The Modi government is planning a media campaign on television, radio and other platforms to promote ‘national integration’, and is roping in private companies as well.
New Delhi: The Narendra Modi government is all set to launch a major media blitzkrieg to “instill a sense of national pride in citizens”. The Information and Broadcasting ministry has been tasked with preparing an ambitious media plan for “national integration”, which also aims at drawing in private media houses to spread the message.
The plan is to be executed at two levels: first, a cross-sharing of existing national integration content among state media to “multiply” their effect; and second, a bigger plan to create fresh content to distribute through private media houses.
The launch of this campaign comes a year ahead of national elections, and is a theme the ruling BJP and its affiliates have consistently pitched since coming to power in 2014.
A committee, comprising officials from media companies, are working on the plan. All media units attached to the ministry, including the Press Information Bureau, and public service broadcasters, Doordarshan and All India Radio, have met over the last two months to put an elaborate action plan in place. The last meeting was held by the I&B secretary on 9 January.
What has been decided
During the meetings, it was decided that fresh programmes should be developed on the subject, while existing content should be shared among all media units through a common pool of archived content.
Sources said an action plan with requisite budgetary requirements will soon be framed to enhance the sentiment of ‘national integration’, especially in the eventuality of any untoward incident, such as a war.
At the meetings, it has been suggested that Doordarshan should produce and broadcast songs, animations, documentaries and talk shows on the freedom struggle, and “patriotic films” for special occasions.
AIR has been asked to broadcast interviews, programmes and discussions based on the theme of patriotism. Songs have also been suggested, on the lines of the popular song from the 1990s “Mile Sur Mera Tumhara”, that will feature a gamut of celebrities.
The public radio broadcaster is set to launch a theme song on the government’s “Ek Bharat, Shrestha Bharat” campaign Thursday.
It has also been suggested that the Song and Drama division can organise folk dances and other performances on the ground, which focus on patriotism. The Directorate of Advertising on Visual Publicity (DAVP) has been directed to produce audio-visual spots.
What’s already on air
The new programmes are in addition to the existing ones that are already being broadcast:
‘We the Soldiers’: A serial on Doordarshan which features retired and serving soldiers.
‘Vatan ka Raag’: A musical programme on India’s Independence struggle on Doordarshan.
‘Sandesh’ to Soldiers: Broadcast on AIR, the show deals with the history, triumphs and sacrifices of India’s defence forces.
The Song and Drama Division produces 354 minutes of patriotic programmes across the country, while the DAVP has video spots titled Bharat Meri Pehchan (India is my identity) and Bharat Ek Hai (India is One) .