By SANJAYA BARU
I first met H.Y. Sharada Prasad in 1982 in the very room in which I later sat in the Prime Minister’s Office. He knew me only as Rama’s husband! I was in Delhi on a visit from Hyderabad where I was a University lecturer and went to call on him because Rama had asked me to.
I would meet him occasionally during my days at the Economic Times and Times of India and tried hard to get him to write for the editorial page of the TOI, when I was in charge of it in 1994-96. He always declined the invitation with a smile. Finally, when he chose to write a column I had already left TOI and it was M.J. Akbar who managed to get him to do so for The Asian Age and Deccan Chronicle.
Perhaps as a consolation he called me one day and told me that he had informed Encyclopedia Britannica that he would stop writing the chapter on India that he had written every year for close to fifty years, and henceforth they should approach me for the chapter.
I was flabbergasted, flattered and honoured.
The editor of Britannica wrote me a warm letter saying that I must be someone very special because after a “life long” association with EB, “Mr Prasad has chosen you to inherit his annual contribution to the Britannica.” I have written that chapter since, every year.”
On 2 June 2004 I joined the PMO in the morning and called on “Shouri mama” (as Sharada Prasad was called by his friends and family) the same evening to seek his blessings and take his advice. He spoke to me at length about the office itself, and the significance of every nook and corner.
“You are sitting in the same room in which Jawaharlal Nehru first sat as Prime Minister,” he told me, referring to the corner room next to the cabinet room. Nehru had to wait for a month to move into what is now the PM’s room, since that room’s earlier occupant, Girija Shankar Bajpai, would not vacate it till the room assigned to him was ready, that being the present principal secretary’s room.
I too had occupied that very room briefly till I moved into the much larger adjacent room, the one Shouri had occupied with great distinction for almost two decades. After letting me know that I was sitting in Nehru’s first room in the PMO, he added with a mischievous smile, “of course Natwar (Singh) also sat there!”
He regaled me with stories about the various occupants of the PMO during his decade and a half there, about their egos and their foibles. He gave me valuable advice on how I should discharge my duties both as media advisor and speech writer that stood me in good stead throughout my four-and-a-half years in the job.
On a couple of occasions when I had difficulty convincing the PM and his senior aides about my media strategy in dealing with an issue, I would called Shouri and having received his endorsement of my plan inform the PM that Mr Sharada Prasad has approved my idea. The PM would instantly fall in line and allow me to go ahead, over ruling the dissenters. Securing Shourie’s imprimatur was enough.
For a man who wielded a powerful and elegant pen for the Prime Minister of India, who had the unquestioned trust and confidence of a powerful Prime Minister like Indira Gandhi, who had travelled around the world with her, hearing her read out his prose, whom generations of Indians had seen in Films Division documentaries and front page photographs sitting next to Mrs Gandhi and Rajiv Gandhi, here I was with him on my first day in the PMO in his two-room, Punjabi Bagh DDA flat.
Every day of my four-and-a-half years in the PMO, I would recall that first evening that I spent with Shouri.
Don’t fool yourself, I would tell myself, you may be here today, but one day you too will have a modest apartment to retire to. Shouri was among the very few who worked with Indira Gandhi and Rajiv Gandhi who had no Vasant Vihar or New friends Colony or Maharani Bagh house to leave for his children. It is the combination of his wisdom and simplicity, his prose and wit, his deep knowledge of both India and the world that makes him a truly unique occupant of that all powerful corner of Raisina Hill. This memorial lecture is dedicated as much to Shourie as to the values he embodied.
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One of the things that Shouri said to me when I met him the evening of my first day at the PMO was that during his long tenure at the PMO he kept in regular, almost daily contact, with key interlocutors in just five newspapers – Hindustan Times, Indian Express, The Statesman, The Hindu and Times of India. That was a different world.
While India reported less than 500 newspapers in the years Shouri first came to deal with them, and only one television channel, by 1991 there were 923 newspapers and still only one TV channel. But Shouri regarded dealing with just the top five English dailies adequate to influence the rest of the media. These five, he presumably believed, set the tone and the agenda for all others to follow. It is also possible he believed having these five on one’s side is what mattered as far as the PM was concerned.
In 2008, the year I left PMO, the Registrar of Newspapers reported that 2,337 newspapers were in circulation in India. In 2004 there were already several news TV channels, but by 2008 the number had more than tripled. By the time I left my position in mid-2008 I would normally be dealing with at least a couple of dozen newspapers and TV channels every day. The era when one could happily say that the PM’s media advisor kept in touch with just five top English newspapers was long gone. Not only had Indian language TV and print become more important, but even English language TV and print had burgeoned and the internet had arrived.
It was during my last days in office that I acquired a Facebook account and Outlook magazine put me on their cover, along with some celebrities, for being the first PMO official with a Facebook account. Twitter had not arrived by the time I left office. Today Shouri would not be able to recognise, much less relate, to the media scene in India. My 84-year-old parents take pride in letting me know that they neither watch TV news, nor spend more than a few minutes reading a newspaper. They have opted out of daily news.
