Is Paid Media an accepted reality now?

"Paid Media" is the term most frequently used today for media establishments & personalities who can't hide their bias or tilt towards a particular party or its leaders. Even the Election Commission today acknowledges the phenomenon called "Paid News". They have not only filed cases but also penalised candidates for indulging in it.

 

Netizens on the social media won't hesitate for a moment to use the term. At times it is well reasoned but mostly it could be inconvenient reporting. The right wing supporters won't even hesitate to abuse or troll the journalists irrespective whether they are male or female.

 

As the 2014 elections are approaching, everyone is noticing a "Modified" media. The kind of prime time Mr. Narendra Modi received while he was only the Chief Minister of Gujarat was unprecedented. His programs were covered live even if they were as insignificant as an address at a school or college. No doubt a great PR & well packaged marketing campaign helped him secure the title of "Prime Ministerial Candidate of BJP". Why so much media attention? Was he "really" in "currency" at that time or was it "currency" which marketed him as "reality" then.

 

To begin with, the latest cover story of "Caravan" magazine (December 2013) attempts to provide some answers. The story suggests that "IBN Network" has begun  to tilt noticeably rightward. From an organised campaign to prop up Mr. Modi at "Think India" to putting pressure on [editors] to not criticise Narendra Modi, the hints are loud & clear.

 

Surprising, the whole TV media is silent about the "Caravan" story. The media which has exhibited unprecedented interest in the "Tehelka" case are acting ignorant to a possible "rot" that raises several questions about the credibility of integrity of well established & respected media establishments & their celebrated editors. While they declare the enthusiasm in "Tehelka" case as introspection, the TV media is yet to raise their eyebrows for an issue which warrants far greater introspection. Let us keep our fingers crossed.

 

 

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