located 27 miles northwest of Denver at the base of the Rock y Mountains, Boulder is a home -rule cit y of approximatel y 96,000 people . It is the Boulder Count y seat, the home of the Univer sit y of Colorado, and a regional employment center with approximatel y 86,000 jobs . Its strong econom y is founded on the universit y, federal laboratories, regional and local retail, and a dynamic industrial sector concentrated in the high -tech industry and business services . Colorado has no statewide, mandated planning program . Statutory and

home-rule cities and counties are granted land use planning and regulatory powers directl y by the state . The Denver Regional Council of

Governments engages in general planning, clearinghouse, and federal funding allocation activities, but there is no real, effective regional planning effort . As a result, sprawling development, undifferentiated

between cities and unincorporated areas of counties, is t ypical alon g most of Colorado's Front Range . During the 1950s and 1960s, Boulder's population grew from 25,000 to 66,000. An important growth management program began in 1967, when Boulder became the first cit y in the United States to pass a tax specificall y dedic ated to preserve open space . This open space system

forms the outer extent of the Boulder Valley, a joint planning area between the cit y and count y.

BOULDER'S SERVICE AREA CONCEPT

A concern that unwanted development was continuing to take place outside cit y limits in the count y, sometimes with cit y water and sewer service, led to the implementation of Boulder's urban growth boundary . In 1970 the cit y and count y adopted a joint comprehensive plan that defined the intended geographic extent of cit y expa nsion into the plains . This plan was further refined in 1978 to limit the cit y from extending
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water and sewer services outside cit y service area boundaries and to limit the count y from approving new subdivisions that would need "urban" levels of services and facilities . The service area boundary defines that part of the Boulder Valle y planning area where the Cit y of Boulder either already provides a full range of urban services to annexed properties or will provide services upon annexation. Land outside the service area boundary remains in the count y at rural densities until the cit y and count y jointl y agree to bring the propert y into the service area . Land also can be "moved" out of the service area. The 1978 plan, thus, protected the cit y The 1978 plan, thus, protected the cit y against development just outside its boundaries that would put demands on cit y services without the abilit y to collect taxes to finance those services . sensitive It was also aimed at controlling sprawl, protecting areas and rural land uses, and planning, By

environment al

financing, and providing urban services in a more rational way .

adopting the plan through an intergovernmental agreement, both the cit y and count y gained better control over urban development and service provision, while accomplishing many other conservation objectives . The Service Area Concept Creates an Identifiable Urban/rural Edge . Unlike

many cities that have either sprawled into the countryside or facilitated leapfrog development, Boulder has created a real edge between urban and rural development . It provides for the rational extension of urban services, The definition of areas where services are to be provided (along with initial designations of land use) allows a direct link between land use planni ng and infrastructure planning. Parks, recreation, police, fire, transportation, water, sewer, and flood control service providers can develop their master plans knowing where services are to be extended, over what time frame, and for what types of land uses.
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It helps preserve rural lands outside the cit y .

Boulder's service-area

policy has sent a clear signal to the land markets that land outside of Boulder's service area is not likel y to be urbanized in the near future . This has lessened land speculat ion for urban development purposes and facilitated the acquisition of open space . It helps focus development

within the cit y, through redevelopment of underutilized areas and infill development; the city has been able to capitalize on existing public investments in infrastructure . It eliminates competition from the count y

for retail development and the loss of associated tax revenues . It provides both flexibilit y and certaint y to the planning process . As the communit y experiences change over time, land can be added to or deleted from the service area, and propert y owners inside and outside the service area can act accordingl y. Boulder's region encompasses the whole count y . Therefore, the cit y's

surging job growth and limitations on residential growth have had a significant impact on housing demand in adjoining communities.

Chapter7 IMPACT OF JAGRAN GROUP EVENT IN SOCIOCULTURAL FABRIC

Jagran group plays a very important role in bringing about awareness among the people in societ y. The awareness can be in terms of scientific
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and non-scientific thus helping in converging the world . overcome the bigotry of the universe .

It helps to

Without Media, they would be

totall y in fear and ignorance . These two brings about devastation in the life of people. With fanaticism, it brings about a lot of discrimination Sometimes,

among the people making them superstitious and illiterate .

media has its own disadv antages. Too much of it attacks the privacy of people life speciall y the popular ones. Media role is to bring about Constructive Awareness . Awareness in terms of: Internal and External threats to the nation . Appeal and request to contribute for a soci al cause. Educate about Rights and duties of the citizen . Most importantl y project the policies and the reforms of the government in the righteous comportment . At times, media has

eulogized policies, laws and reforms of the government for no appropriate reasons . Whatever we see in media today, is a reflection of the society . The news channels in particular have replicated in many ways of television journalism from US . For instance rescue of a kid from a pitfall is more dramatic than ever; the news surpassing the important ones . Apologies

for the comparison with all due respect for the kid and his parents, but we need to grow above all this . As a spectator I have observed numerous

instances wherein such incidents have grabbed all the atten tion ignoring the major news. A kid called Prince fell in a pit and media have shown the entire day live coverage about the rescue being done by the arm y . Not alone this we could see the debates and suggestions goes on from group of ps ychiatrists, cons ultants, doctors etc about the mental state of the child and his/her folks. Its good to see seniors in their fields anal yzing the

situation, and giving their expert comments!!! On the same day there were two blasts took place in Assam with a dozens of pe ople being injured. I
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just couldnt believe that it couldnt take the so called Breaking News section of the television media for most of the channels . I felt ashamed of the journalism system . They just fail to prioritize the gravitational issues . I am sure all and sundry watched the gates of the mansion wherein Abhishek and Aishwayra got married for the whole day . People were

running in excitement around, waiting outside to catch a glimpse of the married couple. One full day right from the stroke o f dawn, news

channels were engaged in covering the wedding as if Prime Minister of India was getting married to a neighbor Nationals daughter thus registering an ornamental growth in foreign relations . All the participants of the laughter challenge have been signed with various channels for trivia programs. Just imagine, an hour each day the News Channels plays a role of Comedy channels . Thats not all; in some cases one can find

dedicated broadcast for high societ y parties and its review on the Menu and the dances . The list is just endless!!! If that is what you think is part of the electronic and the print media then please give me a break!!The Newspaper Journalism is also going on shoulder to shoulder with electronic one. All the above and similar ci ted incidents have taken three quarters of the front page followed by another half in subsequent pages . The real important ones making it to the inner pages or at times get lucky to be mentioned in front page left corner column. Is Electronic and Print Me dia entirel y accountable for the slaughter of professional journalism in India?? Partiall y, media can be accounted for dwindling the focus from momentous issues and social order . At times

the societ y is misleading with false rumors and cheap publicity stu nts. I vindicate that media is highl y responsible for exhibiting Current affairs and so called happenings to the societ y . At the same time, Media brings about the manifestation of social order and its values . What we witness in newspapers, magazines and electronic media is reflection of the existing culture. The so called intellectuals are seen censuring the media for They fail to understand that whatever is exhibited through
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everything.

media is what the societ y desires . For instance, why wouldnt the media cover the marriage of Ash and Abhishek when thousands of fans are waiting outside their house for a glimpse? Imagine how many fans would have glued to their seats just to watch the same scene on their television sets. The problem lays in us The society . Growing inclination towards western culture has taken off the focus of our culture and ethics from the people. In the race to acquaint ourselves with the western culture, we are on the verge of losing our own identit y . The interests of the pe ople are becoming self-centric naturall y leading to negligible contribution to the societ y. The meaning of Famil y is just bound to the blood relations;

Feeling of oneness in societ y has vanished . The focus of the societ y from within is diminishing and th us we see its reflection on Media . Media

shall not bring about aping of the West in East and ultimately should tr y to follow the Nationalistic moral of living focusing more on bringing togetherness of Indian Societ y. Are we reall y going towards strong and true Journalism? Or do we reall y want true Journalism?? The answer lies in our hearts . We need to be more open to our societ y and live by our culture . Not onl y will we see a

positive change in and around us but also see a healthy propagation of a constructive Awareness . Media influence or media effects are terms used in media studies, psychology, communication theory and sociology to refer to the theories about the ways the print media affect how their audiences think and behave.

TERTIARY INVOLVEMENT
The extent to which an audience engages with a media text can be roughl y split into three degrees . The first of these is primary involvement , in

which the audience is solel y concentrating on consuming the media text . For example, sitting down solel y to watch a favorite program on television. Secondary involvement is when an audience's concentration is split between the media text and another distraction.
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For example,

working on the computer while watching television . Tertiary involvement is when the media text is merel y in the background, with no real concentration upon it at all . For example, glancing at a newspaper on a crowded train. While this theory is somewhat simplistic, it provides a

clear and probable explanation as to the chan ges in audience reception. Perhaps the most widel y accepted theory on audience reception is Denis McQuail's Uses and Gratifications model. This places emphasis on the

reasons audiences consumes media. The first reason outlined in the model is the need to reinforce ones own behavior by identifying with roles, values and gender identities presented in the media . Secondl y, consumers need to feel some kind of interaction with other people which is offered by text such as a soap opera or a lifest yle magazine . The third reason is the need for security. Media offer a window to the world that allows

education and the acquisition of information. The final reason is the need for entertainment through both escapism, and the need for emotional release, such as laughter . Strength of the Uses and Gratifications theory is the emphasis on the audience as active in the reception of media . However, this would suggest no passivit y within the audience whatsoever . A person may, for example, be too laz y to turn off their television and as a result consume any media that is available, regardless of need . This

theory also pays little attention to the short term and long term effects of media on the audience. Professor of media and communications at the Universit y of Westminster, proposed ten criticisms of the Media, whereas, Gauntlet prefers that research focus on the violence, then look to untangle its causes. To explain the problem of violence in societ y, researchers should begin with that social violence and seek to explain it with reference, quite obviousl y, to those who engage in it: their identit y, background, character and so on.
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goes on to criticize studies that focus on children by stating that they do not utilize adults as a control group, and that the studies are conducted primaril y to further a "barel y-concealed conservative ideology." He counters the premise of these studies with the concept that not all depictions of violence are even bad to witness . M.I.T. Professor Henry

Jenkins, for instance, suggested in his speech to congress that The Basketball Diaries utilizes violence in a form of social commentary that provides clear social bene fit. [ 4 ] Explains further that objects defined as "violent" or "anti -social" may not be judged as such in the minds of the viewer and tend to be viewed in artificial circumstances. These objects are furthermore based on previous studies with flawed methodology, and are not grounded in theory . Additionall y, he claims that the effects model makes no attempt to understand the meanings of media. [ 5 ]

Historical criticisms situate the ' meta-narrative' of effects theor y within a long history of distrust of n ew forms of media, dating as far back as Socrates's objections to the deleterious effects due to the written alphabet.

