Expert’s advice to media

P.N. Vasanti, Director, New Delhi-based multidisciplinary research organization Centre for Media Studies, writes
in Mint:

The reigning power of newspapers, especially English newspapers in our country, is very unique in terms of its impact on politics, policymakers and its ability to garner advertising revenue.

However, in these competitive times, media firms may reposition their newspapers and their priorities. In a way, 2008 could be considered the beginning of a phase when companies try to come up with unique content strategies and efforts to repackage and reposition newspapers.

After all, news is about relevance. Local and more relevant issues to do with health, education, environment, lifestyle and governance will demand attention even in the front pages as publications further shrink in size.

Newspapers will have to look at these issues that are relevant to people, and provide information presented in the way readers want it. Otherwise, Indian newspapers will go the way of Western ones.

Today, unlike anywhere else, newspapers are prosperous and still make business sense in our country. In these tough times, if they want to stand out, newspapers, including English ones will have to be part of the rethink all India will go through in 2009.