Bhutan Observer was launched as Bhutan’s first private bilingual newspaper on June 2, 2006, in Thimphu. The paper followed the fourth Druk Gyalpo Jigme Singye Wangchuck’s vision to ensure a smooth transition to democracy and advance it thereafter.

In 2008, when the first parliamentary elections took place, Bhutan Observer rose up to the daunting challenges of a new system and order of life. Thereafter, it has striven to raise the level of engagement of Bhutanese citizens in the new democratic process.

Bhutan Observer is a private limited company governed by the Companies Act of the Kingdom of Bhutan. Run by an able team of 60 people working in the editorial, commercial, administrative and managerial departments, it is one of the leading newspapers in Bhutan. The editorial department has won several national journalism awards for the best editorial, best Dzongkha issue, best editorial cartoon, and the most valuable story on gross national happiness.

Bhutan Observer’s Dzongkha edition, Druk Nelug, is widely circulated and enjoys a dedicated readership across all sections of society.

VISION

Bhutan Observer shall be:

1. A truly Bhutanese newspaper committed to effecting positive social change;
2. A socially beneficial newspaper by upholding the principles of gross national happiness;
3. The voice for the voiceless;
4. The most trusted newspaper in the country.

GUIDING PRINCIPLES

Bhutan Observer is committed to upholding and strengthening the values and principles that bind this small, but great kingdom. We are a voice with a conscience, and our efforts are aimed at enriching people’s lives through unbiased news and information intended to inform, educate and entertain.

Bhutan Observer believes that, in a fast globalizing world, change is inevitable. However, we look at change as an agent of conscious positive transformation, not simply drifting with the tide.

In a country which is highly vulnerable to forces of the outside world, it is easier and more profitable for the media to adopt foreign templates. But we are committed to engage the Bhutanese citizens in a Bhutanese way. We measure our success by what is essentially Bhutanese.

Bhutan Observer does not use crass commercial adverts or pictures of scantily-clad celebrities and explicit graphics as a means to promote itself. This has cost the paper certain segments of the urban population, especially youth, who have grown up on a diet of excessive consumerism and popular culture. But this is the sacrifice we are willing to make.

We recognize that Bhutan’s unique values are constantly under threat from foreign media. Our youth are faced with bewildering challenges and temptations. We hope to help instill a sense of pride in what is truly Bhutanese among our youth, through our designated youth pages.

Bhutan Observer believes that what sells well may not necessarily serve the society best. Therefore, we seek to look beyond news and current affairs to explore values behind them. We do this by using the Bhutanese voices telling the Bhutanese stories.

We ensure that every citizen has a voice. We not only write about the rich and the powerful, the khenpos and the ministers, but also about ordinary people, who live their lives with meaning and values.

Bhutan Observer also believes that while a media entity has a commercial side to it, the media are not like any other business. So, they cannot be driven by profit and market forces. We are committed to move ahead with a sense of social responsibility.

We believe that our achievements are not determined by profit alone, but also by positive impact we make on the society. Being a socially-responsible newspaper has meant making financially unsustainable decisions.

A healthy democracy depends on the engagement of the people. The media need to inform and empower citizens. To this end, we are committed to strengthen our nascent democracy and rule of law through engaging the people in constructive discourse and promoting responsibility and accountability.

ICONS

Masthead: The Eye

The masthead was inspired by the eyes of the Buddha, which see everything with impartiality, wisdom and compassion. It is the reminder for the newspaper to function in an impartial, wise and compassionate way. It is the guiding principle for the editors’ and reporters’ approach to news and features. We chose only one eye for a sharper focus. When an archer takes aim, he or she uses only one eye for a sharper focus.

Masthead: The Fruitful Colour

The colour of the masthead, and that of the newspaper, is orange. It is one of the colours of Bhutan’s national flag, which symbolises fruitful endeavours. The orange colour is symbolic of a truly Bhutanese newspaper in pursuit of fruitful objectives for the society.

Opinion: The Butter Lamp

A butter lamp is the source of light and clarity where there is darkness and ignorance. When offering a butter lamp, human beings are at their most sincere and honest. The editorial section is the intellectual heart of the newspaper, the space where the writers express their opinions with honesty, wisdom and clarity to shed light on the pressing issues of the day. Bhutan Observer’s editorials argued why Bhutan should not join World Trade Organisation, why salary rise for the MPs was unconstitutional, why political parties must be rescued, how Dzongkha could be improved, and criticized and lauded government institutions.

Voices: The Conch Shell

In Buddhism, the conch shell symbolises the fearless truth of the dharma and impartial dissemination of the Buddha’s teachings. This page offers space for the citizens to fearlessly share their opinions and stories. We welcome letters and articles from all sections of the society, and all of them receive unbiased consideration. This page has invited debate on a wide range of issues. Scholars, academics, students, farmers and business people have found an open space for their views on this page.

