JOURNAL OF THE PRESS INSTITUTE OF JANUARY - MARCH 2011 VOLUME 3 ISSUE 1 RS. 50 Editorial Media must be above criticism

Dear Reader, The fourth pillar of democracy is being attacked from all sides. This is a sad state. While the “paid news” syndrome is really disturbing the “tapes affair” have added great anguish. There is a charge from some quarters that media reports are centered only on controversies rather than on factual accounts. A senior journalist of four decades of experience laments over the present day reporting of journalists and wants the leaders of media organizations, both print and electronic, to put together their heads to reorder the news values with accent on constructive news by playing up socio-economic development and playing down petty politics. It is an unquestionable fact that with the advent of electronic media the main source of income that sustains media houses is terribly eroded. This has forced media houses to resort to all sorts of gimmicks to attract readers and thereby advertisers for sustenance of the business. In the process a big drift in the standards and values practiced by media houses has been created and is very visible these days. National cause and outlook are missing but sensational news and gossips occupy the pages of newspapers every day. Media houses certainly need increased revenue to modernize their plants, employ professionals of impeccable stature to write on issues of relevance and importance and face challenges in the price of their input costs. All these must be achieved without a blot on their credibility. There cannot be a second opinion on this. Gandhiji said that the goal should be pure and the means adopted to reach the goal should also be pure and clean. How relevant it is today to media houses, and in particular to journalists who struggle to earn a good name for them and to the media houses in which they are employed. Journalists must be well aware of their social and moral responsibilities as a journalist in a democratic society. There is strong feeling among the public that the profession of journalism that is being practiced today needs self introspection. Democracy survives in India because of a free and fearless press that disseminates news and views to the common man, exposing the mistakes of the executive and government. Media is the true representative of people to voice their protest and concern on important issues and therefore must be above criticism. Otherwise on what moral authority media can exercise its responsibility. It is high time owners of media houses, editors and senior journalists take up the matter seriously and find a solution.

V. Murali Editor

January - March 2011 VIDURA 1 C O N T E N T S 15 26 42 N. Krishna, Delhi University, Delhi Department ofJournalism, Assistant Professor, Jyoti Raghavan, Bangalore Devi Award, Media Foundation’sChameli Columnist andarecipientofthe Sakuntala Narasimhan, Ujire Communication &Journalism, of P.GStudiesinMass Assistant ProfessorDepartment Hampesh K.S, Associate Editor,VIDURA Ambujam Anantharaman, Higher Education, NewDelhi Kasturi RamCollege of Assistant Professor, Sunil Hooda, Assistant Professor,& LinguisticManipulations ...... 29 Parul Mehta St. Louis,USA Washington University in Languages andLiteratures, Asian andNearEastern Professor atDepartmentof M.J. Warsi, Challengesgalore inEconomy...... 26 Bhopal MCN University ofJournalism Faculty Member, Presently Specialist Prof. C.K.Sardana, University, Tezpur of Department,Tezpur Associate Professor&Head Bora, Dr. Abhijit Hyderabad for fourdecades Professional Journalist 07 Timetoreorderournews values ...... 20 Ethicaldilemmasdogthepress...... 18 Development ofMediaLiteracy AfewtenetsoftheU.S...... 22 Jalandhar & MassCommunication, Head DepartmentofJournalism Dr. KamleshSinghDuggal, Chennai Editor, TheHindu, N. Ravi, Editorial ...... 1 Harnessingmedialiteracyfor Moralityplaysandthemedia...... 10 sustainability ...... 15 Skills ...... 12 Advertising viaMobileDevices...... 32 and Media Mass Media EmbarrassingMoments for theMedia...... 4 MediaEducation Linkage ...... 7 & Industry Newspaper:morethanaBusiness Freelance journalistandauthor N. MeeraRaghavendra Rao, TIAS, NewDelhi Assistant Professor Trishu Sharma, Consultant, FDDI Manoj KumarSharma, New Delhi & MassCommunication Department ofJournalism Assistant Professor Abhishek KSingh, AlternateLivelihoods ...... 50 Tezpur University, Tezpur Communication, Department ofMass TVChannels’Supportfor Agriculture and Research Scholar, Reetamoni Das Associate Professor, TraditionandModernity...... 47 Dr. C.S.H.NMurthy, and humanrights environment, socialreform specializing indevelopment, Freelance journalist Bharat Dogra, Gurgaon -Institute ofMedia&Technology, Professor Former Assistant Hemprabha Chauhan, & RegionalimbalanceinOrissa: NIRD, Hyderabad Disaster, Mitigation(CAS&DM), Centre forAgrarianStudiesand Faculty member Pradip KumarNath, College, Kovoor,Chennai Communication, St.Joseph Lecturer, Visual S. Ganesh, Tamil BloggersasStorytellers...... 36 Content, ,Madurai Deputy EditorSpecial Dr. S.Nagarathinam, &

TV:acontentanalysis...... 39

an Institution...... 62 Innovation inMediaEducation...... 58 BLOGGING: Tilonia’s CommunicationGroup–Combining Media &Govt.’sRole Changing TrendsinIndianPrivate &Public 20 An alternative medium ...... 55 79 69 LETTERS MEDIA NOTES New Delhi Communication AppliedCommunication Institute ofMass & Head,Indian Former Professor Prof. M.R.Dua, BOOK REVIEW ...... 42 BestCompendiumof

Research...... 65 INDUSTRY UPDATES 72 January -March2011 58 65 47 C O N T E N T S Embarrassing Moments for the Media

utumn 2010 has been a "foreign investment," the income season of political storms in tax department, after obtaining AIndia, and the media finds authorisation from the home itself in the midst of a controversy, secretary, tapped the telephones with its role and ethics under of a lobbyist, Niira Radia, and her public scrutiny. In the centre of it associates over two periods from all is a massive corruption scandal September to December 2008 and over the allocation of radio again from May to July 2009. In Did the frequency spectrum to mobile all, over 5000 conversations were telephone operators at 2001 recorded that indicated tax fraud journalists whose prices in 2008 leading to windfall and how the lobbyist and her gains to the telephone companies associates "not only manage the conversations with and a corresponding loss to the media but as per conversations the lobbyist were exchequer that the government's apparently try to influence policy auditor estimates at between $12.8 decisions of various government recorded maintain and 39.3 billion. departments to suit the commercial that distance Evidence of the wrongdoing requirements of their clients," as had been surfacing in the media the income tax department put necessary for since April of this year, but it was it. The department handed an only in November that it became a analysis of the conclusions it could independent full-fledged political scandal when draw from the conversations and journalism, recorded telephone conversations the recordings themselves to the came to be placed in the public CBI after it took up investigation challenge or domain showing how a lobbyist, of the spectrum allocation case in businessmen, political officials and October, 2009. question the civil servants sought to influence News about the tapes and what lobbyist’s public policy to the advantage of they reveal was published in the a few telephone companies. newspaper in April of this viewpoint even if immediate fallout from this has year but the issue came to the fore been a crippling of the polity. It after two national publications, ever so politely or has seen, among other things, an Open magazine and Outlook give any indication investigation of corruption by the magazine, placed the recordings federal investigative agency, the of 140 of the conversations on other than that Central Bureau of Investigation their website. In this company they were wholly (CBI); a petition in the highest of the lobbyist, her associates, court of the country, the Supreme businessmen and political persuaded? Most Court, alleging a massive cover officials figure over 15 journalists, up and that the investigation was including some well-known of those figuring in being conducted in a non-serious names, and their conversations the tapes do not manner; the resignation of the open a fascinating window to the minister for telecommunications high pressure management of the and raids and seizures of media. Almost all the journalists documents from his house; and involved come out of it with a paralysis of parliament over their independence seemingly the demand of the opposition compromised. parties for a special committee It is not clear though that only to investigate the scandal that those journalists who figure in the government is unwilling to the tapes alone must be judged accept. Suspecting a massive harshly, and two caveats need to N. Ravi tax fraud including the flow of be entered. What we have now Editor, , Chennai unaccounted money from the are the conversations of some 15 underground or black economy journalists and worse things could and a Board Member of the out of the country, typically to have happened elsewhere that we International Press Institute Mauritius, and coming back as do not know anything about as of

4 VIDURA January-March 2011 now. Secondly, there is no talk or pricing of gas and government publication, journalists had failed even a hint of any money changing formation. If the lobbyist and her to meet the standards that they hands or any other form of overt work were unorthodox and tainted demanded very often of public corruption, which would be some inputs that went into the shaping officials. The conversations raise consolation if one were to set the of public policy, the public had the several questions of media ethics, bar low. The absence of any talk right to know about them. among them the dirty hands in the tapes indicating corruption A related issue raised by some, problem: could political journalists does not, however, mean that including the journalists involved, use lobbyists as legitimate news corrupt practices did not occur. was whether it was fair journalism sources and avoid compromising When the tapes of the to have published the tapes before their integrity and independence. journalists' conversations came talking to those who figured in The issue is complicated by into the public domain, the media them and getting their side of the the fact that lobbyists move dealt with the issue in varied ways. story. The two magazines pointed seamlessly among politicians, A few publications and television out that in this breaking story they businessmen, civil servants and networks covered the original were seriously constrained by the media and their inputs go into spectrum allocation scandal and time and in any case the versions the shaping of public policy. In a the journalists' tapes with equal of the journalists involved were milieu where appearances and rigour. Others who covered the published very soon after. It public pronouncements could be spectrum scandal rigorously was also significant that the misleading, it may be important kept off the issue of journalists authenticity of the recordings to get to understand the forces at altogether, perhaps because they was not denied by any of those work and the behind the scenes were connected with the particular involved. It was argued with some deal making, and for this what organisation or over doubts about justification that in a sensitive story better sources could there be than the tapes themselves. A handful of this type the contents could not lobbyists? Yet there is something who were soft in dealing with have been revealed to anyone inherently distasteful in using the broader spectrum issue were without alerting all the players paid lobbyists with their own harsh on the journalists. involved and risking legal and interests to promote as sources The question was also raised other attempts to stop publication. of political news. Lobbyists, by whether any of the tapes should Journalists by the very nature of the very nature of their work, have been placed in the public their profession stand for openness would consider journalists fair domain by the two magazines. and the right to information from game in their deal making activity One of the country's leading public authorities and there and would consider the normal industrialists, Ratan Tata, said it is something incongruous in journalistic virtues of objectivity, was a breach of his privacy and claiming the right to privacy when fairness and getting all sides of a voyeuristic to have published his their own professional conduct story more of a hindrance. telephone conversations that were was involved. Their professional The challenge then is to get the recorded for the specific purpose conduct even in their unguarded lobbyist's viewpoint or information of a tax enquiry and could not be moments should ideally stand the without being persuaded to used for any other purpose. That test of public scrutiny and it is this follow a line that one may not the recordings by a government test that most of the journalists follow in the normal course. A agency was leaked was in itself involved failed. In the general lobbyist could provide one input regarded as objectionable and perception that came through among many that go into the prompted an enquiry by the repeatedly in reactions to the making of a news story. Did the government into the source of the leaks. Two separate though related issues were being raised here: the issue of leaks from within the government that was really an administrative problem and the propriety of the publications that obtained the recordings to have published them. So far as publication was concerned, clearly an overriding public interest was involved in the issue of spectrum allocation and the resultant loss to the government. And almost the whole of the conversations, except for minor snatches that related to gossip about third parties or to personal small talk, touched on public policy issues such as the

January - March 2011 VIDURA 5 journalists whose conversations the DMK and they were merely gas pricing issue – that a family with the lobbyist were recorded stringing her along. This again understanding on the pricing maintain that distance necessary raises a new issue: when is the of gas should not be allowed for independent journalism, practice of deception in gathering to override public policy. On challenge or question the lobbyist's news legitimate? While complete reading the column, the lobbyist viewpoint even if ever so politely honesty is the general rule, there and her associate are mightily or give any indication other than are well recognised exceptions thrilled both at the success of that they were wholly persuaded? as in the use of sting operations. their lobbying efforts that would Most of those figuring in the tapes Stringing along a source could be recognised by those in the do not. have possibly been justified if the know and at the viewpoint itself A subsidiary issue here is that journalists had planned to write that suits their case. There is also a corporate lobbyist representing a story on the role of the lobbyist another conversation in which the some of the largest businesses in which they did not. same journalist appears to agree to the country trying to sort things out A third and equally important do a television interview with the between the major national party, issue of professional conduct head of the Reliance group on the the Congress, and its regional ally, touches on how much the basis of pre-arranged questions the Dravida Munnetra Kazhagam journalists are influenced by that would also be rehearsed. In (DMK), would in itself be big the lobbyist. At the time of the the light of these controversies, news. The journalists whose help conversations with the journalists, Vir Sanghvi has suspended his the lobbyist sought in reaching the lobbyist was trying to influence column for the time being. a message to the Congress did media opinion in favour of two of Other journalists who figure not report this story. If one were her top corporate clients, the Tata in the conversations also appear to view it slightly differently, group and the Reliance group of to be overly influenced by the should a journalist put himself companies. Reliance headed by lobbyist and only in one case is in a position where he would be Mukesh Ambani was engaged in there an adversarial episode, with unable to report such a major story a bitter conflict with the group of a journalist enquiring about a because of his own involvement companies headed by his brother deal involving the Tata group and or because of a sense of owing and had just lost a battle in the refusing to take at face value the something to a source? Bombay High Court over the lobbyist's denial. On the one hand, A second ethical issue that pricing of gas. The lobbyist was the tapes provide a detailed view arises is if journalists could act seeking to persuade the media of the working of a sophisticated as messengers between political that the court order on the low lobbyist who uses flattery ("I have players and lobbyists. In the tapes, pricing of gas that Reliance was heard so much about you" or "I two of the journalists, Barkha Dutt to sell to the brother's group was have told him (Ratan Tata) about and Vir Sanghvi, agree to pass on flawed as it was based on a family you"), offers of privileged access messages on behalf of lobbyist memorandum signed by the two to top businessmen, promises to Niira Radia to the Congress party brothers rather than on a proper bring in corporate executives for to help break an impasse in the allocation of a natural resource television discussions and just party's talks with its coalition on the basis of public policy in plain business gossip directed partner, the DMK, during the the national interest. In the tapes, against her clients' rivals. Only in a process of government formation one of them, Vir Sanghvi, asks the couple of cases does she appear to after the national elections of May lobbyist what exactly she wants hold out the threat of her corporate 2009. They also report back to the him to write in his column rather client dealing appropriately with lobbyist about what the Congress than what her case or viewpoint is. a media house and of cutting off party functionaries feel about their The discussion goes into detail of access to an offending journalist. relations with the DMK. what to write and what not to write. Most of the journalists who figure Were a journalist to act as a In the course of the conversation, on the tapes seem to be "negative messenger between lobbyists and the lobbyist repeatedly makes the examples" of how not to deal with politicians, it would be an obvious point that the coal, iron ore, gas a lobbyist. breach of professional journalistic and radio frequency spectrum The conduct of journalists conduct. Apart from it being no were all valuable natural resources as revealed by tapes has led to part of a journalist's business to and their allocation and pricing a debate within professional carry messages, it would amount should be left to public policy bodies such as the Editors Guild to an abuse of privileged access to rather be decided by a court or by and calls for an effective code of a political contact that comes from some family arrangement between conduct for journalists. The tapes being a journalist. No one has brothers. And this view finds have possibly resulted in some offered any defense of journalists a faithful echo in Vir Sanghvi's erosion of the media's standing acting as agents or messengers of column the very next day. among the public, which needs to

lobbyists, but the two journalists While a hearing of the tapes be reversed if public support is to involved have denied having conveys the impression that the be forthcoming for the extension< actually conveyed any message columnist is allowing himself to of media freedoms. to the Congress party officials. be dictated to by the lobbyist, They insist that the lobbyist was Vir Sanghvi himself asserted * Article contributed to International Press a useful source of news about that he felt the same way on the Institute Publication. 6 VIDURA January-March 2011 Media Education & Industry Linkage

Media, too, began with the noble mission of imparting education, information and entertainment but has now turned into this gigantic industry of unprecedented proportions. When and how did that transition occur is a dilemma but the indications are clear that the objectives of media have turned topsy-turvy and have become entertainment oriented

e know that education is to earn his bread and butter in a universally recognized dignified way. Dr. Kamlesh Singh Duggal Was the most crucial The current mediascape is input in a developed society. characterized by the existence of Head, Department of Education is the manifestation media conglomerates, cultural Journalism & Mass of human intelligence. It brings homogeneity and imperialism. Communication enlightenment. It opens your mind In such a scenario, it is education that makes you smart enough Guru Nanak Dev University to vast horizons of knowledge and information. Education also to develop a spirit of logic Regional Campus, Ladhewali, completes a man and above all, and reasoning to seize future Jalandhar it is education that teaches him opportunities, explore unknown January - March 2011 VIDURA 7 arenas and foster a unique sense trouble and pain of going through impart ideals to students or to of inquisitiveness. It also equips examinations, not to forget the teach them about the ‘corrupt’ you to tackle unforeseen threats. wonderful years of youth spent in reality. It sharpens the rough edges to classrooms, listening to all those It is interesting to note that produce students of high caliber, lectures in anticipation of a bett er the contemporary media scene in who can easily cut through the future. When the student is let India still remains dominated by prevailing perils in media. loose in the actual media world, unqualifi ed or under-qualifi ed The aforesaid claims of media he is bewildered by the dichotomy personnel and for such people, academia have been tall and between what he was taught and ignorance of media theories, laws mighty. They talk of working what he is to follow; for example, and ethics is not a big loss since they very hard towards the overall he fi nds it a shock that most of do not have to kill their conscience development of would-be media the editing symbols and software while adopting wrong practices at professionals. But whether the he has been practising during work. When such media persons results match the standards set the course have either been done question the effi ciency of the by this competitive industry is away with or replaced. He is also young, enlightened and qualifi ed debatable. The claims are rubbished fl abbergasted when he is a witness media students either out of envy, by those who actually operate to the gross breach of ethics in his/ professional rivalry or insecurities, the media. As a consequence, the her organization. He also fi nds it is understandable. It is food for gap between the two poles has himself shackled by political and thought that the so called divide widened like never before. Modern other pressures, which suff ocates between media education and day expansion of media remains a his seemingly taken for granted media industry may be a self testimony to the fact that the ever right to freedom of speech and created one to secure the interests increasing appetite of the media expression. Turning back to the of the industry, which is more than calls for increased profi ciency and faculty for solace and advice is reluctant to open up to absorb competency at every level. also useless, as the teachers are ethical standards into everyday equally helpless and in no position practice of everyday life and more Media Academia Vs. Media to right the wrong done or fi nd a than willing to maintain status Industry solution to it. At times they can quo. Why cannot the theories, The defi nition of the word fi nd academic answers but in most models and paradigms be justly industry, as per Oxford dictionary cases where media persons speak incorporated into the psyche of states that it is an economic activity in ‘marketing lingo’, the students the industry is an issue that keeps concerned with the processing of and academia are totally out of bouncing back, especially in times raw materials and manufacture depth. It is, indeed, a pertinent of confl ict and crisis. Don’t you of goods in factories. Media, too, question for them whether to think that the hue and cry raised began with the noble mission of imparting education, information and entertainment but has now turned into this gigantic industry of unprecedented proportions. When and how did that transition occur is a dilemma but the indications are clear that the objectives of media have turned topsy-turvy and have become entertainment oriented. Knowledge and information are being mass produced as a ‘commodity’. However, what is taught within the ‘sacrosanct’ walls of educational institutions is quite in contrast with media economics. The theoretical parameters of media, disseminated through media education, more often than not come into confl ict with the hardcore realities of media world. In this bitt er reality, many dreams are scatt ered and hopes end in despair when media students fi nd themselves still standing at crossroads after all the

8 VIDURA January-March 2011 by public over the unethical of the problem. Mr. Chander can ensure sufficient training reporting of the 26/11 Mumbai Mohan, Editor Vir Partap, said the and exposure to students about carnage was vastly justified in academia must ensure increasing the ground realities. She also the light of the fact that most of the knowledge base (especially commented that media lecturers the reporters covering the event current affairs) of the new should themselves have some might not have even read about journalists to meet the challenges experience of media industry or media ethics at all? of the future. A proposed solution have some association with it It is a fact that the industry, could be revised syllabi that and not merely rely on bookish instead of extending a helping produce specialized graduates knowledge. This will lead to hand to the budding journalists, as well as stressing the exposure effective media education. the cubs, the new entrants to of the students to a multitude Industry - academia relations the profession, is in the habit of of other subjects before actually can still be salvaged. It is not too ridiculing and discouraging them. stepping into the media industry. late to join hands for searching for How can they be expected to give Such a scenario calls for training a viable solution to unavoidable their best when the situation is with the state of the art equipment confrontations. Let us face it fair deliberately made worse for them? but such investment is missing in and square - the industry needs The young journalists are led into most of the Indian Universities readymade, creative, well versed accepting the half baked truths and Colleges. and efficient professionals and and eventually choose the mid Mr. Jasdeep Malhotra the academia needs reasonable path to avoid the psychological from Times, when and assured placements of their repercussions also for the fear of questioned regarding the alumni to survive the pressure of losing their jobs. In this context, industry’s requirements and competition. An amicable solution the statement that ‘absolute power expectations was of the opinion to the dispute through mutual corrupts absolutely’ seems fit. It is that the last semester of post understanding is the need of the high time that the power drunk graduate media courses must be hour. media introspects into its own of specialization; i.e. if a student Media education needs to be shortcomings and concentrates on is interested in print media, rescued from the clutches of those a more meaningful and productive he must get trained with some private players who charge huge content rather than blaming the newspaper or magazine. This sums from the few privileged weak academia. would also ensure that the student ones to preserve the sanctity of The question of the credibility of is absorbed in the industry. He professional education. Somebody modern media education playing further added that the industry may be constituted to govern, a significant, crucial role in the needs people who can bring in supervise and develop this field contemporary media market raises lot of advertisements. Most of of media education. many eyebrows. This question the media organizations do not Media academia and the encompasses the effectiveness want qualified persons. Rather industry must stop being fault of Indian media education they want yes men, i.e. those finders and learn to work together as a whole, the techniques of who can toe their line. Print and if they do not wish for third party imparting diversified learning electronic media have their own intervention. The government has and whether the current approach requirements but they have never always been in favour of exercising to media education is pragmatic discussed these with the media control over media for obvious at all. Enhancing the utility of departments in the country. reasons and looking at its past media education calls for some Ms. Neha Arora, a former record, this tussle can become an imperative overhauling measures student presently working with excuse for it to kill the free spirit of the system and to amalgamate , says that the of media that we enjoy today. The the traditional values along with attitude of the industry towards fuel of public dissent against the the acceptance of bitter truths, newcomers is unwelcoming and media will only provoke the fire. however bitter they may be and the universities and colleges must The voices in the corridor of the to strike the right balance between provide relaxation in attendance Parliament, advocating formation the academia and the industry, rules to students so they can of Broadcasting Regulatory thus paving the way for a new easily earn while they learn - a Authority of India and Media orientation. practice frequently followed in Council are already ringing The current education system in the West. Dr. Namarta Joshi, loud and clear. The survival of India, including media education, a Senior Lecturer with the media lies in the hands of media awaits a basic restructuring Department of Journalism & Mass professionals who are trained to enhance its character. The Communication, Guru Nanak under proper and competent academic fraternity is also well Dev University Regional Campus, academic supervision. Let us just aware of its shortcomings. A few however, disagrees saying that bury the hatchet and come closer interviews conducted among such relaxation of rules may and start understanding each other

the journalists, media teachers lead to lack of seriousness in the because we together represent the and students in Jalandhar City students towards their studies. past, present and future of media< in Punjab highlight both aspects However, the curriculum framing in India.

January - March 2011 VIDURA 9 Morality plays and the media

Certainly as time he media is in the midst of animosity felt from the pack that its own morality play. Heavy moves together. passes, one can Tfi ghting is going on between There is an outcry from those who want to continue politicians, the press and the safely predict that exercising the ugly word, power, public over the recent “lobbying” more such instances that the media wields, and those by prominent media persons, but who believe in all sincerity that some argue that the concerned of “lobbying” will it is time the media observes the persons just took to a self- precepts that it preaches. perceived logical conclusion come to light, even Right from a beat reporter who what members of the tribe do though they might requests a Minister for a transfer on a daily basis through their for a “friend” to those who are columns in newspapers or shows not be backed by comfortable in the thought of on television. electronic records being land owners thanks to a In the process, the unwritt en line friendly government, the media has been breached, and the entire has always exercised power. It media has come under scrutiny Ambujam Anantharaman would hardly like to admit it, and for the way it functions. Certainly Associate Editor, VIDURA, any favours sought and received as time passes, one can safely Chennai are treated quite casually, with no predict that more such instances

10 VIDURA January-March 2011 of “lobbying” will come to light, themselves and the source they are the world. even though they might not be interviewing. This would lead to Media people are certainly backed by electronic records. a rather paranoid society, if it has wondering if they are fi lm stars The controversy has thrown up not already turned into Orwellian and jokes are doing the rounds many issues – “lobbying” itself is fear psychosis looking over the about the birds and the bees and an accepted practice in the United shoulder to see if Big Brother is how they enter the conversations States of America for instance, and listening. of friends or certainly crowd the our own government has been And ironically, media houses email IDs through ubiquitous described as lobbying in several themselves are carrying out sting forwards. Naturally, one international matt ers like the operations, no doubt after a glass remembers the case of the book nuclear deal and environmental of warm liquid the previous house editor whose “fl irtatious” cesses. So, does one then make night and generous amount of behaviour ended in a multi- it a legitimate profession, where cribbing over the ineptitude of million dollar lawsuit. one decides after a fruitful career our intelligence agencies. An A casual interview of some in the media to turn a lobbyist aside here – this reporter once college-going youngsters reveals and use all the contacts, made no rather excitedly asked of a former that they are of the fi rm view that doubt after decades of hard work. head of the Research and Analysis telephone tapping is unethical, There is a precedent for this sort wing how India recruited its spies condemnable and an invasion of of activity – retired government and sat back with a shake of the privacy. Where it concerns media offi cials are sought after by private head when answered that RAW people, the issue of infringement companies for liaising with the recruits from bureaucrats who of press freedom is naturally very same government. Or should have passed the Union Public thrown up. one think of barring members of Service Examination. So, what emerges clearly? the fourth estate from resorting to And, of course, the morality None of us will ever be the same such activity at any point in their of telephone tapping in itself. again. In the limited perspective careers or after? What constitutes This writer for one, is looking at of media ethics, perhaps, some of lobbying? her cell phone anxiously to see us might think twice before we Obviously media people in whether she has perhaps been call up a civic agency next time, future would have to carry along put on some national security or announce who we are arrogantly

with their laptop debugging otherwise list as a marked one and ask them to address the issue equipment, much in the whose private conversations will of the water tanker not reaching< manner of a spy, to protect both soon be salaciously revealed to the residential colony we live in.

