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English Pages [346] Year 1978
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MASS MEDIA Tamed)
oman
MASS MEDIA IN INDIA 1976
Editorial Management RESEARCH AND REFERENCE
MINISTRY OF INFORMATION GOVERNMENT OF INDIA
PUBLICATIONS
DIVISION
MINISTRY OF INFORMATION GOVERNMENT OF INDIA
DIVISION
AND BROADCASTING
AND BROADCASTING
February
197%
©
1978 (Phalguna
1899)
PUBLICATIONS DIVISION 1978
PRICE
: Rs. 15.00
PUBLISHED BY THE DIRECTOR PUBLICATIONS DIVISION MINISTRY OF INFORMATION AND BROADCASTING GOVERNMENT OF INDIA PATIALA HOUSE NEW DELHI 110001.
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Printed by the Manager, Government of India Press, Coimbatore-641019
Gi€T- Gl
PL 180 SA C-1-79 Preface This is the first issue of an annual on mass media in India,
compiled and edited by the Research and Reference Division of the Ministry of Information and Broadcasting. The annual deals with various mass media organisations—both governmental and non-governmental—functioning in the country. It contains general information relating to the development of each medium of mass communication. A chronology of important events in the field of mass media and a few appendices containing statistical and other information are given at the end of the book. A comprehensive bibliography has also been appended for those seeking further details on specific subjects. In the governmental sector, information on media set-up in various states and union territories and in some selected public undertakings has been given. An attempt has been made to give sufficient reference material on the mass media largely in private sector like film advertising and book publishing. The last year represents a significant period in the field of mass media in the country. The press has been freed by repealing the Prevention of Publication of Objectionable Matters AAct and
by
reviving
the Parliamentary
Proceedings
(Protection
of
Publication) ‘Act of 1956. The Government introduced a Bill in Parliament in December 1977 to re-establish the Press Council. A working group has been set up to study the question of
converting
Akashvani
and
Doordarshan
into autonomous
ins-
titutions. The Government has also decided to restore the Status-quo ante of the four news agencies prior to their ‘voluntary merger’ into Samachar. For the first time, political parties were given an opportunity to use Akashvani and Doordarshan for election broadcasts, on the eve of the State Assembly Elections in June 1977. Similarly the leader of the Opposition in Lok Sabha made a broadcast to the nation, both on radio and television. Significant changes have been brought about in other areas like film censorship, news-print allocation and governMent advertisements so that the media are once again free. It is hoped the annual will be found useful by mediamen and others as a standard reference book.
Credits Editorial
P. B. Barthakur V. Patanjali P. Parameswaran
Written/Compiled by
awaep
Chapter/Article
Press
V. Patanjali
Radio
K. Ramachandran
Television
K. Ramachandran
Film
Jag Mohan
Advertising
N.N. Pillai
Outdoor
Seshagiri Rao
Publicity—Part I
Part II
M. D. Samant S. Parmar
Printing
V. Sankaran
Book Publishing
U.S. Mohan Rao
10.
Training and Research
N. Bhaskar Rao
11.
Central Media
P. Parameswaran
12.
States’ Media
P, Parameswaran and
13.
Public Sector Media
S. S. Sharma
14.
Professional Organisations
P. Parameswaran
15.
Doordarshan
P. V. Krishnamoorthy
16.
Non-aligned News Agencies Pool
K. S. Ramanathan
”
Traditional Media
G. L. Manchanda
CONTENTS
COMMUNICATION MEDIA
S
Ce
I.
Til.
RapDio
TELEVISION Fim
ADVERTISING OuTpoor PusLiciry TRADITIONAL MEDIA
SSSBu
nNnawrPr end
Press
59 69
Book PUBLISHING
11 87
TRAINING AND RESEARCH
98
PRINTING
MEDIA ORGANISATION 1.
CENTRAL MEDIA
107
2.
STATES’ MEDIA
3.
Pusic SecTOR MEDIA
142 181
4.
PROFESSIONAL ORGANISATIONS
196
SPECIAL
ARTICLES
1,
DOoRDARSHAN
2.
NON-ALIGNED News AGENCIES Poot
207 214
CHRONOLOGY
219
APPENDICES
227
BIBLIOGRAPHY
263 275
INDEX ADVERTISEMENTS
Communication
Media
Press TWO YEARS more and the press in India will be two centuries old. It was in the year 1780 that the first newspaper called the Bengal Gazette or Calcutta General Advertiser was started by one James Augustus Hickey, an ex-employee of the East India Company. Hickey’s Gazette, as it was popularly known, was a political and commercial weekly “‘opea to all parties, but influenced by none” and had to suspend publication within one year owing to the wrath and displeasure of the officials. However, the first attempt to publish a newspaper had been made by William Bolts some twelve years earlier but the Company’s authority frowned on him and sent him home by the first available ship. Messink and Reed who launched India Gazette, also in 1780, were benefited from Hickey’s experience and obtained prior consent of the Governor General by pledging to abide by any official regulations. Four years
later came
the Calcutta
Gazette with
assured government
patronage.
Notwithstanding the play-safe policy, neither the Calcutta Gazette, nor the
Bengal Journal, the Calcutta Chronicle and the
Calcutta Armasement could survive for long.
Oriental
Magazine
of
The Madras Courier (1785), The Bombay Herald (1789), The Courier
(1790) and The Bombay Gazette were, unlike their Calcutta counterparts of that time, vying with one another to secure official favour but they were not
free from trouble either.
Newspapers were mostly run in those days for the European officers "
working in India, and the editors were mostly those who had grievances against the Company and left its service. The papers were “useless vehicles of local information of any value; they were filled with indecorous attacks upon private life and ignorant censures of public measures” and run by those who had neither literary pretensions nor political scruples. The production of the papers was shoddy and their circulation did not exceed a bundred or two hundred copies. The press growing more vocal admonishing Governors of their duties and warning them furiously of their faults, the East India Company issued the Amherst circular in 1826 prohibiting the servants of the Company from having connections with the press in any way. However, Sir Charles Metcalfe,
who succeeded Lord William Bentinck, and his Law
member
Macaulay introduced a new phase in the history of the Indian press by bringing in the Act No. XI of 1835 which repealed the laws circumscribing the liberty of the press.
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MASS
MEDIA
IN INDIA
1978
Then came the first war of independence of 1857. The Government felt jittery about the complaints of inflammatory writings in the press. A new Act was, therefore, enforced to regulate and restrain the circulation of printed books and papers. This Act put the clock back and gratified “a grudge of ancient standing”. Eleven years later came the notorious Vernacular Press Act which discriminated against one section of the Indian press. The Government again showed its ruthlessness by making prosecution easier in respect of “sedition and defamation”. The journalistic scene at that time was dominated by Raja Ram Mohan Roy who launched papers for the twin purposes of propagation of the
Brahmo Samaj and upholding the cause of a free press in the country. Roy’s main preoccupation in publishing Sambad Kaumudi in Bengali (1821) and Mirat-ul-Akhbar in Persian (1822) was to create the atmosphere
and the conditions for an all-embracing reformation around him.
Perhaps
inspired by Roy’s example, the eminent leader Dadabhai Naorojee started Rast Goftar, an Anglo-Gujarati paper, which proved to bea_ fearless champion of the people’s opinion. Close on the heels came Harish Chander Mukherji’s Hindoo Patriot (1853), Iswarchandra Vidyasagar’s Shom Prakash, W. C. Bonnerji’s The Bengalee, the Ghosh brothers’ Amrita Bazar Patrika, With the publication of these papers, journalism in India was able to establish organic links with the people of the country for the first time in its history. Newspapers became mouthpieces for expression of national aspirations and consequently became victims of official indignation. With
the Indian people’s urge
for freedom
growing like wildfire, more
and more intellectuals among public men turned journalists and used their
pen as sword to fight the alien administration.
writings
in Indu
Prakash
and
Bal
Gangadhar
Mahadev Govind Ranade’s Tilak’s
in Mahratta and Kesari and Sisir Kumar Ghose’s white rulers in Amrita Bazar Patrika were notable.
powerful
salvos
indictments of the It was a tribute to
journalist-leaders of that era that the first editor of The Hindu had been
given the privilege to move the very first resolution of the first session of the Indian National Congress.
The Press made considerable progress during the last quarter of the nineteenth century. It was during this period that a number of nationalist weeklies emerged as dailies. The Amrita Bazar Patrika and The Bengalee
in Calcutta and The Hindu in Madras were among these. and
As the freedom movement gained momentum, the press in India grew expanded
to
keep
pace
1907 to 1914 during which
with
it. Particularly
during
the
period
from
the Government experimented with the dual
policy of introducing political reforms and repressive measures, there was increasing consciousness in the country which helped create a more conducive climate for starting new newspapers with national bias. The.Leader in
a
PRESS
Allahabad and the Bombay
founded
by Pandit Madan
C. Y. Chintamani
Chronicle in
Mohan
Bombay
were the two
Malviya and Sir Phirozeshah
and B. G. Hornima
papers
Mehta.
Sir
were editors of these papers.
An event of significance in language
journalism
was the founding of
the Swadesamitran in Tamil. Of equal importance was the appearance of Searchlight (Patna), the Independent (Allahabad) and The Sind Observer (Karachi). Again on the high tide of the Gandhian movement, some of the
popular leaders started publishing daily newspapers. In Calcutta, Chittaranjan Das started Forward (under the editorship of Subhas Chandra Bose),
while in Madras
man
T. Prakasam
of great imagination
sponsored Swarajya, himself as the editor.
and drive, Sadanand
organised
what could
A
be
called the first national news service, Free Press of India News Agency, and started Free Press Journal (Bombay). However, very soon the Free Press
mews
agency
collapsed.
Before the decade
under the guidance of the Prime appearance in Lucknow.
closed,
the National
Minister-to-be Jawaharlal
Nehru,
Herald,
made
its
Alongside the development of daily newspapers, periodical journalism also registered consistent growth. G. A. Natesan’s Indian Review, Sachidananda Sinha’s Hindustan Review, Ramananda Chatterjee’s Modern Review and Tej Bahadur Sapru’s Twentieth Century were some of the periodicals which gave a new sense of direction to journalistic writing in India. The advent of Gandhiji as a journalist through his Young India and Harijan was a significant landmark
Commonweal,
Lala
in the development
Lajpat
of Indian Press.
Rai’s People and
Natarajan’s
Reformcr were some of the other journals which great editors.
Annie
Indian
Besant’s
Social
bore the impress of their
During the period 1939-1945, there was little or no journalistic activity because of the World War II. Two years after the war ended, the country
became free. The historic role of the press in the fight for India’s freedom came to a close, winning glowing tributes from many the world over includ-
ing Lord Listowell, the last Secretary of State gathering of Indian journalists in London on 18 Indian Independence Bill received the assent of “The Indian newspapers have every reason to
for India. Addressing a July 1947, shortly after the the King, the Lord said be proud of the part they
have played in the great constitutional change and of the good influence they have exercised on Indian opinion.”
It is necessary to pause here for a kittle while and see the growth of the language press in India prior to independence. The language press wielded considerable influence on the people and made significant contribution to our freedom struggle by awakening the masses.
6
,
Growth Munshi
of the Wazid
MASS MEDIA IN INDIA 1978
Language Ali
Khan’s
Press Zoodut-Col-Ukhber
in
Persian
was
one
of
the earliest language papers published in the first half of the 19th century. Thirteen years later in 1846, one Fink started Sudder-Ool-Akhbar as a co-
operative venture mainly to enlighten the students of the Agra College. In the following years, many papers started publication in Agra, Meerut, Delhi and other places. Those were mostly in the Persian language, theie circula-
tion in most cases never crossed a two digit figure.
According to an official
report of 1848, there were three weekly papers published at Banaras—one in Urdu and two in Nagari script. In 1853, there were in all 35 papers while five years later only 12 were officially listed of which only 6 survived. The reasons for the collapse of the press at a rate faster than its growth
are not far to seek. of public
grievences
Lack of interest in political matters and the exclusion
were among
the chief factors.
An
instance was cited
to illustrate the indifference of the press to public opinion. In the summer of 1815, a legislation was enacted for levying tolls on the high roads which was resented by the people. The press made no reference to this public resentment. The editors were over cautious not to displease the officials. Almost about the same time as the Persian newspaper, the first AngloMarathi paper, the Bombay Darpan came out first as a fortnightly and a few
months
later as
a weekly.
The
object
of
Darpan
was
to
“convey
information on passing events and to point out the means and opportunities for improvement......Personality shall not disfigure nor servility stain the pages of the Darpan which the conductors actuated by the honest intentions will steadily, temparately and firmly endeavour to render deserving of the goodwill and support of every lover of truth and virtue”. The paper carried on
its mission
of educating
and
enlightening
the
public
for a period
eight years at the end of which it was converted into the United
Gazette and Literary Chronicle. vity by bringing out a monthly
of
Service
Jambhekar, its editor, continued his actiMarathi magazine Dig Darshan (1840).
This magazine contained short essays and articles on history, geography, science and philosophy with illustrations in lithograph. In Bombay, Ahmednagar and other places papers started publication, some of them in lithographic process. Harinarayan Apte started a weekly Dnyan Prakash in Pune which was popular throughout its five decades of existence. The paper was converted into a daily in 1904 and played leading role in the dissemination of news and views. It later became the daily Marathi organ of the Servants of India Society. Chiploonkar, Mahajan, Ranade and others started their own papers which played a dominant role in the social life of the Marathi speaking region. The press expanded to such an extent that at the turn of the century every zila town and nearly every taluka town had one or more
PRESS
7
papers. On the staff of some of the papers were employed men of high literary merit who imparted to their work a high degree of language profici-
ency.
Gujarati language had a newspaper perhaps a decade before North India witnessed the birth of papers in Persian. Mumbaina Samachar began its long career on 1 July 1822 with a full-fledged printing press. It was a weekly under the captaincy of Marzban
who
steered clear of all sectional
contro-
versies. Another Nauroji Chandaru started the weekly Mumbai Vartaman which following instant initial success turned into a bi-weekly and expanded the title Mumbaina Halkaru Ane Vartaman. The Marzban family took over Jame Jamshed which was started as a weekly in 1831 and converted it into a Parsi-Gujarati daily. The paper still owned by the Marzban family is popular with the reading public. Both the Hindu and Parsi sections of
the Gujarati Press notably, Vartaman (Ahmedabad) and Bombay did yeoman’s
service to their communities
as well as others.
Samachar
In Tamil, the first attempt to publish a paper, the Tamil Magazine, was made by the Religious Tract Society in 1831. The first newspapers in Tamil and Telugu were brought out in 1833. Run exclusively by Christian missionaries, the papers never engaged themselves in social or political affairs. In Malayalam, the first newspaper Vijnana Nikshepam was published in 1840 from Kottayam. Although the beginnings of language press were hazy in the other regions, their role in the awakening of public opinion in favour of freedom from alien rule was considerable. In fact, in spite of its chequered history it was the language press which carried the message of liberty and freedom to the people because the English language press was patronised only by the educated urban elite. Many of the leaders of the national movement started newspapers
people.
in languages and
used the columns
to rouse the feelings of the
The Anand Bazar Patrika started in early 1920s by Mrinal Ghosh, Prafulla Kumar Sarkar and Suresh Chandra Mujamdar, is known for its extensive coverage of news and enjoys today the largest circulation for any daily newspaper in any language published from one centre. C. R. Das’s Atma Sakti and Banglar Katha, Nazrul Islam’s Bangal, Ramananda Chatterji’s Prabasi are among the prominent Bengali papers which played a dominant role in the freedom movement of the country by rousing public opinion on important public issues. The influence exercised by some of these papers on the masses was not palatable to the officials who imposed heavy punishments on the publishers. Political movements as well as social reform campaigns activised and also adversely affected the life of Gujarati newspapers. Gandhiji’s influence
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MASS MEDIA IN INDIA
1978
on the Gujarati press was evident soon after he took over the Navijivan. Gandhiji used the paper as a veritable instrument for the spread of the message of truth, non-violence and civil disobedience. In less than one year,
the circulation of the Navjivar rose from 9,000 to 20,000. It was converted into the Harijan Bandhu and continued publication till 1940 when it ceased publication as a protest against the Government's repressive policy. In 1943 Janmabhoomi started publication from Bombay and,
nurtured
by able editors, continues to be issued as a popular Gujarati daily till today. Ahmedabad had its first daily Swarajya in 1921 but Vadodara figured on the
daily newspaper map of India only in 1930 when Ujatan publication.
Prabhat
Jugal Kishore Sukul’s Udunt Martand (1826) and Raja
Ram
started
Mohan
Roy’s Bangadoot (1829) were among the first newspapers to be published in
Hindi. Later there were many attempts to publish papers in Hindi, not necessarily in the Devanagri script, in the North West Provinces. In the second half of the last century many papers in Hindi started publication from Jammu, Varanasi and Sikandarabad. Hindi Pradeep edited by Bal Krishna Bhat, described as the father of political journalism in Hindi, wielded consi-
derable influence. The first daily newspaper in Hindi, the Hindustan, came out in 1883. It was published as a tri-lingual—Hindi, Urdu and English— paper first from London and later from Kalakankar under the patronage of Raja
of Kalakankar.
Bharatendu
Harishchandra
started
three journals
in
1873-74 which exercised a decisive influence on both style and content of Hindi newspapers and set a high literary standard. Bharatendu was a man of vision and drive and is regarded as the father of Hindi Journalism. During the following decades came the other outstanding
Mahabir Prasad Mitra and Ganesh
journalists,
Dwivedi of Saraswati, Bal Mukund Gupta of Bharat Shankar Vidyarthi of the Pratap. The Aaj of Varanasi,
regarded as an institution in Hindi journalism, was started in 1920 under the editorship of Sri Prakasa. In Kannada, the first newspaper Karnataka Prakasika was published in 1865. Between 1880 and 1908, a number of newspapers were started but nearly all of them ceased publication following the repressive action taken by the Government. One of these was the first Kannada daily, the Bharati, edited by the noted writer D. V. Gundappa. However, under Sh M. Visvesvarayya, State Prime Minister, the newspapers in Mysore acquit:
ed a new impetus and even during the complex situation of the first World War, the Kannada press expanded. Again under the administration of Sir
Mirza Ismail, a number of Kannada dailies, which continue to publish till this day, started publication. Men like Jayarao Deshpande and H. R. Moharay contributed considerably to the development of the press in Kannada during its early decades.
PRESS
9
R. R. Diwakar started the Karmaveera in 1921 which advocated extreme views in Indian politics. This and the Samyukta Karnataka were responsible for rousing patriotic sentiments among the people of the region. Although the first newspaper in Malayalam was started earlier, it was not till 1884 that the political newspaper, Kerala Patrika was started in Calicut by C. Kunhirama Menon, an independent and public spirited editor. The Malayala Mancrama of Kottayam, a leading daily in Kerala today, was founded in 1888 by Kandathil Verghese Mappilai. Among the papers which championed the cause of social justice were T. K. Madhavan's Desabhimani, Ayyappan’s Sahodaran and Kalikat Krishnan’s Mitavadi. During the struggle for independence a number of dailies were started, thé most important of them being the Mathrubhoomi (which had started as a triweekly). Great journalists of Kerala such as P. Ramunni Menon and K. P. Kesava Menon were associated with the Mathrubhoomi. Another paper which still enjoys considerable influence is the Kerala Kaumuedi. The press in Orissa was a late development.
in Oriya was started as late as 1928.
The first daily newepaper
The Asha which
had
been
started
earlier as a weekly by Shashi Bhushan Dutt was converted into a daily newspaper. The Samaj founded by Gopabandhu Das, as a weekly, began its daily
edition in 1931.
These two
papers are
popular
to
this
days.
The
Gandhian ideology of non-cooperation brought several men of letters into the field of journalism. The Prajatantra started by Harikrishna Mahtab was converted into a daily.
The birth of newspapers in Punjab can be traced back to the years 1850 —1860. In 1854 the Mission Press in Ludhiana cast Gurumukhi type for the first time and started publishing the first newspaper to propagate Christianity.
Munshi Harinarayan’s Akhbar Shri Darbar Saheb started publication from Amritsar in 1867. With the founding of the Singh Sabha in 1873 began a new phase in Punjabi journalism.
Gurmukhi Akhbar (1880)
and
Khalsa
Akhbar (1885) founded by Bhai Gurmukh Singh under the auspices of the
Singh Sabha also started a number of jourmals from Lahore and Amritsar for the propagation of both the Sikh faith and the Punjabi language. However, there was no political journalism till about 1912 when the progres: sive group in Punjab started the Panth Sevak, Shahid and Punjab Soorma as a protest against the demolishing of the wall of Gurudwara Rakabganj and the ban on carrying Kirpan. In 1944 when, on the outbreak of war, the government made peace with the people of Punjab by accepting their demands, it proved a shot in the arm for the Punjabi journalism. The Akali movement of 1920 which was started to reform the gurudwaras marked yet another phase in the progress of Punjabi journalism. Many important papers which helped to revitalise the national movement such as Dharamvir, Akali, Ranjit, Nirol Khalsa and Quami Dal started publication during this period. Accord3—3 M ofI & B/ND/77
10
MASS MEDIA IN INDIA
1978
ing to one report during the early years of 1920s, there were 23 dailies, 67 weeklies, 4 fortnightlies and 25 monthly journals in the Punjabi language. The newspapers in Punjabi wrote inspiring articles t0 awaken people into participating in the struggle for freedom. As elsewhere in the country,
the press
in Punjab
also came
under
heavy
official
repressive
measures.
During and after the 1942 movement the press received even harsher treat-
ment.
The Tamil newspaper, The Swadesamitran, started in 1882 as a weekly, converted into a tri-weekly in 1897 and into a daily two years later, brought sobriety in Tamil journalism. The Tamil Nadu (1926) and the Jayabharati (1933) and Dinamani (of the Free Press group) were popular newspapers which had tremendous influence on the people. Till about 1942 daily journalism
in Tamil Nadu had been confined to the City of Madras. The Daily Thanthi (1942) started simultaneous editions from Madurai, Salem and Tiruchira-
ppalli.
Tamil can claim an outstanding position among the Indian languages
for its weeklies.
The best known
of which
are the Ananda
Vikatan
(192A)
and Kalki (1941). Mention should be made of a weekly paper, The India, edited by Subramania Bharati, the wellknown Tamil poet and patriot. In Telugu the first newspaper owed its inception to the Christian missionaries. The Hitavadi (1863), which was published as a weekly, ceased
publication
after a few
years.
The
Canadian
Baptist
Mission
started the
weekly Ravi from Kakinada mainly for religious propaganda. It also devoted some space for news of public interest. However, a newspaper worth its name, Vivekavardhani, was first published by the scholar, educationist and social reformer, K. Veeresalingam Pantulu. Soon came two other
papers, Andhra Bhasha Sanjivini and Andhra Prakasika (188%).
The
last
of the
well-
named paper championed the cause of national movement and supported the National Congress. The early years of Telugu journalism saw the publication of a number of papers devoted to literature, social welfare and social reform. The credit for starting the first daily mewspaper in Telugu, Desabhimani, goes to Devagupta Seshachalarao. The first successful daily paper in Telugu, The Andhra Patrika, which is still publishing, was started as a weekly from Bombay in 1908 by K. Nageswara Rao. The paper was shifted to Madras in 1914 and after a few years was converted into a daily. The paper is now published from Vijayawada and Hyderabad. In 1939 under the editorship of Khasa Subba Rao the Andhra Prabha was first published. Later when V. R. Narla, an able writer and a keen student of public affairs, became the editor, the daily acquired great popularity and influence. These two dailies dominated the Telugu daily journalism for decades. The Communist Party published the Prajashakti which has now been succeeded by Vishalandhra.
The
Meejan
(Hyderabad),
under
the editorship
Andhrabhumi, known writer A. Bapiraju had a brief existence. Now, Andhra Janata and Eenadu are the dailies published from Hyderabad. V. R.
PRESS
,
11
Narla, who left the Andhra Prabha, started the Andhra Jyoti, a daily from Vijayawada, in 1960 which opened up new vistas in Telugu journalism. Weekly and monthly journalism
seem to be more steady
in Andhra.’
The weekly illustrated publications of the Andhra Prabha, Andhra
Patrika
and Andhra Jyoti and a few other political weeklies are among the widely circulated journals. In fact, weekly journalism may be said to sustain itself
on the strong and healthy foundation laid by Mutnuri Krishnarao through his famous weekly Krishna Patrika,
Nearly every part of the country contributed to the growth of Undu journalism. The beginnings of journalism in India were in a way the beginnings of Urdu (or Persian) journalism too.
The introduction of lithography in
exponent of the Muslim nationalist cause.
The daily Pratap from Lahore and
1837 gave a great fillip to the growth of Urdu journalism. The developments in the post-rebellion period led to a change in the content and form of Urdu papers. Western knowledge began to be presented in simple language which helped steady growth of the press. Maulana Abul Kalam Azad and his powerful weekly U/ Hilal (1912) grew up together. The paper struck a new line in journalism by including pictorial illustrations. It made no secret of its political objective nor its aim to reform certain social and religious practices. Hamdard edited by Maulana Mohamad Alj proved to be a powerful
the daily Hakiket from Lucknow and Bandemataram founded by Lala Lajpat Rai helped to mould public opinion in favour of the national movement.
The Pratap and the Milap founded in 1923 by Mahashai Kushal Chand were
Arya Samaj mouthpieces.
in 1923.
Swami
Shraddhanand founded the Tej in Delhi
The paper became a vigorous champion of nationalism and social
reform. In Calcutta the daily Rozana Hind and the daily Anzam were founded in 1930 and 1936 respectively. In Bombay the Khilafat, the Hilal, the Ul Hilal and the Ajmal, all dailies with a definite political bias, were among the popularly circulated Urdu newspapers. Biswin Sadi (1937) and Shama (1939), both monthlies from Delhi, have gained good circulations over the
years. The Prabhat which started publication from Lahore in 1942 was the
first paper in the Punjab to be started as a co-operative venture of the working journalists. The Qawmi Awaaz which was founded by Jawaharlal Nehru
in 1945 is still being issued from Lucknow.
Perhaps no other regional press in India was as adversely affected as the Urdu press owing to the partition of the country. Many of the Lahore papers found a new home in Delhi, Amritsar and Jullundur.
Post-independence
Period
It was the endeavour of the national government headed by Jawaharlal Nehru to promote newspapers as a medium of communication and also to enable it to play its role in building a new India. And the growth of the press in India
12
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IN INDIA
1978
since independence has been consistent and healthy. As long as the press suffered from the political, physical and other limitations it could not be equal to its responsibilities and when there has been free growth, there have appeared
certain
unhealthy
trends
also.
In
1951, the government
felt that
there was a need to introduce a Press Bill which would be free from the objectionable features of the 1931 Act and be in consonance with the Constitution of Free India. The government, therefore, brought forward the Press (Objectionable Matter) Bill which was directed against the encouragement of violence or sabotage and certain other very grave offences and against the pub-
lication of scurrilous matters. associated with newspapers
The object of the Bill was to allow
to carry an their work without detriment
persons
to the
dignity, prestige, influence or position of the press. The Press (Objectionable
Matter) Act of 1951 which came into force on 1 February 1952
abolished
pre-censorship and demand for security and provided for judicial trial instead of executive action against erring newspapers. In September
the same
year the government
appointed
a Press
Com-
mission to enquire into the state of the press and to indicate the lines of its development in future. In pursuance of the recommendations of the Press Commission, a Press Council was set up in 1966 charged with the responsibility of regulating the press and censuring units of the press which violate the regulations. With the appointment of the Press Council, the Press (Objectionable Matter) Act 1951 was allowed to lapse.
The
New
Role
The press has been playing an increasingly significant role in giving shape to social and economic changes. It has been educating the public, shaping and moulding public opinion and awakening to do its duties for the collective good of the people. As press had maintained contact with the public by discussing popular issues, it became a mouthpiece of public opinion. Naturally, therefore, the press received abundant attention and importance from all sections
of the society as well as the government whose leaders like Jawaharlal Nehru
were zealous about guarding the freedom of the press. No effort was spared to. create conditions in which newspaper men could function freely and effectively. The Parliamentary Proceedings (Protection of Publication) Act 1956 had virtually extended to the press the immunity enjoyed by the mem-
bers of Parliament and state legislatures for free expression of views on the floor of the House. With the spread of literacy bringing in increasing readership, newspapers
became a profitable commercial proposition. Capital and big business which entered the world of journalism in a big way turned journalism from a missionary effort into a vested commercial enterprise. The press Commissioni, therefore, recommended that the Indian press should develop on the basis of a widely diffused ownership if it is to serve the needs of a democratic
PRESS
13
society.
The
concern
should
be not only
with
growth
but growth
in the
might direction. The growth of the press must reflect the socio-economic processes in operation in the country. Freedom of the press should not mean freedom of the press barons to function only to further their own interest. Freedom of the press must take into account ‘freedom from and freedom for’. The greater the freedom the greater should be the sense of responsibility. The government’s keenness to help the Indian press to grow in the right direc-
tion was evidenced in the appointment of the two important bodies, the Press Commission and the Small Newspapers Enquiry Committee. While the first body, as already stated, was to take care of the healthy growth of the press by regulating all matters ranging from press laws to working conditions
of journalists, the other committee was to look into the soundness of structure, both professional and economic of the small newspapers. At the time of independence, there were about 3,000 newspapers and periodicals including 300 dailies. In less than six years, the number rose to
8,134 which at the end of 1975 stood at 12,423.
In 1953, out of a total of 8,134 newspapers, as many as 6,800 were Indian language newspapers. The figure rose steadily along with their circulation. In 1960 there were 392 language dailies with a combined circulation of 36.45 lakh whereas in 1971 the number of newspapers rose to 704 and the aggregate circulation hit 68.62 lakhs. In 1960 only one language daily, Malayala Manorama
(circulation:
92,464) figured among
the top four dailies of
the
country; in 1971 however, all the four top places were held by the language dailies. These papers were Ananda Bazar Patrika (Bengali, 3,08,316), Malayala Manorama (Malayalam, 2,11,050), Jugantar (Bengali, 2,10,849) and Nav Bharat Times (Hindi, 1,82,300). The increase in the circulation of language dailies during the period taken separately was more than 88.3 per cent. This increase was both due to the increase in the number of dailies as well as the increase in the circulation of the existing dailies. The sharpest increase was in the case of Tamil dailies—an increase from 26 to 97, an increase of over 273 per cent. The
number of dailies in Assamese, Bengali
and Malayalam either doubled or more than ween 1960 and 1971. The maximum increase of Assamese dailies—from 5,000 in 1960 to 400 per cent. There has been similar increase the language dailies in the country.
doubled during the period betin circulation was in the case 25,000 in 1971, an increase of in the circulation of nearly all
In spite of the phenomenal growth since independence the language press
suffers from inadequacies of editorial direction, organisation and management. Many of the language newspapers are either medium or small in size and circulation. They face stiff competition from the bigger ones which makes them somewhat ineffective in their reach and impact. The government has, therefore, moved in this direction to see that these medium and
14
MASS MEDIA IN INDIA 1978
small newspapers are given greater attention in not only more
liberal news-
print allocation but also in the issuance of government advertisements.
The press in English continues to play an important role in India. It is significant that a number of English dailies have been started in the postindependence period. In 1952, there were 70 dailies published in English. By 1971 the figure rose to 78. Of the national dailies four—The Hindustan Times,
The
Statesman,
The
Times
of India
and
The
Indian
Express
are
published from Delhi of which the second and the third named dailies are
also issued from Calcutta and Bombay—Ahmedabad and the fourth daily is published
from nine. other centres.
The
other national daily—The
Hindu
(1876) is published from Madras.
There are 2,559 English newspapers in the
Times
The
country of which of India,
85 are dailies.
Bombay
(1838),
Six of
Pioneer
these are
Lucknow,
centenarians—The (1865),
The
Mail,
Madras (1867), The Amrita Bazar Patrika, Calcutta (1868), The Statesman,
Calcutta (1875) and The Hindu, Madras (1876).
Daily newspapers in English are published from many metropolitan centres and state capitals. Although the largest number of papers, 3,142, are
published in Hindi, in circulation English dailies top the list with a circulation of 22.30 lakh in 1973. The same year the circulation of Hindi dailies
numbering 255 came to 16.99 lakhs. The number of dailies in Urdu in 1973 was 92 but their circulation was only 3.91 lakhs whereas Malayalam with 65 dailies commanded a circulation of 11.12 lakhs. Of all the newspapers published from one centre, Delhi
enjoys
the
distinction of publishing newspapers in as many as 13 out of the 15 languages
enumerated in the Constitution, besides English. Maharashtra and Tamil Nadu come next with newspapers and periodicals in 12 languages each follow-
ed by West Bengal with 10 and Uttar Pradesh with 9, excluding
English.
(1,557), Delhi (1,517), West Bengal (1,232), Tamil Nadu (869) and Pradesh (802).
Andhra
State-wise the largest number of newspapers (1,805) continues to be published from Maharashtra, followed. as in the previous years, by Uttar Pradesh
The largest number of dailies is published in Uttar Pradesh (134) followed by Maharashtra (123), Kerala (88), Madhya Pradesh (76), Karnataka (70) and Tamil Nadu (61). Uttar Pradesh also has the largest number of weeklies while West Bengal leads in fortnightlies. Most of the newspapers in India are in private hands and the predo-
minant form of ownership is individual.
There are of course societies and
associations owning some of them. The popularity of newspapers, as already stated, has encouraged capitalists, into entering the newspaper world with a business motive. This is the reason for starting chain newspapers and satellite
publications.
An official study estimates that an overall capital investment
PRESS
15
in terms of total assets of the order of Rs 55 crores has been made in the daily press. With their readership covering the urban educated elite the newspapers owned by big business have been able to corner a bulk of the advertisement investment in the country. In some cases the advertisement revenue is as high as 75 per cent. The advertisement space in a 10 page newspaper
was estimated to be over 60 per cent of the total space. These
problems
invited
the
attention
of
the
government
which
has
taken adequate steps to not only check the growth of monopoly press but also to restrict the maximum space that could be given for advertising. A price-page schedule was also enforced. However, the schedule was defeated by the Supreme Court judgement preferred by the management of a
newspaper. The
case for price-page
larger papers would
schedule rested mainly on the fear that the
out-sell the smaller papers by offering a larger number
of pages or by selling at a low price. The fear was particularly great in non-metropolitan towns where existing local papers were threatened by the entry of new editions of strong metropolitan papers. At present, particularly because of large increase in price and shortage of newsprint, there is no danger of a larger paper trying to out-sell a smaller paper by charging a low price. The government had, therefore, to analyse the whole situation to provide adequate measures not only to check the monopolistic tendencies but also to help the struggling small newspapers. The study of the economics of newspapers has been rendered complex not only by the existence of different types of ownership but also of the inter-links of different types. The Fact Finding Committee on Newspaper Economics which submitted its report to the government in January 1975
discussed
the problem
in detail
and
came
to the conclusion
that
several
factors like professional competence and technical skill the small newspapers could command was found to be inadequate which again depended on the economic resources and viability of the newspapers. The government's keenness to assist small newspapers both _professionally and technically was evident in the number of measures it has taken. Preference is now being given to small newspapers in respect of buying space for government
advertisements,
in the allocation of newsprint
and
in
The papers have been benefited
by
giving favoured treatment for acquiring printing machinery. The introduction of slow speed bulletin over All India Radio for the benefit of small newspapers
is another significant step.
these daily bulletins and started picking up latest news go in for expensive news agency services.
without having to
16
MASS MEDIA
Periodical
IN INDIA
1978
Journalism
The beginnings of Indian press were also the beginnings of periodical journalism in India, for daily journalism registered consistant growth only in the 1920s. The philosophical outlook and social conduct that characterised Indian life became a living force in the form of crystalised political thought as ideas began to be expressed in print. With the entrance of Gandhiji in the political life of the country and his publication of journals to inform the people on the twin idealogies of non-violence and non-cooperation, the periodical journalism which had till then been confined to the educated elite became a mass movement. The press became a second front to voice the aspirations of the people. In 1952 out of a total number of 6,762 newspapers, as many as 6,166 were weeklies and other periodicals. At the end of 1975, out of 12,423 newspapers, 11,518 were periodicals. The total circulation commanded by 7,237 periodicals for which data were avail-
able was 243.25 lakh copies in 1975. Hindi, English, Urdu, Bengali and Marathi claim in that order large number of periodicals. English language periodicals which lost the top position in 1974 regained it in 1975 with a
circulation of 56.98 lakhs. copies. Marathi
Hindi comes
close
second
with
56.81
Periodicals in six languages—Malayalam, Bengali, Gujarati, and Telugu claim circulation exceeding 1 million copies.
lakh
Urdu,
The first half of 1970s witnessed what may be described as the magazine
explosion. A number of periodicals in English and languages started publication, with a particular interest catering to various sections of readership.
News. Agencies The
white-owned
distributed news
news
agencies—Reuter
and
Associated
press—which
to the newspapers in India became heavily British oriented
in policy and the Indian leaders felt the need for an agency with national spirit to disseminate news and views of the Indian conditions not only
inside the country but also outside it. Thus came into existence the Free Press Of India News Agency in 1927. The agency which was subjected to
Official pressures and vested interests had to close down in 1935. The United Press of India which started functioning from Calcutta a couple of years earlier continued its services into free India. In 1949 newspapers in the country joined hands
and formed
the Press Trust of India with the ob-
ject of establishing a co-operatively owned internal news agency. The UPI and the PTI between them served the Indian press by making arrangements for the purchase of world news from the internationals.
It was found that the world news services purchased from foreign agen-
cies could not satisfy the requirement of the Indian newspapers. The Indian agencies could not maintain their own men in world capitals either. In
PRESS the
early
17 1950s,
Hindustan
Samachar
and
one
or
two
other
small
news
agencies were started with the object of filling in the many gaps in news coverage. Later came the Samachar Bharati to cater to Hindi newspapers.
Press During Emergency The country has recently emerged out of a dark tunnel in the history of our democratic tradition. The main factor responsible for the traumatic experience was the total prevention of free flow of information. When
internal emergency was
imposed
in June
1975, the then Govern-
ment ordered press censorship also. It all started with the prevention of information ‘harmful’ to the then regime. Later the Government persuaded and, in many cases, forced newspapers to indulge in propaganda not only for the benefit of the then Government but also for certain outside individuals. Immediately after the imposition of censorship many newspapers were forced to close down
and a number of journalists detained under emergency
regu-
lations. Even very mild protests were not tolerated. A few of the national news-
papers and a number of small newspapers alone stood firm and refused to oblige the ruling clique. In December 1975, the then Government also promulgated three ordinances to (i) prevent the Publication of Objectionable Matters;
(ii) repeal
Parliamentary
Proceedings
(Protection
of Publications)
Act; and (iii) repeal the Press Council Act. These ordinances virtually razed to the ground the already roofless fourth estate. In the process the then Government also isolated the Parliament from the people: since its deliberations were beyond the knowledge of the public. Not satisfied with the damage
already done with censorship and several ordinances, the then government forced the management boards of the four national news agencies for a ‘voluntary’ merger and later policed it to become a propaganda agency for the government.
The
.
freedom of the press has deeper and wider significance than just
restoring to the press right to voice dissent. The democratic structure is built
on the will of the people, which must take shape by itself through a. free flow of information and not through a doctored or induced system. It is here that the line is drawn between a democratic system and an authoritarian regime. Under the authoritarian set up, information media including the press are prominent and very dominating. The state has full control over them and through them full grip on the minds of the people. The intellectual slavery that results is a negation of freedom and provides a monolithic support to the regime in power. Thus, while the state excercies the monopoly
right
to inform or to misinform, the people are made to forgo their right to information—adequately
and truthfully. In such a
situation, people lose their
Tight to change a political system peacefully. During the period of internal emergency the country was being pushed towards such an end. 4-3 M ofI & B/ND/77
18
MASS MEDIA IN INDIA 1978
A New Life Came the Lok Sabha election of March 1977. At the polls, the people gave expression to their resentment of the curbs on fundamental freedoms.
Thus
the
people
saved
the
country
from
authoritarian
rule
and
restored
Government
also introduced
democracy. This also meant a new life to the press. One of the first acts of the new government was to lift to its feet the crippled Indian press. The new government moved with speed and repealed the Prevention of Publication of Objectionable Matter Act and restored the Parliamentary Proceedings (Protection
of Publications)
Act.
the Rajya Sabha on 23 December Council.
The
in
1977 a bill seeking to establish a Press
These enactments restored smooth functioning of democratic institutions in the country and the privilege of the press to publish true reports of the proceedings of the Parliament without being exposed
minal action.
