(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
1980–1990: A host of regional centers opened. During the Asiad live telecast [1982],
international media barons like Murdoch who had adopted a wait and watch policy
towards Indian media sent investment signals for entry to India. By then, the cable
enthusiasts predicted a capacity of 40-80 channels, providing public access and allowing
for receivers to develop two-way communication, receive banking information, dial-up
films, super market information, facsimile of news and wire report, medical date, etc.
However, the then PM of India Mrs. Indira Gandhi declared that the time [1983] was not
ripe and then the electronic media in India was meant for development purposes only. 3 In
1984, it was only Doordarshan which broadcast the live commentary of the funeral
ceremony of Mrs. Gandhi on her assassination [31 st October] and also show the swearing
in of Rajiv Gandhi as the incumbent PM.
In 1985, the EXIM policy 4 of India changed in leaps and bounds. Relaxation in hardware
imports, especially those related to telecommunications paved way for increased activity
in electronic media. Very soon after 1986, Tax relaxation for Colour TV-tubes and many
such other policies paved way for bombardment of the e-waves from the skies. Satellite-
TV and digital-TV era is already on.
1990-1995: Later, the Government joined the band wagon. During the early 1990’s, it
asked the scientific body ISRO-India to suggest techniques to jam those waves, but only to
get a genuine request of huge investments and a projected decade to accomplish the target
by the ISRO.
The starting of DD-International in 1995 with 19 hours a day telecast time is an added
feather in the cap. Today, Doordarshan has completed its golden jubilee in the market. Its
contribution in the last 50 years is worth reckoning.
1996-2008: Satellite TV opened up a myriad of activities. The earliest was perhaps the
Convergence era. A media input could be obtained in many other media as outputs. DTH,
set top boxes, Conditional Access System, digitized broadcasts, new media podcasts,
mobile TV, mobileNet, etc. became common place and within the reach of common man.
Media & globalization
Guy Brainbant says that the process of globalization not only includes opening up of world
trade, development of advanced means of communication, internationalization of financial
markets, growing importance of MNCs, population migrations, and more generally
increased mobility of persons, goods, capital, data and ideas but also infections, diseases
and pollution. 5
Nowhere in the world do we see simultaneous growth of all media within a country.
Surprisingly, India is the only exception with every media working coherently and
sustained within the limited economic strength, contributing to national exchequer.
Technology changes made developing countries go for a shot. Inevitably, globalization
supported to get those technologies in developing situations, anywhere in the world.
The newspapers changed their content, the price war began, forced to reinterpret earlier
parlance like– redefining what lead is, qualifications of journalist, newsroom requirements
and so many others.
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