This book presents an in-depth study of the Indian media business. It provides detailed analysis, fresh perspectives, and critical information on how the business operates in the nine segments of the media industry—print, television, film, radio, music, internet, telecom, out-of-home media, and events. The author provides insights into not just the history of the business but also its present dynamics by discussing technology, regulations, economics, valuations, and industry trends.  



The coming years will be tough for the Internet as a medium.

Most people like to believe that the net is different. It is, in texture: it is much more interactive, has depth and width and is ubiquitous. But as a part of the media business it is just like any other media—it needs large audiences and scale for an Internet company to make money.1 Usually, the more you can get people to spend time on it, the larger is your ad share. Though not all the investors of Facebook will agree with that. The social networking site has had a tremendous record in generating traffic and users, but has done poorly so far on advertising or other revenues.

With examples like Facebook, notwithstanding, advertising remains ...

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