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The Digital Advertising Industry and content on demand by the consumers are going to be the biggest differentiators for the future of media economics in India, said Prof. Anurag Dave, Head of the Department of Journalism and Mass Communication, Banaras Hindu University. Prof. Dave was speaking at a Webinar on Media Economics organized by the School of Media, Galgotias University. The special lecture was initiated by Dr. Harish Kumar, Associate Professor and Program Chair of the school. Dr. A. R. Pandey, Dean, School of Media, delivered the welcome address followed by a very interactive question and answer session by the audience.
Students and faculty members of the varsity were glued to their zoom session with Prof. Dave as he enumerated the history of theoretical concepts and it’s relevance for the field of studying the economics of media. Prof. Dave underlined the need for the journalism industry to reinvent and innovate its content and practices to be able to cope with the fast-changing media habits of the consumers in the Digital World. He also stressed that the media academics must focus on studying the role of innovative marketing strategies for revenue generation in the field of the Media & Entertainment Industry. The sector alone, he said, is growing at the rate of 12 per cent per annum contributing immensely to the country’s GDP.
