The influx of new media, particularly social media, opened up vast opportunities, and in welcoming it, some even questioned the need of mainstream media like newspapers, television and their sorts in the digital space.

News media differentiates itself from new media because their roles and responsibilities are different. It is guided by rules and regulations, and editorial policies. It is considered the fourth estate given its role in informing and empowering the public.  The only similarity is that both need resources to stay afloat. Sponsorship or advertisement is a good source of revenue.

Unfortunately, quite often in the rush for money, rules that guide them or their responsibilities are forgotten. The recent case of a music video that became popular within hours of uploading on YouTube is a classic example, if not a good reminder. The Bhutan Information, Communication, and Media Authority (BICMA) asked the content creator to take it down as it was promoting tobacco.

BICMA’s Rules and Regulations on Content prohibits advertising tobacco, alcohol, and drugs. Although the content creator claims otherwise, it is very clear that the music video seems to be exactly doing that. A particular made-in-Korea cigarette  brand was chosen, and some say the music video was sponsored by the importer.

The real issue, however, transcends the content of the music video. It concerns the media and its influence on the public. Tobacco and alcohol companies are multi-million-dollar companies that are ready to throw millions into advertising. However, sensible nations ban advertising of such products because they cost the public. Even our government does that as healthcare, including referrals abroad, are free.

Had the government not controlled media from advertising such products, mainstream media would have made enough money to sustain for years. When the traditional source of revenue from advertising has nosedived, it tempts media owners to play around. However, as responsible media, media refrain from advertising such products. 

Without such regulations, media consumers are at risk. We have seen in the past how innocent Bhutanese have landed in colleges and universities without decent facilities after advertising world class amenities, and how people have lost money in their craze for iPhones advertised in inflight magazines. Many have become victims to scams spread through online advertisements. A few come out to share and warn.

This brings us to the new challenge or dilemma of new media, which we embrace without second thoughts. Commercial media, which the new media fits in perfectly, is deemed the lowest common denominator. Not long ago, when debating who should get advertisements, the concern was if it was reaching the right audience.  The new concern is the reach itself.

Knowing the Bhutanese audience, unregulated content disguised as entertainment or information could put consumers at risk. And social media is in the pockets and hemchus of nearly every Bhutanese—young or old, urban or rural.

Meanwhile, there are also signs of desperation. When government advertisements (public notifications) are diverted online to their websites and social media, the mainstream media is left to scramble for crumbs, available through requests or connections. Media managers request the government to review the “cost” saved from not advertising through them or using the e-procurement system, which many say is full of loopholes.

The government provides cash subsidies to the private media. A sustainable and professional way of subsidising could be through advertising and not cash handouts. The advertising logic today has a problem and it encourages unwanted trends. We just handled one this week.