American Research Journal of Humanities and Social Sciences

The media business stands apart from others in the economy partly because of its unique collaboration with creative people and the unpredictability of customer demand. The results of this research have had a major impact on the study of media business and economics in India. Everyone knows that ads are the media industry’s main source of income. This study makes important contributions to the literature and practices of managing the mass media industry. This research is essential for comprehending India’s media landscape since it specifies the position and influence of digital media in regards to the country’s many media outlets’ share of the advertising market. Also, in order to ensure lucrative outcomes, the study suggests a number of guidelines for authorities in the traditional media industry, media owners, content providers, and academics. According to the statistics, internet advertising first ate primarily into the market share of more traditional media like television. As digital media has entirely supplanted radio in local advertising, radio’s already tiny share of the ad market has shrunk even more, resulting in a precipitous decline in overall market expenditure. Industry experts estimate a steady decline in advertising expenditure from 2016–2017 ($87.7 billion) to 2017–2018 ($81.5 billion) to 2018–2019 ($67.15 billion) (2018-19). There will be permanent effects on the company from some of these changes, while others may be short-lived.