Sensationalization and Sextainment – Precepts for Success in Media and Entertainment Business
A Case Study

Abhishek Kumar

Abstract
Newspaper industry is at crossroads today. While it offers news and entertainment in touch and feel format, its competition with web editions is getting stiffer by the day. The much celebrated position of serving the cause of education by creating informed-opinion and therefore producing socially-aware citizens has been hijacked by World Wide Web. The industry has retaliated by spicing-up its content. While this strategy may have given the industry some relief, it has put it in an unenviable position of being on the verge of losing its vaunted position of being the sentinel of values of society and its culture. Newspaper is also a business and survives on advertisement
revenues. Television has appeared as biggest competitor and youth that comprises largest market in India is increasingly being weaned away from newspapers. This article explores this issue with the case of a popular newspaper in India, The Telegraph.

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