2013 A Media Space Odyssey
NGOs too want publicity for the good work they do, and the global ones certainly are flush with funds.
AJITH PILLAI suggests newspapers are cashing in on their need.
The rather strange transcript that follows – with a twist at the end – is between a ‘representative’ of an International NGO (INGO) and two innovative space sellers of a prominent media house at the latter’s office in New Delhi. The conversation was secretly recorded last week (apparently for a lark) by two operatives of India’s external intelligence outfit, RAW. The duo were merely fooling around with the sophisticated long range laser listening device (Model AA79106-3) recently acquired covertly from the US by the agency using its secret funds. The surveillance equipment was apparently meant for the recreation of RAW staffers but for the record it was shown that the money for it had been expended on the fictitious Operation Kubla Khan (named after Coleridge’s famous poem) in which candies spiked with opium were procured from an unnamed source and distributed among enemy agents “to soften them up and to induce loose talk.” Such diversion of secret funds by RAW is well known to those in the know (of course, those who don’t like the government of India wouldn’t have a clue).
Anyway, to get back to last week – the two agents who were snooping were not authorised to do so. They were merely having some fun, having got fed up playing Spy Vs Spy in the office. So they had taken the AA79106-3 for a spooks’ day out when they chanced upon the media-INGO meeting referred to earlier. It was so ‘revealing’ that the transcript was promptly despatched to various ministries and also to Mahesh Bhatt and Ram Gopal Verma in case they wished to make a ‘romantic-horror-ible’ film based on it.
In this reproduction of the RAW agents’ report the publication in question is referred to as ‘Chimes of Hindustan’ (probably to insulate themselves against law suits against their distant cousins and not against them or the agency). The two media representatives are Space Speil(bergs) – SS-I and SS-II. And the man from the NGO is B(INGO). So, here we go without any unkind cuts:
2013 A Media Space Odyssey
(Garbled conversation: slurping sounds of coffee being sipped)
SS-I (rather abruptly): Well, we are not here to discuss if filter coffee is better than cafe latte. We are here to unveil a new innovative concept in the use of the media.
SS-II (dramatically): It’s called PPP!
SS-I: Hey, that was supposed to be my line! Anyway, Mr Bingo, PPP means Public Press Partnership. And by public we mean people and those who serve the people, namely Bingos – oops, INGOs like you.
Bingo (rather perplexed): But what does this PPP entail?
SS-II: Let me explain. Under this scheme INGOs make judicious use of media space to reach out to their target audience – the people.
Bingo: Does that mean you will give us space, I mean, free coverage?
SS-I: As you know, these days nothing comes free. Why, even when you buy peanuts you pay for it – unless of course you are stealing it. In the same way, media space, or space in any form except outer space is not free unless you encroach on it. Now for years, those who work for the common good have been squatting on media space with the help of activist-journalists. But that has thankfully been virtually stopped since such eager reporters and editors no longer call the shots.
Bingo: Are you saying we have to actually pay for coverage!
SS-II: Well, isn’t it only fair? Everyone pays for bread and butter. Tell me, when was the last time the neighbourhood store gave you jam for free? He may give it to you on a buy now pay later scheme. Well, we can offer you much more – three months credit. That’s as good a deal as any.
Bingo: Isn’t this ridiculous? This PPP seems a fraud to me. Isn’t it the duty of the media to provide useful information to the public free of cost? Don’t you report news about what’s happening in Parliament and in political parties?
SS-I: Well, we have a PPP (Politician Press Partnership) for that too. But its growth has been unfortunately stymied because it has been branded as paid news. But let me assure you, the day is not far when all news will be paid for under various partnerships.
Bingo: But tell me, hasn’t such a partnership got NDTV a lot of flak? I mean that ‘Improving Lives’ series on development opportunities in India that is sponsored by Monsanto? I hear Greenpeace and lot of activists have raised serious objections. It certainly does not help brand NDTV...
SS-I: In the example you refer to, the mistake was to have made Monsanto a sponsor. That created the problem. But what we are suggesting is a different kind of partnership where you sponsor yourself and Chimes of Hindustan will be your partner, not sponsor. That makes it a different ballgame altogether. See, the press is seen as representing the people and you work for the people so it’s a partnership that is natural. Also the space you buy will be filled with authentic reports filed by objective reporters of your choice and they will file copy you approve. It’s a win-win situation. No one will dare call such reportage planted or paid for since we will keep advertorial writers totally out of it.
Bingo: I am not promising anything. But what does one pay for space under the PPP?
SS-II: Well, let me answer your question with an example. Recently we tied up with an INGO – we have nothing to do with Indian organisations since they have no funds for media innovation – and we promised them three cracker stories on malnutrition and all they paid was Rs 20 lakh. Now that’s what I call a steal!
Bingo: Rs 20 lakh! That’s a lot of money. In the old days journalists used to come to us seeking stories and all that we offered them was chai and biscuits.
SS-I: Well, those days are gone. You might have noticed that such journos who come to you take up your time but their stories never get published. Under our scheme, good display is guaranteed since we space sellers have considerable control over what goes into print.
SS-II: This is certainly the way forward. The INGO sector and the media have to work hand-in-hand to ensure that information reaches the people. That is why this partnership is referred to by our bosses as one that looks ahead without getting caught in the past.
Bingo: How does one pay for the PPP – by cheque or in cash?
SS-II: Ha ha! As Michael Jackson put it – Baby, I don’t care if you are black or white.
Bingo: But what if my organisation doesn’t have the money? Will your publication give us some coverage?
SS-I: You may get in a story or two by fluke. But that’s about it. As far as we are concerned, we will have to downgrade you from PPP-positive to negative.
Bingo (gets up to leave): Well gentleman, it’s been great talking to you but I may not get back to you. You see, I represent a rival publication and came disguised in a Fabindia kurta and jeans and had you fooled. Anyway, thanks for the information--we will now launch our own PPP.
SS-I (frustrated): God, there is nothing called fair play these days! The competition is simply cut-throat...