Harnessing the potential of Doordarshan Kendra Srinagar

Vasa Cubrilovic, who was part of the gang that assassinated Archduke Ferdinand in Sarajevo in 1914, which is believed to have triggered World War I, once said that the “countries that still go to war have not evolved.” When asked ‘evolved from what?’, he was unequivocal: “From fear. From nationalism based on fear.”

When Doordarshan created the country’s third production centre in Srinagar after its Delhi and Bombay (Mumbai) Kendras, it was not without a reason. Obviously, a lot of political/strategic thinking, in the highest echelons of Govt of India, (and not just the I&B Ministry) was behind bringing Kashmir onto the country’s mediascape.

The kind (quality) and amount (quantity) of the television content that was generated at Doordarshan Kendra Srinagar during the subsequent years justified the trust that the bosses of I&B and other ministries had reposed in it. No wonder this Kendra created a unique position for itself by having many firsts under its belt, be it the first-ever live phone-in show, for the first soap opera –‘Shabrang’, which ran 104 episodes and catapulted its characters (artistes) into becoming household names. For instance, the main character in the play, named Shamsuddin in it and played by Mr. Shadilal Koul made him so popular that for the next thirty years of his life Mr. Koul was known and identified as Shamsuddin. Similarly, Ms. Rita Jalali, who played a modern-day woman-clerk in the popular drama ‘Dastaar’, would be known and identified as her screen name (in this play) Kusumlata for the rest of her life.

Scores of such instances could be cited to drive home the point that the ordinary people of Kashmir adored the artists, people who featured in various programmes of Doordarshan Kendra Srinagar or for that matter Radio Kashmir Srinagar, so much that they were treated as celebrities – of course with the difference that people would identify with them as being part of them, from among them.

‘ZoonDab’, the daily road soap broadcast every morning, or for that matter programme ‘Wadi ki Awaaz’  in the evenings, are popular even today among the generation that had listened to these radio programmes – no matter that it has been over three decades since these programmes have stopped riding the airwaves.

The point being made is simple: the kind of content that was generated here – at both Doordarshan Kendra Srinagar and Radio Kashmir Srinagar (now All India Radio, Srinagar) was of such a quality that they would keep people glued to their TV and radio sets.

The World Bank says, “conflict is development in reverse”. While the political turmoil (conflict) that has been raging in Kashmir for over 30 years now has affected and impacted every sphere of life here, the media too has been no exception, and certainly not the Doordarshan Kendra Srinagar. Together with the falling ranks – old and talented people retiring from service and no fresh blood by way of recruitments coming in – this Kendra has taken a beating over the past three decades. And today the situation is such that one finds it very hard to find or name a single programme which would deserve a mention for its quality of content or even the context.

Without elaborately dissecting what has gone wrong and why – for that would require naming and blaming people, which certainly is not required – a simple example should be able to hit the nail on the head. For instance, a great number of social welfare schemes are initiated by the central ministries and local administration with the aim to uplift, empower and safeguard the underprivileged sections of society and to achieve basic facilities of livelihood, healthcare, education and social justice for all.

Despite governments allocating substantial amounts of funds in annual budgets, most of the schemes and even some flagship programmes draw little or no success and often fail to achieve the intended result. From nutrition to education and from social equality to social justice, there are various schemes which can change the ground scenario and bring about a definitive difference in the status quo. Each scheme is designed and curated to suit the needs and demands of the underprivileged and yet no scheme has ever realised its full potential. Several government agencies have often admitted, as has also been pointed out by many non-government agencies, that there is a huge gap between the intended change and the ground situation as the essence of each scheme is either misinterpreted, misunderstood, mismanaged or miscommunicated. These are the reasons besides many other factors that also contribute to the inefficiency of the process of execution of a scheme!

Based on several such studies, it is evident that the reasons for the success or failure of a scheme possess quantifiable parameters which can be demystified by applying certain simple yet powerful tools of interpretation and analysis.

A general overview reveals that all the schemes have tremendous potential to bring about a positive change and yet all the schemes are prone to failure mainly because of the reasons given below:

1- Lack of information, education and communication regarding a scheme

2- Lack of vibrant and relevant media campaigns

3-Lack of public participation

4- Lack of political will

5- Corruption

There can be many more reasons but the abovementioned reasons are generally agreed upon by the government as well as non-government agencies vested with the job of analysing the success or failure of a scheme.

If analysed thoroughly, it is clear that all such hurdles pose a severe threat to the success of any scheme but if addressed in time, there can be a reversal of sorts. However, what is primarily the mother of all ills is the lack of information, education and communication which limits the scope of any policy, programme or scheme as this leads to a lack of public participation which details the possibility of a strong political will and ultimately gives rise to corruption!