Political criticisms pose an alternative conception of humans as rational, critical subjects who are alert to genre norms and adept at interpreting and critiquing media representation s, instead of

passivel y absorbing them . Supporters of effects theory contend that commercials, advertising and voter campaigns prove that media influence behavior . In the 20th

century, aggressive media attention and negative coverage of trials involving celebrities like Roscoe Fatt y Arbuckle or Michael Jackson have influenced the general public's opinion, before the trials effectivel y started. However, these critics do point out that while the media could

have an effect on people's behavior thi s isn't necessaril y always the case.
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Critics of the media effects theory point out that many copycat murders, suicides and other violent acts nearly always happen in abnormal upbringings. Violent, emotionall y neglectful or aggressive environments influence behavior more than watching certain programs, films or listening to certain music . Most people who carry out these acts are also mentall y unstable to begin with. Critics als o point out that just because an audience sees acts of violence in media, this does not mean they will actuall y commit them . Of the

millions of people who watch violent films, onl y a small number have carried out acts of violence as a direct result . People regularly exposed to violent media usually grow up to be completel y normal people . If there are any effects from media, they onl y affect a very small number of people. Also there are other thinkers who criticize effects based research, such as Terry Flew and Sal Humphreys, Barker and Freedman . Martin Barker

(2001) criticized Elizabeth Newson who alleged link between media violence and real life violence in her report in 199 4, Brooke (2003 -07),for example talks about this in details, and the report gained media attention when it claimed the horror film Child's Play 3 had influenced two 10 year-old boys' behavior and led to the Murder of James Bulger in Feb. 1993. After examining and assessing Newsons report, it was apparent Critics

that there was no clear link between the film and the crime .

pointed out that Newson's case studie s were reliant on press accounts and opinions rather than independent research . However, Newson's report was influential, and has led to more censorship of videos and more concern from the British Board of Film classification on the psychological effects of media violence. The attention and question become whether they were watching violent media . But Barker (2001) doesnt agree with Elizabeth News on. He reject her claim about the connection between media

violence and real life violence, in his argument he justifies his position,
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he indicates that there was not a scrap of evidence that the boys had seen the movie and Child's Play 3 is a moral film . He also criticized anti

media campaigns and described them as ignorant and disguised political campaigns. He states that these claims are represented by media and most of people have no chance to check the credibilit y of them, he also points out that these films including Child's Play 3 are often attacked because they deal with political issues . Moreover, he lists real cases, for example a man takes a gun and shoots his entire famil y after watching the news, arrested and tried, he explains his actions on the basis that the world news was so bad there seemed no point in anyone going on living . Barker

suggests that this case for example is no different that other putative cases of media a causing violence, Barker said that we should not always blindl y blame the media because people are not copycats, instead we should be aware of someone's mental state and take other factors into account before making such claims . For example, in his case he states

that the man's reaction was abnormal . Therefore, his behavior could not be explained by suggesting the effects of the news . There are other

social and cultural factors in criminal acts in which the media are not the basic influence . Barker also suggests 'that we must look beyond a

specific film to think about the specific context in which it has been consumed, and the wider social background of the peopl e ., According to Barker there is no such thing called violence in the media that either could or could not cause violence, we should rather pay attention to how social factors and background make some people consume media in specific way. For instance, even the news also show lots of violence, so people should rather pay attention to how social factors and background make some people consume media in particular way . In addition Barker (2001) proposes further research; he suggests that the theory of media violence connection must be tested because identification with particular element in a film is not something can be seen . He also noted problem

with campaigners treating delinquents as normal people who become

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influenced by the media . Therefore, he suggests further research on how these people understand and consume media. Flew and Humphreys (2005) said that the assumptions of effects researchers are frequentl y flawed . According to Flew and Humphreys,

Freedman (2001) and Goldstein (2001) the number of s tudies on games and violence is small and the research suffers from flawed methodologies which do very little to prove a direct link . Terry Flew and Sal Humphreys also state that differing context of consumption will always mean we need to take account o f the particularities of players and how and why they play, effects researches often give insufficient account to the relevance of cultural contexts and the way in which media are actuall y implicated in the circulation of meanings in our cultures' .

IMPACT OF DAINIK JAGRAN

So much that we think of as characteristic of the modern world economic, social, religious, political is built on the foundation provided by print as a medium of communication . From the sixteenth century it became

impossible for the illiterate to obtain either wealth or influence, and this has largel y occurred due to the invention of print as a medium of communication in the fifteenth century . This had widespread

consequences, allowing large numbers of copies of a work to be made rapidl y. This further availabilit y of information provided enabled greater scientific advancement as it meant that other peoples ideas were more readil y available . Similarl y the development of the printing press

encouraged religious reform, as it was a maj or factor in allowing the writings of Erasmus, Luther and later Calvin to achieve high levels of circulation. In order to form any conclusions about any possible effects of print, the effects, if any, of writing before the invention of the printing press need
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to be examined. Writing can be defined as a translation of sound into a visual code. The earliest writing was hierogl yphic or pictographic, and

with these the visual code could be easil y related to the meaning . However, the invention of the phone tic alphabet changed this by using a code which bore no relation to the meaning and in doing this, according to Marshall McLuhan, split apart thought and action . He suggests that the phonetic alphabet was the force which de -tribalized man but that, as literacy was a minorit y skill at this time, it could not have full affect . The invention of print, however, made literacy more and more

widespread, and as such had a dramatic impact on societ y . The ideas of Marshall McLuhan on media were first published i n the 1960s when they had considerable impact, in many ways providing a new approach to media studies . However, his ideas have since been contested by a variet y of critics, such as Elizabeth Eisenstein . Firstly, McLuhan

divides the different types of med ium into two categories; hot and cool . A predominantl y hot medium requires very little participation by the audience, and this is how he defines print . The opposite to this is speech, a cool medium because so little is given and so much has to be filled in by the listener . McLuhan draws particular attention to the medieval

manuscript culture which preceded print culture, explaining that medieval culture was based on the ear with punctuation being rare, and that the hand-written manuscripts were meant t o be read aloud to an audience . He claims that the oral, or manuscript culture, allowed all the senses to function at once, whereas a print culture made writing separate from speech and the visual is thereby dominant . The advent of punctuation,

according to McLuhan, allowed things to be expressed in print just as they can be expressed in speech, thus separating the eye from the ear . He

therefore believes that the development of a print culture has greatl y diminished the importance of the spoken word . McLuhan dates this print culture from the production of Gutenbergs bible in earl y modern Europe,
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calling this period of transition from one culture to another the Gutenberg era. Critics, such as Elizabeth Eisenstein have agreed that, in pointing to the social and psychological consequences of printing, Marshall McLuhan performed a valuable service . However, she disagrees with many of his views. Eisenstein argues that McLuhan overstated the extent to which the medieval culture was an oral one . She points to the fact that silent

reading already occurred even before printing, in the pre -Gutenberg era, so that, although printing undoubtedl y increased silent reading, it did not invent it. McLuhan assumed that the spread of silent reading diminished the importance of the spoken word, and here Eisenstein looks towards education; Although the textbook industry flourished, classroom lectures never died. Contrary to McLuhan, she claims that although print could,

and did, convey spoken messages, it did not repl ace them. Sermons and public orations continued as they always had, as did poetry readings . The main effect of print in these areas was to cause orators to be more careful in what they said, bearing in mind the possible consequences of the publication of their words. In producing his ideas, Marshall McLuhan uses evidence selectivel y, ignoring many factors which might weaken his case . One of the initial

social effects of printing was that the traditional village storyteller disappeared. However, this did not have a dramatic impact as these

figures were merel y replaced by a literate reader who read aloud to the illiterate majorit y. The material used was the many cheap printed books and ballads which were being produced in abundance at the time . The

significance of this situation is that, even after the invention of the printing press, the majorit y of the population received texts orall y . The tradition of the storyteller may have died out, but it was replaced by a similar, and almost equall y oral, cultu re. It was not until after the

Education Act of 1870, which made education compulsory for all that our
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culture, in Britain at least, could be said to be trul y dominated by print . This time difference, from the fifteenth to nineteenth centuries, between the invention of the printing press and the creation of a print culture suggests that there were many other factors involved . These relate to the changing cultural, political and economic climate and increasing

industrialization which meant that even factory workers needed to be literate. McLuhan chooses to ignore these factors, but they suggest that his claim that the printing press was entirel y responsible for the eradication of an oral culture cannot be upheld . Neil Postman, who was writing in the 1970s and 1980s, theorized among other things on the educational effects of a societ y dominated by print . Postmans primary aim in his work was to present the many negative aspects of a television culture and any possible bad effe cts which television might have on societ y. His arguments are therefore biased

towards showing print culture, preceding television culture, as an age of enlightenment and greatness in order to help strengthen his arguments against television . Postman argues that the invention of the printing press and the consequent literate societ y which it produced, divided adults and children into the literate and the non -literate. Far from this being a

negative affect, in his view learning to read in this print cultu re became an integral part of growing up . An increasing familiarit y with the book

culture of the adult world was a key aspect of the transition from childhood to adulthood . From this point Postman goes on to argue,

controversiall y, that the medium of tel evision has destroyed this b y creating a world fully visible to both children and adults . Both Marshall McLuhan and Neil Postman explain logical thought as a direct consequence of a print culture . McLuhan suggests that scanning lines of print silently h as affected thought processes, and that literate man undergoes much separation of his imaginative, emotional and sense life . Their argument is that it is this separation which allows thought to
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become more anal ytical and logical than it would otherwise be able to. They are both of the opinion that it is no accident that the Age of Reason was co-existent with the growth of a print culture . They also agree that, although anal ytic thought was still possible before the development of the printing press, in a culture dominated by print, public discourse tends to be characterized by a coherent, orderl y arrangement of facts and ideas . In a culture of this kind, the public generally has the abilit y to comprehend this discourse. To illustrate this point Post man turns to the legal system, explaining that in a print - based culture lawyers are well -educated, devoted to reason, and capable of impressive expositional argument . To Postman, this is a perfect example of the capabilities and thought processes of Typo graphic Man, and from here he continues to argue that television is having a negative effect on culture as a whole, and destroying our ability for logical thought which was allowed by a print culture. Elizabeth Eisenstein is much more cautious than McLuh an and Postman in describing the effects of print on the mind . She points out that, even

today, we still know very little about how access to printed material affects human behavior. Consequentl y there is a modern debate about the affects of pornography on societ y which is, as yet, unresolved .

