VIth SEMESTER

ELECTIVE PAPER: WRITING FOR THE MEDIA

Module 1- Technical Writing

Technical writing is a type of writing where the author is writing about a

particular subject that requires direction, instruction, or explanation. This style
of writing has a very different purpose and different characteristics than other
writing styles such as creative writing, academic writing or business writing.
Technical writing is sometimes defined as simplifying the complex]1. Inherent
in such a concise and deceptively simple definition is a whole range of skills
and characteristics that address nearly every field of human endeavour at some
level. A significant subset of the broader field of technical communication,
technical writing involves communicating complex information to those who
need it to accomplish some task or goal.
Characteristics of technical are:-
• Technical writing explains how to use technology
• It is audience specific
• It is the process of shaping information
• It deals with theories, systems, designs and methods. 16
Definition
1. Technical writing conveys specific information about a technical subject to a
specific audience for a specific purpose... The words and graphics of technical
writing are meant to be practical: that is, to communicate a body of factual
information that will help an audience to understand a subject or carry out a
task."-Michael H. Markel]2
2. "Technical communication is a process of gathering information from
experts andpresenting it to an audience in a clear and easily understandable
form."- The Society of Technical Communication.
Page 1 of 8
1

Types of technical writing

Technical writing covers many genres and writing styles depending on the
information and audience. Technical documents are not solely produced by
technical writers. Almost anyone who works in a professional setting produces
technical documents of some variety. Some examples of technical writing
include:

Page 1 of 52
1. Instructions and procedures are documents that help either developers or end
users operate or configure a device or program. Examples of instructional
documents include user manuals and troubleshooting guides for computer
programs, household products, medical equipment, and automobiles.
2. Proposals. Most projects begin with a proposal4a document that describes
the purpose of a project, the tasks that will be performed in the project, the
methods used to complete the project, and finally the cost of the project.
Proposals cover a wide range of subjects. For example, a technical writer may
author a proposal that outlines how much it will cost to install a new computer
system, and a teacher may write a proposal that outlines how a new biology
class will be structured.
3. Emails, letters, and memoranda are some of the most frequently written
documents in a business. Letters and emails can be constructed with a variety
of goals4some are aimed at simply communicating information while others
are designed to persuade the recipient to accomplish a certain task. While
letters are usually written to people outside of a company, memoranda (memos)
are documents written to other employees within the business.
4. Press releases: When a company wants to publicly reveal a new product or
service, theywill have a technical writer author a press release, a document that
describes the product'sfunctions and value to the public.
5. Specifications are design outlines that describe the structure, parts,
packaging, and delivery of an object or process in enough detail that another
party can reconstruct it. For example, a technical writer might diagram and
write the specifications for a smartphone or bicycle so that a manufacturer can
produce the object.
6. Descriptions are shorter explanations of procedures and processes that help
readers understand how something works. For example, a technical writer
Page 2 of 8

might author a document that shows the effects of greenhouse gases or

demonstrate how the braking system on a bike functions.
7. Resumes and job applications are another example of technical documents.
They are documents that are used in a professional setting to inform readers of
the author's credentials. 8. Technical reports are written to provide readers with
information, instructions, andanalysis on tasks. Reports come in many forms.
For example, a technical writer mightevaluate a building that is for sale and
produce a trip report that highlights his or her findingsand whether or not he or
she believes the building should be purchased. Another writer whoworks for a
non-profit company may publish an evaluation report that shows the findings
of the company's research into air pollution.

Page 2 of 52
9. White papers are documents that are written for experts in a field and
typically describe a solution to a technological or business challenge or
problem. Examples of white papers include a piece that details how to make a
business stand out in the market or a piece explaining how to prevent cyber-
attacks on businesses.]3
10. Websites: The advent of hypertext has changed the way documents are
read, organized, and accessed. Technical writers of today are often responsible
for authoring pages on websites like "About Us" pages or product pages and
are expected to be proficient in web development tools.
11. Standard operating policies and procedures: These are the operating
documents for organizations; they contain rules and regulations on how the
organization and its members are expected to perform. Policies and procedures
are like instructions, but they go much further. Standard operating procedures
(SOPs) are more for procedures in which a process is performed4for example,
taking a dental impression.
12. Recommendation, feasibility, evaluation reports: This group of similar
reports does thingslike compare several options against a set of requirements
and recommend one; considers an idea (plan, project) in terms of its
"feasibility," for example, some combination of its technical, economic, social
practicality or possibility; passes judgement on the worth or value of a thing by
comparing it to a set of requirements, or criteria.
13. Technical background reports: This type is the hardest one to define but the
one that most people write. It focuses on a technical topic, provides background
on that topic for a specificset of readers who have specific needs for it. This
Page 3 of 8

report does not supply instructions, nor does it supply recommendations in any
systematic way, nor does it report new and original data.
14. Technical guides and handbooks: Closely related to technical report but
differing
somewhat in purpose and audience are technical guides and handbooks.
15. Primary research reports: This type presents findings and interpretation
from laboratory or field research. The content, organization, and format
guidelines for the primary research report are important.
16. Business plans: This type is a proposal to start a new business. See content,
organization,and format guidelines in the chapter on business plan.
17. Technical specifications: This type presents descriptive and operational
details on a new or updated product.
[OBJECTIVES IN TECHNICAL WRITING
1. Act ethically in their role in the communication situation.

Page 3 of 52
2. Act critically as they apply principles taught in the course to communication
situations.
3. Evaluate the rhetorical context of a given writing situation and write
accordingly.
4. Apply concepts of information design. These concepts include effective
ways to design documents for print, web, and other electronic means of
communication in order to construct documents meaningful to the audience.
5. Effectively create standard formats used to construct meaningful documents.
These formats include genres such as various kinds of reports, sets of
instructions, letters and memos, and various electronic genres.
6. Use visual items in effectively constructing meaning in communication
situations. These items include, but are not limited to, tables and graphs,
photographs, drawings and schematics, and various electronic creations such as
screen captures.

GUIDELINES FOR EFFECTIVE TECHNICAL WRITING

• Know your audience. An expert in the field will understand certain

abbreviations, acronyms, and lingo that directly apply to such a field. The
novice will not understand in the same manner and, therefore, every detail must
be explained and spelled out for them.
• Use an impersonal style. Write from a third person perspective.
• The writing should be straightforward, to the point, and as simple as
possible to make sure the reader understands the process or instruction.
• Know how to research. Gather information from a number of sources,
understand the information gathered. The more inexperienced the audience, the
more information has to be gathered and explained.
• Be thorough in description and provide enough detail to make your points;
but, also consider the need to use an economy of words and not bore the reader
with unnecessary details.]7
User Manuals
A user guide, also commonly known as a user manual, is intended to assist
users in using a particular product, service or application. It's usually written by
a technician, product developer, or a company's customer service staff.User
guide are often included with the purchase of household appliances. 14 But
now it is common in both services, software, applications... It is published in
hard copy, or in soft copy (document or application). Most user guides contain
both a written guide and associated images. In the case of computer
applications, it is usual to include screenshots of the human-machine
interface(s), and hardware manuals often include clear, simplified diagrams.

Page 4 of 52
The language used is matched to the intended audience, with jargon kept to a
minimum or explained thoroughly.

The structure of user manual includes

 A cover page
 A title page and copyright page
 A preface, containing details of related documents and information on
how tonavigate the user guide A contents page
 A Purpose section. This should be an overview rather than detail the
objective of the document
 An Audience section to explicitly state who is the intended audience
who is required to read, including optionals
 A Scope section is crucial as it also serves as a disclaimer, stating what
is out-of- scope as well as what is covered
 A guide on how to use at least the main function of the system
 A troubleshooting section detailing possible errors or problems that may
occur, along with how to fix them
 A FAQ (Frequently Asked Questions)
 Where to find further help, and contact details
 A glossary and, for larger documents, an index

Technical Descriptions
A technical description typically includes the names of the product or process,
gives a brief overview regarding its functions, and dives deep into its size,
frames, and other components. A technical description describes a process in
terms of its purpose, design, parts, and other key details.15
The format or flow of information is important in helping the reader easily
understand and process the information. The format builds the scaffold upon
which the communication is based. A strong consistent and recognizable
format aids the reader in processing the information. In general, there is an
orderly explanation that explains the logic of the work. The paragraphs are also
arranged in a consistent format usually starting with a topic sentence and then
other sentences related to the topic of the paragraph.

The format of the technical writing depends on the audience and purpose. A
short memo may simply describe the purpose of the memo in the first
paragraph and answer a few key questions in the subsequent paragraphs. A
comprehensive lab or design report will be longer and typically divided into
Page 5 of 52
many sections. There is not one "correct" format. The main importance is that
the writing is structured so that the reader can easily and quickly recognize
important information. This section provides some format examples for
technical reports and memos. The formatting requirements for citations,
references, cross-references, and cover sheets are the same for all written
communications.
Dissertation and thesis writing
The words dissertation and thesis are often used interchangeably to refer to the
mandatory final products in certain academic programmes. The names are used
in different ways in different places. For instance in the universities and
colleges in the united States, a thesis is the final project of Master's degree and
dissertation for a doctoral degree. In United Kingdom thesis is submitted for a
doctoral degree and a dissertation for a Master's project. The structure followed
in both is similar, although there are differences in the number of pages. A
doctoral thesis / dissertation is usually compared to Master's project.
Dissertations or thesis are reports of research work carried out by scholars.
Structuring a dissertation or thesis
• Title page
• Acknowledgements page
• Abstract (or executive summary)
• Table of contents, list of figures and tables The core chapters (the "meat" of
the dissertation)
Chapter 1: Introduction Chapter 2: Literature review Chapter 3: Methodology
Chapter 4: Results
Chapter 5: Discussion Chapter 6: Conclusion
• Reference list • Appendix

Short Questions
1. What is technical writing?
2.Define technical writing?
3. What is 8white paper' in technical writing?
4. What is user manual?
5. What do you mean by 8technical descriptions?"
Short Notes
6.Characteristics of technical writing?
7. Objectives of technical writing?
8.Guidelines for technical writing.
Essay
9. User manual. Structure of dissertation or thesis 10.Types of technical writing

Page 6 of 52
 MODULE 2
Writing for Audio and Visual Media

The emergence of electronic media revolutionised the whole spectrum of

communication throughout the world. The invention of Radio marks the major
development in the electronic communication. When Guglielmo Marconi sent
the first radio communication signals through the air in 1895 and his radio
device sent radio signals from England to Canada in 1901, he was really
creating a milestone in the history of electronic communication. The period
ranging from 1920s to 1950s witnessed the millions of people eagerly
gathering in front of radio sets to sharply listen to them. This period is called
the golden period of radio. But, by the emergence of television in 1950s, the
popularity of the radio was on vane worldwide. In some developing countries
like India, radio retained the popularity further till recently. Primarily,
electronic media is composed of audio and video recordings, video
conferencing, slide presentations, multimedia presentations, CD-ROM, DVDs
etc. In all these cases, electronics is widely used to avail the content. Electronic
media is further composed of the gadgets used for electronic communication
such as telephone, radio, TV, computer etc...

