July 2013 A DEVELOPMENT MONTHLY 710 PUBLIC SERVICE BROADCASTING Prasar Bharatl atthe Crostroacls awa Sear PSB; Wholerome Entertainment-Education Transmecka Storytelling ‘Avind Singhal Public Sarvie Broadcasting A Balancing Act MarkTully ‘Why Public Broadcasting? Vinod Pavaras ‘Tommuntty Radio {n india: Opportun ties and Challenges a Savita Ballur Special Article Developing the Intellicrence Capital ofa NationLicenced U (DN)- 567204: Published on 23 June 2013 Posted on 25-26 June 2013 Also useful for the Indiz r | of various In 2S. b Wheat; the, TEED) say? [am a regular follower of Pratlyogita Darpan and Its Indian Economy spacial has baen atremaly alpful. 2 Ci Services um, 2013 snd) PD indlan Economy issue Is.a very good compitation ofall the relevant topics forths purpose of examination. (Grit Services Emam, 2012 (1200 Rank Indian Economy Issues good for revision and also atcer tain point Nisa good booktorreferenceas wall, 4 (Cool Services Exam, 1012 (190h Rak) PO Indian Economy helped me not ani in GS but aso for my Economics optonatas wall (Chit Services Exam, 2012 26sh Rank) Available on Stands Regd. No. RNI 949/57 ‘ta post without Delt Post 05/3230/2 pre-payment at RM Postal Regel. No, DL: Latest Revised & Enlarged Edition Latest Sector-utsa Facts of Indian Economy Lafert C30: Ertimatos of National Income Consun 2011 and Currant Demographic Statistics: @ Latest Scenario ot Agrcultra, Industry, Banting, Foreign Trade & External Debt Latest Figures of Poverty. Employment- Orfontod and Poverty Eradlostion Programmes Foraign Trade Policy 2008-14 » RBs Monetary and Credit Policy updatad # India's Five Ysar Pans and 12th Pian Document Paper % Economic Survey 2012-12 w Union and Rallway Budget 2019-14 Important Events and Nowe of Economic World Important Economie Teaminclogy Mute Choice Questions Covering Latest Factron Issues 2/11 A, Swadesh! Bima Nagar, AGRA-2B2 002 Ts purchess online log on Ph.: 4053333, 2531101; Fax : (0562) 4059390, E-mail : care@pdgroup.in |_Branch Offices : Dolhi (011) 23251844/66: Hyderabed (040) 66753390; Patna (0612) 2673340 ieAll India Radio - Fact Sheet roaccasting In India actually began anour 13 years before AIR came Into existence. In June 1923 the RadloClub of 8ombay made the first ever broadcastinthe country, This was followed bythe sett ng up of the Caicutta Radia Club tive montis later. The Indian Broadcasting Comaany (IBC) came into daing on uly 23,1927, onlyto face liquidation in less than three years, In April 1930, the Indian Broadcasting Service, undérthe Denartment of Industries and Labour, commenced its operations an an experimental basis, Lonel Fielden Was appointed the first Controller of Broadcasting in August 1935. [n the following month Aiashvani Mysore, a private rad)o station was set up. OA June 8, 1836, the Indian State Broadcasting Service becemeAllIncia Raclo. The Central Newis Organisation {CNO) came into existence n August, 1937 In thesame year, AIR came under the Department of Commun cations whieh was shifted fouryearsiatertothe Department of information and Sroadcasting. When india attained hndepencence, there were six a6 stations in India; at Dei, Bombay, Calcutta, Macras, Tinuchirapalll anc Lucknow. There were three in Pakistan (Peshawar, Lahore and Dacca), AiRithen hada coveragecot ust 2.5 % of the: area and 11% ofthe poaulatlon, The following year, CNOWasspiit up into two avisions, the News Services Division (NSD) and the External Services Division (SQ). in 1956 the a mie AKASHVANIWas adoptec for the National Broadcaster. the Vividh Bharat Service was jaunchea in 195? ‘with popular fim musicasits main component AIR > Tostay {As India's National Broadeasterand alsothe prem|er Pub\¢ Service Broadcaste; All India Ratio (AIR) has been se rvingtolnform,enucateandentertainthe masses since it's inception, truly ving uptoits motto~"ahujan Hitaya :Bahujan Sukhaya’. One of the largest broadcast) ng organisationsin the world intermsof the number of languagesof broadcast the spectrum of sotiovaconomicand cultural civersityt serves, AIR's homeservice ompr|ses 385 stations today located accoss the country, reacting neatly 9234 of tne country'sares and 99.2 “of the total population. AlR originates programmesin 23 languages and a6 dialects. The entire Akashvan| network consisting of 277 statlons and 432 ornadcast transmitters (148 are MW (Medium Wave), 236 FM {Frequency Modiulation) and 48SWv (Short Wave) trensmitters2s on 31.03.2012), provide coverage toSS%ot the nopulationspreadoverthecountey. ‘Weews Desk The Néws Services Division af | Indla Racia broadcasts 647 bulletins dally forz total duration of nearly 56 hours n about SO Languages/ Dialects in Kome, Regional, External and DTH Services. 314 news headlines on hourly basisare also being mounted on FM mode from 41 AIR Stations. 44 Regional News Unitsonginate 468 aly news bulletins in 75 languages. In ad dition to the dally news bulletins, the News Services Dvisjon aiso mounts number of news-nased programmesan toplcal subjects fram Delhiand its Regianal News Units, Linking the Chutalde World Programmes of the External Services Division are broscicast in 11 Indian and 16 foreign languages reaching ‘outtomorethan 100caustries. Entertainment Zone AIR operates at: present 18 FM stereo channels, called AIR FM Ralbow, targeting the urban audience In a refresning style of presentation. Four more FM channais calle, AIR FIM Gold, broaccast composite news and entertainment programmes from Delhi, Kolkata, Chennaland Mumbai, ‘Transcription & Programmu Exchange Service The Transcription Service was started on "April 1854 ano entrusted with the main function of preparing Iranscription of speeches of ali cignitaries with special focus on the Prime Ministers anc: Presidents of the country, Courtesy | Prasor Bhacat)Doordarshan — Fact Sheet ‘ordarshan began with an experimental telecaststarting in Delhjon 1S September 1959, with asmall transmitterand.a makeshift studio, The regular dally transmission startediin 1965 asa part of Alllndia Radio, The television service was extended to Mumbns| anc Arnritsarin 1872. Up 10.1975, only seven Indian citles hae 2 televiston service and Doordarshan remaiced the sole provider of television tn India. Television services were separated from radio on April 1, 1876, Finaliy,In 1882, Doordarshan as.a National Brordcaster came [nto existence. Krishl Darshan Was Whe first progrém telecast. an Doordarshan, It commenced onJanuary26, 1967 andis one ofthe longest unning programs Indianteievision.Inthesame year, colourTY was Introduced in the indian marketwith the live tefecast of the Independence Day speech by ‘than prime minister Incira Gandhi on 15 August 1982, followed by the 198? Asian Games wnich were held in Delhi, Now more than 90 percent off the Indian population can tecelve Doordarshan (DD Nations) Programmes thraugn-a network oF nea ly 1,400 terrestrial transmitters. There: ate about 46 Doordarshan ‘studlos producing TV programmestoday. Presently, Doordarshan operates 2 channels — two All India channels DD National and DD News, 11 Regional language Satelite Channels (RLSC), four State Networks (SN), an International chanral, a Sports ‘Chane! DD Sports and two channels Ralya Sabha TY & Lok Sabha TV for /Vé broadcast of parliamentary, proceedings DU National National programmes, mainly almad at promoting national integration and inculcating a.sense of unity and traternity are broadcast on this channel, which is the Number One channel in the country In terms of _abso|ite viewership. DD Nationa) blends a healthy mix of entertainment, information and education, The Service ($ available in terrestrial mode from 5.30 am tll micinght. In the satelite mode, DD National is avaliable roundtheclock, Thetelecasttime of this composite publicservice channel ssodevisedthat itcatars Totheneedsof different viewers atadiferenttimings Ali malor National events ike Reublic Day Parade, Independence Day Celebrations, National Award Prasentation eere monies, President ano Prime Miristerls addresses tothe Nation, President's address tonne Jolnt session of Parliament, important Parliamentary debates, Rallway and General Budget presentations, ‘Question Kour'in Lok Saha and Ralya Sabha, flection results and analysis, swearing-in ceremones, President ang Prime Minister's visits abroad and visits of Important foreign dignitaries to India are covered live on DD National, {portant sports events |ike Olympics, Asian Games, Creket Tests.an One Day snternationais involving india andotherimponantspartingencountersarealsovalecastive, ‘The education component |s craw trom the contributions from varied Sources such as Indlra’Gandb Natlonal Open University {IGNOU}, University Grants Commission (UGC), Central Institute of Educational Technology (CIET) and State Institutes of Education Technology {SIET}. In adaition, there ate sponsored Programmes jike Turning Point, Adult Edveation orogrammes, Terra Quis arta Bhoom) (programme on environment), oragrammes on issues related to women, trlba| affairs and other oublicsemvice programmes: \whichare broadcast onreguiar basis, DD News, Jaunched in November, 2003, isthe first aha the only terrestrial ries channel In the country reaching approxiniate!y haltoftne population The bin gual {English and Hind! DD News faliowshalfan nour dynamic wheel of programming. Besides rolnd theclockte ecastof news bulletins, several nrogramimies covering business, sports, health, art & culture ate brosocast regulariy supported by 2 network of 23 Regional News Units (RNUs) spreaa across India: Pare) Aiscussionsareneld ontoplcsotcurrentattairs A dedicated Digital satelite News Gathering System, including hi-tech gadgets lke Satellite Phones and Witeo Phones are available for DD News DD News also has a website ~ www.dd inews. gowsin wich, besides ‘streamingbuletins fortwo hoursevery day, puts out storiesan the various newseventsthroughoutthe day. Kendras|nNorth Eastwithdedieatec SNGfor newsfeeds.are: Shillong, Imphal, Kohima, hanagar, Agartala andAlwal, ‘Courtesy ; Praspe Bharat Printed & Pablished by Ura Joshi, Additional Dieecor General aod ad on bcail wf Publiadons Diviion, Soochna Bhavan, €.6.0, Complex, Lodhi Road, New Delh-110 03, Printed at Chane Press,D-97, Shakarp ur, Dehi-tt0 092 Phone: 22424396, 22526936,duly 2013 “Tow Dvector (Proction)= Vik. Mesa Cover Design: GojeranP. Dhope (Chit Eettor=RajeehK. dhe Senlee Er; Shyamela Myer Sanit Eon: Hasan Zin Website: warmyotone go¥in Let metas come 5 from sites Rig Wee ie herrea PRASAR BHARATIAT THE CROSSROADS XO... tor Se = —_ ayia wees Amit. "7 HOLESONE EREEADIMENT. IDUCANON TeassAnDIA STOR TELLING Teno solos Arvind Singhal, 10 oe 5 covery paDion IND te PURLC BROADCASTER AND COMMUNICATIONS POLICY OPPORTUNITIES AND CHALLENGES mavens vg | Bam ta Sete er WHY PUBLIC BROADCASTING? ES. Vinod vel vn scl | See DEVELOMNG THE INTELLIGENCE Kalinga Seve oniecsnienioneeernimarenneSD Pena eames FUTURE OF COMMUNTIY RADIO TY INDIA Pinod € Agrawal . = TEAR HOM INTHIATTONAL EXPERIENCE YOUNERD A VOICE TOCLAIMA VOICE Days Kishan Tina Fred Nort ete. mE. “THE CHANGING CONTEXT OF CENTRE STATE RELATIONS FUMLICSERVICEBROADCASTING-ABALANCINGACT | hives Shagh Male ooo a Mat Til. (Our Raprentcs: Aiiebbah Aids ry Sangre 52 Bem Cheese A Ehegoes Covi Anupama ug Hyer S Damen Holes Asay ha Nba Eyl ge Teresi IC Pl VOUNA mekets emp thersengealibe Pin oll cninsofe pete andgeemste vimeeranen diseiton inpeelenzobsoud mdennenee develope Although bse hy the May a lorie an Eradesting Ye ot rete e egntg te lB pe af ew Yan palin a Aste, Bonga, lis, Capa, Mink Kose Malayan Mane. np Pb, Tal Tog and eds EDITORIAL OPEICE: oyna Bharas Saad Mary, Ney Dab 1000! Te: 2108078, 250421) Tims Yom Busnes Mawagre (Ns) Th A787. a0, 21369610 Facey sbseripton, removals ques pease cnt: Biss Mam (Cita & Ad): Pabliesins Dis, Min. oF 1S, Eat Hoek V; Level VI ‘2K. Puen, Ser Da 1L008,Y: 2600007, Tegra: Sachpra hacen and Sats Emporia: eae: Dawin “esa hrm, COO Complex sha evr Det T1000 (P424345610) "al Wo 194 CldSeaetne Cet 160S4(P 230902) * 70,8 Wire, Mh Flee Keniny ada, BA Nan Mano 400814 (nW22570420)4 pla Eas Kallas 000492)" Wa Rly Bhan Sarat Nog Chee ih 2652673) *Prcteaad ea ave Freee ‘Tuvemohapatan 6001 2330622) "Blak No fot oor Ortega Crnpeg MEG Ral, Navpaliy Heder 0004 (Fh H208%39) “et Fone “FW Redaya fein Remmegaly Bangoe i003 GM 2Ss3724) "Bitar St Corpora Bak Bald Alba Raph Pane £00008 (Ph 2083407 "Val Mn, foes Westar Ean, Seer Alga, Lakin 2200407 722585) tdnbea Cong tt Flom, de LODE, PAlc All abad 530007 (Pa DES) "IE oak How Coase ssn Fs, Chea, th TALON (FR 266507), SUBSCRIPTION, | yore 1002 pera e130, 7emRE ISO For SAARC Ae Mal RL S30 ely fr Bop wad urease 70 jay Noo Pages: emer “Th views xprened invrksusatic are thas ofthe autary and na neces of the yeaa ‘+ Therindorsarecequese to vn te dalam ache aves mas gar tng carer ysidanee oksnottonons. Yojana deo wm rpc _Evguiling ha cntnts of te ndersamrate YOIANA. July 2013 \VAJIRAM & RAVI ESSAY MODULE & MAIN TEST SERIES-1AS ‘13 Essay Module Salient Features e@ Thought provoking lectures e Three full length simulated tests e Analysis of the changing trends in Essay e Completion of course in 12 classes @ Classes commence in July 2013 Main Exam Test Series available in Pub. Admn.,Geography, Commerce, Political Science & Psychology Online Sci & Tech Current Affairs available on www: vajiramandravi.com For further details contact office at: 9-B, Bada Bazar Marg, Old Rajinder Nagar, New Delhi- 110 060 |_ Ph. No:011-25820000,25734058; E-mail: vajiramandravi79@gmail.com 8 YOJANA. July 2013Aare ie he_debaic on Public Service Broadcasting in India has often been sharp and acrimonious. The fanciavk judgement ofthe Supreme Court im 1995 declared airwaves t0 be the public property. The cour directed the govemment to regule the airwaves in the interes of the public. Ri ‘against the monopoly control of the airwaves, the cout sirously argued thal airwaves were essential to nsure the diversity of views and opinion sshich ithe li blood of demmoermey. The judgement has hod far reaching and significant implications on the govemment policy on radio and television it Ladi. This judgement is rightly considered to be aturning point in defining the relationship of the government snd the public so far as the broadcasting arena was conicemed, It alsa opened the debate about the concept of | the publie sphere inthe Indian context and the rote ofthe govemment in making it vibrant, representative tnd tnaly democratic. The questions relating to Public Service Broadcasting need to be situated in the broader context of what the great Geaman sociologist and critical theorist Jurgen Habermas called the Public Sphere. Iris view the public sphere is.a realm within social life in which public opinion can be formed and which is accessible to all’, The commer- stone of the public sphere is the ‘rational-eritical’ debate which infuses vitality and dynamism to the public discourse. The tea tothe public sphere cat cemne as much fiom the government as fron the commercial miass media which feeds on advertisement, publ i¢ relations and dumbing down of the audiences to manufacture a consensus of the mindless kind, However, itis not x0 easy to rexel consensus on what constitutes the core valies of Publie Service Broadcasting, It is also.a contentious issue to define the role of the goverment vis avis he onus associated with Public Service Brosdeasting. But there could ye no doubt tat the govemment has to play acritical rein patting in place a transparent mechanism tomrture and protect a thriving public spluere not monopolived either by the govemmnent or by a small number of corporate entities dominating the brondeast sector Indeed ensuring diversity. public funding of he public service broadenster to facilitate freedom from comercial mperatives ad ‘enhancing social, political and cultura citizen ship" remain the core values of Public Service Broadcasting. Public Service Broadcasting poses a munber of dificult questions before the poliey makers in terms of content, technology, achwinistrative structure and its role in society, In the deluge ofthe glitzy and rivilising medi how dss ons provide development oviented news nnd current affairs programmes and local content catering to the needs of the people in an interesting format? Should the Public Service Broadcaster adopt the DTH platform, push for PTV based transmission or invest in Digital Terrestrial “Transmission to leverage is large network bu o ver the decades? Who decides where the Public Service Broadcaster is serving only the govemment and not the public? What model of financing needs to be alopted~ advertisement based, license fee based or through direct fun ding by the government? These are important questions which need to be diseussed anda broad con sens reached to have a Publi Service Broadcasting inthe couutry thal is democratising, empowering and liberaling, ‘Mush water has flown dawn the Ganges since the frat SITE experiment in 1975 whieh was on important laavhnark ia the Public Service Broadcasting in india. The convergence ofthe TY, Radio and jntemet and other components of information Technology has opened enormous possibilities of expanding the reach and effectiveness of the Public Service Broadcasting, ‘The broadcast technology ied not be limited tothe traditional TV or Radio transtnission models, ‘There exists « huge potential to create nnd foster Digital Commensto caterto the needs of the people utilising the on-demand cocnmmunication and accessto content through various channels of communication, There could be many such possibilities which ean be explored fo work out a weve taucture wile acon ning TV Rader fu Seyi rondentbg Pochgahy wilan dent penal of new communication technologies we can build atmly public Public Service Broadezstin. YOUANA July 2083 3pa N OW Gage) Bag RINGSIDE VIEW Prasar Bharati at the Crossroads Each crossroad offers aroute forward: it can permit Leap- frogging to the restless pro-changers and it also has the in-built ternptation or danger to get deflected to the left or to the right, by just arguing our heads off, as we often do. Or, we could also move backwards, as we have done at times. So, having placed all the cards on the table, in exercise of the ‘autonomy of thought’ (a a Sam Pitroda), fet us see which direction is (fially taken by India RASAR BHARATI came into being on 28% November 1997 after Prasar Bharati Act of 1990 ‘was finally implemented by the Government and the Directorates of All India Radio (Akashvani) and Doordarshan were Separated from Ministry of infoeraation & Broadcasting and placed under an ‘autonome momentous dec erayears after Parliament had taken pains (o conceive ofa Public Service Broadcaster, whose character was eloquently worded it the Statement of ‘Objects and Reasons “Toconfer autonomy on Akashvati ‘and Doordarshan so that they tay function in a fair, objective and crealive manne, it was proposed to provide for the establishment of an ‘aulorromous corporation andto entrust to it flinctions which are discharged bby Akastivani and Doordarshan, The proposed conporation would function as a genuinely autonomous body innovative, dynamic and flex with a degree of credibility: It would function ina democratic manner which fenrielies oir democratic traditions ‘and institutions, being responsible to the people and Parliament, and keeping in mind the variegated traditions, languages and cultures of the country. Accordingly the Prasar Bharati (Broadcasting Corporation troduced in the Jawhar Sircar The questions that an Indian citizen may ask after 16 years of the implementation of the Act of Parliament are: s) Is Peasar Bharati really autonomous? b) Is it functioning as a gerruinely autonomous body that is innovative, dynamic and credible? Inwould bedificultto-sivea stright Yes or a No! answer to this question, though many would be tempted to jump toa firm ‘No’, There isno-doubt that botht Akashvani and Doordarshan have been pushed to a conter by more attractive, more dynamic. more colourful. more entertaining and louder channels and radio stations, The course of story cannot be altered by making pronouncements and protestations, and therefore, Ie us bein with what is factually correct 1m 1997 when Prasar Bharati came ito existence, DD had only two channels: DD I and DD Ml, whieh had started in the Metro cities andl then fanned oitt to other parts of India on terrestrial mode. This meant that terrestrial transmitters affixed to towers relayed telecasts to each other. In those days, many of the current crop of private *channels’ were incubating oa) DD as “programmes”, like NDTV and Aaj Tak, though a handful of “TV channels? were also taking birth. They ultimately broke away as separate “The author Ts Chief Executive Officer, Prasar Bharati. He retired ws the Secretary, 4 istry of Cullue. Goverment of nda YOJANA. July 2013satellite channels of their own, once the skies were opened up, Similarly, om the radio front, FM Was at an experimental stage arid 1997 only Akashvani had a sraall number of FM channels, with few private operators in sight. The simple oint is that once air waves were ‘opened up to the private sector, it wax only expected that vibrant democracy would respond with such competition aspossible, This was also happening in the midst of an upsurge when India was going “fully private” and ltd had cnough of the letharzic publis sector A small correction needs to be made here; Prasar Bharati is, factually speaking, not a ‘Corporation’ or aPSU, asthe term may denote, Itismore of an “autor omous authority ’that administers two major public institutions of bell” of the people of India, and is responsible to Parliament through the Ministry of 8B. Yet, there isno doubt The simple point is that once air waves were ‘opened up to the private sector, It was only expected that vibrant democracy would respond with such competition as possible. This was also happening in the midst of an upsurge when India was going “fully private” arid had had enough of the lethargic public sector. that Prasar