Of The Missing Broom

Media credibility always seems to take a beating, particularly when the chips are down and the newspapers and television channels are expected to cover news with levels of maturity and responsibility. A recent example was the coverage of the beheading of the Indian soldier by Pakistan troops with television channels in particular astounding even many in the government with their hype and their hysteria. Anchors who should have reported facts calmly turned into screeching personalities, as they used harsh adjectives to describe the state of Pakistan, and virtually dared the Indian government to wage war. Guests who did not agree with this point of view were initially badgered out of shape, and eventually not invited as sanity was clearly not the order of the day. Officials in government as well as ministers in government shook their head in wonder, wondering whether the menu of the day for news channels was war, and more dangerously so, war without thought.

The media is facing a crisis of credibility and needs to repair the damage it has done to itself before it can hope to regain its space and reputation as a responsible watchdog for society and the nation. TRP and advertisements drive what has been actually described by a major newspaper and television channel owning industrialist, as a business with respect for news and facts becoming secondary in the process. It is ironical that in an environment free of formal censorship, the media is drawing its own lines, virtually blacking out news concerning the poor and the marginalised, zeroing in on one news to the detriment of all other issues, becoming the jury and the judge all in one go, with the result that news takes a beating in more ways than one. Paid news is another major issue where facts merge into advertisements with the ordinary viewer having no way of detecting the difference.

It is important to free the media from control that eats into its credibility, and makes it partisan. This is easier said than done as the broom has to be wielded from within, and not from the outside. To do this effectively, all newspapers and television channels have to come on board to agree to a common code of ethics but given the mushrooming of the media, the patterns of ownership, the contract nature of the journalists’ job, this seems to be an impossible task. News thus has become entertainment for some sections of the media, fiction for others who play with fires of half truths almost every day, with the proverbial broom remaining evasive and elusive

Politician or scribe?

It is not often that an Urdu newspaper is in the so called national news but editor and owner of Nai Duniya Shahid Siddiqui managed just that with his interview of Gujarat Chief Minister Narendra Modi. The long interview had Modi declaring the now television made famous, “hang me if I am guilty”, in response to a question on the Gujarat violence that left over 2200 persons dead and many more wounded and homeless across the state. Subsequently, Siddiqui has been expelled from the Samajwadi Party and is back on the television maintaining that the party that he only recently joined had “shot the messenger” and had still to get its act together in Uttar Pradesh.

 Journalistically there was nothing wrong for Siddiqui to interview Modi and splash it across his newspaper. And secularists who might find fault with the line of questioning will have to admit that it was largely a journalistic exercise with several questions also posed to the BJP leader and now aspirant for prime ministership. However, the problem here has arisen from the fact that Siddiqui has insisted on wearing two hats, flitting from party to party, even as he continues to run his little newspaper. Since the Samajwadi Party won the elections, he has been appearing regularly on television channels as its spokesperson, with scribes adding two and two together to make five and insisting that the interview had the Samajwadi Party’s backing. As speculation ran wild, many journalists insisted on writing and asserting on television that this could be the beginning of a new SP-Modi camaraderie.

 A panicky Samajwadi had no choice but to expel Siddiqui who has not been particularly close to the leadership anyhow, and scotch rumours that there was any underhand dealing with Modi. Siddiqui, who has gone through all the political parties in Uttar Pradesh, now says he will stick to journalism. And perhaps the next time he decides to join a political party, he should resign as the editor of Nai Duniya, leaving it to professionals to handle. This experience should convince him of the liabilities of working as a journalist and a politician together, as an interview taken as a scribe can acquire staggering political dimensions for no reason at all.

Several journalists have joined politics in the course of their careers, but in most cases they have resigned from their newspaper to represent the people in Parliament. This has to be woven into the unwritten but understood code of ethics guiding the media to ensure that there is no conflict of interest.

In Full Glory

The other day I reluctantly agreed to participate in one of those excited bordering on the hysterical television debates. Reluctantly because these are usually a waste of time, with participants struggling to get a word in edgeways, and more often than not serious debate turning into a slanging match.