Radio

Though the First World War necessitated the wide use of radio for military
communication, the radio was not common in the hands of common people
those days. But, 1920s witnessed the development of radio as commercial
broadcasting equipment and in turn became popular for entertainment and
information purposes. Radio was extensively used in the Second World War as
well for military purposes. The era between 1920s and 1950s is commonly
called the Golden Age ofradio.

In India, All India Radio (AIR) spearheads the dissemination of news and other
radio programmes. The Indian Broad Casting Company Limited, a private firm
handed over its Bombay station to the Government and it was later called as
ISBS (the Indian State Broadcasting Service). ISBS was later renamed as AIR
in 1936. So, even before the independence, AIR has firmed its foundation. The
first radio programme in India was broadcasted by the Radio Club of Bombay
in June 1923.Its headquarters is Akashvani Bhavan in New Delhi. AIR is also
Page 7 of 52
known as Akashvani since 1956. AIR comes under Prasar Bharati
(Government Broadcasting Agency founded in 1930). AIR provides domestic
as well as Foreign Service

Under the domestic services, there are two divisions: National service and
regional service. It was in 1988 that the national channel of AIR started
working. It broadcasts the nation-wide programmes for entertainment and
information. It covers the lion part of Indian population. The regional service of
AIR is provided by the states and the union territories separately targeting
various cultural and linguistic groups. So, the regional programmes are offered
in the respective regional languages and dialects. The foreign or the external
service of AIR had started as early as 1939 during world war II. It started in
1939 by the British government to resist the German propaganda directed at
Afghanistan. So, it was in the language of Pushtu that the external service of
AIR started. Now, the External Service Division of AIR broadcast in 27
languages covering over 108 countries. Out of the 27 languages, fifteen are
foreign languages and 12 are the Indian. India can use it to express its stance
and perspective on various international issues. These services also help India
to introduce the Indian culture and way of life to the outsiders.

Radio programmes are broadcasted from radio stations. A studio is the

backbone of a radio station. Radio transmissions can be classified in to two.
One is amplitude modulation (AM) and frequency modulation (FM).

Advantages of radio

There are lot of advantages for radio. They are portable and handy. So, it can
be enjoyed while eating or driving. It can be carried from place to place as per
the requirement of the listener. It has multiple uses. Radio broadcasts
interviews, news, advertisements, drama, audio version of films, songs so that
it can relieve the boredom of life situations. Since it works with batteries and
the batteries are durable, the problem of power supply does not affect the
radios. Another important aspect is that radio is cheaper compared to television
and computer so that it becomes the important electronic equipment of the
common masses. It reaches the majority of the society due to this cheap rate.
The illiterates too can access the news. It is cheaper if compared to television.
It can broadcast a lot of entertaining programmes unlike newspapers with
support of music and sound. The audience can avail the updated news through
radio instead of waiting for the next day. So, the factor of timeliness is better
observed in the case of radio compared to the newspapers. The visually
challenged can conveniently make use of the radio. A radio reporter's success
Page 8 of 52
lies in reporting maximum number of news of 8newsworthiness' within the
stipulated span of time. Here too, anti pyramid style can be better followed.

Disadvantages

Radios cannot provide the visual appeal for the audience. So, the audience have
to create a mental image out of auditory codes radio gives. Radio signals are
rendered weak at the time of weather like heavy rain, storm etc. In some place
like mountains, radio signals can weak. So it is difficult to covered in the vast
area of geographic territories. To, overcome these, more radio station have to
be set up, which requires additional expenses from the service provider.
Electric power is required both at the centre of transmission and reception. The
requirement of the electricity all the times to send radio signals round the clock
from all the broadcasting stations causes tremendous consumption of electric
energy every day. The interruption or the shortage of eclectic current may
interfere with the signal transmission. Distraction is one of the major
disadvantages of radio. When radio is used while in office, the radio listening
will gradually be primary and the office work becomes secondary. It adversely
affects the performance of our professional life. Moreover, it may render us
lazy in our functions and duties. It will be more serious when someone listens
to radio while driving because he/she becomes unknowingly distracted from
the act of driving to the act of enjoying the radio which may even lead to the
accident.

Each news item is not possible to be retrieved for further clarification or

understanding as it is possible in newspapers which can be kept for future for
further engagement with specific news. That is, the news in the radio is time
constraint. The news reporter also should befit the news to the allotted time.
Types of Programmes

1.Radio news

Among all the spoken word formats on radio, news is the most popular. News
bulletins and news programmes are broadcast every hour by radio stations. In
India, only All India Radio is allowed to broadcast news. Duration of news
bulletins vary from 5 minutes to 30 minutes. The longer news bulletins have
interviews, features, reviews and comments from experts. While preparing
radio news care must be taken to use spoken language, short, simple words and
short sentences. The news headlines must be selected carefully and brief
headlines must be repeated. It is preferable to use the present tense and avoid
sentences with sound clashes and ceremonial language. Newsreaders must read
Page 9 of 52
at a comfortable pace with pauses at right points. They must have a pleasant
voice with clear pronunciation.

II.Radio features

Features through radios are not based on current news, but on the information
or topic of general importance. Unlike features in print media, which adopt
some tips to attract the audience with catchwords and all, the radio features
have to be attractive through the way it is presented with music and sound
effects to create a dramatic effect in the mind of listeners. A team is assigned
with preparing the feature so as to make it successful. A thorough
understanding of the topic is acquired before the production. The journalists
well versed in the topic concerned are more helpful. There are many different
types of features such as personality features, geographical features, eventual
features etc.

III.Radio interviews

Unlike print media which mainly interviews the public figures in their studio,
Radio often interviews the figures on the spot to clarify and diversify the
various aspects of a news story. In radio interviews, the accuracy and clarity of
the technical aspects of the process have to be made assured lest it should
disturb the audience due to the technical interruptions. In the case of print
media, capturing the content from the interviewee can conveniently be
transformed in to written forms.

But, in radio interviews, the audio has to be broadcast per se. During the news
reading, spot interviews are conducted to further information in the interest of
listeners. The news reader can make a short span interview with a victim in a
war-hit zone or with a politician on a controversial political development
getting emerged so that the listeners can avail diversify their information. This
type of interview is conducted extempore. So, the pre-planned questions and
approach need not be expected from the interviewer.

Studio interviews are recorded at the studio having highest technical quality.
They are well planned structure interviews and well researched. They have a
more formal feel. Spot interviews are short meant to make a point or supply
additional information. They are used in the context of larger frame work, such
as bulletin. Field interviews are those that are conducted outside the studio. The
length of this may vary. It provides a sense of proximity to the news and invites
the listeners to visit the place of news in their mind's eye.
Page 10 of 52
IV Radio drama

Ans. Radio drama has developed as the genre of art form. It uses voices,
silence, background sounds music and sounds of action to tell the story. Radio
dramas are usually soap operas like TV serials, highly dramatic, unrealistic and
meant to entertain. They use short scenes to capture audience attention.
Sometimes public service themes are conveyed through radio dramas. Comedy
dramas are more popular on radio. Radio cartoons are relatively new drama
which are action oriented, and they use clichés and stereo types to convey the
message. The greatest advantage of radio drama is that the story can be set
anywhere as the radio merely relies on human imagination to transport the
listener to the different world.

V.Music programmes

Ans. Music programmes in radio provide a format that is extremely popular

with both the audience and broadcasters. The audience prefers it as it provides
entertainment while the broadcasters look on it as an easy and cheaper format.
Songs may be used as fillers to fill break between programmes and cut short
the monotony of listening to the anchor. It is a welcome break after a heavier
format such as a discussion, news bulletin interviews etc. Radios have pure
music programmes where classical music is broadcasted. There are phone- in
programmes and sometimes music is played according to the request of the
listeners Music related quiz programmes are conducted. Broad casters are
conscious of the target audience and they often conduct surveys to know the
taste of the audience. A play list is made from it and according to the demands
of the listeners, selected songs are played on rotation through the station.

VI. Radio discussion

Ans. Radio discussion is a format that involves an anchor or moderator and

several participants. Any topic that is current in nature and significance to the
public may be taken for discussion. The discussion begins with the moderator
or presenter introducing the topic of the day. He has to explain the reason for
selecting the topic and the thrust areas of the discussion. He then proceeds to
introduce the members of the discussion panel. Then the anchor moves on to
the main part and throws on the discussion by posing a question. The persons
who are involved to attend the discussion play a very important role.
Participants have to be chosen carefully. They must be experts or persons who
can speak authoritatively on the subjects. Each participants must be chosen to
Page 11 of 52
represent the different aspects of the chosen issue or topic. It is the duty of the
moderator to ensure that each participant is drawn out and given the
opportunity to speak. The discussion ends with the anchor summing up the key
points and arriving at certain conclusions. He also makes it a point to thank the
participants for their time and for sharing their experiences or views on behalf
of the listeners

? Difference between AM and FM

Technically radio operation is divided as Amplitude Modulation (AM) and

Frequency Modulation (FM). The intensity and frequency of the carrier wave
are constant. It is varied to correspond with the fluctuations of the speech or
music received at the microphone. This is called modulation.

? Amplitude Modulation (AM)

In a broadcast the radio waves are impressed on the carrier wave in a manner to
cause its power to vary with the audio waves. The frequency of the carrier
remains constant. This is called Amplitude Modulation (AM). In Contemporary
times, AM competes with FM, as well as with various digital broadcasting
services distributed from terrestrial and satellite transmitters. In many
countries, the higher levels of interference experienced with AM transmission
have caused AM broadcasters to specialize in news, sports and talk shows,
leaving transmission, of music mainly to FM and digital broadcasters. AM
transmission covers large distances, however the sound fidelity is less.

