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Content on news channels has become one of the favourite subjects of ridicule among audiences, with news channels expanding their programming platter beyond mere news. What's news and what isn't has been an endless debate at various forums. The panel discussion at FICCI saw news broadcasters get to their defensive best, giving a perspective on the existing scenario. Is the race for the weekly numbers creating a war in the TV news business?
With the number of television households, cable and satellite homes and DTH homes growing every year, and with newer news channels sprouting up, the market is bound to be competitive, said G Krishnan, executive director and chief executive officer, TV Today Network.
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However, in the mad race to get impressive numbers for the week, news channels have been accused of compromising on editorial credibility. Barun Das, CEO, Zee News, said that a news broadcaster must not forget the fundamental reason for its existence. "We are here to question policy makers; we are the watchdogs of the people, have a social responsibility to exercise. And at the end of the day we run businesses," he stated, emphasising on the need to keep a check on costs incurred in acquiring the numbers.
Every player is looking for eyeballs, maximum share of the advertising pie and building subscription revenue, Krishnan said. Moreover, he complained that channels are scrutinised every week, while other media are tested every year or every six months and this intensifies the race. "So we are not the trouble makers, really," he exclaimed.
Arnab Goswami, editor-in-chief, Times Now said that a channel has to live by the week. "Every industry has a benchmark. We should not be complaining about weekly ratings. How else will there be an incentive to perform?" he questioned.
Ellana Lee, managing editor, CNN International Asia Pacific claimed that ratings were not the benchmark for CNN. "We are a global network beaming into 250 million homes across countries. We don't subscribe to ratings, instead we undertake regional surveys to gauge each market," she said. "Our currency is credibility and ethical, accurate and objective journalism," she added.
When asked if there was a pressing need for similar guidelines here, Goswami said that instead of aping other countries, we must evolve a benchmark ourselves and not borrow any handbook from the West, because Indian audiences react in a different way. Krishnan echoed similar sentiments.
How far should news channels chase ratings? Lee said that more than chasing ratings, it is about staying true to the business and not having a short term outlook. Goswami said that the entire basis of this business is consistency. "Ratings should only be a guideline; it is imperative to understand the market and engage and relate to the audience, speak their language, to be in the business," he said.
LV Krishnan, CEO, TAM Media Research said that what makes a television brand successful is a long term perspective and needs sustained brand building. Having a point of view also helps a news channel establish a strong foothold in the market.
The panellists unanimously put to rest the argument that news channels digress from news onto other forms of content that fall in the entertainment arena. Krishnan of TAM said that the definition of news had changed. "Politics was once the sole news making feature - not anymore," he asserted. He also pointed out that newspapers today have as much as 68 per cent non-national political news. "Then why accuse news channels?" he asked.
Krishnan of TV Today stated that news channels were indeed doing a good job and that the news channel bashing must stop. "It doesn't matter if you and I think the content is wrong or irrelevant. We are not representatives of the real India," he argued. In fact, he said, that the NBA (News Broadcasters' Association) has issued advertisements asking viewers to complain about any programme that they have not liked and that no complaint has been registered yet.
Moreover, LV Krishnan opined that 'credible news' is a viewpoint and is subjective. One must acknowledge the power of the remote; if a viewer does not like what is shown, he is quick to move on. Goswami reminded the audience of several instances when news channels took a stand and pursued matters in the interest of the public, be it the Ruchika case, BT Brinjal issue, 26/11 or the trust vote. "We must be proud instead of being apologetic," he said.
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