Localism: The future of mass communication

Sounds quite interesting an idea and one that is worth to think about seriously

Link

Am attaching the complete text here for my personal use.
The way forward for local television would be to engage citizens in debates on prominent problems of their city and make them part of the solution, Rajiv N. Lulla, CEO, NDTV MetroNation said on Wednesday.

In his keynote address on “Localism: The future of mass communication and what it means to you” hosted by the Chennai chapter of the Public Relations Society of India, Mr. Lulla said the key was in increasing citizen’s involvement in evolving solutions to common problems in everyday life.

Local television had the unique advantage of providing local content that was relevant to residents of a particular city that a national television channel with its limited “shelf-space” could accommodate, Mr. Lulla said.

For instance, a programme that invited viewer contributed videos would be impossible to undertake on a national scale but could be a great way to encourage citizen’s participation on local television, he said.

Accountable metrics


At the same time, local television needed to evolve an accountable metrics for advertisers who sought an alternative way to reach out to regional consumer segments, he added.

Preetha Reddy, Managing Director, Apollo Hospitals, said public relations was in essence all about the skill of communication and played a vital role in every organisation. However, the term was not always used in a complimentary manner, she said.

The Chennai chapter of PRSI also kickstarted its activities for the 2009-2010.