Shri A.K. Balan, Hon’ble Minister for Cultural Affairs,

Dr. M.K. Muneer MLA, Deputy Opposition Leader, Kerala,

Shri Punit Goenka, Managing Director, Zee Entertainment,

Smt. Deepthi Pillay Sivan, Business Head, Zee Keralam,

Shri Punit Mishra, Chief Executive Officer, Zee Entertainment,

Friends in media,

Sahodaree Sahodaranmare,

Ellaavarkkum Ente Namaskaaram.

It gives me great joy to inaugurate Zee Keralam, the latest channel to step into the Television arena in Kerala. The Zee network, which had reshaped the concept of entertainment on Television in the 1990’s has now attained awordwide presence by reaching 173 countries and 1.3 billion people.  This phenomenal growth of Zee Entertainment as one of the largest global content creators is certainly a pointer to the prime position enjoyed by the Indian entertainment industry, which is one of the largest in the world.

Let me first of all, welcome Zee Network to Kerala, which in many ways, is also Media’s own country. As we all know, Kerala is one of the States with the greatest diffusion of the media. As per the Indian Readership Survey (IRS) report of 2017, newspapers reach 59.73% of the people in Kerala, while the national average was less than 17 percent. When it comes to Television, the coverage in Kerala is over 90%. Radio reaches every nook and corner and Kerala's rates of mobile and internet penetration are the highest in the country.

Despite being a very small State, Kerala has at least two newspapers among India's ten largest dailies.  The State may not be very rich, but Kerala's advertising potential sustains nearly two dozen satellite channels delivering entertainment, news, religion and politics.  Zee Network can also expect the positive response that all these channels have received from the Kerala audience. I hope your channel will get the extraordinary feel of togetherness in Kerala's media scene.

It is said that the Media reflects the contemporary needs and aspirations of the society. The Zee Network, with 38 domestic and 39 international channels has the responsibility to provide a truthful picture of contemporary life. I understand that Zee Keralam is conceived as a vehicle for entertainment and not as a news channel. Hence, remarks about objectivity and impartiality in reporting may not be relevant here.

However, channels for entertainment also have certain social responsibilities. We often question news channels if their content is found to be one sided. But, we tend to ignore or forgive the quantum of negativity and triviality that reach us every day through entertainment channels.  We also rarely respond to the sensationalism in the entertainment.

While we discuss Sensationalism, we need to think of a social angle. Social commentators like Canadian born researcher Robin Jeffrey have written about how the exposure to media helped many women reach the fore front of social and political action in Kerala. Today, the entertainment industry encourages women to come forward, but at the same time would spare no opportunity to sensationalize stories involving women.  Besides, the values propagated by some of the shows on popular Television need to be seriously reviewed.

Since the civil society all over the world stands up for the freedom of the Media, they have a responsibility to prove to be worthy of this societal trust. It is here that we emphasize the need for ethical and socially responsible practices in journalism and entertainment. Such practices must also extend to the coverage of women and children. I am happy that our media have now started following the guidelines issued to protect the rights of women and children, especially in their unfortunate role as victims. I am aware that the Broadcasting Content Complaints Council (BCCC),  set up as an independent self-regulatory body in 2011, provides a platform for review of unethical practices. But, it is the responsibility of channels to avoid situations that cause such review.

As Zee Keralam embarks on its proclaimed mission of weaving wonders in the life of its viewers, I hope it will provide a mix of information as well as entertainment to Kerala. While aiming to inspire people to rise above their circumstances and to craft their own destiny, the Channel can also devote time for educative content which will help them to make informed choices and decisions in life. All over the world, Edu-tainment, which combines entertainment and education, has been found to be successful in winning the people's trust and confidence.

Our channels are also often accused of ignoring the folk culture and the folk artistes, in their obsession with celebrities. Kerala also has traditional artists and performers who deserve to be encouraged through the mass media.
I would request Zee Keralam to encourage such ordinary artistes. Let viewers   know that there is a life above celebrity culture and the three C's that Television usually celebrates, namely, Crime, Cricket andCinema.

As the judge who heard the case and gave the verdict pertaining to the implementation of the Majithia Wage Board recommendations, I had an opportunity to study the Media scene at close quarters.  I have always felt that the periodic wage revision and other facilities for media-persons should be carried out to ensure them a life of dignity and professional independence. While the print media has at least a system for wage revision, the Television industry is yet to evolve a system for this. I feel that a system for better wages and employment security would ensure better performance on the mini-screen. May be, Zee Network could take a lead in this matter.

Security at the work-place is another area that seems to be neglected in the Media, especially the visual media. Some channels tend to mix adventure with entertainment and we see accidents that could be avoided. News reporters standing neck-deep in flood water and anchor persons risking attacks may arouse the curiosity of viewers, but the concern for safety of people deserves the serious attention of media owners.

I wish Zee Keralam a bright future and hope the channel's brand promise of Neythedukkaam Jeevitha Vismayangalopens a wonderland of entertainment to Keralites. However, as a concluding note, I would remind the promoters of this channel that News entertains the Malayali more than anything else and so we expect a news slot both morning and evening along with entertainments from you in near future.

I also compliment the organizers for conducting this function in a befitting manner.

Ellavarkkum Ente Aashamsakal

Nanni / Jai Hind