Bharati, Doordarshary and Akashvani have strong associations ‘vith the govemment and its system of governance: itis viewed as being very “sarkari’ And why not A Rer al, its officers and staff have all been recruited by the Government or their authorised officers, through the Union Public Service Commission or the Staff Selection Commission, and they came with full protection of Government rules and regulations as also pay scales and other attributes of a “secure tenure”, After decades of workina in 4 pure governmental environment, YOIANA July 2013 ‘can only be expected that these same officials, who are at the heln of affairs ‘of every department in Akashvani ‘and Doordarshan, carry with them the “goverment mind-set’ that iz not exactly conducive to open market compdiition, Besides, the Act has specific Sections that ensure all its Recnuitinent Rules and ether important Regulations bein tandem with those of the Government and therefore “nind- set” continues to reign unchallenged and unabated. The Government's inheritance doesnot, of course, atwa imply stagnation or that every thing about i is retrograde, that there is no professionalism. UPsuch was the case, the proud Delhi Metro and the Indian Amied Forces would not have been ‘ourpride or the Indian Railway system (hat has one of the world’s highest burdens to camy within the stringent ‘Government systern) would have been branded as ‘non-professional’, which itisnott T would submit that itis neither fair nnorproper to contrive with this binary thinking because if one approaches the real care of govemance, and jot get hurt by the prickly outer core of frustrating babudorn tha every citizen has to face, one would see a dezree of professionatism and dedication (and absolute honesty) in what we can call “engine roont” of govemance. Otherwise things would have come to aahalt long, tong ago. So one needs to Look at the facts: dispassionately, clinically and where required, ruthlessly. ‘The fact is that DD with its 6 All Endia channels: (DD National, DD News, DD Bharati, DD Urdu, DD Sports atid DD India), U1 Regional chamels, 4 emerging Hindi heartland channels (hat areniow “work under progress") and a handtul of @ fow-hours-a-day? channels not only survives, butholds ts own. [Lisagainst tough competition fromm musi-nationals and big independent business houses. “There isno flexibility inrecruitment or possibilty of minimum centivesto its staff, as government procedures reign and take their own time, everywhere, No fresh manpower, except a tiny ‘number of junior technical hands, was inducted for measly 20 yearsand yet the organisation grey, infeaps and bounds, ffom236,adioand TV stations in 1097 tothepresent stagzeringnumber of 43S, station. fn a small State like Manipur, Akashvani broadcasts in Manipur, six major dialects and 23 minor dialects every day! 30 languages: thisis whata public service broaideaster has to do, to hold the "idea of Inia” together in one common bond. This speaks volumes of Prasar Bharati's tenacity and its capacity to camry out its appointed task, without screaming out to the nation There i no perfect rating system or TRPs (Television Rating Points) in India and the only one that exists, executed by M/s "TAM-India, reports on over 750 million TV viewers with a sample of some 000 ‘people meters’, One can well understand the sanall fraction of the viewership that can be calibrated, with any degree of certainty, and even this has also been heavily biased in favour of the tnban poptitaion, “Terrestrial TV’, which still covers approxisnately 1086 of Thdia's TV population (Gomme say only $26, while others claen it is 1386), is nol covered at all by TAM. So exasperating was the viewersh measurement situation that Prasar Ina small state like Manipur, Akashvani broadcasts in Manipurl, sixmajor dialects and 23 minor dialects every day! 30 languages: this is what 3 public service broadcaster has to do, to hold the ‘idea of India’ together in one ‘common bond. Bharati had to take TAM to a. quasi- Jindicial body for redress. In the last few weeks, newspapers indicate that TAM has started stretching out its ‘people meters’ to LCL towns, ic, simall towns of one lakft population or below. Whether as a result ofthis, or whether as aresut of the strenuous efforts that PB pat (with assistance fiom the MIB) tochanae its entire look and feel”, the fact remains that DD'spresent ratings are quite comparable To other channels, lu tie Prime-Time News segment, between © pm and 10 pm, DD News appears first by a wide margin, over all other English News camels and even TAM hax been reporting this lend for mouths together. During the same period, TAM also indieates that DD News is either second or third in the Hindi ‘News segment in Prime-Time (ve., between 8 pm and 91pm), well nbead of a large mimnber of Hindi News channels, On the General Entertainment (GEC) front, DD and PB simply do not have the fimds and the Rexibility to 20 in for the high eost production of expensive TV pregramming. Yet ithas managed to remain 3%, beating some 300 or more competitors, including world- class foreign-owned TY channels The fact is thus that neither TRP nor large wiewerships carry much meaning if an organisation cannot he flexible and cannot ‘adapt to fatest techniques ‘and professionalism. Here, there is no doubt that Prasar Bharati and ts two bodies have received a battering. 7 and others owned by mega indian business houses. There is, therefore, space for the ‘areat Indian meslin™ of entertainment, Le, a form that can be viewed by a large cross-section of Indian society, from the urban to the deep rural, DD strains to perform this function, without resorting to excess alitz, loud sounds or controversial lastes that often injure sentiments of sections of India’s viewership. But such ratings are not the only indices of achievement and there is no doubt hat DD and AIR have to struggle against feet-footed competitors, many of which are foreign-owned entities with deep pockets and decades of experience in devastating old onhiedox players in developing countries ‘Thefact is thus tat neither TRPnor large viewerships carry much meaning 6 if an organisation cannot be flexible ‘and cannot adapt to latest techniques and professionalism, Here, there is no doubt that Prasar Bharati and its two bodies have received a battering. Pant of the fault lies definitely in its Aealership (or the lack of i, as several people claim quite vociferously), But ital lies in the extreme constriction Within which itis forced to operate. Under the Prasar Bharati Act, all Regulations relating to Recruitments {including professionals) anal service jons etc., need prior approval tral Government. Thus of the it becomes very difficult to convert existing posts that were determined decades ago (and are lying vacant Tor several years) into mare dyriamie technical or highly: professional ones. ‘This is not only because of Ministry of ISB, but simply because this Ministry has to send, under the governmental systern of Working, every such proposal to other different Ministries and expert bodies. We carmot just look the other way and quote scriptures of governmental procedures, when for {wo long decades, the organization was sntipp ed with comp lete deenoralization of ils huge workforce: as private channels weaned away many good low-paid govemment-recruited talent with attractive offers and the rest just rolted in Prasar Blarati with neither promotion nor fresh blood: some one has to own up! ‘The wholeprocess of govermmental decisions on any rnajor issues takes its covwn Lime: whic could run into several years. ‘Thus the leadership of Prasar Bharati, DD or AIR may have been overwhelmed by the entire eco-systern ‘or given! up after the same proposals came back in a classic governmental mode with the 4 or 5® query, many fof which may not be stritly relevant but are asked nonetheless. Or, may simply riot have tried sincerely: only ‘examination of files and archives van tell us, One can well imagine what the requirements of 455 TV and AIR stations and over 1900 transmitters scattered in every conceivable part of India are, and the sheer magnitude of the problems that may have been enough to deter any sensible head of embarking on too imany adventures with the ‘existing system’. Bul, as many Associations say bluntly: the leadership of Prasar Bharati, Akashvani and Doordarshan was Just nor adequately visionary. or persistent: many had other interesting power and other games to play. The Ministry can always say that unless perfect proposals of Prasar Bharati are timanimously agreed upon by several mninistries, what ean or could they do? ‘What is the existing scheme of governance in Prasar Bharati? It Consists of an ‘operational autonomy” within which PB fimetiens, to reach the high levels that one has mentioned in the earlies paragraph, Nermally, no worthwhile goverriment bas either the time or energy of even the inclination togetintomicro details. ThePB Board consists of a Chairperson, 6 noted professionals as Part-time Membersand 5 Whole-time Members ic, the the 2 Members in-charge of Personnel and Finance in PB, 2 DGs of AIR and DD and the Ministry's Nominated Member. This Board meets once in {wo months orso-andtakes or approves decisions of the PR Secretariat. which Government has delegated it’s finandal powers up to Rs 300 crores to Prasar Bharati: but every tranche ‘of governmental funding comes after several frustrating delays, meanders and dogged pursuals. With not a single Financial Appraisal Officerin postion despite months of efforts, what does financial autonomy matter? are usually at a macro or policy level. The Board sets the compass for the organisation as well and guides the exeeulive Members in carrying forward its advice. It has also certain disciplinary powers where employees are concemed, after the amendment brought about by Parliament, at the instance of MIB in 2011. Under this, officers and government employees of AIR and DD have been “placed on YOJANA July 2013permanent deputation? with Prasar Bharati, Govemment has delegated its financial powers up to Rs 300 roves to Prasur Bharati: but every tranche of governmental finding comes after several frustrating delays, meanders and dogged pursuals, With nota single Financial Appraisal Officer in position despite months of efforts, what does finaicial autonomy mater? The Prasar Bharati Act gives a ot of operational autonomy but Sections 32 or 33 of the Act take away most of these by insisting or approval of government on critical issues: hence the mess! Facts are facts bul the Prasar Bharati Board is also unanimous that even if the Act is amended, we must have a proper oversight mechanism in place, because accountability is a must We mention the existing resources for process of technology as thisis the prime area where we have reached certain critical ‘eroscroads' where we have to choose our direction, Where finding is concemed, tet us look at the lth Five Year Plan. Tk ‘wotild appear both PB and the Min stry, have contributed approximately half each to the ‘salary and operational expenses’ forrumning the organisation for five years. This works out to approximately Re, 6000 crores each, There Is no reason why. with extra efforts, Prasar Bharati would not be in a position to cross this 50 percent mark and maintain its large work force, which is almost inescapable for maintaining such a huge and far-flung infrastructure, almost all of which has been bequeathed by government But afer going over salaries and operational expenses, let us see what funds were actually spent in technology and programmes during the last Plan period: as this is. different from the original stipulated ‘Plan Outlay” ot “Budget Estimate’: that keep spiralling downwards to reach reality, with a Und. Only Rs. 1589 crores were spent on Prasar Bharalis for this over 8 period of five years in the 11th Plan. YOIANA July 2083 ‘Out of this, ‘Capital Plan’ finds that areforreplacement and modemisation of technology, Iransmilters, 5 cameras, transmission facilities, satellite connectivity, cut-deor coverage and the lot were only Rs. 1152 crores ‘This mem that average expenses per yearover the Ith Plan cametoRs.230 ‘rores per anmmum for an organisation that covers well 92 percent to 98 percent of India’s 4.24 billion people, throu gh lange and complex network. Wemtention the existing resources for process of technology as this is the prime area where: we have reached cern critical “crossroads’ where we hhave to choose our direction. Let me elaborate the term ‘crossroads’ by giving one example: that of Digital Terestrial Transmission. White india hasbeen sweptby satellite TY in the last two decades (all 850 odd private channels have received! operate licenses on the sateitemode), itis only DD and AIR that are carrying on telecast/broadcast through both satellites and terrestrial towers. The advantage of this latter mode is that it-can be downloaded and viewed \with hardly any expense, just a simple aerial oF a wire, and seen on a TV set ‘without any recurring cost or monthly payiments, Such ‘free to air’ public service constitutes the core of Prasar Bharati, and despite the fact that this mode of transmission is currently ving way, year afleryear, tothe more popular cable and satellite platforms. the experience of various nations across the world hold some contrary lessons for us, Many nations had ‘moved from terrestrial to satellite but ‘many have come b ack to the good old terrestrial towers: like UK, Australia, Japan, Korea and many Europeart ‘countries. Obviously, there is some merit to terrestrial television over satelite and it witl take too long to explain the teckmollogy’udvantaze that only clgitization can bring toterrestrial transmission. This digitisation has reached the shores of India, and eld it may sound, the first tranche of Uth Plan funding has now started bearing fruit: as 23 digital terrestrial transmitters are being shipped towards India. Once these digital transmitters are “operationalized” and once they are incorporated into the TV environment of India, with proper Jinkages and business models, there is every likelihood of a total paradigm shift. in the cities covered by this new digital terestrial transinission Facility, imost people would Mock to watch TV programmes being ‘streamed’ on to their mobile hand-sets or tablets, if they are attractive, as they 20 about with their busy lives. This has happened all over the world andl there is uo reason why it should not happen here. But then, we need more than 23 trastnitters, even thotigh each of them can cany 8 10.9 SDTV channels, ie, Standard Definition, which is what is inaieay in vogue in India. In fact, for digital terrestrial technology (DTT), one would not need so many transmitters and only 6630 would do against the present 1415, analogue transmitters. Each analogue channel that operates now for one transmission could give way fo $ or 9 SD ehiannels after digitization! Or, if ‘Once these digital transmitters are “operationalized” and once they are incomporated into the TV environment of india, with proper linkages and business models, there is every likelihoad of a total paradigm shift. In the cities covered by ‘this new digital terrestrial ‘Transmission facility, most people would flock to watch ‘TVarogrammes being ‘streamed’ on to their mobile hand-sets or tablets, if they are attractive, as they go We go for High Definition (HD), we Tien of one could have 2 channels smialoaiie. Prasar Bharat open twoadcasters: aller guarding its own interests, a8 content matters more than carriage. But the terms and conditions have tobe totaly transparent ane make econvemie sense 10 PB and the people, [this works out, then one would soonbeseeing one’s favourite channels (ot necessarily DDD) on the mobile, tab lt o laptop as a young and vibrant India is always on themove, alwaysontherun, With these gadgets’ as their ‘essential survival kit’. The shift everywhere tas been in favour of digital temestrial TTY, but where isthe fimding? DIT is only one of the many modemisation programmes that Government, the Planning Commission, the Min istry taken up; it % isrequired. If we 20 by the resources made available in the 11th and 12th Plans, it would lake about 60 years or tore to reach the 630rd mumber of DTT. Though the annual Capitat Plan Funds for technology development may 20 up from Rs, 230 crores in the Lith Plan to approvsimately Rs, 339-350 crores por ‘year inthe 12th Pla Gif zo by the trend Wireless and mobile technology will go up because more and more people are on the move all the time. Hence, reaching them through mobile broadcasting is where the key Iles: notin expecting ‘the TV viewers from running around to see the nearest fixed point TV or get to the \\_ fixed table-top computer. of ist two years) and this may appear fo be a quantum jump, but it really means little where a larze county like Indiai sconcemed. Frankly, many large nublic sector Workshops of other large single installations spend such more per year in just reptacing their sp ares. This also means tat during the 11th Plan, the nation spent Jess than Rs.3 per citizen for its own Public Service Broadeaster: that brings the ‘idea of India’ logether. Can we forget the role of Vividh Bharti in emotionally uniting India or the far-flung stations parched on icy slopes like Karail or deep in the forested areas that tink this vast nation, So what do we d for 60 years to digitize transmitters or speed up the Plan-funding process to (say) 20-25 years (as if technology will wail forusto find finds) or pretend that “all is well" or just give up, in nutrition > ‘Where Prasir Bharati is concemied, we may decide to cut down the digitization programme of temestrial Lransmitters from the requirement of 630 (let some continue of aalogue mode if funds are scarce now) and cover only $0% to 60% of India's geographical area, that has clense turban population, with some 350 t0 400 digital transmitters. India. has decided on the latest DVB T2 (Digital ‘Video Broadcasting, i.e. Terrestrial Transmission, 2nd Generation), and these 350-400 would require approximately Rs.3006 crores for digitization, though exact calculations are yet to be worked out. ‘The entire {ech uparadation could be done withthe required speed if ths fund is available into years, without glitehes, and put intoa Technology Development Fund, rather thant approaching a phalanx of Ministry officials for each tranche. Prasar Bharati can also earn extra revenue and enrich this Tech Fund, ‘as We feel that benefits of digitization cca only be reaped, only white the iron ishot and India istaken by stom. Like antibiotics the dosage has to be adequate andl takers in one time-bound matter, not one capsule a month] Obviously. the Tech Fund and its operation Would be with a High Level ‘Technology Committee, with reputed ‘outside experts also, certainly not with non-technical officersor the CEO. And, for toual transparency, we stiggest a ‘Cone trent Audit Committee with the best available professionals be set up. ‘There is no doubt that wireless technology isthe one which betongsto thenear future. We have an assured 660 million activated mobile phone users ‘and 850 million+ ‘subseribers' (Wwhict includes ‘tablets") against some 31 trillion land fines. Wireless and mobile technology will go up because more ‘and more people ate on the move all thetime. Hence, reaching them through mobile broadcasting is where the key Jigs: notin expecting the TV viewers to run arouneltothenearest fixed point TV ‘oF get fo the fixed table-top computer, to see. Their programmes. Frankly, I fel that just like we moved a\vay from the rnammoth roorn-size computers of sand 60s (which ehnumed so litte data) to the personal computer (PC) tat became smaller and sleeker in the 80s, 905 anid thereafter, we will move fromthe ‘fixed point TV and computer” at home and in office to the mobile TV amd computer. These are already available on hand-held tablets and Jptopsand i this logic holds good, the ‘streaming’ of TV services onio mobile sets has tobe done forthwith. We have been told that this cannot be expected to be successful through the existing telecom band-width, which some advanced broadcasters are relying on through their special applications (apps). Any maior (raftic would simply make it unworkable, because once mimbers piek up, the services Would get considerably "jammed" or uffered. It is only broadcasting spectrum that can solve this “TV on mobile’ problem and Doordarshan has within its foldlundreds oftrnsenitters Itlsonly broadcasting >) spectrum that can solve this ‘TV on mobile’ problem and Doordarshan has within its fold hundreds of transmitters that are waiting to go digital and ‘stream’ broadcasting into mobilesets and tablets. that are waiting to go digital and “streamn’ broadeasting into mobile sets ‘and tablets, jt that as if one is placing ily figures or rhetoric: it is simply Uuat figures are knocking on our doors, crying for some attention! If wellet this option slip past us, a zolden opportunity to digitise terrestrial transmitters will be lost, In the last part of the last century and in the first part of present century, India had the option fo convert its Public Service Broadcaster trom terrestrial mode to an ‘only satelite’ form of transmission. But this could have exclnded the ‘masses and the poorest from availing YOIANA July 2013of free lo air transmission, Again, there-was a choice here: govemnent could have subsidized (ever the United ‘States ind oller maj or western ations do ‘subsidize’ their Publie Service Broadcasters) by offering free set-top boxes to the really poor. In hindsight, some feel that this nay have cost less than the expansion. and replacernent of terrestrial wransinission, as well as theire ostly operation anid maintenance n different corners of India. But this is onty mi opinion which has not been tested filly. Doordarshan can revolutionise its eiganitic transmitters network through vigorous time-bound