The document discusses the evolution and significance of print media as a crucial form of mass communication, detailing its history, types, and role in society, especially in India. It highlights various categories of print media, such as newspapers and magazines, while contrasting them with electronic media in terms of functionality, audience engagement, and accessibility. Additionally, the document traces the impact of technology on print media, its adaptation in modern times, and the ongoing relevance amid the rise of digital platforms.

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SAM HIGGINBOTTOM UNIVERSITY OF AGRICULTURE TECHNOLOGY AND
SCIENCES,PRAYAGRAJ ,211007 ,U.P
MLI-501
AN ASSIGNMENT ON “PRINT MEDIA AND NON-PRINT MEDIA”
SUBMITTED TO-
DR. MANISHA SRIVASTAVA,
HEAD,DEPT. OF LIBRARY AND INFORMATION SCIENCES,
SHUATS,ALLAHABAD
SUBMITTED BY-
SIDHARTH NAGPAL,
ID NO.-19MSCGPB049,
DEPT. OF GENETICS AND PLANT BREEDING

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INTRODUCTION TO PRINT MEDIA
Print media, as you know it is the one of the mass media and is the one of the oldest basic forms
of mass communication. It includes newspaper, weeklies, magazines, monthlies and other forms
of printed journals.
A basic understanding of print media is essential in the study of mass communication. the
contribution of print media in providing information and transfer of knowledge is remarkable.
Even after the advent of electronic media, the print media has not lost its charm or relevance.
Print media has the advantage of making a longer impact on the minds of the reader, with more
in depth reporting and analysis.
Objectives
● Identify the forms of print media
● Discuss the history of early printing
● Describe the evolution of newspapers in India
● Differentiate between the print and electronic journalism
News papers
Print media generally refers to newspapers. Newspaper collect, edit and print news reports and
articles. There are newspapers published in the evenings also. They are called eveningers. Why
do people read newspapers? They read newspapers for a variety of reasons. let us consider a few
examples.
Yesterday while going to the city you might have seen a accident. Two busses had collided and
by mere sight you could make out that many passengers must have been killed or injured. You
were busy with your daily engagements and forget about the accident. Only today morning you
recalled that incident. You were curious to know more about it you want to know how many
passengers were killed or injured.
Where will you look for these details?
In a newspaper, of course.so you would pick up a newspaper and read all about the incident
Ramu and ravi were planning to go for a movie. Both got pocket money from there parents and
got permission to go for a film. Ramu asked ravi whether he knows the names of films playing in
different theaters in the city. Ravi was also not sure about it.so they picked upon a newspaper the
paper gave all the details about the films shown in different cinema halls in the city.
You must have seen such columns in the newspaper. They appear under the title entertainment.
So you look into the newspaper for entertainment also.
Raju is a resident of Bhopal. He wanted to visit his uncle in Delhi. As he was busy during the
week days, he was free only during the weekends. Before booking the tickets, he wanted to know
the train timings. He used to see that local newspaper carries a column on train timings. So he
picked up that news paper and decided on the train in which he should reserve a ticket.

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You must have seen such columns in newspapers they give you such information. So you are
reading the paper for information also.
Thus newspapers play a very important role in our daily life. We read the newspapers for:
● News
● Entertainment
● Information
History of printing
Have you seen a palm leaf? There was a time when people used to write on a palm Leaves. This
was before discovery of paper. Some of the old manuscript written on the palm leaves are
preserved in our national manuscript library in Delhi.
The Chinese were the first to invent the art of printing. They made wooden blocks to print letters.
This was stared during the period of tang dynasty in 600 ad. The oldest known surviving printed
work in a wood block is a Buddhist scripture of 684 ad. It is now exhibited in a calligraphy
museum in Tokyo, the capital of japan.
The first printed book published in china was the Buddhist text, the diamond sutra by wang chick
in 868 ad. Some cops of Buddhist scriptures printed 1377 are preserved in museums in china.
Can you imagine a world without paper? Now a Days paper has become an integral part of our
life. We read papers in the morning write on note books made of papers, send letters on papers,
use paper boxes to carry things and so on and so forth. You have learned in an earlier lesson how
this paper is made. Though the Egyptians made paper by 3500 BC, it came to Europe only by
11th century. The first paper mill in Europe was set up in Spain in 1120.
Confiscation of a newspaper is rare action taken by the authorities if that paper publishes some
news report or article that they think is highly objectionable. Through confiscation, the
government transfers the press and the other materials of the publication to the treasury. Thereby,
the office of the paper is sealed and the publication stopped.
The British East India Company did not consider freedom of the press as good for society. They
tried to suppress publications of newspapers. Hickey was a very old editor. He continued his
criticism of British authorities. He published reports attacking the East India Company officials.
The British authorities arrested Hickey many times. Finally, they confiscated his paper and press
in 1782 and stopped its publications. Hickey was asked to leave the country. He was sent back to
England. Copies of Bengal Gazette are still kept in the National Library in Kolkata and the
British Museum in London.
Block printing came to Europe by 1300. It is believed that J. Guttenberg of Germany had
developed the printing technology around 1439. Guttenberg also invented an oil Based ink for
printing. he printed bible in 1450. It was in the Latin language and had 1282 pages. He used
movable printing blocks for the book.

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India has a live and active print media. India is known for its vastness of area, diversity of culture
and multiplicity of languages which are spoken and written. India has 28 states and 9 union
territories. Most of them have their own language. When India became Independent in 1947,
there were only 3533 newspapers and periodicals. Among them 330 were newspapers and 3203
were other publications.
Printing tech came to India in 1556. It was the Jesuit priest who brought this tech to our country
the first book printed in India was in Portuguese language in old goa. It was Doctrina Christa by
ST. Francis Xavier.
The invention of printing has revolutionized mass communications. Books are printed in large
numbers and circulated in many countries. No other inventions had such an influence in the
history of mankind.
The first news paper
Which was the first newspaper published in the world? It is very difficult to point out a single as
the first one. During the Mourya’s period, kings used to circulate news to the people as
proclamations. In the ancient Rome, acta diurnal, or government announcements, were published
regularly. They were inscribed in metal or stone. This can be considered as the earliest form of
newspapers. In china also, the government produced such news sheets called Tipao.
All these four earlies newspapers were published in the English language. Slowly newspapers
were coming from other parts of the country also. The “Madras Courier” (1785) and “Madras
Gazette” (1795) were started from Madras. From Mumbai, the “Mumbai Herald” was launched
in 1789.
Confiscation of a newspaper is rare action taken by the authorities if that paper publishes some
news report or article that they think is highly objectionable. Through confiscation, the
government transfers the press and the other materials of the publication to the treasury. Thereby,
the office of the paper is sealed and the publication stopped.
The press regulations and censorship imposed by the British stood in the way of starting more
newspapers in India. In 1818. Lord Hastings removed the strict censorship measures for a milder
set of polices. This led to emergence of many new newspapers, including many in Indian
languages. Raja Ram Mohan Roy who is known to have fought for the freedom of the press
edited a Persian weekly called “Mirat-ul-Akbar”.
The first language newspaper in the India was started in Kannada language, the “Kannada
Samachar”. But the publishers of this paper were not Indians, but foreign missionaries. The first
Indian language newspaper published by an Indian was also launched from Calcutta. “The
Bengali Gazette” by Gangadhar Bhattacharjee in 1816.
The British East India Company did not consider freedom of the press as good for society. They
tried to suppress publications of newspapers. Hickey was a very old editor. He continued his
criticism of British authorities. He published reports attacking the East India Company officials.
The British authorities arrested Hickey many times. Finally, they confiscated his paper and press