The Government
has considered
to any civil or cri-
the question of the future set-up
news agencies in the country in all its aspects.
of
In doing so the recommen-
dations made by the Kuldip Nayar Committee on news agencies and also the public reaction to its recommendations were taken into account. The Government
has
then
decided
to restore
the
status quo
agencies prior to their ‘voluntary merger’ into Samachar. announced
ernment
of the
four
It has also been
that in the event of restoration of the Status quo ante, the Gov-
will
employees.
ante
help
to
protect
the
present
emoluments
of
the
Samachar
The Government has appreciated the need for India’s participation in the news agencies pool of non-aligned countries. The Government announced its willingness to consider financial help to the news agencies for participation in the pool. The Indian press has often been described as a developing giant. The spectrum of newspapers available to the Indian readers is a very wide and colourful one. With the passage of each year and with the increase in the
percentage
added.
of literacy,
more
The country’s demands
and
more
journals
and
newspapers
are
being
of newsprint have been growing over the years
as an indication of growing readership. The Government has to intervene and regulate imports/supplies of newsprint in order to effect fair distribu-
tion.
The
Newsprint
time lays down
policy
the broad
announced
framework
by the
within
Government
which
from
allocations
time
to
are made.
In 1975-76, the country’s requirement of newsprint was of the order of 2.16
PRESS
19
lakh tonnes, of which 55,000 tonnes could be met by indigenous production. On account of the steep rise in the price of newsprint, the off-take slowed
down considerably which eased the position of acute shortage. The Governmeat, therefore, reviewed the position and decided to permit newspapers to claim newsprint to meet their full requirements. In October 1975, in view
of huge bufferstock, the Government decided to suspend further imports of newsprint. Efforts are also being made to augment availability of news-
print by setting up new newsprint manufacturing units in the country.
The printing machine industry in the country has been given a further fillip to give indigenous production of all kinds of machinery required by
the industry. However during 1975-76, import of sophisticated printing machinery worth about Rs 1.22 crores was recommended to different categories of newspapers. The Indian press began as the press of a colony. It participated in the country’s struggle for freedom from foreign rule. It is now the press of a developing country poised to meet its many challenges. The Indian press has
never
been
wanting
in professional
competence;
given
the opportunity
it can rise to a level of any national press in the world. This has been proved whenever there was any opportunity for the Indian journalists to show their professional acumen. And India as a partner in the nonaligned development
venture has been sharing its knowledge and experience
with many Afro-Asian neighbours. At the into the third century of existence the Indian tentment and pride and look forward with increasingly significant role in international
time of celebrating its entry press can look back with conhope to be able to play an affairs.
Radio THE STORY of the development of broadcasting in India began -with the pioneering efforts of the Madras Presidency Radio Club which started a broadcasting service in 1924. Its transmitting range, though restricted to a radius of about
8 kms
was
a miraculous
achievement
in those
days.
The experiment, however, could not continue beyond three years for want of funds. Another notable effort was made by the Young Men’s Christian Association (YMCA) through a small station at Lahore. But the move towards a regular broadcasting service was made possible by the Indian Broadcasting Company, a commercial undertaking, which chose for its operations the two premier cities of Bombay and Calcutta. The Bombay station was inaugurated on 23 July 1927 and the Calcutta station on 26 August
1927.
Both
the stations
used
1.5 kw
transmitters which
could
be
heard only within a distance of 50 kilometers. Soon broadcasting turned out to be quite a costly affair and the company had to face a lot of Gifficulties. In 1929, the licences in force were 7,775; there was no means of
collecting the licence fees. In January 1930 the Company approached the Government of India for direct monetary assistance and on 1 March 1930 it
went into liquidation.
A month later, in April 1930, the Government of India took over broadcasting under its direct control and called it the Indian State Broadcasting Service but closed it down on 9 October 1931. It was only in May 1932, after a period of trials and tribulations, bring broadcasting under state management.
The period of four years from
history
of broadcasting
in India.
the Government
decided
to
1932 to 1936 is quite important in the
A
separate
office of the Controller
of
Broadcasting was set up; the government made a special grant of Rs 40 lakhs for the development of broadcasting, in addition to the existing radio stations at Delhi, and fold. The clature, All the country
Bombay and the number Indian State India Radio made rapid
Calcutta, a third radio station was commissioned in of broadcasting receiver licences increased threeBroadcasting Service was given its present nomen(AIR), on 8 June 1936. Since then broadcasting in strides and the number of licences increased from
10,872 in 1933 to 92,782 in 1939.
While the first phase of AIR’s development programme was on, the second world war broke out and AIR had to gear itself to the demands of an entirely new situation. As the Government’s war effort intensified, so
did AIR’s role as a vital source of news and views covering events
at home
RADIO
21
and abroad.
Additional
short wave
transmitters were installed, including two
transmitters—probably
the world.
100 kw
the first of their kind in this part of
A special unit for the broadcast of external services was orga-
nised, the news
services were expanded,
transmission
hours were increased,
and a wide variety of talks and features analysing the day to day situation were introduced. The partition of the country and the exodus of vast number of people also cast heavy responsibilities on AIR. The country was left with six broadcasting stations out of nine, the other three going to Pakistan. Many important developments of historic significance, which followed later, contributed to the growth of broadcasting in the country and added new dimensions to AIR’s working. Prior to Independence, some of the princely states were also running
broadcasting stations.
With
the integration of these states, the Government
of India took over five broadcasting stations and, with the acquisition of the Mysore Akashvani station in 1950, the All India Radio acquired the new name of ‘Akashvani’ which has since become quite popular.
Reach and Impact All India Radio, in its reach and impact, today constitutes perhaps the most powerful medium of mass communication in India. This is particularly so since the reach of the printed word
is limited, with only about 30 per cent
to a survey
years
of the population
literate and
conducted
only
a few
were nearly 40 crore potential
All
80 per cent living in villages. ago,
it was
listeners to All India
estimated
Radio
According that
there
programmes.
As a national service, catering to the complex needs of a vast country, India Radio seeks to reflect through its national and regional pro-
grammes,
the
attitudes,
vast Indian community
scene.
aspirations
and
attainments
of all sections
of the
and attempts to project the richness of the Indian
Progress under the Plans In 1947, when India attained Independence, All India Radio’s network consisted of only six stations. The attainment of freedom gave a new impetus to the task of developing broadcasting as a medium of mass communication. It was a twofold task: to provide an effective country-wide service which would bring the radio within easy. reach of the entire population, and, to devise programmes which would satisfy the needs and urges of a newly independent nation and at the same time provide media support to the tasks of national reconstruction.
22
MASS MEDIA IN INDIA
1978
With the launching of the first Five Year Plan in 1951, the development
of broadcasting was brought within the framework of planned progress. In 1951, the primary service on medium wave was available to only about
20 per cent of the population of the country. Covering about 12 per cent of the geographical area, AIR had then a network of 25 broadcasting centres with 46 medium-wave and short-wave transmitters functioning. By the end of the decade, 55 per cent of the population were brought within the reach of the primary service.
Present Network The present broadcasting network in the country consists of 77 stations (as on 31 October 1976) covering 69 per cent of the geographical area and There are, in all, 145 transmitters. 81 per cent of the population.
As against only
were over
2,76,000 broadcasting
168 lakh licences in the country at the end of December
Commercial
service was
started as an experiment
and Nagpur stations in 1967. Madras
and
Tiruchirapalli
Hyderabad-Vijayawada
from
Bombay-Pune
It was later extended to Calcutta in 1968;
lore-Dharwar, Ahmedabad-Rajkot,
and
there
1975.
Services
The commercial Dethi,
receiver licences in 1947,
in
in
1971.
1969;
Chandigarh-Jullundur,
Kanpur-Lucknow-Allahabad
casting commercials as on 31 December
The
total number
1975 was 28.
in
of centres
Banga-
1970
broad-
The time on the air for commercial broadcasts is sold through accredited and recognised advertising agencies as well as through canvassers. Individual advertisers, can also book their broadcast time direct. The gross
revenue from commercial service since its inception stood at Rs. 25.46 crores in March 1975.
Programme
Pattern
The broadcasting centres of All India Radio cover almost all the important cultural and linguistic regions of the country. The programme pattern re-
flects also a wide variety. In the home service programmes, 40.8 per cent of the broadcast time is claimed by music and 23.3 per cent by news broad-
casts. As much as 9.4 per cent of the broadcast time is allotted to talks and discussions, followed by 6.1 per cent for rural programmes. The table es below gives an idea of the percentage of time taken by different pro grammy 1975: broadcast during
RADIO
23
Composition and Doration of Home Service Programmes 1975 Duration Types of
Hrs
Classical Vocal
:
:
Classical Instrumental.
ApproxiMts
centage
:
:
:
24,721
2
8.3
.
.
.
22,376
18
75
Folk Music Vocal Folk Instrumental Light Vocal .
. . .
: . .
. . .
: . .
. . .
9,354 99 25,768
14 3 46
3.1 0.1 8.7
Light Instrumental Devotional Music
. .
. .
. .
. .
. .
3,485 13,862
56 2
1.2 4.7
Film Music. . : ‘Western Music . : Talks, Discussions, etc. Drama . . .
: : . :
: . . .
. : . .
16,176 5,444 28,070 11,605
23 32 57 42
Religious Children
382 3,695
1
5.4 1.8 9.4 3.9
52 52
23.3
29 30 36 47
1.3 6.1 1.4 1.5
49 26
2.3 2.0
News
.
2...
we
69,245
. .
. .
. .
. .
. .
+ .
‘Women . . Rural. : Industrial . Armed Forces
: . : .
: . . .
: . . .
. . . :
. . . .
4,142 18,096 4,257 4,352
Educational Publicity
: .
. :
. .
. .
. :
7,077 5,979
Vividh Bharati .
:
.
.
.
Trbl
2.
Others. Toa
Granp
. .
www
2. 2.
TOTAL
7. ww ww .
.
.
.
4,531
48
14,754 29,748
41 46
1,41,198
14
4,38,680
00
0.3 1.2
1.5
5.0 100.00
Along with the large expansion of broadcasting in terms of radio stations and in listenership, there has also been a significant reorientation of the programmes for purposes of carrying the message to listeners on vital issues of national
importance.
For example,
in the sixties, the deve-
lopment of the new high-yielding varieties of seeds brought about a breakthrough
in the field of agricultural
research
for the benefit of the country.
This new knowledge had to be carried to the people and in accomplishing this task All India Radio through its special programmes for the farmers was of great help.
Farm and Home Broadcast In 1966, Farm and Home units were started in ten selected AIR stations to provide educational and information support to agricultural programmes in
the Intensive
Agricultural
Districts
and
Areas.
More
such
Units
were
24
MASS MEDIA IN INDIA 1978
added in subsequent years—six 70 and
eleven
casting
Farm
in
and
1971-72 and
Home
in 1967-68, four in 1968-69, seven in 1969-
at present
programmes.
38 of them
During
are regularly
broad-
the Fifth Plan period
23
More units are proposed to be set up, bringing the total of such units to more
than sixty.
These Farm and Home units, in addition to broadcasting agricultural programmes, put out programmes relating to small scale industries for audiences in rural areas. They also provide active support to such projects as farmers’
training and functional
literacy, Small
Farmers
Development
Marginal Farmers and Agricultural Labourers Scheme, Development of Drought-Prone Areas Schemes.
Agency,
Dry Farming
and
Youth Programmes In order to provide a forum for the self-expression of the youth of the country who form about 16.6 per cent of the country’s population (those who
are in the age group
programmes
for the youth.
ever, broadcast,
wherever
of 15-24 years), over 50 AIR
Exclusive
possible
like Delhi, Calcutta, Hyderabad,
on
Yuva
separate
Jammu
and
Vani
stations broadcast
programmes
transmissions,
Srinagar.
The
are, how-
from
stations
Yuva
Vani
programmes provide ample scope for youth participation in the entertainment programmes and also include programmes relating to academic
studies and information talks.
For Special Audiences The programmes for special audiences and occasions include programmes for the armed forces, women and children, tribal people and industrial
workers.
Fourteen
stations
broadcast
daily
programmes
for
the
armed
forces, while 42 stations present programmes twice or thrice a week in regional languages for women with the objective of providing entertainment and imparting information on household topics. There are now 36 family planning programme units functioning at various stations which broadcast programmes on the subject. Almost all the stations broadcast programmes for the children twice or thrice a week in Indian languages. Such programmes are also broadcast in a few foreign languages like Burmese, Nepali and Tibetan. The Bangalore, Bombay and Madras stations broadcast a 30-minute weekly programme in English
for children.
Programmes consisting of both music and spoken word are put out in more than 100 tribal dialects for the Adivasis from various stations. For the industrial workers, 23 stations present special programmes of 20 to 35
minutes duration on 4 to 6 days a week.
RADIO
25 Special
occasions
like the Republic
Day,
Independence
Day,
visits of
foreign dignitaries or the visits of Indian dignitaries abroad and anniverSaries are extensively noticed by presenting special programmes on the national hook-up of AIR.
Sports events in India and abroad are covered by reviews, running commentaries and voice despatches. Four metropolitan centres of Bombay, Calcutta, Delhi and Madras present a daily sports service of 95 minutes that covers all the important sports events. Besides, two news bulletins, one in English and the other in Hindi, of 5 minutes duration are also broadcast. A 10-minute sports news-reel is broadcast every Monday at 8.15 p.m.
Music Programmes
of music broadcast from AIR consist of classical, light classi-
cal, light folk, tribal and film music.
A number
of stations also broadcast
Western music. Classical music, which was largely a preserve of some ‘gharana’ and princely courts in the pre-broadcasting period, has now be-
come
popular
through
AIR
programmes
and
has evoked
a lot of interest
in forms and styles of India’s ancient musical traditions among the listeners.
Classical music programmes include a weekly national programme of music, started in 1952, which presents to a nation-wide audience the leading exponents of both Hindustani and Karnatak systems of music. A festival of music, known as Radio Sangeet Sammelan, is also organised
every year. Renowned artistes of both vocal and instrumental music, parti. cipate in the concerts which are held before an invited audience, in selected places in different parts of the country. The recordings of these concerts are broadcast on AIR network. The sammelan is preceded by a music competition with the objective of discovering new talent from among the 16-24 age group musicians. In all 51 concerts—27 of Hindustani and 24 of Karnatak music—were held during the Radio Sangeet Sammelan 1975. In April 1974, a programme of classical music by young musicians was started. It consists of concerts in Hindustani music which are broadcast from Delhi every Tuesday and are relayed by other stations of Northern India, while concerts of Karnatak music are broadcast from Madras every Friday and are relayed by other stations of Southern India. The aim of this programme of classical music is to discover young talent for the national programme of music. A
national programme of regional music was also started in January 1973, which brings to the listeners the rich traditions of folk and light music of the various regions of the country. The programme is broadcast on the first Thursday of every month from Delhi and is relayed by all other stations of AIR. 5—3 M ofI & BJND/77
26 The
Hindustani
national
and
orchestra,
Karnatak
known
as Vadya
instrumentalists,
was
MASS MEDIA IN INDIA
1978
Vrinda,
both
consisting
started in
1952
of
at the
Delhi station and a sizeable repertoire of compositions based on traditional
ragas and tunes has been built.
Plays and Features Outstanding
plays
from
Indian
Languages
are
broadcast
on
the
fourth
Thursday of every month in the national programme of plays, started in 1956. ach station broadcasts at least two plays a week. The national programme of features, which was also started in 1956, presents various facets of economic development as also of cultural and social life. The original script may be in English or Hindi, but is invariably translated into regional
News
languages
and
and
is broadcast
from
all
the
regional
stations.
Current Affairs
The News Services Division of AIR attempts comprehensive and speedy coverage of news and views through its news bulletins, commentaries and
discussions on current affairs. economic, social, cultural and
Besides noticing major trends in political, scientific fields, it gives adequate attention
to parliamentary proceedings, rural development and sports activities. News
is broadcast daily through 243 bulletins in 19 Indian and 24 foreign languages and 34 local dialects. Of these, 70 bulletins are beamed in the ‘home service’ from Delhi and relayed by other AIR stations, 117 regional bulle-
tins are
broadcast
classical
languages,
from
regional
stations and
56
bulletins are beamed
to
listeners abroad. The regional bulletins were first introduced in April 1953. Specialised news bulletins carrying world news, sports news and state and development news were introduced in 1974. News bulletin in one of the When
as Hindi ‘Question specialists broadcast ‘Samayiki’ specialists
Sanskrit,
Parliament
is being
broadcast
since
is in session, daily commentaries
1974.
in English
as well
review the day’s proceedings in the Houses. A special bulletin on Hour in Parliament’ is also broadcast. Commentaries by in various fields and scripts from AIR’s correspondents are in English and Hindi in the programmes called ‘Spotlight’ and respectively. In the ‘Current affairs’ programme every Sunday, take up live issues for a thread-bare discussion. Eye-witness ac-
counts, interviews with important persons and the reactions of the common man to the happenings around him are presented through radio newsreels in
both English and Hindi.
AIR gathers its news mainly by subscribing to news agencies and by monitoring major broadcasting stations of the world. Besides, nearly a third of news
coverage
is accounted
for by AIR’s own corps of about
170
27
.
RADIO
correspondents in India and abroad. Full time AIR correspondents are functioning from Beirut, Tehran, Dacca and Hong Kong and part-time correspondents from important world capitals like London, Bonn, Moscow, Washington, New York, Kathmandu, Nairobi and Adis Ababa.
External Services Programmes for listeners abroad broadcast by the External Services Division of All India Radio consist of news, daily commentary and press reviews, talks, discussions and music, mainly light—classical, light, film and folk. These are broadcast in two major services: general overseas service and the Urdu service. The former is beamed for 9 hours and 45 minutes daily to East, North-East and South-East Asia, Australia, New Zealand, East,
West
and
North
Africa,
while
the
latter is presented
for
10 hours
daily to Urdu-loving listeners of the Indian sub-continent. The West Asia service broadcasts programmes in Arabic, Baluchi, Dari, Persian and Pushtu. East African countries are served by the Swahili Service while the French service is directed to North and West Africa. Other overseas services are in Burmese, Chinese, Indonesian, Nepali, Russian, Sinhala, Thai and Tibetan languages. Composite programmes comprising news, press reviews, commentaries, talks, music and features are broadcast in Indian languages—Bengali, Guja-
rati, Hindi, Konkani, Punjabi, Sindhi, Tamil and Urdu. The object of these
programmes
is to entertain
Indians
the events and developments in India.
abroad
and
keep
them
in touch
with
AIR supplies taped programmes to broadcasting organisations of various foreign countries, including 20 countries with which India has entered into cultural agreements. They use these programmes for their home audiences with a view to acquainting them with the cultural and social aspects of life in India. Visiting correspondents of foreign broadcasting organisations are provided with studio and recording facilities.
Vividh Bharati Popular entertainment programmes are broadcast mostly on the mediumwave for 12 hours and 50 minutes daily from 36 centres in the Vividh Bharat
service, which
was
started on 3 October
1957.
Film music, humo-
tous skits, short plays and features are presented in these programmes. Leading Indian film personalities present their favourite songs, recount their experiences in ‘Jayamala’ programme, which is broadcast for the
Armed Forces.
28
MASS MEDIA IN INDIA
1978
Transcription and Programme Exchange The
programme
exchange
and
transcription service of AIR
helps
different
stations to exchange outstanding programmes, transcribes the speeches eminent personalities and maintains the Library of Sound Archives.
of
The collection consists of tape-recordings, discs and stampers of a large variety of programmes. The Archives’ most valuable possession consists of over 51 hours of recorded voice of Gandhiji. Nearly, 3,000 tape-recording of about 800 hours’ duration of Jawaharlal Nehru’s speeches and the voice tapes of Tagore, Netaji, Rajagopalachari and Sardar Patel have been preserved.
Among other valuable items preserved are: (i) recitation from the Vedas
in Sanskrit
in the traditional
style;
(ii) poetry
recitation
by
eminent
poets
in Hindi and other languages; (iii) recitals by old masters of music, both Hindustani and Karnataka; (iv) selected items of music by eminent musicians Tepresenting different ‘gharanas’; and (v) representative pieces of folk music,
devotional
music
and
stage songs.
Some
masters of music have been commercially released.
of the recordings
of old
Programme Journals All India Radio brings out eight programme journals. These are Akashvani (English), Akashvani (Hindi), and Awaz (Urdu) published from Delhi; Betar Jagat (Bengali) and Akashi (Assamese) published from Cal-
cutta; Vanoli (Tamil) and Vani (Telugu) published from Madras and Nabhovani (Gujarati) published from Ahmedabad. Akashvani (English)
is a weekly, while the rest of the journals are fortnightlies. The External Services Division of AIR also brings out quarterly programme folders intended for overseas listeners, one French, Indonesian, Nepali, Persian,
each in Arabic, Burmese, Chinese, Pushtu, Swahili and Tibetan. The
Journal in English ‘India Calling’ is a monthly.
Audience Research The
Audience
Research
Unit
undertakes
regular surveys and
analyses
of
listeners’ reactions to various types of programmes broadcast on the AIR
It provides data for determining the rates of ‘spots’ and sponnetwork. sored programmes in the commercial service, and also surveys the Teception quality of various stations.
Hardware Manufacture Bharat
Electronics
Limited,
a
other things, produces a whole
Government
of India undertaking,
range of communication
equipment
among
from
RADIO
29
transreceivers to high power transmitters, audio and video broadcast transmitters and studio equipment and UHF radio relay systems. The factory’s components division produces many types of specialised components like transistors, integrated circuits, receiving and transmitting tubes, TV picture tubes
etc.
In fact,
BEL
is so
far the only
ving valves and TV picture tubes in the country. Manufacture
of radio
scale industrial units.
receiver
manufacturer
sets is mainly
of radio
in the hands
recei-
of small
There are a number of industrial units manufactur-
ing radio receiver sets and spare parts.
Among the state government undertakings is the Radio and Electricals Manufacturing Company Limited (REMCO), Bangalore. Incorporated on 2 February 1946, REMCO manufactures, among other electric products, loudspeakers, stereo amplifiers, radio receiver sets, capacitors and band switches. The company is also producing TV sets on a commercial basis since January 1973 under an industrial licence for manufacture of 5,000 sets per annum. The Government of Karnataka holds about 78 per cent of the capital.
In
1973-74,
the company
manufactured
Sets against an installed capacity of 40,000 sets.
12,000 radio
receiver
Television TELEVISION AS part of All India Radio, made a beginning in this country on an experimental basis on 15 September 1959 when the first television centre was commissioned at Delhi. However, the seeds for this were sown much earlier at the General Conference of UNESCO held in New Delhi in 1956, where it was proposed to set up a pilot project to study the use of TV as
a medium of education, rural uplift and community development. New Delhi was chosen as the venue and UNESCO made a grant of $ 20,000 for the purpose and the US Government helped by providing some equip-
ment.
A
500
watts
transmitter
was
reduced price and the experimental sion was limited to a 24 km
radius
purchased
from
Philips
and
programmes
service was thus born. two
duration each were telecast per week for some years.
(India)
at a
The transmis-
of one hour
These programmes
were mainly meant for urban community viewing centres known as teleclubs. UNESCO provided the funds for the TV sets around which these
teleclubs were organised.
Experimentation During the experimental
hence
social
education
phase,
the accent
programmes
was
designed
mainly
on education
primarily
for
and
community
viewing were telecast. AIR installed 20 TV sets at selected community centres in and around Delhi and 150 to 200 people viewed the programmes
in each
centre.
The
one
hour
programme
comprised
40 minutes
of live
telecast and 20 minutes of films. At the end of 1961, the number of community viewing sets rose to 66. In order to evaluate the impact of these programmes, UNESCO sponsored a study under which 20 special programmes were broadcast from 23 December 1960 to 6 May 1961. More than 400 people from 20 teleclubs viewed these shows. The subjects chosen
the
for telecast were:
community,
and manners
traffic and
adulteration
of a citizen.
An
of
food,
road sense, dangers
encroachment
on
to the health of
public
property
evaluation of the degree and nature of the
impact of these programmes was done by the National Fundamental Centre,
New
Delhi,
and the Indian
Adult
Education
Association,
New
Delhi.
The
tesults, scientifically measured and evaluated, were both positive and encouraging. During January to March 1960 another project was also taken
up on an experimental basis. It was the telecasting of educational school programmes for 10 weeks on every Tuesday for one hour in the afternoon. But the in-school television programmes for the students was started on a re-
gular basis from 23 October 1961.
TELEVISION
31
Regular Transmission From
the very beginning
in this country
it was declared
as a medium
of social
that television was to be used
education
and
its development
was
to make it an instrument to support the strategy and programmes of social and economic development. Specifically, the object was to use it as a weapon against illiteracy and ignorance. It was stated, time and again, that it would not be allowed to become the rich man’s toy—as it is in certain countries—but would be used almost exclusively for the benefit of the comMonman. With these objects in view, the duration of the programmes which were telecast twice a week mainly for teleclub members was in-
creased
to four days a week
from
1 June
1965.
Later from
1965, a daily general service of one hour duration was programmes designed and directed for teleclubs became
15 August
started and the a part of this.
Besides the teleclub programmes, the general service included programmes for women, children, youth and magazine programmes both in English and Hindi. News, news commentary, light musical entertainment and plays were also telecast. In addition, a feature film edited to 90 minutes duration was shown once a month. Thus from 15 August 1965, television acquired a firm footing in the country to become a dominating and powerful medium of mass communication. Slowly but steadily the success of the experimental
country.
project
made
way
for further expansion
of television service in the
Television Network and Transmission Range The first television centre which started as an experimental service at Delhi with a 500 watts transmitter had a range of 24 km. The transmitter was Teplaced by a 5 kw transmitter in September 1962 and the range increased to 40 km. This was again replaced by a 10 kw transmitter on 7 May 1975. At present the range of the Delhi centre is 68 km and it covers an
area of 14,300 sq km in and around Delhi. The duration of the daily general service of the Delhi television increased from two hours in May
1969 to three hours in July 1970, to three and half hours in December 1971 and to four hours in November 1973. At present, the Delhi centre, besides the regular evening transmission, telecasts programmes in the morning for general viewers on Sundays,
Special occasions. The
second
television
centre
for schools on week days and on other
inaugurated
at Bombay
on
2 October
1972 has a range between 70 km and 100 km and covers an area of 10,000
sq km.
Its transmission
tower of 300 metres is one of the tallest in Asia,
second only to the Tokyo tower of Japan. The duration of programmes of this centre which was 2 hours 15 minutes per day in the beginning was increased to 2 hours 30 minutes from January 1973 and to3 hours from April 1973.
32
MASS MEDIA IN INDIA
1978
At present, the centre transmits programmes for 4 hours in the evening on
all the days of the week and for 2 hours in the morning on Sundays.
The
television
year
1973
witnessed further improvement
in the country.
An
experimental
TV
in the development
service was
of
commissioned
at Srinagar on 26 January 1973. This service, operated with a low power temporary antenna, provided coverage to Srinagar and some adjoining areas. It became a regular service with the commissioning of the transmission tower at Shankaracharya Hill to full power from 6 November 1973. At present this centre has a range between 30 km
and 70 km depending on
the direction and weather conditions and it covers an area of 4,000 sq km. To start with, programmes were telecast thrice a week on alternate days for one hour in the evening and for 2 hours 30 minuteson Sundays. A regular daily service of 4 hours duration has been in operation since 13 July 1973. In addition, there is a special morning transmission for 2 hours on Sundays.
One television centre at Amritsar and a television relay centre at Pune were also commissioned during 1973. The Amritsar centre commissioned on 29 September 1973 has a range of 65 km and telecasts programmes for 4 hours and 30 minutes daily in the evening which are viewed by people on both sides of the International
border. It covers an area of 8,000 sq km
in
the Indian territory. The Pune relay centre inaugurated on 2 October 1973 telecasts programmes of the Bombay centre and covers an area of 15,000 sq km around Pune. It has a range between 52 km and 90 km. Three more centres were added to the television network during 1975. The Calcutta centre initially with a range of 50 km and covering an area of 7,900 sq km was started on 9 August 1975. It is possibly the only
station in the world, operating a daily three hour service from an outside broadcasting van. The Madras centre with a temporary tower of 30 metres and a range of 10 km was inaugurated on 15 August 1975. The centre got a 10 kw transmitter in July 1976, and the transmitting antenna has been mounted on a 175 metre self-supporting tower. At present it transmits pro-
grammes for 3 hours and 30 minutes daily in the evening and for one hour and 30 minutes in the morning on Sundays. It now has a range of 80 km and covers an area of 12,000 sq km. The Lucknow centre commissioned on 27 November 1975 has, at present, a range of 60 km. This is the first
centre in the TV network to serve the hinterland. It presents programmes daily for a duration of 2 hours to 2 hours and 30 minutes in the evening except on Sundays when the duration is 4 hours. It covers an area of 11,300 sq km. The
seven
.
television
centres
and
one relay
centre
at Pune
now
cover
83,000 sq km area and 490 lakh population in the country. Programmes in nine languages and some local dialects are telecast to about 5,00,000 television homes all over the country.
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CUCATERIA ERTS QIN TH
[ ators fe? ofc aren marta eee eta crf ferft J The first Bengali language paper was published in 1818 from Calcutta. Here is a facsimile of the front page of the first issue of Samachar
India entered the broadcasting
era in 1924. The first broadca-
Sting transmitting set used by Madras Presidency Radio Club.
Speed
and
efficiency
are
the
hallmarks of news dissemination.
Picture shows a view of the General News Room of All India
Radio
during
1977
Lok
See Poll.
AIR
introduces eminent people from
recording
an
interview
by
all walks
Ahmedabad-Vadodara
of life
station
to its listeners.
Picture
whose painting was selected for a postage stamp issued on Children’s Day 1977.
A yisual record of the great posterity— for occasion
National and
International
the Units covering Film with ceremonies connected on Day Republic the 1950. January 26
shows
of Master Nikur Dilipbhai Modi,
Films Division produces a number of films every year on agricultural and rural development. Here is FD’s unit picturising a scene for a rural based documentary film.
Vadya Vrinda, A/R’s National orchestra, received guidance from Ravi Shankar during its initial stage. Picture shows the Sitar Wizard conducting an orchestral
composition
in
1963.
TELEVISION
33
Composition of Programmes Television medium in India is utilised in the developmental process and as an instrument of social change and national cohesion. Each television centre follows its own
programme
format which
is reviewed and chan-
ged periodically to suit the expectations of the viewers. A film camera unit attached to every centre visits the urban and rural areas of the city and films various important activities. In addition, the various television centres also exchange programmes with each other on a regular basis. Film units are also sent outside the country to cover important évents. Every
centre
telecasts
atleast
one
news
bulletin
and
also
a current
affairs
programme where specialists take up live issues for a threadbare discussion.
Eye-witness accounts and interviews with important persons and reactions of the common man to the happenings around him are presented through TV news-reels in English, Hindi and other regional languages. A general content of programmes telecast by the various centres is given below:
Dethi Centre The Delhi centre telecasts programmes for four hours daily in the evening on week days and the viewers have a wide range of choice in their programmes.
magazines Feature
and
News
in Hindi
current
affairs
and
are
also
have
presented
their
daily
in Hindi
share.
and
Sports
activities inside and
News
English.
films in Hindi are telecast on Sundays and regional language
and old Hindi films on Saturdays. dance sequence from feature films Darshan’, the programme for farmers to community viewing centres in 86 Pradesh.
English
films
‘Chitrahaar’, a programme of song and is presented twice a week. ‘Krishi is presented four times and is directed villages in Delhi, Haryana and Uttar outside
the country
are shown
regu-
larly. Other programmes for special audiences include those for children, youth and housewives. Programmes are mainly telecast in Hindi and English. In-school instructional programmes based on the curricula of the schools are telecast regularly. An analysis of the programme time shows that news and current affairs claim 21.5 per cent of the transmission time, entertainment films 27 per cent, while 16 per cent of the time is devoted to special audience programmes. Source-wise, 84 per cent of the programmes of the Delhi centre originate from its own studios, 2 per cent are exchange programmes received from other TV centres in India, while 14 per cent are imported. Bombay
Centre
The Bombay centre telecasts programmes in English, Gujarati, Hindi, Marathi and Urdu. The programmes are designed to meet the aspirations and 6—3 M ofI & B/77
34
MASS MEDIA IN INDIA
needs of multilingual society of a cosmopolitan city like Bombay
1978
and per-
tain to rural audience, industrial workers, children and youth.
Three
commentaries
programmes
bulletins one each in English, Hindi and Marathi are telecast daily. are also presented
in Hindi
and
Marathi.
The
news
News
for the industrial workers called ‘Kamgar Vishwa’ is telecast twice a week. A film unit stationed at Pune, visits rural areas and prepares variety programmes for the rural audience, including programmes on agricultural operations,
which
views and week.
are then
film coverage
Regional
language
telecast
both
from
Bombay
and
Pune.
of sports activities elsewhere are shown films
or English
films
are
shown
on
Sports
twice
re-
a
Saturdays,
while Hindi films are telecast on Sundays. Children films are shown once a month. School programmes are telecast on three days a week which are relayed by the Pune centre also. Pune Centre
The relay centre at Pune transmits programmes of the Bombay centre. Srinagar Centre Programmes
mainly
in
Kashmiri
and
Urdu
are telecast by this centre.
The main emphasis in the programmes is on a broad-based social education. Programmes for the special audiences include those for the youth, women, children and the rural community. Plays in Kashmiri and Urdu are shown once a week and a feature film is shown on Sundays. Interesting scenes and song and dance sequence from films are shown regularly. News in Kashmiri and Urdu are telecast daily. Sports activities are widely coveted. This centre telecasts programmes in Dogri also. Agricultural programmes for rural viewers are telecast on four days a week and educational programmes for school children twice a week. Amritsar Centre The
Amritsar centre telecasts
programmes
in
English,
Hindi,
Punjabi
and Urdu for 4 hours and 30 minutes daily in the evening. The programmes are produced and recorded in Delhi and video-tapes are sent to Amritsar. A camera crew at Amritsar prepares film material on social, cultural and other activities of Punjab ence, a programme
for inclusion in the programmes. For the rural audispecially prepared in Punjabi is telecast once a week.
Cartoons and documentary films for children, Punjabi plays and English film serials have their share in the programmes that are presented from this centre. Programmes for family and youth are also shown regularly. Two Hindi feature films are shown every week and in addition song and dance
sequence from films are shown thrice a week. and fed from
News in English is prepared
Delhi on teleprinter to the Amritsar centre where
lated into Punjabi and read.
it is trans-
TELEVISION
35
Calcutta Centre The Calcutta centre puts out programme daily in Bengali, Hindi and English. Two news bulletins, one in English and the other in Bengali are
telecast daily. Programmes for rural audience are presented once a week and for industrial workers twice a week. Feature films in Bengali/Hindi
are shown twice a week and ‘Chitramala’ a programme based on film songs is presented once a week. Other programmes for the special audiences include those for youth, family and children. Plays in Bengali/Hindi and sports events in and outside the country are also presented regularly. Madras Centre The
Madras
centre
telecasts
programmes
mainly
in Tamil
and
English.
Programmes in other southern languages and Hindi are also shown. Sanskrit programmes are also telecast occasionally. News bulletins in Tamil and
English are telecast every day. A full length play is shown in the morning transmission on Sundays and two short plays are presented every week. Two fea-
ture films, one in Tamil and the other in Hindi or a regional language are telecast per week and song and dance sequence from films are presented twice a
week. Other programmes include those for rural and industrial community, children, youth and for housewives. Sports and sports activities are also shown regularly. Programmes for primary school children are telecast twice a week in the morning. Lucknow Centre
A major part of the programme of this centre is rural-oriented. Programmes specially prepared for rural audiences are telecast every day for 30 minutes except on Wednesdays and Sundays. Special programmes for family, youth, children and industrial community are shown once a week. News
in Hindi
is telecast daily.
Sports programmes
are presented twice a
week and Hindi feature film and a play once a week. health, hygiene and science are shown regularly.
Programmes
on
Special Programmes The television medium is used to disseminate information about specific aspects of science and technology, agriculture, health, hygiene and family planning. There are programmes of formal and non-formal education. Programmes for farmers are telecast regularly from all the television centres, while educational telecast for school children are made from most of the centres on a regular basis. Community
Viewing
In order to ensure that the television programmes are viewed by a large number of people, who cannot afford television sets, the Government
36
MASS MEDIA IN INDIA
1978
formulated the community viewing scheme. Television sets are made available at selected community centres and teleclubs are organised for viewing the programmes
community
and
discussing
their contents.
At
present
Delhi
viewing sets located in the rural teleclubs around
has
Delhi,
951
Har-
yana and Uttar Pradesh and in the urban teleclubs in Delhi. Srinagar has 550 sets located in the valley, Lucknow 150, Bombay 443, Madras 39,
Calcutta 81 and Amritsar 120. Farm Programmes The
programme
for
the
diffusion
of
information
on
agriculture
among
the farmers living around Delhi was started on 26 January 1967. These programmes known as ‘Krishi Darshan’, produced in close cooperation with the Indian Agricultural Research Institute, the Delhi Administration and the Atomic Energy Commission are telecast four times a week and are directed to community viewing centres in 86 villages in Delhi, Haryana and Uttar Pradesh. At present all the television centres present programmes for the farmers on a regular basis in Hindi as well as other regional lan-
guages.
School Programmes For students, in-school instructional programmes were started in 1961 in col-
laboration with the Ford Foundation. Initially about 150 schools in Delhi were provided with TV sets and lessons in four subjects directly related to the school curriculum
equipped
with
TV
were telecast. In a short while the number
sets
grew
and
presently
schools under the Delhi Administration
about
are provided
400
of schools
higher-secondary
with TV
sets. Lessons
in English, Mathematics, Physics, Chemistry and Biology are telecast. From 3 March 1975, non-formal lessons are being telecast by the Delhi centre for children of primary school-going age on two days a week. For the first time a morning transmission during summer vacation for the benefit of the students of different age groups was introduced in 1975. The Bombay centre presently telecasts two programmes of 20 minutes each in the afternoon in English and Science. These are enrichment programmes and are relayed by the Pune centre also. They are telecast three times a week. Educational programmes are telecast from the Srinagar and Madras centres also. Srinagar centre presents one programme of 20 minutes duration on two days a week.
The
Madras
centre telecasts one
nutes duration in Tamil for primary
programme
of 20 mi-
school children twice a week.
Satellite TV Experiment A major space application project, the year-long Television Experiment (SITE) using the Application
(ATS-6) was started on 1 August 1975.
Satellite Instructional Technology Satellite-6
This was made possible following
TELEVISION an
37
agreement
between
the
Department
of
Atomic
Energy
and
National
Aeronautics and Space Administration of the United States of America. The satellite was made available for beaming instructional programmes for four hours daily to selected cluster areas comprising 2,400 villages in Andhra Pradesh, Bihar, Karnataka, Madhya Pradesh, Orissa and Rajasthan. Apart from this, about 400 villages in Gujarat also received these programmes through a transmitter set up by the Indian Space Research Organisation at Pij. The programmes were transmitted to the satellite from two earth stations at Ahmedabad and Delhi. In all 2,400 special television Teceivers to receive TV signals directly from the satellite were provided in the village clusters. Three base production centres were opened at Cuttack, Delhi and Hyderabad to produce specific programmes for telecast. The SITE programmes were telecast on the basis of a systematic programme production plan which was devised to meet the target of a total 1,326 hours of programmes required to be telecast during the entire period. These telecasts were in four languages. The satellite was withdrawn
from
1 August
1976
and the Government
decided to establish at least six terrestrial transmitters to serve 40 per cent of
the
SITE
villages.
Accordingly,
six
television
transmitters
one
in each state, ate to be located at Jaipur, Hyderabad, Raipur, Gulbarga, Sambalpur and Muzaffarpur. All these centres are expected to become operational during 1977. These would provide television coverage to a total of over 9,000 villages including about 1,000 SITE villages. The special augmented television sets earlier installed for receiving satellite programmes would
be converted
Tespective
villages.
for conventional
Programmes
operational
pre-recorded
use and
deployed
in their
in tapes are to be supplied
to these transmitters from the existing base production centres. It is expected
that eventually, programme production facilities would be provided at all the centres to give live items and topical programmes and associate local talents and culture in the preparation of programmes.
Doordarshan Television
was
delinked
from
All
India
Radio
on
1
April
1976.
The
New organisation known as ‘Doordarshan’ under a Director General is now Tesponsible for the operation and administration of TV. service, its personnel and implementation of programme policies. The research and training establishment of All India Radio, however, continues to be responsible for the research and training work relating to Doordarshan.
