21 Sep 2017
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MIB officials meet broadcasters to discuss Yoga Day promotions on 21 June

MUMBAI: Aiming to promote prime minister Narendra Modi’s ‘Yoga Day’ pet project on 21 June, officials of the Information & Broadcasting ministry are meeting broadcasters to discuss the coverage plan for the same.

As per reports, a detailed action plan has been drawn up for the events to mark the day, which includes a mass yoga demonstration programme at Rajpath led by Modi.

To ensure that government programmes to mark ‘International Day of Yoga’ get wide media coverage, senior officials of the ministry met representatives of organisations like Indian Broadcasting Foundation (IBF), News Broadcasters Association (NBA), Association of Radio Operators of India (AROI) and digital cinema operators and sought their cooperation in spreading awareness about the events.

Reports state that many broadcasters were enthusiastic about the possibilities related to the coverage.

The members of the IBF will be developing ads on their own, to be aired over the course of the next 19 days.

Representatives of the Ayush Ministry, which has been given the responsibility to make all arrangement for celebration of the International Day of Yoga, were also present during the meeting.

Following a request by India, the UN had declared 21 June as International Yoga Day last year.

The government has also planned major ad campaigns across all media platforms.

It will run ad spots on private news channels as well as general entertainment channels, print ads and radio ad spots across all mediums, in a 360 degree communication approach.

Meanwhile, Doordarshan has started special programming, which includes interviews, documentaries and discussion programmes on the benefits of Yoga. Cartoon strips, illustrations and line drawings depicting salient features of the Yoga protocol may also be put together in the form of a booklet.

The Ministry, which has been using social and digital media in a big way, has made plans to promote International Yoga Day on the platforms. While it will host a dedicated blog page on the celebrations, it will also change the look and feel of all its social media accounts to reflect International Yoga Day.

Other initiatives include live streaming of Yogathone (Yoga Marathon on 21 June at Rajpath), branding of content around specific hashtags, crowd sourcing photo session among others.

The Ministry is using a similar 360 degree approach for completion of one year of the government. For instance, the DAVP has deployed 345 mobile exhibitions to cover 643 districts fitted with GPS to promote government policies and achievements.