Zonal Co-ordination Meetings
(ZCM) & 5 ‘C’s
Dear Friends,
I wish you all Merry Christmas and a very happy New Year. If you recall that during
our round of ZCMs that we held in Guwahati, Kolkata, Bangalore,
Mumbai, Bhopal and Srinagar, we had discussed a lot of subjects
and raised a lot of issues. They are
being processed and some of the ideas given by our field officers have already
been implemented. I will personally go
through these issues in early January and you may let me know some immediate
priorities, which you would like to be cleared without any further delay.
If you remember, we discussed the 5 ‘C’s for
bringing about a positive change in the functioning of Prasar Bharati. This basically means that the Engineering,
Programme, News and Administrative Divisions of Akashvani and Doordarshan would
need to work together on the 5 points. I place below short points on each one
of these ideas and you may like to go over them.
Convergence:
· The spirit of teamwork to be realized and convergence to begin at the
field level. News, Programme, Engineering, Administration, Finance and
Marketing of both AIR and Doordarshan to work cohesively to achieve larger
objectives.
· To regularly exchange best practices from within the organization and
from outside.
· To build synergy between AIR & Doordarshan News. News gathering to
be joint utilizing the vast network of about 600 Stringers and the same number
of Part Time Correspondents, available
in every part of the country. This has the potential to beat any other channel
through its sheer size and networking.
· To safeguard valuable recordings of AIR and Doordarshan. Archival
material to be preserved using the latest technology.
· To propagate the country’s unity in diversity safeguarding the principles
of secularism and equality.
Communication:
· Effective communication within the organization and in the organization
vis-à-vis the rest.
·
E-flyers, webcasting, audio-on –demand/podcasting, news on mobile,
IPTV, You Tube, social networking sites to be used for wider reach, promotion,
publicity and interactivity.
· Keeping in view the fact that 65% of India’s population is below 35
years, AIR/DD to gear up in this era of mobility and use the vast communication
network available through nearly 900 million mobile sets and nearly150 million
internet connections for publicity and communication.
· To be visible and to be heard. Locations to be identified (in govt.
premises) for putting up Billboards, Electronic boards publicizing popular
programmes. Regional newspapers to be used effectively for advertising
programmes. Media partnership with leading local dailies to be explored. Cross
channel publicity to be mounted on the huge network of AIR and DD Channels.
Multimedia platforms to be effectively used for publicity.
· Details of programme producers associated with the organization,
equipment purchased in the last 5 years to be made available in public domain
for greater transparency.
Content:
·
News to have a ‘positive bias’ to issues of caste, gender, crime …
Focus on the punishment not on the crime, to emphasize that crime will not go
unpunished. While some TV channels sensationalize rape or the incidence of rape
by taking the tape/camera to the person who has already been traumatized, the
public broadcaster to project retribution. All the 341 kendras would pick up
that news of that punishment that has happened in one corner of India
and broadcast it far and wide.
· To constantly update. Repetition in news bulletins to be avoided. Every
succeeding bulletin to carry updates for enhanced listenership and credibility.
RNU contribution to be visible in National bulletins. News to be focused more
on the event than on the person. Anchors and panels to be ‘peppy’, backdrops
vibrant/ pleasing to the eye, the look and feel attractive.
· To devise programming for the social cause. Like ‘Satyamev Jayate’ more
such bold and innovative programmes to be broadcast in public interest.
·
To use dialects in programming to enhance reach.
·
To use LPT’s for nichecasting in dialects.
· Improved packaging with crisp introduction for Feature films on
Doordarshan to whet viewers’ appetite.
· Best archive material to be dubbed to Hindi and other languages for
greater reach.
Corporatisation:
· Systems to be transparent, open, simple to follow and quick on
response.
·
Professional content management, Management Information System (MIS)
for land, property, personnel, court cases, budget and finance to be in place.
· To archive and digitize. To facilitate online sale of DVD’s.
· DTH to be a corporate entity and to be marketed and facilitated, with
proper menu, supply chain display and promos.
· Studios to be better utilized. Possibility of renting /leasing of
Infrastructure/towers etc. to be explored
· E mail, messaging etc. to be adopted for speedy communication.
Cooperation:
·
Take the team along. It cannot
be a one way traffic.
· Staff to extend full cooperation, to contribute ideas for betterment of
programmes/organization.
I hope we are clear on these.
My Best wishes to you, your family and colleagues
Regards,
Jawhar Sircar
Prasar Bharati Parivar is proud of
hundreds of administrative, engineering, programme and news persons who have
worked tirelessly to bring the station to this stage and those who are still
working at the station and contributing their pie for upliftment of masses.
It’s time to congratulate all of
them who have been directly or indirectly associated with the station. We
invite all our friends to post their comments to appreciate their efforts. We
also request the employees/ex employees of the station to share their
experiences and thoughts on this day by adding them in the comments.
