B.A.

in Journalism & Mass-Communication

Semester- IV
Paper-7 : MEDIA MANAGEMENT AND NEWSPAPER PRODUCTION

Lecture Plan (Unit- IV)

Course: Semester: IV
B.J.M.C
Paper: 7 Subject: - MEDIA MANAGEMENT AND NEWSPAPER
PRODUCTION
 Market Survey Techniques
 The government’s print and related media organisations
 Government -run film medium organisations
 Government publicity organisations
 Government-funded centres for media learning

Lecture 1 Market Survey Techniques

Lecture 2 The government’s print and related media organisations.

Lecture 3 Government -run film medium organisations

Lecture 4 Government publicity organisations

Lecture 5 Government-funded centres for media learning

Lecture 6 Revision
Lecture 7 Revision

Market Survey Techniques-

Market survey is the survey research and unit of analysis of the market for a particular
product/service which includes the investigation into customer inclinations. A study of
various customer capabilities such as investment attributes and buying potential. Market
surveys are tools to directly collect feedback from the target audience to understand
their characteristics, expectations, and requirements.

Marketers develop new and exciting strategies for upcoming products/services but there
can be no assurance about the success of these strategies. For these to be successful,
marketers should determine the category and features of products/services that the
target audiences will readily accept. By doing so, the success of a new avenue can be
assured.

Why do companies conduct market research?

Market research allows for a deeper, more complete understanding of consumer values.
This information can be useful when developing products and creating marketing
strategies. For instance, if market research shows that ingredient sourcing influences
the purchasing habits of people aged 20 to 30, companies might strengthen their efforts
to get their ingredients from sustainable, fair-trade sources to attract younger
consumers.

Market research can also reveal consumer opinions about companies and products.
Knowing where a company stands in relation to others in the forum of public opinion,
one can assess the factors that contribute to a company's success and determine how
to incorporate successful strategies into one's own model. For example, if market
research shows that a coffee chain's focus on well-trained baristas has resonated well
with customers, a competitor can use that information to shift its own focus to training or
to develop another angle to appeal to a different subsection of potential consumers.

What are the major categories of market research?

The two major categories of market research are primary research and secondary
research. Every method of market research falls into one of those categories. Both
primary and secondary market research fulfill the same purpose, but they differ in how
they collect information. The differences are:

Primary

Primary market research is original research conducted by you or an entity that you
hire. It involves collecting information directly from consumers to serve a present need.
Primary market research has the advantage of being more specific and more recent, as
companies conduct primary research to meet needs as they arise. It usually entails
asking people a variety of questions and recording their responses. It involves extensive
planning, resources and analysis to arrange, execute and use primary market research.
Secondary

Secondary market research is research already completed by another company or

entity and that is available to you. Secondary research often appears in journals or
publicly accessible online sources. It relies on questions that others have devised,
which you would apply to your own research parameters, so it may not perfectly serve
your research needs. It's useful, however, if you have limited resources to carry out your
own market research.

5 methods of market research

There are several specific methods of research that you can use to collect market data.
These include:

1. Surveys

With surveys, companies reach out to participants to answer questions. They can
conduct surveys through various means, including:

 Phone Company representatives make cold calls to ask people to respond to a

series of scripted questions.
 Mail: The company sends the questions in written format to people's mailing
addresses.
 Online: The company reaches out to participants by email or with a link to an
online form they can fill out.
 In-person: The company communicates with people they encounter in high-traffic
areas. In-person surveying allows participants to sample products or services.

Surveys can be a cost-effective way to gather a large quantity of data for analysis.
Written surveys may also provide the advantage of encouraging candid responses since
they allow participants to feel as though they're expressing their opinion in private.

2. Focus groups

A focus group is a group of people who take part in a moderated discussion. To conduct
a focus group, companies gather individuals who represent a consumer demographic,
ask questions and record the responses. Because the participants represent a larger
group of people, their responses may provide insight into what consumers want in a
company or a product. Focus groups provide an advantage over surveys in that they
allow for longer periods of interaction with participants.

Companies may use focus groups when they are developing a new product or service
and wish to ask questions that are difficult to ask or answer in written form. For
example, with a new product, the company may have the participants begin the session
by using the product and then ask them questions about the product. The focus group
environment allows the participants to gain experience with the product, helping to
ensure that they base their responses on firsthand knowledge.

3. Qualitative interviews

A qualitative interview combines elements of the focus group and the one-on-one
survey. It involves surveying one participant at a time and recording their responses.
The questions are often open-ended, and the researchers encourage the interviewee to
give in-depth answers. The researchers can ask follow-up questions and sometimes
allow the interviewee to ask their own questions. Qualitative interviews require more
time and other resources to execute, but they often produce profound insight into
consumers' values and priorities.

