Paid news syndrome

I have presented this article in the National Seminar on “Media Audit: Need for Greater Accountability, Responsibility and Transparency” organized by Department of Journalism and Mass Communication, Berhampur University.

Paid news syndrome: An unethical and undesirable trend in media

Hemanta Kumar Pradhan

4^th semester, M.A. Mass Communication

PG Department of Journalism and Mass Communication

Berhampur University-760007

Abstract

Paid news is a much hyped phenomenon now days. In the 15^th general election to the Loksabha in 2009, this disturbing trend was highlighted by the media that is payment of money by the politicians to the media organization for their favorable coverage which is popularly known as ‘paid news’.

The Press Council of India defines paid news as, “Any news or analysis appearing in any media (Print and electronic) for a price in cash or kind as consideration.” For democratic India, the media continuous to be acclaimed as the forth important pillars after judiciary, parliament and bureaucratic set-up, but unfortunately a cancer in the form of paid news has been diagnosed with the Indian media in the recent past. Millions of rupees have been reportedly paid to media houses for paid news.

What we are talking about paid news, it is not new at all and it was there in 19^th century as the form of Cheque Book Journalism. Now the Australian Press Council is currently looking at the ethical question arising from Cheque Book Journalism.

During the General Election in Bihar and Maharashtra, Paid news was used by the candidates to publish or broadcast in favor of them. The money involved was also petty in comparison to what it is now going up to Rupees 1Crore per candidate, per constituency, according to Sushma Swaraj, leader of opposition.

On April 01, 2010, Press Council of India prepared a draft report on ‘Paid News’: how corruption in the India media undermines democracy. The report speaks of the deception or fraud that paid news entails as having three levels. First: “The reader of publication or the viewer of the television Program is deceived into believing that what is essentially an advertisement is in fact, independently produced news content.” Second: “By not officially declaring the expenditure incurred on planting paid news items, the candidate standing for election violates the conduct of Election Rules, 1961, which are meant to be enforced by the Election Commission of India under the Representation of the People Act, 1951.” And third: “ by not accounting for the money received from the candidates, the concern media company or it representatives are violating the provisions of the Companies Act, 1956 as well as the Income Tax Act, 1961, among other laws.”

Not only paid news undermines democracy, it creates integrity risk for the nation. Paid news is deceit. The politicians and the people, who give paid news, are playing with the faithfulness of the people on media. The age old believe as media is faithful friend and guide of the society may diminish by this unethical act. It moulds the opinion, changes by taking bribe from the candidates. It is unfair practice in a democratic country like India.

In India every person has the freedom of speech and expression, but according to Chief Election Commissioner –Paid News is not a free speech. The Commission is concerned about the undue influence that paid news can create in the mind of the voters. It is against free and fair polls. Paid News is downright unethical and sinister. And he again says-“we realized with all seriousness the impact of this malpractice. It could derail democracy.”

Government of India is preparing to setup rules and regulations to control Paid News. In the upcoming assembly elections in West Bengal, Kerala, Assam, Tamil Nadu, Puduchery, Election Commission has asked the Chief Electoral Officers of the above states to direct the district levels committee to monitor and investigate the Paid News.

In a special meeting arranged by my Professor, Dr. Sunil Kant, I asked the Minister of the state information and Broadcasting, Government of India, Mr. Choudhury Mohan Jathwa on Paid News. He gave emphasis on preparing a self-regulatory system for electronic media, which can control the paid news with other unethical phenomenon.

Recently, I&B minister, Ms. Ambika Soni announced to setup a self-regulatory mechanism to keep eye on the electronic media which will consisting of a retired judge and members of civil society. It is a welcomed step.

At the end, I want to say that; media is the eye opener and mirror of a society. It should be people friendly as it is the voice and a faithful friend of common man. So it should be clean from all these black spots and evil things.