“I’d sit alone and watch your light
My only friend through teenage nights
And everything I had to know
I heard it on my radio.
You gave them all those old-time stars
Through wars of worlds invaded by Mars
You made ‘em laugh, you made ‘em cry
You made us feel like we could fly… Radio!”
(Lyrics of Radio Ga Ga by Queen)

Way back in the 60’s, when I was a kid, radio was king!

My generation had no TV and the whole family looked forward to being informed (the news) and entertained (music/entertainment programmes) on the “magic box” called ‘radio’.

On rainy days you would find us gathered around the radio to listen to Saturday Date and the Bournivita Quiz Contest and Hawa Mahal on AM radio.

All of us listen to the radio and take it for granted, but when did radio first start and who invented it?

It all started with Guglielmo Marconi (1874-1937) who is generally considered the Grandfather of Radio Communication.

As with anything new, radio was initially perceived in a very negative way, with many people saying it was just a passing trend and would die a quick death.

“The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular,” said David Sarnoff in 1920.

“The radio craze will die out with time,” predicted famous inventor Thomas Edison in 1922. But as we can see, most of these people had to eat their words.

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The role of a media planner is diverse, fast-paced and comes with a great deal of pressure. To succeed, you’ll need good communication skills and commercial flair.

What’s this career about?

Media planners are key players in the advertising and marketing industry. They advise businesses on how to transmit advertising messages using various types of media, including radio, television, the internet and billboards.

It is the work of a media planner to study different types of media to determine where, when and how businesses should advertise their products. To do this, they collect data on products, services, consumers and sales methods. This is done by studies, surveys and interviews to analyse consumer demand and opinions.

Using data and mathematics, they determine the least expensive and most effective way businesses can get product messages to target audiences. They also apply their knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client’s brand.

Future marketing decisions of a company are always based upon the findings of these planners. For example, these studies aid managers in deciding whether to introduce a new product or service, or change an old one. These are also useful in choosing the best name and package for a product and deciding how to advertise the item.

A thorough knowledge of current media trends is important to excel in this field. A media planner should be a good negotiator and be able put forth his/her terms and conditions persuasively.

Media planners usually work in a research team with statisticians, specialists who design survey questions, interviewers, data processing specialists, and a variety of other personnel.

PLUS!

• How do I get there?
• Key skills
• Institutes
• Employment prospects
• Pay packages

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I think it’s a necessity for youngsters to be media savvy; then only can our decisions be prudent. ‘Crazy’ is the word associated with blind fantasy and ignorance; but youngsters of our time are young masterminds who are well aware of the opportunities offered by the growing digital world. Rather than being crazy about gadgets, we are vigilant about the encircling media world and we make the best out of it.
Annu K. Jose (21)
Alphonsa College, Pala

Teens today are more media savvy. But what teens are addicted to is social media. We Snapchat food before we eat it, we check in on Facebook before we reach the venue, we use Instagram to stalk people and hate on them, we now take pictures not to record memories but to show them off on social media. We are so caught up in social media, that we forget the real essence of life in its small moments.
Karishma Wadia (18)
St Joseph ET High School, Bilimora

It’s a true fact that today’s youngsters are addicted to modern gadgets. Even I am sending this mail from a smartphone. But the fact is that it keeps distant people together but nearer people far. Youngsters consider modern gadgets as their identity in society. Students nowadays carry their smartphones even to school. It is a strange fact that even the smallest kid is fully addicted to mobile phones. If this trend continues it will do serious harm to the child.
Basil Jacob Paul (16)
Sobhana Public School, Kothamangalam

An electronic gadget is the only solution that youngsters seem to have for their problems. You need information on any subject; you just need to Google it. If you need a piece of news related to sports, telly media, movies, you only need your mobile phone and you can get whatever you need with one simple click. Youngsters are so crazy that some even get addicted to it. All day long you will see them stuck to their screens and fingers moving with such rapid speed. At the same time, today’s youngsters are up-to-date with everything; be it politics, sports, education, movies, Hollywood, etc.
Moksha Sharma (17)
Chattrabhuj Narsee Memorial, Mumbai

