Media today is on a roll and is in the process of continuous growth and expansion. The media today has become vast in every aspect from the amount of capital involved, number of personnel employed, revenue, and the information that it generates. With a huge media at our disposal a great deal of information is generated each day and so much that it has become for any human being to absorb this vast pool of information.

Such a vast pool of information calls for media monitoring. Media monitoring refers to keeping a track of the information being delivered by the representation it is being given by the news media. With the number of Newspapers, TV Channels & Radio Stations on an all time increase and the advent of Internet as a mass medium media monitoring becomes inevitable. Media monitoring helps to keep a check on the coverage, relevance and speed of various media.

Talking in context of our country Indian media monitoring encompasses a great range of functions. Indian media monitoring provides a service of international news, Indian television news and comment gathered from the mass media around the world.

The importance of media monitoring can’t be ruled out in today’s media dominated world. Media goes a great extent in formulating and shaping public opinion about people, organizations and events. Gone are the days when personal interaction formed the basis of one’s opinion. With information at our command knowledge gives us the power to take the right decision. Media monitoring not only helps an organization to generate positive self-concept but also to control, clarify and explain all negative ones. This helps the organization or individual to know about the market and what the peers are up to.
The importance of Indian media monitoring is on a rise because of its proficiency in handling its clients. Indian media monitoring is increasingly being known for the quality service that it provides. With the government opening up most sectors for Foreign Direct Investment, media monitoring can prove to be a beneficial tool in the hands of foreign investors

The Agency Source, a New Delhi based advertising creative and news-monitoring firm specializes in tracking new television commercials and new press advertisements. It claims to be one of India’s largest advertising & news monitoring firm monitoring TV commercials, press Ads news, radio spots, clippings, archives library, databases and publications. Most Indian media monitoring firms offer similar services. For any related information on media monitoring devices simply log onto www.impactonnet.com.