India’s pioneers of TV news broadcast have hit upon the hybrid idea that could turn around their fortunes. Once upon a time there was World This Week that expanded to Star news and then NDTV. With star anchors and an avuncular boss, the channel was the only show in town.
Subsequently, the star anchors started moving away. Some followed their moral compass and others, decibel levels. In parallel, they also lost ground to local channels talking about how a car caught fire in Noida. Other than Arun Jaitley appearances and chota mota scams, NDTV could not crank up enough news to counter the noise.
But all that is set to change now. NDTV Lifestyle has programs focusing on entertainment, culture, food and Kingfisher calendar. NDTV focuses on what is the latest blow to Modi.
Research has shown that popular programs like “Masterchef Australia” and “Top Chef” bring cooking shows from all over the world to Indian homes. 90% of the time they are cooking meat and possibly at least 40% to 50% the meat is beef. Let us look at news channels. Over the last 2 months, the most referenced 4 letter word in English media in India is not Modi or Shah. It is not even Amma or Didi. It is beef.
- Maharashtra beef ban
- Beef party in Kerala
- Unfortunate Dadri incident
- Khattar’s remarks
- Raid on Kerala house
- Modi not making a statement
- Modi making a statement on Sidhu but not on intolerance
- Modi making a statement
- Modi making a statement and people saying it is weak
- Modi again making a statement and Sangh Parivar still shooting off on beef. Is Modi really not in control?
- Laloo Yadav on Beef
- Shobha De on beef, Chetan Bhagat on beef (I don’t know what Chetan said, but I am sure he would have given some advice)
Putting all this together over the last two months, English mainstream media has been spending 16 hours a day on beef and beef related topics. (Some of the other coverage also included details of Modi’s buffet in the US, what he gave the chef, Indrani’s lunch, coffee etc. )
Given how much beef there is in news channels and entertainment, NDTV will launch its new channel NDTV BEEF on Diwali. The stock footage will be people cooking beef dishes. There will be regular newsbreaks at the hour where the latest beef controversy will be covered. As an innovation, the evening talk shows will feature a butcher, a chef as well as cattle farmers. There is also a likelihood of cows also featuring in debates.
If there is a slack, the channel will also cover fashion accessories like belts, purses etc. which are made after beef. Also, the channel plans to do green stories on the environmental impact of cows.
Talking to The UnReal Times, Prannoy Roy said, “Beef seems to be the only solution to handle the bull of Arnab.”