According to sources, the media units under the Information and Broadcasting (I&B) Ministry have been asked to focus on schemes and initiatives announced by the government in the last one year and their benefits to the common man.
The Narendra Modi government is planning a multimedia campaign and a massive outreach programme to mark its three years in power. The aim is to take “big-ticket reforms” and “radical changes brought about by the government” to the grass-roots level.
According to sources, the media units under the Information and Broadcasting (I&B) Ministry have been asked to focus on schemes and initiatives announced by the government in the last one year and their benefits to the common man.
As part of the campaign, Doordarshan has commissioned nearly 25 short films of 2-3 minutes’ duration, which would focus on women, girl child empowerment, maternity-related initiatives, and other flagship schemes of the government.
It is also working on a travelogue along river Ganga covering major cities. DD News, on the other hand, is planning to telecast two 30-minute programmes on April 1. Regional news units of DD News and All India Radio are planning to collate success stories from the grassroots and use them in the daily news bulletins and programmes.
Social media will play a prominent role in the campaign. There would be interviews with Union ministers, experts, and senior officers on social media platforms like Facebook, organised by the New Media Wing under the ministry. Popular initiatives and schemes of the government will be put across social media platforms in innovative platforms to reach out to the youth and there may also be crowd-sourcing of content through social media competitions.
Department of Field Publicity has planned 5,000 outreach programmes for three months across the country, with a focus on cashless economy, direct benefit transfer and exercises on helping people to fill out various forms related to these schemes.
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