“Convergent media policy inevitable” -Governance Now

“Convergent media policy inevitable”

Industry to be consulted, assures Tewari

Geetanjali Minhas | February 4, 2013

Emphasizing self-regulation of content as the preferred option which is broad-based and balanced, information and broadcasting minister Manish Tewari has stressed the need to create a statutory mechanism to address issues related to convergence across media, entertainment and telecom.

“Convergence across media, entertainment and telecom space especially with digitization kicking in is inevitable. Therefore, at some point in time, there will have to be an overarching statutory architecture to look into the issues. Freedom of speech should not extend to the right to offend and an individual’s right to privacy must be respected,” the minister said. He was speaking at the International Advertising Association’s First IAA Leadership Awards function in Mumbai Saturday night.

Listing out paradoxes associated with the media and entertainment industry – self-regulation, skewed revenue model and imperfect audience measurement models among others, Tewari pointed out, “Issues are contentious no doubt, but if you delay decisions, the situation will engulf you completely.” Assuring the media and advertising industry, the minister said their views would be taken into full consideration while framing policies relating to the sector.

On digitization, Tewari said his ministry was on course of implementing the second phase of digitization in 38 cities with million-plus population. He said, “Besides providing consumers with better viewing quality, digitization will also address the skewed revenue model of the media and entertainment industry by bringing in clarity about the customer base,” and hoped it would prompt the industry to observe limits on advertising time.

Additionally, the minister also pointed out the imperfect model of audience measurement and called for development of a ‘far more qualitative model’ to address the issue of television viewership.

The awards were given away in 18 categories, recognizing and honouring "outstanding" individuals in the fields of marketing, advertising and media. The event was attended by more than 400 senior professionals from advertising, media and marketing fields from all over the country.

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