INNOVATIVE USE OF TRADITIONAL MEDIA-A NEW PARADIGM

Abstract

TRADITIONAL media is also known as the old media. The Old Media or Legacy Media are traditional means of communication and expression that have existed since before the advent of the new medium of the Internet. Industries that are generally considered part of the old media are broadcast and cable television, radio, movie and music studios, newspapers, magazines, books and most print publications.

India has more than 70,000 newspapers and over 690 satellite channels (more than 80 are news channels) and is the biggest newspaper market in the world - over 100 million copies sold each day.

Traditional tools of communication are developed from the beliefs, customs, and rituals practiced by the people. These are very old and deep-rooted. Traditional media thus represents a form of communication employing vocal, verbal, musical and visual folk art forms, transmitted to a society or group of societies from one generation to another. They are indigenous modes and have served the society as tools/medium of communication for ages.

There are different forms of traditional media like drama, street theatre, puppetry, dance, storytelling, song, music, painting, and motifs and symbols.

Many believe that a paradigm shift has taken place and we now inhabit a new digital media universe. They are mistaken and not just about media, but about paradigms as well.

Today, digital accounts for roughly 15% of global media expenditure. A little bit of grade school arithmetic will reveal that leaves 85% of budgets still dedicated to traditional media.

Traditional media is looked at as the most trustworthy and most reliable form of media and news throughout the world. Traditional forms of media include mainstream magazines, TV news stations, newspapers, and radio.

The subject of trust is a tremendous advantage for traditional media. When information is taken, or heard, from a source such as a newspaper, magazine, or a radio station, it is automatically considered credible.

On the other hand, for the electronic media, you need a certain style, dress code, diction, literacy etc. They generally do not involve active audience participation. But traditional media is inclusive in nature. It is highly intimate and local specific and deeply connected to one’s own life.

Traditional media still in today’s time exists in India. Yes it is now a days mixed up with new upcoming media and technology. Traditional media builds healthy and happy relations hence it is very necessary in today’s time.