Changing RD landscapeParadigm shift in approach to rural developmentProgressive increase in budget in past 5-6 yearsProgrammes are now more demand driven in natureUniversal Coverage being aimedParticipatory model being increasingly adopted Transparency & Accountability emphasisedCalls for creation of greater awareness about entitlements & processes for end users/ grassroot implementers Programme literacy resulting in higher articulation of demand

IEC objectives

IEC Challenges Objectives & targets for all RD programmes

not homogeneous : So is their IEC requirements

All target groups not on level playing ground – Hence , have differing IEC needs

Receptiveness of target groups too differ

Calls for a programme / target / area specific IEC Strategy

Central IEC intervention is possible only at a macro and pan India level

Village Meetings , screening of RD Films at Village every week, social action groups, interaction with community for handholding

Weakness of present IEC Strategy

Media expenditure statement for the year 2010-11

Television Rs. 34,16,89,439 62.95 %

Radio Rs. 14,16,71,817 26.10 %Print Rs. 3,94,04,358 7.26 %Press Rs. 4,27,600 0.08 %Outdoor Rs. 1,84,53,517 3.40 %N&E Rs. 11,27,000 0.21 %

Total Rs. 54,27,73,731 100 %Media expenditure statement for the year 2009-10

Television Rs. 29,28,00,000 77.77 %Radio Rs. 4,00,00,000 10.62 %Print Rs. 4,25,00,000 11.29 %Press Rs. 0 0.00 %Outdoor Rs. 12,00,000 0.32 %N&E Rs. 0 0.00 %Total Rs. 37,65,00,000 100 %

• Access to TV : one-third of the households own TVs, half of them are connected to satellite, very few have cable connections, those who do not own TV watch it with neighbours or relatives.

• Access to other media : 27% of men and women have access to radio.

• 52% read newspapers, 70% listen to folk songs, 75% watch street plays, 69% mike announcements

• 30% were exposed to MGNREGA messages, 64% actually saw the messages titled Hindustan Ki Guarantee

• One-fifth obtained job cards after watching the campaign• Exposure to the channels confined only to C&S households

• Preferred timing for TV campaign is after 7 PM (7 PM to 9 PM)• Family soaps are preferred – messages to be interspaced

between breaks.• Doordarshan should be preferred channel, other (C&S channels)

to be avoided• Money saved may be used for community TV.• Local dialects and idioms through other forms can be explored.• Meetings in the village are effective dissemination tools.• Content of the video should be simple and intelligible for

comprehension by villagers.• Wall paintings and posters are also effective mediums• Complete information about the scheme should reach the

beneficiaries to enable them to gain from it.• Need to reinvent and reorient IEC methods in accordance with

ground realities

• Weekly visit by APARD officials to the village between 7-9 pm in the evening for holding meetings and screening of training films on RD programmes led to significant awakening of the rural community and induced them to join as BNVs.

• The BNVs became active catalyst of social reform by promoting prohibition, afforestation, micro level planning, mutual help, access to health care, education and creation and management of rural community assets

A collaborative approach needed

An elaborate IEC Strategy / action Plan has been drawn up at the central level. Panchayats made focal points SIRDs to supplement/ compliment the Central IEC efforts and to address to micro-level IEC needs up to Gram Panchyat level Replicate /adapt in regional languages central IEC templates & develop local content sDevelop IEC kits for village level workers, Bharat Nirman IEC volunteers, grassroot PRI representatives

Category

HeadUnit

Cost in Rs.

No of Units

Cost in Rs.