Commercial Telecasts Commercials were introduced on Television from 1 January 1976. To begin with, only sponsoring of programmes is being permitted. The sponsor
38
MASS MEDIA IN INDIA
of a programme
can
utilise time
for introduction
1978
of advertising captions
with or without sound only at the beginning and at the end of a programme;
No interruption of programmes is allowed. Certain programmes, such as programmes for children, programmes for viewing in schools, newscasts and programmes on current affairs are not made available for sponsorship. The gross revenue earned from commercial advertising upto 31 March 1977 amounted to Rupees one crore and thirty-one lakhs.
Training The Central Government established a television training centre in collaboration with UNDP/UNESCO in 1971 for providing trained manpower required for the expanding TV network in the country. The centre originally situated in Delhi shifted to its permanent complex within the Film and Television Institute of India, Pune, on 6 July 1974. Till November 1975, 492 persons were trained in production and other technical departments to meet the needs of television stations and SITE base production centres. The institute has also started specialised in-service training for TV personnel in various categories such as for news, children’s programme, community viewing, drama and plays, educational telecast, films, graphic, designs etc.
Production and Ownership of T.V. Receivers Television
sets
were
mostly
imported
till
1970.
Indigenous
production
from
1973
has shown steady growth with the expansion of TV network in the country. The
number
of manufacturing
in 1974 and to 50 in 1975.
units has
increased
26
in
to 40
Majority of the units are in the small scale
sector. The production has increased from 75,000 sets in 1974 to 96,000 sets in 1975. Presently there are more than 300 models varying from single
channel to multi-channel sets.
In order to effect a reduction in the price
of TV sets, and to encourage the production of low cost sets, a differential
excise duty system for TV 1976-77.
The
import
duty
sets was introduced in the Union Budget for
on TV
glass-shell was also reduced
from
186
per cent to 75 per cent. As a result of these concessions, the price of TV sets have come
down
by about 25 per cent, and are within the reach of a
larger section of the population.
The number of television sets in the country has been virtually doubl-
ing every year over the past ten years. The growth of television receiver licences in the country since 1963 is shown in the following table.
TELEVISION
39 Growth of Television Receiver Licences
Year
No. of Licences
1963. 1964. 1965 .
1966
.
1967 .
1968 .
1969. 1970
1971.
1972.
1973.
1974. 1975.
.
oe
ee
-
ee
ee .
eee
eee
:
oe »
oe
551 650 700
4,500
6,200
7,000
12,303
24,833
37,600
84,114
163,446
275,424
4,55,430
Film FOR
OVER
3,500
years,
India
has
preserved
a
continuity
in
its
ho-
mage to the Six Arts and the Nine Muses. Its heritage in the performing, plastic and graphic arts as well as literature has been sustained by the practitioners and the public. It was an Indian sage, Bharata, who had given
the
world
Shastra.
one of the earliest
Though
primarily
compendiums
concerned
on
with dance
with the other arts and aesthetics in general.
aesthetics,
and drama,
entitled
Natya
it also dealt
Other Sanskrit scholars con-
tributed to the world of art the Rasa and the Dhwani theories of art appreciation.
Then, one day, eighty two years ago, the Film arrived in India. On 7 July
1896, at the Watson’s Hotel, in
what
is
now
the
Army
and Navy
Store
Building opposite the Museum in Bombay, the Film made its debut in India.
One of the touring agents of the Lumiere Brothers, the French pioneers of “Cinematographs”, organised the screening of “living photographic pictures”,
pictures
of men
and
women
who
“breathed,
moved
and
danced”.
This
“marvel of the century” as it was then described was shown to European and American audiences only a few months earlier. The people who paid one rupee for entrance were entranced and bewitched by the films showing
the arrival of a train at a station, workers leaving a factory, people bathing
at a beach
these early
they were
and
by
films
women
were
and
the railways,
India’s cinema
soldiers riding bicycles.
intrigued and
electricity,
connection
started
flabbergasted
The Indians who
by motion
and
telephone
and
from
that day, eighty
pictures
saw
as
the gramaphone. two
years
ago.
Though we can never pinpoint and say when exactly the other arts started in India
as elsewhere
also,
in the case of the Cinema,
now
accepted
as
the
Seventh Art and the Tenth Muse, one can fix the date of origin with certitude. With the early film came the art of the cinema and during the following years a
radical transformation took place here too as in the other parts of the world. Our ancient country with millenia-old continuing civilization took to the
Cinema science
with
and
easy
adaptability.
technology
This
art-cum-industry
was easily mastered
by Indians.
and
a product
of
India’s Pre-eminent Position Today, India is the largest film producing country in the world, with the United States and Japan ranking after it. During 1975, India produced 470 films of which 223 were in colour and 247 were in black and white. India also
produced
180
documentaries,
over
60
newsreels
and
innumerable
films
FILM used
41 in television and
educational
SITE
programmes,
for family planning campaigns,
institutions, agricultural extension centres and
defence forces.
Though the bulk of films produced in India are in Hindi, films are made
in Bengali, Tamil, Telugu, Kannada,
Malayalam
and other regional langua-
ges. Newsreels and documentaries produced by the Films Division are dubbed in 15 languages including English.
But in a vast country like ours, which is a subcontinent, in 1975 there were only 8,734 cinema theatres, of which 5,468 were permanent buildings and the rest were touring cinemas—with a total seating capacity of 70,00,000. According to experts in mass communications, India should have ten times the number of cinema theatres to cater to its vast population. More than 60,000 persons were employed in three branches of this artcum-industry, production, distribution and exhibition. The gross annual earnings of this industry, which comes within the first ten industries of the country, reached the astounding figure of Rs 225 crores during 1975. The foreign exchange earnings amounted to Rs 7.5 crores. Films were exported to as many as 82 countries of the world. The “mills” of this industry are 60 studios and 38 laboratories—scattered mostly in Bombay, the “‘film capital of India”, Calcutta and
Madras.
What is more, India is one of the six countries in the world manufacturing cine film. The public sector enterprise, Hindustan Photo Films, manufactures black and white cine film sufficient for the domestic needs of Positive
mm
and sound
negative film.
India
also manufactures
film projectors and film processing equipment. However,
India’s
greatest asset in films
35 mm
is undoubtedly
and
16
Satyajit Ray
who has been acclaimed as one of the ten most significant film-makers of the history of World Cinema, ranked alongside Griffiths, Chaplin, Eisenstein, Welles and others. And Satyajit Ray has won the largest number of top
awards, trophies, medals, and cash prizes, from international film festivals, and national agencies. This redounds to the glory of India. All this constitute
a phenomenal
achievement
for India,
even
at first
glance and more so after going into details, set out in the rest of this chapter. India’s easy and quick adaptability to this imported art from the West can be easily explained. The Art of the Cinema is called the Art of all Arts since it has absorbed the other arts ranging from dance and drama to novels and short stories, from art to architecture. India has had a distinguished tradition in most of the arts. What Sage Bharata said about dance and drama so long ago is applicable to the cinema as well. We have sculptors in our ruined temples in which we can see the evidence of these sculptors
7—3 M ofI & B/77
42
MASS MEDIA IN INDIA 1978
having understood the principles of motion. The series of successive stances of dance figures in Chidambaram or Khajuraho can come to life when filmed and edited properly. The painters of manuscript illustrations have indicated the progressive stages of motion. And what is Film? It is an improvement of the static arts by the addition of motion. Our tradition of songs and dances are fitted in with the Cinema. Even the erotic strain of our plastic
and graphic arts admirably
ianaed
ema.
then that India
lent itself to the needs of the Cinema.
is occupying
a predominant
It is no
role in the world
of
Homage to the Pioneers Even in this short chapter, homage must be the Cinema in India. Among those who saw the Hotel in July 1896 was a Maharashtrian still name—Harischandra Sawe Bhatvadekar. More Dada,
it did not take long for him
to lear
paid to the pioneers of films screened at Watson’s photographer with a long popularly known as Sawe
the mechanics of the new
art.
He first took to exhibition of foreign films. Then he decided to produce films on Indian subjects with which the people could identify themselves. Sawe Dada was the pioneer to import a camera with which he covered a wrestling match in the “Hanging Gardens” of Bombay. The next subject that interested him was the training of monkeys. By early 1899, these early films shot
by
Sawe
Dada
were
screened
to Bombay
audiences,
who
were
thrilled to see familiar shots on the “silver screen”. In Calcutta, Dhiren Ganguly produced the early newsreels, which in those days were known as the “topicals”. In course of time, one of the early feature films from the West entitled
Life of Christ reached India and it cast a spell over a remarkable Maharashtrian pandit, who dabbled in the fine arts. For a while, he never missed
a show of this film. He discovered the potentialities of the Cinema. He argued with himself why if the Westerners could make a film on Christ, Indians could not make films on their gods and goddesses. It was thus Dhundiraj Govind Phalke, more famously known as Dadasaheb Phalke, who was inspired to take to feature film making. Though he had originally planned to make a film on Lord Krishna, he postponed this project and made the first feature film based on the story of Harish-
chandra, the great votary of truth. This Puranic story had all the elements of a box-office hit of today. In spite of many handicaps and difficulties,
Dadasaheb
Phalke made
the feature film, Harishchandra,
In those early
days no woman would dare to act in films and Dadasaheb Phalke had to engage a versatile man to done the sari and enact the role of Taramati, wife
of Harishchandra.
This first feature film was screened on 3 May 1913 in Bombay—and with that started the story of the Indian film industry. The latest of the
FILM
43
arts held the people spell-bound.
The people mobbed the cinema hall. And
in the nights, there was so much money in the cash-box, it had to be car-
tied
in a bullock-cart.
Right
India have been cinema-stuck.
from
that
day, 64 years
ago,
the people
of
The next landmark in the history of the Indian cinema was the release of the first Indian “talkie” on 14 March 1931—within two years of the
screening of Universal Pictures ‘Melody of Love’, the first foreign talkie screened here with new projection equipment. Produced by Ardeshir Irani, the
first talkie entitled Alam Ara featured Zubeida, Vithal, Prithviraj Kapoor, Jagdish
Sethi and
others.
It was
advertised
as “the
living, breathing
100
per cent Indian Talking Film”. From that day the sound barrier was broken and in course of time the language films came to be made in various centres
as far flung as Lahore (then in India) and Madras, Calcutta and Kolhapur. Songs began to dominate films. The operatic tradition in Indian drama and
folk theatre was suitably adapted by the cinema. And Madan Theatres’ Indra Sabha had as many as 59 songs. By and by, the playback singers emerged. The music directors became more important than the actors. And India evolved
its own
style of films, with
songs
predominating.
The next landmark was also provided by Ardeshir Irani, who produced India’s first colour film, KiSan Kanya. It became a sensation and Ardeshir Irani added a second feather to his cap. During the last half century, the Indian film industry has had its “Golden Age” too when New Theatres in Calcutta, Prabhat in Kolhapur/Pune,
East India Company, Gemini Studios and others produced some fine films. J. F. Madan, Chandulal Shah, Himansu Rai, V. Shantaram, P. C. Barua, Debaki Bose, K. Subramanyam, H. M. Reddy and other producer-directors made some memorable films. Gohar, Sulochana, Devika Rani, Durga Khote, Kanan Devi, Kamalesh Kumari, T. P. Rajalakshmi, S. D. Subbulakshmi
and several other “stars” blazed the way for the next generation that inclu-
ded Nargis, Madhubala, Meena Kumari and others. Ashok Kumar, K. L. Saigal, K. C. Dey, Pahari Sanyal, Chandramohan, Jagirdar, M. K. Thyagaraja Bhagawathar and others were succeeded by Dilip Kumar, Raj Kapoor, Sivaji Ganesan, Balraj Sahni, Dev Anand and others. The
fascinating
story of the Indian
chronicled by Erik Barnouw
and
cinema
industry
S. Krishnaswamy
has
been
ably
in Indian Film and
Feroze Rangoonwala in 75 Years of Indian Cinema, It is an impossible task to compress this story in a few paragraphs, which will read like a catalogue
of cinema names and titles.
Suffice it to say here that the Indian feature films are as good or bad Or indifferent as the films produced in Hollywood or Japan. The majority
44
MASS MEDIA IN INDIA 1978
of our films provide escapist fare as is being done elsewhere—excepting
the ideology-dominated socialist countries.
in
Over the years our films have developed certain characteristics that are truly our own. Mythologicals are our special contribution—as much “Westerns” are the American contribution—as to world cinema. The playback singers, who dominate our industry, are a special phenomenon only here.
The Indian film industry is not confined to the feature film industry.
We have one of the largest short film producing agencies in the world—the
Films Division of the Ministry of Information and Broadcasting.
Films Division Started in 1948, on the model of the Information Films of India of the pre-Independence days, the Films Division has been rendering a great service by interpreting contemporary India, its artistic heritage, its aspirations and
hopes
through
the medium
It is compulsory that a film upto 20 minutes’ duration) must This has been made mandatory it was felt that in a developing
of the film to Indians
approved by be shown at for the grant country like
and
foreigners.
the Film Advisory Board (of every show in every theatre. of licence to cinemas because ours with dimensions of sub-
continent, peopled by still predominantly illiterate inform, educate, motivate and integrate the nation.
masses,
the
film
could
The Films Division produces films on its own and through independent
producers. Scores of its films have won over 500 awards and certificates in-
cluding top awards at international film festivals. These and other films are distributed throughout the country through
offices.
its own
net-work
of distribution
During 1975-76, Films Division produced 94 black and white documen-
taries,
35
colour
documentaries,
52
newsreels,
eight compilations
and
50
regional newsreels adding upto 239 films. These are impressive figures indeed.
Films Division provides the Directorate of Field Publicity hundreds of
prints each year and the DFP’s field units go to remote villages with mobile
projectors to screen films. The Films Division also supplies prints of its films to our embassies and high commissions abroad for screening through
non-theatrical and theatrical circuits.
here and abroad.
The
FD
also sells prints of its films
During 1975-76, the FD supplied 25,893 prints to the theatres and 13,284
prints free to the Directorate of Field Publicity and our diplomatic missions.
It sold 10,523 prints of its films (total 49,700).
FILM
45
The Children’s Film Society, sponsored by the Government of India, has been in existence since 1955. .It has produced a wide range of films, both features and shorts, intended for juvenile audiences. Special screenings
are arranged
for children
through
theatrical and
the CFS films, dubbed in several languages. won international awards.
non-theatrical circuits for
Some
of its films have also
State Awards Realising the importance of the film medium, the Government of India set up a Film Enquiry Committee in 1949. Ever since it submitted its Teport in 1951, most of the recommendations have been implemented. One of the recommendations was the institution of annual State Awards for films in order to promote the production of better films. The Government instituted the State Awards
in 1954 for films with high
aesthetic
standards
and technical perfection. Apart from medals and are also given as incentives to producers, directors film-making. Juries are constituted both at regional the selection of films. The award winning films are
certificates, cash awards and others involved in and national levels for publicised and screened
Through
to film-makers
at special shows.
Quite often entertainment-tax is exempted to such films.
these incentives
encouragement
is given
to break
away from formulae and cliches of the box-office hits and to produce offbeat films with social significance.
Film Finance
Corporation
The
the
prise
starting
in
of
1960 with
Film
Finance
an authorised
Corporation
capital
of Rs
positive move designed to encourage fresh and new pastures in film-making. In order to break
as
a public
1 crore was
sector
enter-
yet another
old film talent to explore the set pattern of feature-
film making and to encourage low-budget films based on themes normally spurned by the feature film industry, the FFC was started. loans advanced by the FFC running to several lakhs of
Thanks to the rupees—at the
modest rate of 9 per cent per annum as against 10 to 15 per cent per month in the
feature
film
industry—there
known as “New Wave” films. ugh
the FFC
films—Basu
Shahani and others.
was a good
crop
of what
came
to be
Several new directors made their debut thro-
Chatterji,
Kantilal
Rathod,
Mani
Kaul,
Kumar
Though
some of these films turned out to be too sophisticated, they
and abroad.
But the real nexus has been in regard to commercial distribu-
were still worthwhile cinematic experiments that have won recognition here tion of these films In this respect too, the FFC has made an attempt to-
wards starting and running “Art Cinemas”. of worthwhile films from abroad.
It is also involved in the import
46
MASS MEDIA IN INDIA
1978
Film and TV Institute One more recommendation of the Film Enquiry Committee which the Government implemented in 1961 was the starting of the Film Institute of India,
Pune
(now
renamed
as the Film
and
Television
Institute of India).
Situated in the one-time headquarters of the Prabhat Studios, the FTI
is
one of half-a-dozen institutions of its kind in the world. Students are taught motion picture direction, cinematography, sound recording, editing and acting.
Well equipped with a studio, auditoriums,
editing rooms, a library of
books and another of films, and even a laboratory, the FTII has been training students in various branches of film making. Since such training facili-
ties are not available in Asia and Africa, foreign students also come from near and far. The syllabus is comprehensive. Apart from the regular teaching staff, guest lecturers from here and abroad broaden the scope of the specialised education. The students have to make diploma films and also write a dissertation. The FTII also has arranged seminars and workshops. It has contributed
much towards better film appreciation also. The television wing training ground for the new generation needed for Doordarshan. The
FTII
is the alma
mater
for directors
like Adoor
is the
Gopalakrishnan,
Mani Kaul, Kumar Shahani, thespians like Shatrughan Sinha, Jalal Aga, Jaya Bhaduri and Rehana Sultan. Cameramen, sound recordists and editors have been contributed by the FTII to the industry. Through the FTII also fresh ideas, radical concepts and technical innovations are seeping through slowly and transforming the Indian film industry.
National Film Archive The National Film Archive of India is also housed within the compound of the FTII in Pune. Set up by the Government in 1964, NFAI is doing to the Tenth Art what museums and archives have been doing to the other
arts.
It has been slowly and steadily acquiring the early newsreels, the film
classics, both Indian and foreign, posters, photographs, synopsis books and related material.
Working in concert with similar organisations abroad and here, it has now an enviable collection. All award winning films are also deposited there. This is a veritable treasure of film material for students of the cinema. Every possible care is taken to preserve the films for posterity since the film is the most potential medium for the preservation of the past and the pre-
sent for the future.
The NFAI
is also engaged in research work and it has
published some books—monographs on Guru Dutt and Dr. P. V. Pathy.
FILM
Film
47
Festivals
There is now a separate Directorate for Film Festivals which is responsible for arranging competitive International Film Festivals, retrospective festivals from foreign countries, for adjudging films for the national awards and for sending Indian films to foreign festivals. India organised the first International film festival in 1952 at which 23 countries participated and the Italian neo-realist film Bicycle Thieves and the Japanese classic, Rashomon were shown. These films had a big impact on Indian film makers. The subsequent film festivals brought films from various parts of the world. Seen by the members of the industry and the public, the contemporary film classics from abroad have considerably helped in improving the tastes of the film-going public and in inspiring film-makers here to venture into making off-beat films.
Film Societies The
Federation
of
Film
from
France, Sweden,
Societies
in
titution that has contributed much to to the consideration of cinema as a Founded in December 1959, the FFSI all over India, was mainly responsible Poland
India
has
been
the
pioneering
ins-
film apprecation in the country and serious art with its own aesthetics. which has over 120 member societies for the screening of outstanding films
and Japan in the early days. It also arranged
Tretrospective film festivals of famous directors, both Indian and foreign.
The FFSI emerged as a result of the efforts made by the Calcutta Film Society (founded by Satyajit Ray and Chidananda Das Gupta), the Bombay Film Society and the Delhi Film Society. Satyajit Ray has guided its activities all through the years. Through its three regional offices and member societies, the FFSI has promoted film awareness in the country. The University Film Council set up with the aid of the University Grants Commission has promoted film appreciation among college youth.
Indian Motion Picture Export Corporation The Indian Motion Picture Export Corporation was set up in 1963 to streamline exports, avoid underhand dealings, prevent piracy of prints and to promote cultural relations through films. The IMPEC has entered into bilateral relations with the governments of several countries. The IMPEC has been mainly responsible for the international exchange of films on a wide scale sending the best films made
bringing the best films of the world here.
in India 1o foreign countries and for
48
MASS MEDIA IN INDIA 1978
Censor Board The Central Board of Film Censors, based in Bombay with regional boards in Calcutta and Madras, certifies all films shown for public exhibition in India. The CBFC
to the Censor
was set up in independent India in 1950 as the successor
Board
set up by the erstwhile
British rulers under the India
Cinematograph Act of 1918 and amendments of 1919 and 1920. At that time due to political considerations of the rulers, censorship was a provincial subject
and
it came
under police jurisdiction. After Independence,
the
Cinematograph Act of 1952 repealed the earlier act of 1918. Subsequently other amendments were incorporated.
The Chairman of the Board, assisted by the members of the Board and regional panels, decides which films are for universal exhibition and which are to be restricted to adults. The Board is responsible for excisions and modifications of the films in the interests of the public. Since films are seen by the widest possible public, great care is taken that the security
of the state, friendly relations with other states, public order, decency and morality are not jeopardised. Defamation and contempt of court are other considerations. The film industry being a vast enterprise there are several organisations
which look after the various interests. The Film Federation of India is an apex organisation to which several other organisations like the Indian Motion Picture Producers’ Association, the Indian Documentary Producers’ Association, the Bengal Motion Picture Association, the Cinematograph Exhibitors Association of India, the Southern India Film Chamber of Commerce etc. are affiliated. film producers, directors, The
seeds
sown
by
Besides, there are trade union organisations for music directors, editors and for the “Extras”.
Sawe
Dada,
Dada
Saheb
Phalke,
Ardeshir
and others have given an abundant yield over the years—providing hood
to thousands,
throwing
up rich talent, enriching
quer, entertaining and educating India abroad.
the millions and
the country’s
Irani
liveli-
exche-
projecting the image of
Advertising THE HISTORY of advertising in our country remains unwritten and the known past, even to the most enthusiastic student, does not go beyond a couple of years. The state of advertising today can be appreciated only in the back-drop of the past, and, therefore, it may be worthwhile to have a glimpse of the origin and evolution of advertising in various media before we
look at the present.
Press
Advertising
Press advertising in India will be 200 years old in 1980. ‘Bengal Gazette or Calcutta General Advertiser’ which appeared on 29 January 1780 had devoted one of its four pages for advertisements. As the readership of
the paper was mostly among the British citizens, then working and living in India, they were the target audience of the advertisers. Understandably, the items advertised were Yorkshire ham, cheese, grocery, hats, shoes, Irish linen, wines, horses, carriages, etc. Arrivals and departures of ships and of Britishers, ‘elopement’ of British wives, ‘running away’ of slave boys, investments,
‘Wanted’,
and ‘Lost and found’ were among
the other classifications
of advertisements. The weekly newspapers that followed Bengal Gazette— there were a number of them—had the same pattern of advertising, because all of them had drawn their model from the British newspapers.
‘Sangbad Kaumudi’, the Bengali weekly started in 1821, which was the first Indian language newspaper edited and published by Indians also carried advertisements mostly on books and medicines. The oldest language news-
paper in India today, ‘Bombay Samachar’ (Gujarati), started in 1822, devoted 10 to 15 per cent of its space to advertisement, mostly on medicines, books and theatre. ‘Udant Martand’, the first Hindi weekly which appeared
on
30 May
1826, had
to be closed
down
after two years because,
as the
editor himself had explained in his farewell editorial, there was not enough advertising support.
This
creased
born-dependence
of
newspapers
on
in course of time. The advertising business,
the beginning, consisting of buying space in to advertisers, changed itself gradually until, the creative and planning roles came to be of the century, it was the advertiser who was
advertising
there only
to arrange
its placement.
A
a middle
steadily
man’s
in-
job in
newspapers and fanning it out with the coming of the agency, its main concern. Till the turn wrote the copy and the agent few papers like the Statesman
had their own copy department to assist their advertisers. 8—3 M of I & B/77
has
The advertising
50
MASS MEDIA IN INDIA 1978
agency
system, which
had
become
prevalent
in Western countries
by then,
made its debut in India in the early nineties. The years of the first world war witnessed a remarkable growth in the circulation of English and Indian language
newspapers.
With
the return of peace, a struggle for the market
in India developed among foreign manufacturers which was reflected in the expansion of press advertising. Alliance Advertising Association of Bombay started by the British India Corporation at Kanpur for advertising their manufactured
goods
and
their
artist
L.
A.
Stronach,
who
later
founded the agency L. A. Stronach & Co., were the pioncers in the field of scientific advertising and campaign planning in our country. Foreign
agencies like J. Walter Thompson came in the twenties making the beginning
of the era of modern advertising in India. Soon appeared on the scene a number of Indian agencies which were professionally not inferior to the foreign agencies. Competition
standards
between
of layout
and
the
different
printing
agencies
and
the demand
led to improvements
writing, art and designing, block making
and
printing.
for high
in planning,
copy
World War II had initially an adverse impact on advertising as the import of foreign goods, which was the mainstay of the industry, was drastically reduced. The government’s war-time publicity, however, expanded in a big way, and the leading foreign and Indian agencies associated
them-
selves with the government in what was known as the creative publicity unit for planning, creation and placing of advertisements. Also the enginecring industries which
came
into being
owing
mised a bright future for advertising.
Outdoor The
to the exigencies
of the war
pro-
Advertising
importance
of outdoor
publicity
in a country, where
the printed word
reached only a small section of the population, was realised even during the first world war. Though posters and bill boards have been employed for publicity purposes for a long time, an organised effort to utilise them and other media such as trams and kiosks in a planned and professional manner, came only with the Publicity Society of India, established in 1926. The thirties and the forties witnessed the birth of a number of outdoor publicity agencies specialising in inter-state operations in transit, hoarding,
kiosk, neon
signs
and
other
visual advertising.
With
the dawn
of freedom
and planned development, rural India came in for the special attention which was its due and manufacturers were eager to reach the vast population with their commercial messages. Government publicists assigned top
priority to communicating with the rural masses and involve them in the
nation-building programmes. Outdoor publicity, thus, got the biggest boost in recent years. However, the outdoor advertising agencies in India
ADVERTISING
i
are yet to have an organisation like the Outdoor Contractors’ Associations of Western countries, which lay down business ethics.
Film Advertising Static
and
position
media
such
as
bill
boards,
posters,
kiosks
and
pop
advertisements have a disadvantage as they merely announce the existence of a product or service or just supplement the knowledge gained through the press. A person who is not already familiar with the product or service hardly gets anything out of them. Cinema advertisements overcome this handicap through an intimate audio-visual presentation of the uses of the product
or service.
It is, therefore, natural
that advertisers make
increasing
use of this medium which has no equal in popularity and coverage. Cinema coverage
in India is the highest in big towns and decreases as the towns get
smaller just on the same pattern as normal selling and distribution efforts of manufacturers. The number of theatres in the country today stands at nearly 9,000 with a seating capacity of nearly 70 lakhs. About one-third of these cinema theatres are touring
areas.
Radio
and operating in rural and semi-urban
Advertising
Commercial
advertising was introduced in India in 1967 from
Bombay-Nag-
pur-Pune channels of Vividh Bharati and extended to Calcutta the following year. At present 28 radio stations have commercial services. The duration
of
commercial
Bharati
variation.
broadcasts
is restricted to
service at the Commercial
10
per cent of the total
centres with
Advertisements are accepted
some
amount
Vividh
of regional
in any recognised language as tape
recorded spots of 7, 15, 30 or 60 seconds duration. Commercial broadcasting became so popular with advertisers that soon after its introduction all the available time was sold out. “Sponsored programmes” of 10 and 15 minutes duration were introduced in 1970. Time on air is sold through accredited and recognised advertising agencies, canvassors and individuals. The category of time
according
to
listenership
is determined
by
the
Listener
Research
Unit and rates are fixed on the basis of the areas covered by the transmitters, buying capacity of the consumers, the number of licenced radio sets in the region, etc. Government departments are also employing radio advertising for the publicity of various services and development programmes.
Television Advertising Though
limited in coverage at present, television also joined the family of
advertising media since January
1976. For the present, only sponsoring is
allowed. A few programmes like sports, commentary, youth programmes, feature films, dance and music are available for sponsoring and the sponsor
52
MASS MEDIA IN INDIA
1978
is allowed to introduce advertising messages at the beginning and end of the programme. Only 10 per cent of the telecast time is allowed for advertising.
Directorate of Advertising and Visual Publicity The Directorate of Advertising and Visual Publicity (DAVP) handles Gov-
ernment advertisements at the national level. Its origin goes back to the
years of World War II when Government sought to mobilise public participation in the war efforts and formed the creative unit. Today it is one of the largest advertising agencies in the country, handling multi-media national campaigns and has a budget exceeding Rs 4 crores.
The budget of
the DAVP has increased by about two hundred times since Independence. The growth of Government advertising reflects the increasing recognition by the State of its responsibility to keep the people informed of its programmes and policies and
also to involve them
in the gigantic
nation-building
acti-
vities launched in the form of five-year plans. Five-year plans have repeatedly emphasised that such national tasks as family welfare, adult literacy, stepping up of agricultural production, avoidance of wastage of food, increase in the rate of savings, checking the rise in prices, slum clearance and improvements, and a host of other programmes crucial to the develop-~ ment of the economy and the society, can be executed only through the enlightened support and willing co-operation of the people. The Vidyalankar Committee which went into the working of Five-Year Plan Publicity in their report
in
1964
observed
that the “concept
of democratic
planning
implies
that citizens and local committees should be enabled to make their own decisions for the realisation of the national aims and that all sections of the population should be closely involved in the work of social and economic development”. The Committee recommended that the publicity should be 80 directed and produced as to persuade and inspire people into accepting the
social and national change. The DAVP has grown into one of the largest government agencies to ensure public involvement and participation through national campaigns. Being the only agency equipped with a nationwide
network
of exhibition
has launched media.
several
units and
campaigns
outdoor
to reach
advertising
millions
facilities,
of people
the
DAVP
through
all
Two aspects of the DAVP’s contribution to Indian advertising deserves special mention. One is that, unlike other advertising agencies, DAVP is engaged in the promotion of ideas and services, not products. This is the most difficult area of communication as it deals with attitudes, beliefs and values to bring about behavioural changes in people, 70 per cent of whom are unlettered and resistant to any change. The second aspect is the encouragement it gives to regional language newspapers and the fluence it exerts in evolving a system which would give due
healthy inimportance
to language newspapers as advertising media. Medium and small newspapers
in Indian languages have been starving for advertisements. Even the leading
ADVERTISING
53
language newspapers which have more circulation than English papers used to get poorer rates for their space. Advertisers spent more money on English papers for less space and less coverage in spite of the fact that the language papers are increasingly read also by the educated and affluent class. The DAVP’s contribution during the last 10 years to the breaking of this disparity is really admirable. In 1963-64, the DAVP spent Rs 56.8 lakhs on press advertising, out of which Rs 31.8 lakhs went to English papers for 6 lakh column centimeter of space and Rs 25 lakhs on language news-
papers for 11 lakh column centimeter. Today, more than SO per cent of the DAVP’s budget for press advertisement goes to the regional language papers. Not only have the rates of the language newspapers improved but it has been proposed to bring about parity of rates between English and language newspapers. When this policy comes into effect other advertising agencies also would need to restructure their rate system, thus enabling the language Papers to get what has been their due for years.
Professional
Bodies
Growth in the number of agencies and competition amongst newspapers for advertisements led to the need for bringing about some kind of systematisa-
tion in agency small-newspaper relationship. The Indian and Eastern News-
Papers Society was formed
in 1939 to promote the general business interests
of the newspapers and to deal with the government advertisers and agencies.
The formation of the IENS helped to standardise advertising agency practice in
the country.
and
resources
It presented the minimum required
for an
qualifications of ability, experience
advertising
agency
to be accredited
by
the
Society and to be eligible for a uniform rate of commission for its members.
Another significant step in the history of Indian advertising was the formation of the Advertising Agencies Association of India in 1945. The (AAAD) strives to ensure high professional standards and practices on the Part of the agencies. The dawn of freedom saw the advertising agency system well established
and the agency-newspaper relationship well-defined.
The Audit Bureau of Circulations (ABC) which came into being in 1948 and the Indian Society of Advertisers formed in 1952 further improved the professional practices of the agencies. The Commercial
Artists’ Guild (1949), the Society of Advertising Prac-
titioners (1958) and the Advertising Council of India (1959) are among the Other professional bodies which have been contributing to the advancement of advertising profession in our country.
54
MASS MEDIA IN INDIA 1978
The State of Advertising Today Though advertising has been an organised industry in India for quiet some time, it still presents the problem of lack of information and data to appreciate correctly the volume and value of advertising in various media, and of different goods and services. In fact even the total value of advertising in the country is a matter of guess based on some limited surveys. There has not been any serious effort to understand the state of advertising in India since the Press Commission appointed by the Government of India studied. in a limited way the condition of press advertising in 1951-52. Ninety per cent of the growth of advertising, however, took place in our country after that
year.
Advertising Outlay In 1951-52, the total advertising outlay in the country was about Rs 10 crores of which Rs 5 crores went to the press. Now, as at the time when the
Press Commission
studied the state of advertising, there is an unorganised
sector of the industry which
is estimated to be handling advertising amount-
ing to 20 to 25 per cent of the total.
This sector comprises agencies and
enterprises not accredited or recognised by the IENS. There are more than 350 agencies in our country of which only about 143 are accredited. Also
there is a large number of newspapers and publications which are not members of the IENS. The volume and value of advertising handled by the unorganised
agencies
and
survey of accredited
non-member
advertising
agencies conducted
that a sum of Rs 75 crores was 74. Another survey of the same sector of agencies and non-IENS of Rs 123 crores was spent on the basis of these two studies and
country media.
is spending
newspapers can
only be guessed.
by the IENS
showed
spent on press and other media in 1973period, taking into account the unorganised member newspapers, showed that “a sum advertising in India during 1973-74”. On subsequent surveys, it is estimated that the
today about Rs
120 crores on advertising
in various
The following is the approximate break-up: Advertising media
Advertising outlay (Crores rupees)
Press Advertising (Private sector, DAVP, public sector undertakings and state governments)
Outdoor
Film
.
.
oe
.
.
.
.
ee
.
.
.
.
.
.
see
.
:
.
:
Se
:
.
.
:
.
.
:
.
.
65
:
23
ee
‘Commercial Broadcasting (Vividh Bharati, TV, Radio Ceylon)
Direct mail
A
:
18 .
:
8
6
ADVERTISING
55
Why
Spend on Advertising ?
There
is a general misconception that vast amounts of money
spent on advertising. Firtsly, spending ly, Rs 120 crores are not vast sums advertising in our country. Starch India’s expenditure on advertising is
proportion to the gross national product.
Indonesia and advertising as quired to reach economic and
are needlessly
on advertising is not needless. Secondof money compared to the need of INRA Hooper’s analysis shows that among the lowest in the world in Pakistan, Zambia,
Egypt, Kenya,
many other developing countries are spending much more a percentage of GNP. Compared to the gigantic efforts a message all over the vast sub-continent and the magnitude social development we have already achieved, it can
Tightly contended
that we may need to invest more in advertising. We
on reof be
must
Temember that the economic and social stagnation that our country had been experiencing has now come to an end. We are in a state of continuous flux. A sizeable section of even the rural population has started having some little disposable income and a tremendous desire for a better life. This desire, if properly shaped and channelised, is going to be the positive force to accelerate the pace of our country’s progress. Advertising, as it happened in several other countries, can play a constructive role in motivating people towards greater achievements
desirable
in all fields of life and also in bringing about
changes in their behaviour,
Advertising
is a cost-saving device
attitudes and
norms.
as it brings increased
demands
for
products and services which lead to increased production. At this juncture of our development, advertising has to help increase production, promote New ideas and practices conducive to progress and bring about economic and
social transformation so that the nation moves towards its declared goal.
Also, we should not forget the economics of press advertising as a factor
of newspaper industry. The Press Commission in its report in 1954 had suggested that advertisements
paper paper reader ments
should not cover more than 40 per cent of news-
space as that much advertisement was considered enough with reasonable economic stability. “This would ensure gets an adequate proportion of news and views and that the are not reduced in effectiveness because there are too many
to run a that the advertiseof them”,
the Press Commission observed. “In fixing the maximum limit on advertisements at 40 per cent of total space”, they added, “‘we have taken into con-
sideration not merely the future tendency
the present practice, but what
once
a price
page
schedule
we expect would
is introduced.
We
be
expect,
however, that when newspapers are forced either to reduce the number of pages or to increase the price of copy, there would be a strong temptation to condense news and editorial matter so as to accommodate all advertisements they have booked. As a consequence, the ratio of advertisement space to reading matter would increase and we are of the opinion that it should be kept within the definite limit that we have prescribed.”
56
MASS MEDIA IN INDIA
1978
Time has proved that the Commission's apprehension was well founded.
A ratio of 40:60
between
advertising
and
editorial
space
recommended
the Commission has been reversed in some newspapers.
by
The Fact Finding Committee on Newspaper Economics (1975) observed that there was an increasing trend among all the newspapers to devote more space
to
advertisement.
more
than
40
space
ratio
and
The
trend
was
English papers. In 1971, among the leading there were two with even 60 per cent of and there were a number of others with devoted to this. In the case of medium per
cent
space
to
more
pronounced
in the
case
of
dailies, studied by the Committee, space devoted to advertisement, 50-60 per cent or 40-50 per cent circulation papers, none devoted
advertisement.
The
majority
of
them
devoted space between 25 and 40 per cent. Likewise, among the small category papers, most of them devoted space only below 25 per cent. After 1971, with the cut in the newsprint quota, most of the papers, for which data were available with the Fact Finding Committee, increased their advertisement also
the
rates.
According
to the Committee
the
cost
of
production of a single copy of a 10-page newspaper of normal size of approximately 2,500 sq cms in 1973 was 33 paise and the average net realisation 36.3 paise of which contributions from advertisement and sales were 19.6 and 16.7 paise respectively. About 55 per cent of the revenue, thus, comes from advertisements. If the price per copy has to be proportion of advertisement has necessarily to go up.
brought
down,
the
The press perhaps gets 60 per cent of the total advertising money today.
What is needed is a better distribution of press advertising among more newspapers instead of a few papers being allowed to corner most advertisements leaving a very large number to starve. In fact, 90 per cent of the total space and money in press advertising now goes to 120 publications;
10 per cent is what is shared by the others.
This situation will change when the importance of the small and medium papers in carrying the advertisers’ messages to the rural markets is more fully appreciated. The media planning of the advertising agencies has already begun to reflect this realisation. Besides using small newspapers which have local influence, they are now employing folk media such as puppetry and regional theatre forms. To have puppetry and TV, the two extremes, on the media list for the same campaign is the sign of the mature media planning of our national advertisers and agencies.
Increase in Advertising Space and Revenue Another
and
TV
contrary,
interesting fact is that, contrary to an earlier apprehension, radio advertising
has
not
encroached
in spite of the periodical
hikes
on
press
advertisements.
in advertising
On
the
tariff, newspapers
ADVERTISING
57
have been able to increase their advertising space. For instance, in 1971-72 newspaper advertising registered a 5 per cent increase in volume though the rates
had
gone
up
by
10 per cent
that
year.
This
is because
the
media
planners have started assigning different roles to each medium with correct perspective of their supplementary and complementary functions. and
the
The increasing volume of advertising is an indicator of the diversification
expansion
of our economy.
While
consumer goods (general consumer
goods and consumer durables) and miscellaneous items had occupied 80 per cent of space in national dailies in 1947, their share had decreased to 70 per cent in 1971 and got reduced further since then. The space vacated by con-
sumer and miscellaneous items went over entertainment/cultural items. Loss of space
to industrial by consumer
machinery and goods does not
mean that there was any decrease in the volume and value of such ‘advertisements. On the contrary, the value and volume had increased due to the
increase in newspaper pages and the rates.
The credit for the most phenomenal growth in advertising registered by a single category during the last twenty five years goes to textiles and readymade garments. The press commission report of 1954 had recorded: “there are some products where at present no efforts in sales promotion by advertisement is needed, but in a competitive market advertising would be necessary. Textiles would appear to be one of such products”. With the arrival of the competitive market and producers, textiles have come to occupy the most dominant position in advertising today, catering to all media. But bulk is not all. .
Waste is There The basic objective of all advertising is to move people into a desired action pattern. If advertisements do not serve that purpose, they will not only be a waste but a bad social influence. A study of Indian advertising especially of textiles, cosmetics and other consumer items would show that there is much that is inane and purposeless. More than selling the product, they sell certain attitudes and ideas which cannot be called healthy, especially in the
context
of our
country
trying
to move
forward
preserving
its own
individuality and distinct culture. It may be this sort of wasteful exercise which made many to believe that prices of many articles can be brought down if indiscriminate brand advertising is banned. The appeals used in some advertisements
range
from
trite
to
vulgar.
