We are living in a time where Media in general has got only one aim "To Sensationalise". The context or the significance of the news item is irrelevant. All that is needed is sensationalism in the presentation. So those news items which are very "dry" are ignored, even if they might influence the society in a very positive way. However I do not blame the Media alone, after all the Media delivers what the majority of the population is interested in knowing about.
So if that means covering Film fare awards and Reality shows and controversies surrounding them in detail, so be it. It is at such a juncture has "The Week" come out with an article highlighting the impact that little known Indians have created with their Ideas in rural parts of India. Aptly titled as "The Indian Genius" the article contains details of those wonderful human beings and their simple but highly effective solutions and how it has transformed their villages and neighbourhood.
The fact that the magazine chose to cover this story during New Year Time was more commendable, as New Year is that time of the year when magazines and Television are agog with Best Songs, Movies, Man/Woman/Animal/Moment of the year contests. It is generally viewed as a time which is ripe for minting money. Kudos to "The Week" , which chose this time of the year to come out with a story which in today's jargon can be labelled as a "Dry" story.
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Good Luck to "Chennai Live" a Radio FM channel which has opted to take the Road less travelled by opting to air English Music for major portion of day as opposed to airing Tamil music ( the Native language of the Province in which Chennai operates) I am reminded of those days when the city as well as the country had few Restaurants which sold "Pizza". Fast forward to the present and you have almost every small Bakery selling Pizza. Such has been the extent to which Pizza has become a part of our daily life. The Same is the case with Sushi cuisine in America.
One common feature in both of the aforementioned examples is that the owners were able to customize the food to suit the needs of the target audience.Now whether this channel goes on to establish itself in such a way depends on the way it is able to market itself and the degree to which it is able to customize itself. However one thing is for sure, it has decided to break the monotony and dared to be different. Whether this will bring success to it or not? Time alone can answer. The result immaterial, I appreciate the courage and wish them good luck.
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