 I was not disappointed. With the television anchor I mean. He kept interrupting in mid-sentence or just as one started speaking to shift to someone who had joined them on air. And what was probably more distracting was that after asking you a question he would turn away to make gestures , presumably to his team at the back; or look at his messages on the mobile telephone and respond, laughing to himself while you tried to ignore the happenings in the seat next to you, and talk to the air as it were. Then without having listened to a word you had to say, he would get back into the discussion as he knew the questions he wanted to ask, he was just simply not interested in your answers.

 The element of drama that has crept into news presentation on television is amazing. The professionalism of being detached, and yet concerned, from the news is over as anchors now shout themselves hoarse, attack guests for being not nationalist enough, wipe tears, and let their emotions become so loud that they totally eclipse the guests and even the issue being discussed. The inbuilt bias thus, pours out, as anchors make known their dislike of a guest they do not agree with, and their delight over having a guest who speaks their mind. There is no room for objectivity here, as news has long since turned into views and except for the headlines that are sometimes read out without too much of passion, everything else is coloured with huge dollops of bias. 

 It is time that television heads in particular sat down to analyse the news content of their channels with the intention of introducing some levels of professionalism into the presentation of news. The media is supposed to provide the information to the reader, or as in this case the viewer, without prejudice and allow him or her to make up their mind on the basis of this knowledge. The television channel can recourse to a visual editorial at some point in the day where its view on an issue can be communicated to the viewers, but short of that a BBC kind of format would be very welcome. After all even here there are avenues, as the BBC uses its professionalism to peddle incorrect news on occasion without ever opening itself to the charge of editorialising news. So there many ways, most of them far more sophisticated than the chest beating that passes for news discussions these days.

Perhaps, dissent muzzled

Despite large scale protests by the journalist community the Delhi police has not yet filed a chargesheet against Urdu journalist and commentator on Iran and Arab affairs, Syed Mohammad Ahmad Kazmi. He was arrested on March 6 in connections with the February attack on an Israeli diplomatic vehicle. Kazmi had publicly taken a position questioning the immediate attribution of the attack to agencies linked to the Iran government. He was arrested soon after and has been in jail now for over two months.

 Several journalists have come together to demand his immediate release as the police has not placed any evidence before the court that can justify his detention. The police has not submitted any proof of his involvement in the attack on the Israeli diplomatic vehicle. Kazmi is a journalist of repute, having worked with Doordarshan earlier. He is well known in journalistic circles and well regarded. Several individual journalists and media organisations have raised serious doubts about the arrest, demanding a full investigation into the arrest.

 It is extremely unfortunate that the government has decided to ignore the protests, even though the Delhi police and its special cell has still not been able to frame a chargesheet against Kazmi. Journalists are always easy targets, and it is sad that more and more media personnel are being targeted in such a manner in the sub-continents. In Pakistan the situation is even worse, as several journalists have been killed, with nine deaths being reported in just the last one year. In most cases the killers are not apprehended and the investigation reaches a dead end without any arrests. 

 Journalists who speak their mind, and try and do their job with integrity and courage, are coming under pressure in almost all of South Asia where they are being targeted for reporting the truth. This has to stop, with governments and civil society working together to create an atmosphere where free and fair reporting is protected, and journalists are able to operate without fear of their lives.

Who will watch the watchdogs?

Sometimes, it is embarrassing to be called a journalist. And one such occasion was just recently, when a newspaper devoted its entire front page; unprecedented in itself, to the movement of Army troops to Delhi as a possible “coup.” The story belonged more to the ranks of fiction writers; with innuendoes replacing facts, and conjecture passing for news. Despite the flurry of strongly stated denials from the government and the Indian Army, the newspaper’s editor-in-chief stuck to the story for a day before dropping it like a burning hot potato altogether.

Several questions arise from this, and all have to do with journalism. On what basis was such a story written? Who planted it? Why did the newspaper not check it from the proper authorities within the Army and Defence Ministry? What kind of action is due?

And importantly, who is there to take any such action? The Press Council of India is a toothless & redundant body and there is not a single institute that can serve at least moral sanctions against erring newspapers and television channels; and make them apologise for baseless reports. The media is clear about not wanting any intervention by the government, and rightfully so. But in an atmosphere where a code of ethics does not exist, and basic norms of journalism are being flouted everyday, what can be done to ensure that freedom is respected and yet not violated.