“Trivia
pays
larger
dividends,
therefore trivia must be what is wanted” seems to be the creative principle
behind such advertisements. Indiscriminate advertising, no doubt, should not be encouraged. In scientific advertising there is no place for such advertisements
which as a side-effect inspire or reinforce impulses which are socially undesirable. Do we have to employ undesirable appeals to sell desirable goods? The creators of such advertisements do injustice to the advertisers and to the 9-3 M ofI & B/77
58
MASS MEDIA IN INDIA 1978
public. The trite and the inane may attract instant attention of the reader, but attracting attention is not the only purpose of advertising. The advertised product or service or idea should sell. Advertisements which do not serve that function, whatever be its attention-getting qualities, are waste. This happens very often because of the unfortunate tendency to imitate the West
blindly.
A Catalyst of Change Though advertising came into being in our country to cater to the needs and tastes of the British-oriented audiences, it had acquired an amount of Indianness during the freedom struggle, right from the turn of the century. In many cases the appeal, the visual and the copy approach were all in tune
with the patriotic values which were held high at that time. It may sound paradoxical that the dependence on the creative approach of western advertising has increased since independence. A deliberate effort to make Indian advertising more
Indian and
perhaps the voluntary observance of a code
of
ethics will bring about a quality control which seems to be necessary. Also the advertisers and the agencies have to set apart more funds for research to ascertain whether their campaigns do work and if they don’t, why. Even those who invest lakhs in advertising do not care to know how their promotional efforts have been faring. This, however, is not new. Most developed countries have passed through this stage and similar problems. We may pass them quicker as, with all its drawbacks, advertising in our country has been a better catalyst of social and economic changes. It has a still greater role to play.
Outdoor Publicity OUTDOOR
ADVERTISING
is not new
to India. Apart from
word of
mouth, it is the oldest form of advertising known to this country. Emperor Ashoka, long ago, had utilised the media of Outdoor Publicity for communicating
government
evidence of this fact.
policies.
Ashoka’s
rock
edicts
are
monumental
Broadly speaking Outdoor Advertising includes all forms of advertising exposed to people out of doors. These forms may be written, pictured or
spoken.
Outdoor is different from all other media in several respects. Firstly, it does not circulate a message to a market. The market circulates around
the
message
exposed message
and because of this, outdoor
is truly a mass
medium.
It is
to all economic and social groups. Secondly, outdoor delivers the to a market in motion, to people on their way to work, to play,
to shop; making it a unique advertisement media. Thirdly, because outdoor speaks to a market in motion, it must speak quickly, memorably and repeatedly. There is no time for argument or step by step persuasion, thus outdoor advertising requires a special technique of presentation. The role of the press as an advertising medium is considerably limited in our country—firstly by its poor circulation and secondly by the predominant illiteracy. In this context the outdoor media of publicity has a special significance for us, Outdoor displays appeal both to the literate as well as the illiterate people. With outdoor media you reach with an unusual impact—
the impact of strategic location—location in high traffic areas where your message
reaches
customers
moments
before
they
buy.
It has
the
impact
of larger size—bigness, i.e., bigger than life with wide screen dramatic effect. It has the impact of full colour, i.e., it shows a product as it really appears in the store, delivers a message with all the realism and appearance that only full colour can give. It has the impact of frequency—exposes the message so often that it is estimated to be on an average
21 times a month
to 94
out of every 100 people in the market. With outdoor, one gets the audience, no wonder therefore, that more and more
through
types of products are being sold
the media of outdoor advertising; from lipstick to lollipops, from
telephones to trucks, from caramels to clothing, from sugar to shavers, from beer to bras. With outdoor one does not use ready-made circulation zones,
on the other hand, one makes one’s own zones to match ones own distribution. Latest researches abroad indicate that in some marketing plans outdoor in their media mix can mean the difference between success and
60
MASS MEDIA IN INDIA 1978
failure. For long term hard selling, outdoor is successful. An advertisement in newspapers may escape notice, a folder may remain unread, an outdoor object of publicity will be read since it compels attention by its very size, strategic location and colourful pleasing design. In urban areas it is an adjunct to other media and in rural areas it has hardly any rival. Outdoor advertising is a salesman round the clock serving with amazing constancy day in and day out. It is the shortest distance between telling and selling, be it an idea or a product. A readership survey on the power of
outdoor
media
revealed that 8 out of 10 above the age of 10 remember
outdoor poster display.
the
The outdoor medium is one of the most economical
forms of advertising.
In some developed countries outdoor publicity is well planned and systematic. Display ranges from 16 sheet poster to 48 sheet poster. Research is also conducted and what is called OTS (Opportunity To See) is assessed and hoardings are rated according to OTS. OTS is assessed by the ‘Traffic
Audit
Bureau’ which
carries out regular surveys of the importance of diffe-
rent sites for outdoor display.
The Traffic Audit Bureau audits circulation
values of structures and space positions and publishes its findings in ‘Audited circulation values of outdoor advertising’. Thus TAD helps advertiser to plan
his outdoor programme with a knowledge of what circulation coverage and Tepetition he can expect from his advertising budget. Let us now
see in some detail what
are the different media
that could be and are being organised in our country:
of outdoor
Hoardings A hoarding has come to be accepted as a display board of a large size at
prominent
command
The
all
road
junctions
the attention
inclusive
with
of even
rentals
for
a brief
slogan
and
the fast moving 10’ x 20’
hg.
striking
illustration
to
traffic in a split second.
range
from
approximately
Rs 2,100 per annum in small town to Rs 30,000 or more per annum in cities like Bombay, Delhi or Calcutta depending on location prominence of sites.
Transport Advertising Hoards There is hardly or other. These hoardings but back of buses,
roof
spaces
any bus these days which does not carry some advertising are display panels made of similar material as in regard to in different sizes according to the space available on the on the top side roofs, the side walls as well as interior side
of buses.
Transport
buses
offer
an
excellent
medium
of
publicity to reach the remotest corners of the villages and should be advantageously used to the largest extent possible. The rentals are very remarkable. The cost of production is likely to be about Rs
5 per sq foot. Railways
61
PUBLICITY
OUTDOOR
are also accepting display of these panels at stations and inside coaches. Railways and Post Offices offer at reasonable rental tariffs excellent protected space for permanent display of posters/display panels, hoardings at railway stations, level crossings, approach roads and post offices and in postal stationery.
Enamel Boards These boards are made in the process of permanent (Vitreous) enamelling. These are meant for such purposes where the display of a permanent nature is required and no change of design is desired. These are manufactured by a limited number of firms in the country and are extremely useful wherever messages of permanent nature are to be communicated. These boards are used for the display of Family Planning advertisement at the These boards are rather expensive and would various Railway Stations. normally cost up to Rs 9 to Rs 10 per sq ft.
Metallic Printed Posters These are colourful posters printed through line and half tone off-set printing process. The base is tin or aluminium instead of paper. Production is organised through a limited number of quality printers available for this purpose in Madras, Bombay, Calcutta, Delhi and Agra. Posters can be of different sizes such as 20” x 30”, 20” x 15” etc. These posters can be displayed at Railway Stations/Railway Coaches, Post Offices, Banks and at various public offices. The poster of 20” x 30” would cost approximately Rs 15 while a poster of 20” x 15” would be approximately Rs 8.50, total quantity per order being at least 10,000.
Kiosks These
are panels
mounted
of 30” x 40”
on wooden
frames
and
generally
size
fitted to telephone,
made
of
telegraph
steel
and
sheet
electric
or tram poles all over the country. The display is double sided because the painting is carried on either side of the panel and the board is so
fitted to the electric poles that traffic in either direction can see the adver-
tisement. Sometimes two boards are displayed facing opposite directions on the same pole. For temporary display we can paste printed posters while for long term display we can either paint the kiosks or periodically change the display
of
posters.
To
reach
the
semi-urban
regions
and
rural
areas,
the kiosks offer a very convenient medium. The average rate of rental is between Rs 12 to Rs 15 per month for upcountry towns. For cities like Madras, Calcutta, Bombay and Delhi, the rates range from Rs 15 to Rs 55 per month. Cost of painting is however extra at about Rs 30 to Rs 40 per kiosk. The painting carries a guarantee for a year. Various surveys have shown the effectiveness of publicity through kiosks.
62
MASS MEDIA IN INDIA 1978 Display of single sheet paper posters of different sizes in an extensive
manner can campaign.
be very
effective anywhere
for the immediate
launching
of
a
Rear Illuminated Plastics These are advertisements displayed/manufactured out of acrylic plastic sheets with super imposed individually cut out plastic letters according to the message required to be displayed. The display normally is in the shape of a box presenting solid surface in the front. Behind the display inside the box are flourescent tubes fitted and the light reflects from inside out through the plastic sheets which are transparent. The display of Coca-Cola
known.
advertisement
through
such
rear
illuminated
plastic box
is well
This has been used for publicising the scheme of National Savings.
Spot News Boards Government has used this medium for the display of large size hoardings for the communication of spot news both in Calcutta and in Delhi. In Calcutta there are four such boards in size of 6’ X 20’ and 9’ X 20° at such prominent locations as Howrah, Sealdah Station, Garihat Market Junction and Chowringhee. The headline news provided by the Al] India Radio is displayed on these boards by a manual operation three times a day normally and at
more
frequent
intervals
General Elections.
during
occasions
of
national
importance
like
the
Match Box Advertising Space on match boxes is offered by the labels given by advertisers and their organised agents in the languages of space is approximately Rs 16 per of printing the labels is approximately medium to carry the message to the
some firms who undertake also distribute the boxes of the market concerned. case of 7,200 boxes and Rs 1 for 1,000. This is village level in a big way.
to paste through The cost the cost an ideal
Neon Signs These are illuminated signs on hoardings which can be displayed whenever the advertisement is required to be on display day and night. These are however expensive. A sign or a hoarding of 10’ x 20’ would cost approxi-
mately Rs 6,000 to Rs 8,000 for the initial production apart from rental and maintenance. It is desirable to put them up only manufacturers are readily available for servicing them.
in places
where
OUTDOOR
PUBLICITY
63
Cinema Slides A cinema slide is an effective medium of display to remind the public about any message or product. The message should necessarily be brief since the slide can be exhibited at a time only for a few seconds. The cast is around Rs 60 per dozen. Cinema houses charge a monthly rental which varies from Rs 6 in a small town to Rs 250 or more in major towns.
The exhibition of slides produced by DAVP on subjects of national importance is organised on rent free basis through State Governments.
Advertising Films Similarly, Advertisement Films also could be displayed through commercial circuits of the cinemas and agencies engaged in this service at tariff rate of approximately 50 to 75 paise per foot per week. This is apart from cost of production of the film and copies thereof. Tt needs to be emphasised here that Outdoor Publicity work is of a highly specialised nature. The different media used are completely different from each other. In this medium a job has to be first implemented and then serviced, watched, inspected, maintained and billed again and again, month after month, and sometimes even more frequently, till it lasts.
Message ‘Fhe question of what sort of a message should be displayed on the hoarding is very important. The message displayed on a hoarding and the manner of its display is an important factor determining the return which an outdoor advertiser can expect for the money invested in the medium. Simplicity of idea and brevity of message are essential characteristics of outdoor advertising. Because the audience is an advertiser must talk fast and must talk clearly. Colours
used
should
be bright.
Usually
audience
in
motion,
an
colours are to be in contrast
such as dark against light ones. Excessive variations of tone, too much delicacy of patterns, use of tints or indefinite illustrations should be avoided. Good, straight, sans Serif, lettering of a little beter than average weight of thickness is the best for copy. Straight horizontal lettering is best. The size of letters should be as big as possible, of course it varies with the importance of message.
of colour will be much realistic human face.
A cartoon type illustration using lines and masses
more satisfactorily reproduced
than a full colour
Apart from the above, it is also necessary to keep in mind the sociolo-
gical background of different regions of our country where we might put up a display. In an Insurance Company’s campaign the illustration showed a widow sitting on string cot telling the agent how helpful her husband’s
64
MASS MEDIA IN INDIA
insurance money
was.
disastrous in Bengal.
Advertisement
Because
1978
was a hit in the northern zone but
the advertising
people
discover. that no one sits on string cot in Bengal. the dead.
had
not bothered
to
They are used to carry
Yet another thing that is extensively used abroad is ‘Scotch Lite’. This
is an adhesive tape which
used
in different messages.
fall on such
is cut according to the size and shape of Jettering
messages during
When
the head
lights of the cars and trucks
the night the message
and the message is clearly readable
as though
gets brightly
it is illuminated.
luminous
‘Scotch
Lite’ is an item which we have to import and we need foreign exchange for
this purpose.
We cannot obviously afford on a large scale.
Outdoor is still a disorganised industry mostly in the hands of people without proper background until recently. This is, however, not to say that there are no imaginative members in this profession. High-way advertising is being developed and is already developed in some of the cities. ‘Head-on view sites’, ‘Solus sites’ and ‘Long view sites’ have become popular. Still sale of sites is done site by site. Vacancy arises only one by one and there are no groups of sites to be brought at one stretch. A campaign of hoardings in India means we have to create almost all the sites anew which
entails
considerable
time’ and
skill.
For long years, the outdoor medium was the victim of vandalism in parts of the country. By its very nature this medium which is fully exposed to the public for twenty four hours of the day is highly vulnerable. It has been reported that in recent past nearly half the hoardings displayed on ground sites in Calcutta were stolen. On the highways also some unscrupulus pilferers covered their huts with the hoards pertaining to the agencies which they dismantled and some times lifted even the structural materials though these were firmly embodied in the ground. Posters were clandestinely pasted overnight on these hoardings. Cloth banners were hung obstructing the licensed hoardings. However,
it
is
gratifying
to
Government this menace has abated.
note
that
due
to
the
directive
of
the
Need for Coordination There is an urgent need for a national outdoor advertising bureau in our country as they have in USA. If such an organisation is created, it would be able to introduce a measure of self-discipline, to establish a healthy code
of
conduct,
and
to
standardise
specifications
and
trade-practices.
While it is cooperatively owned abroad and is utilised by several advertising agencies for servicing poster and painted display advertising campaigns, it is perhaps necessary in our country that the initiative may have to be
OUTDOOR taken
PUBLICITY
65
by the Government
to create this organisation
in collaboration
with
the established outdoor and general advertising agencies in order to effectively develop and utilise this medium of mass communication to reach the vast millions of our country living in the remotest villages.
II COMMUNICATION
THROUGH
EXHIBITION
Just as each of the five human senses of vision, sound, smell, touch and taste performs a vital function of communication with the brain, so do the media of press, film, photography, radio and exhibitions orchastrate for a
total
communication
impact
for
imparting
information
and
ideas.
Just
as the human senses orchastrate to impart an experience so do these media help to create an experience.
An exhibition because of its three diamensional space, which creates an environment, helps to project a given subject by incorporating actual objects, graphic visual presentations, and audio effects to bring to bear and influence audiences for effective communication. This multi object three dimensional combination at the same time makes exhibition one of the most expensive media per cubic unit of space utilised. Nevertheless, the extendable size and space coverage enables exhibition to cater to large audiences of diverse intellectual capacities and tastes. This makes the per head outlay insignificant in relation to the total effect achieved. Possibly, exhibition is one of the oldest form of communication, apart from the spoken word. The weekly bazars in the far-flung villages in India and elsewhere could perhaps be categorised as one of the most rudimentary forms of exhibition. Keeping in step with civilization and progress, the exhibition medium has absorbed the fine arts of museum conservation, the developments in the fields of engineering and new materials and the complicated electronic technology of the space age, providing a dynamic communication media. For
centuries,
exhibition
as a medium
of
immediate
mass
communi-
cation has been accepted. This has helped to chronicle the progress in every field of human endeavour, to project achievement and promote inventive spirit.
Some
of the world’s greatest inventions
and landmarks
of
progress and civilization have emerged and gained world wide receptivity by their presence in exhibitions The steam engine, the Bell telephone,
the Edison
lamp,
the
Marconi
radio,
the radar,
the television and
engines have all been projected and the list can be sive indeed. Whether it is presenting the exuberance form, in all its glorious reality, or the complicated earth samples from the surface of Mars, millions of by remote signals, the exhibition can do it. 10 —3 M ofI & B/77
the jet
exhaustive and impresand beauty of human processes of scooping miles away, controlled
66
MASS MEDIA IN INDIA
1978
Because of possibilities for integration of various techniques to create
a wider impact, exhibitions have continued to be a vital media of mass communications. Exhibitions have proved an effective medium to create con-
fidence and credibility of national policies, promoting economic and fiscal measures, war efforts and enlisting cooperation of the people in national and international spheres. Utilising developments and sophistication in other media of mass communications, exhibition has added greater vitality
and efficacy.
In National Development Since
independence
in India,
we
have
increasingly
exploited
this
medium
of mass communication for the programmes of national development, health and social welfare and to present our export capabilities. In the course of these efforts it has been possible to develop considerable experience and expertise and groom new talent in the art of display audio visual techniques and construction technology. To obtain the widest coverage at a fast pace, exhibition was the important medium used in order to reach the masses. Exhibitions have helped to bring to the hearths of vast populations the awareness of independence and progress, education and achievements. The opportunities for participation in the nation’s
development
the organisations and use exhibition
for creating
agencies
a better
standard
of living
made
responsible for delivering this message
at the district, state and
national
levels.
to
Non-governmental
and private industry have also enthusiastically adopted this medium, in spite of heavy costs, because of inherent efficiency of mass contact provided by it. This has helped it to take a secure place in every central, state, industrial or commercial organisation as an important medium of mass communication. The major public sector, industrial, financial and other institutions are making intensive use of exhibitions in their effort to reach a wider spectrum of audiences to popularise their services and new opportunities that are being offered for utilisation by the commonman. The advantage of this
medium in explaining in a more easily intelligible and assimilable combination of the word, picture, object and sound to gain and rouse enthusiastic
participation is widely exploited. The popularity of this medium is also due to subtle combination of working gadgetery, personal demonstration and filmshows which helps to lend a “mela” atmosphere to which the people are easily attracted enabling ease of communication even in unorthodox subjects like family planning. Exhibitions have been effectively used for widespread promotion and education in the field of agriculture. The presentation coupled with demonstrations have convincingly helped towards acceptance of new farming technique and education in the use of the wide variety of farm inputs available.
OUTDOOR
PUBLICITY
67
The role of exhibitions in national programmes,
indeed
considerable.
Even
before
gress sessions sometimes provided the objective of self reliance and
independence,
efforts and drives is
the Indian National
Con-
venues for exhibiting and propagating swadeshi. They tried to project the
Gandhian philosophy and the importance of the role of village industry. These exhibitions were the fore-runners of the Khadi and Village Industries
Exhibitions after independence.
Some Major Exhibitions One of the earliest major national exhibitions after independence was to celebrate the centenery of Indian Railways. This helped to focus attention on the most heavily depended mass transportation system. The role of railways in the development of the country and passenger services could be more effectively demonstrated by seeing and experiencing the actual items in
exhibitions.
An
exhibition
was
also
effectively
organised
to celebrate
the 2,500th birth anniversary of Lord Buddha and to focus attention on his teachings. The exhibition on the occasion of birth centenary of Gandhiji were witnessed by millions of people and they provided an insight into the life and teachings of Gandhiji especially to the younger generation. ‘The Nehru and New India’ exhibition helped to highlight Nehru’s life and philosophy and carry the message to many countries of the world. The Industrial and agricultural progress since independence was projected in the ‘India 1958 Exhibition’. The ‘World Agriculture Fair’ focussed attention and helped to present on Indian soil a cross section of the development, progress and modern technology in the field of agriculture in various countries of the world. ‘The Indian Industries Fair’, later with international participation, benefited to enlarge scope, develop collaborations and exchange technology. The celebration of ‘25th anniversary of India’s Independence’ was complemented by the ‘Third Asian International
Trade Fair 1972’.
It is remarkable that the medium
come to mark some milestones of progress.
of exhibition
has
Exhibitions as a medium of mass communication was used extensively to bring home an awareness and educate the commonman the objectives, developments, achievements and targets of the Five Year Plans. A widespread network of exhibition teams with transportable mobile van units
and exhibition on rails were pressed into service for motivation and participation in the national plans. Many campaigns have been effectively propagated through the medium of exhibitions like national savings, emotional integration, cooperation movement and International Women’s Year.
Another important and effective role, exhibitions played, was in war effort. During the 1962 India-China War, exhibitions helped to inform
68
MASS MEDIA IN INDIA
1978
large audiences about the boundary problems and arouse the people to secure cooperation in the war efforts and civil defence measures in
larger cities.
Similarly,
during
the
India-Pakistan
wars,
important centres helped to boost the morale of the people. actual
enemy
tanks
and
planes
captured
at
the
fronts
exhibitions
in
The display of
attracted
large
crowds and applaud giving a sense of pride and instilling greater confidence to partake more generously in the total war effort.
In World
Exhibition
In the International arena, exhibitions play a vital and important role to project a true image of the country and help to demolish prejudiced and ill-conceived impressions. Because of its inherent possibilities, exhibition medium enables efforts which can result in effective communication and complement spread of the message through other media. India’s participation in World Expositions helped to provide a jolt to “the snake charmer” —Bengal tiger image” perpetuated in developed countries. That India today is one of the industrially and technologically advanced countries with modern sophisticated infrastructure could be convincingly brought home due to these presentations. India’s participation in recognised World Trade Fairs and Exhibitions and specialised commodity fairs have established permanently the image of a fast developing modern and sophisticated nation able to provide and to compete
with goods of comparable
petitive commercial
world.
quality in a fast selling highly com-
The high standard of research development and ability to plan and produce complete range of plants for manufacture of a wide range of manufactures has been in no small measure created from the small, yet convincing, presentations in professional international exhibitions. They helped to establish the rapport required for promotion of export capabilities which is the result of being able to show the actual product in multiple facets to carry conviction and establish credibility, the ability to produce and deliver quality products, and the plants and the technology. The presence in international exhibitions has helped to establish the nation’s technical maturity
thus contributing to the expansion of our export capabilities.
Realising the importance of this medium India has for the first time established an infrastructure of permanent exhibition pavilions, buildings, facilities and services of a comparable international standard for. hosting or holding major national and international exhibitions in the country. Such established exhibition complexes exist in almost all the major centres of commerce and industry throughout the world, from San Francisco to Tokyo and Nairobi to Leningrad. Delhi has joined this fraternity
of world exhibition centres, in the service of mass communication, for promotion of trade and commerce and international understanding.
Traditional Media THE
COMMUNICATION
needs
in
India
are
much
greater
than
the
Fesources we have today to meet them. With the growth of mass media during the last few decades, one would imagine that the traditional media Ought to have vanished. On the contrary, they have geared up to function more effectively along the electronic media. The reasons being the awareness that came about their potential use among the media planners and the realisation of their impact as cultural media. Traditional media are the indigenous channels of communication. They are not simply old-fashioned forms of entertainment. As media they are alive and receptive to new ideas. They have no grammar or literature, yet they are nurtured through oral and functional sources. In totality, traditional
media
provide channels for expressing
socio-ritual,
tional needs of the language groups to which they belong.
moral
and
emo-
So long as the contents of traditional media provide entertainment and fulfil communication needs of the groups, they will retain their worthiness as expressive agents. The more the traditional media prove their acceptability to new ideas, the more they will be regarded useful as media of communication. In this process, the contents may change, but without disturbing
their structural
characteristics.
This
is what
makes
them
relevant
to the society. For example, alha of Uttar Pradesh, powada of Maharashtra and burrakatha of Andhra Pradesh—all ballads—have survived for many centuries in their singing styles, but in contents many new themes have
been
infused
in them.
They
are used direct by their reciters and also
extended through electronic media. even beyond their cultural regions.
Their use has widened their impact
Although traditional media exist on their own devices and continue
to function on account of their inherent capacity to effortless communication,
they
are different from
technology-based
mass
media.
way they support the mass media as their extension arms. based
mass
media
forms,
transmitted
disseminate
messages
to
heterogeneous
In their own
The technologyaudiences;
the
traditional media usually cater to the ethno-rural communities through the function role of folklore. This folklore phenomenon provides means of communication by employing vocal, verbal-musical and visual folk art to a society or group of societies
from
one generation
to another. They have served the society as indigenous tools of interpersonal, inter-group and inter-village communication for ages.
70
MASS MEDIA IN INDIA 1978
Studies have stressed that no mass media can exist in cultural vacuum. After all, communication is fully realised when it passes through the attitudes and behavioural modes of the people. It is often said even today
that mass communication in India is conducted to some extent through non-
mass media which obviously The
diverse
media.
audiences
in cultural
generally
fabric
include the forms of traditional folk media. covered
by
like the audiences
the
traditional
media
are
of the technology-based
not
mass
They are local, regional and ethno-linguistic groups, though in the
wider dissemination process of mass media they are not sliced out of the vast heterogenous
audiences.
Two important factors that obstruct communication in the country are the high rate of illiteracy and the alien nature of mass media. Even if radio acts as the first source of information to 80.9 per cent of the country’s population (including 29.45 per cent literates), the act of inter-personal communication through chaupal charcha or exchange of views in baithaks is needed for effective dissemination of the messages.
Categorisation of Traditional Media Traditional folk media include the following: 1. Action-oriented folk arts and verbal-musical forms like rural theatre and puppetry; discourses like harikatha and kathakalashepam; folk songs, ballads, story telling, kabi-gan and poetic symposia. 2. Audience monial
situations like fairs and festivals; social, ritual and cere-
gatherings; market occasions and rural meets.
3. Social institutions like the ghotul of the Mudias
or dhumkuria of the Oraons of like village heads, teachers, etc.
4. Rural
Bihar,
of Madhya
baithaks;
opinion
arts and crafts, traditional designs and miscellaneous
Pradesh
leaders motifs.
Folk Theatre
For the past many centuries,
folk
theatre
forms
in
India have been
associated with the social needs of the rural communities. Even today they continue to hold their most distinctive features because of their builtin capacity to adjust with the changing situations. For example, jatra (West Bengal), nautanki (Uttar Pradesh), manch (Madhya Pradesh), bhavai (Gujarat),
yakshagan
(Karnataka),
therukoothu
(Tamil
have tremendous communication potential.
Nadu)
and many
other forms
During the British regime, the
TRADITIONAL
71
MEDIA
countryside theatre of Maharashtra, called tamasha,
mass movement. With the upsurge of nationalism for mobilising public opinion.
was effectively used for
it was again employed
Some of the contemporary playwrights like V. D. Madgulkar, Vijay Tendulkar, Habib Tanvir, Utpal Datt and Girish Karnad have made intelligent use of the elements of folk theatre for topical subjects. Cultural troupes throughout the country are making full use of folk threatre forms for disseminating developmental ideas for the last two decades. There are about sixty folk theatre forms, some of them are most effective and lively.
Magic of Puppetry
Puppetry is an ancient art form, yet it is very close to theatrical performance. In India, we find four types of puppets: string puppet, rod puppet,
shadow puppet and glove puppet. Usually puppet theatre comprises members of a family. If a family fails to compose a troupe, close relations are
invited to join it.
To encourage the illiterate rural people to make small savings, it occurred to the Union Bank of India in 1971 to engage a team of puppeteers to tour selected areas in the country. The idea was to entertain the people through puppetry and inform them how their money would be safe with the nationalised bank. A puppet play was accordingly produced by the Indian Institute of Mass Communication
(IIMC).
The shows proved
a great success in a cluster of two hundred villages. Within two months the branches of the Union Bank of India in areas where the performances took place brought rural deposit sources into the banking fold. A pilot study was made by the IIMC in 1973 to evaluate the effectiveness of puppetry and film. The study was conducted in two villages near Delhi. The main objective was to find out to what extent a common theme, containing some kind of information, is comprehended by: the people through puppetry and film medium. Findings show that both puppet play
and film have their own areas of appeal.
However,
among
the uneducated
audience puppetry proved more communicative in as much as its techniques
were simple and easy to follow.
With the growing interest in puppetry, the
idea of ‘theatre in a bag’ is becoming village teachers and young people.
popular
among extension workers,
Harikatha
The day Professor Milton Singer met Shrimati C. Saraswati Bail, a veteran
exponent of harikatha in Madras, news appeared in a local newspaper that the Government of India was going to use harikatha for educating the
72
MASS MEDIA IN INDIA 1978
masses about the Five Year Plan projects. her views
people
whether
to dig wells
the form
and
she promptly replied.
could
make
really
roads.
Singer asked Shrimati Bail for
be used
“This
as a medium
to get the
is a matter of patriotism”,
The use of harikatha is traditionally associated with bhakti—adoration
or devotion
to God—which
has been
the performing art forms in India.
moral
change is not new
the inspiring element behind
many
of
Its use as an instrument of social and
or unfamiliar in Indian society.
Kabir, Tukaram
and many saint poets used this form to preach their doctrines in medieval times. Mythology provided them a comfortable structure in harikatha in which they found sufficient scope to keep the culture rotating for sustenance along the changing values. The
songs
presentation of harikatha
which
make
involves
a sequential performance
many
with
akhyans (stories) and
mono-dramatic
delinea-
tion. The form is a kind of discourse and it is identified by other synonyms like katha-path, kirtan, kathakalakshepam, pravachan and kathakata. Reli-
gious discourses have always been regarded supreme for reaching the people. By employing this form Government has made it highly secular. The attempts have further allowed the form to incorporate democratic values in its thematic
his close
kirtankar’.
content.
friends: He
had
“Had
Lokamanya
Bal
I not been
rightly
recognised
Gangadhar
a journalist, the
Tilak
I would
communication
used
have
to say
been
worthiness
to
a
of
this form. In recent times, T. C. Bharde and Dr Govind Khare are counted among the renowned kathakars. The form is widely popular throughout the country. Ballads and Folk Songs A
good
stock
of
ballads
and
folk
songs
exists
in
India.
Although
the
ballad form sings of historical events, love and heroism, it is basically aimed at infusing the zest for life. Subordinate to music, the form is flexible in content which may be substituted by the singer himself or a poet who knows the form. Types of ballads like alha, powada and vaara hold tremendous appeal in field situations. While outlining the Community Development Project and the National Extension Service in the initial stage certain norms were laid down for social workers to make use of these forms. Folk songs ‘having a direct bearing on one aspect or another of development work’ were improvised by talented field workers as one of the techniques. This approach not only made the new song-texts popular but also proved an effective device to
retain
the
existing
musical
modes.
Village
poets
have
exploited
the
formats of the ballads and folk songs and brought forth many compositions of patriotic and developmental bent after independence.
Vividh Bharati, AIR’s popular entertainment channel, invites noted artists to present programmes. Picture shows the late Meena Kumari presenting
Manoranjan.
The Silver Jubilee A good picture is worth a thousand words, they say. generation of present of Independence in 1972 was an occasion to tell the the role of the press in the freedom struggle.
Communication hardware are an important aspect of the country's technological progress. India has been manufacturing, and exporting too, some of the sophisticated electronic communication equipment. Communication coupled with
thing of beauty. excellence
of
artistic elegance makes printed
Ministry of Information and Broadcasting
designing
and printing
by
awarding
prizes
material a
encourages annually.
Indian
cinema
comes
celluloid medium Here
has
is a still from
of
age—authentic
given
the
Indian
the-celebrated ‘Do
social
cinema
Bigha
documentation
some
Zamin’.
memorable
through
films.
Film is the most powerful of all mass media of communication—Exhibitions on the growth of Indian Cinema are popular too.
Satyajit Ray earned for Indian films world recognition by winning a number of international awards. His film ‘Mahanagar’ won Golden Bear at the Berlin International Film Festival 1964. India has staged six International Film Festivals so far. The Golden Peacock Award for the best feature film entry has become a coveted prize all over the cinematic world. Here isa still from the Japanese film ‘Mon and Ino’ which was adjudged the best entry at the Sixth International Festival held in January 1977.
TRADITIONAL MEDIA
3
Story Telling
Radio
and
television
the print media a new
have
lease.
given In
the story-telling inter-personal
forms
a new
communication
life
and
the story-
teller commands a great impact in rural India. Sometimes he assumes the role of a ‘living newspaper’ for diffusion of information. He continues to be an entertainer, as also a propagandist in his own style. With all sorts
of embellishments, he, as a performer, uses the story as the tool of his trade and subsequently provides a liaison between the non-literates and lite-
Tate elites.
Among
the unlettered
societies, it is easier for the story-teller to moti-
vate a target group just by injecting the intended message at an appropriate place in a story already popular in the society. Story-telling works as a device in his hands in the society whose ethos and language he knows well. Poets’ Meet As one of the traditional media and audience collecting devices, poets’ meet, called kavi-sammelan or mushaira has never failed to make an impact on the language audiences. Efforts have been made in the recent past to bring poets nearer to the masses. Village poets have been encouraged to write on developmental subjects. Both Central and State Governments have been successfully using this device for diffusion of messages. Even on radio or television a kavi-sammelan or mushaira helps reaching more people.
” Fairs and Festivals Fairs, festivals, ceremonial gatherings and folk dances often provide audience-situations in which members of the society enjoy together. They establish new contacts, renew old friendships, exchange views on mundane matters and participate in group activities like community singing and
country games.
India, with her variegated population, has a list of innumerable fairs and festivals. An ordinary village fair or a weekly market usually becomes a sort of inter-cultural and inter-village meet and particularly acts as a ‘clearing house’ for information.
Rural and Tribal Youth Clubs Social institutions like village dormitories or tribal youth clubs have an important place in the lives of young boys and girls. These institutions serve many purposes, the most significant being the training about community life which a rural or tribal youth gets within its premises as a
11—3 M of I & B77
MASS MEDIA IN INDIA 1978
74 member.
An
institution
like the ghotul
of the Murias
of Bastar
or
the
dhumkuria of Oraons of Bihar helps him in acquiring knowledge about old customs, rituals and taboos of his society and aspects of folklore concerning traditional practices. Such institutions function as a social service centre at the local level and, from time to time, gear up for socio-cultural commu-
nication in the society to which
they belong.
Even for the developmental
tasks, village elders call for the services of the members
of a dormitory
or
youth club. Such activities mostly bring to focus some of the would-be opinion leaders from among the young tribal and rural youths. In sharing of common ethos and diffusion of information to motivate the people, the tole of such institutions is quite remarkable. Whenever these agencies are used the results have been found significantly fruitful. Traditional Motifs and Designs
Traditional patterns.
motifs
and
their varied colour schemes
have unfolded
several
They have provided bases for many new visuals, fresh designs for
posters, book covers and greeting cards. It is interesting to note that several things in vogue in folk life started making their impact even on the aesthetic sensibility of the urban people. A communicator, intending to teach the people through visual aids, cannot afford to ignore this area of non-verbal
communication
as most
of the motifs
and
symbols
continue
to
be comprehended by the members of the groups or societies to which they belong. India has not ignored this area of communication too for her developmental publicity.
Users of Traditional
Media
The Directorate of Field Publicity is the biggest user of traditional media
in the country.
The
Song
media of communication
and
Drama
Division
complements
the modern
by live programmes, most of which are arranged
in the rural areas by the mobile units of the Directorate of Field Publicity.
The field publicity techniques involve direct contact with the masses through multiple
media.
The
mass
contact
is maintained
not
only
through
film
shows, exhibitions and printed literature, but also through traditional media
of entertainment. Realising the potential of folk media, some state governments and non-official organisations make imaginative use of these vital
forms. Folk theatre and folk songs, for instance, have attracted the media experts in all the states. The Song and Drama Division has made several efforts
since it came
into
existence
in
1954
to publicise
planned
develop-
ment through traditional media. Initially, the Division was set up as a small unit for ‘organising programmes of village theatre parties’ through the field publicity units and Block Development Officers. In course of time the Division expanded its activities. It utilises ‘private troupes, artistes and
other professional and amateur talent for presenting stage performance with
message
through
dramas,
ballads
and
other
popular
media
in
regional
TRADITIONAL MEDIA languages’.
15
In 1973, the organisation had
361 private troupes on its roster,
which accounted for 11,673 performances. In 1975, private troupes on the roster presented 12,266 performances through regional media. Media-wise break up of the programmes contributed by these troupes, as shown below, will give a general idea of the use of traditional media by the Division under different categories. . Category
Drama (including folk plays) Poetic symposia (kavi-sammelan, kavi-darbar etc.)
mushdira,
Composite programmes (music concerts, folk dances, etc.)
Folk and mythological epics (including
1973
1974
1975
1,253
1,064
894
95
14
54
2,404
2,494
2,608
910
903
1,028
1,708
1,719
1,540
burrakatha, kathaprasangam, etc.)
Folk recitals (like qawwalis, palla,
villuppatu, ras kabigan, etc.) Puppet shows
Ballads (alha, powada etc.) bhagwat-katha, etc.)
Programmes on no-cost basis
tales and
in drama
2,152
2,292
1,861
1,904
1,758
11,673
12,074
12,266
427
Total
folk
1,070
1,706
Religious discourses like (harikatha,
The next great user organisation that made of 41.4 per cent of the goes to folk music. In
1,309
.
1,305
694
787
of folk forms is All India Radio. It was the first special efforts to draw upon the folk music. Out broadcasting time devoted to music, 3.2 per cent other programmes, story-telling includes bulk of efforts
have
been
made
to integrate
folk
theatre
forms like jatra, tamasha, bhavai, nacha, nautanki, yakshagan, therukuthu and others. Kavi-sammelan and mushaira on radio and television lead to an effective device for diffusion of messages. Programmes broadcast in more than 100 tribal dialects for Adivasis, from various stations of AIR, consist of both tribal music and folklore.
Future of Traditional Media Modern means of communication will seldom replace the existing means. Each new mode of communication is superimposed upon the old. It takes over certain functions, but basic functions are retained by the former mode. Thus we find a constant interaction between the two sets of media. Traditional and modern mass media are complementary to one another. The radio translates them into auditory experience. Television
their reach.
and
film multiply
The camera adds a fourth dimension to traditional media. For
16
MASS MEDIA IN INDIA 1978
effective bridging of the gap which exists between new technology and its use by unlettered masses for dissemination of socio-political and cultural information, marriage of technology-based mass media and traditional modes of communication is essential. In total communication net work, folk media contributes in a manner which is rather difficult to measure in terms of figures. Communication pattern of any society is part of its total culture and it can only be understood in the context of its social organisations and institutions. Thus the heritage, caste and creed-based barriers and cultural complexities with the high illiteracy percentage of the country furnish a backdrop with which the communicators and electronic media have to reckon with while working together. They call for effective blending of mass media and field publicity through traditional channels of communication. Studies have proved that vital forms of traditional media are bound to survive.
Printing THE ADVENT of printing has changed the face of the world. The modern world owes a great deal to the print medium through which new ideas spread among people, bringing in its wake changes in all spheres of human life. The print medium was accepted as an instrument of social change— when the first books and documents came off the press. It became a weapon for men in power and also a weapon of revolution. The first news sheets became
tools of business, the first books
Magazines and pamphlets indulged in politics.
became
The
tools of education.
American
and
the
French revolutions would have been unlikely, if not impossible, without this medium. Political democracy, economic opportunity, free public education, the industrial revolution and the print medium were woven together in the periods bygone to make a great change in human life and national
as well as international affairs.
In India, this medium was an instrument for our national leaders during the struggle for freedom. They could arouse the sentiments of the people and whip up the patriotic fervour of the masses through their writings in newspapers and journals. The potency of the medium was so great that the then British Indian Government resorted to banning a number of newspapers and periodicals from time to time. After independence,
socio-economic changes.
this medium
is being used as a tool to bring about
Apart from the press, the Directorate of Adverti-
sing and Visual Publicity (DAVP) of the Union Ministry of Information and Broadcasting is now the single largest producer of printed literature in-
tended for public consumption. There are also several other ment organisations which bring out this kind of literature.
Govern-
History of Printing Printing began in China and the earliest extant book was produced in 868 A.D. Even in those days it advanced to such an extent that in 932 A.D. the
Chinese
could
undertake
collection of the classics.
an immense ‘and. ambitious They could complete
project of printing a
the work
in hundred
thirty volumes by 953. They used a process called block printing which books were printed later in Europe during the fifteenth century. 1041, Pi Shang made types of China-clay which were fitted frame. Later in 1314, Wang Chang prepared wooden types.
77
and
by In
into an iron The Korean
78
MASS MEDIA IN INDIA
1978
King General Yi is said to have started a foundry of metal types in 1392. With Korean bronze-types, a book was printed in 1409. Although block printing was known in Europe much earlier, printing with movable types began only in the fifteenth century. Johannes Censfleisch Zu Gutenberg invented movable type in Strassberg in 1430 and later in Mainz, he printed 42 line Vulgate Bible consisting of 643 leaves, followed by Astrological Almanacs for 1448 and 1456-57. However, the credit for the invention of movable types is ascribed to Coster of Haarlem in Holland, Johannes Brito of Bruges in Belgium and Pamfilo Castalde of Feltre in Italy. The first available book, with the date of printing, was printed
in
1457
by Fust
and
Schoeffer.
