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Ethnic Media, Accountability & Disruption
A thread on my observations from years of engaging desi media in Canada, in light of the well-deserved criticism of RED FM & the call for long-overdue reform/rethinking of male/uncle dominated desi media being led by brown women.
https://twitter.com/RED931FM/status/1317303041545048069
A thread on my observations from years of engaging desi media in Canada, in light of the well-deserved criticism of RED FM & the call for long-overdue reform/rethinking of male/uncle dominated desi media being led by brown women.
https://twitter.com/RED931FM/status/1317303041545048069
INTRO
Want to start by saying desi media plays a key critical role in connecting the diaspora with what is happening back in Punjab/South Asia and hyper-local issues, as well as communicating in a mother tongue that makes the news accessible in a way the mainstream isn’t.
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Want to start by saying desi media plays a key critical role in connecting the diaspora with what is happening back in Punjab/South Asia and hyper-local issues, as well as communicating in a mother tongue that makes the news accessible in a way the mainstream isn’t.
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CONTEXT
1st off, important to understand that many desi TV/radio shows/papers are operated from the side of people’s desks & arent always “day jobs” for those involved. These are often passion projects being done part-time.
RED FM one of the few large professional players.
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1st off, important to understand that many desi TV/radio shows/papers are operated from the side of people’s desks & arent always “day jobs” for those involved. These are often passion projects being done part-time.
RED FM one of the few large professional players.
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$$$
Ethnic media outlets are almost entirely reliant on local small business ad buys. Unlike mainstream outlets in places like Surrey/Brampton, most desi media dont get large govt/corporate ad buys that can help sustain them or provide predictable long-term planning around.
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Ethnic media outlets are almost entirely reliant on local small business ad buys. Unlike mainstream outlets in places like Surrey/Brampton, most desi media dont get large govt/corporate ad buys that can help sustain them or provide predictable long-term planning around.
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MEDIUMS
Desi radio is #1. Widely recognized as having the largest community engagement, with key demographics/loyal listenership amongst groups like drivers (truck, taxi, limo, delivery, etc) & blue-collar workplaces (small offices, warehouses, factories, small retail, etc).
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Desi radio is #1. Widely recognized as having the largest community engagement, with key demographics/loyal listenership amongst groups like drivers (truck, taxi, limo, delivery, etc) & blue-collar workplaces (small offices, warehouses, factories, small retail, etc).
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Relatively speaking, TV has seen big disruption over the years.
The classic weekend morning shows were replaced by Vision TV which was in turn replaced by 24/7 IPTV.
Facebook Live and YouTube, as well as WhatsApp video forwards, has also breathed new life into the medium.
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The classic weekend morning shows were replaced by Vision TV which was in turn replaced by 24/7 IPTV.
Facebook Live and YouTube, as well as WhatsApp video forwards, has also breathed new life into the medium.
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Punjabi papers arent what they use to be. They're mostly weekly, which in today’s world means they have lost a lot of utility. The inside joke is only the seniors at the parks read them. Also, ability to read Punjabi is hit/miss with 2nd gen, so market lacks growth potential.
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The most successful desi media players are engaged in radio + tv/papers as they can cross-sell ads.
Reality is radio drives everything & the demographics there are mostly “uncles”, Punjabi as a 1st language, & interested in Punjabi politics/news as much as the local stuff.
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Reality is radio drives everything & the demographics there are mostly “uncles”, Punjabi as a 1st language, & interested in Punjabi politics/news as much as the local stuff.
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To an earlier point, TV has seen greatest disruption over the years, which has appeared to bring in higher than usual turnover in hosts & shows.
Dont see the same type of turnover in radio – where the hosts are generally long-standing voices on their respective outlets.
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Dont see the same type of turnover in radio – where the hosts are generally long-standing voices on their respective outlets.
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CONTENT
While everyone is constantly looking for content, the big issue is outlets arent always very accessible & it is hard to figure out who to reach out to.
Even if you successfully pitch an idea, by being relentless, no guarantee it will be given prime real estate.
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While everyone is constantly looking for content, the big issue is outlets arent always very accessible & it is hard to figure out who to reach out to.
Even if you successfully pitch an idea, by being relentless, no guarantee it will be given prime real estate.
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So right off the bat there is a barrier to access that needs correction. Some are better than others, but...
Secondly, because the content decisions are made mostly by “uncles for uncles” the default path is skewed for voices that amplify males which ignores other voices.
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Secondly, because the content decisions are made mostly by “uncles for uncles” the default path is skewed for voices that amplify males which ignores other voices.
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Thirdly, hosts of shows are almost always uncles, they tend to pull in other uncles in their circles to speak on issues and topics because it is easy – a problem not unique to ethnic media.
So you have a vicious cycle of uncles, perpetually spiraling down & down & down.
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So you have a vicious cycle of uncles, perpetually spiraling down & down & down.
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Finally, the management teams of larger operations are almost always men/uncles.
Very little effort to expand beyond content, guests, hosts in key slots, etc, beyond what they already know well & brings in ad revenue & core existing listenership.
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Very little effort to expand beyond content, guests, hosts in key slots, etc, beyond what they already know well & brings in ad revenue & core existing listenership.
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WHAT NEXT?
There's almost 0 accountability at any of these outlets. They operate in a small closed universe, with little in terms of community oversight.
Pretty much no critical analysis of ethnic & desi media like you will see from CANADALAND for example.
Need that.
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There's almost 0 accountability at any of these outlets. They operate in a small closed universe, with little in terms of community oversight.
Pretty much no critical analysis of ethnic & desi media like you will see from CANADALAND for example.
Need that.
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Holding ethnic media to account is critically important. Otherwise nothing will change. Shrugging shoulders solves nothing. Which is why conversations and leadership like this from @rumneeek @manjotbains @harpo_mander and @pinkchair are so critical.
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Desi media in Canada is also ripe for disruption, especially radio.
Mediums like podcasting are doing that slowly & is growing. But we need to do more. We need to generate more media content geared towards missing voices.
Digital is where it’s at.
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Mediums like podcasting are doing that slowly & is growing. But we need to do more. We need to generate more media content geared towards missing voices.
Digital is where it’s at.
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SUMMARY
Desi media plays a really important role in communities like ours and for many passionate folks it is something they do to serve the community.
However, change is needed & the status quo is not good enough.
Serious introspection from existing outlets is required.
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Desi media plays a really important role in communities like ours and for many passionate folks it is something they do to serve the community.
However, change is needed & the status quo is not good enough.
Serious introspection from existing outlets is required.
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I think the combo of organized external/independent accountability of ethnic media that is community-driven (think a desi CANADALAND) + disrupting the space with new digital outlets made up of diverse community voices is the solution.
Let's get it done.
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Let's get it done.
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