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in 1782 and stopped its publications. Hickey was asked to leave the country. He was sent back to
England. Copies of Bengal Gazette are still kept in the National Library in Kolkata and the
British Museum in London.
The Gujrati daily “Mumbai Samachar” published from Mumbai is the oldest existing newspaper
not only in India but also in Asia. It was established in 1822.
Confiscation of a newspaper is rare action taken by the authorities if that paper publishes some
news report or article that they think is highly objectionable. Through confiscation, the
government transfers the press and the other materials of the publication to the treasury. Thereby,
the office of the paper is sealed and the publication stopped.
CULTURAL AWAKENING AND FREEDOM MOVEMENT
Towards the end of the 19th century, many social reformers began actively campaigning for
radical changes in Indian society. The reformation of Hinduism, the move for abolition of sati
and efforts to encourage widow re-marriage were some of the major reforms. Inspired by these
great leaders, many newspapers were started n different parts of the country. All this led to a
boom in the newspaper industry in India.
Some of the leading English newspapers were also launched during this time. “the Times of
India” (1861) was started as a paper supporting the British. many of you might have heard about
“The Jungle Book”. The author of “The Jungle Book”, Rudyard Kipling, started “The Pioneer”
in 1866 from Allahabad. “The Amrita Bazar Patrika” (1868), “The Statesman” (1875), The
Hindu”, “the Hindustan Times” was started later in 1923. In the regional languages, some papers
that were launched during that period continue even now as leading papers like “Malayala
Manorama” (1888).
When Mahatma Gandhi return to India, he gave a great impetus to the freedom movement. He
was also a great editor. He took over young India the weekly started by the home rule party in
1918. Gandhiji also launched another weekly called Nava Jeevan in Guajarati. Later Gandhiji
started the Harijan under the editor ship of Mahadev Desai Gandhiji insisted that his papers will
not carry any advertisements. But all his publications have wide circulation among leaders.
Can you guess how many newspapers in India have crossed 100 years of publication and still in
circulation? There are 41 such newspapers in the country and are called centenarian newspapers.
Among English dailies, 4 have crossed this mark: The Times of India, The Hindu, The Tribune
and The States Man. Among language newspapers Mumbai Samachar, Amrithbazar Patrika,
Malayala Manorama and Deepika are among the centenarians.
ADVENT OF MODERN TECHNOLOGY
Have you ever wondered how the pages of a newspaper are printed?
From the days of wooden block printing newspapers are undergone a sea change. Technological
revolution has modernized the print media. For a long time, this are produced by hand
composing. Later this were replaced by monotype and linotype. In this process, a machine
operated by a keyboard was used to compose letters. This has also become obsolete now.

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In the earlier days, newspapers were printed only in black and white. Color printing was not
available at that time. Some papers print color only in supplements and special pages. Color
printing has made the pages brighter and attractive.
SIZE OF NEWSPAPERS
you may have noted the fact that all newspapers are not of the same size: some are big, some
small, some are very small. Newspapers are classified into three categories according to their
size. They are broad sheets, tabloids and Berliners or midis.
Morning newspapers are generally broad sheets. They are big in size. In India all major
newspapers are broad sheets. Examples include “The Times of India” and “Hindustan Times”.
Tabloids are only half the size of broad sheets. in India most of the evening papers are tabloids.
Examples are “Midday” and “Metro Now”. Presently some of new morning papers are also
adapted the tabloid format.
India has a live and active print media. India is known for its vastness of area, diversity of culture
and multiplicity of languages which are spoken and written. India has 28 states and 9 union
territories. Most of them have their own language. When India became Independent in 1947,
there were only 3533 newspapers and perodicals. Among them 330 were newspapers and 3203
were other publications.
Berliners or midis are very small newspapers. European papers such as La Monde and La
Stampa are midis. “Mint” is the name of the Berliner published in India. In India, some
magazine’s print special booklets in this format.
Can you now tell the size of newspapers that you read every day? Is it a abroad sheet or a
Tabloid?
INTERNET PAPERS AND EDITIONS
Have you seen an internet café? Now a day’s internet cafes are as common as STDISD booths.
If you have not visited an internet café, please go and see what is happening there.
Internet is a computer based Worldwide interlink network. It has no country barriers. Soo a
person sitting in India can access an internet site in USA through the computer network. This has
made revolutionary changes in the communications.
Recently almost all the newspapers have the internet editions for example, Hindustan Times or
Indian Express or The Times of India can be read on the internet through their net editions. Each
paper has a dotcom name of their site, like www.hindustantimmes.com or
www.thetimesofindia.com. While you have to pay for buying a newspaper, the internet edition of
that newspaper is free of charge and is accessible if you have a computer and internet
connection.

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Internet is a computer based Worldwide interlink network. It has no country barriers. Soo a
person sitting in India can access an internet site in USA through the computer network. This has
made revolutionary changes in the communications.
Some newspapers are published only on the internet they are called web newspapers. One
advantage of internet newspapers is available worldwide.
The British East India Company did not consider freedom of the press as good for society. They
tried to suppress publications of newspapers. Hickey was a very old editor. He continued his
criticism of British authorities. He published reports attacking the East India Company officials.
The British authorities arrested Hickey many times. Finally, they confiscated his paper and press
in 1782 and stopped its publications. Hickey was asked to leave the country. He was sent back to
England. Copies of Bengal Gazette are still kept in the National Library in Kolkata and the
British Museum in London.
OTHER FORMS OF PRINT MEDIA
PRINT MEDIA ELECTRONIC MEDIA
● Literacy is basic requirement for the
print media. Only a literate person can
read it.
● Print media works according to a
deadline. Usually a morning paper
carries news received upto the
midnight of the previous day.
● In print media readers have the choice
to go back and recheck. What they
have read.
● Print media provides more scope for
indepth analysis of events.
● Print media does not provide scope for
a live discussion.
● Language is more literary and flowery
and reader friendly.
● Even an illiterate person can watch a
news bulletin and grasp its contents
though the written matter on the
screen cannot read.
● There is no deadline for the electronic
media. News can be updated anytime.
● Viewers cannot go back and recheck
what they have seen.
● Less scope for such long indepth
analysis.
● Live discussions are possible.
● Language used is spoken and more
viewer friendly.