But, the rest of India has not. Nowhere has there been a bigger boom in media than in India.
At the last World Association of Newspapers convention in Hyderabad in 2009, India was hailed as the great global hope for media, especially print. The WAN invitation to the Hyderabad convention said:
“Developing literacy and wealth are part of but far from all the story: Great credit needs also to be given to Indian newspaper professionals, who are re-inventing the newspaper to keep it vibrant and compelling in the digital age……. Although broadband and mobile are booming in India, print newspapers are growing right along with them. The country has more daily newspapers than any other nation and leads in paid-for daily circulation, surpassing China for the first time in 2008. Twenty of the world’s 100 largest newspapers are Indian. Newspaper circulation rose a further 8 percent last year.”
Salivating at the India numbers, News Corp top executive James Murdoch told a FICCI–Frames conference in Mumbai last month that “India’s media industry is a ‘sleeping tiger’ waiting to be awakened.” He described global media firms as “grey and tired”. “The impressive achievements of the last two decades have not even begun to fulfill the potential of this great land,” said the son of media mogul Rupert Murdoch.
This boom is witnessed in every language, with Hindi’s Dainik Jagran emerging as the great success story in print media. But with growth have come its wages. The quantitative expansion of Indian media continues to outpace its qualitative development. Extreme inequality in compensation structures means there are some journalists who get world class compensation that would be the envy of even developed economy media, and there is a mass of under-paid staff, many of whom with low skills and lower motivation.
Speaking at the Silver Jubilee of the Chandigarh Press Club in September 2005, Prime Minister Manmohan Singh said:
“With the rapid growth of media in recent times, qualitative development has not kept step with quantitative growth. In the race for capturing markets, journalists have been encouraged to cut corners, to take chances, to hit and run. I believe the time has come for journalists to take stock of how competition has impacted upon quality. Consider the fact that even one mistake, and a resultant accident, can debar an airline pilot from ever pursuing his career. Consider the case that one wrong operation leading to a life lost, and a doctor can no longer inspire the confidence of his patients. One night of sleeping on the job at a railway crossing, an avoidable train accident, and a railway man gets suspended. How many mistakes must a journalist make, how many wrong stories, and how many motivated columns before professional clamps are placed? How do the financial media deal with market moving stories that have no basis in fact? Investors gain and lose, markets rise and fall, but what happens to those reporters, analysts, editors who move and make markets? Are there professional codes of conduct that address these challenges? Is the Press Council the right organization to address these challenges? Can professional organizations of journalists play a role?”
Apart from the problem of quantitative growth outpacing qualitative development, there is also the challenge of conflicting objectives and a clash of cultures. News media has become subsumed into the larger business of information and entertainment. This is in large part a consequence of the growing dependence of media, especially news media, on advertisement revenues, though India still has a substantial segment of the market that is still willing to pay for news.
One of the consequences of this growing dependence on advertising revenues, as opposed to subscription revenue, and the competition from competing media is that news media has become increasingly a mish-mash of news, views and plain entertainment.
A recent FICCI- KPMG report, Hitting the High Notes on the Indian media and Entertainment Industry in 2011 not only unabashedly refers to ‘media and entertainment’ as one industry, but also points to the growing inter-linkages between the two sides of business. News is entertainment and entertainment is news! And, the stakes are high.
According to KPMG, the Indian Media and Entertainment (M&E) industry stood at US$ 12.9 billion in 2009. Over the next five years the industry is projected to grow at a compound annual growth rate of 13 per cent to reach the size of US$ 24.04 billion by 2014.
A PricewaterhouseCoopers (PwC) report titled ‘Indian Entertainment & Media Outlook 2010’ predicts that the industry is poised to return to double digit growth to touch US$ 22.28 billion growing cumulatively at a 12.4 per cent CAGR to 2014.
Apart from the phenomenal growth prospects, which have become the envy of media companies around the world, and therefore attracting many of them to India, it is important to also note that there has been a vertical and horizontal integration, along the technological spectrum, of news, entertainment and communication. Print, TV, radio, film, music, gaming, mobile telephony, internet and banking and finance are all getting integrated. New technologies will integrate the businesses and the markets even more.
The KPMG report adds, “While television and print continue to dominate the Indian M&E industry, sectors such as gaming, digital advertising, and animation VFX also show tremendous potential in the coming years. By 2015, television is expected to account for almost half of the Indian M&E industry revenues, and more than twice the size of print, the second largest media sector. The contribution of advertising revenue to overall industry pie is expected to increase from 38 percent in 2007 to 42 percent in 2012.”
When news and entertainment become two sides of the same coin, indeed some would say the same side of one coin, with advertising revenue being the other side of the coin, and when the distinction between news and views gets blurred, journalism enters an uncharted territory where there are as yet no professional yardsticks to judge either purpose or performance. But it is not just the integration of businesses that is having an impact on media. It is the integration of business with politics and politics with business that is now shaping news media, and not just at the national level.
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S. Hussain Zaidi (in picture), the brilliant and fearless Asian Age bureau chief in Mumbai (and 
