Goafest 2014: A ratings system like BARC would be beneficial, says I&B Minister
Prakash Javadekar says DD and AIR will become success stories again. He says government committed to preserve press freedom. He also takes pot shot at a ratings system that allows every channel to claim leadership!
Sohini Sen | Goa | June 2, 2014
The biggest advertising awards in India, Goafest 2014, hosted Information & Broadcasting Minister Prakash Javadekar on the third and final day, May 31. Addressing delegates, participants and the press, Javadekar said he plans to revive the country oldest media platforms – Doordarshan and All India Radio (AIR) – and recover their old magic and popularity.
Javadekar said, “My aim is to make DD competitive and a prominent channel. I will not listen to cable operators' grievances until they start airing DD in the primary band. AIR is fantastic and had some technical issues because of which it has become weak. We will bring it back and make it a success story again.”
The minister further said that he and his team will not curb press freedom. Moreover, for every important or crucial issue, he would take the opinion of media to gauge the mood of the nation.
Javadekar showered praises on The Advertising Standards Council of India for implementing self-censorship in the advertising business. “If the kind of work ASCI is doing continues, there will be no need for government intervention,” he said to applause from the audience primarily composed of advertising professionals.
Javadekar also spoke about cross-media ownership. “There are two views. Media is a business. Someone runs a newspaper, a TV channel, a radio station. Another businessman runs a cement business, a fabric business and some other businesses. So what is the problem? In media, the issue is more about monopoly – if it becomes a game of only three or four players, then press freedom can come under threat. That is what we should be vigilant about and ensure that that does not happen.”
Pointing out the need for good advertising, Javadekar said, “We have realised that even a good product needs advertising. And this is how advertising can have an impact. That is the impact you have made.” He also wondered who had coined the line 'Abki baar Modi Sarkar' which became a slogan for the winner in the recent election campaign. “That is the real core of advertising and true messaging,” he commented.
Javadekar also cracked a joke or two on TAM's account. He said that the ratings company had shown great marketing skills in selling its product. “It gives ratings in such a manner that every broadcaster can say that we are number one!”
The I&B Minister added, “A competitive ratings system like BARC would prove to be beneficial in such a scenario. If broadcasters and advertisers are coming together to create a better mechanism, then that is a good thing.”
But Javadekar also cautioned that India is a free market economy, and “we cannot keep out anybody”.