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Nature of news dissemination has undergone change due to 24×7 TV: Jaitley
MUMBAI: The nature and character of news dissemination had undergone change due to the challenges consistently thrown by 24×7 TV, said Minister for Finance, Corporate Affairs, and Information and Broadcasting (I&B) Arun Jaitley.
The camera today had become the prime mover for defining content and setting the agenda, thereby impacting the flow of news.
Jaitley also said that as technology effects a change in the communication landscape, the future belongs to digital media due to its reach, scale, variety and accessibility.
“The technological thrust also impacted the nature of information dissemination in view of changes taking place globally across platforms. These rapid changes had led to a convergence of technological touch points in the media space, impacting the nature and flow of information dissemination,” he said.
Inaugurating the workshop on ‘Streamlining Government Communication’ organised by the Press Information Bureau under the aegis of the MIB at the National Media Centre, he also spoke about the current communication scenario offering an opportunity for government communication.
On the relevance and importance of government communication in the changed communication paradigm, the minister believes that the environment today offers opportunity to stakeholders within the government to disseminate credible, factual, relevant and reader-friendly information.
Thus, he called upon the participants to package data, facts and information keeping in mind contemporary tools and trends, media requirements and content for opinion makers and analysts in the media space.
Jaitley emphasised that government departments needed to utilise their websites to place accurate and credible information as the website is an important medium to address concerns of stakeholders.
Furthermore, the content of the website needs to be in a language that is easy to read and understand; and each ministry also needs to cultivate the mechanism of reaching out to those stakeholders who constitute the wider assembly of people including representatives of the people/civil society and more, he added.
Referring to the need to utilise different tools available in the social media space including Twitter, blog and Facebook to enhance the reach of government communication, the minister also mentioned that the media needed to take a comprehensive view of the decision-making process while highlighting the decisions taken by the government.
In his address to the participants, Minister of State for I&B Col. Rajyavardhan Singh Rathore said that the current communication perspective was driven by speed, accuracy, brevity and clarity of thought. “It is imperative to utilise new tools of communication for enhancing outreach to a wide range of stakeholders. Perception management has become a critical tool in the communication paradigm and needs to be addressed in totality.”
I&B secretary Bimal Julka gave an overview of the efforts being made by the ministry to position the communication approaches of the government. He outlined the initiatives to deal with the new challenges in the context of adopting a 360-degree approach, integrated media planning and initiatives in the social media space.
He further outlined the specific initiatives undertaken for Swachh Bharat Mission, Beti Bachao, Beti Padhao and PM’s Jan Dhan Yojana along with efforts of the ministry in addressing the crisis situation.
Emphasising the need of integrating the IEC component within proposals for consideration/approval, the secretary called upon the participants to formulate a Cabinet proposal that made the IEC component an inbuilt part. This would enhance the communication efforts and address the budgetary requirements, he said.
The workshop aimed to address the communication needs of the government. The one-day workshop discussed various perspectives/issues on changing media scenario, viz. emergences of social media, communication of financial policy of the government to regional media and PMO perspectives on media communication, etc. through technical sessions, panel discussions, open-house discussions, Q&A sessions and more.
The workshop is being attended by officers of the joint secretary level and above along with private secretaries to ministers from various ministries and departments.