M Wall newspapers 15 1 15M Mobilization of volunteer (per person) 100 50 5000M Rural Development Week 5000 1 5000M Screening of films per screening 500 52 26000M Leaflets 2 1500 3000

OVillage Meetings - 50 participants per day - 2 meetings per month 500 24 12000

O Wall Painting - 40 sq ft 1000 10 10000O Posters 5 100 500O Calendar 37 20 740O Hoarding - 200 sq ft on flex 2500 5 12500

O FAQs - four folds for 9 programmes @ Rs 4 per FAQ 36 1500 54000O Pamphlets - up to 20 pages 10 1500 15000O Brochures - up to 15 pages 10 1500 15000

OSoochna Sampark melas - 100 participants per day - once in two months 1000 6 6000

O Quiz programmes - 50 participants 2000 5 10000O School level IEC programmes 250 50 12500O Puppet shows 1000 6 6000O Folk dance & drama 1500 6 9000O Documentation by video volunteers 5000 1 5000

Structure of PMU at SIRDs/Blocks 

  Unit cost in Rs. No. of Units Cost in Rs.

Principal Consultant 100000 1 100000

Senior Consultant 80000 1 80000

Consultant 60000 2 120000

Data Entry Operators 20000 2 40000

Travel & Communications 100000 1 100000       

      440,000

Total Cost per annum 147,840,000    

Community Knowledge Manager at Blocks /1 lakh population 40000 6450 258,000,000

Grand Total Cost 405,840,000    

• To maintain liaison with Central, State Governments and Districts

• To supervise the functioning of the block level CKMs.• To assess requirement of IEC for rural communities• To develop and distribute IEC materials in local idiom and

according to local requirements.• To facilitate settlement of grievances through the CKM.• To promote the organization of the cadre of BNVs for

dissemination of knowledge and promoting initiative in the rural communities.

• To assist the SIRDs in organization of training programmes, workshops and seminars for capacity building.

• To train the GPs, Sarpanches and Ward Members and BNVs, SHGs in proper use of IEC tools for dissemination of information

• To organise village meetings every week in a GP • To screen rural development films in such meetings• To discuss issues of planning, implementing,

monitoring and audit with rural community• To facilitate redressal of grievances

IEC Allocation during 2010-11 was Rs 64 crores .The rural population is 83 crores (2011)The IEC allocation works out to Rs 0.75 per year per person and 0.07% of Total Budget of MoRDWith this meager allocation media strategy is unlikely to be effective.There is a need to pool funds from other programme IEC heads which are available to the Districts / Blocks

• The expenditure on interaction based dissemination of information and capacity building may be borne out of the administrative component of on-going rural development programmes.

• This will also facilitate proper utilization of the administrative component which is under utilized.

• Better access to public services and improvement in outreach of government programmes especially for the women, dalits and tribals

• Improvement in human development indicators such as income, literacy, gender empowerment and life expectancy and reduction in infant and maternal mortality, child malnutrition.

• Accelerated poverty reduction by mobilization of the poor households comprising small and marginal farmers and labourers, and better access to government grants, institutional finance and farm extension support services

• Infrastructure development and market integration – rural roads, telephony, irrigation, watersheds, housing, drinking water and sanitation, electrification, new and renewable energy sources, broadband connectivity, Bharat Nirman Rajiv Gandhi Seva Kendras

• Vibrant people’s institutions like gram sabhas, village health and sanitation committees, vigilance and monitoring committees, Joint Forest Management Committees, Social Audit Committees, etc.

• Better management of natural resources through proper implementation of watershed, forestry, land development, drought proofing, flood protection and anti-water-logging measures under Mahatma Gandhi NREGA, Integrated Watershed Management, and other programmes.

• Environmental protection by biomass conservation and afforestation through people’s participation

• Greater transparency and accountability in implementation of government programmes by dissemination of information and speedier delivery of public services

• Enhancing benefits for landless labourers, herdsmen, forest-dwellers, artisans, farmers, weavers and fishermen through improved access to infrastructure, institutional services, physical capital and financial resources

• Leadership development in rural community• Support to local administration and PRIs• Better quality of programme implementation• Proper social audit of government schemes• Effective redressal of grievances• Facilitation in resolution of conflict

• TV, Radio, Newspapers to be used to continue to provide an overarching IEC cover for RD Programmes.

