The multinational did not handle the problem well, highlighting the importance of crisis management in today's dog-eat-dog world of business. For that it had to pay a heavy price: The withdrawal of its drinks from France, Belgium, Luxembourg and the Netherlands.

Some 50 million Coke bottles have already been withdrawn. More are likely to follow. Importantly, its hallowed image has taken a beating. Consumers can be unforgiving, as many a multinational which have been hit by product problems must already know. Rival Pepsi executives must surely be rubbing their hands in glee and must be carrying satisfied smiles on their faces.

But then Pepsi itself was at the centre of a controversy some years ago over a contest that went wrong. It had to pay a heavy penaltyfor that too. Coke has launched a campaign in which it has apologised for its mistake. An honest approach will work wonders for it. But it has a long way to go before it can win back the trust of consumers.

The lesson in the Coke scandal for Indian managers is: Value communications and public relations even when there is no problem at hand, and always have a crises management plan in place. Even if you know it may not work exactly as you want it to. Be honest if you have fouled up; the consumer is not a moron, neither is the journalist. Roll with the blow, and remember don't let the situation get on top of you.

The balancing act

Most people, especially those on the Prasar Bharati board, say RR Shah is a stooge of the BJP-led government who has come in to snatch away whatever autonomy DD and AIR have and place their control back in official hands. Others label his appointment as a regular bureaucratic appointment and insist that not too much should be read into it.

Whatever be the case, Shah hashis job cut out for him. His first pronouncements have been totally the opposite of what one expected considering that the government wants to make DD a public service broadcaster. Shah has announced that he will be keeping a hawk's eye on DD's bottomline and make it even more commercial, launch two or three new channels, improve relationships with DD's producer suppliers, work on ensuring carriage for DD channels on cable TV networks, study the possibility of a new rating system for DD channels, and reopen the FM radio slots to private companies.

The statements don't make him sound very different from a couple of earlier go-getter bosses of DD or the current chiefs of some private channels. Then how is Shah a government stooge? Well, maybe he will walk the fine line on editorial control of news and current affairs as the elections draw nearer giving more coverage to the ruling coalition. Or will his role be to act as a bridge between the more liberal-minded on the Prasar Bharati board and the governmentwhich wants to have a lot more say in what happens at the public caster? If that is the reason that he has been foisted on the Prasar Bharati, then his job will not be easy. He will have to do the balancing act, which could be a quite a tall order. Not for Shah, but for the Prasar Bharati board members to have expectations that he will kowtow to them.

Hitherto, they have not had much of a hold on the functioning of the DD and AIR holding company. To an observer, they have so far appeared to be figureheads despite their years of experience in their respective fields, who are there because they are supposed to be there.

Today, their very existence is at stake with information and broadcasting minister Pramod Mahajan threatening to undo the Prasar Bharati. Hence, it is quite likely that despite Shah's pronouncements, the Prasar Bharati board members are going to face even more isolation as far as its functioning is concerned. And in broadcasting history he will find a mention as the man who charted the routeof a state-owned telecaster into government's hands.

Hooking viewers

We've all heard of frequent flier programme. Right? Well a Canadian company is working a frequent television show viewer programme. Interactive Cyber Television (ICTV) is to launch a device consisting of a remote control with a smart card. The remote allows viewers to click on certain symbols and answer questions, which appear during certain interactive shows and commercials.

Every time the right answer is given, the viewer gets a few points. These points get accumulated over time and entitle him to cash, trips, e-coupons, and even a bank credit line.

A Montreal-based local station CFCF-12 is going to be the first to get the interactive service on the road by early next year. Will some Indian television channels also go for a similar kind of lure to encourage television viewing? It makes sense because their programmes will get viewers. Increased and loyal viewers will keep marketers of consumer products happy. They will placemore of their commercials on such channels. It makes sense for marketers too because the new tool will allow them to get viewers involved with their products and help bond with them. Are marketers and television executives listening?

(The writer is the editor of The Indian Cab&Sat Reporter. Feel free to e-mail with your comments to television@vsnl.com or television@hotmail.com)