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Filmfare, Champak, Grihasobha, Chandamama, India Today, The Week, Outlook are these
names familiar to you. They are also part of the print media. But they are not newspapers. They
are called magazines. Can you tell the difference between newspapers and magazines?
Like newspapers, magazines and weeklies are other forms of print media. They are published at
regular intervals.
How do you differentiate between them? A weekly is published once a week and a monthly once
a month. A fortnightly is published once in two weeks. A bi-weekly is published twice every
week. A tri-weekly is one which is published every three months. these are also known as
quarterlies. Then there are certain publications that once come out only a year which are called
annuals.
“India Today” is a weekly, while “Champak” is a fortnightly. “grihasobha” and Vanitha” are
monthlies.
DIFFERENCES BETWEEN PRINT MEDIA AND ELECTRONIC MEDIA
After the advent of printing nearly six centuries ago, the print media was the only form of mass
communication. Then came the electronic medium. Though both print and electronic media deal
with mass communication, there are certain basic differences.
LARGEST CICULATED DAILIES
India has a live and active print media. India is known for its vastness of area, diversity of culture
and multiplicity of languages which are spoken and written. India has 28 states and 9 union
territories. Most of them have their own language. When India became Independent in 1947,
there were only 3533 newspapers and perodicals. Among them 330 were newspapers and 3203
were other publications.
After 50 years in 1997, their number has increased 12 times. Every year new publications are
coming up in almost all languages in India. This has resulted in a manifold increase of
newspapers, magazines and weeklies across all languages in the country. As of march 31, 2006
India has 62550 publications. Among this 2130 are newspapers, 3428 are weeklies and 1471
monthlies and the rest are the publications.
However, the newspaper circulation varies from year to year. Though some newspapers in some
languages continue to occupy the position of largest circulation for years together, it may not be
● Frequent update of news is not
possible.
● Even a minute to minute update is
possible.

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the same in other states and languages. So even if the circulation position of one particular year
is given here it can vary in subsequent years.
NON-PRINT MEDIA
OBJECTIVES
Now a days more and more non-print materials are acquired by libraries. Though there are many
commonalities between these two media, there are many special characteristic of non-print
media as far as cataloguing details are concerned.
INTRODUCTION
Apart from the traditional collection of books and periodicals, the libraries are gradually adding
to their collection, materials in non-print collections have many distinctive features that
differentiate them from printed materials. These non-print media requires special equipment for
and for reproduction purpose.
Non print media, though forming an integral part of library collection have received lower
priority in processing. Cataloguing of non-print media can facilitate access to such material and
also provide bibliographic control for them. Cataloguing of non-print media necessities a
thorough understanding of the media itself. The cataloguers should be familiar with the various
physical formats and the sources of information for cataloguing purposes. The challenge for the
cataloguers of non-print media is to master all information about the software and hardware of
all non-print media is to master all information about the software and hardware of all non-print
formats. They should also be aware of the new hardware and also wide range of non-print
materials that come in the market.
DEFINING NON-PRINT MEDIA
While defining non-print media, we need to understand three basic terms: media, non-print and
non-book. Media commonly refers to those items through which information is recorded and a
library user can access information. It is the ‘middle ground’ to message [Wall, Thomas 1985].
For defining non-print material and non-book material, distinction needs to be made between the
two. Non-book materials are basically non-paper based which would include databases,
microfocus, aeidios etc. the non-print collection is differentiated mainly on technical ground
having some authentic aspect. The generic terms ‘non book’ includes two broad categories, print
and non-print. The non-print media are those on which printed words or visuals are not directly
represented, such as magnetic tapes, digital recordings, etc. Wall (1985) has provided a threefold
definition for defining non-print material. According to him the non-print material should satisfy
the following aspects;
● The term must appeal to the sight and/or hearing of the library user.
● Under normal conditions, the item must require additional equipment for usage.
● The printed word must not represent the essence of the medium.

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These three criteria sets the parameter for distinguishing non-print material in a library
collection. On the basis of the above definition the materials that are grouped under non-print
media will include: tapes, video tapes, films, slides, transparencies, etc.
TYPES OF NON-PRINT MEDIA
The non-print media can be broadly categorized into following four types:
1. Films
2. Magnetic material
3. Plastic material
The following table shows the various types of non-print material coming under these three
categories:
FILMS
1. Film strips
2. Slides
3. Cine films
4. Microforms
Microforms
Microfiche
Micro-opaque
Aperture cards
MAGNETIC MATERIAL
1. Tapes
● Sound tapes:
● Open tapes cassette
● Video tape:
Open reel
Cassette
PLASTIC MATERIAL
1. Transparent plastic
2. Discs
3. Vinyl discs
4. Optical storage
- Laser vision
- CD audio
- CD-ROM
- CD-V
- CD-1
- DV-1

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Before looking into the cataloguing aspects of various media, let us try to understandabout the
features of the media.
FILM MEDIA
Films have a layer of emulsion on the polyester base. Images are created on the emulsion layer
by chemical response to light fixed by the processing of other chemicals. The holes along the
edges are used to pull the film through the camera or projector transparent films are used in a
variety of formats. The various types of media falling under this category are discussed below:
1) Film strips: it is a collection of images available in two different formats:
- Single or half frame
- Double or full frame
Single frame strips are passed through the viewer or projector vertically. The double frames on
the other hand are passed horizontally.
Filmstrips generally come in small circular gamester. Notes explaining the contents of the
images in the individual strips are supplied along with it.
2) Slides: are single frame photographic images mounted on cardboard or plastic frames.
Glass is sometimes used to cover and protect the film within the mount. Slides are
produced in formats of different dimensions, ranging from 35 mm to about 250 mm
square. The larger ones are slides for overhead projectors. The slides are placed in a box
with sets numbered serially.
3) Cine films: have sequence of images arranged vertically. When these images are
projected on the screen at an appropriate aped, they give the appearance of a continuous
movement. The various formats of cine films are : 35 mm and 16 mm, with sound track;
16 mm without sound track; and 8 mm which is now obsolete. Cine films are usually
stored on open reels.
4) Microforms is a generic term indicating any form of micro record, on flat or roll film,
paper or other material.
The various configuration of microforms are discussed below:
a) Microfilm is available in both 35 mm and 16 mm formats. The films are available either
with or without sprocket holes, with or without self threading cartridges and in colour or
black and white.
b) Microfiche is a single piece of film about the size of post card. It consists of a number of
rows of reduced images of documents produced on a transparent sheet of film, using a
special step and repeat camera. The top of the fiche contains information about the
contents in eye legible format. Microfiches are available both in colour and black and
white. The prevalent sizes available are 3×5 inches and 4×6 inches.
c) Micro-opaque cards are similar to microfiches. The difference is that the information is
reproduced on a white opaque cards and not on films. The micro-opaque cards are
available in 3×5, 4×6, 5×8 and 6×8 inches formats. Micro opaques are not very popular
and gradually they are becoming obsolete.

