Ever since we at TRACK2MEDIA conceptualized the idea of launching out a venture in journalism, there began an eternal quest for issues. Not that there has been dearth of problems in a developing society like India, but amidst the problem of plenty there has been more skepticism as well. What should be the ideal subjects for a news platform aimed at advocacy and activism? There has been deterioration in every walk of public life.
Deteriorating healthcare and education with hospitals guilty of non compliance of mandatory free treatment to patients, Medical Council of India becoming a den of corruption, schools flouting even court directives on capitation, private banks like HDFC hiring goons to threaten credit card holders even when payment has already been made, Pepsi and Cola flowing in a country known for overflowing rivers and milk, poor public transport and infrastructure. You name it and the problem is there.
There have been some inherent dangers as well. There are actually very few subjects where championing the cause does not land you into playing into the hands of vested interests. What has been all the more challenging is the fact that who are the people and organizations on whose behalf we need to stand for. Corporate Social Responsibility seems to be a mockery of the very purpose when the companies producing carbonated drinks & other unhealthy fried foods are championing the cause with one or two healthy snacking options in their portfolio.
Discussion with a journalist friend gave some insight as to how to make the balancing act. However, the advice to look at micro level instead of macro level was more useful. Thank you sir, I know you read my blog on a regular basis. I am thankful to you for reminding of the fact that there can be people and organizations working for a noble cause around us, without much Page 3 kind of social hype. And I know one of them; actually we are working with them as their communication consultant.
I am talking about Chitra Awasthi and her education management group called Rit International. Rit literally means “Truth” in Sanskrit, and my quest for Rit landed me to Rit international. I agree, we should have thought of them much earlier. It is much easy to contribute less, hype more and get away with the awards in the given categories at various forums but what is challenging is to live up to your convictions and don’t let commercial interests come in the way of your ideals. This is where Rit International deserves all the appreciation by the entire team working on the project of India News Street.
I remember when Chitra Awasthi started her first project in Chuckkle.com, it proved to be a tough call from sustenance point of view since the concept was new and they were constrained by the financial limitations. But the kind of response that the project started getting, it was quite easy a road map to make it a paid site. However, she resisted the temptation to make it a paid website since it would have been anti-thesis of giving something back to the society if you charge kids who are interested in the website.
Looking towards the institutions and corporate world for the sponsorship was not that easy. There was no conscious effort of marketing in its true sense as well. However, the corporate world started coming to them for two specific reasons-as part of their Corporate Social Responsibility as well as companies who make children specific products. As part of the long term strategy also the corporates are now eager to adopt our programmes as means of the above stated reasons. So, the marriage of demand and supply, with no compromise at either side, is inevitable now.
Chitra Awasthi and Rit International is a case study in understanding as to how a business project can be sustained and taken to the next level, without compromising with your ethics, values and convictions. And my friend’s advice still alerts me, keep looking for case studies at the micro level and thus you will not only contribute symbolic but substantive to the society. Point well taken sir, that will also be our defence mechanism against playing into the hands of vested interests.
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