------------------------------------------------------------------------------ Documented by Goa Desc Resource Centre Ph:2252660 Website: www.goadesc.org Email: [EMAIL PROTECTED] Press Clippings on the web: http://www.goadesc.org/mem/ ------------------------------------------------------------------------------ ------------------------------------ Getting The Goan To Listen -------------------------------------
by Cajetan Vaz
Aha, we have an aspiring politician who wishes to launch a new party. Welcome to Goa. Where Goans vote for individuals and not parties. “So you want to get your message across to the Goan? And don’t know where to start? May I offer you some free consultancy?”
The easiest way of course is to adopt the shotgun method and blast through all available channels of communication. But that is such a waste, and costs so much.
What follows is a critical evaluation of how different channels of communication work in Goa, based on purely my personal experiences.
The written word is the weakest way to reach a Goan. Mainly because the reading habit of newspapers and periodicals is dismal. The circulation of English-language newspapers is very low. And more so is the readership. The Marathi press however is seeing a rise in popularity. But it still has a long way to go. Konkani newspapers are not even worth mentioning purely because they are no more than a pinprick in penetration.
But then the people who matter, the decision-makers in society read these newspapers. Most newspapers are very happy to receive press releases and print them ditto. So regular feeds to help them fill their column centimeters is a quick and easy way of creating awareness.
Better still release an advertisement and be assured of “by a staff reporter” legitimacy for your planted report. But never ever make the mistake of going solo with one publication. Because publications excel in developing blind spots for news, if supported, sponsored or released by rival newspapers.
I was amazed how a fabulous event like the Fontainhas Art Festival was totally ignored by a leading daily just because its main rival supported it. And the readers didn’t seem to mind. Yet another interesting way to create awareness is to get self-advertisements wishing yourself for your birthday, anniversary or dubious award winning. Never mind who pays for it. That the money spent could have been put to developmental use. That the newspapers that earn such advertising revenue never object editorially.
Well, now that you’ve reached the decision-makers. What about the non-reading Goan?
Try Radio. This is clearly the most under utilised medium, which has maximum reach and impact in the state. As is with the rest of the Indian sub-continent, we are creatures of sound. And through sound do we communicate. Using folklore, music and talk. Our scriptures were passed down through generations as ballads that were all audio led.
Check all Konkani music, and observe how the lyrics contain social, religious and topical messages.
Radio being the most non-intrusive medium allows the listener to carry out other simultaneous activity without being physically tied down. The popularity of radio covers every corner of the state. And every state of mind. It’s encouraging to note that the audience is constantly growing with increasing number of children, teenagers and young adults tuning in with strong loyalty. It is the only topical connection that the Goan gets with his culture. The only place where s/he gets to hear his dialect. Where s/he can listen to the opinions of fellow Goenkars. Where s/he can “bring back the good old days” by listening to the great Goan voices of yesteryears that amazingly continue to hold sway even today.
Never mind that the Romi Konkani speaking Goan is deprived of listening to announcers who speak his dialect. The songs at least give him his fix. Even though “Cantaram” is referred to as “Geet” and the programmes are referred to as Konkani in the “western” style.
But then the same could be said of Bollywood music, which is nothing but Hindi music in the “western” style. Maybe that’s how “Chitraranjan” and “Bollywood Sangeet Safar” should be described henceforth.
Advertisers have not exploited this medium at all; and the advertising agencies in Goa are responsible for not recognising the power of radio. It means holding radio script writing workshops, creating production facilities and educating advertisers of the efficacy of this low cost medium. But then no one seems to be interested.
Now imagine doing radio spots for a new political party. I can envisage a campaign, which will not only cost one-tenth of a press campaign, but also have a hundred times greater impact and effect.
You may deride Doordarshan, but it is a powerful medium. Even though local content is transmitted for an odd hour or so. The elite Goan may ridicule Goa Doordarshan, but to the common man who is semi-literate and unconnected to cable, it is extremely popular. The high viewership of the programmes on agriculture, cooking, music and dance among the semi-literate population in far-flung villages is proof of its power.
Now, if Goans who lament the quality of the shows were to come forward and offer their skills as writers, presenters, commentators and actors, we would have a pool of resources to develop more local flavour programmes. With so many tiatrs being produced, it escapes me why no one has grabbed the opportunity to sponsor the telecast of at least one tiatr or stand up comedy show every week.
