WHEN EDITORIALS MERGE WITH ADVERTORIALS
By Ruma Dubey
Information, what we read, see and hear is what moulds our opinion, our entire, so-called, knowledge base and intelligence. But when the information that is being fed to us is itself doctored, then how does that opinion hold any credence?
The recent ‘reverse sting’ by Naveen Jindal on Zee News is a huge story, once again exposing the dangerous nexus between the media houses and corporates. ‘Pay and get the news coverage of your choice’ is the mantra and it is not as though this is a new revelation; it has existed for years but only now, it seems to have got out of bounds and cover too! This can of worms is now rotting and raising a stink.
The pen is said to be mightier than the sword and the media is supposed to be like a watchdog, raising alarm when things go wrong. A dog might never turn against the master; that is the kind of loyalty it has; so it would be an insult to the dog, comparing it to the media. But the media is indeed using the pen like a sword – pay up or else we will shred your reputation to bits!
Naveen Jindal, irrespective of his role in the Coalgate scam, probably pushed to the wall, when the demand came in for Rs.100 crore, spilled the beans. The brazen and casual way in which Zee News’ Editor Sudhir Chaudhary and Zee Business Editor Samir Ahluwalia blackmail the Jindals is shocking to say the least. If you watch the video clip, you can feel that these editors have probably struck so many deals like these that there is no sense of awkwardness, it seems to be business as usual. To demand money in exchange for not airing news stories targeting the companies, the editors had come prepared, with a contract, saying that Jindal could pay them Rs.100 crore over a period of time, make an annual payment in the form of advertisements and endorsements. A contract for extortion? Naturally, Zee has hit back saying the video evidence was ‘farcical’ Jindal was trying to divert attention from his crime. Does that obliterate Zee from their crime?
This is extremely dangerous. This puts a big question on the very news which we see and read every day. One cannot help but wonder if a particular news clip is positive because it is ‘paid’ or if negative, because it is not yet paid? And if it is advertorials which are moudling our thought processes, then what kind of opinions are we really forming? When truth gets so murky, surely there is bound to be darkness around us. And mind you, not just the corporates, these are the kind of deals which surely politicians also strike. There are so many times when you have wondered why the media has completely forgotten a particular news which it went on and on about it for days together? See, how Vadra is not talked at all about or DLF was never questioned or hounded the way they should have been?
Clearly, the media has forgotten its basic duty – of reporting. Strangely, the media which is usually quick to debate and analyse such news, has been silent about the Zee-Jindal news. Why? Because it involves one of their own ilk and it is too close to truth, fearing skeletons could tumble down from their dark cupboards too? Advertisers and not the readers have become the primary customers. Shockingly, Vineet Jain of Bennett, Coleman & Company Ltd (BCCL) was quoted saying, “We are not in the newspaper business, we are in the advertising business.” In an article in Newyorker, Ken Auletta writes, “B.C.C.L. insists on one-third cash as a down payment and accepts real-estate ownership in lieu of equity; the resulting ads appear throughout the paper. The company has a stake in more than three hundred and fifty companies, and this accounts for up to fifteen per cent of its ad revenues.”
We all have been direct victims of these ‘paid’ news one time or the other; like ‘five star’ review for a movie which is actually a dud. Weren’t we misguided to part with our money for the tickets to a lousy movie because the director/producer had a deal with the media?
The media is responsible for reporting correct information but today have become mouthpieces of politicians, industry houses and power lobbies. We all are being misguided and misdirected, in the name of ‘breaking news’ and all for the benefit of a few.
Yes, journalists and media houses, if they have a conscience left, need to introspect and like the Hippocratic Oath taken by doctors, need to look where they are headed. And we as readers, need to get more vigilant, especially of those who publish either lofty praises or harsh criticism of persons or organisations. Does the kaliyuga get worse than this?