Prof. Prashant Pareek, Asst. Professor in the area of Marketing and Communication has published a research paper in Journal of Studies in Management and Planning (published by edupedia publication), volume-2, issue- 6, June 2016.
The paper talks about - Past Vs Present scenario of Television as a media.
Television set has become a basic requirement almost for every household of our nation, there was a time when Indians had limited choice of programs and channels to view and entertain themselves, in that limited content the proportion of entertainment programs was very minuscule because for a long time period post independence government of India had a monopoly over the broadcasting of content through television as media vehicle. But today in the year 2015 Indians have so many choices and content to access, like we have around 300 television channels for news, information and entertainment, privatization has led to provide us with so many options for accessing information and entertainment on television media. Today’s generation Z who lives in urban India can hardly tell you the kind of content being broadcasted at Doordarshan. Our ways and means of accessing television has also kept on changing perpetually since the invention to television like earlier we used to have an antenna at our terrace for accessing television content and today most of the households even in rural areas have installed DTH. This study intends to explore through literature review that how digitization has impacted various sections of society specially the low income group (Bottom of Pyramid) households. How bottom of pyramid accesses the television content because a technology switch in television affects different income groups differently. This study also intends to unearth the concerns of most deprived section of population with regard to any barriers they face in accessing the content through television. Most of the information presented in this paper has been adapted from the Report of Media Foundation of India, New Delhi, 2015.