Transcript Document

SIRD WORKSHOP ON
Development Communication for
Strengthening Local Governance
Access to Media in Rural
Households and Opportunities
15th March 2011
By Dr Pradeep Mahapatra
Berhampur University
OBJECTIVES OF THE WORKSHOP

Build capacity

Enhance knowledge and skills of stakeholders

Use of communication as tool for empowerment

Workout strategy and action plan

Set an interface for good governance hub for
effective implementation of PR & RD programmes
HIGHLIGHTS OF PRESENTATION

Access to media in Odisha

Development Communication through mainstream
and alternative media platforms

Case study on GRAM VIKAS SAMACHAR

Tips for effective communication
ACCESS TO MEDIA IN INDIA 2008
Types of Media
Total Number of
Readers/Viewers/
Listeners or Users over
age of 12 yrs.
Time spent in minutes
PRESS
TV
RADIO
32
46
17.8
Crores Crores Crores
26
Source: The Indian Media Business(Sage)
98
81
INTERNET
14
Crores
68
GROWTH IN REACH OF MEDIA 2000-2008
Types of
Media
PRESS
TV
RADIO
INTERNET
2000
23.2
33.3
12.2
03
2005
36
38.6
15.3
12
2008
32
46
17.8
14
Source: The Indian Media Business(Sage)
ACCESS TO MEDIA IN ODISHA 2008
Types of Media
PRESS
TV
RADIO
INTERNET
INDIA
Total Number of
Readers / Viewers /
Listeners or Users
over age of 12 Yrs.
32
Crores
46
Crores
17.8
Crores
14
Crores
57.5
Lakhs
22.25
Lakhs
17.5
Lakhs
ODISHA
40
Lakhs
RATIO EXTRAPOLATED
PREDICTIONS
MEDIA LANDSCAPE

Estimated 20% growth in media industry

Higher growth rate of regional media

Hyper localization of content
MAINSTREM MEDIA & DEVELOPMENT
COMMUNICATION

About 6% coverage of development news

Market driven editorial policy

Lack of Public Relation activities for coverage of
development news
VOLUME OF SOCIAL ADVERTISING IN
INDIAN PRINT MEDIA
2006
Position 07
41.58
2007
Position 10
29.95
Position 02
149.54
Lakhs Col.coms
2008
Source: Ad Ex : A Division of TAM Media & Research
INITATIVES FOR BETTER COVERAGE

Planning strategies

Capacity building

Replicating good practices
ALTERNATIVE MEDIA

Available government publications

Available ‘Community Press’

Curated media
MOBILE PHONE AS A PLATFORM

January 2010
1,36,81,939
February 2010
1,42,98,371
Monthly
additions
6,79,342
Govt. of Odisha initiatives for innovative project
under e-governace
Case Study on
GRAM VIKAS SAMACHAR

Development activists as informers

Copy editing and production by professionals

Personalized distribution system
USEFUL TIPS - I

Documenting

Contributing to alternative media

Interacting with local journalists

Circulating story proposals among mainstream media
USEFUL TIPS - II

Documenting hard facts

Collecting background information

Extensive interviewing

Recording others impressions

Seeking human interest angle