digitization: provided the firs trials succeed andl one assured flush of furnding is available. ‘Government recently set up an Expert Committee on Prasar Bharati under ‘Shri Sam Pitroda to examine the best iptions available oft every issue, The Committee and its discourse: has Jed toa lot of chuming of thoughts n the public domain and with the organisation: it has opened up new vistas and possibilities. One idea that ccameup during discussions just an idea (From defence to space; from telephony and mobiles to wireless services for the police and security forces from audio transmission to FM radio; from television to: the walkie talkie: spectrum is indemand, more and more. soar) is that Prasar‘Bharati could even think in terms of “forward planning” of monetizing “future receivables’ This Line suggests that we plan for immediate or systematic monetization of those transmitters and properties that would soon be redundant and shut down after digitization. Prasar Bharati could liquify these assets to fund the digital modernization of these chosen 350-400 or even 630 transmitters. This is only @ preliminary idea, and would require very careful calculation as Wells total ransparency, toavoid any possib le controversy. Inwouldneed the complete involvement of all sections YOIANA July 2083 of the organization, bu this possibility exists: if government is willing to Jock at it seriously, as most properties belongto te “Union of India’. ILneeds vision and strength to move itforward by all the players. ‘There is another possibilty, which the USA and certain other advanced countries have gone in for, andl this is a national policy on utilization of one of the world’s most valuable resources: ‘spectrum’. Since this has been allocated by the Weel Frequency Plan, fixed by the International ‘Telecommunication Union (Geneva) through Regulations, each ‘country is duty bound to make the optimum use of its spestim for the 40 plus types of users and contesting claimants, From defence to space: fromtetephoniy and mobilesto wireless services for the police and security forces; from audio transeaission to FM radio: from television to the walkie talkie: spectrum is in demand, more and more. By going digital, India could save a fot of spectrum, but how is io be implanented? The problem Jies in the existing inastracture that is located and fixed against spectrum of different banud-width over the allocated range. To re-farm arid compressthemt Within a defined corupact band-wih is ‘not impossible: itis just a stupendous task, and one that calls for a solid dose of funding. A.tnajor Ministry in the Government of India has received several thousand crores of rupees to ‘vacate precious spectrum: so wlay not MIB and Prosar Bharati also, in the ‘greater national interest? ‘The solution lies in imaginatively thinking through all the options, ‘The United States spent nearly USS 2 billion (over Rs: 11,000 crores) in distributing vouchers to its citizens, so that spectrum could be saved and sold at much higher prices. Several ‘ther countries have followed sch ‘ngjor financing rottes forthe greater good. The deliberations of the Sam Pitroda Committee on Prasar Bharati also appear to be moving in this direction, although itisyet to fonrusate the final suacestions. This isthe fist ‘crossroad’, where we stand today, and if there is @ postive decision in this, Prasar Bharati could also goin foc out of the box solutions for a national FM network, on similar fines. No one listensto Shor Wave and very few hear Medium Wave: even receiver sets are nnotavailable, Sowhy are we expanding or replacing SW or MW2 FM reaches millions through mobiles and car radios, but it fas a limited range for each channel and needs tmge numbers of channels, co-channels, network and transmitters for ensuring that all radio services of AIR, ie. Primary channels and Vividh Bharati (that are inostly on MW) are also available on FM for simultaneous transmission: $0 that milion can get to listen. There are other crossroads as well where India's public service broadcaster and (The Unitedstates >) spent nearly US$ 2.billion over Rs.11,000 crores) in distributing vouchers to its citizens, so that spectrum could be saved and sold at much higher prices..The deliberations of the Sam Pitroda Committee on Prasar Bharati also appear to be movingin this direction, although its yet to formulate the final suggestions. This is the first ‘crossroad, where we k stand tod: its infrastmuctural issues and great opportunities are concerted. But let us first solve the immediate question of digitization of terrestrial transmission of TV services; Each crossroad offers a route forward: it ean permit leap-frogging to thierestless pro-changers anditalso has the in-built ternptation or danger to get deflected to the left or to the right, by just arguing ourheads off, as we aften do. Or, wecould alsomove backwards, aswe have done at times, So, having placed all the eards on the table, in excreise of the ‘atatonemy of thought” (a la Sam Pitroda), let us see which direction i Finally taken by India, Ol (Emails sirears@amedlcom) 9besi see L UP Clite w Oe AE (ere) tey-teU PSB:Wholesome Entertainment-Education Transmedia Storytelling Audiences, in general, find E-E to be highly engaging, and E-E campaigns, as evidenced by the growing body of literature have proven to be effective for raising awareness and knowledge, changing individual attitudes and behaviors, and creating conditions to change social and cultural norms UBLIC BROAD- CASTING systems all over the world face on existential crisis, caught in the dialectical vortex of serving the public and private good an agenda-setter amd democra through technologies of broade: andi arrowcasting, while implemen programming that entertains and Gri Public Broadcasting Corporation it the US., the Kenyan Broadcasting ‘Comoration in Kenya, or the Prasar Bharati Corporation of India, public broadcasters must question their ‘mean nig and purpose in a world run arsue ky bitsand bytes big sereers and Irandhvetds, tectnological convergence and constimplive fragmentation Digitization, privatizat globalization, localizat ‘customization, democratization, are all here. And, to stay! Amidst this cacophony of intersecting: purposes and interests, ped by converging technology, ‘expanding connectivity, and consumer fragmentation, no one roadmap exists for public broadeasters to follow, ‘The media and audience-scape in the present 21" century fs a system far too complex for public broadcasters to engineer and orchestrate, There are fartoommany moving parts, closely and Jose ly coupled, orderly and chaotic and both indifferent and sensitive to Arvind Singhal big and small shifts in technology, policy, and global and local exigencies, Fusther, historical cultural, social, aud political forces exert influence, direct and indirect. “Thescienceof complexity wouldtell us that when systems are characterized by rmultiple, interrelated underlying connections and causes, higher order outcomes accrue not by massive rachine-like engineering, butrather by charting a steady course, guided by few minimal specifications (Singhal, 2008; Lacayo, Obregon, & Singhal, 2008) Im biological and tatural systems, we observe many such manifestations of highly complex behavior guided by simple niles-— as in flocking of binds, shoaling of fish, swarming of insects, orherding of animals, Birds and fish engage in comples swirling maneuvers by following a few simple rules: maintain equal distance: with neighbours, steering in the general direction of where the mass is movin. ‘rom these simple rules, order ermerges: in 4 complex environment, allowing for adaptation, selfscorrection, sid ‘mvard action. Inrethinking purpose in a complex world, public broadcasters in the 21* century, | would argue, need only’ focus fon a few beacons, [n this article, I discuss one such guiding beacen: a striving for Wholesome Enieriainment- Edication Transmedia Storstelling In so doing, public broadcasting “Theautheris Professor of Communication wid Ditertor of the Socal Justice niGalive at University of Texas, US. Heis We firs recipient of the Everett M. Rogers Award for Outstanding Contributions to Entertainmicnt-Edacation, Norman Lear Center al the Universt Southem California. 10 YOJANA July 2013systems can lead from the front, while continually adapting and self correcting on the unfolding path. Allow meto say more about what mean by "Wholesorne Entertainmint- Education” and “Transmedia Storytelling,” and let me illustrate with examples Hentenainment- education" as a purposive ‘communication strategy Is a relatively mew concept in thatits conscious usein radio, television, popular music, films, and interactive digital media has received! attention only in the past few decades. 7 Wholesome Enfertalnment Education Strategy The idea of seamlessly integrating entatuainment with elucation goes as far backirthumarhistory asthetimelessart of storytelling, For millennia, music, dramna, dance, andfolkmediatave been used in every society for recreation, devotion, reformation, and instruction, However, mnent-educati sa purposive comrrumication strategy is a relatively new concept in that its conscious use in radio, television, popular music, films, and interactive digital medin has received alterition only in the past few decades, (Singhal, 2013a; Singhal, Cody, Rogers, & Sabido, 2004: Singhal & Rogers, L999: Wang & Singhal, 2009, Lacayo & Singhal, 2008), Initsinitial decades, enterdaimmnent- education (-E) was broadly defined a5 “the process of purposely design and implementing a media message both to entertain and educate, in order to increase audience menbe knowledge about educational issues, create favorable attitudes, shift social hors, and change overt behavior” (Singhal, Cody, Rogers, & Sabido, 2004. p. St also see Singhal & Rogers, 1999, p. 9). However, in recent years, with the exponential growth in the development and YOIANA July 2083 popularity of digital interactive entertainment, Wang and Singhal (2009) proposed a reformulation “Entertainment-education is @ theory-based communication strategy for purposefully embedding educational and social issues in the creation, production, processing, and dissemination process of an entertainment program, in order to achieve desired individual, ‘community, institutional, and societal changes among the intended media ‘user populations” (pp. 272-273), radio, the most. well-known E-E application occurred in 1951, when BBC began broadcasting The Archers, 4 British radio soap opera that carried educational messages about azricultural development, As the world’s longest running radio Soap opera, The Archers continties 10 be broadcast to this date, addressing contemporary issues such as HIV! AIDS prevention and environmental conservation. In television, E-E was discovered more-or-less by accident in Peru in 1969, when the (elevision soap «pera ‘Simplemente Marka (Sinaply Maria) ‘was broadcast (Singhal, Obregon, & Rogers, 1994), The main character, Miria, a migrant to the capital city, ‘worked during the day-as a maid. and ‘enrolled in adult literacy classes in the evening. She climbed the socio- economic ladder of success through her hart work, strone motivation, and Inter developed seamstress skills with a Singer sewing machine. Stmptemente Maria attracted record andience ratings, and the sale ‘of Singer sewing machines boomed in Pent. Sodid the number of young girls enrolling in adult literacy and sewing classes. When Simplemente Marla swas broadcast in other Latin American nations, similar effects happened, ‘Andience identification with Maria was strong, especially among poor, working-class women, who looked at Maria as "Cinderella-type” role model for upward social mobility Such Cinderella-ike characters have inspired global television audiences through the decades, including long- running serial dramas such as Bedy Ta Fea (“Ugly Betty") and their Indian incamations like Jassi Jaisee Kol Nahin (There is No One Quite Like Jassi”), Inspired by the auslience success and the unintentional educational ellects of Simplemente Maria, the entertainment-education strategy was systematized and codified for use in long-ruming serial dramas. Instrumental in this codification was the pioneering work of Miguel Sabido, a television Writer-producer- direetorin Mexico, who developed and broadcast series of fong-ninsing E-E soap operas, to motivate enrotiment in adult literacy classes, encourage the adoption of family planing, and promote gender equality. These programs were also commercial hits for Televisa, the Mexican television network, demonstrating that public ad private good. the soeial and the commercial, need not be at odds with nie another (Nariman, 1993), ‘Such Ginderelta-tike > characters have inspired global television audiences through the decades, including long-running serial dramas such as Betty La Fea ("Ugly Betty”) and their Indian incarnations like Jassi Jalsee Koi Nahin ("There is No ‘One Quite Like Jassi") The Sabido production method snowballed globally, inspiring the evelopnient of television soap operas such as Hum Log (We People), radio soap operas such as TWwende Na Waka (Let's Go with the Times) in Tarzana, and the use of rock music campaigns in Mexico and Nigeria (Singhal & Rogers, 1999}, Since the mid 1980s, E-E has continued to expand at @ rapid rate (Singhal, Wang. & Rogers, ut2013), In the past three decades, the EE strategy has spread to thousands of global projects, spurred by: the effarts of dozens of global and Local organizations (sce video htip:/vinneo. com/'65829767) A notable distinguishing feature E-E programs compared to most of Amajority of E-E interventions from mid~ 1980s to early 2000s focused ‘onmessage design and delivery to close gaps in KAP (knowledge, attitude, and practice) and to orchestrate individual and behavioral cognitive change mechanisrns through parasocial interaction, te modeling, self-efficacy, celebrity identification, and ‘the mediation of interpersonal communication (Singhal & Rogers, 2002). ee le purely entertainment programming is its unflinching atterition to formative andsununative research. A majority of EXE interventions fom mid-1980s to carly 2000s focused on messagedesign und delivery to close gaps in KAP (knowledge, attitude, and practice) and toorchestrate individual and behavioral cognitive change mechanismsthrough parasocial interaction, role modeling, self-efficacy, celebrity identification, and the mediation of interpersonal communication (Singhal & Rogers, 2002). Audiences, in general, find EE to be highly’ engaging, and E-E campaigns, ag evidenced by the 1g body of literature have awareness and knowledge, changing indiviclualatitudes and behaviors, andl creating conditions to change se and cultural norms. (Singh: : Rogers, & Sabido, 2004; & Rogers, 1999; Singhal, Wang, & Rogers, 2013), 12 ‘Sond City: An Ong oing, Multi-Media ECE Programm In South Africa To better understand the role of E-E in large-scale, national-level communication campaigns, Let us consider the case of the Soul City Institute of Health. and Development ‘Communication irr South Affiea, an institution regarded as.an international leader in E-E (Lacayo & Singhal, 2008), The Soul City multimedia platform reaches 16 inillion South Africans regularly, influencing. their norms, attitudes, and behaviors on a ‘wide range of health and social topics. Its two flagship series are Souf City amd Soul Briddyz, each containing @ television series, acomresponding radio drama - broadcast in nine of South Africa's 11 official languages-ns well as glossy print material, including ‘comic books, life skills materials, and workbooks. Soul City uses an exhaustive research process to create highly compelling storylines. For each of its series, Soul City chooses to prioritize three or four healthy and development issues to address, and des consultations with experts, civil society groups, medical doctors, and seholars, Scriptsare developed snd pre-tested for their entertainment and ‘educational value, clearing the way for production, broadcast, and distribution ‘of multimedia materials, A case in point is the Fourth Sout City television series in whictia well- respected character, Thabang, a school teacher, routinely inflicts physical, verbal, and emitional violence on his ‘wife, Matlokala (Usdin et al, 2004, Matlekala's mother advises her to bekezela, that is, endure the abuse ‘giver it was primarily awomnan’ss duty Lomiake a marriage work, ‘Thabana’s father agreed, emphasizing that as per {radition 9 husband must diseipline his wife. When Matlakala’s beatings got worse, she learnt about South Africa's new Domestic Violence Act, and served Thabana.a protection onder. Matfakala's father, speaking on vchalf llectrve Fet-Banving in the South Affican £-F Drama Soul City 0 Sop ‘Domestic Valence. of his abused dauighter, and thereby modeling a new paternal belrayior, coplicitly urged the neighbors to not be “silent colluders,” but rather to intervene. As the story unfolded, and whet) in ari episode Thabane began (o beat Matlakala, her neighbors, collectively, stood outside ‘Thabang’s house beating their pots and pans, The Joud noise of dozens of pots and pans seat a clear message to Thabane that the community disapproved of his actions, and an assurance to Matlakala that her neighbors cared about her (Gee video itip:/wwwyoutube com! Watcli=A gR3aUJulgMQ) This pol-banging episode, which camed one of the highest audience ratings in South Africa in 1999, demonstrated the importance of creatively mosteling callective eficacy in order to energize neighbors. who, for social and cultural reasons. fell previously inefficactous. By watching the neighbors collectively act against amabnser on sercen, viewers learnt and practiced new ways to break the cycle of spousal abuse CUsdin et al, 2004), Pot banging lo stop partner abuse was “This pot-banging episode, which eamed one of the highest audience ratings in South Africain 1999, demonstrated the importance of creatively modeling collective efficacy in order to energize neighbors, who, for social ‘and cultural reasons, felt previously inefficacious YOIANA. July 2013reported in several cornmnunities in South Aftica (including in Shaye itt ‘Township, Cape Town). Patrons, of a local pub in Then bisa Township in South Africa self-organized toreinwvent the new collectiveaction they learned. Together. they banged bottles in the bar when a man physically abused his sirlftiend (Singhal, 2010). imagine whata Baliko ‘Badhu-type program could do for public good if meticulously guided by cutting-edge, asset-based! formative research, and Ttransmedia storytelling extensions. 4 Jn sunt, T advocate for public broadcasters to foews on the creation of wholesome, socially-relevant. ‘entertaining and educational programs like Seuil Cty. Such programe should not be treated as one-off, but should be ongoing, as Son! City’ has been for the past two deeades. They should be based or research, tackle new and pressing social tssues, and build a healthy brand of wholesome programming. On Indian television, Iighly-rated long-running programs such as Belika Badia (Child Bride"), broadcast on Colors TV since 2008, and now past its T3004 episode, represents a glitzy exampleof this promise. Imagine what a Balika Badlu-type program could do forpublic 200d if meticulously guided by cutting-edge, asset-based formative research, and trinsmedia storytelling estensions, Turbochargine Entertainment. Education with Positive Deviance Research One newly-codified formative research approach that trolds oreat promise of integration with E-E is the asset-based Pasitive Deviance approach to social change (Singhal, 2013b, 2010; Singhal, Buscell, & Lindberg, 2010: Singhal & Dua, 2009) that enables communities to YOIANA July 2083 thebest practice ane local wisdom they alreadly have, and then to act on it, PD isanassets-brased approach, identifying ‘what's going right in a community i order to amplify it. as opposed to focusing on what's going wrong itt a community and fixing Inthe summer 2012, ineollaboration with a dozen field researchers, I led a formative research inquiry guided by the Positive Deviance approach. ‘Our purpose was to provide data- driven inputs to the design of an ‘entertainment-education program whose purpose is to promote small famity size, emphasizing delay of first child and spacing between chifdren countering the preference for male children, and encouraging, adoption of ‘contraceptive methods Instead of gathering deficit-based data, our research was guided by asset-based sensibilities: Here there dncivichals, couples or health workers who hia foune better family planning solutions than most of their peers withoutaccess to ai extraresources? Uso, what did they do? By analyzing archival data and key informant interviews we identified several positive deviants, What were they doing that resulted in highly sccessfl outcomes? ‘Onerespondent, a married woman, significantly reduced the risk of breanancy by closely trackit menstrual eycle and avoiding sex the days she was likely to conceive. During these*i0, no days” she employed variety of excuses to avoid penetrative intercourse, She would tell her husband: "I am Keeping a fast fora few days for-your health.” On her “yes, yes days” she coyly noted: “I 20 out of my way to pleaseh ‘While most married wounen in this setting would be tunable to negotiate r positive deviant had found a curturally-appropriate: way to reduce the risk of preanancy. Aller all, how could 2 husband ovemule his Wwife’s sacred fast—one undertaken for his sake! We also met a health worker Who employed certain uncommon prictices that yielded high rates of inate vasectony, When he organized vaseetomty camps in rural areas, several men who previously had agreed to a vasectomy, either did not show up on theappointed day, orhesitatedfo bethe firt to unidergo the procedure, Their dilly dally ing negatively impacted other participants’ motivations, and many’ assembled men would dissipate to the chagrin of camp organizers. To overcome this problem, our health worker arranged for a few men, who were highly-convinced vasectomy seekers, to stride pin oper view of other men—and demand that they be the first to undergo the procedure, Postprocedure, they were purposely urged to stride ott Hike @ stallion, boasting about the ease and pairtess nature of the vasectomy. Such purposive planning and orchestration of vasectomy prospects by the health worker delivered significantly better vasectomy completion rates, in ‘conyparison to his peers. / Instead of gathering deficlt-based data, our research was guided by asset- based sensibilities: Were there individuals, couples, or health workers who had found better farnily planning solutions than most of their peers without access to any extra resources? Ifs0, what did they do? While most health warkers would strug their shoulders when vasectomy prospects walked away, the PD health worker had lit upon an effective ‘practice: present other men in full view of others as social proof ‘The important point here és that the fasting strategy of the married woman and the purposive social proof practice of the health worker 13represent exceptional, non-normal notions, These practices were discovered hecause we actively sought to find the statistical outliers, the positive deviants. In seeking the exceptional among. the ordinary and Ue improbable among the probable, formative researchers who aid the design of EE programs can uncover solutions that cost fittle and are mnore inclusive, adaptable and culturally appropriate. ‘That is, incorporation of PD sensibilities cara help turbocharge the practice of E-E, In secking the exceptional ‘among the ordinary and ‘the improbable among ‘the probable, formative researchers who aid the design of E-E programs can uncover solutions that cost little and are more inclusive, adoptable and culturally appropriate. - Next, 1 discuss how public lwoadcasters may further entiance the power of wholesorne entertainment- edhication programming by strategically incorporating transmedia storytelling extensions, ‘Transmedia Storytelling With increased digitization, expanding mobile and web connectivity, and the proliferation of social media platforms such as Facebook and Twitter, the reach and impact of entertainment-education programs can be enhanced multiple times through transmedia storytelling extensions (Singhal, Wang, & Rogers, 2013). Transmedia, or cross-media, storytelling is a strategically designed process where elements of a narrative are strategically designed and implemented across different communication platforms to create a coherent entertainment experience Wavidson et al., 2010; Jenkins, 2007; Singhal, Wang. & Rogers. i 2013), Each communication platform caries the story independently but the interwoven tapestry makes @ richer whole, deepening the audience members" relationship with the characters, the plotfines. and the issues ‘Transinedia storytelling would not have been possible without di miniaturization, and convergence of media technologies and participatory audience culture Tenkins, 2006). ‘The mindset behind transmedia storytelling is centered on experimentation, co-creation, and collective action (Singhal, Wang. & Rogers, 2013). Compared to single medium campaigns, transmedia storytelling is open-ended, exploratory, fnon-Hineat, and fun! An exampie of transmedia storytelling is: The ‘Mair ic ranchise where key bits of the ‘overaiching storyline were conveyed throu gh the trilogy movies, a series of animated shorts, two comic book story collections, and video game (Genk ins, 2006} Such a rmulk-platform storytelling format offers audience 5 of eulry and ongoing ‘There have beers mumicrous effective Aransmedia examples in recent years, including EVOKE (urgentevoke com), ‘a 10-week crash course in changinz the world, that uses @ graphic novel as the anchoring text to present a weekly global crisis. Participating players learn skills like creativity, collaboration, entreprencurship, and saistainability to tackle complex social problems stich as hunger, poverty, dependence on fossil fuels, and access to clean water, Within a week of its Jaume in 2010, EVOKE attracted 8.900 students in 120 counties. Participants are encouraged to come up inmov: solutions to urgent problems, report on their activities through blogs and Videos, and at the end of the course sel themselves up to carry out an actionable project in the real world with others, EVOKE was awarded the #1 Social Impact Game by Games for Change in 2010, Each communication platform carries the story independently but the Interwoven tapestry makes a richer whole, deepening the audience members’ ‘relationship with the characters, the plotlines, ‘andthe Issues. East Los High: A Wholesome Entertainment-Education Transmedia Storytelling Project An exemplary and wholesome entertainment-education transmedia storytelling project is Hast Lox High (ELEY (casthoshigh corn), 24-cpisode Internet web series targeted at Latino and Latina youth, the fastest growing demographic segment in the United States. ELH began streaming the first week of June, 2013 on Hulu, a web- based platforin available in the U.S. that offers advertiser-supported, on- demand streaming video of popular television shows, movies, trailers. and behind-the-scenes footage (see video http://www.youtube.com/ wateh?v=PD3b0KqaBSa), With an all Latino and Latina east, Bi was designed through an extensive process of formative research, including incorporation of positive deviance sensibilities, Scripted by Latino and Latina writers, ELA and was completely shot in East Los Angeles, Where the fictional storyline unfolds Thee ich Tapestry of Bast Loe High Trarsnedie Soryteding Bxteusions with sckable Links for Deeper Audience Engagement YOJANA. July 2013in the East Los High School (httpy// losangeles.cbstocal.conv2013/06°09/ executive-producer-ofeast-los-high- discusses-show), Over three years in development ELH is the brainchild of Katie Elmore Mota, wlto served as the show's executive producer, and who forged a unique collaboration between Population Media Center, the Vermont-based international non-profit that excels in E-E; The Alchesnists Transmedia Storytelling Compeny in Heliy»sood, and various ‘other national, state, cond city-based pariners like Legacy LA; Advocates for Youih; National Latina Initiative, Girls, Ine; National Latina Institute for Reproductive Healtty; Planned Parenthood Federation of America; National Campaigns to Prevent ‘Teen & Unplanned Pregnancy: California Latinas for Reproductive Justice: and others. Acursory analysis of >) the audience chatter on its socal media sites suggests that ELH audience members tove the characters, Identify with thelr dilemmas and portrayed circumstances, and involved viewers are consuming the rich tapestry of transmediia extensions, cach building om the other a ELH’s purpose is to inform, educates, motivate and inspire positive behavioral changes among Latiio and Latina youth around reproductive health, sexuality, and life decisions. A screen shot of the eastloshigh. com website provides a peep into the rich and varied tapestry of His lransmedia extensions, toolsets, and offetioots After watching @ 30-minute episode of ELH, a viewer is guided YOIANA July 2083 to the E£H-website, where in the top row, they san browse and. post ‘on the show's Facebook site, Follow its Twitter feed, blog on its Tumblr site, and view and post pictures tHirough Instagram. th the bottom row, audience members can click to watch ELH episodes, see the latest photos from the ELIF shoot, read the BLH’s Siren Newspaper, and meet the LH cast, following their facebook pages, behind-the scenes musings and dilemmas, and video logs. Further, one of the show"s characters, Paulie (center of screen) hhosts a video cohunin called “Ask Pauli¢ about Sex and Dating” where he mixes humour with wise counsel, and directs viewers to multiple widgets where they ean talk to a sex ‘counselor in a secure and anony mous Planned Parenthood site, or find out about emergency contraception, Above Paulie’s column, viewers can click on links to waich video extensions of the storyline, download its music, lear dance steps and post their dance videos. see the healthy recipes of compiled by the character, Maya, and do a deep dive into locally sd nationally -availableresources for teens. Atthe very bottom left comer, audience members can elickto find a local clinic, make an appointment for consultation about contraception, or discuss an abortion, Streaming for about a week at the time of writing this article, ELH is ome of the most watched Hulu programs at the present time as per a Huffington Post article (see tittp:/) www: huffingtonpost.com/2013/06/06/ -east-Hos-high-tulu_n_$395762.html), A cursory analysis of the audience chatter on its social media sit ‘suggests that ELH audience members: lovethe characters. identify with their dilemmas and portrayed circumstances, and involved Viewers are consuming the rich tapestry of transmedia extensions, each building on the other (see http;//sww.thevide oink, com/reviews/ulu-exclusive-seri east-los-high-is-generational-gem/ UbaxNeesjms). It will be several months before the summative evaluation results of the ELI project will become available (the present author is co- leading this investigation with Dr, Hua: (Helen) Wang of University of Bulfalo), but there is little doubt that ELM is rewriting what is programmatically possible in the 21" century, It knits together the social and the commercial, the public and the private, and the digital and the real. Simply put, EXif breaks wew cuthere is little doubt that ELH Is rewriting what Is programmatically possible inthe 21" century. It knits together the social and the commercial, the public and the private, and the digital and the real. Simply. put, ELH breaks new ground linits strategic conception of transmedia storytelling, both in terms of width K ‘and depth. y rou in its strategic conception of teansmedia storytelling, both in terms of width and depth, It meets audience members on different platforms ia their space (real and virlual) and on their time. It connects wholesome, research based entertainment- education fare with ground-based service delivery, building @ social imoveiment where ideas, interests, and aspirations converge. Robust and wholesome eatertainment-edueational programs like East Los High provide a guiding beacon for public broadcasters of the world. Ina fast-changing, dynamic, and comiples world of public broadcasting, one oly needs task: Which way’ is worth? Qo (mail + arvindsinghex@gmailcom) isPRASAR BHARATI-AUTONOMY P= Why a Public Broadcaster and Communications Policy India needs and must demand a vibrant new commun ications policy in which true autonomy for PB is embedded ANY ARE critical of thetoneand coverage of 24x7 commercial Uvroadeasting butlack, any understanding of and therefore see no Virtue in public service broadcaster like Prasar Bharati. ‘The notion, powerfilly held by all too many, the establishment included, is that since Prasar Bharati (PB) is funded by the government it must dance (o its tune. This is a complete fallacy. Parliament, the superior eotts, the CBC, CAG, UPSC, funded from the bude ‘not follow that they are therefore or should be hrandmaidens of the Union ‘government. Prasar Bharat, by state, isnot acreature ofthe ISB Ministry. tis statutority an autonomousbody, funded by the exchequer and responsible 10 Parliament. Nehru promised autonomy to AIR in 1948 on the BBC model but broadcasting remained chained to the govemment, Government at that, Bharati Act was enacted in £990, though only. brought into force with amendments in 1997 following the landmark Ainvaves Judgement of the Supreme Court. This held that the ‘lectro-magnetic spectrum. a finite natural resource, could be regulated BG Verghese by the government but could not be monopolised by it. However the very Act was deficient and, having enacted ‘it. the Government, Parliament and staf? of PB scuttled it with silent public approval. The entite structure of PB was goverimentalized, The CEO is drawn from the Government as are the key Directors of Finanice and Person ‘The provision for transferring AIR! DD personnel from the ranks of the ‘government to that of the Corporation has not been implemented. Most recently DD was promised ‘ews autonomy for two hours a day from Sto 10p.m. Independent anchors Were tecnuited from outside, Things started looking up. ‘The whole purpose of public the shackles of the advertiser without reducing itto being His Master’s Voice. Comnimercial broadeasting depends on reveanies from high spend advertisers and socalerstotheirtastes and interests to win TRP ratings, itself a flawed system. The dal-chawal aan dni is hardly'a"constumer* in the advertiser's calculus and s0 his or her concerns scarcely matter as a priority, In short, while every consumer is a citizen, every citizen is not @ “consumer”. Maybe 60 percent or more of all 16 thor is Magsaysay Award winnee, former Information Advicer to PM, Columnist author and Fellow, Centre for Policy Research, He has served on Commitee fox Autonomy Of ATR/Doordarshan. YOJANA. July 2013viewers are niot “consumers whose niceds. for basis news (ot endless partisan commentary), education and empowerment are therefore inadequately catered to ‘This isthe measure of the yawning. social gap that has remained iflled while the chattering classes are fed on scandals, gossip, “paid news ‘The Radia rapes and IPL. scandal are part of the Joop. This isnot to dery the existence of good comunercia! broadcasters and programing. Butp roviding*service™ tothe” public” must be the paramount and not an incidental concem. Another factor that must not be lost sight of is the growing power of the media and. especially, the broadcast media consequent to the communications revolution. We now live in an instant, global village Everything is made Known in rea time lw create virtual reality, Competition and ratings dietate being first with the rews, hence the premium ot) “breking news", often short on fact and perspective but spiced with subjective commentary ual often distorts reality or prejudaes outeornes by denying or defying due process. These are dangerous trends and vie with matel-fixing, Sociat mesliahas added tothe welter of noise. It is instant, ubiquitous and mulonomous but, not being "mediated", represents moods or tens though not evaluated facts, It is also subject to manipulation by peer pressure divorced from reason. ‘This is 0 belittle social media bu to put perspective. ‘The communications revolution has iransformed the media from being the Fourth Estate to the First Estate ~ the purveyor of the first information report and agenda setting for decision makers, markets and ordinary people, This milicu requires for a public service broadeaster and independent media, subject to asensibfe regulatory framework: Rights go with responsibilities as Article 19 (2) YOIANA July 2083 derdines. SelPregulation is 200d but root sufficient, just-as much as carefial driving is no substitute for good brakes iva powerfully-engined ear, The debate on public se broadcasting has been thoroughly ‘undermined by a failure to understand \whal itis about. Indeed, the importance of coumunications is not understood either, notwithstanding ip service to “Salyameve Jayate” ( The communications revolution has transformed themedia from being the Fourth Estate to the First Estate - the purveyor of the first information report and agenda setting for decision makers, markets and \__ ordinary people, ‘Our classification, archival and cartographic policy and philosophy of official secrecy is an abomination and fans Kept the country illiterate and dangerously dependent on foreign souirces. School books do not carry accurate maps. To get out of this rut and mark the way ahead, the country would be well advised to set up a high poweted National Commission on ‘Communications Policy en the model of the US Hutchins Commission in the 1950s and UNESCO's McBride Commission in the late 1970s, Things have changed since then, ‘Communication and the media are central to everything, Information has to combat disinformation, and eyber ‘war and terror are new scourges that must be overcome. moving with the times : A must PB can carn money in several ways in order to reduce its subvention from the exchequer. The oversized enginecring and transmission wing could behived off into an independent profit centre as a PB Transmi: private channels, corporate houses, the Defence Ministry and others The RED wing should similarly be an independent research and inarketing unit. Few recall DD's unique contribution in promoting direct home broadcasting for the first time worldwide during the SITE, experiment in 1976-77 in collaboration ‘with ISRO through improvised set-top boxes. Licence fees should be charged ona one time basis at the source of purchase and broadcast services should be paid for by users in Government or otherwise in the same manner as all other service providers are compensated for supplying water, electricity, telephone connections and 80 on, The PB Act in fact calls ont the Ministry of External Affairs to defray PB’s foreign broadcast expenditure. This, however, remains @ dead letter. India today’ has no Foreign voice! AIR's monitoring service ~that serviced the Home Ministry ~ las been commandeered and virtually dismantled. Language proficiency has plummeted. We cannot converse with the world —not even in Pushtu, Balti, Burmese and Tibetan, While TV has blossomed, radio has been treated as a poor relative by the Government. Community radio was discouraged until of late but event now its news services are extremely limited. This has been a most unwise policy a8 communications could energise panchayati raj and promote grassroots governance and e-governance. Radio is cheap anc the transistor ubiquitous, ATR, that once rendered such notable service. hasbeen ervelly circumscribed. India needs and must demand a vibrant new communications policy in which true autonomy for PB is embedded. The Pitroda committee falls far short of the National Communications Corumission recommended. Let Satyameve Jayate come into its own. (ail: beverghese.com) 0‘oto CIVIL SERVICES PRELIMINARY EXAMINATION a THE stu SF INDIA code: A259 PAPER-I 968 Indian Polity A353 The Constitution of India PAPER-IL ‘A1088 Civil Services Aptitude Test ‘A1086 Logical Reasoning and Analytical Ability ‘A1079 Interpretation of Data and Dats Sufficiency Al097 Basic Numeracy ‘A635 Quantitative Aptitude A647 Generel Inteligence & Test of Reasoning (Verbal & Non-Verbal) ‘A655 General Mental Ability and Reasoning (Vertaal & Non-Varbal) ‘AST& —Testof Reasoning and Numerical Ability 960 Objective English For Main Examination — = higher Pca Hibs PSER | Civi'services SSM | tmiisiraion = = nth co “ lees Peay a ~S Code: 735 Code: 506 Code: 1343 cole Se arcvoarra SAHITYA Z Tor Moreintemmation Call: 491 8958500222 _Info@psagrain __ wwwpsagara.in i YOIANA July 2013PUBLIG SERVICE BROADCASTING ENT) Why Public Broadcasting? In rethinking its mission, Prasar Bharati rust not only foster good practices of the ‘old’ electronic redia, but also take advantage of the interactive technological potential of new media UBLIC SERVICE broadcasting (PSB) ‘couldbe distinguished frembroadcasting for primarily commercial ical reasons: expected to operate independent of those holding ‘economic and political power, Public systems of broadcasting originated in the second quarter ofthe 20* century iv Western European democracies, with a commitment to operate radio and Hater television for the greater public good and in publie interest. ‘One of the iniportant media policy docurnents of the Buropean Parliament suggests that PSB is expected to not only provide information, education, ‘anv entestairment to the entre society, but also enhance social, political and eultural citizenship (European Parléament, 2010).Towards that end, PSB 18 characterized typteally by versal access, editorial autonomy and impartiality, variety of programming, high quality, and public accountability It is this kind of broadasting that is uncer siege all over the world from ‘commercially oriented, profit-driven media (Price and Raboy, 2011), And, India isno exception. Insnany’ countries the mudience for public broadcasting services has declined to under a 40 share (in some countries ess than 10 share of audience in prime tiie), ‘The commercial broadcasting tiodel, Vinod Pavarala donninant fiom the outset in countries like the United States, as increasingly begun to hold sway in nations with mixed broadcasting systems. This ‘model comes packaged with the culure of celebrity and seduction ~ the weight of numbers of viewers, listeners, and readers (UNESCO, 1996), [Ef we feel that in. India today public service broadcasting is under serious teat, itis because the last 75,y ears 50 of Indian broadcasting is a story of missed opportunities. The Austra media scholar, Robin Jeftiey (2006) is ofthe opinion that ifthe implementation of the Prasar Bharati Bill (passed in 1990) had not been delayed for the belier part of the 1990s, there would have been a wondesful opportunity for shaping AIR and Doordarshan into ‘an attractive trans-national broadeaster* on the lines of the BBC or Al Jazeera more recently. I will return later to this serious gap between stated intentions and imp lementation that has marked the history of India's public broadcasting system. The tenis of discourse on rhein systems, generally, and on public servicebroadcasting, morespetificaly, have undergone @ sea-chmnge after the new phase of globalization and liberalization since the 1990s Pavarala and Kumar, 2002). The onslaught of capitalist globalization has led to concentration of ownership of the cultural industries inthe hands of ‘The authors Professor of Conmunicatien and UNESCO Chair en Community Media of Hyderabad YOIANA July 