In my opinion these are two sides of the same coin. Sometimes what starts out as being media savvy turns into an obsession, i.e., tech-craze. This craze is evident from the large number of selfie deaths. Hence, I feel that today’s youngsters are definitely media-savvy but many a time become a victim of technology obsession and over-indulge in the use of smartphones.
Sukeerat Kaur Channi
Sacred Heart Convent School, Ludhiana

Today’s youngsters are crazy for gadgets as nowadays it plays a crucial role in our lives. One can’t live a single day without his/her gadget. It feels like they have lost a limb when they are without them. Modern gadgets have made us complete slaves to machines. It could be mobile phones, tablets or a video game. No one can deny that gadgets have simplified our lives but at the same time made us addicted to it.
Sonali Garg (16)
Notre Dame School, Delhi

Yes, today’s teenagers are gadget addicts. Our parents are fed up of saying, “Study; it’s your peak time”. But gadgets have made teenagers lazy and teens are completely dependent on them. Though we have become fairly media-savvy as well, we cannot spend one day without smartphones, television, iPads, etc. It’s not bad to use these gadgets but it’s not good to get addicted to them and have our lives depend on it.
Sapna Solanki (17)
St Patrick’s Vidya Bhawan, Jodhpur

In today’s age we see that youngsters are getting more and more media-savvy as well as gadget crazy. Both these topics are interrelated to each other that if one doesn’t have the gadget, then he/she isn’t that much media savvy but they crave to be one. In today’s life youngsters can have a sneak-peek into everyone’s life due to media, especially social media. Everything that happens is immediately uploaded on social media and which can be viewed by anyone, which can also lead to several different problems like cyber crimes. So one should be careful about the use of gadgets.
Senjuti Bhattacharya (16)
St Joseph’s High School and Jr. College, Kalamboli, Navi Mumbai

When it comes to us youngsters it is necessary that we are connected to the world through various mediums. Similarly it is important to use gadgets because it brings the world closer and so do the work of media. Gadgets and media are two different worlds in themselves. So it is difficult to say that youngsters are media-savvy or gadget crazy. Because when we talk about media, gadgets are necessary and vice versa.
Apoorva Yadav (17)
College of Engineering, Amravati

Today’s world is fast techno-growing and being gadget crazy has just become a trend. It is seen that teens at first are genuinely interested in tech and media but as they use them daily and almost all the time they become gadget crazy. Teens are so addicted to gadgets that instead of enjoying their youth they are isolating themselves. Teens today need to become practical and should not just be into their widgets all the time.
Kirti Gyamlani (13)
St Anthony’s Junior College, Agra

Yes, today’s generation is highly influenced by media and is falling prey to many problems caused by it. It psychologically affects them so much that the desire for a new gadget drives them crazy to an extent that they don’t even hesitate to fight with their parents. Youngsters waste their precious time in chatting, surfing, etc., whereas they need to invest their time in acquiring knowledge and improving their own life skills. Gadgets can be instruments for knowledge or just time eaters. It’s our choice, whether to be affected by peer pressure or to move towards the path of shaping our own bright future!
Veena Atul Velankar (15)
Little Flower Convent High School, Solapur

I believe that youngsters are making judicious use of media. They are able to keep up with the updated news because of the information outburst on networking sites. They not only use Facebook or WhatsApp for chatting or time pass but also for signing a petition or to fight for a cause. We are able to learn a lot of stuff on the internet which might be tedious in a traditional form of education. Many apps are created specifically for those who want to showcase their inner talent like singing, dancing, mimicry, etc. The youth of India is making use of the ample benefits of media.
Eashna Jain (18)
Mumbai