January - March 2011 VIDURA 11 Development of Media Literacy Skills

Just as the emergence of written language changed oral traditions and the emergence of printed texts changed our relationship with the written language, the emergence of new digital modes of dolescents need to A defi nition of twenty-fi rst expression learn how to integrate century literacy off ered by the changes our “A knowledge from New Media Consortium (2005) multiple sources, including is “the set of abilities and skills relationship to music, video, online databases, where aural, visual, and digital and other media. They need to literacy overlap. These include printed texts think critically about information abilities to understand the that can be found nearly power of images and sounds, to instantaneously throughout the recognize and use that power, world. They need to participate to manipulate and transform in the kinds of collaboration digital media, to distribute them that new communication and pervasively, and to easily adapt information technologies enable, them to new forms”. Modifi cation but increasingly demand. of this defi nition in two ways is Considerations of globalisation felt necessary. Textual literacy Hampesh K.S lead us toward the importance remains a central skill in the Assistant Professor Department of understanding the perspective 20th century. Before students can of P.G Studies in Mass of others, developing a historical engage with the new participatory grounding, and seeing the culture, they must be able to read Communication & Journalism, interconnectedness of economic and write. Youths should expand S.D.M. College, Ujire, and ecological systems” (Bertram their required competencies, not Karnataka C. Bruce, 2002). sideline old skills to make room

12 VIDURA January-March 2011 for the new. New media literacies structure our perceptions of the should be considered a social Students also need world; the economic and cultural skill. New media literacies include contexts within which mass traditional literacy that evolved to develop technical media is produced and circulated; with print culture as well as the the motives and goals that newer forms of literacy within skills essential for shape the media they consume; mass and digital media. Much Media Literacy and alternative practices that writing about twenty-first century operate outside commercial literacies seems to assume that development. They mainstream. Such groups have communicating through visual, need to know how long called for schools, colleges digital, or audiovisual media and academic centres to foster a displaces reading and writing. to log on, to search, critical understanding of media as Before students can engage with one of the most powerful social, the new participatory culture, they to use various economic, political, and cultural must be able to read and write. programs, to focus institutions of our era. The new Just as the emergence of written media literacies should be noted language changed oral traditions a camera, to edit as an expansion of rather than as and the emergence of printed a substitution for the mass media texts changed our relationship footage, to do some literacies. with the written language, the basic programming New Skills Matter: Social Skills emergence of new digital modes & Cultural Competencies of expression changes our and so forth All of these skills are necessary, relationship to printed texts. In even essential, but they are not some ways, as researchers such on the foundation of traditional enough, which brings us to our as Black (2005) and Henry Jenkins literacy, research skills, technical second point about the notion (2006) have commented, the new skills, and critical analysis skills of twenty-first century literacy: digital cultures provide support taught in the classroom. the new media literacies should systems to help youth improve These traditional skills assume be seen as social skills, as ways their core competencies as readers even wider importance as students of interacting within a larger and writers. venture beyond collections that community, and not simply an They may provide opportunities have been depicted by librarians individualized skill to be used through blogs or live journals, for and into the more open space of for personal expression. The young people to receive feedback the web podcasting. Some of these on their writing and adding skills have traditionally been social dimensions of literacy experience in communicating with taught by librarians who, in the are acknowledged in the New a larger public, experiences that modern era, are reconceptualising Media Consortium’s (2005) report might once have been restricted their role less as curators of only in terms of distribution of to student journalists. Even bounded collection and more as media content. We must push traditional literacies must change information facilitators who can further by talking about how to reflect the media change taking help users find what they need, meaning emerges collectively and place. Youth must expand their online or offline, and can cultivate collaboratively in the new media required competencies, not push good strategies for searching for environment and how creativity aside old skills to make room for material. Students also need to operates differently in an open- the new. Beyond core literacy, develop technical skills essential source culture based on sampling, students need research skills for Media Literacy development. appropriation, transformation, to be developed for the sake of They need to know how to log on, and repurposing. The social institutional growth. Among other to search, to use various programs, production of meaning is more things, they need to know how to to focus a camera, to edit footage, than individual interpretation access books and articles through to do some basic programming multiplied; it represents a a library; to take notes on and and so forth. Yet, to reduce the qualitative difference in the integrate secondary sources; to new media literacies to technical ways that make sense of cultural assess the reliability of data; to read skills would be a mistake on the experience and in that sense, it maps and charts; to make sense of order of confusing penmanship represents a profound impact scientific visualisations, to grasp with composition. Technologies on how we understand literacy. what kinds of information are are undergoing such rapid change, Youth need skills for working being conveyed by various systems it is probably impossible to codify within social networks, for polling of representation; to distinguish which technologies or techniques knowledge within a collective between fact and fiction, fact and students must know for a strategic intelligence, for negotiating across opinion; to construct arguments reason. Media literacy advocates cultural differences that dominate and the new literacies almost all have claimed during the past the governing assumptions in involve social skills developed several decades, that students also different communities, and for through collaboration and acquire a basic understanding of reconciling conflicting bits of networking. These skills build the ways media representations data to form a coherent picture

January - March 2011 VIDURA 13 of the world. Integration of which competencies are most those who have responsibility these new knowledge cultures likely to matt er as young people for teaching our young people into our schools is necessary, move from the realms of play to think more systematically and not only through group work and education and into the adult creatively about many diff erent but also through long-distance world of work and society are to ways they might build these skills

collaborations across diff erent be counted by the participating into their day-to-day activities in learning communities. Students student. A provisional list of eleven ways that are appropriate to the< should discover what it is like to core skills needed to participate content they are teaching. contribute their own expertise within the new media landscape References to a process that involves is the felt need for the agency 1. Barkre, Chris., Television, much intelligence, a process depending on the environment. Globalisation and Cultural they encounter readily in their These skills have been identifi ed Identities, Open University, 1999. participation in fan discussion both by reviewing existing body 2. Black. R.W., Online fan fi ction: lists or blogging. This disparate of scholarship on new media What technology arid Popular collaboration may be the most literacies and by surveying the Culture Can Teach Us about radical element of new literacies: forms of informal learning taking Writing and Literacy Instruction, they enable for collaboration place in participatory culture. New Horizons for Learning Online and knowledge sharing with As suggested above, mastering Journal, 11(2) (Spring, 2005). large-scale communities that these skills remains a crucial 3. Buckingham, David ed., Teaching could never personally interact. link in preparing young people Popular Culture, Beyond Radical Schools are currently still training “to participate fully in public, Pedagogy Routledge, 1998. autonomous problem solvers, community, creative and economic 4. Buckingham, David ed., Watching whereas students enter the life” (New London Group, 2000). Media Learning, London, The workplace, they are increasingly These are skills some youth Falmer Press, 1990. being asked to work in teams, learn through participatory 5. Jenkins, Henry, Convergence drawing on diff erent sets of culture, but they are also skills that Culture: Where Old and New expertise, and collaborating to all youth need to acquire if they Media Collide, New York, New solve problems. Changes in the are going to be equal participants York University Press, 2006. media environment are altering in the world of tomorrow. A range 6. Masterman, Len, Media Education our understanding of literacy of activities might be deployed in in 1990’s Europe, A Teacher’s and requiring new habits of schools or afterschool programs, Guide, 1998, NY Manhatt an mind, new ways of processing across a range of disciplines and Publishing Co. culture and interacting with the subject matt er, to foster these social 7. Masterman, Len, Teaching the world around us. The process of skills and cultural competencies. Media, Routledge, New York. identifi cation and assessing these These activities are by no means 8. Tyner, Kathleen, Literacy in a emerging sets of social skills and an exhaustive list but rather are Digital World: Teaching and cultural competencies start with simple illustrations of the kind of Learning in the Age of Information, the purpose of aff ecting the Media work already being done in each Lawrence Erlbaum Associates, environment. A broad sense of area. One goal is to challenge 1998.

14 VIDURA January-March 2011 Harnessing media literacy for sustainability By widening the media’s coverage beyond the professional journalist, a variety of viewpoints, including those that run counter to the commercial interests of the conventional media, are now able to find an outlet

Sakuntala Narasimhan he State of the World to promote indigenous practices Columnist and a recipient of the series of reports that the based on sustainable patterns of Washington D.C. based consumption, and on the other to Media Foundation’s Chameli Devi T Worldwatch Institute brings out counter wasteful appropriation award for outstanding Woman as part of an annual exercise for of resources under a consumerist Journalist (1983) and PUCL assessing various dimensions of lifestyle spawned by the West. National award for Human Rights global trends, includes, in the The twentieth century saw a report for 2010 *, a chapter on how rapid replacement of the former Journalism (2000), Jayanagar, the media can be an effective tool (indigenous cultural practices Bangalore on the one hand, to shape cultures based on sustainable options) by

January - March 2011 VIDURA 15 the latter (consumerist lifestyles The government the poorest of villages (they based on wasteful use of resources). may not have running water or Advertising developed as a major of Spain has, electricity, but will run a TV set on tool for harnessing the media – batteries, for community viewing) print, television, broadcasting for instance, the message of acquisitive craving and the internet – to extol and legalised a ban on becomes compulsive and difficult urge lifestyle patterns that glorify to ignore. rapacious consumption options. commercials on So how can the media be Traditional perspectives, especially public television harnessed for the promotion of those in Asian cultures that were sustainable patterns of living that based on “simple living”, got beginning from call for restrictive exploitation of derided as “backward” while a natural resources and minimising materialistic perspective became 2010. This makes wants? The Worldwatch report synonymous with “modernity”. one sit up and points out that the growth of In the new millennium however, interactive media options, like with “climate change” and the do a double take blogs and Facebook (the report threat it poses to the world and calls them ‘social media’, with to future generations becoming – TV without Facebook claiming 250 million a ‘fashionable’ focus for policy commercials? users worldwide) strengthen makers, activists as well as the hands of those engaged academics, the State of the World in promoting sustainable report 2010 focuses on sustainable erode sustainability. We have alternatives. By widening the development, and discusses the lead articles in the print media media’s coverage beyond the role of the media in promoting focusing on the discussions at professional journalist, a variety sustainability - of economies, some international summit on of viewpoints, including those ecosystems, production and sustainable development – and that run counter to the commercial consumption patterns. on the same page, an ad for interests of the conventional The report takes note of some energy guzzling SUVs or air- media, are now able to find an interesting trends related to the conditioners. So what message outlet. Where once we related to media. The government of Spain does the media give, to the viewer the media as passive consumers, has, for instance, legalised a ban on or readers? Who monitors the ‘media literacy’, a concept based commercials on public television media from a perspective of the on dissemination of intelligent beginning from 2010. This makes need for sustainable patterns of and critical acceptance of ads and one sit up and do a double take development? commercials beamed to us through – TV without commercials? Commercial ads urge viewers the media, seeks to strengthen Public or private, TV channels to “buy, buy, buy”, making us the hands of those favouring a from Australia to Zimbabwe believe that a mother who does shift towards less exploitative not only carry commercials but not buy a particular brand of production processes, less waste thrive on them – it is the revenue soap for her child does not love generation, and less of the kind generated by commercials that the him. One of my favourite real of commercial advertising that channels keep their eyes focused life stories is about an indigent creates new wants where none on, in deciding ‘sponsorship’ and maidservant whose infant was existed before. content. Advertisers in turn check constantly sick and malnourished. Media literacy, the 2010 report the viewer ratings of serials or When her employer gave her records, is already a part of school events (sports, for instance) before Rs 10 to buy the child some milk, curricula in different regions of deciding to pay for advertising.** the maid promptly spent it on the world including Argentina, The commercial breaks can be a can of cola drink. Her retort, Australia, Canada, Finland, France, so ubiquitous that they irritate, when her employer chided her Russia, South Korea and the U.K. distract and brainwash – and yet, for choosing a caffeine-laden India is conspicuous by its absence one assumes that one cannot have synthetic drink over milk, was, in this list. Turkey first introduced TV without the intrusion of ads “Don’t you rich people drink fizzy media literacy into educational every few minutes. cola ? I too wanted to know what it curricula, based on developing And yet, come to think of tastes like, I watch the ad, with my the ability to ‘decode’ promotional it, are not the editorial and favourite film actor promoting it, advertising that glorifies commercial content of the media every day on television. Am I not unsustainable lifestyles, in 2006. often antithetical to each other ? entitled to the same pleasures that The main goal of media literacy We have TV discussions about you well-to-do people enjoy?” She education, the report observes, climate change and “unsustainable added that she had fed her child is “ to find ways to encourage patterns of living” in modern some of the cola and the baby had media users to actively engage lifestyles, and in between, every “relished it” through critical awareness”, few minutes, the moderator That is the power of commercial and examine commercial “takes a break” for commercials advertising. And with television media in relation to issues like for products or lifestyles that extending its reach to cover even environmental degradation,

16 VIDURA January-March 2011 and make independent decisions component of education. Why evaluation of the information that< about buying preferences. not? Isn’t such ‘education’ as we are now bombarded with. Mere literacy, then, is no longer vitally important as conventional sufficient. Given the pervasive literacy? That is the question that * State of the World, 2010 – and powerful effects on citizens, we need to raise, as part of our Transforming Cultures: of commercials that seek to mould concerns regarding sustainable From Consumerism to perceptions about the constituents developmental options. Sustainability. of happiness or desirability, or One reason is that education by the Worldwatch Institute, lifestyle priorities, media literacy itself has become commercialised, Washington D.C. (www. to arm the media’s target audience with curricula being designed worldwatch.org) with the ability to sift through with an eye on job opportunities Published by W.W.Norton & the inveiglement to arrive at (“cashing in on one’s degree Company, New York / London. individual decisions, is now seen or diploma”) rather than on Price US $ 19.95 as a component of social strengths developing social awareness ** Spending on advertising was as necessary and important as skills, or training students to be estimated to be $ 643 billion conventional literacy. better citizens. worldwide, with the US accounting As the report observes, “Media By looking at the cultural for over $ 271 billion of this literacy is the .literacy of our component of lifestyle patterns spending (of which nearly $ 100 time”. At the moment, such around the world and examining billion went on advertising that “critical literacy” or awareness its relevance to economic, specifically targeted children.) is being disseminated only ecological and environmental These billions, spent on promoting by a few consumer protection sustainability, the Worldwatch products from soap to cars to organisations and small groups of Institute report seeks to widen fairness creams, could dramatically NGO activists. the discourse on developmental change global access to clean School curricula do not include options and examine how media drinking water and sanitation, if a critical examination of the literacy can – or needs to – be diverted from the manufacturing commercial media as a necessary redefined, to encompass a critical to the health sector.

January - March 2011 VIDURA 17 Ethical dilemmas dog the press

The media preferred to show visuals of fi lth, unfi nished civic works and occasional mishaps all of which were blown out of proportion. Media reports only centered on controversies rather than on factual edia coverage of two by both the print and electronic accounts major contemporary media. This makes for an Mevents – the Ayodhya interesting study of the kinds and verdict and the Commonwealth levels of journalistic ethics that are Games - refl ects that journalistic practiced or ignored by the media reportage is a mixed bag of co- for reasons best known to them. Jyoti Raghavan existent contraries. The comparison Before embarking on the Assistant Professor, of the media reportage of these comparisons, it would be Department of Journalism, two events is necessitated by the appropriate to refresh our minds timing of the two events which on what constitute ethical norms Kamala Nehru College happened almost simultaneously on the part of Press. These will Delhi University and were extensively covered include the adherence to accuracy,

18 VIDURA January-March 2011 truth, fairness, objectivity and It is ironical that endorsement to the prejudiced unbiased reporting of facts. “Facts western media’s perception of the are sacred, comment is free”, is every newspaper Games. The reportage was more the cornerstone of responsible people-centered and this could be journalism. Journalists are or television news seen in the Indian media’s obsession expected to report without bulletin on the with Kalmadi and his cohorts, distorting facts, not to exaggerate, with television news channels suppress or report in a baseless same day adhered devoting endless broadcast time or indecent manner and to avoid to ethical norms on discussions such as – “Should sensationalism at all costs. Kalmadi be held responsible for Coming now to the two highly while covering the the CWG mess?” This proves reported news events in recent that news stories expose disorder times, both the Ayodhya verdict Ayodhya verdict, but rather than order, dissonance and the Commonwealth Games threw all caution rather than harmony and good provided the media with grist for work rarely gets highlighted. The their reporting mills and these got to the winds and lack of objectivity in reportage predictably translated into hype on CWG could be seen in the and sensationalist modes in both took to sensational, media making value judgments the print and broadcast channels. imbalanced reportage prior to the Games, labeling the While reportage for CWG adopted whole show as a mess. The entire the tabloid format of amplification, while covering CWG reportage on CWG became one of bias and caricaturing, the Ayodhya scandal coverage on the other hand showed perhaps even self-regulation. a Broadsheet approach of balance, It was surprising to note circumspection and objectivity on that both the print and the part of the Press. broadcast channels by and In the case of CWG, the reports large presented views of by and large presented the entire moderate leaders of both show in a negative light and communities that helped doomed the Games to end in to prevent any kind of failure. Most of the reporting conflagration in the focused on lampooning persons charged and sensitive like Kalmadi, OC members etc. atmosphere. More light was thrown on what It seemed to be a is not rather than on what is. deliberate attempt on the Visuals in both the Print and part of the media to present electronic media seldom projected moderate voices so as to not the magnificent stadia or the queer the pitch for any communal mongering, latest state of the art venues and showdown. And even the few conflict, politics all of which reflect equipment for the Games. The hardliner voices that made it to the a lack of ethics and responsible spin-offs like the swanky Delhi news were those of intellectuals journalism. airport, the metro and the city and not rabble-rousing politicians To sum up, it is ironical that landscaping got little mention who eye vote banks. every newspaper or television and if reported were castigated as Editorials on Ayodhya were news bulletin on the same day a waste of the tax-payers money. mostly of the nature of advocacy adhered to ethical norms while The media preferred to show editorials that offered solutions covering the Ayodhya verdict, but visuals of filth, unfinished civic and recommendations towards an threw all caution to the winds and works and occasional mishaps amicable course of action. The edit took to sensational, imbalanced all of which were blown out of columns on CWG in contrast were reportage while covering CWG. proportion. Media reports only hard-hitting with a scathing attack This goes to show the contradictory centered on controversies rather on the organizers and did not nature of journalism today which than on factual accounts. spare the individuals embroiled appears as a mixed bag of co- The panelists drawn for media in the controversy. existent contraries. discussions in the broadcast media In the case of CWG reports, the This does not augur well for the were of the nature of detractors Indian media failed to maintain way the profession of journalism who were against the Games, a neutral stand and got swayed is being practiced today and rather than athletes whose views by the Western media’s negative can send confusing signals to matter the most in sports. projection of the Games. upcoming journalists as well as

The Ayodhya verdict on the The reportage by the Indian to students of journalism who other hand was covered by the Press appeared as though the may never be able to distinguish< media with more caution and Indian media was giving an between news and views.

January - March 2011 VIDURA 19 Time to reorder our news values The time has now come ampageous sensationalism down the primacy of frivolous and and mushrooming titillation opportunistic party politics and when Indian journalists, Rhave emerged as two blots pay more att ention to the bread – on most of the Indian media. The and butt er issue of the paper. especially news competitive atmosphere in which The time has now come when reporters, should reorder newspapers have to thrive is Indian journalists, especially making them helpless victims of news reporters, should reorder and enlarge their news the disturbing trends. and enlarge their news values. In values What is surprising is that the developing countries like India, unhealthy drift is continuing the news reporter is expected N. Krishna unabated at a time when media to play the role of an agent of A professional journalist observers, including foreign change. He is now entrusted with journalists, do not let go of the responsibility of educating for four decades based in an opportunity to urge the people and accelerating positive Hyderabad newspapers in general to whitt le developments in society. This

20 VIDURA January-March 2011 necessitates a social commitment. ago. He said he had learnt acting interviewing officials entrusted No less a leader than Mahatma from politicians. Which means with the responsibility of curbing Gandhi, himself a great journalist, that our party politics in general the malady, and speaking to some treated education of people as have become synonymous with of the young victims of sickness, I one of the news values. He said, theatrics. How to check this came to the conclusion that non- “one of the objects of a newspaper trend? The solution lies in a availability of working capital when is to understand the popular drastic change in the news values needed, and the security oriented feeling and give expression; or criteria that help reporters policies of financial institutions another to arouse among people determine the newsworthiness were mainly responsible for the certain desirable sentiments, and of an event. Socio-economic sickness. Lack of coordination the third is fearlessly to expose development should be treated among the official agencies, popular defects”. Treatment of this as a news value of the highest coupled with the inexperience of principle as one of the important importance. It should be accorded young entrepreneurs, aggravated news values in India is the need priority along with factors such as the problem. of the hour. When a political crisis ‘consequence’ and ‘conflict’. This This experience made me think occurs, like the one in Karnataka exercise should begin in colleges about how young entrepreneurs recently, newspaper readers of communication. in other states were tackling the are deluged with reports on the Those who are perturbed problem. antics of slippery defectors. The at the unwholesome tendency Promotion of small-scale amount of space given to this in in the media would do well to industries, especially in rural newspapers is out of all proportion ponder as observation made areas, is the declared policy of all to the news worthiness of the by former President APJ Abdul the State Governments in India. event. Stone-pelters in the Kashmir Kalam in his address to the Press It dawned on me that in areas valley, aided and abetted by the Council of India sometime ago. like the small-scale sector there separatists drawing inspiration He said: “In politics there are would be very fruitful exchange from across the international two components political politics of information among officials border and the chameleonic floor and development politics. Most and non-officials dealing with the – crossers in Karnataka hogged of the media give importance problem in different status. the headlines in the media, both to political politics. The nation’s That calls for horizontal print and electronic. important need is development communication among people Disturb the peace and you are politics.” A year earlier, Lok in different states committed sure to get into print – and also Sabha members, cutting across to eliminating unemployment into T.V. Recently, a film actress party lines, expressed concern among the educated young. Such in Hyderabad attracted media over the media propensity to exchange of information through glare because she had been sensationalise news and ignore success stories could give a fillip to allegedly waylaid and assaulted important parliamentary debates. the present uneven development. while on her way to work. For One opposition leader summed What is more, such a flow of several hours on TV and for a few up the media situation by pointing information among the SAARC days in the local newspapers her out that important debates, like countries would give a new simulated outbursts dominated the one on female foeticide, dimension to news reporting. news coverage. Many commented were ignored while the offer of Extremely useful nuggets of upon the incident. An enquiry a rapist to marry his victim was information about how to cure later revealed that the incident frontpaged! Human interest and fledgling small units of sickness had been faked because of rivalry oddity: These two traditional news are generally submerged in and those who had read about values, as followed in the affluent the daily flood of news about the skittish artiste and seen her west, are invoked in defense of gallivanting politicians in which theatrics on TV felt very much what is blatantly indefensible in there is absolutely no economic fooled. Unfortunately, this writer the Indian context. content. was one of them. Reporters are in a unique Now is the time for those When that incident was position in society in that they, in heading media organizations, subjected to scrutiny, two things the course of their work, stumble both print and electronic, to put emerged, glamour and sensation. upon many things which need to their heads together to reorder It is these elements that come in be highlighted and passed on to the news values with accent on handy for commercial-minded the people to whom it is important. constructive news. This process media. In the Karnataka episode, To illustrate the point, I refer to can be set in motion by the editors pontifically described as a political a series of articles I wrote for a instructing specifically their crisis, I, being a professional local magazine on what has come reporters and sub-editors to play journalist for four decades, found to be known as ‘sickness’ in the up socio-economic development more infantile entertainment small-scale industrial sector. My and play down puerile party

than instructive information. This curiosity was allowed by the word politics. Only thus could the reminds us of what a veteran sickness, I started an investigation perilous drift towards nautch can< Hindi film actor said some time into the phenomenon. After j o u r n a l i s m b e c h e c k e d .

January - March 2011 VIDURA 21 A few tenets of the U.S. Mass Media

It is interesting to note that the employment contracts of most of the scribes in reputed media organizations contain exhaustive clauses prohibiting accepting such favours from news sources – companies, organizations, individual human beings etc.

A senior Editor with The Columbus Dispatch daily explaining different aspects of the daily in its office to the n unprecedented amount from 17 countries which included SUSI 2010 of concentration of mass Nepal, Austria, Finland, Mexico, Amedia tools in a few Rwanda, Jamaica, Bangladesh large corporations, a jealously- among others for a period of one- guarded enjoyment of freedom of and-a-half month in July-August, expression by the media, a very 2010. During the programme we strong sense of belonging to the were hosted by Ohio University’s local community media are a few EW Scripps School of Journalism of the important traits which have based at Athens, Ohio. There highly impressed this author while we attended a series of lectures, getting acquainted with the mass cultural programme along with Dr. Abhijit Bora media institutions and outlets in tours to different TV, Radio Associate Professor & Head of the USA a few months ago. stations and newspapers and Department, Department of Mass I have had an opportunity to visit magazines for letting us have a this country as part of the Study feel of the country’s media system Communication & Journalism, of US Institutes of Journalism in general. Today, I would like Tezpur University, Assam (SUSI-2010) group of 17 delegates to discuss a few of the tenets

22 VIDURA January-March 2011 that I have learnt there for the But over the it. The present US media market benefit of our students and others is divided into 210 markets across concerned. years because the country. Though there is no numbers limit for cross media Media ownership: of many newer ownership yet it is stipulated that The first thing that caught the combined percentage of reach my attention was that the media developments in the of the audiences cannot be more ownership in the USA is extremely field of mass media than 45% of one specific market concentrated in the hands of a few by one media organization. corporations with huge financial and negligence, It is important to note that the status. So much so that more than indifference from all biggest such media markets are 80 % of print media / TV / Radio in big cities like New York / Los stations are owned by just about quarters concerned Angeles with about 7.5 million 10 major corporations. households whereas the lowest It is interesting from the the PCI has been one has about 3000 households. aspect that even under such reduced just to a circumstances major portion of Political coverage: US media outlets are local-based ‘paper tiger’ A senior editor in The or local-specific. That is, most of Columbus Messenger daily in programmes through affiliates them cater to the local population Columbus, capital of Ohio state – TV / Radio stations in small with a very few newspapers, TV whose main office is just across communities / towns. Earlier these / Radio stations which can be the road from the Ohio State smaller stations at local places termed as really national ones Senate, in a discussion informed were paid handsome revenues with pan-US coverage. us that their newspaper followed by the big corporations for airing However, even a majority the latter’s entertainment or news an interesting practice of keeping of the local-specific media outlets programmes. But nowadays a detailed list of stories’ coverage are in reality owned by the big because of economic recession, of both the major political parties. corporations. But the bottom-line extreme concentration of media And at times every year the daily is that as long as they are making outlets, the reverse is happening invites senior leaders of both the profits and are sustainable enough – the smaller stations are out- parties to visit their office and have they are allowed to retain the local sourcing their programmes from a look at the list as well as stories flavour without any interference big chains by paying money for covered to make sure that the from the higher authorities. And the the usage. parties know that there has been owners normally do not interfere no bias in coverage. However, with their usual functioning and Market system & cross media it is interesting to see that even editorial independence. ownership: after this there is some amount of The concentration effect has In the 1980s the cross ownership criticism from the parties about gone to such an extent that in the formula for mass media was coverage being partial to one year 2009 – top 100 advertising 7 – 7- 7 entities of TV / Radio / party. But, ironically the complaint companies generated US $ 442 Newspapers respectively by one comes from both the parties. billion in revenue and out of these, single media company which the top five companies’ share was was changed to 12 – 12 – 12 in the Public radio concept: 40 %. 1990s. We all know that USA is one of The big corporations of Cable Interestingly, nowadays the the major hubs of entertainment / Terrestrial broadcasting both number system does not exist but a industry in the field of mass in TV and Radio broadcast their system of ‘markets’ have replaced media.

