Press Council must get more teeth, says Prasar Bharati Chief

New Delhi, March 17 (IANS) Expressing concern at the “inadequate’ self-regulatory mechanism within media, Prasar Bharati chairman A. Surya Prakash has suggested that the Press Council become a Media Council with adequate media representation and acquire more teeth.

Surya Prakash said that some private news channels have been "creating noise" during their prime time shows, ignoring the news content.

Viewers could now watch DD News or listen to All India Radio (AIR) if they were tired of the "noise channels", he said and pointed out that “each and every Indian is a stake holder in Prasar Bharati since it depends on union budgetary support -- about Rs.2,100 crore out of its Rs.4,000-crore budget in the current financial year".

"Its own revenue generation is around Rs.1,650 crore as of now and with increased focus on internal revenue generation, this is expected to improve," he said.

Surya Prakash, himself a veteran journalist, was addressing an open session at the 9th Global Communication Conclave organised by the communication industry body Public Relations Council of India (PRCI) in the national capital.

Earlier during a panel discussion on media and PR ethics, delegates expressed concern over the recent developments that led to unpleasantness in society.

Responding, Editors Guild general secretary Ajay Upadhyay said the entire media community need not be tarred with the same brush just because of some perceived unethical practices. Most media houses do have gatekeepers in the form of strong news desks and editors to check the flow of news into the newspapers and channels.

Veteran journalist K.A. Badarinath, editor - policy at Financial Chronicle, explained that media persons in general take adequate care while using tonnes of information that they get in the process of collecting the news.

Rajan Mathews, director general of Cellular Operators Association of India who delivered the keynote address, pointed out that misinformation is being spread about the so-called radiation effect from cellphone towers whereas there is no scientific evidence of such an impact.

The mobile tower radiation emission standards that are being practised in India are much more stringent than the western and European norms, he said.

Participating in a panel discussion on financial inclusion, former CMD of Canara Bank Rajiv Dubey said media should play a major role in increasing the financial literacy in the country.

Shubhrangshu Neogi, director and head of Marketing & Brand-Religare, stressed on the need to cut the jargon and simplify the flow of information to the masses. Financial services companies need to involve PR machinery to educate the people about various plans and schemes and ensure inclusive growth, said Mohit Rochlani, CMO of IndiaFirst Life Insurance.

Based on the suggestions from the speakers, PRCI has decided to launch an awareness drive for adopting ethical practises among public relations practitioners and conduct skill development programmes for professionals to understand the functioning of media and its information needs, said PRCI chief mentor and Chairman Emeritus M.B. Jayaram.