Until this century, people talked about press as the means of mass communication. But starting with the development of photography in the nineteenth century, the methods of communication changed dramatically.
Radio and later television joined as the tools of communication and it increased the size of the audiences tremendously.
The modern media such as electronic and print media have become part of our life. They have enormous impact on our knowledge, thinking, feelings and so on.
Among the mass media operative in India today, television is the most popular and potential. It is becoming increasingly available and exploited medium.
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Television is called the miracle of our times Notar says, “People who never would have had access to important cultural events now with a flick of a button may enjoy opera, concerts, dance and theatre performed by great artists.
They may take trips to faraway places or learn about the many wonders of our universe. They may watch historical land marks when they happen; the moon talk, successful and aborted space explorations, triumphal events7or disastrous news flashed from around the globe”. (66-67)
Television has been in India for more than seventy five years now. In the last five years it has seen an unprecedented expansion both in terms of geographical reach and in terms of audience.
With the use of satellite and ground stations, a national network has also been established. Inevitably, this sensational development can have a profound effect on our people, their attitudes, life styles and value systems as no other means can equal television.
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Read called television the ‘master’ channel and the ‘monster’ channel of communication. It can be either, both, or neither, depending upon the way the channel is used. It has the potential for great good or evil.
It has been credited with tremendous educational accomplishments. It has been charged with wrapping the minds of the young.