Undesirable side-effects of this media growth on unsuspecting audiences are common. The media at times abandons the welfare and interests of the citizen—who is also the consumer, the audience, the market—through instances of oversight, information gap, partial truth, inaccurate reporting, poor research on subject matter, paid content, wrongly targeted communication or neglect of its larger social responsibility. Such errors and omissions can keep the audiences misinformed or partially informed. Sometimes they even have to bear the consequences. Therefore, the onus is almost entirely on the citizen to discern between right and wrong information and appropriately consume mass media communication.
Simultaneously, proliferation of various forms of media through commercialization of digital and mobile technologies is encouraging advertisers to invest in internet and new media. This development while making content easily accessible through multiple media vehicles can potentially usher in improvements in governance, accountability, development, education, healthcare and infrastructure as well as help build a more effervescent economy.
The Media Hub (TMH) at Indian School of Business has taken upon itself the task of working and collaborating with consumers, media businesses, media-related entities, industry associations, policy-makers, governments and other stakeholders to raise the standards of media and marketing in the country. It aims to evolve research-based solutions for the challenges they face. At the nub are two key phenomena,
- One, quality of media and its impact on society and
- Two, proliferation of media, vehicles and formats with developing technology.