Viewership will be huge and the cost of shooting very low. If the Departments of Information and Publicity, Art and Culture and Education were to divert some funds for developmental documentaries, we could optimise the production facilities which are ready for use and create several original developmental programmes on health, education, art, culture and environment. This would be much more effective use of tax-payers money rather than the insipid huge releases that are “gifted’ to publications.
The same argument holds true for investment in the production of radio dramas and talkshows. One must compliment the Goa Newsline team for doing a great job in bringing topical news to the cable-viewing Goan. While its penetration may be just a fraction of what Goa Doordarshan can offer, the potential of Goa Newsline is tremendous. The presentation has vastly improved. And full credit must go to Shammi Prabhu and her family for their efforts. They saw the opportunity and gap that existed in reaching the Goan through the audio-visual medium and have developed a powerful brand.
Thanks to Goa Newsline we can see our elected representatives “perform” in the Assembly. Now one has to wait and watch how things shape up if Prasar Bharathi decides to invest in a local news programming team for Goa Doordarshan. It involves a lot of money and unless there is tremendous political pressure from citizens of the State, it seems unlikely.
Using hoardings, billboards and wall paintings are a powerful way of making one’s presence felt. I remember how a small restaurant in Calangute used wall paintings brilliantly. All of Bardez was splashed with the green colours of “Little Italy” and for a very small price the awareness created was amazing.
Currently Kingfisher is very effectively using the same medium with its “Maka Naka Cold Drink” — the line which I created for them during my stint as Creative Chief with JWT Bangalore.
Two years ago I had suggested that the Goa Suraj Party use this tact to create mass awareness, rather than waste money releasing press advertisements. Floriano Lobo saw wisdom in the advice and stopped the press ads, however I am still to see the wall paintings.
The advantage is that many people are more than willing to let you paint their walls and compounds for free or a small token amount. The impact lasts for a minimum of two years. Reminding a Goan, day in and day out, in his vaddo deep within where no newspaper reaches except as covering paper for “mirchi and bhoje”.
Multinational advertisers like Levers, Colgate, P & G and Brooke Bond have been using wall paintings most effectively in all Indian villages. Believe me it works wonderfully well.
The Catholic church network, is one of the most powerful means of getting across to 30 per-cent of the Goan population in an organised manner.
Unfortunately the Church itself has not realised the potential it has, to reach its own masses. There are very few parish bulletins.But despite this, the reach and impact that church announcements have is tremendous.
One could write a book on using communications effectively in the church for social good, but that is another subject for another day.
Don’t be fooled by the Net. Contrary to popular belief and what eager launchers of new publications may tell you, the Goan is not Net savvy. The Net is used mostly by expatriate Goans who wish to stay in touch with their motherland. Even the newspaper webpages are not updated, so don’t be surprised if you still find the names of ex-editors on the web pages.
The cyber scheme for students will do precious little to change communications through the Net. Although it makes me wonder why the State is buying so many computers which will get obsolete in a couple of years rather than leasing them out or using them in State-sponsored computer hubs in towns and villages.
One computer per student is an absolute waste. Its usage will not be optimised. Leased computer pooling is the way to go. That way maintenance, upgradation, etc., will be taken care of by the company that leases the computer and the state won’t be saddled with over 30,000 obsolete under-utilised computers in five years. The expenses can be monitored depending on usage. And controlled without any huge capital investment.
So my dear aspiring politician, if you want to get the Goan to listen to you (besides offering 500 rupee notes and a ‘copp’) play the media for its strengths. Watch out for the potential of Radio, Television and the Outdoor. Develop the press to increase its reach and readership. Use the “word-of-mouth” network that exists in village squares. Integrate it all.
Of course it’s a different matter that you need to do image building through “social work”, even if the work is of no social relevance.
(Cajetan Vaz, a Mumbai-returned advertising professional, gave up his job as vice president with JWT and is now fighting temptations to taking up Lowe Colombo’s offer to join as Executive Director, all because he wants to live in Goa.) ---------------------------------- HERALD 13/11/03 page 6 ---------------------------------
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