'Radio most effective medium to educate rural masses'
With a view to popularise the importance of local governance and panchayati raj, the Administrative Reforms Commission has recommended the radio broadcast as most effective means for reaching out to the rural areas.
By PTI |
NEW DELHI: With a view to popularise the importance of local governance and panchayati raj, the Administrative Reforms Commission has recommended the radio broadcast as most effective means for reaching out to the rural areas.
The Commission in its sixth report, 'Local Governance', has laid stress on strengthening the "third tier of governance" by raising awareness about the local bodies and panchayati raj institution through effective media campaigns.
"A multi-pronged approach using different modes of communication like the print media, visual media, electronic media, folk art and plays should be adopted to disseminate information and create awareness about panchayati raj," the Commission said in its report.
"It should be ensured that there is a convergence in approach to achieve synergies and maximise reach," it added.
Underscoring the importance of radio broadcast in the rural areas, the Commission headed by Veerappa Moily, said the visual media such as television has a limited utility on account of lack of rural electrification.
Print medium is handicapped because of poor literacy in rural areas which is 59.4 per cent according to Census of India.
"This underlines the importance of medium of propagation through radio broadcasting both in terms of reach, which is 99.13 per cent of local population, as well as cost involved," the Commission said.
The Commission in its sixth report, 'Local Governance', has laid stress on strengthening the "third tier of governance" by raising awareness about the local bodies and panchayati raj institution through effective media campaigns.
"A multi-pronged approach using different modes of communication like the print media, visual media, electronic media, folk art and plays should be adopted to disseminate information and create awareness about panchayati raj," the Commission said in its report.
"It should be ensured that there is a convergence in approach to achieve synergies and maximise reach," it added.
Underscoring the importance of radio broadcast in the rural areas, the Commission headed by Veerappa Moily, said the visual media such as television has a limited utility on account of lack of rural electrification.
Print medium is handicapped because of poor literacy in rural areas which is 59.4 per cent according to Census of India.
ADVERTISEMENT
"This underlines the importance of medium of propagation through radio broadcasting both in terms of reach, which is 99.13 per cent of local population, as well as cost involved," the Commission said.
Download
The Economic Times Business News App for the Latest News in Business, Sensex, Stock Market Updates & More.
The Economic Times Business News App for the Latest News in Business, Sensex, Stock Market Updates & More.
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
ADVERTISEMENT
