Studies in Indian Place Names

(UGC CARE Journal) ISSN: 2394-3114

Challenges for Traditional Media in 21st Century

ABSTRACT
Huge increment in the utilization of computerized media has empowered numerous prospects. With
these improved other options and immense use of internet providers, various difficulties are going to
the bleeding edge. Journalism has been a field with expedient changes since the expansion being used
of the person to person communication destinations. Traditional media comprises of the print media,
television, magazines, books and radio. Though these media platforms still enjoy a loyal and large
audience, there is an evident shift in audience preferences. The real challenge these media platforms
face is that of audience engagement. Content like drama, music, reality shows and news is increasingly
being consumed online. This poses a challenge as traditional media now has to work towards audience
retention.
Keywords: Digital media, social networking sites, Internet penetration, Traditional Media.

INTRODUCTION
The Internet penetration in India has reached more than 560 million users by 2020 first quarter India is
the second largest online market in the world, ranked only behind China. Social networking
communication sites have become a natural segment of the general public.. Online news sharing stages
are representing a genuine test to print media. The news or data on these destinations isn't just free
however figures out how to contact the crowd quicker. The news or information on these sites is not
only free but manages to reach the audience faster. Its ‘Instant’ nature makes it more appealing for the
users. The internet provides an easy access to a users likes, dislikes and preferences. Data analysis is
growing at a rapid rate and user’s information is at everyone’s disposal. Data analysis helps websites
and applications to understand what their consumer is interested in. It could be a political ideology, a
celebrity or a sports event. The users browsing data is an easy indication of his or her preferences.
Traditional media like newspapers do not have such an access. There is also constricted information in a
printed version of any media. The internet on the other hand can store and display unlimited
information. This data can be accessed anytime, anywhere and can also be saved and stored for reading
later on. News on the internet can be uploaded and updated or modified after every few hours.
NEW MEDIA AS AN ALTERNATIVE TO TRADITIONAL MEDIA
The feature that set apart the new media from traditional media is the possibility of audience interaction.
New media is interactive. Users can leave a ‘comment’ or ‘like’ an article they just read. Its flexible
features are what makes it easier to use than traditional media. Except television, no other form of
traditional media can provide its users the feature of watching videos related to news. The print media
worldview thrived in the pre-web time where moment access to news, utilizing cell phones and online
news aggregators, was not inside the span of the basic man. The elements of data get to has altogether
changed throughout the years, with the quantity of cell phone clients in India alone has surpassing 20
million.
All new forms of media like news websites, video sharing platforms or social media can be accessed on
a single device. Majority of them do not require a subscription fee nor incur any charges. The user
practically holds immense amount of data right on his or her device. Traditional media has now entered
the digital arena. Popular national newspapers like ‘The Indian Express’, ‘The Times of India’, ‘The
Hindu’ and leading television channels like ‘NDTV’, ‘Mirror Now’, ‘India Today’ etc. have their
websites for the online readers and viewers. E-papers, an electronic version of newspapers are uploaded
as well.
Online media is in constant contact with its users. ‘Updates’ and ‘Push Notifications’ are a way to
increase reader’s engagement with a specific content. Traditional media is deprived of this possibility.
P a g e | 78 Copyright ⓒ 2020 Authors
Studies in Indian Place Names
(UGC CARE Journal) ISSN: 2394-3114
Vol-40-Issue-75-March-2020