2083 the Department of Gonna cation, Univerdly 19ever fewer corporate communications conglomerates at every level -- production, distribution, regulatory environment. access to globatized markets and the political processes. Deregulation and privatization are most visibleinthebroadcasting sector, which inmary countrieshad been maintained by the state as a non-profit, public service, The transition from national public ownership to global private ownership is almost total (Pavarala and Malik, 2007), As the role of the state declined, transnational media corporations bezan to invade domestic The critical social functions that media must playin a democratic society are seriously hindered by the global commodification of media outputs that subject media and cornmunication ‘products’ to the general market rules. markets by entering into collaborative ventures with national media firms to produee, provide, and/or disseminate news and entertainrnent, Advances in satellite broadcasting and advances in digitization have helped these gigantic media comporations gain a firm foothold, ‘over the terms of public debate and discourse. Seholars contend that transnational satellite media are part of the same process of globalization as integration of Financial markets (Collins, et al, 1988) They threaten not just national sovereignty and identity, but the concept of citizenship that goes with it (Page and Crawley, 2001). We are spectators toa leaking away of sovereignty fromthestate, both upwards to supranational institutions and downwards (o sub-national ones” (Lipschutz, 1992), One of the social consequences of the globalization of media and communication is that this sector is a leading ‘enabler of globalization” as information and communication technologies facilitate overall slobalization, and media industries spread world-wide cultural influences 20 to promote consumerist_and individualistic lifestyles, Further the gradual commercialization of media and communications has had asev ere impact on “the formation of individual and corumunity identity. cultural and language diversity, the capacity to participate in the political process, the integrity of the public sphere, the availability of information and knowledge in the public dormain and the use of media for development, educationat and hamnant rights purposes" (Siochni, 2004. The critical social functions that media rust play in a democratic society are seriously hindered by the global commodification of media outputs that subject media and communication “products? to the general market nutes. In the face of this, there is clearly @ need to protect arid promote public service broadeasting and also explore altematives such as community media Uthat would focus on fulfilling social needs and reinforcing hnntan rights, ‘As media globalization diminishes freedom of information, erodes the diversity and quality of information in the public sphere, civil society becomes increasingly ineffective. This hrasraised questions about the free low cf information to and from citizen which is an: essential prerequisite if the realm of civil society rmust include ‘oraaniced and substantial capacity for people to enter into public discourse about the nature and course of their lives together’ (Calhoun, 1994) According to commumeation scholar Dennis MeQuail the idea of ‘public service’ broadcasting ‘encompasses eight principles: Geographical universality of provision and reception; the aim of providing for all tastes and interests, catering for minorities: having a concem For national identity and community: keeping broadcasting independent from government and vested interests: having some element ‘of direct funding from the public (thus notonly fromadyertisers), encouraging: ‘competition in programmes and wot just for audiences; and encouraging the freedom of broadcasters (Me Quail, 1994: 126), Scholars have pointed out that a public service broadcasting system is evident in either one of two dierent imodels (Himmelstein and Aslama, 2002). One. “trickle-down ational civie model within the ideological context of publie service; public discourse, in this model, “trickles down” as the country’s publie service broadeaster becamesa professional and democratic gatekeeper in the interest of social stability, often implying central sontrol of aselest elite overthe coneemunication processes. Cries afthe ideology of “Tri le-Down” proposed, in its place, 4 model that could be referred to.as the “Bubble-Up" rode! ‘This alternative conceptualization assumes that citizens haverights tothe -aeatest possible diversity of personal and social experience and that they also have rights to knowledge and participation. They must be allowed to speak of their own fives in their own With liberalization of the economy in India, broadcasting witnessed backdoor and reluctant privatisation, and eventually, forces of commerdlalisation prevailed leading to a shift towards empty entertainment. ‘voices, They must have access to the ineansto comnninicate their experience through public communications media without institutional intervention or gatekeeping (Preston, 2001). This model is epitomized by public access television and conuminity radio. Radio broadcasting in free India and later television endeavoured to shape up in the mould of Public Service Broadcasting. However, state control over broadcasting ended up following what Edward Herman and Noam Chomsky (1988) sketched ut as ‘the propaganda model’ where media serve “to mobilize suppont For the special interests that dominate the state: and private activity,” becoming YOJANA July 20134 propaganda tool for government policies and actions, With liberalization of the econorny in India, broadcasting Witnessed backdoor and reluctant privatisation, and eventually, forces of commercialisation prevailed, leading toashifttowards empty entertainment, As Stephen Bamard points out, The classical argument ‘against commercialisation of mass commanication mecha is thet parsuit of advertising revermes encourages programming asswnedto appeal othe ‘greatest runber thereby merginalizing fess popular tastes and interests, It ‘creates enrenvirenme nt most conducive to reception of advertising message, leading to programming that is undemanding, unchatlenging and peeifying (Barnard, 2000). The community radio > Initiatives by several groups across India for a share of the airwaves, which are ‘public property’ are one significant indication of this popular demand. Technology-led globalisation of media did not doany thing tochange te order ofthings for broadcasting India Med to the concentration of ownership in a handful of transnational media conglomerates further dinninishing the of internation. AAs cultural homogenisation became the order of the day. the mnifermity of the content rendered meaningless the increase in the muniber o sources (Pavarala anc As areal, the shrinking of democratic spaces has weakened civil society allowing the market to have unfettered control over the minds ofthe people. These concerns have been articulated in seweral reports of commitlees set up to examine the status of broadcasting in India and also int numerous policy docum ents. This brings me back Lo the gap between intentions and reality that f mentioned earlier. In spite of plainty stated objectives, liltle has been done to re-prient broadcasting to YOIANA July 2083 produce meaningfisl content that goes beyond rather tran ermlate practices of commercial broadcasting, and atldresses the developmental, social, cultural, communal anid democratic imperatives of the country, No effort has been made to ensure that the weakest and the vulnerable are ‘empowered through access aud control of media-technolog For instance, All India Radio's 77 Losal Radio Stations (LRS) were mandated to produee field-based programmes with accent on local problems. news iad views, ad loeal (alent. ‘The organization's annual report states ‘What distinguishes Local Radio, isits downto earth, intimate approach. ‘The programmes of the local radio ‘are ates specific. They are flexible sand spontaneous enough to enable the station to fametion as the mouthpiece ‘ofthe local community Prasar Bharat, 2002) Jn reality, however, owing to inherent deficiencies ofa buresueratic system these stations only replicate the stvle of working and even the programming patterns of larger stations, Their statis ill-equipped to run then ina mariner that is demo cratic and patticipatory, Even as the well- inentioned publiclatoadcasterisftozen into inaction, commercial broadcasting has revived plummeting rnediven. But thelatier’sagenidato accureuate profits renders it incapable of exploiting the potential of the medium for promoting «ther good taste or propagating social ‘change. Thishas propelled a number of civil society organizations toarticulate tHheneed for altemiatives in the form of popitlar and community-based mei ‘The community radio initiatives by several groups across India fora share of the airwaves, which are ‘public property’ ae one significant indication ‘of this poputar demand But the continued relevance of ‘Prasar Bharati a a public broadeaster becornes event more imperative, with sxlobalisation and privatisation posing new challenges (0 the wider media environment (Kumar, 2003), But the lack of political will and favlty application appears to be killing an otherwise workable proposition. An allempt to revitalize the role of Prasar Bharati asa public service broadcaster wasmrade by setting-up of the Prasar Bharati Review Committee that submitted its report on May 20, 2000. The Committee was of the ‘pinion that: The public service broadcaster plays a key rote in any society, especially, in a targe ead thriving democracy. It must be a part of ‘evil society’, independent of and distinct font the government. n fet, the pubic “service broadcaster must act as one of the bedrocks af society, and seek {0 continuously enlarge the so-called ‘public sphere. If must play host to informed debate, proviele space for alternative and dissenting viewpoints, be a voice of the voiceless and give substance tothe phrase participatory ckemocracy” (MIB, 2000: 16). ‘The Committee reiterated that market forces cannetbeexpected totake care of these objectives and for Prasat Bharati, as the public broadcaster, revenue maximization need not be But the continued relevance of Prasar Bharati as public broadeaster becomes even more imperative, with globalisation and privatisation posing new challenges to the ‘wider media environment an immediate goal and advert revenve eamed sould not De the oly ‘yardstick for judaing its performance. The Committee suggested several amendments to the Prasar Bharati Act 199010 enable ito survive ina highly competitive environment created by alobal media technology anu to create public service content of the highest quality, The Committee reiterated its faith in decentralization and devotion and emphasized tnat the local stations must involve local groups and Voluntary organizations in programmeproduction. It also recommended ‘giving serious consideration to: the franchising of local radio stations by Prasar Bharati (o selected focal community and voluntary groups on an experimental basis. Now that FM radio has been privatised, we do hope thal the long-standing opposition and aversionto sucha worthwhile step will fade away (MIB, 2000: 37). euthe publicservice > broadcaster could assume ‘a role in fostering Local community communications, highlight focal opinion and. local opinion leaders, and advocate and foster social and cultural development of the local community. ‘The broadcasting debate assumed an altogether new dimension with the advent of eable operators and the beaming of satellite channels ty Hon Kong-based STAR TV into India inthe year 1991, Conditions for broadcasting changed radically (Pavarala and Ktame, 2002). Faced with the eventuality of private sector competition, autonomy, gemiine or otherwise, for state-owned medi seemed inevitable. At the same the govemments were faced with anew set of questions, which they were quite ill equipped to resolve, What should be the structure of regulatory systern to take account of the invasion via satellites, and of the new medi technologies? What was to be the fate of national (read political) objectives? Competition in prograrmning 2s well ‘as commerce or advertising was another unfamiliar territory. All these concerns coupled with» few other landnark developments saw the revival of seme of the critial issues ‘conceming broadcasting in India ater three decades of unimplermented good intentions. Inthe fice of such challenges, the strategy of the government as well as that of the so-called autonomous ‘corporation, Prasar Bharati can at best be described as ‘nuddling through’. ‘Competition with commercial media ‘outlets to “dumb down’ content in search of advertising revemies and reduction in the variety and genres Of public broadcasting for audience numbers have been combined with protestations over its public character and ational mission, There is little doubt thal today thereis anurgenttneed to strengthen, rather than weaken, public service broadcasting. This project of revival and reinforeement could include combination of both the ‘trickle-down! and the “hubble-up” models. Its conventional programming, theough appropriate Ratekceping by al independent ‘authority. could continue to emphasize Forthcoming ess August (Sp ecial Ivsue) Inclusive Democracy September Education for All national issues and a sense of national purpose, reinforce solidarity in times of political andor economic crisis, and stress tolerance of diversity, AL the same time, the public service broadcaster could assume a role fostering local community winications, highlight local Wand local opinion leaders, aid advocate and foster social and cultural developinent of the local community, Although this latter space is now occupied substantially by community radio, the public broadcaster has 2 rightful role to play in this arena. Finally, let me end by invoking the BBC, which had claimed that a3 a public broadcasting service, it contributes to public value by promoting: democratic value, cultural and creative value, educational value, and social and community value, In the contemporary context of media proliferation ~ ‘the era of plenty’ ~ Prasar Bharati cannot entirely conceive of itself as a dominant instiuational Voice imposing consensus. It must work through new possibilities of consensus by exploring diversity. In rethinking its mission, Prasar Bharati must not only foster good practices of the ‘old” electronic media, but also lake advantage of the interactive technological potential of new media. a (E-mails ypavarcin@eaticom) August 2013 & September 2013 YOJANA. July 2013EDUCATION AND DEVELOPMENT Bel a ue a Developing the Intelligence Capital of a Nation The government, as well as board members of school and college programs, need to understand and appreciate the value of inquiry- ortented education. We hope that such a revolution in education will happen in the not- too-distant future N FRAMEWORKS of economies that Follow ‘Adam Smith, tomeasure ‘the wealth of a nation’ in terms of its GDP (he monetary ow into business for products and services offered), the term ‘capital’ is typically associated with financial capitall. However, there hias also been aa growing recognition that money is only one ingredient of the tangible capal Wealsoneed plysteal capita, such as natural resources, and 20H beyond the tangible, we need the intangible /uman capital, which Inches such things as social capital, and knowleedge capital. ‘The Wealth of a Nation: Money or Wellbeing? 1 isnotumlikely that at some stage in the future, mainstream economies will connect the idea of the wealth of ‘nation’ toAistotle and the Buddha's idea of ‘wellbeing’ (eudaimonia Gree). This would require loe: economics squarely in ethies rath than in business, and acknowledging wellbeing as real wealth. If so. ‘maintaining and inereasing the wealth cof anation would alsoneed ethical and civic capitals, My concem here, however, is not with money vs, wellbeing as wealth ‘What 1 wisl to do is far more modest aan Himited, Setting aside the question of whether itis legitimate to measure K P Mohanan the wealth of'@ nation in terms of GDB, | wish to explore the concept of ifeligence capital a8 a wecessary ingredient in the pursuit of increased profit on products and services. Knowledge Capital vs. Intelligence Capital Just as the concept of wealth is impoverished in mainstream economics, so is the concept of knowledge in the terminology of “knowledge capital’ in industry, government, and education. Jn this discourse, ““knowledge’ points to information and know-how (€.2.. technology). not an understanding of the world. It does not recognize, for instance, that an understanding of quantum mechanics and relativity theory is part ofa nation’s knowledge capital. Many people do not realize that building nuclear bombs and nuclear plants requires knowledge of quantum mechanics, that building Global Positioning Systems (GPS) requires knowledge of Einstein's theory (as opposed to Newton's theory), or that modern computers would not have come to exist but for Alan Turin's work on themathemiatics of automata, Now, knowledge by itselfis unused money, The enterprise of maintaining and increasing the wealth ofa mation through knowledge calls for the intelligence to apply that knowledge, to critically evaluate what is alleged “The anthoris imei onally well-Anvown as theorei eal Hognict whase major coutribulion is he Uheary of Fexieal phonology. He set and developed the Cenire fox tntegrative Studies al ISER-Pune it 2011 where he ie a Professor now. He has earlier laught al Aust MIT, Stanford University and National University of Singapore, YOIANA July 2083 23as knowledge, and to generate new knowledge, This means that, even to pursue economic growth measured in terms of GDP, we must 20 beyond knowledge economy and knowledge capital, and acknowledge the need for imelligence economy and intelligence capital, Intetligenee, Education, and Intelttgence Capital Intelligence earn be thought of as the capacity to dor things: with our mind, analogous to the capacity to do things with our body, To develop physical stamina, strenath, speed, and agility, we need both mutrition and exercise. Likewise, to develop mental stamina, strength, speed, and -athe primary responsibility of education {s to increase the intelligence of the young, by helping them develop. their potential intelligence into actualized intelligence, thereby contributing to the intelligence capital of a ratlon. agility, we emucially need both mental nutrition and mental exercise. Mental nutrition ix knowledge; supplemented by memtal exercise, it develops the qualities of the mind that we call intelligence. Theterm ‘intelligence’ has popular associations with IC) scores and with surface smartness that can impress an interview board. It is therefore important for me to clarify what include under “mental eapacity to do things with the mind! irstly, by intelligence, I mean an individual's mental capacities shaped by learning (actualized Intelligence), not the genetic predisposition for those capacitis (potential intelligence). In this sense, a professional mathematician has far greater mathematical intelligence 4 than a high school student, and high school student has far greater ‘mathematical intelligence than a five- year old Seconly, granted that individuals vary in their potential intelligence, what is relevant for a nation’s intelligence capital is the acuralized intelligence, Regardless of a body’s genetic potential, physical stamina, strength, speed, and agility need to benurtured through systematic effort. ‘The same holds for the capacities of ‘he mand as well, Thirdly, intelligence includes memory, which in turn includes knowledge, information, and nce. For instance, to make a nmendation or decision on the acy of stem cell research, baloncing the legal and the moral factors, a decision-maker weeds the capacity for legal and moral inquiry, ‘grounded in the knowledge of biology and medicine, and experience in handling such matters. All these strands are woven into what T mean by intelligence, Suppose we accept the concept of intelligence as the capacity to do things with the mind as sketched above. Suppose we also accept that the fimetion of education is capacity building. It follows then that the primary responsibility of education is to increase the intellizenice of the young, by helping them develop their potential intelligence into actualized intelligence, thereby contributing to the intelligence capital of a nation Moltiplicity of Intelligences Toddress the question, ‘we increase the nation's capital? the very first step is to acknowledge the different facets of human intelligence. As Howard ‘Gardner has persuasively argued in his book Frames af Mind: The Theory of ‘Muliiple nelligences seeWtp:/inted. ‘orgimobihoward-sardner-multiple- intelligences-and-education/), intelligence is multifaceted: different individuals have different kinds of intelligences: some have monetary intelligence, others have design elligence, and yet others have musical, mathematical, conceptual, scientific, or person intelligence. Gardner categorizes intelligences ito thelinguisticlogico-mathematical, bodily-kinesthetic, musical, spatial, interpersonal, and intrapersonal. A brie examination reveals that this categorization, while Valuable, js not yet an adequate framework of the ‘multiplicity of human intelligences. Take for instance, mathematical intelligence, It calls for the following capacities. © inventing mathematical objects, properties, relations, and ‘operations, either by abstracting fom the external world, o by building on those that already exist inthe world of mathematics; © coming up wih and articulating defoitions of te above entities, intelligence |s » multifaceted: different individuals have different kinds of