During
the next
hundred
years,
printing spread all over Europe. It was introduced in Italy in 1465; in France in 1470; in Spain in 1474; in England in 1477; in Denmark in 1482; in Sweden
in 1483; in Portugal in 1495 and in Russia in 1553. In 1640, the
first book ‘Bay
Psalm Book’
was printed.
Invention of the point system by Pierre Simon Fournier in 1737 was a landmark. A wooden screw press was used in the 15th century followed
by Earl Stanhope’s lever press and cylindrical impression by William Nicholson in 1790. Koenig made the first power operated cylinder machine 1812-14, followed by Applegath and Cowper's four cylinder press
1827 and two revolution presses of Napier. Linotype was invented Ottmar Merganthaler in 1886, monotype by Talbot Lanston in 1898
Ludbow in 1906.
in in
by and
In 1725, stereotyping was invented by William Ged and Cowper cast semi-circular stereos for web presses in 1829. Electrotyping was invented by Jacobi in 1839. Niepce and Deguere experimented photographic adoption in printing, followed by wet collodion plates, lines, and halftones including colour halftones by Baxter in 1835. Letter-press printing was supplemented by processes like Litho, invented by Alois Senefelder in 1795, offset, gravure, collotype by Poitfein in 1855 and screen printing by Samuel Simon in 1907.
Printing in India Printing was introduced in India on 6 September
1556 by the Christian mis-
sionaries who used it as an aid to proselytisation. The first printing press was started in Goa to help missionary work in Abyssinia. The first book printed
in Goa
was
probably
the Doutrina
Christa
by
St. Xavier.
It was
printed in 1557. The pioneer in the field in India was Joao de Bustamante, a Spaniard, who came to India with a printing press. An Indian was also sent to help Bustamante in setting up the press by the King of Portugal. The first types of an Indian script were prepared
another
Spaniard,
who
accompanied
Bustamante
to
by Joao Gonsalves,
Goa.
According
to
PRINTING
79
Father Souza, these types were of Malabar letters which were used for the printing of Doutrina Christa in 1578. This book was published at Quilon in Tamil (Lingua Malabar Tamil). During the early days, the programme of religious education gave much impetus to the development of the printing industry in India. Christian missionaries produced religious literature in local languages for the benefit of converts. Thus Father Stephens, Croix, Saldanha and others produced Christian Puranas and other works in the languages of Goa. But these were printed in Roman script. The printing press was established in Southern India as early as 1578 by the missionaries for printing religious literature. But the printing activity came to a halt due to gradual decline in the religious zeal of successive
generations of missionaries. Later on there were a few attempts aimed at the revival of the printing industry, but they proved short-lived. The Danish missionary, Bartholomew Ziegenbalg and his colleagues were repeatedly demanding for a printing press for the propagation of Christianity. In 1711, Knowledge, London, sent a press the Society for Promoting Christian with Pica type and other accessories and a printer. After facing some hurdles on its way to India, the printing press reached India the following year. It started functioning with the help of a German printer-cum-compositor. Initially, printing was confined to the Portuguese language and later on types of Malabar characters were obtained foundry of Malabar types was also set up.
from
London.
Soon
after a
In Goa, as well as in the then Madras Presidency the printing press worked as an aid to proselytisation. But political considerations were responsible for its advent in Bengal. The first book, a grammar of the Bengali language prepared by Nathaniel Brassey Halhed, a civil servant of the East India Company, was printed in Bengali. This was printed at
Hooghly in 1778. by Charles
For this purpose, types of Bengali characters were cast
Wilkins, who also prepared
In 1796, Hindustani Grammar
types of the Devanagari
of Amir Khusru
alphabet.
was published from Chroni-
cle Press, Calcutta. Devanagari script was used for this publication. Though East India Company resisted setting up presses, Andharas and J. A. Hicky set up a press at Hooghly in 1778 and published an English weekly ‘Hicky Gazette’. In 1800, William Carey set up a press at Serampore and printed a
vernacular
magazine
Digdarsan,
and
in
1818
Samachar
Darpan.
In
1802, Devanagari types were used for the printing of a thesis prepared by the students of the Serampore College. Another important achievement of the Serampore mission was the preparation of the first movable metal types of Chinese characters. This was the first time that block-printing was
replaced by real typography. In
1761,
the
printing
equipment
in
the
possession
of
Pondicherry
Governor was brought to Madras when the place was captured by British. Fabricious, the great Tamil scholar, printed in this press
the his
80
MASS MEDIA IN INDIA
hymn-book
and
also
his Tamil-English
Dictionary
in
1779.
1978
The
Gov-
emment subsequently established large presses and developed them. The first Government lithographic press in Calcutta was set up in 1823 under James Rind, followed by one in Bombay in 1824, and Jean Baptist Tassin’s
Press in 1835.
By the beginning of the twentieth century, the transition of printing from craft to technology was complete. Subsequent decades ushered in automation, large scale mechanisation and stream-lined production. After
independence,
the
printing
industry
adopted
modern
methods
printed
material.
of production by offset and gravure. The Five Year Plans aimed at increased industrialisation
and
literacy
placing
greater
demand
for
Now bus tickets are printed, numbered and stitched into books at 3 lakhs an hour and so on. Newspapers have electronically operated line
casters.
Electronic
photo
phone directories, web puter forms
engraving
computer-aided
offset printing for text book
and automised binding
photo
setting for tele-
production
are the order of the day, The
and com-
industry
is taking advantage of such process as electronic and stroboscopic scanNers, automatic sprayers, infra-red heaters, state electricity neutralisers, aerodynamic feeders and delivery, electromagnetic sheet control, tireless electronic
vices.
counters,
colour
correction,
auto
lubrication
and
wash-up
de-
Rapid Growth The
growth
of the
printing
industry
has
been
particularly
rapid
during
the last twenty years. During this period, several small presses have expanded and some of the bigger presses have renovated and increased their
equipment. The Government helped them to import and install new equipment both for replacement and for expansion. Several new resourceful entrepreneures have entered the printing field.
Present Status According
to the study by the Indian Academy
of Printing and
Graphic
Arts on the Indian Printing Industry for the year 1973, there were in that year about 46,000 printing presses in the country—39,850 small, 4,800 medium and 1,350 large. The total capital invested in printing presses was estimated by the survey at Rs 270 crores and total employment at 3.5
lakhs, of which 60 per cent were skilled, 25 per cent semi-skilled and 15 per cent unskilled. About 87 per cent of them were in urban areas and
the rest in rural areas. The survey reveals that 75 per cent of printing units were proprietary concerns, 15 per cent partnerships and the remaining 10 per cent limited companies and government presses. About 75
per cent of the total printing units were concentrated in five states, namely,
PRINTING
81
Andhra Pradesh, Maharashtra, Tamil gal. Tamil Nadu led in total number Bengal (6,050), Maharashtra (5,950) the large presses were concentrated Nadu, West Bengal and Delhi (200 and Madhya Pradesh (75 each). The
Nadu, Uttar Pradesh and West Benof presses (6,550), followed by West and Uttar Pradesh (5,200). However, mainly in Maharashtra (210); Tamil each); and Andhra Pradesh, Gujarat pattern of distribution between large,
medium and small presses among the various states more or less reflected the pattern of distribution of the total number of presses. There
were
about
3,500
composing
machines,
about
72,000
platen
about
25,000
printing machines, about 24,000 cylinder printing machines, about 300 rotary printing machines and about 5,000 offset printing machines. There were about 2,600 processing cameras serving the printing industry in 1973. In
binding,
cutting
machines
led
with
42,000,
followed
by
stitching machines. The total capital invested in machinery installed in the binding sector was estimated at Rs 180 crores. A sample survey conducted
recently by the All India Federation of Master Printers on the Indian print-
ing industry reveals that letter presses accounted for 95.5 per cent of the total presses in the country and offset 1.8 per cent. The remaining 2.7 per cent of presses are both offset and letter presses. The total turnover of the Indian printing industry in 1973 was Rs 325 crores. This included turnover on printing of newspapers on newsprint. At
present
around
four
lakh
All
India
tonnes
of
printing
paper
other
than
news-
print are used by the printing industry. Paper usually accounts for a substantial proportion of total printing costs, about 60 per cent. The total value of printing done in India in 1973, other than printing on newsprint, was Rs 180 crores. The
survey
of
Federation
of
Master
Printers
reveals
that
about 88 per cent of the printing units have specialisation, Of these 19.7 per cent of the units specialise in book printing, 9.9 per cent in printing of packaging material, 0.4 per cent in publicity material and the remaining
70 per cent in printing balance sheets of companies, letter heads, visiting
cards, invitation cards and office stationery.
Small Presses About 90 per cent of the printing presses are small-scale units employing five to ten persons. These presses are spread all over the country. They have one or two printing and cutting machine. Composing is done by hand only. Small jobs which do not involve large-scale setting-up of matter and which do not demand any special kind of lay-out or a particularly high standard of printing are accepted by these presses. Almost all of them
find such jobs profitable and feel no particular advantage in taking up
the work of book production. 12—3 M of I & B/77
82
MASS MEDIA IN INDIA
1978
Medium Presses The number of medium size presses in the country is estimated at anything between 3,000 and 4,000. These presses employed 50 to 100 workers. Although some of them depended upon hand composing, many have their own Lino or Mono printing equipment.
machines
for mechanical
composing
and
also modern
Big Presses There
are only
100 to
150 big
printing
establishments
in the entire coun-
try. By and large, these presses employ 150 or more persons. But a few have over 400 persons in their rolls. These presses have facilities for large and modern mechanised composing, printing and binding. Such units are concentrated in big cities like Bombay, Delhi, Calcutta and Madras.
Government Presses Besides the presses in the private sector, there are some large presses in the public sector. The Central government has big presses in Calcutta, Coimbatore,
governments
Delhi,
Nasik,
Simla
and
a few
other
places.
also have printing presses for their work.
Most
of the
state
Government presses are mainly preoccupied with Governmental printing such as the printing of official stationery, reports of various ministries and departments, parliamentary and legislative debates and routine pub-
licity literature. Book printing constitutes an insignificant part. Almost the whole of the Government's ‘quality’ printing work, which requires high
production private
standards
sector.
The
and special
Directorate
of
expertise, is entrusted to printers in the Advertising
and
Visual
Publicity
alone
gets job work valued at more than one crore rupees annually done by private printers.
Composing Capacity The composing capacity available in the country is enormous. There are about 3,000 monocasting and setting machines. In addition, there are 2,000 lino setting machines,
On
an average, one machine
demy octavo size in one shift of eight hours made
two shifts it can set up in a month, one mono 10,000 to 12,000 pages. This would mean that
can set up 20 pages in
ready for printing. In
40 pages. On this basis, during 25 working machine can set up 1,000 pages and in a The capacity of a lino machine is slightly the aggregate mechanised annual composing
days year more. capa-
city in the country is about five crore pages, working in two shifts. This is over and above the hand-composing capacity which it is not possible to estimate.
PRINTING The
83 printing capacity
of the presses is more
or Jess equal to their
composing capacity. In recent years many presses have considerably increased their printing capacity by adopting offset process. At present, there
are about thousand offset printing machines in the country.
Ancillary Industries Ancillary
industries,
producing
in printing, have also expanded
printing industry. in the country.
raw
material
and
equipment
required
to meet the increasing demands of the
At present hardboards used in binding are manufactured
Besides
a large
number
of paper
manufacturing
factories
in the private sector, there is a big newsprint factory in the public sector. Still production of paper is not sufficient to meet the total requirements of the country. Huge quantities of newsprint and certain kinds of printing
paper have, therefore, to be imported. The Government has undertaken a crash programme for increasing the production of newsprint as well as
paper of various qualities.
regarding
the
uneven
quality
Our presses and publishers have a complaint of
the paper
produced
in the country.
A
stricter control over the quality of paper is considered necessary for raising the standards of book production. In the matter of printing inks, the
country
is almost
self-sufficient.
industry which tries to meet matter of display types.
There
is also a flourishing
the requirements
type-founding
of printing presses
in the
Though the development of printing machinery is of comparatively recent origin, it has made considerable headway. At present there are seven units producing various types of printing machinery like offset printing machinery, platen presses and paper cutting machines of different ranges.
The Hindustan Machine Tools, a public sector undertaking, has been producing cylindrical (letter press) and offset printing machinery since 1969. Total
registered
approved
capacity
in this industry
is Rs
176 crores
and
installed capacity Rs 26 crores. The estimated value of production is over Rs 15 crores. In the Fifth Plan the value target of capacity and production has been fixed at Rs 16 crores and Rs 11 crores respectively. Range-wise
and type-wise, there are a number of items like composing
machines, binding and block-making machines, photo mechanical equipment and multicolour offset printing machines where there is a gap in production and technology. To cover the gap, schemes for a total capacity
of Rs 17 crores have also been approved.
By
and
indigenously.
large, The
the demands
country
of small
depends
highly sophisticated printing machinery.
on
and
import
medium only
presses are met
for very
big and
Stop-cylinder and Wharfedale printing machines as also Clamshell type platen presses are being manufactured in India. The machine tool factory
MASS MEDIA IN INDIA 1978
84 at Bangalore has a phased
programme
for manufacturing up-to-date letter-
press and offset machines in collaboration with the well-known Italian firm,
Nebiolo
of Turin.
Automatic
letterpress printing machines
are already
in
the market. So are process cameras and allied photo-litho and photo-engraving equipment as also paper-cutting guillotines, wire-stitching machines and paper folding machines.
Capacity Utilisation It is not enough
for the country
to have
an enormous
printing capacity. The capacity should also be utilised.
composing
and
The smaller presses
utilise their capacity by handling jobs of small local indentors.
The medium
presses, which are considerable in number, handle such jobs along with a certain measure of book printing. They also print university-level books
and higher science and technical books. But many of them are not able to do full justice to these jobs because of lack of adequate expertise and Tesources at their command. Therefore, the need for improvement of existing resources and facilities is most acutely felt in the case of medium
presses. The bigger presses are busy handling the vast inflow of big print order jobs coming from commercial and industrial houses, as well as from central and state governments in the form of publicity literature and nationalised school-level text-books. They handle very little book production
work. The volume of school-level text-book production alone is colossal and it has been growing rapidly. A school level text-book has fewer pages and very large print orders, running into lakhs. Big presses, with their fastmoving printing apparatus, find these jobs easier to handle and more profitable. The big strides in industry and commerce have multiplied the
demand
for printed
printing manifold. Another
class
publicity
of
houses is governmental
jobs
literature
flowing
printing work.
into
ature, including tourist promotion books
pictorial albums,
and
and
our
by CSIR
bigger
and
and
better
industrial
printing
This work includes publicity literand folders, brochures
prestigious books on art
agriculture produced
for commercial
and
and posters,
and culture, books on science
ICAR,
nationalised
school-level
text-books produced by the NCERT and the state governments, telephone directories, and a very large number and volume of state lottery tickets. Besides a large number of public undertakings like the Railways, the two Airlines and the big public sector organisations also go to the big presses for meeting their publicity and commercial printing requirements.
The
printing industry draws
its sustenance and
impetus for growth
mainly from this type of work for which it is best organised, equipped and
willing.
The work of this kind has also been growing very rapidly. Apart
from huge and quick profits there are a few other reasons for the industry’s preference for such work.
PRINTING
85
This type of work, for instance, is not as time-consuming as the print-
ing of high-level technical
composed
and
books.
A folder of four or eight pages can be
printed of in two or three days, a school level text-book
of 80 pages within two or three weeks; while a 300 or 400-page book on science or engineering can take anything between three and six months
because of the elaborate and complicated
composing,
proof-reading involved in such jobs.
page-making
and
The print orders for commercial publicity literature and school-level text-books run into lakhs. This keeps the machines constantly and pro-
perly fed and utilised.
It is much easier and more profitable for a printing
Press to produce a brochure of 16 pages with a print order of 25,000 to 50,000 or a school-level text book with a print order of two lakhs than to
undertake
the printing of a technical book
order of 2,000 or 3,000.
of 300 pages with a printing
The printing industry has been experiencing a few difficulties. Nonavailability of paper both in terms of quality and quantity has been the
main problem for the printers. Lack of availability of paper of suitable quality, process copper and zinc sheets and certain chemicals is coming in
the
way
of good
quality
books, printers sometimes and lino casting machines. tion
There are not many of scientific
Another
special
In the case
matrices
for
of highly
technical
use in monotype
presses which have the facilities for the produc-
literature.
is not really print-ready
production.
require
The
and the
copy,
author
before
being
sent
to the
indulges in heavy
difficulty is that the flow of work on the production
printer,
corrections.
of scientific
and technical literature to the presses is not steady and sufficiently regular and big.
Awards for Excellence in Printing In
order
to
encourage
quality
production,
the
Central
Government
insti-
tuted in 1955 National Awards for Excellence in Printing and Designing
of Books and other publications. These awards represent the highest Tecognition for outstanding work in the field of designing and printing in the country. The competition for the Awards, held on national level, has
evoked enthusiasm among printers, publishers, advertisers and others associated with the graphic arts to improve the quality of their work. Consequent
hawa Committee
upon the acceptance of the recommendations
of the Rand-
appointed by the Government of India to rationalise the
categories, the number of awards was increased from 26 to 44 with effect from the Awards announced in 1973. Prizes are awarded in each category to
printers,
publishers,
advertisers
and
designers.
In
the
case
of
Best
86
MASS
MEDIA
IN INDIA
1978
Bound Books and Devanagari Type Faces, the binder, the designer of the type face and of the type foundry, respectively, get awards. The presentation of the awards every year is followed by an exhibition of selected entries which shows the latest advances made in the fields of designing and
printing.
In the Eighteenth Awards announced in 1976, a total 404 awards were given to 135 winners under 44 categories. The list of the Awards in different categories is given in Appendix No. 18.
Training A beginning has been made in the training of personnel required by the industry. The Industrial Training Institutes all over the country impart
training for craftsmen in printing technology.
Besides, printing units covered
by the Apprenticeship Act also provide training in the trade. 1972,
5,659 seats were
filled. In the offset For
training
located
section,
personnel
in the
in letter press
188
seats
supervisory
section of which
By March
2,341
were
were located and 46 were filled. cadre,
there
schools of printing technology, one each at Allahabad, and Madras.
are
four
Bombay,
regional
Calcutta
Book Publishing BOOKS
ARE
of knowledge.
the foremost
vehicles
for
dissemination
and preservation
To some extent, a country’s development can be judged by
the strength of its book industry. Publications in Indian languages, especially religious literature, can be traced back to the seventeenth century, but publishing took firm roots only in this century. However, it was only after
independence that the book industry has grown phenomenally. According to the latest Directory of the Indian Book Industry there are over 11,000
book publishers in the country. The publishers of books in Hindi are the largest, numbering about 2,500. Next come those who publish books in the
English language, about 1,700, followed by those in the Bengali language, about 1,400. Most of these are booksellers-cum-publishers. Publishers who exclusively
do
comparatively
languages.
ing
the publishing
few—not
more
business
in the strict sense of the term
than 3,000 covering English
are
and all Indian
During 1975-76 India published 22,096 books compared to 16,096 dur1974-75, and 17,600 in 1973-74. Books in the English language conti-
nue to dominate the Indian publishing scene with compared
11,020 titles in 1974-75
to the previous two years’ figures of 8,171 and 7,318 respectively.
Among the Indian languages during 1974-75, 3,210 titles were published in Hindi, 1,599 in Marathi, 1,044 in Tamil, 979 in Bengali, 974 in Kannada,
699 in Gujarati, 640 in Malayalam, 355 in Urdu, 250 in Assamese, 170 in Oriya and 346 in Punjabi. The production of children’s books has been on the increase. A total of 455 children’s books were published during
1975-76 compared
to 347 during the previous year.
It was 231 in 1971.
Most of the books published dealt with literature, political science, economics,
religion and sociology. Books on science and technology were comparatively few. Roughly about 65 to 70 per cent of India’s book production is on social sciences and
religion.
India is today one of the largest book-producing countries in the world.
Yet Indian publishing remains underdeveloped and the average standard of Indian books both in content and get up is comparatively poor, although
some of the books produced in India do compare favourably with the best produced: in the more advanced countries. The still less
low level of literacy and the extremely limited book-reading and book-purchasing public, inadequacy of production expertise, lack
of high quality printing facilities (although a handful of printing presses in the cities do turn out excellent work) and appropriate raw materials are
88
MASS MEDIA IN INDIA 1978
mainly responsible for this. the country
and
In consequence, in the context of the size of
its population,
the returns which
an author
gets from
his
books are not commensurate with the time and energy he puts into them. Print orders for books of general interest, with a few exceptions, are still limited to 1,000 to 2,000 copies and a publisher feels happy if he sells them in two or three years. The average printing per title in India is very much lower than the world average of about 10,000 copies. Besides, there seems
to be an element of “overpublishing” in this country. Because of the uncertainty in both the size and quality of our readership, the publishers generally are anxious to get hold of many MSS which are offered to them without much discrimination, and print a larger number of copies of the book
than can be reasonably expected to sell over a period of one or two years.
Thus
they dissipate their limited resources which
Many
Indian
publishers
functions and responsibilities.
are,
unfortunately,
they can ill-afford to do.
not
fully
aware
of
their
There still are instances where a publisher
thinks he has done his job after accepting a manuscript for publication and fixing up a press for printing. The poor author, who is not a book produc-
tion expert, is made to supervise all the stages of printing of his book. The
result is a badly produced book. Fortunately, in recent years, more and more publishers are becoming aware of their special responsibilities which
start with the acceptance (or rejection) of a MSS and continue through all the stages of production and sales of the book, the salient features of which are
dealt
with
here.
The
result has
been
a substantial
improvement
in
standards both in content and get-up of a large number of books published
by them and greater attention to distribution and sales.
During the last decade, Indian publishing in spite of the many handicaps, has made rapid progress and many good books on a variety of sub-
jects including children’s books and books of general interest are being pub-
lished and have found acceptance. The standards both in content and getup are showing marked improvement. There is more organized publishing
in India today. Publishers
in the Indian
languages
too have
made
rapid
strides after
Independence, especially in the publication of fiction, books of general interest on art, culture, history, economics
and
religious literature, and
even
text-books at the university level in arts, science and humanities to meet the requirements of students at some of the universities which have introduced
Indian
languages as the medium
of instruction
in place of English.
The publication of digests and guides meant to cater to students at various levels in school and college is a special feature of Indian publish-
ing. Some publishers who deal exclusively in such books have built up a prosperous business. It must be said that while such books might help students to pass in the examinations, they curb the students’ capacity of under-
BOOK PUBLISHING
89
standing and limit their field of vision. As such these publications must be discouraged. Unfortunately, our present system of education with its emphasis on passing examinations has put a premium on these books. With the contemplated changes in the system of education
they will outlive their utility.
it is to be hoped
that
Sales Promotion and Marketing Indian publishers have not developed the same degree of expertise and professionalism in the marketing and distribution of books as they have done in other branches of the book industry. They expend most of their energy and resources in producing books and not enough for making the
books reach the readers.
Thousands of potential book-buyers are not even
aware of the existence of a large number of titles.
Because of this, many
Indian publishers have come to grief and they tend to put the blame for this state of affairs on the people for their lack of interest in reading. A publisher might bring out a really worthwhile book with an excellent
get-up, but to make it sell he has to employ a number of sales promotion media. It is a duty he owes to himself, for he must make a profit to keep his business going; it is also a duty he owes to the author who has invested
time and effort in writing the book, and finally it is also a duty he owes to the reading public. The first and the most important target of the publisher’s sales promo-
tion effort must, of course, be the book trade.
Generally speaking, over
50 per cent of the published books are sold through book-sellers—the whole-
salers and retailers; the rest reach the readers through institutions which buy
them, and through direct sales to individuals. Booksellers play an role in the promotional effort of the publisher. They are now an ing community and they would be happy to collaborate with any who serves them fairly and promptly. The bookshops serve as
important enterprispublisher the pub-
lisher’s display cases spread in the farthest corners all over the country.
It
is through contact with the booksellers that the publisher is able to assess the probable demand
The second tions. They are Their number is make publishing
for a particular type of book more accurately.
target of the publisher is libraries and educational institubecoming increasingly important as purchasers of books. growing and in many cases the books purchased by them profitable.
Then there are the book clubs which serve as avenues of sales outside the bookshops and libraries. Some of the book clubs have a large membership and enjoy enormous prestige. The choice of a title by a major book club can
bership.
have
a marked
13—3 M of | & B/ND 77
effect on its general
sales
even
outside
its mem-
90
MASS MEDIA IN INDIA 1978
Lastly there is the hard core of regular book-readers spread all over the country whom the publisher should seek to inform and influence. This hard core must be the object of the publisher’s sales promotion effort. In
the process, he is likely to attract a much
and book-buyers from the general public. Many
publishers cannot
larger circle of occasional readers
afford to have
their own
network of distribu-
tion centres, nor is it possible for them to approach all the booksellers in-
dividually. The only alternative for them is to arrange for the distribution of their books through the wholesalers. The wholesalers perform a very
important function in the distribution system by maintaining a supply line from the publisher to the retail bookseller. Not only small publishers but even some of the bigger publishers may find it profitable to take advantage of the wholesaler in spite of the extra discount they will have to give him.
For the bookseller as well, it is advantageous and economical to obtain his supplies from the wholesaler instead of ordering different titles from a number of different publishers, for the wholesaler is in a position to fulfil his demands for books of many publishers from his own warehouse. All the ingredients of a book have to be paid for by publishers imme-
diately after publication whether the book sells or not. The profits, if any, do not come in until most of the edition is sold out. The publishers’ investment in books remains partly a dead investment till then. Effective marketing
of books
on a national
scale is a most
urgent challenge
to Indian
publishers and their survival will depend upon how speedily and effectively they meet this challenge. In order to reach the ultimate book-buyers—edu-
cational institutions, libraries, students and the general public—the publisher
has to propagate the books through appropriate sales promotion efforts like advertisements, book reviews and circulars and by approaching the wholesalers and retailers through his salesmen as well as through trade circulars. Special pre-publication offers would
attract both book-sellers and
book-bu-
yers to order their requirements in advance and help the publisher to realise part of his investment immediately on publication his margin of profit would be slightly lower.
of the
book
although
In cities like Bombay, Delhi, Calcutta and Madras, there are a few good booksellers who serve the book-buyers reasonably well, but by and
large there is a great dearth in the country of professionally managed bookshops with well-informed staff. During the last few years, a few bookselling agencies specializing in organized book distribution have entered the field. But much. needs to be done in this branch which is of vital importance to the book industry.
A serious handicap to the Indian publishing industry is that even today book-mindedness and the book-reading habit is confined to a very small section of the community. Whereas 25,000 to 50,000 copies is a modest
BOOK PUBLISHING
91
print order for a popular book
in the USA
or UK,
we in India still think
in terms of 2,000 of a maximum of 5,000 copies of a popular title. In spite of the increase in literacy and the purchasing power of the people in recent
years, the book-reading and book-buying habits have not increased in the same proportion. This is particularly true of the more prosperous section
of the educated people who have the money to purchase books. Since books play an important role in moulding the minds of the people, the inculcation of the habit of reading and buying books is a national necessity.
Public Sector Publishing A special feature of the book industry in India is that the public sector publishing is conducted on a fairly large scale. The government is very much in the picture as a publisher with a large number of books on a variety of topics being brought out through its agencies like the Publications Division of the Government of India, the publishing units of the Indian Council of Agricultural Research, the Council of Scientific and Industrial Research, the National Council of Educational Research and Training, the National Book Trust, the Sahitya Akademi and the State Academies and the publica-
tion departments of the state governments. Besides, the publishing of school
text-books has been nationalised in many States and the State governments have set up full-fledged publication units exclusively for this purpose.
The largest public sector publishing organization is the Publications Division which produces about 200 titles annually providing the public with authentic and up-to-date books and pamphlets of informative and cultural
value
and
of general
interest.
The NCERT
prepares textbook
material
which the textbook agencies of the States are free to adopt or arrange for their translations in the respective languages. The National Book Trust publishes books of national interest and of educative value. It has so far
published over 1,000 titles.
In recent years it has undertaken to publish a
series of books of national importance like Nehru Bal Pustakalaya (for children) and Aadan Pradan scheme (for promoting inter-regional under-
standing and emotional integration of the diverse linguistic population of the country). The Sahitya Akademi produces informative material about literary activities in English and Indian languages, and also arranges transla-
tions of classics both Indian and foreign into Indian languages. The Akademi
also periodically organises literary seminars. Every year it gives awards to the most outstanding literary works in each of the Indian languages. The
ICAR and the CSIR bring out books and research monographs on science and technology. There
are historical reasons
tor the governmental
large scale in Indian publishing today.
About
presence
on such
a
the time India attained In-
dependence and for many decades prior to that, the publishing scene in India was dominated by a handful of British publishing houses which held a vir-
92
MASS MEDIA IN INDIA 1978
tual monopoly in the production and distribution of books, both textbooks for schools and colleges as well as books for general reading, particularly
in the English language.
Most of these books were printed and published
by the publishers in England
and distributed through their offices in India.
Only a few pioneering Indian entrepreneurs had entered this field, primarily
in the Indian languages, but they were not able to make any significant im-
pact.
They
suffered
Tronage, especially
from
lack of resources
from
as much
the government and
as from
lack of pat-
were consequently
unable to
compete with the more resourceful and better patronised foreign publishers operating in India. In
the
pre-independence
period,
the
government
cerned with the growth of Indian publishing.
educational
books
and
books
for general
the
credit
of some
Indian
publishers
they strove to compete
that
with
not
much
con-
The limited requirements of
reading
British publishers and it suited the government
frustrations,
was
were
well.
inspite
being
It must
met
by
of these handicaps
the strongly
the
be said to
entrenched
and
foreign
vested interests by producing several series of textbooks eminently suited for Indian students and getting them approved by the powers that be.
During this period, government publishing was confined mainly to the printing of blue books, official reports, gazetteers and a few research monographs of the Archaeological Department. It was not interested in informing and educating the people beyond what was dictated by the needs of gover-
nance and maintenance of law and order.
The government of free India has had to expand the area of government publishing to cover many other fields. This was necessary and inevitable in a developing country which had just attained independence, where
the scope of the functions and activities of the government has been pro-
gressively
expanding
of the people.
and
affecting
the economic,
social
and
cultural
lives
There was also the need for bringing out suitable literature
for foreign readership in order to correct the wrong notions about India created during the pre-independence era. Much had to be done to interpret India and Indian life and culture in its correct perspective. To serve this purpose, over the years, the various government agencies have brought out books, pictorial albums, research monographs, pamphlets and journals, covering a wide range of subjects. The massive effort of the government not only helped to develop expertise in production, editing and printing but also enabled many printing presses to improve their standards of production and place their improved services at the disposal of private publishers as well.
In recent years, with these facilities available, the more enterprising
among Indian publishers in the private sector, in addition to publishing a wide range of textbooks for schools and colleges, have extended
their acti-
vity to cover books on Indian art, culture and history and topical books cn
BOOK PUBLISHING social, economic
of resources,
93 and political problems.
greater
enterprise
among Indian publishers.
and
There is now better mobilisation
larger
awareness
of
the
social
needs
To improve standards of book production, the Ministry of Information and Broadcasting also instituted annual awards for excellence in printing and production of books alongwith those for newspapers. The explosion in education at all levels, the rise in literacy generating a
general thirst for knowledge and information, the renaissance in literary and cultural activities and the increase in the number of libraries in the country have all contributed towards creating a greater demand for books.
After Independence the government took steps to provide opportunities to a progressively increasing number of students for higher education parti-
cularly in science and technology. New universities, engineering and medical colleges and institutes of technology as well as colleges of arts, science and
commerce were established in all parts of the country. The enrolment of stu-
dents at all levels increased from year to year.
At this time there was a large and urgent demand for a great variety of
books to meet the growing needs of the students. There was a paucity of good standard university-level books, but the Indian publishers with their limited resources were not able to cater to this ever-increasing demand for scientific, technical and medical books, although the time was opportune for them to enter the field.
Steps Taken By Government A decade later in 1965 the Government started taking steps to encourage
the all round growth of the indigenous book industry.
A special Book Pro-
motion Wing was created in the Ministry of Education and Social Welfare.
In 1967, the Government established the National Book Development Board as an advisory body to lay down guidelines for the development of the book industry in the context of the overall requirements of the country. The Board
is composed of representatives of all interests in the book industry and has proved a useful forum for discussing the various problems faced by the au-
thors,
publishers, pginters, booksellers
industry.
and others
connected
with
the book
The Board was reconstituted in 1970 with some additional functions.
After considering the various problems
facing the book industry as a
whole, the Board has made, among others, following recommendations: (1) Recognition of book publishers as manufacturers or producers of books for
purposes of the Income Tax Act and classification of book publishing as an
essential industry, (2) Tax concession to Indian book publishers as an incentive for the development of the Indian book industry. (3) Inclusion of book
94
MASS MEDIA IN INDIA 1978
publishing in the priority sector for purposes of obtaining loans from banks,
(4) Establishment of a Book Information Centre to compile, collate, analyse and
disseminate
information
on
various
aspects
of
the
book
industry,
(5)
Setting up of a training institute for publishing and bookselling in cooperation with the industry, (6) Introducing book publishing as an optional subject for
the BA degree course and instituting a diploma course in publishing by a few
selected
universities,
(7)
Launching
a massive
programme
of original
textbooks in the regional languages by mobilising local talent and granting
adequate facilities to authors for writing original books in their mother tongue, (8) Setting up of an Export Promotion Council for books, and (9) Partici-
pation by India in all international book exhibitions. The most important achievement
of the Board has been to focus the
attention of all concerned on the significant role of books in the social, economic and cultural development of the country.
Arising out of the recommendations of the National Book Development Board, a comprehensive survey of the Book Industry in India was taken up in September 1972 by the National Council of Applied Economic Research. The survey which was completed in 1975 is the first attempt to collect information about various aspects of the book industry in the country. Book
publishing is no longer treated like any other trade.
There
is an
increasing awareness that education is the basis for all development and that books are the most effective medium of education. It is now accepted that
money spent on book promotion should be regarded as outright expenditure and an essential investment for human development which will pay the nation high dividends in the long run. Without government’s involvement and
encouragement it would be difficult for the industry alone to meet the country’s urgent requirements for more and better books. A joint effort was
needed on the part of the government, autonomous bodies and the private sector to put the Indian book industry on a sound footing. The National Book Development Board has set a pattern for such cooperative endeavour.
In 1970, the Ministry of Education and Social Welfare entrusted U.S. Mohan Rao with the work of carrying out “a survey of the present and pros-
pective needs for books on
science
and
technology
required
for national
purposes.” In the report which he submitted in 1971, it was observed that
there was a feeling among many of our scientists, science Teachers and science
administrators that collaboration arrangements entered with American, British and other Governments to bring out low-priced foreign books had outlived their original purpose. It was also observed that in the context of the efforts that were being made by the Government of India as well as the Indian Publishing Industry in the direction of creation of suitable Indian books on science and technology it would be possible to replace a reasonable number
of foreign titles by Indian books.
BOOK PUBLISHING
95
In recent years, the Government has initiated several schemes for the creation of suitable books by Indian authors within the country itself. One of those, “subsidised publication of university level books in English”, being operated by the National Book Trust, is intended to produce lowpriced
standard
text-books,
The scope of the National
reference
Book
books
or
other reading material.
Trust has also been enlarged to include
activities like holding of national book exhibitions and regional book exhibitions, participation in book exhibitions in foreign countries, and organising
seminars and symposia of writers and publishers both on an all-India and
regional basis with a view to fostering book-mindedness among the people. The Trust has so far organised seven national exhibitions and more than seventy regional book exhibitions. In March-April 1972 the Trust, in colla-
boration with the Indian book industry, organised the first World Book Fair in New Delhi. Thirty countries participated. The Second World Book Fair was held again in New Delhi in January 1976.
The University Grants Commission has initiated a programme for production of textbooks on a large scale through inter-university collaboration and
involvement
of outstanding
teachers and
researchers.
Some of the other measures taken by the Government are the setting up
of the Raja Rammohun Roy National Educational Resources Centre in 1972 with a Textbook Reference Library Wing, a Central grant of rupees one
crore spread over a period of six years to each state government for the production of university level books in Indian languages (about 4,000 titles have been published so far under this scheme), the Core Book and the Fellowship programmes.
Training Another experiment being conducted in India is the introduction of book publishing and book distribution as a subject of study in the university curticulum. The University of Delhi has already introduced this as an optional subject for the BA
degree and a two-year post-graduate diploma
course in
the subject. The University of Madras has started a BA course in the book industry.
The professional associations of publishers and booksellers, like the Fe-
deration of Booksellers and Publishers Association in India, which represent 90 per cent of India’s book industry, also organise periodically training courses, seminars and workshops to feed the industry with the latest developments in the skills and techniques of book production and distribution.
Foreign Books Another handicap to the Indian publisher is that he has to face unequal competition from the branches and subsidiaries of foreign publishers establi-
96
MASS MEDIA IN INDIA 1978
shed in the country. In spite of the efforts being made to produce books on science and technology indigenously, we are still largely dependent on
imported books for our needs. The situation has not improved over the years. The import of books in 1975-76 increased by 38 per cent to Rs 9.60 crores as compared to the previous year, and by 78 per cent compared to the annual average imports of Rs 5.60 crores during the preceding three years.
This does not mean that free flow of knowledge and ideas from the more advanced countries into our country should be interrupted. A certain mea-
sure of influx of foreign books at the post-graduate and research and reference level is, therefore, both inevitable and desirable. The same holds good with
Tegard
to outstanding
books
of general
interest written
by great thinkers
and scholars. Within certain limits, however, the flow of foreign books will have to be controlled in the interest of development and encouragement of
Indian authorship and Indian publishing and in the larger interests of expansion of higher education in the country.
Exports Exports of Indian books has been progressively increasing in recent years. It was about Rs 2 crores in 1975-76, compared to, Rs 1.78 crores in 1974-75 and Rs 1.55 crores in 1973-74. Most of the books exported are
in the English language, and about 50 per cent of the total exports comprise text-books including imprints of imported
books. Books in Indian languages,
like Tamil (to Sri Lanka, Mauritius and Singapore) and Gujarati (to some of the African
published countries.
countries)
are also exported.
School
and
college text-books
in
demand
in India are increasingly in demand in some of the developing General books exported include those on religion, philosophy,
Indian art and culture and
USA, UK, West Germany
yoga. These
and USSR. If
are
one considers
in countries like
the large number
of titles Indian publishers bring out in the English language, the rate of increase in exports should be regarded as rather low. There is great scope
for increasing our
exports
considerably
through
sustained efforts. To step
up exports of books the Government has been encouraging the participation of Indian publishers in important book fairs in various parts of the world,
organising book exhibitions and sending delegations abroad to explore the possibilities of expanding the exports.
Paper Backs The publication of paper-backs is a significant development in Indian publishing during the last decade. Generally ten to thirty-thousand copies
of titles are printed and several titles go into a second
impression within a
couple of years. A few titles are sold over a lakh of copies. In the con-
text of the massive world production of paper-backs, Indian paper-backs,
BOOK PUBLISHING however,
public.
have
97
still to go a long
way
to make
an impact
on the reading
By and large imported paper-backs still dominate the Indian market.
The major reasons for this are the non-availability of the right kind of printing and binding equipment and facilities to do this type of work on a mass scale and the inadequate supply position of indigenous paper both
in quality and quantity and its high price.
The The and
Future future for Indian
the increase
publishing
in the number
is indeed bright.
of enrolment
in our
The growing schools
and
literacy
colleges
ensure an expanding market for books. The magnitude of the demand for books in the coming years would be evident from the expansion of educa-
tion at all levels in the country. The number of educational institutions increased from 1,65,000 in 1947 to 7,00,000 in 1975 with a corresponding in-
crease in student population from 2.35 crores in 1950-51 to about 9.5 crores in 1975. The literacy percentage has also more than doubled. In 1974-75
the total enrolment in the universities was 24 lakh students, excluding
those
who attended pre-university and intermediate classes. The number of science students was 4.63 lakhs. There were nearly 2 lakh students studying engineering and medicine (91,000 in engineering and 1.06 lakh in medicine).
Moreover, thousands of students after finishing their education are engaged in teaching and research and are working with various departments in
administration, large-scale industries and agriculture. This large body of essential book-buyers and book-users would primarily be interested in standard reference books. Another opening in the demand for books is the in-
creasing number
of libraries maintained
by Central/state
governments,
uni-
versities, colleges, science and technological institutes, industrial establishments and municipalities and panchayats. Further, the trend among all classes of people is to know more and there is likely to be greater demand for books of general interest if these are reasonably priced. The Indian book industry can, therefore, confidently expect a constantly
growing potential readership and outside the country.
