The document discusses strategies for improving information, education and communication (IEC) approaches for rural development programmes in India. It notes that past IEC efforts have faced challenges due to heterogeneous target groups and programme objectives. It calls for developing programme-specific, target-specific and area-specific IEC strategies. It proposes establishing project management units at state and block levels to coordinate IEC activities and develop local language content and materials. Regular village meetings, screening of films, and mobilizing volunteers are recommended to disseminate information at the community level.

2. Changing RD landscape
Paradigm shift in approach to rural development
Progressive increase in budget in past 5-6 years
Programmes are now more demand driven in
nature
Universal Coverage being aimed
Participatory model being increasingly adopted
Transparency & Accountability emphasised
Calls for creation of greater awareness about entitlements
& processes for end users/ grassroot implementers
Programme literacy resulting in higher articulation of
demand

3. IEC objectives

5. 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

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

8. Weakness of present IEC Strategy

11. 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 %

12. • 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

13. • 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

14. • 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

15. 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 s
Develop IEC kits for village level workers,
Bharat Nirman IEC volunteers, grassroot PRI
representatives

17. Categor
y
Head
Unit
Cost in
Rs.
No of
Units
Cost in Rs.
M Wall newspapers 15 1 15
M Mobilization of volunteer (per person) 100 50 5000
M Rural Development Week 5000 1 5000
M Screening of films per screening 500 52 26000
M Leaflets 2 1500 3000
O
Village Meetings - 50 participants per day - 2 meetings
per month 500 24 12000
O Wall Painting - 40 sq ft 1000 10 10000
O Posters 5 100 500
O Calendar 37 20 740
O Hoarding - 200 sq ft on flex 2500 5 12500
O FAQs - four folds for 9 programmes @ Rs 4 per FAQ 36 1500 54000
O Pamphlets - up to 20 pages 10 1500 15000
O Brochures - up to 15 pages 10 1500 15000
O
Soochna Sampark melas - 100 participants per day -
once in two months 1000 6 6000
O Quiz programmes - 50 participants 2000 5 10000
O School level IEC programmes 250 50 12500
O Puppet shows 1000 6 6000
O Folk dance & drama 1500 6 9000
O Documentation by video volunteers 5000 1 5000

18. 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

19. • 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.

20. • 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

21. 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 MoRD
With 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

22. • 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.

23. • 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.

24. • 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

25. • 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.

26. Media Allocation
in
%
Amt in Rs.
1 Television
i) Doordarshan 9.1 Crores
ii) C&S Channels 3.9 Crores
Sub total 20 13 Crores
2 Radio
i) AIR 10.4 Crores
ii) Private FM 1.3 Crores
iii) Community Radio 1.3 Crores
Sub total 20 13 Crores
3 Outdoor Publicity 35 22.75 Crores
4 Press 10 6.5 Crores
5 Print 5 3.25 Crores
6 New and Emerging 8 5.2 Crores
7 Administrative Cost 2 1.3 Crores
TOTAL 100 65 Crores

27. Media Estimated Expenditure
1. 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

28. 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

29. 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

30. 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