4. Social media listening

Users of social media often offer opinions about a wide variety of topics, including
companies and their products. With social media listening, researchers can search for
topics of discussion and analyze what consumers are saying. For example, a company
might search for mentions of their flagship product and see the opinions of people who
have bought it. In this way, they can gather data about perceived strengths,
weaknesses and potential areas of improvement. Because the opinions are unsolicited,
the data is likely to represent honest, unfiltered views.

5. Observations

In market research, observation refers to the act of studying how consumers actually
behave when they shop. Often, it involves filming shoppers in a market environment,
such as a store, and analyzing their shopping habits or patterns. If they are unaware of
the observation, this method can show their natural selves, as opposed to how they
think of themselves. For example, observation can show researchers what stimuli in the
store might affect shoppers' purchases, what products attract the most buyers and how
packaging or displays influence decisions.

The government’s print and related media organizations-

The government does not own a majorty of the newspapers and magazines. Yet, it is
the government that remains at the helm of affairs in matters such as newsprint
allocation, registratjon of newspapers and periodicals, conduct of research and
collection and maintenance,of exhaustive reference and archive material. The
mammoth government media publicity network is an important 'source' of information for
the private media - organizations. 3.2.1 Press Information Bureau The Press
Information Bureau (PIB) is the central agency of the Government of India for the
dissemination of information on government policies, decisions;'programmes, initiatives
and activities. It puts out this information to daily newspapers, periodicals, news
agencies and All India Radio and Doordarshan. In addition, the PIB evaluates public
reaction and accordingly renders advice to the Government of India on its information
policy. The PIB is specifically concerned with the accreditation to the government of
correspondents, camerapersons, technicians and other media personnel. The PIB also
organizes conducted tours of press personnel to places currently in the news. It
facilitates the exchange of delegations of journalists through Cultural Exchange
Programmes. Besides, the PIB provides a pictorial service which makes possible photo
coverage of government activities. The PIB operates from its 37 field units. Two of these
field units are information centres, eight are regional offices and 27 are branch offices,
some attached with information centres.

The Publications Division is the largest publishing house in the public sector. It is thL
.i:r!la unit of Ministry of Information and Broadcasting. Froni 1941 to 1943 the present
Publications Division was part of the Home Department and was know as the Foreign
Branch of the Bureau of Public Information. In 1943, it was transferred to the
Department of Information and Broadcasting and renamed the Publications Division in
December 1944. The Publications Division has various wings to oversee the production
of print material. These are the Editorial Wing, Production and Art Wing, Business Wing,
Administration Wing and Employment News Wing. The last mentioned Employment
News Wing brings out the weekly Employment News in English and Rozgar Samachar
in Hindi. The Publications Division seeks to provide information on every subject of
national importance through the journals, books and albums that it publishes, It also
acts as an agency that facilitates national integration and stimulates widespread interest
in Indian culture. The Publications Division publishes some twenty journals,
'Kumkshetra' a monthly journal published in Hindi and English, has its focus on theareas
of rural reconstruction and cooperation. Other notable publications include Aajkal, Bal
Bharati, Yojana, India a Reference Annual, Mass Media in India. The quarterly
newsletter of Lhe Publications Division is called Samachar.

Government -run film medium organizations –

Short films, documentaries and telefilms are products of the Films Division, National
Film Development Corporation and National Centre of Films for Children and Young
People. Special programmes sponsored by Ministries of the government may be
handled by private producers too. The Central Board of Film Certification is a censoring
authority which grades and recommends films for exhibition for certain categories of
audiences. The National Film Archive of India maintains a truly valuable collection of
film negatives and positive prints.

1 Films Division The Films Division was established in 1948. It produces and distributes
documentaries, news magazines, 16 mrn featurettes, cartoon films and educational
films for the different departments of the Government of India. These Films are
produced in each of the major regional languages. The Films Division has its
headquarters in New Delhi, and regional production centres in Bangalore and Calcutta.
The Division has its branch offices in various regions of India. The films produced by
Films division are released for viewing in cinema halls across the country.
2 Central Board of Film- Certification The Central Board of Film Certification was
established in 1952 under the Cinematograph Act, 1952. The Board has its
headquarters at Bombay, besides-a regional office there. Its other regional offices are
located at Bangalore, Calcutta, Cuttack, Hyderabad, Madras, New Delhi and
Thiruvananthapuram. The Board certifies all Indian and foreign films - feature, short and
long films-prior to their exhibition. Advisory panels assist the orgional offices in the
examination of films for their certification. Some of the most eminent people from
various walks of life are invited to be on these panels. The Board, constituted by the
government, is headed by a chairperson who is assisted by non-official members
numbering anywhere between 12 and 25. The principles enshrined in the
Cinematograph Act, 1952 and cinematograph (certification) rule, 1983 serve to guide
the members of the Board in their work. Provision has been made to allow a challenge
of any decision of the Board. For this, one needs to file an appeal wMhe Film
Certification Appellate Tribunal (FCAT). The FCAT has been functioning from March
1984. The Tribunal has its headquarters in New Delhi.

