Recently stumbled upon a new venture, a Feature Tabloid for Chennai,
Vivartha and it gave me another opportunity to don my (dusty) critic cap.
Apparently Vivartha in sanskrit means transformation. '
Be the change', they proudly extol. What change? Change from what? To what? I wonder. I mean that tag would work for a Political organisation, say , an off-shoot of Lok Paritran, bringing about social transformation and all. But for a tabloid. Seriously???
I mean what is this with obscure sanskrit names. And there was something about Krishna and Arjuna in Bhagavad Gita (enlightening with words of wisdom, no less) and Gandhi in their website that I couldn't make the heads or tails of.
Do we infer that they aspire to change the existing journalistic traditions? Of sensationalism, biased reporting and 'Page-3 obsession' of the media. I couldn't make out from their website. Still, we are talking a
Tabloid here or did I miss something.
And from the looks of it, I imagine they focus on a niché youth market, what with Pink Floyd,
'togetherness' and bikes. So who is Pink Floyd?
So, what was that about 'Being the change'. There is enough change in Chennai without 'Vivartha', thank you. Do you know a cup of coffee costs 50 bucks? And an evening out a couple of hundred? Youngsters are aping the 'West' leading to a caricature of 'Pizza-munching, Brand-touting, accent-flaunting' delinquents who have no idea about the value of money or regard for their parents' hardships.
Perhaps, all we need is change, but in this direction!!!???
While I support any new venture, I would like to know in KISS terms (no
construing this transformation or
permeading like the morning sunshine), what they hope to achieve with their tabloid. I am not judging...so if they are going to say cheap thrills, debate on Nike or Adidas, mobile phone reviews, exclusive snaps of Brad Pitt and Jolie's kid and other Gen X stuff for the urban youth, I'll say Atta! boy! and maintain a distance.
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Update: One of the writers of Vivartha has responded to my criticism. I have put it in the comments section.