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News Media Development Dialogue CMS
Presentation
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24 X 7 NEWS

• 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.

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Themes Time Share
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Theme wise Channels

• In Agriculture DD reported only official
  pronouncements and events

• 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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Theme wise Channels (Contd)
Environment was mostly on DD (3 stories) relating
to pollution, extinction of species and climate
change devoting 11 minutes.
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Theme wise Channels (Contd)
Health 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.
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Theme wise Channels (Contd)
Education   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)
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Findings from CMS Studies

• 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.

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Virtuous Circle
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.
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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 you