RIYADH, 21 April 2004 — Blaring voices, people at each others’ throats, candidates heavily laden with garlands of flowers, their hands folded most of the time in humility: These are common scenes in India as the nation elects a new government.
Although the large Indian population in the Gulf cannot be a part of it, it is nonetheless excited. Most Indians keep track of developments by satellite television. The channels are busy broadcasting talk shows, debates, skits, song and dramas and live coverage of Q&A sessions with candidates. Virtually one opinion poll is broadcast or published every second day even as viewers are bombarded by all kinds of election specials.
For the Gulf audience, this has pure entertainment value. After all, it is interesting to see politicians, film actors and actresses and scions of royal families on dusty Indian roads cajoling the rural population to cast “precious votes” to “serve them.”
Some of these programs reach the Gulf on such satellite TV operators as Pehla Plus. The latest are NDTV 24x7, the highly rated English language news channel, and the regional language channel Jaya TV. Those with the required decoders and technology can access other channels such as Aaj Tak, the leader among the Hindi channels. India TV is the latest, with hours of election specials.
Some channels have even resorted to specialized training for staff in news broadcasting and TV production. The idea is to impress viewers with computer graphics and lighting, unusual camera work and spicy stories which often focus on the personal lives of candidates. Some channels focus on the wealth the candidates possess, alleged extramarital affairs and charges of bigamy while others deal with the candidates’ education or lack of it.
With reporters in every nook and cranny of the country, every detail is discovered and broadcast. “At times the standard and quality of programs suffer but still the basic entertainment and curiosity value remains,” says a viewer in Riyadh.
Some programs such as “Khabar Tadaka — Chunnav Ki Bhatti Se” (Latest From the Election Kitchen) by Jaspal Bhatti on Zee News are satires on various candidates, their ideologies and commitment to the “welfare of the nation.” “Pol Khol” (Spilling Poll Beans), conducted by irrepressible Shekhar Suman on Star News, makes fun of the candidates with various interpretations of their double talk and lifestyles. NDTV 24x7 has its own version “Double Take”, in English.
Poking fun at candidates and hard talk shows may be part of the election, but as far as the channels’ promoters and owners are concerned, the time is ripe to join the race, make their presence felt, create a brand name and, most importantly, get advertising revenues. Some prominent Gulf publishers and advertisers are also lending a helping hand.
In a recent development, India’s Election Commission lifted its objections to TV advertising by political parties, albeit with certain conditions. This is a big boost for the channels. For some, it hardly matters that elections will be over next month and viewers are certain to return to the usual movie and sports channels. All seems fair as long as they make hay with “India shines” or “India cheated” campaigns.
