Astrology has also been a steady milch cow for the channels. In the mornings, you are spoilt for choice when it comes to predicting the way your day will end.
On India TV’s Gurumantra, a sadhu makes predictions for the day. Nothing new you say? Listen intently: he will suggest you feed a cat milk, or maybe keep a peepul leaf with sandalwood paste in your pocket to have a great day ahead. The language, the gesticulations can give magicians a run for their money — the effect is hypnotising.  And if that doesn’t work for you, switch to Star News in the same time slot and you have three women from what looks like a K-soap dishing out predictions on a show called Teen Deviyaan. One is a tarot reader, the other takes her calls from numerology and the third reaches out for the stars. At the end of the show, you will have three different predictions for each zodiac sign!
For the astrologers, it is good publicity. Dr. H. S Rawat, who anchors the Jyothish Shikshya show on the channel Aastha, says, “Television toh ek vigyapaan jaisa hai. Paper pe chapne se zyaada jab log aapko TV pe dekhte hain, toh response alag hota hai. I had made a prediction long back that even news channels will have to run astrology shows. Earlier they used to make fun of astrology. Now, they cannot make it work without astrology.”

Why is this kind of news content a big hit with the people? Santosh Desai, Managing Director, Future Brands tries to explain the phenomenon. “News channels have decided to show what they think what people want. They hold a magnifying mirror of sorts to the people and not a window to the outside world. It is like a mirror that just magnifies the people’s innermost desires. It shows Rakhi Sawant, it shows cricket, it shows news and then there is also astrology. It is like a wishing well, whatever you wish for is there for you to view. From ghost shows to shows on re-birth it is all there for you to choose from. And if it is on a news channel, it’s legitimate viewing.”
In his defence, Rajat Sharma, chairman and editor-in-chief, India TV, says, “The remarks everywhere on ‘superstition’ are elitist, unfair and inaccurate. Advice on astrology is prominently carried in all newspapers, magazines, 24-hour national news channels. What’s wrong with that? Please also note that all astrology shows on news channels in India have passed muster with extant guidelines of the Ministry of Information and Broadcasting, applicable on all licensed channels beaming out of our country.”
Susan Vishwanathan, professor of sociology at Jawaharlal Nehru University, Delhi, fears the channels are playing on people’s fears. “Times of uncertainty create their own demons. People feel comforted when they watch things happening to other people—it pushes them in to a comfort zone knowing that this is not happening to them. It also gives space for gossip and rumours. This is harmful as it takes away from rationality. It creates a sense of entertainment that picks on fears of people.” The channels, one might add, are also tapping into a culture of belief in the unknown that holds sway over many Indians, even the ones who think they are rational. From wearing gemstones for good health to offering pujas on fixed days of the week, these are habits that reassure India’s millions. Not that this lets channels off the hook.
As Edamaruku says, “They are pushing the belief in superstition. A person sitting in the villages who cannot read the tickers or the reconstruction tag, may just end up believing what his eyes show him.”

... contd.