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/2017/03/30/Rjavardhan-rathor-800x800.jpg?itok=7L54blPR
Govt wakes up to broadcast tech changes, Prasar manpower audit under way

NEW DELHI: Even as the government admits to shortage of staff in the public service broadcaster Prasar Bharati, there is a need to re-assess actual requirement of staff keeping in view changes in broadcast technologies. Minister of state for information and broadcasting Rajyavardhan Rathore told...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/30/TV5.jpg?itok=E3bUj0rv
TV5 launches devotional channel in AP & Telangana, DTH dist plan under way

MUMBAI: South India’s one of the leading news network Shreya Broadcasting on 29 March launched its devotional and spiritual channel ‘Hindu Dharmam’ on the occasion of Ugadi – Telugu new year. The test signal of the new devotional channel is on. Channel’s distribution work is in full swing. Apart...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/30/Sun%20tv.jpg?itok=nCbLb9ok
Sun TV picks up India, Lanka pay-TV rights for 'Yoko', Jetpack seals deals with global b'casters

Global distributor, Jetpack Distribution, announced on 28 March, 2017, that it has inked multiple broadcast agreements with leading channels around the world for their pre-school children’s hit, YOKO.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/29/go%20%281%29_1.jpg?itok=7-Er07kN
GoQuest Media to globally distribute Cinema Vision content

GoQuest Media Ventures, a distributor of international content to television channels and digital platforms, has joined hands with Cinema Vision India (CVI) promoted by Siddharth Kak to facilitate distribution of content globally.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/29/kabbdi%20%281%29.jpg?itok=BcYw-qV-
Pro Kabaddi: Mashal Sports invites tenders to own & manage new team

Mashal Sports, in which Star Sports owns 74% stake, has, pursuant to the Invitation for Expression of Interest dated 29 March 29, has called for expressions of interest (“EOI”) to be submitted by eligible persons, fulfilling the criteria provided for in the Invitation, who wish to participate in a...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/29/Arun-puri.jpg?itok=89_3x-2M
India Today Online is TVTN's wholly-owned subsidiary now

MUMBAI: India Today Online Private Limited (ITOPL) has now become a wholly-owned subsidiary of TV Today Network Ltd. India Today Online, on 28 March 2017, issued and allotted 1,99,20,000 equity shares of Rs. 10 each to Living Media India Limited (LMIL) which constitutes 21.01% of the paid-up share...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/29/FREEDISH-STB.jpg?itok=l__8ZZuS
FreeDish iCAS STB: Modern Comm, Velankani, BGM, KMTS & Millennium OEMs shortlisted

NEW DELHI: Five companies including two from Delhi have been shortlisted as original equipment manufacturers for set-top boxes for Doordarshan’s FreeDish on the Indian Conditional Addressable System (iCAS). This follows the opening of e-tenders on 9 December 2016 after which these OEMs were found...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/28/barck%20%281%29.jpg?itok=eWIvgkHj
BARC India formally sets up independent council to probe viewership malpractices complaints

BARC India has set up an independent disciplinary council to further strengthen transparency and credibility of its measurement system.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/28/Jim-Gianopulos.jpg?itok=N-QHfz2Z
Viacom names Gianopulos CEO of Paramount Pictures

MUMBAI: Viacom Inc. has announced the appointment of Jim Gianopulos as the chairman and chief executive officer of Paramount Pictures, effective 3 April, 2017. Gianopulos will report directly to Viacom president and CEO Bob Bakish.

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories