Times of India Case - Ethics

8/3/2019 Times of India Case - Ethics

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SUBMITTED BY:

ANSHU SETHIA

DEEPIKA SHARMA

RITIKA GUPTA

SAURABH KUMAR


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The Times of India is ranked amongst the 6th

best newspapers in the world.

Owned and published by: Bennett, Coleman

& C0. LtdFounded in 1838, TOI completely passed intoIndian hands in 1946

It has continuously reinvented itself torepresent the aspirations of India

At present The Times group has TOI, ET,Navbharat Times, Sandhya Times,Maharashtra Times, Femina and Filmfare


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Readers(Main audience of TOI- youth)

They want it to elevate the mind and spirit,create taste and educate them. The youth

wants varietyAdvertisers

To get the value for every rupee they invest

Society as a whole

They want the newspaper to serve the largerinterests of the common good and choosingto set trends which will better the society.


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Business needs Society and Society

needs Business.

Print media being the most pervasive and

penetrative, can be used as a tool for CSRinitiatives.

Times of India, being no. 1 in the print

media world has all the more responsibilityto be more responsive and contribute

towards the society.


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TOI has used its influence to improve

society, expose injustice and elevate the

disadvantaged.

The Times Of India Foundation to address

the developmental needs of the country.

Times Relief Fund set up in 1954.

Schools for journalism and marketing

Newspaper in education.


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Bhartiya Gyanpith for promotion of ancient

Indian culture.

Gyanpith AwardOttaplakkal Nambiyadikkal Velu Kurup (OMV),

a renowned Malayalam poet 2011 winner

Femina Little Princess Foundation


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The Times Foundation

Teach India Campaign

Lead India Campaign


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CAMPAIGN PAPERS

Traditional role of recording &reporting

Followed up by analysis as the

secondary role.

CHANGE AGENT

Sensitive to issues&highlighting them

Help in enhancing the CSRamong the operators

Follow independent journalism


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Activities such as involvement with thelocal community are ideal opportunitiesto generate positive press coverage.

CSR activities can make TOI more

competitive and can reduce the risk ofsudden damage to its reputation. Corporate social responsibility is not

simply about moral philosophy, it isalso strongly connected to the long-term future of a business.

Benefits to thecompany

By acting as a Social Editor, socialissues like corruption, nepotism,harassment of woman, etc can bebought forward into limelight.

Readers would be more liberated andcan voice their opinions. Though its business columns, it can

educate corporates of their socialresponsibilities as well.

Benefits to thecommunity


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STRENGTHS

* One of the oldest newspapers (1838)

* Ranks 1st in circulation in India and ranked amongst 6best in world

* Rich supplements

* Strong supporting publications: ET, NT, Femina,Filmfare

*

Launches pioneering ad campaigns* A proactive brand (Invitation Pricing)

* Competitive Advantage: Technology

* Firm beliefs & phylosophy (Response, Editorial)

WEAKNESSES

* Lying more stress on trivia than the main news

* Late in covering useful news for competitive students

* Concentrating more on profits and increasingreadership

* Gaps in what they profess and actually do


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Change for the better not for the trivial

There is a definite need for clarity on CSR aspectsto be trickled down the organization

The smoke signals from the outside world shouldbe seen as an opportunity to assess themcarefully in the context of future

This calls for aligning their business strategy withthe CSR strategy. There cant be a stand aloneCSR strategy

Not to indulge in mud slinging ad campaigns. TOIshould remain what it used to be : A Pioneer!

Times of India Case - Ethics

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