This is where media comes into play for its basic aims are the same: to inform, educate and entertain. Thus, a coherent, comprehensive and sustained media campaign emerges as a necessary and effective antidote and needs to be brought into action. Detailed content management and a comprehensive content dissemination policy need to be put in order to inform, educate and communicate masses regarding the various schemes, certainly not only the ones regarding social welfare but other spheres and sectors as well.

This two-fold strategy would ensure that people are well aware of their rights and know the details of the benefits each policy promises. It will also clear the notion that welfare schemes are full of hassles, time-consuming, treacherous and thus beyond the common people’s reach.

In the age of technology and modernity, information, education and communication are the most potent weapons and using them efficiently and creatively would definitely bring about a positive change vis-a-via people’s perceptions about the government and also in its mediation and interaction with the government and its agencies, its policies and programmes.

However, for some reason, this area has been altogether neglected as for the content creation and generation at, and for the Doordarshan Kendra Srinagar is concerned. Here the only aim seems to earn a quick and steady buck for all those people who are associated with it – be they from the in-house human resource or the private/outside ones.

For the past several years Doordarshan Kendra Srinagar has been starved for funds.  While there is already a huge backlog of payments running into crores, lack of money is also limiting its capacity to create fresh content. Making matters worse is the fact that now officers from various other states are sent here for fixed tenures ranging from a few months to a year-long duration.  Most of these people come here as if they are on punishment posting. They count their days while being posted here – waiting desperately for a flight back home. Now add to it that they have no knowledge or interest in local situations, culture and sensitivities. For them Kashmir, even at its best, is only a holiday destination where they can host their visiting families and friends – with almost all logistical costs being borne by the Doordarshan Srinagar, which  has a hostel with very good lodging and other facilities!

A few suggestions are worth consideration to harness the potential of Doordarshan Kendra Srinagar. Given its contributions during yesteryears, the Kendra still has some trust and goodwill which could be used as a take-off point to resurrect and rechristen its position as a public broadcaster.

1. Measures should be initiated to rope in and draw from the people who have an intimate knowledge and appreciation of the J&K’s peculiarities – in terms of its politics, culture, local lore, beliefs and traditions. 
2. When Doordarshan Kendra Srinagar established its credentials as a pioneering institution, media was not formally taught anywhere in J&K. Today almost every single university in J&K has a PG-level course in Mass Communication and Journalism. So there will certainly be no dearth of talent for content creation and generation if only the measures are initiated to tap into this resource pool.
3. Instead of relying on propaganda, a truthful depiction of the realities as they exist on the ground on both sides across the Line of Control could be the perfect tool to unmask the ugly falsehoods that are spread and used to hoodwink the gullible audiences here. Correct and factual depiction of actual realities could be employed to woo and wean away people from self-inflicting thinking and conduct.
4. Since media, particularly the government-owned and run public broadcasters like Doordarshan are seen by the general masses as an extension of the state and its systems (government in general), it can be effectively used to re-cultivate the lost trust and rapport with the public. For example, a few programmes to highlight public grievances, with a mechanism to flag them directly with the concerned government functionaries/departments/officials can certainly set the ball rolling for two-way communication between the government and the public. This is something that alters the political dynamics at the popular level for good.
5. Reality TV — Live-phone in shows, educational programmes, even musical and acting shows, and game shows with active public/audience participation could be a huge draw if created with imagination and creativity.
6. Doordarshan Kendra Srinagar could/should also draw from its archives for the popular and meaningful dramas and serials like ‘Dastaar’, ‘TeenthKour’, ‘Aka Nandun’ and the lines to try and re-live that era for the audiences wherein communal harmony and amity were shared, celebrated and lived culture.
7. Doordarshan can also make short-duration films of international standard depicting, very creatively, all the nuances of a scheme and presenting the details in a manner that are easy to grasp and understand particularly for the intended audiences. Such films should cover the shared culture of desperation and depravity brought about by the political turmoil and associated violence sponsored from across the border. For instance, a 15-minute story of a poor man from the countryside done to death for refusing shelter to the terrorists or for not heeding their diktat or having been associated with and mainstream political party, if told with sensitivity and concern and with utmost factual accuracy could do hours of brazen propaganda cannot.
8. Talk shows and discussions on day-to-day social/political situations, literary, and youth programs, revolving around contemporary issues of concern and interest should be made into a regular format.
9.     Films/programmes helping people to make career choices could be brought in. For instance, every year there are thousands of opportunities like educational courses and fellowships and internships which are made available by the developed countries for the students of the global south.  A programme highlighting these opportunities, and guiding the prospective beneficiaries on how to avail of these benefits by roping in suggestions from the experts in the field (career counsellors/those who have already been abroad on such fellowships, etc.) would ensure public trust, besides of course achieving the basic aims of educating and informing the audiences.
10.   Detailed documentary films could draw a comparison between what it was, what it is and what it will be in terms of education/politics/social welfare etc. can be an area to work with.
11.   News has to be restored to what it should be – nothing less, nothing more.