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Functions, Types and Characteristics of Media

The document provides an overview of media functions, types, and characteristics. It defines media and discusses its main functions like entertainment, reporting news, and making profits. It describes different types of media like print media (newspapers, magazines), broadcast media (radio, TV), outdoor media (billboards), and interactive media (internet, telephone). For each type, it outlines their key advantages and disadvantages. It also discusses emerging interactive media like fantasy sports and how they contribute to increased sports media consumption.

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Muhammad Tariq
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4K views24 pages

Functions, Types and Characteristics of Media

The document provides an overview of media functions, types, and characteristics. It defines media and discusses its main functions like entertainment, reporting news, and making profits. It describes different types of media like print media (newspapers, magazines), broadcast media (radio, TV), outdoor media (billboards), and interactive media (internet, telephone). For each type, it outlines their key advantages and disadvantages. It also discusses emerging interactive media like fantasy sports and how they contribute to increased sports media consumption.

Uploaded by

Muhammad Tariq
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Functions, Types & Characteristics of Media

Submitted to:
Ma’am Noor ul Ain
Submitted by:
Maheen Hashim Khan Burki

M.Phil Sports Sciences (3rd Semester)


Roll Number 13314- (2019-2021)
Department of Sports Sciences & Physical Education

Riphah International University , Faisalabad Campus


Subject :
Sports Media
Media
Definition of Media
Etymology of the term Media:
The word media comes from the Latin word “middle.”

Media carry messages to or from a targeted audience and can add


meaning to these messages.

Definition:
“Media are the means and instruments used to convey advertising messages
to the public”
Media
• Communication channels (networks) through which
news, entertainment, education, data, or promotional
messages are disseminated.

• Media includes every broadcasting and narrowcasting


(A broadcast pleases the majority, but a narrowcast
attracts a small number) medium such as newspapers,
magazines, TV, radio, billboards, direct mail, telephone,
fax, and internet.

• Media is the plural of medium.


The Media’s Functions
o Entertainment
o Reporting the news
o Identifying public problems
» Setting the public agenda
» The investigative function
o Socializing new generations
o Providing a political forum
o Making profits
o Information for Sports etc
Characteristics of Media
Using the most advanced technology

–Internet

–Satellite transmission of Realtime events

–Helicopters used to track sorting out events

Operating in a free environment


The Media Provide

• Information
• Interpretation
• Entertainment
Types of Media
Print Media
Newspaper
Magazine
Broadcast Media
Radio
Television
Outdoor Media
Billboards
Poster
Interactive Media
Internet
Telephone
Print Media

Print media include:


o Newspapers
o Magazines
o Directories
o Mail brochures
o Mail
o Packaging
o All other forms, which are produced by printing and are relatively permanent
Newspapers Characteristics
ADVANTAGES: DISADVANTAGES:
 High coverage  Short life
 Low cost  Low attentiongetting
 Short lead time (the time between the capabilities
initiation and completion of a production
 Poor reproduction quality
for placing ads
process)
 Selective reader exposure
 Ads can placed in interest
sections
 Timely (current ads)
 Reader controls exposure
 Can be used for coupons
Magazines Characteristics
ADVANTAGES: DISADVANTAGES:
 Segmentation potential  Long lead time for ad
 Quality reproduction placement
 High information content  Visual only
 Longevity  Lack of flexibility
 Multiple readers
Directories
 A directory is both a reference and an
advertising medium.
 The most widely known is the Yellow
Pages.
 Yellow Pages advertising is often the
primary or only form of advertising
used by many small, local
retailer/seller/trader.
 A weakness of the Yellow Pages is that
they are printed only once a year.
Broadcast Media
 Broadcast media include radio and
television.

 Broadcast media differs from print in


that people often do other things while
listening or viewing, so messages are
fleeting/short lived/brief

 Broadcast commercials are more


intrusive/unwelcome/unwanted than
print ads.
Radio Characteristics
ADVANTAGES: DISADVANTAGES:
 Local coverage  Audio only
 Low cost  Low attention getting
 High frequency  Fleeting/short lived/brief
 Flexible message
 Low production costs
 Well-segmented audiences
Television Characteristics
ADVANTAGES: DISADVANTAGES:
 Mass coverage  Low selectivity
 High reach  Short message life
 Impact of sight, sound, and  High production costs
motion
 High prestige/status
 Low cost per exposure/contact
 Attention getting
 Favorable image
Outdoor Media
ADVANTAGES: DISADVANTAGES:
 Location specific  Short exposure time requires
 High resolution short Ad
 Easily noticed  Poor Image
 Local Restrictions
Interactive
• A variety of media that allows
the consumer to interact with
the source of the message,
actively receiving information
and altering images,
responding to questions, and so
on.
Interactive Media
• AUDIOTEX
– AUTOMATED TELEPHONE INFORMATION SERVICES
• CD-ROM (Compact Disc Read-Only Memory)
• FAX ON DEMAND
• INTERACTIVE TV (Interactive TV (ITV or iTV) is an approach to television advertising and programming that creates
the opportunity for viewers to communicate with advertisers and programming executives by responding to a call to
action)
• INTERNET
• KIOSKS/Booth/Stall/Counter
– AVAILABLE IN HOTELS, SHOPPING MALLS
• ONLINE SERVICES
• – An online service, also known under the title of Software as a Service (SaaS), is a service provided by a software
application running online and making its facilities available to users over the Internet via an interface (be that HTML
• presented by a web-browser such as Firefox, via a web-API or by any other means)
• – SCREEN TELEPHONY
• – TELEPHONES EQUIPPED WITH KEYBOARD TO ENTER AND ACCESS DATA
Internet / Interactive Media Characteristics

ADVANTAGES: DISADVANTAGES:
 User selects product  Limited creative capabilities
information  Web snarl (crowded access)
 User attention and involvement  Technology limitations
 Interactive relationship  Few valid measurement
 Direct selling potential techniques
 Flexible message platform  Limited reach
Characteristics of the Internet
The Internet
• Extends and radically/totally/completely changes (potentially/possibly) our
connections with the world
• Is not limited to sequential/serial/consecutive programming
• Enables each of us to be the “editors” of our own media experiences, if we
wish
• Gives us the potential to create our own sport realities and experiences as
spectators and virtual (computer generated/ cybernetic) athletes
Fantasy Sports/Virtual Sports/Video Games

•How has the

emergence/appearance/rise/development of
fantasy/imagined/fictional football,
baseball, etc. contributed to an increase in
sport media consumption?
CONCLUSION

 MEDIA –We need it

 It will be here, irrespective of our choice.

 So let us try to Have a media, which is


Positive in Approach Provide Real
Information & Help In Nation Building

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