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I&B min exhorts M&E industry to come forward for Swacch Bharat

MUMBAI: Information and Broadcasting (I&B) secretary Bimal Julka today urged the media and entertainment (M&E) industry to contribute extensively to the government’s ambitious Swacch Bharat Mission (Clean India Mission).

In a meeting with the stakeholders of the industry, Julka emphasised that the M&E industry could help in reaching out to people with right content and effective messaging which would ensure community participation in the Swacch Bharat Mission.

Reiterating the Prime Minister’s appeal to devote ourselves to ‘swacchchhata’ (cleanliness), Julka said it is essential for all stakeholders to be partners in the drive towards this initiative. Julka said the M&E industry has an important role to play in order to make Swacch Bharat a mass movement.

The stakeholders of the industry included representatives of News Broadcasters Association (NBA), Indian Broadcasting Foundation (IBF), representatives of FM radio, community radio, digital media, entertainment channels and national broadcasters including the public broadcaster.

The representatives extended their support to carry forward the initiative and shared their views and suggestions to create an effective multimedia campaign which would translate ‘information into action’ towards fulfilling the Prime Minister’s vision of ‘swacchchhata’.

Quoting the example of cable TV digitisation, Julka suggested that the M&E industry must bring leading actors together to communicate messages through television on Swacch Bharat to households.

For the FM radio industry and community radio stations, Julka appealed to create region-specific and event-specific programmes on the Swacch Bharat Mission.

He also appealed to the digital media industry to play messages across various theatre screens in the country to make people aware of the initiative.