- Media
self-regulatory mechanism appears inadequate,
- says A Surya Prakash
- Addresses
PRCI Global Communication Conclave
- DD
reviving news programmes, looking for new ratings agency
- Conclave
delegates express concern at ethical standards among media and PR professionals
NEW
DELHI: Expressing concern at the “inadequate’
self-regulatory mechanism within media, Prasar Bharati Chairman A. Surya
Prakash has suggested that the Press Council must become a Media Council with
adequate media representation and acquire more teeth.
Some of the private news
channels have been creating noise during their prime time shows ignoring the
news content. Viewers could now watch DD News or listen to All India Radio
(AIR) is they were tired of the ‘noise channels’, he said and pointed out that
“each and every Indian is a stake holder in Prasar Bharati since it depends on
Union budgetary support - about Rs 2,100 crore out of its Rs 4,000-crore budget
in the current financial year. Its own revenue generation was around Rs 1,650
crore as of now and with increased focus on internal revenue generation, this
was expected to improve.
Mr Surya Prakash, who is
himself if a veteran journalist, was addressing an open session at the 9th
Global Communication Conclave organized by the communication industry body
Public Relations Council of India (PRCI) in the capital.
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| Mr Rajan Mahew, DG, COAI |
Earlier during a panel
discussion on media and PR ethics, delegates expressed concern over the recent
developments that led to unpleasant developments. Responding, Editors Guild
general secretary Ajay Upadhyay said the entire media community need not be
painted with the same brush just because of some perceived unethical practices.
Most media houses do have gatekeepers in the form of strong news desks and
editors to check the flow of the news into the newspapers and channels.
Veteran journalist Mr K A
Badarinathi, Editor-Poicy at Financial Chronicle, explained that media persons
in general take adequate care while using tones of information that they get in
the process of collecting the news.
During the two-day conclave
that concluded on Saturday, communication professionals took part in panel
discussions on media and PR ethics, CSR, financial inclusion, youth, technology
and sexual harassment at workplace during the two-day Conclave ended on
Saturday evening.
Rajan Mathews, Director
General of Cellular Operators Association of India who delivered the keynote
address, pointed out that misinformation is being spread on the so-called
radiation effects from cell phone towers whereas there is no scientific
evidence of such an impact. The mobile tower radiation emission standards that
are being practiced in India are much more stringent than the western and European
norms, he said.
 |
| Panel discussion on Financial Inclusion: |
Participating in a panel
discussion on financial inclusion, former CMD of Canara Bank Rajiv Dubey said
media should play a major role in increasing the financial literacy in the
country, while Mr Shubhrangshu Neogi, Director and Head of Marketing &
Brand-Religare emphacised the need to cut the jargon and simplify the flow of
information to the masses. Financial services companies to need to involve PR
machinery to educate the people about various plans and schemes and ensure inclusive
growth, said Mohit Rochlani, CMO of IndiaFirst Life Insurance.
Discussion moderator and senior financial journalist Ritukant Ozha said media has an important role to play in furthering the cause of financial inclusion and asked financial institutions to be transparent in their communication with journalists.
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| M B Jayaram, Chairman Emeritus & Chief Mentor - PRCI |
Based on the suggestions
from speakers, PRCI has decided to launch an awareness drive for adopting
ethical practices among public relations practitioners and conduct skill
development programmes for professionals to understand the functioning of media
and its information needs, Mr M B Jayaram – Chairman Emeritus and Chief Mentor
of PRCI, said.
Mr Surya Prakash said in his
speech that the news packages on Doordarshan and All India Radio are being
revamped to make them contemporary and appealing to the audience. The average
age of employees at Prasar Bharati was 50 plus because of the absence of a
Prasar Bharati Recruitment Board. There was need for fresh infusion of talent
and therefore there was urgent need to have the recruitment boards in place.
Side by side, he explained, work
was on to change the look and feel of the news channel and programmes and to
get over the “Sarkari mindset” within the organization. “We have been working
towards setting up a Prasar Bharati Recruitment Boards to work towards this
goal,” he said to a question.
 |
Editors Guild General Secretary (left) being
felicitated by CJ Singh, vice president (NE-PRCI) |
Prasar Bharati is also
looking forward to a new rating agency as the present system of gauging TRPs is
woefully inadequate. “Hopefully, once the new system is in place, we will have
a more authentic gauge of our viewership and listenership” he said.
Prasar Bharati is also in
the process of strengthening its social media presence. For instance, DD has
610,000 followers and AIR 510,000 on the twitter and this is not enough. “We
need to take a big leap forward,” he said and pointed out that the Republic Day
parade video has over two million hits on Youtube and “this is a pointer to the
rewards one gets for quality programming”.
PRCI also felicitated PR
professionals with Hall of Fame awards and presented the Chanakya Awards for
exemplary performance.
