Yesterday was not a special day in terms of either religious
or political happenings. But one of the highly rated English news channel,
TIMES NOW heaved a sigh of relief- its editor-in chief and host of the most
popular show, Arnab Goswami, is back after a brief hiatus. It has now reclaimed
its position back to the top after a sluggish TRP rating during the previous 10
days when its primetime new hour channel viewership was badly hit. This trend
was experienced even by the channel’s ardent and faithful audience who by
default turn it on to catch-up with the most controversial and happening events
of our country. Cynosure of the all the news watchers, perhaps have given
himself some break. The much needed break to comeback with full vigour to pose
the most relevant and straight question to the highest dignitaries and
acclaimed leaders as well. Perhaps, gearing up for the much watched, awaited
and decisive assembly elections in four major states (Delhi, Madhya Pradesh,
Rajasthan and Chhattisgarh) and Mizoram. Channels and their top rated journalists,
anchors and most importantly psephologists are gearing up for the forth coming
political drama which is going to unfold before more than billion Indians.
The election time is back again and the schedule is going to be
out in October. Media both the print and new channels started playing a crucial
role in the pattern of voting. Realising
their growing influence and penetration most of the political parties have set
up their own media houses. The digital age has given extra tooth to the media
which is already at its zenith. The growing middle class, who have created
their lives by the dint of hard work, are now becoming proactive. They no
longer want to sit back. They are becoming restless at the lack of deliverance
from the political class. It is this section of society, vexed with the
political ire are becoming more media savvy.
Last week, I saw news clip about absence of this news hour
host and how other channels are trying to lure the audience in his absence.
Although I was a bit surprised initially to find a dedicated coverage for this
issue and dismissed it as another trick to popularise the channel, today I
could no longer ignore as a new flipkart ad was trying to sell itself using the
brand image, style and diction of this anchor. I was surprised at this new way
of advertising. Two decades, Pranay Roy unleashed the power of the media when
he presented the election analysis round the clock. This was first of its kind
by a private new channel. This new format was widely appreciated and earned him
immense popularity. But in spite of hitting the popularity charts, he never
became a mascot for any of the commercial products. Bollywood actors or even small screen actors
working as brand ambassadors by endorsing various products has become a common
feature in India. Now what I am experiencing is a new phenomenon. This kind of
ad campaigning by star actors is most common in businesses. Even the absence or
presence of bollywood/ other regional cinema actors making headlines in page 3
is not new. Media tries to cash on this juicer stuff and gossip. News about
brief absence of an anchor hitting headlines is something more intriguing.
Indians are known for their foolish adulation towards actors
and actress. They in fact seem to adore anything and everything related to the
cinema. Thanks to the loyal movie fans
the entertainment factory is able to thrive and make huge profits too. Even the
rising inflation hasn’t damned the spirit of regular cinema goer. Not only in
India, people all over patronise individuals with exceptional talent be it
music, dance or acting in a very big way. Though writers, painters, sculptors
receive great publicity, the culture of revering people talented in other fine
arts is still in its infancy in India.
I was really awestruck
by the exceptional publicity received by the news hour host. May be the interests of people, seem to have
shifted. The new sect of the aspiring middleclass known for exceptional
determination to better themselves might be the reason for this new drift.
Undoubtedly there is higher viewership for the regular serials, reality shows and
sops. Simultaneously there is a substantial increase in interest for news
channels among a particular section of people who want to be cognizant of the
current affairs. They are interested in the contentious issues plaguing the
country and their larger implications on their lives too. The ever expanding telecommunication networks
is quenching the thirst of computer savvy and information hungry people who at
the click of button are able to explore the world. People are now up-to-date
about the latest news. The media channels in particular have mastered the art
of presentation of facts and issues in an appealing way. The flourishing viewership
reflected is in TRP ratings of various news channels speak of their popularity.
In any case, it is such a relief to find people talking about
something other than movies. A media man
or a journalist making to popularity charts is a great accomplishment. Putting
aside the positive and negative aspects of the individual, it is clear
indication of a new change. When people with intellectual thoughts and
perceptions are adored, society might see at least some change. Some of the
debates might ignite a spark of change and spur public into action though not
instantaneously.
The latest efforts made by the news channels and print media
have to be appreciated. They are trying to give new definition to news and
current affairs. Although this trendy way of news presentation is due to the
intense competition between various channels, unknowingly they are doing a
great service to public. News doesn’t
simply imply transferring some key facts and events but it is making people
aware of its implications. News channels are now showing a greater interest in
analysis. The debates about the raging issues are catching up with the young
and old as well. These channels are in a
way providing a platform for voicing out common man’s apprehensions. Hence the
much taunted grilling of the concerned officials or leaders is very much
appreciated. Undoubtedly, the resplendent anchors of the news hour debates are
thus able to win the confidence of audience. Hence the reason for the new found love for
this breed of media personnel. People no longer wish to have anchors that
placate the guests, but are welcoming those who are bold and could force the
guests/politicians to be remorseful about the distressing state of affairs. People
are not expecting these hosts to do miracles but are happy to see the duty
evaders in a tough spot.
Hope people become more sensible refraining from idol worship
of the tinsel world divas who by the dint of ephemeral beauty and gravity
defying tricks have casted a spell. It is a welcome sign indeed that they
started worrying about real people, real world and true leaders who aspire to
bring some change. Though the media and their personnel are not as pristine as
holy waters, they are still better than the breed of actors who allure with
joys of illusionary world. In any case people have to pay for both news and
entertainment i.e., either to news channels or film production units. After all
everything comes with a price be it news or entertainment (or even the noise ......lol).
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