The word ‘media’ is derived from the word medium, signifying mode or carrier. Media is intended to reach and address a large target group or audience. The word was first used in respect of books and newspapers i.e. print media and with the advent of technology, media now involves television, movies, radio and internet. In today’s world, media becomes as essential as our daily needs. Media of today is playing an outstanding role in creating and shaping of public opinion and strengthening of society.
Media is the sword arm of democracy. Media acts as a watchdog to protect public interest against malpractice and creates public awareness.
Since the introduction of television in our country in the late 70’s visual media becomes a very potential tool in informing the current news to society, entertaining the people and shaping up of public opinion. The World Wide Web and web 2.0 technologies have given rise to electronic media where anyone can express views through blogs, website posts, facebook and twitter like social media.
Coupled with traditional print media all these audio videos and social media caters to a richly diversified media industry.
It plays a pivotal role in the way television advertisements are portrayed on consumers. Meanwhile, digital media advertising is becoming an ecosystem with mobile phones and tablet usage booming on the charts.