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d) Aperture card is an opaque card of approximately 7×3 inches, which contains a window
for inserting the microfilm. One can insert a single 35mm film or several 16 mm films on
the aperture card. The card contains information about the image. This helps in
mechanical sorting, storing and retrieval.
Apart from the above 4 major varieties, the other formats of microforms in the market are: Ultra
fiche, Micro-card, Micro-Print and Microlex.
Magnetic Media
Magnetic media can be broadly divided into two formats: tapes and discs. Magnetic tapes are
further divided into two categories Sound tapes or Audio tapes and Video tapes.
1) Magnetic tapes are made of a polyester base over which oxides of iron and Chromium are
coated. By magnetization and rearrangement of the magnetic fields borne by the oxides, a
message is recorded on the tape. This message (whether sound or video) can be `read" by
a device in the play back machine.
Sound tapes (Audio tapes) are available in two formats: Open reel and Cassette, Open reels
are gradually becoming obsolete and no more used for dissemination of copies of recordings.
However, these are still used for preparation and storage of masters or originals.
Audio cassettes have standard dimension of 10.2x6 cm and the tape is 3.8 mm used. The varying
lengths of recording are: 30, 60, 90 and 120 minutes. The tapes for computers, i.e.
Digital Audio Tapes (DAT) are generally shorter and of lower quality. The common lengths are:
10, 12 and 15 minutes.
Video tapes are also available in two formats: Open reels and Cassettes. Open reels are strictly
used for production purposes. The Cassettes are available in three varieties:
U-Matic
VHS (Video Home System)
8 mm Video
U-matic cassettes are generally used for industrial and educational purposes. These are of 3/4
inch having varying lengths of recording 10,15,20,30,40,50 and 60 minutes. VHS are 12.65 mm
tapes having tape speed of 2.34 cm. The varying lengths of recording time available are:
30,60,90,120,180 and 240 minutes. 8 mm video cassettes are not very common. The playback of
these cassettes are either through a television set directly attached to the camera or through a
dubbing mechanism in which picture and sound is transferred through a cable.
2) Magnetic Discs are used with computers as the backing store for recording information or
data and programmes. Mainframe computers use disc packs, which are stored in the
computer service area. More commonly used and relatively inexpensive are Hard discs
and Winchester discs which are kept with a reading head enclosed in dust free containers.
The `mini' or `floppy' discs are used with micro-computers and are stored and filed

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separately. The commonly used format for floppy discs are 3 1/4 inch size.. Earlier, 8
inch and 5 1/2 inch floppy discs were used, these are obsolete now.
Plastic Materials
Materials under this category can be divided into three sections:
Transparent plastic
Vinyl discs
Optical Storage System
1) Transparent plastic refers to the transparencies, which are used with overhead projectors.
The information is either written with special quick drying ink or through photocopying
process and computer printers. The thickness varies form 0.05 mm to 0.25 mm. Special
transparencies are used for colour photocopying and computer printing.
2) Vinyl discs are marketed in 17.8 cm, 25.4 cm and 30.5 cm diameter sizes. The disc has a
central hole which fits with the spindle of the turn-table. The intertable provides for 33
1/3, 45 and 78 revolutions per minute (RPM). These are used for audio recording. The
technology is now obsolete.
3) Optical Storage System is becoming increasingly important mechanism for storage of
information, data, etc. The discs are made of plastic material. The plastic surface contains
spiral of pits backed by an aluminized reflective surface. The surface is protected by a
transparent lacquer. The presence or shape of a pit is read by a laser beam reflected from
the mirror-like surface. Various configuration of optical storage systems are:
A) Laservision: These are available in two formats - one having facility for one hour
continuous moving picture on both sides without still pictures and the second one with 36
minutes duration on both sides having facility of controlling each frames. Both the
varieties are available with Sound Channels. An extension of laservision principle known
as AIV (Advanced Interactive Video) is also available now.
B) CD Audio: These are becoming very popular format for distributing music recordings.
The recordings are done on one side in digital form.
C) CD-ROM: (Compact Disc Read Only Memory) are increasingly used to store
information for retrieving through the computer. Apart from the text, sound and graphic
can be also recorded. The other version of CD-ROM is WORM discs (Write Once and
Read Many times) where the user can store data directly from the computer using CD
writer devices. Rewritable discs are also available in the market.
D) CD-V:V stands for Video. The discs are coloured gold ,to differentiate them form the
CD discs. The discs carry audio in digital format and video in analogue form.
E) CD-I: I' stand for Interactiveness. It can carry combination of text, graphics, audio and
still and moving pictures.
F) DV-I: (Digital Video Interactive) The discs contain video, audio, graphics and text. The
recording is done in the similar manner as CDs. To accommodate more information the
recording is done in compressed format.

