On change in policy parameters

The Ministry of Information and Broadcasting has redrawn its key policy parameters to put people first and reach out to them effectively through innovative tools and processes. Initiatives as digitalization of Doordarshan and AIR network ensure connectivity to the last mile in the remotest corner of the country.

Such changed parameters, the Ministry is in the process of mainstreaming innovations and learning from the best practices of different stakeholders. It also enables us to promote cost effective outreach tools through our various Media Units, and at the same time provide a platform to conduct a need assessment of the communication requirements at ground level.

On reaching out to the people

Our target of establishing 4000 Community Radio Stations by 2012, will establish an effective advocacy tool for reaching out to the people. This will enable the community to be empowered with quality information and deliberate on issues directly concerning them within the given radius of 25 kilometers.

On focus of the ministry

It is necessary to adopt out of box thinking in mainstreaming the communication initiatives of the Government. Focus will also be on providing an integrated approach involving media units as well as wholesome entertainment.

The recent conference of Media Units organized in the North Eastern Region at Guwahati which witnessed the participation of all the North Eastern States is one such initiative we have recently taken. It provided us an opportunity to understand the problems face to face with the stakeholders.

On media content

Given the diversity of our country, it is important to outline media plans according to the regional configuration and target audience. Also, it is important for ministries leading flagship programmes to focus on a media plan and take into account the diverse tastes of the target audience. These would go a long way in facilitating the convergence of ideas, tools and processes.