Prakash Javadekar: New I&B Minister high on plans and positivity!

In a no-nonsense address to a packed hall at Goafest 2014, Union Information and Broadcasting Minister Prakash Javadekar spoke on topics ranging from measurement issues to cross media ownership and from reviving DD and AIR to digitization.

At the very onset, Javadekar dodging questions, raised the issue concerning Reliance Industries Ltd. take-over of Network18. He said, “This is not a government issue, however Cross media ownership is definitely a matter of debate and we are seeking everyone’s views on it.” When questioned about his views on ‘crony capitalism’ with regards to the same take-over, he stated that if a company executes the deal in the set legal framework, the government has nothing to do with it. He added to say, “Crony capitalism is and should not happen in government involved projects like airports, roadways etc”.evident through government actions;

For the record, currently, in the Indian media space, only 26% FDI is allowed in news and current affairs media, while 100% FDI is allowed in non-news media like a trade publication and general entertainment channel (GEC).

When asked about plans of bringing 100% FDI in news media, the Minister said that while currently it is  just a certain percentage, the  Centre is engaged in collecting views of various stakeholders in connection with the issue of allowing 100% FDI in news media. "We want to take the views of all the stakeholders before we take a final decision if we should give a go-ahead for the 100% FDI in news media. We are not in a hurry to go for the same," he added.

Among the top challenges he faces as the new authority in the seat, Javadekar agrees that digitization is one of the leading ones. The smooth rollout of the phase III and IV are what the ministry is working on. Speaking further on this he said, “The government is in favour of digitization of remaining TV cables completed through the domestically manufactured set-top boxes (STB), rather than depending on the neighbouring country China for the same.” 

Javadekar believes they do not guarantee good value for money. “This I believe will help serve two purposes; while it will generate more employment, it will also ensure that the STBs get repaired in case of their being out of order. We will soon meet with both the Finance and Commerce Ministries to take this forward", he added.
Speaking on the sensitive issue of freedom of the press, Javadekar set the tone clear and assured of giving complete freedom to the media in new India. “I believe in freedom of expression through advertisements, messages, media and every platform available. The right to criticize and voice your disagreement is your right! However, with every freedom comes responsibility. It is only when that freedom is nurtured, can we achieve a democratic nation”, he stated.

Right from the start of the election campaign till the culmination in the swearing-in ceremony, one may not be wrong in saying that ‘Modi government’ has managed to become a superlative political marketing case-study. The party has truly used the power of social media to scale up its communications. Having tasted success through recent advertising campaigns during the Lok Sabha elections, Javadekar spoke on the effect a good advertising campaign can have on people and states that he truly understands the system that goes behind each campaign. However, this also calls for a keen eye on regulations in the social media space. Speaking about the issue of censorship of media, particularly the forthcoming threat of arrests over social media posts, Javadekar said, “Social media comes under the IT Act which is a ten-year-old legislation. Much has changed since then. As I said, every freedom is accompanied with some responsibility which needs to be preserved but putting people in jail is not the right solution.

Though no confirmation was received regarding any plans for re-working on this law, Javadekar articulated immense praise to The Advertising Standards Council of India (ASCI) that had imposed self-censorship in the advertising business. He also stated that the Ministry shall offer complete support to the association. On a positive note he said, “If there are bodies like ASC in the industry, there is no need for the Government to intervene.”

He also touched upon the issue of FM radio in India where he stated that he has already met all FM radio heads and shall announce a way forward soon. “The age old batteries of transmitters of AIR stations will soon get some ‘air’ as the Ministry is looking at replacing them with new ones,” he announced. He also indicated that the centre is considering allowing privately-owned FM radio channels to start their own news broadcast. "Why should FM channels be banned from broadcasting news? We are working on this as the auction of FM radios has already entered its third phase and we shall issue the guidelines in this connection shortly”, he added. This move we believe is expected to benefit over two dozen private FM channels that are operational in the country at present, of which many of them are owned by established media houses.

He also spoke on measurement and rating issues and agreed that if the advertisers do not have a problem with the ratings the issue should not be blown out of proportion. Being aware of BARC, he said, “Let the market forces decide. If the advertisers and broadcasters are coming together to present a viable solution, then it is a better option.”

Concluding the session on a positive note, Javadekar clearly stated that one of his topmost agenda would be Doordarshan and All India Radio thus making both highly competitive with other private channels. “The Ministry will take into consideration all the viewpoints of various stakeholders of the media and then take necessary actions in the near future. My dream and passion is simple: I want to make DD a competitive and a prominent channel and make it a success story. I would address the grievances of all cable operators if they take DD in the prime brand,” added the Minister on a lighter note. He further assured that the newly inducted Central Government will “re-energise” both the Government media channels and bring back it’s lost glory. 

With this we believe, the state-owned television broadcaster and public radio broadcaster are in line for a mighty bounce back if the ‘Modi Sarkar’ has its way.