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The CD-V, CD-I and DV-I are still new in the market and very expensive.
CATALOGUING OF NON-PRINT MEDIA
The non-print material with their diverse nature and physical characteristics poses a challenge for
the cataloguer. Cataloguing helps in obtaining bibliographic control over the non-print media. It
also enhances access to the material available in the library and across the networks.
With rapid growth in new formats and techniques of storing information is a difficult job to
standardize cataloguing procedure for non-print media in the library. According to Rogers and
Saye the major problems faced in cataloguing non-print media are:
● the characteristics of the materials;
● the diverse nature of non print collections;
● the characteristics and needs of users;
● cataloguing practices and procedures.
Cataloguing of non-print media requires cataloguers to have familiarity with a variety of
information such as the General Material Designation (GMD), specific physical characteristics of
individual formats and the software and hardware associated with the uses of the item. To
establish cataloguing procedures for non-print media, the library/information centre must take
decision on the following aspects.
● the classification scheme to be adopted.
● the numbering system for the call number.
● subject heading system to be followed.
● the extent and detail of descriptive cataloguing and added entries;
For the students and educational purposes the internet is widely used to gather information so as
to do the research or add to the knowledge of various subjects. Even the business professionals
and the professionals like doctors, access the internet to filter the necessary information for their
use. The internet is therefore the largest encyclopedia for everyone, in all age categories. The
internet has served to be more useful in maintaining contacts with friends and relatives who live
abroad permanently.
Advantages of Internet:
-mail: Email is now an essential communication tools in business. With e-mail you can send
and receive instant electronic messages, which works like writing letters. Your messages are
delivered instantly to people anywhere in the world, unlike traditional mail that takes a lot of
time. Email is free, fast and very cheap when compared to telephone, fax and postal services.
- 7 days a week: Internet is available, 24x7 days for usage.
ternet is offering. There is a
huge amount of information available on the internet for just about every subject, ranging from
government law and services, trade fairs and conferences, market information, new ideas and

15. 15 |MLI
technical support. You can almost find any type of data on almost any kind of subject that you
are looking for by using search engines like google, yahoo, msn, etc.
people, make new friends, as well as to stay in touch with old friends. You can chat in MSN and
yahoo websites.
purchasing tickets, hotel reservations, guidance services on array of topics engulfing every aspect
of life.
up with people of similar interest and discuss common issues.
-commerce: Along with getting information on the Internet, you can also shop online. There
are many online stores and sites that can be used to look for products as well as buy them using
your credit card. You do not need to leave your house and can do all your shopping from the
convenience of your home. It has got a real amazing and wide range of products from household
needs, electronics to entertainment.
films. Many of which can be downloaded. One such popular website is YouTube.
re Downloads: You can freely download innumerable, softwares like utilities, games,
music, videos, movies, etc from the Internet.
Limitations of Internet
snooped and tracked, revealing who is talking to whom and what they are talking about. If you
use the Internet, your personal information such as your name, address, credit card, bank details
and other information can be accessed by unauthorized persons. If you use a credit card or
internet banking for online shopping, then your details can also be ‘stolen’.
spent on Internet, there is a decrease in communication and feeling of togetherness among the
family members.
addicted to the Internet or not. Some researchers, claim that it is simply people trying to escape
their problems in an online world.
involved when their children log onto the Internet. When children talk to others online, they do
not realize they could actually be talking to a harmful person. Moreover, pornography is also a
very serious issue concerning the Internet, especially when it comes to young children. There are
thousands of pornographic sites on the Internet that can be easily found and can be a detriment to
letting children use the Internet.

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are mainly getting these viruses from the Internet. Virus is is a program which disrupts the
normal functioning of your computer systems. Computers attached to internet are more prone to
virus attacks and they can end up into crashing your whole hard disk.
emailing is often compared to mass junk mailings. It needlessly obstruct the entire system. Most
spam is commercial advertising, often for dubious products, get-rich-quick schemes, or quasi-
legal services. Spam costs the sender very little to send — most of the costs are paid for by the
recipient or the carriers rather than by the sender
SERVICES OF INTERNET –
E-mail, FTP, Telnet
Email, discussion groups, long-distance computing, and file transfers are some of the important
services provided by the Internet. Email is the fastest means of communication. With email one
can also send software and certain forms of compressed digital image as an attachment. News
groups or discussion groups facilitate Internet user to join for various kinds of debate, discussion
and news sharing. Long-distance computing was an original inspiration for development of
ARPANET and does still provide a very useful service on Internet. Programmers can maintain
accounts on distant, powerful computers and execute programs. File transfer service allows
Internet users to access remote machines and retrieve programs, data or text.
(a) E-Mail (Electronic Mail)
E-mail or Electronic mail is a paperless method of sending messages, notes or letters from one
person to another or even many people at the same time via Internet. E-mail is very fast
compared to the normal post. E-mail messages usually take only few seconds to arrive at their
destination. One can send messages anytime of the day or night, and, it will get delivered
immediately. You need not to wait for the post office to open and you don’t have to get worried
about holidays. It works 24 hours a day and seven days a week. What’s more, the copy of the
message you have sent will be available whenever you want to look at it even in the middle of
the night. You have the privilege of sending something extra such as a file, graphics, images etc.
along with your e-mail. The biggest advantage of using email is that it is cheap, especially when
sending messages to other states or countries and at the same time it can be delivered to a
number of people around the world.
It allows you to compose note, get the address of the recipient and send it. Once the mail is
received and read, it can be forwarded or replied. One can even store it for later use, or delete. In
e-mail even the sender can request for delivery receipt and read receipt from the recipient.
(i) Features of E-mail:
-to-one or one-to-many communications

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-hours a day and seven days a week
(ii) Components of an E-mail Address
As in the case of normal mail system, e-mail is also based upon the concept of a recipient
address. The email address provides all of the information required to get a message to the
recipient from any where in the world. Consider the e-mail ID.
john@hotmail.com
In the above example john is the username of the person who will be sending/receiving the
email. Hotmail is the mail server where the username john has been registered and com is the
type of organization on the internet which is hosting the mail server.
(b) FTP (File Transfer Protocol)
File Transfer Protocol, is an Internet utility software used to uploaded and download files. It
gives access to directories or folders on remote computers and allows software, data and text
files to be transferred between different kinds of computers. FTP works on the basis of same
principle as that of Client/ Server. FTP “Client” is a program running on your computer that
enables you to communicate with remote computers. The FTP client takes FTP command and
sends these as requests for information from the remote computer known as FTP servers. To
access remote FTP server it is required, but not necessary to have an account in the FTP server.
When the FTP client gets connected, FTP server asks for the identification in terms of User
Login name and password of the FTP client (Fig. 3.1). If one does not have an account in the
remote FTP server, still he can connect to the server using anonymous login.
Using anonymous login anyone can login in to a FTP server and can access public archives;
anywhere in the world, without having an account. One can easily Login to the FTP site with the
username anonymous and e-mail address as password.
(i) Objectives of FTP :
iations in storage systems among hosts.
(ii) The basic steps in an FTP session
are in a Windows, double-click on the FTP icon).

