Reading news with a notebook computer in front has become a regular feature on Indian television. But look closely at this montage of images from New Delhi Television (NDTV), and you will find the logo of Lenovo, the Chinese company that bought over IBM’s laptop business, prominently showing up on screen.
The logo appears on all three channels in the NDTV stable: the English news channel ’24×7′, the business channel ‘Profit’, and the Hindi channel ‘India’. Sometimes it is on the left of the screen, sometimes on the right, sometimes bang in the middle. And it appears whether one person is reading the news or two; morning, afternoon or night.
Of course, it is possible that all the notebook computers supplied to NDTV come with these giant-sized logos, which appear to be stickers, but it is unlikely. For one thing, Lenovo laptops available in the marketplace do not have such logos. And, for another, if you peer at the images, you will also find a smaller metallic logo above the big sticker one. So, clearly, the big logo is meant to be there.
Which can mean only one of three things. Either NDTV’s producers haven’t noticed that they are giving free publicity to a corporate (unlikely). Or NDTV acquired a truckload of computers at a mammoth discount from Lenovo in exchange for on-air publicity (possible but unlikely).
Or, most likely and dangerously, this is a “product placement” for Lenovo.
In other words, editorial airtime is being used by NDTV to subconsciously push a product without the viewer knowing that this is actually an advertisment for the company making it. In a strange sort of way, “The Wall” between Church and State seems to have been breached in an organisation high on political correctness and editorial standards.
What is wrong, you might ask, NDTV is free to do whatever it wants. Answer: plenty.
For starters, this is as bad as The Times of India group selling editorial space in the news columns of its publications to advertisers. The distinction between news and advertisement collapses, and the reader/viewer has no idea what is paid for and what isn’t.
Since ToI isn’t inflight reading even in the “business” section of NDTV, surely sauce for the goose….
More importantly, in a largely illiterate nation where images play a big role in moulding minds and shaping opinion, the media have a bounden duty to ensure that what the reader/ listener/ viewer receives comes to him unfettered, without any strings attached. Not pushed through surreptitiously in a manner which could compromise the editorial freedom and independence of the newsroom.
What, for instance, is the likelihood that labour malpractices or disposal of e-waste by Lenovo at its Chinese factory, or under invoicing of imports, will be allowed to be probed deeply NDTV reporters or reported fairly on air if there is an advertising deal stitched in in so obvious a manner?
Thankfully, it’s only Lenovo today. But what will they sell next without the viewer knowing?
Instead of treating viewers as citizens whom it ought to inform, entertain and empower, NDTV seems to have embarked on the same sorry path of those it decries by treating viewers as consumers.
For a listed company that isn’t short of cash, that is a big price to pay for a very small saving/accrual to its bottomline. And for a brand leader, it is a sorry example to set for the rest of the crowd.
Also read: Selling editorial space: changing times
The Times of India‘s final frontier
Crossposted on sans serif
Good Analysis Boss– Hats off to you
literacy rate in india 61.3%
one pikchur thoujand vords englis gaade maatu.
nitpicknaLLi tarlesubba agree with the restu.
I do not understand whats the big deal even if NDTV is using it as an advertisement. There are so many advertisements coming in the news bar of all the channels and this is one more smart way of attracting advertisements. We should appreciate the intelligence. And also by the way, they cannot put logos of any non-laptop manufacturing firm on that. So i feel this is not an advertisement but a deal for wholesale buying of electronic goods at cheaper price.
The big deal is that Churumuri is a big fan of CNN-IBN. CNN-IBN scratched Churumuri’s back when the NRN-National anthem issue was hot, by featuring Churumuri in its news.
Now Churumuri is returning the favour by rubbishing NDTV.
Assumption 1: NDTV is cash rich is wrong –It is bleeding on the NDTV profit and Hindi channel–Look at their recent annual report
Assumption 2–It is independant — I presume that the Chinese Company owning Lenova [ linked to Xinhua] has a stake [ small] in NDTV. Similar to the one it is supposed to have in The Hindu — . This is how Chinese play their global game
Assumption -3–Selling Editorial Space–It is not new to NDTV–For instance it has often ” cosy” interviews with Narayan Murthy of Infosys without announcing that he is a Board of Director of NDTV and who decides Prannoy Roy’s salary!!
NDTV and independance–My left toe
SRK’s Kaun Banega Crorepati too had ‘Lenovo’ on their laptops. Surrogate adversiting is here to stay.
Yes, I also saw this 2 days back. Thanks for bringing this up.
There are two components of it:
1. NDTV, as a part of ideological Left in India, always preached high values to public. But they always failed to live upto it. This is not new.
2. Politically, these Marxists have played second fiddle to Chinese. In a way, they are supporting these Chinese who are greatest danger to India.
However good part is, its not those sleepy days of mid 1980s, prior to liberalization.
Pranay Roy used to be the window of lots of Indian home thro’ his weekly “World this week”. We didn;t realize that those could be manipulated to suit their ideology.