Television news channels and sections of the print media have moved away from the basics of impartial reporting in the news pages, to comments and opinions that are no longer confined to the editorial pages. Reporters are encouraged to give their views about ongoing events, with information becoming secondary to opinion. Single source stories are being encouraged with the editorial guidance and control that is necessary to ensure that the facts have been checked at all levels and from all sides, slipping dramatically as news becomes linked entirely to the business rationale of ratings and advertisements. 

The situation needs to be addressed urgently. Bodies like the Editors Guild, perhaps, can rise to the occasion and play a role in effecting some kind of check on news from within. There is a need for introspection and quick action to keep news straight and narrow, instead of crossing all ethical lines. The watchdog cannot become a rabid dog, as it will then self-destruct.

Wittingly incorrigible

The media did not do itself very proud in the coverage of the Assembly elections. The spotlight of course, was on Uttar Pradesh that seemed to hold the key to the Congress party’s fortunes at the national level as well, and for the initial weeks into the campaign the media seemed mesmerised by Congress scion Rahul Gandhi. At one point it began to seem as if the “carpet bombing” by the Nehru-Gandhi clan has affected the electronic and print media more than the voters, with the former hyping the campaign to a pitch that the voters were clearly not in tune with.

For a while all possible assistance was given to Rahul Gandh to win a good number of seats in the UP election by a pliant media that refused to look beyond the Nehru-Gandhi family. After a while it was clear even to those with blinkers on that the electorate was moving towards the Samajwadi Party, and by the end of the campaign the media had clambered onto Akhilesh Yadav’s bandwagon. In the process they made the cardinal mistake of almost writing off the BSP that retains its core vote bank in the state, and SP’s Mulayam Singh Yadav who still calls the shots within the party. In fact the vote in UP was for “Netaji” with his son being a contributory albeit important factor in the mood swing towards the party.

Painstaking journalism has been replaced by quick TRP driven journalism where the desire is to create media personalities that sell, and convert the serious business of elections as one line slogans. There is little to no desire to understand the nature of the constituency, the nature of the vote, and what issues are determining the swing, if any. The media follows the blitz, and often creates it to get the viewers and the advertisements, and when it gets it all wrong, starts apportioning the blame. The pollsters are wrong, is the outcry usually. Yes they are, but did they ask the 24 hour news channels to air their predictions as if these were the final results? Instead of qualifying the exit polls with a perhaps and a maybe, and a heavy dose of skepticism, journalists who are themselves no longer well informed portray exit polls as the actual results. This is bad journalism, and inexcusable at the end of the day.

The print media, always quicker to learn from mistakes than television, was not as quick to be off the mark this time. There were levels of caution evident in the analysis of the exit polls, and this time around several journalists had been encouraged to go out into the field to report from constituencies and campaign trails. This did make a difference as at least a few newspapers were able to sense the mood in UP long before the results, with scribes even reporting a debacle for the Congress from the Nehru-Gandhi bastions of Rae Bareilly and Amethi.

Hopefully this trend will continue as India moves into the general elections, with sound reportage replacing hype and journalists getting back some of their credibility in the process.

From the news theatres

The year began with another media extravaganza. In Jaipur, during the over crowded and over hyped Rajasthan Literary festival. Closing into Oprah Winfrey, the 24 hour television channels and their print counterparts, were sufficiently distracted from the Talk show queen by a bunch of mullahs demanding the head of author Salman Rushdie. The organisers who had announced his participation on their website, following a personal request from Rushdie, who did not want to be left out of the publicity, suddenly found that they had attracted the attention of a group of unemployed clerics. And before they could react, the media had got wind of it, and suddenly the Rushdie saga erupted on television screens as anchors took moralistic positions, and calibrated debates and discussions soon blew the entire affair out of proportion.

The result was that more and more clerics attached themselves to the free publicity they were getting, and soon it almost began to seem that mobs were collecting outside the festival venue to behead the author of Satanic Verses. By the time some level of sobriety sank in, and the media called off its cameras realising that the molehill was becoming a mountain of epic proportions, it was too late. The Congress, with an eye on the Assembly elections refused to come out in Rushdie’s support, the organisers backed off as they did not want the festival to be disrupted. The few who had dared to read from the banned book retreated under threat of law, and the mullahs realising that they had achieved far more than they could have hoped for, went back flexing newly developed muscles.