A morning Editorial meeting of The Columbus Dispatch in progress The editorial department of The Columbus Dispatch

January - March 2011 VIDURA 23 organizations contain exhaustive clauses prohibiting accepting such favours from news sources – companies, organizations, individual human beings etc. And if later on it is discovered that a scribe has done something of this nature and tried or actually did biased reporting he or she would be removed from job and it would be quite hard for that person to get employment with any other reputed media organization. During our lecture sessions, one senior professor of the school gave us an example of such a development sometime back. The episode involved a hugely- popular Talk-show hosted by a very successful and popular SUSI 2010 participants engrossed in a discussion with editorial staff of The Columbus anchorperson. In one of the Dispatch daily episodes the guest of the day spoke many things which were unfavourable to the then serving President George Bush (Junior). However, it is also encouraging Freedom of expression / press However, a few days after to have learnt there that there is freedom: the episode was aired, it was a chain of radio and television This is one area that is treated discovered that the producer of broadcasters named as National with extremely-high value and that specific episode was a ‘known Radio / TV. respect by the media community anti-Bush activist’ and there were These are basically non there. adequate concrete evidence commercial public service- It is important to note that that some of the unfavourable oriented stations supported terrestrial broadcasting in TV / information aired was done by government grants, Radio requires licence from Federal deliberately with an aim at hurting public donation, trust funds, Communications Commission Bush’s scope for winning the polls underwriting of expenditure (FCC) – the apex body for such for second term which were due by corporate or small business matters in the country. But in a few months then. entities, trade houses etc. But they Cable TV / cable Radio and also The producer was sacked from are never too dependent on any newspaper publishing do not the job and the anchorperson one or few donors as it would lead require licence at all. was shifted to another position to losing their independence. Further, even in cases the from that immensely-popular Even though at present just proposed media outlet requires a programmme. about 10 % of the total US audience licence there is absolutely no pre- The professor informed us that watch / listen to it yet the number censorship. It means ‘no penal or despite all good cares there are has remained steady for last several disciplinary action’ can be taken few bad apples in the basket who years and the personnel involved before broadcasting or publication do indulge in unjust activities with it are highly optimistic that of any material. If anything at all from time to time. But it cannot be this shall increase in the near and has to be done, it can be initiated done so openly or brazenly. distant future. only after something is published And compare the situation The National Public Radio in or broadcast. with that of our country’s. The New York is a major station in this On the other hand the media- paid news syndrome has created system. Many of them run 24 hours persons’ community also adheres a lot of hue and cry in the society. and relay BBC programmes. to strict self-restraint while Curiously enough, I believe that The Radio and TV stations at discharging their duties in the the paid news practice has been Ohio University’s Scripps School field. They never usually indulge in there for many decades in our of Journalism are examples of this unfair practices like taking favours country which have come out of kind of media outlets. for publishing / broadcasting the closet only now into the open. I believe to a big extent that we something favourable in the can term this as Public Service media. No press council: Broadcasting (PSB) stations which It is interesting to note that the I found it somewhat surprising somewhat resembles All India employment contracts of most that this country does not have a Radio’s mandate and functioning. of the scribes in reputed media Press Council to look into matters

24 VIDURA January-March 2011 of violations of media freedom many demands for doing so. media organizations, whether by media-personnel and vice Under these circumstances what newspapers, TV or Radio stations, versa. When I asked a senior is the use of having such a body magazines all of them enjoy a high professor about this specifically in place just in the name of it. patronage from the local people. she explained that the US masses They would rather not subscribe Concept of free newspapers: never allow anyone else except to national ones but they would I was also surprised to see the the country’s legitimate laws existence of ‘free newspapers’, continue subscription to local to interfere with their freedom mostly biweeklies or weeklies media almost anyhow. of expression. Hence the Press in different parts of the country. This is why even the small- Council experiment was never These are distributed absolutely scale local media organizations successful there even though a free among the target audience. do survive in a reasonably good few states of the country tried to It is not that they are surviving status. This is highly encouraging institute it. on charity. They are doing for us in India where the survival However, a few newspapers respectable business though of a media venture, especially in and media organizations have may be with small staff strength newspapers is a major cause of appointed Ombudsman for but definitely making profits. concern. receiving and deciding complaints This is prevalent in Canada and from readers and others alike Controversy regarding western Europe also. about discrepancy, biases etc. in embedded journalism: I had the opportunity of the coverage. The academics in mass visiting such a newspaper in the On hind-sight I believe their media and practicing scribes small university town of Athens, contention is right to a great there informed us that in the Ohio. It had a staff of 10 persons extent. Now take the case of Press infamous ‘embedded journalism’ including technical and editorial Council of India (PCI) – a body set controversy it was a formal sections. The editor of the up with high hopes and ambitious agreement between the US newspaper said that the paper goals. government and the defense forces had a circulation figure of about But over the years because for providing logistical support to 30,000 and was doing quite fine of many newer developments the scribes on the condition that in the market. in the field of mass media and ‘actual war location’ would not be negligence, indifference from all The local audience versus reported. quarters concerned the PCI has media relationship: Despite all criticisms of the been reduced just to a ‘paper tiger’ One important aspect that this practice the US scribes’ community with hardly any teeth in ensuring author found highly encouraging believes that a ‘very good rapport’ compliance of even its basic penal was the support the masses in developed with the armed forces actions. Further, it does not have small towns and semi-urban in the activity which the country’s any control over the flourishing localities provide to the mass media appreciated. electronic media today despite media in those places. These Now, the bottom-line is that the programme of American Idol is so extremely popular that advertising spots in it costs upwards of US$ 5 lakh per 30 seconds. One can well imagine how popular and costly it is. Conclusion: While it is not being exactly fair to compare the situation between us because of so many factors separating us, the principles like minimal corruption, very high pursuit of press freedom and freedom of expression, the local- specific media sentiment of the US scribes and the masses are a few important aspects which we may try to follow with adjustments for our country’s situation. And it can be said that because of such high ethical standards politicians

Photos: Abhijit Bora Photos: or any other party usually think The author (second from right – in green Tee shirt – with other participants at the office twice before indulging in any< of The Columbus Dispatch daily, Columbus, Ohio state corrupt practice there.

January - March 2011 VIDURA 25 Challenges galore in Economy and Media

Yet another challenge for the media is collection, preparing and using information from across the world about scientifi c, wentieth century will be persons including 70 journalists technological and remembered as a century of (possibly 'embedded') from US, other developments Tsea change in economy and 300 journalists (possibly suitably in the stance and role of the media briefed by White House) from in all fi elds and across the globe. Buzzwords across the world, over 200 leaders now are: globalization, popularly of business in US, representatives disseminating the called 'world is a global village’, of other organizations etc. Obama same through its professionalism, connectivity, was not shy of frankly admitt ing storage, updating and retrieval that his visit was primarily for channels and columns of a plethora of information of helping eff ect fi fty percent increase across the globe all kinds and of all areas, speed in business for and in US -- from and effi ciency. Any person or the Indian market. His three-day organization or country not visit will cost millions of dollars realising the relevance and but then the gains must be many Prof. C.K. Sardana importance of these buzzwords times more and for all times to Presently Specialist Faculty will lag behind everyone else. come – more for US and to some Member, Makhanlal Chaturvedi Let me illustrate. US President extent for India. Barack Obama was on a 3-day US is not a philanthropic National University of Journalism visit to India recently. He was organization. It is the world's and Communications, Bhopal accompanied by more than 3000 Super Power -- a status it has

26 VIDURA January-March 2011 acquired over the last few 'mighty' and so of specially-designed centuries. It shall not let that on. As a student 'purses' in Bhopal status pass away for philanthropic of Journalism in (M.P.) or of jewellery purposes. It will like and work for mid-1950s, I was items (Gujarat) or of furthering its gains and continue told 'if a dog bites shawls (Kashmir) to grow and grow. No problem a man, it is not reach the customer and also nothing wrong. news but if a man first within the State Media has thus emerged as bites a dog it is then within the a very powerful instrument of news.' (I did my Country and lastly economic, social and political Post-Graduate within the World? change throughout the world. Diploma in Only mass media In India alone, as of now, there Journalism from can carry that are nearly 80000 newspapers Punjab University message through and periodicals, nearly 250 radio in 1955). That its columns stations, 400 transmitters, about 500 perhaps is or through its TV with the number continuously partially valid footage or through growing, and about 300 private today. 'advertisements' FM radio channels. These cover Today, media has also its and market and sales-promotion almost the entire country in terms agenda in pursuance of which strategies. What is true of small of reach, readership, viewership in quite a few cases it indulges and medium industrial products and impact. in practices which are unethical is true of large and/or heavy and unheard of in the past e.g. industrial products like power Nitty-gritty of media 'paid news syndrome’. There was plant and equipment -- just to give I would now like to dwell upon a time when proportion of news one example. the nitty-gritty of Media followed and 'ads' was 70 or even 80% When the Public Sector by its role in the Corporate to 30% or even 20%. Not now. engineering giant, Bharat Heavy World. In terms of numbers and Take any media - whether print, Electricals Limited (BHEL), types, media has emerged as electronic, web, internet etc. a large decided to go in for shopping the most wide-spread and most proportion is advertisements not abroad, a strategy was formulated powerful for helping disseminate of philanthropic organizations or by the Marketing Department in information, opinion-formation subjects but of goods, services and consultation with Corporate Public in favour or against a country or Relations (now called Corporate an organization or even an ethnic allied areas. What are these reality Communication) Department. group or groups. In speed and shows, what are these 'krorepati Under this program, countries, reach, it is beyond imagination. shows', what are the advertorials and the likely products of use by News about world-shaking events and so on? They all are money- those countries, were identified like 9/11 in US or 26/11 Mumbai making or money-spinning followed by details of mass disaster by a handful of terrorists strategies through the media. media in those countries. Once or terrorist attacks in London, Corporate world – challenges this intensive exercise was over, Babri Masjid demolition or similar As far as corporate world is contacts were established with such events reached every nook concerned, there are umpteen the Indian diplomatic missions and corner of the world in minutes. challenges and opportunities for in those countries for helping Then the economic downfall the media. How can a producer BHEL publicise its products and in the US was widely covered of ready-made garments in services through the mass media. by the media in all its forms, Ludhiana (Punjab) or of carpets This strategy worked well and manifestations and consequences in Mirzapur (U.P.) or producer BHEL was able to enter some new not only for the US but for the world at large. Even now it is a subject of media coverage. Is not Obama visit to India mentioned above part of efforts at recovery by the US from its downslide and re-emergence as No.1 Power? There was a time, not many years ago, when the media used to be called 'media with a mission' -- its role in the freedom struggle in India, opinion-formation against colonial rule in the Asian and African Continents, its voice against misrule or atrocities or trampling of human rights by the

January - March 2011 VIDURA 27 markets abroad. this and all associated While this unprecedented areas of current and growth in media has posed vital interest to US and many challenges from within India were discussed and outside, it has also brought and widely covered opportunities for growth in each by the media instantly and every sector. Challenges followed by the print include competition with each media which, surely, other -- whether it is print media has its own impact as a or electronic media or internet or printed reference book. web -- there is an unending race Each TV channel among the media to overtake each works for increasing other in terms of reaching out to its TRP rating for the people with 'news' and also in which it is on its toes terms of disseminating material throughout 24 hours for decision-making, opinion and 365 days. Similarly formation and action. each newspaper works An example will well illustrate. for overtaking the other Within a couple of minutes of and to not only retain but increase challenging requirements of the Obama's speech immediately on its readership. Media, media education and arrival at Mumbai on his 3-day Any laxity can be disastrous training institutions have to gird visit starting November 6, almost for the channels and for all those up their loins and come forward all the TV channels came out with involved/associated with the with such programmes as will reactions of journalists, opinion channels. There are umpteen help turn out top-class professions makers, intellectuals, scholars, examples of how a particular to man positions in the Media. policy makers and columnists. channel or a newspaper emerged For example, India's exclusive This telecast must have been as the FIRST to air/telecast news university in media education -- seen by people throughout the of national or international Makhanlal Chaturvedi National world particularly in US, China, importance. University of Journalism and Pakistan and, of course, in India. Communication at Bhopal with Encyclopedia of information Coverage by almost all the major campuses in NOIDA and Khandwa Yet another challenge for the TV channels was 'live' and for and over 500 study institutes has media is collection, preparing 72 hours i.e. right from Obama's been playing a significant role in and using information from arrival till his take-off. Is not it providing education and training across the world about scientific, fantastic and totally unheard of in in all new and emerging areas technological and other the past? associated with the working of developments in all fields and Within six hours of Obama's media. disseminating the same through arrival in India, agreements to the Prof. B.K. Kuthiala, Vice its channels and columns across tune of 20 million dollars were Chancellor says 'Sky is the the globe. That is how benefits signed between US and Indian limit for conceiving and of developments in science and Corporates. Apart from huge implementing latest programmes technology reach every nook business for US and its companies, for meeting challenges thrown by and corner of the world -- in these will also mean 50000 jobs in corporatization and media boom agriculture, space, industry, US. Many more agreements and across the globe. telecom, automobile etc. of huge amounts were signed Those days are gone when India on the move before Obama left for home. All the media just depended on the India is on the move and there press releases doled out by the is upsurge in all areas of economy. governments, organizations and Indian products and services others for filling its pages. are in demand throughout the Opportunities for corporate globe. Thanks to the mass media, communicators and business entrepreneurial competence of houses are fantastic. It is the our business leaders, quality of Media and Media alone which our human resource, programmes can bring achievements of various to produce goods and services business houses to the people of world-class standards and right in their drawing rooms and technology and 'zero defect' in their board rooms. These, in programmes especially for export

turn, help in increased business arena. President Obama has and business opportunities rightly said ‘people say India

28 VIDURA January-March 2011 Linguistic Manipulations

The problems of language press call for immediate identification and analysis. This would pave the way for the future advancement of the language press

ommunication is a process in which communicators Cuse media to disseminate message widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influenceWith the Indian them in a verity of ways. As we know that the printed wordsmedia are opening messages prepared for specificup like never audiences; acceptance or rejection of these messages determinebefore, it’s time the shape and direction of these newspapers. The historicalour journalism development of classes print evolve media exhibits the changing colour of forms and functions of newspapers. The language papers are not only read but also read out to many who are not literate. There has been tremendous increase in terms of production and circulation of language press in India. The growth of Urdu dailies in recent decades shows a healthy trend but still has a long way to go far as the quality of coverage is concerned. Today most of the Urban-based newspapers use M. J. Warsi modern technology for printing. Professor at Department The advent of modern printing of Asian and Near Eastern technology gave birth to attractive Languages and Literatures, page layout and new concepts in editing practices made their Washington Unveristy mark. in St. Louis, USA It has been observed that print

January - March 2011 VIDURA 29 media prefer elements that require elite. Even the newspapers that /Urdu dailies used least efforts to write. Hindi/Urdu are published from the small practical force to generate a print media devise code system in towns do not fulfill the needs and unique style of expression which such a way that frequently used aspirations of rural populace. is characterized by a search for items become simpler. This trend In recent years there has been the best alternative expression is not very much noticeable in oral a gradual rise in the number rather than stale and oft repeated communication network. Words of Hindi/Urdu dailies. The expressions. Practical force with high frequency are perceived problems of language press call generally used by the news editors and memorized faster and more for immediate identification and to highlight the consequences accurately than unfamiliar analysis. This would pave the that language manipulators want words. Hindi/Urdu newspapers way for the future advancement to bring about. The style used in in India, to some extent, are of the language press. The growth Hindi/Urdu dailies are fascinating obsessed with politics, crime, of Hindi/Urdu dailies in recent areas to study the process violence and sensational stories. decades shows a healthy trend underlying the formation of new Education and development gets but still has a long way to go far expressions which are intended to scant coverage, Rural reporting as the quality of the coverage is bring modern knowledge within has been accorded low priority. concerned. Today most of the the reach of speech community. The quality of reporting, editing, Urban-based newspapers use Some of the leading Hindi/ designing and printing is simply modern technology for printing. Urdu dailies have used practical below standard. Most of Urdu The advent of modern printing force as a tool to communicate dailies use highly literary and technology gave birth to attractive messages quite effectively. It is ornamental language which is page layout and new concepts in being used as a problem solving often beyond the comprehension editing practices made their mark. style of communication in Hindi/ and understanding of the average However, there is much to be done Urdu print media. The editorials reader. That is why the circulation to improve the quality of content and prominent headlines of the of Urdu dailies is restricted to as each newspaper has its own newspapers are marked by the urban localities. The newspapers tone in conveying the messages in style of communication where generally serve the needs of urban different region. sentences are phrased to assert

30 VIDURA January-March 2011 infl uence on the newspaper acronyms from English. readers. The authority centered The mechanisms of These linguistic mechanisms communicative behavior of these shortening of certain do not allow any deviation newspaper editors cultivates a in meaning from the social style of expression where practical forms of language to context in which the message is force occupies a prominent place. reduce the time and communicated. The relation of A recent study indicates that the language to the individual reader Hindi/Urdu dailies employing effort both in speech cannot be ignored by the news the practical force are becoming editors. The process of innovation more and more acceptable among and writing have now must have a balance between readers. The freshness of style and become integral part of high literary expressions and coined expressions with which commonly understood colloquial the news are conveyed are the media expressions expressions so as a common reasons of the popularity. Many reader or a semi literate person of these kinds of expressions have as dahshat gard for terrorism, may also be able to comprehend been stabilized and standardized taraqqi pasand for progressive, the intended meaning. Subtle in formal use. Therefore, these inquilab pasand for revolutionary, interplay of linguistic and extra newspapers provide a rich data maslehat prast for opportunist etc. linguistic considerations vis-à-vis on how a language develops new are examples target audience that are crucial registers in the normal course of The mechanism of shortening of for comprehensibility must be its use in areas and roles in which certain forms of language to reduce addressed by the editors of Hindi/ the speech community have not the time and eff ort both in speech Urdu dailies. It has been seen that employed it before and writing have now become in recent years there has been an integral part of media expressions. increase in the readership of Hindi/ Linguistic Mechanism: Abbreviation is used as one of Urdu newspapers in urban as well The language of Hindi/Urdu the most eff ective mechanism of as in rural areas. It appears that newspapers has employed practical force. Hindi/Urdu dailies the popularity enjoyed by these diff erent linguistic mechanism have a tendency to use English newspapers is no small measure of practical force to make their abbreviations to communicate due to the quality of expressions language simpler, eff ective their message. Abbreviated in the use of language and style and highly communicative. A English forms like OSD, UNO, that they have evolved over the common mechanism though ITPO, CBI, NOC etc. are commonly years. It would be rewarding to not a frequently favoured one is used in Hindi/Urdu dailies. In make a sample operational survey straight borrowing from English. the similar fashion Acronym is of the language and style used in The words like reservation, another most productive linguistic these newspapers to see if there secular, commission, conference, mechanism of practical force is any correlation between the security camp etc, are some of the where words are formed with degree of comprehensibility and commonly used English lexicon

the combination of initial lett ers readability of a news item by semi

in Hindi/Urdu dailies. The editors or syllables. Hindi/Urdu dailies literal population of Hindi/Urdu< of these newspapers prefer these h a v e d i r e c t l y b o r r o w e d t h e s e speech community. words because of their brevity of form and wider currency and acceptability. The expressions such as kala bazaar for black market, kala dhan for black money, kala din for black day are the few examples which create new words or expressions by imitating another language. These examples are cases of literal translation of idiomatic phrases in English which have become more expressive in Hindi/Urdu. The association of black with evil has resulted in a number of Hindi/ Urdu expressions. Loan creation is another linguistic mechanism which coins expressions which are stimulated not by cultural innovations but by the needs to match the existing concepts of the language of Hindi/Urdu dailies in a new context. Expressions such

January - March 2011 VIDURA 31 Advertising via Mobile Devices

Just when it was observed that internet has got a firm foot in the market and been the most powerful medium of this era, there came one more pocket sized power pack which really had the ability to beat internet with its unique yet extremely impressive features Introduction oday from Tbusiness tycoon to an ordinary rickshaw puller everyone is carrying mobile phone and doing business without mobile advertising is like winking the television brought the magic at a girl in dark; you know what with the help of amalgamated you are doing, but nobody else relation of audio and visuals and does. once again internet revolutionized Advertising is multidimensional. the business industry. Each new It is a form of Mass communication entered media has the ability and also the most powerful tool, to affect the functioning of the rather an instrument of business already existing medias and thus management. Mass communication older ones remained dormant. essentially about giving and taking Parul Mehta & Sunil Hooda Just when it was observed that meaning and which so ever media internet has made firm foot in Parul Mehta, Assistant does it in most effective manner the market and been the most becomes the most popular powerful medium of this era, Professor, Journalism and Mass medium of that time. there came one more pocket Communication, Kasturi Ram With the advent of new media sized power pack which really College of Higher Education, technology into the arena, older had the ability to beat internet New Delhi media seems ignored but still with its unique yet extremely communication kept walking impressive features .This was the Sunil Hooda, Assistant Professor either with help of “Morse code” emergence of “Mobile Phone” as in Business Management, decades ago or moving on the a new medium which helps the wheels of “Bluetooth” today. marketers in reaching their target Kasturi Ram College of Higher Earlier which was done through audiences, and many big brand Education, New Delhi print media, replaced by radio, then advertisers are moving from their

32 VIDURA January-March 2011 traditional advertising from TV • Sample size: It has been H6b: Frequency of exposure and print to digital. selected on the basis of of an advertising message is This is now the golden age of purposive sampling technique. negatively correlated with a high mobile advertising, when great Size of each sample unit is as: advertising value. innovations are being made and • Marketers: 10, Viewers/ H7a: Relevance of privacy magnificent new advertising Consumers: 100, Mobile is negatively correlated with concepts are being invented. We Media: 5 a “positive” attitude toward are facing a change to mobile • Data Collection: The data has advertising via mobile devices. advertising like the internet world been collected through primary H7b: Relevance of privacy is saw with Google adwords. This is as well as secondary sources negatively correlated with a high the big opportunity for advertising i.e. websites, newspapers, advertising value. now. If you are in advertising, magazines and survey etc. H8a: Age of the consumer is negatively correlated with get into the mobile side of the Hypothesis: • a “positive” attitude toward business, here is where all the real H1: A high advertising value advertising via mobile devices. creativity is happening. is positively correlated with H8b: Age of the consumer is The mushrooming number of a “positive” attitude toward negatively correlated with a high mobile advertisers in the market advertising via mobile devices. advertising value. is one example to prove the H2a: A high entertainment H9a: Attitudes toward popularity of mobile advertising factor of an advertising message advertising via mobile devices in India. There are in fact a wide is positively correlated with differ between employed and range of mobile advertisers in a “positive” attitude toward unemployed. the market who deploy mobile advertising via mobile devices. H9b: Advertising value marketing to promote a particular H2b: A high entertainment differs between employed and brand or service. With more factor of an advertising message is unemployed. than 270 million mobile users, positively correlated with a high H10a: A high level of literacy India is becoming one of the advertising value. is negatively correlated with sizzling markets for mobile H3a: High informativeness of an a “positive” attitude toward advertisers in the world where advertising message is positively advertising via mobile devices. 80% of mobile phone users receive correlated with a “positive” H10b: A high level of literacy is advertising. Even IBM is teaming attitude toward advertising via negatively correlated with a high with researchers in academic mobile devices. advertising value. institutions in Japan and India to H3b: High informativeness explore an open, common user of an advertising message is Data Analysis interface for mobile devices that positively correlated with a high Data is being analyzed in three will make them easier for aged or advertising value. parts as: illiterate people around the world H4a: Irritation of an advertising to use. message is negatively Objectives of the Study correlated with a • To know the marketers, “positive” attitude philosophy towards advertising toward advertising via mobile devices. via mobile devices. • To describe the support H4b: Irritation of mobile media to make of an advertising mobile advertising campaign message is negatively successful. correlated with a • To explore the consumers, high advertising perceptions and attitude H5a: High towards mobile advertising. credibility of an • To find the factors affecting advertising message customer value regarding is positively correlated mobile advertising. with a “positive” attitude toward advertising via Research Methodology mobile devices. • Type of Research: The study is H5b: High credibility of an descriptive as well as diagnostic advertising message is positively in nature. correlated with a high advertising • Sampling: Study is based value. on sampling not the census H6a: Frequency of exposure method. of an advertising message is • Sample Units: There are three negatively correlated with a sampling units- Marketers, “positive” attitude toward Viewers and Mobile Media. advertising via mobile devices.

