If skill is given a free play, news would soon give way to ideas. Instead of structured news organizations giving out objective performances of facts, broadcasting would only be conquered by voices well versed with knowledge. The way broadcasting presents news in the form of panel discussions   organized with four-to-five experts, interactions in broadcasting seem like a mudslinging match where the loudest panelist dominates the discussion. That being the case, the money invested in technology would be equivalent to the pitch of voice in cyberspace.

Though this would only be a phase leading to a more settled phase which would again have a broadcasting which is organized but would be specific to various groups and groups rather than catering to the masses at big.

Today is an age of information skill and thereby, the age of media. Along with the advancements in skill and other spheres, overall the broadcasting pie has expanded manifolds. Accordingly, the formats of gratified served through various platforms have expanded. Digital broadcasting has brought with it a better sympathetic about the feeding patterns and consumers of media. Every media platform including television and print has benefited from the learnings. 

The impact of information communication skill is not restricted to broadcasting alone. For instance, in the field of medication, mobile phones and the internet are being extensively used; in education, the internet is complementing the classroom teaching; in businesses, orders are made and delivered through online shopping. Hence, it would not be incorrect to term this phase as the ‘Media’ age. But at the same time, it is essential to look at the broadcasting itself. There are many features which are altering the broadcasting situation. Time- trusted tools of information, reporters and television stations are shutting in many countries including North America, Great Britain and Australia. So can we still say that broadcasting is expanding, or that the present age is an age of ‘media’? The answer lies in learning the changes that are unchecking in the broadcasting system. From a superficial look at the media, it seems that the form or type of broadcasting is altering. From the broadcasting that used to reach millions, The role of influencers in the digital spaces is an example of a content part to engage a certain section of broadcasting consumers.  Broadcasting is disintegrating among the masses. 

Traditional Broadcasting 

Another word which is almost prepared to enter the archaisms after the original broadcasting is ‘Press’. The word ‘Press’ derived its name from  printing and soon appeared to signal the most important source of newspapers information. Corporate media, which is occupying a much greater space than what seemed good for broadcasting in earlier times, is being preferred by all corporate houses today. A community member who has resources in terms of money, knowledge and proficiency creates a message and releases it to the community members. The response in the communication is also very fast as the groups are usually close-knit and members are able to understand the language and content quite simply. Now, domination by a specific community associate (like a corporate group) would be much less as response would be instant and accessible to almost all the members of the community. 

Generally, communication would be rather different from mass communication as it would not have an impersonal touch of a news organizational structure. The messages in new technical- broadcasting would have individual touch as it would be encoded by the memberships of the public themselves. Imagining the same future of media, McQuail (2010) says new broadcasting “…is to provide a highly differentiated range of innumerable subgroups and segments in the public”, taking  account of the interests, tastes and circumstances of the receivers. The determination of the content dispersed through digital places are much more varied. This gives rise to unparalleled autonomy for communicative topics to communicate at large.”

Dr. Manish Shrivastav

Assistant Professor

Department of Journalism and Mass communication