Undoubtedl y, the production of intelligent and educational written material has had a beneficial effect on culture as a whole . However, Book reading did not stop short with guides to godl y living or practical manuals and texts. By this Eisenstein refers to the production of a less

desirable t ype of literature, such as the scandal sheets of the eighteenth century and the less reputable tabloid newspapers of today . Since

printing began, alongside the production gr eat works of knowledge, printers have churned -out large quantities of this t ype of material which, contrary to McLuhan and Postmans ideas, are unlikel y to increase the aptitude for logical thought .
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It is safe to assume that printing makes knowledge acce ssible to all, although it needs to be accompanied with the necessary cultural and political conditions making literacy compulsory for all . However, this

does not necessaril y lead to a societ y that is much more knowledgeable than one that uses oral commun ication as its foundation . In a non-literary societ y, where information is conveyed orall y, to avoid the information it is necessary to avoid the whole of society . The onl y way this is possible is by living a completel y solitary life . By contrast, readi ng and writing Consequentl y, in a

are predominantl y silent and solitary activities .

literary societ y, information is easy to avoid, simpl y by choosing not to read what is available. This counters Postman and McLuhans arguments on logical thought in lite rary societies as such coherence as a person achieves is very largel y the result of his personal selection, adjustment and elimination of items. Lucien Febvre and Henri -Jean Martin, writing in France in the 1950s, examined the impact of the printing pres s. They suggest that printing, on the whole could not be said to have hastened the acceptance of new ideas or knowledge . They accuse it instead of initiall y popularizing long-cherished beliefs, strengthening traditional prejudices and giving authorit y to seductive fallacies . Printing then, to some, was an obstacle and not a gateway to a new way of thinking . It does not

necessaril y follow, therefore, that in a print culture the public will be either more informed, or think in a more logical way, than t hey would in an oral culture. Marshall McLuhan has come up with various theories about the impact of print on human perceptions of space and time . He suggests that printing has shortened human memories by the reliance on information being stored more safel y and durabl y in a book . The rationalizing aspects of the print culture encouraged a need for maps and timetables, and increased the importance of perspective in paintings . In this way it gave birth to a craving for a lifestyle reflecting uniformit y and rigidit y, and so the
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complex systems of indexing and cataloguing that we have today came into being. Continuing the work of Harold Innis, a Canadian economic

historian who was writing in the 1950s, McLuhan claims that print, as a portable medium, all owed information to be circulated across space . Before printing information had to be conveyed by drifting texts and vanishing manuscripts . In order to secure documents from loss, the

medieval convention was to lock them up, whereas the post -print era could duplicate the document and so circulate the data to the public . This concept of preserving valuable information by making it public has proved far more effective than the pre -printing tradition, in which documents were frequentl y lost, destroyed or d amaged. This is possibl y the most valuable, and least criticized , area of McLuhans research into the effects of print, as it draws attention to a new area which, with the exception of Innis, few researchers had previousl y contemplated . The technology o f print communication can be seen as promoting both individualism and uniformit y. Marshall McLuhan has called print the

technology of individualism . He claims that it began the practice of silent reading by making printed material easily accessible to i ndividuals. It is this which promotes individualism as the printed book is, for the most part, intended to be read alone and silentl y, thereby also developing the sense of personal privacy which is so characteristic of modern societ y . At the same time, p rint allowed an increase in governmental control by making the vernacular a mass medium print created a new instrument of political centralism previousl y unknown . An example of this uniformit y is the 1562 issue of the Book of Homilies to be read from eve ry pulpit . Print, in bringing increased literacy, played an important part in unifying regional dialects, which encouraged a steady awareness of nationalization. This was helped further by the further production of maps which the printing press allowed, giving people on a large scale, for the first time, a visual appreciation of the nation . Print therefore, by encouraging both the
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consumption of literary material by individuals alone and a greater sense of nationalism simultaneousl y increased both indivi dualism and

uniformit y. Critics have agreed that Marshall McLuhans reflections on the effects of printing on perceptions of space and time have been valuable . Elizabeth Eisenstein agrees with his ideas that print strengthened notions of nationalism, th rough the production of maps and political uniformit y, and individualism . She explains that; to hear an address delivered, people

have to come together; to read a printed report encourages individuals to draw apart . Marshall McLuhan and Neil Postman are quick to promote the idea that print allows logical and analytical thinking to occur . To

Postman this is positive, compared to television which, in his view, promotes incoherence and trivialit y . To McLuhan it has torn us from our tribal roots and sever ed our senses, and that as such Schizophrenia may be a necessary consequence of literacy . However, their arguments do not take into consideration the wider cultural factors, and as such need to be viewed with caution . Although print makes knowledge more accessible to all, and has had dramatic effects on our culture and societ y, it does not necessaril y follow that a literate society is greatl y more knowledgeable than a non-literate one.

NEW MEDIA
Theorists such as Louis Wirth and Talcott Parsons have emphasized the importance of mass media as instruments of social control. In the twent yfirst century, with the rise of the internet, the two-way relationship between mass media and public opinion is beginning to change, with the advent of new technologies such as blogging. Menders theory is related to Jean Baudrillard s concept of hyper reality . We can take the 1994 O.J. Simpson trial as an example, where the realit y reported on was merel y the catal yst for the simulacra (images) created
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which defined the trial as a global event and made the trial more than it was. Essentiall y, hyper realit y is the concept that the media are not

merel y a window on to the world (as if a visiting alien were watching television), but ar e part of the realit y they describe . Hence (although additionall y there is the question of navel - gazing) the medias obsession with media-created events. It is this which led Marshall McLuhan in the 1960s to say that "the medium is the message", and to suggest that mass media are increasingly creating a " global village ". For example, there is evidence that Western media influence in Asia is the driving force behind rapid social change: it is as if the 1960s and the 1990s were compressed together. A notable example is the recent introduction of television to Bhutan, resultin g in rapid Westernization. This raises questions of cultural imperialism (Schille r) the de facto imposition, through economic and political power and through the media, of Western (and in particular US) culture.

AN INSTRUMENT FOR SOCIAL CONTROL

Social scientists have made efforts to integrate the study of the mass media as an instrum ent of control into the study of political and economic developments in the Afro -Asian countries. David Lerner(1958) has

emphasized the general pattern of increase in standard of living, urbanization, literacy and exposure to mass media during the transit ion from traditional to modern societ y. According to Lerner, while there is a heavy emphasis on the expansion of mass media in developing societies, the penetration of a central authorit y into the dail y consciousness of the mass has to overcome profound r esistance. They include licensing in advance; censorship of offending material before publication; seizure of offending material; injunctions against publication of a newspaper or book or of specified content; requirement of suret y bonds against libel or o ther offense; compulsory disclosure of
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ownership

and

authorit y;

post

publication

criminal

penalties

for

objectionable matter; post publication collection of damages in a civil action; post publication correction of libel and other misstatements; discrimination in granting access to news source and facilities;

discrimination and denial in the use of communications facilities for distribution;taxes;discriminatory subsidies; and interference with buying, reading and listening. Habermas believed that societ y becomes increasingl y polarized into spheres of "public authorit y" - referring to the emergence of the state and associated political activit y - and the "private" - the intimate domain of private relationships and the famil y. Jrgen Habermas believed that the

development of mass media was a crucial factor in the transition from an absolutist regime to liberal -democratic societ y. With the invention of the printing press and then the availabilit y of newspapers and other forms of printed literature, Habermas claimed the emergence of an intermediate sphere which according to him is the bourgeois public sphere. This space will provide individuals with a chance to gather together to criticall y access discuss and evaluate important contemporary issues of utmost importance for the people . He claimed that this will resemble the Greek agora. Habermas claims that t his public use of reason not onl y acts as a regulatory mechanism over the state, which is now highl y visible, but also as a catal yst for the replacement of the absolutist reg ime with a liberal democratic government . The Frankfurt School came into existence in the earl y 1920s to explain the failure of Marxism to take hold in the working classes, especiall y after the "Great Betrayal" of social -democratic parties who aligned with their governments during the First World War It sees the loss of individualit y through decline of privacy as the main cause of dependence on great mass organisations. Habermas to a certain extent depends on some earl y critiques of the media from the Frankfurt School , such as that of Max
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Horkheimer use.

For these three, media was a 'culture industry' which

was creating an impact on passive individuals . These individuals merel y absorb any information they are exposed to. (A clear influence of Karl

Marx can be seen here, with links to the theory of alienation .) According to Thompson, the cause of this is the commodification of art and culture, which allows the possibilit y of "manipulation by demagogues" . Durkheim claimed that the interdependence of highly mile

specialized

individuals, or what is known as organic solidarit y , is seen as being succeeded by a new and barbarous homogeneit y. mechanical cohesion is possible, thus dependent argued Due to this, onl y a on that, similarit y and

standardization.

