MUMBAI: "Broadcast journalism around the world is at cross-roads but the integrity of the profession has never been in more danger than we find it!" These were the words which CNN president Chris Cramer used in his speech on 15 March at the FRAMES 2003 held in Mumbai.

Cramer apologised for his inability to be physically present at FRAMES for the first plenary session of the day - "Can India make it: The way forward" . He said that he has been preparing for the "unfortunate" impending US-Iraq war. Cramer added that the war would be the most defining moment in CNN's long history as it would test news broadcast as never before.

Cramer spoke about the future of the broadcast news and information industry and used the term "glocal" to indicate that the terms "local, regional and global" had fused. He also talked about some disturbing trends in broadcasting; the dangers --- and there are a few -- of continuous television news (and i work for a news organization that invented the genre); the dangers to the staff of news channels. He added "The danger is not just confined to news people but most people around are in danger out there at the moment-- the broadcast profession is not the most popular I'm afraid."

Cramer said that neither he nor his colleagues at CNN were excited by wars or major catastrophes. "It would be a foolhardy news executive who simply rubs his hands with glee at the prospect of great action footage from the frontline. We are not excited by it. It costs a small fortune to cover effectively. It doesn't drive advertising. Any advertisers i know run very quickly away from being associated with war coverage," he added.

Cramer mentioned that he had spoken to his team of editors, writers, producers, technicians, studio directors, graphics artists, cameramen and correspondents. "I have reminded them of their responsibilities as employees of an organization that for 23 years has aspired to cover the world comprehensively. This will be the most significant thing they have covered in their careers," he added.

Highlighting that healthy scepticism is the need of the hour, Cramer stated: "Diverse opinion ------ unpopular opinion, sometimes-unpalatable opinion. I have told CNN staff to dig deeper into this series of events as is intellectually and practically possible. If we drilled to a thousand feet into issues in the past i want now to drill to ten thousand feet. And deeper. To be skeptical at all times-of politicians, or lobby groups or military minds."

"CNN is not a mouthpiece for any government---- The US government, the British government or any other government for that matter. Healthy skepticism will be necessary for all our journalists, especially those reporters-thought to be over 500-who will be working with us and British military units," Cramer added.

Cramer recalled an article written by Harold Evans, former editor of Britain's Sunday times, recently in which he says that "without the cooperation of the armed services, the press cannot hope to cover a war. The trade-off is a measure of access for a measure of official control." Cramer wondered as to how much control will there be.

Cramer mentioned that the challenge for journalists would be to strike the right balance and avoid allegations of being billed as unpatriotic. He emphasised that the war correspondent is neutral and no one's side.

Referring to the 9/11 incidents, Cramer said that many people felt that the terrorist attacks on New York and Washington were a blunt wake up call to the American media in particular --- broadcast and print.

He also empathised with the sentiments of the masses that the media ill served them, ill prepared them, before those terrible events; spent too much time on domestic trivial issues-like politician's peccadilloes and social fads like quick-rich schemes and fashionable health stories; spent too much valuable airtime on these rather than alerting the audience to the fact that some parts of the world-and some dangerous factions - didn't like America and what the west stood for.

Cramer reminded the media professionals that their primary aim is "to inform ---- to educate --- to provide a public service". "We had a civic responsibility. A duty to the audience," Cramer added. He disagreed with the people who believed that news was business or entertainment and had to lead public opinion rather than following it.

Cramer urged the Indian news broadcasters to make their own judgement on what the right path was. He said that the challenge was more relevant currently with the plethora of news channels waiting to be launched.

Cramer offered the folloowing tips:

* Wherever we are, we are in a battle for eyeballs - audience eyeballs and advertiser eyeballs----not necessarily driven by the same criteria.

* Successful mass media can certainly be a successful business in broadcasting.

* But media distinguished by the quality of its output can be even more successful. As one top advertising boss in the USA said a week or so ago - [talking about news channels]: "If you are talking cold remedies you're buying eyeballs….. "But other advertisers look for an environment, an image. [i'm still quoting] "

* They are looking to reach decision makers and influencers who watch news"

* Either way, those of us who have to get revenue from advertising, can go whichever we choose to get those all-important eyeballs.

* We can pander [if we want to] to the lowest common denominator. Invest in the belief that our viewers really don't have time for the difficult subject matter in the world. Want TV to be an amusing distraction in their lives. All froth and fizz. Form over content.

* Presentation is everything. News -- all the time ---- delivered with what's been described as that fake, breathless hysteria that can pervade broadcast news on TV in the USA and Europe. (Not in India I am sure!)

Cramer stated that the debate going on in Europe - and to some extent in the states - is that news on TV or on radio or in newspapers doesn't have to be impartial. "Balance and fairness and diverse opinion is boring, they say. What the audience wants is an opinionated viewpoint. They want some affirmation (confirmation) of what they think already. They want channels to champion the rightwing opinion - and ridicule the left. Or even worse, the wimpy centre, liberal view. Or vice versa," he added.

Talking about reality TV, Cramer said that the new broadcasting phenomenon, which has touched all our lives in recent years has gained popularity in the US and in Europe, is drowing the rest of the people in broadcasting. He called it a "distraction" which took audiences minds off important things in life. However, he congratulated Indianswho have somehow managed to remain beyond most of the "big brothers", "bachelors" and "survivors" and more power to you for that!

Cramer emphasised that true reality TV - is what's happening in Iraq at the moment and in the increasing terrorist threats to most of us; in the Middle East. In North Korea; in Africa with a new terrifying famine about to occur in Malawi and elsewhere; in the hundreds of thousands of people at risk from aids around the world. In what is happening in Kashmir------and the likely effects on india and Pakistan.

Cramer ended off by saying: "As I see it, all serious news organizations have a moral and ethical responsibility to ensure that their staff are trained and protected. So I have a real concern for the safety of our staff. And concern also for editorial integrity. I challenge those of you who are in the information business to buck the mindless--at times even seductive--trends that come and go. You need to stay the course. Use these trying times to engage your viewers by producing challenging television. Those viewers will be there when it's over."

Are the Indian news channels heads listening?