Category: Media

The News Feeds stream of updates that we see on the Facebook is governed by a software code. Facebook in the US has become a major source of news—as many as 30 per cent of adults get their news on Facebook. Facebook, along with Twitter and Google News, has changed the news consumption habits of people. There is  an algorithm that predicts what users might want to read. Instead of the whole package of news, the fragments of news reach the consumers. It will be a serious challenge to the editors — the ability of the computers to curate news, the role which was traditionally played by the editor. Indian audience loves its ABCDs i.e. astrology, Bollywood, cricket and divinity. Social media users are expected to spend more time on their services—it is called engagement. More engagement has a positive aspect—exposure to diverse viewpoints and ideas. Engagement has a negative aspect—users create cocoons and filter out coverage they do not agree with.

Social media has simply become a personalized newspaper.

2013 is the centenary year of M.M.Kelkar who ran single-handedly a Marathi literary magazine Vangmayshobha for 55 years non-stop. Kirloskar  came before Vangmayshobha and Hans and Vasant around the same time. Even then Vangmayshobha  has carved out a special place in the literary world. Kelkar started the publishing business in 1937 under the name of Manohar Granthmala, and Vangmayshobha  was launchad in 1939. In initial years, the Kelkar family contributed a great deal to the magazine—his uncle N.C.Kelkar, Prof. D.K.Kelkar and mother Geerijabai Kelkar. Many other literary giants joined these family members and enriched the journey of Vangmayshobha. In the initial years, it had N.C.Phadke, S.M. Mate, G.B. Nirantar, V.M. Joshi. Later V.S. Khandekar and P.D. Bhave too contributed. S. N. Navre, S. G. Malashe, Vasundhara Patwardhan, Madhu Mangesh Karnik, Sadanand Rege too contributed. G. A. Kulkarni too wrote for it. Vangmayshobha  published several genres of literature—debates, discussions, interviews, political write-ups, fiction, book reviews, short stories, novels, poetry, women’s issues etc. Kelkar published Lokmanya Tilak’s article defining Hindutva from Chitramayjagat  and N. C. Kelkar’s 1902 article on Israel in Vangmayashobha in 1948. Reprints of a great heritage, Kelkar invited many thinkers to write about socio-political issues. Its poetry section was enriched by Kavi Yashvant, Sopandev, Vinda Karandikar, Mangesh Padgaonkar and Dutta Halsagikar. Manmohan Natu’s Radha Tujha Sail Ambada  poem charmed everyone.

Kaksparsha, which was adopted to a movie, was published in Vangmayshobha. The writer of this story is Usha Datar. Between 1956 and 1964, Kelkar paid honorarium to the authors according to his capacity. To Kelkar, Vangmayshobha  was a sort of laboratory to create literature.

Kelkar avoided erotica and police investigation stories. He was very careful about proof reading. Kelkar’s autobiography Swabhavala Aushadh Nahi Ani Deva Pundhe Gati Nahi  was liked by the readers.

Kelkar edited Vangmayshobha  till 1992. When he started, he was 26. When he left, he was 79. In 1980s and 1990s, DD and movies competed with magazines to attract the audience, but Kelkar survived against these rivals. He roped in many cartoonists. He allowed artists like Dalal and Mulgaonkar to showcase their talents. Vangmayashobha’s covers were designed by artists like Padma Sahastrubuddhe, Vasant Sahastrabuddhe and Ashok Dombare.

Vangmayshobha created a virtual literary  treasure in 55 years of its existence. Kelkar wanted to publish select issues for the benefit of the readers but his wish never got fulfilled. He assigned the editorial responsibility to his younger son in 1992. In the changed circumstances, he published the last obituary issue on the death of Kelkar ( 5th Nov1994 ). Thereafter, Vangmayashobha was closed down. The surviving family members of Kelkar have digitised all the volumes of Vansmayshobha  between 1939 and 1992. They are available on bookganga.com. This is a real tribute to M. M, Kelkar.

