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Can one imagine a world that exists without colours? I can bet my fortune that it would be next to impossible, not only the existence, but also the imagination in the first place. Colours have become a part of our lives. Similarly, one cannot deny the role played by banking, telecommunications, automobiles, education, healthcare and a host of such essentialities and comforts in our daily lives. Perhaps, if I have to mention one more such essentiality, it would definitely be the ‘Media’ which would be a fierce competitor to the formers.

Media, according to me, is not just a source of information, but also something which connects us to some of the realities of life. ‘The Common Man’ by R K Laxman, ‘Butterly Girl’ of Amul advertisements, little ‘Swami’ of ‘Malgudi Days’, ‘Tulsi Bhabhi’ of ‘Kyun Ki……..’ and a host of such imaginary characters have been accepted and embraced by us. These characters were never aliens to us. We could have seen those characters in the busiest of the streets or in a park or anywhere around us. But the due credit of connecting these simple, yet so powerful characters with the masses goes solely to the media. The media has ensured that, these characters are etched on to our cognizance forever.

This was just a glimpse of the media in the bygone era. The forms of media during those days were limited, mainly newspapers and programmes on the Doordarshan. News hours were strictly restricted to 8.30PM-9.00PM. The All-India-Radio, though had news aired thrice a day, carried news which were hours old. By today’s standards, it was stale. But the late 90s, witnessed a revolution in the media space and a flurry of news channels, newspapers, news websites, and satellite entertainment channels mushroomed. Technology assisted in making information available at fingertips, courtesy, cell phones and GPRS.

Media today plays the role of an information and entertainment provider (or ‘infotainment’ rather?). If the copious news channels (and their websites) provides news and information ‘fresh out of the box’, be it political, economic, sports or anything that is related or unrelated to our daily routine, GPRS and the Internet has ensured that a newcomer to a metropolis can know the best of the pubs and restaurants without having to speak a word to his next - door - neighbour. ‘Sit local, know global’ has turned this world to ‘Glocal’ or ‘Lobal’, whichever way you call it!

The media which discovered a lacuna of not being able to serve you while you are on the move, came out with innovative ways. The print advertisements of FMCG or laptops on the buses or promotional campaigns in the malls or even the SMS you receive on your cell-phones which updates you of the current happenings every hour or session are some of the paradigms of “Catch’em on the move”.

However, the roles of some forms of media, especially the Print and TV have been under the scanner in recent times. It is a disturbing syndrome, which if overlooked could strike disasters. The news channels, newspapers and their editorials play a vital role in ensuring that the bureaucrats, political leaders, corporate honchos and civil servants are always on the toes and take swift and necessary remedial actions. Compromising with ‘journalism ethics’ will provide a leeway to the dishonest and immoral lot to take centre-stage. The deserving ones will be uprooted and self - serving and greedy will ‘serve’ the masses.

This would in - turn deprive the under-privileged citizens of this country, who bank their hopes on the civil servants. The recent news that a few vernacular newspapers ‘sold space’ to political parties during Elections-09 is indeed a disturbing one. Nation’s hopes and confidence which rests on the law-makers should not be betrayed or shattered. Bearing this in mind, the media, especially the TV and Print should raise their standards of journalism to a new height and regain the lost confidence. Unbiased reporting would ensure that not only the self - interests are served but also the public interest is served. The tampered confidence of the public on these forms of media would then turn stronger and firm.

All in all, the media of today has ensured a hassle-free information flow to the common man of India. It is no more a ‘Breaking News’ that the transformation of the media to its present stature has indeed been a phenomenal journey. May the pillars of democracy grow stronger in days to come.

Niranjan Shenoy, Bangalore

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