Life's Like That

Monday, September 12, 2005

lets go the TOI way...

Had to go to a fashion show on Saturday night featuring Malaika Arora Deepika Padukone and some Bangalore models like Jackie Shetty, Rachel Bayros, and Pashmeena Barker..who by the way is terrible on the ramp, has a awkward jerky gait and needs to EAT rightaway..she is anorexic thin.
Anyways the point is that I met these two gentlemen, one of whom works with Zoom Tv and the other has just joined DNA after 12 long years with TOI (Marketing) The conversation soon got around to Medianet. Medianet, for the uninitiated is a TOI agency that charges money for mentioning the brand/client name in the write up. Any branding that you see in Bangalore Times/Bombay Times/Delhi Times or any city supplement is paid for through MediaNet. It is now slowly spreading to the main paper as well...the city pages and even the business pages (they dont feature stand alone stories any more..only industry stories). This of course makes a mockery of journalistic ethics and laws etc.
The polite conversation soon turned into a more or less polite argument. Wont get into all of that, but I have to write about this guy's justification of Medianet : " Its a known fact that some journalists take money to write about some companies/indiviuals. So while the journalist makes money at the publications expense, the publication still struggles to increase revenues. With MediaNet the publication makes money and can now afford to pay employees better so they dont need to take kickbacks!! And anyways, everything and everybody takes money for doing things..why not a newspaper?"
!!!!!!!!!!!!!!!!!!!!!!!!!! I guess that just about sums up the TOI philosophy....why beat them..join them and make money together!!!
The sad thing is that instead of taking a collective stand against TOI and Medianet, more and more publications seem to be adopting similar policies. Recently a senior journalist at The Hindu told us that they might soon stop writing about companies/brands if they don't advertise in the paper. If the one publication known for its ethical stand starts going the TOI way then it is a sad day for journalism. A very sad day indeed!!


  • I didn't know journos did that sort of thing!! Thats quite an education...

    By Blogger Abhishek Chatterjee, at 5:48 AM  

  • when there are buyers why not sellers. but it is indeed sad that one of the mainstays of post-independence era is also be put up for a price. But everything moves in a cycle. sooon truth will triumph.

    By Anonymous Anonymous, at 5:57 AM  

  • @abhishek: welcome to the real world of the media. Don't believe everything you read in the papers from now on.

    @rahul: i sincerely hope that truth wil triumph someday....poor PR people like us will soon be out of work if it doesnt ;-)

    By Blogger Ron, at 1:51 AM  

  • Yeah, media net is terrible, but have you heard the latest? Apparently they have this new offer, where TOI will "buy" a 5 percent equity stake in the company, this is not a cash transaction, but will be returned in kind- through free advertising and editorial space. TOI gets dividends and does not take part in managerial decisions. Apparently there are a whole lot of companies that have signed up for this.

    By Anonymous Anonymous, at 7:58 AM  

  • nice.Thats the reason I never entered he field.I know being idealistic is not going to take me anywhere.But I dont want to go anywhere if thats the way i need to take.

    By Blogger Seema, at 11:09 AM  

  • @archana:it just gets better and better doesnt it? Instead of collectively blacklisting TOI ppl happily give in to their nonsense.

    @seema: good for u.

    By Blogger Ron, at 10:37 PM  

  • Do you know that TOI has started a new section which is similar to DNA's Ad Zip page.. obviously knowing times this whole section will be paid advertorial.....Crazy... but i think the Medianet concept was a brilliant plan.. Outrageous.. but briliant

    By Anonymous Anonymous, at 11:57 AM  

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