Television

Workshop urges media education to filter television messages

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/09/22/Untitled-1_5.jpg?itok=bklTv734

MUMBAI: If the soaps don't change, the audience will have to.



That was the gist of a day-long workshop on media and gender equality held jointly by the Maharashtra State Commission for Women and the Delhi based Centre for Advocacy and Research. Agreeing that neither advertisements nor content on television are going to turn a new leaf overnight, panellists - who ranged from adman Prahlad Kakkar, UTV director Zarina Mehta and documentary filmmaker Chandita Mukherjee, concurred that the right way to deal with the medium and the message would be raise the levels of media education in the country.



Amid some lively sparring in the session on Making Satellite Televison accountable to public interest-setting and exchanging perspectives, CFAR's Akhila Sivadas pointed out that the challenge today was to create qualitative difference in response to what is currently being shown on televison. While self regulation among broadcasters came up as an viable alternative to perpetuating politically correct gender equality on television, Sivadas also stressed on the need for media education among citizens, particularly among children, as one of the coping mechanisms to deal with conflicting messages from TV.



The workshop turned out to be one of the rare forums in recent days that heralded the implementation of conditional access in the country with warm anticipation. "CAS is going to be real arbiter; now we will really know where viewers are willing to put their money," Mukherjee said. Added Sivadas, "CAS will now determine whether the channels' claim that viewer preferences dictate programming strategy holds water."



Mukherjee stressed that media education should be integrated with mainstream education so that kids learn to filter the messages that they are constantly bombarded with, former Zee TV president and now independent producer Madhavi Mutatkar opined that often parents themselves do not filter out programmes that could be skipped by children. 



The result is echoed in studies done by CFAR which show that throughout the country, televison viewing increasingly dominates out of school activities making children restless, inattentive and distracted. The studies also show that children are exposed to one dimensional representation of the family, which is the site of oppression and rigid sex role modelling. Blurring of distinction between the real and the reel and excessive violence on screen is adding to the next generation's skewed view of reality, the study indicates.



Prahlad Kakkar, who spoke on advertising and gender equality, said that while some ads blatantly exploit the female form in advertising and some play on skin colour, it is the more insidious messages that certain ads convey which are more dangerous. "Don't get derailed by the issue of the female form in advertising," he added, "It is ads like the Surf (Lalitaji) ads which distract from the main issues and implicitly question a woman's competence outside the home, reaffirm her role as a homemaker." 



The simplest way to change the current advertising mindset, he said, would be to reject a product and run it out of the marketplace or to mobilise celebrity support for a campaign against offending ads, which would be more effective in generating public opinion.

 

UTV's Mehta, the only production house representative at the workshop, defended the current crop of soaps saying they are the only ones working today and that if they didn't evoke a strong emotional chord with viewers, no one would be watching these. While Doordarshan Mumbai station director Mukesh Sharma pointed out that his was the only regional channel to take up issues like sex education on live phone in interactive shows, Mehta countered that UTV's Shaka Laka Boom Boom had taken a similar route by incorporating the theme of tackling blindness by including a blind character in the serial. 



Sharma however maintained that the public broadcaster's hands were tied due to paucity of funds which do not allow DD to come up with better quality programming. Secured funding to allow experimentation needs a revenue stream like television sets license fees ( a proposal recently rejected by the Centre). Sharma added that DD Mumbai had nevertheless managed a revenue of Rs 250 million last fiscal.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Mukesh-Ambani.jpg?itok=xCMQWa5B
Viacom18 celebrations: Mukesh Ambani sets the roadmap for next 10 years

MUMBAI: Indian television channel owners better watch out. Mukesh Ambani is riding into town and he means business. He sounded his intent at Viacom18’s tenth anniversary celebrations which, were held over the weekend in Mumbai’s NSCI Dome. He came in for a bit post 9 pm. And he was there for a few...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/ganga.jpg?itok=SbPCInsu
ZEEL to revamp Big Magic, Big Ganga

Zee Entertainment Enterprises Limited (ZEEL) still seems to be in a celebratory mood after its recent 25th year anniversary. After rebranding its entire Zee’s bouquet, the network is soon to revamp the Reliance Broadcast Network Limited’s (RBNL) television business that it acquired in November...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/chndra.jpg?itok=SsRnkyG_
Launch of ZEEL’s lifestyle channels round the corner

Living Foodz, which was first aired in 2015 replacing Zee Entertainment Enterprises Limited’s (ZEEL’s) Khana Khazana channel, will soon have a trio of new channels, adding to the network’s lifestyle bouquet.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/spn.jpg?itok=WBljFguF
SPN India recognised as one of the best companies for women in India

Entertainment and sports broadcast network, Sony Pictures Networks India (SPN), has been recognised as one of the best 100 companies for women to work for in India for 2017.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/anil.jpg?itok=rp4oX9JR
Sabido TV scriptwriting workshop in Mumbai on 23 November

A unique scriptwriting workshop is being organized by the Hong Kong based One Talk Production group in partnership with the indiantelevision.com group from 23-27 November and 29-2 December 2017 in Mumbai.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/charlie.jpg?itok=JcvPrf27
BBC Global news Appoints Charlie Villar as new COO

BBC Global News Ltd, the BBC’s commercially funded international news arm, has announced the appointment of Charlie Villar to its newly-created Chief Operating Officer position.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/vicom.jpg?itok=XzmI9t6N
Viacom Inc misses EPS forecast but revenue beats expectations

Even as its India business, Viacom18, celebrates its 10th anniversary, Viacom Inc’s stock on Nasdaq came under pressure after missing the earnings per share (EPS) forecast for the fourth quarter ended September 30, 2017. The company also reported financial results for the fiscal year ended...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Rajesh_Kamat.jpg?itok=nQaRNSaU
People are Viacom18's strongest competitive edge, says Rajesh Kamat

The mood is celebratory at Viacom18’s offices as it readies for its invite-only tenth anniversary bash at Mumbai’s NSCI Dome on the evening of 17 November. The Reliance-Viacom joint venture satellite TV network is ranked among the top five–and probably in the top three in the Hindi GEC space–in...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Danish_Khan.jpg?itok=8dS0Vx8s
'Porus' will alter the economics of the ecosystem, says SET's Danish Khan

MUMBAI: Gone are the days when high budget would only indicate stellar Bollywood movies. Today, even the Indian television industry is not leaving any stone unturned to give its audience the same feel and quality.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories