1. 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

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 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

4. 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)

5. 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

6. 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

7. 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

8. 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

9. IEC performance during 10th and 11th Plans

10. Media Expenditure Share

11. 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
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

12. 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

13. 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

14. 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

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

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

17. 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 sq ft on flex
2500
12500
FAQs - four folds for 9 Rs 4 per FAQ 36
54000
Pamphlets - up to 20 pages
15000
Brochures - up to 15 pages
Soochna Sampark melas 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

18. 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

19. 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.

20. 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

21. IEC Resources
IEC Allocation during was Rs 64 crores .
The rural population is 83 crores (2011)
The IEC allocation works out to Rs 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. 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.

23. 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.

24. 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

25. 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.

26. IEC Plan through TV, Radio and print media, etc
IEC Plan through TV, Radio and print media, etc. for National Intervention
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

27. IEC Plan through TV, Radio and print media, etc
IEC Plan through TV, Radio and print media, etc. for National Intervention (contd..)
Media
Estimated Expenditure
1. Television
Rs 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 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.)
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 crore

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

29. 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 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 crore

30. 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 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 crores

31. Thank You