The Gujral Committee Report - Language in India

important because to be on the Government approved list helped them to secure advertisements form other sources and to build up a better circulation as many readers bought a paper for the sake of classified advertisements was also regarded as a token more
recognition and status. Several witnesses underlined the fact the Urdu newspapers and dependent on Government for their advertising revenues, because of the steady neglect by private advertisers. of
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Among the grievances voiced was the continued denial of advertisements to newspapers indulging, allegedlp, in communal and unetnical writings for years together. Some witnesses argued that newspapers should not be penalised for the views held by 6.118
and circulation should be the sole crition. This view was seriously contended by some other witnesses who felt that it would amount to rewarding the sensationvendors and irresponsible sections of the press by a greater flow of advertisements, in addition them
tie boost in circulation through their irresponsible writing. On the other band, the to
papers, which had the good of the society at heart, will suffer not only in the race for circulation because of their refusal to adopt sensational methods but will also be punished by withdrawal and curtailment of advertisements allocations on the ground sober
their circulation was not as high as of those mentioned above. 6.119 Government of India's views on tits question are very clear. The main objectives sought to be achieved through the release of advertisements are that the message that
reach people in all walks of life and that widest possible coverage should be should
with the available funds. The criteria laid down for the selection of newspapers and periodicals comprise : (a) effective circulation; (b) adherence to the accepted standards of journalistic ethics; (c) other factors such as production standards and the obtained
Language in India www.languageinindia.com
9 : 1 January 2009
The Gujral Committee Report on
language and the area to be covered. Information in respect of these and other particulars of all newspapers and periodicals applying for advertisements is obtained through a proforma supplied by the Directorate of Advertising and Visual Publicity. 6.120 It has been stated on behalf of the Government that the political affiliation of a newspaper does not in any way influence the Government decision in selecting
Urdu
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