Eg: Akashvani in India

• Frequency Modulation (FM)

Frequency Modulation (FM) broadcasting is used to transmit high-fidelity

sound programmes. It has a regional and local reach. Many-a-times it is based
on a locality or community. Every country has a prescribed FM band, which
means frequency band as assigned to a country. FM channels are considered to
be more entertaining rather than providing information and educating people.

Eg: Radio Mango in Kerala.

? Types of Radio programmes (continuation)

Radio Talk

Page 12 of 52
The radio talk is probably the oldest format on radio. There has been a tradition
in India and Britain to invite experts or prominent persons to speak for 10 or 15
minutes on a specific topic. These talks have to go through a process of being
changed into radio's spoken word style. It should be interesting and informative
and not a boring lecture. Over the years, these long radio talks have become
unpopular.

Instead, today, shorter duration talks are broadcast. Of course, you can listen to
these talks only on public service broadcasting stations.

Eg: 8Vachanamrutham' and 8Vayalum Veedum' in Akashvani.

It can also be a chat by the anchor with an unfamiliar person, through the
phone. The words of a radio talk need to be kept simple and familiar, yet
descriptive, powerful and short sentences without dependent clauses and
awkward inversions.

When writing and recording the talk it should have rhythm of ordinary speech.
Radio talks have no definite structure. The listeners expect interesting and
informative talks.

? Forms of Radio in modern Era

Right from Ham radios (Amateur radios) to Podcasting, Internet radio,

webcasting (since not transmitted broadly by wireless means) and satellite
radio services with DTH. Satellite radio broadcasters are slowly emerging, but
the enormous entry costs are hindering. Of space-based satellite transmitters,
and restrictions on available radio spectrum licenses has restricted growth of
this market. E.g.: XM Satellite Radio, Sirius Satellite Radio and world space.
As technology for sound recording improved, an increasing proportion of
broadcast programming used prerecorded material. A current trend is the
automation of radio stations. Some stations now operate without direct human
intervention by using entirely pre-recorded material sequenced by computer
control. The programming schedule is done by what is called a 8fixed point
chart'.

Writing for Broadcast

Listening is a totally different way to receive information. As a broadcast

writer, your challenge is to format that information for your listeners' ear so
they can understand it the first 3 and most likely only 3 time they'll hear it. To
Page 13 of 52
help ensure you can successfully communicate using broadcast copy, you must
learn and apply the six "Cs": clear, concise, conversational, complete, current,
and correct
. 1.CLEAR: You must ensure your audience understands your copy the first
time they hear it. Your listener cannot go back and read it. Work at writing in a
simple, understandable style; write to express an idea, not to impress your
audience. Basically limit sentences to one main thought. Don't make your
listener work to understand your copy. Most won't bother.
2.CONCISE: Broadcast copy is short. You must learn to express many
thoughts in few words. Thomas Jefferson once said, "The most valuable of all
talent is that of never using two words when one will do." Get to the main
point. Use only essential words. Eliminate wordiness. Make your point and
move on. It's kind of frustrating to read wordy, redundant copy, isn't it?

3.CONVERSATIONAL: We basically "converse" using simple, common

language. Why not write "for the ear" in the same style? Write a story much the
same way you'd tell it to a friend. But, don't forget our Andy Rooney quote
from the previous page.

4.COMPLETE: Your copy must answer the five Ws (who, what, when, where,
and why). except, perhaps, "why." That may be unknown at airtime. But don't
raise new questions or leave old questions unanswered.

5.CURRENT: Current copy is timely copy 3 both in content and the way it
sounds. Last week's events, accidents, and incidents are not today's news. One
way you can make your copy sound much more timely is by using (but not
forcing) one of the present verb tenses whenever it's possible (and correct).

6.CORRECT: You must ensure your copy is correct. One mistake could
potentially ruin a career. That's one reason why this is the most important "C."
Simply stated, your copy must be free of factual errors. Double check for
correct names, dates, times, etc. And don't forget that correct copy also means
correct use of spelling and grammar. Learn the basic grammar rules, and use a
dictionary.

Scripting for drama

Radio drama is referred to as 8Theatre of the mind'. It presents word pictures.

Dialogues, instruments and background sound effects keep a harmony to make
pictures in hearer's mind. Simple dramatic situations, language and imagery are
used in a radio drama. Tonal variations make impacts. Each words and sounds
Page 14 of 52
should provide exact pictures. Instead of actions and facial expressions words
and sounds dominate in radio dramas. Radio drama is a story told through
sound alone. All the ingredients of the drama like the voices of characters,
background or mood effects, musical effects, atmospheric effects is conveying
only through sound. So, when writing a script for radio drama, the script writer
should be known to write the entire visual picture through sounds i.e. the audio
script should draw the visuals. Listeners can visualize everything by hearing
the audio. Sound should create facial expressions, body language, gestures,
crisis, conflict, fight and the like.. Generally they have not more than 3 or 4
characters whose voices must be sufficiently distinguishable lest the listener
gets confused. They must sound natural and speak true to character. Average
time duration is 30 to 60 minutes. That is why the script should be suitable to
the time limit. All capital and regional stations of All India Radio broadcast
plays in different languages. Radio drama can be either single, self contained
plays or serial dramas consisting of several episodes.

Scripting for radio feature

Radio Feature Facts and imaginative exercises are mixed in features. It may
include, folk, music, drama and other fictional elements like poetry, music,
stories, voices, sounds, etc. to illustrate a theme. It analyses the topic in depth.
According to Laurence Gilliam, former head of BBC Feature department,
feature programme is "a combination of the authenticity of the talk with the
dramatic force of its own sake, the business of the feature is to convince the
listener of the truth of what it is saying, given though it is saying it in dramatic
form". Radio feature is a creative capsule presentation of a creative theme.
Here narration, sound effects and music are crucial elements.

Scripting for talks

The radio talk is probably the oldest format on radio. There has been a tradition
in India and Britain to invite experts or prominent persons to speak for 10 or 15
minutes on a specific topic. These talks have to go through a process of being
changed into radio's spoken word style. It should be interesting and informative
and not a boring lecture. Over the years, these long radio talks have become
unpopular. Instead, today, shorter duration talks are broadcast. Of course, you
can listen to these talks only on public service broadcasting stations. Eg:
8Vachanamrutham' and 8Vayalum Veedum' in Akashvani It can also be a chat
by the anchor with an unfamiliar person, through the phone. The words of a
radio talk need to be kept simple and familiar, yet descriptive, powerful and
short sentences without dependent clauses and awkward inversions. When
Page 15 of 52
writing and recording the talk it should have rhythm of ordinary speech. Radio
talks have no definite structure. The listeners expect interesting and informative
talks.

Radio News Writing

News stories must be legible and intelligible. They should be designed for
effortless reading. News stories must be well structured and organized. Five
Ws should be incorporated into each story. News bulletins are broadcasted by
AIR almost every hour of the day in English and the various regional
languages. The major bulletins are of 15 minutes duration, while others are of
only five minutes duration. News bulletins present summaries of news stories
in order of importance and interest-value. The major ingredients of news
bulletins are the following -National news -International news -Regional news -
Local news -Human interest stories -Sports news

For a news bulletin, the script writing should be in interesting, brief, clear,
accurate and well authenticated. The listener cannot re-read a sentence if he
does not understand it. So the sentences for the script must be concise and
clear. It dealt with the news of the day and carried interviews and the voice and
sound of important events and personalities round the world. In the west, the
personal element began to dominate in its content and presentation and was
copied in other countries.

Radio news reel was the forerunner of many later developments in radio news
broadcasting. It was described as "deliberately designed to suggest immediacy,
seeking radiogenic stories and sequences and relying on slick continuity. News
bulletins are usually of 10 minutes duration. About 1,500 words are needed to
fill a 10 minute bulletin. Individual stories are considered long if they go much
beyond 100 words lasting about 40 seconds. A minute is considered too long
for anything but a comparatively big story on radio.

The scope for radio podcasting

A podcast is an episodic series of digital audio files that a user can download to
a personal device to listen to at a time of their choosing. With live radio, you
have a set schedule and you have to stick to that. Essentially, you have to work
around a clock-based schedule like this: If your audience tunes in halfway
through a show, there is an entire other half of the show that they have missed.
This is why, as a live radio presenter, you will often have to re-introduce
yourself, the show, the station and the topic of conversation. With a podcast,
Page 16 of 52
your listeners can download or stream the episodes whenever they like so they
can fit in their listening around their own schedule. This means there is no need
to repeat yourself after the initial introductions as the audience can easily skim
back to the beginning if they have forgotten what or who they were listening to.

In a podcast format, you can record and re-record sections as many times as
you need to. You can also edit sections of content out if, after listening back to
them, you decide they don't quite fit in. By doing this, you can get rid of any
mistakes made and make everything sound very clean and polished. However,
you may end up missing the spontaneous moments that live broadcasts
sometimes have that provide extra character to the presenters and an
interesting, and sometimes funny moment for the listener.

Community Radio

Community radio is a radio service offering a third model of radio broadcasting

in addition to commercial and public broadcasting. Community stations serve
geographic communities and communities of interest. They broadcast content
that is popular and relevant to a local, specific audience but is often overlooked
by commercial or mass-media broadcasters. Community radio stations are
operated, owned, and influenced by the communities they serve. They are
generally nonprofit and provide a mechanism for enabling individuals, groups,
and communities to tell their own stories, to share experiences and, in a media-
rich world, to become creators and contributors of media.

In many parts of the world, community radio acts as a vehicle for the
community and voluntary sector, civil society, agencies, NGOs and citizens to
work in partnership to further community development aims, in addition to
broadcasting. There is legally defined community radio (as a distinct
broadcasting sector) in many countries, such as France, Argentina, South
Africa, Australia and Ireland. Much of the legislation has included phrases such
as "social benefit", "social objectives" and "social gain" as part of the
definition. Community radio has developed differently in different countries,
and the term has somewhat different meanings in the United Kingdom, Ireland,
the United States, Canada and Australia, where freedom of speech laws and de
facto realities differ.

FM Broadcasting

FM broadcasting is a method of radio broadcasting using frequency modulation

(FM). Invented in 1933 by American engineer Edwin Armstrong, wide-band
Page 17 of 52
FM is used worldwide to provide high fidelity sound over broadcast radio. FM
broadcasting is capable of higher fidelity4that is, more accurate reproduction of
the original program sound4than other broadcasting technologies, such as AM
broadcasting. It is also less susceptible to common forms of interference,
reducing static and popping sounds often heard on AM. Therefore, FM is used
for most broadcasts of music or general audio (in the audio spectrum). FM
radio stations use the very high frequency range of radio frequencies.

