HOW MUCH information is needed in this over-informed society? Today, the information market is flooded with newspapers, magazines, broadcasting corporations etc. The answer lies in only that much, which is important enough for the audience, with which they can relate themselves and fall back to pay attention. But media portrays itself as a medium, which not only provides information to masses but also supports individual interests and rights. The drift from being a representative of the mass, to catering to specialised audience aimed at small, special-interest, regional or even local markets results in segmentation of the audience.
From mass to niche audiences: In the demassified media, audiences have wider choices from which to choose from whether its cable TV, Internet FM broadcasts or the numerous FM stations. They have a situation whereby different media organisations are no longer targeting a mass audience but dealing with niche audiences. For instance, audiences are now being categorised by age group or social class by different media houses. The challenge is to get hold of the viewer. For example, in case of broadcast news, the prospective viewer has a remote control in his/her hand and may switch to other channels. So one has to be a whole entity and present it in each frame to tell viewers who they are, why they are important.
Citizen journalism: If we need to know what is happening, and the Media won’t tell us; if we need to know why it matters, and Media won’t tell us; if we need to know what to do about it and Media won’t tell us … we have to tell the story ourselves. This trend has gained momentum nowadays with easy availability of camera phones, camcoders and user-friendly editing software, everyone who wished to make a difference can be a journalist.
On the line medium: On-line medium is considered a major factor behind the demassification of the mass media. This medium brings both the media and the masses closer than any other medium. The challenge lies in providing information, which is credible and unassailable and much faster than before.
Opportunities for journalists: Today, almost every publication and broadcast media has their own website (online editions) providing what they are already providing through their existing medium. The media has realised the potential of new technology, especially the Internet, which they see as a platform to go global and tap global market.
The money factor: Setting up a newspaper and a news channel is a costly affair whereas having your own website is a much cheaper option for journalists.
Media freedom: Due to demassification, the information age has witnessed huge diverts in presenting news though blogging, private websites. These trends give more freedom to journalists to express and the concept of Press Freedom remains intact.
Support to regional languages: Demassification revitalises the regional media in India, which somewhat enhances reporting, giving it wings to explore new ventures.
Print media also gets into new avenues with the publishing of supplements and the concept of free newspaper has come into existence. In Kolkata, a free newspaper circulates its edition to its employees travelling in company’s bus service.
Recently in Nepal, an 8-page weekly was launched on gay community to disseminate information about the risk of contracting HIV and AIDS through unprotected same gender sex and provides a voice to a community that alleges persecution by family members, employers and even police.
These challenges and opportunities are on the same line of the Darwin theory of the 'survival of the fittest'. The closure of the National Herald, which was instituted by Pt Jawaharlal Nehru is a clear example of what can go wrong if you are not part of the demassified reality.