In the process, the media gave a beating to everything sane and sober. The literary festival was reduced to just Salman Rushdie and little else in the extended and often hysterical media coverage; the minorities  were done a great disservice as the same mullahs were paraded before the cameras with little to no effort to bring out the secular and liberal voices on camera; and in the black and white story that hogged the headlines for days, the nuances of good, sober reporting in a proper perspective were completely lost.

It is time that the electronic media stopped to introspect. And instead of chasing TRP ratings by sensationalising news, tried to bring back sober and honest and courageous reportage into journalism. Instead of turning news into drama, it would help if a sense of responsibility and accountability is exercised so that news gets the respect it deserves. The other day a woman addicted to soap operas named a prominent news channel as the only other competitor for her time, saying “they make news so exciting, it is like a drama.” She was serious in her compliment, but perhaps those managing news in television and also sections of the print media can draw a lesson from the naïve, yet telling observation.

Until next time, all the very best.

No need for a censor

The publicity given to the reported use of social networking sites like Facebook in consolidating public opinion against the government in Egypt seems to have made even the government of Democratic India nervous. So much so that Union Minister Kapil Sibal was authorised to hold a meeting with the top executives of these sites asking them to edit (a more realistic word is censor) offensive references to the Congress leadership on these sites. Fortunately, the executives did not entertain his request and the government has not succeeded in its vain, and admittedly stupid attempt, to control internet content.

It is true that there is a side to the web that is vulgar and ugly. Obscenity, pornography, communalism, racism, sheer nastiness can all be found in cyber space. At the same time, however, the internet is being overtaken by humour, great music, clever videos, irreverent and often valid criticism of political leaders as well as free and frank debate. 

There are any number of sites carrying news analysis, comments and reports on all possible issues that bring invaluable depth to discourse. In fact it has become the alternative to the mainstream, the last being controlled by the Indian government and the first finally finding an outlet for free and democratic expression.

People in troubled areas like Jammu and Kashmir, and the north east, are increasingly using the internet to pour out their problems, as are democratic forces in the rest of India. This clearly has become a source of worry for the government not just here but in other countries like China, that want to muzzle free opinion and do not look at criticism as a wake up call. Laws are formulated and exercised to curb democratic voices with a free print and television media being at best an illusion. News is blocked out on a daily basis but now those at the receiving end of state arrogance have moved to the internet sites with the result that while information might occasionally be delayed, it is certainly no longer denied.

According to reports India has a 100 million internet users, third only to China and the United States. Facebook, Twitter and Google are all amazing expressions of freedom with individuals having the facility of blocking out the offensive. 

One can only hope that good sense has dawned and the government has realised that interference of this kind is neither judicious nor welcome. One hopes that instead of imposing restraints, the government imbibes the democratic spirit of India to encourage a free and fair information flow.

Katju has a point

The war of words between the new Press Council of India chairman Justice Markandey Katju and various media organisations is unfortunate. Justice Katju’s criticism of the media would have been wholesome had he refrained from voicing his desire to acquire controlling authority of a kind that is not acceptable to journalists and their organisations. However, at the same time the media bodies would have done well to take some of the criticism on board for a deep introspection of the misuse of power, and the failure to inform as an impartial watchdog of the Indian democracy. Instead the media decided to lock horn with the former Judge, and willfully throw out the baby with the bath water.

Many of us must be wondering why in the elite drawing rooms of Delhi we are not hearing an equally loud condemnation of Justice Katju and his rather brash views. It is simply because the general public is secretly rather happy about the criticism, as they are fed up of a media that distorts the truth, resorts to sensationalism, and has little respect for sobriety and facts. And some of this evident in the personalised attack on the Judge whose demand for a regulatory authority to curb in some of the channels posing as news television, needs serious consideration.