Horkheimer

paradoxicall y,

individualit y was impaired by the decline in the impulse for collective action. According to him, As the ordinary man withdraws from

participating in political affairs, societ y tends to revert to the law of the jungle, which crushes all vestiges of ind ividualit y. In this anal ysis the Frankfurt school saw totalitarianism emerging as a result of corrupt social institutions and the decline of liberal principles . Thus Oppenheimer claimed that: Just as the slogans of rugged individualism are seeking exemption from social control, so in mass culture the rhetoric of individualit y, by imposing patterns for collective imitation, subverts the very principle to which it gives lip s ervice. Adorno in The Jargon of Authenticit y claimed that mass media can create an aura which makes the spectator seem to experience a non - existent actualit y . produced, artificial culture replaces what went before. Thus a mass -

PRINT MEDIA AND MODERN PU BLIC SPHERE

In political behavior, opinion leading tends to correlate positivel y with status, whereas this is not the case in consumer behavior. So for political behavior, the general conclusion that the media merel y fixes (confirms) peoples opinion is not supported. Holland, using experimental

ps ychology, found significant effects of information on longer -term

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behavior and attitudes, particularl y in areas where most people have little direct experience (e.g . Politics) and have a high degree of trust in the Since class has become a less reliable

source (e.g. broadcasting).

indicator of part y (since the surveys of the 40s and 50s) the floating voter today is no longer the apathetic voter, but likel y to be more well -informed than the consistent voter and this mainly through the media. There is also some very persuasive and empirical evi dence suggesting that it is personal contact, not media persuasiveness which counts . For example, Trenaman and McQuail (1961) found that dont knows were less well informed than consistent voters, appearing uninterested, showing a general lack of info rmation, and not just ignorance of particular policies or policies of one particular part y. During the 1940 presidential election, a similar view was expressed by Katz and Lazarsfeld's theory of the two step flow of communication, based on a study of elec toral practices of the citizens of Erie Count y, Ohio . This examined the political propaganda

prevalent in the media at the time during the campaign period to see whether it plays an integral role in influencing people's voting . (In terms of generalizing their results, one should note that there are questions about short term versus long term influence) . The results contradict this: Lazarsfeld et al. (1944) find evidenc e for the Weber an theory of part y, and identify certain factors, such as socio -economic circumstances, religious affiliation and area of residence, which together determine political orientation . The study claims that political propaganda serves to reaffirm the individual's predisposed orientation rather than to influence or change one's voting behavior. T hompson does not see mediated quasi - interaction (the monological, mainl y one-way communication of the mass media) as dominant, but rather as intermingling with traditional face -to-face interactions and mediated interactions (such as telephone conversatio ns). Contrary to Habermas pessimistic view, this allows both more information and
213

discussion to come into the public domain (of mediated quasi -interaction) and more to be discussed within the private domain (since the media provides information individuals would not otherwise have access to).

PRINT MEDIA IN A FREE ENTERPRISE SOCIETY

Although a sizable portion of mass media offerings - particularl y news, commentaries, documentaries, and other informational programmes - deal with highl y controversi al subjects, the major portion of mass media offerings are designed to serve an entertainment function . These

programmes tend to avoid controversial issues and reflect beliefs and values sanctified by mass audience . This course is followed by Television networks, whose investment and production costs are high . Menders work has highlighted this particular outlook . According to him, the atomized

individuals of mass societ y lose their souls to the phantom delights of the film, the soap opera, and the variet y show. They fall into a stupor, or apathetic hypnosis, that Lazarsfeld called the narcotizing dysfunction of exposure to mass media. Individuals become irrational victims of false wants - the wants which corporations have thrust upon them, and continue to thrust upon them .

Chapter8

CSR OF JAGRAN GROUP AND THEIR EXECUTION

CORPORATE SOCIAL RESPONSIBILITY OF JAGRAN GROUP IS ORGANIZED BY ITS VERTICAL COMPANY PEHEL.

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Jagran Prakashan Ltd.

one of the leading media conglomerates of the country has

always been in the forefront in mass awakening and serving the community through its mass media reach. In post economic liberalization era predominance of economy on social structure has affected all institutions including media. The choice between

economics and social concern is getting difficult day by day. The current scenario demands a more strategic and out of box solutions to address the social concerns. To meet this demand, Jagran Prakashan Limited has come forward with its social initiative in form of establishing a dedicated wing Jagran Pehel" which is run by Shri Puran Chandra Gupta Smarak Trust a non-profit making charitable trust of the group fully committed to the social cause. Jagran Pehel" utilizing one of the largest media plexus in the country is actively involved in awareness generation, advocacy and promotion of social issues through innovative means of mass communication.

The thought is to assist organizations/individuals through social marketing. It is an initiated commitment towards changing mindsets. The goal is to improve the quality of human life by designing and implementing strategies that achieve high levels of community education, self-efficiency and beneficial behavioral change. We believe in the importance of the issue we choose to work on and in the strength of our client partnership.
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LIST OF MAJOR EVENTS ORGANISED BY JAGRAN GROUP FOR SOCIAL INITIATIVES.

1. International Conference on Climate Change 2. HIV/AIDS Campaign with Bihar State Aids Control Society 3. Campaign against Trafficking, Allied Issues and Promoting HIV/AIDS Help Line Number 4. Campaign on Water Borne Diseases 5. Campaign with ICS on Cancer detection 6. Hero's Project Campaign on HIV/AIDS

7. Health Supplement With Guardian Life Care 8. One DMPA Project with USAID and PSP.

9. Condom Bindas Bol Campaign with PSP-One/USAID

10.

Campaign on Pulse Polio with Rotary International

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Corporate Social Responsibilit y (CSR) has increasingl y become a major concern of corporate public relations . A 2003-2004 survey finds Most

firms were at different stages in their commitment to citizenship .

executives acknowledge the importance of social and environmental responsibilit y to the bottom line (82%), to their companies' reputations (59%), and to their customers (53%), But when it c omes to translating citizenship into meaningful programs and embedding it in the business, firms range from leaders to laggards, with the majorit y somewhere in between (Mirvis & Googins, 2004) . Regardless of the different stages,

however, corporate giving to social causes has increased by an annual 10 percent in the latter half of 1990s and stood at $9.05 billio n in 2001. As one of the most important stakeholders, the news media are crucial for corporations because it is primaril y the news media that event uall y help materialize the goal of CSR, namel y the corporate reputations . research seeks to examine how the news media represent This CSR .

Specificall y, it will examine how the news media report CSR and anal yze the news context in which CSR is embedded. Spicer's (1993) seven meanings of public relations in print media will be adapted for the research . The research will combine content anal ysis and framing anal ysis. It will first review research on CSR, CSR and media It then will use

relations, and media representation o f public relations.

several major newspapers such as the New York Times, the Washington Post, the Los Angles Times, the Chicago Tribune and the Wall Street Journal to anal yze how they represent CSR . The research may also use

some recent key events such as Enron scandal to make pre -post examination of media coverage of CSR. Many studies found that journalists tend to hold a negative, and often antagonistic attitude toward the public relations and public relations practitioners, resulting t ensions between the two groups (Bollinger, 2000;
217

Henderson, 1998; Sallot et al., 1998; Fedler & Delorme, 2002) . It is even suggested that a harmonious relationship between public relations and the media may never be achieved. It is also noted that media r epresentatives some key and public relations are often

practitioners'

perceptions

toward

categories

discrepant, such as credibilit y, occupational status and professionalis m. They hold opposing views about each other, with the public relations practitioners ranking journalists below them selves. Attitudes between the two groups differed sharpl y on the role of public relations, and such values as press freedom, objectiv it y, and balance. However, because public relations and the media form a single public information system that provides information to the public, the

relationship between the two should not be defined as being simpl y adversarial or harmonious. Since the 1980s has shown mo re softening of negative viewpoints between the two groups, indicating improved

relationships between news media representatives and public relati ons practitioners . Shovlin (1989) found that both public relations

practitioners and reporters believed that improvement has been made in areas of respect and ease of communication between the Kopenhaver found that public relations practitioners groups. with

agreed

journalists on what constituted important elements of news, with the former accuratel y perceiving the journalists' values . She also found that public relations practitioners ranked "depicting subject in a favorable light" as the least important expectation, compared to journalists' perception that this was what public relations practitioners most expe cted. Swartz (1983) noted that journalists and public relations practitioners had much in common, and that their differences were based less on skills that each group used than the way they perceived each other . When journalists became public relations s ources, their perceptions of public relations changed original poor image o f public relations.
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PRINT INDUSTRY AND CSR

Over the last ten years, the move away from reliance on print media has raised massive challenges for the industry . Advances in electron ic media have forced everyone from paper manufacturers to publishers to consider their business strategy. Many opinion -formers argue that greater use of electronic media can onl y bring environmental benefits . They argue that, by cutting down fewer

trees, creating less paper waste and increasing usage of online media, the world can onl y be a better place . Im not sure I buy this argument. Electronic media require massive global infrastructure, not least to support access to the Internet and for the hardwar e needed to view information. The industry hasnt exactl y raced to be transparent about the energy profile of the technology behind the Internet although this is changing, largel y as a result of criticism. How can we compare, for example, the carbon profile of unique users viewing a web page with the carbon burden of a print run of equivalent reports? I dont believe anyone has yet come up with a slick way of expressing these numbers . And although the environmental burden per

user view of an individu al web page might be relativel y low, the total burden imposed by all electronic media is huge. Until recentl y the energy burden of the massive data warehouses that support the Internet has slipped under the radar . This issue is just starting to attract broader attention now. Some of the big names are not being

transparent about the carbon footprint of their operations.

