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But, the problem arises when the organisation fails to define its own agenda. In the corporatised news medium agenda set according to the news organisation (which generally has a big corporate house funding) is to get a higher TRP rating. TRP is often considered a synonym to credibility by news organisations and this credibility is cashed upon in form of advertisement. More advertisement equates to more money flowing in, which ensures prosperity and smooth functioning of the organisation. But the issue is -this prosperity is for whom? General mass....owners...employees...shareholders??? I don t think so too much of a intellect is needed to answer that. Problems that define the depleting quality of content: OWNERSHIP: Electronic media in India is still in its nascent stage and policies for media are still to be fully developed. In such a scenario media ownership becomes a huge problem to handle. Who and how many should own a media outlet might seem to be a question that is against the principle of free media especially in a democratic country. But this question is very important to address considering the present scenario. Recently there have been many channels that have diversified their business from real estate or diary production to media production. Now where is the link between dairy production and media production? What kind of an expansion is it? Media houses seem to have grown as power and pressure centres. And this unprecedented power is something that drives such organisations to enter into news business for the simple reason of legalising their black money. I don t need to explain this much. People inside and outside know this fact very well. Also at the same time promoting cross media ownership is something that marginalises plurality. Media pluralism is a big issue and an often neglected one. Content Code: There is no content code that needs to be strictly adhered to. Companies have their own internal policies but self regulation has proved to be a complete failure. The aping nature of media channels has today resulted in same nature of content being shown on almost all the news channels. I&B ministry has time and again tried to enforce in broadcast bill but, the attempt has failed majorly because of the perceived threat to freedom of press. But the question to be pondered upon is is the press really free? On the name of NBA we have a group of people who make rule for their won world and then twist and turn the rules according to their will. Qualification of Editors and reporters: Most of the electronic media bigwigs have learned with their experience. This learning on the go has resulted in a scenario where the players have defined the rules of the game while playing the game. In the budding stage it was inevitable. But what is alarming is the fact that this trend still continues. It s not a hidden fact that recruitment in news media works on what is popularly called chachabhatija network. This simply means that you need to have a network of your own, to get into, the news network . No news organisation has a stringent qualification requirement. Not that I am disrespecting the potential of the reporters, but I am amazed at the way a person who has no clue about the history of Indian politics reports about politics. A person who has no idea about conflict history reports about the conflict. Surely facts can be reported without background knowledge but
the reports then tend to lack in-depth serious analysis and tend to be loose ended and just touching upon the surface rather than get deep into the issue. Media is in a position where is shapes public opinion and the solution lies somewhere around realising this social responsibility. .