SlideShare una empresa de Scribd logo
1 de 2
Descargar para leer sin conexión
Revolution in Vernacular Press – A study in
                 Andhra Pradesh
This paper will look at the revolution in three dimensions:

   a. Circulation and Readership figures of Telugu dailies in AP
   b. Use of technology in Telugu dailies
   c. Ownership pattern and political leanings

I will be using primary and secondary data for the above study.

Andhra Pradesh has emerged as a large media center in the last two
decades with some of the largest vernacular media houses in India
based here.

Circulation and readership figures of Telugu dailies in AP:
Eenadu is one of the largest vernaculars daily in India with over 12
lakh copies and a readership of over 50 lakh. In the mid-nineties,
Vaartha from the Sanghi Group managed by the Congress MP Girish
Sanghi tried to break the stranglehold of Eenadu and joined by Sakshi
in March 2008; but both are still not successful. The Average Issue
Readership (AIR) as per IRS 2011 has Eenadu show a marginal decline
at 59.08 lakh as against 49.88 lakh for Sakshi while Vaartha has long
lost the race.

Use of technology:
Technology as a game changer has been extensively leveraged by the
vernacular press in AP. While Vaartha started with facsimile editions in
mid-1990s, Sakshi rode on the Internet wave for transmission and also
introduced colour printing for all pages. The advertising space in these
papers also witnessed lot of changes. As Hyderabad acquired a
national outlook and is the ideal product launching center in India, the
advertising also acquired national hues.

Ownership & Political Leanings:
The ownership pattern of vernaculars changed and now uses the
medium as a propaganda vehicle. The political leaning of newspaper
and TV channels in AP is amply reflective in their reporting style. A
dimension of caste-based ownership has also skewed the news
reporting style and is being leveraged to counter stories from the rival
groups. In this melee of acquiring licenses, the need for unbiased &
balanced reporting took a major beating.
The issues plaguing a rapidly growing industry is lack of skilled and
trained journalists, some media houses falling for paid news during
elections and the malaise of the breaking news syndrome. This paper
tries to explain the vernacular press scenario and the significant
factors that affect their growth and proliferation/success in AIR.

Más contenido relacionado

Más de S Paradigm Consultants (7)

Srikakulam blog, may 2013
Srikakulam blog, may 2013Srikakulam blog, may 2013
Srikakulam blog, may 2013
 
YCOF Presentation, Sept 29, 2012
YCOF Presentation, Sept 29, 2012YCOF Presentation, Sept 29, 2012
YCOF Presentation, Sept 29, 2012
 
Amic presentation, 110712
Amic presentation, 110712Amic presentation, 110712
Amic presentation, 110712
 
Chelluri profile, 2012
Chelluri profile, 2012Chelluri profile, 2012
Chelluri profile, 2012
 
Reputation
ReputationReputation
Reputation
 
AMIC Research Paper abstract
AMIC Research Paper abstractAMIC Research Paper abstract
AMIC Research Paper abstract
 
Company credentials, 2012
Company credentials, 2012Company credentials, 2012
Company credentials, 2012
 

Último

Court Denies Rust Request for an Injunction to stay on the ballot
Court Denies Rust Request for an Injunction to stay on the ballotCourt Denies Rust Request for an Injunction to stay on the ballot
Court Denies Rust Request for an Injunction to stay on the ballotAbdul-Hakim Shabazz
 
Dep. Freire Gomes - Termo de depoimento.
Dep. Freire Gomes - Termo de depoimento.Dep. Freire Gomes - Termo de depoimento.
Dep. Freire Gomes - Termo de depoimento.Editora 247
 
A young black boy that lives in the ghetto
A young black boy that lives in the ghettoA young black boy that lives in the ghetto
A young black boy that lives in the ghettoterryhords56
 
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...Hem Chand
 
Dep.Baptista.Jr - Termo de depoimento
Dep.Baptista.Jr - Termo de depoimentoDep.Baptista.Jr - Termo de depoimento
Dep.Baptista.Jr - Termo de depoimentoEditora 247
 
10032024_First India Newspaper Jaipur.pdf
10032024_First India Newspaper Jaipur.pdf10032024_First India Newspaper Jaipur.pdf
10032024_First India Newspaper Jaipur.pdfFIRST INDIA
 
