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Beyond the I masthead
an online magazine from eyeway.org

issue 3 march-april 2005
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Inclusive programming offers media an opportunity for positive change

George Abraham explores how persons with disability can be included in mainstream media

Every channel, newspaper and magazine has been competing with each other to get the best panelists, columnists and audiences for their news/entertainment packages. The reports, coverage and features included professionals, politicians, Bollywood stars, sports stars, students and the man on the street. One would see students or young school kids cheering the men in blue, students from the University debating about the retirement age of politicians or a middle-class group talking about the impact of a price hike.

Where have the disabled population gone in the midst of all this action? Are disabled people not interested in cricket? Do disabled people have no interest in politics, economics or, for that matter, in the topics that are being discussed on television or featured in magazines and newspapers?

There are a number of disabled persons across the country making valuable contributions in different walks of life. There are medical professionals, lawyers, sportsmen, musicians, Bollywood artists, students, teachers, professors and common people who could be contributing to part of any kind of television programming or newspaper feature.

I am building a case for including persons with disabilities into mainstream media programming. Why can’t people with disability be part of Barkha Dutt’s audience in We the People or be a part of Zee TV’s Sa Re Ga Ma Pa. While discussing gender issues, why cannot Anuradha Mohit (a visually impaired person working with the Human Rights Commission) or Dr. Anita Ghai (a physically handicapped person who is a Psychology Lecturer at Jesus Mary College, Delhi) be part of the panel?

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People with disability are as much a part of our society as anyone else. They must certainly not be excluded. Schools hesitate to admit a disabled child; architects ignore the special needs of persons with disability while designing a building or a complex and so on. Why does this happen? The answer is simple. Disability is not a top-of-the-mind issue and hence most people are not even aware of it

I believe that inclusive programming can be an effective opportunity for viewers, audiences and readers across the country to experience, appreciate and recognise persons with disability as human beings who can contribute if given the chance.

Imagine a scenario wherein you watch a discussion on TV where one of the panelists happens to be visually impaired. Then the next day you see a soap where a character is on a wheelchair and on a third day you see a blind person debating human rights issues on The Big Fight. People begin to recognise persons with disability as part of mainstream day-to-day life. Disability no longer would cause hesitation or curiosity or apprehension. I believe that the media has a tremendous opportunity.

Use famous or successful disabled people as resources for programming. Do not just invite persons with disability to be part of programmes on disability. Get a disabled musician to discuss music, a disabled professor of English to discuss literature and a disabled sportsperson to discuss sports. This would make a positive impact.

In April 2003, the Public Relations Society of India was celebrating its 25th anniversary. The theme for their conference was ‘Global Peace’. I was invited as a speaker on the final day to speak on Sports and Global Peace. I was one of six panelists. I was the only person with a disability and my presence certainly did make a positive impact. Such positive impacts on a regular basis could bring about positive change. Inclusive Programming offers the media an opportunity to make that positive change.

In February 2003 during the World Cup cricket that was held in South Africa, Mr. M.J. Akbar of the Asian Age invited me to do a column for its World Cup supplement. I was writing along side stalwarts like R. Mohan, Rajan Bala and others. I was recognised and included.

There are over 80 million disabled people in our country. Inclusive programming might just have an impact on TRP ratings too. Possibly, when the media involves disabled talent in its programming, the disabled population might just return the gesture by raising the level of the viewership. Maybe we have a socially relevant and commercially viable possibility here.

By George Abraham