Role n Contribution of Pakistani Media( Part 3 )
While watching our media channels one always gets disturbed n depressed because the way face of the country is projected in a negative n ugly manner. It is like someone receives a video call from abroad n briefs about the home, starting from the dirty portion of the kitchen to the washroom n ends up in the filthy n untidy backyard n heaps of garbage around. Instead, he could have shown the neat n tidy sitting n dining rooms n very nicely laid out tv lounge. That is what if our media follows as thump rule, a very positive n healthy image can be portrayed inland as well as worldwide. Our media need to quit the habit of focusing on the worst things n must stop demoralizing the people.
Our society is very diversified with strong liking n disliking n losing balance in between. The media has given a further fillip to this tendency by projecting criminals n outlaws as heroes by giving unprecedented coverage on various TV channels for hours n resultantly igniting the temper of different groups n factions, that means, more emotional, ultra-hyper, intolerant n imbalanced society. A very glaring aspect which needs serious attention.
Media is supposed to be very vibrant, positive, truthful, nationalistic n educative, especially for the Youth of the country. But here in our case except being negatively vibrant n propagative, nothing else can be found in our media in their policies. There are no programs for the youth to educate n prepare them for the future studies, roles, responsibilities n assignments rather youth is totally neglected in the media shows. Those young people who did something good or extraordinary in the fields of studies, sports or innovation are never given projection on the media rather we find the same old loud mouth darbarees, defending their tainted leadership n trying to please n amuse their masters every day because of whom they are in the assemblies n senate.
Generally, our TV channels are more biased towards breaking news, rating n popularity n in the process they lose the balance, content n the subject. Imagine someone sitting abroad watches the shaky n contentless breaking news at our TV channels, coupled with the talk shows full of harsh n poisonous words against each other by the participants, what impression he will make or establish about Pakistan n its people. Our media being in the mad race of rating has forgotten all the norms, decency n ethics of journalism which in fact should be the essence of their transmission, programs n competition.
It is high time for the media to manage n run their channels in a totally professional n responsible manner. They must have the essential resources to meet their expenses n should not rely upon the money from the government or from abroad. A media owner should have a business, marketing, distribution n revenue generation strategy to ensure smooth functioning of their channel.
A word of advice for those who are studying mass communications to take media as a career, frankly speaking, no career unfortunately in the media industry of Pakistan for the youth. There are around 80 channels which at max can accommodate 12000 workers but with no career progression opportunities. Mind you, there are lot many channels where either internees or volunteers are working as newsreaders, anchors, NLEs, coordinators, researchers n producers, etc with no salaries, the only reason for their continuous attachment with media is that they may have a better opportunity on some good channels if they remain in the loop in the media industry.
To be continued…