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HOW MEDIA ENCOURAGES OR DISCOURAGES TOBACCO USE:
THE INDIAN PERSPECTIVE…
Karthik Subbaraman and Dr. Prakash C Gupta
Healis Sekhsaria Institute for Public Health14th World Conference on Tobacco Or
Health, Mumbai, IndiaMarch 10, 2009
Flow Story 1: National Survey amongst national media personnel…
Story 2: Bollywood matters…
Story 3: Smokeless tobacco and television soap actors…
Story 4: Corporate Social Responsibility: What ITC hopes to achieve through e-choupal…and how it may be successful in achieving it…
Story 5: Social media…what it has to offer
Story 6: Moral—Rural penetration for profitable rural transformation, web-based message dissemination, and diversification in purpose
Media in India…
Lots of it High on the sensational quotient
Registrar of Newspapers of India
Some salient features: Study findings from the Registrar Council of India
18,07,38,6118,512TOTAL
27,43,665221Others
29,86,25649Annuals
15,52,138219Quarterlies
2,11,36,7101,471Monthlies
1,23,09,948955Fortnightlies
5,05,80,6483,428Weeklies
5,66,19839Tri/Bi-Weeklies
8,88,63,0482,130Dailies
CirculationNumberPeriodicity
THE PRESS IN INDIA IN 2005-06: AT A GLANCE(Data compiled as per the annual statements received)1. Language of dissemination
2. Ownership by the government
3. Issues covered
Story 1: Research study…
Study Regarding Awareness, Attitudes And Beliefs
Regarding Tobacco Control Policies Amongst Media
Personnel In India
The Survey: Objectives
To determine the knowledge, attitudes and belief’s towards tobacco use and tobacco control policies amongst the media personnel in India To assess their support to promote news coverage related to tobacco control issues.To assist in development of an effective training program for a media workshop under planning.
Results of the media surveyNearly half of them (48%) were in the age group of 21-30 years.
61% were newspaper journalists. Only 50% were aware about different diseases caused by tobacco.
Majority (87%) of them believed that strict implementation of policies is desirable even though the prevalence of tobacco use is 23% amongst media personnel.
75% of those who consumed tobacco agreed that media should give coverage to tobacco control issues. Vis-à-vis, 85% of those who did not consume tobacco.
Conclusion from Story 1: Wiring India positively
Story 2: The “Bollywood” factor...
Ideas come and go…stories stay… (The Black Swan)
Hindi Film Industry—Bollywood
Brief case study: ShahRukh Khan—a selling brand name
Worth Rs 150 crores in endorsements
Endorses Sunfeast, Airtel, Pepsi, Emami Sona Chandi Chyawanprash, Videocon, Tag Heur, Mayur Suitings. Lux and Hyundai Santro, and Compaq Presario
SRK—”marketable unit to which a set of associations and benefits, functional and emotional, have become attached.”
Cont…
TRP-promoting exerciseBrand launching platform:
“Among the FMCG companies, ITC hit home with the launch of Bingo potato wafer, Fiama Di Wills soaps and shampoos and, more recently, Vivel soaps and shampoos…during IPL.
Conclusion from Story 2: Entertainment industry provides a platform for brand launches and sustained visibility of consumer
goods…
Story 3: ITC and Corporate Social Responsibility—how
media encourages their acceptability…
E-choupal
ITC: Corporate Social Responsibility‘ITC received the FICCI Outstanding Vision Corporate Triple Impact Award 2007 for invaluable contribution to the triple bottom line benchmarks of building economic, social and natural capital for the nation. Sustainability Leadership Award 2007 conferred on Chairman Y C Deveshwar by the Sustainability Forum, Zurich and SAM/SPG at the International Sustainability Leadership SymposiumBusiness Today Award for the Best Managed Company – Retail and Consumer Products, has been conferred on ITC in recognition of its outstanding initiatives in the consumer products segment.Asian CSR Award 2007 for Environmental Excellence given by the Asian Institute of ManagementRyutaro Hashimoto Incentive Prize 2007 for Environment & Development from the Asia Pacific ForumIn the first of its kind S&P Environmental, Social and Corporate Governance (ESG) ratingsreleased recently, ITC ranked second among top Indian companies. The Company has won the Corporate Social Responsibility Crown Award for Water Practices from UNESCO and Water Digest for its distinguished work carried out in the water sector in India.NDTV Profit Business Leadership Award for being the Best Food Company of 2007.
Corporate ITC presentation: www.itc.com
E-choupal
EmpoweringRural India
Procuring Media support
Gaining Politicalsupport
Conclusion from story 3: Diversification for support from
stakeholders
Story 4: Smokeless tobacco and their endorsement by television
actors…
Luring the middle class “aspirers”
Conclusion from story 4: Smokeless tobacco is using paid media to target the middle class
Story 5: Social media in India…an opportunity to
strengthen tobacco control?
Exploring New-age medium
Internet—an emerging medium for national advocacy efforts?
Conclusion Media is generally upbeat about tobacco controlEntertainment industry in India plays an important role in determining visibility and acceptability of smoking-related behaviorTobacco industry uses CSR strategically to facilitate marketing of their tobacco products; they also use paid media campaigns to lure their target consumersSocial media could prove as a valuable communications tool to advance our tobacco control efforts
Pointers
Three things that we need to consider in encouraging greater media engagement in tobacco control issues
a. Rural penetrationb. Non-tobacco control issues –related
diversification; for instance, rural microfinance schemes
c. Use of new-age media including the internet
Thank you for your attention
Have a wonderful evening!