Understanding of Post-Event Press Release .pdf
Understanding of Post-Event Press Release .pdfUnderstanding of Post-Event Press Release .pdf
Understanding of Post-Event Press Release .pdfprnewswireagency
 
Pakistan Propaganda Needs Effective Rebuttal.
Pakistan Propaganda Needs Effective Rebuttal.Pakistan Propaganda Needs Effective Rebuttal.
Pakistan Propaganda Needs Effective Rebuttal.Nilendra Kumar
 

Último (9)

Court Denies Rust Request for an Injunction to stay on the ballot
Court Denies Rust Request for an Injunction to stay on the ballotCourt Denies Rust Request for an Injunction to stay on the ballot
Court Denies Rust Request for an Injunction to stay on the ballot
 
Dep. Freire Gomes - Termo de depoimento.
Dep. Freire Gomes - Termo de depoimento.Dep. Freire Gomes - Termo de depoimento.
Dep. Freire Gomes - Termo de depoimento.
 
A young black boy that lives in the ghetto
A young black boy that lives in the ghettoA young black boy that lives in the ghetto
A young black boy that lives in the ghetto
 
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
 
Dep.Baptista.Jr - Termo de depoimento
Dep.Baptista.Jr - Termo de depoimentoDep.Baptista.Jr - Termo de depoimento
Dep.Baptista.Jr - Termo de depoimento
 
10032024_First India Newspaper Jaipur.pdf
10032024_First India Newspaper Jaipur.pdf10032024_First India Newspaper Jaipur.pdf
10032024_First India Newspaper Jaipur.pdf
 
Understanding of Post-Event Press Release .pdf
Understanding of Post-Event Press Release .pdfUnderstanding of Post-Event Press Release .pdf
Understanding of Post-Event Press Release .pdf
 
Pakistan Propaganda Needs Effective Rebuttal.
Pakistan Propaganda Needs Effective Rebuttal.Pakistan Propaganda Needs Effective Rebuttal.
Pakistan Propaganda Needs Effective Rebuttal.
 
Why democracy dies in Trumpian boredom (by Edward Luce)
Why democracy dies in Trumpian boredom (by Edward Luce)Why democracy dies in Trumpian boredom (by Edward Luce)
Why democracy dies in Trumpian boredom (by Edward Luce)
 

Univ of Westminster article abstract, 010711

  • 1. Revolution in Vernacular Press – A study in Andhra Pradesh This paper will look at the revolution in three dimensions: a. Circulation and Readership figures of Telugu dailies in AP b. Use of technology in Telugu dailies c. Ownership pattern and political leanings I will be using primary and secondary data for the above study. Andhra Pradesh has emerged as a large media center in the last two decades with some of the largest vernacular media houses in India based here. Circulation and readership figures of Telugu dailies in AP: Eenadu is one of the largest vernaculars daily in India with over 12 lakh copies and a readership of over 50 lakh. In the mid-nineties, Vaartha from the Sanghi Group managed by the Congress MP Girish Sanghi tried to break the stranglehold of Eenadu and joined by Sakshi in March 2008; but both are still not successful. The Average Issue Readership (AIR) as per IRS 2011 has Eenadu show a marginal decline at 59.08 lakh as against 49.88 lakh for Sakshi while Vaartha has long lost the race. Use of technology: Technology as a game changer has been extensively leveraged by the vernacular press in AP. While Vaartha started with facsimile editions in mid-1990s, Sakshi rode on the Internet wave for transmission and also introduced colour printing for all pages. The advertising space in these papers also witnessed lot of changes. As Hyderabad acquired a national outlook and is the ideal product launching center in India, the advertising also acquired national hues. Ownership & Political Leanings: The ownership pattern of vernaculars changed and now uses the medium as a propaganda vehicle. The political leaning of newspaper and TV channels in AP is amply reflective in their reporting style. A dimension of caste-based ownership has also skewed the news reporting style and is being leveraged to counter stories from the rival groups. In this melee of acquiring licenses, the need for unbiased & balanced reporting took a major beating.
  • 2. The issues plaguing a rapidly growing industry is lack of skilled and trained journalists, some media houses falling for paid news during elections and the malaise of the breaking news syndrome. This paper tries to explain the vernacular press scenario and the significant factors that affect their growth and proliferation/success in AIR.