Yes, youngsters are crazy about gadgets. Tablets, laptops, smartphones, phablets, fitness bands and smartwatches are the most commonly heard words in today’s urban households. At the same time with the help of these gadgets today’s teenagers are also media-savvy. All these gadgets are the gateways to social media, business media and news media. Thus most of us are media-savvy as well as gadget crazy.
Jiya Goyal
St Anthony’s Junior College, Agra

Youngsters are both media-savvy and gadget crazy. Today, every youngster knows how to use the media to his/her advantage. We can voice our opinions in society without even getting out of our homes because our gadgets keep us connected to the world. So how are we not gonna go crazy for our gadgets! Our ability to understand the functioning of almost all sorts of gadgets and use them makes us media-savvy too. We know how to become a part of media so that our opinions do not go unheeded.
Bhavya Chauhan (15)
Convent of Jesus and Mary, Chelsea, Shimla

Teens gaping at mobile screens are a common sight that we come across in almost every home. Youngsters forget that they need gadgets but gadgets do not need them. They waste time and social relationships get damaged. We teens should ask ourselves whether by being gadget-savvy are we really treading the path of growth?
Tanvi Sanjay Shinde (15)
Little Flower Convent High School, Solapur

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Yes, the media does create a hype over crime and corruption. But from the media point of view it is for the awareness in the public. Media can play a positive role by not being biased to any party or group and portraying information purely on truth rather than hyping any news which is considered as negative at times. Also by giving much space and attention to news like development and national achievement it can play a positive role. The media is evolving more into public opinion and views rather than making a statement by itself will give a positive side to media.
Bhakti Makwana (19)
Nagindas Khandwala College, Mumbai

OMG! Another crime. The newspaper’s getting filled with crimes. But do these crimes display the real situation? Do these crimes deserve that level of publicity? Or it’s the media that glorifies a situation to increase the TRP. Well! The media today hypes a crime which contributes in leaving a bad impact on the impressive youth. Media which is a powerful tool, which reflects the mindscape of a country should rather avoid exaggeration of crimes and should reveal the truth without distorting the facts. Whatever the media is going to present should be in a healthy tone with positivity in it.
Alina Ali (13)
St Anthony’s Junior College, Agra

What we read and watch affect our brains directly or indirectly without us realizing it. Our mind gets easily influenced by surrounding facts, that’s why media should give more emphasis to positive happenings and should suggest solutions for negative happenings. Our society will improve if the news becomes a source of inspiration, hope and positivity.
Anushri Shukla
IGNOU, Allahabad

As a student and observer of media I personally feel media publicizes murder cases, rapes and various crimes and corruption excessively with hullabaloo on news channels, social networking sites as well as TV shows. Yes, I do agree people should be aware of various mishaps happening all around but repeating the same again and again all over spreads negativity. High profile cases such as the Sheena Bora murder case are given more importance than farmers and labourers in India struggling for life and development in villages. Media should take up various ways of developing the country intellectually. They can also take up activities where youths of the country come together to help the villages in our own small way.
Apoorva Yadav (16)
Brijlal Biyani Science College, Amravati

Yes, it is true that media creates a hype over crime and corruption, and of course it should do this. Today, in a country like India, where crime and corruption are the major problems, it is the only way for raising awareness about the various activities around us. It is an instant way to bring awareness to the vast population. It is the most important source of information these days. “Media of any country is the reflection of that country”. Positive roles played by the media makes the country strong.
Divyakriti Masaun
Sun International, Jhansi

In my opinion creating “hype” is certainly NOT what media does. It is the work of the media to bring forth those latent lacunas of our administrative system. The role of media in any democratic setup is to use their power of question and vocation to make the public authorities answerable, accountable and responsible in front of people for good governance without being prejudiced by status, power or money of any such figure, and thus, can contribute in a positive way to our society.
Vatsala Sharma (20)
Law College, Dehradun

The media surely creates a hype over crime and corruption by stating one news in ten different ways time and again. There is hardly any difference in the content but for just the expressions they use. They try to move the masses by brainwashing their emotional side. The media today is one of the most widely used means of passing information and so it is very important that the media uses its power efficiently. It should not exaggerate the content and try to maintain the consistency in whatever way possible.
Harshita Sood
Delhi University  