January - March 2011 VIDURA 33 1. Marketers’ Philosophy: It has been found that a S. No. Variables (Ways of % of Digital majority of respondents (79%) mobile advertising) Ad Budget felt that digital media would take on greater focus in their overall 1. SMS Ads 38 marketing strategy. To make the 2. Wap Ads 22 compatibility with digital world, 3. ARBT Ads 21 media mix is being restructured 4. Gaming Ads 15 through shifting conventional 5. Bluetooth Ads 04 advertising mode to digital mode of which one is mobile Table 1 advertising. As per survey a breakdown of average advertising budget shows that print and TV media are still the two most preferred means of advertisement. However, digital media is a close third with 25% share in budgetary allocation. Being Mobile a digital media of advertising, it has further various ways of ads like SMS, Wap, ARBT, Gaming, and Bluetooth etc. of which budget allocation is given below: 2. Mobile Media Approach Companies like Affl e, Webaroo, Fig 1 Netcore Solutions, and Gingersoft Media have brought their own has a 7 million user base, mGinger is positively correlated with innovative SMS marketing has a 1.5 million user base, and a “positive” att itude toward technologies to help companies Affl e has a 500,000 user base advertising via mobile devices. reach their customers easily. which is steadily growing. With It has been hypothesized that In all these services, consumers numbers like this, the Indian level of customer satisfaction is will be served with ads in their mobile advertising market looks outcome of various variables like text messages. Usually, the bott om poised for a huge growth in the value creation by mobile ads, space of the message box is used to future. message content, frequency of serve ads. But since these services Present study puts forth some exposure, employment, age and are free, a lot of Indian mobile startling facts as to why mobile customer education etc. Now users are cool advertising is destined to fl ourish these hypotheses have been tested with this idea. in India. It has been found that in table 2 in the next page. In a relatively 20% of subscribers view mobile The values shown in table 2 short period of banner ads and, of those, 55% show the degree of correlation time, Webaroo seek more information on the ads between stated variables to viewed. test the hypothesis where ‘r’ Further, 45% people remain denotes relationship between indiff erent and they did not advertising value and various mind viewing ads on their hypothesized variables and ‘R’ mobile phones. indicates the relationship between 3. Customer Perceptions / att itude towards mobile ads and Att itude hypothesized variables, in form Advertising value is a measure of Karlpearson co-effi cient of for advertising eff ectiveness correlation computed with data and “may serve as an index of collected through questionnaire customer satisfaction with the using SPSS. Higher values show communication products of the high degree of correlation and organizations”. It is defi ned vice versa. as “a subjective evaluation The results show that the of the relative worth or consumers’ perceptions toward utility of advertising to mobile advertising and advertising consumers” (Ducoff e, 1995; value are strongly infl uenced by p. 1). A high advertising value the content and the frequency of

34 VIDURA January-March 2011 found that there is a positive Hypothesized Perceived Advertising Attitude correlation between advertising Variables Value (r) toward value and mobile ads value. Advertising Mainly Consumer perceptions are

via Mobile outcome of message content and Devices (R) frequency of ads through mobile< devices. H1: Perceived Advertising Value .648 References H2a and H2b: .742 .620 • htt p://www.mobilemarketer.com/ Entertainment cms/news/advertising/7701.html H3a and H3b: .689 .631 • htt p://mashable.com/2010/08/19/ Informativeness mobile-advertising-trends/ H4: Irritation -.11 • http://www.economist.com/ H5a and H5b: Credibility .678 .634 node/9912455 H6a and H6b: Frequency -.087 -.59 • http://www.articlesbase.com/ H7a and H7b: Privacy -.152 -.104 online-promotion-articles/how- H8a and H8b: Age -.054 .002 brand-advertising-is-redefined- H9a and H9b: Employment 0.68 0.72 through-internet-and-mobile- H10a and H10b: Literacy .071 .32 devices-3078235.html • http://ezinearticles. com/?Advertising-Through- Mobile-Marketing&id=1473282 Table 2 • http://www.articlesnatch.com/ Article/What-Are-The-Features- the advertising message sent by devices such as gaming devices Of-Internet-And-Mobile- mobiles. and tablets, feature phones, and Advertising-/1719968 In addition, consumers’ cross-platform opportunities. • http://communities-dominate. characteristics except educational blogs.com/brands/2009/06/why- Conclusion level do not aff ect too much wildly-varying-research-on- In the world of digitization, advertising value and att itude mobile-advertising.html mobile advertising seems to grow towards mobile advertising. • https://mm.jpmorgan. because of more cost eff ective, Mainly the advertising message com/stp/t/c.do?i=E8283- having ability to convert target content infl uences its value and B8&u=a_p*d_423260. into actual consumers. consumers’ att itude. pdf*h_2tvncakf With the advent of 3G, mvAS • http://www.pcworld.com/ Suggestions including mobile advertising will article/191063/ibm_will_ • Avoid buying cheap impressions receive a boost. The popularity research_mobile_access_for_the_ and not focusing on making of applications such as Twitt er, aged_and_illiterate.html an impression on the target Facebook and YouTube is proof of • htt p://www.cellphone-advertising. audience. this. com/mobile-advertising-in-india- • Marketers should set To make the compatibility a-closer-look/ clear metrics for success with digital world, marketers are • http://www. are imperative in mobile restructuring their media mix expresscomputeronline. advertising. Engage with a through shifting conventional com/20100111/trend01.shtml third-party research fi rm such advertising mode to • http://www.domain-b. as Dynamic Logic to understand mobile advertising com/brand_dossier/mkt_ the brand implications of a and rsrch/20101123_advertising.html campaign. increasing • http://www. • “Think about who you need to its share expresscomputeronline. reach, when you want to reach in total com/20101129/trend01.shtml them, and what you want them advertising • htt p://telecomyatra.afaqs.com/ to do for an effi cient and eff ective budget. news/?sid=2491_USSD:+Att rac buy.” Marketer should be able Mobile tive+option+for+mobile+advertis to engage target audience at media is also ing scale is unparalleled in mobile. supporting to •htt p://edge.sapient.com/assets/ • Advertisers should do user both marketers a s ImageDownloader/257 scenarios for a post-click well as consumers DigitalMarketing experience that is customized providing innovative CMOPerspective.pdf for the mobile audience. technologies in this • http://is2.lse.ac.uk/asp/ • Do not forget about connected regard. It has also been aspecis/20050038.pdf

January - March 2011 VIDURA 35 The second wave of modernization indicated in 1970-80’s. It did not produce as much impact as it produced in western countries. During these times the habit of listening to oral stories was high in India

Tamil Bloggers as Storytellers n ancient times, when telling information by one person the transport and to another or to a group was one Itelecommunication facilities of the most common practices were in a nascent stage of during that time. Dr. S. Nagarathinam development, traveling by people Because of the advancements Deputy Editor Special Content from one place to another place in telecommunication, people are Dinamalar, Madurai was also less. The oral tradition of now used to know the information

36 VIDURA January-March 2011 through Media. Now the Blogs countries. During these times the But the habit of listening to and Internet are facilitating the habit of listening to oral stories the stories up to early morning bloggers to tell stories and get was high in India. 3-4 o’clock by sitting in front feedback from the audience in Peter Hunt (1996) asserts that of the Kodaangis is completely written form. during the period grandmothers disappeared. The real life storytellers, Kodaangis, Grandmas Blog Storytelling took a vital role in storytelling are becoming rare. The study According to Susan C. Herring in many different cultures. And searches for a ray of hope for one (2004), Weblogs (blogs) — are parents also told stories to children. of the alternatives – especially frequently modified web pages During that time Storytelling blogging, for the same purpose. in which dated entries are Kodaangis (A musician playing listed in reverse chronological a small cylindrical drum with Tamil blogs sequence and are the latest genre a slender middle, held in one In 1992, Tim Berners-Lee called of Internet communication to hand and played with fingers of the father of internet kept a page attain widespread popularity. In the other) were also found in the containing the list of websites in blogging, two-way communication village areas of Tamilnadu. the computer of CERN Research is possible and it is mostly The period after 1990’s is called Centre. In August 14, 1995, two undergone in a written format in as the period of third wave of lecturers from Bond University blogging. modernization. After 1990s, the on the Gold Coast Australia The second wave of habit of watching TV up to early namely Raikundalia and M. Rees modernization indicated in 1970- morning 3- 4 o’ clock even prevails proposed a name called weblog 80’s. It did not produce as much now also. It can be seen during in a seminar held in Australia. impact as it produced in western live Cricket matches. Technocratti says that there are

Tamil Bloggers as Storytellers

January - March 2011 VIDURA 37 interconnectedness of human of the comments received from beings through computers and ages older than 9. And a few telecommunication without children were the audience for the regard to physical geography. storytellers. In the traditional society, it was This indicates that how a change clearly known as to who the story in communication in exchanging teller was and who the listener the information among themselves was. But in the tele-society there is has occurred in the present no clear idea about who the story post modern tele-society when writer is and who the reader (if compared to traditional society. the writer and the reader do not In this tele-society, the storytelling reveal their personal identities can be taken as an extension of about 112 million blogs till date. including, Name, Gender, Age oral story telling tradition. and Physical Location). Blogging has a history of last 11 Moral fictions According to www.tamilmanam. years. Generally the stories for net, the average articles posted The history of Tamil blogs is children are puranas, epics, everyday is 261. These Tamil nearly 7 years old only. The first and moral fictions. Content articles receive an average of blog posted by Navan in January Analysis was used to classify the 1,954 comments everyday. But 16, 2003 had only one word called stories written in blogs under writing stories for children is in “Tamil”. two categories. The stories were the budding stage in Tamil Blogs. The search for the first blog categorized for content analysis Out of more than 5,000 blogs, storyteller was also needed for the into two categories for testing only 17 bloggers of them have study. Zen stories were told every the Folklore scholar Blackburn emerged as storytellers. A total day in a blog called Zendaily. results. 1. Moral Stories 2.Epic of 502 stories are present in 17 blogspot.com. The first story had and Myths. The result is 95 per selected Tamil blogs. This shows been posted in December 13, cent of them were moral fictions. the earlier transformation of 2004. Out of 522 stories, apart from 22 Tamil storytellers into new media. The owner of this blog, Ganga stories all other 500 stories were In other words, we can say it is in (male) is the first storyteller moral fictions. the “take-off” of Rostow’s stage of (written form) in the Tamil blog. Blackburn, based on his modernisation. His stories were written for experience in collecting the stories The total number of comments common blog readers. Following by traveling to different places of posted for all these stories is 1,888. him, Paransothi started a blog Tamilnadu in 1995 and 1996 said Three blogs did not receive even a in the title of Paransothi’s page that moral fictions were largely single comment. These three blogs paransothi.blogspot.com on June 26, present in his collection. His study had 41 stories. 1,188 comments 2005. This is the first blog created has been published as a book titled have come for 481 stories. So, for telling stories to children in Blackburn, Stuart. on an average 2.4 persons have Tamil. These two persons can be Moral Fictions: Tamil Folk given their comments for each considered as the forerunners for stories from Oral Tradition. The story in the blogs. Due to this, it telling stories to children through presence of moral fictions to is clear that at least 2 persons have Tamil blogs. the tune of 95 per cent in blogs replied to the storyteller’s story. Paransothi has clearly said in indicates that the narrative logic It indicates the presence of a tele- his first blog “Please read the of stories in blogs reflects the story society where computer mediated siruvarpoonga blog and tell it as telling tradition of Tamils. communication has been provided a story to the children and guide So the Tamil story telling between story teller and reader of them in right way.” The www. tradition is reflected in blogs the blog. tamilmanam.net aggregator reveals storytelling also. The crime and Suttikathaikal.blogspot.com blog that there are nearly 5,922 blogs punishment feature seen in the proves physical disconnectedness as on Septemeber 9, 2009. The Tamil story telling tradition can be of the blog users, they were storytelling blogs selected for the seen in blog story telling tradition connected by computers. The study follow the general narrative also. Suttikathaikal blog owner logic. Paramarthaguru stories, The arrival of blogs has created Rukmini Seshayi’s (grandmother, Vikiramadithyan stories, Moral an opportunity for an oral story fictions, Zen and Korean children exclusively to tell stories to teller to transform into a computer stories have been written for children, has 45 followers) blog mediated written storyteller. children only. received 20 comments. 95 per This study certainly believes Tele-society cent of the blog readers were that an environment in future Tamil blog aggregators act originated from the city of the will be created for the same oral as a platform for those who blog author’s native city Chennai. storytelling via audio and webcam are willing to read stories in So this helps to understand the podcast with a real-time streaming

formation of storytelling tradition a tele-society. William Gibson or an appropriate time, when the< describes tele-society as total in the tele-society. 98 per cent audiences wish to listen.

38 VIDURA January-March 2011 Changing Trends in Indian Private & Public TV: A Content Analysis

Also an Ombudsman could be created to clean the private sector TV and reform our Doordarshan which is the public service Broadcaster. This Ombudsman could probe allegations of favoritism, corruption, vulgarity and obscenity in private as well as public TV

Introduction elevision has been changing Private TV, inclusive of cable in India and this time the and satellite has to combine Tnew medium of internet has viewership and advertising S.Ganesh made TV more att ractive. There is revenue for survival and this Lecturer – Visual cable TV and there is Satellite TV is true for a country like India. available in India. And also, there Compromising on values, the Communication, St.Joseph is Doordarshan the public service private TV survives with a lot of College, Kovoor, Chennai broadcaster available to viewers. entertainment and sometimes

January - March 2011 VIDURA 39 it is more adult oriented. The There is a cooperative on obscenity and pornography. political parties like DMK and These kind of programmes are AIADMK have SUN TV and Jaya form of ownership common on almost every channel, TV respectively and these provide be it a language or English channel room for political broadcasting when it comes to TV in and the message one can get and these are ideologically Scandinavian counties from these programmes is that of oriented respectively to their provoking or creating unnatural parent parties. Living on low and this means less sexual feelings among viewers. budget and paying employees commercial and more The products they market are low salaries, the private TV is also are not of good nature and able to survive in the market. The responsible programmes durable as one could guess. This struggling public broadcaster situation needs to be changed namely the Doordarshan has lost for viewers and reviewed by concerned some money in advertising but authorities and Government. managed to hold on to lower class Also, Mass Communicators and and lower middle class audiences Sociologists along with politicians highlighting artistic and cultural who lack cable services. Running and others should wage a battle to values of our country. like American Private Stations, solve obscenity and pornography The public service broadcaster the Doordarshan rents serials like in private sector TV. viz. Doordarshan has not been Chithi (Tamil) and run it on its able to overcome its financial Situation Elsewhere service. crunch and its ability to attract What we need is a model like in Adult Fare advertisement revenues in a Britain where the BBC is the public There is bold move on the part of market based economy like India. service Broadcaster. We would private channels to introduce adult It still suffers from advertisement need to emulate the British model fare and programmes and they are oriented problems and technical and come out with a TV which is highly sensational. Programmes problems and hope it can solve or could be in public sector. More like Hot and Hotter a show which these effectively. While the good programmes like the ones appears in a private TV are about private cable TV has been able found in BBC could be produced adult themes and these are put on to offer substantiative technical along with the will to fault the night shows. Anything is done to quality, the Doordarshan is not government when it errs. attract advertisers and ratings and able to match this. One way is Also an Ombudsman could be the TRP ratings play a pivotal role to look at the BBC which still has created to clean the private sector in winning advertising rupees. a fairly good model of a public TV and reform our Doordarshan The changing of actresses like service broadcaster in a developed which is the public service Kushboo to Nadiya in the Jaya country. Broadcaster. This Ombudsman TV’s Jackpot could also due to There is a cooperative form of could probe into allegations of fell in ratings and also due to her ownership when it comes to TV favoritism, corruption, vulgarity change of loyalty of the party from in Scandinavian counties and and obscenity in private as well as AIADMK to DMK. Many serials this means less commercial and public TV. featuring Devyani in Kolangal more responsible programmes The News had to stop or had to be stopped for viewers. In America, there is When we come to the as it exceeded the limit or time the public Television or public question of news, the public has come to be stopped and many Broadcasting service which exists sector Doordarshan presents serials featuring famous actors in that country. The ABC, CBS and as expectedly pro-government and actresses come and go thanks NBC are commercially operated views and the autonomy has to audience wishes and likes. networks providing commercial changed a little of this medium. Apart from a general mix entertainment and programmes. The Tamilnadu Government is obscenity and vulgarity, the private Of late, the private sector TV covered more frequently than TV channels carry programmes has come under criticism and which are of crass commercial this has happened because there needed in local Tamil Channel in nature. Frequently, the rate is a lot of vulgarity and violence of Doordarshan because of the of divorces among the actors is in the programmes. After 9.00 electoral alliance of DMK has with common in private channel serials p.m., there is less for younger the Congress party at the centre. which give the impression it is generation to watch in our Many opposition party members true in reality. Unlike the west and private TV. There is the medical are denied voice in the channel. the US, where the divorce rates section which comes on every The private sector SUN and Jaya are very high, the divorce rates network and these focus on sexual TV are controlled by DMK and are not high in India. And also, disorders frequently and carry AIADMK, the two leading parties there is a mix of violence found in titillating messages. Also, there in and respectively private TV serials. Doordarshan is the programme on fitness and cover the views of these parties. is slightly better in that sense and these carry foreign models who It is not any better when it comes they carry more programmes tell message of fitness bordering to other channels and these reflect

40 VIDURA January-March 2011 the views of the owners like Media monitors have to be found would need to do much to change Captain TV voicing DMDK leader with Mass Communicators and private TV and equip our public and Actor Vijayakanth’s views and sociologists forming groups to service broadcaster to live up to Mega TV and Vasanth TV voicing study and control the programmes the challenges of 21st century Congress representations. found in private and public TV. Indian citizens. 1. We need to study the There is a role for policy Development News Scandinavian model and model makers, sociologists, and mass The Doordarshan for its of BBC as found in the UK and communicators to play in namesake for being public try to implement the same here in empowering the TV medium in service broadcaster has some India. India to eff ectively deal with social, development news and

2. The local and State political and cultural problems of

development information. But Governments should be present India and present a lasting< rest of the channels goes by what empowered to deal with TV solution. is hot for the day and what will channels in the languages and sell products in the market place. regions where these are located References: The frequent thing one can come to safeguard decency and public 1. S.Ganesh, Lectures on Mass across in Times Now, NDTV and good. Communication (New Delhi, Channel X is that what is the 3. University students and Indian Publisher Distributors) current news or hot in Parliament teachers as well as government 1995 or what opposition parties discuss servants should form associations 2. Arvind Singhal and Ererett M in the Parliament usually becomes to study the private and public Roger, “India’s communication the top news. No doubt, these TV. Revolution” (New Delhi, Sage channels cover natural calamities, 4. Mass Communicators and 2001) rail accidents, plane crash and Sociologists study the TV medium 3. F Williams, “The New other news of the day as and in India and suggest suitable Communication” (Belmont: when these happen. But what is solutions. Catif:Wads Worth) 1986 lacking is a developmental input 5. And all others concerned 4. Johnson, K, “TV and Social Change which requires more humane should take a serious look at the in Rural India” (New Delhi, Sage touch without sensationalizing media of private and public TV 2000) the issue. But sensationalism is and remedy the situation. 5. Doordarshan (2006), Doordarshan more often found in English and 2006-New Delhi – Prasar Bharathi other private channels. Conclusion Corporation of India 2006 What needs to be done The electronic media of TV in 6. “Vanitha Kohli Khandalkar,” Not just government action India are in the hands of private Indian Media Business” (New alone can set right the situation. as well as public sectors. We Delhi: Response) 2008

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January - March 2011 VIDURA 41 Regional Imbalance in Orissa: Media & Govt.’s Role

Regional imbalance was the natural corollary of colonial regime in India. Wherever and whatever little developmental activities were taken up during the British rule in India, they basically meant for colonial exploitation and surplus wealth creation to suffice the economic growth processes in England egional Imbalance is a is a logical conclusion of the worldwide phenomenon. basic premises of differences in RRegion, howsoever natural resource endowment and small may it be the imbalance/ disproportionate human resource inequality is inherent to it. Region development. Natural resources derived from the Latin word are not equitably distributed “regio” (from regere to rule) throughout the globe. Also originating in 14th century is different regions of the world defined as an area of the world or are not blessed with equal level Pradip Kumar Nath & of a country, especially one with of human skills and endeavour Hemprabha Chauhan a particular geographical, social i.e. equi-proportionate human Pradip Kumar Nath is a faculty etc. characteristics. In Scotland resource skill and productivity. member in Centre for Agrarian it is known as an administrative The first one i.e. natural resource area. In Economic Geography endowment is a gift of nature Studies and Disaster Mitigation and mainstream economics it is which cannot be varied with (CAS & DM), NIRD, Hyderabad demarcated as an “area of Activity best of human efforts but the Hemaprabha Chauhan is a former or interest”. differentiation in productivity Assistant Professor -Institute of Imbalance means a lack and skill of human resources can of balance or proportion, be minimized with sincere human Media & Technology, Gurgaon & approximating to the English word efforts. Journalist inequality. Regional imbalance In such a parlance we need

42 VIDURA January-March 2011 to engross ourselves in serious thinking about regional imbalance. Regional imbalance was the natural corollary of colonial regime in India. Wherever and whatever little developmental activities were taken up during the British rule in India, they basically meant for colonial exploitation and surplus wealth creation to suffice the economic growth processes in England. Accordingly we have inherited an economy with ample regional imbalance in 1947. With the adoption of sovereign, socialist, democratic republic ideology as the fundamental principles in the constitution and launching of the planned developmental economic era in 1951, we had tried our best to minimize regional imbalance and with very little success. Whatever the policy planning be, the five decades of democratically elected governments gave us a launching Photos: Pradip Kumar Nath & Hemprabha Chauhan pad for jumping into an era of 5% plus economic growth, living it today. In this write-up the text (i.e. radio, Doordarshan and other behind the historical past of the is confined to Orissan Regional news channels). Hindu rate of growth (i.e. a growth Imbalance and the Role of Media The Ghadai Committee Report: rate of 3.5%). in the last one decade i.e.1997- The Ghadai Committee All said and done we are no 2007. Here emphasis has been laid under the provision of “Article more a food importing country. to the role of media particularly the 371 of Constitution of India” Nor are we an exporter of primary vernacular media in eradicating for constitution of a Separate goods (forest, mining and agri- the regional imbalance. Development Board for selected products). We have achieved the Here media means particularly areas in the state of Orissa self-sufficiency in food grains print media (i.e. the vernacular submitted its report on 20th and have already become an media, be it daily, weekly, monthly exporting country of items which or an yearly that gives news, views September, 1994 which gives a were hitherto reserved by the first and analysis and other language clear picture about the level of world. To add to this dimension, print media published from regional imbalance by taking the the success of democracy(in Orissa) and the electronic media Composite Development Index terms of conducting free and fair with 11 indicators and serializing elections at regular intervals) Thanks to the new the Blocks from one to 314 in the in four decades has put us in Marketing Gurus’ ascending order development. commanding heights of good (i) Out of the 75 Blocks which track records of human rights and advice to segregate were categorized as developed, 68 made us a Voice to reckon with in are in the Coastal Districts and five the global arena. the readers/audience only in the Western part of Orissa, Coming to the context of and capture the\s have i.e. in the Koshalanchal. imbalance, the wheels of change (ii) Out of the total 82 has taken a completely different started publishing Very Backward Blocks 32 lie in direction after the introduction Koshalanchal and 4 only in the of New Economic Policy that is their regional editions Coastal Districts of Orissa. propelled by L.P.G. (liberalization, in places other (iii) Out of a total 70 privatization, and globalization). Developing Blocks 32 lie in After more than one and a half than Cuttack and Coastal Districts and 24 lie in decade of the introduction of Koshalanchal. this policy, we are at a cross road since a In summing up out of the 169 to put forth before the masses decade Very Backward and Backward the role of media in eradicating Blocks of Orissa 56 (out of a total regional imbalance as we visualize of 85 Blocks) lie in Koshalanchal

January - March 2011 VIDURA 43 and 26 (out of a total of 126) only are reported only in a sensational the initial years discovered the lie in Coastal districts of Orissa. In manner by the vernacular media exact path and guided others for this context way back in 1994 only with the particular purpose the Grand task of resurrection and 26 Blocks are to be taken care of of selling the newspapers. preservation of the dying folk art in the Coastal districts whereas 56 Herein the business motives forms of Western Orissa. are to be taken care of out of 85. are more prominent. A pinch of This is the pan - Indian When Regional Imbalance was commitment for the development conclusion as reported in other prominently put forth in black and of the people to whom they are language newspapers. There was white, till date no vernacular media selling the newspapers and by a feeling amongst the so called (particularly the mainstream whose money they are doing the intellectuals of Eastern Orissa Oriya dailies whose proprietors business is lacking significantly that Sambalpur Lok Mahotasava basically hail from Eastern Orissa) in the work culture of the Media is uniting the entire intellegensia ever tried to make it public to the Baron Western part of the State. of Western Orissa and that unity people. On 20th November, 2007 The proprietors of vernacular must be dismembered. This body when the Regional Imbalance media in Orissa have hardly of knowledge that was coming Enquiry Commission had come envisaged that they have out of a successful organization to Sambalpur and had the any significant role to play in of Lok Mahotsava started discussion and public hearing, the eradication of regional imbalance. becoming a challenge to the so members of the commission were Due to many historical reasons the called intellectual pursuits of the astonished to find the awareness vernacular print media is owned people of Eastern Orissa. The about Ghadai Committee Report and dominated by the people of sinister device through which the amongst the citizens of Sambalpur. Eastern Orissa particularly the organization of Lok Mahotsava As if it is assumed that people Coastal Orissa. In such a milieu was ruptured was witnessed in need not/should not know the the people of Western Orissa and the last four years (2007-2010) by committee findings. It is a fact that their miseries have never found one and all. Herein the negative the print out of the committee’s its rightful place in vernacular reports in the initial days of report were never duly circulated Oriya dailies. The attempts by organization of Lok Mahotsava and when there was clamor about vernacular Oriya dailies published played a very crucial role which taking action in consonance with from Western Orissa have been is quoted by the policy planners the committee’s report the copies noteworthy. But the reportage, about the incapability of the of the report were very secretly views and analysis remain only as people to organize even an affair destroyed by the administrative writings on the wall and people of of a few lakhs of rupees. system. Herein the media in Eastern Orissa pay a lip service to If media do not have an eye Orissa could have taken up a pro- the same. for appreciating something good, active role in disseminating the something cordial, something Culture and Media: information to the people about which encourages fraternity, The negative reports about the whose backwardness and the brotherhood and peace, then folk culture of Western Orissa panacea for backwardness was it should not sow the seeds of have dire consequences on the written so prominently in this jealousy, disbelief, anger, sorrow Life Genres (Geners die vie) of the report. Of course small newspapers or morass amongst the masses. people of this region of Orissa. The published from western Orissa viz Some of the newspapers have Sambalpur Lok Mahotsava may “ Koshala Prabaha”, “Agnishikha” made enough negative reporting, be taken as a case in point. The and the alternative journals like finding faults and lacunas in negative reportage of a newspaper “Anvesha’, “Bikalpa Bichara” the organization of the Lok owned by the family members have played a laudable role in Mahotsava, like mismanagement disseminating the information of of erstwhile Chief Minister (at in food supply, some minor Ghadai Committee Report, but present the Governor of Assam), in defects in light or sound, some that too after so many years. The the first decade of Lok Mahotsava minor mistakes in anchoring, lack spatial incidence of migration was very shocking. The negative of parking facilities etc. These of labourers, child labour reports of fault finding in every are petty issues before the grand exploitation, non-remunerative silly things of Lok Mahotsava aspiration and efforts to preserve prices for agricultural and forest went to such a great hype that the the dying folk arts. However produce, incidence of lack of organisation of Lok Mahotsava they were highlighted in bold medical facilities and primary at Sambalpur was portrayed as a to discourage the organizers education, payment of lower sin committed by the Folk-culture giving slaps on their chicks and wages as per the provision of law in loving people of Western Orissa. creating rifts amongst themselves. informal sectors (viz. bidi makers, It propagated the idea that the Some newspapers had the single construction workers, collectors of end result of Lok Mahotsava is a point agenda of fault finding of non-timber forest produces from big naught. all the cultural events organized forest, house hold and domestic However the fact remains that in Western Orissa- be it the workers, rickshaw pullers, fruit the Sambalpur Lok Mahotsava folklore of Nuakhai, Gundikhai, venders, shoe-shine boys etc.) took the lead and Organisors of Karma, Puspuni, Sithal Sasthi,

