Mass Media plays a very important role in business environment. In India, mass media has evolved and created an evolution in the way a company interacts with consumers/stakeholders. Mass media has increased awareness, connectivity, trade, branding and so on. Mass media is also used to keep tabs on competition. Mass Media is used for various HR functions like recruitment, training, performance evaluation and so on. It finds application in all sectors FMCG, agriculture, e-commerce, education, etc. Companies like Flipkart, Amazon and Myntra generate a lot of revenues due to the outreach of mass media. Though, mass media has a flip side too, it is imperative part of the business environment and needs to be used for growth.

1. Impact of
Mass Media
on Indian Business
Submitted by:
Harshita Garg (11) || Prachi Singla (18)
MBA HR
Business Environment
Instructor: Ms. Sushma Yadav

2. — Jacques Ellul
“Mass Media provides the
essential link between the
individual and the
demands of the
technological society.”

3. Mass Media Infographics
Introduction to
Mass Media and Media Ethics
Mass Media in India
Influence of Mass Media
on Indian Businesses
Mass Media in HR
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Contents

4. What is Mass Media?
What is Mass Media?
• Mass media is communication -
whether written, broadcast, or
spoken- that reaches a large
audience.
• Mass media is a significant force
in modern culture, particularly
in America. Sociologists refer to
this as a mediated culture
where media reflects and
creates the culture.
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5. Electronic
Broadcasting
Print Media
Broadcasting is the distribution of
audio or video content to a dispersed
audience via any electronic mass
communications medium. Television
(digital and analogue); Radio; Movies
Print media is one of the oldest
and basic forms of mass
communication. It includes
newspapers, weeklies,
magazines, monthlies and other
forms of printed journals.
Digital Media
Two-way communication with users
being the active producers of content
and information. Forms of Digital
Media, Websites, Emails, Social
Media, Webcast and Podcast,
Blogging.
Types of Mass Media
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6. Transit Media
Transit Media revolves around the concept of advertising and information
dissemination when consumers are “on the go” in public places or in
transit. These include display advertising on vehicles and transportation.
The aim is “driving home a message” during transit. Forms of Transit
Media, Bus Advertising, Railway Advertising, Taxi Advertising, Transit
Shelter Advertising
Traditional
People have developed different ways of communication depending upon
their local language and culture. Traditional media can be folk songs,
dances, folktales and folklore as well as paintings, sculptures, stupas,
statues and fairs, festivals.
Types of Mass Media
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7. Mass Media Ethics and Ethical Codes
• Media ethics is a branch of ethics that addresses moral
issues arising in connection with the acquisition,
preparation, storage, presentation, dissemination, and
reception of information through the means of mass
media.
• Media ethics promotes and defends values such as a
universal respect for life and the rule of law and
legality. Media Ethics defines and deals with ethical
questions about how media should use texts and pictures
provided by the citizens.
• The Press Council of India is one of the organizations which
issues guidelines on media ethics. To keep the fair name of
the profession, the media practitioners need to follow
certain ethical codes.
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ACCURACY
CONFIDIENTIALITY
PROTECTION OF SOURCES
RIGHT TO PRIVACY
NO INCITEMENT TO VIOLENCE
NO VULGARITY
NO COMMUNAL WRITING

8. 1959
Radio
Broadcasting
Private TV
Channels Enter
Market
Founded First
Indian Newspaper
‘Bengal Gazette’
Launch of
Doordarshan, India’s
Public Service
Broadcast
Advent of Online
Publishing in
Early 2000s
1780
1927 1992
2000
Penetration of Mass Media in India
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9. Media Penetration in 2018 India
Print Media
Television
Internet
Radio
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3%
45
%
43
% 8%
Mass Media in India 2021
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10. • The major aim of any business is to gain and
retain maximum customers. The advent of
mass media has been an effective tool helping
the business across the globe for not only
reaching new business customer base but
also improving themselves by keeping an eye
on their competitors.
• The major advantage is that it provides
flexibility to companies to modify their
products on basis of reaction they receive
through different media sources
• Companies are spending a huge amount of
money on advertising through various sources
of mass media
• With Growing Millennial customer base
there has been a periodic shift in how the
use of mass media is taking place
• The focus has shifted from how the print
media was used as base for advertising to
utilization of SEO and Digital Marketing to
lure more customers.
• From posters, billboards to SMS contests to
social media challenges the mass media
has changed the working of business across
the globe.
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Mass Media in Indian Businesses

11. Expenditure on Mass Media in India
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Expenditure on Mass Media in India (2019-20)
Companies Amount Spent on Mass Media
Sources (2019-20)
Mass Media Sources
Hindustan Unilever Ltd INR 32,000 Crore Newspapers, Billboards, Digital Ad’s etc.
Amazon India INR 1000 Crore Print Media, Digital Media
Dream 11 Fantasy INR 900 Crore Print Media and Digital Media
Reliance Industries INR 800 Crore Digital, Print, Transit Media
Maruti Suzuki INR 800 Crore Digital, Print, Transit Media
P&G INR 700 Crore Digital, Print, Transit Media
Godrej Consumer Products Ltd. INR 500 Crore Digital, Print, Transit Media
Source: The Hindu, February 14, 2021

12. Positive Influence of
Mass Media
Mass Media helps in increasing
brand awareness and provides
information about products and
services.
Media promotes trade in industry
through advertisement. Therefore,
more sales.
Media increases connectivity with
the consumers. Example:
Consumer’s receive birthday wishes
and offers on special day.
Media increases consumer
awareness. For example, looking for
Hallmark while purchasing Gold.
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13. Competition and Job Opportunities
• Not only for increasing revenue,
Mass media has been a source
of keeping a eye on competition
and creating better job
opportunities for workforce.
• As a survey report suggests that
around 47% of companies keep
a regular check on competitors
social media handles, 61% of
employees are using LinkedIn.
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14. Mass Media in HR
• Recruitment: Helps in reaching more applicants.
Example: PU uses news papers and firms use social
media like LinkedIn as well to attract applicants.
• Training and Development: Virtual training
programmes are a good example of input made by
mass media. They not only facilitate training but also
assessment through computer testing programs.
• Performance Evaluation: Various software programs
and social sites help in evaluating the performance
of employees using metrics to ensure that employees
are meeting performance standards.
Mass Media in HR
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15. Agriculture and Allied Activities
• Find the snip of Facebook Account of
Ministry of Agriculture as well as
Facebook groups created by farmers
to interact. These groups have
product reviews, farm related
questions, seminar related
information, motivations and much
more.
• Even farmers are leveraging mass
media to spread organic farming or
progressive farming or integrated
forming.
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16. The Big Billion Days, Big Fashion Festival & Great Indian Festival
E-Commerce
• Apart from Flipkart, Myntra and
Amazon, all major Ecommerce sites
accumulated significant (more than
35000 crore) revenue during festive
sales irrespective of economic
slowdown
• Jio Mart expected sales is 4000
crore in first year of operation
because of the extensive outreach
that Mass Media has to offer.
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17. Education Sector Harnessing Mass Media
Education
• The mass media has a major impact on
Education industry with players like
Byjus, Unacademy spending 350-400
crores on mass media sources to attract
customers. They also give huge
sponsorships in competitions like IPL for
brand awareness.
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18. Negative Influence of
Mass Media
Example: Tesla’s autodriven cars
were under scrutiny because of a
viral video showing car crash on
Twiteer.
Media creates negative impact
on society pertaining to a
company or good rather quickly.
Rapid change in trends /culture
due to mass media. It is also bad
for competitive products.
Promotes desire to buy and own
products that may not be
essential for the consumer.
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Thank You !