An Analysis of India's Commercial News Media
By: Amit Bhushan Date: 26th Oct. 2014
The approach of India's commercial news media towards political leaders and parties is telling. A political leader or a party is defined by issues it identifies with and their approach to solutions of these issues. So while analyzing or evaluating leadership or role of a political party, the analysis must be presented by detailing the issues with which the leaders are identified with and those that they have ignored. Further, information must be presented about the approach to solution and the extent to which these have succeeded or failed, if possible giving in the context in which the approach/decisions were taken. Indian commercial media is replete with very ordinary story tellers brandishing their 'celebrity statuses' pouring out absolute trash (where discussion rotates around personality without even a mention of issues or solutions) often making headlines or primetime. This is done to run down people or parties or give a leg up to some other people or parties with the understanding that this is likely to have an epoch making impact. No wonder, the commercial news media is steadily surrendering its power to influence people to internet and social media. Some of the commercial news media leaders may maintain an active social media connect in the hope that the technology connects & its exploitation alone will help them sustain their leadership. However their approach has been the same commercial approach which is steadily eroding in value, though not recognized so far since the advertisements revenue is still pouring in. It's a matter of time that the advertisers recognize impact or the lack of it while making decisions on where and how to spend.
For example (taking a non-political example) the IPL keeps pouring in advertisement revenue to popularize the game show on different channels after having lost its popularity. The players who have already made money are now themselves invested in other IPL like avatars in different IPL like game shows, since they realize that investing further on IPL itself is no more viable as no one is yet able to encash out and unlock 'wealth' and possibilities may be eroding or unlikely at present. So instead of pouring money on advertising they probably need to invest in areas that would bring consumers/viewers back like getting more viewers by having IPL teams by probably engaging with Kathmandu, Thimpu or Dhaka; or social activities in rural areas and so on. However, there appears a steady investment approach to advertise their way to maintain viewership and the revenue stream - till it peters out completely.
India's commercial news media is facing a similar situation where their leadership is steadily losing influence and its pouring money to build the leadership brands in the hope that this will help them sustain the lead. The push of occupy social media space by mass media payers is another ploy in the same direction. However, little efforts are made to change the approach which may be to the tune of new tastes in the society. Also no time is being spared to hitch more consumers/viewers by reaching out to people in different languages, dialects or targeted news contents which may be valued by different groups for their awareness value like progress in healthcare, progress in agriculture, opening up of new trades/job opportunities and/or innovation in society that may be highly beneficial for a few but also has value for many in the larger society. The social media as a whole (other than news channel sites) is replete with such content and therefore outperforms the commercial news media by a huge margin.
Likewise, political analysis completely misses the issue of 'dryness' of a state and its economic, commercial and political consequences. The lack of encouragement of village level planned development and neglect of rural education by all leaders and parties though the punishment of it may not have been distributed equally as of yet because of various reasons. What we are witness to is analysis of slogans by political leaders and parties and the voting charts by poll agents discussed with great gusto in commercial news media, which may be on their way out; possibly. The extent to which this would be sustained is the question to ponder upon as is the issue of sustenance of current approach which is facing challenge, but is not recognized.
By: Amit Bhushan Date: 26th Oct. 2014
The approach of India's commercial news media towards political leaders and parties is telling. A political leader or a party is defined by issues it identifies with and their approach to solutions of these issues. So while analyzing or evaluating leadership or role of a political party, the analysis must be presented by detailing the issues with which the leaders are identified with and those that they have ignored. Further, information must be presented about the approach to solution and the extent to which these have succeeded or failed, if possible giving in the context in which the approach/decisions were taken. Indian commercial media is replete with very ordinary story tellers brandishing their 'celebrity statuses' pouring out absolute trash (where discussion rotates around personality without even a mention of issues or solutions) often making headlines or primetime. This is done to run down people or parties or give a leg up to some other people or parties with the understanding that this is likely to have an epoch making impact. No wonder, the commercial news media is steadily surrendering its power to influence people to internet and social media. Some of the commercial news media leaders may maintain an active social media connect in the hope that the technology connects & its exploitation alone will help them sustain their leadership. However their approach has been the same commercial approach which is steadily eroding in value, though not recognized so far since the advertisements revenue is still pouring in. It's a matter of time that the advertisers recognize impact or the lack of it while making decisions on where and how to spend.
For example (taking a non-political example) the IPL keeps pouring in advertisement revenue to popularize the game show on different channels after having lost its popularity. The players who have already made money are now themselves invested in other IPL like avatars in different IPL like game shows, since they realize that investing further on IPL itself is no more viable as no one is yet able to encash out and unlock 'wealth' and possibilities may be eroding or unlikely at present. So instead of pouring money on advertising they probably need to invest in areas that would bring consumers/viewers back like getting more viewers by having IPL teams by probably engaging with Kathmandu, Thimpu or Dhaka; or social activities in rural areas and so on. However, there appears a steady investment approach to advertise their way to maintain viewership and the revenue stream - till it peters out completely.
India's commercial news media is facing a similar situation where their leadership is steadily losing influence and its pouring money to build the leadership brands in the hope that this will help them sustain the lead. The push of occupy social media space by mass media payers is another ploy in the same direction. However, little efforts are made to change the approach which may be to the tune of new tastes in the society. Also no time is being spared to hitch more consumers/viewers by reaching out to people in different languages, dialects or targeted news contents which may be valued by different groups for their awareness value like progress in healthcare, progress in agriculture, opening up of new trades/job opportunities and/or innovation in society that may be highly beneficial for a few but also has value for many in the larger society. The social media as a whole (other than news channel sites) is replete with such content and therefore outperforms the commercial news media by a huge margin.
Likewise, political analysis completely misses the issue of 'dryness' of a state and its economic, commercial and political consequences. The lack of encouragement of village level planned development and neglect of rural education by all leaders and parties though the punishment of it may not have been distributed equally as of yet because of various reasons. What we are witness to is analysis of slogans by political leaders and parties and the voting charts by poll agents discussed with great gusto in commercial news media, which may be on their way out; possibly. The extent to which this would be sustained is the question to ponder upon as is the issue of sustenance of current approach which is facing challenge, but is not recognized.