intelligences: some have monetary intelligence, others have design intelligence, andyet others have musical, mathematical, conceptual, sdentifc, or person K intelligence. © articulating the axioms goveming the world inhabited by these entities: © contemplating on them and discovering plausible conjecnaes, © proving those conjectures to establish them as theorems, by showing that they are logical consequences of the axioms and definitions, or of already proven theorems; and © constructing mathematical models ofthe objests, properties, relations, and processes of the YOJANA July 2013,external world, and deducing their logical consequences predictions ‘These capacities would afl come inder Gardner's logico-mathematical? intelligence. Do we have evidence to believe that these capacities are different manifestations of a single form of intelligence, and are all strongly correlated? Ramanujam, the ce lebrated Indian snatheratician, is 9 case in point: he had @ genius for discovering conjectures, but no demonstrated intelligence for proving the conjectures, er for coming up with and articulating definitions or axioms. Such examples suggest the possibility that a person may have acute intelligence in some of these facets, but not in the others, Granted that both Einstein and Hubble were great scientists, Hubble may not have had tin him tobe a theoretical physicist. And a brilliant biologist may not fave the intelligences to become an equally brilliant physicist. Extending this to the distinction between the intelligence for logic and the intelligence for mathematics, itis fairly clear that to be a high caliber mathematician, apersorthas tohaves basic capacity for logical Uninking. But this does not mean that the kins of intelligences that go into the making of a high caliber logician and a high caliber mathematician are the same. 1s the intelligence for scientific inquiry the same as mathematical intelligences? It is true that mathematicians, and philosop hers need a high degree of capacity to work with definitions. But scientists need a high degree of observational intelligence, not crucial for logicians and mathenraticiams. Likewise, it is not clear that the intellizences that experimental scientists and theoretical Scientists need are the same. Granted that both Einstein and Hubble were YOIANA July 2083 great scientists, Hubble may not have had it in him to be a theoretical physicist. And abiltian biologistmay not havethe intelligences to become an equal brilliant physicist Anyone who is dedicated to helping students develop the capacity for academi from experience that capacities vary across students, in both the potential and the acteal. It goes ‘without saying that there would be similar variation within other krsds of intelligences as well, Within musical intelligence, the capacity to sing well and the capacity to compose music ‘would call for different strands of intelligence. Inlelligence fer marvagine research institution and formanaging ‘aMeDonalds would not be the same ‘Nurturing Intelligences Suppose we accept the ides of the multiplicity of mental capacities beyond Gardner's categories. How do we design an educational system that helps students develop the intelizences they will need in their professional, public, and personal life? At is important 16 bear in mind that, with the exeeption of certain professional courses (like medicine, dentistry, or fashion design), itis not possible to predict what profession ahigh school or college graduate ‘would go ito, Aphaysies degree holder may become a minister, a banker, for a journalist. not necessarily as researcher in physics. Even an IT agzradumte may become a civil servant ora CEO, with very little need for engineering skills or engineering knowledge. Giver this situation, it makes sense to develop ini students a variety of intelligences that are transferable across domains, rather than training them for specifie professions or for specialized higher studies. The skills of solving quadratic equations may be needed for graduate studies i mathematics, but are inrelevant for a bank manager of an LAS officer. However, the capacity to detect logical contradictions, which a good math education can mirture, is transferrable loany profession, and even public and personal domains. Likewise the ability to check the steps in a mathernatical proof, when generalized, would develop the broader capacity to check step-by-step reasoning in any dosnain. ‘The desterity to dissect a frog ina biology lab would not be relevant for a future psychiatrist or administrator, but the broader eapacity to d experiments to test causal claims Would be of relevance to everyone. Making statistical caleutations is useful only for those who need statistics in their professions; statistical and probabilistic thinking is of value to every educated citizen, A detailed knowledge of Plato's theory of rebitth has no value for 2 docter, but the capacity to make decisions that combine moral and pragmatic values, such as those of the legitimacy of stem cell research or of capital punishment isof value to every citizen, in a democratic system. Education has the responsiblity to aint at such Educationhasthe >) responsibility to. aim at such transferable capacities of the mind that would contribute to the wealth of e anation. 3 transferable capacities of the mind tat would contribute to the wealth ofa nation. A Curriculum to Enhance Our Intelligence Capttal The core ideas discussed in the preceding sections lead to-an obvious question: What kind of syllabi textbooks, classroom instruction, and ‘examinations would best contribute to the goal of increasing the intelligence capital of a nation? Iwill estrictiny remarkstosyllabi, the component of education that shapes the design of textbooks, classroom instruction, and examinations. The sllabi of most educational programs expect students to have:© umderstanding (an understanding ofa body of knowledge), and © application (ne ability to apply that knowledge), © The quest for an educational system that contributes to the nation’s intelligence capital requires us to go beyond these, and include educational goals such as the following: © inckpendent learning (the ability to acquire knowledge from textbooks, other reading materials, andthe internet, without havingto depend on teachers), é .education alsohasa > responsibility to develop mathematical temper (the mindset that accompanies mathematical inquiry), philosophical temper (the mindset that accompanies: philosophical inquiry) and historical temper (the mindset that accompanies historical inquiry) as important traits of the educated mind, © critical understanding (an understanding: of the evidence ani arguments that hawe a bearing on what is presented as “kaowledge’) © exitical thinking (the abitit critically evahiae what isla asknowledge): © independent inquiry (the ability to look for answers to. questions by gathering mew information, and through reflection, thinking, and reasoning. on one’s own): © innovative problem solving in design md policy, relevant for technology, engineering, medicine, law, management... © decision making (drawing on values, goals, constraints, moral principles, imformation, and knowledge); and © communicatéon (the ability to use the spoken and written forms of language for a variety ‘of purposes, including those above) Each of these components of gucation needs to be fleshed out in detail with great care. By way of lustrating what this Would involve, Twill explore the challenge of incorporating into schoo! and college ‘education one of these comporients, ‘namely, independent ixgiry Why Inquiry? ‘Why should we inelude inquiry in our curriculum? There conld be many responses to this question, but let ne pick one: the Indian constitution. Article SLA(h) of the Constitution holds that Indian eitizens rave a fundamental duty “to develop the scientific temper. humanism. and the spirit of inquiry and reform.” 1 wwe begin with the premise that we have an obligation to fulfill what our Constitution demands, there are four items that we must pay attention to: scientific temper, humanist, the spit of inquiry, and the spirit of reform. For the purposes of this article, Iwill restrict my attention to two of them: scientific temper, and the spirit of inquiry understand ‘scientific temper! to tbe a mindset thot mideslies scientific inquiry, and is nurtured through the practice of scientific inquiry. tis Lusefial to recognize tat education also has @ responsibility to develop ‘mathematical temper (lh Aaccormpanies mathematica philosophical temper (the mindset that accompanies philosophical inquiry) sand historical temper (the mindset that accompanies historical inquiry) as important traits of tle educated ‘mind. Since seientific, mathematica, phifosophical and historical inquiries ‘areal forms of rationet inquiry, twill focus on what these different tempers hhave in common, namely, the rational temper. A Lthe core of *rational temper’ is commitment tothe following canons of rational inquiry, together with a predisposition to follow them in our professional, public, and personal lives: Statements that are claimed as knowkeldge must not be aceepted merely on the basis of bling faith in the ‘authority’ of the source of assertions, they must be doubied and questioned, © Conclusions that are alleged to bepart of our knowledge must be rationally justified, ©The body of propositions that are judged as knowledge must bbe logically consistent, and be imximally coherent, If these canons are erucial to rational temper (and hence to the scientific temper), given that our Constitution requires educated citizens to develop the scientific temper, we must conclude that ‘our current educational system is iconstitutiond, What is the basis for this conclusion? Letustake examples. High school students are traditionally taught that the earth revolves around the sun, The result of such ‘transmission of assertions without rational justification is that students develop the mindset of blind faith In the authority of texthooks and and thatthe idea thatthe sun revolves around the earth is ‘wrong’. But why is it wrong? What rational justification (evidence and arguments) favours the movingsearth theory over the stationary-carth theory? Textbooks and classroom discussions do not address the evidenice. Nor isthe issue of rational justification for the moving- arth theory mentioned in our syllabi, or probed in final examinations. Asa result, students are forced to apcept the theory as dognra, nok as ascientific theory. YOJANA July 2013Similar remarks apply to just about everything that school and college students are taught, They are taught that matter is made ip of molecules, atoms, and subatomic particles, without presenting any rational justification to support these conclusions. They are taught that all existing and extinet species om the cath descended fromasingle acestor species: once again, evidence and nts aretypically not discussed, iscussed, the arguments are A beet loopy. ‘They are tava the nction between compounds and xtures, without the realization that \@ water as a compound and water solution as amixture docs not follow from the definitions given for ‘compound’ and “mixture none of our secondary school programs offer high quality education; hence they fail to meet the legal requirement. This opens up ‘an opportunity to any citizen of India to sue every state and central board of studies ‘of school ed ucation for violating the law. ‘The result of such transmission of assertions without rational jstification is that students develop themindset of blind Faith in theauthorty of textb ooks and teachers. If, by “ratioral temper’, We mean the traits of mind outlined earlier; thent our eclucational system destroysthe potential forthe scientific temper, and lrence the conclusion tat itis unconstitutional. % The Constitution also calls forthe spirit of inquiry among the citizens. Now, tnquéry is the systenratic Investigation ofa question to look for ananswer, It canbe unpacked into the following component © andnquiry question; # therrigger forthe question; © a methodology to look for an answer to the question; © an aswer to the question, and a concluston based on the answer, YOIANA July 2083 © iustification of the conclusion «ihe evidence and arguments to support the conclusion), to convince the inquiry community that it should be accepted; amd © critical evaluation of the answer and the couclusion, to decide ‘whether toaccept the conclusion, reject it, or hold it for finture consideration, To ensure the spirit of inquiry among citizens, it is crucial that our future citizens, namely, our students, systematically practice inquiry, and snederstemel different Way's of inquiring. For this to happen, the design of an. educational system must include the components of inquiry in its syllabi, textbooks, classroom insirsetion, and assessiment. Even the briewest glance at the cuiicula in our schools and colleges indicates that none of these are part of our educational programs. "Thus, our educational system fails to fulfill the constitutional requirement, of developing the spirit of inquiry among our students, and hence meonstitutionst et me add one more reason ig inquiry itt our The Government of India has made a legal commitment toproviding high quality primary and secondary education to all children in the country. This commitment has Gwe somponsnts; quality. and coverage. Setting aside the problem of coverage, let us ask what *high quality edication’ means, and teow it is distinguished from moderate and poor quality education. ‘That would bethe only way to determine whether or not a given educational program is successful jn meeting the legal requirement. Let us begin with the the broad aims of” educat helping students to develop what we listed earlier, repeated below for case of reference: © derstanding, © pplication, independert learning, critical understanding, critical thinking, Indepencemt tagudry ‘innovative problem solvine, decision making, aad communication, ‘Suppose we say tata high quality educational program is one that satisfies all these aims. A moderate qu tecational program is one that satisfies the first two components (understanding. anid application), but not the rest, And 44 poor quality educational program is, one that fails to satisfy even the first two components, (A detailed discussion of what “high quality education” means is available in “What is High Quality Education?” at hups:/sites. aooate-consite/sciediisemp/syster! app/pages/search?scope=search- sileseq=quality tof education) Let us take secondary schools, If Wedefinehigh quality education as we have done, then it is easy to establish that our programs for sec education fail to nurture the spi ity among our students, I follows then that none of our secondary school programs offer high quality education; hence they Tail tomeet the egal requirement, This opens up an opportunity to any citizen oF India to sue every state and central. board The ability to think critically and the ability to engage in independent inquiry ‘are two of the central pillars of human Intelligence. of studies of school education for violating the lav, We can now answer the question, “Why inquiry?"as follows. Ifwe donot orporate the component of inquiry info oursyllabi, textbooks, classroom instruction, and examinations, we fail to fulfill our constitutional and legal obligations. We also foil to nurture an important strand of oar intelligence capital that could lead to greater econiomic progress.An Inquiry Oriented School and College Curriculum: An Outline ‘What do we need to infise school and college curricula with if we to nurture a scientific temper and a spirit of inquiry in our future citizens? Given below isa broad outline forthe consideration of educational policy makers: Appreciation of and practice in: A. asking questions, identifying questions irigaered by answers, and making it at habit of mind; B. ways of Yookies for answers and ‘uriving at conclusions, 8 D. following the canons of radéoneal prohibition of logical ictions, acceptance of logical consequences, and the demand for the rational Justification of conclusions; E, doubting and questioning what isasserted as trie’ or ‘useful’ by ‘authorities (textbooks, teachers, ‘experts, leaders, ...), peers. and oneself, F_keeping an open mind. and self conection; G. thinking up. formulating evaluating, and justifying definitions. axioms, and conjectures (mathematics), and hypotheses, theories, laws, and ‘models (science), 1. proving conjectures, hypotheses, theories, laws and models, and evitically ewaheating the prot. We need to incorporate these elements of rational inquiry into. our syllabi, textbooks, and classroom instraction, and ensure that they are testet in the final examinations ‘Two Initiatives (0 Contribute to the Intelligence Capital of India As an experiment to explore the feasibility of a curriculum tat incorporates these aspects of inquiry. TISER-Punie has recently initiated five- day summer workshops on scientific inquiry for high school students Based on our experience of these workshops, we are conteruplsting the feasibly of a Massive Online Open urse (MOOC) on scientific inquiry gh school and college stucents, ‘The *Proposal for the MOC", which outlines the Fationale for the MOOC, and Meshes out the concepts and ities oF inquiry that the course aims to develop, is available at htips:/sites, -google.com/site/sciediiserp/lhome/ reading-for-sci-ing-workshop Alongside the Workshop and proposed MOOC for students, ITSER- Pune has also initiated an eight-month web workshop (with a face-to-face component) for science educators in schools and colleges, aid institutes of research and education, (See https:// sites google.conv/site/sciediiserp! hhosnepli=1) The 20a of this workshop isto identify educatorswhoare inspired by the vision of Inquiry-Oriented Education, and to help them develop the capacity: to contribute to Inquiry Oriented syllabi, textbooks, and other earning materials, tesson plans, and assessment tasks. ‘The first of these ‘workshops was conducted in 2012. The second oneis currently in progress, with the face-to-face component scheduled for the end of June. Ifwe can find the resources, we will build 3 MOOC on science education as well, such that it canbe made accessible taal educators coinmitied to the vision of the rational temper and the spirit of inquiry that our Constitution dreams of, Given the excitement that both students anil educators have exhibited When taken through the workshops on scientific inquiry and inquiry-oriented education, welave no doubt that these interventions have been eminently successful, Weare also convinced that the two MOOCs we are planning to design will have a similar impact on, students and educators, ‘The ability to think eritically and the ability to engage in independent inquiry are two of the central pillars of hurnan intelligence, It stands to reason, therefore, that our wwo-proniged intervention forstudents and esixcators would havea significant impact on the intelligence capital ofthe nation. For its fill potential tobe actualized, however, itis important that these interventions be incorporated into the syllabi, textbooks. classroom instruction, and examinations across schools and colleges, For that to happen, the -govertment, as well as board anembers of school and college programs, need tounderstand and appreciate the value ofinguiry-oriented education, Weliope that such arrevohition in education will happen in the not-too-distant future, Ani as a by-product of that revolition, our imelligence capital will also be enhiatced, contributing to evonemie progress. Q (E-mal : mohanan@iserpune.ce.tn) YOUANA WEB- EXCLUSIVES Yelana announces the launch ofa new service named 'WebFicluisives’ For the nett of Is readers under which Selected articles ‘would be put up on the website of Yojana : wwyejand.gocin. Announcement about the articles under the Web-Exchisives section, ould be carried inthe Yojana magazine of the month bur these articles would not be earied Inthe print version of Yojana, Weare carrying the following artcles under the Web Exclusives section of Yojanacon kts website: 1 Thespot fixing scandal 2013: Are we short. changin change?- Anulaya Krishna 22. Dynamics of workd diamond trade change following shortage oF gemstones TNLAshok 3. PUBIICTY Broadcasting in Asia-Pactnic-CPMadhus 4, Adaptation and mitigation strategies of climate change: a'serious concer. Dr. X-P1 Vipih Chandra & Sandhya |Mease send in your comme nts and suggestions 0 Us on yo/anace@gmall.com 28 YOJANA. July 2013SeSSORy = ECONOMICS JAS / INDIAN ECO. SERVICE / UGC-NET / RBI Gr.