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News Media & Development DialogueNews Media & Development Dialogue

CMS Presentation

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• Aaj Tak, DD News, NDTV India,

Sahara Samay, Star News, Zee News

• Each broadcasting for four hours, ie

240 minutes between 7-11pm.

• Daily Total- 1440 minutes

• Period 1st to 15th Sept, 2007.

24 X 7 NEWS24 X 7 NEWS

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Themes # % Time %

Agriculture 4 0.16 64.5 0.49

Environment & Wildlife 3 0.12 11 0.08

Health & Medicine 17 0.67 79.5 0.6

Education 45 1.78 165 1.24

Total 69 2.73 320 2.41

Total News Time 13277 min (221.28 hours)

Total Ad Time 8323 min (138.72 hours) > 60%

Development Stories Time 320 min (5.33 hours)

Total Number of stories 2528

Number of Development Stories 69

Themes & Time ShareThemes & Time Share

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•InIn AgricultureAgriculture DD reported only

official pronouncements and events

Theme wise ChannelsTheme wise Channels

• On the other hand, Sahara Samay out scored DD in

terms of time devoted but most of them related to farmers

suicide and related stories (51)

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EnvironmentEnvironment was mostly on DD (3 stories) relating to

pollution, extinction of species and climate change devoting

11 minutes.

Theme wise Channels Theme wise Channels (Contd…)(Contd…)

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HealthHealth had a sizeable coverage –17 items and 79 minutes.

While Star News did not feature any item on the subject,

NDTV India devoted 42 minutes for just two items; of which

40 devoted to Obesity.

DD featured stories on HIV, Diarrhea, Immunization and

one on lack of infrastructure.Sahara had stories on HIV as

well as lack of infrastructure.

Theme wise Channels Theme wise Channels (Contd…)(Contd…)

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EducationEducation

 

Of the 45 items, DD had nearly half of them.Events such as

Teachers Day awards,Literacy Day was on DD. So also on

educational policy and innovations in teaching.

“Higher education in India was a sick child” – HRD Minister

DU elections dominated the educational stories on other channels.(Source: CMS Media Lab)

Theme wise Channels Theme wise Channels (Contd…)(Contd…)

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CMS similar studies looked into media coverage of

Health, HIV, MMR, Abortion issues and other

development themes.

Conclusion:

• Development news constitutes less than 3% of total coverage.

• Of this Health related news dominates.

• Within health, news relating to HIV/AIDS dominate.

Findings from CMS Studies Findings from CMS Studies

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A recent survey of a campaign on MMR showed that

well planned media engagement as part of overall

communication campaign generates not only media

interest in the subject but also creates a reader,

community and policy and implementers interest

creating a virtuous circle in which the media and the

market interest converge.

Virtuous CircleVirtuous Circle

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“Media takes note of what obtrudes into public space. It

makes us think about issues but by itself does not create

public opinion about issues.”….

Journalist and author of Propaganda & Public Opinion : Walter Lippman

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Thank youThank you