Pragmatism in Andhra Pradesh
The TTD offers cable operators a package deal in return for carrying its channel, and journalists in AP queue up for tickets in the next election.
B P SANJAY reflects on evolving dimensions of the media in AP
Two developments in Andhra Pradesh, although diverse, reflect media-related dimensions of religion and politics.
The launch of a television channel by the management of the richest shrine in India, the Tirumala Tirupathi Devasthanamhas been in the news for quite some time. Even without a dedicated channel, news pertaining to Tirupathi is a constant feature in media. VIP visits, weddings, hundi collections, pilgrims’ plight, etc do figure prominently. The annual Brahmotsvams and controversy surrounding other religions’ activities add to media’s overwhelming interest in the temple town and its activities.
The TOI Hyderabad reported recently in a news item "A Channel to Lord Balaji’s abode," how cable operators were likely to get VIP darshan for relay of TTD’s television channel, the Sri Venketshwara Bhakti Channel (SVBC). The news is rooted in the familiar last mile problems of viewers where their baggage of channels is decided by the cable operator and economics of MSO’s in India. The potential of multi-channel capacity through C&S penetration is not necessarily a natural delight for television networks. The dynamics of distribution of their signals is a nightmare and not many executives want to talk about the effort and money they have to pay as "carriage" fees to ensure that their channels figure in the first band sequence. This problem seems to have been addressed squarely by the TTD channel team.
The deal is that in return for carrying the signals, the cable operators will get free accommodation package and VIP darshan twice a year. The package intended to benefit at least 150 multi service operators costs the temple Rs. 5 lakhs. While many eyebrows may be raised about this package particularly the VIP darshan the management puts the issue in a perspective: "gone are the days when the cable operators have to pay for the channels to telecast. Today the channels are standing in queue…offering huge bucks for the MSO’s for the relay of their channel." The TTD expects that this might be a small investment for the huge income they expect through advertisements. The CEO, KS Sharma (ex Prasar Bharati) seems to have struck the right chord here in contrast to his days at Prasar Bharati where even the mandatory carriage of DD signal rule did not evoke the necessary response. Perhaps a well thought out incentive scheme riding piggy back on numerous opportunities in the government sector may have worked or perhaps can still work.
The second development, albeit divergent is another front page story about scribes rushing for party tickets in Hyderabad. The nexus between journalism and political establishment frequently denied as an ethical construct has been evident with journalists getting nominated for the Parliament based on their political leaning. Their electoral forays are also not new. However, preference for grass root journalists at the taluk and district level for giving tickets indicates how the scribes have nurtured their professional activities in tune with their political ambitions. Democracy does not bar such ambitions but it definitely raises questions about our hallowed beliefs in objectivity.
The article lists several aspirants including the few who have made it to the assembly in the past. Media owners and their cross cutting economic and business interests have been frequently cited as hurdles for professionalism in media. However, political ambitions of journalists are another factor that further erodes residual faith of the public in relevant media content. Text book writers and staunch professionals may wish to revisit their understanding of how apparently unrelated issues impact media and its functioning.
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