This has been a year of ‘shocks’. Anything that startles you, shocks you out of your wits, has been in the news for days at end. Is this a starter I wonder? Is this what it is that will make or break 2011? Things out of the ordinary, amplified, viewed through a kaleidoscope and presented perfectly gift wrapped on your table. Won’t you notice?
Be it the Reckitt Benckiser pitch where, possibly for the first time, money mattered in a battle of ideas. Or the Niira Radia tapes, where we wondered – PR and journalism, where do we possibly draw the line? Or perhaps the TRP battle of the GECs and ‘Bigg Boss’ being rated as a show with explicit content that can only be showcased in a graveyard hours perhaps.
It seems life is no longer simple or low key. The bigger it is, the larger it is, the more it shocks us, the more out of the ordinary it is – and the more it seems to be working. This seems to be an age old hangover. In the medieval ages, any sort of a public punishment – be it a hanging or the guillotine or the stark dismembering of a criminal – was a public spectacle. The more shocking, the more gross it was, the more it excited the people. Perhaps we have just become a little dignified in our thrills, but we need to be excited it seems. Zor ka jhatka hai zorro se laga!
The industry has done just that. A normal, regular pitch does not intrigue as much as a controversial one does. WHY was the Global CEO down for only this specific pitch mused my Deputy Editor... So, if they ask for money to participate in a pitch – which no one has done before – what is the problem? The PR and the best journalists in India in one lobby? I learn from the best and thus.
The year has been the toughest for me yet the most rewarding. I have met the stars and just learned how to baby-crawl in the industry. I am being backed by the best that is and I know that even if I falter, there will be a steady hand behind me. I have met the CEOs and asked them questions, I have attended the events and seen the best fight it out in exhilarating debates, I have learned to extend my card and hand as an introduction before the bigger person extends his.
Never stop the questions – that is my resolution for 2011. I know the New Year will shock us. For clearly there is no other way that we will listen! It will shake us out of our comfortable warm seats and stir us up for the apocalyptic 2012. But that is another story...
On this side of the desk, as articles will keep piling up every night, I know what to expect from 2011 – the impossible. For unless the sky is the limit, you know we can’t even touch a falling star.
I am ‘On my Mark’ to learn. ‘Set’ to question. Raring to ‘Go’ with a hawk eye on every little mistake that crosses my faithful laptop screen.
So, who has the finger on this trigger?