In its 4th week, Zee News initiative finds out the aspects of good news and its affect on viewers.
BestMediaInfo Bureau | Delhi | June 3, 2011
The Zee News initiative âFor The Sake Of Newsâ is getting bigger and it has reached on-ground from online. The channel is executing agencies activation and reaching out to various media agencies across Delhi and Mumbai.
In the 4th week of its online campaign, the industry stalwarts discussed how the serious news content disappeared gradually and how does this affect a viewer. Calling todayâs scenario disgusting, Shashi Shekhar, Editor-in-chief, Hindustan, recalls his old days in TV when he himself led Indiaâs No.1 news channel for some time. He pointed out, âTelevision news then was such a serious business that it was rapidly becoming challenging for the newspapers. But after a few years, I felt that the news channels will surrender before the newspapers soon because they started losing their focus for short term goals.â
Comparing those old days with todayâs situation, Shashi Shekhar said, âNow people watch news channels for updates only. The news has taken a new place on the channels and that is the ticker running below the TV screen.â
Adding more to this, Zee News Editor Satish K Singh said, âThese days, the channels are treating news like touch and go services. In the name of quick news format, small news capsules are used which cover 20 news in 5 minutes. I donât call it a news until it has some depth and covers various aspects of the news.â
Talking about the impact on the viewers, Satish added, âThese days channels are taking people for granted and this is what spoiling the trust which the mature channels like us created over the years. We should be in the business of creating better citizen if we want better viewer.â
What are the scope left with the news channels? When asked, Shashi Shekhar said, âBeing an optimistic person, I believe they will make a comeback. I do believe that Good TV can change the world and the channels too can change themselves before itâs too late.â
Sanjay Bahadur, President, Marke Cerebre looked a bit careful while predicting on the future and said, âSee, as long as numbers come in -Â or as long as there is desperation to build numbers whatever be the means - I reckon there will always beÂ advocatesÂ and practitioners forÂ over-trivialized content on "news"-channels. Unfortunate, but true. But in a logical evolution, an astute balancing of content between news and non-news willÂ without doubtÂ build long-term respect and buyability for such a channel.â
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