The newspaper business is facing two simultaneous crises stemming from the descent in newspapers’
circulation and advertising revenues and the emergence of widely available and free online news
content. The United States experienced the most critical fall in circulation, and advertising revenues
dropped 8.7 percent in the period from March to October 2010. This shift of magnitude in revenues
from advertising was further exacerbated by the financial crisis of 2007-085 . The passage of option
online wellsprings of news additionally denoted another period of computerized rivalry. Therefore, one
of the primary difficulties for news associations turned into the foundation of new, elective income
streams that don't depend entirely on the customary print model. Some news organizations, including
Germany's Frankfurter Allgemeine Zeitung, offer tremendous online files with ground-breaking web
crawlers behind a pay wall. The data is introduced in a separated, more definite route than on its paper
(Barthelemy, Bethell, 2011)
The Online media sources frequently continue utilizing incomes from ads and supported news stories.
This rewarding plan of action that has demonstrated to be more gainful than the print-based partner has
begun to influence the scale at which print media gets received. One hitch with the conventional media
is that it is increasingly inclined to restriction and government investigation.
The fundamental point of our exploration is to look at the impact of the web based life and other online
news sources on conventional print media. This paper will likewise examine the effect of print media
and new media on the populace.
LITERATURE REVIEW
The youngsters are progressively interacting more with data posted via web-based networking media,
with the effect on them being twice as high as the effect on more established individuals. Face book
exclusively reports that it by and by has 500 unique million clients, half of whom sign in reliably.
This could be a reliable result of the way that adolescents have gotten a handle on online life more. It is
along these lines expected that data posted via web-based networking media will turn out to be
progressively essential to shoppers later on. This move implies that associations will want to put
increasingly more in new media sooner rather than later. (Mahmud, S., 2009)
The New Media is basically an integration of most media structures. It is an impressive model for the
democratization of distributing just as circulation. A goodness of the New Media is in its 'documents'
content, that can be in a flash gotten to by the data penniless, consequently giving the searcher a feeling
that all is well with the world. In spite of the fact that it is old data that the searcher benefits, it gives a
sense to each client that the media is of his/her own time, in this way non concurrent nature disappears.
The New Media is exceptionally intuitive. New Media can possibly be a decent middle person between
the governors and the administered. There are different instances of it being a help to better the local
self-organization.
There are obstructions like the covert work, wiki-spills, etc. Be that as it may, conventional papers
additionally favor political inclinations (paid news) and its believability is turning out to be low step by
step, while the trust of data on New Media is on the ascent. Indeed, even government sites are on and
rising. (Dr.B.K.Ravi, 2011)
Innovative component of new media is the procedure of union where all types of media-broad media,
literary and enlivened can be coordinated on one single stage, subsequently expanding the conceivable
outcomes of the comprehensive idea of new media. Advanced innovation packs data and permits
content, illustrations, photographs, and sound to be transmitted viably and quickly across media stages.
(Roger Bronson Rozario). The innovation of new media permits the client for access to its substance in
light of the user‟s accommodation. Physical imperatives of time, space also, topography isn't a worry at
all for the client experience. This is one of the parts of a much discussed nature of new power of
decision.(Roger Bronson Rozario).
Sponsors face a huge swath of stage choices, particularly in advanced media, occasions, sponsorship,
furthermore, different types of marked substance. (Zhang, 2011). In the field of news coverage, new
media and web innovation has changed the procedure exploring and news gathering. Columnists,
particularly when composing for magazines, can accumulate news by means of the Web and do their
P a g e | 79 Copyright ⓒ 2020 Authors
Studies in Indian Place Names
(UGC CARE Journal) ISSN: 2394-3114
Vol-40-Issue-75-March-2020

reality registering or requests with realities and figures or foundation chronicled data legitimately from
their homes or workplaces. (Salman, Ibrahim, Abdullah, Mustaffa, Mahboob, 2011). New media
innovation has empowered writers with a center point of document and foundation material for look
into, which in any case needed to originate from conventional funeral home. What's more, web today is
now and again where news radiates from. Resident news coverage has taken the participatory idea of
web to more up to date statures. The developing disappointment with the exhibition of customary media
combined with the ascent of the web has fueled people‟s need to respond, react, include and make
news. (Rodrigues, 2010).
It has been a traditional contention that content on the web may not be shrewdly tenable. Be that as it
may that is currently an obsolete contention. The way toward blogging has transformed into a
trustworthy undertaking, with eager and well known bloggers being guaranteed with individuals tailing
them. (Krishnaswamy, 2011).
Such is the satisfying intensity of new media as an educating, engaging and trade producing body. What
separates the web is the nearness of numerous voices.
CONCLUSION
There can't be a fixed meaning of new media. The ability of media is ever extending to be progressively
comprehensive. Be that as it may, on specific grounds new media can be characterized by its highlights
of advanced, intelligent, hyper printed and virtual. Likewise it is an inconceivability to carefully keep
conventional and new media separated. Conventional media in this time is exceptionally subject to new
media innovation. Customary media must choose the option to connect and team up with new media, as
they are progressively tested to keep up to a more intuitive and including crowd. In this manner, they
have created a harmonious relationship of accommodation with new media for better crowd affiliations.
With the expanded infiltration of new media, clients who have been customarily recipients of media
messages are legitimately engaged with the procedure of substance age. Right now most extreme
intelligence, new media is profoundly fair, likewise with its fluctuated social and ideological
articulations. Yet, it is too unreasonable to even think about imagining that new media is going to wipe
out customary media. As we see in the propelled business circumstance, thing publicists, sponsors and
advertisers are doing stamp developing a solidified hover of standard and new media.
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