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A Journal of the Press Institute of India April - June 2011 Volume 3 Issue 2 Rs A JOURNAL OF THE PRESS INSTITUTE OF INDIA APRIL - JUNE 2011 VOLUME 3 ISSUE 2 RS. 50 GLOBAL NATIONAL REGIONAL LOCAL FOR HINDI READERS IN ENTIRE SOUTH INDIA Published from Hyderabad past 64 years Member # 5-4-674, Kattalmandi, Hyderabad-500 001. 040-24732583, 24732586 email : [email protected] Winner of Bronze Award in Table Diary 2011 Category by Public Relations Council of India. Advertise with us - REACH THE BEST From the Editor Time to set the house in order orruption is as old as the hills and present worldwide. Sadly, India happens to be one of the Ctop ten countries where corruption is the most rampant. Malpractices in the media are nothing new. It is not as though the Radia tapes suddenly opened out a whole new world that was hitherto unknown. What it brought into sharp focus was the fact that even some of the superstars of media were dabbling in dangerous territory. It is a malaise that not only all well-meaning journalists but also PR practitioners and communicators must strive to eradicate, and eradicate quickly. Making words work is not enough for a journalist or editor. It must be accompanied by a pledge to remain above board and earn the respect of people. For all well-meaning journalists in India, Open Magazine’s expose, what it called the X-Tapes, came as a rude shock and media gained an unsavoury hue. Were there clean-up operations in the media thereafter, or are such operations possible at all? Will some journalists be tempted again to “string a source along”? Would the BBC, The Guardian or The New York Times have tolerated such errant behaviour from their reporters? There is no doubt that the bar needs to be set higher. Journalists must be governed by a code of ethics, or there must be a set of codified rules and anyone transgressing the line should have no place in the profession. Unless stringent steps are taken, unless there is a continuing debate among senior editors, publishers and those who matter, about journalistic ethics and what constitutes right and wrong, unless mechanisms are put in place to redress reader’s or viewer’s grievances and to admit and correct mistakes, not by one or two newspapers, but by the newspaper publishing and Indian radio and television world in general, the Fourth Estate may not regain its lustre easily. So, is the Fourth Estate today the voice of the common man or the voice of corporate bodies? Or has marketing got the better of mass media? Read what N. Bhaskara Rao and P.N. Vasanti of the Centre for Media Studies have to say in the lead article: Media and corporate bodies: challenges and opportunities. Providing April-June 2011 VIDURA 1 another interesting perspective about the corporate India- media nexus is Suvabrata Ganguly, who says that media often ignores stories that need to be told. In the midst of all the gloom comes a spark of light in the form of Anna Hazare and the Lokpal Bill. Ranjona Banerjee has a word of caution for the journalist – observe and don’t overreact. She says that as politics change in a participatory democracy, the responsibility of the media becomes greater. There has been a lot of talk about ‘paid news’ in India, in drawing and dining rooms in many homes. Many people are not quite sure what it is all about. Is it about paying money to get news published? Or is it a factor that plays out only during election time? Former chief election commissioner T.S. Krishnamurthy had some pertinent things to say on the subject some months ago while addressing a group of PR managers and all of it has relevance now, with elections just about coming to a close in five states. D. Suresh Kumar writes about how the Media Certification and Monitoring Committees set up by the Election Commission to keep a watch of all advertisements, political coverage and paid news during the conduct of Assembly elections in Tamil Nadu, West Bengal, Kerala, Assam and Puducherry has affected reporting. And providing a picture from Guwahati is Nava Thakuria. Is the media paying enough attention to achievers on the sports field? Cricketers hog the limelight always, we all know that; but what about other sportsmen and women? It is time the media began playing a fairer role to all sport beyond the cricket field, says S. Muthiah. Against the backdrop of reporting on the Commonwealth Games, he adds it is time media also showed passion for pushing government to improve sports facilities and training. S.R. Madhu provides a fascinating account of how the status of women in the media in India has undergone a change that might have been unimaginable even three decades ago. Today, women call the shots in newsrooms; they are the face of television as reporters and anchors. Often very successful, they bring qualities such as