Date: Friday, 5th December, 2014
Duration: 1.5 hours
MEDIA, MUSIC, FILM
Media plays a central role in the growth of independent arts, linking the artist to audiences by allocating necessary programming or column space and quality reportage. Despite the power to influence tastes for non-mainstream content, more often than not, media houses are burdened to carry content that relate to mass reach for sustenance revenues. How can media platforms widen programming and column space for independent content to reach those minority audiences scattered across India? Couldn’t the media’s power perhaps also influence advertisers to re-think their strategies for developing new consumer bases through non-mainstream content?