Creating a New Media Agenda

Media are the physical communication tools or means utilized to transport and store data or information. The word “media” refers to units of the mass communication communications industry, including television, radio, publishing, film, theatre, photography, videos, publishing, online media, and the news media. These various types of media have different purposes, some of which are discussed below. They include Print Media, Audio/Video Media, Wireless Media, Internet Media, Video Disk Media, and Satellite Media.

Print Media: This is perhaps the oldest form of media. Advertisers use it to promote and market their products and services. It can be printed on paper, walls and other surfaces. As for the medium employed by the public, this can either be by means of newspapers, periodicals, books, magazines, or the web-based AMANPUBLIS, AMANUP, or RSS syndication feeds that are popular with most news syndicated shows.

Audio/Video Media: Audio and video are relatively new forms of media. Television emerged from the start of the Automobile Age. And since then, it has become one of the most dominant media systems. The main aim behind the creation of television was the integration of broadcasting into the lifestyle of a common man. Although all forms of media are aimed at providing the audience with entertainment, some forms of the audio/video media are now also used for conducting educational programmes that impart information in the structured form.

On- Demand: On-demand refers to media which is available on demand. This includes music videos, DVD, TV shows, trailers and so on. Many on-demand services are now proliferating in the internet. But the most popular and in demand form of on-demand media is television, which is available on-demand in various packages and plans. Many people prefer to watch television rather than waiting in long queues and also want the freedom of not waiting in queues.

Agenda Setting: Agenda setting is another emerging form of media. It is not just the setting of an agenda but the way in which the media moguls set their agendas to ensure that the agenda is followed to the latter end. An agenda can be set by the media outlets covering a topic. Usually, it’s not by the journalists but by the anchors and correspondents who are covering the subject. However, since the new York times introduced podcasters, there is now a new agenda setting format where anchors and correspondents can report on topics by using their own digital recording devices and later are syndicating these programs to the audience. This has made the process of reporting more interactive.

Mass Media has always had the task of spreading information about different issues to the audience. However, over time, some mediums such as radio and television, have lost the ability to engage an audience and have become just another medium with limited influence on the general public. The creation of a new media outlet by a media giant to engage the general public has been very successful in the past, especially in terms of changing the agenda of public debate. In fact, this is one of the reasons why there is immense growth potential in the media business.