A presentation by IEC Division, Ministry of Rural Development GOI Proposed IEC structure for Rural Development Programmes A presentation by IEC Division, Ministry of Rural Development GOI

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

IEC objectives Resulting in For Target Groups Create awareness on Entitlements What is available To whom available Processes How available Whom to approach Grievance resolution For Target Groups Beneficiaries Frontline implementers PRIs Resulting in Higher articulation of demand through programme literacy(knowledge of entitlements+ processes) among beneficiaries Efficient implementation at the Grassroots

Community Knowledge Managers 6,500) Flow of Information Central Government State Government (34) Districts (625) Blocks Community Knowledge Managers 6,500) Gram Panchayats 2,50,000 BNVs, SHGs, NGOSs (1,00,00,000) Rural Households (16,00,00,000)

IEC Challenges Central IEC intervention is possible only at a macro 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

Communication Process Message Creation Sender Message Coding Message complexity Transmission Medium of Communication Efficiency in transmission Physical Barriers Technology used Message Reception Receptor Decoding of Message Interpretation of Message (Cognitive structure) Cultural Milieu Value of the Idea / Message

Informed & Educated Village Community Effective Communication requires personal interaction between sender and recipient Information Communicator Informed & Educated Village Community (Effective Communication leading to understanding & action) Village Meetings , screening of RD Films at Village every week, social action groups, interaction with community for handholding

Weakness of present IEC Strategy Pan Indian/ Macro in nature Top down model Area specific IEC needs/ local aspirations not addressed Emphasis on central intervention Highly centralised structure - States / SIRDs/ districts not taken on board For convenience of execution too much emphasis laid on electronic medium Resulted in low level of awareness generation Contact programmes/ social/community mobilization is minimal Local contents/idioms missing resulting in cultural barriers

IEC performance during 10th and 11th Plans

Media Expenditure Share

Media Share 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 Rs. 29,28,00,000 77.77 % Rs. 4,00,00,000 10.62 % Rs. 4,25,00,000 11.29 % Rs. 0 0.00 % Rs. 12,00,000 0.32 % Rs. 37,65,00,000

Findings of the Study on the IEC Campaign on MGNREGA 2009-10 by Society for Social Services 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

Recommendations 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

Learning of Lab-to-Land Initiative 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 s Develop IEC kits for village level workers, Bharat Nirman IEC volunteers, grassroot PRI representatives

(Community Knowledge Manager) Organizational Structure Central Government State Government District Block (Community Knowledge Manager) SIRD (Special Knowledge Group) GP (Bharat Nirman Volunteers)

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

Structure of PMU at SIRDs/Blocks Budget for the Special Knowledge Groups at SIRDs and Blocks Structure of PMU at SIRDs/Blocks   Unit cost in Rs.  No. of Units Cost in Rs. Principal Consultant 100000 1 Senior Consultant 80000 Consultant 60000 2 120000 Data Entry Operators 20000 40000 Travel & Communications 440,000 Total Cost per annum 147,840,000 Community Knowledge Manager at Blocks /1 lakh population 6450 258,000,000 Grand Total Cost 405,840,000

Role of Special Knowledge Groups in SIRDs 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.

Role and responsibilities of CKM 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 Resources 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

Sources of Fund 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.

Expected Outcomes 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.

Expected Outcomes 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

Proposed National IEC Framework 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.

IEC Plan through TV, Radio and print media, etc IEC Plan through TV, Radio and print media, etc. for National Intervention 2011-12   Media Allocation in % Amt in Rs. 1 Television i) Doordarshan 9.1 Crores ii) C&S Channels 3.9 Sub total 20 13 2 Radio AIR 10.4 Private FM 1.3 iii) Community Radio 3 Outdoor Publicity 35 22.75 4 Press 10 6.5 5 Print 3.25 6 New and Emerging 8 5.2 7 Administrative Cost TOTAL 100 65

IEC Plan through TV, Radio and print media, etc IEC Plan through TV, Radio and print media, etc. for National Intervention 2011 (contd..) Media Estimated Expenditure 1. Television Rs.13.00 crores Doordarshan One regular round the year campaign on DD News (2 spots per day with evening Hindi news) 4 campaigns on 22 DD Kendras for 30 days each with upto 5 spots per day. One weekly video magazine programme “Grameen Bharat” from capital stations of Doordarshan. Production of the weekly video magazine programme for 22 kendras through NFDC 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.) Private C & S channels One regular campaign on Lok Sabha Channel throughout the year with upto five spots. (Rs.0.50 crore) 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) Two campaigns on private regional channels (Rs.2.20 crores) Rs. 03.90 crore

2. Radio Rs.13.00 crores All India Radio One regular round the year campaign on AIR (4 spots per day with morning and evening Hindi national news bulletin) 4 campaigns of 30 days each to be spread over the whole year from 197 AIR stations. One weekly sponsored radio programme of 30 minutes duration from capital stations of AIR. Production of the above weekly sponsored programme through NFDC. Production of 2 audio spots each for 7 major programmes of the Ministry. Rs.10.40 crore Private FM radio channels Round the year campaign based on audio spots. Rs. 01.30 crore 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 Messages through wall-paintings in 300 districts through DAVP/SIRD @ 2 wall paintings per GP. Hoardings at Panchayat level in 300 districts through SIRDs @ 1 hoarding per panchayat. Messages on road transport buses in 150 districts (BRGF districts). Participation in Melas/local events through SIRD. 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. Messages through Street plays / fork music/oral traditions etc. through Song and Drama Division/ SIRD. Rs.22.75 crore

4. Press Release of press advertisements (one quarter page advertisement on state specific issues) on each scheme. Three press advertisements on three important national days (2nd October, 15th August and 26th January) Press tour through PIB (States to be decided in consultation with PIB and Programme Divisions) Rs.06.50 crore Print Printing of programme-wise guidelines/ leaflets/ pamphlets/FAQs/ brochures/ posters etc. in Hindi, English and regional languages through DAVP/ empanelled printer/ SIRDs Printing of Grameen Bharat Newsletter. Support to Kurukshetra magazine. Printing of Annual Report. Annual Calendar. Rs.03.25 crores

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