Reporter’s Diary: Round peg, round hole

There are a lucky few among us who love the shoes they are in, and being a journalist is that mode for Fatema Rajkotwala. Broadcast industry is her forte and her enthusiasm is infectious as she charts out her growth path for 2011. And in the process, the lady has managed to shed her ‘numerophobia’.

e4m by Fatema Rajkotwala
Updated: Jan 1, 2011 7:29 AM
Reporter’s Diary: Round peg, round hole

Flipping over to 2011 is momentous, considering that we have stepped into the second decade of the 21st century. But apart from a date change, not many of us wake up on January 1 thinking much has changed. For me though, much has changed as I now have an addition to my introduction – Broadcast Reporter, exchange4media.

First hand sampling is the best way to judge whether you like your coffee hot or very hot. The same goes with the Broadcast and Television industry today. It has been an eventful year, as you will read about in our Rewind section where we give you a quick recap of the year gone by.

Eat, Breathe and Watch TV!
It may be fashionable to say ‘Oh, I don’t watch TV at all’, but I will say with my head held high that I have always consumed copious amounts of media in one form or another. To be paid for it was something I had not foreseen.

Being at the industry side of things now, within a month, I find my entertainment viewing patterns altered as I now watch television not as a consumer but through the media lens.

Lately, I am acutely aware of my family’s television preferences, everything is an ‘emerging trend’ to me and my ears perk up each time a conversation steers to anything on television. My appetite for all things creative has found a haven of sorts where likeminded people passionately discuss the newest ad commercial, where we spend afternoons reminiscing over old Indian ads, ad-men and their journeys. No guesses for what my current favourite television show is – I go home to a healthy dose of ‘Mad Men’!

Within a week of joining exchange4media, I was referred to as ‘our TAM girl’ by a colleague and have officially greeted the ‘Wednesday’ morning madness. As I decipher number, ratings, GRPs and TVRs, this year I see my numerophobia vanishing into the distance and Excel sheets becoming my new best friends. Did I just predict another trend? Oh well...

There are many things to look forward to in 2011. With the number of new channel launches and chiselling of existing channel strategies, this year promises to be catty. Indian television is marching towards a very bright phase, where we will see content reigning above all else, High Definition being the talk of the town and audiences being spoilt for choice. Having met with the likes of Uday Shankar, Sunil Lulla and Sameer Nair, my information bank has been refilled, leaving me with much food for thought. The next time I meet them or the many more on my ‘Must Meet’ list, I will have a whole new story to tell. Watch this space for more!

On that note, I will leave humming Rosemary Clooney’s ‘There’s no business, like show business’... Here’s wishing all our readers a sparkling 2011!


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