-B / TEST SERIES ‘Correspondence Course is also Available RESULT IAS-2012 K. Shashanka (2 )(8) 2» I 6 if th ‘Smoriti Tripathi Aishwarya Rastog! UE) Patewari Mrithinjel S. TT BATCHES ea ae ETT 2. Ms. Swati Singla T Se 3. Dinesh Kumar ‘ ice JULY ,3 pm 5, Ma, Molishree Lay eee ECONOMICS 7. Ms. Neha Meena: Py 8, Ms. Aditi Garg vA Contact for RBI-Gr-B Phase-I & Il KALINGA IAS fa) 77, Old Rajender Nagar Market, New Delhi - 110060 2 Eada Hisbes alee nbehehtelelratamanneed| 0-931 3684458 YOIANA July 2013 29GLOBAL PERSPEG WORLDVIEW Re-invigorating Public Broadcasting—Learning from international experience Given India’s size, scale and scope, itremains a key immperative that an Indian perspective on global affairs is vocal and visible, For this to happen, Doordarshan news has to be reinvigorated, professionalized and made available on major satellite networks around the world LOB ALIZATION deregulation an digitization have F transformed pubic service B broadcasting across the globe. A process which began in the 1990s, as a result of the privatization of broadcasting and telecomurunication, acvelerated by the digital revolution in the past decade, has enabled a quantuny leap in the production and instantaneous distribution of audio-visual media products, With the convergence of Lelevision and the Internet and the growing availability of broadband, ‘constumers can stare information: and ‘entertainment programunes and, with digital devices, generate and distribute their own content. At last the dream of a “global village,’ which Canadian media theorist Marshall McLuhan envisaged way back it the late 19608, appears to have become a reality. In the era of ‘real-time’ globatized and digitized communication, people all ‘over the world can wateh live events unfold natural orrnian-made disasters. ‘contlicts and confrontations, pageantry ‘and sporting spectacles. In such an interconnected world, the traditional view of the national broadcaster itself’ has been reformulated to take into consideration technological, ecortomic and political changes affecting the broadcasting Daya Kishan Thussu industey. Historically, broadcasting ‘was considered a national institution: the state played an important role inthe development of radio and television, key instruments for national integration and for creating a sense of cultural identity, with a remit to inform and educate as well as entertain. In the communist world, broadcast media were considered part of the legitimate stale propaganda machinery, In many developing countries, broadcasting was used by ruling elites to retain their hold on power. Before media slobalization, with the possible exception of broadcasters from major powers such as the United States, television networks, were operating within and for themation-state, making programmes for citizens rather than ‘consumers A consumer-oriented broadcasting culture, with its roots in the US- iginated commercial model of television, has been globalized in recent decades. Examining media systems in slifterent euttural and political contexts, Dati Hallin and Poulo Mancini noted the “triumph of the liberal model” - characterised by the central features ofthe American media system — which Was likely to he adopted across the world “because its global influence has been so great and because neo liberatism and gtobalization continue to diffuse liberal media structures and ideas’ (Hallin and Mancini, 2004: 305), ‘The ahr isis Professor of itemational Commumieation a he University of Westninsterin London. Hes the Founder and Managing Faltor of the Sage journal Global Meda and Com 30 YOJANA. July 2013,Ieisusefilto remind ourselves tat, fom its very inception, broadcasting in the US had a commercial remit: the US Radio Act of 1927 defined radio broadcasting. as a commercial enterprise, fnded by advertising, It was argued that public interest would be best served by unfettered broadcasting and therefore the Act made no provision for supporting or developing non-commercial broadcasting, Television, too, followed themarket model, driven by advertising and dependent on ratings with the trio of television networks - CBS (Columbia Broadeasting System), NBC (National Broadcasting Corporation) and ABC (American With the globalization = -of the liberal model of ‘broadcasting, national broadcasters no longer have ‘aamonopoly on the alrwaves, This has meant a dynamic ‘media, challenging state censorship and widening the public sphere, while at the same time also leading to the ‘concentration of media power \_am ong private corporations. Broadcasting Corporation) - providing both entertainment and information. Ag the networks? revenue was based on audience ratings, entertainment was an important ingredient of their programming. Inthistelevision culture, the notion of the citizen as consumer was deeply entrenched. With the glob alization of the liberal model of broadcasting, national broadcasters no longer have ‘amon opoly on the airwaves. This has meant a dynamic media, challenging state censorship. and widening the public sphere, while at the same time also Leading to the concentration of media power among private corporations. One key factor for this globalization of jo-visual media has been the growing availablity of YOIANA July 2083 affordable communication satellites: more geostationary satellites were Jaunchied during the 1990s, than in the previous three decades combined, enabled by intemational. agreements ‘on telecornmmunications, The resulting proliferation of satellite and cable Lclevision has led. to unprecedented ‘growth in new television networks, Iu Latin America, for example, PanAmSat, the first private satellite service forthe continent, revolutionized ‘broadeasting, providing direct-to-home (DTH) television services. In Asia, the launch iny 1990 of the Hong Kona based AsiaSat was responsible for sitch broadcasters a STAR (Satellite Television Asian Region), pan of Rupert Murdoch's News Corporation, Which withina deeade ftom is launch, could claim to be setting the pace ‘of media in Asia, broadcasting in 53 countries. The regional satellite operator Arabsat enabled beaming of programmes across the Arab media space including the Arabic diaspora with such pan-Arabic entertairment networks as Middle East Broadcasting Centre, as well as AlsJaseeray the Arab world’s first 24/7 mews network. The resulting growth of multichannel networks has made the zlobal media Imdscape multicultural, multilingual and multinational. Digital communication technologies in broadcasting and broadband have cziven viewers in rmany countries the ability 10 access simultaneously @ vast array of local national, regional, ‘and international television in various genres: news (CNN, BBC World, CNBC), regional news (Sky News, Alslazeera), documentary (Discov National Geographic), sports (ESPN): and entertainment (Disney, HBO, MTV). This marketization has brought new vitality to the broadcasting sector and also contributed to- increasing commodification of news and information, as growing competition Foraudiences and, crucially, advertising revernie, becomes intense, In such an environment, the need to make news entertaining has become a priority for broadcasters, with an increasing ephasis on style, storytelling skills and spectacle. “The popularity of reality TV and its relatives - court and crime enactments, docudramas ‘nd rescue missions — shows new interdependency between the news and new forms of current affairs programming, blusring the boundaries between news, documentary and entertainment. Such hybridized ratings- driven programming also feeds into and benefits from the 247 news cycle, ith its endless demand for content. ‘This trend for ‘infotainment’ = a heologism coined in America in the 1980s ~ has even affected the public- service radition of journalism in Westem Europe, in taly, infotainment driven private television catapulted Silvio Berlusconi from an obscure businessman lo the office of the Prime Minister in 1954 and helped him tobe re-clectedin! 2001 and 2008. In Britain, with a well-established tradition of public-service broadcasting in the BBC, TY joumalism has also been India is the world’s most crowded television news bazaar (by 2013, the country had more than 140 dedicated news ‘channels) and consequently infotainment is rampant ‘ ‘onthe alrwaves. influencedby thetrend toinfotaiement, ‘The role of entertainment - the last of the Reithian triad of ‘informing, educating and entertaining’ the public —has gained greater prominence. One indication of this shift is that the BBC's flagship current allure series Panorama, broadcast since 1953 and Which set the standards for current affairs reporting forhalf'a century, was re-launched in'2007 asashorter, sharper infotainmnent-driven series, In Eastern Europe ani parts of the former Soviet Union, the triumph of market capitalism inevitably undermined the state-driven model of public broadeastina, State 4broadcasters were exposed as litle more than propaganda networks, losing all credibility, Today the idea of news operating in marketplace has been nnonmalized ina world shaped by the market. Is the ‘tabloid,’ version of hhews, with its emphasis on consumer journalism, sports and entertainment, ditnting and debasing: public discourse? In the 1980s, American scholar Neil Postman, im his influential book, Amusing Ourselves to Death, argued that. public discourse in the United States was asstiming the form of entertainment (Postman, 1985). With the globalization of US. commercial imodet, arguably such concems now have international echoes (© The urban middle class thas increasingly moved away from the national broadcaster to bourgeoning private networks —attracted by its glitzy ond glamorous Bresenters, with their clipped accents and Hinglish vocabulary. ‘As elsewhere in the world, public service broadcasting in India is facing major challenges from increasing competition from ever proliferating private media outlets as well as fragmenting audiemces for broadcast media a¥ on-line communication technologies grow in importance. India is the world's most crowded {clevision news bazaar (by 2013, the country had more than 140 dedicated news channels) and consequently infotainment is rampant on the airwaves, The growing competition among these channels has contributed tothe tendeney towards tabloidization of television news, encapsulated by what! have described elsewhereasthe three Cs «cinema, crime and erfcket = of Indian. infotainment (Thusst, 2007). Prominent among these, and ‘one which reflects infotainment trends elsewhere in the world, is the apparent obsession of almost all news channels with celebrity: culture, whicl centresont 32 Bollywood — the world’s largest film industry in terms of mumiber of films produced annually. Despite severe: competition from private networks, the state broadeaster still retains the highest audience share: Doordarshan News, the 24-hour news and current affairs network in Hindi and English, operational since 2003, continues to receive a pan- Indianrmational viewership, In its most recent weekly ratings (April 2013) the DD Newsnight on Doordarshan News in English lopped all news channels for five weeks. Though competition with private networ has improved it considerably, news ‘on Doordarshan has yet to acquire high professionalism, as it is still perceived by educated opinion to be reflecting the offictal position, despite promises by successive goveriments to give autonomy to the electronic media, The urban middle class has increasingly moved away from the national broadcaster to bourgeoning private networks ~ attracted by its alitzy and glamorous presenters. with their clipped accents and Hinglish ‘vocabulary, As elsewhere, Doordarshan increasingly under pressure top ‘entertainment-oriented programming, a Well as coverage of live sporting events, as it is constantly losing audience {o private networks. The suggestion that a licence fee on the lines of the BBC to protect and promote public broadcasting should be introduced has not been taken up by the authorities. In ite absence the state broadcaster is seen as part of the ‘government, aecountabletothe Ministry ‘of faformation anit Broadcasting rather than to citizens of India. Public broadleasting in India falls far short of UNESCO's definition: “Public Service Broadcasting is broadcasting ade, financed and controtted by the public, for the public. [tis neither Commercial nor state-owned, free fro politcal interference ane pressure from ‘commercial forces". The increasing marke ion of television seems to have left out. of the picture the majority of India’s citizens =the rural poor, Like in many other developing countries, the growing trend towards corporatized news can adversely affect the public-service role of television, whose egalitarian potential remains Farzely untitled In ‘country which is hare to the largest population of the world’s poorest people (despite impressive economic arowth in the past two decades and remarkable success in reducing the tuanber of indians in absolute poverty), the public broadeaster has a erucial role to educate the population for health and hygiene, gender and caste sensitivity and for creating pan-Indian identity as well ps international affairs, ‘Today in the age of media plenty, the educational and developmental aspects oftelevision have been langely replaced by Bollywoodized infotainment It is worth recalling that India was the fisst country in the world to introduce satellite television for development communication ~ the itcan be argued, that this fourth estate function of the media has significantly contributed to India’s multiparty, multilingual and multilayered democracy. An autonomous public broadeaster ean play'a central \__Fole in this regard. famed SITE (Satellite Instructional Television Experiment) programane of the 1 970s. fn keep nig with its Citizen's Charter, Doordarshan is committed to paying “spectal attention to the fields of education, and spread of Mteracy..." With this in view, the government, jn collaboration with the Indira Gandhi National Open University, has beer running two satellite channels, Gyanedarshan, and Gyandarshan I, as well usa FM radio channel Gverven, dedicated to echication. YOIANA July 2013Given India’s vigorous democratic polity, the role of television news acquires a crucial dimension in the political process, In a thriving democratic polity such as India, the media has a crucial ‘fourth estate* function, asapillaronwhich thepol tical systems rests, together with the other lree estates ~ legislative, executive, and judiciary. An independent media can also act as 3 counterbalance to the three estates, as a watchdog guarding the public interest, and providing a forum tor publie debate, It cat be argued, that this fourth estate fiasction of the media has significantly contributed to India’s mukipaty, rlti- lingual and rutilayered democracy, ‘An atonocnous pub lic broadcaster can play a central roe ia this reward. Taking @ cue from successful public service broadcasters stich as the BBC and Japan's NHK, Indian broadeasters should invest Lo protect and promote India’s rich cultural, intellectual and religious heritage and publicise it globally, This combined with highlighting the verve and vitality of @ youthful contemporary India would contribute to India’s soft power: Finally, a public-service broadcaster should open India’s ‘window to the world: at a time when India is inereasingly globalizing, its television news demonstrates ‘scant interest in international affairs. Unlike other international news networks — even among major noa- English speaking, countries which have recently launched 24/7 English language global channels (Russia ‘Today, France 24, Iran's Press TV, Qatar's Al-Jazeera English, Japan's NHK Intensational, China's COTW News, Germany's Deutsche Welle, among others), Doordarshan) news is absent from the world’s television sereens (hough privatetndian charmels such as NDT'V 24x7 and Aaj Tak are Visible), Given India’s size, sealeand scope, it remains a key imperative that an Indian perspective on alobal affairs is Vocal and visible, For this (o happen, Doordarshan news has to be reinvigorated, professionalized and made available on major satellite networks around the world (arid sot confined to webcasting on a priiitive ook ing website ina country which prides itself’ as being a global IT hub). Apart trom a strong political will, Indiahas the professional, technotogical and financial resources to reform its iblic-serv ice broadcasting, providing this crucial instrument of soft power editorial and financial autonomy amd deploying it — in all ts forms - radio, television and on-Line—as a messenger for a restr Indi a (Enea: Thussulwestrnsto ra) RIAS Acuew hae ONE STOP SOLUTION (NEW SYLLABUS) Dr. B. RAMASWAMY saul eng yo ese iterate SOCIOLOGY Under tho guidance of Dr. 6. Ramaswamy Sociology bya sociologist (Tre ony suet having he det overage ot syldus ESSAY/GS-f,indun Sein GS-2Secil usin O$-3Eeenome Develepment. Sutton Ctaster Nam ponent GS-4. Ebest ond ptt) TO CLEAR GENERAL STUDIES 2013-14 Exclusive MAINS RIAS , NO: 1 institute for Writing Practice for the Last 10 years 0 484 papers ofthe noe Pe TEAM MEMBERS OF BAS | DEAROLSIAMY DRAWING DROWNDMEKAR | DRLTRARIASSIIA UR JEVAKIOUAR BATCH PEI De MAT eUA PANDEY To SACU EN) AN nt Rtn) see ETN 7 ESSAY | ET A orth :2252 Hudson Line Kingsway Cay ay Pps ig Ser ae daar asesete pel yap le Fiona ak ase beplty RAMASWAMNMY’'’S IAS ACADEMY 9312265261, 22783789, 9999605344 Webs Site EY neR Ee ut rea amaswamyiasacademy.org YOIANA July 2083 33DO YOU KNOW? What is Massive Open Online Course (MOOC)? A massive open online course provides online content for anyone without any limit on attendance, In some developed countries, it looks like the future of higher education. In countries like United States, courses have attracted a large number of students. The term MOCC was coined by somie Canadian academics around 2008 ‘Throveh the web, the course aims af wice spread interactive participation. In addition to the traditional course inaterial, opportunities for interaction are also offered. This system of education has been hailed as one which has broken the walls of formal and traditional educational institutions. As MOOG: is a voluntary exereise, there is no penalty for dropping or lagging behind, For some subjects huge enrolments have been reported in some western countries, Some prominent universities there have offered to help promote this elfort aimed at taking the edueation to the masses, beyond the classrooms and open leaming sy stem, Several experts worldwide have been devoting their time and energy to preparation of curriculum, course material, assessinient and analysis, Before the digital age, distance learning had come in the form of correspondence courses. As early as 1922, the New ‘York, University had started its own radio station but education through radio could not make mich headway due to high attrition level MOOC, which originated in 2008, first bezan with 25 tuition fee paying students of a university. «Afong. with, them 2,300 students from general public also joined. Of late, MOOC has been gaining momentum. The students’ urge for knowledge along with the flexibility and freedom that this system offers, has led to its growth, “There are sev eral issues with regard {o this system which remain unresolved like the cost and payment. There are many for whom the MOC projection as the "next big thing” is lype yel this system holds fot of promise inthe field of education, What is Fairplay in the Contest of Copyright Law? Copyright has been an issue of concern for long. With the modern society emerging us a knowledge society, the copyright issue has been acquiring growing significance around the world, The doctrine of fair use tries to, balance the rights of copyright owners with wider sosial interests. "Fairplay" in copyright does not aim al blanket ban of copying but allows socially useful activities like criticism, news reporting, teaching and research ‘The faisplay doctrine had its own origin in certain judicial pronouncements but with the passage of time some of its salient features have beau included in the copyright laws across the world, The Factors that detemiine the fhimplay in copying include the purpose of use, nature of the work copied, the amount of portion copied, the effect and use on the market share of the original work. The creativity and enrichment of'the general public determines the purpose of copying At should not supersede the original work. IF the purpose is non-commercial and educational, itcan be condoned but if the purpose is commercial exploitation of some one else's mental, intellectual or creative effons, it ean attract penalty. Ifthe ownership of a work rightly belongs to public domain, it can come under fair Play. The social usefulness of a work can also weigh as a consideration for determining the fair play. The quantity of copyrighted work also matters. The effect of copied work on the market share is also significant It choutd not be addirect market substitute. Commercial use and duplication in entirety of the original which supersede the objects ofthe original which harms the market of the original will surely amountto copyright violation, “The ever widening reach of the intemet has been throwing new challenges to copyright protection. Particvlarly inn the developing, countries, laws have to keep pace with the explosion of inforration and advancement of the technology. (Compilee by Hasca Zia, St Eadator Yojana, Uri) SSeIEROU fe the June 2013 suse of Yop, the ate om Pasiina-A Puwdse of Eur has been €0 authored by De K. Kalita also, whose mame was innavertenly onaited inthe mrticle. The mission is regretted. Bate M4 YOIANA. July 2013PSB-RADIO BBG Sele Public Service Broadeasting- A Balancing Act Mark Tully HE NOVELIST ov Ratio 4, an anthology of prose, Steplien Faulks has postry andl music, early on Sunday said BBC Radio 4 momings and late at night. Listeners Channel's humane, — often say tome, l goto sleep listening Uupper-middlebrow toyourproaramme. I'mnotquitesure seriousniess has done how much of a compliment that is but more both to define British society and il does show the power of Radio 4 if to hold it together than ary political people are til isting at 11.30 at of artistic movement of the last one night on a Sunday. . r Iundredyears.’ It's Radio4‘sbreakfast So public service show, the Today Programme which sels the political agenda for the day: Why do I start this essay with a description of the extraordinary broadcasting in Although i's radio, not television, i's eer vicar my experience is ee ot a eames highly valaed by Briers, woul PPS gol exist if there was no public all about balance, 9 Ratio tat tis dominnt 1428 if there wae no publ ¢ news zand current affairs There is the balance _ twosdeasting but it’s much more than ‘a news chanmel. It com ns more broadcaster has ever mounted an effective challengetoRadio4. [believe FS © ive not just the expense of ninning a fhiat-Ras te sae amma and comely than ary cera charm! like radio 4 and the diffcity continously or television chanel i Britain. WS herefore commercial broadcasters would have in making # profit from between competing — ai discussion programmes on with commercial (itioay