14—3 M of I & B/ND/77
for books—books
of all categories, both inside
Training and Research TECHNICAL
SKILL
and a sound professional base are significant factors
in the process of effective mass movement of ideas through communication media. This underscores the vital importance of training of personnel, research
and
evaluation
of the communication
media
development.
Training
and research will be meaningful to the extent they are responsive to specific developmental
and
needs and values and aspirations of the country.
If the mass media become
future
media
an effective
system
in the country has to meet national needs
instrument
professionals
must
of
be given
socio-economic
more
technical
development
and
the
specialised
training. They must have a sense of commitment in terms of wider purpose, aspirations of the people and a sense of respect to them besides being
conscious of changing values in the overall global context. There
are
today
well
over
10,000
mass media and related activities which competence.
people
in the
country
engaged
in
require some kind of professional
Four different kinds of training facilities are available in the country
today in subjects related to mass media: (a) in academic institutions like universities, agricultural colleges, etc, aimed at imparting basic knowledge; (b)
professional bodies in both basic and advanced technical skills for specialised
application;
(c) those
available
at re-orientation in-service
within
training;
primarily in providing the basic skills.
the respective
and
media
(d) commercial
agencies
agencies
aimed
engaged
Academic Institutions A number of universities offer bachelor or post-graduate diploma/degree courses, mostly in journalism and related subjects. A few of them also give
masters
degree.
Besides,
most
agricultural
universities
have
master
and Ph D programmes in agricultural extension and information diffusion. Farm universities have independent teaching facilities. There
are several
private
schools in India
which
offer regular courses
in journalism, advertising, public relations, book production, publications, etc. Notable among them is the Bharatiya Vidya Bhawan which runs ten
such schools in different parts of the country.
TRAINING AND RESEARCH
99
Professional Bodies The
institutions
falling
in this category
include
the Film
and
Television
Institute of India (FTII) at Pune, the National School of Drama at New Delhi, the National Institute of Design at Ahmedabad, the Central Health
Education
New
Delhi.
Bureau
and
the Indian
Institute of Mass
Communication
at
Film and Television Institute of India offers courses in film direction, screen play writing, motion picture photography, sound recording, sound engineering, film editing and film acting. Every year some 150 students, including
around
15
from
abroad,
attend
these
courses.
This
Institute
is
equipped with most modern gadgets available in cinematography. Students are given the opportunity to produce some 30 documentary and experimental films every year besides song picturisation and advertisement films.
The trainees from in the country.
the Institute have made an impact on the film industry
They
have not only competed
with
the old guards
in the
commercial sector but also have won national acclaim. Some state governments
vision.
and
Tele
Some such institutes also are being operated by private individuals.
The
Indian
Institute
professional journalism
number
also have set up Institutes of Films
of government
of
and
Mass
Communication
(IIMC)
public
sector
information
serves as a nucleus
and
of training
industry
emphasise
on
for the large personnel.
Besides serving as a staff training school to the officers of the Ministry of Information and Broadcasting, it offers regular courses in basic professional
functions like photography, news editing, public relations, etc. It also conducts a post-graduate diploma course in journalism for developing coun-
tries. In the last couple of years, practitioners and media planners from several African and Asian countries have been trained at the Institute. They come either under Colombo Plan or under special Commonwealth African Assistance Programme. The
Press
Institute
of
India,
in
cooperation
with
some
publishers, sponsors workshops at different levels periodically ing journalists in various disciplines of the professions. There
are five leading
institutes which
printing
offer courses
schools
in printing.
and
These
several
newspaper
for re-train-
industrial
five professional
training
printing
schools—two in Madras, and one each in Bombay, Calcutta and Allahabad— Tun composite degree courses for three years in all aspects of printing.
The National Institute of Design at Ahmedabad and the National Institute of Drama at Delhi are two reputed agencies engaged in imparting professional training and expertise in the areas of design, graphic arts and
100
MASS MEDIA IN INDIA 1978
dramatics
respectively.
term courses.
They
run
post-graduate
courses
as
well
as
short
In-service Training Organisations
like Times of India, Hindu
and some
advertising agencies
in
the private sector and A.I.R. and the Ministry of 1&B have “staff training institutions”. The Television Wing of the Film and TV Institute, started in 1971, trains manpower required for the expanding TV net work in the country. Every year it conducts two intensive courses of three to five months each in programme production for television and technical opera-
tions.
All
India
Radio
has
two
staff Training
Schools—one
production staff and the other for radio engineers.
for programme
There are several “commercial” institutions offering basic areas like film direction, cinematography, TV production and ing, radio engineering, etc.
training in programm-
No systematic analysis concerning the usefulness and impact of training institutions is yet available. Similarly there are no efforts to find out what the trainers/ex-students have been doing after getting out of the institutions.
By and large the teaching/training continues to be text book oriented and
that too books of yester years. Several new approaches like simulation, roleplaying and case-study methods are yet to be used for imparting training.
Research No mass media system can be relevant without relying upon research and evaluation, particularly when it is geared for purposeful developmental communication. Research and evaluation help not only in optimising the meagre resources available but also in formulating pragmatic information strategies. Until a few years ago, bare circulation figures for newspapers, number
of radio receiving sets and the number of cinema seats were the only criteria available for planning media strategies. But now more sophistication is possible in media planning with the help of research techniques.
New
Emphasis
Mass media research, however, on a systematic basis is a recent phenome-
non in India and it has a long way to go to meet the current needs.
Poten-
tialities, to a large extent, are yet to be tapped. Whatever little was tapped in this area until recently was in the field of commercial advertising. The
TRAINING AND RESEARCH
101
major breakthrough in this area has been the first ever conducted “National Readership Survey” by Operational Research Group (ORG) of Vadodara a couple of years ago with a large sample of 54,000 respondents, representing all parts of the country and covering all the three major mass media. There are
several
market
research
agencies,
small
and big,
undertaking
oriented media research” primarily for advertising agencies.
“service
Most of the research related to mass media conducted in the academic world was primarily in the farm front. The area of interest has been limited to
the role of media
in increasing
knowledge
levels and
in the
adoption
process of farm practices. The Journalism Department of Bangalore University recently made a beginning towards making research an integral part of its curricula. At other places it is only an ad hoc activity.
The National Institute of Community Development at Hyderabad, the
Central
Family
Management,
work
Planning
among
other
Institute at New such
in the area of mass media
institutions,
Delhi and have
done
Indian
some
Institutes of preliminary
research at one time or other but their
primary interest was not mass media per se. The Institute of Economic Growth has recently done pioneering effort in the economic feasibility of
television in the Indian context. Over the years, the Indian
Institute of Mass
Communication
also has
undertaken studies mostly on an ad hoc basis in one or other area related to mass media. Despite the vastness of cinema in the country, very few research studies
have been undertaken on the content and effectiveness aspects and on the structure, growth and utilisation of the medium.
Policy Oriented Research Elsewhere in a few other countries two trends are evident in the media research over the last few years—first, the tendency towards a more holistic
frame work and secondly the tendency towards policy oriented research. Hearteningly,
these are the recent developments
in India too.
The recent Satellite television experiment should be given the credit for creating general interest in media research in the country including the academic circles and among the schools of journalism. ISRO has recently set up a research cell to undertake field based studies on the impact of Satellite Instructional Television Experiment (SITE) in general and particularly programmes for children and farmers.
102
MASS MEDIA IN INDIA 1978
Holistic studies on a large scale in the field of media research are the tesult of SITE project. The policy oriented research is the result of the initiatives taken by the Department
of Information and Broadcasting.
of Evaluation on behalf of the Ministry
This Department has also opened new vistas in media research by effectively evincing the potentialities of “operational research” studies on
media agencies and their activities, The other pioneering work initiated by this
Department is the establishment of a continuous feed back system both from the audience and field units of various media units of the Ministry of
Information and Broadcasting.
Unless such a feed back system is in opera-
tion no research and evaluation studies are feasible. planning for social campaigning adopted by this Department.
and
media
Research based media
utilisation are the other
areas
Listeners’ Research A Listeners’ Research Unit is in operation in All India Radio for several years, Besides the headquarters at New Delhi all the major radio stations
have Listeners’ Research Cells.
These units conduct periodic field surveys on the extent of listening to
various kinds of programmes and timings and on other programming dimen-
sions.
Audience Research Units are attached to TV also.
Research Based Prototypes The
Film
new
vistas
and
TV
Institute of India
at Pune
has a prototype
research
for TV
unit
exclu-
sively engaged in TV programming research. They make experimental programmes and test them out in simulated situations. This project has opened by
undertaking
haps nowhere else among
formative
programming.
Per-
the third world countries such a research based
prototype production is being attempted.
ence
Research surveys like readership surveys, listenership studies and audisurveys
for evaluating the performance
and
impact
of various media/
campaigns are meaningful to the third world countries in the process of development.
These
are
important
strategy and programming.
for
media
planning
and
communication
Empirical research has yet to take roots in India more so in the context
of media research.
that direction.
It is only recently that some efforts have been made
One reason for the slow development
researchers from other disciplines.
in this area is non-involvement
in
of
TRAINING AND RESEARCH
103
Conclusion The field of training and research in the context of mass media needs to be strengthened. There is immediate need for specific task oriented programmes. Among others these should include: (i) assessment of the manpower requirements in various media operations in the country now and in the year 2001 and the skills needed for each of these kinds of operation; (ii) evolving a more pragmatic and case study based curricula; (iii) avoiding duplication of efforts and wastage of resources between agencies; (iv) bringing out “quality control” efforts between and among schools/institutions; (v) imparting orientation to audience in utilising media; (vi) engaging each training place/ Tesearch team in designing at least a couple of socially purposeful “prototypes” of media content which could help in setting new and qualitative trends in our media system; (vii) conducting case studies on the existing
operations
at various levels in the media
system
to provide the basis for
training and research; and (viii) undertaking review of various methodological experimentations so far made in media research and identifying the untapped challenges and priority tasks in the field of media research. Perhaps all these programmes call for a unified, determined and timebound effort. A high level coordination council for mass media education
and research might help in expediting these and many other challenges before the country in this important field of mass communication.
Media
15—3 M ofI & B/77
Organisation
Media
15—3 M of I & B/77
Organisation
Central Media! SINCE INDEPENDENCE, India has built up an extensive network of mass media facilities and carried out some interesting experiments in the utilisation
of
traditional
media
in conjunction
with
modern
mass
media.
In fact what is remarkable is the coordinated manner in which the modern
and
the traditional have worked
ing the behaviour economic
hand
in hand with the object of influenc-
and attitudes of people
transformation
under colonial rule.
of a society
which
in the interest of rapid had
suffered
socio-
terrible ravages
The basic approach has been not only to inform and educate the people but to secure their participation in the developmental programmes in the field of agriculture, industry, education, health and family planning
and, above all, in the democratic administration of the country. The media have also played a notable part in promoting national cohesion, civic consciousness and social well-being.
To that end, not only the modern mass media—radio, press, film, television—but also the traditional media of folk music, dance and drama and
inter-personal
communication
through
groups
have
been
employed
to
has
The Ministry of Information and Broadcasting (Government of India) a huge set up of mass communication with the regional and branch
carry the message of development, unity and modernisation to the six hundred million of our people living in more than five and half lakh villages spread over nearly 3.3 million sq km of area.
offices as well as mobile units, spread all over the country..
All India Radio* All India Radio’s network consisted of six radio stations at the time of
Independence in 1947.
Now there are 82 stations.
In addition, there are
three auxiliary studio centres at Vadodara, Bhubaneswar and Shantiniketan and two Vividh Bharati/commercial centres, one at Chandigarh and the other at Kanpur. These cover all the important cultural and linguistic regions of the country. AIR’s ‘home service’ programmes are transmitted for 2.97 lakh hours every year (more than 815 hours per day), excluding 1.41 lakh hours of Vividh Bharati programmes. The programmes which are beamed
from 145 transmitters of which 113 are medium cover 69 per cent of the geographical area and 81 per cent of the population of the country. There 1§ee Chapter on RADIO,
Also see Appendices for list of RADIO STATIONS
108
MASS MEDIA IN INDIA 1978
are also ‘external foreign
languages
service’ transmissions,
and
8 Indian
India’s viewpoint on important
the cultural heritage economic advance.
of the
which
languages
for
present programmes 50
hours
in
17
daily
to
project
music
and
socio-
issues to listeners abroad and also project
country,
its art,
literature,
In the ‘home service’ programmes, 40.8 per cent of the broadcasting time is claimed by music and 22.9 per cent by news, talks and discussions get 9.4 per cent of the time followed by 6.1 per cent for rural programmes.
Budget estimates for 1976-77:
Rs 26.88 crores.
News Services Division: The
News
Organisation
of All India Radio
is the biggest
of its kind in a
democratic country, east of Suez. It had a modest beginning in 1936 when the first news bulletin was broadcast from Delhi in January that year. A regular news service took time to grow. Although 1937,
it started
the Central News functioning
Organisation came
in an organised
manner
into being on for the
1 August
first time under
the impact of the Second World War. By 1939-40, AIR was broadcasting 27 bulletins of the total duration of more than 34 hours. There were five bulletins in English, four in Hindustani and three each in Tamil, Telugu, Marathi, Gujarati, Bengali and Pushtu. Immediately after the War, All
India Radio assumed direct control of all broadcasts began pruning them down to peace-time needs.
to the Far-East and
Direction came with Independence. The Home and External broadcasts of the Central News Organisation at once acquired a specific purpose: increasingly to reflect what India stood for, her role in foreign affairs, the
first stirrings of her economic rebirth.
.
At the time of Independence, All India Radio was broadcasting 74 news bulletins—43 in home and 31 in external services. During the following
years, the number of bulletins steadily increased. More emphasis was on home bulletins: the number of external bulletins was reduced in April 1953, and in 1954-55 regional news units were set up. Thus, in 1954-55, AIR was broadcasting 80 bulletins—44 home, 28 external and 8 from re-
gional stations. By 1959-60, the number of bulletins was increased to 90—48
home, 29 external and 13 regional. In the next five years, the number of bulletins went up to 132—100 home (including regional) and 32 external. In another five years, the number of bulletins increased by almost 100 per cent. The total number of bulletins went up to 201—155 home (including
regional) and 46 external. During the Bangladesh crisis, the number of bulle-
tins touched the figure of 271.
109
MEDIA
CENTRAL
Regional Units: To ensure wide coverage of regional news, bulletins were introduced from the stations in the early fifties. The first bulletins to be broadcast in regional languages were started from Lucknow and Nagpur from 15
April 1953. During 1954-55, bulletins were introduced from Bombay, Madras and Calcutta. In the next year, three more stations were added—Bangalore, Hyderabad and Bhopal. In 1957 news bulletins were introduced
from
Jaipur.
Gauhati
and
During
and Kohima.
ages were
Trivandrum
1961-62
and
news
during
1959-60
from
broadcast
bulletins
were
in 1971.
At present, AIR
The latest news bulletins to be introduced
started from
Jammu
Ahmedabad
number
of News:
of sources.
The
News
It subscribes
Jullundur
in regional langu-
gional news from 33 stations in 23 languages and 33 dialects.
Collection
from
broadcasts re-
Division collects information
to the
“Samachar”,
and
from
a
the integrated news
agency and to a couple of other agencies. It has correspondents in Delhi and
all the state capitals and the more important towns. Ninetynine districts in the country have part time correspondents serving the AIR. Besides, some Field Publicity Officers of the Directorate of Field Publicity feed the news-
room.
We
Dacca
have
full time
correspondents
and part-time correspondents
Moscow,
Washington,
Singapore,
in Hongkong,
in Paris, New
Kathmandu,
Beirut, Teheran,
York,
London
and
and
Berlin, Nairobi, Belgium.
Parliament Reporting: The News Division entirely relies on its own correspondents for coverage of Parliament. An important part of the cover-
age by the News Division are two Parliamentary Commentaries—“Today in Parliament” in English and ‘“Sansad Sameeksha” in Hindi. Commentary and Current Affairs: AIR every day broadcasts from Delhi commentaries on the main event of the day in English, Hindi, Urdu, Dogri, Kashmiri and Nefa-Assamese. Some of the scripts are written by the members of the staff but generally attempt is made to associate independent journalists in making an assessment of events in the light of national policies. In addition, a half hour programme of discussion ‘Current Affairs’ is broadcast every Sunday where issues of topical importance are dis-
cussed in depth.
The daily programme “Spotlight” and weekly Affairs” were conceived and introduced in 1967. Newsreel:
Started
in
1955,
frequency
programme
of newsreels
has
been
“Current progres-
sively increased to one everyday—four days in English (All India Hookup)
including one on Monday which is devoted to sports highlights and three days in Hindi (mainly Hindi network).
110
MASS MEDIA IN INDIA 1978
Monitoring Service: A Monitoring Unit was set up in India in 1940 under the Defence Department. After the war, it was placed under the
newly constituted Ministry of Information was made a part of News Services Division. At present languages, The
Azad
and
Broadcasting.
we are monitoring 35 world broadcasting thirty five broadcasting systems monitored
Kashmir,
Addis
Ababa,
BBC,
Bangladesh,
Belgrade,
In
1961,
it
stations in 12 are Australia,
Cairo,
GDR,
Japan, Jerusalem, Johannesburg, Jeddah, Kabul, Kuwait, Moscow, Manila, Netherlands, Nepal, Pakistan, Peking, Prague, Radio Moscow (Peace and Progress), Rangoon, Rumania, Sri Lanka, Switzerland, Teheran, Voice of Malaysia, Voice of America, Voice of Germany, Voice of Vietnam, Sweden, Budapest, Vienna and Tirana. Languages monitored are English,
Hindi,
Urdu,
and Nepali.
Bengali,
Russian,
Burmese,
Punjabi,
Persian,
Pushtu,
Dari
Number of Bulletins : AIR now broadcasts 243 bulletins every day. The total duration of the news broadcasts is 33 hrs and 7 mts. The break-up
of the bulletins is as follows:
In the Home Services from Delhi:
70 bulle-
tins in 19 languages for 10 hrs and 30 mts., in the External Services from Delhi: 56 bulletins in 24 languages for 7 hrs 13 mts, from Regional Ser-
vices:
117 bulletins in 20 languages and 34 dialects for 15 hrs and 24 mts
every day (including 1'V news bulletins).
Regional Units: With the setting up of new units, the number of Re gional News Units has now gone up to 32. The Regional News Units are located at Ahmedabad, Agartala, Bangalore, Bhopal, Bhuj, Bombay, Cal-
catta, Calicut, Chandigarh,
Cuttack,
Gauhati,
Dibrugarh,
Imphal,
Hydera-
its news
bulletin
bad, Jammu, Jaipur, Madras, Kohima, Nagpur, Lucknow, Patna, Panaji, Shillong, Pondicherry, Silchar, Simla, Trivandrum, Srinagar, Aizawl, Pune, Ranchi and Port Blair. During 1975-76, new regional units were opened
at Pune, Port Blair, Ranchi and Aizawl.
The Calcutta Station of All India in Santhali from 30 November 1975.
Radio
launched
TV Bulletins: With the opening of TV Stations at Calcutta, Madras and Lucknow, news bulletins were also introduced from the centres, besides
from Delhi, Bombay and Srinagar.
Budget for this Division is provided in AIR’s overall budget.
Doordarshan? A part of All India Radio
earlier, the television set up in India got de-
linked from All India Radio and earned the status of a fulfledged Directorate 4See also chapter on TELEVISION
CENTRAL
MEDIA
111
of the Ministry of Information and Broadcasting under its mew name ‘Doordarshan’ on 1 April 1976. The creation of Doordarshan headed by a Director General as a separate department is meant for full development of the medium of specialised skills peculiar to television medium. Doordarshan now has eight broadcasting centres (Doordarshan Kendras) situated at Delhi (with a relay centre at Mussoorie), Bombay (with a relay
centre at Pune), Madras, Calcutta, Srinagar, Ahmedabad, Amritsar. and Lucknow, besides three Site on-going Transmitters at Jaipur, Raipur and Gulbarga. Budget
for
1976-77:
Press Information
Rs
25.97 crores.
Bureau*
The Press Information Bureau is the centralised agency handling the press and public relations of the Government of India. Its principal functions are: to disseminate information to the Press and other publicity media in the country; act as clearing house use by all the publicity media, and
to the Government
Programmes.
on press and
for official data and information for to provide a reliable feedback service
public reactions to official policies and
History The beginning of the Press Information Bureau may be traced back to a small cell set up on 1 June 1919 in the old Home Department, assigned
with the main task of preparing an annual volume called “India” for presentation to Parliament in London. Next year its functions were amplified to supervise “the distribution of correct information upon all-India ques-
tions”
and
tions on tion is Bureau in 1935
to inform
departments
of Government
about
“particular
ques-
which public opinion is exercised, and on which further informaneeded”. Towards the end of 1920 the cell became the Central of Information under a full-fledged Director. A study undertaken and again in 1936 of the problems and needs of the Indian press
led to the re-organisation of the Bureau into a modern publicity organisation in 1936. The designation of the head of the organisation was also changed from Director to Principal Information Officer. The new organisation became a channel to give factual information to the press. In
October 1941, the Bureau was placed under the newly-formed Department of Information and Broadcasting. In 1946 it assumed its present name, the Press Information Bureau. *See Appendices for list of Regional/Branch offices
112
MASS MEDIA IN INDIA 1978
Organisational Set up
With its Head
Office at New
at Bombay, Calcutta, Madras
Delhi, the Bureau has four Regional offices
and New
Delhi, and a net-work of 28 Branch
Offices. These offices look after the press publicity requirements of Central Government offices located in their respective areas and for liaison with
the local press on the one hand
and the state government
publicity organi-
sations on the other. They provide simultaneously publicity material the regional press, particularly the Indian language newspapers. At New
to
Delhi, the Bureau is organised on the lines of the Central mi-
nistries and departments and to achieve publicity coordination within the set up, it is divided into Divisions—Political and General Division, Transport Division, Social Services Division, Health Division, Publicity Planning Division, Language Services Division, Press Relations Division, Photos and Features
Division.
Division,
Agriculture
Division,
Defence
Division
and
Economic
Information Centres For
the
dissemination
of
information
to
the
public,
the
Bureau
is at
present running five Information Centres at New Delhi, Srinagar, Jullundur,
Imphal and Aizwal (Mizoram). Each of these Centres provides reading and Teference
facilities
for
about
200
persons
at a time.
Activities Departmental Publicity: Officers attached to the Union ministries or departments act as their publicity advisors. Besides day-to-day publicity to the
policies and activities of the Ministry concerned, they are responsible advance
publicity, planning and press liaison work.
Press
Conferences/ Briefings:
To
supplement
the
for
uni-linear commu-
nication with the press through press releases and articles, the Bureau arranges hundreds of press conferences. The accredited pressmen are also provided with in-depth briefings on important occasions by Ministers and senior officials. Press Conferences are also organised by PIB for visiting
Heads
of States and VIPs.
General Services: In pursuance of its principal aim of widening the area of understanding between the Press and the Government and between
the latter and the public through
number of services.
the press medium,
the Bureau
provides a
Among the new services started recently, mention could be made of the “Do you know’ and ‘Newsletters’ on various subjects. These services are issued
CENTRAL
MEDIA
113
in English and Hindi from the Head Office and in all regional languages from Branch Offices. Success stories from the field and tral and state development projects is effected by the
Offices.
Brief ebonoid
newspapers
who
newspapers
cannot
features
and ebonoid
afford
blocks are supplied
the expenditure
on
blocks.
printed by the litho process, Oharbas are issued.
Photo and Feature Services:
casions,
reporting on cenRegional/Branch
the Bureau
the year and on
to small
the
Urdu
special oc-
releases feature articles, most of which are illustrated.
Besides this, factual data called ‘Do you know’. Language
Throughout
For
Services:
on
The
a variety
of subjects
Bureau’s
main
are given
thrust in the
in the series
recent
past has
been in the field of Language services. A separate language cell headed by a senior officer of the rank of a Deputy Principal Information Officer has been created at the Head Office. From the Head Office releases are issued simultaneously in English, Urdu and Hindi and with the utmost expedition they are sent to Regional Branch offices through teleprinters for release into the Regional languages. In the recent past, accreditation
Tules have been liberalised to enable two or more small papers to join together
and
have
a common
Press Facilities:
acoredited
The Bureau
correspondent
gives
at Delhi.
accreditation to
senior
pressmen
on behalf of the Government. However, the conditions for such accreditation and the final decision to give it vests with an independent body viz., the the
Central Press Accreditation Committee comprising editors, working journalists, cameramen and the
sides, permanent
extended
accreditation,
to foreign
journalists
temporary
visiting New
professional Delhi.
representatives of Government. Be-
facilities
are
also
Conducted Tours: In order to enable pressmen to make a personal assessment of events and developmental projects, a number of tours are arranged. Here the guiding principle is to let journalists of one region visit another region. Clearing
House
of Information:
The
Bureau represents the vast gov-
ernmental machinery in a miniature form and it is freely accessible to the press.
As most governmental activities cut across the official boundaries of
several ministries, the PIB serves as a place to coordinate publicity policy
on
the one hand
and
enables the journalist to cross-check his information
under a single roof on the other.
Feed-Back: The Bureau has a Research Cell which provides an analysis of press and public reactions. This takes the form of daily roundups, special analysis of press comments on topical subjects and a daily
clipping service.
16—3 M ofI & B/77
114
MASS MEDIA IN INDIA 1978
PIB and Public Sector Undertakings: Besides maintaining close contact with the PR set-ups of the Central public sector undertakings, the Bureau is in a unique position to disseminate information relating to them as a ‘single sector’. It also undertakes special publicity measures sometimes on their behalf. The regional and branch offices also coordinate their PR
efforts with the PR wings of the public sector undertakings in their areas. Wall Newspaper: The Bureau lish, Hindi, Urdu, Marathi, Tamil, Lushai
to focus
attention
on
publishes a Wall-Newspaper in EngBengali, Malayalam, Khasi, Garo and
the country’s
progress
and
achievements
in
diverse fields. It is proposed to publish Wall-newspapers in additional tribal languages. Budget estimates for 1976-77:
Rs. 1.41 crores.
Photo Division Photo Division, headed by a Director, is the biggest production unit in this field in the country. The Division aims at preparing photographs both black and white and colour for publicity purposes and supplying:
(a) black and
distribution
white
photographs
to the newspapers
to the Press in India;
Information
Bureau
in
for
(b) topical photographs and photographs pertaining to the developmental projects to the Ministry of External Affairs for publicity abroad; (©) exhibition
size
photographs
to
the
Directorate
of
Advertising
Visual Publicity for their exhibitions in the country; and
(d) photographs of cultural and tourist interest to the DPD tion in their journals.
black
and
for publica-
In addition to the above, the Division also prepares colour as well as and
white
photo
albums
for presentation
to the
foreign
dignitaries
visiting the country, assists the Department of Family Welfare in the matter of photographic work for family planning publicity; supplies photographs on payment under ‘Pricing Scheme’ to the non-publicity organisations
and members of public. A full fledged colour unit is functioning in the Division. It is equipped with modern machinery to handle all kinds of colour jobs required for internal and external publicity. Photo Section in
the Directorate of Public Relation, Ministry of Defence, is also functioning under
the Division.
With
the
help
of
‘PAKO’,
automatic
photo
printing
machine, which can turn out 1,500 enlargements per hour, the Division is
in a position to meet the demands for larger number quired for press publicity at a short notice.
of photographs
re-
CENTRAL MEDIA
11s
Activities During 1975 During
the year
signments,
1975,
processed
the Division
covered
3,375
223 colour films and handled
news
1,49,274
and
feature
negatives.
as-
The
Division prepared 5,99,626 black and white prints, 155 colour prints and
2,441 colour transparencies. Ties and delegations
tant events
were
who
Extensive photo coverages of foreign dignita-
visited the country, conferences
undertaken
during
and other impor-
the year.
The Division has a Plan scheme, viz., ‘Wire Photo Service’. With the implementation of this scheme four metropolitan cities, namely, Delhi, Bombay, Calcutta and Madras, are being linked up with the wire photo network so that the photographs of the same function could be given simulta-
neous
publicity
centres
at all
these centres. Setting
is in the final stage and it is expected
full operation shortly. Budget estimates
up
of dark
rooms
that the scheme
for 1976-77:
at these
will be in
Rs. 23.00 lakhs.
Directorate of Advertising and Visual Publicity The
Directorate of Advertising
& Visual
Publicity undertakes
advertising
and visual publicity campaigns on behalf of various ministries (excluding Railways), departments and autonomous bodies under the Government.
History After the outbreak of World felt the need
for propagation
War
II,
of its views
the
then Government of India
and this led to the appointment
of a Chief Press Adviser. Advertising was one of the responsibilities of the Chief
Press
Adviser.
In June
1941,
a post of Advertising
created under the Chief Press Adviser. On
vertising
1 March
1942,
Branch
of the
the
Advertising
Department
Following the expansion of its Branch
was declared
Consultant's
of
Consultant
Office became
Information
and
functions and activities, the
the
was
Ad-
Broadcasting.
Advertising
an attached office of the Ministry of Information and
Broadcasting with effect from
1 October
1955. It was
Directorate of Advertising & Visual Publicity.
also designated
as
Organisational Set-up The
Directorate,
headed
by
a Director,
has
officers
trained
in different
fields of activity such as printing, advertising, outdoor publicity, exhibi-
tions and art work.
116
MASS MEDIA IN INDIA 1978 The Directorate has three Regional
Bombay,
Calcutta and Madras—and
Distribution Centres—one
each at
34 Field Exhibition Offices all over
India, including five mobile vans and two exhibition coaches.
Functions Broadly
speaking,
the
main
functions
of the Directorate
(1) Planning, production and release issue of classified advertisements; (2) Planning,
production
material,
e.g.,
calendars, etc. 3)
Production
and
posters,
and
folders,
display
signs, multi-colour slides.
metal
of display
distribution
pamphlets,
of outdoor
tablets,
advertisements
of
printed
booklets,
publicity
painted
are:
material,
hoardings
and
publicity
broadsheets, e.g.
and
neon-
cinema
(4) Planning and organising exhibitions. (5) Pretesting and evaluation of selected and distributed by the Directorate. (6) Display
of news
on
‘Spot News
publicity
Boards’
material
in a few
produced
major
cities.
(7) Production and distribution of wall-newspapers and four regional languages.
in English,
(8) Production of a weekly journal machar’ in six languages.
News/Rozgar
(9) Regulating These
Directorate.
accreditation
functions
‘Campaign
are
Wing:
carried
The
of
advertising
out
primary
‘Employment
through
agencies
the
in
following
the
Hindi Sa-
country.
wings
responsibility of the Campaign
of
the
Wing
is to plan, coordinate and implement the various publicity campaigns. The Wing plans the implementation of the campaigns by selecting the media most suitable for each campaign and by providing the necessary copy material. It keeps continuous watch on the progress of the publicity campaigns and also on the budgetary position in respect of each campaign and client. Copy
Wing:
Final
copy
writing
is
the
responsibility
of
the
Copy
Wing which has a team of Copy Writers and Assistant Editors, each ex-
pert in one of the various regional languages. Visualisation : DAVP
Art Executives
has a large Studio staffed by a Chief Visualiser,
and Senior Artists. All visualisation
and art-work for the
CENTRAL MEDIA
117
different media is done in the Studio. The Photo Division of the Ministry of
Information
and
Broadcasting
provides
vices to the Studio and the Exhibition
photographic
facilities
Wing.
and
ser-
Printed Publicity Wing: The Printed Publicity Wing has five sections responsible for the production of all printed publicity material. DAVP entrusts the printing of its material to private printing presses on its panel drawn up
by expert committees.
Awards for Excellence in Printing and Designing! : The Directorate orga-
nises every year the ‘National Awards
for Excellence in Printing and De-
signing’, in order to generate healthy standards
in printing and
lay-out. In the
competitive
endeavours for higher
18th Awards, announced
in all, 404 awards were given to 135 winners under 44 categories. Distribution
Branch:
headquarters at New
The
Distribution
Branch
of DAVP,
both
in 1976,
at the
Delhi and at Regional Centres is responsible for the
distribution of publicity
material
produced
The Distribution Branch has a huge —for distributing the publicity material. cipients is included in the mailing list. officials, individuals and organisations, urban and rural schools, professional channels.
by the Directorate.
library of addresses—about 6 lakhs A wide variety of categories of reThey cover both officials and nonnon-resident Indians living abroad, bodies, and rural communication
Outdoor Publicity Wing: Publicity through outdoor media is handled by the Outdoor Publicity Unit. The Unit comprising seven sections, handles
a wide range of outdoor publicity media for the various campaigns undertaken by DAVP. These include painted hoardings, publicity boards on pas-
senger buses, cinema
slides,
boxes, enamel
suburban metallic
trains and
tablets
and
boards, neon-signs
at railway
shelf-strips,
and
stations, spot news metal
calendars,
advertising on kiosks.
boards, savings
Advertising Wing: Press advertisements of all the Ministries and departments of the Government of India (excluding railways), a number of
public sector undertakings, banks, autonomous bodies, etc., are released to
the press through
the DAVP.
While
tisements, special consideration is
selecting newspapers
given
to
medium
for these adver-
and small newspapers
keeping in view the requirements and the audiences to reach.
The
concerned
Media, with
Rates and Coordination Section of Advertising Wing
considering
the suitability of newspapers
1See Appendices for List of Awards,
is
for government
118
MASS MEDIA IN INDIA 1978
advertisements and settlement of rates. The Wing also advises state governments and public sector undertakings, about the use of various categoTies of newspapers
for advertising.
Accreditation': Some of the undertakings employ commercial advertising agencies for their publicity. Only those advertising agencies can solicit business from
the undertakings
which
are accredited to DAVP.
Exhibition Wing' : To publicise the Five Year Plans through the medium of exhibition, an Exhibition Division was set up under the Planning
Commission in 1953. In 1955, the Exhibition Division was made a part of
DAVP.
Since then the Division has considerably expanded
its scope of ac-
tivities and is today not only publicising the Plans but also projecting all
the
various
aspects
of government
policies, programmes
and
performance.
The Division is staffed by technical personnel and is also equipped with
a workshop.
It designs
all the exhibits
it requires
and
also prepares
their
prototypes. The prototypes are got duplicated through any of the 30 commercial agencies on DAVP’s
panel.
DAVP
organises not only pavilions in
larger exhibitions but also independent exhibitions. A large number of exhi-
bitions are put up in non-metropolitan ceatres. This Division has 34 Field Exhibition Units which conduct exhibitions in interior areas. In addition,
there are five Mobile Van Units and two Exhibition Coaches. On an average
DAVP
organises about 700 exhibitions every year.
Research Unit : The Research Unit, though small in size at present,
undertakes selective pretesting and post-release evaluation, providing useful
feed-back for improving the form and content of the publicity organised by
this media unit.
Employment
News:
To
help young graduates
and other qualified per-
sons to get information about job opportunities from a single source, DAVP has started a weekly journel called ‘Employment News/Rozgar Samachar’. The first issue was brought out on 29 March
vertisements
on job opportunities
sector undertakings, autonomous
1976. The weekly carries ad-
available in Central government,
bodies and others. The
public
weekly also carries
information on scholarships and job opportunities for Indians in other coun-
tries.
The weekly
is being published
English, Hindi, Urdu,
simultaneously
Bengali, Tamil, Assamese
tion now exceeds 3,30,000.
1See Appendices for List of Accredited Advertising Agencies.
*See Appendices for List of Field Exhibition Units.
in seven
and Telugu.
languages—
The circula-
CENTRAL MEDIA
119
Budget: DAVP’s budget is a composite one, being the sum total of the publicity grants approved by the client departments and ministries. Finance for publicity is provided also by the Ministry of Health and Family Welfare for the family planning and Nirodh campaigns. A third source of funds is the advance deposits made by autonomous bodies for meeting the expenditure on their advertising/publicity work. The budget grant figures for the year 1976-77 are: DAVP’s Grant
3
Rs 3,55,75,000
Family
Planning
:
Rs
21,39,000
Nirodh
Campaign
:
Rs
18,61,000
:
Rs
24,00,000
Advance deposits expected from autonomous bodies Total:
Rs 4,19,75,000
Directorate of Field Publicity! The Directorate of Field Publicity, headed by a Director, is one of the mass communication media which works in the field in direct contact with the people. It functions through its 216 units spread all over the country and grouped under 17 Regional Offices. The organisation was set up in 1953 for integrated plan publicity with 34 mobile units, some mounted on carts and
country-crafts.
Organisational Set-up The Field Publicity Directorate is a three-tier organisation—the Directorate, the Regional Offices and the Field Units. The Directorate maintains overall
control and issues policy guidelines, while the Regional Officer maintains administrative, financial and programme activity supervision of the units. Total number of staff on Directorate’s roll at present is 1,785. Of the 216
units, 67 units are located
in border areas of the country.
Thirty units are financed by the Ministry of Health and Family Welfare. Functions The
main
task of the Field
Publicity Organisation
is to carry
the Govern-
ment’s policies and programmes and to interpret them to masses through their own language aided by audio-visual means. This helps in mobilising 1$ee Appendices for List of Regional and Field Publicity Offices.
120
MASS MEDIA IN INDIA 1978
Mass support and also motivating the people for action in their own sphere of
activity.
Main
themes
of
publicity
comprise
democracy,
secularism,
national integration, communal harmony, planned development with emphasis on people’s participation and family planning.
It also provides a feed-back by supplying public reactions on Government’s policies and programmes. The Field Publicity Organisation thus functions for Government
ears.
not only as its communicator but also as its eyes and
The basic approach is
programmes
organised
communication at human
consist of film shows,
level. The
live programmes
publicity
using
tradi-
tional media like folk plays, puppet-performances, ballads etc., oral communication such as public meetings, group discussions, question-answer sessions, seminars/symposia, and elocutions, debates and other competitions. In addition, photo exhibitions, posters, publicity literature, radio and tapeTecorders are used to convey the message.
Specially commissioned
material,
at times translated in tribal dialects, is used in border areas. The Directorate is thus a unique organisation using multi-media channel. For
channellising
non-official
participation
and maintenance
of conti-
nuous flow of information to people, Citizens’ Information Forums with welfare organisations and prominent non-officials as members, have been formed The
at unit
headquarters
field publicity
and
important townships.
activity of the organisation
is now
concentrated
in
tural areas, with emphasis on far flung and interior villages. Where means
of communication are not available, such as areas with mountainous terrain or dense forestry, foot marches are undertaken. Field units are located from Poonch and Kargil in Kashmir to Kavarathi in Lakshadweep, Bhuj in Gujarat
in the West to Kalishahar in Tripura and Tezu in North-East and down to
the Islands of Car Nicobar in the coverage of two to three districts.
Bay
of Bengal.
Each
unit
is assigned
Each field publicity unit is equipped with a jeep, 16 mm projector, generator, and a transistorised radio-receiving set besides adequate number of documentary films on a variety of subjects, mini photo-exhibition set, posters and publicity literature. A few feature films on national subjects are also available. The units normally tour for twenty days a month and strive to cover at least two villages a day. To enable field officers to present an authentic picture in their oral communication programme, Talking Points on a variety of subjects are issued
from the Directorate Officers.
and
on
subjects of local relevance
by the
Regional
Book production in India is as old as printing in the country. India produces books not only in regional languages but also in several world languages. Tryst with destiny. There was a.set-back to the nation’s commitment to freedom and democracy. The cherished values were thrown to winds and freedom was locked up behind bars.
bY
Late
sine
|
Television
for schools—lessons
Developmental journalism
in science,
sociology
cnd
telecast
within the reach of literate masses.
and Broadcasting publishes
Wall Newspaper
other
from
subjects
are
Doordarshan
regularly
Kendras.
The Ministry of Information
‘Hamara
Desh’
in 10 languages.
CENTRAL MEDIA
121
Also, in order to highlight contributions of commonman in the Nation’s march to self-reliance, success stories on individual achievements in various activities were collected from the grass root and publicised through
press, radio and oral communication.
To enable opinion leaders from remote and interior areas to see for themselves, the land and the people and changes taking place in rest of the country,
a few Bharat
Darshan
tours are organised
every year by the Di-
rectorate.
Budget:
The sanctioned budget grant for the Directorate of Field Publi-
city (Headquarters The
and its Regional
Ministry of Health
Offices) for 1976-77 is Rs
and Family
Welfare
grant of Rs 20,50,000 for the year 1976-77.
1,65,96,000.
also sanctioned
a budget
Publications Division The Publications Division is a centralised publishing house for the prepatration, production, distribution and sale of non-technical literature—books,
pamphlets, booklets, illustrated albums and journals. At present, it is the country’s largest publishing enterprise in the public sector.