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As just one example, Google's data centre in Oregon could use as much energy as the entire English cit y of Newcastle when it comes full y o nline in 2011. In 2000, data centres as a whole were estimated as contributing 0.8% of total US electrical consumption; ten years later that number must have increased considerabl y. And for every 100 watts those data centres consumed, onl y 2.5 watts resu lted in useful computing. Recent research has also highlighted that performing two Google searches (a search meaning a series of web searches leading to a conclusion) from a desktop computer can generate about the same amount of carbon dioxide as boiling a kettle for a cup of tea. So there are massive inefficiencies. Although the main technology suppliers recognize this and are responding to pressure to reduce the environmental burden of making and using PCs, PDAs, web-enabled mobile handsets and so on, col lectivel y their impacts are enormous. The ICT sector is estimated to be responsible for two per cent of carbon emissions in Europe. The industry average for high power usage

effectiveness (PUE) is two, which means for every watt used by IT machinery two w atts is required to cool it off . Some industry players are disclosing much improved performance, for example Google is quoting 1.21 and Microsoft 1.22. Another factor we cannot avoid in comparing print media with the Internet is that modern technology rem ains a luxury enjoyed by onl y the relativel y wealthy. There is an oft - quoted statistic that half the worlds population has yet to make its first phone call . Perhaps that number is changing with the mobile revolution; nevertheless, the Digital Divide rem ains a burning social issue. From a global perspective, print media are an essential force in communications.
220

And often, web technology just isnt right for getting your message across. I work in corporate reporting, for example . Many of our clients are experimenting with all sorts of exciting technology as part of their communications mix, but most recognize that sometimes, a tangible product you can hold in your hand is simply the most effective medium. So in m y opinion there are opportunities for the print industry to raise a number of valid questions in defending its CR position . thing, but this is far from the truth . The world at large is probabl y under the impression that forest products are a bad Properl y managed, sustainable

forests are vital to the economies of many countries, creating jobs often in rural settings where there are few other opportunities for economic activit y. What is more, well -managed forests are an important carbon Im not

sink, particularl y in the earl y stages of the growth cycle . convinced that recycled is always right.

KEY CSR ISSUES FOR THE MEDIA INDUSTRY

Media organizations are in a position to promote creativit y, enable freedom of expression, encourage good citizenship and act as a catal yst for communit y activit y all key elements of the Corporate Social Responsibilit y (CSR) agenda . Sustainable media organizations will be

those whose work is credible, trusted and reflective of the diverse culture in which they operate. In February 2004 the Media CSR Forum publishe d a document focusing on the key CSR issues they believed the media industry faced. The group recognized this to be a starting point . As a

consequence, in June 2004, 12 media organizations asked KPMG to carry out a stakeholder consultation and anal ysis . The objective was to help refine the media organizations thinking about CSR and provide a platform for informed debate with some of their interested parties.

BACKGROUND AND METHODOLOGY

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KPMG's contacted,

approach

included

identifying

stakeholder

groups

to

be

Conducting consultation and anal ysis, and reporting the findings . KPMG consulted over 130 stakeholders, external to the 12 organizations funding the project. The stakeholders were opinion formers drawn from the media industry, the CSR communit y (e.g. Non-governmental organizations It did not include internal

(NGOs), academics), sociall y responsible investors, and the financial communit y (e.g. Ratings agencies). stakeholders i.e . Employees or suppliers. A range of methods was used, including face-to-face interviews, workshops, written feedback and a web based. It is important to recognize that stakeholder consultation and anal ysis does not Constitute, or act as a substitute for, stakeholder engagement . The aim is to identify stakeholders' vie ws and concerns. It provides a sound basis

for future engagement by the media organizations to explore, and more importantl y respond to their stakeholders about relevant issues.

KEY CSR ISSUES FOR THE MEDIA INDUSTRY

A version of the diagram opposite was first developed and published by the Media CSR Forum in association with KPMG in February 2004, and was an initial interpretation of the CSR issues facing media organizations. It recognizes the inter-relationship between the corporate and creative aspects of the media industry and identifies CSR issues for the media sector as a whole. It does not allude to how CSR should be managed and it recognizes that the issues are not all necessaril y relevant to each company. Organisations may approach and interpret CSR in different

ways reflecting their individual culture, brand positioning and the needs and expectations of their stakeholders. Media organizations social responsibilities arise directly from the management of the business and its estate .
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As businesses, their

responsibilities are broadl y similar to organizations in other sectors, and are reflected in their corporate attitudes, policies and governance taking account of any material social and environmental impacts in the context of employees, markets and communities. These are reflected in those issues classified as CSR issues common to all sectors.

Creativel y

the

implications

are

much

more

challenging .

Media

organizations can Influence public opinion and taste, and have to respond to and reflect the dynamic and diverse societ y in which they operate . These are classified as common issues with distinct implications for the media . Those CSR issues which are unique to the media sector arise

from their output which includes news, information, entertainment, advertising and opinion . These are subject to varying levels of regulation and self-regulation.

During the consultation, feedback was requested on the initial Key CSR Issues diagram. The aim was to identify the most significant issues which stakeholders believed the media industry should address . For many, the

diagram represented the first step the media industry has taken to articulate its core CSR issues that is, those arising f rom their output (e.g. Culturall y diverse output; impartial and balanced output) rather than those which focus on non -core, or operational Activities such as environmental performance reporting. The stakeholders identified the following additional issues for inclusion . They classified these as common issues with distinct implications for the media: Content access and labeling Interaction Accessibilit y Responsible advertising.
223

PRIORITISED KEY ISSUES

The fundamental CSR issues identified by the stakeholders were based around the influence the media organizations can have on societ y through their product output; that is, their content and programming (e.g . Informing public opinion; audience needs reflected in output; responsible advertising). Stakeholders recognized media organizations output to

have both a positive and negative effect on the overall culture and cohesion of the society in which they are operating. The key issues for the media industry as a whole, identified by the stakeholders and shown on the diagram in red, are shown below, in order of priorit y. These issues are not all necessaril y relevant to each company, but relate to the overall media industry. 1. Transparent and responsible editorial policy 2. Corporate governance 3. Integrit y of information 4. Impartial and balanced output 5. Investing in and supporting staff.

CSR issues common to all sectors Key: Privacy Environmental management Suppl y chain integrit y Treatment of freelancers Regulatory compliance and self-regulation Interaction Content access and labeling
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Responsible advertising Accessibilit y Investing in and supporting staff Health, safet y and securit y Communit y investment Corporate governance Culturally diverse output Valuing creativit y Human rights in countries of operation Impartial and balanced output Transparent and responsible editorial policy Audience needs reflected in output Creative independence Informing public opinion Transparent ownership and practices Social and environmental issues promoted
225

Intellectual propert y and copyright Entertainment and gaming Media literacy Pluralit y Digital divide Charitable issues

Two of the five priorit y issues are classified as being unique to the media sector, with two being common to all sectors and one having distinct Implications for the media sector The stakeholder consultation illustrates that while there are specific CSR issues for the media, those that appl y to all businesses are also significant . During the course of the consultation and anal ysis, KPMG r eceived extensive feedback in relation to the significant issues for each of the industry sub -sectors (e.g. broadcasting, publishing) which, in time, should help to inform how the individual organizations report back to their stakeholders in more detail . The future The Media CSR Forum has completed the steps it set out to achieve in February 2004. The individual members are now looking to incorporate

the findings from this consultation into their work .

Glossary of key CSR issues for the media industry

There are no commonl y agreed definitions for the key CSR issues identified by the Media CSR Forum and the stakeholder consultation . Listed below are the Definitions of the CSR issues, as interpreted by the Media CSR Forum. An organizations management of the negative impacts that products categorized as entertainment or gaming may have on users (e.g . Cultural

homogeneit y, violence, problem gambling etc) . Maximizing the positive

226

and minimizing the negative impacts of an organizations operations and product output on societ y and the environment, by meeting stakeholders' expectations and compl ying with regulatory standards . The unrestricted and uncensored inclusion of views and opinions in organizations output; enabling debate and dialogue. The provision of an environment which is as secure, safe and healthy as possible for all employees and which meets legislative requirements in all countries of operation . Organisations may operate in countries with poor human rights records . However, operating in such countries may provide an opportunit y to expose abuses through products (e.g . influence positive change regarding news) or The

human rights standards .

production of fair, diverse and unbiased media output which reflects and informs public opinion and di alogue supported by editorial policies which are independent from ownership . The delivery of high qualit y information which provides the full range of views about an issue, and is reflective of the societ y in which it is disseminated, to inform rather than influence public debate. The provision of quality data, images and information, The protection of intellectual propert y

which is objective and accurate.

by owners from piracy and other forms of illegal use of content or fraud (including copyright in fringement, incorrect royalty payments,

counterfeiting and illegal downloading) . The growth of interactive media, leading to increased participation and involvement in societ y by

individuals and groups.

The provision of a supportive and safe environment for staff to grow and develop through training, professional development and benefit plans which nurture, encourage and motivate an organizations workforce mindful of their needs for work/life balance. Consumers' understanding

of the t ypes of information and its availabilit y, to enable an informed decision about the programme/article/music/image they listen to, view or read.
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The illegal duplication and distribution of content .

