DFP Satyamev Jayate
DIRECTORATE OF FIELD PUBLICITY
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CHAPTER-III

     PUBLICITY PROGRAMMES

     The major regular themes on which the Units concentrate are national integration and communal harmony, strengthening of democracy and secularism, health and family welfare and removal of social evils such as untouchability, dowry, child-marriage, alcoholism and drug-addiction. The major topical themes are various aspects of Rural Development, AIDS, new economic policy and the revamped public distribution system. In addition to these new themes are added on the advice of various Ministries. The overall socio-economic development is the core theme with which all other national themes and programmes are integrated with special emphasis on the National Common Minimum Programme of UPA Government. The Field Units project the cultural heritage of the country with all its diversities and richness and help in developing the concept of oneness of the nation with a sense of pride in our culture.

    PROGRAMME PLANNING :

     The responsibility of publicising various themes lies with the Units which are mostly stationed at the District Hqrs. with their operational area clearly demarcated. They chalk out their programmes for the succeeding month in consultation with the district level sister organisations or at the district fora available for the purpose and submit the same for approval of their Joint Director (Regions) who supervise and control the work of the field units in their respective regions. While chalking out their programmes the Units not only keep in mind the prescribed norms for each activity but also ensure the balanced coverage of the areas within their operational control, catering largely for the benefit of rural, semi-urban and backward areas. They also determine the theme and thrust areas for a particular period of their coverage while ensuring at the same time that, with the multiplicity of themes, there is no diffusion of important basic themes of the programmes.

     Following four points are kept in mind while chalking out the programmes:

     (a) Identification of publicity themes and media of communication.

     (b) Identification of areas in relation to certain priorities.

     (c) Identification of target groups of audience, and

     (d) Identification of the extent of co-operation and coordination from official & non-official agencies.

     TOURS AND RURAL COVERAGE :

     While the norms for activities of the Units are revised from time to time keeping in view the requirements of various areas and handicaps, the Units are by and large required to be on tour for at least 10 days in a month with night halts, ensuring 80% of their coverage in a month in rural, backward and semi-urban areas. The Units normally move on tour in two spells in each month keeping in view the limitation of POL ceiling.

     FILM SHOWS :

     The Units are equipped with audio-visual equipment i.e. Portable Video Projectors, its accessories and a generator and carry an adequate number of films for screening in their field programmes. They have a package of new documentaries on some selected themes for screening, keeping in view their audience as also the theme thrust, and in doing so they endeavour to combine education with entertainment so that the interest of the audience can be sustained.

     DISPLAY AND DISTRIBUTION OF PRINT MATERIAL :

     At the program me site where the film shows are arranged, the print material which is supplied by DAVP and other Government agencies on relevant themes, is extensively distributed. While booklets, leaflets, folders etc. are distributed, posters are arranged to be pasted at conspicuous places with the help of the Sarpanch or Pradhan or the staff of the local school.

     SONG AND DRAMA PROGRAMME :

     Apart from film programmes, the Unit also Organizes Song and Drama Programmes which comprise following popular categories: (a) Drama, and (b) Composite Programme (including music concert, ballet, folk dance, Qawali etc.) In addition the traditional cultural media like folk song/folk play, Hari Katha, Puppet show, Raslila, Aalha, poetic symposia etc are also utilised by the field units with the help of Song & Drama Division.

     RELAY OF RECORDED TAPES/CASSETTES :

     Almost all the Units have been provided with tape recorders which they use effectively at the site of programme. The tapes recorded with suitable and melodious bhajans, patriotic songs and skits are played and this, apart from attracting the people to the programme site, helps building up congenial atmosphere for making people more responsive to the main programme that follows which may be a film show or a song and drama programme. The speeches of national leaders, freedom fighters are also played through the tapes which are prepared with the help of All India Radio or any other agency having the stock voices of veteran freedom fighters.

     ORAL COMMUNICATION PROGRAMMES :

     One of the most important mode of communication which is used by the Field Publicity Unit is oral communication or inter-personal communication. Since the Field Units come face-to-face with the people they have the advantage of using this medium for communicating various messages. Such programmes have the benefit of elasticity, as the tone and temper of the message can be changed in accordance with the situation. It comes handy when other media may not be available on any particular theme.

     Oral communication has an edge over other media. It has the advantage of two way communication that is normally missing in other media which can only put across the message without knowing how it is being received at the other end and what amends are required to be made to make it more plausible and acceptable.

     The Field Units organise oral communication programmes through talks, group discussions, seminar & symposia, special programmes for different categories of audiences in the programmes.

    COORDINATION :

     The functioning of the Field Units at the grass root level is meaningful if the Field Officers exert to make his programmes a real success. This is not possible if the unit works in isolation. In fact the success of the programmes largely depends upon how much the Field Officer has taken pains to involve local officials and non-official agencies. There are, apart from the official or sister organizations which engaged in various activities for the betterment of the common man, many non-official agencies who also contribute in their respective areas of operation and these agencies can be picked for proper coordination for organising programmes or special campaigns on various national themes. Efforts, therefore, are made by Field Publicity Officer to keep in touch with local officers of various State government Department like Agriculture, Planning, Health and Family Welfare, Prohibition Department, Block Development Offices goes a long way in making the programme meaningful.




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