empathy, sensitivity and the power of observance to the fore. Jacob Mathew, executive editor and publisher, Malayala Manorama Group of Publications, and a trustee of the Press Institute of India, being elected president of the World Association of Newspapers and News Publishers (WAN-IFRA) is a matter of pride for all of us. Mathew is the first Indian and only the second Asian to be bestowed such status. He will begin his two-year term on 1 July. We wish him the very best. The passing away of veteran journalist Ajit Bhattacharjee in New Delhi is a sad moment for all those who knew him closely, and for us here at the Press Institute of India of which he was a former director. On behalf of the Institute let me convey to the bereaved family the deepest sympathies of each one of us. Sashi Nair [email protected] 2 VIDURA April-June 2011 April-June 2011 Editorial ........................................................................................................ 1 Media and corporate bodies: challenges and opportunities ................. 4 N. Bhaskara Rao and P.N. Vasanti Can black money, red tape and yellow journalism stifle our prayer to go green? ....................................................................................................... 9 Suvobrata Ganguly Observe first, and jump to conclusions later ......................................... 11 Ranjona Banerji Fourth Estate under EC scanner: a sad commentary on the media ... 14 D. Suresh Kumar Media has tasted the fruits of ‘paid news’.............................................. 16 Sashi Nair Paid news: what can be done to get rid of the scourge? ...................... 19 Nava Thakuria An unsympathetic media ......................................................................... 32 S. Muthiah Have newspapers lost their sting? .......................................................... 25 Ravindra Dubey and K. Tiwari Media and advertising grapple with constantly changing roles ........ 27 Reporters can now deliver by using simple tools ................................. 29 Improved design, contant can attract newspaper readership ............ 31 Women in the Indian media – then and now ........................................ 33 S. R. Madhu A refreshing look at the media in India (Book Review) .............................. 38 C.S.H.N. Murthy Subba Rao Pantulu: for whom journalism was a mission .................. 40 N. Meera Raghavendra Rao C O N T E S News ........................................................................................................... 44 Media and corporate bodies: challenges and opportunities The media is deemed the Fourth Estate and ‘the people’s voice’. It is a watchdog on the powers that be. But whose voice is the media today? Is it more a corporate voice than that of the community? Who matters more between the consumer and the citizen? Is the media concerned more with markets or with society? Is it Marketing Media or Mass Media? Read what N. Bhaskara Rao, founder chairman, Centre for Media Studies, and P.N. Vasanti, director, CMS & CMS Academy, have to say about all this, and also how TV channels, in order to sustain 24-hour news with TRPs, have taken to hype, while continuing their preoccupation with politics, crime and corporate happenings. The larger question: will all of this have implications on the democratic processes? espite so much talk about the relationship between media and corporate bodies in India, very little is in public purview, barring Dsome recent bits on ‘private treaties’ (now brand capital). Based on extensive research for 15 years, we have been writing about a shift in the paradigm of media operations. An analysis of that emerging scenario was published first inFrontline (2001) and then in the Economic and Political Weekly (2002). We have expanded that understanding further in our 2005 publication titled Media Scene as India Globalises. More recently, A Handbook on Poll Surveys in Media (2010) described how political and corporate interests are hyped up and camouflaged without transparency in electoral processes. This article discusses these processes further. A suitable alliance There are two emerging issues. One is the relationship between media P.N. Vasanti and corporate bodies; two, the media becoming ‘corporatised’. The Director, CMS & latter is to do more with the obvious paradigm shift in media operations CMS Academy in recent years. The former is more about the media’s dependence on companies for support by way of advertising. Both are interrelated. There is a cause-and-effect relationship. Which is cause and which is effect is difficult to say now or at any one point. One thing for sure is that the role of the corporate sector is getting consolidated. The driving principle of corporate bodies is profit maximisation. Return on
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