No TV Day

The "No TV" campaign by Hindustan Times doesn't seem as successful as the "No Electricity" campaign (by RED FM?). Although HT floods its newsprints with 'how successful it was' today, I feel all this hype is just constructed. to begin with, locating problem in TV is highly political.

To begin with, they never explained why No TV day instead of say, No Travel Day...What was the benefit to the people by watching No TV? Without even justifying why, they went on to give alternatives for what can be done if you don't watch TV. And they contacted all the cafes, restaurants, art people and heritage walk people around the city to come up with offers, in favour of / support of the event. In turn, they must have given them coverage and publicity. Basically they made you step out of the house. Most people took their cars, or flood the public transport without any reason - burnt petrol (read 'waste energy') just for not knowing why they weren't watching television. These are our educated people, wanting to support a cause, which has no justification!

Today's Hindustan Times ad reads "We had fun" (see pic).

Of course, they (HT) had fun:
1. They got a lot of publicity from the event (after all, they want to establish themselves in Mumbai)
2. They earned lot of advertisements (money).
3. They did a lot of marketing and developed PR.

All of the above done still keeping people wondering why 'No TV'?

If one sees the amount of advertisement that HT has got out of this NO TV campaign (check Sunday HT), it is phenomenal. It got about more than 100 brands to endorse themselves though placing an ad in HT. Free coupons, discounts, sales, etc...And I am sure people were ready with their scissors to cut coupons for pizzas and 10% discount meals - a complete Kishore Biyani Big Bazaar trick. Completely market driven.

(Obvious reasons for watching TV will be enlisted by beginning to blame TV as the Idiot box, which is much a transferred epithet - It's saying that 'people who watch the kitchy TV programmes are idiots'. The they would criticise the saas-bahu soaps; its ready material for them. They would also say that the reality shows are no more real, and go on and on and on - BUT, they would never talk about channels like Discovery, TLM, or Nat Geo. Or for that matter, they could have asked for a movement to create more sensible TV programmes. But the problem was that they did not know why No TV)

So let us reflect what No TV day did:

• Clearly, it escalated the sales/profits of Hindustan times.
• It made more people step out of their homes on a holiday, making them burn fuel and congest roads.
• It prevented people from watching TV - even the people who watch news, or their daily dose of 'pravachan' or discovery or TLM...
• It increased the people's consumption of outside food, making them waste more money by stepping out of their homes.

Okay, i have no complaints for people who painted a picture or two at their homes, or looked at a butterfly fluttering outside their window or just listened to some music on their i pods. But my argument is that they would have done it anyways.

Here is something from the Society of the Spectacle:

"The spectacle grasped in its totality is both the result and the project of the existing mode of production. It is not a supplement to the real world, an additional decoration. It is the heart of the unrealism of the real society. In all its specific forms, as information or propaganda, as advertisement or direct entertainment consumption, the spectacle is the present model of socially dominant life. It is the omnipresent affirmation of the choice already made in production and its corollary consumption. The spectacle's form and content are identically the total justification of the existing system's conditions and goals. The spectacle is also the permanent presence of this justification, since it occupies the main part of the time lived outside of modern production. "