Economy: The Coin

A boetram, the traditional Bhutanese coin, symbolises the economy of the country. Valued long after it was out of circulation, boetram is a timeless symbol of economic activity. This page is dedicated to explaining the state of the country’s economy. It also features any business activity that has a bearing on the economic lives of the nation, organizations, and individuals. This page has carried stories ranging from the national revenue and debt, mega projects and economic promises to rural banks and farmers’ cooperatives selling fermented cheese and rice.

Sports: The Archer

In Bhutan, where the national sport is archery, an archer is the perfect symbol of sport activity. Although the Bhutanese today play a wide range of sports – both traditional and modern – archery remains the most popular symbol of recreational activity. The page is dedicated to sports news coming from both urban and rural areas. The page has followed national-level archery tournaments, inter-school football tournaments, Bhutan’s participation in regional sporting events and women’s khuru matches, among others.

Insight: The Sword of Wisdom

Insight is the spiritual heart of the paper where we explore the teachings of the great masters of the Himalayan Buddhist tradition. It is also the home of Ap Tsara, the newspaper’s social observer and commentator. He represents the voice and conscience of the ordinary Bhutanese by offering lighthearted commentary on the news and events. Ap Tsara speaks in the language of the ordinary person. His comments are laced with humour, witty innuendoes and playful sarcasm. The sword of wisdom is the perfect symbol of the wealth of spiritual wisdom and social commentary.

Expression: The Acrobat

Expression is the youth page which celebrates the exuberance and creative energy of adolescents. This is what an acrobat’s feats are all about. Here, readers are our writers and writers, our readers. This page is generally aimed at secondary school students, who are encouraged to engage with the newspaper by reporting school news and events. We publish their jokes, essays and poems.

Local Buzz: The Dramnyen Player

This page, which carries local entertainment news and events, is aptly represented by the dramnyen, the traditional Bhutanese lute. This is an important section of the newspaper because it provides space for the Bhutanese entertainment glitz and glamour in a society that is rapidly exposed to foreign celebrities and undesirable entertainment trends. The page features Bhutan’s own celebrities and film stars – heroes – for the Bhutanese to be admired, talked about and emulated. The page has featured Bhutan’s singing stars, youthful actors and comedians, and reviewed films and entertainment events.

My Page: The Children

This page is dedicated to younger children. A photograph of a group of children forms the icon for this page. Every week, a different group of children forms the icon. Knowing that today’s children are largely brought up on an unhealthy diet of foreign media content, Bhutan Observer offers a consciously Bhutanese alternative. The page engages children in creative and literary exercises. The page has featured a child’s colourful rendition of Cheese Planet, a poetic composition My brother is jolly/And he loves jelly, and a feast of artistic products from young minds on the flight of fantasy.

Art of Living: The Home and Meditation

A full and satisfying life requires a healthy body and a healthy mind. Acknowledging this relationship, the page is dedicated to promoting overall well-being and enrichment of life. The home symbolises the body and meditation symbolises mind. The page features contemplative and reflective pictures and spiritual pieces that enrich the less dramatic but more wholesome part of human beings – inner well-being.

Mind Games: Pouring a Cup of Suja

This is the adult puzzle page. Just as gymnastics keep our bodies fit and healthy, puzzles like crosswords and Sudoku keep the mind alert and engaged. In a truly Bhutanese way, the page is a casual treat to anyone who drops by – a cup of steaming suja.

About Town: The Footprints

The About Town page discusses life in our urban centres, including the construction of a new dzong, climate change initiatives, conferences, and the opening of new café, among others. The page follows the footsteps of Bhutan’s modern journey and examines the footprints.

Feature: Mask Being Removed from Face

Features take us behind the news and explore stories behind the headlines. So they are about removing the mask to see what lies behind it. This page provides fascinating insights into a wide range of issues making headlines, especially human-interest stories. Written with more literary licence, features are usually colourful. On this page, we have covered stories ranging from a farmer’s nightly battle with elephants in Sibsoo to the life of a rural cross-dresser to the story of a young man in search of his wife from the previous life. In the award-winning feature Ungar Diary, the reporter trailed a GNH survey team to a rural area and uncovered the truth about how the villagers, who had been afraid to speak openly to government officials, really felt.

Grassroots: A Group of Villagers

This page has a distinct rural focus. The roots of our kingdom are deep in the soil of our villages, and the well-being of the entire nation is contingent on the harmony and health of these communities. This page reports the successes and heartaches of our rural communities that are often out of the media’s limelight. It has carried stories about the thrill of receiving television in remote Kangpar, desperate lack of water in Kengkhar, dilemma of an extended classroom in Mugtangkhar and farmers’ cooperatives across the country.

DRUK NELUG: THE DZONGKHA EDITION

Bhutan Observer’s Dzongkha edition was recognised as the best Dzongkha newspaper at the National Media Awards 2009. Although its publication is a huge financial strain, we have continued to employ a team of highly skilled translators to maintain the standard of the publication.

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