Short Questions

1. What are the features of radio news?

Ans. The radio news bulletin should cover the major news in that time period.
While preparing for the radio news the reporter should be aware of this time
constraint.

2. What are the weaknesses of radio as a medium?

Ans. Since radio is a momentary medium, the pragramme has to be listened

according to the scheduled time. It has no demonstrative capacity. More over
there may be chance for interferences due to technical errors.

3.Outline three kinds of radio interviews.

Ans. Studio interviews,spot interviews and field interviews.

4.Studio interviews.

Ans. Studio interviews are recorded at the studio having highest technical
quality. They are well planned structure and well researched. They have a more
formal feel.

5.Spot interviews

Ans. Spot interviews are short interviews meant to make a point or supply
additional

information. They are used in the context of larger frame work, such as
bulletin.

6. Field interviews
Page 18 of 52
Ans. Field interviews are those that are conducted outside the studio. The
length of this may vary. It provides a sense of proximity to the news and invites
the listeners to visit the place of news in their mind's eye.

7. What is air check?

Ans. It is a demo recording meant to showcase the talent of the announcer or

programmer, targeted at a station.

8. Analogue radio

Ans. It is a standard method of radio broadcasting where the entire spectrum of

radio

frequencies is transmitted in a continuous flow of waveform data.[AM,FM]

9. What is the role of the production director?

Ans. Production director is the employee responsible for overseeing the

creation and implementation of commercial content,promotional
announcements and any other audio element that must be created for broadcast.

10. What is the role of the programme director?

Ans. He is the management employee responsible for the creation and

maintenance of the audio output of a radio station and the ultimate goal of
attracting a listening audience comprised of a target demographic.

11. What is the significance of radio drama?

Ans. The greatest advantage of radio drama is that the story can be set any
where as the radio merely relies on human imagination to transport listener to
different worlds.

12. Why is radio known as 8wireless'?

Ans. Radio does not require wires but sends messages through the air in the
forms of

electronic signals. It was in this context radio is called as wireless.

Page 19 of 52
13. The most difficult script to be written is for a radio play. Why?

Ans. It is because the writer cannot rely on acting skills of the actors or the
props. He has to depend completely on voice of the actors and sound effect to
communicate the theme.

Paragraph Questions

1.Advantages of radio

2.Disadvantages of radio

Essay

1.Types of programmes in radio

Part 2
Television

Televisions had a tremendous impact upon the people worldwide because of

the visual impact it can yield. With the emergence of television, people could
experience viewing wide range of events like war, sports, and natural
calamities as it happens in front of them. The auditory effect of radio
transformed itself in to the composite of auditory and visual aspects. Millions
of people started viewing the incidents all over the world from at the comfort of
their living room.

The term television originates from a Greek word meaning 8far' and a Latin
word signifying 8to see. It refers to the viewing experience of faraway
incidents. It was after World War II that television as a mass medium became
popular though it was made available on experimental base in 1920s. At the
time of its inception, it was in black and white mode which became a passion in
Britain and the USA. Subsequently, many developments occurred. By 1960s,
colour televisions were popular in markets.

Television needs more technical staff and equipment compared to radio and
newspapers. Through television features, the viewers are entertained and
informed. Features on medicine, technology, war, film, culture etc. provide the
scope of absorbing valuable information. Reality Shows are extensively
popular nowadays, which come under the entertaining side of TV Features.
Page 20 of 52
Interviews are also part of features. Studio interviews show a pre-planned
setting and an interviewer, who could be an invitee like a politician, scientist,
film star etc. The field interviews shows the reporter and other technical
assistants making their presence in the area they want to focus. The field or
area could be, for instance, a war site where the victims gathered or an area
where a particular festival is celebrated. The live telecasting helps the viewers
to know the things on the spot.

Television helps to view the visual representations of the imaginary so that the
viewers can recall it as required. It broadens their vision of something
imaginary. Moreover, films which help the audience experience the visual
representation of various narrations in script, also find a prominent presence in
the Televisions. Millions are enjoying the film. Film industry has become one
of the most flourishing businesses in the world.

There are some sorts of films, often short in length, which don't depend upon
fictional elements. Instead, they portray the events and situations as such in
their naturalistic and realistic way. They are called documentaries. Focusing
more on the descriptions rather than dialogues, documentaries are presented
devoid of the imaginary elements. A documentary on war, for an instance,
depicts its horror per se in a factual way, without adding any additional
paraphernalia to add to its terrible nature, as films are accustomed to be.

TELEVISION PROGRAMME FORMATS

A television programme is a segment of content intended to broadcast on

television, other than a commercial, trailer, or any other segment of content not
serving as attraction for viewership. It may be a single production or a series of
related productions. It is also called a television series. A programme can be
either recorded, as on video tape or other various electronic media forms, or
considered live television. Television programming may be fictional (as in
comedies and dramas), or non-fictional (as in documentary, news, and reality
television). It may be topical (as in the case of a local newscast and some
made-fortelevision movies), or historical (as in the case of many documentaries
and fictional series). They could be primarily instructional or educational, or
entertaining as is the case in situation comedy and game shows.

⚫ Television news: A television program depicting real, up-to-date events. Eg:

News at Noon- NDTV

Page 21 of 52
• Current Affairs: Broadcast journalism where the emphasis is on detailed
analysis and discussion of a news story. Eg: Panorama-BBC,

⚫ Television Documentaries: A documentary is a feature-length or near-

feature length film depicting a real-world event or person, told in a journalistic
style (if told in a literary narrative style the result is often a docudrama). The
aims of documentary are to enlighten, arouse and motivate or simply to
entertain. Eg: The Times of Harvey Milk- BBC, Your Rubbish, Our Hope-BBC

• Interview Programmes: Interview programmes are of various types.

Personality interviews are in which the attempt is to probe well known film
personalities, literary figures etc. In content interviews message rather than
personalities is of prime importance. Eg: Nere Chowe- Manorama News, Phool
Khile Hain Gulshan Gulshan- Doordarshan

• Quiz programmes and game shows: These shows are popular because of
audience participation. Most of the quiz programmes and game shows are
studio oriented. Advertisers sponsors and provides prices for these
programmes. Eg: University Challenge- BBC, Deal or No Deal- Surya TV

• Children's programmes: They are defined as programmes specially made for

and offered to children at certain special times. Cartoons, puppet shows,
educational items are some of the items that make up children's show. Eg:
Kutty Pattalam- Surya TV, Cartoon Time- Asianet

• Programmes for farmers and industrial workers: These cater to the special
interests of rural and urban workers, and are largely instructional. Eg: Kissan
Krishi Deepam- Asianet, Naattu Pacha- Manorama News

Reality shows: A purportedly unscripted show featuring non-actors interacting

with each

other or dealing with invented or contrived challenges, such as competing

against others for a

prize. Eg: Big Boss- Colors, D for Dance- Mazhavil Manorama

⚫ Television serials: A television series that is intended to comprise a limited

number of episodes may be called a miniseries or serial. Eg: Ye Hai
Mohabattin- Star Plus, Amma- Asianet. Some of the serials extend for years,
called mega serials. They are also known as soap operas.
Page 22 of 52
• Cooking show: A type of television show that presents food preparation in a
kitchen studio set. Typically, the show's host, who is often a celebrity chef,
prepares one or more dishes
over the course of an episode. The chef takes the viewing audience through the
food's inspiration, preparation, and stages of cooking. Eg: Magic Oven- Kairali
TV

⚫ Women's programmes: They are defined as programmes specially made for

and offered to women. Eg: Valkannadi-Asianet

⚫ Discussions and debates: It is the contention in argument, dispute,

controversy especially the discussion of questions of public interest. Eg: Kerala
Summit- Media One.

SCRIPTING FOR TELEVISION PROGRAMMES

Every TV script begins with a story idea. The writer comes up with several
ideas for what can happen to the characters in the show he or she is writing for.
Then the writer will explain the story idea to the other writers on the staff. The
other writers will respond to the idea by sharing their thoughts and constructive
comments. Then the story idea will be approved by the head writer, who is
usually called the Executive Producer or Show Runner. Once the story has
been approved, the writer writes the script.

The writer and a few others will then take a day or two to break the story. This
means they go through the plot points of the story very carefully to make sure it
all makes sense. They want to make the script the best it can be. The writer
now goes off to write an outline. It is fairly short (about 10 pages) and contains
all of the scenes and suggestions for what the characters will say in those
scenes. This gives the show runner a chance to see if the story is heading in the
right direction.

The writer then meets with the show runner to get his or her notes on the
outline. The writer does write the script, but it's not yet ready for TV. The
writers write what's called the writer's draft of the script. The writer's draft is
usually around 40 pages for a 30-minute show. Once the writer turns in the
script, it then goes to rewrite. The rest of the staff, guided by the show runner,
goes through the script to find out any dialogue or story points need
improvement. This process takes another week or two. Finally, after several

Page 23 of 52
passes at the script, including a final polish, the script is read by all the actors at
a table read.

Based on how well the table read went (did the story make sense, were the lines
all funny 4 or, if it's a drama, sad), the writers go back to the Writers' Room to
rewrite some more. They stay at work until the script is finished for the next
day's rehearsal! This goes on for another day or two of rehearsal, until, finally,
the script is locked and then it is filmed and put on TV.

TV INTERVIEWING

An interview is a conversation between two or more people where questions

are asked by the interviewer to elicit facts or statements from the interviewee.
Television interviewing is an art as seen in the programmes like 8Nere Chowe
by Johny Lucos on Manorama news channel.

The television interview may be prepared completely, with a wide script for the
interviewer and the interviewee. It may be oriented around an outline, with the
general line of questioning and answering is prepared, but the exact words are
improvised. Or it may be completely unprepared or ad lib. Most interview
scripts are written in outline form. First the producer, interviewer and the writer
prepare a broad outline of the purpose and form of questioning. Following
intensive and extensive research they prepare appropriate questions.

