Race for eyeballs has led to shrillness in TV debates: Arun Jaitley

5 Dariya News

New Delhi 14-May-2015

The race for eyeballs has lead to television debates becoming shriller, Information and Broadcasting Minister Arun Jaitley said on Thursday but noted that there exists enough scope for the viewer to get authentic information and news based on facts.Addressing the inaugural session at the seminar on "Establishment of communication university" organized by the Indian Institute of Mass Communication here, he said a structured training programme was important in the country's fast-evolving and expanding media landscape.Noting that definition of news had undergone a change with the media playing a pro-active role and setting the agenda, Jaitley said influence of camera was evident in the prioritization of news across platforms and impact of technology on news dissemination was evident in view of instant and faster communication.He, however, noted that the absence of a viable financial model, at times, created discrepancies leading to higher cost of distribution, race for eyeballs and quality of content being compromised."The emerging scenario led to debates becoming shriller. However, enough scope exists for the reader and viewer to get authentic information and news based on facts," he said, adding that consumer was the king as he had the power to dissect the newsclosest to reality.

Jaitley said skill development was important to meet that challenges faced by journalists in responding to requirements of a varied target audience.

He said that discussion on establishing communication university would enable stakeholders to focus on emerging facets of media including technological changes.Information and Broadcasting Secretary Bimal Julka said that an approach to establishing a communication university for India would have to be evolved after taking into consideration the best international models available vis-a-vis Indian media and entertainment sector and consultations will be held with various stakeholders for their views.He also gave an overview of the media industry touching upon the convergence scenario in media space, the paradigm shifts in relation to the social media and the innovations in dissemination.

Broadcasting Content Complaints Council (BCCC) chairman Justice Mukul Mudgal, who was also present, said that the seminar would lead to deliberations to decide the feasibility of setting up a communication university.The seminar is intended to analyse status of media and communication education in India, need for introducing new and advanced courses like digital marketing, social media, internet governance and cyber security and a roadmap for communication university.