Piracy can be

described as theft since it is using content without permission and without paying for it through breach of copyright regulation. The management of advertising that considers both the positive and negative impacts of products on society whilst meeting stakeholders' expectations, regulatory standards and organizational standards. enhancement of awareness around sustainabilit y issues, and The the

encouragement of learning, informing, and understanding of these issues, with a view to improving social and environmental standards. An organizations responsibilit y to ensure that their suppliers are treated fairl y and honestl y from selection through to payment processes; and their responsibilit y to ensure that suppliers adhere to social, environmental and ethical (SEE) performance standards . Disclosure of an organisation's

ownership structure and the development of processes/systems which demonstrate editorial independence and integrit y . The conformit y to clear editorial policies, standards or codes covering issues of impartialit y, and poli tics. accuracy,

The provision of acceptable conditions and

treatment of self-employed persons contracted by organizations to cover specific assignments . The investment in nurturing and developing a wide range of talent which enables creative people to earn a livin g from their creativit y. This includes encouraging innovation and entrepreneurship

from employees. As the range of issues grew through the 1990s, we saw a new trend with some of the companies listed earlier, leading the change into the brave new world of corporate environmental and sustainable reporting . This communit y involvement has made companies realize that in order for them to remain competitive and ensure sustainabilit y, they must address the needs of their shareholders in their business. It has also made them realize that this t ype of involvement can bring them many benefits, among them enhanced publicit y.
5

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Due to the fact that the media has an influential role on companies, and the public, this case study was selected to further explore the t ype of relationship that exists between the media and the private sector both globall y and locall y. It will shed light on the way the media perceive,

prioritize and cover issues related to Corporate Social Responsibilit y (CSR) and Sustainable Developmen t (SD). the challenges faced to by the media to It will also address some of sector and provide some

recommendations that will hopefull y inspire all stakeholders to work more cohesivel y development. The corporate social responsibilit y (CSR) concept has recentl y become more heavil y widespread and at the heart of some companies agendas . One of the reasons for this heavy shift toward embracing social responsibilit y can be attributed to globalization, and pr essure from many stakeholders (among them the media and the pubic) to ensure that companies practices do not negatively impact the environment and societ y. Terms like Corporate Social Responsibilit y and triple bottom line began to appear in European media in the mid 1990s . At that together contribute Lebanons socio -economic

time, the media focus has either been on the thinking and initiatives of a handful of sociall y responsible entrepreneurs, among them Anita Roddiick of The Body Shop International and Ben Cohen and Jerry Greenfield of Be n & Jerrys or on the mishap that have befallen a succession of the major companies in the area . Examples that spring to mind include Norsk Hydro (environmental contamination), Shell (marine ecology, human rights), Astra USA and Mitsubishi Motors (sexual harassment) Texaco (racial discrimination), Monsanto (GM foods), Nike (child labor) and ExxonMobil (climate change) Global Media coverage of Corporate Social Responsibilit y and

Sustainable Development .

To further clarify the picture on the role the According to this report: Progress with
229

global media play in portraying CSR and SD initiatives, the Good News and Bad report was used .

sustainable development requires the involvement of all sectors of societ y, not just business . The medias understan ding and sustained

intelligent coverage of the Corporate Social Responsibility (CSR) and Sustainable Development (SD) agendas is a necessary precondition for real progress. media doesnt
6

The report explained that the two main reasons, why the pick up on issues related to Corporate Social

Responsibilit y, until its too late (or at least until a disaster occurs in a corporation) are: Firstl y because evolution has equipped us to respond to big, noisy, immediate threats, and to ignore problems that may prese nt even greater risks, but which build more slowl y . The second reason is for commercial self-interest, since many journalists that were interviewed wanted better coverage of the triple bottom line issues and trends, but their marketing people argued that readers, listeners or viewers are switched off by it . As a result, media companies prefer not to cover such issues in order to keep audiences happy . This makes intuitive sense, although some argue that the media under - estimates the audiences readiness to tune in, if such issues are well presented . The key challenge is to find a way to tell these stories in a manner that engages, makes the connections to the big picture and touches peoples lives. Media coverage of corporate social responsibilit y and sustainable

development can do wonders for both companies and the communit y . Companies, who sincerel y try to do good for their communit y b y committing projects, reputation. their human by and financial publicit y resources and to developmental enhanced

benefit

receiving

eventu all y

As discussed in this case study, unfortunatel y, his has not To address this

always been the case, both in Lebanon and globall y .

challenge, it is important for the media to enhance its understanding of the field and to realize t hat some companies trul y deserve to receive such publicit y in return for their efforts . Such publicit y will in turn inspire

other organizations to get involved, thus bring about more initiatives that will benefit the communit y and will enhance a cycle of sustainabilit y.
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The key theme that was indirectl y addressed through this case study is not onl y about the power of media in development, but about the power and importance of strategic communication . Such communication is not onl y important for companies, but for media agencies, government institutions, NGOs, etc. It is

CHAPTER 9 LIST OF MAJOR EVENT UNDERTAKEN IN TWO YEARS BY JAGRAN GROUPS AND PUBLIC OPINION.

231

1. "Arpan" - A social initiative of Dainik Jagran Readers - We Collect blanket, old clothes, shoes, etc from ~~~~Committee for Protection of Democrative Rights, West Bengal~~ to help for poor people. 2. World disable day. Patna (13/12/2009) 3. On World Disable Day, A Fancy Dress Competition was organized at Ashadeep Rehabilitation Centre, Digha on behalf of dainik Jagran, and Patna. Not

Only Deaf & Dumb Children participated But astonishingly, the Mentally retarded Children displayed some Special Features.E.g, Hanuman, Beggar,Todays Youth, Modeller, Love-Marriage, Hawkers, DJ Etc.Alongwith the Children & the

Institution, the Parents were very much excited & extended their heartfelt gratitude to the Print Media for promoting & motivating the handicapped children.

"ANTI POLYTHENE RALLY" Jalandhar--16/02/2009

Anti Polythene rally was organized at Jalandhar the main motive of the activity was to aware the society not to use polythene as it is the root of many problems, the activity was organized with the help of school students for the same door to door & shop to shop appeal was made not to use plastic bags for the carriage of material in lieu they can use jute / paper packets, example of Himachal Pradesh was also given how the people of HP with joined effort made the state Polythene free.

Kuch Baat Hain Ki Hasti Mittee Nahin Hamari National Bureau--18/02/2009 Concept:

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The basic concept was to give one common resolution to residents of India i.e. to stand united & fight against all anti social elements in the

society. The message of unity & integrity through diversity of India was given to all. 1. J.K.No.1 - Mega Award Night 2. Seminar under JJC & Essay Writing 3. Seminar under JJC & Essay Writing 4. Sapath Patra - Survey Form a. Seminar under JJC 5. Slogan Writing 6. Candle March 7. Canter Move at Dhanbad Town 8. Seminar under JJC, Signature Campaign & Slogan Writing 9. Slogan Writing &Prize Distribution of Essay Competition 10. Ramnavami Celebration - Sharbat Distribution 11.Land donations campaign for Primary Schools in Bihar with Bihar Project (BEP), Government of Bihar. 12.Campaign on Pulse Polio with Rotary International 13.Condom Bindas Bol Campaign with PSP-One/USAID 14.International Conference on Climate Change 15.Breakthrough Campaign on the Rights of Women Infected HIV/AIDS. from Education

233

LIST OF MAJOR EVENT IN JHARKHAND.

1. Anand Mela - Jagran Stall - Entertainment Quiz Contest 2. Eye Donation Awareness Programme 3. Eye Donation Awareness Programme 4. Swain Flu Awareness Programme 5. Bharat Raksha Parv - Rakhi & Greetings Competition

6. JHARKHAND KE NO 1 7. International Youth Day Celebration - Seminar 8. World Environment Day - Tree Plantation

Chapter 10 FINDING, SUGGESTION & LIMITATIONFINDINGS

234

Identify the classifications of newspapers and magazines available to Canadian advertisers .

Explain the advantages and disadvantages of newspapers and magazines as advertising media .

Assess the considerations and procedures involved in buying newspaper and magazine space .

Understand the basic terminology used in newspaper and magazine advertising.

Assess the influence of technology on the print media. Print media plays an important role in social awareness through information, education, entertainment and advertising.

Print media plays a significant role in Rural and Urban Growth. To provide a forum for discussions on all print media issues which affect its members collectively.

Suggestions Media has obligations to fulfill to a democratic societ y in order to preserve freedom . Media should be self -regulated. Media should have high standards for professionalism and

objectivit y, as well as truth and accuracy. Media should reflect the diversit y of the cultures they represent . The public has a right to expect professiona l perfor mance .

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Limitations
Print is the oldest form of media and is still a popular way to distribute information and advertising. The print media includes newspapers and magazines, items that have been available to consumers for generations. However, these types of media have limitations that have become increasingly more apparent in the last few decades. The limitations are follows-

LIMITED READERSHIP With the increasing number of people getting their information from online sources and the ever -present availabilit y of television, print media's readership is becoming more and more limited for many publications, according to AllBusiness.com . This drop in readership

among newspapers and magazines means that the message being sent out through the print media has less impact simpl y because fewer people see it. A large portion of print publications have launched online versions in order to compete for readership and maintain advertising revenues . Unchangeable Once an article, a piece of advertising or any other information is printed on the page it stays that way permanentl y . The print media is locked into what they publish and cannot make changes in the same way that television and online sources of information can . This is especiall y

limiting in the news portion of the media . Quickl y changing stories must remain as they were printed and the news publications must wait unti l the following edition to print updates . update developing situations instantl y . LIMITED LIFE The print media has a limited life on the shelf, according to Television and online media can

MediaMiser.com. Newspapers are considered irrelevant after a si ngle da y

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in many cases, while magazines are t ypicall y considered current for a just one month or slightly longer . NO SOUND OR MOTION Online and broadcast media have the advantage of having audio and full motion video to keep consumers interested without having to make much effort. Meanwhile the print media must somehow convince people to pick up a publication and read it . While this does not seem like much to ask, the option of broadcast or online media makes it much easier to simpl y log on or tune in and let the information come via video and audio . DEMOGRAPHICS Print publications typicall y feature content on a wide range of topics . There are niche magazines and trade publications that tend to cater to specific demographics, but many newspapers and magazines cast a wide net and try to obtain readers from many walks of life . This may help

readership in some publications, but the advertising in these publications are more limited because they may not be reaching the specific people who the advertisers wish to communicate with .

