The VHP Hardsell

William Gates presence filled the screen, till Pravin Togadia elbowed him out. During every crisis involving VHP 8212; on an average there...

William Gates presence filled the screen, till Pravin Togadia elbowed him out. During every crisis involving VHP 8212; on an average there8217;s one every fortnight 8212; we see, listen to Giriraj Kishore and Togadia. Surely, giving the VHP multiple voices, though good television, is bad practice? It8217;s not about disagreeing with VHP. It8217;s about impartiality and everyone being equal before the camera.

During the Ayodhya imbroglio earlier in the year, we heard from messieurs Kishore, Togadia and Ashok Singhal on the same day, essentially repeating the same sentiments. Why? Perhaps because the VHP is tamasha TV at its best, rather like throwing a plastic bottle at the game of cricket 8212; just. The VHP8217;s media management is astute. It organises events, holds meetings, makes numerous statements, offers challenging opinions thereby 8216;8216;creating news8217;8217; and generating publicity far in excess to its national standing. In fact, it often receives more coverage than most political parties do.

In the process it keeps the BJP on its feet and in the news too. Each time VHP breathes out, the party wheezes. In a neat pas de deux, they dominate TV news bulletins throughout the day.

By giving people like Togadia unlimited coverage, by allowing them to freely air their controversial or extreme views on television, a message goes out to everyone: the more aggressive, opinionated and offensive you are, the more the media loves you; the more accommodating you are, the less lovable you are 8212; the meek do not inherit TV.

Togadia spurns reasonableness and accommodation. Last Friday, the Prime Minister, no less, publicly on Aaj Tak called for restraint in Gujarat and within a few hours, the international leader of the VHP was before the cameras. Watch the dramatics: he jut out his chin, cemented his intractable features and openly ridiculed Vajpayee, throwing defiance in his face, knowing the nation watched. A tour de force. How often do you see a PM or President dismissed just so, on TV?

More than print, television news and current affairs programmes court controversy: the anchor, correspondent, whoever, deliberately sets out to provoke guests and foment disputes, sensationalise differences. It makes for good television, remember? But what if television news followed Doodarshan8217;s example and simply reported statements without putting a face to them? Or not report them at all, for a while? What would happen? May be it would dampen Togadia8217;s enthusiasm 8212; somewhat?

Sabse pehle Aaj Tak stole a march on its competitors with its exclusive PM interview. Sabse second, it dampened Doordarshan8217;s spirits. Why did Vajpayee not make his appeal on DD National 8212; the channel with the greatest reach throughout the country? Sabse next, why did he not call in all the news channels for maximum reach? The manner of his delivery suggested this was no off the cuff, spontaneous reaction but a well-considered intervention. Then why single out one channel? Sabse confusing.

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Bill Gates interview to Raghav Bahl The Appointment, CNBC was moderate, reasonable and therefore, not masala magic. Still, in his many TV appearances last week, Gates was engagingly winsome. Like Tendulkar, he projects a boyish modesty and you think, 8216;8216;why, what a nice man8217;8217;, not boorish or arrogant at all. Once you listen to him carefully, you realize he8217;s promoting his company and himself. Each time he spoke of the 8216;8216;digital decade8217;8217; it was accompanied by an advertisement for himself. What you8217;d call a Micro-soft-sell.

Meanwhile, Ektaa Kapoor is using her serials to promote, a her brother8217;s film career, b her film productions. One of the characters in Kasautii Zindagi Kay is called Tushar and songs from Jeena Sirf Tumhare Liye, his latest film, play during her serials. Hindi film music and dance sequences are now prominently used by Kapoor. In the process Kapoor helps to narrow the gap between Hindi cinema and television, consumes precious minutes at low costs 8212; and popularizes old film songs for free perhaps from Papa Jeetendra8217;s old movies?.