I&B Minister presents – “Glimpses of the India Story” – Phase – II Reiterates UPA’s commitment to Rights based framework, People’s Empowerment and inclusive growth The Minister for Information & Broadcasting Shri Manish Tewari today unveiled a comprehensive multi-media initiative “Glimpses of the India Story”-Phase - II. The initiative intends to capture the journey of India’s development through various programmes and policies launched by the Government during the last ten years. In May, 2013, the Government had initiated the first phase of the ‘India Story’ informing the people about the initiatives taken by the government during the recent years and the tangible benefits that had accrued in sectors such as Education, Health, Telecom, Rural and Urban Infrastructure. The first phase of the India Story also spoke of the sense of quiet optimism in the people, particularly the youth. In the second phase, a 360 degree communication model has been adopted across media platforms focusing on the new initiatives of the Government and the upcoming reforms aimed at improving the lives of the common people. The objective of the current phase of the India Story is not only to communicate the benefits of the reforms, but to develop a sense of ownership for these initiatives among the people. The current phase of the India Story has been designed on an integrated model where each media unit of the Ministry would be disseminating information on common themes, i.e., Direct Benefits Transfer, Aadhaar, Food Security, Real Estate regulation, Land Acquisition Bill and Street Vendors Bill. Keeping in mind the varied reach of each medium, the content has been designed specifically to suit the communication needs and the dissemination process. The multimedia initiative would be put across on Traditional, Print, Outdoor publicity, special outreach programmes focusing on new media platforms with the objective of informing and apprising the public of the new policy initiatives undertaken by the Government recently. For the print and visual media, the content is being developed in 11 languages. The Ministry has adopted a 360 degree multi-media approach concentrating on six broad themes. Creatives have been developed highlighting the broad features of each of these initiatives. The print media initiative would be covering 539 newspapers across the country which would include regional papers, small and medium papers as well as the dominant groups at the national level. The outdoor publicity has been planned in 195 cities/towns with 750 sites. Besides this, 216 private FM Stations and prominent TV channels in the news and general entertainment segment would also be covering the Glimpses of India Story. Speaking on the occasion, Shri Tewari said the content of Phase II of the initiative highlighted the foresight of the UPA Government in initiating programmes that articulated the hopes and aspirations of India cutting across different sections of the population. The content also reiterated the commitment of the Government to people of the basic postulate of leading a dignified life. The newly designed content highlighted measures taken by the Government to strengthen the concept of inclusive growth within the mainstream of policy making. A number of innovations constitute the design of the “Glimpses of India Story – Phase-II”. For the first time, a Central protagonist, Priya has been placed as the key figure communicating the intent of the Government through the designed intervention. As a common denominator across media platforms, the Central character has been able to convey messages on common themes, strengthen recall amongst the target audience and project the empowerment of women within the recent policy reforms undertaken by the Government. This has also provided a continuity to the outreach model adopted for the dissemination process. For the first time, a special video for the theme song “Meelon Hum Aa Gaye, Meelon Humien Jana Hai” has been developed. The video highlights the need to continue on the path ahead to ensure that the country has able to achieve high economic growth as well as social equity. A key highlight of the audio visual content will also be the special song on “National Integration” of two minute duration focusing on India’s innate strength in “Unity in Diversity”. The India Story during the second phase, will also be positioned on the New media platforms. The focus of attention would be to reach out the younger audience who use this medium on a 24x7 basis. Within the ambit of social media, content would be loaded on YouTube, Twitter, Facebook and Blog. A dedicated portal highlighting the India Story is being developed to provide content/updates on all relevant issues related to the dissemination and outreach programme. Rural communication would also be one of the corner stones of the current phase of the India Story. Press Information Bureau, through its Public Information Campaigns (PICs) would be taking the message of the new initiatives to the grass roots. PIB is planning 106 Public Information Campaigns (PICs) during the financial year 2013-14. For this initiative, PIB has designed specific content in the form of booklets covering the new initiatives of the government. Some of these include food security, DBT, measures towards safety of women, new and emerging job opportunities for the youth. The Information booklets also provide comprehensive and useful information on all round development of rural areas, empowerment of weaker sections, equal opportunities for minorities and the relevance of the RTI Act. The ‘Aadhaar’ leaflet provides information on the importance of the card, the process of getting the card made and its benefits. These booklets are being made available in 18 different languages. Song & Drama Division and Directorate of Field Publicity would be integrating their efforts for enhancing the outreach to the rural areas through PICs and vertical programmes across the country. Song and Drama Division would be organizing 5 Jamunia Programmes concurrently with PICs and 144 other shows based on rural folk culture and theatrical formats within the next two months. Directorate of Field Publicity will be organizing programmes in 195 towns/cities within the next two months. The multimedia initiative aims to take the vision of the government to the masses and how its policies and reforms are focused around empowering the “aam aadmi”. It would address the policies and initiatives taken by the Government to empower every Indian so as to make the growth inclusive and equitable.
Posted on: Fri, 16 Aug 2013 13:19:27 +0000
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