At the same time the Judge must realise that as the PCI chairman he is dealing with the media that has been ultra sensitive about its freedom since the dark days of the Emergency. Hence, the words and phrases of a courtroom will have to be tempered, and issues put on the table for discussion without unbridled rhetoric raising hackles. He is right in arguing that the Press Council, currently a redundant body, should have some more teeth but how sharp these should be, can only be determined in consultation with journalists. Currently the PCI can only admonish and censure, the powers being far out of tune with the increasing violations of basic ethical norms.

However, apart from the question of authority the entire structure of the Press Council needs to be examined and perhaps, overhauled. It has become a defunct body and needs a larger representation of journalists and editors. More powers cannot be possible if these rest only in the one government appointee, the chairman, but can be looked at if the PCI is brought under a board of eminent persons with a say in related matters.
It is, thus, important for both sides to withdraw from the brink and instead of grand standing use the opportunity to see what can be done to make the media more accountable and ethical without government control..

Let’s clean it up

The professional media was always very shy of the word “I”. Across the world editors cautioned reporters against this, pointing out that their job was to communicate the news, inform the people, and not ever, ever try to become more important than the story itself. So, if reporters were beaten up by the police, or if they were hurt in a mob or in the line of duty, the newspaper would protest, would ensure action quietly, but would not make a hero of the individual as s/he was merely doing what s/he was in place to do. In fact, one entered the profession towards the end of a major internal debate between editors who felt that reporters should not be given bylines as this would take away from the story, and others who insisted that the facelessness was a deterrent and a byline ensured a certain responsibility. Eventually the debate settled in favour of the latter view, as reporters floated automatically towards newspapers who did away with complete anonymity.

The advent made all this appear obsolete as the first few channels launched in Delhi decided to turn reporters into stars. The advertisements, the coverage of news, the discussions were all made to revolve around the individual whose views, tears, anger, excitement made the news as much as the story itself. So viewers, with the enthusiasm of the new voyeurs, spoke more of a particular television reporter/anchor’s histrionics than about the story the person had set out to cover. This trend was strengthened over the years, with reporters on television becoming unabashed campaigners. Like the Bollywood movies, many of the television news channels turn news into drama, making it impossible for the viewers to sift between the facts and the disinformation.

BBC is one of the few television channels that tries to maintain the difference, with the result that much of its coverage is seen as professional and authentic. Fox News that seems to have become the model for most of the Indian news channels offends all sensibilities and carries out campaigns that often transcend the lines between fact and fiction, as happened during the “embedded” coverage of the US invasion of Iraq. This trend is dangerous as it takes away from the credibility of the media, with its efficacy as a watch dog sadly dented.

It is therefore, imperative to restore the credibility of the media by addressing the long list of issues that seem to have stalled its growth as the fourth pillar of democracy in this country. 

This can only be done by the media itself, with bodies like the Editors Guild perhaps, taking the lead to initiate a debate, and action to restore news to a self generated and protected pedestal. There is a great deal to clean within, and perhaps a start can be made to make the story more important than the reporter/anchor once again.

Hysteria on display

Is the media a communicator, a reporter or a campaigner? Is it necessary for anchors to shout to communicate? Should opinion cross into news, or remain confined to the editorial and opinion pages? These and many more questions are raised from time to time, particularly these days when the lines are so blurred that the role of the media comes automatically under scrutiny.

The coverage of the Anna Hazare movement against corruption was one such issue where television channels turned into campaigners, and news bulletins were consumed by the ageing Gandhian’s fast. There was little – in fact nothing – of what was happening in the rest of India and the world as the channels and their anchors focused on Anna Hazare through the day and the night. TRP ratings – that are perhaps the sole motivating force behind television – of those channels that were unabashedly campaigning for Anna Hazare rose dramatically, justifying the coverage and the campaign for the owners of the 24-hour news channels.

The question, which has induced chatter in many a drawing room since, is whether Anna Hazare has been a creation of the media, or whether the media simply reported the movement as it was. To turn this on its head for a better understanding, perhaps the question one should ask is: if Hazare’s fast had been taken up as just one of the main stories of the day, along with the other news (Libya, Kashmir) that was breaking at the time, would he have become as big an icon? In my view, yes, he would have as good sober reporting of the movement would have interested viewers, and drawn the crowds regardless. 