The media frequently reports on criminal activity as it has a right to do. However, some believe that the media sensationalizes crime, so as to create moral panic and that this is used as a way of controlling how the public behaves. However, the media helps to present different points of views and issues where opinion differs. While it can lead to blind imitation, it can also serve as a source of inspiration. Overexposure to media can cause information overload, but its right use leads to a global exchange of information.
However, if used wisely, the media will give us a platform to voice our opinions on social and political issues. Owing to its reach and ease of access, it increases general awareness. It is the best source of information, entertainment, and inspiration. It provides us with effective means of communication, making the world a smaller place.
Shweta Mhatre
ICL Motilal Jhunjhunwala College, Vashi

At this juncture, the media appears to us as a ‘commercial game of truth and hype’ and presents itself as the media partner of crime, corruption and extreme intolerance. Be it the government or private, every newspaper and news channel is owned by different political parties and media have already lost their credibility by exaggerating things that are not true and undermining issues that are real. Media can play a positive role by projecting the correct and justified information and by the avoidance of politicizing and commercializing issues by media personnels.
Jameson Motilal
Jnanodoya Salesian College, Salem

With the advent of technology, the media has diversified into many forms such as radio, television, newspaper and internet. Together, these play a very important role in framing one’s views and opinions. The timeless adage “With great power, comes great responsibility”, signifies that the media ought to create a constructive role in our society. But in most cases the media creates a hype over crime and corruption. It does play a positive role as well. It promotes awareness using pathos. The spread of ‘Swachh Bharat Abhyaan’, ‘Digital India’, ‘net neutrality’, etc., gained importance through the power of the media. The media should be true and non-judgemental in whatever it does.
Inayat Budhiraja (16)
The Shri Ram School, Gurgaon

The media plays a crucial role in a democracy. Instead of creating hype over crime and corruption it should work towards eradicating these evils from our society. Instead of presenting the news in a way that it collects TRP for the channel, the media should try to inform the public at large about the various laws and rights which empower them to stand united against crime and fight against corruption. Awareness and educative programmes initiated by the media will go a long way in bringing revolution in society. I feel that the media in India has the power to change the way people think.
Aaryan Gupta (14)
St Joseph’s College, Allahabad

Well, excessive publicity seems to be the best talent of our media and especially when it’s about crime and corruption. Showing the same news thirty times in seven minutes, on five different channels, quite sure will create misunderstandings among people and their conscience. The media is one of the most powerful sources to transform our society into a positive firework, by laying more emphasis on the positive and encouraging things happening in our country and helping to act in a more matured manner.
To make the common people stop blaming the government for everything, first, the media has to stop criticizing their every single mistake for hours on TV and should provide alternatives for solving the problems.
Bhavpreeta Verma (16)
St Angela Sophia Sr. Sec. School, Jaipur

The media in today’s era is the largest and the greatest source of information. Every one of us is directly or indirectly depends upon it. It will not be wrong to say that media in some cases make a mountain out of a molehill; they give much more attention to the issue which have least benefit to the viewers. In society like ours where there are still people having orthodox and conservative mentality, the media can help change the environment.
The media can have a positive as well as a negative impact on the society, it depends on us how we adapt things in our life. For developing nations like ours we really need a large source like the media for further growth and development.
Harshita Mathur (17)
St Angela Sophia Sr. Sec. School

As everyone knows that the media is a very powerful weapon. But the only problem is that it creates hype over crime and corruption. But the media can also be used for the development of our country. It can create awareness among the people about what is happening in their surroundings and this knowledge will make people more alert. As we know corruption is one of the most prominent topics of media’s daily reports. It sometimes also teaches us good lessons about being aware, being safe, being active, following safety rules. So, the media is as important as a gun (news) which can destroy anything or as a cup of tea (newspaper) which is one of the most important things to start our day with.
Manasvi Vyas
Jodhpur, Rajasthan

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