CONCLUSION

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` Admittedl y though, as we have seen from the evidence in this report, there is certainl y a trend towards the use of digital medi a, especiall y in everyday life. This however seems to be coming as a gene ralisation from the younger age groups. The evidence of this is in the chapter Does digital media now play a part in everyday life? This shows that for the 16-20 age groups and the 21 -30 age groups that the amount of hours the y use the internet for is above th e amount of hours they watch TV . It would be interesting to do this same report in another 10 years to see if those who are currentl y in the 21 -30 age group have taken the media habits with them. This evidence also shows that there is to at least some ex tent a

generation gap in the use of digital media, older people are tending to stick the traditional medias that they know and have grown up with. . We will also not see the death of traditional medias totall y, at least for the foreseeable future . Traditional medias will adapt just as they have

done every time a new media was introduced, people said cinema and radio wouldnt last after the success of television, but they did, the y evolved and are still successful, and radio is infact enjoying somewhat of resurgence as more and more people are listening to radio over the internet, as reported by the Guardian (Guardian 2006) . The same thing

happened when the recordable tape cassette came out, people said that it would kill music but as we have seen it hasnt and is still successful today. Traditional media will involve and become more interconnected

with digital media, we have seen this in the likes of the BBC promoting the use of podcasts and there website whilst broadcasting on the traditional medias such as TV. The other problem of digital media currentl y, and one that is holding it back is the fact there are so many different formats and standards for a variet y of aspects connected to digital media, there are different operating s ystems, and if you do som ething on one you might not be able to open it
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on the other, there are currentl y 3 different standards for wi -fi, a,b and g. and on top of that there are two different securit y protocols for wi -fi. We have seen the success when manufacturers and software makers support just one format, look at the success of the MP3 format, this is a format which is platform independent, software has been written for windows, OS X, Linux and even hardware like mobile phones . Most manufactures tend to push onl y the techno logy they created and argue that theirs is better whilst forgetting to leave out support for other technologies which are as equall y as good, for example, in windows, there is the video format, .wmv, this is onl y playable in windows and so if you have a di fferent operating system you cant view it . If digital media is to trul y take the

place of traditional media it needs to have standards that are agreed and accepted by everyone. Printed material is not restricted to a certain few because they happen to h ave the write operating system; anyone who can see can read it. This is what digital media needs to do if it is to trul y take the place of traditional medias.

BIBLIOGRAPHY
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References:
Marketing Management by Philip Kotler . 13th Edition, pg. 480,497,500,602.

Magazine
Yojana, About Print Media . April Month,page no.17,27&37 . Prati yogita Darpan, Indian Econom y Page no.95,107

News Paper
The Times of India, Article on Future prospect of Print media. The Hindu, May first week editorial on Print media . Amar Ujala Website: WWW.Jagransolutions.com . about event management by jagran group www.jagranpehel.com . about CSR. www.dogpile.com, Impact of Print media, 11jun www.icar.ac.in, Responsibilit y of print media, 10Jun. www.google.com , Articles name -overview of print media, role of print media, CSR of print media, 27 may, 4 jun, 7jun.

ANNEXURE
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The function of the new media in seventeenth-century England

Until recentl y, historians have assumed that the British masses did not have access to complex media or information about current events because of widespread illiteracy and the physical inaccessibilit y of the nation's remote regions. On the contrary: more so than ever before, media were

ubiquitous aspe cts of seventeenth-century British societ y, and there was an unprecedented array of information available to those who wanted it . Unparalleled by any other time in British history before (or relativel y speaking, since) the time of the British Civil War, " ordinary people were part of an elaborat e network of information". Of course, the transmission of news and propaganda was not instantaneous as it is today. According to Roy Porter in English Societ y in the

Eighteenth Century, the voyage between the nati on's two largest cities, Norwich and London, took fift y hours . For news to travel between the

English Parliament in Westminster and the Scottish Parliament in Edinburgh, it took nine days, weather permitting . There were primitive

letter carriers, messeng ers, and foot -posts, but not enough of them to allow for dail y delivery to most parts of the country . Carriers could

generall y be accessed in front of a town's major inn or alehouse on a specified day every other week . As political ferment grew, townspeo ple found these inns and alehouses festooned with the pamphlets and broadsides of the government officials and the proletariat alike --delivered to these local venues from around the country . The common trajectory of a printed tract began in London where the twent y formall y licensed printers who, during the time when censorship laws were enforced, were the onl y authorized pu blishers of the printed word. The content and st yle of which was made to propagate the stabilit y of the reigning power and the acqui escence of its subjects . Of course

there were far more than twent y printers in London; by the beginning of
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the seventeenth century, England's capital housed an estimated several hundred unlicensed printing presses, and by the middle of the century, printing facilities (and even the beginning stages of local weekl y newspapers) were available in such cities as Norwich, Bristol, and Exeter . The first printing press came to London in 1476, but it was confined to the walls of Westminster Abbey, producing texts that were no more available to the public than the manuscripts of scribal culture . By 1500 there were onl y five printers in London; by 1523 there were at least thirt y-three printers and booksellers activel y e ngaged in the trade. But even up until the e arl y part of the seventeenth century, the high cost of publishing and purchasing printed tracts prevented the printing press from actuall y serving as a public instrument . Although pamphlets were

the cheapest publications available, they were generall y onl y produced and consumed among a "small and intimate" selection of literati until the 1620s when a new, less expensive t ype -face technologies reduced the cost of production . Just in time for the propagation of revolutionary ferment that began the Civil War . Considering the new availabilit y of the printing press to the masses, it is no coincidence that the media revolution played a significant role in the outbreak of armed conflict . "Propaganda concurs: It is well known that from the eve of the Civil War there was a sudden and dramatic surge in the output of the press . As censorship controls broke and Public Opinion in Tim Harris, in Engla nd"

Seventeenth -Century

down following the meeting of the Long Parliament in late 1640, there was a great explosion if pamphlet and other printed materials, discussing a wide range of political, constitutional, and religious topics, and it is probabl y not too controversial to assert that the English Revolution of the mid-seventeenth century was accompanied by a concomita nt media revolution.

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Though we are looking specificall y at pamphlets, around this time, members of the populace could disseminate their voice through a variet y of media: books and newspapers (relegated more to the elite), pamphlets, broadsides, oral communi cation, woodcut prints, paintings, stage plays, ballads, sermons, official proclamations, petitions, and riots . The most prolific --- not to mention, democratic --- form of expression on an individual level was undoubtedl y the pamphlet . Once it was printed in London, a pamphlet would be sold on street corners or in print shops or carried to more rural locations and sold for next -to-nothing. Some copies were either bought by retailers for resale in the country, carried by their owners on travels away from the capital, or sent by "post" to friends in the countryside. Once a copy reached a village or town it would be

posted for greater consumption . A new pamphlet --- whether it contained news, prophesy, or trivia --- was sure to be a crowd pleaser, es peciall y considering the potent rhetoric to which the majorit y of pamphlets were disposed. We do well to remember that printed material was an

innovation among the British masses (especiall y the country folk); naturall y, pamphlets and broadsides were the talk of the town . Most

pamphlets combined text and images sometimes prett y alarming w oodcut prints, which made them accessible to the illiterate . At an absolute minimum, 30% of the male population in the countryside could read, while in London, male lit eracy rates were upwards of 80% . Even in the lowest classes, probabl y over 20% of husbandmen, natio nall y, could read. This level of literacy sufficientl y allowed the messages of Even if the

printed pamphlets to spread to all corners of the country .

actual pamphlets could not be read by everyone, the ideas and information were sure to be spread orall y. Before government enforcement of censorship crumbled in earl y 1641, more or less rigorous censorship laws belied all t ypes of communications .
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For printed materials , regulations dating from the sixteenth century required an elaborate system of licensing: every prospective publication had to be licensed by a censor and then recorded in the Stationer's register. After 1637 printed materials had to include the name of the Enforcement of these laws went

person who authorized the publication .

under the jurisdiction of the Star Chamber, a "royal prerogative court" which could punish the offenders with fines, imprisonment, or various kinds of corporal mutilatio n. In the seventeenth spectacular cases of

punishment arose where the Star Chamber ordered the mutilation of Puritans Henry Burton, John Bastwick and William Prynne in 1637 for anti-Protestant rhetoric. The merciless punishment scandalized the

nation, and censorship hung as a heavy threat before its 1641 fall as a result of the parliament -royalt y upset. Earl y in 1641 Parliament dissolved Charles I's prerogative courts, including Star Chamber, removing the mechanisms by which censorship and licensing laws had been enforced . From that point until the Royalist regained control over the press in August of 1642, England witnessed the most effusive public participation in national politics to date . In Freedom of the Press in England, 1476 -

1776, Frederick Sie bert shares some helpful statistics on the quantit y of printed output: "An anal ysis preserved in the Thomason collection in the British Museum shows that although onl y twent y -two pamphlets were published in 1640, more than 1,000 were issued in each of the succeeding four years. The record number of 1,966 appeare d in 1642". The voices that found their way onto the walls of alehouses and into the hands of the King himself were febrile, alarming, oftentimes toxic . Pamphleteers for

the most part had no econo mic incentive to publish their work; they were driven, rather, by an earnest commitment to intellectual speculation, to the welfare of the state, and to the piquant power of the printed text . One pamphleteer of the time marveled at the lethal power with w hich the printing presses of revolutionary England were invested:
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To come to the presse is more dangerous, then to be prest to death, for the payne of those Tortures, last but a few minutes, but he that l yes upon the rack in print, hath his flesh torne off by the teeth of Enuy, and Calumny euen when he means no body any hurt in his graue . Pamphlets from both sides feature strong religious images --- as the politics of the day were inextricabl y tangled up in religion --- such as the devil defecating into t he mouth of a anti -Royalist pamphleteer, or the pope vomiting demons into the mouths of monopolists, or bitter parodies of the "gracious king" holding hands with Heresy but swearing

commitment to Truth: England's petition, to her gracious King, That he Arminius, would to ruine bring Who by His doctrine, priuie plotts and hate To Verit y, doth ruine Church and State ( EP 53). The mud-slinging incited reactions . Many pamphlets were written in

response to other pamphlets, bearing such titles as: "A Witt y Answ er," or "A vindication to a foolish Pamphlet." The interactivit y that emerged among pamphleteers resembles on a small scale the interactive,

hypertextual network of voices that accounts in large part for the prosperit y of the net . One might argue that the spirit of democracy

demands this system of checks and balances wherein each individual is capable of attacking, defending, and modifying his and others' statements . Interactivit y was tenuous among pamphleteers of the seventeenth century because they coul d not possibl y create a lasting link between the response and its impetus --- a shortcoming of the medium itself that has been ampl y accounted for by digital technology.