To be ready to ask meaningful questions in logical order the interviewer must

have an idea of the possible answers to the major questions already developed.
For this purpose a preliminary conference or pre-interview is held whenever
possible. The key to the successful interview is preparation. The
writer/researcher must gig deeply and the interviewer should be equally
familiar with the interviewee's background, attitudes and feelings. Each
interview programme has its own organization, and the writer must write for
the particular format. Some interview shows open with the introduction of the
programme, note the topic or approach, and then introduce the guest. Others,
open cold with the interview already under way, to get and hold the audience
attention, and then bring in the standard introductory material. The beginning
of the interview should clearly establish who the interviewee is. If the person
has a specific profession, title or accomplishment that warrants the interview,
identify what it is immediately to establish interviewee's credibility for the
interview.

Page 24 of 52
Do not start the interview with hard, controversial questions. That will only put
the interviewee on the defensive and could lead to evasion or stonewalling.
Another thing is, avoid questions that don't go anywhere. Seek depth of in the
interview. Be careful of boring, distracting, in the questions and in the possible
answers. As if with any good show, build to a climax- to the most dramatic or
confrontational questions. These are the guidelines for interviews. Research is
required for interviews. Research involves teamwork and also includes
collection of visual materials, film, graphics, photos and other illustration s
which can be shown on video. It is necessary to warm up for the interview and
build a good rapport with interviewee. A television interview should seem like
a conversation, not a cross examination, so non verbal gestures, nods, smiles by
the interviewer will make it interesting.

STRUCTURE OF TV NEWS

The approach of a TV news story structure is linear. Lead is very short. It is

only a scene setter. The follow up sentence must reinforce the lead
immediately. In television news story the climax is usually placed at the
beginning, the causes or rising action constitute the middle and effects stated at
the end. Lead is written in conversational or narrative style; designed to
highlight the most dramatic part of the story. It consists of summaries of key
items; appetizers or hooks to engage and retain viewers' interests. Who/
what/when/where in this order is the aim of all news stories but TV news tends
to emphasise only a couple of these aspects. The television news gets some
basic facts and highlights of an event. It arouses interest of the viewer. The
news is very brief as bulletins have limited time at their disposal. The liner
approach of news construction helps to understand clearly and quickly which is
the paramount objective of news writings.

NEWS WRITING

Writing for TV news needs to be easy and colloquial in style. It should be felt
like a real conversational speech. Words must be organized with care and
economy but they must sound easy and spontaneous. Apart from 5ws there
should be 4Cs in news. They are correctness, clarity conciseness and colour.
The listener should feel that the newscaster is talking to him her. The writer can
heighten the sense of drama by telling what exactly happened by keeping an
eye out for bits of colour that makes each event peculiar in some way. The
writing must have an interesting angle and an attractive lead that leads the
viewer to the detail.

Page 25 of 52
. Usually a news programme can contain only about 4,000 words. So the TV
news writing should be simple, lucid and easy. The news writer must learn to
visualize his her writing.

Dos and Don'ts in news writing

• Keep it light, bright and tight

• Write the spoken words

Use direct, short and direct language

Follow an informal but standard style

• Address the audience directly

⚫ 16 line sentences=1 minute air time. Keep this in mind

• Use active voice

Avoid the use of pronouns

• Avoid repetitions, clichés and unfamiliar words

⚫ Words and pictures should complement each other

⚫ Words and pictures must go together. The commentary must not describe in
detail what viewers are able to see or hear themselves and must describe only
what viewers are unable to see and or hear themselves

Rephrase direct quotations into indirect quotes

• Do not pack too much of information in words or pictures

Never state the obvious

Avoid slang

• Avoid tongue twisters

Page 26 of 52
• Avoid sensationalism or distortion

STORYBOARD

Storyboarding's a way to visualise the storyline of your TV commercial. It

breaks down every shot into storyboard panels, like a comic book, and speeds
up your video production.

If you've already written your script, then you know how your TV ad shakes
out. Now, all you need to do is take your storyline and ideas and begin the
storyboarding process 3 translating everything from words to images. It might
seem like a lot of work, but creating a good storyboard will be a big help in
pre-production. Film storyboards stop you from wasting time filming shots that
you don't need, or spending money on unnecessary video production or special
effects.Mapping out your shot list helps you organize a complicated shoot,
ensuring you've got the shots you need when you start post-production. Putting
this into a storyboard gives you an even better tool to help you through a
complex shoot day.

VIDEO JOCKEYING

A Video Jockey (or VJ) is an announcer who introduces and plays videos on
music channels. It is a derivative of the term Disc Jockey as used in the radio
industry. A VJ's role has stretched beyond making mere announcements. Now
VJs anchor reality shows, host comic series along with countdown shows, they
also incorporate live television feeds and music.

NARRATIVE ARC

Narrative arc is a term that describes a story's full progression. It visually

evokes the idea that every story has a relatively calm beginning, a middle
where tension, character conflict, and narrative momentum builds to a peak,
and an end where the conflict is resolved. Universal toboth fiction and
nonfiction, the narrative arc (also called the "story arc") refers to the structure
and shape of a story. This arc is made up of the events in your story 4 the
sequence of occurrences in the plot 4 and determines the peaks and plateaus
that set the pace. A good arc is vital if you want to engage your readers from
start to finish, and deliver a satisfying conclusion.

Page 27 of 52
 It's sometimes useful to think about the story arc as though you're setting up a
simple dramatic play. Ultimately, you've got three acts to tell your story.

In Act One, you set the scene and introduce your audience to the characters, the
setting, and the seeds of conflict. In Act Two, your characters grow and change
in response to conflicts and circumstances. They set about trying to resolve the
Big Problem. Usually, the conflict will escalate to a

climax.

In Act Three, characters resolve the Big Problem and the story ends.

The structure of narrative arc

Image:

THE DIFFERENCE BETWEEN NARRATIVE ARC AND PLOT

While the plot is comprised of the individual events that make up your story,
your story arc is the sequence of those events. Imagine every scene of your
novel summarized on notecards: the entire stack of cards is your plot, but the
order in which you lay them out is your story arc. If the plot is the skeleton of
your story, the narrative arc is the spine. It's the central through- line marking
the plot's progress from beginning to end.

Page 28 of 52
A production book is a collection of documents that contains all the key information
about your video production, specifically pertaining to the days your team will be on
set. It's the organizational road map for what will happen, who will make it happen,
and how and when it's all going to go down. Typically assembled by the lead producer

with input 21
from the director
(sometimes they9re all
you!), this document is
distributed to the client
and key crew members
3-5 days prior to the first
day of shooting
Module 3- Advertisement

The purpose of most advertising is to sell products or services. Business firms

advertise to persuade people to buy their products often by creating favorable
8images' of their companies. They want the company's name to be known and
respected so that their products and services can be more effectively sold.
Business concerns also use advertising to win new customers and to increase
the volume of sales.Advertising is the cheapest and fastest way to inform a
large number of people about

products or services for sale and to persuade them to buy. For many consumer
goods, the volume of sales directly depends on the amount of advertising
placed in the media. Advertising reaches people through various forms of mass
communication. These media include newspapers, magazines, television, radio,
Internet etc. Advertisers buy space in newspapers and magazines to publish
their advertisements. On television and radio advertisers buy time to broadcast
commercials.
Page 29 of 52
 Definition of Advertising

The World Book Encyclopaedia defines advertisement as a message designed

to promote a product, a service or an idea. The Advertising Standards Council
of India (ASCI) defines an advertisement as a paid form of communication,
addressed to the public or a section of it, the purpose of which is to influence
the opinions or behaviour of those to whom it is addressed.

American Marketing Association (AMA) defines advertising in this way:

Advertising is any paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor."

History of Advertising

Advertising, in ancient and medieval times, was primitive when measured by

the present day standards. But the basic reason for employing this technique
was the same. That is, to communicate information and ideas to people in order
to change an attitude or persuade. The important forms of advertising used
prior to the time of printing presses are given below:

a) Trademarks: Skilled craftsmen placed their individual marks on goods like

vessels, pottery, leather goods etc. As the reputation of one particular artisan
spread by word of mouth, his/her goods also became popular.

b) Signs: Few people could read in the ancient days and merchants used
symbols and signs carved in stone, clay or wood and displayed them
prominently to inform customers of the availability of goods. For example, a
barrel indicated a wine shop and a boot indicated a shoemaker's shop.

c) Town criers: In ancient Egypt and Greece merchants hired town criers, a
group ofprofessional criers, to walk through the streets and announce the
arrival of ships and cargo.

The invention of movable type by Gutenberg of Germany in 1440 led to the

first form of mass advertising. At the end of 15th century, the first posted
advertisement began to appear. These were handwritten announcements and
they were posted up on church and cathedral doors by clergymen looking for
work. Lecturers and teachers were quick to use this medium to announce their
services. William Caxton, who introduced printing in England, produced the
Page 30 of 52
first printed advertisement in English in 1472. With the regular publication of
newspapers and magazines, advertising became a standard feature.

Functions of Advertisements

The following are the important functions or benefits of advertisements.

1) Source of information: Ads inform people just as news stories. It can be seen
as an

essential part of a modern-day, consumerist society and is a very effective way

of informing us about new products. People use advertising to gather
information before making buying decisions.

2) Encourages competition: Advertisements encourage competition by

lowering information cost. It also encourages product quality through clear
brand identification.

3) Maintains independence: Advertising enables both print and broadcast

media to maintainindependence from government, political parties and other
vested interests through the revenue it generates. 4) Promotes economic
growth: Advertisement stimulates demand and encourages people to spend
more. This encourages production and consumption.

5) Encourages invention: On account of stiff competition companies invest a

lot on research and development (R&D). This results in the invention of new
products or upgrading of the existing products.

6) Creates awareness: Over the years advertising has been a very effective way
for government and its various agencies to provide public information about
national integration,pulse polio vaccination, family planning, safe sex, dangers
of alcoholism etc. The government is one of the major advertisers in this
country.

7) Provides employment: Advertising is a gigantic business and the turnover

exceeds millions of rupees annually. As a result, advertising provides
employment to several thousands of advertising professionals and allied
personnel.]13

Types of advertising

Page 31 of 52
1) Institutional or corporate advertising Companies do more than just sell
products; companies also promote their names and reputations. If a company
name inspires confidence, selling its products is easier. Some institutional or
corporate advertising promotes only the organization's image, such as Indian
Oil salutes the Indian Team.

2) Trade or professional advertising Typically found in trade and professional

publications. Messages aimed at retailer do not necessarily push the product or
brand but rather promote product, issues of importance to the retailer - volume,
marketing support, profit potential, distribution plans, and promotional
opportunities.

