Just a few days back I was sitting in an office presentation on one of our newly launched service.

It was bunch of motley journalist who were discussing the pros and cons of the service and of course we were all expected to give ideas to promote it.

The colleagues from other department were busy explaining how they gave a similar presentation in US and impressed some people. During the discussion they happen to mention that in US they had given example of groups on water harvesting on the web and how journalists might be interested in it.

Suddenly a huge roar of laughter emerged from all the journalists sitting in the room! There laughter very obviously meant--what rubbish, journalist will never be interested in such insipid topic!!

The meeting got over, but it set me thinking.

WHY ARE TODAY’S JOURNALISTS (read media) NOT INTERESTED IN TOPICS THAT ARE MOST CRUCIAL TO LIFE OF MILLIONS???

Ahh right, there are far more glamorous important events for the media to cover.

Isn’t it more essential to find out why Aamir chose Panchgani for his wedding, to do front page stories on will Abhishek marry Ash?. The more recent one is the Bush Mania:media going ga-ga over what he ate,what he wore, his body language!

Who then is interested in covering unexciting issues like water woes of commoners, cities going dark minus power!

They never seem to take a note of the fact that many places close to Mumbai like Thane, Dombivali, Kalyan, Navi Mumbai face serious water and hours of power shortage. "Load-shedding" is the word, which governs their lifestyle.

The realization has come only now when Mumbai faces a similar fate in immediate future.

When you quiz journos about this pat comes the answer-- the majority "young readers"are simply not interested in such topics, so what do we do?

Scene 1: A teenager walks to ATM to get some cash and finds that the ATM is down because of load-shedding period.

Scene 2: A nice 6-9 evening show at a plush multiplex, cozying up with girlfriend, but alas the all the evening and night shows have been cancelled due to load shedding. Though he can enjoy a candlelight dinner!!

Scene 3: Its lazy Sunday morning and its time to the Laurel’s new protein shampoo, $#$&*^%*^ the tap is dry and water needs to be rationed!

Scene4: Tomorrow is the D-day-- my CAT exams and I am literally burning the midnight oil you see!

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Probably such frequent experiences will make ‘young readers’ and media aware of the daunting scenario.

Hopefully the media will not find such insipid and will take them up as issues of concern!