FEEDBACK SERVICE
Feedback reporting is an
integral part of DFP’s functioning. Thanks to our presence in almost every nook
and corner of the country and because of our grass root base and face to face
interaction with the people, we can gauge the pulse and perceptions of people
regarding developmental programmes/ functioning of the Govt. in much better way
than any other media unit. Because of this advantage Field Units can aptly be
called the eyes and ears of the Government.
The feedback service was
introduced on a regular basis in 1965. As part of the effective communication
strategy the field communicators, while disseminating the messages and welfare
schemes of the Govt., are bound to listen the audience and carefully understand
their views on the topic not only to clear audience mind, but also to take clue
from it to the guidance of decision makers and programmers in respect of their
approach to their exercise. In this process the Field Publicity Units gather and
feed back to the Govt. the public reactions, success stories and situation
reports and act as an effective two-way communication channel between the people
and the Govt.
Major Components :
PUBLIC REACTIONS
REPORTS :
It is, in fact, the felt
reactions of the public – the common men, the opinion makers, the village elders
and the leaders of the community - on various Government issues, which are
obtained by the Field Officers during their interactive programmes with the
society. While collecting the reaction reports care is given to avoid direct
questions forcing the public to react. Care is also taken to avoid intrusion of
personal opinion or reflected opinion of political leaders rather the opinion of
sizeable section of the community. Reaction Report is normally brief, specific
and factual and not based on hearsay or rumors. It is complete in respect of the
place, names and other important data like the social and economic standing, the
profession and occupation of the people whose views are being quoted. While
reporting the matters the quality and substance of the issues which is of
paramount importance is maintained rather than reporting for number sake.
MEDIA IMPACT REPORT :
This report includes specific
reactions of the audiences, positive or negative, to the quality and approach of
publicity material that are exposed to them. The objective is to know how the
people have reacted to films or a live song & drama programme or exhibition or
Govt. poster, hoarding, wall paper, booklets etc. It is not the praise or
condemnation which is important but why and what that has been praised or
condemned is reflected in the report.
The main objective of this
exercise is to find out whether the audience has been able to grasp the message
intended to be conveyed. This helps the media producers in their production of
software on various themes.
SUCCESS/DEVELOPMENT :
Picking up of
success/development stories is an interesting job and can be done effectively if
the officer is alert. These stories are based on individual or collective
achievements in furtherance of or in reaction to various socio-economic
development programmes. The stress is not on the achievements by Govt. through
departmental efforts but by the efforts of the common people to make use of the
programmes/ schemes to achieve self-reliance. The choice of success/development
stories is such which can be highlighted as models for others to emulate. Such
stories of achievements are secured from progressive farmers, small peasants,
self-employees, artisans, panchayat & block development officer’s health and
family welfare workers etc. While, on the one hand, these stories help the field
officers in their oral communication programmes, as a support to any point, on
the other, these are also used by sister media for further dissemination. This
goes a long way in encouraging people in their effort to acquire self-reliance.
Such stories are sent to various Government journals like Yojana, Kurukshetra as
also to other media as All India Radio, local T.V. and local branch of Press
Information Bureau.
SITUATION REPORTS :
These are special reports which
are required to be filed by Field Publicity Officer as and when there is
extra-ordinary situation or unusual trends like steep price rise, sudden fall of
mass consumption goods, tensions between groups or sections of people, disturbed
conditions or glaring examples of un-lawful social practices like
untouchability, castism etc. which is likely to assume serious dimensions.
FEEDBACK MECHANISM :
The feedback mechanism is
broadly based on three-tier system. It functions in such way that our field
communicators during their developmental communications with the public, gather
the views/ opinions and problems from the elders, leaders and opinion makers of
locality and report them to the concerned regional office. The regional offices,
after giving due thought and proper screening, send a carefully consolidated
report to Hqrs. regularly on fortnightly & monthly basis. At Hqrs. level the
reports are further evaluated and only such issues, having national relevance
and requiring the attention of Central Ministries/ Agencies, are sent to the
Ministry. The local issues are tackled at local level for solution through
involving local and regional authorities.
Presently we are sending
feedback reports on monthly basis. Monthly feedback usually contains the
perceptions and reactions of the public on the policies and programmes of the
Govt. and its implementation. It also contains their grievances, suggestions and
stories of successful implementation of welfare schemes at grass root level.
Financial Management of
Directorate of Field Publicity :
The Directorate of Field
Publicity is provided budget by the Ministry of I&B under Plan and Non-Plan. The
details of the budget are given here as under.nder
Plan and Non-Plan. The details of the budget are given here as under.
PLAN:
The 10th
Plan (2002-2007) approved for the Directorate of Field Publicity is Rs.11 crore
for the two Plan Schemes i.e (i) Revenue – Purchase of Films/Cassettes – Rs.2.50
crore and (ii) Capital – Modernisation & Updation of Capital Stock which
includes purchase of vehicles, Wireless P.A System, Data Projectors, DVD
Players, Computers etc – Rs.8.50 crore.
These two
schemes are for modernization of the Directorate and supply of films/cassettes
on the latest development of the country. These schemes are implemented in such
a way so that all the regions are fully equipped with the latest equipment. All
the purchases are made at the headquarters. The equipment are then sent to the
Regional Offices and Field Publicity Units for its use.
During the
current financial year 2006-07, the budget under Plan Schemes is Rs.1.10 crore.
NON-PLAN :
The Non-Plan
budget of the Directorate for the running year 2006-07 is Rs.27.01crore under
different heads. The Ministry of Information & Broadcasting places the budget at
the disposal of the DFP Hqrs which in turn allocates the same to the 22 Regional
Offices as per their requirement projected by them while submitting their
demands to the Hqrs. .
The Regional
Offices control the budget of Field Publicity Units under their jurisdiction.
The Regional Heads are being trained in financial management and audit
sensitization for the smooth and better functioning of the Directorate.
The
Directorate at the headquarters monitors budget of all the Regional Offices and
submits the reports to the Ministry of Information & Broadcasting. The Regional
Heads are time and again given instructions about the duties and
responsibilities of the controlling officer. Instructions are issued for proper
monitoring of the budget provisions.
The duties
and responsibilities of a controlling officer in respect of funds placed at his
disposal are to ensure:
(i) that the
expenditure does not exceed the budget allocation.
(ii) that
the expenditure is incurred for the purpose for which funds have been provided.
(iii) that
the expenditure is incurred in public interest.
(iv) above
are effectively applied.
The Field
Publicity Officers are being exposed to financial management through Zonal and
Regional Level Workshops. Experts from the concerned agencies are invited to
interact and guide our field officers on this subject.
The Regional
Offices properly reconcile their accounts with their respective P&AOs. These
accounts are audited by the Audit parties sent by the Internal Audit of the
Ministry of Information & Broadcasting and the Accountant General.
DFP’S PUBLIC INFORMATION COUNTERS :
Field
Publicity Units of the DFP all over the country will serve as information
centres of the Government through which information material of different
ministries and departments can be made available to the public.
APPELLATE
AUTHORITY :
Surender Kumar (Director),Directorate of Field Publicity, East Block-4, Level-3, R.K. Puram, New
Delhi-110066. Telephone No. 26106316 (Tele/Fax). E-mail I.D.
dfpnewdelhi@hotmail.com
|