Evolution of Television & its importance in Mass Media

1. Mass Media and Integrated
Marketing Communication
Television: Driving Force behind Indian
Media
Simran Malhotra (8)
Sampurna Chawdharary
(15)
Arul Collins (3)
Anushree Ambardekar
(14)

3. Television (TV) is a
telecommunication
medium for
transmitting and
receiving moving
images that can be
monochrome (black-
and-white) or
colored, with or
without
accompanying sound.

4. Television was first invented by
John Logie Baird.
Baird was a Scottish engineer and
inventor of the world's first
working television system in
Hastings, England, in 1923.
John Logie Baird showed a
working television system to the
public in 1925.
The system was successful enough
to become commercialized, and the
BBC began the world's first regular
television broadcasts in January

5. The first color
television

6. • People wrongly suggest that Germans or Americans invented
Color Television, since they gave the first color advertised
broadcast, but it was indeed the work of John Logie Baird.
• In 1939, he showed color television using a cathode ray tube in
front of which revolved a disc fitted with color filters, a method
taken up by CBS and RCA in the United States.
• In recent times, the revolving disc has made a comeback in the
shape of DLP projectors that also use rotating color filters.
On 16 August 1944 he gave the world's first demonstration of a
fully electronic color television display.
• Commercial color television made it's first appearance in the US
in 1953, a commercial failure withdrawn after a few months and
again in 1955. The second attempt was successful and remained
in use ever since. 1967 was the date that the UK finally
introduced color broadcasts.

7. The first television show.
• In September 1928, in
New York televised the
first dramatic program in
the United States, "The
Queen's Messenger," by J.
Harley Manners
• The modest 40-minute
production was broadcast
from New York, and the
sound was carried on
General Electric's local
WGY radio station

8. The benefits

9. • Entertainment
• Channels and programs according to
the mood
• Current affairs
• Culture and society
• Intellectual boost
• Source of knowledge
• Water cooler effect
• Family time
• Education and information-
educational programs such as
Sesame Street, Mister Rogers'
Neighborhood, Reading Rainbow,
Captain Kangaroo, Mr. Wizard's
World and 3-2-1 Contact

10. • Creativity and impact- emotional,
entertaining, dramatic, lifelike
representation of products
• Coverage and cost effectiveness-
reach large audiences, mass markets
• Captivity and attention- TV
advertisements high effect on
consumer learning
• Selectivity and flexibility- different
hours devoted to people of different
moods, advertisers can adjust their
media strategies

14. • TelevisionTelevision
• RatingRating
• PointPoint

18. In 2001, a confidential list of households in Mumbai that were participating
in the monitoring survey was released, calling into question the reliability
of the data . This subsequently led to the merger of the two measurement
systems into TAM

19.  Useful for knowing its
popularity.
 Useful for the advertisers.
 Useful to make a good base
for economy.

20. •Truth less news
•Many illegal method used to
growing the TRP.

21. Disadvantages of Television Media

22.  Watching Television can prove to be an addiction and
people especially youngsters are prone to waste a lot of
time watching television
 People start getting too much influenced by every kind of
fashion
 Youngsters get influenced by
violence that is shown on
Television
“Two sides of same coin”

23. o If a person spends too much time in watching television every day,
then he will become lazy and shirk work
o If one sees pictures from a close distance on the television set, it
affects the eye-sight and also arises health issues
o During the television time the students do not pay any attention to
their studies which will affect their educational career
o By viewing the television many antisocial acts and violences even
various crimes have given birth in the society
o Adults are also using it for the bad purposes and indulging in to bad
activities
o It is also used by the people for bad advertisements.

25. Television is of course one of the biggest human inventions.
Television also has its downsides.
Whilst TV programmes are there to be enjoyed, the television can drain productive
time and efforts and essentially waste time on needless entertainment.
Remember, this form of leisure should be enjoyed responsibly, just like many other
things in life.
Be sure that you’re not wasting productive time when you’re watching television, and
you’ll be able to achieve the perfect balance.
Inspite of all these disadvantages, the advantages are definitely more and the
disadvantages are out-weighted.
In the field of education and entertainment its vast importance cannot be denied.
Of course, the Government should also show purposeful and good programmes on
the television to increase its utility.

30. Culture
On the cultural front, you had
the Beatniks in the 50's but
they were a tiny tiny group.
The Beatles/hippie
phenomenon took that
nonconformist feeling and
spread it to millions of
young people, myself
included and probably even
to some of the Cub Scouts
and Brownies of that time.
-Peter

34. Current Events
• The Cold War
hurried in a period
known as “Spy TV”
• Vietnam War
caused TV to loose
a grip on it’s
unifying effect.
• Near the end of the
war media had
become part of the
controversy.
• In 1960
presidential
debates were aired
for the first time.
• The Kennedy
assassination was
a major historical
point in TV.
• Ad’s like President
Johnson's “Daisy
Girl” described as a
sign of TV’s power.

35. Globalization and Growing
Impact
• Television first
really went global
with the 1962
launch of
Telestar.
• 1969 720 million
people around the
globe tuned in to
watch live as Neil
Armstrong first
walked the moon.
• Late 1960’s
media chose to
cover new
styles/events like
the Summer of
Love.
• As the culture
continued to
change, media
started to sell
“rebellion” and
“revolution”.