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 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

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

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

IEC performance during 10 th and 11 th Plans

Media Expenditure Share

Media Share Media expenditure statement for the year TelevisionRs. 34,16,89, % RadioRs. 14,16,71, % PrintRs. 3,94,04, % PressRs. 4,27, % OutdoorRs. 1,84,53, % N&ERs. 11,27, % TotalRs. 54,27,73, % Media expenditure statement for the year TelevisionRs. 29,28,00, % RadioRs. 4,00,00, % PrintRs. 4,25,00, % PressRs % OutdoorRs. 12,00, % N&ERs % Total Rs. 37,65,00, %

Findings of the Study on the IEC Campaign on MGNREGA 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

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

Panchayat Level IEC Activities with unit cost Categor y Head Unit Cost in Rs. No of Units Cost in Rs. MWall newspapers151 MMobilization of volunteer (per person) MRural Development Week50001 MScreening of films per screening MLeaflets O Village Meetings - 50 participants per day - 2 meetings per month OWall Painting - 40 sq ft OPosters OCalendar OHoarding sq ft on flex OFAQs - four folds for 9 Rs 4 per FAQ OPamphlets - up to 20 pages OBrochures - up to 15 pages O Soochna Sampark melas participants per day - once in two months OQuiz programmes - 50 participants OSchool level IEC programmes OPuppet shows OFolk dance & drama ODocumentation by video volunteers50001

Budget for the Special Knowledge Groups at SIRDs and Blocks Structure of PMU at SIRDs/Blocks Unit cost in Rs. No. of UnitsCost in Rs. Principal Consultant Senior Consultant Consultant Data Entry Operators Travel & Communications ,000 Total Cost per annum 147,840,000 Community Knowledge Manager at Blocks /1 lakh population ,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 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. for National Intervention MediaAllocation in % Amt in Rs. 1Television i)Doordarshan 9.1Crores ii)C&S Channels 3.9Crores Sub total2013Crores 2Radio i)AIR 10.4Crores ii)Private FM 1.3Crores iii)Community Radio 1.3Crores Sub total2013Crores 3Outdoor Publicity Crores 4Press106.5Crores 5Print53.25Crores 6New and Emerging85.2Crores 7Administrative Cost21.3Crores TOTAL10065Crores

IEC Plan through TV, Radio and print media, etc. for National Intervention 2011 (contd..) MediaEstimated Expenditure 1. TelevisionRs 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 crore (in addition an AIR time worth Rs Crores shall be available to the Ministry as 250% bonus amount accuring out of the campaign of Rs Crores done during 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 crore

2. RadioRs 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 crore (i)Private FM radio channels (a)Round the year campaign based on audio spots. Rs crore (i)Community Radio (a) One round the year campaign based on audio spots from functional CR stations spread over the country. Rs crores

3. Outdoor publicity (a)Messages through wall-paintings in 300 districts through 2 wall paintings per GP. (b) Hoardings at Panchayat level in 300 districts through 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 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 (2 nd October, 15 th August and 26 th January) (c)Press tour through PIB (States to be decided in consultation with PIB and Programme Divisions) Rs 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 crores

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