3) Retail advertising A large part of the advertising we see every day focuses
on products sold by retailer like Bata, Popular Vehicles. Ads are typically local,
reaching consumers where they live and shop.

4) Classifieds - Classifieds' is a form of advertisement. They are quite

affordable. Usually ads can be placed for a small fee to run it for a designated
time. So the cost is commonly based on a weekly time frame or monthly time
frame. Targeting the market is easy in classifieds because classifieds are broken
up into sections. So people looking for a specified product or service will
definitely see it. The length of this ad is normally a few short lines. These
provide information in a dry matter of fact manner. Information such as job
vacant, job wanted, about births, deaths, engagements, matrimonial, etc. are
examples of classified ads. The approach here is more direct and information
oriented.

5) Direct market advertising Product or service advertising aimed at likely

buyers rather than at all consumers is called direct market advertising. These
targeted consumers are reached through direct mail, catalogues, and
telemarketing. Follow up is crucial.

6) Public service advertising Advertising that does not sell commercial

products or service but promotes organisations and themes of importance to the
public is public service advertising. Campaigns for AIDS awareness, Drug
abuse, safe driving, family planning etc are examples of this ad.]18

Surrogate Ads

Surrogate advertising is also known as indirect advertising. It is used when

advertising a particular product is banned by law. Advertisement for products
Page 32 of 52
like cigarettes or alcohol are prohibited by law in several countries. These
companies have started producing other commodities that have the same brand
name and indirectly remind the people of cigarettes or alcoholic drink of the
same brand. ]2

Copy writing Practices

An advertising copy refers to the text of a print, radio, or television advertising

message. It can also be defined as the use of words to promote a person,
business, opinion or idea. The term copywriter is a person who engages in
promotional writing (advertisements) for print, radio, television or other media.
The purpose of such promotional text is to persuade a reader, listener or viewer
to act. For example, to buy a product or subscribe to a certain viewpoint

Most copywriters are employees within the organizations such as advertising

agencies, public relations firms, company advertising departments etc. A
copywriter usually works as part of a creative team. The copywriter has
ultimate responsibility for the advertisement's verbal or textual content. The
Internet has expanded the range of copywriting opportunities. It has also
brought new opportunities for copywriters to learn their crafts, conduct
research and view others' work.

Elements of an Advertising Copy

1. Powerful headline The headline of an advertising copy is said to be the most

important element. The headline of an advertisement will normally present a
selling idea or will lead people to read of the advertisement.

2. Sub-head Sometimes important facts may have to be conveyed to the reader

and it may require more space than what should be ideally used for the
headline. In order to give prominence to such formation it can be put in smaller
type than the headline, known as a subhead.

3. Body Copy The body copy refers to the text in the advertisement which
contains details regarding the functions of the product/service and its benefits.
The body copy can be short or long depending on how much information the
company is willing to tell the reader.]5

4. Captions Captions are the small units of type used with illustrations, coupons
and special offers. These are generally less important than the main selling

Page 33 of 52
points of the advertisement in the body copy and are usually set in type sizes
smaller than the text.

5. Blurb A blurb or a balloon is a display arrangement where the words appear

to be coming from the mouth of one of the characters illustrated in the
advertisement.

6. Boxes and Panels Boxes or panels are, in fact, captions placed in special
display positions so as to get greater attention. A box is a caption that has been
lined on all sides and singled out from the rest of the copy. Boxes and panels
are generally used in advertisements containing features such as coupons,
special offers and consumer contests.

7. Slogans, Logo Types and Signatures A slogan may refer, for instance, to the
age of the advertiser's firm, meant for inclusion in every advertisement. A
symbol of the company name, seal or trademark is called logotype and is a
typical feature of most advertisements. It is also referred to as signature,
indicating identification of the company or the brand, address, phone numbers,
websites etc.

8. Strapline A 8strapline' or 8tag line' usually appears underneath the logo. The
strapline summarizes the product's benefits in a memorable way. Straplines
often make good headlines because they summarize a major benefit in a pithy
way.

9. Extras Some print ads may have additional special elements such as an
attached business reply envelope, tear-out portion with a coupon, tip sheet,
product sample.

Logo

A logo is a graphic mark or emblem commonly used by commercial

enterprises, organisations etc. to aid and promote instant public recognition.
Logos are either purely graphic (symbols/icons) or are composed of the name
of the organization. Examples of well-known logotypes (wordmarks) are the
striped IBM design and Coca-Cola written in flowing red script. It is also
referred to as trademark or brand

Trade name and brand name

Page 34 of 52
Trade names (marks) and brand names are much more than mere signs,
symbols or names. They communicate a lot. These names and marks have great
marketing significance as well. Brands are sold at retail stores and not the
physical product. For example, in a supermarket people do buy vivel and not a
bath soap, Colgate and not merely a tooth paste]8

A brand name is the title given to a product by its manufacturer which must be
distinguished from the trade name, which is the name of a business firm. For
example, WagonR, A Star, Swift, Omni are the brand names of the cars
manufactured by Maruti- Suzuki. The trade name is Maruti-Suzuki. Trade
names (marks) and brand names are officially registered and legally restricted
to the use of the owner or manufacturer.]9

Illustration

An illustration is a visualization such as a drawing, painting, photograph or

other work of art that is created to elucidate or decorate textual information by
providing a visual representation

Jingle

A jingle is a memorable short tune with a lyric broadcast used in radio and
television commercials, which are usually intended to convey an advertising
slogan. They are also utilised for radio station, television channel and
programme identification purposes. The main role of an advertising slogan or
radio jingle is to create an identity for the brand.]11

Copy writing for broadcast commercials

The ad copy for broadcast media - radio and television - will have to be
different from the print versions. Radio commercial message usually contains
words, music and sound effects. Radio advertisement should "paint
pictures/images" among the listeners with words, music and sound effects in 20
or 30 seconds.

Radio commercials can have several formats such as skit, testimonials,

problem-solution, musical, real-life-situation depiction etc. The skit format
uses short play to hold audience attention and then convey the ad message. In
testimonials, film star or sports celebrity deliver the ad message and mention
that he/she uses the product. In problem and solution format the problem is
presented and a solution is dramatically presented to impress upon the
Page 35 of 52
audience. In musical commercial format, the ad message is presented in the
form of a song or music.

In television commercials, the copywriters can use words, sound bites, pictures,
music, graphics, animation etc to communicate an advertising message. TV
commercial is one of the most captivating and effective medium to convey
selling ideas and persuade target viewers. Experts are of the view that
television advertising is nearly a face to face personal selling, except that
communication is one way.]15

Online Advertising

Online advertising is a form of promotion that uses the Internet and World
Wide Web for delivering messages. The major benefit of online advertising is
the instant communication of information and content that is not limited by
geography or time. The emerging area of interactive advertising presents fresh
opportunities for advertisers. Another benefit is the efficiency of advertiser's
investment. Online advertising allows for the customization of advertisements,
including content and posted websites.

Types of online advertisements

1. Web banner ad: This type of advertising is very similar to banner advertising
we see on the road. The web banner advertisements are placed on the
horizontal strip on the top of the web page. They attract attention due to the
images and graphics placed through the banners. These web banners ads when
clicked, leads you to advertiser's web page.

2. Expanding ad: An ad which changes size and which may alter the contents
of the webpage. 3. Polite ad: A method by which a large ad will be downloaded
in smaller pieces to minimize the disruption of the content being viewed

4. Wallpaper ad: An ad which changes the background of the page being

viewed.

5. Trick banner: A banner ad that looks like a dialog box with buttons. It
simulates an error message or an alert.

Page 36 of 52
6. Pop-up: A new window which opens in front of the current one, displaying
an advertisement, or entire webpage.

7. Pop-under: Similar to a Pop-Up except that the window is loaded or sent

behind the current window so that the user does not see it until they close one
or more active windows.

8 Video ad: Actual moving video clips are displayed.

9. Map ad: text or graphics linked from, and appearing in or over, a location on
an electronic map such as on Google Maps.

10. Mobile ad: an SMS text or multi-media message sent to a cell phone.]16

Style and structural differences in different media

Media has various forms- print, electronic and broadcast etc. While all these
types of mass communication methods have some common features, each
medium is different from the other. They have their respective audience. In
broadcast media the appearance, voice, sex etc of the presenter is as important
as the authenticity and timeliness of the news. In print media the reader looks
for the details and the language and the writing skill of the reporter is
important. Another difference between the print and broadcast is the difference
in permanence. There is a higher degree of involvement of the audience in print
media.

Television Commercials

TVC is the acronym for television commercial 4 a form of advertising that

promotes products, services, ideas, individuals or organizations via the
television medium. The duration of TVCs greatly vary but they usually fall
between 10 seconds to 3 minutes-long. Regardless of the length of the TVC, it
is important to keep in mind that the message conveyed would have to be
catchy and arresting to keep the viewers .The main objective of the TVC is to
introduce a new product, create awareness and ultimately, to make consumers
switch to the product promoted. A TVC also works to remind the consumer
audience of the existence of the product in order to create a continuous demand
over time. There are several steps involved in the making of a TVC. The first
and most important step will be the providing of the advertising brief by the
client to us. The advertising brief, which contains the marketing background,
target audience and consumer insight of a certain product, will set the direction
Page 37 of 52
of the TVC. Without it, the objective of the TVC will be vague and targeting
will be less effective. Based on the advertising brief given, we will then be able
to present an innovative idea and storyline to you, the client. ]17

Short Questions

1.Define advertising.

2. What is surrogate advertising?

3. What is an advertising copy?

4. Who is a copy writer? What are his functions?

5. What is a body copy?

6. What is blurb?

7. What is a logo?

8. What is a trade name?

9. What is a brand name?

10. What is a brand name?

11. What is a jingle?

Paragraph Questions

12.History of advertising

13.Functions of advertisement

14.Classifieds

17 27

15.Copywriting for broadcast commercial

16. Online advertising

Page 38 of 52
17. Television commercials

Essay

18. Types of advertisements

Module 4-Digital Media

Digital Reporting

Online news is a perfect medium for reporting on developing and evolving

issues and events. Among the advantages that online news writing enjoys over
its competing media are the ability to update and freshen copy on a more-or-
less continual basis; the opportunity to include audio, video, graphics and
photos; the ability to go into greater depth and provide important background
information associated with issues and events; and the ability to help readers
gather information on their own by providing links to other websites,
documents and databases. Creating compelling, engaging, interesting and
entertaining copy is critical when writing news online.