44 VIDURA January-March 2011 Dhanu Yatra. The same applies issue in Sambalpur (e.g Farmer’s an eminent scholar and organizer to Veer Surendra Sai Sambalpuri Suicide) is not known to readers of folk culture - Dr. Dileep Padhi. Natak Pratijogita (One hour in Rourkela. The audience/reader Media and Role of Local Drama competition) organized is fully satisfied in seeing the Language: by Yuba Udayana. Can the same news of his locality in print, but Irrespective of the undue hype newspapers afford such negative is befooled in the worst manner made over the Bhasha Andolan reporting about Konark Festival since his news is not known to the in the first decade of last century, or about Bali Yatra of Cuttack? If rest of the world that too in his it is a fact that Oriya has never not why in such reporting about own state. been the medium of expression the cultural events of the Western Propagation of Positive/ and the medium of literature in part of Orissa, be it Dhanu Yatra Development Related News: the Western part of Orissa. It is or Sithal Sasthi or Nuakhai . It is a fact that achievements, only after 1850 when the Oriya Which Indian can forget the excellence in any field/activity medium schools were established kind of politicking that the entire are unduly exaggerated if the by the British and the very entry government machinery of Orissa occurrence of the activity is nearer of Abadhana (teachers) into this was engaged in for destroying the to the capital. The child sale, any part of Orissa that Oriya started issues of Illustrated weekly(1986) gang rape or cold blooded murder, gaining ground as the medium wherein the personal life of the ultra activities or any literary then Chief Minister was reported. of expression of the so called or cultural programmes get elite and the formally educated. News, Views and Analysis: unduly highlighted if the place of The absence of any standard It is a fact that the media occurrence is either Bhubaneswar Oriya literary work in this part of (print, audio and visual) has or Cuttack. The Bhubaneswar and Orissa before 1850 amply proves been irrationally biased and Cuttack centric media have played that Oriya was never in vogue tilted in favour of publishing/ havoc in the development pursuit as a medium of expression of broadcasting/telecasting news, of the state. either the masses or the so called views and analysis of a particular Indigenous Knowledge System elites of the then region with its region in Orissa (i.e. the region of and Intellectual Property Rights: cultural affinity with “Maithili”/ high development, literacy and When we live in a WTO (World “Chattisgadi”/ “Hindi” or the consciousness amongst the people Trade Organisation) regime “Marathi” speaking people of about their rights). Specifically one needs to understand the the rest of India. The systematic this is the region of Eastern concept of TRIPS (Trade Related process of Oriyanisation Orissa comprising the districts of Intellectual Property Rights) and (imposition of Oriya language) undivided Cuttack, Puri, Balasore TRIMS (Trade Related Investment could not make an average person and the Ganjam portion of the Measures). In the context of after 150 years even to have a District of undivided Ganjam. Indigenous Knowledge System, be clear comprehension in Standard This is the reason which is unduly it on any medical and therapeutic Oriya diction. In a 1972 paper in and irrationally propagated as practices, or manufacturing Economic & Political Weekly Dr. the Real Orissa at the cost of of specific artifacts, or specific Neelakantha Rath has elaborated belittling the rest of the Regions in patterns of folk lore ( folk dance, how “Shankar Kisam” paddy is Orissa (constituting 20 districts at folk song, folk music instruments) understood as Mahadev Dhan or present). Out of this the Western or specific practices of the Socio- paddy for/of Lord Shiva. Another part of Orissa comprising the facts, these bear special relevance word Mayee Deba is understood undivided districts of Sambalpur, for patenting and their related as the month of May. Mayee Deba Kalahandi, Balangir, Sundergarh, economic benefits. For this the means the flattening of the mud in Koraput and Phulbani get least media has well defined and precise the paddy fields. importance in media (particularly role in bringing these concepts into This is the kind of understanding the audio and visual). lime light and making the people the poor farmers have after Thanks to the new Marketing aware to win in the international listening the Krushi Khabar from Gurus’ advice to segregate the bargain for Intellectual Property Sambalpur. It readers/audience and capture Rights and gain over the specific is only in 1985, thanks to the the market that the vernacular benefits i.e. expected to emanate tiring efforts of Sri Abhay Kumar Oriya newspapers have started from acquiring the Patent Rights Padhee the All India Radio publishing their regional editions of specific items. Sambalpur started broadcasting in places other than Cuttack and The Western Orissa Folk Music “Chasar hal” in Sambalpuri Bhubaneswar since a decade. But Instruments are a case in point. Kaushali language. Even today the most dangerous thing that “When will we apply, if needed the programme meant for women they have done is segregating the bargain for the Patent Rights of “Ghar Sansar” is broadcast in readers of Orissa into different DHUNKEL (a musical instrument chaste Oriya language with typical pockets and insulating them from well entrenched in the folk dance Oriya diction and pronunciation knowing each other. For example - form of Dalkhai and the cultural which is hardly understood by any news reporting on any specific heritage of Dalkhai Kuthi) ponders rural folk of this region. The

January - March 2011 VIDURA 45 language-culture, literature, folk Herein the print media and its also proved ineff ective and did lores of Western and Southern brothren- audio and visual have nothing for the progress of the Orissa are least refl ected in the played a negative role in belitt ling western region. media. Till date, in the backdrop the identity of the Indigenous Situation got worse as the of a fl ourishing literary past in People of this region. Prejudice offi ce of WODC is situated in Sambalpuri/Kaushali language, no runs very high in Orissa that the Bhubaneswar and is fully under mainstream Oriya newspaper viz media can sustain itself and make the control of Eastern people. has ever taken care or interest in profi ts if it goes in regional and WODC became ineff ective. The publishing something worthwhile local languages. council does not possess any in Sambalpuri Koshali language. It is high time to hope that the fi nancial powers. As per the reports Thanks to the eff orts of local print, audio and visual media in Media, the WODC received a newspapers like “Agnishikha”, will play a commendable role in grant-in-aid of Rs. 30 crores during “Koshala”, “Koshala Prabaha”, the process of development and the fi nancial year 2001-2002. With “Bidroha”, “Paschimanchal eradication of poverty. this meager amount how can Istahara”,Dakua”, “Arji”, regional imbalances be removed. “Ganabarta”, “Heeraprastha” Regional Imbalance— Owing to the continuing neglect etc. and the journals like “Nisan”, Government’s Role: and regional imbalance in the “Kahar”, “Leti” , “Bharni”, “Sailta”, Owing to the neglect of Western western region the demand for a “Nua ”, “Nuajharan”, “Batua Orissa and reported agitation in separate state is already going Bas”that the cultural ethos of this the context of 1995 elections, the on in Western Orissa. Political region get refl ected in Sambalpuri then Prime Minister committ ed in observers have also att ributed the Koshali language. an election meeting that a Western recent poor show of the BJD in the Language plays a very critical Orissa Development Council Western Orissan region due to the role in the process of development (WODC) would be constituted regional imbalance which haunts of a particular region. Language is to look after the problems of the area till date. only and the only way through regional imbalance. In March 1995 NHRC - on KBK and Western which any individual has the election the Congress came to Orissa: gateway to the rest of the world. It power and in November 1998 the National Human Rights is not only the most viable means to WODC Bill became an Act. The Commission (NHRC) on Koraput, transact with the rest of the world body proved ineff ective. In March Bolangir and Kalahandi (KBK) but also the only medium through 2000 BJD-BJP coalition formed and western Orissa is extremely which any one can receive any the government. In accordance concerned due to violation of information. And we are living with their election manifesto the human rights in this area always. in an era called “The Information government replaced the old 1998 The reports of NHRC in respect of Age” where information is every law by a new Act. But the new law Western Orissa have categorically thing. Even Information is Wealth. passed hurriedly on 31st August, suggested that a separate status to this region may be given to alleviate the standard of living of the people who are living below ‘EDUCATION FOR ALL’ the poverty line and dieing for food. Starvation in this region is is still a distant dream! such that people are forced to sell their children. Due to starvation and malnutrition inhabitants of this region are suff ering from many Annual fatal diseases. For these reasons the infant and maternal mortality Subscription rate is highest in this area. Due to lack of food and hunger tribals are Rs. 180 eating roots, leaves and branches of trees which cause a disease called Volvulus in the intestine. After gett ing numerous reports Get to know the real face of India. Subscribe today! about this disease from the area, Government of Orissa tried to suppress it and issued instructions to the authorities that the disease should be called stomach disease and not Volvulus, as the word RIND Premises Second Main Road, Taramani CPT Campus, defi ned in the dictionary as an

Chennai - 600 113 Ph: 044 2254 2344 Fax: 044 2254 2323 intestinal disease that is caused Mobile: 98400 93131 E-Mail: [email protected] due to excessive intake of roots< and leaves. 46 VIDURA January-March 2011 Tilonia’s Communication Group - Combining Tradition and Modernity

To spread relevant message of social change and development in rural areas, a judicious combination of traditional media and modern communication techniques are needed

n several national movements widespread appreciation for its and campaigns such as use of diverse media to spread Ithose relating to the Right messages of social change and to Information and the Rural reform. Employment Guarantee Scheme, SWRC’s experience shows that the puppet shows prepared by to spread relevant message of the Social Work and Research social change and development Centre (SWRC) attracted a lot of in rural areas, a judicious attention. The SWRC is a leading combination of traditional media voluntary organisation whose and modern communication Bharat Dogra main campus is in Tilonia village techniques are needed. What is Freelance Journalist specializing of Ajmer district (Rajasthan). more, the traditional media can be Also known more popularly as harnessed to convey new ideas, in development, environment, the Barefoot College, the SWRC’s while the latest equipment can be social reform and human rights communication team has won used to preserve traditional songs January - March 2011 VIDURA 47 and dances for posterity. This is the basis on which the SWRC has designed its communication programme. On the one hand, this Centre has one of the most innovative teams of puppetry. This team makes its own puppets, making such changes as are necessary to convey new messages. These puppets have played an important role in SWRC’s efforts to bring meaningful social change. The puppets appear to be a lot of fun, yet they are able to make more daring statements than may be possible by a fiery speaker speaking on a controversial issue. These puppets are welcomed not only by children but by all sections. These have travelled much beyond the work area of SWRC to several distant cities and modern techniques to capture its over 400 hours of audio recording villages. various development and social of traditional folk forms for Several festivals of folk art have change activities in many video documentation and posterity. been organised by SWRC in which films and slide shows. In addition SWRC’s puppet unit was able to over 1,600 folk performers have to its own work some other make a puppet stage on bullock- made their presentation. very significant movements and carts. This stage was made very After a gap of a decade, Lok campaigns such as the Right to colourful by people. At first a Utsav 2010 was held during Information Campaign have been kerosene lamp was used to light February 2010. The 3-day festival very well documented. SWRC’s the stage. Now a solar lantern of Folk Music was able to initiate a video library has a rich collection provides better lighting, making dialogue with the Dept. of Culture, of over 400 films, relating to it possible to give performances at Govt. of Rajasthan, on steps which development and social reform night. are needed to improve the status issues. It has also a collection of A special feature of this of folk-artisans of Rajasthan. over 25,000 slides which have communication team is that its Towards the end of the Folk Arts been properly catalogued, mainly members consist of ordinary Festival, a life-size puppet lit by by rural women. villagers (generally from the a solar lantern captivated the Modern equipment is also poorer households) with very audience. being used to preserve folk art little formal education. Good On the other hand SWRC and culture. At present SWRC has training and on-job-experience has also made very good use of over 300 hours of video film and enable them to give very good Puppet unit was able to make a puppet stage on bullock-carts. This stage was made very colourful by people. At first a kerosene lamp was used to light the stage. Now a solar lantern provides better lighting, making it possible to give performances at night Photos:Bharat Dogra

48 VIDURA January-March 2011 performance not only in traditional communication formats but also in modern audio-visual unit. Giriraj a rural youth who is deaf and dumb not only handles screen printing work but in addition with the help of other colleagues overcomes the disability barrier to impart training in screen printing to many others. Ramniwas, who has worked in both traditional and modern formats, believes that both has their own importance and need to be harnessed together for taking relevant messages to people. Ramniwas and his colleagues have been particularly successful in preparing songs linked to various campaigns such as NREGA and Right to Information as well as various programmes of SWRC such as solar energy and water-harvesting. These songs have become very popular among people. These communication teams are very skilled in orienting puppet- shows, street plays and other performances to the local situation and events. Changes in scripts are made very quickly after talking to people and understanding the local current situation. This greatly increases the effectiveness of this communication team. An idea of the reach of this team of ‘barefoot’ communicators can be had from the available data that during 2009-10 more than

75500 persons the advent of community radio. watched the team The SWRC has been provided performances on a FM frequency and the Tilonia 234 occasions. The Community Radio Station was team performed formally commissioned on 9th in over 50 night November 2009 with the FM schools before an frequency 90.4 and is accessible to audience of over more than 30 villages in a radius 12000 students and of 15 kms. reaching out to a total villagers. population of about 40000 persons. Now the With its rich treasure of folk music reach of SWRC’s and development programmes communication and continuous inter-action with

people, the Community Radio team will increase < further with here can be a big success.

January - March 2011 VIDURA 49 Even reporting on farmers’ burning issues is not regularly done by many news channels, let alone entertainment channels in India. Most of the news channels therefore came to acquire an epithet as ‘urban centric’ and ‘elite centric’ too

TV Channels’ Support for Agriculture and Alternate Livelihoods

Introduction hough there are nearly the ETV (The -ETV 450 television channels in group), which has a network of TIndia, the support of this 12 regional television channels in important and effective medium twelve states of India, is offering for agriculture and alternate agriculture related programs in livelihoods is very meagre. the name of Annadaata (ETV) and Whereas Doordarshan as a Jai Kisan( ETV2). In the last three Dr.C.S.H.N Murthy & national channel is duty bound to years the TV5 too started offering Reetamoni Das offer agricultural communication agriculture related information/ Dr C.S.H.N. Murthy, Associate in every region of the country, reporting in the evening between Professor, Department of Mass there are no regional channels 5.30 pm and 6 pm. Of late NTV in any state except the state is also offering an agricultural Communication and Journalism, of Andhra Pradesh which are program for a limited time each Tezpur University, Assam offering some inputs to the farmers day. Reetamoni Das, Research both in the farming traditions/ But one question remains Scholar, Department of Mass systems/practices and in modern unanswered and daunting is that management techniques such why all other television channels Communication and Journalism, as innovations and marketing both in the state of Andhra Pradesh Tezpur University, Assam strategies. In Andhra Pradesh and elsewhere in India feel that

50 VIDURA January-March 2011 they do not have any social and the farming community all agricultural inputs, and the responsibility (corporate social in India. Firstly, the Indian failure of the governments to responsibility) towards a most agriculture has been mostly the provide quality seeds/manures important sector of India namely monsoon dependent and there at subsidized prices on time agriculture and its community has been a continuous monsoon and small/marginal farmers’ most of which are again marginal failure for successive years at poor knowledge or expertise to and small scale farmers. The many regions of India during overcome situational strategies reason for such a demand stems 1999-2009. Paradoxically, there in farming methods are some of from the fact that the problems has been excess rain fall too in the factors which have brought of the farmers in India are not certain areas which resulted in the the Indian agriculture to the homogeneous. Region wise, flash floods. Occasional untimely brink of disaster today (Drought locality wise, climate wise, soil cyclones devastated the crops of threatens India’s farm and its wise, and water availability wise small farmers. The area under economy. The Economist. July 22, the issues related to farming and cultivation for food grain crops 2009. http://www.economist.com/ farmers are quite divergent. Again has remained constant at about node/14070447/comments). Of all intensity of these problems is not 124 million hectares from 1970- the three farmer groups (small homogeneous to entire country. 1971 till 2009. The environmental medium and large-scale farmers), In order to address such a vast imbalance has become more mostly the small/marginal farmers canvass of common and divergent accentuated and a scientific study are worst affected and are even issues of farmers in time, only a of the impact of such imbalances committing suicides. satellite based communication in the environment on agriculture Commenting on the extremity and information technology has to emerge yet. of the drought situation, Santwana like electronic media, especially Prof.Dr.M.S.Swaminathan has Bhattacharya wrote (India's rain television is the best source of made an in depth study of the brings crop of doubt: Sept 10, 2009) aid/support to agriculture. Given problems of ailing agriculture that the Indian government, for 80% population depending in India and has submitted one, claims that ‘it will be able to on agriculture and the roots a report to the Government insulate the bottom rung of society of cable television spreading of India. According to Prof. from the vagaries of drought’. the villages, thanks to the fast Dr.Swaminathan (2009) there has For that, one may have to look spread of telephone and satellite been man wrought destruction at the next tier on the economic communication, there should not of farming too. The role of pecking order the small and be a problem for the television middlemen, who form syndicates, medium farmer, whose heavily channels to go for farmer/kisan the under pricing of the produce debt-powered investments on centric programs. But, yet this is of the farmers, the government’s often merciless plots of farmland not happening. Even reporting failure to offer support price at represent one of the riskier forms on farmers’ burning issues is not the right time, the role of private of venture capital the world has regularly done by many news bankers collecting high interests known. It is from these strata channels, let alone entertainment from the farmers for short term that one hears news of farmers' channels in India. Most of the loans, the overall price rice of suicides. news channels therefore came to acquire an epithet as ‘urban centric’ and ‘elite centric’ too. Though such criticism is around for quite some time, there appears to be little realization of the importance of supporting agriculture among television channels in India. Most of the channels appear to be having a mandate of transmitting the entertainment programs at the cost of food which only farmers in India alone can produce by toiling night and day in the field without which we cannot watch any of the television programs in a laid back mood. A brief overview of Indian Agriculture For over a decade, the Indian agriculture has been on the decline. There are several factors which are affecting the agriculture

January - March 2011 VIDURA 51 in understanding that farmers need to know about farming in their own languages. Annadata has become one of the foremost magazines for farmers (Circulation ABC July-Dec 2005: 1, 66,145). The present study therefore is an effort to examine: (i) how far the existing electronic media (in the private and the government sectors) are transmitting the agricultural programs enabling the farmers to make informed decisions in their professional practices at low costs with reasonable returns. (ii) how far the coverage is addressing all the major areas of burning issues of farmers and farming strategies and techniques, and (iii) to examine whether the existing programs are sufficient or need to be further Photos: Dr. C.S.H.N. Murthy and Reetamoni Das Photos: Dr. broadened to offer more inputs for the benefit of the farmers. In the six weeks up to August 27, of the farmers. The three television channels more than 150 farmers committed which have been transmitting Support of three Television suicide in Andhra Pradesh alone, the agricultural programmes Channels for Agriculture in according to an Associated Press as mentioned above have been Andhra Pradesh report citing opposition parties observed for their nature of the In Andhra Pradesh there are and farmers' groups. That was six programs, coverage and the extent about 44 commercial television times the official toll of 25 farmer of the programs, and content of the channels. Some of them are news suicides in the state, where 70% of programs in order to find out how channels whereas a majority the 80 million population depend far these programs are meeting of them are entertainment on agriculture, the report said the requirements of the farming channels. Out of these, only three community in terms of knowledge television channels namely ETV Call for Media Support to expertise, resources of know- (A Unit of Eenadu-ETV group Agriculture: Prof.Dr.M S how and methods of practices of Media houses), Doordarshan Swaminathan both traditional and new, and the (Government owned) and TV 5 (A In the opinion page of The problems confronted on the day Shreya Broadcasting Service Pvt Hindu (Nov 22, 2009), in to day basis. The contents of the Ltd) have been transmitting the response to the call given by Prof. months of May and June 2009, programs on agriculture. Dr.M.S.Swainathan for ‘Second and January and February 2010 Whereas Doordarshan has been Green Revolution’ to put the have been chosen for the study airing the agriculture programs agriculture back on track with for both Kharif and Rabi seasons. since 1978 when the programs the spirited support of media, The clippings of the transmitted were transmitted in the name of several people from scientific television programs for these ‘Paalu-Chelu’ (Milk and Fields), community, media, academics and months have been recorded/ the ETV established in 1995 started lay persons clan have sought the collected from the respective beaming the Annadata Program media intervention as an essential channels and had been carefully since its inception. The proprietor strategy to help the farmers scrutinized for their content. of ETV and Eenadu media group overcome the current crisis (http:// 1. ETV Annadata’s Ch.Ramoji Rao by conviction is www.thehindu.com/opinion/ programs: Mainly meant for committed to the cause of farmers’ Readers-Editor/article53140.ece demonstrating the methods/ welfare and has been publishing accessed on Aug 5, 2010). materials/processes of farming Though there has been media a monthly magazine called ‘Annadata’ since Eenadu news across a spectrum of techniques/ support to agriculture for quite daily was established. management. a long time both in the All India Commenting on the significant 2. ETV 2 Jaikisan’s programs: Radio (in the form of Radio place Annadata magazine Mainly meant to focus on an Forums) and in the Television occupied today in India’s leading array of problems confronted since the launch of Satellite agricultural publications the by the farmers on day to day experiment in 1975 with the help ABC says, ‘Annadata, a unique basis ( eg. lack of support price, of ISRO, the support has not magazine for farmers was set up demand for manures/fertilizers, been proportionate to the needs in 1969. Annadata's genesis lies bank loans, protesting against

52 VIDURA January-March 2011 the role of middlemen, failure of explained its producers Amirneni it would address the previously the government to support the Harikrishna, Giridhar and Sekhar received questions through farmers in time, etc). (ETV 2) as also Dr.V Ranga Rao appropriate techniques/methods 3. Doordarshan’s Kisan/ and Vakula (ETV). In respect demonstrated through visuals/ Rytu Nestam programs: Mainly of Doordarshan programs the clippings. Though this author meant to transmit the programs involvement of scientists is more has nothing against in accepting falling under both the categories due to its being a government Dr.Ranga Rao’s statement per se, as in the case of TV 5. run electronic media, says the Doordarshan’s efforts to offer 4. TV 5 Annapoorna Dr.V.Ranga Rao. But, Yarlagadda online answers through help- programs: Mainly meant to show Sailaja the producer of the line through the involvement of programs falling under both the programs in Doordarshan held scientists is in keeping with the categories as explained in respect the view that DD being a state scientific contour the programs of Annadata and Jai Kisan of ETV. run television channel, credibility deserve. Y.Sailaja’s view in this Almost all the channels have and accountability to farmers is respect is that it offers seriousness adopted a three point criteria viewed as a major criteria while of the engagement of the of selecting/scheduling the addressing the concerns of the government with the problems of programs: most important of all farmers regarding the farming the farmers. Since TV 5 commenced being the timeliness/seasonal practices/problems arising from the programs only a couple of requirements, and contemporary the pests/diseases. years back, the producer Sridevi reporting by the media in general In our study we found that explained that at the present of the problems faced by the Doordarshan engaged more they are having once in a week a farmers. phone-in programs using live-show program to address to agricultural scientists though Analysis and Discussion the problems of the farmers. But the programs are more of oral The study found that there they are not supported by any presentation of messages to the is a world of difference in the practical clippings or visuals like questions raised by the farmers content between Annadata and ETV though scientists have been by the scientists from the studios. Jai Kisan. It is indeed a matter occasionally engaged in their On the other hand, the ETV of great surprise to see that two programs too. Since most of the offers Annadata help line a live different and distinct orientations programs which TV 5 transmits program wherein the answers of programmes could be are based on the reporters’ footage, are shown practically being shot developed by a private television we have found a lot of content on the place/field which offered a channel (ETV and ETV2) as to relates to showing the reporters’ demonstration approach to clarify the transmission of agricultural footage only wherever applicable the doubts raised by the farmers. programmes. Such clarity is or relevant. Dr.Ranga Rao is of the opinion definitely missing in respect of As for the distribution of specific that for many problems which Doordarshan and TV 5. programs some important striking farmers seek answers during Further the time dedicated for similarities could be found. phone-in, it may not be possible the agriculture programs in ETV Almost all the channels have to answer their problems in and ETV 2 combined is almost been focussing mainly on general depth. Hence, ETV has designed equivalent (6 hours) to that of agricultural practices followed by Annadata help line program where the time slot given per week by horticultural practices. Compared Doordarshan (6 hours and twenty minutes. May be in some measure Doordarshan is transmitting a little more time than ETV due to its commitment to telecast both through broadcasting and narrow casting. Both the ETV and ETV 2, and Doordarshan have the prior- scheduling of the programs and develop the programs accordingly. Though Doordarshan by virtue of being run by the government cannot be flexible in amending its prior-scheduled programs based on the contingencies developing from time to time, ETV and ETV 2 showed some departure and flexibility in respect of the content to be aired in times of distress/ calamities or other exigencies,

January - March 2011 VIDURA 53 the public sector point of view. But, will such programming meet the needs of the entire state and farming community is a billion dollar question. When we raised this question, both Ranga Rao and Yarlagadda Sailaja concurred with the authors. They feel the present efforts of the ETV and DD are nowhere near the actual magnitude of the requirement of the farmers of the state. More and more television channels like TV 5 and NTV should join the efforts. As to the suggestion to run a 24x7 television channel entirely devoted to farming and alternative livelihoods has been put to discussion, both Ranga Rao and Sailaja felt though it is a good idea which even government of India at one time toyed with and even consultations were done with the experts. However the idea ultimately did not carry favour to the percentage of programmes of any television channel. When with the concerned Ministry and aired in these two specific this question was raised during the idea to go for a 24x7 television categories, the programs related our in depth interviews with channel has not come through. The to other areas such as poultry, the COO of ETV Dr.V.Ranga study however found that there is fisheries, floriculture, etc which Rao and Ms. Vakula (Annadata presently emphasis on a few areas we categorized as alternative team), Yarlagadda Sailaja of DD compared to the entire spectrum livelihoods for small farmers and Sridevi of TV5, the answer of farming problems and farmers’ during un-season times are given was that mostly agricultural issues on entire state basis. A lot very less. Further programs like issues specific to Kharif /Rabi many areas are to be covered for innovations and success stories and specific to particular crop are which the study demands more are also very less in percentage. same for entire state. The other dedication of time and coverage However, in this respect ETV farming related issues specific to by television channels. and ETV 2 are slightly a step way a region and location therefore Conclusions ahead compared to Doordarshan naturally could not find space in The study further concludes and TV 5. Similarly programs like the programs. They also explained that the present study is a first Jai Kisan of ETV and Annapoorna a scenario of transmission in the ever attempt in a small way in of TV 5 have more marketing programs they follow: (i) Firstly relating the agricultural programs focussed transmissions compared they transmit the programs to the contemporary needs of to the other problems encountered common to the entire state like the farming community, which by the farmers such as low yields, Mirchi (Red Chilli), Cotton, power cuts, lack of irrigation Paddy, etc. Then they need to offer is under severe stress, and there support, lack of government follow up programs to the first is an urgent need to undertake support in times of calamities, etc. program. (ii) Secondly they try to an extensive study on the entire However, ETV has given a lot of make their half an hour program gamut of the programs being importance to Crop Management, as divergent/pluralistic/inclusive transmitted entire year. That is Innovations, and Success Stories as possible. In the sense, out of what we consider as limitation to more than Doordarshan and TV 5. four programs that find space in our study too. It is a great satisfaction among all half an hour schedule, one or two Further, the study calls for other broad categories. fall under common agriculture wider participation of many more By comparing the schedule issues whereas the remaining two electronic media channels in of programs and the programs are divided among alternative coming to the aid of the farmers transmitted by each television livelihoods like poultry, fisheries, and farming problems in terms of channel under study with the animal husbandry etc. This pattern practices and alternate livelihoods. different regions/districts of the of programming sounds all right The study also recommends for state of Andhra Pradesh, we have as ETV is doing its programs on an examination of larger samples

also found that the entire state no loss and no profit basis though comprising two years minimum is not represented in any given it is in private sector and DD is to stabilize the findings further< calendar month’s of programs doing its best as mandated from arrived at in the present study.

