Singapore Tamil Youth Conference 2016 Manifesto NUSTLS Singapore Tamil Youth Conference 2016 Manif | Page 61

Issue 10: Tamil Media In the following section, MediaCorp has informed us of some corrections and clarifications. We reproduce their comments under relevant statements. Present day: • • • • SBC, now called MediaCorp, has more than 20 radio and television channels and a newspaper. Oli and Vasantham are the Tamil radio and television channels respectively. Oli now transmits 24/7 and Vasantham is a standalone channel broadcasting about 18 hours a day. (Mediacorp: On weekdays, Vasantham broadcasts about 9 to 9.5 hours a day and on weekends, it is 11.5 hours a day.) In terms of programme content, there is more film music on Oli and drama serials on Vasantham. (MediaCorp: Vasantham produces about 750 hours of local content every year, and out of this less than 200 hours is dedicated to dramas. This constitutes about 26% of their total local hours. The rest of the hours are dedicated to News and Current Affairs, Info-ed and Infotainment, Entertainment and Children programming.) Its breadth has narrowed as both have given up classical music, dance and literary programmes and radio drama which was Oli’s staple earlier. (MediaCorp: Both Oli and Vasantham still carry classical music content. Oli plays classical music daily for an hour from 5am to 6am in a programme slot titled ‘Paamanam’. And Vasantham has classical music programmes during our special holiday lineups. Oli still does radio dramas during our special holiday programming.) How have the Tamil community and Negative & Positive Sentiments about the Tamil Media the Tamil media environment NEGATIVES changed over the years? Media’s primary goal was to ‘Inform, educate and • Use of Tamil at home has been entertain’. However, there has been a shift to mostly declining while English has entertainment. In contrast, during 70s/80s the radio gained much ground. Since the station put on information segments E.g. medical or mid-1980s, English has been the science programs. (Local production house, 2016) first language and the Mother Tongue a second language. • Tertiary education rate has Underutilization of experienced artists and lack of content gone up which has led to an catering to matured audience. This may not appeal to the increasing level of sophistication older generation who might look for more depth in of the community. program content and presentation. E.g. Currently in Oli, • The recent immigration of most of the DJs are young blood and new to the media. Tamils from Tamil Nadu has Most of the content is geared towards pure entertainment changed the media consumer and capturing the youth. (Local production house, 2016) profile significantly. (Mediacorp: Last year, Oli registered the highest reach • Huge variety of Tamil media obtained from non-Singapore amongst its listeners since 1999. The station has registered sources an increase in listenership amongst all age groups. The core • Young audiences get most of listenership comes from the older audiences aged 35 to 59 their news and current affairs years old. As an info station, Oli regularly has discussions from English media. on current affairs, social issues affecting the community • Tamils look at Tamil media and regularly produces info nuggets on lifestyle, women, primarily for updates regarding language and sports. It also spearheads several events events, initiatives and issues throughout the year like the Oli Presenter workshop, PSLE within the Tamil community. seminar, Mother’s Day and a Health carnival done in collaboration with Hindu Endowments Board. Mother’s Day Topic of Interest: How could and Health Carnival are events targeted at audiences aged Vasantham be effective in 1) 35 and above.) promoting the Tamil Language and Becoming more westernized: While there is a need to stay 2) fulfilling the ideals of relevant and appealing to the younger public, there needs broadcasting, which is to educate, to be a balance between being progressive and retaining inform and entertain the audience? tradition. CASE STUDY: Vasantham There is a lack of writing and creative talent. Radio/TV hosting talents need to find their own style of presenting. Issue 10: Tamil Media POSITIVES Reaching out to the younger generation: TM’s Ilayar and Manavar Murasu. Increasing numbers of young home- grown talents: For example, Pravin Saivi, a home-grown talent, has become a full- fledged musician both locally and globally. (R. Venga, 2016) More progressive and professional TV programmes. E.g. Friends (Kaliyarasi Kalidasan) Good viewership: Vettai and Annamalai produced for a second season. PAGE 61