Times of India, popularly known as TOI to Gen X, is a leading english daily from the formidable stables of Benett & Coleman. TOI has been a pioneer of sorts amongst all the english newspapers in India and has many firsts to its credit. TOI was the first newspaper in the country to go the colour way and it altogether gave a fresh new perspective and look to the face of print media in the country through its innovative marketing, competitive pricing and international styling.
TOI has enjoyed a widespread appeal, more so among the younger generation for its uninhibited and bold approach towards news, playing host to youth based events and contests and the colourful and excellent print quality.
However, of late the TOI has been losing its credibility as the sales figures and bottom lines of profitability dictating the terms of the content, the newspaper has to offer.
This has been largely due to the vested interests of many sister companies the TOI shoulders upon that operate in other forms of media. Zoom, Indiatimes.com, Times Now, Times Music being a prominent few.
TOI has begun acting as a surrogate platform for advertising these sister concerns and as a result the news content in the paper is being diluted and glamourised to suit the needs of the above mentioned companies.
The blatant and openly biased promotion of events, programs, movies endorsed by these companies is shameful and shocking.
Any publication worth its salt must be neutral in its opinion and reflect the society at large rather than concentrating on an elite few and imposing their views on the public. This is exactly what is happening in TOI of late, with Page 3 parties and sensationalism of trivial matters hogging most of the print space and genuine and worthy news being left in the cold.
The daily pullout section that appears in Metros ( Bangalore Times, Mumbai Times ) etc which started of as coverage of local events, concerns and social issues has turned out into promotion section of the local pubs, restaurants and hang outs. The pictures carriedoutin this section often borders on the obscene making it distasteful and suitable for children
There is hardly anything on offer from TOI in the fields of Science & technology, sports , children and agriculture. TOI totally forgets , or rather disdainfully ignores the fact that India is still a developing country with a myriad social and economic problems and continues projecting the lifestyles of the rich n famous, their muses and watering holes.
However, there are a few bright spots in TOI .In terms of coverage pertaining to health, spirituality, business and civic issues, TOI fares reasonably well. The editorial , which is the soul of any newspaper has also stood the tides of time.
The only things that are responsible for keeping the readers base of TOI still intact are HABIT, LOYALTY and an averseness to any CHANGE
This is hardly what is expected of a responsible media giant.