In fact, the hysterical anchoring was a put-off and gave sufficient fodder to those seeking to belittle the popular response to Anna Hazare. Sober reporting – of the fast, of the government’s panicky manoeuvres, of the people’s response, all put together – would have generated the same level of support for the movement against corruption. It would have also saved the media from the serious accusation of becoming TRP motivated campaigners, with the strength of free and fair reportage adding to the strength of the media per se. News bulletins were instead dispensed with, and the screaming debates on television did not really add to Anna Hazare’s stature; rather, in some ways, took away from it.

It is important for the television channels to realise that nothing attracts more than unbiased reportage of news. Discussions can be organised around the top stories, with the participants allowed their share of time and space. Reporters/anchors are there to present the story, not to try and become the story themselves. When this defining line is blurred, news becomes manipulation and facts are distorted leading the media to tread on extremely dangerous ground. Media Watch organised a discussion recently, seeking to answer some of the questions raised here. Excerpts from the discussion are carried in this issue.. 

Lessons to learn...

It was a joy to see the so called media moghul Rupert Murdoch, his son James and their chief executive Rebekah Brooks grovel before the House of Commons media committee. Rubert Murdoch described it as the most “humble” day of his life, while all three tried to soft talk the British lawmakers into believing their innocence.

The answers were for the most part vague, and for those of us in the profession it is impossible to believe that payments were made to private investigators, and sensational stories published with James Murdoch and Rebekah Brooks being in the loop. The old man might not be aware of the finer details. But that dirty journalism was undertaken by his media group of course is beyond doubt. Rebekah Brooks at the hearing maintained that everyone else on Fleet Street was doing the same, but that does not take away from the fact that News of the World had crossed all ethical boundaries. Particularly when it hacked into and deleted voice mails of the kidnapped British school girl, subsequently killed, without informing the authorities. Her relatives thought she was alive, and the police was completely thrown off the track. Dirty, sordid journalism at its worst.

Of course the Murdochs and Brooks did the usual round of apologies at the hearing. And kept insisting that they did not know, in responses to fairly penetrating questions from the MPs. Murdoch has set up a media ‘empire’ and as the international television channels reported, Prime Ministers went up to meet him rather than the other way around.

India should learn from the Murdoch experience, as corporate monopolies over news are being encouraged and supported by the political class here. The moment any one particular business family starts dominating media vehicles of varying forms and kinds, the result could well be that news becomes censored at the onset. The fact that the corporate houses are dependent on sympathetic governments also lends a slant to the news that projects what suits both, and blacks out the inconvenient. This censorship is sinister and dangerous, as it takes away from the democratic space that should remain freely available to the people of this country, particularly the poor and the marginalised.

This is not to paint the entire media with the same brush- there are so many notable exceptions. But to point out that unless there is serious introspection and remedial action by the media and the public – note, not the government – the ailment will become a terminal disease with the Indian democracy being robbed of an invaluable pillar and watchdog. 

Why journalists are the soft targets...

A senior crime reporter, well known in all circles as a honest, hardworking journalist, is murdered in broad daylight. And all that the Mumbai police and the state home minister have to offer till date is conjecture and theories. Despite a series of arrests, it is clear from reports that the police are not at all close to cracking the case. Journalists, thus, cannot be excused for asking hard questions and floating conspiracy theories that name the powerful and the influential as having a stake in J. Dey’s death.

In India it is becoming increasingly common to kill the messenger. Journalists with a nose for the news often dig up uncomfortable facts and are killed or beaten with impunity. Their killers are rarely caught with the result that journalists are now increasingly at risk if their stories penetrate deep into the dark world of the underground. The Dey murder must be solved convincingly, and the guilty brought to task to ensure some levels of safety for journalists across the country. The Mumbai police seem quite unequal to the task, and it is time for the case to be passed to the CBI, not that it has crowned itself with glory in the recent past.

Journalists covering conflict and crime do so at their own risk. Unlike the major foreign newspapers that ensure that a journalist in a conflict zone is well equipped with bullet proof jacket and related paraphernalia, in India the reporter is on the job without even insurance cover! He is very much on his own as the pictures coming out from conflict zones like Jammu and Kashmir reveal. The journalists employed by big media houses in the Valley are reporting amidst gunfire without even a helmet on their heads. It is, therefore, imperative for journalists to come together and step up the pressure not just on governments and political parties, but also on the industrial houses running newspapers and television channels to implement basic safety norms for journalists sent out to cover conflict and violence. Reporters breaking sensitive stories should be given full support, which is not happening right now. Proprietors should make it clear to the local authorities that the reporter has their full backing, and is not alone. This does not always happen.

