A wrong policy (REPRODUCTION)

Editorial 19 May, 2007 – The media play a critical role in a functioning democracy. Recognising this, the government has taken encouraging steps to foster the growth of our media, particularly newspapers at this stage. But, while the policy is well intended, some strategies give rise to serious concern and need to be questioned.

The five-year tax holiday will be welcomed by the newspaper companies because it will help them get over initial problems. The exemption of sales tax and import duty for machinery is likely to encourage the printing industry at a time when fronting is a trend in the industry. And the rule to advertise in Dzongkha rightly reflects the important policy aimed at developing the national language.

We ask that the government continues to encourage private and independent media growth and to ensure that Dzongkha moves forward, maintaining a high quality. Government subsidy is critical and the media is subsidized in a variety of ways in many countries. Subsidies are given in the form of newsprint, tax holidays, and media education for example. Sometimes it is given in the form of a direct budget like the much-quoted BBC model in Britain or the NHK in Japan. Many governments, including India, subsidised newsprint.

Bhutanese newspapers, those that are existing and those that will come in the future, will need subsidy for some time. Dzongkha editions, particularly, need to be nurtured and this could even be grants or direct purchase and distribution of the newspapers by the government. The idea is that media should reach the people. In Bhutan we have to make that special attempt to reach far-flung areas.

Today’s problem is the government’s advertising rule. Bhutanese newspapers will never break even on sales because of the small population and even smaller readership. They will always depend on advertising revenue. And, here, the government has issued an incomprehensible rule that advertising will be given to the lowest bidders. This sends a wrong message.

Now the message is that newspapers should cut down the cost of production as well as content to bid cheap and get advertising. All other newspapers around the world do everything to boost circulation and to reach as many people as possible to get the advertising because advertising, obviously, is based on the readership. With the new rule our newspapers will get advertising if they cut down production and distribution and, thus, cost. Such a rule undermines the advertising organization and the public and, eventually, the quality of the newspaper.

In the new scenario it is likely that advertisements, largely government notices, will not reach the people. The newspapers themselves need not reach anyone. Giving advertisements to the lowest bidder is -a concept so unique that its basis is worth more scrutiny. What is the criteria for the decision? It is a decision that has come even after an entire ministry was created to advise on media policy and direct media trends. We have an information department dedicated to media growth, media laws and rules, and a media authority to ensure the health of the media.

The government’s policy in the past has been public service, balanced development, reaching the unreached. This can only be done through policies that increase media presence, not by cutting them down.

There is nothing disastrous than an unreasonable policy

(Kuensel)