In what may turn out to be a repeat of the 'India Shining' campaign of the National Democratic Alliance (NDA), the Congress-led United Progressive Alliance (UPA) government has decided to evolve a muti-media strategy to popularise its achievements and the progress made on the implementation of the Common Minimum Programme (CMP).
Government sources said that the resources of the various ministries would be pooled to fund this campaign. All the central ministries dealing with issues identified under the CMP will indicate priorities and thrust areas to prepare a media strategy of the government.
Ministry of Information and Broadcasting would then use its wings including All India Radio (AIR), Doordarshan, Directorate of Audio Visual Publicity (DAVP), Song and Drama Division and Photo Division to highlight the government's achievements under the CMP.
Information officers posted in the various ministries would also procure weekly report on what their respective ministries are doing under the CMP. Doordarshan would produce 4.5 minutes programmes based on the progress reported by implementing ministries on the thrust areas of CMP.
They would focus on one theme for every week. The respective ministries would indicate the focus areas and provide inputs and the programmes would be produced in-house by Doordarshan.
The content would be provided by the concerned ministries, while the delivery mechanism would be arranged by wings of Information and Broadcasting Ministry. Each department and ministry will also appoint a nodal officer and contact persons to coordinate this work.
At a meeting attended by Navin Chawla, secretary, the Ministry of Information and Broadcasting, it was decided that all media units including of Information and Broadcasting ministry would coordinate and pool their resources for this purpose.
Photo Division will organise exhibitions on themes covering CMP.