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For the most part, the content of pamphlets representing the sentiments of both the Ro yalists and the Parliamentarians revolved around three points of political tension: (1) the Impeachment of Sir Thomas Wentworth Earl of Strafford, Charles' right-hand man, (2) monopol y privileges for the production of new items, and some already in use, such as soaps, leathers, and wines (the pamphlet response here was overwhelmingl y anti -monopolist), and (3) changes in the church, the Irish Rebellion, and suspicion of popish plots which implicated Charles as sympathetic to the Irish -Catholics, colluding in a design to bring down the government and the Church of England. Print Media is one of the most flourishing sectors of the country . The

young generation of today is seen choosing a career in print media as working in the sector gives glamour promises opportunities to stride ahead very fast. But jobs in the print media also demand lot of hard work and patience. Many of the aspiring candidates opt for a career in the field of reporting but the l eading magazines and the newspapers also hire artists, editors, graphic designers, photographers, cartoonists and many more. The candidates with exceptional skills in designing, photography

and writing along with a good academic background face no difficu lt y in acquiring a good job in this field. SCOPE OF CAREER IN PRINT MEDIA IN INDIA Contrary to expectations, the popularit y of the Internet and television has not maligned the importance of the print media in India . It is still one of the most respected and trusted source of information for the public and continue to play a vital role in generating and shaping public opinion in the country.
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A Career in Print media gives you an opportunit y to work on various positions like- Columnist - a person that gives and adds information to the columns of the newspaper Freelance Journalist - a person who is salaried as per the contribution of the articles he/ she writes Editors - People that design the layout of the matter before the final publis hing of the news Sub Editors - A person that adds the final touches to the articles or the news given by the reporters Apart from the these positions, one can also think of a career in Print Media as Commentators, Cartoonist,

Photojournalist, Reporters an d Correspondents and many more .

ELGIBILITY FOR CAREER IN PRINT MEDIA

Candidates with a bachelors degree or postgraduate diploma in the filed of mass communication or journalism are eligible for the admission to this course and for a bright and promising Career in Print media . Nearly all the newspapers in India offer good job opportunities in various sectors for the fresher as well as the experienced candidates.

Print Media
Before partition, Lahore was the hub of print media and almost all the newspapers of the United Punjab were being published from there . After the holocast of partition, the press shifted to Jalandhar and started afresh with limited means . In a very short span o f period the press stood on its feet and has now become very influential organ of public opinion. Jalandhar Cit y is the centre of print media . Many dailies and weeklies are published in various languages . Some of them are fine manifestation of journalism. The dail y Ajit is a leading newspaper which has wider Hind Samachar

circulation and readership especiall y in the rural areas .

Group publishes Jag Bani in Punjabi, Punjab Kesari in Hindi and Hind Samachar in Urdu. These newspapers are also read by a la rge number of people. Amar Ujala and Dainik Jagran are published in Hindi . These two newspapers have included several interesting sections thus arousing the
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curiosit y of public.

Akali Patrika, Aj -Di-Awaj, Jantak Lehar are other Milap in Hindi and Urdu, Vir Partap in

dailies published in Punjabi.

Hindi are also published from Jalandhar. These newspapers have their news correspondents at the District, Sub Division headquarters and also in small towns to get latest news . National newspapers like Tim es of India, Hindustan Times, The Tribune, Indian Express have posted their reporters here for collecting all local news. These newspapers are disseminating news and information to the people and are a great source of media to educate the people in the m ethod of performing their civic dut y. They are also playing a very positive role in strengthening the bonds of communal harmony and adopt an attitude of restraint in projecting views involving communal tension and disturbance.

ROLE OF NEWS PAPER IN SOCIET Y

Newspapers and newspaper advertising has been the most important tool in shaping the growth and development of any societ y in the modern world. More than anything, they have been very instrumental in bridging the communication gap between people that co ntributes to the air of awareness in a society. Since the very first day that the oldest newspaper in the world had made its appearance, there has been seen progressive changes that have catapulted the status of every societ y to new levels of evolution from time to time . The newspaper industry in every countr y

stands out as an influential body contributing to the development of the modern societ y by acting as one of the most potential platform for exchange of thoughts and opinions . Moreover, by covering a wide

arrange of topics that are relevant to the dail y lives of the people in a societ y, it promulgates the identit y of the societ y, and acts as the dispenser of public opinions . One of the most crucial tasks of the

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newspaper industry is its contribution towards the economi c and industrial development of a country through its assim ilation of the peoples voice . The Indian newspaper industry has passed various stages of evolution to reach the status that it enjoys today that of a leading press arena in the world. There are hundreds of newspapers that reach out to the people of this vast country in enormous numbers every morning . A t ypical Indian dail y newspaper is the staple diet for a typical Indian, bringing him/her news from all over the globe . Since dail y newspapers succeed in

attracting more readerships, an Indian dail y newspaper is the order of the morning for eager news hungry readers across the country . By garnering an increasing number of subscribers in the form of readers, newspapers clearl y reflect the individualit y of a reader and the country as well . The growth in the circulation of newspapers in the country results in the overall economic prosperit y of the country, elevating it to higher levels . An Indian dail y newspaper strikingl y plays a significant role in the structural shaping of the countrys economical development . In fact, the newspaper industry of any country for that matter spreads knowledge and awareness amongst the people by propagating itself as a medium for a wide area of topics such as politics, sports, social issues, medicine, entertainment, advertising and marketing and so on . These factions gel

between each other on paper to rope in prosperit y for a country by cashing in economic prosperity. The role of the media i n shaping public perceptions and opinions about significant political and social issues has long been the subject of both speculation and research . It is widel y accepted that what we know about, think and believe about what happens in the world, outside o f personal first-hand experience, is shaped, and some would say orchestrated, by how these events are reported in newspapers and communicated through the medium of radio and television . This paper explores how the topic of school discipline is covered by Australias major newspapers . Newspaper
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reports on discipline and related topics such as behaviour management, disruptive and antisocial behaviour in schools were examined for the period 2000 2004. The anal ysis focused on the t ypes of topics covered, e vidence of bias and the message conveyed in the reports about this important and highly contentious subject . The paper concludes with a

commentary the relationship between how discipline is reported on in the media and what actuall y happens in schools a nd how educational decisions and policy might be influenced by such reports . The role of the media in shaping public perceptions and opinions about significant political and social issues has long been the subject of much speculation and debate. It is widel y accepted that what we know about, think about and believe about what happens in the world, outside of personal first -hand experience, is shaped, and some would say

orchestrated, by how these events are reported in newspapers and communicated through the medium of radio and television . Few people experience first - hand a terrorist attack, most dont know what it is like to be held in a foreign prison while undergoing a trial for suspected drug trafficking . Thankfully, relativel y few of us are the

victims of a violent crime or are close to those who are the victims or even the perpetrators of such acts . The realit y of those events and our

responses to them are experienced vicariousl y through the word pictures created by journalists and the visual and auditory realism of television reports. The mass media brings simulated realit y into our lives and we

find ourselves rel ying on those sources to provide a conceptualized image of the real world . This view of the influence of the media is elaborated on i n what is called Cultivation Theory . Cultivation Theory holds that the popular media,

such as television, has the power to influence our view of the world and it is primaril y responsible for our perceptions of day -to-day norms and realit y (Infante, Ra ncer & Womack, 1997, p .
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383).

Television, in

particular, is our major source of information today and has become a part of us and part of our famil y life . George Gerbner likened it to a key member of the family, the one who tells the most stories most of the time (Gerbner et al 1980, p . 14). Research has taken this one step further .

According to Severin & Tankard (1997) heavy television viewers are more likel y to perceive the world as it is portrayed on the television screen . The limitations of suc h a world view are strikingl y portrayed by the character Chance in the movie Being There, the story of a gardener who had spent his entire life in the house of an old man and whose onl y knowledge of the world outside the house was through television . When the man dies, Chance is put out on the street with no knowledge of the world except what he had learned from television . Cultivation Theory is not without its critics, particularly those who argue that the capacit y of the mass media to shape our thi nking is exaggerated. Another explanation of the influence of the media, Agenda Setting Theory, places somewhat less emphasis on the impact of the media on public opinion and more emphasis on what issues are actuall y covered in the media (Dearing & Roge rs, 1996). Bernard Cohen was one of the earliest authorities to pick up on this in respect of the print media when he stated the press may not be successful much of the time in telling people what to think, but it is stunningl y successful in telling its readers what to t hink about . It is likel y that both theories or explanations of the medias influence describe, to some extent, what actuall y happens . The media can and often does decide what is reported, and these stories, in whole or in part, are assimilated and accommodated into the emotional fabric and cognitive structures of individual readers and viewers . How the media chooses to report and to comment on those events and issues will also have an impact too and will inevitably influence the thi nking of many.

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THE MEDIA AND EDUCATION

unlike many world events, when it comes to education and schools, almost everyone has first -hand experience of the teaching -learning process. for most, that has entailed six years of primary and six years of secon dary education - a very long exposure indeed to the workings of the classroom, school curricula and the dynamics of school life. parents relive that

experience from another perspective when their children go to school. many in the communit y would regard themselves as knowledgeable about the education process and some would regard themselves as experts on every school education related topic or issue. One could expect that with this level of experiential background on the subject of education, the publ ic would be well informed and far less susceptible to distorted, biased, or in any way manipulated media coverage of the education enterprise . This is not the view taken b y

educational researchers and commentators David Berliner and Bruce Biddle. In their controversial book The Manufactured Crisis they provide a sharp critique of U.S . media coverage of school reform initiatives and student achievement data . They claim the public is being manipulated

into believing that the schools, particularl y public s chools in the United States, are failing in their responsibilities to students and the communit y (Berliner & Biddle, 1995) .

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