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SIRD WORKSHOP ON

Development Communication for

Strengthening Local Governance

Access to Media in Rural

Households and Opportunities

15thMarch 2011

By Dr Pradeep MahapatraBerhampur University

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OBJECTIVES OF THE WORKSHOP

Build capacity

Enhance knowledge and skills of stakeholders

Use of communication as tool for empowerment

Workout strategy and action plan

Set an interface for good governance hubfor

effective implementation of PR & RD programmes

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HIGHLIGHTS OF PRESENTATION

Access to media in Odisha

Development Communication through mainstream

and alternative media platforms

Case study on GRAM VIKAS SAMACHAR

Tips for effective communication

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ACCESS TO MEDIA IN INDIA 2008

Types of Media PRESS TV RADIO INTERNET

Total Number ofReaders/Viewers/

Listeners or Users overage of 12 yrs.

32

Crores

46

Crores

17.8

Crores

14

Crores

Time spent in minutes 26 98 81 68

Source: The Indian Media Business(Sage)

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GROWTH IN REACH OF MEDIA 2000-2008

Types ofMedia

PRESS TV RADIO INTERNET

2000 23.2 33.3 12.2 03

2005 36 38.6 15.3 12

2008 32 46 17.8 14

Source: The Indian Media Business(Sage)

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ACCESS TO MEDIA IN ODISHA 2008

Types of Media PRESS TV RADIO INTERNET

INDIA

Total Number ofReaders / Viewers /Listeners or Usersover age of 12 Yrs.

32

Crores

46

Crores

17.8

Crores

14

Crores

ODISHA40

Lakhs

57.5Lakhs

22.25Lakhs

17.5Lakhs

RATIO EXTRAPOLATEDPREDICTIONS

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MEDIA LANDSCAPE

Estimated 20% growth in media industry

Higher growth rate of regional media

Hyper localization of content

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MAINSTREM MEDIA & DEVELOPMENT

COMMUNICATION

About 6% coverage of development news

Market driven editorial policy

Lack of Public Relation activities for coverage of

development news

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VOLUME OF SOCIAL ADVERTISING IN

INDIAN PRINT MEDIA

2006 Position 07 41.58

2007 Position 10 29.95

2008 Position 02 149.54Lakhs Col.coms

Source: Ad Ex : A Division of TAM Media & Research

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INITATIVES FOR BETTER COVERAGE

Planning strategies

Capacity building

Replicating good practices

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ALTERNATIVE MEDIA

Available government publications

Available Community Press

Curated media

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MOBILE PHONE AS A PLATFORM

Govt. of Odisha initiatives for innovative project

under e-governace

January 2010 1,36,81,939

February 2010 1,42,98,371

Monthly

additions6,79,342

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Case Study on

GRAM VIKAS SAMACHAR

Development activists as informers

Copy editing and production by professionals

Personalized distribution system

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USEFUL TIPS - I

Documenting

Contributing to alternative media

Interacting with local journalists

Circulating story proposals among mainstream media

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USEFUL TIPS - II

Documenting hard facts

Collecting background information

Extensive interviewing

Recording others impressions

Seeking human interest angle