Reviving Public Service Broadcasting for Governance: A Case Study in India

Meghana HR

Abstract


In the age of digitalization, radio and television are regarded as traditional media. With the popularity of internet, the traditional media are perceived as a passé. This stance stays staunch to public broadcasting media. The public broadcasting media in India is witnessing a serious threat by the private sector ever since privatization policies were introduced way back in the early 90s. The private radio stations and television channels are consigned with an element of entertainment that the former public broadcasting media severely lacked. Doordarshan (DD) and All India Radio (AIR) which is a part of the broadcasting media in India in the recent time are trying to regain its lost sheen through more engaging programmers. One such effort is the programme „Mann Ki Baat‟, an initiative by Prime Minister Narendra Modi. The programme aims at delivering the voice of Prime Minister to the public and also obtains the concerns of the masses. At a time when private television and radio stations have accomplished the mission of luring large audience in India, a government initiated programme – Mann Ki Baath has made a difference in repossessing the lost charm of public broadcasting media in India. This paper intends to explore the case study of „Mann Ki Baath‟ programme as a prolific initiative in generating revenue to public broadcasting media and also accenting the ideas of the government.

Keywords: Traditional media, Mann Ki Baath, Public broadcast, Traditional media for Governance.

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