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/2017/05/25/news.jpg?itok=wUMU6Lui
GUEST COLUMN: Is The Current News Dumbing Us Down?

“Sonu Nigam Quits Twitter!!”flashed on my TV screen today morning. We obviously thought this was worthy of coverage at a national level, because the ‘breaking news’ kept playing in loop for a considerable period of time. 

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Republic-02-Story.jpg?itok=O83ztOyx
Republic TV continues to lead English News genre in week after debut

Republic TV claims to have cornered a viewership of 49 per cent for week 20 of 2017 (Saturday 13 May 2017 to Friday 19 May 2017) on its channel.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Vinit%20Thakkar.jpg?itok=aeaZjw86
Universal Music India promotes Vinit Thakkar as SVP

MUMBAI: Universal Music India has announced that Vinit Thakkar has been promoted to senior vice president, Universal Music India. Universal Music India is part of Universal Music Group, the world leader in music-based entertainment.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Poorna.jpg?itok=L8uHcmrS
Tata Elxsi VFX creates Mt. Everest's vastness for Bose’s 'Poorna'

MUMBAI: Tata Elxsi, a leading design company, has collaborated with filmmaker Rahul Bose, to provide world-class VFX for Poorna - a biographical adventure film based on Poorna Malavath, the youngest girl to climb Mount Everest at the age of 13 years 11 months.

Television Production House Post Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Kannada%20TV.jpg?itok=s70TMaR4
Colors launches finite series on Kannada TV, love triangle blossomed on Bigg Boss

MUMBAI: Television experience in India is evolving at an exponential pace, so is the need for revolution in the offerings by entertainment providers. With the increasing appreciation of finite series on Indian television, viewers’ have developed an affinity towards the format, leading to a...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/indian%20football%20team.jpg?itok=WBBEFfZa
Star Sports to air Nat f'ball till Mar '18, Hotstar to live-stream international fixtures

MUMBAI: Star Sports is now prepared to telecast India team's games starting with a friendly match against Nepal on 6 June. All India Football Federation (AIFF) and Football Sports Development Limited (FSDL), its marketing partners, have shared the national football team’s yearly fixtures. The...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/np.jpg?itok=R_GCbjai
SPN India to feature in SPE growth in 2018

Sony Corp (Sony) had an investors’ day on 23 May 2017 pertaining to the results for its financial year ended 31 March 2017 (FY-17). It its investor presentation, the company has forecast 12.7 percent growth in revenue of its Sony Pictures Entertainment (SPE) group to $9,346 million for fiscal 2018...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/Republic-02-Story.jpg?itok=gEHc2QVe
Republic TV insists it's FTA, DTH platforms to charge subscribers for viewing?

Republic TV continues to make news even as it reports views and news. Touted as the country’s truly free-to-air (FTA) news channel, however, what is surprising is that some DTH platforms have put a price on the channel and started charging subscribers accordingly a little over a fortnight after...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/ekta-kapoor-800x800.jpg?itok=iRXiG1Pj
Balaji Telefilms net realization for programs improves

BENGALURU: The Ekta Kapoor led Balaji Telefilms Limited (Balaji Telefilms) had 8 shows on air at the end of the financial year 2017 (FY-17, current year, year ended 31 March 2017) on various channels in the country. The company in its investor presentation says that the net realization per hour for...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories