Indian Institute of Mass Communication
Thursday, August 29, 2013 12:33 PM IST (07:03 AM GMT)
Editors: General: Entertainment, People; Business: Advertising, PR & marketing, Business services, Education & training, Media & entertainment
Evolving Sources of News for Journalists – “#MediaInsights Report”

New Delhi, Delhi, India, Thursday, August 29, 2013 — (Business Wire India) — — Research jointly conducted by 20:20 MSL and IIMC to study the changing patterns of news sourcing by journalists, especially with the advent of social media

In an attempt to demystify the rapidly evolving media universe in India and shed light on the growing appeal of new-age alternatives to the press release, 20:20 MSL (part of MSLGROUP, Publicis Groupe’s strategic communications and engagement consultancy and the largest PR network in India) in strong collaboration with the Advertising & Public Relations Department of the Indian Institute of Mass Communication (IIMC) today launched the “#MediaInsights report”, the first-of-its kind research to arrive at insights that would benefit India’s media and communications industry.

When a piping hot story is on the anvil, only one in eleven journalists would use more than half the press releases that flood their email inboxes. Internal brainstorming sessions remain the most preferred among many, when it comes to exercising their grey cells in the newsroom. An emphasis on the diversity of content from the media has driven a series of compelling changes in the conventions of news sourcing among journalists and other media professionals. The public sentiments that are considered in constructing a story, the advent of the social media space as a hub for story ideas and extensive use of official websites to cull out authentic data are some of the most striking industry-wide changes that the report has highlighted.

Commenting on the report, Mr. Chetan Mahajan, Managing Director, 20:20 MSL said, “It is imperative for a next generation insights-driven agency to understand the media environment in order to be a strategic advisor to the stakeholders. We jointly conducted this research with IIMC, in order to get insights to address the gap between news-makers, news-consumers and the media. The report has successfully mapped the changes and brought out some compelling facts. I believe that this report will help PR practitioners in best aligning their strategies and tactics.”

Mr. Sunit Tandon, Director General, Indian Institute of Mass Communication welcomed the report as “the first in a series of such studies that would be useful for all who are interested in understanding the rapidly changing contours and dynamics of the Indian news media sector.”

The research was conducted with a stratified sample of 309 journalists nationwide cutting across age, gender, specialization etc. The report also focuses on several statistical data sets including the following:

(i) The ratio of stories produced by senior correspondents to those filed by young reporters
(ii) The frequency of social media usage in newsrooms, and
(iii) The reliance that journalists place on the Internet for sourcing news
(iv) The male versus women reporters’ behavior towards different news sources

Please view the full report at

About Indian Institute of Mass Communication

The Indian Institute of Mass Communication (IIMC) is India’s premier institute for training, teaching and research in mass communication. Set up by the Ministry of Information & Broadcasting, Government of India in 1965 on the recommendation of a team of internationally known mass communication specialists from UNESCO and the Ford Foundation the objective of the Institute is to impart quality education and training and to conduct research with special reference to the socio-economic development in the country. IIMC is the only country-wide institution in the field, with a presence in all the regions of the country, including Regional Centres in Aizawl, Amravati, Dhenkanal, Jammu and Kottayam, apart from the Headquarters in New Delhi. The Institute also counducts courses and training programmes for international professionals on behalf of the Ministry of External Affairs.

About 20:20 MSL:

20:20 MSL is one of India’s largest multidiscipline communications firms and a leader in the area of specialty communications services including corporate reputation management, strategic media relations, analyst relations, social media, crisis and issues management, events and activation services. The firm is also the acknowledged leader in technology communications space in India. Through its powerful network of more than 150 staff across offices in Mumbai, Delhi, Bangalore, Chennai, Kolkata, Hyderabad and Pune, as well as the reach of the MSLGROUP and Publicis Groupe international network, 20:20 MSL partners with more than 100 leading Indian brands and multinationals to deliver world-class communications.

About MSLGROUP Asia:

For 23 years, MSLGROUP’s Asia team has counseled global, regional and local clients, helping them establish, protect and expand their businesses and brands across this fast-growing region. Today, MSLGROUP has the largest PR, social media and events teams in Greater China (16 offices and 1,000 colleagues) and India (16 offices and 550 colleagues) and is actively working to lead the development of the industry with the regular publication of whitepapers/reports and innovative Learning & People Development programs to nurture talent. The MSLGROUP Asia team includes 38 owned offices and 1,675 colleagues in Beijing, Shanghai, Guangzhou, Chengdu, Hong Kong, Macau, Taipei, Tokyo, Seoul, Singapore, Kuala Lumpur, Mumbai, Delhi, Ahmedabad, Pune, Bangalore, Chennai, Hyderabad and Kolkata. An activation network of colleagues reaches an additional 125 Indian and 100 Chinese cities and a strong affiliate partner network adds another 23 Asian cities to our reach. MSLGROUP Asia’s teams have been recognized as leaders by multiple industry groups, including most recently Hanmer MSL India (‘PR Agency of the Year 2011’ by PRCAI), Luminous (‘Local Hero/Agency of the Year 2010’ by Marketing Events Asia), Genedigi Group China (‘Innovative China SMEs’ by Forbes China), ICL MSL Taiwan (‘Agency of the Year 2011’ by Taiwan Advertiser Associate), and has won more than 50 awards in the last two years. Learn more about us at: + Twitter + Facebook

For tweeting, please use #mediainsights

Shubhra Sinha, 20:20 MSL, +91 9873545458,