Launching a web or digital news media platform in today's landscape mirrors the past fervor for starting evening newspapers. For many, it stems from sheer passion, occasionally supported by local political figures or funded personally. Mainstream media often excludes certain voices, either due to owner directives or political alignments, and these marginalized voices become the foundation of alternative media.
The economics of digital media revolve around online advertisements, aggregator platforms, Facebook, YouTube, and direct donations or contributions. With a competent marketing team, events can also be organized to generate revenue. Furthermore, having a strong benefactor, much like the historic patron Chhatrapati Shahu Maharaj, can be instrumental in sustaining such ventures.
However, viewing alternative media purely as a career path to financial prosperity is misguided. Personally, I have sacrificed millions out of passion, depleting my bank balance entirely. People often ask me what I hoped to gain from this. My answer is simple: When I entered the media, I had no money. I came from a movement background, worked in the mainstream, and earned a decent salary mid-career. When media outlets faced challenges, I felt it was time to give back. It was a moment to stand up and, if needed, face complete financial ruin. This mission had to be self-driven, not directed by anyone else.
I began with a modest weekly blog, which expanded significantly due to encouragement from readers and colleagues. Support from organizations like IPSMF has helped sustain the venture thus far. However, despite the journey, it hasn't become financially self-sustaining.
While working in mainstream media, I interacted closely with marketing, gaining insights into media economics. The content we create doesn’t fit the typical marketing mold, so balancing an 80% focus on marketable content and 20% on ideological content is essential for alternative media to survive.
There’s a misconception that millions of views on Facebook or YouTube equate to substantial revenue. These platforms have their algorithms and criteria. Some social media platforms have assigned us relationship managers who call once or twice daily, suggesting we post trending content in areas like fashion, food, lifestyle, sex, relationships, entertainment, technology, cars, bikes, and tourism for better revenue. Thoughtful content receives very low advertisement rates.
Operating in this non-premium sector makes it challenging to pay staff well or provide honorariums to writers and bloggers. While we might see this as a movement, for others, it’s a business. Integrating professional elements into this movement carries risks. It can disrupt the financial stability, and the fervor of professionals might have waned. Expecting them to reignite their passion for your cause in their prime is unrealistic. Their guidance is necessary, but the new movement needs to stand independently.
In essence, the 'fire' in one's heart must be the capital of this media. This fire cannot be quantified in monetary terms.
The Moral Collapse of India's Mainstream Media
The Indian media industry has undergone a profound transformation, leading to a moral collapse that has compromised its integrity. Mainstream media, once seen as the pillar of democracy, now often acts as a mouthpiece for powerful political and corporate interests. The pervasive influence of money and politics has eroded journalistic ethics, leading to biased reporting and the marginalization of dissenting voices.
This moral decay is evident in the way news is presented. Sensationalism often trumps substance, with media houses prioritizing TRPs over truthful reporting. Important issues are sidelined in favor of trivial stories that generate more viewership and, consequently, more revenue. The result is a public that is often misinformed or uninformed about critical issues.
Alternative media emerged as a response to this crisis, striving to uphold the principles of honest and independent journalism. However, these platforms face significant challenges. Financial instability is a constant threat, as they lack the deep pockets of their mainstream counterparts. Funding often comes from a mix of donations, limited advertising, and occasional grants, but this is rarely enough to sustain operations long-term.
Moreover, the pressure to conform to popular trends to secure funding can dilute the core mission of alternative media. Platforms like Facebook and YouTube, while providing a broad reach, operate on algorithms that favor sensational content. This creates a dilemma: to survive financially, alternative media might need to produce content that aligns with these trends, potentially compromising their integrity.
In this environment, passion becomes the most valuable currency. Those involved in alternative media are driven by a desire to provide a voice to the voiceless and to challenge the status quo. This passion fuels their efforts, even when financial rewards are minimal or nonexistent. However, relying solely on passion is unsustainable. To truly thrive, alternative media needs a model that balances financial viability with journalistic integrity.
The Indian media landscape is fraught with challenges. The moral collapse of mainstream media has paved the way for alternative platforms, but these too face significant hurdles. The future of independent journalism in India depends on the ability of these alternative media platforms to find a sustainable path forward, fuelled by passion but grounded in practical economic strategies.
- Ravindra Ambekar
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