July 6, 2010
After writing a number of articles on the TV news channels’ mindless programming right from ghost chase to heaven chase, nowadays I prefer to keep my lazy Sundays off news channels. Even though some of the programmes on news channels are more of an entertainment beating even Bollywood flicks, my personal choice is Hollywood movies for the weekend. This Sunday, however, could not help getting hooked on NDTV India in the course of the channel surfing. It was Pankaj Pachauri’s show that kept me glued for a very specific reason.
The discussion that centered on the suicide of the model Viveka Babajee was allowed to not only discuss the business of fashion in its entirety, but the panelists and audience were even allowed to be critical of the role played by the “Media”. It is not that such media bashing has not happened in the past during TV shows. It happens off and on when the anchor loses control over the show and some of the smart panelists take charge of the content.
However, on this show anchor in Pankaj Pachauri was in complete control of the programme, often himself satirically introspecting with tongue-in-cheek statements like “when a fashion icon commits suicide it is news, and four suicides a day by the farmers across the country is not newsy”. It was a rare self introspection by the TV channel when the media was allowed to be criticized and one panelist went to the extent of calling the show as a “Pink Shiphon Condolence”. I wonder how many TV news channels will take a leaf out of such bold and candid shows.
I have always felt that the media perception of Fashion has been very flawed and superficial. Their understanding of a business worth more than Rs. 12,000 crores is confined to the size zero models, ramp walks and designer clothes. However, facts suggest more than what meets the eyes in the business of fashion. As per a study the business of fashion, or to give it more inclusive parameter “wellness” is not all about cat walk and designer clothes. Even though we don’t take into account a number of skilled and semi-skilled workforce that make such shows a big hit, the business statistics suggest a much bigger market beyond ramp walk. Needless to say, this also suggests that media must do more research before they assume themselves as authority on the subject.
As per the sales figure, the number one driving force behind the business of fashion and wellness is the beauty products for men, yes you read it right it is for men and not women. The much-hyped designer clothes come to the bottom of the fashion pyramid in terms of business. How many times the media has given space on the serious nature of the business of fashion? I blame print media more than their TV counterparts for this flawed vision of business. Fashion industry like any other industry is a serious business and demands a whole lot of hard work. Beyond hard work the nature of the business suggests that the aspirants need even more stroke of luck to succeed.
Unfortunately, this side of gloomy picture is rarely reported and never given a Page 1 space. The PYT pix and juicy masaala and rumours are the staple diet of Page 3 and city supplements. Added to this, a few Miss India and Miss World fuels the fire and every small town girl aspires to become the “Next Big Thing”. Since many of them are not conditioned to cope up with the failure in life after a heavy dose of glamour, the absence of emotional infrastructure leads to the incidents like the suicide of Viveka.
If the industry of fashion and MNCs making beauty products and advertising an unrealistic aspirational world are to be blamed for this, media is even more to be blamed. This is because it is the media which is not just the vehicle but the catalyst in most of the cases. However, till the time the editors will have the shameless defense of “we show it as it is” or “we sell what market asks for” things will remain the same. The irony of the business of media today is that the very same editor, who sends PYTs with size zero with high heels but no knowledge of fashion to cover Page 3 parties, is also part of the routine “Pink Shiphon Condolences”. No wonder, while a wardrobe malfunction gets Page 1 coverage, fashion catastrophe keeps crying for some media ethics.
The discussion that centered on the suicide of the model Viveka Babajee was allowed to not only discuss the business of fashion in its entirety, but the panelists and audience were even allowed to be critical of the role played by the “Media”. It is not that such media bashing has not happened in the past during TV shows. It happens off and on when the anchor loses control over the show and some of the smart panelists take charge of the content.
However, on this show anchor in Pankaj Pachauri was in complete control of the programme, often himself satirically introspecting with tongue-in-cheek statements like “when a fashion icon commits suicide it is news, and four suicides a day by the farmers across the country is not newsy”. It was a rare self introspection by the TV channel when the media was allowed to be criticized and one panelist went to the extent of calling the show as a “Pink Shiphon Condolence”. I wonder how many TV news channels will take a leaf out of such bold and candid shows.
I have always felt that the media perception of Fashion has been very flawed and superficial. Their understanding of a business worth more than Rs. 12,000 crores is confined to the size zero models, ramp walks and designer clothes. However, facts suggest more than what meets the eyes in the business of fashion. As per a study the business of fashion, or to give it more inclusive parameter “wellness” is not all about cat walk and designer clothes. Even though we don’t take into account a number of skilled and semi-skilled workforce that make such shows a big hit, the business statistics suggest a much bigger market beyond ramp walk. Needless to say, this also suggests that media must do more research before they assume themselves as authority on the subject.
As per the sales figure, the number one driving force behind the business of fashion and wellness is the beauty products for men, yes you read it right it is for men and not women. The much-hyped designer clothes come to the bottom of the fashion pyramid in terms of business. How many times the media has given space on the serious nature of the business of fashion? I blame print media more than their TV counterparts for this flawed vision of business. Fashion industry like any other industry is a serious business and demands a whole lot of hard work. Beyond hard work the nature of the business suggests that the aspirants need even more stroke of luck to succeed.
Unfortunately, this side of gloomy picture is rarely reported and never given a Page 1 space. The PYT pix and juicy masaala and rumours are the staple diet of Page 3 and city supplements. Added to this, a few Miss India and Miss World fuels the fire and every small town girl aspires to become the “Next Big Thing”. Since many of them are not conditioned to cope up with the failure in life after a heavy dose of glamour, the absence of emotional infrastructure leads to the incidents like the suicide of Viveka.
If the industry of fashion and MNCs making beauty products and advertising an unrealistic aspirational world are to be blamed for this, media is even more to be blamed. This is because it is the media which is not just the vehicle but the catalyst in most of the cases. However, till the time the editors will have the shameless defense of “we show it as it is” or “we sell what market asks for” things will remain the same. The irony of the business of media today is that the very same editor, who sends PYTs with size zero with high heels but no knowledge of fashion to cover Page 3 parties, is also part of the routine “Pink Shiphon Condolences”. No wonder, while a wardrobe malfunction gets Page 1 coverage, fashion catastrophe keeps crying for some media ethics.
5 comments:
Enjoyed reading it. You are so straight in stating the obvious.
Well said. I wish some of the editors read it and then see themselves in the mirror.
A poor man's plight hardly excites as much as a wardrobe malfunction. Poor media guys.
"I have always felt that the media perception of Fashion has been very flawed and superficial. Their understanding of a business worth more than Rs. 12,000 crores is confined to the size zero models, ramp walks and designer clothes".
WE ARE YET TO GET OUT THE COLONIAL MINDSET...!BEING A PART OT THIS INDUSTRY.. THOUGH IN A VERY MINUTE WAY.... I FEEL WE TALK OF "PROFESSIONALISM" DAY-IN DAY-OUT.. BUT SOMEHOW WE STILL TREAT SOME CASES AS TABOO...
AND AS FAR AS NEWS VALUE IS CONCERNED.. NONE IS IMMUNE TO THE MARKETISATION...
The blame lies more with the market driven journalism than colonial hangover. It is a global pattern. Create brands and icons, and then enjoy hounding them and destroying them.
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