Reinvent and Thrive - The Indian news ecosystem is here to stay  

The Indian news ecosystem saw the TRPs suspended this week for four weeks temporarily. Why - a lot of media watchers asked. There is also the existential question for Indian News Organisations  every now and then. Having been part of the news broadcasting domain for almost three decades, I can say with knowledge and nuanced insights that the Indian news media organisations will reinvent and stay relevant. The India News Broadcasting Genre often finds itself finding an answer to this question. Will the Indian news genre continue to survive or will it thrive? 

In my last three decades in media, largely in the news genre, I have seen news always being in news with advertisers, marketers, clients, media mavericks, stakeholders and trade answering narratives like news has now become entertainment and is toxic? 

My first defence comes from a place of being passionate about the news genre.  I have always resonated with and loved why don’t we see the hard work, human capital, tech and effort of running 24 hours live news business and go behind the scenes and see what it takes to get the audience real time news and quite often the intent is not only to be first to do it always. Just like any other Industry, these are opportunities to maximise. The industry has to understand news content is common to all and unlike entertainment they cannot script the next episode or create matches between countries. 

The obsession of being No. 1 in outdoing each other, packaging narrative to suit audience sentiments, than being original. News being repetitive and dragging a subject to build content for full day audience engagement, which does not even need or deserve national platform had put the genre in a survival mode with advertising pressure and herd mentality for turning towards events / live shows for surviving may not be the right way forward. 

We seem to be fine and ready to accept the narration around the genre. However, we are not ready to reinvent content which can define the next 10 years with a larger purpose and vision of content, which can change and define the genre in the new era, build in the youth, a larger audience base and reimagine content for the genre. 

Being part of this genre for the last 3 decades and most of my professional journey, I always felt the genre by far is one of the most powerful platform for advertiser even today. I don’t think the genre got it’s fair share of recognition for it’s legacy, reach and the fact it has helped built the best brands in Retail (SME) advertising base, stood up for Covid coverage, got the nation together during elections and till date the largest no of advertiser base for any genre. Will it be that difficult for them to reinvent? 

I have played a very small part of this huge genre and with my limited understanding I expressed what probably all partners and stakeholders are wanting. News is here to stay and continue to be a great ROI platform and it cannot do this on its own. The industry should also stand strong in supporting the genre. I believe this genre is by far the most effective even today, it’s unscripted, live and like all businesses has its share of revenue KRA to run and good talent to build. Personally, in my current role I will continue to thrive for this genre and build through content. 

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.