Advice for Indian media
With India and China together forming the third largest Facebook audience segment, it is clear that the Indian media industry should tap the social media tool with focus on the youth.
The remark -- at the September 2011 WAN-IFRA meet in Chennai -- by The Washington Post managing editor Raju Narisetti – an Indian who has reached the top in the newspaper after major stints in the Indian media – can be taken as a piece of advice in the interest of the Indian media. He says “the time is in favour of India to catch up and this needs to be done by measuring up things, setting goals and rewarding the right people.”
These examples showed that an integrated newsroom is the future. The Washington Post had achieved the integration in 2009. It was done by using highly developed software systems that streamlined operations and increased productivity. Raju Narisetti, after becoming the Managing Editor of the Post, revamped the systems and remapped workflows.
Among the software systems for editorial operations displayed at the WAN-IFRA Expo were those of the CCI, 4C plus, and Comyan.
A variety of news websites straddle the virtual world, all with their own USPs. Besides there are MSPs as well – if I may call them the Mass Selling Propositions. Some Indian news sites have already started tapping these MSPs to their advantage. They know precisely what the modern world, especially the vast segment of computer and net-savvy youth want.
What cannot be printed by any decent standards is meat for online audience, or so one is led to believe. It was a shocker to view the pornographic snap of Poonam Pandey on a news website on September 4th. Indian cricketers better sit up and watch it in the pavilion instead of bothering to go out and bat and bowl! And more or less similar pictures and videos are part of the daily staple that such sites offer.
You tap a potential no doubt, but what kind of a moral self-regulation are you are adopting in order to cater to this MSP? And mind you talk about corruption of all sorts except moral corruption and you expect these youngsters to fight!
Vinita Nangia may very well blog on this as she has got a good number of followers who are asking serious questions on societal and individual behaviour. Perhaps, what the youth needed was a link to the inspiring site of India Against Corruption.
This represents a slice of the cut-throat competition that has emerged online. Is it different from the days of sensational journalism indulged in by the Indian magazines in the 1980s?
This takes us to the question of quality journalism touched upon by The Washington Post’s Raju Narisetti. His newspaper has gone public now with the standards adopted by it in regard to digital publishing. It is an interesting document worth adoption with local amendments by other online news sites. The Post’s Ombudsman wrote that the stories are read and cleared by two editors except on occasions when the reporter/writer uploads the story straight into the site.
To the Indian print media, struggling to earn and retain online audiences, these may seem faraway but a beginning has to be made in this direction. After all accountability and transparency are the current rage.
There are many other challenges that the media groups face in their quest for dominance and excellence in online publication.
The first of these may be the required qualified staff to run these sites on a 24x7 basis, something on the lines of the non-stop TV nonsense! While it is a costly proposition to recruit highly qualified and experienced hands for these operations, it’s no less exacting task to fit the already available print media staff into the online ventures – what with their traditional outlook, practices and tired hands, eyes and minds. But there is going to be benefit if they are chosen and trained and encouraged with monetary and professional incentives. They know the USPs better.
In fact, some of the newspapers, we were told at the conference, found that the older staff were able to adapt themselves to the new conditions better than the younger ones. The way out could be a mix of youth and veterans whose experience, loyalty and resilience count.
(journo1958@gmail.com)
K. Kirubanidhi
Sr. Asst. Editor
The Hindu
Chennai
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