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Social media has become a phenomenon with the advent of technology and rapid rise in the reach across the world. It has made inroads in almost every sphere of business, communication and marketing.
Post globalization, Indian media industry has witnessed a sea change and revamped itself tremendously to be part of changing global scenario. Social media today, has become an integral part of the media industry, whether it is news deliverance, marketing or advertising. The social media revolution has changed and will continue to change journalism and news organizations.
Social media as a powerful tool has been realized largely across Indian Media industry, its
importance is no longer debated. Therefore, the Indian media has successfully embraced social media technology and digital shift to widen and expanding their reach and exposure. The business strategies have widened and given a facelift; the social media platform has been effectively efficient used for expanding their business networks, whether news deliverance, advertising or other user generated content.
This paper aims at examining and exploring the role, growth and challenges of digital and Social media with a case study approach on Indian Media Industry.
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