• Interaction based communication techniques to be used at village level to ensure percolation of messages in the minds of the rural population.

  Media Allocation in%

Amt in Rs.

1 Television  i) Doordarshan   9.1 Crores  ii) C&S Channels   3.9 Crores   Sub total 20 13 Crores2 Radio  i) AIR   10.4 Crores  ii) Private FM   1.3 Crores  iii) Community Radio   1.3 Crores

   Sub total 20 13 Crores3 Outdoor Publicity 35 22.75 Crores

4 Press 10 6.5 Crores5 Print 5 3.25 Crores6 New and Emerging 8 5.2 Crores7 Administrative Cost 2 1.3 Crores    TOTAL 100 65 Crores

Media Estimated Expenditure1. Television Rs.13.00 crores (i) Doordarshan

(a) One regular round the year campaign on DD News (2 spots per day with evening Hindi news)

(b)4 campaigns on 22 DD Kendras for 30 days each with upto 5 spots per day.

(c) One weekly video magazine programme “Grameen Bharat” from capital stations of Doordarshan.

(d)Production of the weekly video magazine programme for 22 kendras through NFDC

(e) Production of 2 video spots each for 7 major programmes through NFDC.

Rs.09.10 crore(in addition an AIR time worth Rs.43.925 Crores shall be available to the Ministry as 250% bonus amount accuring out of the campaign of Rs.17.57 Crores done during 2010-11. This shall be utilized for campaign through spots from April 11 to Oct 11.)

(i) Private C & S channels (a) One regular campaign on Lok Sabha Channel

throughout the year with upto five spots. (Rs.0.50 crore)

(b)One campaign of 60 days on National News Channels in Hindi. (The campaign to be split into 4 parts of 15 days each) (Rs.1.20 crore)

(c) Two campaigns on private regional channels (Rs.2.20 crores)

Rs. 03.90 crore

2. Radio Rs.13.00 crores(i) All India Radio

(a)One regular round the year campaign on AIR (4 spots per day with morning and evening Hindi national news bulletin)

(b)4 campaigns of 30 days each to be spread over the whole year from 197 AIR stations.

(c)One weekly sponsored radio programme of 30 minutes duration from capital stations of AIR.

(d)Production of the above weekly sponsored programme through NFDC.

(e)Production of 2 audio spots each for 7 major programmes of the Ministry.

Rs.10.40 crore

(i) Private FM radio channels (a)Round the year campaign based on audio spots.

Rs. 01.30 crore

(i) Community Radio(a) One round the year campaign based on audio spots from

functional CR stations spread over the country.

Rs. 01.30 crores

3. Outdoor publicity (a) Messages through wall-paintings in 300 districts

through DAVP/SIRD @ 2 wall paintings per GP.(b) Hoardings at Panchayat level in 300 districts through

SIRDs @ 1 hoarding per panchayat. (c) Messages on road transport buses in 150 districts

(BRGF districts).(d)Participation in Melas/local events through SIRD.(e) Contact programmes through Directorate of Field

Publicity/ SIRDs in 300 districts to include rallies/door-to-door campaign/ film shows/ debates etc. in schools/ workshops of beneficiaries etc.

(f) Messages through Street plays / fork music/oral traditions etc. through Song and Drama Division/ SIRD.

Rs.22.75 crore

4. Press (a)Release of press advertisements (one quarter page advertisement on state specific issues) on each scheme.(b)Three press advertisements on three important national days (2nd October, 15th August and 26th January) (c)Press tour through PIB (States to be decided in consultation with PIB and Programme Divisions)

Rs.06.50 crore

5. Print (a) Printing of programme-wise guidelines/ leaflets/

pamphlets/FAQs/ brochures/ posters etc. in Hindi, English and regional languages through DAVP/ empanelled printer/ SIRDs

(b) Printing of Grameen Bharat Newsletter.(c) Support to Kurukshetra magazine. (d) Printing of Annual Report.(e) Annual Calendar.

Rs.03.25 crores