In Jammu and Kashmir, the print media sector has always been a vital component of public discourse and the dissemination of information. However, the difficulties this industry faces have gotten worse in recent years. Many media businesses are fighting for survival as a result of static rates, inactive empanelment committees, and poor advertising practices. The Jammu and Kashmir Print Media Association (JKPMA) has rightfully voiced its concerns in this regard, calling for prompt action to revise outdated advertising regulations and reactivate the empanelment committees. The long-term survival of the print media in the region depends on these changes, which go beyond simple administrative reforms.
The current landscape of print media in J&K is significantly challenged by the stagnation of advertisement rates. For more than ten years, the pricing for advertisements has largely remained static, even in the face of increasing operational expenses and inflationary pressures. Newspaper publishers have faced significant financial pressures, compelling many to function with minimal margins or, in more dire circumstances, withdraw from the market entirely. In the absence of sufficient financial backing, the capacity of newspapers to generate high-quality content or broaden their readership is severely compromised. The JKPMA has astutely recognized this as a pivotal concern, contending that elevated advertisement rates are significantly overdue. The association has put forth a proposal for advertisement rates, establishing Rs. 100 per square centimeter for black and white ads, Rs. 120 for colored inner or last pages, and Rs. 150 for front pages. The adjustment of these rates is crucial for maintaining the financial viability of newspapers, thereby enabling them to persist in delivering credible and comprehensive reporting to the public. Moreover, the lack of budgetary allocation for print media in the region has exacerbated the crisis. In recent years, government funding and support have either remained stagnant or been diverted to other forms of media, leaving print media outlets to fend for themselves. This has led to a sharp decline in the quality of journalism as smaller newspapers struggle to compete with digital media, which has increasingly become the preferred source of news for many. The lack of financial backing and outdated advertisement policies are not just contributing to the decline of print media but are also weakening its ability to hold the government and other institutions accountable. A vibrant and independent press is a cornerstone of democracy, and the weakening of print media has serious implications for the flow of information in J&K. The empanelment committee, which was once a biannual mechanism for evaluating and accrediting newspapers for government advertisements, has now become largely inactive. The JKPMA has rightly pointed out that this committee’s dormancy has left many deserving newspapers excluded from the pool of empaneled publications, thereby reducing their access to essential government advertisements. Empanelment plays a crucial role in ensuring fairness and equity in the distribution of government advertisements. When newspapers are not properly empaneled, smaller, independent outlets—especially those that are not politically affiliated—are often marginalized. This creates an uneven playing field where only certain categories of newspapers receive preferential treatment, while others are left without much-needed financial support. The absence of an active empanelment committee means that many long-established newspapers in J&K, which have served the community loyally, are no longer receiving the recognition or support they deserve. By failing to convene empanelment meetings, the government has inadvertently undermined the very institutions that have upheld journalistic integrity in the region. An active empanelment process would ensure that all newspapers—regardless of their size or influence—are given an equal opportunity to access government advertisements. This is not merely a matter of fairness but one of fostering a pluralistic media landscape that is essential for a healthy democracy. The JKPMA’s call for immediate action on both revised advertisement rates and the empanelment process is not just a reasonable demand but an urgent necessity. The print media landscape in Jammu and Kashmir is at a critical juncture, with many newspapers struggling to survive. Without significant policy interventions, the risk of media consolidation and a decline in diverse viewpoints looms large. The government has a responsibility to ensure that policies supporting print media are not only reformed but implemented in a timely and transparent manner. The proposal to revise advertisement rates, as put forth by the JKPMA, is not merely a suggestion but a call to preserve the survival of a critical sector. Similarly, reviving the empanelment committee and ensuring its regular functioning is essential for preventing the marginalization of smaller newspapers. An effective media policy must ensure that print media remains financially viable and capable of serving the public interest without undue reliance on external forces. If J&K’s government continues to neglect these demands, it risks eroding the public’s trust in its ability to ensure media freedom and fairness.
The Jammu and Kashmir Print Media Association’s advocacy for the overhaul of advertisement policies and the revival of empanelment committees reflects a deeper concern for the future of print journalism in the region. These issues are not merely administrative concerns but fundamental to the survival and sustainability of a diverse and independent media landscape. If immediate action is not taken, J&K’s print media will continue to face existential challenges, jeopardizing the crucial role it plays in informing, educating, and holding institutions accountable. The time for dialogue must give way to concrete policy implementation. The government, media stakeholders, and the public must act in unison to ensure that J&K’s print media not only survives but thrives. Only then can we hope to maintain a robust and informed public discourse that upholds democratic values in the region.