The term media is derived from Medium, which means carrier or mode.

Media denotes an item

specifically designed to reach a large audience or viewers. The term was first used with the
advent of newspapers and magazines. However, with the passage of time, the term broadened by
the inventions of radio, TV, cinemas and Internet.

In the world of today, media has become almost as necessary as food and clothing. It is true that
media is playing an outstanding role in strengthening the society. Its duty is to inform, educate
and entertain the people. It helps us to know current situation around the world. The media has a
strong social and cultural impact upon society. Because of its inherent ability to reach large
number of public, it is widely used to convey message to build public opinion and awareness.

Purposes:

Mass media can be used for various purposes:

Entertainment:

ADVERTISEMENTS:

The original idea behind the creation of various ‘media means’ was to entertain masses. Radio,
TV, cinemas and magazines spend most of their resources targeting on entertaining items and
programs. Because of the growing population and developing lifestyle, the demand for more
entertainment is increasing. Every year billion of dollars is traded in entertainment industry.

News & Current Affairs:

One of major duties of media today is to inform the people about the latest happening around
them and the world. They cover all aspects of our interest like weather, politics, war, health,
finance, science, fashion, music, etc. The need for more and more news has evolved into creation
of dedicated TV & radio channels and magazines. People can listen, watch and read latest news
whenever and wherever they want.

Political Awareness:

Media is the overseer of the political system. If it plays its role honestly, it will be a great force in
building the nation. It plays a great role in bringing common man close to their leaders. The
media focuses in bringing details of all major political situations, decisions and scenarios. Hence
people can better understand their rights and make better decisions.

Education:

Because of the power of media is so extensive and huge, it can be used to educate people with
very little cost. Imagine a classroom in every city with thousands of students being taught by just
one teacher. But unfortunately, because of money-making approach of media and lack of interest
by government, very less work is done in spreading the education.

Public Announcements:

ADVERTISEMENTS:

Various authorities and agencies utilize the power of media to spread informative messages to
public. This may include warning against a storm or epidemic, delay in arrival or departure of
flights and trains, etc. In some cases, it is legally binding to publish notices in newspaper like
tenders, change of property ownership, etc.

Advertisement:

Almost all business concerns uses the power of media to sell their products. They advertise in
media for the enhancement of business purposes. Huge amounts of money are invested in media
for marketing of a product. The more attractive the advertisement, the more people will follow it.

Disadvantages:

Even though there are lot of plus points for use of media but there are also many disadvantages
associated with it. Media has the bad effect of inducing baseless ideas through advertisements.
People are forced to buy harmful or substandard products. Sometimes, the Media develops
unnecessary sensation and distortion of truth to attract attention. Because of its power to build
public opinion, the influence of media can make or break the government.

Conclusion:

The media has the power of educating people, the good and the bad. Since it affect the eyes, the
ears and the mind simultaneously nothing can overcome the influence of the media. The media in
the advanced society should perform a noble mission of enlightening people and discourage
sectarian, communal and divisive trends
Pradhan Mantri Kaushal Vikas Yojana is a unique initiative by the Government of India that
aims to offer 24 lakh Indian youth meaningful, industry relevant, skill based training. Under
this scheme, the trainees will be offered a financial reward and a government certification on
successful completion of training and assessment, which will help them in securing a job for a
better future. National Skill Development Corporation (NSDC) is the implementing agency
for PMKVY.

The scheme would be implemented through NSDC training partners. Currently NSDC has 187
training partners that have over 2300 centres. In addition, Central / State Government
affiliated training providers would also be used for training under the scheme. All training
providers will have to undergo a due diligence before being eligible for participating under this
scheme. Focus under the PMKVY would be on improved curricula, better pedagogy and
better trained instructors. Training would include soft skills, personal grooming, behavioral
change for cleanliness, good work ethics. Sector Skill Councils and the State Governments
would closely monitor skill training that will happen under PMKVY.

Skill Development Management System (SDMS) would be put in place to verify and record
details of all training centers a certain quality of training locations and courses. Biometric
system and video recording of the training process would be put in place where feasible. All
persons undergoing training would be required to give feedback at the time of assessment and
this would become the key element of the evaluation framework to assess the effectiveness of the
PMKVY scheme. A robust grievance redressal system would be put in place to address
grievances relating to implementation of the scheme. An online citizen portal would be put in
place to disseminate information about the scheme.

OBJECTIVE

The objective of this Scheme is to encourage skill development for youth by providing monetary
rewards for successful completion of approved training programs. Specifically, the Scheme aims
to:

 Encourage standardization in the certification process and initiate a process of creating a

registry of skills
 Enable and mobilize a large number of Indian youth to take up skill training and become
employable and earn their livelihood. Increase productivity of the existing workforce and align
the training and certification to the needs of the country.
 Provide Monetary Awards for Skill Certification to boost employability and productivity of youth
by incentivizing them for skill trainings
 Reward candidates undergoing skill training by authorized institutions at an average monetary
reward of Rs. 8,000 (Rupees Eight Thousand) per candidate.
 Benefit 24 lakh youth at an approximate total cost of Rs. 1,500 crores
STRATEGY AND APPROACH

1. The Scheme will provide monetary incentives for successful completion of marketdriven skill
training and certification to approximately 24 lakh youth in in a span of one year from the date of
implementation of the scheme.