History The
Division
has grown
out
of the
nucleus
of what
in January
1941
was the Foreign Branch of the Bureau of Public Information. It was renamed as Information Office (Foreign) and transferred to the External Affairs
Department in April 1941. In another three months was renamed as Publicity Office (Foreign). It produced printed
publicity
material
as well as films in Afghanistan,
time, the office and distributed Iran
and
West Asian countries. It also exercised policy control over AIR’s casts to West Asia.
other
broad-
In October 1943, the office was transferred to the Department of Infor-
mation and Broadcasting. In December 1944, it was renamed as the Publications Division. Then the Division was bringing out not only propaganda pamphlets but also a number of periodicals in many foreign languages, in-
cluding English, Pushtu, French, Persian and Russian.
After the end of World War II, the functions of the Publications Division were redefined. From propaganda against the Axis Powers in countries abroad, it switched over to constructive Government
publicity through
the written word. The Division was reorganised with a view to streamlining
its work.
17—3 M ofI & B/77
122
MASS MEDIA IN INDIA 1978
In tune with this objective, the Division has, over the years, diversified the range and quality of its publications, including journals. A good many of the journals, particularly those published in foreign languages, were discontinued and instead, journals seeking to project the various facets of Indian life and culture and policies and programmes of the Government were
launched.
In the beginning, the Division had its own
Press.
Housing
press, known
as the United
In July 1952, the press was transferred to the Ministry of Works, and
Supply.
In October 1953, it was made responsible for the popularisation of the
Five Year Plan under what was then known as the Integrated Publicity Programme. In February 1956, the work of compilation and publication of ‘Col-
lected Works of Mahatma Gandhi’ was entrusted to the Division. The Division was also asked to produce a large number of titles on behalf of the National Book Trust. In 1962, the Ministry of Information and Broadcasting defined the functions of the Division, which were to be as follows:
(i) to publish books and pamphlets like ‘India—A
cative types;
which impart factual information
Reference Annual’, or information of a general edu-
(ii) to publish literature which is
types;
designed
for
publicity of various
(iii) to publish literature of national significance like ‘Collected Works of Mahatma Gandhi’, ‘Builders of Modern India’ series, etc., and
Children’s books;
(iv) to publish speeches of national interest, such as those of the Presi-
dent, the Vice-President and the Prime Minister;
(v) to publish pictorial albums; (vi) to publish books on behalf of the National Book Trust. (The NBT is now bringing out its own publications.)
Organisational
Set-up
The work of the Division, headed by a Director, is organised functionally
into
four main
Administration. Editorial
wings:
Wing:
(1) Editorial,
The
(2) Production,
(3) Business, and
functions of the Editorial Wing
are—writing
(4)
and
preparation of manuscripts, editing of manuscripts sent by the sponsoring ministries or written by outside authors, preparation of books and pamphlets in regional languages,
publications of journals, and
advising
ministries and
other offices regarding the preparation and production of publicity material.
CENTRAL
MEDIA
123
The Editorial Wing is further sub-divided into (i) English Unit, (ii) Hindi
Unit, (iii) Regional Language Units, and (iv) Journals.
Production Wing: The Production Wing handles the post-editorial operations, including the printing of all the books brought out by this Divi-
sion. It has three sections—Production, Business
Wing:
Art and Photo Sections.
The distribution,
sales,
publicity and
space-selling
(securing of advertisements) are under the care of the Business Wing. Its work is divided broadly into (i) Sales Promotion, (ii) Space selling, (iii) Sales through booksellers to other departments, (iv) Ad hoc sales, (v) Regular subscriptions, (vi) Free distribution, (vii) Stocks, and (viii) Despatch. The Business Wing consists of three Sales Emporia at Bombay, Delhi and Calcutta, a Regional Distribution Office in Madras and a Feeder Store
at Faridabad.
Activities and Programmes The
Publications
Division
is today
responsible
for
publicity
through
the
printed word, books, pamphlets, journals and illustrated albums on the poli-
cies and programmes of the Government. Since its inception the Division has
brought out more than 5,000 titles. The total number of titles that it brings out every year is about 200.
An important function of the Division is to bring out journals on behalf of different ministries apart from its own. The journals brought out by the Division are as follows: 1, Ajkal (Hindi):
a publicity-cum-cultural monthly.
2. Ajkal (Urdu): a publicity-cum-cultural journal (monthly) cial emphasis on developments in the field of Urdu. 3, Bal Bharati:
with spe-
a children’s monthly magazine in Hindi.
4. Indian and Foreign Review: a fortnightly sponsored by the Ministry of External Affairs presents Indian and world events from the Indian point of view. 5. Kurukshetra:
brought
6. YOjana:
mission
a fortnightly
in
English
out on behalf of the Ministry
a fortnightly brought
in English,
(Payohhari),
Marathi.
Tamil
Hindi,
and
a monthly
of Agriculture.
in
out on behalf of the Planning
Bengali
(Thittam),
(Dhan
Malayalam,
Dhanya),
Telugu,
Hindi Com-
Assamese
Gujarati
and
124
MASS MEDIA IN INDIA 1978 On
special occasions, the Division undertakes
the publication of lite-
rature suitable for the purpose. To mention a few the Division brought out a series of 20 pamphlets written by experts in their own fields, reviewing from a personal angle, the developments during the first quarter century in connection with the 25th anniversary of India’s Independence.
The Division has brought out Dr Tara of Freedom
Movement
(4 volumes), Story
(for children) and D. G. Tendulkar’s
Chand’s monumental History of
Our
monumental
Freedom
8 volume
Movement
biography of
the Mahatma. Among the important projects which the Publications Division has in hand is the publication of the Collected Works of Mahatma
Gandhi, carrying all his writings and speeches.
It may also be mentioned that in connection with Gandhi Centenary, the Division brought out about 20 publications, including Mahatma Gandhi by Romain Rolland, Mahatma Gandhi—A Great Life in Brief by Viscent Sheean, M. K. Gandhi—An Indian Patriot in South Africa by J. J. Doke, Bapu Ki Vani and a revised edition of Gandhi Album in all languages.
Builders of Modern India:
The object of the
Division’s
‘Builders of
Modern India’ series is the publication of biographies of eminent Indians who have been instrumental in our national renaissance during the last 150 years and the struggle for Independence. Till now 35 biographies have
been brought out. Many
on
States of Our Union:
more
are under various stages of production.
Under the ‘The States of our Union’ series, titles
16 States have already been brought out. About
ten other books
in the
series are in different stages of production or editorial progress. These books
deal with the life of the people, language and literature, developmental acti-
vities, etc., of the State.
Cultural Leaders of India: ‘The Cultural Leaders of India’ series aims at bringing out a series of fourteen volumes giving the life and work of the
great figures since the earliest times who have contributed to the evolution
of culture and thought of
India. Two of the volumes,
namely the Social
Philosophers and Six Schools of Philosophy are already in the press. Speeches of Leaders : The Division has brought out the
national
leaders,
including the Presidents,
Prime
Ministers,
speeches
of
Vice-Presidents
ete.
Five Year Plans: Another very important activity of the Publications Division is to project the broad pattern of social and economic developments under the Five Year Plans. A number of publications have been brought out from time to time.
CENTRAL
MEDIA
Books
125
for Children:
The
Publications
Division
was
among
the ear-
liest organisations which produced books for children. The Division brought out a number of books including Panchatantra, The Children’s Ramayana,
The Last Tiger, The Elephant, Children’s History of India, The Gandhi
Story and The Story of Jawaharlal Nehru in different languages.
Art Books: The Division has been pioneer in bringing out art books. More than 15 years ago, it brought out a book on Kangra Valley Painting and latter Basohli Painting, Garhwal Painting and Heritage of Indian Art. The
Division has now on hand a publication on the Wall Paintings in the Hima-
layas.
During the period from April 1975 to March 1976, the sales emporium in New Delhi Super Bazar earned a revenue of over Rs 52 lakhs through the sale of various publications as against the annual lakhs envisaged under the scheme.
Budget
estimate
for
sale
1976-77:
target of Rs
Rs
4
1.18 crores,
Song and Drama Division The Song and Drama Division, headed by a Director, is entrusted with the task of utilising live shows of major and minor theatrical forms for
the purpose of communication.
The main function of the Division is to create awareness and motivation about various national policies and social objectives of the nation,
through live entertainment media which include both and folk forms covering all regions of the country.
urban The
caters partly to the entertainment of jawans in forward areas. The
Division’s programme
work
is carried
theatre forms Division also
out through departmental
troupes as well as through private performing parties which are screened and registered for this purpose. A few programmes are also arranged
through
established theatre groups and
regular work.
In the general
programmes
of the
artists who
Division,
are not registered for
the audience
aimed
at is
mainly in rural and border areas of the country. However, attention is provided to urban audiences also according to requirements of publicity among opinion makers, students, workers, etc.
History The Song and Drama Division was started in 1954 as a small unit under the Directorate General, All India Radio, for organising programmes of
village theatre parties through units of the Directorate of Field Publicity,
Block Development Officers, etc., with the purpose of publicising various developmental programmes under the Five Year Plans.
126
MASS MEDIA IN INDIA 1978 The Division was separated from All India Radio in 1960 and was esta-
blished as an independent media unit of the Ministry of Information and Broadcasting. It also expanded the scope of its programmes to general themes of national
importance,
besides publicity of programmes
under
the
Five Year Plans. At this time the Division did not have any field offices. In 1964, the report of the Study Team for Five Year Plan Publicity (Vidyalankar Committee) made it clear that though the stage medium was an important vehicle of communication, the programmes of the private
parties in the field would not come upto the mark unless they were controlled by technically qualified staff of the Song and Drama Division. The stress from then onwards was on the creation: of field offices and depart-
mental troupes of the Division, ced in theatrical arts.
manned
by technical
personnel
experien-
The Division’s headquarters in Delhi and its nineteen offices in diffeTent parts of the country are responsible for preparation of publicity pro-
grammes in theatre forms and their presentation in the field.
At present the policy control, accounts and administration of the Division are centralised in the headquarters at Delhi and the field offices
are
mainly
responsible
for
devising
and
presenting
programmes.
The first field offices of the Division were set up in 1966 at Srinagar, Simla (now partly shifted to Jullundur), Jodhpur, Nainital, Darbhanga, Gauhati and "mphal when it undertook the Border Publicity Scheme. At each
ining
of
these
offices
departmental
staff of producers
and
performing
instructors
were
parties
stationed.
with
adequate
The
tra-
performers
were recruited locally and they presented programmes in the local dialects and folk idiom, in small civilian pockets along the international border.
Closely
following on
the heels of the Border
Publicity
Offices,
six
Lucknow
that Department in the
Offices headed by technical officers were opened in 1967-68 at Zonal Headquarters of the Regional Directorates of the Department of Family Welfare viz. Ahmedabad, Bangalore, Bhopal (shifted to Patna in 1973),
Calcutta, Chandigarh and intensive
publicity
of
family
for
assisting
planning.
These
offices
departmental troupes under their control but organised
mes
through
registered
private
parties.
They
provided
did
not
have
any
publicity programthe much
needed
control including toning up their performance quality on the registered private parties in the country at local level. These offices which were supported by the budget
of
the
Department
of
Family
been taken over in the budget of the I & B Ministry.
ment
Nine
In
Welfare
have now
1967, a wing in the headquarter office was created for entertainof Armed Forces in forward areas through departmental troupes.
composite
programme
troupes
comprising
actors, actresses,
dancers,
CENTRAL MEDIA
127
singers, instrumentalists and stage assistants with a complement of production staff dealing with all the troupes were created. In 1973, these troupes were decentralised from Delhi and at present two troupes are located in
Delhi, three in Jullundur, two in Bareilly and one in Siliguri (this troupe
is now stationed temporarily in Madras).
There are now six departmental drama troupes—two perform in Hindi and are located in Delhi and Patna—and four in regional languages troupes and are stationed at Srinagar (Urdu and Kashmiri), Bhubaneshwar (Oriya), Pune (Marathi) and Hyderabad (Telugu).
From 1969, the Division also experimented with the new medium of Sound and Light shows with live action. These programes will now be
put on a regular footing under Fifth Plan scheme.
Programmes of Departmental Troupes The departmental Border
Publicity
troupes
offices
are
(Srinagar,
of
various
Simla,
types.
Jullundur,
The
28 troupes
Jodhpur,
at
Nainital,
Darbhanga, Gauhati and Imphal) are small performing parties of 10 performers each. The performers are of multipurpose talent and can present a composite programme of songs, dances, skits, etc. in the local dialects and folk forms. The strength is small as these units have to travel in interior and
difficult areas along the international border.
A Departmental Drama Troupe consists of 10 actors, -four actresses, three
instrumentalists, one stage decorator and four stage assistants. There are six
such troupes.
A composite
:
.
programme
troupe
of the Armed
Forces
Entertainment
Wing consists of three actors, two actresses, three male dancers, three female dancers, two female singers, five instrumentalists, one stage decorator, one make-up man-cum-dresser and one stage assistant, besides production staff.
The
figures of the performances
of various
troupes
are
as follows:
Programme Statistics 1. 2.
3.
Programmes through private troupes
Programmes through
departmental troupes Sound and Light
programmes
Grand Total
1971
1972
1973
1974
1975
8,854
10,960
11,673
12,074
—-:12,191
3,314
3,900
2,693
2,730
2,863
-
52
93
175
141
14,912
14,459
14,979
15,195
12,168
128
MASS MEDIA IN INDIA 1978
Programmes of Registered Private Parties
The
Song
and
Drama
Division
depends
on
the
registered
private
par-
ties for the bulk of the programmes in different parts of the country. Publicity oriented
which
entertainment
are familiar
programmes
to the target audience,
have
to be presented
for easy
in forms
acceptability.
As
such
traditional media representing culture of a particular region have to be selected for this purpose. Secondly, during a particular campaign, different areas have to be covered simultaneously and this can be done only if different parties are available for simultaneous engagement. This
cannot be achieved through departmental troupes and dependence on private parties is unavoidable.
The private parties are considered for registration on the basis of recommendations made by the Regional Officers of the Directorate of Field Publicity and Deputy Directors of Song and Drama Division working in the field. Once registered they must not make any changes in the approved programme which they are expected to present in the field. The number of parties on the registration roll of the Division generally varies between 325 and 375.
Sound and Light Programmes During
1969, on the occasion
of the 50th anniversary
of Jallianwala
Bagh
massacre, the Division prepared a special feature entitled ‘Vision 1919’ and presented it at the site of the massacre. The programme was organised on an
experimental basis initially for 3 days but continued for more than a month due to overwhelming response of the audience. Encouraged by
this, another Hoya’,
was
programme presented
of Guru Nanak. ing
with
in
in
the
same
Amritsar
medium,
during
the
entitled ‘Jag Chanan 500th
anniversary
A third programme named ‘Asee Ass, Asee Asav’ deal-
the history
and
culture
of the Kashmir
valley was
presented
at
the Hari Prabat, Srinagar, in 1970. In the wake of the Bangla Desh war, a programme on ‘The People’s Struggle for Freedom’ was presented at the Old
Fort in New
Delhi
celebrations of 1972.
as part of the hurriedly
organised
Republic
Day
The programme ‘Badhte Qadam’, dealing with India’s
freedom struggle and developments after Independence, continued even after the silver jubilee celebrations and the latest programme was presented in Patna in the early part of 1976.
Meanwhile programmes of similar nature but of a smaller magnitude were experimented with in Bihar from 1972 onwards in order to try out the mobility of the programme. The show on the life of Maithili poet
‘Vidyapati’ proved quite popular and was shown in a number of towns.
Shows
were presented
on ‘Ghalib’
and ‘Bahadur Shah Zafar’
in Delhi.
CENTRAL MEDIA
129
This year a special show on
walon Ki Sair’ in poet ‘Subramania September 1976. bition in UP and Fifth
A
country,
will
Khusro’
was
presented in the ‘Phul-
New Delhi. A new programme on the life of the national Bharati’ was inaugurated in Madras towards the end of A show on ‘Jhansi Ki Rani’ has been prepared for exhiMP in the near future.
separate Sound
Plan,
‘Amir
be
and Light
Wing,
solely responsible
further developing
the medium
proposed
for
and
to be set up during
presenting
exploring
such
shows
its publicity
the
in the poten-
tialities. Rabindra Rangshala The prestigious open air theatre, Rabindra Rangshala, constructed in New Delhi as a part of the Rabindranath Tagore Birth Centenary celebrations, was transferred to the Song and Drama Division in April 1972
for management. As the theatre is rarely booked for big size stage shows, the Ministry of Information and Broadcasting decided in 1974 to put it to an
additional use for screening films. After equipping it for this purpose, the Division started screening films in it during fair weather seasons from 1974. Popular films are shown there at nominal rates and this has proved quite
successful.
Republic Day
Folk
Dance
Festival
Since its inception, the Song
and
Drama
Division
has been lending a
helping hand in technical matters pertaining to the organisation of the Republic Day Folk Dance Festival. The entire responsibility of organising the
Republic
Division.
Day
Folk
Dance
Festival
has
now
been
passed
on
to the
Programme Highlights
As mentioned earlier the Division started with programmes on popula-
risation of Plan programmes. Of course, these included village uplift, eradication of superstition, scientific agriculture, etc. The themes of national integration, communal harmony, patriotism, eradication of untouchability and other social evils, etc. were added gradually. In the border areas
the stress was on self defence, civil defence, emotional integration with the Test of the country and preservation of local culture and heritage, programmes on themes of nation-wide interest were also tackled. The
Division
has
also been
responsible for arranging
grammes for foreign dignitaries and before gatherings ternational conferences. 18—3 M ofI & B/ND/77
while
prestigious pro-
in national and in-
130
MASS MEDIA IN INDIA
Budget: Division
different
1978
Beginning with a small budget of about Rs 3 lakhs in 1954, the today controls a budget of more than one crore rupees under
schemes.
It also receives
some
budget
support
of Health and Family Welfare for some programmes. Budget estimates
from
for 1976-77:
the Ministry
Rs
1.09 crores
Registrar of Newspapers for India The office of the Registrar of Newspapers for India has been set up under
the Press and the PRB Act ed particulars in respect of
Registration of Books Act. The main functions defined under are: (i) to compile and maintain a register containing prescribabout all newspapers and the issue of Registration Certificates them, (ii) to clear and approve new titles of newspapers before
the declarations under the Act in respect of them are authenticated by the
District Magistrates,
(iii) to keep
a watch
on the regularity of newspapers
published within the country, (iv) to verify and check the circulation claims of newspapers and to see that newsprint is allotted to the newspapers and periodicals on the number of copies actually in circulation, and (v) to pre-
pare an Annual Report containing information and statistics about the Press in India, and in particular, circulation trends in different categories of newspapers and the trends in the direction of common ownership of more than one newspaper. The Report is submitted to the Central Government on 30 September every year. The Report is subsequently printed, laid before
the Parliament and made available to the public.
In addition to the statutory functions, Registrar of Newspapers for India has been entrusted with various other non-statutory functions. They
are:
(@® to assess the requirements
foreign
exchange
machinery;
(ii) to conduct
the same;
resources
negotiations
of the newspaper
for import
for the
of
purchase
industry
and to obtain
newsprint
and
printing
and
import
of newsprint
(iii) to examine and coordinate proposals with other Ministries for esta-
blishing Newsprint Mills and Printing Machinery;
(iv) to frame and announce
the Newsprint
Allocation
Policy
of the Go-
vernment of India every year under the Import Control Act;
(v) to distribute and
Allocation
allocate
newsprint
to actual users according
Policy of the Government;
:
to the
(vi) to examine and certify essentiality of the requirement of newspapers/
periodicals of printing, composing and other machinery;
CENTRAL MEDIA
131
(vii) to certify the essentiality of annual general requirements of consumable articles of newspapers for issue of import licences; and (viii) to study various aspects of development in the Press including circulation, number and periodicity on a continuing basis. The scopo
of the study is enlarged every year.
Performance
During
Newsprint:
1975-76
Following the easing of shortage
in
availability of news-
print, the Newsprint Policy for 1975-76 provided for an increase of 20 per
cent over the performance of newspapers and periodicals in 1974-75. The estimated demand of newsprint for 1975-76 was 2,16,000 tonnes. This in-
cluded 55,000 tonnes from the National Newsprint and Paper Mills, Nepa-
nagar. The Newsprint Policy announced in May 1975 did not fully restore the cut made in newsprint supply during the years 1973-74 and 1974-75, but
following availability of further quantities, the policy was amended permitting newspapers to claim newsprint to meet their full requirements. On
account of the high price of newsprint
and slow off-take, the posi-
tion of imports was reviewed and it was decided in October 1975 to suspend
further
imports
in
view
of
the
huge
buffer
stocks
with
the
State
of
total
value
Trading Corporation of India. As a result of this measure, stocks in the STC buffer as well as with the Nepa Mills were reviewed to safe levels. Rs
During
the
year
1975-76,
printing
122.02 lakhs was recommended
newspapers in the country.
machinery
the
of
by this office to different categories of
Verification of Titles: During 1975, the number of references received from the Magistrates for verification of titles for newspapers under Section
6 of the PRB Act, was 9,619.
5,111 refused.
Of these as many as 4,508 were cleared and
The number of declarations received for the same period was 7,583. Of these 3,214 were in respect of new newspapers and 4,369 in respect of
existing
newspapers.
The
work
relating
to
the declaration
has
gone
up
because of the cancellation of declarations of many newspapers under vari-
ous sections of the PRB Act by the concerned Magistrates.
Circulation Check: The number of papers checked during 1975 was 726. In addition, 16 old cases relating to the previous years were also
finalised during the year. This involved visit to 15 states and 53 stations. The circulation checks covered a total circulation of nearly 53.52 lakh
copies per publishing
22,000 tonnes.
day
involving a total newsprint
Budget estimates for 1976-77:
allocation of over Rs 16.34 lakhs.
.
132
MASS MEDIA IN INDIA 1978
Research and Reference Division The Research and Reference Division, headed by a Director, studies in depth problems of national significance and provides reference service to the media units of the Ministry of Information and Broadcasting and others.
The Division’s regular services include ‘Background to the News’, ‘Reference
Papers’,
‘Biography
Service’,
Diary of Events’, and
‘Basic Statistics’,
The
Division compiles ‘India—A Reference Annual’ which is a standard work of reference and provides objective and authentic information on diverse aspects
of national life and activities and also ‘Mass Media in India’ which is the only publication
of
its
kind
in the country
giving
up-to-date
information
and
Statistics on different media of mass communication. The Division has a Re-
ference
Library
with
papers and periodicals.
more
than
45,000
A National Documentation
books—bound
volumes
of news-
Centre on Mass Communication
has been
set up as part of the Division with the broad objective of collecting and disseminating information relating to mass communication studies and pro-
blems.
of mass
This Centre will provide documentation service on different media communication—press,
films,
broadcasting,
television
and
audio-
visual publicity. The Centre brings out various services like ‘Media Memory’, ‘Bulletin on Films’, ‘Reference Information Service’, etc.
During 1976, the Division brought out more than 75 backgrounders and tesearch and reference papers on various subjects. Budget
estimates for 1976-77:
Rs
7.50 lakhs
as
a medium
Films Division Recognising
of mass
the
importance
communication
and
utility
and education,
of
motion
picture
the Government
of India
decided
towards the end of 1947 to set up a film organisation on the pattern of the defunct Information Films of India, which had functioned during the war
and disbanded
in
1946.
Thus
the
Films
Division, with headquarters
in Bombay, came into existence in 1948. With a modest production of 28 newsreels, it has been gradually expanding over the years and today the
Division editions
year.
produces
of
140 to 150 documentary
newsreels
and
an
equal
number
films in addition to about of
regional
It also acquires ready-made films from outside parties.
newsreels
50
every
Most of these
films are made in English and dubbed in 14 Indian languages. Films Division is now one of the largest short film producing organisations in the
world. It supplies over 50,000 prints of its films annually for commercial and non-commercial
distribution and about
mentaries and newsreels each week.
75 million people see its docu-
CENTRAL MEDIA
133
For the production of defence training films and the production of agricultural films there are special units of the Division located at New
Delhi. For the production of newsreels, 13 Newsreel tant Newsreel Officers have been posted in different
Officers and 5 Assisparts of the country.
Organisational Set-up The Films Division, headed by the Chief Producer, has three main wings —
@ Production Wing, (ii) Distribution Wing, and (iii) Administrative Wing. Production Wing: While
the
Division
undertakes
the
bulk
of its Production
programme
through its own units, about 40 films are also got done each year through approved private producers. These films are produced under the general guidance of the Films Division. Eminent producers from the Indian Film Industry make films for the Films Division.
Newsreel:
The
Division
produces
one newsreel every week.
Thirteen
Newsreel Officers, stationed at Bombay, Calcutta, New Delhi, Madras and other important cities in India, cover important news items for inclus ion in
the newsreels. Since January 1970, the Division is also producing a weekly
regional newsreel, in addition to its national edition. One of the four re-
gions is featured each week. Documentary:
films each year.
The
Division
is responsible
for completion of about
18
The unit located in Delhi is to supervise the production
of films on Food and Agriculture and the Calcutta unit is Tesponsible for production of films through outside independent Produc ers in the Eastern
and Southern regions. Production of Defence training films is looked after by one of the units in New Delhi. The work of assign ing films to private
Producers and their general guidance is looked after by one unit. Cartoon Film Unit looks after the production of cartoon films and also Prepares animation sequences for use in live-action about four cartoon films a year.
films.
The
Division produces
The Commentary Section looks after the dubbing of films into Indian and foreign languages. Most of the films are Produ ced in English and dubbed in the following fourteen Indian languages—Assamese, Bengali,
Gujarati, Hindi, Kannada, Kashmiri, Marathi, Malayalam, Oriya, Punjabi; Tamil , Telugu, Urdu and Sindhi.
Distribution Wing: Distribution
Branc
h Offices at Bangalore, Bombay, Calcutta, Hyde rabad, Lucknow, Madras and Nagpur look after the distribution of films in their
Tespective territory.
134
MASS MEDIA IN INDIA 1978
Commercial Distribution: All the cinema houses are required to exhibit “approved films” of a length not exceeding 609 metres. Under this scheme,
579
prints of the latest documentary
films and latest newsreels
in
14 languages are released in 579 first run cinema houses in India each week. Each cinema house is getting either a newsreel or a documentary film. After the prints have completed their run of one week in the first set of 579 cinema houses, the same prints are passed on to second set of 579 cinema houses
and this process is continued.
In this way, nearly 8,000 cinema houses in
the country are continuously serviced by films either made by Films Divi-
sion or acquired by it.
Non-commercial Distribution: The Division supplies prints of its films free of charge for non-commercial exhibition to the mobile units of Central and State Government Exhibition Divisions and Railway zones. Besides
the
free supply
films at prescribed rates.
of prints, the Division
also sells prints of its
The Distribution Branch Offices maintain libraries of 16 mm prints of the films produced by the Films Division. The Branch Offices have also been provided with 16 mm projectors. The prints are loaned by them to
government
and
semi-government
departments,
and other charitable institutions free of charge.
educational
institutions
The Division also supplies prints of its films to the Television Centres
in India.
A few films are specially made for telecasting.
Non-commercial Distribution abroad:
Prints of films in 16 mm suitable
for exhibition abroad are also supplied to about 123 Indian Missions/ Posts. These Missions/Posts loan these prints to government and semi-government organisations, educational institutions, etc. for free exhibition. Some
of them also loan prints of our films for free telecasting abroad. Commercial
Distribution abroad:
Prints of newsreels are supplied for
screening in cinema houses in Fiji Islands. Newsreels are also screened by the Mauritius Broadcasting Corporation. In other foreign countries some of the documentaries and newsreels have been commercially exploited on
royalty basis in
cinema
fixed by negotiation.
houses
and
on
TV. The amount of royalty is
Apart from commercial and non-commercial distribution of films, Films Division also sells stock shots (picture, music, sound effects, etc.) for com-
mercial and non-commercial use at scheduled rates.
CENTRAL
MEDIA
135
Exchange of newsreel material: The Division has arrangements for newsreel organisations. international 21 with materials news of exchange free The exchange arrangement is informal. Statistical data are given during the year 1975-76.
below
about
documentary
Films produced by Films Division’s units.
Films produced by independent producers on
B&W
B&W _
25
(145 reels)
18
(47 reels)
(24 reels)
Colour
B&W _
10 (19 reels)
produced
Total
contract
Colour
76
films
Colour
94
35
(169 reels) (66 reels)
Besides wide distribution of the Films Division’s films through
cinema
houses and by the Ministries of Agriculture and Defence for specialised audiences, many films made by the Division are shown extensively in the tural areas by the Division’s sister organisation—the Directorate of Field Publicity.
This is a very important outlet because it is through this channel
that the vast population of the country
exposed to this vital medium
in the rural and tribal areas gets
of information and communication.
Another channel of introducing our films to important audiences con-
sisting of film-makers and likely customers in foreign countries is through participation in the various International Film Festivals and Film Weeks,
It is a measure of Films Division’s success and high standard of technical
and artistic quality of its films that every year on an average the Division receives recognition in the form of 30 to 40 awards and certifi-
cates of participation at the International Film Festivals.
During 1975-76 the Division participated in 44 International Film Festivals and won 10 awards. The films which received awards were (i) Incu-
bation and Hatching, (ii) The Golden Vine, (iii) Atoms, (iv) Land of Krishna, (v) Skin in the Bin, (vi) The Diary of a Cadet, (vii) Broiler—The Table Bird, (viii) Sarojini Naidu—The Nightingale of India, and (ix) Induced
Breeding.
Festival of International Films, Bombay The Festival of International Films was held in Bombay from 2-15 January 1976. During the Festival we had entered about 60 films in the market
section of the festival.
delegations. Budget
estimates
for
The prints of our films were screened to the various
1975-76:
Rs.
3,36,17,000.
136
MASS MEDIA IN INDIA
1978
Directorate of Film Festivals The Directorate of Film Festivals, headed by a Director, was set up on 14 May
1973. The
Directorate’s
@ Planning
Film
and
functions
execution
Festival.
are as follows:
of work
in connection
with
(ii) Arranging festivals of foreign films in India and abroad under the Cultural Exchange Programmes rangements with foreign countries.
(ii) Organisation (iv) India’s
of International
participation
Film
in selected
Festivals
the
National
of Indian films and special ar-
in India.
international
film
festivals
abroad.
National Film Festival
National Film
Festival,
previously
called
National
Awards
for Films,
is an annual feature. The purpose of holding such festivals is to promote India’s film art by acknowledging outstanding achievements in different departments of film making. The scheme as constituted at present offers prizes for 28 different categories including the Dada for outstanding contribution to the cause of Indian
Saheb Phalke cinema.
Award
Festivals Under Cultural Exchanges Festivals of Indian films abroad and of foreign films in India are held under Cultural Exchange Programmes formulated by the Department of Culture. Such festivals are also held outside, the formal cultural exchange
programmes on reciprocal basis. The following cultural film festivals were held during 1975-76. Festival @
of Foreign Festival
Films
in India:
of films from
the German
Democratic
Republic
at Delhi,
Yugoslavia
at Bombay,
Cochin,
Bhopal,
Amritsar, Calcutta, Nagpur, Bombay and Hyderabad during March-
May
1975.
(ii) Festival
of films
from
Delhi, Patna, Cuttack
and
Calcutta
(iii) Festival of films from Czechoslovakia bad, Madras, Indore and Lucknow
1975.
during March-June
1975.
at Delhi, Bombay, Ahmedaduring September-December
(iv) Festival of children’s films from Britain organised in Collaboration with the Children’s Film Society (India) at Delhi from 21—25
December
1975.
CENTRAL MEDIA
137
(v) Festival of Hungarian films at Delhi, Madras, Jabalpur, Jaipur, Amritsar, Gauhati and Jamshedpur during January-April 1976. (vi) Festival of films from USSR at Delhi, Madras, Raipur, Cuttack and Ranchi during February-May 1976.
Festival of Indian Films Abroad Festival of Indian films have been held in Poland, in October 1975; Yugoslavia, in December 1975; Czechoslovakia, in February 1976; Tunisia, in February
1976;
and
USSR,
in March
1976,
International Film Festival of India
The last International Film Festival of India, which was the fifth in the series of such festivals, was held in New Delhi from 30 December 1974 to 12 January 1975. During 1975-76, two non-competitor festivals were organised, one in Calcutta
13-27 Nov.
1975 with cooperation of West
Bengal Government and the other in Bombay support of Film Finance Corporation.
2-15
Jan.
1976
with
the
Participation in International Film Festivals
India has been participating in international film festivals abroad. The * Directorate selects films for entry in different festivals with the help of three Regional Panels of Consultants at Bombay, Calcutta and Madras and the Central Panel of Consultants at Delhi. During 1975-76, India participated in 43 international film festivals held abroad and won awards. During
Canada,
1976-77, it is proposed to conduct
Australia, USA,
Algeria and Hungary.
Iran, Turkey,
festivals of Indian films in
Arab Republic of Egypt, Mauritius,
Films from Algeria, Arab Republic of Egypt, France, Bulgaria, Australia and Mexico will be shown in India. It is proposed to participate in
40 to 45 selected International Film Festivals abroad.
In collaboration with
Film Finance Corporation, the Directorate will organise VI International Film Festival of India. It is also planned to organise an international festival of short films for cinema and TV.
Budget for 1976-77:
Rs 30 lakhs
Film and Television Institute of India The Film and Television Institute of India, set up at Pune in 1960, by
the Ministry of I&B, offers training in the art and craft of TV and making. The FTII became an autonomous body in October 1974. 19—3 M ofI & B/77
film
138
MASS MEDIA IN INDIA 1978
Since August 1975, the Institute intoduced a two-year common course in cinema, After passing the common course a student will be allowed to specialise in any one of the following disciplines—film direction and screen play writing, sound recording and sound engineering, motion picture photography, film editing and film acting. Television training shan employees.
has so far been
an
in-service
training for Doordar-
Film Finance Corporation The Government of India set up the Film Finance Corporation in March 1960 with the objective of raising the standard of films in the country. Its authorised capital is Rs 1 crore, of which Rs 50 lakhs now constitutes the issued capital, wholly subscribed by the government. The
government has also given a loan of Rs 1 crore of which Rs 12.5 lakhs have been set apart for exhibition activities and Rs 5 lakhs for distribution
activities contemplated by the Corporation. As on 31 March 1971, the Corporation had paid back a sum of Rs 27.64 lakhs. The Corporation has so far advanced loans totalling Rs 2.59 crores for the production of 92
feature films and 33 documentary films.
The Corporation’s success in meeting its objectives of promoting good
cinema can be gauged
from
the fact that its films have so far won 41 na-
tional and other important awards.
country
The
boration
These films have also represented the
at various international festivals.
Corporation
with
the
organised
Directorate
an
of Film
International Festivals
Film
Festival
in January
1976.
in collaFuture
festivals, beginning with the VI International Film Festival, are also to be held under its auspices. All raw-stock for the film industry is channelised through the Corporation as is the export of Indian films. Since 1 January 1975, the Indian Motion Pictures Export Corporation was appointed as sub-agent for the latter activity. The Corporation earned a commission of Rs 69 lakhs upto 31 March 1976 on this account. The Corporation also imports foreign films for exhibition in India. So
far, 48
films
have
been
imported.
Recently
it has
the fields of distribution and exhibition of films.
made
a beginning
in
Children’s Film Society Films for the children are Society.
produced
It was set up in May
1955
as
mainly an
by
the
autonomous
Children’s body,
Film
registered
CENTRAL under
MEDIA
139
the Societies Registration Act,
1860, to undertake, aid, sponsor, pro-
mote and co-ordinate the production, distribution and exhibition of films suited
for children and adolescents. In the last 21 years, it has produced and acquired
157 features and shorts which include live action films, puppet films and cartoons. Of these, 12 films have won national and international awards. The expenditure of the Society is largely met from grants-in-aid given by the Central Government though it also earns revenue through affiliate membership fee realised from the state governments and union territories, sale
of prints, commercial
film shows and hire charges of 16 mm
films.
The films of the Society are regularly shown in many cities and towns. Many schools, social welfare centres and _ industrial establishments are members of the Society and regularly borrow films from the 16mm library of the Society for screening at their premises for the benefit of children. In 1975, a festival of films acquired from Children’s Film Foundation, London, was
held in Bangalore, Bombay, Calcutta, Delhi and festivals were also held in Jaipur and Lucknow.
Madras.
In
addition
National Film Archive of India The. National Film Archive of India was established in 1964 with the primary objective of acquisition and preservation of national and international cinema, film classification, documentation and research and encouraging film study and spread of film culture. Its collection as on 31 July 1976 totalled 1,416 titles consisting of 910 Indian and 506 foreign films. It also has ancilliary film material of 6,083 books, 186 magazines, 5,348 shooting scripts, 9,163 photographic
Important
Hindi
films
stills, 2,278 wall posters and 985 disc records.
acquired
during
1975-76
included
“Chhota
Bhai” (1949), “The Householder” (1963), “Shakespearewallah” (1965), “27 Down” (1972), “Padatik” (1973), “Garam Hawa” (1972), “Ankur” (1974), and four Marathi films—“Jiwacha Sakha” (1948), “Pudche Paul” (1950), “Pedgaonche Shahne” (1952) and “Oon Paus” (1954). The Archive is a
member of the International Federation of Film Archives.
This enables the
NFAI to acquire foreign films at nominal print cost or exchange films with foreign archives. Among foreign films the notable recent acquisitions were— Argentina—Hour of the Furnaces (Fernando Solanas), Brazil—Antonio Das Mortes (Glauber Rocha), France—Weekend (Jean-luc Godard), Hungary-Red
Psalm (Jansco), Italy—Paisa and Open City (Rossellini), Eight and a Half (Fellini) and Chaplin’s
Modern
Times.
A
monograph
on
third in the series of film pioneers, is under preparation.
Bimal
Roy,
the
As part of the
screen education activities, the Archive conducts refresher courses in film appreciation at Pune and other centres in collaboration with universities and film study groups.
It is also holding regular weekly screenings at Pune and
140
MASS MEDIA IN INDIA 1978
Bombay for interested public. of about
100 films (Indian and
The Archive maintains a distribution library Foreign) which
and film study groups throughout the country.
are loaned
to film
societies
Indian Institute of Mass Communication The Indian Institute of Mass
Communication
was
set up by the Minis-
try of Information and Broadcasting in August 1965 as a centre for advanced study and research in mass communication. It was made autonomous
in January 1966.
The Institute’s responsibilities are in the fields of research,
training and development of mass communication media. Its activities cover developmental journalism, the print media, visual and films, radio and tele-
vision, speech communication, traditional media, advertising and campaign planning and communication research. The
regular
training
courses
offered
at this institute
are:
(i) An
eight-
month post-graduate diploma course in journalism for foreign scholars with journalistic background from developing countries as well as Indian aspirants, who seek to make it their career, and (ii) A six-week refresher course (six in a year) for intermediate level personnel of the central and state information, publicity and public relations departments and public undertakings. Other training assignments undertaken include re-orientation courses for Field
Publicity Officers at regional centres, workshop-oriented specialised courses in
language
journalism,
photography
and radio newswriting.
and
puppetry
for mass
communication,
The Institute also endeavour to keep abreast of communication processes and undertakes studies of media activities and habits as well as infor-
mation needs. The integrated use of traditional and electronic media for mass communication as also the reach, impact, costs and timings of media
campaigns are studied. Increasingly the Institute’s training and research programmes have been oriented to meet the requirements of areas which
have special communication problems.
Directorate of Evaluation A Directorate of Evaluation has been set up under the Ministry of Information and Broadcasting to study the relative reach, cost and impact of the various media and to conduct surveys aimed at providing information neces-
sary for programme improvement, policy planning and better cost-effectiveness. A Department of Evaluation Studies in the Indian Institute of Mass
Communication, headed by a visiting professor, serves as a base for initiating,
coordinating, and conducting evaluation studies of both immediate consequence and long-range interest to the Ministry of Information and Broadcasting as well as to other Ministries of the Government of India areas of media planning, campaign formulation evaluation.
in the
CENTRAL MEDIA
141
External Publicity Division The
External
Publicity
Division
of the
Ministry
of External
Affairs ex-
plains and interprets the policies of the Government of India to foreign audiences. It supplies publicity material to Indian Missions abroad for distribution. For quick transmission of developments at home, it maintains teleprinter link with several Missions, while material received from them is issued to the Indian press. Under the cultural exchange programmes, Indian jour-
nalists are sent abroad, while foreign journalists are provided with facilities in India. In 1975-76, 108 Indian journalists were sent abroad, while foreign
journalists who came to India were given assistance.
States’ Media’ Andhra Area:
2,76,814 sq.km.