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s to connect. This is the FTP server address to which the FTP
client will get connected
client to access its files
(c) Telnet (Remote Computing)
Telnet or remote computing is telecommunication utility software, which uses available
telecommunication facility and allows you to become a user on a remote computer. Once you
gain access to remote computer, you can use it for the intended purpose. The TELNET works in
a very step by step procedure. The commands typed on the client computer are sent to the local
Internet Service Provider (ISP), and then from the ISP to the remote computer that you have
gained access. Most of the ISP provides facility to TELENET into your own account from
another city and check your e-mail while you are travelling or away on business.
The following steps are required for a TELNET session
you to combine steps 1 and 2 into one simple step)
TYPES OF INTERNET CONNECTIONS
There are five types of internet connections which are as follows:
(i) Dial up Connection
(ii) Leased Connection

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(iii) DSL connection
(iv) Cable Modem Connection
(v) VSAT
Dial up connection
Dial-up refers to an Internet connection that is established using a modem. The modem connects
the computer to standard phone lines, which serve as the data transfer medium. When a user
initiates a dial-up connection, the modem dials a phone number of an Internet Service Provider
(ISP) that is designated to receive dial-up calls. The ISP then establishes the connection, which
usually takes about ten seconds and is accompanied by several beepings and a buzzing sound.
After the dial-up connection has been established, it is active until the user disconnects from the
ISP. Typically, this is done by selecting the “Disconnect” option using the ISP’s software or a
modem utility program. However, if a dial-up connection is interrupted by an incoming phone
call or someone picking up a phone in the house, the service may also be disconnected.
Advantages
– your IP address continually changes
– you need a phone line
Disadvantages
Leased Connection
Leased connection is a permanent telephone connection between two points set up by a
telecommunications common carrier. Typically, leased lines are used by businesses to connect
geographically distant offices. Unlike normal dial-up connections, a leased line is always active.
The fee for the connection is a fixed monthly rate. The primary factors affecting the monthly fee
are distance between end points and the speed of the circuit. Because the connection doesn’t
carry anybody else’s communications, the carrier can assure a given level of quality.
For example, a T-1 channel is a type of leased line that provides a maximum transmission speed
of 1.544 Mbps. You can divide the connection into different lines for data and voice
communication or use the channel for one high speed data circuit. Dividing the connection is
called multiplexing.
Increasingly, leased lines are being used by companies, and even individuals, for Internet access
because they afford faster data transfer rates and are cost-effective if the Internet is used heavily.

20. 20 |MLI
Advantage
or in-house office web hosting
Disadvantages
ionally been the more expensive access option. A Service Level
Agreement (SLA) confirms an ISP’s contractual requirement in ensuring the service is
maintained. This is often lacking in cheaper alternatives.
DSL connection
Digital Subscriber Line (DSL) is a family of technologies that provides digital data transmission
over the wires of a local telephone network. DSL originally stood for digital subscriber loop. In
telecommunications marketing, the term DSL is widely understood to mean Asymmetric Digital
Subscriber Line (ADSL), the most commonly installed DSL technology. DSL service is
delivered simultaneously with wired telephone service on the same telephone line. This is
possible because DSL uses higher frequency bands for data separated by filtering. On the
customer premises, a DSL filter on each outlet removes the high frequency interference, to
enable simultaneous use of the telephone and data.
The data bit rate of consumer DSL services typically ranges from 256 kbit/s to 40 Mbit/s in the
direction to the customer (downstream), depending on DSL technology, line conditions, and
service-level implementation. In ADSL, the data throughput
in the upstream direction, (the direction to the service provider) is lower, hence the designation
of asymmetric service. In Symmetric Digital Subscriber Line (SDSL) services, the downstream
and upstream data rates are equal.
Advantages:
same network. In some cable modem networks, other computers on the cable modem network
are left visibly vulnerable and are easily susceptible to break in as well as data destruction.

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the phone company.
Disadvantages
DSL modem is just another paperweight. Customers may have to buy new equipment to simply
change ISPs.
an $20 to $25 per month for
Internet access. Current installation costs, including the modem, can be as high as $750. Prices
should come down within 1-3 years. As with all computer technology, being first usually means
an emptier wallet.
ndence: The farther you live from the DSLAM (DSL Access Multiplexer), the
lower the data rate. The longest run lengths are 18,000 feet, or a little over 3 miles.
Cable Modem Connection A cable modem is a type of Network Bridge and modem that provides
bi-directional data communication via radio frequency channels on a HFC and RFoG
infrastructure. Cable modems are primarily used to deliver broadband Internet access in the form
of cable Internet, taking advantage of the high bandwidth of a HFC and RFoG network. They are
commonly deployed in Australia, Europe, Asia and Americas.
Figure shows the most common network connection topologies when using cable modems. The
cable TV company runs a coaxial cable into the building to deliver their Internet service.
Although fed from the same coax that provides cable TV service, most companies place a splitter
outside of the building and runs two cables in, rather than using a splitter at the set-top box. The
coax terminates at the cable modem.
The cable modem itself attaches to the SOHO computing equipment via its 10BASE-T port. In
most circumstances, the cable modem attaches directly to a user’s computer. If a LAN is present
on the premises (something many cable companies frown upon), some sort of router can be
connected to the cable modem.
Advantages
advantageous because you do not have to wait for your computer to “log on” to the Internet;
however, this also has the disadvantage of making your computer more vulnerable to hackers.
Broadband: Cable modems transmit and receive data as digital packets, meaning they provide
high-speed Internet access. This makes cable modem connections much faster than traditional
dial-up connections.
andwidth: Cable modems have the potential to receive data from their cable provider at
speeds greater than 30 megabits per second; unfortunately, this speed is rarely ever realized.
Cable lines are shared by all of the cable modem users in a given area; thus, the connection speed

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varies depending upon the number of other people using the Internet and the amount of data they
are receiving or transmitting.
the same lines are used to transmit data to and from the modem, priority is often given to data
traveling in one direction.
This means the quality of the Internet signal is not significantly decreased by the distance of the
modem from the cable provider.
allowing several devices to be directly connected through a single modem. Wireless routers can
also be attached to your cable modem.
is advantageous because you do not need to have other services, such as telephone or Internet, in
order to receive Internet through your cable modem. The disadvantage is that you cannot have
cable internet in areas where there are no cable lines.
Disadvantages
delivered to a region, however, such as a neighborhood, it is split among that regions subscribers.
While increased capacity has diminished the effect somewhat, it is still possible that users will
see significantly lower speeds at peak times when more people are using the shared connection.
plans of similar speeds compared with DSL, customers spend more per Mb with cable than they
do with DSL.
there are still pockets of the United States without adequate cable
television service. There are far fewer such pockets without residential land-line service meaning
cable internet is on balance less accessible in remote areas.
VSAT
Short for very small aperture terminal, an earthbound station used in satellite communications of
data, voice and video signals, excluding broadcast television. A VSAT consists of two parts, a
transceiver that is placed outdoors in direct line of sight to the satellite and a device that is placed
indoors to interface the transceiver with the end user’s communications device, such as a PC.
The transceiver receives or sends a signal to a satellite transponder in the sky. The satellite sends
and receives signals from a ground station computer that acts as a hub for the system. Each end
user is interconnected with the hub station via the satellite, forming a star topology. The hub
controls the entire operation of the network. For one end user to communicate with another, each
transmission has to first go to the hub station that then retransmits it via the satellite to the other
end user’s VSAT.

