Star shines light on candidates

Television news channel asks viewers to blog suggestions for political parties during election campaign

The Star News television channel is trying to underscore the usefulness of blogging on www.kbpmlive.com by urging concerned citizens to post suggestions about what they want from the political parties and it is promising to send the "choicest" messages to the party leaders. It is an intelligent strategy to retain and increase its audience during the election campaign when competition among the media heats up.

It is also a practical idea as opposed to relentless, inconclusive discussions and mudslinging that have flooded the internet as the country prepares to elect a new parliament this month. The channel seems to have been able to generate a considerable number of responses, many of which focus on the issues of crime, corruption and communalism. "I would like to request all the political parties not to make religion, caste and colour their political manifesto for their election campaign.

Instead, they should focus on development, a job for every citizen and a crime-free nation," reads a comment by Phurba Sherpa. Another wanted to be able to force politicians to "meet their targets or resign". "It is up to the media on behalf of us to make the politicians accountable or force them out of office via public opinion," says another. Interactive media have been assuming an increasing importance in India.

They have revolutionised the perception of the election while encouraging young people to involve themselves in the political process. The effect of the media is reflected in a few recent cases. "They have played a major role in [Congress Party member] Sheila Dixit's assumption of power in Delhi for the third term in last year's assembly elections. Similarly, Shivraj Singh Chauhan [of the Bharatiya Janata Party] was also successful in keeping his government intact in Madhya Pradesh for their satisfactory performances," said Animesh G Bhaya, the producer of Star News.

"They have had an equally important role in bringing down the government of Vasudhara Raje Scindia in Rajasthan in last year's assembly elections for relying on caste politics. "In effect, media have helped transform development and good governance into credible issues in the coming elections while creating awareness about the drawback of divisive and communal politics." The influential middle class, largely perceived as indifferent to the electoral process in the past, is also increasingly using the media as a platform to voice their opinions on policies that affect them.

As such, these elections are expected to attract an increased participation from this section of society.