SIRD WORKSHOP ON

Development Communication for

Strengthening Local Governance

Access to Media in Rural

Households and Opportunities

15th March 2011

By Dr Pradeep Mahapatra
Berhampur University
OBJECTIVES OF THE WORKSHOP

 Build capacity
 Enhance knowledge and skills of stakeholders
 Use of communication as tool for empowerment
 Workout strategy and action plan
 Set an interface for good governance hub for
effective implementation of PR & RD programmes
HIGHLIGHTS OF PRESENTATION

 Access to media in Odisha

 Development Communication through mainstream and

alternative media platforms

 Case study on GRAM VIKAS SAMACHAR

 Tips for effective communication

ACCESS TO MEDIA IN INDIA 2008

Types of Media PRESS TV RADIO INTERNET

Total Number of
Readers/Viewers/ 32 46 17.8 14
Listeners or Users over
age of 12 yrs.
Crores Crores Crores Crores

Time spent in minutes 26 98 81 68

Source: The Indian Media Business(Sage)

GROWTH IN REACH OF MEDIA 2000-2008

Types of
PRESS TV RADIO INTERNET
Media

2000 23.2 33.3 12.2 03

2005 36 38.6 15.3 12

2008 32 46 17.8 14

Source: The Indian Media Business(Sage)

ACCESS TO MEDIA IN ODISHA 2008

Types of Media PRESS TV RADIO INTERNET

INDIA
Total Number of 32 46 17.8 14
Readers / Viewers /
Listeners or Users Crores Crores Crores Crores
over age of 12 Yrs.
57.5 22.25 17.5
40 Lakhs Lakhs Lakhs
ODISHA
Lakhs RATIO EXTRAPOLATED
PREDICTIONS
MEDIA LANDSCAPE

 Estimated 20% growth in media industry

 Higher growth rate of regional media

 Hyper localization of content

MAINSTREM MEDIA & DEVELOPMENT
COMMUNICATION

 About 6% coverage of development news

 Market driven editorial policy

 Lack of Public Relation activities for coverage of

development news
VOLUME OF SOCIAL ADVERTISING IN
INDIAN PRINT MEDIA

2006 Position 07 41.58

2007 Position 10 29.95

149.54
2008 Position 02
Lakhs Col.coms

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

INITATIVES FOR BETTER COVERAGE

 Planning strategies

 Capacity building

 Replicating good practices

ALTERNATIVE MEDIA

 Available government publications

 Available ‘Community Press’

 Curated media
MOBILE PHONE AS A PLATFORM

January 2010 1,36,81,939

February 2010 1,42,98,371

Monthly
6,79,342
additions

 Govt. of Odisha initiatives for innovative project

under e-governace
Case Study on
GRAM VIKAS SAMACHAR

 Development activists as informers

 Copy editing and production by professionals

 Personalized distribution system

USEFUL TIPS - I

 Documenting

 Contributing to alternative media

 Interacting with local journalists

 Circulating story proposals among mainstream media

USEFUL TIPS - II

 Documenting hard facts

 Collecting background information

 Extensive interviewing

 Recording others impressions

 Seeking human interest angle