Meet the Media

Media needs exposure to good practices in the WASH sector and consistent partnerships with civil society organizations and research groups, for “beaming” good practices and issues in the WASH sector into the media. This was the general conclusion at the end of the “Meet the Media” event organized by WASSAN as part of WASHCost India on 5th June 09 at Hyderabad.

Common ground
The event was organized to facilitate a reflection process among various actors involved in the WASH sector in promoting good practices.

Media representatives during Meet the Media event in Hyderabad India on 5th June 09

The deliberations of the group also identified a few areas of collaboration and action points. These are:

• Members of the media also require orientation and exposure. NGOs and research institutions could play a role in this in a consistent manner.
• Good stories and articles are always welcome. There are several columns that can cover themes of common interest.
• Media partnership is another idea. NGOs and Research Institutions could work together on common themes to create the necessary interest in society and put pressure on government and politicians.
• Cultivate partnerships with selected members/ individuals of media groups. Feed them good stories, insights and analyses.
• Be prepared with small write-ups and catchy stories.
• It is good to develop internal capacities of NGOs and academic institutions to develop partnerships with media groups with a long term perspective.

Role for media in up-scaling good practices in WASH sector

Participants were divided on the role of “role models” in up-scaling good practices and constructing the opinion of the society. Mr Narasimha Reddy, a senior journalist from Ee Naadu News paper observed that good stories may not be sensational and do not have “news” value. When government wants to pay attention to so called role model villages, there are several doubts. In several cases, clear details of role model villages are not available as the promoters of such practices are not transparent enough.

Mr Narasimha Reddy, Senior Journalist, Ee Naadu news paper during Meet the Media event at Hyderabad India on 5th June 09

It is the responsibility of media to project such facts in their true light. Mr Srinivas, Editor of Andhra Jyothi reinforced this opinion by stating that the media run from one crisis to another, as they get more attention, in comparison to good practices.

Media is consumed by its hunger for sensation

Mr Hanumantha Rao, a veteran journalist wondered whether media can be objective as most of them are “owned” by politicians and industrialists, who have vested interests in constructing the images and shaping the thinking of society as per their needs. Expenditure on drinking water and sanitation and the rationale behind them is not 'news' for the media. However, a crisis such as an epidemic caused by poor quality drinking water is news worthy. Media is consumed by its hunger for sensation, he lamented. Sharing his opinion, Ms Saraswathi, a film maker mentioned that main stream media does not ask uncomfortable questions on the process of development and planning itself. The theory and practice of development is highly inequitable and the poor are paying for this. Water and the WASH sector are a major concern of the common citizen. But it is neglected by the policy makers, administrators and also by the media.

Role of local media

Dr Vinod Pavarala, Central University Hyderabad, shared a few experiences from the country on the role of local forms of communication and the media (such as community radio) in creating alternative platforms for sharing information among the communities. Ms Saraswathi also supported this strategy for community level action and empowerment. However, Ms Snehalatha of WASHCost India observed that the option of community level in communication strategies may have limited relevance, as this is a research project.Dr C Rama Chandraiah, CESS shared a number of tips on working with the media, based on his experience.

Dr Manoj Panda, Director of CESS, formally welcomed the participants and Dr Vinod Pavarala facilitated the deliberations of the meeting. Apart from representatives of the WASHCost project (CESS, WASSAN, LNMRI and IRC), representatives from print and visual media and academics

Dr Manjo Panda, Director, CESS and Dr Vinod Pavarala, University of Hyderabad, during Meet the Media Event at Hyderabad, India on 5th June 09

with a media background participated in this event. They are Mr. Narasimha Reddy (Ee Naadu); Mr K. Srinivas (Andhra Jyothi); Mr M.E.V. Prasad Reddy (Vaarth); Ms. Saraswathi (Film Maker); Mr Hanumanta Rao (CR Foundation); Dr. Vinod Pavarala (Central University); Nagasuri Venugopal (All India Radio). To engage with this debate, representatives from various departments of government (Mr Ram Mohan, Department of Rural Water Supply and Sanitation; S A Khader Saheb, Municipal Commissioner) participated. There are also representatives from corporate sector – SN Umakanth (ITC).