With media in doldrums, its balance sheet nose-diving the deep canyon, it’s time to review the situation in a new verve. I would omit the grounds of its calamity, as it had been highlighted in two of my other articles “Communique for A Constructive Tomorrow” and “The Bankrupt Media”. It’s futile wailing on the past. It’s time to look ahead as how to meliorate the scenario.

From the format of Keith Rupert Murdoch’s News Corporation (1952), with its global expansion, nearly 60 years have passed. In the span of these years, the society, culture and civilisation have undergone an ultra-mutation. With the boom of the ‘www phenomenon’ at tornado velocity over the past few years, a vista of possibilities has opened. The other form of 21st century Damien. Only the script has altered from the traditional 666 to http://www.  With its several plusses, it is a tool, yet to be handled adequately in productive fashion.  Whether Damien was an anti-Christ, when the whole fable of The Bible was conjectured 180 years after death of Christ (vide The Christ Conspiracy by S Acharya alias D M Murdoch) in a Pagan format to control Saturnalia, for political rein in the name of religion, is a matter for review considering the new evidences. Without delving into the preached myth, which has hypnotized millions over centuries, not without bloodshed, the true form of Damien is yet to be observed in a new light, as of today.

The era might have evolved, the globe might have transformed, the paucity of creative thinking, which forms the main essence of delivery of content, seems to be sold by the ‘marketing gurus’, who seem to have fancy ideas of the marketing strategy, without a clue of the market. It is derisory to underrate the intellect of the mass. They may endure without a choice, but do have the aptitude of appraisal, given the choice between a stale junk and a garnished matter delivered on their platter. Once in control, media gurus tend to forget this basic adage.  No matter how far technology advances, it cannot supersede a dream like Pushpak Rath, later factually established as an aeroplane.  An instant spur, out of the blue, is a gift of God – one which perceives two entangled snakes as double helix of DNA, is the dream, later established scientifically and technologically. Facts can only establish the legitimacy of a conceived dream.

As of today, let us divide the forms of communiqué into two distinct categories – the literate and the illiterate. The illiterate hasn’t much of a choice, other than to accept, what is thrust via the electronic media in the form of audio-visuals. But it would be sheer folly to disrespect their acumen of judgment. They may helplessly turn to a television discussion, but can judge the depth of the panellists. Most of the channels now have a bank of set panellists (paid or unpaid). These people seem to present as a fairylike parrot, who can talk on any subject, as per didactics of their media masters. This results in vomiting rubbish, which alienates the masses. The slogans are easily caught between their skimpy delivery, in the attire of donning a definite colour of a political party, lacking the uniqueness in their expression. The serials tend to harp cliché nonsense dialogues as a pastime. They form the only stay for the elders, who have lost their fitness of reading, at their ripe age. Still others, who lack the focus, watch the episodes as an audio-visual effectuate, relying less on its content. The reality shows neatly billets the failures in showbiz, giving a vent to some income, acting as their pension. The musical and dancing reality shows are in truest sense, not a platform for the new, but an assured income of the producers.

Let us divide the viewers into distinct groups – the housewives who need a spot of relaxation after their mundane chores, the aged (some highly educated and intelligent) who may not be capable to read, yet are in quest of pastime, to while their leisure and the rural folks who has no substitute, but to watch whatever is served in a platter. Let us get away from the concept of building celebrities and thrusting them on any platter, at every occasion. It would be wise to pull in experts in the field.

Housewives could be

  • Given the opportunity of witnessing educational programs of ideal ways child upbringing.
  • Trained in dress designing and fashion
  • General knowledge
  • A summary of happenings around the world
  • Singing and dancing lessons
  • Audio literature
  • Computer and internet training including use of the software
  • Electronic banking
  • Serials from modern stories
  • Music and dance (not-sponsored) by quality upcoming artistes

 

Aged could be

  • Audio literature
  • Serials from modern stories
  • Discussions on religion even with controversies
  • Religious texts in audio form
  • Music and dance (not-sponsored) by quality upcoming artistes

 

Rural Folks could be

  • Given knowledge on local economics (by economic experts, not celebrities)
  • Methods of increasing savings
  • Independent political viewpoints
  • General knowledge
  • Electronic banking
  • A summary of happenings around the world
  • Singing and dancing lessons
  • Audio literature
  • Serials from modern stories
  • Independent (Unsponsored) film reviews
  • Music and dance (not-sponsored) by quality upcoming artistes

 

For the literate, the avenues are plenty. The content would decide whether they are keen to watch the electronic media. In addition to the above mentioned, some serious discourse on progress of science, literature, electronic gadgets, training to handle the gadgets, banking methods etc. The electronic media is not as much in peril as the print media, as it replaces the village honk, with instant delivery.

More in distress is the print media, which must compete with the luscious mistress, the www or the Damien of today. With net and mobile easily accessible, they are their direct competitors in the content, delivered next morning. Most of these media heavily rely on synthetic celebs to boost their sales. The glossy tabloids, which were an oomph, when it came force in 1999, are no longer an object of sale, with varied internet boulevards, giving them ample choice of semi-clad lassies to quench their carnal thirst. The cliché group of celebs no longer hold any awe, as they present and re-present themselves ubiquitously, making them a cheap sooq artefact.

To retain the aura, seclusion is prime.

Why not feature new talents in any genre, presenting their story and laying forth what they could deliver? The main news, in most media, centres around political issues. Whilst it might me orgasmic to some, others might be in quest of global news, which ranges from breakthroughs to literature to newer thoughts. Has any media given anyone the chance to express their personal visions?

The answer would be an emphatic “No”. The ‘media gurus’ decide what opinion should be vented, which may not pander its readers. Little have they time to look at them, as they are in ball and chain of their own weaved strategies. Well-versed articles, which has always been the mainstay of the little magazine groups, could surely find a place in mainstream media. In a country enriched by Rabindranath Tagore, Ishwarchandra Vidyasagar, Rammohan Ray, Jagadish Bose, Satyen Bose, Meghnad Saha, Ritwick Ghatak, Salil Chowdhury etc., who had a global perspective in their delivery, the media ought to bring forth young minds with global vision. They may not be popular persona. There’s always a possibility of them turning into one, given the break.

If the content embellishes the faculties of the masses, then only can a nation progress. Rather than shift them downhill, the platform should serve as vista for the future generation. Involvement of all sections of the society is a must for wider acceptance of the print media.

As much as the technological and internet boom has brought information to our finger-tips, the truth is ‘you can imbibe from the internet what is already fed in’. Any creative ideas are not always available in internet. The ‘media gurus’ relish in vomiting information cautiously, what is already in the net. It is a new form corporate marketing. Corporate can market a commodity, but not ingenuity. Critics often vouch ample research is undertaken in a corporate milieu. But that milieu has its limitations in paucity of ingenuity. Genius’ cannot be mass-produced. Media needs to relieve the confused mass in the direction of Pole Star of future. The tussle between Geocentric and Heliocentric would always be in dynamic equilibrium drawing a balance in arguments. It is equally important for a defiant, like Prometheus or Promotho, to kindle an ailing humanity out of eddies, to rise like a phoenix. It is this rock foundation, which form the bonding of a relationship, between deliverer and consumer, outside technological cacophonies of the so called ‘media gurus’.

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