n PR and social relevance can work in tandem The problem with news organizations offering niche services for certain populations is that when budgetary issues raise their head, it is that niche programming that is eyed for cuts first. That is what is happening with the BBC's Hindi radio broadcasts, which are on the chopping block despite the fact that it is estimated that 20 million Indians in rural locales, most of whom are using battery-powered radios, depend on the service for access to a credible source of unbiased and accurate information. The need to cut expenditures notwithstanding, we hope the British government can find funds to keep this invaluable service in operation. Although the service consists of only two bulletins a day, it is a vital source of information to its consumers. It also is a vital PR tool for the British government, whose desire to build a strong relationship with an ascendant India is greatly helped through such services as the Hindi language radio. It also provides a counter-balance to Chinese broadcasts to the Hindi-speaking population in northern India. It is one of those rare instances in which PR and social relevance work in tandem to create a win-win situation. Journalism can serve many ends, and certainly financial ends come into play when assessing the efficacy of a particular medium. But the field was invented, first and foremost, to inform the public. Financial considerations are unavoidable, but the bottom line for journalistic endeavors should not be the same as other commercial enterprises. A host of intellectuals have signed a letter to the BBC, urging it to do whatever is necessary to save the service. It is our hope that the Hindi service will reach critical mass, and one of the world's premier news organizations will have no choice but to continue its broadcasts to northern India. __