2. This Scheme shall be implemented through Public-Private and Public-Public partnerships.

3. NSDC will be the implementing agency for this Scheme

4. All trainings and certification under Recognition of Prior Learning will be specifically
oriented for developing skills in specific growth sectors

5. Assessment and training bodies for all purposes of the Scheme will be separate and no overlap
of roles will be allowed to maintain transparency and objectivity.

6. The monetary reward will be wholly funded by the Ministry of Skill Development and
Entrepreneurship, Government of India and will be affected through bank transfer to the
beneficiaries' accounts. For facilitating the smooth disbursement as prescribed under the scheme,
the entire money along with the additional implementation fund will be transferred to National
Skill Development Fund for further utilization by NSDC.

KEY ELEMENTS

 Leverage existing government infrastructure to deliver skill training programmes

 Mobilize CSR funds of Public Sector Undertakings (PSUs) to support skilling
 Upgrade equipment of Industrial Training Institutes (ITIs) and NSDC/SSC affiliated training
providers
 Promote and scale up apprenticeship training in PSUs in coordination with Directorate General
of Training (DGT)
 Incentivize hiring of National Skill Qualification Framework (NSQF) certified personnel
 Promote adoption of ITIs by PSUs, including provision of technical and resource support
 Introduce vocational courses in schools run by Ministries/PSUs
 Establish 'Centres of Excellence' for high quality skill training
 Align training programmes to NSQF and mobilize workforce for Recognition of Prior Learning
(RPL)

PMKVY PROCESS

Please find below the process divided into flowing steps:

 Trainee to enroll at a training center with a training partner and select a course of his preference
 Trainee to provide relevant information to the Training Partner who captures all the candidate
details on SDMS to facilitate training
 Undergo assessment at the training center
 Receive certificate from the training partner upon successful completion of assessment
  NSDC to disburse monetary reward to passed and certified trainees subject to valid Aadhaar
authentication

MONETARY REWARDS

Upon successful assessment, the trainee will be given a certificate as well as a monetary reward
of an average of Rs 8,000 per trainee.Monetary reward for various job roles within a sector
varies for different as per job role levels. Higher incentives are being given to training in
manufacturing, construction and plumbing sectors.
The monetary reward will be wholly funded by the Ministry of Skill Development and
Entrepreneurship, India, and will be effected through direct bank transfer to the beneficiary's
account.

DEFINITIONS

1. NSDC - The National Skill Development Corporation (NSDC) has been instituted to foster
private sector initiatives in skill development. It is a Private Public Partnership (PPP)
organization with representatives of Government and Industry Associations on its Board.

2. SSCs - Sector Skill Councils (SSCs) are industry-led bodies, who would be responsible for
the defining the skilling needs, concept, processes, certification, accreditation of their respective
industry sectors. The SSCs shall prescribe the NOSs and QPs for the job roles relevant to their
industry, and shall work with the NSDA to ensure that these are in accordance with the NSQF.

3. NSQF - The National Skill Qualification Framework (NSQF), would be a descriptive

framework that organizes qualifications according to a series of levels of knowledge, skills and
aptitude. These levels are defined in terms of learning outcomes i.e., the competencies which the
learners must possess regardless of whether they were acquired through formal, non-formal or
informal education and training. It is, therefore, a nationally integrated education and
competency based skill framework that will provide for multiple pathways both within
vocational education and vocational training and among vocational education, vocational
training, general education and technical education, thus linking one level of learning to another
higher level to enable a person to acquire desired skill levels, transit to the job market and return
to skill development to further upgrade their skill sets.

4. NOSs - National Occupational Standards (NOSs) specify the standard of performance an

individual must achieve when carrying out a particular activity in the workplace, together with
the knowledge and understanding they need to meet that standard consistently. Each NOS
defines one key function in a job role. In their essential form, NOSs describe functions, standards
of performance and knowledge/understanding

5. QPs - A set of NOSs, aligned to a job role, called Qualification Packs (QPs), would be
available for every job role in each industry sector. These drive both the creation of curriculum,
and assessments. These job roles would be at various proficiency levels and aligned to the
NSQF.NOSs and QPs for job roles in various industry sectors, created by SSCs and subsequently
ratified by appropriate authority, would be available online and updated from time to time.
Vasudhaiva Kutumbakam
The "world is a family" verse of Maha Upanishad is engraved in the entrance hall of the Parliament Of
India.[1]