The Hindu : Karnataka News : Reach of Internet small in India, says expert

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Karnataka

Reach of Internet small in India, says expert

Staff Correspondent

‘Revenue from online advertising likely to be Rs. 480 cr.’

Manipal: Tapas Ray, an expert in online media, said on Saturday that Internet was a new medium in the country and its reach, compared to the western countries, was small.

He was speaking about “Changes in the media due to application of new information technologies” at the communication festival, “Article 19”, organised by the Manipal Institute of Communication, here.

Mr. Ray said that online advertising had generated revenue of Rs. 270 crore in 2007 in the country. The projected revenue generation from online advertising in 2008 is Rs. 480 crore and Rs. 1,100 crores by 2012. This meant that there was hope for online journalism, he said.

The Internet provided journalists with access to several sources of information. It was essential for journalists to update their knowledge and the Internet helped them in this endeavour. There were some problems with the Internet journalism too. “The links given in a story on the web direct the reader to other sites and distract his attention,” Mr. Ray said.

Pro-Chancellor of Manipal University H.S. Ballal said that the university desired its teachers to be good in communication. They should not confine themselves to teaching what was prescribed in the curriculum but make students think on various topics.

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