4.         i)   written communication gives words and thoughts permanence.

ii)         knowledge and information became available to people who could read.

iii)       has led to the spread of ideas.

5.         i)   to check the copy for mistakes

ii)         to make value additions in the report

iii)       to find a suitable heading for the story

iv)       to include photographs, graphs etc. in the report

v)         to condense the report by rewriting or editing the stories

vi)       to give suggestions to the newseditor on bylines to be given to

6.         i)   programme wing

7.         i) Fiction programmes depend on imagination and dramatization. Example: Serials

ii)         Non fiction programmes generally provide information or educates.

8.    i)   A jingle is a rhyming song used to advertise a product.

ii)         A spot is an advertisement on audiovisual mediums such as radio,

9.         i)   book railway tickets online through the website of Indian Railways

ii)         book air tickets online through the websites of airlines

iii)       visit online shopping centres and buy products online

iv)       access information on educational courses through websites of

Value Marks points

10.     i)   to communicate with our friends and family members.

ii)         during meetings and conferences

iii)       across sales counters to sell products

iv)       for interviews

12.     Community radio

i)           caters to the interests of a limited area or a homogenous community

ii)         broadcasts programmes which are popular/relevant to the local community

iii)       broadcasts programmes in the languagel dialect of the local community

iii)       messages on radio are easily forgotten

iv)       not useful for those with hearing disabilities

v)         listeners' interest depends on how information or messages are

14.     i)   in charge of directing actors.

ii)         in charge of technical operations.

iii)       responsible for transforming script into effective audio and video messages.

iv)       control camera placement.

v)         decide the positions of actors.

15.     i)   organising special events

ii)         exhibitions

iii)       window displays

iv)       media events such as press conferences

v)         distributing printed material such as pamphlets and brochures.

16.     The most standard new media product is a website. Niche websites are ones that contain very specialized content like travel, health etc.

17.     i)   Students can easily send and receive emails by using new media.

ii)         They can access any information on any topic required for their projects or assignments.

iii)       They can start their own blogs or online diaries.

iv)       They can work/get employment in various departments and other

18.     i) Timeliness: News is something new. So timeliness is a great factor in deciding news.

ii)         Impact: The Impact of an event decides its newsworthiness. When the tsunami waves struck several parts of the world, thousands of people were affected It became major news for the whole world But if a cyclone kills 20 people in Bangladesh, it may not have any impact on other parts of the world.

iii)       Proximity: " Bird flu spreading and hundreds of chicken dying in England ". Does it make news for you? You may read it but do not worry about it. But bird flu spreading in West Bengal will make you alert. This is because it is in your proximity. So proximity decides the news.

Value Marks points

iv)       Controversy: - People like controversies. Anything that is connected with conflicts, arguments, charges and countercharges, fights and tension becomes news. All of you might have heard of Kargil. It was a conflict between India and Pakistan. It became great news all over the world.

v)         Prominence: If a prominent person is involved in any event, it becomes news. If an ordinary person's car breaks down and he has to wait for ten minutes on the roadside till the vehicle is repaired it makes no news. But if the Prime Minister's car breaks down and his motorcade has to stop for five minutes it becomes news.

vi)       Currency: News is about current events. Suppose the Olympic Games are held in India, I It becomes news because everybody is interested in it. Similarly, if extreme cold weather continues for a week and fog disrupts air, rail and road traffic, it becomes news.

vii)     Oddity: Unusual things makes news. Extraordinary and unexpected events generate public interest. A man pulls a car by his hair, a woman gives birth to triplets, a singer enters the Guinness Book by singing non-stop for 48 hours. All such odd stories evoke much public interest.

viii)   Emotion: Stories of human interest make good news items. For ego the police rescue a school boy kidnapped by mischief makers after a search of two weeks. The parents meet the boy in an emotionally surcharged atmosphere The story of this meeting with a photograph makes a good human interest report.

ix)       Usefulness: Sometimes news items help the public in various ways. For example, weather forecasters warn fishermen not to go to the sea for fishing on certain days because of rough weather. Newspapers gives the phone numbers of police stations, hospitals, ambulance services etc. to help people.

x)         Educational value: News has also an educational value. In almost all newspapers, there are columns about educational and job opportunities. These guide you about different educational courses, career options available, opportunities for higher studies etc. These news items help you become more knowledgeable.

19.     i) Television is an audio visual medium. It includes both visuals and sound.

ii)         Television is a domestic or intimate medium. One can watch television at home with family.

iii)       Television is a live medium. It can transmit visuals and information almost instantly.

iv)       Television is a mass medium. It has a wide output and reach and can be understood by even illiterate people.

Value Marks points

v)         Television is a transitory medium. For example a newspaper article can be read at any time of the day while that is not the case with a television programme which has a specific timing.

vi)       Television is an expensive medium. It requires complex technology and

20.     i) Huge boards display messages on various products. This is called a hoarding and many of these which are electronically operated are called electronic hoardings. They are attractive and catch the attention of the viewers.

ii)         Messages can also be written on bus panels and huge boards at bus terminals, airports and railway stations where a lot of people come together.

iii)       Huge balloons suspened in the air carry messages written on them. These are hot air balloons which can easily capture the attention

23.     (i) can be used to spread awareness on issues like AIDS, Polio immunization etc.

(ii)       can be used by masses for expressing social, ritual, moral and emotional needs.

(iii)     Communication through traditional media can help us in building good relations.

24.       (i) Audience and performers are on the same level. This emphasizes that performers are not different from the audience. This can build a rapport between the audience and the performers.

(ii)     Close eye contact with the audience will keep the audience busy with the action of the play.

Value Marks points

7             (iii) The actor is under the eagle eye of the audience who surround him/her on all sides.

So, both the performer and audience have a sense of belonging and responsibility to each other.

(iv)   Audience can be invited to join the chorus for singing for more involvement.

(v)     Mobile nature of the theatre helps it to reach people who normally do not go to the theatre.

(vi)   The absence of proper stage, lights, costumes and make up material

25.       (i) Television is technological in nature. Traditional media is non technological.

(ii)     Traditional media is flexible in nature. It is difficult for television to be flexible.

(iii)   Traditional media is culturally rigid. Television on the other hand enjoys cultural freedom.

(iv)   Unlike traditional media, television is an expensive medium.

(v)     In traditional media, messages are presented before a live audience. In television, messages are transmitted for broadcast

(vi)   The reach of traditional media is limited. Television on the other hand can reach out to a much bigger audience.

(vii) Feedback is delayed in television whereas in traditional media, the feedback is immediate.