News Broadcasting
Advertisers demand good news on TV
Mumbai: 2020 was a tough year for industries across the board, including media and entertainment.
Most observers believed that television news would be immune to the killing nature of the novel corona virus. After all anxious TV news viewers were following minute-by-minute updates about Covid2019’s life threatening rampage and the scores of carcases that were piling up in hospital mortuaries or cemeteries and the by banks of the Ganges – in the virus’ wake. However, this quest for covid2019 updates died soon thereafter as depressed and disturbed TV watchers wanted some better tidings. But that was not to be: controversy after controversy made the top news on daily bulletins 24×7. Net result: viewership of news TV went down south, as did advertising.
Freedom of expression is a cherished and valued fundamental right. Yet, certain news media outlets have often wielded it to cast aspersions, and run media trials and ended up portraying the accused as guilty, thus irking TV viewers even more. Then there are the high-decibel studio debates, which often end up with no conclusion except for some attention-grabbing visuals.
Many a commentator, politician, socialite and influencer bemoan the dumbing down and degradation of TV news. As do a section of viewers. Listen to what eye comfort and eyewear ecomm fim Lenskart, media head, Anupam Tripathi. has to say.
“Negative programming on news channels is bound to affect a certain set of audience that is niche or more mature to an extent.”
Berger Paints India, general manager – marketing, Sudhir Nair agrees that that the overly dramatised content catalysed viewers to cut down on TV news during the pandemic, and it was the lack of new content that actually made them switch to digital and social media outlets for the latest.
So what is the way out? One way out is to present developments in a positive way, talk about the good that is going on in society and government, focus on how life is getting better, not worse, points out Tripathi.
“Unlike the DD days when everyone in the family was glued to a television set for any form of content, the younger lot now has the option to switch to another screen. So if the news channels do not take up the challenge of making their programming more positive and interesting, they might lose this audience. It is important to remember that today the competition is not with other genres, it’s with every other device that is selling news,” adds Tripathi.
Nair goes as far as to say that it’s about time that the TV news sector reinvents its programming and the way it approaches news stories. “it would be great if we could see more positive and inspiring stories,” he adds.
According to most marketers, a news channel must also bear in mind that it too is a brand which has to take care of its goodwill and credibility and provide a safe environment for TV commercials. In the past there have been examples where advertisers have either individually or collectively announced that they would refrain from advertising on channels that got into unnecessary controversies. Hence the importance of responsible programming.
Hence, says a marketer, that it’s interesting that some news networks have announced that the new offerings from their stable will present news through a positive lens, not just a critical, doubting one. Droom CMO Mohit Ahuja welcomes this trend, adding that “news media is among the top three advertising mediums because of its high reach and affinity among our target group.”
That should be good news for those who are coming up with channels offering good news.
News Broadcasting
Kamlesh Singh receives Haldi Ghati Award from MMCF
India Today Group editor honoured for three decades of journalism at Udaipur ceremony.
MUMBAI- Kamlesh Singh just turned a lifetime of sharp words into a shiny shield because when journalism wakes up a society, even the Maharana of Mewar wants to pin a medal on it.
The Maharana of Mewar Charitable Foundation (MMCF) conferred its prestigious Haldi Ghati Award on Kamlesh Singh, a senior editor at the India Today Group, during a ceremony in Udaipur on 15 March 2026. The national award, instituted in 1981-82, recognises “work of permanent value that initiates an awakening in society through the medium of journalism.”
Singh, who leads several editorial initiatives including Aaj Tak Radio, the Teen Taal community and The Lallantop, was presented the honour by Lakshyaraj Singh Mewar, Managing Trustee of MMCF. The citation highlighted his three decades of contributions to Indian media, innovations in digital journalism, mentoring young reporters, and his popular podcast persona “Tau” on Teen Taal, which fosters thoughtful public discourse.
The Haldi Ghati Award, named after the historic Battle of Haldighati symbolising valour and resilience, is one of four national awards given annually by MMCF. Past recipients include Tavleen Singh, Piyush Pandey and Raj Chengappa.
Other honourees this year included Padma Vibhushan Pt Hari Prasad Chaurasia, Vedamurti Devvrat Rekhe, Treeman of India Marimuthu Yoganathan, Vir Chakra Capt Rizwan Malik, and US-based researcher Molly Emma Aitken, who received the Colonel James Tod Award for contributions to understanding Mewar’s spirit and values.
In an era where headlines often shout louder than substance, the MMCF quietly reminded everyone that real journalism isn’t about noise, it’s about the quiet, persistent work that stirs society awake, one thoughtful story at a time.