Now NDTV has to compete in a open market with everybody, and miserably failing.
Acts like this (Chinese Laptop brand) are more of a desperation.
The National Press of China, i.e., the Hindu, has already made itself a sub-ordinate to China.
N Ram goes on a conducted tour of Tibet and comes back with a series of articles how good Chinese rule is in Tibet:)- There are so many discrepencies what they prech and practice.
Left has always been against press freedom in India. In Kerala, WB whenever Press xposed them, press was physically attacked.
One CPIM cadre lost his job because he asked the rationale of using Karat’s photo as a screen saver in all Computers in Kerala Deshabhamini Office.
I have seen this too and I think its a affront to viewers sensibility to have newscasters needing a laptop in front of them and to top it to have brand name displayed. Waiting for the time when rupa underwear and banian sponsors the show
Gentleman, why do you bother about the container than the contents? If you have any grouse against their news/analysis etc., well you are welcome to think so much about it. It is an indirect way of advertisement, is it..so, you are also helping in propagating it. When you look at the total Indian scenario what is the percentage of people who have time to watch theses news programmes? Do you think all those watch NDTv news….Ignoring such things is the best way….
There was an article (I think in the Indian Express) few months back, when a comentetor wrote, how his uncle – A CPIM party member and leader of CITU in Calcutta Port Trust in 1960s, used to treat anything from USSR with greatest of rejoice.
Even some common stuff of Soviet Origin, which used to pass thro’ calcutta Port, used to be brought to their home and showed as Soviets as “ideal state”.
What NDTV is doing with this Chinese brand is same what CPI/M used to do before with USSR.
Commies have become latest victim of colonialism.
No wonder, Yechuri voiced his concerns when a Chinese company was disallowed to bring Chinese labor to work as manual labor in some project.
They always looked outside India as inspiration. And this mental blockade has forced them to disown everything Indian. And demean those.
And all these are happening In India, world’s 3rd largest economy (PPP).
I would not have mind if they pomoted some Indian Brand, like Wipro/HCL laptops.
Offtopic:
I have a theory why newspapers like Times of India and Hindustan Times are hugely successful. Many people believe that “dumblification”, or appealing to the baser instincts, is the secret of these papers’ success, but in my view it’s an erroneous belief.
Let me illustrate the point with an analogy. Middleclass Indians have tuned out of politics. Causes are three: disgust for the sleaze and corruption in public life, helplessness arising out of their inability to influence electoral outcome, and a preoccupation with money-making in a world of greater economic opportunities. When our dads socialized, either at the local adda or in the city bus or even offices, they generally chatted about politics, and argued passionately too. Do we see that any more?
The same tuning-out has happened with respect to newspapers too. There was a time when the reader felt his newspaper respected his opinion and sensitivities. But, over the last decade or so, as newspapers have become overtly political, agenda-driven and propagandistic, they began talking down to readers. Pro-Communist The Hindu and pro-Congress Indian Express readily come to mind.
The advantage with ToI and HT is that the reader knows they are trash, and hence do not deserve to be taken seriously. The reader does not feel under pressure either to approve or disapprove the paper’s biases and political leanings. Thus the paper’s very lack of credibility becomes its strength.
I feel that this process will eventually catch up with the visual media too, and that the least respected of news channels will sooner than later come out on top.
yaavdhaadru use maadli bidi saar
Mohan…
Good one.. It probably explains why despite the absolute trash that is printed in TOI everyday, I would much rather read it than the well-thought out, but painfully Communist stuff written in the Hindu. Also, I can finish the Times Crossword, but am no good at Hindu Crossword :)
Still, since when did advertisers decide editorial content? Lenovo is one of many advertisers featured on NDTV channels, so should we assume that they all have some ‘Leftist’ connection?
I would much rather see a competitive, if corporate driven media, than a one-channel, one-set of viewpoints, ‘unbiased’ media. The latter smacks too much of, I don’t know… despotism and tyranny.
Mohan: people buy newspapers for many reasons. Some for Jobs, some for tenders, some for Page 3…There is one daily newspaper in Bengali which prints Lottery results of brand. So, you will find “Aajkaal” in every Tea Shop, Shops selling lottery ticket:)-
What NDTV did is already done by many media houses. The difference here is, NDTV lectures on media, freedom blah blah..which is not done by others.
Moahn:
Good take…Very nice points. But truly, you do not justify anywhere that “dumbification” is not happening. Magically you assume that readers buy ToI and HT because they “want” trash. Certainly an interesting take, but I respectfully disagree. It really isn’t that complicated. Indian media is mimicking the west and we have ended up with a truck load of newspapers with nothing but nonsense. ToI is the driver and HT is the navigator.
It is catching up with the TV fast. How else can one explain a “Bipsha Basu in Bangalore today. She will inaugurate a Jewellery Store” as a headline?
