Establishing Information Highway for Streaming IEC to Gram Panchayats & Villages Prospects of IEC Activities through Bharat Nirman Rajiv Gandhi Seva Kendra A Presentation by SANKALP TV
11th Plan Vision “We also need to ensure that growth is widely spread so that its benefits, in terms of income and employment, are adequately shared by poor and weaker sections of our society especially the Scheduled Castes and the Scheduled Tribes, Other Backward Classes and the minorities. … It must generate sufficient volumes of high quality employment to provide the means for uplift of large numbers of our population from the low income low quality occupations in which too many of them have been traditionally locked.” Hon’ble Prime Minister Foreword to the Eleventh Plan
Existing Anomalies in IEC Process • Majority of IEC activities are being undertaken through print media, which is generally not understood because of low literacy…. • Printed IEC materials remains stacked in GP offices, not shared and explained to the community. • Lot of Audio Visual IEC materials are also developed by different departments, but not exhibited in all the GPs/Villages due to lack of communication channels and hence coverage remains minimal. • No provision for storing of AV IEC contents for exhibiting it conveniently with consideration of time constraints of villagers. • Coverage and communication of good practices for replication in other areas also remains unfulfilled due to lack of robust communication facilities. • Consequently major objectives of IEC in Capacity Building/Skill Development/Training and community interest remains unfulfilled. • Communication of critical information relating to health emergencies / disaster preparedness do not reach on time upto village level.
What We Lack… • Lack of Communication to Beneficiaries about Eligibility in various schemes • Difficulty in reaching out to grass root functionaries. • Lack of Transparency & Accountability • Lack of required skill sets • Awareness & Education on Critical Parameters of Development for responsive Community Participation • Facilitating education and learning about sectoral and multi-sectoral topics for behavior change toward sustainable development and empowerment. • Facilitating community access to market information.
Infotainment model- what we aspire for… • To Arouse interest, The underlying principle is “Seeing is Believing” • To Bring out humour.Audio visual means are more effective than hoardings and wall paintings. • Information, Education and Communication through entertainment. • Entertainment through development centric Audio/Visual programs which can stimulate discussions among target group. • To develop socially responsible, aware and vigilant rural communities.
What’s New? • Recent technological advancement (ICT, DTH etc.) has paved the way for better targeting of IEC through diverse mediums of communication. • Development of BNRGSK infrastructure for MGNREGA/NRLM/RKVY/Horticulture Mission/NRHM (Bharat Nirman) activities have opened new vistas for rethinking new models of IEC, with convergence of different developmental efforts.
BNRGSK - Knowledge Resource Centre at the Gram Panchayat and Block levelOrissa- A Piloting Platform Bharat Nirman Rajiv Gandhi Sewa Kendra • Providing FARM SCHOOL type education and training to Farmers, SHGs, Rural youths, CBOs, Micro-entrepreneurs for value additive livelihood. • To facilitate skill development and job opportunities through Employment Mission • To provide tips on Healthcare, Drinking water & Sanitation. • Triggering innovation and knowledge-based new enterprises. • Building value chain and horizontal supply chain to reinforce addition. • citizen access to information on MGNREGA and other flagship GOI sponsored Rural Development Programmes. • dissemination of technologies and good practices for effecting convergence for durability, productivity enhancement of rural assets and Building social capital among the voiceless and choiceless masses. In all 6234 GPs and 314 Blocks of the State Aims at … Bharat Nirman Rajiv Gandhi Sewa Kendra
BNRGSK - Knowledge Resource Centre at the Gram Panchayat and Block levelOrissa- A Piloting Platform • Best practices in Agriculture, Horticulture, Water Resources and other area relevant for the rural people. • Tips for Animal Resource Management, Pisciculture, Poultry and allied activities. • To supplement education for school students through multi media. • To provide all such developmental information to rural people as may be required. • To record the Gram Sabha / PalliSabha proceedings in Audio Visual medium and store them in safe custody so as to ensure regular conduct of meetings and to maintain transparency on the decisions taken. Some exemplary meetings can also be showcased for viewing by people of other villages so as to take note of the positive aspects. Bharat Nirman Rajiv Gandhi Sewa Kendra
Proposed Model Various Departments Content Development & Editing Existing AV IEC by different departments SANKALP Transmission Rs. 10/day/panchayat* Bharat Nirman Rajiv Gandhi Seva Kendra, Panchayati Raj Department To all the 6234 GPs of the State Can be recorded in the set top box / media player / DVDs for convenient and repeated viewing.
Major Advantages • Setting of Farm Schools/e-Hub for livelihood skills. to promote activities in Agriculture, Horticulture, Fisheries, Animal-Resources, Handicrafts and SHGs. • Effectively address “communication gap (information loss)” in the dissemination of information from Lab-2-Land. • Development of effective Teaching/Training Modules with the help of subject matter specialists/experts. • Development of e-Repository, with Sector wise contents. • Recorded contents will provide flexibility of viewing as per time and will increase the grasp through repeated viewing as per the need of the viewers. • Tips and information to avail assistance from different schemes / programs. • Real life case studies to inspire the beneficiaries. • Viewers can also watch different infotainment programmes and movies from other channels, which will enhance peoples’ interest and increase viewer ship. This will help increase in footfalls in the BNRGSKs. • Education content for school students can also be streamed to provide supplementary coaching in arrangement with Edusat.
