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I don't like the word regulation: Prakash Javadekar

10-June-2014
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I don't like the word regulation: Prakash Javadekar

Addressing the audience at the Red Ink Awards 2014, Minister for Information and Broadcasting Javadekar while speaking about the BJP campaign said that you cannot sell a bad product with good advertisement and this time, Narendra Modi was the best.

Praising Lifetime Achievement Award winner Mrinal Pande’s mastery over the purity of Hindi Language, Javadekar requested her to raise awareness about the correct usage of Hindi language along the lines of the initiative by the great leader Savarkar.

He commented on the massive changes brought about by technology in the field of media. “The essence of democracy is freedom of the press and it is in my DNA,” he said. He mentioned how he had been imprisoned during the Emergency period in India. These are the sacrifices one had to make. Javadekar said that if Lokmanya Tilak wrote an article, he faced the danger of prison. Today, the situation is not such.

“The government led by Narendra Modi is committed to full freedom of media because we believe in it,” he said. Nothing is absolute and freedom entails responsibility, he declared.

The Minister further said that what society expects from media is accuracy, balance and fairness. These are the foundation of journalism. He said, “Sometimes I wonder freedom is for whom. Is it for owners, editors, hard-working journalists, or is it for the viewers or readers? Ethics are definitely an issue to be discussed. I don’t like the word regulation. Self-regulation is the best way. We need to have a collective mechanism.” Are we going to play what the public is interested in viewing or whether we will also think about what is in the larger interest of the public, Javadekar questioned.

“There are issues such as FM radio Phase III expansion, digitisation, etc. But these are the issues on which we have decided to talk to all stakeholders and then reach a consensus. We want an evolved decision, not something that is imposed on the sector,” Javadekar emphasised.  Attacks on media is another issue that needs to be prevented, he insisted.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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