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Tobacco And Media 1
1. HOW MEDIA ENCOURAGES OR
DISCOURAGES TOBACCO USE:
THE INDIAN PERSPECTIVE…
Karthik Subbaraman and Dr. Prakash C
Gupta
Healis Sekhsaria Institute for Public Health
14th World Conference on Tobacco Or
Health, Mumbai, India
March 10, 2009
2. Flow
Story 1: National Survey amongst national media personnel…
Story 2: Bollywood matters…
Story 3: Smokeless tobacco and television soap actors…
Story 4: Corporate Social Responsibility: What ITC hopes to achieve
through e-choupal…and how it may be successful in achieving it…
Story 5: Social media…what it has to offer
Story 6: Moral—Rural penetration for profitable rural transformation,
web-based message dissemination, and diversification in purpose
4. Some salient features: Study findings
from the Registrar Council of India
THE PRESS IN INDIA IN 2005-06: AT A GLANCE
1. Language of dissemination (Data compiled as per the annual statements received)
Periodicity Number Circulation
2. Ownership by the government Dailies 2,130 8,88,63,048
Tri/Bi-Weeklies 39 5,66,198
3. Issues covered
Weeklies 3,428 5,05,80,648
Fortnightlies 955 1,23,09,948
Monthlies 1,471 2,11,36,710
Quarterlies 219 15,52,138
Annuals 49 29,86,256
Others 221 27,43,665
TOTAL 8,512 18,07,38,611
Registrar of Newspapers of India
5. Story 1: Research study…
Study Regarding Awareness,
Attitudes And Beliefs
Regarding Tobacco Control
Policies Amongst Media
Personnel In India
6. The Survey: Objectives
To determine the knowledge, attitudes and
belief’s towards tobacco use and tobacco
control policies amongst the media personnel
in India
To assess their support to promote news
coverage related to tobacco control issues.
To assist in development of an effective
training program for a media workshop under
planning.
7. Results of the media survey
Nearly half of them (48%) were in the age group of 21-30
years.
61% were newspaper journalists. Only 50% were aware
about different diseases caused by tobacco.
Majority (87%) of them believed that strict implementation
of policies is desirable even though the prevalence of
tobacco use is 23% amongst media personnel.
75% of those who consumed tobacco agreed that media
should give coverage to tobacco control issues. Vis-à-vis,
85% of those who did not consume tobacco.
11. Brief case study: ShahRukh Khan—a
selling brand name
Worth Rs 150 crores in endorsements
Endorses Sunfeast, Airtel, Pepsi, Emami Sona Chandi Chyawanprash,
Videocon, Tag Heur, Mayur Suitings. Lux and Hyundai Santro, and
Compaq Presario
SRK—”marketable unit to which a set of associations and benefits,
functional and emotional, have become attached.”
12. Cont…
TRP-promoting exercise
Brand launching platform:
“Among the FMCG companies, ITC hit
home with the launch of Bingo potato
wafer, Fiama Di Wills soaps and
shampoos and, more recently, Vivel soaps
and shampoos…during IPL.
13. Conclusion from Story 2:
Entertainment industry provides a
platform for brand launches and
sustained visibility of consumer
goods…
14. Story 3: ITC and Corporate
Social Responsibility—how
media encourages their
acceptability…
E-choupal
15. ITC: Corporate Social Responsibility
‘ITC received the FICCI Outstanding Vision Corporate Triple Impact Award 2007 for
invaluable contribution to the triple bottom line benchmarks of building economic, social and
natural capital for the nation.
Sustainability Leadership Award 2007 conferred on Chairman Y C Deveshwar by the
Sustainability Forum, Zurich and SAM/SPG at the International Sustainability Leadership
Symposium
Business Today Award for the Best Managed Company – Retail and Consumer Products,
has been conferred on ITC in recognition of its outstanding initiatives in the consumer products
segment.
Asian CSR Award 2007 for Environmental Excellence given by the Asian Institute of
Management
Ryutaro Hashimoto Incentive Prize 2007 for Environment & Development from the Asia Pacific
Forum
In the first of its kind S&P Environmental, Social and Corporate Governance (ESG) ratings
released recently, ITC ranked second among top Indian companies.
The Company has won the Corporate Social Responsibility Crown Award for Water
Practices from UNESCO and Water Digest for its distinguished work carried out in the water
sector in India.
NDTV Profit Business Leadership Award for being the Best Food Company of 2007.
25. Conclusion
Media is generally upbeat about tobacco
control
Entertainment industry in India plays an
important role in determining visibility and
acceptability of smoking-related behavior
Tobacco industry uses CSR strategically to
facilitate marketing of their tobacco products;
they also use paid media campaigns to lure
their target consumers
Social media could prove as a valuable
communications tool to advance our tobacco
control efforts
26. Pointers
Three things that we need to consider in
encouraging greater media engagement in
tobacco control issues
a. Rural penetration
b. Non-tobacco control issues –related
diversification; for instance, rural
microfinance schemes
c. Use of new-age media including the internet
27. Thank you for your attention
Have a wonderful evening!
