STRATEGY FOR ENGAGING MEDIA IN PROMOTING PANCHAYATI RAJ

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STRATEGY FOR ENGAGING MEDIA IN PROMOTING
PANCHAYATI RAJ

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THE SITUATION

• RURAL PEOPLE CENTRIC MEDIA STILL A DISTANT DREAM
• A STRONG URBAN BIAS CONTROL THE MEDIA
• STATE RUN COMMUNICATION FAILURE
• ROLE OF LSGIs NOT DULY RECOGNISED
• ACADEMIC AND TRAINING INSTITUTIONS HAVE NOT
  CONSIDERED PANCHAYATI RAJ

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NEW VISTAS

• EMERGENCE OF INFORMATION AND COMMUNICATION
  TECHNOLOGIES (ICT)
• NEW MEDIA LANGUAGE FOCUSING ON PANCHAYATI RAJ AND
  RURAL DEVELOPMENT POSSIBLE
• NEED FOR A NEW MEDIA AGENDA TO PROMOTE PANCHAYATI
  RAJ
• DECENTRALIZED AND PARTICIPATORY MODE OF
  COMMUNICATION

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SCOPE

• OUTLINE STRATEGIES FOR STAKEHOLDERS
• FOCUS ON BOTH WAYS OF COMMUNICATION
• POTENTIAL USE OF VARIOUS TYPES OF MEDIA, FORMAL
  AND NON-FORMAL
• ADDRESS
• CENTRAL, STATE, PANCHAYAT LEVEL FUNCTIONARIES
• CITIZENS, PLANNERS, POLITICIANS, BUREAUCRATS
• TRAINERS, ACADEMICIANS AND RESEARCHERS

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TYPOLOGY

• PRINT MEDIA
• ELECTRONIC MASS MEDIA
• COMMUNITY RADIO
• NARROW CASTING
• WEB CASTING
• CALL CENTRE
• MUSIC, STREET THEATRE, EXHIBITIONS
• SPECIAL CAMPAIGNS
• VILLAGE KNOWLEDGE CENTRES
• MOBILE TECHNOLOGY

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OPERATIONAL STRATEGY

• Different approaches for different media
• Strategy at different levels
• Hierarchy based approaches
• Theme based approaches
• Phase wise intervention
• Convergence of various agencies in communication
• Linking with e-governance
• Decentralised system of information dissemination
• Citizen journalists
• Case study series
• Role of training institutions
• Permanent feedback mechanism
• Monitoring system
• Time frame

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ACTION PLAN

• MEDIA STRATEGY FOR STATES
• ROLE OF EACH MEDIA TO BE LISTED
• MEDIA MANAGEMENT SYSTEMS
• TRAINING PROGRAMME FOR MEDIA PERSONS
• PANCHAYATI RAJ NEWS NETWORK
• CALL CENTRE
• DEVELOPMENT ARCHIVE
• INTERNET BASED REPORTING AND FEEDBACK
• PRIs WITH BROADBAND CONNECTIVITY

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ACTION PLAN

• A PANCHAYAT SAT
• PANCHAYAT LINKED TO VKCs
• PANCHAYAT, DISTRICT, STATE PLATFORMS
• DISTRICT LEVEL BUREAUS OF THE PRINT AND
  ELECTRONIC MEDIA
• NETWORK OF RURAL REPORTERS AND CITIZEN
  JOURNALISTS
• COMMUNITY RADIO AND NARROW CASTING
• STREET THEATRE, PUPPETRY, MAGIC SHOW
• INDIGENOUS LOCALE SPECIFIC ART FORMS
• PANCHAYAT NEWSPAPERS
• SCHOOL NEWSPAPERS

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ACTION PLAN

• SMS BASED COMMUNICATION
• CENTRE FOR DEVELOPMENT COMMUNICATION AND MEDIA
  FOR PANCHAYATI RAJ
• NETWORK OF
• PRIs
• DEVELOPMENT DEPARTMENTS
• MEDIA ORGANIZATIONS
• RESEARCH / EDUCATIONAL INSTITUTIONS
• NGOS