3- National Film Archive of India The National Film Archive of India (NFAI) was
established in 1964. It has its headquarters in Pune with three regional offices at
Bangalore, Calcutta and ThiruGananthapuram. The archive is a media unit of the
Ministry of Information and Broadcasting. It is the work of the NFAI to preserve films,
audio and video footage. This it does in addition to documentation and research on films
in Indian and even some foreign languages. The archive plays a pivotal role in
sensitizing the film viewing public to the nuances of film making. It organizes short
courses on film making. It also organizes screening of films to audiences in select cities.

4- Directorate of Film Festivals The Directorate of Film Festivals was set up in 1973
under the Ministry of Information and Broadcasting. Its stated objective is to promote
good cinema and Indian films. It organises national and international film festivals in
India. The Directorate gives away the National Film Awards. Under the Cultural
Exchange Programme (CEP), the Directorate arranges film weeks for the people in
India. Similarly, it holds Indian film weeks abroad. The Directorate ceased to be an
agency of the Ministry of Information and Broadcasting in July 1981, when it was
transferred to the National Film Development Corporation. But in July 1988, the
Directorate of Film Festivals was shifted back to the Ministry of Information and
Broadcasting. Government Media Organizations.

.5- National Centre of Films for Children and Young People Earlier called the Children's
Film Society, India (CFSI), it was established in 1955. It produces and distributes films
which essentially provide " clean and healthy entertainment" for children and young
people. Befitting this objective, the Centre finances films for children. The animation
films produced by the Centre and foreign cartoon films dubbed by it, in Indian
languages, usually Hindi, are popular on Doordarshan.
 GOVERNMENT PUBLICITY ORGANIZATIONS - There is work to be done
even after government policies are framed and programmes are chalked out. The
Publicity Wing of the government publicizes all such information and ensures that it
reaches the farthest corners of the country. The government's publicity organizations
play a most crucial role' in disseminating information about the government's stand on
any issue. The Directorate of Advertising and Visual Publicity brings out pamphlets, bill
boards, booklets, advertisements in the print, audio and video media, audio visuals,
short films, documentaries, etc., as part of the multi-media campaigns to propagate
communal harmony, the literady drive and the government's new economic policy, apart
from spreading information on pertinent subjects like health, insurance, energy,
environment etc. - The Directorate of Field Publicity organises dramas, contests and
performances to involve the public directly with the message sought to be publicised.

Directorate of Advertising and Visual Publicity The Directorate of Advertising and Visual
Publicity came into being in. 1955 and is an important agency under the Ministry of
Information and Broadcasting for providing publicity to the Government of India. It has
its headquarters in Delhi and Regional Offices in Banga!ore and Guwahati. Its work is
further facilitated by two regional distribution centres at Calcutta and Madras with
assistance from some 35 field exhibition units. The Directorate includes an Exhibition
Wing, Mass Mai!ing Wing, Outdoor Publicity Wing, Research Wing, Distribution Wing
and Language Wing in addition to the Audio Visual Publicity Cell. Each of these
sections contributes in the preparation and distribution of multi-media campaigns, print
publicity, press advertising, exhibitions and audio visual pub!icitv.

The Directorate of Field Publicity was established in 1953 under the title 'Five Year
Plans Publicity Organization'. This unit was renamed Directorate of Field Publicity in
1959: It has been constituted under the Ministry of Information and Broadcasting. The
Directorate carries out its work through Field Publicity Units and Regional Offices. The
Directorate organizes contests, exhibitions and programmes which invite public
participation even as they publicize information for and about the government. These
activities are then evaluated by the Directorate of Field Publicity and suggestions placed
before the government for necessary follow-up. The Directorate, therefore, may be said
to be an interactive medium for the government.

GOVERNMENT-FUNDED CENTRES FOR MEDIA LEARNING We shall talk

here about the 'Indian Institute of Mass Communication' and the 'Film and Television
Institute of India', which are funded by the Central Government and function within the
jurisdiction of the Ministry of Information and Broadcasting.

Indian Institute of Mass Communication structures and management of mass media in

India The Institute was established in 1965 in New Delhi. It is an autonomous centre for
advanced study in mass communication. It offers Post Graduate Diplomas in
Journalism, Advertising and Public Relations. It also conducts specific orientation
courses for select cadres of the Indian Information Service, besides training
programmes for in-house employees of A.I.R. and Doordarshan. The Institute publishes
two quarterly journals called Communicator and Sanchar Madhyam. The Institute has
been organizing seminars and conferences on communication and related areas. The
Library at the Institute deserves a special mention. It has a comprehensives collection
of journals, periodicals and newspapers. The library is the largest specialised library in
mass communication in India and owns nearly 22,000 volumes.

Film and Television Institute of India The Film and Television Institute of India, Pune
offers diplomas in Film Direction, Photography, Sound Recording and Film Editing.
Eesides, the Institute conducts technical training courses of short duration for
Doordarshan employees in the various facets of TV programme production. The FTII
has done immense service to the general public by making available to' them short-
duration Film Appreciation courses.