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The government has to inform the people at large about its policies, programs and
futuristic actions. In times of disasters, the quantum of communication increases manifold.
c The government often is put under scanner by many stakeholders, media being the
foremost.
The elected representatives form the government that is for a fixed term and there is no
denying that at times its PR efforts are criticized for being populist.
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To enlighten citizens about the working
of the government and to inform them of their obligations--

    
  
  
   
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Village Panchayats

Municipalities

State governments

Central government
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population. Panchayats are elected by the entire adult population of a village.
Women occupy 33% seats.
In villages the mode of communication generally is oral.
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MCs operate in cities and towns. They are in charge of local self government functions.
There are about 1800 municipal councils and 50 municipal corporations. Not all these
outfits have formal PR departments. One finds information on education campaigns run by
municipal corporation from time to time on various themes like health, sanitation, hygiene
etc.
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 State governments constitute the third level of governance. There
are 36 states and union territories. All the state governments and union territories have PR
set ±up. Each state has information/PR officers also at the district levels. Their basic
function is to create a bridge between the government and the public. They use various
kinds of media including folk media to reach out to the public.
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PR here is handled by the Ministry of Information & Broadcasting.
The ministry has many media units and autonomous institutions under it.
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It administers ethics and inculcation of self regulation among newspapers. It performs its
functions primarily through adjudications on complaints received by it either against the
press for violation of journalistic code of ethics or by press for interference with its
freedom.
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Press information bureau
Photo division
Registrar of newspapers
Research, reference and training division
Publication division
Directorate of audio visual publicity
Directorate of field publicity
Song and drama division
PrasarBharti (Doordarshan and All India Radio)
Film division
National film development corporation
Central board of film certification
National films archives
Children film society
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Film and Television Institute (Pune)
Satyajit Ray Film and Television Institute
(CAL)
Indian Institute of Mass Communication (ND)
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disseminate information in press and electronic media on government policies, programs,
initiatives and achievements. It uses press releases, press notes, feature articles,
backgrounders, press briefings, photographs, press conferences, interviews, database,
press tours etc.
Its regional and branch offices act as nodal information officers for all offices of the union
government in their area and coordinate information and publicity for them.
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c S  It is the public service broadcaster in the country with AIR and DD as its
constituents.
Its major objective is to uphold the unity and integrity of the country and its values as
enshrined in the constitution by promoting national integration, safeguarding citizen¶s rights
and to be informed on all matters of public interest.
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Set up in 1945, R&RD functions as an information-
serving agency. It studies trends in mass communication, media and maintains reference
and documentation service on mass communication.
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 The division is created for lending visual support for the varied publicity
activities of GOI.
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The PD is a repository of books and journals highlighting national
importance and India¶s rich cultural heritage. It publishes books in English and Hindi as
well as in all major Indian languages at affordable prices. Itswell read journals include
Yojna and Kurukshestra.
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Its job is to certify films for public exhibition. It consists of a chairperson and 25 members
from the field.
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It encourages the concept of low-budget films, which are high in quality.
The corporation in collaboration with CII organized Film Bazar in Goa during 36th IFFI
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Its range of activities include the following:
-organizing international film festival of India
-conferring national film awards and the Dada SahebPhadke Award
-cultural exchange of programs through its missions abroad
-the selection of India panorama
-participation in international film festivals
-special film exposition on behalf of GOI
-print collection and documentation.
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The center attempts to collect and archive photographs, stills, song-booklets, wall posters,
pamphlets and other publicity matter of films certified by the censor board.
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 Its main objective is to provide value-based entertainment to
children through the medium of films. It produces, acquires, distributes and exhibits
children films. It also organizes children film festivals.
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It is the nodal multi-media agency of the GOI to meet its publicity requirements and help
other ministries in a cost-effective manner.
It has 3000 newspapers and periodicals in 22 languages in its panel for releasing ads.
It produces audio visual material on social national themes for broadcast.
It organizes exhibitions, brings out variety of literature from time to time. Its mass mailing
list has 16.5 lakh people from across the spectrum who receive literature from DAVP.
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meetings, elocution contests etc to reach GOI¶s messages across a cross section of
people especially in the far and remote areas.
It works on what is called µTalking points¶ or the themes that are given to the
disseminators.
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publicity. It puts up about 40,000 shows each year across the country, involving over
10,000 artists.
It has 12 regional centers.
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c Media has been articulating the voice of the masses. It¶s so powerful that even
government takes media messages seriously. Take the example of CWG corruption
cases. They were unearthed only by the media and now the government is under pressure
to act on the corruption charges. No government today can ignore media. Democracy, in
fact, sustains on a free media. As Pandit Jawaharlal Nehru said that he would rather prefer
a strong critical media than a spineless one.
c But then media has its own agenda. It many times toes the line of the political bosses and
even plays into the hands of its corporate bosses. Politics and media in a way cross-
fertilize each other.
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Allegations of toeing the line of the government and party in power
Lack of creativity
Inefficiency
Wastage of tax payer¶s money.
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Regulation versus self control
Content regulation
c The government has set up a Task Force (TF) to take a call on regulation of media,
especially the news channels. The TF is holding hearings in major cities to understand the
views of various stakeholders including broadcasters, NGOs, cable operators etc.
The TF is chaired by I& B Minister and includes representation from The Indian
Broadcasters Foundation (IBF), The national Broadcasters Association (NBA), and
Broadcasting editors¶ Association (BEA).

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