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Advantages
Satellite communication systems have some advantages that can be exploited for the provision of
connectivity. These are:
nsensitive to Distance
-stop-shop)
Disadvantages
However like all systems there are disadvantages also. Some of these are
-up costs (hubs and basic elements must be in place before the services can be
provided)
from reaching critical mass and therefore profitability
tellite
communication systems adequately
DOWNLOADING FILES
Downloading is the process of copying a file (such as a game or utility) from one computer to
another across the internet. When you download a game from our web site, it means you are
copying it from the author or publisher’s web server to your own computer. This allows you to
install and use the program on your own machine.
Here’s how to download a file using Internet Explorer and Windows XP. (This example shows a
download of the file “dweepsetup.exe” from Dexterity Games.) If you’re using a different
browser such as Netscape Navigator or a different version of Windows, your screen may look a
little different, but the same basic steps should work.
1. Click on the download link for the program you want to download. Many sites offer multiple
download links to the same program, and you only need to choose one of these links.
2. You may be asked if you want to save the file or run it from its current location. If you are
asked this question, select “Save.” If not, don’t worry — some browsers will automatically
choose “Save” for you.

24. 24 |MLI
3. You will then be asked to select the folder where you want to save the program or file, using a
standard “Save As” dialog box. Pay attention to which folder you select before clicking the
“Save” button. It may help you to create a folder like “C:Download” for all of your downloads,
but you can use any folder you’d like.
4. The download will now begin. Your web browser will keep you updated on the progress of the
download by showing a progress bar that fills up as you download. You will also be reminded
where you’re saving the file. The file will be saved as “C:Downloaddweepsetup.exe” in the
picture below. (Fig. 3.3(b))
Note: You may also see a check box labeled “Close this dialog box when download completes.”
If you see this check box, it helps to uncheck this box. You don’t have to, but if you do, it will be
easier to find the file after you download it.
5. Depending on which file you’re downloading and how fast your connection is, it may take
anywhere from a few seconds to a few minutes to download. When your download is finished, if
you left the “Close this dialog box when download completes” option unchecked, you’ll see a
dialog box as shown.
EVOLUTION OF TELEVISION
Isn’t it wonderful that a newsreader who is hundreds of kilometers away in a news studio can be
seen and heard by just switching on your television set? However, television is a recent
invention. Ask your grandfather whether he had watched television in his childhood. Most
probably he would have had a radio set at home but not a television. Radio, print and cinema
were already there before the arrival of television. The idea of television existed long before the
actual invention of television. Several inventors were working on the creation of a technology
which could transmit sound as well as visuals.
Though many pioneers have contributed to make it possible, John Baird is generally regarded as
the father of television. British Broadcasting Corporation (BBC) of Britain began the first
television service in 1936. If you have a satellite or cable connection, you will be able to watch
BBC, the world’s oldest television broadcaster. By 1939, television broadcasts began in the
United States also. These two countries were clearly ahead in the race. Other countries began
television broadcasting on a wide scale only by the 1950s. Though the second World War slowed
down the rapid development of the new medium, the post war years made up for it.
We have seen how television came into existence. However, early television viewing was not
like what we see on a television set today. It was quite primitive. The limitations of the early
camera forced the actors and anchors to work with impossibly hot lights. Imagine trying to read
news with full make up under a blazing light.
The early television broadcasts were all black and white. The first successful programme in
colour was transmitted by Columbia Broadcasting System (CBS) in USA in 1953. The television
set became one of the important mediums of entertainment with the advent of several popular
shows. Television gradually matured as a medium during the next two decades. From being

25. 25 |MLI
“radio with pictures” it acquired a unique style of its own. As a result of this, this phase is often
called the “golden age” of television.
DATES TO REMEMBER
1936 - British Broadcasting Corporation (BBC) of Britain began the first television service of
the world
1939 - Television broadcasts began in US
1950s - Other countries began television broadcasting on a wide scale
1953 - The first successful programme in colour was transmitted by CBS in USA In today’s
world, television has become one of the most powerful means of mass communication .It can
impart education, information and entertainment. Television has become an integral part of our
lives. In the next section you will learn about the of history of television in India.
HISTORY OF TELEVISION IN INDIA
Did you know that television broadcasts started in India under All India Radio (AIR)? Television
began in India on 15th September 1959 as an experiment. There were only two one-hour
programmes a week, each of one hour duration. Imagine a television set working for only two
hours a week. Can you think of such a situation today? But, that was the case in the early years
of television. All India Radio handled these initial broadcasts.
1959- TELEVISION BEGAN IN INDIA ON AN EXPERIMENTAL BASIS.
The early programmes on these experimental broadcasts were generally educational programmes
for school children and farmers. Several community television sets were set up in Delhi’s rural
areas and schools around Delhi for the dissemination of these programmes. By the 1970s,
television centers were opened in other parts of the country also. In 1976, Doordarshan, which
was All India Radio’s television arm until then became a separate department.
1976- DOORDARSHAN BECAME A SEPARATE DEPARTMENT INDEPENDENT OF ALL
INDIA RADIO (AIR)
Are there any community television sets in your area? Several community television sets were
distributed as a part of one of the important landmarks in the history of Indian television, the
Satellite Instructional Television Experiment (SITE). It was conducted between August 1975 and
July 1976. Under this programme, the Indian government used the American satellite ATS-6 to
broadcast educational programmes to Indian villages. Six states were selected for this experiment
and television sets were distributed in these states. Was your state a part of the SITE
programme? Ask your elders if community television sets were distributed in the neighbourhood
during this period.
1975-1976 SATELLITE INSTRUCTIONAL TELEVISION EXPERIMENT (SITE)
SITE was an important step taken by India to use television for development. The programmes
were mainly produced by Doordarshan which was then a part of AIR. The telecasts happened