There is a move by the Maharashtra government to use Dey’s murder to bring in a legislation ostensibly for the safety of journalists. The issue is not the lack of laws, but the cover up operation that usually follows such deaths. For instance till date, the murder weapon that killed Dey has not been sent for forensic examination. Why?

The media to be free has to be safe. And to ensure the safety of the reporter both the government and the proprietors have to come together to create an atmosphere where no one dares hit a journalist, for fear of dire consequences. 

Now, it’s the ‘D’ Company in India

Akey lesson hammered into us during graduate studies was that distribution is the key to marketing success. We were asked to pore over copious case studies where companies with strong distribution networks lorded it over the market place. The more I interact with people in the media industry, particularly electronic, the more I am getting convinced about the importance of distribution. Quite simply, if you do not have the D-muscle, you will simply not survive the brutal competition, no matter how slick and smart your content, packaging and anchors are. TV industry in India is littered with examples of great projects dying unsung because distribution became a weakness than strength.

There are at least 500+ channels competing for eyeballs in India. If you really want to be ‘seen’ and not be invisible, you will have to be in at least the priority list of the top 100 channels of cable operators who still control more than 80% of access to households with TV sets. In a majority of Indian households, the most number of channels that can be seen on the set rarely exceeds. That gives a lot of clout to the cable operators and even the DTH operators who can show much more than 100 channels. Since this is simple demand and supply economics, owners and promoters of TV channels have to pay more and more money to cable and DTH operators. This is known as carriage fees, which has become the most worrisome cost element for TV channels. The absolute minimum that you need to spend a year to stay visible is upwards of Rs 20 crore. Many channels that want a genuine pan Indian footprint often have to set aside about Rs 50 crore a year. This has completely unhinged the economics of the TV industry in India. Firstly, you have to have very deep pockets without any guarantee of returns. Secondly, you have to have a ‘bouquet’ of channels so that you have at least some bargaining power with MSOs, cable and DTH operators. Not many can do that and hence,  you have a peculiar situation in India where the number of channels keep mushrooming even as the industry moves towards consolidation, mergers, takeovers and failures. At a recent Zee Turner-Star Den JV announcement, Puneet Goenka stated that the Zee-Star distribution fight cost the industry more than $10 billion! For a stand-alone TV channel, it is extremely difficult to solve the distribution dilemma. The other problem then is that TV channels – both in the entertainment and news genre – have much less money to invest in better programmes and quality content. In fact, many seniors in the business with whom I interact say that news channels simply do not have the money to invest in great current affairs programmes because most of it has been sucked away as carriage fees.

Will the arrival of convergence make a drastic change to this unhappy and unsustainable scenario? I am afraid, not in the immediate future!.

Media Convergence in current times

It has been talked about as the ultimate threat as well as ultimate opportunity for media houses. For more than a decade, we have heard about its disruptive and transformative powers. But for most media houses in India, Convergence had remained just an esoteric word till recently because of low Internet penetration and a lack of understanding of what Convergence can do. That has decisively changed now.

Convergence has finally arrived in India with a bang, and how! In just about a year or so, Internet penetration will touch 100 million. And as prices start falling, the number of regular Internet users will zoom upwards just as the number of mobile phone users zoomed upwards after reaching an inflexion point. Don’t be surprised if the number of Internet users crosses 300 million by 2015. In any case, even 100 million Internet users along with 600 million mobile phone users must be something that media houses can no longer ignore. If they do, they will soon be extinct.

