• Dr.C.Lalmuansangkimi
• Gurpreet Singh

The research is focused on two of India’s most famous obsessions- Cricket and celebrities. Celebrities and all the minutest of details of each and every aspect associated with their lives cover quite some media space and time around the globe, to which India is no exception. Cricket, on the other hand, has a separate fan base covering each and every nook and corner of India. Its popularity has seeped into the very pores of the Indian youth. The fact that India has the largest number of Cricket stadiums around the world- 51 to be precise is unarguably more than an enough testament of the same. The rise and shine of print and electronic media in India, coupled with the powers of social media, and the aforementioned two obsessions make sure that this camaraderie amongst them remain hale and hearty. But, has this synchronization of demand and supply of the above discussed contents, undertaken by the media, reached a point of saturation for its consumers’ consumption? This very question forms the crux of the researcher’s study. The unrestrained coverage of the many celebrity weddings the previous year, for example, made the people ponder and question the media as to whether or not the attention given to them was even required to such an extent. Are they overdoing it? Similarly, Cricket in India has been in the media forefront for quite some time now, and continues unabated. There have now emerged special television channels dedicated especially to lure the Cricket fanatics. Not only India’s Cricket matches, but also the coverage of matches featuring two other countries are broadcast over the different media platforms. Television news channels have at least a half-an-hour program, wherein journalists and a couple of experts only discuss Cricket and its cricketers. Thus, the questions remain the same. Is it being overdone? Has it taken a toll on other sports, in terms of their promotion and popularity, and consequently the players involved in them? What are the consequent merits and demerits? What role does the social media play in this media game? The study concluded that while these organs will continue remaining the important ones, it is the media’s responsibility to understand as to what comes when and where in its priority list. The supply of the contents will ensue as long as there is a demand. But the vital question our media has to answer is- at what cost?

Celebrity, Cricket, Indian Media, Social Media

"A STUDY ON INDIAN MEDIA BUSINESS With reference to Cricket and Celebrities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.9-14, June 2019, Available :http://www.jetir.org/papers/JETIR1907003.pdf

"A STUDY ON INDIAN MEDIA BUSINESS With reference to Cricket and Celebrities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp9-14, June 2019, Available at : http://www.jetir.org/papers/JETIR1907003.pdf