Mumbai, Mar 14: The seduction of the media by the 15-minute wannabes and the wizards of the advertising hungry minstrels of power, fame, avarice and showmanship (not necessarily always in that order); has been a long standing, traditional mating dance of the tribes of fortune. In fact, ever since the media (and what it could bring to the coven) made its powerful presence felt in a world that had begun rotating to a new axis of wealth and the arc-lights of fame, the wooing game has been the shortest distance between the two points - of publicity seeker and provider.
And more so in the world of glamour, tinsel and limelight, where a mere mention in print along with a 'pretty' picture is all that is need to launch a nebulous career.
Ask me, I have been at the 'vaunted' end of the glam-sham-want-more-ma'am stage show for more than fifteen years now.
As (I love to proclaim) a star reporter, then an editor of one of India's leading glossies. And now with the Entertainment division of India's leading newspaper's equally prominent Web sites; I have watched with much enthusiasm (at first), amusement, and then skepticism (I call it the practical view) even as faces changed but the make-up men remained the same; even as the addresses and the vital stats changed, but the rules of the game stayed as is. The only thing that kept changing constantly, being the intensity of the 'wanting'.
Everyone wants his or her fifteen minutes. And by Jove, if they can use a stopwatch to prolong those moments, they jolly well will do it. And in the process, they will use whatever means to achieve the ends - a treasure trove of fame, name and mucho moolah. So, if en route to success (for those who need to be on the right side of public view), they have to spend some to get some … well …!
So, inspite of my curiosity for the occult, the thought of selling my soul to the devil, made me do the run for my rosary. But the one thing that always scared me more than any Halloween Night was the thought of selling my soul to the 'publicity seeker'. That one thought of the 'black' slur on my character made me shiver like no witchy woman ever could.
I had heard about 'corruption' and 'the gift culture' in the relationship between journos an stars, but it was an area that was unthinkable to my South Bombay born and bred mindset. 'You mean that an article could be dictated to a journalist for the right 'specification'? Couldn't be? I was appalled. Though I must say with all due respect to my fellow media brethren, that I heard tales of 'negotiation', but never really saw and 'exchange' as such of any greenbacks or imported whisky bottles.
Still, there were instances, albeit few and far in between, where a star (or starlet) did try and show some 'advance gratitude' for an article I had just completed or some after a well written piece.
The first instance was one of innocence, entirely.
It was a dashing young actor, upcoming and witty, who I was interviewing at his Bandra residence. The interview turned out particularly humourous, thanks to a lot of my 'help' in the 'quote' department.
Suddenly the Young Turk disappeared into his bedroom and remerged with an entire set of Armani colognes, sprays, after shaves and shaving set (in one of those neat gift boxes).
"This is for you" he told me.
I was taken aback and questioned 'why?' After all, I did the interview because I wanted to be objective and because I wanted to. The 'consideration' was something that totally disgusted me and coloured my vision, against, the man.
He was taken aback at my tirade. "Oh, it was for your birthday, just a token. You'll be surprised how many birthdays in a year I have to celebrate with the same reporters. I celebrate throughout the year."
He laughed and apologized and I accepted the same. In the bargain building up a new respect that my fraternity seemed to have been losing along the yellow brick road to Film City.
Another time, one leading celeb brought out a tray of Swiss watches because he was thrilled at my representation of him. My response was the same. Indignity and a vocal reaction.
But as the stakes rise, it becomes more difficult for a journalist or Editor with fewer scruples to say "NO!" with the conviction that it ought to be said with.
Which is why, when someone uses the magic words 'Medianet', to me these days, I actually let out a gust of relief. It has taken the wind out of the sails of plenty of 'hafta' seekers. For an official, paid for promotion to a publication would be far more appealing to a movie star, a producer or a PR firm, than a clandestine meeting of palm and dirty money that a regular reporter is going to get accused of anyway.
The Group behind has always set the trends and laid the yardsticks. And however controversially this concept of 'paying for advertorial space' (the journalist in me was as amazed as the rest of the world) is being received now, who knows it may be the norm sooner rather than later.
Like a colleague and pal of mine from Delhi coined a new one for this trend. 'Edvertorial' he called it.
But the word is not enough anymore. The industry seems to be paying for it too now, as 'space' cost.
And it's not quite like selling a soul.