B.P. Sanjay
It was not surprising to see the launch of Times of India in Kannada last month. The usual practice of free distribution through hawkers and vendors continues. Readers who were used to the staid Prajavani, struggling Kannada Prabha, and modest Udayavani and also there Samyukta Karnataka found a new companion to the more aggressive Vijaya Karnataka acquired last year by the BCCI group. Circulation, although a variable, is perhaps better understood when the advertisers look at newspapers as synergetic vehicles that allow for maximizing their impact and reach. Glocal factors play an important role in perceiving media industry practices.
Ownership of Indian language publications by the more successful English newspaper groups is a common phenomenon. Thus in Kannada, both Deccan Herald and the Indian Express Group have their Kannada newspapers, Prajavani and Kannada Prabha respectively. The acquisition of the new entrant Vijay Karnataka by BCCI last year had reinforced existing practices. It had also set in the price war dynamics and had incorporated Kannada newspapers into the system. What is distinct about Times of India Kannada is the name that is retained to further the brand and according to initial reactions and observations, the contents that are mere translations of the main English newspaper. Underlying the launch is a shrewd move to capitalize on a niche segment, the metro readers and their so called penchant for P. 3 material. To borrow from academia it is aimed at a globalizing constituency in their language. Industry reports suggest that TOI Kannada may stabilize its circulation at about 50,000 copies. It may also be a careful ploy to dip into the dual upmarket readership base that would be comfortable with desktop English daily as a status symbol but very comfortable in reading the contents in Kannada. The newsstand and subscription prices of newspapers being very low make this possible.
Lament and reactions have already begun. The identity of existing Kannada newspapers, language and culture are the pegs upon which this newspaper is being analyzed. The hoary tradition of Kannada Journalism, its struggle and nurturing of distinct culture and identity are invoked to apparently critique the new entrant that is likely to phase out Vijay Karnataka and garner the advantages of its built up advertiser base, distribution network etc. . Industry analysts predict this possibility and indicate the launch of Bangalore Mirror by the group to cash in on the dynamics of the growing metropolis.
The paper and its launch have added another dimension to regional language journalism-translation. The monopoly of news and content sources in English had no doubt necessitated the need for copy translators who could render the news agency and syndicated content into the local language. However, there were professional journalists as well. Wage structure and other inherent bias factors had definitely accorded a second class status to regional language journalists and despite these factors they had sustained the profession. However, an anxiety prevails with regard to their future role and status.
Noted litterateur, Prof. U.R. Ananthamurthy in one of his columns has analysed the pros and cons of translation editions of the so-called mainstream papers and his views are perhaps more contextualized with regard to TOI Kannada. Tracing briefly the history of Kannada journalism, he observes that despite all odds and the bias, Kannada newspapers from the beginning until recent times had certain flavor and were rooted in the distinctness of the language and culture. The translation culture is reflective of the push towards English language including forays into the job market where it is not only imperative to know English but also to know it the American way with regard to accent and expressions.
He goes on to suggest that it will be indeed regrettable if journalists are rendered as mere translators. Kannada journalism has a history of its own. ?Doyens in Kannada journalism have nurtured certain practices and established an identity. However, recent trends and changes is a cause for concern. Ironic but true is the situation where brand newspapers and their Kannada editions have become nothing but translations both in terms of orientation of contents and language. Journalism if equated with mere translation has certain inherent dangers. Professional disparities particularly with regard to working conditions have already created an imbalance. What will be more injurious is if our Kannada journalists are treated as mere copy translators.?[1]
The editor (responsible for contents) of Vijay Karnataka, it is believed, has already put in his papers. The institution of editors is already archaic. What we will perhaps see is a demand for good translators and that begs the question for journalism institutions. Where should our emphasis be? It is another matter where language departments have already started adjunct programmes in journalism with claimed focus on translation. Proficiency and fluency in English, Hindi and perhaps one or two other Indian languages is what our future media persons should aim for and for trainers it is a tall order to cater to this situation. The symbiotic relationship of journalism departments with their language counterparts may enhance the employability potential of the graduates in the hyped but shrinking media job market.