I so love The Hindu ads! TOI – are you listening?

I have been reading The Times of India ever since I was a child. In fact, back then, it was considered imperative to read the TOI to improve your English. I lived in Goa, and all we had access to was the Mumbai edition of TOI which hit the stands in Goa only in the afternoons, which meant that the newspaper delivery guy delivered the TOI a day late.  Yet, we unfailingly read the day-old newspaper everyday. Later, my parents also began paying the newspaper delivery guy, who lived right next to our house, to deliver the newspaper to us on his way back home.  Our school teachers used to encourage us to go beyond the front page and sports pages of the newspaper, and to explore the editorial page, and understand the different views expressed there.

Now what is the connection between the title of this post and the first paragraph, you ask? Well, you’ll soon find out… But before that, take a look at today’s web TOI:

Web TOI - look at the highlighted parts.

This is the page showing today’s top news!  Start from the left panel – “Twitter’s censor move with eye on China“. Really? “Eye on China”? Is that a legitimate phrase in English, or is it just the translation of the Marathi  “चीन वर डोळा”? The last I had heard, “keeping an eye on someone” meant watching over them lest they do something they aren’t supposed to. Aren’t they instead supposed to write “Twitter’s censor move eyes China“?  Of course the sentence still makes little sense to me, but at least it is English! (Do correct me if I am wrong though.)

Let’s move on to the right – top. Madhuri gives some advise to SRK – and yes the national adviser’s words are almost never printed on the home page, but this – oh how can they miss printing this!

Just dip a little lower (pun intended) and slightly to the left. You will see “Katharina’s raunchy act“! Yeah sure, so what if they get the spelling wrong, so what if they use provocative words – they are giving the readers some hot news! And below that, some more “Other Stories” that basically tell the same tale… They are not a national pioneering newspaper, but a glossy gossip magazine…

You may have noticed that I have pasted the screen shot of only half of the home page – the bottom half had several such pieces of news and pictures that wouldn’t suit my sensibilities and those of this blog.

Anyway, the point is, I once looked up to this newspaper, and now, I can barely look at it without feeling annoyed – what with spelling mistakes, grammatical errors, and racial glitches (replacing the phrase ” South Indian” with “Southie”? – What is that!) that make me want to appeal to them, that if they can’t afford paying a proof reader, I would love to volunteer to do it for them! And I don’t even want to get started on the kind of hot news (read Bollywood gossip, Page 3 trivia on most pages, and so on) they publish! This is why, when they released an advertisement with soft intonations insulting the newspaper The Hindu (you can find it here ), I was mildly irritated. But The Hindu came up with their response – three even more fiery, in-your-face advertisement clips, which were fascinatingly accurate and bang-on target!

Here are the links:

http://www.youtube.com/watch?v=xmXPBp7DpQw

http://www.youtube.com/watch?v=4Eb-waHx-00&feature=related

http://www.youtube.com/watch?v=X8_pqFRxk6A&feature=related

Now, I don’t know how effective these ads are, but I do hope they make the TOI people see some sense, and give us back the newspaper we loved so much a few years ago!

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3 thoughts on “I so love The Hindu ads! TOI – are you listening?

  1. It was quite opposite to me. I studied my bachelor in Southern India and only newspaper available was The Hindu. For me, it was quite difficult initially to understand most of the editorials without using dictionary. Later, I studied Times of India also and in today’s date I read many newspapers across the globe. I can simply say that Hindu is a newspaper of a certain section and Time of India is a newspaper of everyone. Reason is very obvious, normal person does not care much about editorials, deep insight into matter than the news. For him, things explained in simple language is much easier than the Hindu which is packed with full of information. In today’s fast paced world, no body has time to spend on reading too much information.

    So I must say, both Times of India and Hindu have their own section of readers. They both have positive points and negative points.

    Regarding the snapshots, you have posted, it is a very common problem with most of the media houses. Most of the Media houses are run by corporate group leaving no room for editorial staff to have final wordings. If you carefully look on the headings than they are made to look catchy to grab attention, a direct way to attract ad revenue. Hindu might be exception because not many people read it.

    I am disagree with what you have posted, but just trying to give my viewpoint on it.

    Like

  2. Great post. hit the nail on the head. Toi Web version is worse. as a colleague commented its just short of a softporn site! alas the next generation likes Toi.the future of the country its in bad hands.

    Like

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