Wisden is the Bible of cricket. It is published annually from England for the last 149 years. It completes 150 years now. It provides the valuable statistics. The first test match was played in 1877 on 15, 16, 17 and 19 March. Wisden was first published in 1864. It pre-dates the first test. It was previously called Wisden Cricketer’s Almanac. They used to write ‘ cricketer’s ‘  for the first four years, but from 5 th year, they used to write Cricketers’. Initially, apart from cricketer, they used to write about other sports. Its cover page was in Salmon pink colour but in 1938, it was converted into the yellow colour. To begin with , it carried 112 pages but now carries up to 1500 pages. The centenary issue was published in 1963. The annual has been started by a cricketer—Jone Wisden. The first editor was W.H. Crossford. Wisden in its 150 years life has been edited by 17 editors. The longest editorial tenure was that of Sydney Pardon. He remained an editor for 35 years. It selects Top Five Cricketers every year. This is going on from 1927.They formed an expert committee to select the Top Five for the Century. In 2004, they started selecting ‘Wisden Leading Cricketer in the World.’ The first one to receive this honour was Richy Ponting. Sehwag was selected consecutively in 2008 and 2009 for this honour. They arranged Wisden Trophy Match on completing 100 years. Wisden’s ownership too changed during  course of time – Robert Maxwell to McDonald, Sir Paul Getty and Bloomsberry.

Wisden’s editorials are important. Wisden collaborates with ESPN for online statistics.

Lavani

In Mumbai, Mee Kaat Taakali  ( I ‘ve shed my skin ) had been organised in June 2012 to juxtapose the old style of lavani and the new style, where each style was represented by five dancers. Though there is an element of sensuality and many songs have double meanings, there is also an overwhelming grace and aesthetic beauty. Lavani should not be narrowed down to an item number. It has much more potential. It is an art form.

In traditional lavani, there was more emphasis on expressions and conveying a meaning to the audience. In modern lavani, words are not given importance. There is focus on fast moves. The fast style is more appealing.The interest to understand the nuances of the dance is decreasing. In the old style, the dancers would sing as they dance. The costumes are changed in modern performances more often. Lavani dancers followed the custom that  once the dancer ties a ghungharoo to her feet, she will not get married.

Sangeet Bari

Many lavani dancers would stay at the Sangeet Baree theatres and perform everyday. They would reside in the theatre premises till their contract would expire. Different groups called Sangeet parties would perform there. The last such Sangeet Bari theatre in Mumbai closed down in 1992.

National Geographic

The US–based National Geographic Society completed silver jubilee post a centenary in January, 2013. The magazine published by it has completed silver jubilee post a centenary in October, 2013. It has begun its journey from 1888. It carries articles on geographical regions and the association between man and the environment. The magazine is also available online. The magazine carries advertisements of cameras and watches. ‘The readers write’ column is enjoyable. The excellent photographs are a treat. The magazine too was made available in Japanese in 1995. It started publishing in other languages in 1998 –- French, German and 40 other languages. Its English  edition sells 5 million copies. It brought out a special issue on Mumbai in 1982.

There are two major components of successful media plan — frequency and continuous advertising. These need not be supported by a very heavy budget.

Brands can be built on a small budget. Even a single medium can be used to achieve frequency and continuity to reach the target audience.

People have short memories , and they tend to forget most of what they learn within half a day. It is, therefore, necessary to repeat the message for better retention. Though forgetting is faster after learning, it levels off later.

People’s  Forgetfulness

Some advertisers wish to reach a wide audience at the cost adequate frequency. But they waste most of the media, spend.

It is necessary to put reminder ads  for fast moving consumer goods (FMCG) like soap or toothpaste. Even those products which are purchased on occasions, it is necessary to sink in a message.