Online news writing should be conversational. It should read much like copy
used in radio and television news. It should be similar to how people write
when they're chatting with family and friends online. Use simple, colourful
words. Use words that paint clear mental pictures for readers. Avoid the stilted,
Page 39 of 52
formal, convoluted style of writing that sometimes can be found in the print
media and in technical manuals. Use simple declarative sentences. The subject-
verb-object format works well. Limit the use of phrases and clauses.]12

It just means that to write clearly, directly and in a manner that is easy for
readers to understand and remember the story. Readers are busy. They turn to
websites for quick, easy to comprehend information. Give it to them. Writing
style can be informal and still inform. Writing can be conversational and still
impress. There is no need to write in a pedantic preaching manner to appear
intelligent and authoritative. The job is to communicate to people who have
busy lives and a great deal on their minds. Make them want to revisit the
website often to obtain the information they want and need. Online news
writers should use their common sense and critical-thinking abilities to evaluate
the accuracy and reasonableness of source copy.

Writing for the web

There are a number of things to remember when writing for the web.

1.KNOW THE AUDIENCE Write and edit with online readers' needs and
habits in mind. Web usability studies show that readers tend to skim over sites
rather than read them intently. They also tend to be more proactive than print
readers or TV viewers, hunting for information, rather than passively taking in
what is presented to them. Also, a site potentially has a global reach, so
consider whether if you want to make it understandable to local, national or
international audience, and write and edit with that in mind.

2.THINK FIRST 4 AND THINK DIFFERENT Before you start reporting and
writing a story, think about what are the best ways to tell the story, whether
through audio, video, clickable graphics, text, links, etc. 4 or some
combination. Collaborate with audio, video and interactive producers. Develop
a plan and let that be a guide throughout the news gathering and production
process, rather than just reporting a story and then adding various elements
later as an afterthought. Also, look for stories that lend themselves to the Web 4
stories that can be told differently from or better than in any other medium.

3. TAILOR NEWS GATHERING Just as print and television reporters

interview differently because they are looking for different things, so must
online journalists tailor their interviewing and information gathering
specifically to their needs. Online journalists must constantly think in terms of
different elements and how they complement and supplement each
Page 40 of 52
other.Remember that photos look better online when shot or cropped narrowly,
and streaming video is easier to watch when backgrounds are plain and
zooming minimal. Tape interviews whenever possible in case someone says
that would make a powerful clip. Look for personalities who could be
interesting chat guests. And always keep an eye out for information that can be
conveyed more effectively using interactive tools.

4. WRITE LIVELY AND TIGHT Writing for the Web should be a cross
between broadcast and print 4 tighter and punchier than print, but more literate
and detailed than broadcast writing. Write actively, not passively. Strive for
lively prose, leaning on strong verbs and sharp nouns. Inject the writing with a
distinctive voice to help differentiate it from the multitude of content on the
Web. Use humor. Try to write in a breezy style or with an attitude.
Conversational styles work particularly well on the Web. Online audiences are
more accepting of unconventional writing styles. At the same time, don't forget
that the traditional rules of writing apply online.

5. EXPLAIN Readers rarely notice, or care who was first. People want to know
not just what happened, but why it matters. And with all the information
sources out there now, in the end it will be the sites that explain the news the
best that succeed. Write and edit all the stories with this in mind.

6. NEVER BURY THE LEAD When writing online, it's essential to tell the
reader quickly what the story is all about and why they should keep reading 4
or else they won't.

7. DON'T PILE ON A common problem with online writing occurs in breaking

news stories.

In an effort to seem as current as possible, sites will often put the latest
development in a story at the top 4 no matter how incremental the
development. Then, they'll pile the next development on the top, and the next.
Few readers visit a site more than once a day. Remember this when updating
stories, and always keep the most important news in the lead.

8. SHORT BUT SWEET Most stories online are too long for a Web audience.
Readers will stick with longer stories online if there is a compelling reason for
a story to be that long and if it continues to captivate their attention.

9. BREAK IT UP Larger blocks of text make reading on screens difficult, and

there is a chance to lose readers. Using more subheads and bullets to separate
Page 41 of 52
text and ideas helps. Writing should be snappy and fast to read. Keep
paragraphs and sentences short. It also helps to extract information into charts,
tables, Pie charts, bulleted lists and interactive graphics. Even a simple box
with a definition or summary can help break up text and convey information in
an easy-to-read format.

10. DO NOT FEAR THE LINK Don't be afraid to link. Many sites have a
paranoid fear that if they include links to other sites, readers will surf away and
never return. It's not true! People prefer to go to sites that do a good job of
compiling click-worthy links, there is an example of Yahoo!'s success. If
people know they can trust a site, they will come back for more. Select links
that enhance the value of the story by helping readers get additional
information from the people behind the news. Link to related stories on the site,
past and present. This is one of the advantages of the Web. By linking to other
stories to provide context and background, writers have more freedom to focus
on the news of the day without bogging stories down with old information.]18

Tools for News gathering

It seems bizarre that journalists wouldn't use many of the tools and media
channels that are available. They could apply their traditional journalism skills
and add social media and other media channels, such as blogs, to their
reporting arsenal. Online news gathering is not a different one from traditional
news gathering by reporters or wire services. The difference is that it needs
quick news gathering and fastest posting than traditional media. Online media
platforms utilize the services of reporters, news agencies etc. While other
sources too can be effectively utilized:

1. The personalized news wire

2. The Google advanced search

3. Google reader

4. RSS Feed

5. Periodicals / Newspapers

6. Blogs/Sites

7. Social Media like Facebook, Twitter etc

Page 42 of 52
News determinants in Cyber space

1 [Cyberspace is the notional environment in which communication over

computer networks occur. The word became popular in the 1990s when the
uses of the internet, networking, and digital communication were all growing
dramatically and the term "cyberspace" was able to represent the many new
ideas and phenomena that were emerging.]1 2 [Determinants are the yardstick
or the criteria by which an editor determines what portion of the day's news
he/she will use. Online media news determinants have significance in the 21st
Century. The higher the rating, the more likely it is to be used.]2

Do's and do not's of online reporting

Dos

1. Write the content in simple language; avoid jargons

2. The content should be as short as possible

3. Create more white space

4. Provide hyperlinks

5. Make it readable by providing photos

6. Provide an eye-catching headline

7. Use colours to attract the readers

8. The language should be direct and in present tense

9. Should contain relevant 5 Ws and IH in the first paragraph

10.Give sub headings

Don'ts

1. Don't make the content too lengthy

2. The lead should not contain any jargons

Page 43 of 52
3. Shouldn't contain flowery language

4. Don't use too small or too large fonts

5. Don't publicize other people's stories

6. Avoid plagiarism

Some of the ethical issues facing online journalists also have legal implications.
Although, in general, the same laws apply online as offline, the application of
those laws can be tricky. Moreover technology generally changes much faster
than the law. The constantly evolving, open networked, global nature of the
internet creates new permutations of old issues. For reporters, online privacy
issues revolve largely around the question of where to draw the line between a
private conversation and public arena-raising concerns about deception, other
ethical issues with legal ramifications. It is a lot more helpful to create original
content rather than "repurposing" existing content to increase your value
proposition going forward.

Blogs: Blogosphere

A blog (short for weblog) is a personal online journal that is frequently updated
and intended for general public consumption. Blogs are defined by their
format: a series of entries posted to a single page in reverse-chronological
order. Blogs generally represent the personality of the author or reflect the
purpose of the Web site that hosts the blog. 14Topics sometimes include brief
philosophical musings, commentary on Internet and other social issues, and
links to other sites the author favours, especially those that support a point
being made on a post.

Blogs represent a significant shift in information flow, where information flows

from many to many seamlessly. It is a serious challenge to traditional
journalism. Blogs do not have gatekeepers, so they are raw, honest, immediate,
passionate, opinionated and strike an emotional chord. At times they may not
be credible as there are no gatekeepers. It is professional journalism versus
amateur journalism. Those who wish to start a blog will have higher cyber
space without payments and start to use the space. Add text, colours, paintings,
photos, audio, visual, animation, graphics and more. Publish advertisements,
Page 44 of 52
persuasive pieces, and campaign materials; make money by business
promotion, public relation activity, reviews etc. The owner of the blog decides
the content and design. Seamless freedom is the major attraction of blogs. This
is a global space. Any person around the world with internet accessibility can
open the page and read. Blogs offer such an international opportunity to
interact with the real faceless community. Though there is an international
accepted code of ethics in journalism, all laws and regulations regarding
publications in one country are applicable for a blog. The advantages of blogs
are creative freedom, instantaneity, interactivity, lack of marketing constraints.
The key features of a blog includes content area, archives, comments, feeds,
plug ins, widgets, themes, templates, trackbacks, ping backs.

The blogosphere is made up of all blogs and their interconnections. The term
implies that blogs exist together as a connected community (or as a collection
of connected communities) or as a social networking service in which everyday
authors can publish their opinions. Blogs can follow other blogs and repost
portions of original posts or link out to original sources that prompted a post,
such as news articles or product releases. Although bloggers can become
influential and even profit from their posts, blogs are often maintained out of a
desire to share thoughts with like-minded people rather than profit. The
blogosphere has become an invaluable source for citizen journalism 3 that is,
real time reporting about events and conditions in local areas that large news
agencies do not or cannot cover. 5[Blogosphere is a term some writers have
used to describe the grassroots and interactive journalism made possible by
participants in blogs and the symbiotic relationship between bloggers and
traditional journalists.]5

Vlog

14[6[ A vlog (or video blog) is a blog that contains video content. The small,
but growing, segment of the blogosphere devoted to vlogs is sometimes
referred to as the vlogosphere. is a form of web television. Vlog entries often
combine embedded video (or a video link) with supporting text, images, and
other metadata.]6 Entries can be recorded in one take or cut into multiple parts.
The vlog category is popular on YouTube. Some bloggers have included video
content for years. However, vlogging is becoming more common as equipment
becomes cheaper and supporting software and hosting and aggregation sites
become more prevalent. Both Yahoo and Google feature video sections and
most MP3 players, such as iPod, support video. Anyone with access to a video-
capable camera and a relatively recent computer with a high-speed connection
can create a vlog and publish and distribute it online. The vlogosphere is a very
Page 45 of 52
democratic arena. Unlike mainstream media, such as television or commercial
Web sites, vlogs are not, for the most part, created to make money. As a result,
vloggers are free to make their content about whatever they desire, no matter
how controversial or esoteric the topic. Vlogging gives average citizens an
audience and a chance to make their voices heard. Vlogs are often distributed
through RSS feeds. Video content distributed in this way is sometimes called a
vodcast or a vidcast

Podcast

A podcast is an audio file that is automatically received from the internet and
then synced to an MP3 player. The files are received by subscribing to what's
called a podcast feed. 7[A podcast is a digital medium that consists of an
episodic series of audio or digital radio, subscribed to and downloaded through
web syndication or streamed online to a computer or mobile device.]7 A list of
all the audio or video files associated with a given series is maintained centrally
on the distributor's server as a web feed, and the listener or viewer employs
special client application software, known as a pod catcher, that can access this
web feed, check it for updates, and download any new files in the series. This
process can be automated so that new files are downloaded. Files are stored
locally on the user's computer or other device ready for offline use. Podcasting
contrasts with webcasting (Internet streaming), which generally isn't designed
for offline listening to user-selected content. There are now thousands of
podcasts and the number is growing rapidly. Podcasters (as they are called) are
not restricted by traditional broadcast formats and regulations. This allows for
numerous subjects and formats.