Goals Advice on – • Pest warning and pest control. • Fertiliser use in terms of quantity and timing. • Choice of the crops to be based on soil tests and other information on cost, profit, and risk factors for various crops. • Scheduling of crop activities. • Weather information and the type of the crop to be raised by forecasting weather. • Marketing. • Strategic planning. • Animal care and veterinary Science Services. • This platform will help the rural communities to use and exchange the information and knowledge more effectively to improve their livelihoods and reduce vulnerability. • The programme will focus on addressing the broad range of livelihood opportunities of poor people and help awareness as well as capacity building.
Goals …. • To create digital content for the entire life cycle management of major crops, pulses, horticultural plants, livestock, fishery types, thus building Agri- knowledge management digital library in local language for any time any where use of farmers. • To assist the farmers to take entrepreneurial decisions. Like preparation of project report based on their requirements, financing, marketing their products etc. • To create aspiration through inspiring real life success stories of rural people in Agriculture and Allied sectors. • Better Production Planning for farmers. • To promote traditional knowledge system available with farming community to enrich the knowledge bank for their application in the fields. • To develop a platform for Agri-Advisory / extension services. • To create a forum to address queries related to any crop, animal & fisheries management problem by experts through toll free telephone / 3G mobile / e-mail.
Logistics and Delivery Process • LCD / Plasma TV / Projector connected to DTH set top box with recording facility for more than 500 hours may come as a boon for the rural citizens to get the benefit of the IEC activities. • In case of connectivity problem, DVD player / Media player can be used to screen the contents with suitable sound system to cater 40 – 50 audience. • The Audio Visual programmes & documentaries developed by different departments can be screened as per the need. • In addition to the IEC contents, villagers can enjoy movies and other entertainment programmes in the BNRGSKs free of cost. • Besides some local activities can also be recorded and screened so as to enthuse the villagers to spend quality time in the evening and to derive benefit from it.
Few Salient points for Content Development • Stories of farmers by farmers • Local and Relevant • Farmers can be motivated to adopt a new practice when they see a fellow villager living in similar conditions getting its benefits. • It will basically contain :- • An overview of the entire process. • Information on required resources and costs. • Step by step instructions in the field. • Showcasing relevant success stories. • FAQs and solution. • Contents will be made with the help of teachers, experts, scientists as well as progressive farmers, artisans from the local community and resource persons of various departments. • The video based curriculum will be time as well as location sensitive covering round the year activities. • The content will focus on techniques for better productivity through farm mechanisation as well as other methods of agriculture and allied activities.
OPTION - I OPTION - II More than500 hours of RECORDING In case of Budget constraints LCD / Plasma TV Projector connected to DTH set top box 29” color TV Projector connected to DTH set top box Rs. 45,000/- Rs. 15,000/- • Big size • Can be mounted to the wall • Better viewing • High Definition • More viewers. Recurring Cost – Around Rs. 200 / DTH Connection / Panchayat Installation in 6234 GPs of the State To be installed by Panchayati Raj Department
Costing -Some facts.. • On an average each panchayat is spending approx 50 lakhs/yr on different development programs. • The IEC component - 2% of the spending • It comes to Rs. 1,00,000 / panchayat / year. • Our Model proposes – • Monthly subscription for DTH : Rs. 200 • Sankalp charges : Rs. 10/day/panchayat*(i.e. Rs. 300/panchayat/month) • Total per month : Rs. 500/- • Total per year 500 x 12 = Rs. 6000 / panchayat / year Just 0.12% of the yearly spending of GP
About SANKALP • SANKALP is a TV & Radio software production house at Bhubaneswar since last twelve years. • It is empanelled with ORSAC, a State Govt. agency assigned for production and sourcing of AV materials on development. • It has Professional Journalists and Technicians experienced in the field of Print as well as Electronic Media.
SANKALP has network of reporters in all the districts of Odisha. It has its own camera units, transport facilities, studio and post production facilities with 4 non-linear editing set-up as well as sound recording booth etc..
Till now produced more than 2500 episodes of TV & Radio programmes with focus on social sector development. • 500 episodes of different TV & Radio programmes for Govt. of Orissa besides many documentaries. • Programmes are very popular in rural areas. SANKALP
Grassroot ReportingA Framework • With the advent of 3G technology, and Governments resolve to provide Broadband facility upto village level has opened new pathways for grassroot reporting. • Responsibility of capturing grassroot activities can be assigned to GP level volunteers or reporting clubs can be created on the line of Kalyani Clubs as seen in DD. • The volunteers can be provided with mobile phone having HD Video recording facilities for recording events and pass on market information to target groups. • Captured content can be streamed to SANKALP studio for proper editing and narrowcasting. • This can immensely increase the replication prospects of grassroot activities. • With 2-way communication facility timely market information can be provided to the rural markets, which will immensely help in boosting rural economy with development of rural economic zones having latest market information for upgrading to higher supply chains and consequent higher profits to the rural folks.
Our Responsibility • Regular content development. • Development and management of digital library. • Coordination with relevant departments for facilitating viewing of different IEC materials. • Management of viewing hours at receiving ends • Networking and convergence with the ongoing capacity building initiatives of Panchayati Raj and other departments. • Create number of contents on various subjects on sustainable agricultural practices and other livelihood activities for farmers/community in their language. • Develop BNRGSKs as a virtual class room for development communication.
SANKALP can undertake assignments at short notice to deliver quality output as required by Govt. departments / agencies.
Thanks for Attention A SANKALP PRESENTATION FOR EMPOWERED RURAL ORISSA