54 VIDURA January-March 2011 BLOGGING: An alternative medium

Blogging, by its capability of economic transmission of information and cultural products, is now becoming popular among youths, intellectuals, social activists and entrepreneurs. Social networking, a form of micro blogging, has added strength to it. Facebook, Myspace and Orkut etc. have created a parallel way and technique to get in touch with friends, colleagues, clients and peers

ocial media are medimediaa Since the beginning of the modern for social interaction. It is era print and broadcast media Sbeing considered as highly changed the life and thought of accessible and scalable publishing common people. The scientifi c techniques. Social media use temperament of people and their web-based technologies to turn faith in democracy developed communication into interactive because of persuasive approach of Abhishek K Singh dialogues. The wheel of history media for these issues. We are now Asst. Professor Deptt. of Journalism is moving very fast. The pace an altogether changed nation what of social change is beyond our we were hundred or hundred and & Mass Communication imagination. Mass media played a twenty years ago. This happened KRCHE/GGSIPU, New Delhi vital role to bring out this change. because of various media in one

January - March 2011 VIDURA 55 manner or the other tried to do so. ideas through computers and their activists and entrepreneurs. Social However a profit motive cannot network. Computers are linked networking, a form of micro be ignored in the whole process. together via a telephone cable blogging, has added strength to Now-a-days print media and or any other kind of connecting it. Facebook, Myspace and Orkut electronic media both are in severe instrument. It costs a little to etc. have created a parallel way grip of capitalism. To increase transmit data. Ideas, views, and technique to get in touch with their circulation newspapers and images, sound and even a video or friends, colleagues, clients and magazines choose to publish such a movie can easily be transferred peers. Let us know how our society a topic which caters to a very from one place to other without is changing and reorganizing itself small top elite class. It neither consideration of geographical in this context. provides a quality entertainment distance. Now most of the cities Remember the days when nor good information. Likewise and towns are connected through in case of an urgency a few media channels do the same internet and hence the blogging textual words were transmitted kind of job to encase TRP. More has also gained momentum through wire and at a very heavy circulation and more TRP ensure in these areas. However a big charge. Then came the mobile more advertisements and more constraint is arising in rural areas revolution with SMS services. Our profit as well. These programmers where computer affordability and communication became smoother. carry sensuous and sensational presence of internet connectivity Now we are a connected society. contents which do not contribute are not in good condition. The Sharing information, trade details, to bring any transformation. power supply in these remote feelings and thoughts have Cricket, crime, cinema, politics areas is also not sufficient to run become so easy that it changed and spicy content dominate our computer continuously for seven our relationship altogether. We telecasts. The pressure of TRP to eight hours a day. Software are moving towards paperless corrupted our telecasts and most engineers and mechanics to society. In metros most of our data of the TV channels in one way or repair and maintain computer storage is in electronic form. Now the other follow the same kind software and hardware are very we do not keep our important of formula for their programme few and incompetent. It also letters in almirah or drawer but production. TV is a very useful discourages internet connectivity in our mail inbox. We play games and productive medium for in rural areas. In spite of all these and read books electronically. All the country like India which is constraints and limitations internet these changes and along with the developing and with illiterates. communication is spreading day process of globalization has formed Developmental issues have by day. Bloggers and expression an alternative society which been totally ignored in our hungry people also are trying uses cyberspace for discussion, TV broadcasts and undesired to get rid of these hurdles and deliberation and debate on issues programmes have replaced creating their own resources to which are not properly addressed them. In this situation people overcome these problems. by so called mainstream media. and minds who think about Thus all sphere of life is coming The members participating in society to develop and society closer to each other. these discussions proudly call to change do not find any place Blogging, by its capability themselves as netizens. to express their ideas, views of economic transmission of A new space parallel to our and motives. These conditions information and cultural products, physical world has been created initiated and propagated made is now becoming popular among to work, share and relate our ideas intellectual minds switch over to youths, intellectuals, social and also to love and hate each other. a new medium. Now it is almost organized and functioning like an alternative medium. Blogging, social networks, chat groups etc. are its various forms. It has created an alternative society with different kind of etiquettes and with no geographical boundary. In 1977 John Berger used a term weblog for the internet based logs written by individuals at almost no cost. The term weblog, for the same, was abbreviated as Blog by Peter Merholz in the year 1999 which is now widely used and acceptable to all. Social networking is also known as microblogging. Blogging is a form of internet media which disseminates information, message, views and

56 VIDURA January-March 2011 for personal sharing. Bloggers from such kind of psychofancy. across the globe showed their Cyber space also provides us an concern and helping attitude opportunity to hide our identity towards affected population until and unless it is not required. during Tsunami. Thus the purpose This facility makes us bold and of blogging can be identified as- fearless in our expression. a) Creative expression of an Any kind of talk or discussion A n individual and group of ultimately affects our actual average net individuals. world whether it has taken place user spends two b) To document one’s personal in physical world or related to three hours a experience and sharing. to cyber media. But, the main day for e-mailing, c) To stay in touch with friends stream media consist only those blogging and social networking. and family expressions which in turn give A socially networked society has d) Sharing of practical knowledge them monetary benefits. Reader emerged which acts, behaves or skills with others and viewer often feel that the and works in a different manner. e) To create challenge for material provided by the main The member of this society are mainstream media. stream media is imposed on them. geographically separated and Thus the emphasis is on Choices are limited since time and globally scattered but emotionally personal expression for social space are limited in main stream close to each other. They talk, cause and friends as well as for media. Cyber media provides discuss and share their views family. The mainstream media ample space for everyone and amongst themselves more lacks to provide space for personal faster dissemination for our news frequently than their neighbors in expression and thus it repels a and views and thus attracts more the physical world. They exchange large number of individuals who netizens to participate. Larger their ideas and feelings on regular want to share their ideas with participation in the cyber world basis and without any bias of others. Blogging attracts them and makes it more creative, interesting, nationality, religion, cast or creed. reinstate them suitably. Mainly vivid and varied. Different This society is far away from the these are the following types of views and thoughts emerge here sanctions like Khap Panchayats blogs that exist today- freely and thus show the path to try to impose. It is continuously 1-Topical Blogs which include constitute a stronger alternative challenging the authoritative News and information based society. By using cyber technology nature of ruling. A recent instance content. we can groom different kind of is of Wikileaks. It has successfully 2-Personal Journals and Diaries men, women and children. A disclosed the secrets of American 3-Knowledge blogs more honest, just, knowledgeable, diplomacy along with several 4-Business blogs and informed and sensible society is other countries. Without the 5-Photo/Video blogs getting shape by blogging and technique of internet and Being a personalized medium generating an idea of brotherhood

blogging sometimes becomes a and friendliness across the world existence of cyber society it would < not have been a success story. medium of personal rivalry. This without any favor or boundary. This alternative society is quite kind of act is always condemned flexible and generous enough to by fellow bloggers and gets Reference their members. One can easily corrected simultaneously. • New Media, Anna Everett, Taylor join or leave the existing group The cyberspace and its cyber n Francis Book,Inc,2003 of people and choose other set society come with other kind of • Sociology of Communication of people to live with if one feels agenda which is different from Revolution,Joseph MK,Anmol uncomfortable. So membership our so called actual society. In our Publication, 2000 of this society is at the will of the actual world we are fearful of persons who are part of it. Thus each other while conveying for entry in this society liberal our ideas and views. views are adopted. All these ethics We become revengeful and new etiquettes are mainly when any expression goes responsible to give birth to this against us. This affects our alternative society. communication. Our Attacks on World Trade Tower mind and tongue on 9/11 and thereafter subsequent lose their coherence. attacks on Afghanistan to control We think something terrorism boosted blogging as a and speak something medium of communication. In else. So the chances of 2004 Tsunami one of the biggest true and honest speech natural calamities of the civilized are diminishing in world added momentum to our mainstream blogging and established it as an discussion. Cyber alternative method and platform society is far away

January - March 2011 VIDURA 57 Innovation in Media Education

Manoj Kumar Sharma ommunication has changed a society. Earlier, people who & Trishu Sharma immensely in India in last studied language and literature Manoj Kumar Sharma, Consultant, Ctwo decades. Way back joined the field of journalism and FDDI, Ministry of Industry and in 2000, opening up of media after some experience, if they felt and explosion of information the need they shifted to other Commerce, Government of India, technology gave birth to the need media related professions such New Delhi for media training institutes, as public relations, corporate Trishu Sharma, Assistant which can provide specialized communication or even teaching. Professor, Journalism and Mass training in media and related Advertising and marketing were fields. Communication and mass considered a little ‘off track’ Communication Department TIAS, communication were never felt career choices. Today, technology Delhi so important in the growth of has changed our perception.

58 VIDURA January-March 2011 Branding, advertising marketing are increasingly tying up with and public relations have Journalism has become media houses for internships. become challenging and paying a product with the Technology has also come to professions. Journalism is not far play an important role in not behind. opening up of the only communication but also in Media education institutes media education. Internet, mobile opened very traditionally with market phones and wi-fi systems have small classrooms and some senior brought about a major change in journalists lecturing, ‘no, not may be same the world over but the nature of media education. really lecturing but sharing his/her the usage of technology when Power point presentations experiences with the youngsters,’ it comes to media, differs from have become an integral part of with a peculiar nervousness about society to society and that is where classroom lectures. PPT helps whether his/ her experiences would media education is focusing now. in compressing information in a be of use to prospective journalists Communication has roots in the comprehensive and structured or not. Not many Indian books very psychological make-up of way. Video conferencing is also were available which could give a society and it can neither be used to get in touch with media a comprehensive understanding taught nor practiced properly and personalities sitting at a distant of media and communication in successfully unless we understand city so that they can reach students India. Journalists preferred to take that. Therefore the course modules in the classroom and answer their help of some American books on in media education pay proper queries. Recorded videos and communication and handbooks attention to media history and the audio tapes are used extensively prepared by the BBC or Reuters. folk media as well. Subjects like to train the students in audio Since then media education in mass communication theory and video communication. India has changed gradually and communication research, which Journalism has become a surely. Many Indian journalists were considered only academic product with the opening up of and academicians have come up and research oriented, are now an the market. The content of any with very useful and analytical integral part of media education. newspaper, TV channel, radio books on communication in Practical training has become station or website has to be user India. Media training is now no an integral part of the course friendly and has to sell. If there are more just sharing experiences curriculum. Theoretical teaching less viewers, readers or listeners, of senior journalists, though it goes along but the general the newspaper, TV channel or still remains an important way impression amongst students radio station etc will not be able of teaching. The focus has now is that practical training or to survive in the market which is shifted from American and ‘internship’, as it is called, is more full of rival counterparts. In such European way of communication important than the theoretical part a scenario, media education is to the Indian way, history and of it. Balancing the theoretical and also formulated / modulated to usage of communication. We practical is a new challenge before meet the challenges and demands have realized that the technology any media training institute. They of the media market. It has both positive and negative effects. When something is constantly provided to the students keeping market viability in mind, the content is constantly updated, new things are introduced and thus the quality of the content becomes very important. But on the other hand, the ethics and moral issues related to media as profession get sidelined. Aamir Shakeel a graduate in journalism and now a content writer, says,' Innovations in media education has helped in giving a comprehensive perspective of mass communication to students which is very useful in understanding today's media. When we have that kind of understanding, we become clearer in where we stand vis-a-vis the challenges that our professional life offers". Today a ‘trained’ journalist may be very competent and smart

January - March 2011 VIDURA 59 in getting routine stories, he may the rapid technological advances on leisure and entertainment than very easily get adjusted into the and the broadband throughout the necessities. India is poised to professional life immediately the world. Convergence is enter this phase of rapid growth after completing the course, but expected to change the traditional in the sector. The Media and he may not be very well aware of industry structures, the existing Entertainment sector is highly his social and moral responsibility business models and distribution fragmented in India. as a journalist in a democratic mechanisms. As Media Sector is a very society. fastest growing sector so there are Growth of Media Industry in also very great opportunities for Main Emerging Trend in current India New Jobs and Employment. To Media industry There is a big change in create skilled media professionals While talking about main Media industry since 1990s, emerging trends about current when Zee network and Star many universities started offering Media industry the main points network started their operations media studies. Journalism is not are: in India. Particularly in this time the only area in which students A) Diversification of Media Doordarshan also started facing can make their career but also in Companies competition. So in this regime a Advertising, Public Relations, B) Foreign Investment lot of universities started various Media Marketing, Editing, Audio C) Media Convergence courses in Media Studies to create & Video Production, the other areas for better career options at media professionals. The Media Media Convergence present. It can be defined as changing and Entertainment industry grows the way consumers consume faster than the gross domestic Innovative Education as per content and the manner content product growth (GDP) due to fastest growing industry is delivered to consumers. the elasticity of income. When Modern media education deals The process of convergence is incomes rise, people tend to spend in Changing face of TV news, facilitated and accelerated by proportionately more resources Resurgence of the language

60 VIDURA January-March 2011 media, Developing animation The establishment of these kinds writing and editing as compared content, New age technology of studios and Labs has become to English journalism. and emerging production benchmark for providing real pipelines in animation, Raising practical training to media Conclusion: capital, Linguistic diversity in students. There is still wider gap in Indian cinema, Radio for the A major milestone for modern providing innovative media masses, Scope of international media education is “Student & training, more in language co-productions, Talent crunch in Faculty Exchange Program”. journalism. the industry, Film marketing and This is the turning point in media Now with the open door policy distribution, Importance of digital education for all media students. of the government for foreign cinema, Animation, IP creation, It means some students can do universities to establish their protection and life cycle, Visual their study at their college where campus in India it will be able effects, Mobile entertainment, they enrolled themselves and to reduce this gap substantially. Sports as entertainment, and they can do practical training and There is also tremendous need for Revenue streams in multiplexes. learn other new things related to professional ethical approach and With the help of modern their course curriculum at another social responsibility on the part of technology content delivery for university and college respectively. media organizations. media education has become more Same as student exchange another We hope senior media digital and audio-visual. Practical provision is faculty exchange, professionals provide guidelines training also enhanced student’s where faculty members from to young media professionals. knowledge while doing their Lab various universities or colleges Training organizations will work. go to another college and they survive only when they provide At present era interaction can share their experiences and innovative training as per with working media people also thoughts with students, so with industry demand. Mr. Rajendra increased and a new concept on the the help of this exchange program Dhodapkar, associate editor name of “Corporate Mentorship,” students specially get exposure of the Hindustan says," Media has been introduced. It is very from experts in different fields. education is definitely equipping helpful in providing knowledge In current scenario media the students with technical know-how. Their fundamentals about actual trends and practical academicians must have to force are clear about journalism. But approaches in the field. In this students to think about any concept each and every student they are not creatively equipped problem/issue. They all must have with the potential to meet the has been assigned a corporate to create that kind of thinking mentor for upgrading their challenges that crop up in process which should be different everyday journalism. They have knowledge and for professional from person to person because quarries. Another important the skill but not the value system of their different socio-economic and that polish which is required aspect in media education background. It involves decision is “Compulsory Internship in a competent journalist. The making as well and there should Program”. This aspect is the one result is we have a crop of run of be some steps for decision making of the best point for students. the mill journalists who lack an like;- Almost all the universities have out of the box approach towards 1) To collect information started Compulsory Internship everyday journalism." Training 2) Write Information Program (CIP) as a part of their organizations will survive only

3) Apply it to crisis, event, course curriculum. The duration when they provide innovative< and situation and come out with for internship is for 4 weeks to 12 training as per industry demand. solution. It means we all must weeks. With the help of this tool all academician tries to fill the have to create a thinking process References: gap between media studies and in which we will be able to http//medialiteracy.net// http//medialiteracy.org// industry. Well built Audio-Video identify new emerging areas for making students aware. By giving readingroom//article98.org// Studio along with latest computer Aufderheide, P. (1992). Media lab including latest DTP software special emphasize on each and every student we can all create Literacy: A report of the National are also part of modern education skilled media professionals as per Leadership Conference on Media for providing better practical literacy. Washington, DC: The the industry demand. This could enhancements. Each student Aspen Institute be called as participatory learning must have to prepare some audio Teaching Media In Any Subject and video production as in the process. http;//www.mediachannel.org/ form of their assignments for Future prospects lie in the classroom/integration.shtml Understanding Media- ‘The practical enhancement. In these language journalism both in Print Extension of Man’ by Marshall studios students can learn latest and Electronic Media especially in plural society of India. For McLuhan software like FCP & Avid etc for Biswajeet Guha, Science maintaining the standards there video editing, nuendo & cooledit & Technology in Mass for audio editing and Photoshop should be efforts required for Communication, Kanishka & Coral etc for DTP publishing. raising the standards of language Publication, Distributers

January - March 2011 VIDURA 61 Newspaper: more than a Business an Institution

reference to a ‘professional’ journalist and so on. To be called a hitherto meant either a professional as distinguished from Adoctor, an engineer, a an amateur,one should not only lawyer, an architect, a chartered possess the necessary training /cost accountant or a teacher but in order to pursue the given with the multiplicity of disciplines profession, but also possess the the scenario of professionals too qualities that are essential to bring has widened. For instance we the concept of professionalism have a management professional, to their specific activity. I would N. Meera Raghavendra Rao a software professional, a P.R. like to confine myself to my own Freelance journalist and author professional, a professional field, that is, journalism and see

62 VIDURA January-March 2011 if we are having a diluted form of To be called a Referring to Manchester professionalism today. Guardian of which he was the Like any other professional, professional as editor he continued in the same a journalist too is one who is article: “I think I may honestly say expected to function at his highest distinguished from an that, from the day of its foundation, efficiency and professional amateur ,one should there has not been much doubt as integrity regardless of personal to which way the balance tipped preferences, predilections and not only possess the so far as regards the conduct of prejudices. Though all professions necessary training in the paper whose fine tradition I call for professional integrity, one inherited and which I have had expects it to be the highest among order to pursue the given the honour to serve through all practicing journalists, for they act my working life. Had it not been as catalysts of social change. profession , but also so, personally, I could not have Every profession carries an possess the qualities served it. It is not a thing to be image and journalists are no much talked about, but rather to exception. Unfortunately, today, that are essential to be felt .It is the slow deposit of past they are acquiring a negative actions and ideals. It is for each image due to unethical practices bring the concept of man his most precious possession, of some of their tribe. A ‘nobody’ professionalism to their and so it is for that latest growth is sometimes made a celebrity of time the newspaper.” overnight and vice versa, not specific activity Back home we can boast about because of his/her merit or lack of journalists like Khasa Subba Rau it, but more because of the biases I wonder how a journalist, and K.Santhanam who had their and prejudices (sometimes due freelance or otherwise irrespective personal code of professional to gifts received) of journalists. of the medium, print or audio or conduct derived from the best Here I recall a certain lady who audio visual he/she contributes examples of the British and was a professional landscape to, can accept gifts and still be Indian Press of their time. Thus it designer, who in order to get some independent (the hall mark of becomes clear that the character publicity for herself, hankered the profession) in his/her work. of a newspaper is as important as for an interview to appear in Today journalism ceased to be that of the journalist who works the print media (she was earlier a male preserve with a great for it. It is a matter of pride for interviewed over one of the TV number of women pursuing the the journalist if the publication channels). After the interview was profession and carving a niche for he/she works for is known for over she promptly offered to take themselves which is more evident its character, because this in turn me shopping saying I could pick in the audio visual medium. will establish his/her professional up a saree of my choice, the price Newspaper—an institution integrity in the eyes of the readers. could be around Rs.---- she said. Here I would like to quote Also his and her reputation is When I vehemently refused she C.P.Scott who wrote on the enhanced along with that of the appeared flabbergasted and her occasion of centenary of paper with which they come to next words came as a revelation to Manchester Guardian, (now it is identify themselves. On the me . “I don’t see anything wrong The Guardian) on May 5th, 1921. other hand, if the publication in you accepting my gift. In fact ‘A newspaper has two sides to it. itself lacks character irrespective it was the other way round with It is business like any other and of the professional integrity of the the TV interviewer who was also a has to pay in the material sense in journalists, their image suffers. freelance journalist. Her condition order to live. But it is much more Power of the pen to interview me was that I gift a than a business. It is an institution; Ironically the power of the pen saree costing rs. --- to her as well it reflects and it influences, the is no longer considered mightier as to the producer of the show. ” life of a whole community; it than the sword because the power Well, this is the ‘professional may affect even wider destinies. of money or money power is taking integrity’ of two professionals! It is, in its way, an instrument over, (example is paid news and of government. It plays on the minds and consciences of men. It may educate, stimulate, assist, or it may do the opposite. It has therefore a moral as well as a material existence and its character and influence are in the main determined by the balance of these two forces.’ (probably he didn’t add ‘consciences of women as well’ because there would not have been women journalists A Doctor during his time). A Teacher

January - March 2011 VIDURA 63 paper is preserved. In this context I would like to cite an experience of mine which took place some years ago. When I was studying for my journalism course the first thing our Professor Mr.S.R Govidarajan asked us, future journalists to bear in mind was the dictum ‘Facts are sacred and comment is free and when in doubt cut it out.’ It was at a meeting of PRSI and the occasion was P.R. Day where members were invited to relate their experiences of bad public relations and suggestions for improvement. I related my experience regarding shifting of my phone to our new residence which was just across the road of our old one. It was not done even after repeated reminders to the Telephone department followed by visits in person. Subsequently I was compelled to meet the G.M. who was kind enough to help me to get it shifted. In conclusion I had stressed that the staff in the department could be more humane and have better public relations towards their customers. The speech was promptly misreported in a vernacular radia tapes.) The result of a survey are proud to be associated with magazine along with my name among journalists conducted their publications. One such and when this was pointed out to some years ago by a well known senior journalist who was with the the editor of the magazine which magazine to determine the most Hindu for several years opines, ‘in carried the report, a correction powerful media persons in the a profession you love what you was not published for whatever country further reinforces this are doing and work with some reason. point. A non journalist who dedication and immensely enjoy True professionalism lies in, not made maximum money was what you are doing. Money and absence of mistakes committed voted the most powerful media more of it is of course welcome inadvertently but in correcting person whereas the editor and but it should not be all important them and seeing to it that they publisher of a leading magazine for a journalist.’ are not repeated. This way the The reason for lower profile of with an impeccable record and journalist who made a wrong journalists from South compared committed to quality journalism attribution would have gone up to those in the North, he feels could ranked number two. Strangely the in readers’ esteem and so also the be because of the small number voters to whom the questionnaire magazine he worked for. was given were all journalists of major English newspapers themselves. Another surprise published in this region as against Future of newspapers was the fact that emerged from many coming from Bombay Newspapers in India continue the survey was only well known and Delhi. He also feels there is to be in demand notwithstanding media persons from publications immense scope for improvement. the emergence of new media --- The editors must ensure that all the internet , blogs , twitter and the based in North India figured in their newspapers get a fair chance like. Unlike in the West where they the hierarchy with perhaps the and the plums do not go only to had to fold up some newspapers/ exception of a popular South a few. Also there must be a fair tabloids which were in existence India cartoonist who contributes assessment of the performance of for years (due to recession), we to a North Indian newspaper. journalists when assignments are are fortunate the situation has not Redeeming feature given to them and praise must be arisen in our country. The future A redeeming feature however ungrudging wherever it is due. If of newspapers will certainly be

is senior and veteran journalists a wrong report gets into the paper even brighter if professionalism still consider journalism more a it must be corrected immediately is restored in its true spirit and< profession than a business and to ensure that the credibility of the letter .

