The information and broadcasting ministry submitted a proposal to the Planning Commission last month, detailing a scheme for dissemination of information through media outreach. "The scheme seeks to combine all the media arms at its disposal to make an impact. This is an effort at synergy, coordination and consolidation among various arms," said a senior government official.
"We hope to see it function this year itself."
"It was observed often in the past that various media arms of the government have been working in silos, whereas the basic aim is the same. Often, there have been bitter rivalry among them," the official said.
The proposed strategy will also result in more efficiency as far as allocation of financial, human and technological resources are concerned.The move comes amid an ongoing government effort to use its public interface arms across all formats and platforms more effectively.
Reportedly a brainchild of I&B minister Ambika Soni, the scheme proposes to involve all media arms of the government in any undertaken campaign or programme, instead of just one.
Explaining how this could translate into action, the official said: "For instance, if a public information campaign is on, the other arms will hold relevant exhibitions, screen films and stage performances in accordance with their functional areas. Henceforth, all the government's media units will work in a much more coordinated and focused manner."
A coordination committee, comprising various media unit heads, has already been constituted to ensure convergence of advocacy, information and communication objectives, besides strategies of the ministry.
The proposal holds a lot of promise for the government media machinery, which has often been lacklustre in its strategies - especially in the backdrop of various scams and the anti-corruption campaign taken out by activist Anna Hazare.
To improve its image and put its view across, the government would place a Group of Ministers (GoM) on camera in May, appoint 11 young and articulate ministers as spokespersons in December, and promote an ongoing effort to utilise social media platforms such as Facebook and Twitter for increasing the government's interaction with the public.