First uploaded on July 01,2007
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Last Updated on July 05, 2010 21:15
Significance of Prasar Bharati
Prasar Bharati has dual significance as India's Public Service Broadcaster and National Broadcaster. Significance of Prasar Bharati as Public Service Broadcaster lies in the fact that private Broadcasters can not fulfill the real objectives of Public Service Broadcasting. Private broadcasting's entire output is defined by an imperative need to reach mass audience in order to sell products for their advertisers.
Private Broadcasters depends absolutely on the revenue from their advertisers, so we can't expect them broadcast programs which can't generate much revenue for them. Left to market forces alone ,it is certain that purely commercial broadcasting will not meet the needs of public service broadcasting. Because commercial broadcasting regards the audience as consumers and not as citizens.
Private broadcasters bargain with their advertisers with the purchasing power and the numbers of their viewers and listeners and not with the quality or standard or the social message of their programs. In a developing country like India this distinction has considerable implications, since the market power or the purchasing power of a large number of the population will be small . Moreover ,the information and the education needs of the population may not be met by commercial and private broadcasters
Significance of Prasar Bharati as National Broadcaster.
National Broadcaster Prasar Bharati has the largest reach in terms of technical coverage. With its large network of terrestrial TV transmitters and local radio stations even in the most difficult , remote and the border areas it reaches 99.3% the population and 91.42% of geometrical areas. Besides with the introduction of DTH services ,now Prasar Bharati services are available in all the corners of our country. A strong Nation requires a strong national Broadcaster which should be a symbol of national pride for the entire nation and for all Indians in different parts of world . National Broadcaster has great strategic significance in emergency situations like natural calamities, war etc...
In today's broadcasting scenario , explicit collaboration with the western channels has become an accepted industry practice in India . It can be most dangerous in a war like situation. In a country like India with its numerous cultures ,religions and languages, the national broadcaster Prasar Bharati has a great role to play in national integration, national security and national unity. For national integration, security and unity , we can't expect much from a private- commercial broadcaster, which will be controlled either by corporate houses, having multi national presence and interests or by family interests .The coverage given by the private broadcasters to the 36th national games held at Guwahati, Assam on Feb. 2007 shows their real attitude ,which even provoked the I&B minister to ask in a television interview to a leading Hindi news channel that,
"Why you not shown National games, Are you not Indian citizens, only PrasarBharati shown it".
In a democratic country like India one of the basic objective of the national / Public service Broadcaster should be to strengthen the democratic process by providing information ,promoting debate and discussions on all vital issues and providing a platform for interaction between common man and policy maker.(Even though Private broadcasters can also do the above ,they may not be in the interest of the nation , because they will be influenced and controlled by the vested corporate and other interests controlling the Private broadcasters.
So it is very clear that PRASAR BHARATI has great significance, even in today's multi channel environment.
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