What can smart media houses do in this age of Convergence in India? Well, there are a few lessons media companies can learn from the experience of corporate players in other Indian markets. The first lesson is that the Indian consumer is extremely fond of the value for money proposition. No fancy gadget, or application or Facebook hits will lure the Indian media consumer if she thinks that the content is not worth the price. Very soon, more than 50 million upwardly mobile Indians will be accessing news mostly on their mobile phones. And most of it will come free. A smart media house would develop a strategy that can use the mobile handset as a tool to lure the consumer to its more traditional forms of content-print or television. The second crucial lesson that a smart media house must learn is that localisation is the key to success in the Indian market. There is no doubt that English language media is still considered by the elite to be the ‘in-thing’ in the country. But the last two decades have shown that success lies in local markets. Look at the relentless growth of media houses like Sun, Ananda Bazar Patrika, Malayalam Manorama, Dainik Bhaskar and Dainik Jagran to name just a few and you will realise the importance of going-and staying local. In fact, analysts say that one of the key reasons behind the success of so many editions of The Times of India is the manner in which the newspaper has successfully localised its various editions. And of course, you have the Hindi language behemoths who have more than 60 editions!

The third thing that smart media houses will do is to make their content younger. More than two thirds of India’s population is already below 35 years of age and the next generation of media consumers will be incredibly young. Almost all of them will be using mobile phones, Facebook, Twitter and other new technologies aggressively. This young cohort will also be different in the sense that they would want content that is in your face yet no-nonsense. This generation – contrary to what many Pundits say – is also very engaged with important social and political issues. So a smart media house would address these issues and not talk down to the reader and the viewer. Sure, gossip, sex surveys et al attract young media consumers. But they do not shy away from the rot in the judicial system, poverty, corruption and mismanagement. The last lesson would be one about interactivity. Social media has already demonstrated that media consumers no longer want to be passive recipients of content. They want to engage the media house that provides the content in a conversation. The more interactive you are, the more successful you will be.

News of the News

Friends, when we look at the consumption of media, it comes to mind as the most addictive product there ever was, and ever will be! It is packaged and sold at times better than a film with a much higher impact quotient. And the content can change the nation, definitely the government, at times overnight! The Indian news industry is the news, and here we are.

Our foremost gratitude to our mentor – Prof. Arindam Chaudhuri. His sharp understanding and inherent respect for media is the motivation behind this exclusive supplement on the industry. The attempt is to fill the gap that has been in existence for long; the gap between how news is seen and how it is made. More than anything else, this magazine is about people like you and me who consume news and media to strengthen, empower and enlighten our lives.

 Media is a topic whose sensitivity can neither be underestimated or overestimated. While most institutions of the Indian democracy are under suspicion, our media, despite being criticised for its nuisance value or low quality content at times, is regarded by many as the most potent force to create positive change.

 When we sat down to shape the Media Watch, we all agreed that there’s more to Indian media than meets the eye. We decided to bring out a platform which will not just celebrate the diversity and range of voices and views that emanate from within the Indian media, but also highlight success stories that can be an inspiration for youngsters to emulate. Besides, we also vowed to bring lapses and sins of omission and commission that are occasionally witnessed in the media, to the limelight. In short, Media Watch is aimed at keeping a 360 degree watch on every aspect of media – from its business to most importantly, its social responsibilities. 

Media Watch will also pay particular attention to the latest trends in the vibrant and rapidly growing regional media that is often ignored by the so-called ‘establishment’ media based in Delhi and Mumbai. It thus hopes to bring to its readers great work done by media in this country, in various remote areas, which often gets lost because the media house may not be big enough to get noticed. Our media house is in a unique position to get ‘all’ happenings from ‘all’ parts of the country – thanks to our news weekly The Sunday Indian, that we bring out in 14 languages from every corner of the country.

Our media industry is following a very different growth path as compared to the West. As of today, the Indian media and entertainment industry is pegged at Rs.652 billion and is expected to grow at a CAGR of 14% to reach Rs.1.3 trillion by 2015. What is noteworthy however, is the fact that print media will continue to remain a key driver of this growth saga. The print media is growing in India at a CAGR of 10% and is expected to reach a value of Rs.310 billion by 2015. Furthermore, the regional print is expected to grow at a higher rate of 12%.  With more than 70,000 newspapers, India witnesses a circulation of more than 107 million copies every day. News is big, really big. 

 This is the first issue of the monthly supplement. I humbly invite the editors, CEOs and opinion leaders to write to us with your feedback. Let us together make this platform bigger and better with a vision of creating an India where news not just informs, but also empowers.