Media

Media is the source of communicating information to a large number of people through the channel of newspapers, television, radio, magazines, internet etc. It is basically a source of information, in which the information could be specific for a niche audience or it could be for everyone. It helps us stay updated with the latest news and information related to politics, sports, current affairs, culture, events etc.

Nowadays Internet media has evolved to be a very potent form of communication. The use of internet has spread worldwide, according to statistics of 2009 a quarter of the worlds population uses the internet which shows it substantial reach. Forms of internet media are blogs, message boards, forums, podcasts, video sharing etc.

Media is generally considered to be the news, but media industry is quite diversified and also includes the entertainment industry like films, shows, books etc. It is very difficult to classify the media industry as a whole, because of the many different forms of media. Nowadays media planning is important given the fact that the most appropriate media products should be used for the targeted audience. There are several factors to be considered by the media planner before applying a certain media product to get the desired results of the media campaign. Media Research deals with advertising reach, frequency and effectiveness of different media and combination of different media in reaching targeted audience.

The media has been an important aspect in shaping the human society, it is not just a source of information but also an integral part of the culture. Various local and cultural aspects are reflected by the media and they help archive information.