Will Media Oblige Elders?

Will Media oblige Elders? M.V.Ruparelia.

United Nations has defined a Country as ``Ageing``, when the proportion of people over 60 years goes to 7%. India has exceeded this proportion with number becoming almost 8 crores. Last Century’s biggest achievement is Longevity but due to industrialization, urbanization & westernization of our Society, the Joint Family, which was the natural Support System for Elders, has become almost non-existent. Elderly Population in our Country is the second largest in the World. 75% live in rural areas, 74% are illiterate, 50% are women, out of which 55% are widows, 66% are in vulnerable situation without having food, clothing & shelter. There are 225 cities with over 1lakh population. In last 10 years, growth in elderly population is increasing at more than double the rate of increase in general population due to improved health-care systems, low mortality & low fertility factors.
The fact that there would be more & more elders in future with the above types requires a serious thought by all segments of Society. If proper attention is not paid now to such a large number of experienced elders, their position & problems, the Society will face a serious insurmountable problem! I request our Powerful Forth Estate- the Media, Sociologists, Social Organizations, Thinkers & Individuals interested in welfare of their Elders to give their views on this & suggestions to improve the position of Elders of different areas & different social strata.
The following suggestions to Media may improve the position of Elders:-
At present, more than 30% readers & viewers of Newspapers & T.V .Channels are Senior Citizens. Each Newspaper & T.V.Channels are bringing out separate supplementary/programmes on various subjects like Business, Sports, Property, Art, Literature, Events, Entertainments, Women Section, Children Section etc As your elderly patrons are many and have peculiar problems & needs, it is necessary that each Newspaper/T.V. Channels give special consideration to them. Moreover, as a Torch Bearer for the entire Society, it is necessary to foresee the social situation and highlight to all segments of the Society for thinking & taking appropriate & adequate steps before the situation worsens & becomes insurmountable. It is only the Media, which can highlight the situation which is likely to be created in near future due to increasing number of elders and change the present indifferent attitude of Society & Government towards the problems & needs of Elders. I had written to Times of India, Indian Express, Free Press Journal, Mumbai on 2-9-99 to give some space for Senior Citizens but to no avail. I persuaded the matter with Times by personal visits also but with no result. I again wrote to all the three papers for this on 26-5-04 and 15-6-05 and DNA on 5-8-05. DNA started giving one page on Saturdays through Dignity Foundation. I wrote to Zee News, Noida, Star TV, Mumbai and Sony TV, Mumbai on 25-5-05. Only Z News responded and appreciated the concerns and asked for subjects on which we would like them to give programmes. 15 types of programmes were advised to them on 9-6-05 and this was acknowledged as complete informative document with thanks and assurance that this has been given to their concerned Department for necessary action vide their letter dt 16-6-05. Thereafter, there is no response to reminders, E/Mail messages and telephonic talk.

One of the major problems of Elders is how to pass time usefully. They are the Think-Tank of Society. They have done a lot for Society during their prime time. Even after Government’s orders, younger generation, some times occupy the seats reserved for elders in buses and do not vacate, shout, where separate ques are formed in Post Offices, Hospitals, Dispensaries etc. Media has to create social atmosphere of respect for Elders. Again, after having regular routine for 30-40 years, there is a vacuum in Elders` life. Few are able to do useful work of their choice. Rest remains in the house idling & just passing/killing time. Media can create various avenues for them to express & feel useful. Each Newspaper can give one/half page every day and T.V. Channels can give half hour slot daily/2-3 days in a week exclusively for Elders highlighting needs, problems, health-care, safety, mobility, second careers etc. Such a space in Media will create lot of material for Elders and the Society. Thinkers, Experts, Sociologist also will write & guide Elders in such space. Senior Citizens writing or acting in T.V. may be given recognition & monetary rewards, which will enthuse them & bring them out of routine & hopelessness, if any in some. Media may also appoint some elders as ``Correspondents`` or`` Representatives`` for some areas for bringing material about activities of Elders & their Associations and pay them honorarium. This will have not only financial support but also a feeling of usefulness.
I once again request all thinkers, experts, sociologist & Media persons to give their views and suggest ways & means to improve the position of Senior Citizens by creating respectful place in Society in the fag end of their lives.
Matter was referred to Ministry of Social Justice & Empowerment, New Delhi on
11-9-07 about what instructions were issued to Media. They have replied vide their letter
dt 6-11-07 that ``No notification/letter/instruction has been issued by the Division to Media. `` This aspect also needs to be looked into by all thinkers, experts, sociologist, and organizations of Senior Citizens & Media persons.