Podcasting is an escape from the same old, corporate conglomerate, worn-out,

Clear channel controlled, pre-programmed. Anyone can create a podcast. All
over the world, people are creating podcasts on subjects ranging from movies,
to technology, to music, to politics etc. This is new original content made by
passionate people who want to share their creativity with the world. The cost to
start podcasting is so low that anyone can do it.

The first podcasts were downloaded into an ipod, the portable audio player of
Apple company. The words ipod and broadcasting were combined to form
podcasting. Podcasting does not challenge radio, but its advantages are
negligible production, and hosting cost, easy to create and edit, wide reach, no
licensing.]15

Ethics in New Media

Page 46 of 52
A media revolution is transforming the nature of journalism and its ethics. The
means to publish is now in the hands of citizens, while the internet encourages
new forms of journalism that are interactive and immediate. Theorists often
define ethics in terms of a set of principles of right or moral conduct. Digital
technologies raise a host of thorny and troubling ethical challenges for
journalists and media practitioners, whether professional or citizen journalists.
Plagiarism has become an often-accepted practice and international cultural
norm due at least in part to the ease and temptation of copying online sources.
Digitally altering images or video is common in advertising and sometimes in
news. Using anonymous sources is frequently an accepted practice in online
journalism. Ethics in new media concern various issues such as portrayal of
violence, pornography, cyber crime, addiction, copyright, digital divide and so
on.

Cyber Crimes

1.OBSCENITY

Obscenity has been defined by the Supreme Court as 8the quality of being
obscene which means offensive to modesty or decency; lewd, filthy and
repulsive. Section 294 of the Indian Penal Code lays down the punishment for
obscene acts or words in public.]8 The other sections of Indian Penal code
which deal with obscenity are 292 and 293. The law does not clearly define
what would constitute an obscene act, but it would enter the domain of the state
only when it takes place in a public place to the annoyance of others. Temple
art etc is traditionally outside the purview of this section. Anything that is
obscene must necessarily be indecent. Obscenity refers to that which has a
prurient or lascivious appeal. A vulgar writing is not necessarily obscene.
Obscenity has a tendency to deprave and corrupt those whose minds are open
to such immoral influences.

2.PRIVACY

The term privacy has been described as the rightful claim of the individual to
determine the extent to which he or she wishes to share himself or herself with
others and his or her control over the time, place and circumstances to
communicate with others. It is the ability of an individual or group to seclude
themselves, or information about themselves, and thereby express themselves
selectively.19 The boundaries and content of what is considered private differ
among cultures and individuals, but share common themes. When something is
Page 47 of 52
private to a person, it usually means that something is inherently special or
sensitive to them. The domain of privacy partially overlaps security, which can
include the concepts of appropriate use, as well as protection of information.
Privacy may also take the form of bodily integrity.

The right not to be subjected to unsanctioned invasion of privacy by the

government, corporations or individuals is part of many countries' privacy
laws, and in some cases, constitutions. Almost all countries have laws which in
some way limit privacy. An example of this would be law concerning taxation,
which normally requires the sharing of information about personal income or
earnings. Privacy may be voluntarily sacrificed, normally in exchange for
perceived benefits and very often with specific dangers and losses, although
this is a very strategic view of human relationships. In the business world, a
person may volunteer personal details (often for advertising purposes) in order
to gamble on winning a prize. 10 [Personal information which is voluntarily
shared but subsequently stolen or misused can lead to identity theft.]10

3.COPYRIGHT

Copyright is the exclusive and assignable legal right, given to the originator for
a fixed number of years, to print, publish, perform, film, or record literary,
artistic, or musical material. The rights provided under Copyright law include
the rights of reproduction of the work, communication of the work to the
public, adaptation of the work and translation of the work. The scope and
duration of protection provided under copyright law varies with the nature of
the protected work. The Copyright Act, 1957 governs the subject of copyright
law in India. The Copyright Act 1957 was the first post-independence
copyright legislation in India and the law has been amended six times since
1957. The most recent amendment was in the year 2012, through the Copyright
(Amendment) Act 2012.

The Copyright Act 1957 provides three kinds of remedies - administrative

remedies, civil remedies and criminal remedies. The administrative remedies
provided under the statute include detention of the infringing goods by the
customs authorities. The civil remedies are provided under Chapter XII of the
Copyright Act 1957 and the remedies provided include injunctions, damages
and account of profits. The criminal remedies are provided under Chapter XIII
of the statute and the remedies provided against copyright infringement include
imprisonment up to 3 years along with a fine up to 200,000 Rupees.

4.LIBEL
Page 48 of 52
Libel consists in the publication of a defamatory statement expressed in some
permanent form, for instance by writing, printing, pictures, statue, wax work,
effigy etc. In the case of films, the visual aspect being permanent in nature
would constitute libel. The audio portion would also qualify as libel because it
is the part of the film. In the context of the internet, publication occurs when
the contents of the publication are seen by the reader. An electronic publication
could take place through the email, online bulletin boards, chat room messages.
digital photographs and so on. At common law libel is both a criminal offence
as well as a civil wrong.]19

CYBER LAWS

16[ Cyber Crime is not defined in Information Technology Act 2000 or in the
I.T. Amendment Act 2008 or in any other legislation in India. Offence or crime
has been dealt with elaborately listing various acts and the punishments for
each, under the Indian Penal Code. Hence, to define cybercrime, we can say, it
is just a combination of crime and computer. Cyber crimes can involve
criminal activities that are traditional in nature, such as theft, fraud, forgery,
defamation and mischief, all of which are subject to the Indian Penal Code. ]16

11[We can categorize Cyber crimes in two ways.

The Computer as a Target:-using a computer to attack other computers. E.g.

Hacking, Virus/Worm attacks, DOS attack etc.

2. The computer as a weapon:-using a computer to commit real world crimes.

E.g. Cyber Terrorism, IPR violations. Credit card frauds, EFT frauds,
Pornography etc.]11

The Government of India enacted its Information Technology Act 2000 with
the objectives as to provide legal recognition for transactions carried out by
means of electronic data interchange and other means of electronic
communication, commonly referred to as "electronic commerce", which
involve the use of alternatives to paper-based methods of communication and
storage of information, to facilitate electronic filing of documents with the
Government agencies etc.

Page 49 of 52
The Act essentially deals with the following issues:

1) Legal Recognition of Electronic Documents,

2) Legal Recognition of Digital Signatures, Offenses and Contraventions,

3) Justice and Dispensation Systems for cyber crimes.

Some of the cyber laws

Section 66B: Dishonestly receiving stolen computer resource or

communication device is punishable with punishment up to three years or one
lakh rupees as fine or both.

Section 66C: Electronic signature or other identity theft like using others'
password or electronic signature etc. Punishment is three years imprisonment
or fine of one lakh rupees or both. Section 66D: Cheating by personation using
computer resource or a communication device shall be punished with
imprisonment of either description for a term which can extend to three years
and shall also be liable to fine which may extend to one lakh rupees. Section

66E: Privacy violation 3 Publishing or transmitting private area of any person

without his or her consent etc. Punishment is three years imprisonment or two
lakh rupees fine or both.

Section 66F: Cyber terrorism 3 Intent to threaten the unity, integrity, security or
sovereignty of the nation and denying access to any person authorized to access
the computer resource or attempting to penetrate or access a computer resource
without authorization. Acts of causing a computer contaminant (like virus or
Trojan Horse or other spyware or malware) likely to cause death or injuries to
persons or damage to or destruction of property etc. come under this Section.
Punishment is life imprisonment.
Page 50 of 52
Section 67 deals with publishing or transmitting obscene material in electronic
form. It shall be punished with first conviction for a term up to three years and
fine of five lakh rupees. Section 67B. Child Pornography has been exclusively
dealt with under this. Punishment for the first conviction is imprisonment for a
maximum of five years and fine of ten lakh rupees and in the event of
subsequent conviction with imprisonment of seven years and fine of ten lakh
rupees. The Indian Penal Code, 1860, normally referred to as the IPC is a very
powerful legislation and probably the most widely used in criminal
jurisprudence, serving as the main criminal code of India. Ethics is a very
important aspect of new media, as the internet is increasingly becoming an
important part of our daily life. There is a pressing need to protect children,
adolescents and other vulnerable sections from the dangers of the net.

Short Questions

1. What do you mean by cyber space?

2. What are determinants?

3. What is plagiarism?

Ans. Plagiarism is an act of stealing other's ideas and works and posting them
as one's own. It is an unethical act, and treated as an breach of academic
integrity. The easiest way of avoiding plagiarism is to distinguish your ideas
from the ideas of others in your paper.

4. What is a blog?

5. What is blogosphere?

6. What is a vlog?

7. What is podcast?

8. What is the definition of obscenity by Supreme Court?

9. What do you mean by privacy in new media ethics?

10. Identity theft?

11.Two types of cyber crimes.

Paragraph questions

Page 51 of 52
12.Online news writing.

13. Dos and don'ts of online reporting.

14.Blogs

15. Vlogs

16. Podcasts

17.Cyber crimes

Essays

18. Writing for the websites

19. New media ethics

Page 52 of 52