Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Is AIB Knockout issue unnecessarily overblown?

11-February-2015
Font Size   16
Is AIB Knockout issue unnecessarily overblown?

Comedy collective AIB’s insult comedy show AIB Knockout - Roast notched up a cumulative 4 million views within two days of its YouTube debut, of which the first million came within 12 hours. This was pretty unprecedented for any comedy show in India till date.

The three roast videos have created a lot of controversy, which in turn made the makers of the video put down the video from YouTube and issue a statement. In a recent development within AIB, their Facebook page shows an update saying they have apologised to the Archdiocese of Bombay and also had discussions with the members of the Christian community regarding certain remarks in the AIB Knockout.

India is increasingly seeing this new genre of comedy evolve, with groups such as AIB and The Viral Fever. Some of the humour may be crude, but the new breed of jesters are finding their way to the targeted audience that knows how to handle humour.

In light of the recent controversy, exchange4media reached out to industry experts to share their views on what qualifies for the “right” content, who decides what is appropriate and what is not, has happened to freedom of speech on the digital arena, and why is there a need to defend this space.

For Shubhradeep Guha,VP & Digital Marketing & Content Lead, SapientNitro, Freedom of speech is clearly paramount. “As long as it is not intended to harm anybody, and if it is not a security threat, I don’t see why any reason for restricting it. Any speech is information, and as a recipient, we have the right and ability to filter it out. Any other censorship is a slide down the hill. On the internet, the balance of power is loaded on the publisher. I feel everyone has every right to say what they wanted to say. This issue is completely overblown, and I was disappointed yesterday to see that these guys were made to apologise to a religious community,” he said.

“The need to defend this space is because unlike TV which is broadcast medium and has limited options of channels Digital is an opt-in media. if you don't like something then you should not watch it. Also freedom of speech is most profound on a media that was responsible for shaking up governments in certain countries. I think the internet should be left alone and we should let viewers decide what they should and shouldn't be watching,” said Rajiv Dingra, Founder & CEO - WAT Consult.

TV is broadcast with reach of over 200 million homes while internet has just about reach 200-300 millions users. There are at best 200 channels but the internet has millions of channels on YouTube with billions of pieces of content. “Clearly censorship would kill the growth of the medium. Web consumption is only going to increase and even if Government thinks of banning something the youth of India will figure a way to make that content accessible. I think maturity is in trusting the maturity of users and focusing energies on wrong use of the web where terrorism is used to create an inflammatory environment. The funny people should be left alone,” he pointed out.

“Currently it seems there is no clarity on jurisdiction and laws and one seems to be at the mercy of interpretation of the law rather than the law itself. Only time will tell on how law upgrades to handle different scenarios,” he added.

Another industry veteran, who wished to remain anonymous, said, “The need to defend this space is akin to the need to have state controlled media during the renaissance. The ones in “power” then felt losing control due to people having their voice and opinions spread without their approval. Similar to what the mentality is now “I need to control the internet”. Well, sadly you can’t.”

“We need to remember, internet in its truest form is democratic. One can choose what to put up, similarly one can choose what to see. Sure, do go ahead and report if some form of content harms your personal sensibilities, but we need to all grow up and start being outraged more about the immoral crimes, the rampant crime plaguing us,” he stated.

“Keeping up to date with the changes in the industry, meaning how our society is becoming progressive. Having a single yardstick to gauge all contents. It is time to move away from double standards. Video content will rule and since it need to either be popular or be monetized it will be governed by either of the following: 1) It will need to be a tear jerker, 2) it will need to be sexually charged/ suggestive, 3) it will need to be politically incorrect. 2 and 3 are easier to do and have a wider audience to appreciate. So you know what way it will go,” he opined.

“Who decides anywhere, across this country? The common people will outrage online, the armchair activists will start online petition and we will all have an opinion till the next week something new comes and all of this is a distant memory. Only the religious and political leaders will then be left to make it into an agenda to maximise their own gains,” he added.

exchange4media connected with few other industry experts, who all concur to the above opinions, however, declined to officially comment on the topic in their respective organizational capacities.
 

Tags AIB For Shubhradeep Guha Archdiocese of Bombay YouTube

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.