Changing Trends of Media Ownership: Marketing Through Community Engagement in Hindi Television News Channels

Introduction

The media is critical in alerting the public about community engagement, public welfare, and environmental dangers. Amidst the fact that climate change is a worldwide issue, developing nations such as India are typically more sensitive to its consequences owing to poverty, illiteracy, and a lack of public knowledge (Thaker, Zhao, & Leiserowitz, 2017).

For the first time in nations “outside the West,” such as the Middle East, Africa, and Asia, a new type of “entertaining news” received mostly through television has become a privileged sphere of politics. The Indian media, by ensuring adequate and accurate coverage of community engagement issues from reliable sources, can help to increase public participation among a mainly uninformed populace (Roy, 2015).

Political media ownership and the creation of near monopolies in the markets for languages, states, and metros affect TV content distribution. Among the national cable providers, there are examples of cross-media ownership. Such information is either deeply buried or provided in an opaque manner. The companies are deploying marketing strategies to build community engagement as per the changing trends.

The political ramifications of this development How do media and politics intersect in these regions, and how does media ownership play an important role in it? These issues are discussed using a case study as a method of research. The world's biggest democracy, where two decades of media development and liberalisation have resulted in the world's largest number of commercial television news stations (Chakravartty & Roy, 2013), is the subject of this research.