As for the Lenovo trick on NDTV, another copy and paste from west. Again, I fail to understand how that is as bad as ToI. It’s not like the newsreader is talking about Lenovo or that a Lenovo ad is being played when the newsreader is reporting the Japan Earthquake or something.
On that note, what is the enxt step? Should the enwsreader not even show any emotions, lest he may be somehow ‘biased’?
As for CNN-IBN, anything CNN is as bad as ToI, if not worse. And, talk of sensationalization and Anderson Cooper…or is that Rajdeep Sardesai?
Why does churmuri keep advertising Youtube? something fishy!
* All newspapers & TV/News channels are business-houses and have to be driven by profit – So, it is obvious to look for every opportunity to contribute to business….Very similar cases
– Intel Inside Logo on desktops/servers etc. – Intel shares advertising cost with respective PC vendor (HP/Dell etc.) and also gives fabulous discounts on product-pricing
– PR Companies write article about specific product (for e.g. California Cashew Board will have PR agency to plant articles in national/local magazines to promote cashew (themes like Cashew with milk is good for brian, cashew with honey is good for skin bla…bla..)
I think most mainstream media tend to compromise on TRUTH due to diplomacy, vested interests, and various reasons..that way, CNN-IBN, NDTV or any other channel is not really what we perceive to be
Any thoughts on the sexy stripping weather forecasters, who take off their clothing as they talk about the weather? Do you think that will find its way to the Indian channels? Eagerly awaiting the day….
As an average Indian, who really cares as to which brand is being promoted or demoted? Do we have time to think too deeply into these advertisements which are put consciously or unconsciously?
Ultimately u so called media experts should realise that all media houses’ priority is business. What is wrong in TOI or HT giving what an average Indian enjoys? They have caught the pulse of their audience and are successful, be it in circulation or in making money. I cant even maké out adverisements buying out editorial stuff and things like that.
Ultimately people enjoy reading TOI and HT. I feel u guys are jealous about TOIs success. If u go and try to demote TOI with an average Indian, this is what he would say.
You people simply crib about their success.
What’s wrong in Product placement/ Branding in NDTV. In some channels you can’t make out which is news, which is ad in the Scrollers that go 24*7!
hmm.. maybe you are reading too much into it. most of us don’t notice it unless it is brought out. you might call it as ‘poor observation’, but i beg to differ with you. its about focusing on the news rather than the laptops that the presenters carry.
good analysis though :D
If NDTV is running surrogate ad for Lenovo with all those magnified logos it is fine. I wish they get into a similar deal with Victoria’s Secret. Let there be some fun.
The practice like NDTV has become a common thing among all channels. See what happened regarding Vote For Taj case. All media advertised vote for taj campaign as a news and earned revene having a tie up with the mobile companies. One of my jurno friend was telling me that he wanted to do a story on the business aspect of the vote for taj campaign but was denied by his editor because his channel was advertising for the same. Indian journalism is in a pathetic condition!!!
During editorial airtime, is anyone in NDTV endorsing the Lenovo brand? Doubtful. will a viewer buy lenovo just because his fave news channel (if thats the case) uses it? Doubtful again. and so, does it matter to the reader whether its sponsored news (ads) or just plain news. By the same token, any sponsorship on any news channel is catastrophic to the “gullible viewers”….. also, all in-film branding should be banned because movies have crazy fan followings… and what about cricket… oh my god, its doomsday for all sponsorhips… dude, if the ad deal is preventing ndtv from stinging lenovo, thats where the aaj taks and the cnn ibns come in…
On an aside, wonder why TOI’s circulation isnt getting affected if ‘fooling’ the readers (by sponsored vs unsponsored news) is what its doing…
PS: i also wonder which bank’s emi will get the illiterate person his lenovo laptop….
NDTV seems to have pulled out the Lenovo stickers after the outcry. As a “brand leader” that is an appropriate and heartening response when questions of ethics are raised. Commercial survival is important for the media in an aggressively competitive market, but it need not come at the cost of selling one’s conscience.
Is the concern really ‘media’s bounden duty’ ? In this bollywood frenzic country when products are pushed even in between movies be it Hrithik happily slurping coke in Dhoom2 or Amitabh Bachchan pushing an LIC policy in another or Pepsi flashing its logo all over the screen during the huddle or Mc dowells its logo when the toss happens . (i could go on..) so airtime has been used for a long time now to subconsciously push a product. I dont think just because of a logo on Sachin’s bat or on a news channel one would be sold on a product. The fight seems to be, to be salient in the consumers mind and isnt that a no holds barred game ? No ones really hypnotising us with that logo on the screen now are they :) (wait a minute do u think the chinese could do that ? ) lol
yeah, and u’ve got all d time in d world. the laptops r used to adjust the time when a report or an ad flashes… TV is not like ur little blog… it requires planning. and for your information, NDTV —– AN INDIAN BRAND —– is considered the best news network in India: all 3 channels!