The Directorate of Field Publicity is drawing up a list of a list of rural, tribal locations where private players can help publicise the government’s flagship programmes
Hoping to sharpen and make more effective its outreach programmes in rural and tribal India, the government will soon rope in professional private agencies to increase awareness of flagship programmes such as Jan Dhan Yojana and Beti Bachao Beti Padhao.
The Directorate of Field Publicity (DFP) under the Information and Broadcasting (I&B) ministry is currently entrusted with the job.
A committee, headed by DFP Director General Neelam Kapur, is drawing up a list of 'media dark spots' across the country where top agencies would be used to raise awareness of the government’s biggest schemes and programmes, sources told dna.
The ‘dark spots’ would include ‘neglected’ parts where there has not been sufficient government or media reach, a senior I&B official disclosed. The list is being made after assessing the reach and impact of the schemes in remote corners of the country. Several rural districts of Odisha will figure, sources said, adding that the list is a "work in progress".
"The agencies selected will be working at a few spots identified in the list as a pilot project. If it works out, they will be working on all locations to create awareness on government schemes," an official said.
"The idea is to see how important government policies can reach people directly in places where there is no TV, Internet or any other media. We spend a large amount of money for maintenance of staff and other resources to create awareness on government schemes in the rural and tribal locations."
“However, the output was not at par with the money spent," he added.
There is also the issue of added credibility to the message going out to the people if the work is outsourced to private agencies, which have the best resources for an effective campaign, rather than the government publicising its own campaigns, another official said.
Will the DFP’s core job become redundant if is private players are brought in?
A senior official admitted that the DFP at present does not have the resources to reach every nook and corner of the country. "But the DFP can monitor the content of the messages…,” the official said.
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