When we want to achieve maximum impact so as to rise above the clutter and demand attention, we use concentration strategy. The media effort is not spread over the year. It is hoped that people will remember. But this is a moot point.

Repetitions and Retention

Effective advertising is delivered in sufficient frequency, leading to the concept of minimum effective reach.

We can afford to reduce the reach thereby reaching a smaller audience.This is preferred to larger audience but with a small budget. Perhaps this will confine advertising to fewer markets. It also means selective advertising for some products. It also means selecting media which match our target audience precisely.

It is an ideal situation when we advertise all the 52 weeks in a year. But this is not feasible, for most advertisers. We have to compromise and adjust between the effective level and budgets.

Flighting  is a technique of concentration of advertising into bursts with a gap in between. Initially, it is a flight of four to six weeks each to achieve meaningful levels. This is preferable to a lower weekly level for a longer period of time. Flighting can be used to support sales promotions and to spend maximum in peak seasons.

Pulsing  is another technique. It means continuous advertising together with periodic high concentration bursts  to support seasonal buying, promotions and other marketing factors. Brands have specific requirements which influence frequency e.g. purchase cycle, developmental stage, competition or creative itself.

The more the repetition, the better are the chances of product acceptance. Besides, repetitions have a cumulative effect. No doubt, the message to begin with must be strong. But the more we repeat it, the stronger it becomes.

“This is not an issue between reach and frequency, but reach with frequency.”  (Roman and Mass)

Here is the news. These are the four words with which the BBC anchors introduce the regular bulletine. It has 47 million British radio listeners and TV viewers. It has an additional 239 million people tuning in around the world. It does not just do news. It makes dramas, soaps and comedies and covers spectator sports and Westminister debates. It was founded in 1922, and makes first radio broadcast from London on November 14, 1922. In 1932, it starts World Service, and moves into the Broadcasting House. In 1953, it covers Queen Elizabeth II’s coronation. Life on Earth, BBC national history programme comes in 1979. In 2012, it covers the London Olympics. It is in international model for public broadcasters. By law, most British households with a TV pay $ 231 a year to support BBC. The charter that provides the BBC’s constitutional basis and guarantees its independence is up for renewal in 2016. Some unpalatable facts have dented the BBC’s repute. A journalistic maxim holds that a reporter should never become a part of the story, but the BBC could not avoid this.

Interdisciplinary courses have a huge advantage over pure disciplinary courses. These courses make you adaptable. Media courses offered by the universities are now interdisciplinary. They expose students to pure arts, liberal arts, fine arts, commerce and management simultaneously. The students also learn film – making, research, history, advertising and journalism. The courses make students more employable. These courses focus on live projects and seminars beyond syllabus. As against this, pure disciplinary courses focus on theory.

Journalism should be able to read the writing on the wall. Media wields enormous power. Media, therefore, must be accountable. Self–regulation is the best way, so that there is no justification for  outside intervention to regulate. The outside intervention would come from the government in power. The self-regulation must be seen. Print media has to decide whether it has to have an ombudsman or a readers’ editor or some other robust mechanism for the benefit of readers. A second tier of self–regulation must be created. It could be an industry-promoted body with both editors and proprietor – managers mandated to adjudicate and with powers to impose fines etc. As Vinod Mehta puts it, ‘ You can judge the health of a democracy by the tension between journalists and politicians. When the relationship gets too cozy, it is time to worry.‘ Politicians may think media as adversary. It does not matter. What matters is what the common man thinks about the media.

It is an euphemism  for control of news. There are talks of setting up a regulator. There are moves to ask the broadcasters to pay TDS on the 15 percent trade discount they give to ad agencies. There are moves to limit ads on TV channels to 10 minutes per clock hour. Earlier this 10 minute cap could be adjusted across the day.

In the hyper–competitive satellite channels market, this will spell death for news channels that survive on large volumes of cheap advertising. They may have to resort to promoting corporate interests otherwise, and lose their independence.