The Lokayukta Justice Santosh Hegde while speaking at a function in Bangalore recently
said it was alarming to note that even the media which has to safeguard the conscience
of the society was getting corrupted like other sections of the society. Hegde’s words
are only a reflective of the general notion about media these days. While celebrating
the Patrika Din, the media should take serious cognizance of the remarks made by the
Lokayukta and should conduct an introspection of their role in the society.
We have several instances which prove how the legislature, executive and judiciary have
turned their back on the people by being corrupt. But now, even the fourth pillar – the
media too is not free from the above allegation and this is amply justified by the paid
news scandal.
The print and electronic media which provides coverage in favour of the highest paid
party during election time, later acts in tune with the interests of the government which
releases pages of colour advertisements. Can the media promote public interest in this
manner in any way?
In latest developments however, as if the government ads were insuffice, write-ups which
out and out praise the government have occupied the place of ads after paying a special
rate above the ad rate for this space. This tendency is increasing in the recent times, the
reason being that the administrators have somehow realized that such news/write-ups are
far more effective than the ads.
If initially the newspapers used to publish such write-ups under the title ‘advertorial’
or ‘sponsored supplement’, and sometimes even as ‘response feature,’ they have of late
been shameless enough in getting the write-ups prepared by their editorial staff and then
publish the same for a price higher than the advertisement rates. Even after the Paid
News scandal was exposed by Sainath of the Hindu and even after the Press Council
censured the media for this, the media has not stopped such shameless acts which corrupt
the entire field as is evident by the paid news being glorified in some newspapers of late.
Though there may not be any reason for the media to turn down the display
advertisements released by the government (here the entire responsibility of the ad is
that of the government) the media can exert its discretion in refusing to publish the paid
news at special rates. In this case, along with the government, the media too would be a
part in praising the government all the way and cheating the public (This is nothing but a
dishonest effort to praise the so called great achievements of the government even when
nothing significant has been achieved).
Here I have to tell you something. When we demanded the display ads of the different
government departments, as per our right, we too were lured to publish paid news.
We were even offered Rs 15 lakhs for the same. But we out rightly rejected this offer.
When a local and regional newspaper like Karavali Ale can state in clear terms to the
government that it was ready to publish any ad but not paid news, why is it not possible
for the bigger newspapers?
The media friends as well as the discerning citizens, who are keen on the role to be
played by the media in a healthy democracy, should be accountable enough to discuss
this issue with the media managements and air their views and opinion on the paid news
issue.
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