development communication.ppt
TRANSCRIPT
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SIRD WORKSHOP ON
Development Communication for
Strengthening Local Governance
Access to Media in Rural
Households and Opportunities
15thMarch 2011
By Dr Pradeep MahapatraBerhampur University
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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 hubfor
effective implementation of PR & RD programmes
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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
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ACCESS TO MEDIA IN INDIA 2008
Types of Media PRESS TV RADIO INTERNET
Total Number ofReaders/Viewers/
Listeners or Users overage of 12 yrs.
32
Crores
46
Crores
17.8
Crores
14
Crores
Time spent in minutes 26 98 81 68
Source: The Indian Media Business(Sage)
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GROWTH IN REACH OF MEDIA 2000-2008
Types ofMedia
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)
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ACCESS TO MEDIA IN ODISHA 2008
Types of Media PRESS TV RADIO INTERNET
INDIA
Total Number ofReaders / Viewers /Listeners or Usersover age of 12 Yrs.
32
Crores
46
Crores
17.8
Crores
14
Crores
ODISHA40
Lakhs
57.5Lakhs
22.25Lakhs
17.5Lakhs
RATIO EXTRAPOLATEDPREDICTIONS
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MEDIA LANDSCAPE
Estimated 20% growth in media industry
Higher growth rate of regional media
Hyper localization of content
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MAINSTREM MEDIA & DEVELOPMENT
COMMUNICATION
About 6% coverage of development news
Market driven editorial policy
Lack of Public Relation activities for coverage of
development news
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VOLUME OF SOCIAL ADVERTISING IN
INDIAN PRINT MEDIA
2006 Position 07 41.58
2007 Position 10 29.95
2008 Position 02 149.54Lakhs Col.coms
Source: Ad Ex : A Division of TAM Media & Research
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INITATIVES FOR BETTER COVERAGE
Planning strategies
Capacity building
Replicating good practices
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ALTERNATIVE MEDIA
Available government publications
Available Community Press
Curated media
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MOBILE PHONE AS A PLATFORM
Govt. of Odisha initiatives for innovative project
under e-governace
January 2010 1,36,81,939
February 2010 1,42,98,371
Monthly
additions6,79,342
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Case Study on
GRAM VIKAS SAMACHAR
Development activists as informers
Copy editing and production by professionals
Personalized distribution system
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USEFUL TIPS - I
Documenting
Contributing to alternative media
Interacting with local journalists
Circulating story proposals among mainstream media
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USEFUL TIPS - II
Documenting hard facts
Collecting background information
Extensive interviewing
Recording others impressions
Seeking human interest angle