64 VIDURA January-March 2011 Best Compendium of Applied Communication Research

ERHAPS best copiously spelt out, the book’s introduction amply and lucidly elaborates Pthe focus and scope of this scholarly volume: applied communication research in the United States of America, specifically by American researchers. The book also diligently delineates as to how, not only in the USA, albeit all over the world, “people today are confronted by myriad problems that include how to create and sustain high quality interpersonal relationships; raise and educate children in healthy families and schools; structure work environments to make people’s experiences both meaningful and productive; cope with and help others to face illnesses; prevent ageism, racism, sexism, and other forms of discrimination; and talk together constructively in local, national, and international settings to make effective collective decisions about important, controversial, and often deeply contested issues facing communities, countries, and, indeed, the world. For these and many other important issues facing people, communication is absolutely crucial, making those who study communication central to creating better social worlds.” Thus, focusing on some of the most recent academic - Routledge’s Handbook of research propositions emerging from today’s study of Applied Communication Research journalism and mass communication’s innumerable new and fast developing areas, application of - Professors Lawrence R. Frey and communication research to identify solutions to Kenneth N. Cissna these pressing individual and social dilemmas, the editors, Lawrence R. Frey and Kenneth N. Cissna, in - Routledge, New York this exquisite compilation provide a ‘state-of-the-art - Price $71.13 research’ conducted by many American universities’ distinguished professors, mass communication scholars, researchers and media specialists. This probably is the first ever most extensive, exhaustive Strictly from research angles, and the best presentation of immaculately executed research projects and papers on highly relevant all the contributors have done a subjects investigated by American communication commendable job in putting these researchers till date. The striking feature of the book is that all its 25 researches together chapters have been most appropriately segmented into five currently relevant and distinct sections on subjects relating to the individual and social Prof. M. R. Dua dilemmas and the role applied communication The writer is a former Professor and Head of research can play in grappling with these: foundations of applied communication research; Journalism Department and Faculty Adviser, Indian methods; issues; contexts; and, the exemplary Institute of Mass Communication, New Delhi programmes, such as interpersonal and family

January - March 2011 VIDURA 65 communication, group and organizational In the first two chapters on the development communication, health and aging, theoretical, and, of applied communication research in the United practical perspectives, communication media and States, Kenneth N. Cissna, et. al., trace the evolution technology encompassing all conceivable areas of of this academic discipline and its distinct station in the mass communication and journalism discipline the area of mass communication in totality, how it ‘institutionalized in the last 40 years or so.’ assisted in generating knowledge ‘in understanding The first section, foundations of communication and managing problematic situations occurring research, traces over the years the development in the life and society.’ Thus, ‘we now take for of applied communication research; and, applied granted that communication(s) is a discipline theories of communication scholarship. The whose scholarly understanding necessarily leads second section dwells on applied communication to application.’ In addition, the authors discuss at research methods, such as quantitative, rhetorical, length the intense controversies and angst among ethnography and discourse analysis. Similarly, American university dons who deem application the third section deals with issues in applied of communication research as an appropriate field communication research such as gender, race, of study since it was being confused with ‘speech technology, globalization and communication communication’, before ‘it achieved academic ethics; section four looks at applied communication respectability developing a research-based body research in theory, organizational communication, of knowledge, contributing to solving social public interest, health, aging, educational contexts, problems, and informing the public of the potential and communication for participatory development uses of communication knowledge.’ They further through dialogue, action and change. Finally, the add that ‘these themes will recur as the field of fifth section highlights applied communication communication continues to develop in the 21st research programmes on enhancing adolescents’ century, with applied communication research as a communication, competence, fear appeals, and robust contributor to its scholarly dialogue.’ public health, namely, managing fear and creating Alongside, a heated debate about the hope. methodologies and validity of applied Significantly, the notable feature of the studies communication research (as an independent subject) published in book is the collaborative pattern of conducting applied communication research has conducting research for specific subjects: only one continued unabated. Meanwhile, some scholars have person each has written four chapters; two each even questioned the status of the discipline of mass have done 12 chapters; and only two chapters communication as a separate, independent subject have been written by three researchers each. In all of study as a social science, branding it to be a part of other cases, there are four or more authors for each sociology, anthropology, psychology, heath science, chapter. However, one chapter in the second part modern history, or, political relations (see Hanno has been authored by as many as nine university Hardt’s book, ‘Communication in Transition’, and, teachers. Strictly from research angles, all the Nancy Weather Sharp’s, ‘Communication Research contributors have done a commendable job in in Information Age’, and others by Mary John Smith; putting these researches together. The book editors ‘Communication Research in Transition’ by Mary undoubtedly open up an entirely new era of several S. Mander, etc.) But, there are others who opine unexplored areas of applied communication that applied communication research has its own research: and, it is indeed done imaginatively and individual, distinct theory and should not be mixed precisely: (1)‘conceptualizes and delineates what with the explicit theory of mass communication as constitutes applied communication scholarship such. They call it (applied communication research) in the ways that crisscross the range and diversity as the ‘practical theory in applied communication of perspectives, and clarify relationships among scholarship,’ or ‘social-scientific theories’ which theoretical perspectives, methodological procedures, ‘provide generalizable, empirically tested and applied practices; (2) demonstrates the breadth explanations that enable prediction and control and depth of applied communication scholarship; phenomena’, and distinguishes between practical (3) reviews and synthesizes literature in and about theory as ‘mapping, engaged reflection, and various applied communication areas and topics transformative practice in applied communication in coherent, innovative, and pedagogically sound research.’ ways; and, (4) sets agenda for future applied Then follows the discussion on the five quantitative communication scholarship.’ methods of conducting applied communication While it may not be feasible to refer to every research -- survey, experimental, content analysis, individual paper, it would, however, be desirable to interaction, and, meta-analysis. In fact, scholars explicate on those that relate to some of the currently compartmentalize these researches into ‘positivistic relevant issues of applied communication research, vs. post-positivistic.’ They suggest that there was a ‘areas unknown to the founders of the field...and need to improve further the quantitative applied take stock of that scholarship exploring where it has communication research methods to ‘reinforce the been and where it needs to go.’ imperative to translate applied communication

66 VIDURA January-March 2011 research for the local communities studied.’ They in social discourse.’ Another serious concern of urge using ‘mixed methods to conduct applied inquiry is the multiplying role of multifarious communication research, translation of the findings information and communication technologies and for local communities should be viewed as a their bounteous impact and support in conducting fundamental component of applied communication applied communication projects. In addition, an research. If found useful, and if ‘communities are ardent concern is how will applied communication to be positively affected by applied communication scholarship take to and study globalization? This research, the research findings, of course, must be is the newest and moot question that unveils shared with those communities.’ The researchers is a whole lot of research areas of large global have also found that the fast and newly developing dimensions. In this respect, the authors pick the methods of applied communication research, following most significant seven fields which relate namely, rhetorical, ethnography and discourse to: information technology and computer-mediated analysis, if exploited and used ingenuously to sort communication; health communication; trans- some of the crying prevailing complex social issues, border conflicts; civil societies; public relations could yield better results. and advertising; international commerce; and, Besides as the theoretical aspects are discussed intercultural communication. Since American at great length in the first three chapters of the first applied communication research scholarship two parts, the last three parts of the book on ‘issues, has been somewhat less attentive, and casual to contexts, and exemplary applied communication applied communication research in international research’ are perhaps currently most germane to and intercultural areas, globalization will hopefully the Western industrialized world, as also relevant to develop more interest among the new generation of the Eastern industrializing nations. These subjects researchers in this subject. specifically pinpoint the individual problems Moreover, as mass media get globalized, applied and topics of applied communication research communication research ethics will assume crucial that have been extensively deliberated upon role since enhanced and special emphasis will have and investigated by scholars in the most recent to be placed on outcomes, strategies, and solutions times. Some of these include: feminist and gender to problems’. It is contended by the authors that concerns and perspectives, ’biology-is-destiny’ applied communication research ethics’ many approach, sex differences, and of course not just disciplines, such as medical ethics, legal ethics, ‘gender sensitive’. The focus is on: empowering business ethics, etc., and ‘draw on institutional, family; constructing pedagogy; organizing gender; professional, and disciplinary traditions, values, and, ‘gendering health’. Most scholars’ view is that and standards in making ethical judgments… when issues are explored, the emphasis should truthfulness, honesty, balance…have important be ‘to better incorporate solutions to everyday influence on applied communication research social problems’ that take into consideration the ethics.’ As applied communication ethics hinges gendered, hierarchical culture in which people live, on three main goals – ‘do no harm, effect, positive and that influences each applied communication outcomes, and promote social justice,’ these three context; how these could be used by ‘different principal areas need to be studied closely. Applied audiences’; and, help the diverse communities health communication ethics (content, effectiveness, to apply the results for their daily use by yoking access, accuracy of health information); applied communication researches work as ‘agents organizational communication ethics (corporate of change.’ and social responsibility, management practices, ‘Race as political identity’ has always been a vital advertising and public relations), and media ethics concern in America (as also in India currently for (sex, morals, violence, privacy) will be continually the 2011 census), and it readily rakes up the tragic under intense focus. memories of the ghastly riots between the whites Meanwhile, as democratic forces take roots and the blacks during the 1960s and 1970s, and has globally, politics, politicians, and political invariably attracted enormous media attention. institutions come in under greater citizens’ scrutiny; Despite concerted national campaigns, race has applied communication research scholars become been a ‘continual undercurrent in the U.S. society.’ increasingly alive to political communication Applied communication scholarship has ‘identified processes and their impacts. Naturally, therefore, four problematic issues of race: identity, racism, applied communication research will be prompted discrimination, and diversity; and, two fallacies – to study political campaigns, political advertising, race is biological and race is culture.’ As consequences political debates, political news and comments, (paid of such explorations, scholars have provided a news phenomenon, for example as in India), and use ‘theoretically constructed’ model, and point out of technology in political communication (internet, that racial predicament is challenge for creating satellite television and radio, cell phones, etc.) For ‘deep need for awareness and consciousness... and example, according to Lynda L. Kaid, et.al., Internet education that lays bare the politically constructed can be addressed to the following five research nature of race and denaturalizes racial hierarchies applications in political communication settings:1.

January - March 2011 VIDURA 67 Internet and campaign communication content, content, and effects; 2. e-government initiatives; 3. political activism; 4. the political sphere and, 5. voter Statement about ownership and other particulars uses gratifications. Therefore, the future application about“VIDURA” the English Quarterly Newspaper, applied political communication research will be a Chennai, as required to be published under Section rich area for studies such as political socialization 19-D Sub-Section (b) of the Press and Registration of and political networking, motivation and political Books Act read with the Rule 8 of the Registration of participation patterns and styles of the youth. Newspapers (Central Rules) 1956 Political communication in international contexts, besides new real world political issues, problems Form IV and situations will be the new areas of inquiry and VIDURA - Quarterly concern. Finally, of the exemplary programmes in applied 1. Place of publication : Chennai communication research, probably the litany of topics relate to drug resistance strategies for 2. Periodicity of Publication : Quarterly enhancing adolescents’ communication competence; 3. Printer’s Name : V.B.S. Mony fear appeals and public health for managing Nationality : Indian fear and creating hope to change behaviour, and Address applied communication research on the non-profit No. 10/2 Second Loop Street organizations-arranged programmes for creating Kottur Gardens ‘better social world.’ As a part of ‘New Social Chennai 600 085 Research’, applied communication research on 4. Publisher’s Name : V. Murali ameliorative strategies for applied communication Nationality : Indian research and action for combating, resolving and Address reforming some social ills, such as drug abuse, HIV Plot No. 10 aids, and sex abuse, studies have been conducted in many countries, including U.S. and India. Lake View, 5th Street, Iyyappa Nagar Applied communication research supported by Madippakkam, Chennai 600 091 two overarching theories–narrative theory, and 5. Editor’s Name : V. Murali communication competence theory—have been Nationality : Indian conjugated for studying dire social evils and Address individual maleficences. Applied communication Plot No. 10 research theories proved the usefulness in Lake View, 5th Street, Iyyappa Nagar identifying and helping reduce the use of drug Madippakkam, Chennai 600 091 among youths of three American states. 6. Names and addresses of individuals who own The persuasion and health communication the newspaper/magazine and partners or literature has been often used as a popular tool for shareholders holding more than one per cent applied communication research for designing, implementing and evaluating ‘fear-arousing of the total capital: messages’, or ‘fear appeals’ (on HIV aids, breast The Press Institute of India - Research Institute cancer, anti-tobacco, alcohol consumption, drinking for Newspaper Development driving, gun safety, etc.) These appeals were used RIND Premises, Taramani, CPT Campus ‘to shape, change, or reinforce people’s behaviour Chennai 600 113 in a wide variety of contexts for intended purposes.’ Shareholding of more than one percent of the capital The extended parallel process model-EPPM-has does not arise as the The Press Institute of India - become a popular tool for applied communication Research Institute for Newspaper Development, is researchers for studying the impact of the fear and a non-profit society registered under the Societies health appeals. These applied communication Act No. XXI of 1860. researches show the utility of these theories for application with satisfactory and desirable results, particularly in developing countries. Though this I, V. Murali, hereby declare that the particulars given book should be deemed to be a benchmark and the above are true to the best of my knowledge and belief. best ever compendium of applied communication research, its scope seems restricted to the environmental, social, political, cultural and national V. Murali problems and issues of an advanced society like the Publisher U.S. only. But viewed generally, quite a few of these research study reports should be of immense use/ 01.01.2011 relevance to large areas of applied communication

research on Indian and identical emerging situations prevailing in developing countries also. < 68 VIDURA January-March 2011 Media Notes Young Journalist Brings Change from work at around 2.00 am, they said. Pathak had parked his car in a nearby street Luxmi Nautiyal brings us the inspiring story of and decided to walk down to his house when the Prerna, a young community member and a child assailants fired at him before fleeing, the police reporter in Gaisain, Uttarkhand who is committed to said. community welfare. At the tender age of 14, Prerna Pathak's family was informed about the incident (the name means ‘inspiration’) has been reporting by another journalist, who found him lying on on children’s issues within her community and also the street in a pool of blood, after which he was helping young community members exercise their immediately rushed to a nearby hospital but was rights such as accessing education. declared brought dead. Prerna was trained as a child reporter by a local According to police, the assailants fired four NGO called Shri Bhuvaneshwari Mahila Ashram bullets on Pathak's head and chest. or SBMA. In 2005 SBMA started a special initiative Police said they are enquiring from Pathak's called Umang (means Exuberance) under which it family whether he had a personal enmity with has been making local children aware of community anyone. issues and training them to report on those issues. A probe is going on and attempts are being made Prerna, like other group members reports on to identify and catch the culprits, police said. child exploitation, child labour and child marriage which are among the burning problems in her community. During her work recently she came to Former MP and journalist Pala K M learn about another child called Ganga – a girl from a remote village and a poor family who could not Mathew passes away go to school as she did not have a birth certificate. Mr Pala K M Mathew, well-known journalist and Prerna led her fellow Umang group members former Congress member of the Lok Sabha from in finding out how they could get Ganga admitted Idukki in Kerala, passed away. in a school. They consulted several community He was 83 and is survived by four sons and three members and senior NGO workers. At the end, daughters. they learnt a lot about Right to Information Act, Mr Mathew had served as an Assistant Editor procedure to get a birth certificate and admission of the newspaper for 15 years in schools. Above all, they managed to get Ganga and had written 30 books. admitted in a school. He had served as a member of Press Council All through this, Prerna proved her leadership of India, Vice-Chairman of the Kerala State Khadi qualities in her community – a fact that has now Board and Chairman of the Kerala Agro- Machinery made her an inspiration for other young community Corporation. members. Luxmi who had also been associated with Umang Veteran Journalist Bansidhar as a child, says that it is very important to report on the good works that the child reporters and activists Mohapatra is no more are doing, so that they feel motivated. She also feels Veteran journalist Bansidhar Mohapatra passed that the idea of training children as child reporters away on December 12, 2010 following a cardiac is worth following by others because this is a great arrest. way to instil leadership qualities in children, as He was 80 and is survived by wife, four sons and well as help them contribute to the empowerment two daughters. of their communities by documenting community A diabetic with high blood pressure, Mohapatra stories. fell unconscious and was rushed to Ispat General Hospital where doctors declared him brought dead. Hailing from Dhenkanal district, Mohapatra came Media Safety - India to the steel city in 1953 and was involved in several A 35-year-old local journalist was shot dead social and literary works besides journalism. He by unidentified persons in Bilaspur district of joined Oriya daily The as Sundargarh Chhattisgarh in the early hours on Monday, police district correspondent in 1972 and retired in 1993. said. A founder member of Rourkela Press Club, The incident occurred when Sushil Pathak, a Mohapatra was also a member of Rourkela Cultural journalist with , was returning home Academy and Ispat College.

January - March 2011 VIDURA 69 Indian journalists receive prize for Rajendran, Vice-Chancellor, Tamil University, Thanjavur. reportage in New York Speaking at the valediction of the four-day Three Indian women journalists received the workshop organised by the Translation department 10th annual Sarojini Naidu Prize for Best Reporting of the University, Dr. Rajendran said journalists can on Women and Panchayati Raj in an event held by list out new words that come in newspapers. Both The Hunger Project, a New York-based nonprofit journalists and Tamil University professors can sit organization. together and find out the correct Tamil words for the The event that was held at the Bahai Center new terms. He said that ‘Crea', a private company Auditorium at the United Nations in New York on has brought out books containing translation of October 21, honoured Rumni Ghosh with the Best words and formation of sentences. Journalists can Reporting in Hindi award, Preethi Nagaraj with use them for enriching their word power. the prize for Best Reporting in English and Bornali He said that meaning of words differ in various Boruah for Best Reporting in Other Regional languages like English, Hindi, Telugu and Tamil. He Languages, Assamese. gave away certificates to Journalists, professors and Ghosh, from Indore in Madhya Pradesh, is a students who took part in the workshop. Participants special correspondent with Dainik Bhaskar, a said that it helped in how to form sentences, how to Hindi daily and has over 15 years of experience in use punctuations and how to adhere to grammar journalism with articles on political investigations, while writing. crime, social issues, war and natural calamities and Radhakrishnan, Professor and Head of the human rights. Preethi Nagaraj is senior reporter department of Translation, Tamil University also with who focuses on socio-cultural spoke and Professors of Tamil University Eswara issues and rights-based works related to women, Pillai, Kamaraj, and English Professor Palani children, people living with HIV/AIDS and minority Arangaswamy were the resource persons. communities while Rumni Boruah is a reporter for The since 2001 and Ajir Dainik Batori since 2005 and has won many awards like Paid news syndrome eroding All Assam Journalist Union Award for Woman Indian media: Press council Journalist of the year in 2008. Stating that the Indian media was "terribly" The Sarojini Naidu Prize was first awarded deviating from its objectives, Press Council of India by the Hunger Project on Oct. 2, 2001. It aims to (PCI) chairman Justice G N Roy said that the "paid encourage Indian journalists to provide increased news syndrome" was leading to the erosion of and accurate coverage of women's participation in journalism. "The media in India terribly deviated local government, including their battles to achieve from its aims and objectives and trivialization of success. news is another shocking happening," Roy said at a seminar organised by the Tripura Journalists Indian Journalist's Film on Union. He said while it was a good thing that the Indian Afghanistan Wins Emmy media had expanded, corporatisation of media An Indian journalist's documentary on houses was a worrying factor. Afghanistan won the prestigious Emmy Award in "Before the last Lok Sabha polls in 2009, many the editing category. newspapers got mixed up in the paid news Rohit Gandhi's The Afghan Warrior, an hour- syndrome. Media should look into the problems long documentary made for National Geographic, and miseries of people, specially the downtrodden won the award at a ceremony in New York. The masses," the PCI chief said. editing has been done by Jeremy Siefer. He said that legally media was not a people's The film travels and follows the life of anti-Taliban representative under the People's Representation military commander Ahmad Shah Masood. Act, but ethically and in reality media was the Rohit Gandhi is based in New Delhi and people's ambassador. currently reports for the Canadian Broadcasting Urging journalists to publish newspapers for the Corporation. sole interest of the people, Roy, a former Supreme Court judge, said: "Cross-media ownership Proficiency in translation key to should not be allowed in India like in the USA. To monopolise everything, a financially-powered print journalism media house is now running electronic media too." Tamil University will try to bring out a guide on "Some media houses becoming brand ambassador the proper translations of common and technical of a particular corporate house or a certain political words often used in newspapers and media for party, is very dangerous for democracy and people the benefit of journalists and students, said M. in general," he said.

70 VIDURA January-March 2011 Tripura Chief Minister Manik Sarkar, senior PCI Mr. Dhawle, also a freelance journalist, was member S N Sinha, senior journalists Sekhar Datta arrested on charges of having links with the banned and Jayanta Bhattacharya were also present at the Communist Party of India (Marxist-Leninist). He seminar. has been booked under Section 121-A of the Indian "Media in India is increasingly forgetting and Penal Code, read with sub-sections 17, 20 and 39, overlooking its social responsibility. The politician, and under the Unlawful Activities (Prevention) Act. corporate and bureaucrat combination is trying to He was remanded to police custody till January 12. control the government, country and the people Mr. Dhawle’s wife Darshana Dhawle, a nurse by with their narrow interest," Manik Sarkar said. profession, said, “Sudhir has always protested in a democratic and just manner. He has been active in the social movements since his college days, but it is India stoops to 122 in World Press not at all true that he believes in arms struggle. Freedom Index “His arrest proves that the government is Borders issued its annual press freedom index muzzling the voices of all those activists who are for 2010, in which India dropped 17 positions and sincerely and democratically fighting for the social was ranked at 122 among the 178 ranked countries. cause. The government does not want to see people The ongoing unrest in the Kashmir Valley, which fearlessly protesting on the streets against its has killed more than 100 people in the troubled wrongdoings, so it wants to crush them. Why isn’t state, and the consequent suppression of media by a similar treatment meted out to the perpetrators the government forces and authorities were slated of the Khairlanji killings? How can they roam to be the principle reasons behind India's “fall” in freely on the streets today, whereas honest and the press freedom index. straightforward activists are being charged with The Reporters Without Borders index measures serious offences?” she said. the violations of press freedom in the world. It Mr. Dhawle is one of the convenors of the reflects the degree of freedom that journalists and Republican Panthers Jaatiantachi Chalval (an news organisations enjoy in each country, and the association for the annihilation of castes). He has efforts made by the authorities to respect and ensure authored few books and penned down articles in respect for this freedom. some of the prominent regional dailies. A score and a position are assigned to each country The police raided his house at Byculla and seized in the final ranking. They are complementary some material. “They have seized our computer’s indicators that together assess the state of press CPU and many documents and books,” Ms. Dhawle freedom. said. To compile this index, Reporters Without Borders “They seized books on Mao, Lenin, Marx and prepared a questionnaire with 43 criteria that assess said that this literature is the inspiration behind the the state of press freedom in each country. It includes Naxal movement. They also seized books written every kind of violation directly affecting journalists by Sudhir. If all this openly available literature is (such as murders, imprisonment, physical the inspiration behind the Naxal movement, what attacks and threats) and news media (censorship, is the inspiration behind the farmers’ suicides, the confiscation of newspaper issues, searches and Ramabai Ambedkar nagar firing? The government’s harassment). stand is clearly anti-people.” And it includes the degree of impunity enjoyed by The Dhawles have a 10-year old daughter, those responsible for these press freedom violations. Pruthvi, and 16-year-old son Kshitij. It also measures the level of self-censorship in each “Pruthvi keeps asking me why the police have country and the ability of the media to investigate caught him [Dhawle] if he has not done anything and criticise. wrong. They both are scared and wonder when the Financial pressure, which is increasingly police will leave their father,” she said. common, is also assessed and incorporated into the final score.

Activists, journalists protest arrest of Dhawle VIDURA welcomes ‘News’ from A day after the arrest of the Mumbai-based Dalit journalists to be included in activist and editor of Vidrohi magazine, Sudhir this column. Please mail to: Dhawle (42), by the Gondia police in Wardha on charges of waging a war against the State, more than [email protected] 150 human rights activists, social activists, writers and journalists protested against the detention.

January - March 2011 VIDURA 71 General news

per-day. The Newspaper will be place in Mumbai. Innovation’s the carrying 16 pages on week days This is yet another innovation name of the game for while on Saturday it will come that newspapers in Mumbai have up with an 8-page supplement carried out for their advertisers. named ‘Family Plus’. ‘Family Plus’ Not too long ago, The Times Oriya daily Sambad launched a will discuss issues such as health, of India came up with its three massive campaign, called ‘30 Days children, women, parenting jacket strategy for its advertisers – 30 Changes’, in September 2010. etc. Meanwhile, on Sunday the in the Mumbai market. With the Sambad launched the full-fledged newspaper will bring out the advertisers’ monies flowing in 360 degree campaign, which saw supplement called ‘Agenda’. It the market in the festive season, the paper come up with 30 changes will carry news columns, travel the spot looks bright for the print in content innovation for 30 related features, spiritual write- players. continuous days. The innovation ups, discussion on topics of Hindi involved features, which would literature, columns from local Gujarati MidDay to find permanent space in the writers and so on. leading Oriya daily. In 1996, the Hindi publication come up with ‘hyper The campaign concluded on of the group ‘Swatantra Bharat’ local’ editions in October 4, 2010, which happened parted ways. Mitra assured to Mumbai to be the anniversary of Sambad. fulfil the needs of its Hindi readers Pre-promotion for the campaign through newer editions from the In line with its innovative began with teasers. Day one of group. He further stated that they approach of connecting with the teaser campaign saw readers were planning to launch Hindi readers, Gujarati MidDay (GMD) receive their newspaper printed edition since long and it had to be is all set to launch a new additional upside down, except for the from Lucknow as The Pioneer is section called ‘MidDay Local’ for masthead. The effort was to tease considered to be UP's newspaper. the readers of Borivali, Kandivali and shock the reader, informing The newspaper will be and Malad areas where a large about the change. targeting all national, corporate, population of Gujarati MidDay PSU, district and local level of readers reside in Mumbai. This Pioneer Hindi advertisers. Pioneer Hindi will additional section will be a part get stiff competition from the of all the Gujarati MidDay copies launches in Uttar leading Hindi dailies in the state, from October 29, 2010 onwards Pradesh with six including Amar Ujala, Hindustan and will be available every Friday editions and Dainik Jagaran. in a 12 to 16 page format. The price of the newspaper remains at Rs 4. The first Hindi edition of The Mid Day shrinks to Gujarati MidDay was launched Pioneer hit newsstands in Lucknow create an impact for 16 years back as an afternoon on October 17. At a cover price of newspaper and then shifted to Rs 3, the newspaper will consist MCHI in Mumbai a tabloid morning newspaper. of 16 to 28 pages. The newspaper Some of the on-ground initiatives Mini Mid Day, a supplement in will carry predominantly coloured which GMD undertook to connect October 21 issue of Mid Day has pages. Vijay Prakash Singh is the with the Gujarati community struck an innovation in Mumbai Resident Editor of Pioneer Hindi included a cricket series where 32 to deliver a high impact result for Lucknow. communities among the Gujaratis its client MCHI. The innovation The newspaper was launched got to play cricket for three weeks. saw the mini version of the with six editions in the state. These For the last four years this cricket newspaper, reduced to half its six editions included Lucknow, series has been one of the most Kanpur, Allahabad, Varanasi, size, to communicate about the exciting properties for the brand. Gorakhpur and Bareilly. All of MCHI property exhibition 2010. these editions will be printed in This special 24 pager issue was 'Swabhiman Times' Lucknow and then further sent for inserted in the main newspaper. the distribution. The newspaper The key idea of this innovation launches in Delhi-NCR will be available in 65 districts of was to present a collectors issue market Uttar Pradesh. to the readers of Mid Day which The initial print-run of the they could carry while visiting the Hindi newspaper market in newspaper is around 1 lac copies largest property exhibition taking Delhi-NCR is heating up with the

72 VIDURA January-March 2011 back to back fresh launches. Now The daily, till now, had only one Prem Shankar Jha has been recently Big Broadcasting & Multimedia edition from Chandigarh reaching named as an editor for the business Corporation Ltd, a 360 degree out to all these locations. The group daily. The Financial World team media company, has launched has spent Rs 11 crore in upgrading also includes Hardev Sanotra, a Hindi daily newspaper machinery in Chandigarh and Managing Editor; Shantanu Guha Swabhiman Times. Initially, the has installed a printing facility at Ray, Editor - News and Varkey newspaper will target East Delhi, Jalandhar to reach these five cities. George, Associate Editor. Noida and Ghaziabad markets. The five editions will be printed If sources are to be believed, Jha The newspaper, which is in from either the Chandigarh or the is the Managing Editor of the soon predominantly coloured format Jalandhar printing facilities of the to be launched Financial World. He with 12+4 pages, is priced at Rs 2. group. Each edition has a print is also a columnist with . The Editor-in-Chief and COO of run of 20,000 copies. Jha had studied in Doon School the newspaper is Ajay Kumar. As part of this new arrangement, and received his Masters degree Presently, the group has refused HT will have one or two dedicated in politics and economics from to reveal the exact number of the pages and a four page lifestyle University of Oxford and Nuffield initial print-run of the newspaper. supplement, HT City, from College, Oxford, respectively. Initially, the newspaper is each location. Till now, the five Jha has previously worked with relying on subscription revenue. centres received only the national United Nations, Hindustan However soon with the ABC supplements of Hindustan Times Times, Economic Times, Financial and RNI circulation numbers, such as Shine, HT Estate and Express, etc. the newspaper will target all Horizon. Likewise, Sanotra, too, has local, national and government In Ludhiana, the daily, apart been an acclaimed financial advertisements. from HT City, will also come out journalist for almost three Meanwhile, the group is soon with a four page news supplement decades and has worked with the going to launch a Hindi TV titled Ludhiana Live, which will top with newspapers, magazines News channel and a monthly carry hard news stories of the and television channels. He infotainment magazine called city. has worked with the Business ‘Power Plug’. The newspaper Standard for 11 years before will foray into the digital domain Dainik Swadesh re- moving on to Business Today. He also with its e-paper soon. Big then moved on to India Today as Broadcasting & Multimedia launches Jabalpur its Business Editor. Sanotra also Corporation Ltd is active in 360 edition headed Asia Business News India degree media business and brings (ABNI), the precursor to CNBC- out a Hindi daily newspaper and Dainik Swadesh, a Hindi TV18 as its Executive Editor. He an English news magazine. Apart newspaper from Madhya Pradesh, has also worked with the Financial from this, it runs public relations, has re-introduced its Jabalpur Chronicle. events management, promotion, edition today. The newspaper Ray and George, too, have direct marketing, outdoor is also celebrating its 22nd spent several fruitful years in advertising and digital media anniversary with this re-launch. the field of journalism before businesses too. Although the cover-price of the becoming Editors with the soon newspaper is still same at Rs 1.50 to be released Financial World. Hindustan Times takes the content, design and layout The knowledge and expertise that have been modified. Tehelka has garnered (in the form on in In July, the group had of top editors) for its business Punjab established a new printing daily is impressive. The success of machine in Bhopal. This Hindi any publication is mostly powered The English daily Hindustan daily is available in Chattisgarh by the content, which the to-be Times has introduced dedicated and Nagpur (Vidarbha) regions launched publication seems to local pages for five locations too. It has also unveiled a Hindi be striving for. With the market in Punjab, including Patiala, website and e-paper to strengthen looking positive, one would not Bhatinda, Jalandhar, Amritsar and its presence. be surprised if Financial World Ludhiana. scripts a success story for itself. Following this, the paper, which Tehelka ropes in top currently reaches out to the readers of these five cities with a replica of editors for Financial Mail Today turns the Chandigarh edition, will have World 3; eyes 4.5 lakh content tailored to the needs of the circulation in Delhi local populations of the five cities, Financial World, a Tehelka apart from dedicated HT City for publication, is gearing up for Mail Today completes its each location. launch by roping in top editors. third year in the industry today.

