NEW DELHI: A total of 69,491 video spots were released to
cable and satellite television channels for the first and
second phases of the Bharat Nirman Campaign, including 3,660
spots to Doordarshan.
Radio aired a total of 107,532 spots including 12,600 by
All India Radio across 92 stations and 94,932 spots across
216 private FM stations. This was apart from 6,048 spots aired
on 36 community radio stations.
These figures were revealed by Information and Broadcasting
Minister Manish Tewari at the launch of the online portal
for the Bharat Nirman Campaign which provides an interactive
digital platform for the creative campaign on various schemes
and programmes of the campaign.
The Minister also launched All India Radio`s free News SMS
service. The service provides AIR news headlines free of cost
to its subscribers on mobile telephones. There are two or
three headlines in each SMS, which also carried a public service
The event was attended among others by I&B Secretary
Bimal Julka, DAVP Director General G Mohanty, Prasar Bharati
CEO Jawhar Sircar, Director General (Media and Communications)
Neelam Kapoor, and All India Radio Director General L D Mandloi.
AIR News Services Division Director General Archana Datta
said there will be three updates everyday. She clarified this
would not replace the news on phone which people would continue
People willing to subscribe to the service can SMS "AIRNEWS
<space> their name" to 08082080820. They can also
give a missed call to 08082080820 to subscribe to the service.
So far 200,000 people have subscribed to the service.
Anurag Srivastava, Joint Secretary in charge of New Media
said the digital platform is both in English and Hindi with
creatives in 11 regional languages. The portal enables the
user to get information about the Bharat Nirman and the Flagship
schemes at a single place. There were six tabs on the home
page on certain schemes like Aadhar card, Food Security, Real
Estate, Street Vendors, Direct Benefit Transfer, and land
It also has live integration with social media platforms
such as Facebook, Twitter and YouTube. The portal has apps
for mobiles and tablets to provide easy reading. The website
is available at www.bharat-nirman.in.
The first phase of Bharat Nirman was launched in May and
the second phase in August. The 360 degree communication approach
used all formats of media such a TV, radio, print, outdoor
publicity and special outreach programmes.
A total of 9.7 lakh spots were screened in the two phases
over 8,231 empanelled digital screens in theatres.
A total of 27,870 advertorials were carried across about
1,450 newspapers including 9,000 strip ads.
Outdoor displays for the Bharat Nirman in the two phases
were put up at 7,715 sites.
The multi media campaign was supported by a strong media
outreach programme through eight Public Information Campaigns
(PICs) in rural areas conducted by the Press Information Bureau
(PIB) with support from the Directorate of Advertising and
Visual Publicity (DAVP), the Directorate of Field Publicity
(DFP) and the Song and Drama Division. So far, four PICs have
been supported by the 'Jamunia' Sound and Light Show.
The Song and Drama Division is also developing a new production
taking forward the theme of 'Priya Power' which is scheduled
to be launched in mid-September at the Red Fort grounds, New
In addition, Prasar Bharati conceptualised different programmes
such as serials, interviews of eminent personalities and success
stories/achievements of flagship schemes. Doordarshan has
been airing a serial named Poorva Suhani Aaye Re every Wednesday
and Thursday at 10.00 pm and All India Radio has come up with
a serial named "Priya".
The Minister said a scientific approach has been undertaken
to monitor and evaluate the Bharat Nirman Media Campaign.
Later asked about the Indian Shining campaign of the previous
government, he said the Bharat Nirman campaign was not linked
to elections as it had commenced as early as 2007. India Shining
on the other hand was a shoddy attempt on the eve of the polls,
He said that while new media was a highly empowering tool,
it had to be ensured that it was developed with certain responsibility.
He said the Press Council of India had been asked to go into
measures that can be taken to ensure the safety of mediapersons.