- Tamil media, especially magazines, are in need of innovation, but how much of this transformation would translate into revenue is the question.
In January this year, an Indian Readership Survey (IRS) showed that famous Tamil weekly magazine Ananda Vikatan commanded a total readership of 2.7 million followed by its primary rival for over four decades, Kumudam, with 2.2 million. Another Tamil magazine, Kungumam was shown to have a readership of 2.1 million. These three were among 10 magazines with top readership in the country. The total readership refers to readership in the last 30 months.
But readership has no connection with circulation or the number of copies printed at the press of a media house. Though the IRS showed a rise in readership, the magazines’ circulation isn’t something to cheer about. For example, a Chennai-based leading media house came up with a Tamil magazine a few months ago. On other days, it would have ramped up a huge circulation, given its standing among the people in Tamil Nadu. But not any more. It is showing a print order of 50,000 - not a guarantee that all would be sold.
Six months ago, employees of Vasan publications, which had been bringing out Ananda Vikatan and 12 other magazines, staged a protest before their office and went public with their grievance. The employees alleged that the publication had been split into two, Ananda Vikatan Publications and Ananda Vikatan Printers, to deny them the benefits of the Majithia Wage Board recommendations. They also complained that they were being asked to leave with Ananda Vikatan Printers, operating from suburban Ambattur, being declared sick.
If this is the case with Vikatan, then things aren’t rosy at its rival Kumudam publications with a dispute among its founders likely to result in the group being split into two or even more. Vikatan and Kumudam are just examples of the scenario in Tamil media, especially magazines. The scenario in other groups is also bad with the magazine industry seems to be heading for a tailspin. The situation with regard to newspapers, too, is concerning with revenue stagnating.
Why has such a situation emerged in the Tamil magazine industry? There are three reasons for this development. One, the shift in readers’ choice of other languages, particularly English. Since the 1960s and following efforts of chief ministers like K Kamaraj to ensure better literacy through programmes like the mid-day meal scheme, Tamil Nadu’s literacy rate has been high. This had led to good readership for Tamil journals, newspapers and magazines. In the last couple of decades, English has caught the fancy of the people with most opting to put their wards in English-medium schools. This has resulted in more people now wanting to read in English than Tamil. The older generation keeps the readership numbers high, though.
Second, the advent of smartphones has put the traditional print media on the backfoot in Tamil Nadu. At least 30 per cent of the population is below the age of 30 and a majority of it is hooked to the smartphone. These smartphone users are up to date with any development, including politics, and this eliminates the need for them to look to the television media the next morning or a few days after that. The role of magazines has drastically diminished as news developments are discussed thread-bare in 24 hour, and articles could lose relevance with time.
Third, reading interest among the current generation is almost non-existent. There aren’t many who read books with the same interest that was seen a couple of decades ago or even in early 2000. The reading habit has been lost, thanks to the explosion of communication mediums like television, Facebook, Twitter and Whatsapp. In fact, people are more keen to read on Whatsapp than catch up with the developments in the print or electronic media.
Tamil media, especially magazines, are faced with a challenge to innovate and change. Groups like Vikatan have begun the transformation but how much of the transformation can translate into revenue? That’s a far bigger challenge facing Tamil media, in particular, and Indian media, in general.
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