January - March 2011 VIDURA 73 The newspaper was launched and usage on all platforms. The producer, as part of its partnership on November 16, 2007 for the awards were given away by in WAN-IFRA’s Newspapers in Delhi masses by the India Today Christoph Riess, CEO, WAN- Education Development Project. Group, in collaboration with IFRA, and Chairman of the Young Associated Newspaper (ANL). To Reader Committee, Scott Schurz, Dainik Bhaskar gets commemorate this occasion, the WAN-IFRA. newspaper has brought out a 96- i-Next bagged the award for its on to the mobile page mega-issue, which includes school-level activation initiative, platform a special section on personality- ‘Health Meter’, which is targeted driven compilation, called ‘The at children and young parents of IMCL (I Media Corporation Pacesetters’, which draws an the 12 mini-metros where i-Next is Ltd), the digital arm of Dainik analogy to the growth of Mail present. Since a large chunk of its Bhaskar Corp Ltd (DBCL), has Today itself. readers is young audience, i-Next launched a mobile version of its The 96-page anniversary issue decided to cater to their concerns website dainikbhaskar.com. Now includes 48 pages of main issue through the health education users can access news on the move along with a 48-page Anniversary programme of ‘Health Meter’. by visiting m.bhaskar.com. special section, called ‘The For this activity in 2009, i-Next Apparently, almost 2 crore Pacesetters’. The Anniversary issue had tied up with schools in each of people of the country use the is a personality driven compilation the cities where it is present. The Internet on mobile phones and and profiles paradigm changers target was to do a basic check-up IMCL expects its new initiative to such as Rahul Gandhi, Rajnikant of the children, which included be helpful for them. and Saina Nehwal, who have hygiene check, basic eye and DBCL has been quite active redefined the way of our country. dental check-up and basic growth in the digital domain. It can be In the last three years, Mail rate analysis, and also to educate recalled that in June this year, Today has sewn a tailor-made the children and their parents on the group had launched real time success story for themselves. As how to stay healthy and fit. reporting model, which gives its per the IRS 2010 Q2 figures, Mail One of the highlights of this reporters direct access to update Today showed a strong growth of activity was the title of the the website from anywhere. In 8.56 per cent over Q1. According ‘Healthiest School’ of the city the month of August, IMCL had to IRS 2010 Q2 figures, Mail given to the school that ensured announced the launch of a news Today recorded an average issue maximum attendance for the website in English. The new readership (AIR) of 203,000. activity. In each school, the website from IMCL, also available doctor was introduced as ‘health in Hindi and Gujarati languages, is uncle’ as the word ‘doctor’ makes said to focus more on local news. i-Next, Malayala children uncomfortable. The kids- This new initiative by the group is Manorama bag awards doctor interaction took place at expected to further strengthen its at WAN-IFRA a one-to-one level. With around digital presence. 6,000 children reportedly getting a WAN-IFRA, the apex body check-up in each city, a whopping World Newspaper of all print products around 54,000 children were claimed to be Congress, Editors the world, has awarded i-Next treated under this campaign. and Malayala Manorama in the WAN-IFRA, based in Paris, Forum Linked with ‘Brand’ and ‘Connecting with France and Darmstadt, Germany, 2011 IFRA Expo Mobile’ categories, respectively. with subsidiaries in , The awards were presented at India, Spain, France and Sweden, Following the success of the the 12th WAN-IFRA Readership is the global organisation of the World Editors Forum, held with Conference, held in San Francisco world’s newspapers and news the IFRA Expo in Hamburg on November 16, 2010. publishers. It represents more than in October, 2010, the World Awards were given away in 18,000 publications, 15,000 online Association of Newspapers and eight categories – Brand, Editorial, sites, and over 3,000 companies News Publishers (WAN-IFRA) has Making the News, Newspapers in more than 120 countries. The decided to hold both the Editors in Education, Public Service, organisation was created by the Forum and the World Newspaper Connecting with Mobile, Research- merger of the World Association Congress alongside the Expo in Based Strategies and Enduring of Newspapers and IFRA, the Vienna in 2011. Excellence. The awards were research and service organisation The Congress, Editors Forum aimed at recognising newspaper for the news publishing industry. and Info Services Expo 2011, the companies that have devised The World Young Reader Prizes global meetings of the world's the best projects and activities are supported by Norske Skog, press, will be held from 12 to 15 to promote newspaper reading the Norway-based global paper October 2011 at the Reed Messe

74 VIDURA January-March 2011 Vienne, following the Expo the two parties is yet to be formally a growth of 2.34 per cent over largest global trade exhibition for announced. the previous quarter and has the news publishing and media The tie-up will also be extended recorded an AIR of 7,254,000 in industry from 10 to 12 October. to combo pricing for both ad sales Q3 from 7,088,000 in the previous The evolving Congress and and subscriptions. In a bid to quarter. Hindustan Times, too, Editors Forum programme and reach the readers well on time, has recorded positive growth in other information will be posted TOI editions will be printed AIR – up 1.85 per cent at 3,517,000 at http://www.wan-ifra.org/ from all the printing facilities of in Q3 from 3,453,000 in Q2. vienna2011/. Participants can in Kerala. The Hindu, on the other hand, register now to secure their place. According to a 2005-2006 has seen decline of 3.66 per cent in The World Editors Forum drew national survey, Kerala's literacy its AIR – from 2,185,000 in Q2 to a record attendance of more than rate of 90.92 per cent is among the 2,105,000 in this quarter. 600 chief editors and other senior highest in Indian states. Besides, Finishing at the fourth and newsroom personnel from more with a female literacy rate of 87.86 fifth spots, respectively, are The than 86 countries in October 2010. per cent (according to the 2001 Telegraph and . More than 1,200 publishers, chief census), Kerala leads the other Both dailies have recorded editors, managing directors, CEOs states in women's education. negative growth. and other senior executives are Apart from this, BCCL is all set There was no change in the top expected to attend the Congress to launch two more editions from 10 table over the previous quarter, and Editors Forum in Vienna, Tamil Nadu -- Coimbatore and except for during 2011. Madurai. The Coimbatore edition switching places with DNA. The Vienna, the number one will be launched in January 2011 Economic Times has dethroned conference location in the world, with an estimated initial print DNA from the sixth spot and has is an ideal venue for the annual run of 70,000 copies. The Madurai recorded a growth of 5.98 per meetings of the world¹s press. edition will be launched in cent in its AIR at 798,000 over the With its imperial charm, classic March. previous quarter. architecture and modern lifestyle, The total readership of English , The Tribune Vienna is one of the world's most dailies in Kerala, as per IRS 2010 and historic and attractive cities, and Q2, stands at 8.84 lakh. Here, finished at the eighth, ninth and boasts a conference infrastructure will face tenth spots, respectively. While of the highest standards. The competition from The Hindu, Mumbai Mirror and The New events will be hosted by the which is published from two Indian Express have seen a decline Austrian Newspaper Association regions (Kochi and Trivandrum), in AIR, 3.82 per cent and 2.32 per VÖZ. and has a readership of 2.46 cent, respectively; The Tribune lakh and 2.32 lakh, respectively. has seen a growth of 1.02 per cent TOI to enter Kerala The other English daily, The in its AIR at 594,000. New Indian Express with Kochi, Times Group has entered Kozhikode and Trivandrum 6 out of top 10 dailies into a strategic tie-up with editions, has a total readership of Mathrubhumi, as per which TOI 3.67 lakh in the state. see decline in Andhra will use the latter's printing facility Pradesh and distribution network. IRS Q3 2010: TOI, HT,The The Times of India (TOI) is Dailies in the Andhra Pradesh

planning to get aggressive in Hindu lead the pack market have not put up a good South India. After Tamil Nadu, the show as per the IRS Q3 results, There are no surprises in the English daily is eyeing the Kerala with six of the top 10 dailies seeing English dailies genre in the IRS Q3 market. The first edition of TOI in a drop in AIR. While Telugu daily 2010 results. The Times of India, Kerala is expected to be launched Eenadu leads the field, Deccan Hindustan Times and The Hindu by mid-2011. Chronicle is the most read English For this, BCCL (Bennett lead the pack. Both TOI and HT daily. The paper is placed fourth Coleman & Co Ltd) has have recorded a positive growth in the overall list. Interestingly, entered into a strategic tie-up in Average Issue Readership Urdu daily Siasat has also made it with Mathrubhumi, the No. 2 (AIR), while The Hindu has to the top 10 dailies’ list. daily (IRS 2010 Q2). seen a decline of 3.66 per cent in Eenadu maintains its As per this tie-up, Mathrubhumi readership. The whole segment dominance in the market with an will provide its printing facilities grew by a marginal 0.55 per cent. AIR that is way ahead of the rest and its distribution network to Six of the top 10 English dailies of the players in Andhra Pradesh. TOI. However, the memorandum have recorded negative growth. The paper has seen a marginal rise of understanding between the The Times of India has seen of 0.07 per cent in its AIR – from

January - March 2011 VIDURA 75 6,087,000 in Q2 to 6091,000 in this steep growth of 29.35 per cent in figure of 1,509,000. quarter. the third quarter, recording an Dharitri, on the other hand, has Following at No. 2 is another AIR of 1,115,000 as against the recorded a growth in AIR of 4.92 Telugu daily Sakshi, which has Q2 figure of 862,000. , per cent to retain its third position. recorded an AIR of 4,816,000 in which had seen an AIR of 854,000 Its Q3 AIR stands at 1,387,000, as Q3, up 3.84 per cent from 4,638,000 in Q2, has seen a growth of 11.35 against the Q2 figure of 1,322,000. in the previous quarter. Andhra per cent in the current quarter and The Samaya has clocked an AIR Jyothi is ranked third, but has its AIR now stands at 951,000. of 297,000, a sharp drop of 12.90 seen a 4.94 per cent decline in AIR In the magazine space, per cent as against the previous at 2,251,000. Sudha leads with the AIR of 360,000 quarter’s figure of 341,000. English daily Deccan Chronicle in Q3, a 2.85 per cent growth over Anupam Bharat and Prajatantra is at No. 4. The paper, too, has its Q2 figure of 350,000. Grih have registered positive growth of seen a fall in AIR – from 786,000 Shobha, too, has recorded growth 16.67 per cent and 6.19 per cent, in Q2 to 753,000 in this quarter, a in AIR. The monthly magazine respectively. fall of 4.20 per cent. Vartha, which has seen an AIR of 215,000 in Q3, The top two Oriya magazines, follows, has seen the steepest fall up 3.36 per cent from its Q2 figure The Saptahik Samaya and The in AIR of 28.75 per cent – from of 208,000. Roopatara has seen an Kadambini, have upheld their 894,000 in Q2 to 637,000 in Q3. AIR of 211,000 in Q3, as against respective ranks. While there is The Hindu is ranked sixth with 207,000 in the previous quarter, a no change in the readership figure an AIR of 309,000 in Q3, down 4.92 growth of 1.93. of The Saptahik Samaya, which per cent from an AIR of 325,000 in Following Roopatara is the remains at 319,000, The Kadambini the previous quarter. The Times of weekly Taranga, which has seen has seen a decline of 4.76 per cent India, which is at No. 8, has also a growth of 9.49 per cent. Its Q3 in its AIR – from 84,000 in Q2 to registered a decline on AIR of 3.62 AIR stands at 173,000 as opposed 80,000 in this quarter. per cent at 133,000. to 158,000 in Q2. Telugu daily Mangala is the only one among Bengali dailies see has seen the highest growth in AIR the top five magazines to register a of 26.64 per cent in the Andhra decline in readership. The weekly red; periodicals put up Pradesh market. The paper’s AIR magazine’s Q3 AIR stands at a good show in Q3 stands at 309,000 as against 143,000, a decline of 9.49 per cent the Q3 figure of 244,000. over its Q2 figure of 158,000. In a case of reversal, magazines Kasturi, on the other hand, has have pulled off a better show Growth story recorded the steepest climb among among Bengali publications as magazines with a growth of 27.58 compared to dailies as per the continues for Kannada per cent at 74,000, from 58,000 in IRS Q3 2010 results. Six of the dailies and magazines the previous quarter. top 10 dailies have seen decline in readership, whereas only two The IRS Q3 2010 results bring out of the top 10 magazines have good news for Kannada dailies Mixed bag for Oriya registered decline in AIR figures and magazines, with both publications in the third quarter. showing growth in Average Issue Ananda Bazar Patrika is the top Readership (AIR). Among the Oriya dailies have slightly Bengali daily, however, it has seen top five dailies, all have shown improved their performance in a decline of 4.01 per cent in its AIR positive growth, while among the IRS Q3 2010, as against the Q2 – from 6,539,000 in Q2 to 6277,000 top five magazines all except one results. Two of the top five dailies in this quarter. , at No. have shown growth. have seen growth in readership 2, has recorded an 8.21 per cent Vijay Karnataka leads with in this quarter, as against four of growth in its AIR at 3046,000. an AIR of 3,430,000, registering the top five dailies registering a , a growth of 4.79 per cent as negative growth in Q2. and follow at No. 3, No. compared to that of 3,273,000 in Sambad has yet again retained 4 and No. 5, respectively. All three Q2. is ranked second its numero uno position among have recorded negative growth in with a readership figure of Oriya dailies with an AIR of readership. 2,910,000 in Q3, as compared to 1,538,000. However, the paper has Apart from Bartaman, the 2,565,000 in Q2, a growth of 13.45 seen a 4.23 per cent decline over other Bengali newspapers to have per cent. its Q2 figure of 1606,000. Samaj recorded positive growth in AIR follows with an AIR of 1,131,000 follows at No. 2 with an AIR are Uttar Banga Sambad (15.96 in Q3, as compared to 984,000 in of 1,471,000 is placed at second per cent), Sambad (6.51 per cent) Q2 2010, registering growth of position. Samaj has also seen a and (18.18 per 14.93 per cent. decline in its readership of 2.52 cent). has seen a per cent, as compared to the Q2 periodicals

76 VIDURA January-March 2011 have put up a good show. The and Sangbad Pratidin have seen – from 21,000 in Q2 to 17,000 in top two weeklies, monthlies and decline in AIR, Ganashakti has this quarter. ’s fortnightlies have seen positive seen positive growth. AIR stands at 2,000 in the current growth. Among English dailies in quarter. Karmakshetra is the most read Kolkata, is the The Times of India’s entry weekly, and it has recorded a most read, followed by The Times in this market in alliance with positive growth in AIR of 1.56 per of India, , The Mathrubhumi is expected to cent at 846,000. Saptahik Bartaman Economic Times and Hindustan change things quite a bit and is at No. 2 and has clocked a Times. The Statesman has seen could definitely affect a few of marginal growth of 0.56 per cent a 3.01 per cent fall in its AIR at the existing players in the market. its AIR at 540,000. 129,000. The Economic Times has Mathrubhumi is the second largest Sananda is the most read recorded an AIR of 95,000, up 1.06 (all language) daily in Kerala in fortnightly, followed by Desh and per cent while Hindustan Times terms of AIR. It is learnt that The Anandalok. While Sananda has has seen a 7.89 per cent rise in its Times of India could have access recorded a good growth of 14.13 AIR at 41,000. to their distribution and printing per cent (Q3 AIR at 525,000), Desh Overall, the market has seen facilities. has seen a growth of 1.07 per cent a decent growth with a mix of Kerala is a market which seems (Q3 AIR at 379,000) and Anandalok red (decline in AIR) and black very promising for the print has recorded a growth of 3.65 per (increase in AIR) in the chart. industry as it has the highest cent (Q3 AIR at 369,000). Interestingly, Anand Bazar literacy rate in India. The industry Among Bengali monthly Patrika’s AIR is greater than the will keep a keen eye on The Times magazines, Sukhi Grihakon tops sum of the AIRs of Bartaman, The of India’s entry here. the list with a positive growth Telegraph and The Times of India of 3.33 per cent. Paraashuno is put together. Top dailies in Tamil second on the list, but has seen a Nadu could not retain decline in AIR of 11.32 per cent. No surprises in the Peshaprobesh and Bhraman at readership No. 3 and No. 4 spots, respectively, Kerala English dailies among monthlies, have recorded market Collectively, the Top 10 dailies positive growth. of the state have lost 15.73 lakh The newspaper market in The Kerala market for the total readership in the latest Kolkata held little surprise in the English dailies looks clean and quarter. third quarter results of the Indian uncluttered, even as The Hindu None of the Top 10 dailies of Readership Survey. Ananda Bazar dominates the market. The news Tamil Nadu have managed to Patrika leads the list, followed by of The Times of India entering retain their readership in this Bartaman, The Telegraph and The the market in alliance with quarter. However, since the last Times of India. Meanwhile, five Mathrubhumi has set the market one year, three dailies in the out of the top 13 dailies have seen abuzz. The New Indian Express is state, including Daily Thanthi, negative growth in this quarter. the second largest English daily (in and The Times of Ananda Bazar Patrika has seen terms of AIR numbers) in Kerala. India, have recorded gains in a marginal increase in its Average The Hindu is the most read readership. The three dailies have Issue Readership (AIR) of 0.83 per English daily in Kerala with an together added 4.32 lakh readers cent in Q3 at 2,807,000. Bartaman Average Issue Readership (AIR) of during this period. follows at No. 2 with an AIR of 340,000 in IRS Q3 2010. The paper Also, while the Tamil dailies 1,002,000 in Q3, a 10.54 per cent has seen a decline of 9.57 per cent have added 6.14 lakh readers decline as compared to the Q2 over the Q2 AIR of 376,000. At since IRS R2, 2009, English dailies figures of 1,120,000. No. 2 is The New Indian Express, have lost 1.65 lakh readers during English dailies The Telegraph which, too, has seen a decline this period. In fact, all the Top and The Times of India are at in AIR – from 208,000 in Q2 to 10 dailies, except The Times of No.3 and No. 4, respectively. The 201,000 in this quarter, a fall of India, have shown loses in total Telegraph has seen a marginal 3.37 per cent. readership in the state capital. growth of 0.11 per cent in its AIR On the other hand, Hindu As per the latest quarter of IRS at 883,000, while The Times of at No. 3 has seen a (IRS Q3, 2010), the No.1 daily of India has seen a slight dip of 0.18 growth of 9.09 per cent in its AIR Tamil Nadu is Daily Thanthi, with per cent and its AIR in Q3 stands at 24,000 in Q3. The Economic total readership of 2.02 crore. The at 559,000. Times and Business Standard Tamil newspaper has registered a Bengali dailies Aajkaal, are placed at No. 4 and No. 5 gain of 1.85 lakh readers since IRS Ganashakti and Sangbad Pratidin spots, respectively. However, R2, 2009. The daily has collectively follow at No. 5, No. 6 and No. 7, The Economic Times has seen a added 2.41 lakh readers in respectively. While both Aajkaal drop of 10.05 per cent in its AIR Coimbatore, Madurai, Salem,

January - March 2011 VIDURA 77 Tiruchirapalli, Tiruppur and the Madurai; 9,000 in Puducherry; seen growth in readership over a rest of TN, excluding Chennai 14,000 in Tiruchirapalli; and period of time and has been able and Puducherry, where the daily 1,000 in Tiruppur in the last one to engage young, both male and has lost 55,000 readers and 7,000 year. The only centre where it has female, intellectually evolved readers respectively during the recorded a marginal growth is readers. last one year. Salem. “Most of the advertisers think At No. 2 is Dinakaran, which has At No. 7 is another Tamil that ‘Sarita’ is a women-centric 36.44 lakh readers less than Daily daily, Tamizh Murasu, which magazine, however, this is not Thanthi. This time, Dinakaran has registered a loss of 2.86 lakh true. We carry content for both has recorded total readership of readers since IRS R2, 2009. It has male and female readers in the 1.65 crore in the state. The daily total readership of 9.19 lakh in 20-35 age group. ‘Sarita’ is more has lost readership in Chennai, this quarter. In the last one year, of socio-political magazine, Tiruchirapalli and Coimbatore the newspaper has lost readership which gives opinions. The new since IRS R2, 2009. in almost all the reporting centres avatar is an attempt to correct the The No. 3 position is taken of TN, with the exception of misconception of the advertisers,” up by Dinamalar, the biggest Tiruppur, where it has recorded a says Ananth Nath of Delhi Press loser of the state. It has lost 5.48 marginal gain of 4,000 readers. Group. lakh readers in the last one year. The No. 8, No. 9 and No. 10 ‘Sarita’ was launched by the Dinamalar is 74.59 lakh readers positions in the state are taken Delhi Press Group way back in behind Dinakaran. The daily has up by English dailies Deccan 1945. The magazine is currently recorded a de-growth of 1.69 Chronicle, The New Indian priced at Rs 25. Over the last lakh readers in Chennai;19,000 in Express and The Times of India, almost six decades, the magazine Salem; 20,000 in Tiruchirapalli; respectively. While Deccan has been covering a distinctive mix and 4.37 lakh in the rest of TN, Chronicle has total readership of of articles on politics, social issues, except Tiruppur, Puducherry, 8.38 lakh, The New Indian Express business, fiction and humour. Madurai and Coimbatore, where has registered TR of 5.07 lakh and it has added readership. TOI has recorded TR of 3.81 lakh Sahitya Akademi The Hindu has climbed one in this quarter. step up the ladder and is now Of the three English dailies, awards announced at No. 4, as opposed to the fifth Deccan Chronicle and The New Eight books of poetry, four position it had in the last quarter. Indian Express have registered novels, three collections of short The daily has total readership of declines of 1.71 lakh and 19,000 26.02 lakh - registering a loss of respectively; only TOI has added stories, four works of criticism, about 95,000 readers since the readership in the last one year. one travelogue, an autobiography previous quarter. However, the TOI has recorded a gain of 15,000 and a play were among the literary daily had added 43,000 readers in readers during this period. works in 22 languages that have the last quarter and 17,000 readers won the Sahitya Akademi Awards in IRS Q1, 2010. Eyeing young readers, for 2010. Pushed to the No. 5 spot is The former Union Minister and Malai Malar, with total readership ‘Sarita’ to undergo a Chairman and Managing Director of 25.32 lakh. It has lost 2.17 lakh facelift of Mathrubhumi, M.P. Veerendra readers since the last quarter. Kumar (Malayalam) has won the The daily has lost readership Hindi fortnightly ‘Sarita’, Award for his travelogue. Sahitya in Chennai (81,000 readers), the flagship magazine from Akademi secretary Agrahara Madurai (8,000 TR), Puducherry Delhi Press Group, is set to hit Krishna Murthy said the awards (14,000 TR), Salem (10,000 TR), newsstands in a new avatar for Telugu and Maithili would Tiruchirapalli (5,000 TR) and from January 2011 onwards. In be announced in a few weeks. added in Coimbatore (4,000 TR) a bid to attract young readers He said the books were selected and Tiruppur (11,000 TR) since and advertisers, the magazine is on the basis of recommendations IRS R2, 2009. undergoing a design change and made by a three-member jury is again at the No. 6 has adopted a new tagline: ‘Har Pal in the respective languages. The position, with total readership of Yuva’. Meanwhile, the Group has awards, which include a cash prize 20.10 lakh. The newspaper has lost appointed Triton to handle its ad of Rs.1 lakh, will be presented to 1.95 lakh readers in the last one campaigns. While the periodicity the winners on February 15 next year. Dinamani has registered a and cover price of the magazine year during the Festival of Letters decline of 46,000 in total readership remains unchanged, there will be in the capital. The festival will also in Chennai; 23,000 readers in slight change in its editorial. include a seminar on the works of Coimbatore; 11,000 readers in Sarita’ is a magazine which has Rabindranath Tagore.

78 VIDURA January-March 2011 Letters to the Editor

Thank you very much for the call. Nice Congratulations for VIDURA`s very good interaction. The cover page layout, titles of and excellent lay out and page set up. After big the latest issue are wonderful and all the best gap I got VIDURA and surprised to see the for future endeavors. entire look. I appreciate your and your team’s efforts behind this entire change in VIDURA. Dr S Nagarathinam Ph.D The selection of articles, layout of pages, Dy. Editor Spl Content - Dinamalar photos and cartoons used for getting a feel of Madurai the articles are excellent. We shall keep this issue in Library for the reading pleasure of the students from Journalism branch. No problem for the Oct-Dec issue even if it is delayed. Actually, we keep waiting eagerly Dr Deepak Shinde for this journal's issues as it is so informative HOD Mass Communication & and one that can be termed so close to us. Journalism Department SRTM University, Nanded Dr.Abhijit Bora Associate Professor and HOD, Department I have read latest issue of VIDURA for of Mass Communication and Journalism Oct.-Dec. 2010. Readable with wide range of Tezpur University subjects and each article full of information, Assam not bookish but from the field - that's my view about your magazine. In particular, the The latest issue of VIDURA Oct-Dec 2010 illustrations are matching and well conceived has come off excellently. The articles chosen and well brought out. for publication are good enough and thought provoking for the media researchers and Prof. C.K. Sardana students of mass communication. The design Specialist Faculty Member, and the layout for each article is meticulously Makhanlal Chaturvedi University, Bhopal planned. Congrats and hope that PII keep delivering VIDURA for media lovers always on time with varied and rich content like this. Yes, indeed both VIDURA and GRASSROOTS have made a mark in the Dr. C.S.H.N.Murthy present atmosphere of turmoil in the country. Associate Professor in Mass Therefore, I agree such journals need to be Communication and Journalism strengthened. Tezpur University Assam E.P. Menon India Development Foundation The October-December issue of VIDURA Bangalore is excellent. Prof. M. R. Dua article (book Review) was quite interesting. As Prof. Dua had been a guide to number of Ph.D students. I am interested in getting in touch with him and obtaining some guidance from him, in my thesis. Please let me have his address/contact numbers. Adv. Prof. Vasant M. Sapre Coordinator and Centre Head YCMOU University Kolhapur Please send-in your comments / suggestions to [email protected]

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Printed by V.B.S. Moni and published by V.Murali on behalf of The Press Institute of India - Research Institute for Newspaper Development, from RIND premises, Second Main Road, Taramani CPT Campus, Chennai 600 113 and printed at Print Shop Private Limited, 4/310 Gandhi Street, Kottivakkam, Old Mahabalipuram Road, Chennai 600 096. Editor V Murali 80 VIDURA January-March 2011