26. 26 |MLI
twice a day, in the morning and evening. Other than agricultural information, health and family
planning were the other important topics dealt with in these programmes. Entertainment was also
included in these telecasts in the form of dance, music, drama, folk and rural art forms. A major
milestone in the history of Indian television was the coverage of the Ninth Asian Games in
1982. Doordarshan provided national coverage for the first time through the satellite INSAT 1A.
Also, for the first time, the transmission was in colour. In addition to the domestic transmission,
Doordarshan was also providing content for the broadcasters of many other countries. After
1982,there was a huge increase in the live coverage of sports by Doordarshan .
1982- DOORDARSHAN PROVIDED NATIONAL COVERAGE FOR THE FIRST TIME
THROUGH THE SATELLITE INSAT 1A.
By 1983, government sanctioned a huge expansion of Doordarshan. Several new transmitters
were set up throughout the country. Thus towards the end of 80s around 75 per cent of the
population could be covered by the transmitters. Many of the programmes of Doordarshan like
Hum Log, Buniyaad and Nukkad were immensely popular. Have you seen any of these serials ?
1983- GOVERNMENT SANCTIONS HUGE EXPANSION OF DOORDARSHAN
In 1997 Prasar Bharati, a statutory autonomous body was established. Doordarshan along with
AIR was converted into government corporations under Prasar Bharati. The Prasar Bharati
Corporation was esablished to serve as the public service broadcaster of the country which would
achieve its objectives through AIR and DD. This was a step towards greater autonomy for
Doordarshan and AIR. However, Prasar Bharati has not succeeded in shielding Doordarshan
from government control.
1997- ESTABLISHMENT OF PRASAR BHARATI
Do you watch Gyandarshan, the educational channel of Doordarshan? Do you find the
programmes in the channel useful? Which is your favourite channel of Doordarshan? Today,
about 90 per cent of the Indian population can receive Doordarshan programmes through its
network. From its humble beginning as a part of All India Radio, Doordarshan has grown into a
major television broadcaster with around 30 channels. This includes Regional Language Satellite
Channels, State Networks, International Channel and All India Channels like DD National, DD
News, DD Sports, DD Gyandarshan, DD Bharati, Loksabha Channel and DD Urdu. Which
channel of Doordarshan broadcasts in your regional language?
DATES TO REMEMBER
1959 - Television started in India as an experiment.
1975 - SITE programme starts
1976 - Doordarshan, which was AIR’s television arm, becomes a separate department
1982 - Coverage of Ninth Asian Games. Doordarshan starts national coverage and colour
transmission for the first time.
1983 - Government sanctions a huge expansion of Doordarshan

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1997 - Establishment of Prasar Bharati
EMERGENCE OF PRIVATE TELEVISION CHANNELS
So you have seen how Doordarshan has evolved over the years. But today we have many
channels other than Doordarshan. You may have heard the term “satellite channels”. Generally
satellites are used for communication or research purposes. Man made satellites are objects
which are launched to orbit the earth or any other celestial body. Let us see how satellites help in
bringing your favourite television channels to your homes.
What is the relationship between a satellite and a serial that you see in the cable network? They
might seem completely unrelated. But, communication satellites are instrumental in bringing the
serial to your home. Have you ever owned a television set with an antenna which had to be
positioned exactly to catch the signal? A heavy rain or rough weather can disrupt your television
viewing in such a case. The introduction of communication satellites has improved the situation
greatly.
How many channels can you watch on your television set? Star TV, Aaj Tak, NDTV, Zee etc are
a few of the many television channels available to us today. Ask your mother if she had such a
wide choice of channels in her childhood. The answer will be ‘no’. This is because these private
channels came into the Indian Television scene quite recently. In the earlier days, Doordarshan
had a monopoly as it was the only channel available to the Indian television audience. This
changed in the 1990s with the arrival of private channels. The coverage of the Gulf War by the
American news channel, Cable News Network (CNN) propelled the arrival of satellite television
in India. Satellite dishes were used to catch the CNN signals and cable operators took to satellite
broadcasting immediately.
1990s :ADVENT OF PRIVATE TELEVISION CHANNELS IN INDIA
Hong Kong based STAR (Satellite Television Asian Region) entered into an agreement with an
Indian company and Zee TV was born. It became the first privately owned Hindi satellite
channel of India. The agreement between STAR and Zee did not last long. But the Indian
television audience was waiting for a shift from the monopoly of Doordarshan and soon a
number of private channels emerged.
The Supreme Court ruling of 1995 which stated that the airwaves are not the monopoly of the
Indian government boosted their growth. Several regional channels also came into being during
this period. Sun TV (Tamil), Asianet (Malayalam) and Eenadu TV were a few of them. Today
almost all major Indian languages have television channels in them. Which is your favourite
regional channel?
Apart from the regional channels, a host of international channels like CNN, BBC and Discovery
are also available to the Indian television audience. With different categories of channels like 24
hour news channels, religious channels, cartoon channels and movie channels, there is something
for everyone to watch.
IMPACT OF TELEVISION IN OUR DAILY LIVES

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We have seen that television is an immensely popular medium of mass communication. It is very
much integrated into our daily lives and has the power to influence our outlooks. This influence
can have both positive and negative results. On the positive front, television can be an excellent
teacher. Wouldn’t your younger sister get thrilled if a cartoon show teaches her mathematics?
Television can also be used as an excellent medium for mass education as in the SITE
experiment. Identify one programme in your favorite channel which can have a positive impact
on society.
Television can also open up new horizons for us. Sitting in your living room, you can access
information about what is happening in a distant country like Iraq by just a click of the remote.
Television can also be used to create awareness about various issues like environmental pollution
and global warming. Can you recall any programme or public service advertisement which has
increased your awareness about the need to conserve our environment? Television can also
provide entertainment and can be used as a tool for relaxation.
Mindless television can have negative impacts. Have you heard of the term ‘couch potato’? This
is used for people who spend most of their time in front of a television set. Do you know any
couch potatoes? Too much television can distract you from other activities, like reading, sports
or helping your parents with household chores. Since television viewing is a sedentary activity,
it can also lead to obesity. Catchy advertisements on television can tempt people to buy various
products.
Couch Potato Television viewing has also been linked with the creation of stereotypes. Watch
some of the women based serials and observe where maximum time is spent by the heroine . You
are most likely to find her spending most of the time inside a house. Here the stereotype that
women are supposed to spend most of the time at home is subtly re-enforced. You would have
come across the portrayal of a “madrasi” in Hindi comedy shows. This depiction may not have
any real relation to a South Indian. Activity 13.4 Identify any two television programmes which
contain stereotypes. A lot of studies has been conducted on the connection between television
violence and violent behaviour in children. The general assumption derived from these studies is
that increased exposure to violence make children think that it is an acceptable behaviour.
Watching violent programmes have been linked with aggression in both adults and children.
These progammes have been found to cause more adverse effects on children who have
experienced violence, poverty or neglect in their lives.
Thus, television in itself is neither good nor bad. It is just another medium of communication.
The positive and negative effects depend upon how we use the medium.

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