As in other parts of the world, media consumption in India has
shifted decisively online, with 375,000,000 Internet users in 2015, or 30% of
the population. Meanwhile, more than 50% of the population owns a mobile phone
and around a third of these own a smartphone. Newspaper and magazine print
circulation has been declining steadily for over the last six years.
In the next 5-7 years, when mobiles will fully overtake laptops
and desktops in the access of the internet, there will be a great shuffle in
the media order. Mobile Space will be the No.1 media. Internet on desktops,
tablets and laptops will come at No.2. Television will come at No.3. Print and
Radio will compete with each other for Nos. 4 and 5.
Image courtesy: Google
This order with Mobile Space as No.1 may come as a surprise
to many. But please understand that Print Media can converge on to the Net with
their Online websites and E-papers. Television can converge on the Net with live
broadcasts and YouTube video capsules. Radio can converge on the Net with
broadband and podcast capsules. And finally the Net converges onto your Mobile
phone, which makes the Mobile Space the most powerful media... even more
powerful than Television, Print, Radio and regular Online media.
About the Author:
Dale Bhagwagar is a PR
specialist with branding, image consultancy, strategizing, media manipulation,
crisis management and mentorship for media students. He has handled the
publicity for more than 150 Bollywood actors and 30 movies, apart from being a
spokesperson and publicist to 20 Bigg Boss contestants.