You might also like

• All Art Is Propaganda PDF

  

  Document2,708 pages

  All Art Is Propaganda PDF

  Pau_Brand_2550

  33% (3)
• PolSARpro v4.0 Presentation PDF

  

  Document26 pages

  PolSARpro v4.0 Presentation PDF

  aqzeeshan78

  No ratings yet
• Trompeta 2

  

  Document2 pages

  Trompeta 2

  Mauricio Torres

  No ratings yet
• • Magazines
  • Podcasts
  • Sheet music
• Ampacidad Alimentacion

  

  Document1 page

  Ampacidad Alimentacion

  luis miguel sanchez estrella

  No ratings yet
• All The Things You Are

  

  Document1 page

  All The Things You Are

  Peppe Liotta

  No ratings yet
• Music To Watch Girls by MJ

  

  Document3 pages

  Music To Watch Girls by MJ

  Marvin Jong

  No ratings yet
• Cicuta Tibia - Tuba

  

  Document2 pages

  Cicuta Tibia - Tuba

  Yohan Octavio Vera Delgado

  No ratings yet
• Flow Design Formulas For Calculation - Exported From (HTM - 02 - 01 - Part - A)

  

  Document8 pages

  Flow Design Formulas For Calculation - Exported From (HTM - 02 - 01 - Part - A)

  wesam allabadi

  50% (2)
• Extracto Destinos-Elementos-para-la-gestión-de-destinos-turisticos

  

  Document76 pages

  Extracto Destinos-Elementos-para-la-gestión-de-destinos-turisticos

  Enzo Navarrete Ulloa

  No ratings yet
• 101 Problems in Algebra

  

  Document160 pages

  101 Problems in Algebra

  Trishaii Cuaresma

  96% (28)
• Xsara 18 - Berlingo 18 - 18 Xu7jb PDF

  

  Document2 pages

  Xsara 18 - Berlingo 18 - 18 Xu7jb PDF

  Jorge Daniel Diaz

  No ratings yet
• Como Quien Pierde Una Estrella Voz

  

  Document2 pages

  Como Quien Pierde Una Estrella Voz

  Gerardo

  100% (2)
• GM Inyección Electrónica S10 Blazer 2.2 Efi Delphi Multec em

  

  Document2 pages

  GM Inyección Electrónica S10 Blazer 2.2 Efi Delphi Multec em

  yayixdfuego131

  No ratings yet
• Lagenda Violin PDF

  

  Document2 pages

  Lagenda Violin PDF

  Marvin Jong

  0% (1)
• PDF Parts Catalog Tvs Rockz - Compress

  

  Document104 pages

  PDF Parts Catalog Tvs Rockz - Compress

  asparete

  No ratings yet
• Escort 18 16 Zetec

  

  Document2 pages

  Escort 18 16 Zetec

  Osvaldo López

  No ratings yet
• Detail (1-1) To R.C. Strip Footing (Sf1) : A B E F H J K

  

  Document1 page

  Detail (1-1) To R.C. Strip Footing (Sf1) : A B E F H J K

  Thomas Garcia

  0% (1)
• Renault Inyección Electrónica Clio 1.4 Ac Delco Monopoint P PDF

  

  Document2 pages

  Renault Inyección Electrónica Clio 1.4 Ac Delco Monopoint P PDF

  Good Car

  No ratings yet
• Strong Enough - Drums

  

  Document2 pages

  Strong Enough - Drums

  Колянсур Иванов

  No ratings yet
• Building Act

  

  Document136 pages

  Building Act

  Veronika Raušová

  No ratings yet
• Elvis

  

  Document1 page

  Elvis

  maui3

  No ratings yet
• El Pastor - Vihuela

  

  Document1 page

  El Pastor - Vihuela

  Damian Guardia Salazar

  No ratings yet
• Ibfc 142 Engenheiro Mecanico

  

  Document16 pages

  Ibfc 142 Engenheiro Mecanico

  José Maria junior

  100% (2)
• Fiat Coupe

  

  Document1 page

  Fiat Coupe

  Julio Fanin

  No ratings yet
• 388 1006 1 PB

  

  Document20 pages

  388 1006 1 PB

  Gabriel Evangelista dos Santos

  No ratings yet
• 09 - Chapter 1

  

  Document20 pages

  09 - Chapter 1

  Dr. POONAM KAUSHAL

  No ratings yet
• 5756867

  

  Document1,027 pages

  5756867

  Sách Việt Nam

  50% (2)
• What A Wonderful World Eb - Bass Trombone PDF

  

  Document1 page

  What A Wonderful World Eb - Bass Trombone PDF

  Jose Herrero

  No ratings yet
• 01 - Lista de Parametros Simplificada

  

  Document8 pages

  01 - Lista de Parametros Simplificada

  Luis Felipe Vidigal

  No ratings yet
• Calculus Cheat Sheet Derivatives

  

  Document4 pages

  Calculus Cheat Sheet Derivatives

  Rajat

  No ratings yet
• Mix Serpiente - Banda

  

  Document53 pages

  Mix Serpiente - Banda

  John Carlos Vilca Veliz

  No ratings yet
• 5

  

  Document2 pages

  5

  Abel Salazar Piano

  No ratings yet
• 6periostitis

  

  Document10 pages

  6periostitis

  Antonio

  No ratings yet
• Hecho Del Píncipe

  

  Document11 pages

  Hecho Del Píncipe

  Edisson Morales

  No ratings yet
• Renault Inyección Electrónica Kangoo RL-RN 1.6 1999 Siemens Sirius 32b PDF

  

  Document2 pages

  Renault Inyección Electrónica Kangoo RL-RN 1.6 1999 Siemens Sirius 32b PDF

  Osvaldo López

  No ratings yet
• Business Startup Guides-Preparing Yourself Ver 2

  

  Document4 pages

  Business Startup Guides-Preparing Yourself Ver 2

  Minh Huỳnh

  100% (1)
• Tema 6. CULTURA

  

  Document7 pages

  Tema 6. CULTURA

  Marina

  No ratings yet
• Indian Express 19 August

  

  Document20 pages

  Indian Express 19 August

  Tension Dene ka

  No ratings yet
• Taita Salasaca - Conga Drums 2

  

  Document2 pages

  Taita Salasaca - Conga Drums 2

  Carlos Xavier

  No ratings yet
• Los Mareados Arreglo Hernan Possetti

  

  Document2 pages

  Los Mareados Arreglo Hernan Possetti

  teomondejarmusica

  No ratings yet
• Trompeta 1

  

  Document2 pages

  Trompeta 1

  Mauricio Torres

  No ratings yet
• Excercise in F

  

  Document2 pages

  Excercise in F

  Paz Villahoz

  100% (2)
• Tu Me Gustas Trompeta 1

  

  Document2 pages

  Tu Me Gustas Trompeta 1

  Jonathan

  No ratings yet
• Aural Ritmo

  

  Document1 page

  Aural Ritmo

  fabio

  No ratings yet
• Enfermeiro Ebsrh 2015

  

  Document10 pages

  Enfermeiro Ebsrh 2015

  Neila Reis da Silva

  No ratings yet
• Paradise Violín II

  

  Document2 pages

  Paradise Violín II

  Javier Rubio Pérez

  No ratings yet
• GM Relés y Fusibles Corsa PDF

  

  Document1 page

  GM Relés y Fusibles Corsa PDF

  corylin

  No ratings yet
• 2020

  

  Document14 pages

  2020

  mintrikpalougoudjo

  No ratings yet
• Mix Trompeta Chilombiano

  

  Document1 page

  Mix Trompeta Chilombiano

  Denise Alvarado

  No ratings yet
• Planes API

  

  Document10 pages

  Planes API

  Manuel Figueroa

  No ratings yet
• Greenwashing Nas Empresas

  

  Document37 pages

  Greenwashing Nas Empresas

  Lara Gago

  No ratings yet
• UTS ELT MDE S1 Coursebook Evaluation Checklist

  

  Document3 pages

  UTS ELT MDE S1 Coursebook Evaluation Checklist

  Hanin Khalishah Waqqas

  No ratings yet
• Charles D Ghilani - Paul R Wolf - Elementary Surveying - An Introduction To Geomatics-Pearson Prentice Hall (2012) - Extracto

  

  Document19 pages

  Charles D Ghilani - Paul R Wolf - Elementary Surveying - An Introduction To Geomatics-Pearson Prentice Hall (2012) - Extracto

  Rodrigo DelBarrio

  No ratings yet
• Elec 4 Black

  

  Document1 page

  Elec 4 Black

  yudo08

  No ratings yet
• What Squirt Teaches Me about Jesus: Kids Learning about Jesus while Playing with Fido

  

  From Everand

  What Squirt Teaches Me about Jesus: Kids Learning about Jesus while Playing with Fido

  Verneda S. Harris

  No ratings yet
• Strangers' Voices In My Head: A Journey Through What Made Me Who I Am from My Mind

  

  From Everand

  Strangers' Voices In My Head: A Journey Through What Made Me Who I Am from My Mind

  Shawn P. Lehto

  No ratings yet
• Flying Saucers Vs. the Earth #1

  

  From Everand

  Flying Saucers Vs. the Earth #1

  Ryan Burton

  No ratings yet
• Violet Rose #0

  

  From Everand

  Violet Rose #0

  Emma Davis

  No ratings yet
• Nuggets for the Soul: Poems That Will Inspire You

  

  From Everand

  Nuggets for the Soul: Poems That Will Inspire You

  Jackie Slaby

  No ratings yet
• Run to Win

  

  From Everand

  Run to Win

  Eric D. Johnson

  No ratings yet
• Odyssey Presents: Gallery

  

  From Everand

  Odyssey Presents: Gallery

  Chad Rebmann

  No ratings yet
• Remote Sensing Exam 2 Study Guide: Resolution

  

  Document10 pages

  Remote Sensing Exam 2 Study Guide: Resolution

  aqzeeshan78

  No ratings yet
• 11 Chapter 6

  

  Document41 pages

  11 Chapter 6

  aqzeeshan78

  No ratings yet
• PolSAR Tutorial Announcement Final Colour-Novm

  

  Document2 pages

  PolSAR Tutorial Announcement Final Colour-Novm

  aqzeeshan78

  No ratings yet
• Biz Gyan Tree Invitation 2014

  

  Document4 pages

  Biz Gyan Tree Invitation 2014

  aqzeeshan78

  No ratings yet
• Drones Agriculture

  

  Document19 pages

  Drones Agriculture

  Yusran Liverpudian

  No ratings yet
• Development of A Low-Cost Agricultural Remote Sensing System Based On An Autonomous Unmanned Aerial Vehicle (UAV)

  

  Document2 pages

  Development of A Low-Cost Agricultural Remote Sensing System Based On An Autonomous Unmanned Aerial Vehicle (UAV)

  aqzeeshan78

  No ratings yet
• PolSARpro Software EPottier PDF

  

  Document160 pages

  PolSARpro Software EPottier PDF

  aqzeeshan78

  No ratings yet