'Transparency is the bottomline for ministry'

New Delhi: She is the chosen one. From Indira Gandhi and Sanjay Gandhi to Rajiv Gandhi and Sonia Gandhi, all seem to have been smitten by Minister for Information and Broadcasting Ambika Soni's charms. And in return, her integrity and loyalty to the Gandhis and the Congress Party has been unquestionable.

In 1999, when several Congress leaders questioned Sonia's ability to lead the party by raising the foreign origin issue, Soni was the most vocal who stood in firm defence of the Congress President. Understandably, while the rebels were expelled, Soni became part of the inner group of the party.

After years of experience, one of the most resilient leaders in Indian politics, she makes even the toughest of journeys seem like a smooth ride.

In an exclusive interview with Gulf News, Rajya Sabha member Soni spoke about the challenges she faces and the goals she is working towards the new set up.

GULF NEWS: From the first Minister of Information and Broadcasting, Indira Gandhi to Ambika Soni, we have come a long way. What do you intend doing that your predecessors have not?

Ambika soni: Indira Gandhi was a source of inspiration to millions of people. What her position was and how it determines my role today is that it puts a greater responsibility on me. I have to live up to the work, ethics and the projection of the ministry and come up to the standards set by her.

The Information and Broadcasting ministry is very different to what it was in 1965 or for that matter how it was five years ago. It has newer challenges because technology is developing, expanding and innovating so much that we have to work at double the pace to keep going forward.

In addition to policies and projections for the Commonwealth Games that have to be taken to their logical conclusion, there are other tests. Even while being sensitive to commercial concerns of private players, my primary duty remains towards the end user - the aam aadmi (common man). I have to see how to juggle the challenge of providing multiple choices for the dissemination of information and entertainment, without putting an economic or financial burden on the subscribers.

What issues are of prime importance to you as far as the common man in the remotest corners of the country is concerned?

Doordarshan (DD) and All India Radio (AIR) have a fantastic amount of infrastructural spread. The reach of DD is probably double the combined strength of private players. But I would like that people living in the northeast, Jammu and Kashmir, the border of Nepal and the areas where the private channels may still not find economically viable to go, should have multiple choices. And the only way available to us is digitisation. One cannot have the same analogues and have to use the space and facility more economically.

What obstacles and challenges do you foresee in achieving your objectives?

Since there are going to be several players, there has to be constant interaction. We are talking of dissemination of information and it is an interactive process There is a Cable Regulatory Act, which makes everybody a signatory to that Act. And we desire to strengthen and work along with the several regulatory bodies. The Prime Minister has also made his intentions clear that this government will not take any steps which people might consider a hindrance in the free-flow of information.

You have been talking about setting up a National Advisory Council (NAC). What would its functions be?

With the setting up of the NAC, we would ask professionals in different fields about their opinions that come from viewers and subscribers in the information and entertainment sectors. The discussions would lead to useful inputs for all stakeholders.

Ever since the entry of private television channels, DD has become a poor man's entertainment channel. Even after several decades, why is it lagging in content and performance?

Initially DD and AIR were run by the government and it was always felt that these aired the views of the establishment. So, there was a great debate for many years to make these bodies autonomous. In 1997, Prasar Bharati was created and ever since DD and AIR are under its direct management. But DD is a public broadcaster and does speak of government policies and programmes that are going to be beneficial to the people. But I agree that it definitely requires more imaginative programming. Government programmes need not be put across as speeches, but portrayed through serials or discussions which would make them interesting for people to watch. For instance, the very important flagship programmes of the government, including women's empowerment, women's issues and the rights of children, which are of concern to all citizens of the country, should be tackled in an appealing manner.

But at the same time, I get feedback from people that when they want to watch authentic and solid news, they now tune into DD. That is because most channels have started mixing so much of other content in the news programmes that viewers cannot make out what is 'breaking news' and what is 'crime' or 'entertainment'.

Your views on foreign direct investment in the media?

Of course, it should be there. We have the Telecommunications Regulatory Authority of India (TRAI) that organises the regulatory bodies. So there is communication and suggestions on FDI in print and electronic media. Some have been implemented and others are under consideration of the home ministry. FDI is wanted in the print media, but there are reservations in the minds of some stakeholders. All these can be worked out through interaction and public debate. And what we want to be debated is put on our website.

During the Kargil War, the electronic media was highly appreciated, but it drew flak at the time of the Mumbai attacks last year. Where does one draw the line and call it responsible journalism? Should there be a 'code of conduct' for the media as a whole?

After the Mumbai attacks the News Broadcasting Association and the Indian Broadcasting Federation have come into being and most of the electronic media is part of it. Recently, we had a meeting with the broadcasters besides the Cable Regulatory Act, which is already in place. They were planning to introduce other points which had special relevance to the Mumbai happening. Together we intend to work out commonality of views and discuss how best we can put them into practice. And all will be done through consensus, not through the back door. Transparency is the bottom line for this ministry now.

How do you intend projecting Brand India to the world during the Commonwealth Games 2010?

We are the host broadcaster. And the Indian Olympic Association has appointed someone as the international broadcaster. So the responsibility will be ours through the chosen entity. With Prasar Bharati in place, the ministry will help with a lot of infrastructure. India's 5,000 years of civilisation will be projected as it should be. We will display our pluralistic society having diverse cultures, yet standing united. To blend this picture with the Games will be our mission.