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In today’s digital world every one is significantly involved in consuming media content with their interest and intent. Now it is proven that most of the time we are accessing the media content through mobile phone or other handy devices through several applications and websites. According to one survey an average kindergartener can access 70 media messages everyday and teens are using one-third of the day in media messages.1 India is world’s second-largest population and second-largest digital market which is growing drastically in both urban and rural areas. Now India has more than 500 million Internet users and over 450 million smartphone users and one in every three people is consuming video content online. Affordable and easy access to technology and the growth of regional language usage in media content is wonderfully mix the early and new Internet users, which make this market ripe for opportunity in digital media content.2 India is a 2nd largest number of internet users in the world.3 As a result a large number of population is shifting towards online and digital platform and it may possible that population is not that much media literate to analyze the critically think on the dissemination and consumption of media message. So this has become necessary to critically insight the term, types and effect of media literacy.
Srivastava et al. (Sat,) studied this question.