Capital:
Hyderabad
AND
Organisational
Set-up
The
headed
Department,
Population :
PUBLIC
RELATIONS
by a Director,
Publication, (iii) Photo,
has
Telugu
DEPARTMENT
eight sections:
and
The Department has a big section with necessary man-power maintain community radio receivers in the villages.
to instal
and (viii) Radio Engineering.
At the field level there are six zonal
Budget:
1975-76:
Plan
(i) Press
(v) Art,
Public Relation other staff.
(iv)
& Urdu
Publicity,
(vi) Film, (viiy Song and Drama,
and
4,35,02,708
Principal Languages:
INFORMATION
Government, (ii)
Pradesh
Deputy
Directors and 21 District
Officers assisted by 22 Assistant Radio Engineers
Actual expenditure
in 1974-75:
Rs
Rs 2.53 crores. Proposals for 1976-77:
Press Publicity in 1975:
Press releases
1.32 crores. Estimates
Rs 2.95 crores.
issued:
3,440.
for
Feature arti-
cles issued: 83. Photographs released: 4,329. Press conferences 194, Press visit to project areas and industrial undetakings: 2.
Field Pubticity:
besides
arranged:
On an average 192 filmshows in various districts and
25 in Hyderabad city are arranged every month with
147 projectors.
About
112 public meetings are arranged every month throughout the State. There are 26 vehicles (including 8 vehicles at Headquarters). Besides, 29 tape recorders are available with DPROs alongwith audio-visual equipment and public address system. 1This does not include information about Sikkim.
STATES’ MDEIA
143
Song and Drama: The Department engages traditional performing troupes to give performances in the villages. The traditional media such as ‘Burrakatha’, ‘Harikatha’, ‘Jamukulakatha’, ‘Suddulu’, ‘Veedhibhagavatham’
“Keertans’ and playlets are engaged.
the
Advertising: There is an Advertisement Section through which all advertisements are routed to newspapers. An expenditure of Rs 29.5
lakhs was incurred on newspaper advertisements in 1975-76 and Rs
on outdoor
publicity.
Publications:
Besides
‘Andhra
Pradesh’,
a
monthly
12,900
published
in
English, Telugu, Urdu and Hindi, 44 pamphlets/booklets were also brought out during 1975. Printing of all the publications including ‘Andhra Pradesh’
journal is done
at the Government
Printing Press at Hyderabad.
Photos/Films: During 1975, the Department took up 1,268 photo coverage assignments and 7,684 prints were made. The Department has one
movie
cameraman
developing facilities. Exhibitions:
Department
and
Facilities
for preparing
three
photographers
including
1975-76, the Department conducted Information
Hyderabad
and
at New Delhi.
Centres:
Vijayawada
manpower
exhibits and for putting
There
with
all the
necessary
are
available
with
up exhibitions.
1,389 exhibitions.
are
two
State
Information
the
During
Centres
at
and one State Information and Tourist Bureau
Besides, Information Centres are also attached to all the 21
district headquarters.
Research
and Reference:
ence Library and a Research
The
and
Department
Reference
has
Section.
a full fledged
Refer-
Feed Back Services: Weekly and monthly press and public reactions are analysed and prepared and sent to the concerned departments for official
use.
Co-ordination: There are state level and district level Publicity Coordination Committees for co-ordination with the central media organisations. Some public sector undertakings have their own publicity wings and some departments have their own publicity set-up.
State Level Awards:
State
level awards
to the first three
best films
and for the first two best film-stories are given to films produced in Telugu
every year.
144
MASS MEDIA IN INDIA 1978
Assam Afea:
78,523 sq.km.
Capital:
Dispur
Population :
1,46,25,152
Principal Languages:
DIRECTORATE
OF INFORMATION
AND
Assamese and Bengali
PUBLIC
RELATIONS
Organisational Set-up The Directorate, headed by a Director, has seven sections: (i) Advertising and Visual Publicity, (ii) Advertisement Liaison, (iii) Field Publicity, (iv) Rural Broadcasting, (v) Cultural Affairs, (vi) Production, and (vii) Film Sections. At the district and sub-district levels, there are 23 District and
Sub-Divisional Officers to handle the work. Press Publicity:
Press notes are issued regularly.
Field Publicity: The Directorate has vehicles, public address system and cinema equipment alongwith the other facilities for field publicity in the
State.
Advertising : The Directorate has an Advertisement Liaison Section and
all the government
through this section.
advertisements and notifications
are sent for publication
Publications: Pamphlets and other publicity literature are produced by the Directorate. Two monthly journals—‘Assam Information’ in English
films.
and
‘Asoma’
Photos/Films:
in Assamese—are
The
Directorate
Exhibitions: The Directorate state-level and national exhibitions.
published
produces
prepares
by the Directorate.
feature
and
exhibits
and
documentary
participates
in
Information Centres: There are three Information Centres, one each at New Delhi, Calcutta and Gauhati, and 20 Centres at the district and subdivisional levels. Feed Back
Services:
periodicals of Assam for necessary action.
The
and other
Co-ordination: Liaison the Central Government.
Directorate
states and
is maintained
analyses the
sends
with
these
AIR
newspapers
and
to the Government
and
other media
of
STATES’ MEDIA
145
Bihar Area:
= 1,73,876 sq.km.
Capital:
Population :
Patna
5,63,53,369
Principal Language :
INFORMATION
AND
PUBLIC
RELATIONS
Hindi
DEPARTMENT
Organisational Set-up The Department, headed by a Director, has eight sections: (i) Press, (ii) Publication, (iii) Song and Drama, (iv) Periodicals, (v) Exhibition, (vi) Film Production, (vii) Maintenance, and (viii) Radio.
At the field level there are Deputy
Directors at six Divisional head-
quarters, District Public Relation Officers at 32 district headquarters and Assistant Public Relation Officers at certain sub-divisional headquarters.
for
Budget:
1975-76:
Actual Rs
expenditure
57.73
lakhs.
in
Press Publicity in 1975: Press issued: 10. Photographs released:
20.
1974-75:
Proposals
for
Rs
53.51 lakhs.
1976-77:
notes issued: 3,900. Press
Rs
81.15
Estimates lakhs,
1.412. Feature articles conferences arranged:
Press visits to project areas and industrial undertakings:
15.
Field Publicity: On an average 800 filmshows are arranged with 76 projectors. There are 76 publicity vehicles. Sets of public address equipment are available to all divisional and field units. Public meetings and group discussions are also arranged. On an average 350 intensive publicity campaigns are organised every year. Song and Drama: The Department has five troupes consisting of 135 artists. They conduct programmes both in traditional and modern forms. Advertising:
An
Advertising
Section
looks
after
this
work.
During
1975-76, the Department spent an amount of Rs 3 lakhs on advertisement. Other State Government departments spent Rs 17 lakhs for advertisements released
through
Publications: Hindi
and
the Department
The
‘Horsombad’
during
Department in
Santhali,
the same
publishes three
two
period.
weeklies ‘Adivasi’ in
fortnightlies
‘Bihar
Informa-
tion’ in English, ‘Bihar Samachar’ in Hindi and ‘Bihar ki khabren’ in Urdu and one wall newspaper ‘Yeh Bihar Hai’ in Hindi. During 1975-76, booklets, folders and pamphlets were brought out. ‘Bihar Diary 1975’ was the
only priced publication brought out by the Department. Printing of almost all the publications is done at the Government Press of Bihar Text Book 20—3 M ofI & B/77
146
MASS MEDIA IN INDIA 1978
Corporation. A few publications are also printed in private presses. An expenditure of Rs. 2.82 lakhs was incurred during 1975-76 on publications. Photos/Films: During 1975, the Department took up 3,900 photo coverage assignments and 39,000 prints were made. Five newsreels and
one feature film ‘Vidyapathi’ were produced during the same year.
There
are six photographers and one movie cameraman with the Department. Dark rooms and facilities for processing and print-making are available at state and divisional headquarters.
Exhibitions:
During
1975
within the State and two outside.
the
Department
conducted
49
exhibitions
The exhibition wing is well equipped and
also has two mobile exhibition units. Information
Centres:
There
is one
major
Information
state level and 32 Information Centres at district headquarters. Research and Reference:
Centre
Indexing and clipping services and
facilities are available at state headquarters.
Feed Back
Teactions
Services:
collected
partments for action.
Press
reactions ate analysed
by field officers are compiled
and
regularly.
at the
library Public
sent to concerned
de-
Co-ordination: Inter-media Co-ordination Committee at state level and District Co-ordination Committees at district level coordinate activities of Central and State agencies. Six departments and 17 public sector under-
takings
have their own
publicity
set up.
Gujarat Area:
—1,95,984 sq.km.
Capital:
Gandhinagar
DIRECTORATE
Population : Principal Language:
2,66,97,475 Gujarati
OF INFORMATION
Organisational Set-up The Directorate, headed by Commissioner of Information and Tourism, has eight sections: (i) Advertisement, (ii) News, (iii) Publications, (iv) Examiner of Books and Publications, (v) Films, (vi) Mobile Publicity Vans and Workshops, (vii) Exhibitions, and (viii) Rural Broadcasting. At the field level there is a District Information Officer in every district. Besides, to foster closer contacts with mofussil press, Assistant Directors are in position in Vadodara, Surat, Rajkot, Bhavanagar and Kutch.
STATES’ MEDIA Budget:
for 1975-76:
147 Actual
expenditure
in
1974-75:
Rs
Rs 82.60 lakhs. Proposals for 1976-77:
70.29
Rs
lakhs.
Estimates
102.45 lakhs.
Press Publicity in 1975: Press releases issued: 4,487. Feature articles issued: 48. Photographs released: 4,716. Press conferences arranged: 44. Press visits to project areas and industrial undertakings: 50. _ Field Publicity: On an average 450 filmshows are arranged in the State every month with 34 projectors. There are 24 mobile publicity vehicles. The Directorate has 24 sets of public address equipment and five taperecorders.
Advertising:
The
Advertising
Section
Directorate
publishes
1975-76 an amount of Rs Publications:
The
looks
after
this
work.
3.25 lakhs was spent on advertisement. one
fortnightly
During
“Gujarat”
in
Gujarati. Besides, 61 pamphlets/booklets were brought out in 1975. Printing is done at the Government Central Press and Government Photo Litho Press. Photos/Films:
During
1975,
the Directorate
took
up 524
photo
cove-
rage assignments and 5,040 prints were made. On an average 20-24 newsreels are produced every year. There are two photographers and two movie cameramen. Dark room and facilities for processing and print-making are available. Exhibitions:
During
1975, the
Directorate conducted
607
exhibitions
in the State. Most of them were on the life of Sardar Vallabhbhai whose birth centenary was celebrated during the year.
Patel,
Information Centres: Besides the Information Centre in New Delhi, the Directorate has five major ICs in Ahmedabad, Rajkot, Vadodara, Palanpur and Bhuj, and 13 ICs in district headquarters. ICs are also
functioning at taluk level in backward Vav-Tharad and Khavda. Research
and
Reference:
Nearly
areas, viz.
600
reference
Rajpipla,
Kalyanpur,
books
maintained.
are
Feed Back Services: There is a daily service in Gujarati “The Press Today” which gives important press comments and also grievances of the
people for use by the Cabinet and the Secretariat.
service containing
news
and views
from
small
papers
A weekly and
feed back
fortnightly sum-
mary containing editorial comments in daily newspapers are also prepared,
besides newspaper clippings for follow-up action by various departments.
148
MASS MEDIA IN INDIA 1978 Co-ordination:
various
levels.
agencies.
The
Close
Directorate
links
are
co-ordinates
maintained
with
central
agencies
Six government departments have their own publicity set up.
State Awards: The State Government and their artistes including documentary
films
the publicity work
gives awards and children’s
at
of
all
to Gujarati films.
Haryana Area:
44,222 sq.km.
Capitali;
Chandigarh
Population : Principal
DEPARTMENT
OF PUBLIC
1,00,36,808
Language:
Hindi
RELATIONS
Organisational Set-up The Department is headed by a Director. He is also incharge of Cultural Affairs and Grievances Departments. The Department has five separate wings: (i) Film, (ii) Press, (iii) Publication and Exhibition, (iv) Field Publicity and (v) Technical. Besides, there are sections to look after cultural affairs,
photos and research and reference.
At the district level there is a District Public Relations Officer in every
district, assisted radio mechanics
munity
by, besides regular staff and drama and bhajan parties, to maintain radios distributed to panchayats under Com-
Listening Scheme.
Budget:
for 1975-76:
Actual expenditure in
Rs 68.61 lakhs. Proposals
Press Publicity
issued:
Field units at tehsil level are being set up.
in
1975:
Press
18. Photographs released:
1974-75:
Rs 57.58 lakhs.
for 1976-77:
Estimates
Rs 78.90 lakhs.
releases issued:
295. Feature
articles
2,520. Press conferences and press visits
to project areas and industrial undertakings:
50.
Field Publicity: On an average 131 filmshows are arranged every month with 25 projectors. There are 41 vehicles and eight taperecorders with the Department. Every district is provided with public address system. About 184 public meetings and 1,620 group discussions are arranged every month. Eight intensive publicity campaigns are also organised every year. Song and
Drama:
The
Department has ten
drama
parties consisting
of necessary staff equipped with musical instruments, stage and address equipment and drama vans in ten districts. Private bhajan
public parties
STATES’ MEDIA
149
are also engaged.
Traditional media
Department.
Advertising:
The
Department
techniques
has
are also adopted
an Advertisement
Section
by and
the a
copywriter has been employed to release the Government’s advertisements. Rs 15 lakhs were spent on newspaper advertisements during 1975-76.
Publications: The Department publishes two fortnightlies ‘Haryana Samvad’ and ‘Jai Haryana’, both in Hindi, a monthly ‘Haryana Review’ in English and a quarterly, pamphlets, 28 folders, 35
1975.
‘Tameer-a-Haryana’ in Urdu. Sixty booklets/ posters and five books were brought out during
Photos/Films: During 1975, the Department tions for photo coverage and 17,628 prints were made.
reels/documentaries
are produced.
Six cameramen
and two movie camera-
has
Exhibition
men are employed with the Department. Exhibitions:
The Department
Information
Centres:
conducted
18 exhibitions during
level, where
necessary
1975.
There
handled 252 funcIn a year, six news-
its
are 22
own
Information
Centres
facilities are available.
Research and Reference:
The
Department
Unit and it
has
a_
at district
research
which brings out reference and publicity books and backgrounders.
library,
Feed Back Services: Press clippings are analysed daily. Public reactions are collected by the field units and, based on this, consolidated Teports are submitted to the Government regularly. Co-ordination:
Inter-Media
Publicity
Co-ordination
Committee
at
state level and Co-ordination Committees at the district level co-ordinate the activities with the central agencies. Three Government Departments and © all Corporations have their own publicity set up.
Himachal Pradesh Area: Capital:
55,673 sq.km. Simla
DIRECTORATE
Population : Principal Languages
34,60,434. :
Hindi and
Pahari
OF PUBLIC RELATIONS
Organisational Set-up The Directorate, headed by a Director, has eight wings: (i) Public Relations, (ii) Information, (iii) Press, (iv) Publications, (v) Radio Rural Forum,
150
MASS MEDIA IN INDIA 1978
(vi) Song and Drama, (vii) Film and Photo, and (vii) Technical. there are sections to look after advertising and exhibition. At
the district level, there are
besides a DPRO Budget:
expenditure
in
1974-75:
Rs
Rs 44.40 lakhs. Proposals for 1976-77:
Press Publicity in 1975:
issued:
Relations
for Press liaison at Jullundur.
Actual
for 1975-76:
12 District Public
20. Photographs
Press releases
released:
34.12
issued:
Besides
lakhs.
Officers,
Estimates
Rs 75.21 lakhs.
1,550. Feature
articles
1,013. Press Conferences arranged:
20.
Field Publicity: On an average 150 filmshows are conducted with 50 projectors every month. In a month, 300-450 public meetings and 575 group
discussions
are
arranged.
About
77
intensive
publicity
campaigns
are
organised every year. There are 18 vehicles, 19 taperecorders and 12 public address sets with the Directorate. Song and Drama:
The
Directorate has two drama
troupes
stationed
Advertising Section has one Art Executive
and one
at Simla and Kangra. Advertising:
Copywriter.
The
During
1975-76
an amount
of Rs 2.75 lakhs
was
spent
newspaper advertisement. On outdoor publicity, an expenditure of Rs
was incurred.
on
18,000
Publications: One Hindi monthly ‘Himprastha’ is published. During 1975, 54 pamphlets/folders were brought out. Printing is done at Government Press. During 1975-76, an expenditure of Rs 17,106 was incurred. Photos/Films: During 1975 the Directorate took up 166 photo coverage assignments and 10,950 prints were made. In a year one documentary and
three newsreels are produced. photographers.
tions.
Exhibitions: Seven
The Directorate has necessary facilities to arrange exhibi-
exhibitions were
Information
Information
There are three movie cameramen and three
Centres:
Centres
with
arranged
There
during
are one
reference
state
facilities.
1975.
level
and
ten district level
STATES’ MEDIA
151
Jammu Area:
2,22,236 sq.km.?
Capital
: Srinagar (Summer)
and Kashmir Population
: 46,16,632?
Principal Languages
Jammu (Winter)
: Kashmiri, Dogri, Gojri, Balti,
Pahari Ladakhi.
DIRECTORATE
Urdu, Dardiro,
and
OF INFORMATION
Organisational Set-up The Directorate, headed by a Director, has five sections: {i) Press, (ii) Research and Reference, (iii) Photo and Films, (iv) Publications and (v) Exhibitions. The Directorate has two divisional offices, one each at Srinagar and Jammu. There are ten district offices at the district level headed by
District Information Officers.
Budget: Actual expenditure during 1974-75: Rs 37.75 lakhs, Estimates for 1975-76: Rs. 40.76 lakhs. Proposals for 1976-77: Rs. 44.28 lakhs. Press Publicity in 1975: Press releases issued: 8,073. Feature articles issued: 296. Photographs released: 14,000. Press conferences arranged: 20. Press visits to project areas and Industrial undertakings: 12. Field Publicity: On an average 43 filmshows are arranged every month with 19 projectors. Five public meetings and one group discussion every month and sixty intensive publicity campaigns every year are organised by the Directorate. The Directorate has 19 vehicles and five taperecor-
ders besides
public
address
equipment.
Song and Drama: The Directorate has its own drama troupe at Srinagar and Jammu with sufficient equipment for staging cultural programmes. It also utilises the services of local artistes whenever required for
various media like songs, qawalies, skits and dramas. Advertising:
by DAVP.
The
Directorate
appoints
All the State Government
this Directorate.
During
for the
classified
ments of the State.
advertisements
agencies
approved
are routed through
1975-76, an amount of Rs 29,800 was spent by the
Directorate on display advertisements
diture
advertising
advertisements
and
Rs
is borne
1,900 on hoardings. by the concerned
4Includes area under the illegal occupation of Pakistan and China. *Excludes population of area under the illegal occupation of Pakistan and China.
Expen-
depart-
152
MASS MEDIA IN INDIA Publications:
The
Directorate
addition to three monthly
During
1975,
journals,
15 publications and
publishes
‘Maktoob’,
‘Kashmir Today’,
1978
a fortnightly,
‘Tameer’
and
in
‘Itlaat’.
15 posters were also brought out.
All
the printing work is done at the Government presses at Srinagar and Jammu
and an amount of Rs 91,200 was spent on publications during
1975-76.
Photos/Films: During 1975-76, the Directorate handled 500 assignments at Srinagar and Jammu and 14,000 prints were made.
documentaries period.
and
four
newsreels
were
also
produced
during
the
photo Two same
Exhibitions: The Directorate is self-sufficient in producing and preparing exhibits for putting up exhibitions. During 1975, five exhibitions were or-
ganised.
Information
Centres:
At the
divisional
level,
besides
the
Information
Units, the Directorate has three centres—Youth Information Centre, Model Information Centre and Ladies Information Centre. The Directorate has Information Offices in all the districts apart from 25 Centres at Tehsil head-
quarters. The Centres organise debates, symposia, cultural programmes and film shows. There are also four State Information Bureaux, one each at New Delhi, Bombay, Calcutta and Jullundur. Research and Reference: There is a library with necessary facilities at Srinagar for the benefit of journalists, officials and scholars. Clipping and
indexing facilities are also available.
Feed Back Services: Press and people’s reactions are compiled month and submitted to the Government regularly.
Co-ordination:
every
There are three State-level Co-ordination Committees
at the state level, besides publicity Co-ordination Committees at the district level. Departments of Family Planning, Tourism, Agriculture, Education, Police, Horticulture and Animal Husbandry have their own publicity set-up.
Karnataka Area
Capital
:
:
1,91,773 sq. km.
Bangalore
DEPARTMENT
Population
: 2,92 99,014
Principal Language : Kannada
OF INFORMATION
AND
PUBLICITY
‘ Organisational Set-up headed by a Director, The Department, (iii) Song and Publicity, News, (ii) Field
(i) Press and has five wings: Drama, (iv) Exhibition, and (v)
STATES’ MEDIA Rural
153
Broadcasting.
at Bangalore, At
Besides,
Belgaum,
the district
Gulbarga
level,
after the publicity work.
the
Department
has
four
Information
and
Publicity
and Mysore.
District
Divisional
Offices
Officers
look
Budget: Actual expenditure in 1974-75: Rs 70.74 lakhs. Estimates for 1975-76 : Rs 85.02 lakhs. Proposals for 1976-77 : Rs 91.62 lakhs. Press Publicity
in 1975:
Press
releases issued:
4,365.
Feature
articles
issued : 20. Photographs released : 10,000. Press conferences arranged: 240. Press visits to project areas and industrial undertakings : 27. Field
publicity:
On
an
average
the State are arranged every month
450
filmshows
in various
with 28 projectors.
districts
of
About 450 public
meetings and 22 group discussions are organised every month. Forty-five intensive publicity campaigns are arranged every year. There are 34 publi-
city vehicles, 14 generators and 21 public address equipment available with the Department.
Song and Drama:
The Department has its own song and drama troupe.
There is one auditorium. The Department organises plays and cultural pro-
grammes.
Besides,
other
traditional
media
like
‘Harikatha;
and ‘Lavani’, local folk dancers are also employed. Advertising:
Though it has its own
‘Yakshagana’,
Advertisement Section, services of
advertising agencies are sometimes utilised for handling display advertisements. All the Government advertisments are routed through this Department. An amount of Rs 30 lakhs was incurred by the Department on newspaper
advertisements duriag 1975-76.
Publications: The Department publishes a weekly, “Janapada” in Kannada and a monthly, ‘March of Karnataka’ in English. Nine pamphlets/ booklets were brought out in 1975. Almost all the publications are printed at Government Printing Press. Sometimes the services of private presses are
also utilised.
Photos| films:
During 1975, the Department handled 450 photo coverage
assignments and 14,000 prints were made.
one documentary
the Department
are produced
On an average ten newsreels and
in a year. There is one photo laboratory in
and three photographers
are employed.
Exhibitions: The Department has a small Exhibition Unit consisting of three artists. During 1975, the Department conducted eight exhibitions. Information Centres : There are two state level at Bangalore and Hubli and 19 district level ICs. 21—3 M ofI & B/ND/77
Information
Centres
154
MASS MEDIA IN INDIA 1978
Research and Reference: There is a small library in the Department and only clipping facilities are available.
Feed Back Services:
Press reactions are analysed
by the Department.
Kerala Area;
Capital:
38,864 sq. km.
Population
Trivandrum
Principal Language:
1
2,13,47,375
Malayalam
PUBLIC RELATIONS DEPARTMENT
Organisational Set-up The Department, headed
by a
Director,
has
besides,
general
sections
to deal with different aspects of mass communication, (i) a Scrutiny Section to watch the reaction of the public as reflected in the columns of newspapers, (ii) a Radio Rural Forum Wing to organise and maintain radio
rural forums, (iii) a Cultural Development Section to manage cultural pro-
grammes and attend (iv) a Research and
to the work connected Reference Section.
with
State Film
At the district level, there are District Information eleven districts. Budget:
Actual expenditure in 1974-75:Rs
1975-76: Rs 23.67 lakhs.
Proposals
Press Publicity in 1975: Press issued :218. Photographs released:
for
1976-77:
Awards,
Officers in all the
21.41 lakhs. Estimates Rs
and
26.29 lakhs.
for
releases issued : 16,585. Feature articles 5,337. Press conferences arranged :77.
Press visits to project areas and industrial undertakings : 2.
Field Publicity: On an average 110 filmshows are arranged every month with -17 projectors. There are 13 publicity vehicles, 12 generators, 13 amplifiers and seven taperecorders with the Department. Sixty public meetings and
20 group discussions are arranged every month. Twelve intensive campaigns are organised every year.
Advertising: There is an advertisement section to handle the job. An expenditure of Rs 28 lakhs was incurred by various departments on newspapers advertisements routed through the Department during 1975-76. An
amount of Rs 61,478 was spent on display advertisements Publications:
by the Department.
A
monthly
journal
‘Janapadam’
(priced)
also.
is published
Pamphlets/booklets are brought out at the rate of one
per fortnight. Printing of all the publications is done at the Government presses.
STATES’ MEDIA
155
Photos/Films : During 1975, the
coverage assignments and 13,469 gtaphers with the Department.
Exhibitions:
There is a fullfledged
Information
Centres:
equipment with the Department. arranged.
five in the districts) which
There
During
Research and Reference Section:
Feed
Back
Services:
Press
made.
exhibition
There
unit
are two
photo-
with all necessary
1975-76 two large exhibitions were
are six ICs
provide
books, besides a clipping section.
Department took up 329 photo
prints were
(one in the State capital
information
on exclusive
topics.
and
There is a library with 5,000 reference
summary
is prepared
daily and
sent to all
Departments. Comments in periodicals are compiled every week. Press clippings are prepared and provided to the concerned departments daily for necessary action.
Coordination:
The Director at the State level and DIOs at the district
State Awards:
State awards for best
level coordinate the activities of the department with Central agencies and other State Government Departments. Ten departments and four State public sector undertakings have their own publicity set up.
tors, producers,
feature
singers, etc., are given annually
films,
best actors, direc-
to Malayalam
films.
Madhya Pradesh Area;
4,42,841
sq. km.
Capital : Bhopal
Population
:4,16,54,119
Principal Language:
Hindi
DIRECTORATE OF INFORMATION AND PUBLICITY
Organisational Set-up The Directorate, headed by a Director, has four wings: (i) Press Releases and Public Relations, (ii) Publications, (iii) Plan Publicity and Advertisements,
and (iv) Field Publicity.
At the divisional level, there are eight
Deputy
Directors to coordinate
the activities in the field. Besides, 20 Assistant Directors and PROs are heading the district offices.
17 District
156
MASS MEDIA IN INDIA 1978 Budget:
Actual expenditure in 1974-75:
Rs. 71.12 lakhs. Estimates for
1975-76: Rs 78.35 lakhs. Proposals for 1976-77:Rs 93.85 lakhs. Press issued:79.
Publicity in 1975: Press releases issued :5,355, Feature articles Photographs released: 388, Press conferences arranged : 42.
Field Publicity: On an average 200 filmshows in various districts of the State are arranged every month with 37 projectors. Two or three inten-
sive publicity vehicles, four
campaigns are organised every year. Thirty-seven tape recorders, one strip projector and one slide
are available with Song
and
the Directorate.
Drama:
The
Directorate
arranges
programmes
publicity projector
both
in the
traditional as well as the modern media. It utilises the traditional media like ‘Mach Nakkal’ and ‘Alha Geet Kawwali’ Puppets.
Advertising: The Directorate has an Advertising Section, through which all the State Government advertisements are channelised to newspapers. An amount of Rs 27 lakhs was spent on newspaper advertisements
in
1975-76.
Publications:
The
Directorate
publishes
‘Madhya
Pradesh
Sandesh’,
a fortnightly in Hindi. Eighteen booklets, ten folders and 12 posters were brought out in 1975 for distribution. All the publications are printed at Government
Printing Press at Bhopal.
Photos/Films: During 1975, the coverage assignments and 4,692 prints
Directorate were made.
handled 346 photo On an average, four
documentaries and four newsreels are produced in a year. The Directorate has 11 photographers. Exhibitions; The Exhibition Unit has sufficient material to put exhibitions. It organised 153 exhibitions in the State during 1975. Information
Centres:
There
at Bhopal, Indore and New Delhi.
are
three
Information
Centres
one
up
each
Feed Back Services: The Directorate analyses the press reaction and the report is submitted to the Government every fortnight. Co-ordination: The Directorate co-ordinates publicity activities with all the Departments of State Government. Four Departments and two public sector undertakings have their own
publicity set up.
STATES’
MEDIA
157
Maharashtra Area:
3,07,762 sq. km.
Capital:
Bombay
Population
:
Principal Language :
DIRECTORATE
GENERAL
OF INFORMATION RELATIONS
5,04,12,235
Marathi
AND
PUBLIC
Organisational Set-up The Directorate General, headed by a Chief Director has three separate Directorates—(i) Directorate of Information, (ii) Directorate of Films,
and (iii) Directorate of Special Publicity and Publications.
The Directorate of Information consists of (i) an Information Wing, and (ii) an Administrative Wing. The Directorate of Films consists of (i)
Newsreel Section (ii) Administrative Section for film publicity, mobile publicity, preview theatre at Tardeo and Sachivalaya and Film library, and (iii) Photo Cell. The Directorate of Special Publicity and Publications consists of (i) Periodical
Wing
(ii) General
Publicity
Wing
(iii) Advertisement
Wing, and (iv) Exhibition Wing. In addition to these, a Public Relations
Cell, a Central Library and a Research and Reference Section are also func-
tioning. At
the
district
level,
there
is one
District
Publicity
Officer
in
every
district and one Senior Assistant Director each at the district headquarters
of Pune, Nagpur and Aurangabad. Budget:
.
Actual expenditure in 1974-75:Rs
99.69 lakhs. Estimates
1975-76: Rs 99.83 lakhs. Proposals for 1976-77:Rs Press Publicity in 1975:Press releases
103.52 lakhs.
issued:5,539.
Photographs
for re-
leased : 8,632. Press conferences and Committee Room meetings covered: 1,131, Press visits to project areas and industrial undertakings : 3.
Field Publicity:
On an average 330 filmshows in various districts and
40 in Bombay City are arranged every month with 27 projectors. About six intensive publicity campaigns are organised every year. There are 60 vehi-
cles (including 55 publicity vans). Advertising: expenditure of Rs 1975-76, Rs 1.92 TV commercials,
There is an Advertising Section to handle the job. An 5.95 lakhs was incurred on newspaper advertisement in lakhs on media of paid publicity (cinema slides, radio/ etc.) and Rs 30,516 on outdoor publicity.
158
MASS
MEDIA
IN INDIA
1978
Publications: Besides ‘Lokrajya’, 40 pamphlets and 45 booklets were brought out during 1975. ‘Shiva Raj Mudra’ a prestigious priced publication
on Chhatrapati
Shivaji
Maharaj
was
also brought
out.
Printing of all the
publications is done at the Government Central Press, Bombay, where facilities for block making ‘are also available.
An
was incurred during 1975-76 on publications.
expenditure of Rs
17 lakhs
Photos/Films: During 1975, the Department took up 1,429 photo coverage assignments and 16,594 prints were made. In a year 12 Newsreels and 24 documentaries are produced. There are seven photographers and four movie cameramen with the Department. Exhibitions: During 1975-76, the tions both in the State and outside.
Department
conducted
12 exhibi-
Information Centres: There are our major Information Bombay, Pune, Nagpur and Aurangabad. Besides, Information also attached to all the 22 District Publicity Offices.
Research and Reference: facilities are available. Feed Back Services:
Indexing and
Centres at Centres are
clipping services and library
The news units at head office and at district level
collect and analyse press and public
reactions and supply them
to the con-
cerned departments for necessary action.
Coordination: Chief Director is in overall charge of the activities of the Department including coordination with Central media organisations. The
Directorate General is responsible for publicity for all State departments. However, the Directorate of Agriculture and State public undertakings have their own publicity set up.
Manipur Area:
Capital:
22,356 sq. km.
Imphal
Population
:
Principal Language :
10,72,753
Manipuri
DEPARTMENT OF PUBLICITY AND INFORMATION
Organisational Set-up The Department, headed by a Director, has separate sections to handle press publicity, publications, field publicity, advertising, photos, films and song
and
drama.
At the district level, out of the five hill districts (total six districts) only
two have publicity units.
STATES’ MEDIA
159
Budget: Actual expenditure in 1974-75:Rs 8.09 lakhs. Estimates 1975-76: Rs 9.17 lakhs. Proposals for 1976-77: Rs 7.86 lakhs.
for
Press Publicity in 1975: Press releases issued:1,300. Feature articles issued: 130. Press conferences arranged : 80. Press visits to project areas and industrial undertakings: 10. Field Publicity: On an average 20 filmshows with two projectors. Public meetings and group
are arranged every month discussions are also arran-
ged every month. There are seven vehicles, four amplifiers and 2 generators with the Department. Song
and
Drama:
song and drama Advertising:
expenditure of Rs
The
Department
has
13 artists trained
programmes on various developmental There is an
Advertising Section to
5,800 was incurred
on newspaper
themes.
handle this job. An
advertisements during
1975-76. The Department also spent Rs 3,500 on outdoor Rs 43,500 on radio commercials. Publications: One weekly in Manipuri and one English are published by the Department. During 1975, pamphlets were brought out. Printing is usually done Press and occasionally private presses are also utilised. expenditure of Rs
Photos/Films:
to perform
publicity and
monthly journal in 24 booklets /leaflets/ at the Government During 1975-76, an
1.34 lakhs was incurred on publications.
During
1975, the Department took up 632 photo cove-
rage assignments and 95,198 prints were made. Work on a newsreel was also completed during the year. There are six photographers and one movie cameraman with the Department. Information Centres: There is one Information Centre in Imphal. formation Centres are also being opened in five district headquarters.
Research and Reference: vices are also available.
In-
Besides a library, clipping and indexing ser-
Feed Back Services: Press and views are compiled and analysed daily. They are provided to the concerned departments for suitable action. Coordination:
Activities
of Central
coordinated both at state and district
their own
publicity
set up.
and
State
levels. Two
media
organisation
State departments
are
have
MASS MEDIA IN INDIA 1978
160 Meghalaya’ Acea
:
Capital :
22,489sq. km.
Population
Shillong
:
Principal Languages :
10,11,699
Khasi, Jaintia, and Garo
DIRECTORATE OF INFORMATION AND PUBLIC RELATIONS
Organisational The
Set-up
Directorate, headed
by a Director, has six main
(ii) Publications, (iii) Photo, (vi) Community Listening. News
Section
keeps
liaison
(iv)
Field
with
for arranging departmental publicity. sed to the Press.
the
Publicity,
various
sections:
(v)
(i) News,
Advertising
Government
and
departments
News and feature articles are relea-
Besides, a journal “Meghalaya Chronicle” in English, Publications Section prepares brochures, pamphlets, booklets and other publicity material. Photo coverage of State functions and developmental activities is looked after by Photo Section. Field publicity work is looked after by a Deputy Director at the Head-
quarters and
DPRO
by the District Public Relation Officers in the districts. Every
is provided with a mobile cinema unit.
Advertisements are released by the Directorate on behalf of the concerned departments. Under the Community Listening Scheme, radio sets are provided to some of the villages. They are maintained by technical staff attached to the CLL. Section. The Directorate arranges song and drama programmes by engaging local
troupes.
Nagaland Area : Capital:
16,527 sq. km. Kohima
DIRECTORATE
OF
Population:
INFORMATION,
PUBLICITY
AND
5,16,449 TOURISM
Organisational Set-up The Directorate, headed by the Joint Director, has five sections: (ii) Technical—Cinema,
Radio
and
1Material for the Annual not received.
Photo,
(iii) Publications,
(iv)
(i) News, Research
Based on information received in 1974.
STATES’ MEDIA
161
and Reference, and (v) District There are three District Publicity
level Information and Publicity Work. Officers, one each at Kohima, Mokok-
chung and Tuensang and seven Sub-Divisional Information Officers one each at Dimapur, Peren, Phek, Mon, Zunheboto, Khiperi and Shorohoto. Budget: Actual expenditure in 1974-75: Rs 23.80 lakhs. Estimates for 1975-76:Rs 27.80 lakhs. Proposals for 1976-77:Rs 36.04 lakhs. 24.
Press Publicity in 1975: Besides press releases, feature articles issued: Press conferences arranged: 12. Press visits to project areas and in-
dustrial undertakings : 6.
Field Publicity: On an average 70 filmshows in various districts are arranged with seven projectors. The Directorate organises two public meetings and four group discussions every month and 12 intensive publicity campaigns every year. The Directorate has seven publicity vehicles fitted with public address equipment. Advertising : During
1975, the
Directorate
spent
Rs
1,656
on
news-
paper advertising, Rs 76,134 on hoardings and other outdoor publicity programmes and Rs 65,916 on paid publicity. ly
Publications:
in
English,
Besides the publication ‘Nagaland in the Press’, a week-
and
two
monthlies
in
English—‘The
Warrior’
and
‘Tho
Monthly Round Up’, ‘Nagaland is born’, “View Cards’ and ‘Greeting Cards’ are also brought
out by the
Directorate.
Fifty pamphlets/booklets
brought out during 1975 and Rs 23,425 were spent on publications. Photos/Films:
During
1975,
The
Directorate
covered
several
were
photo
assignments and prints were made. It has dark-room facilities. There are one movie-cameraman and three cameramen. On an average 30 docu-
mentaries
and newsreels
are produced
in a year.
Exhibitions: On an average five photo exhibitions are held every year and there are three exhibition halls located in three towns in the State. During
1975
five exhibitions were organised.
Information Centres: There are 25 Information Centres at State and District levels where the facilities of libraries are also available. Research
and
Reference:
The
Directorate
has
library
Information Centres of the State. Besides documentation also a clipping section.
Feed Back Services: Press reactions are analysed and sent to the Government from time to time. 22—3 M of I & BIND/77
facilities in all
facilities, it has
by the Directorate
162
MASS MEDIA IN INDIA
1978
Co-ordination: Activities of both the Central and State media organisations are co-ordinated by Inter-media Publicity Co-ordination Commit-
tee at state
level,
and
by district-level
Publicity
Co-ordination
at the District level. Three State Departments—Agriculture, dustries have their own publicity set up.
Committee
Forest and In-
Orissa
Area:
Capital:
1,55,782 sq. km.
Population
Bhubaneswar
: 2,19,44,615
Principal Language:
Oriya
DEPARTMENT OF PUBLIC RELATIONS
Organisational Set-up The Department, headed by a Director, has five wings: (i) Press and Information, (ii) Production, (iii) Advertisement, (iv) Field and Audio Visual Publicity, and (v) Films Wing.
At the field level there are 13 District Public Relation Officers at district
headquarters, one DPRO in Rourkela and two regional organisations and seven zonal organisations for Radio Rural Forums. There are radio supervi-
sors to maintain community listening sets. Budget:
Actual expenditure in 1974-75:Rs
51.92 lakhs. Estimates for
1975-76: Rs 57.23 lakhs. Proposals for 1976-77: Rs 56.05 lakhs. Press
Publicity
in
1975:
Press
releases
issued:1,579.
issued: 6. Photographs released: 790. Press conferences visits to project areas and industrial undertakings: 1. Field Publicity:
Feature
arranged:6.
articles
Press
On an average 207 filmshows are arranged every month
with 62 projectors. Forty-five public meetings and 42 group discussions are
arranged
every month.
About 96 intensive publicity campaigns
are arranged
every year. There are 46 vehicles, 20 taperecorders, 62 generators and amplifiers with the Department.
113
Advertising: There is an Advertisement Section to handle this job. An expenditure of Rs 13.44 lakhs was incurred om newspaper advertisements during 1975-76 and Rs 3,120 on outdoor publicity.
Publications: Besides two monthly (English) and ‘Utkal Prasanga’ (Oriya),
pamphlets/booklets in 1975. view Monument Special’ and
Special’—were
also brought
priced journals ‘Orissa Review’ the Department brought out 81
Two other priced publications—‘Orissa Re‘Eastern India Cultural Convention Souvenir
out during the same period. Printing is done
STATES’ MEDIA
163
at the Government Press where block making facilities are also available. An amount of Rs 1.20 lakhs was spent on publications during 1975-76. Photos/Films: During 1975, the Department took up 1,295 photo coverage assignments and 9,718 prints were made. During the same period three newsreels and one documentary were produced. There are five photo-
graphers and three movie cameramen
equipment
and other facilities.
with the Department
with necessary
Exhibitions: There is an Exhibition Unit to look after this job. During 1975, 61 exhibitions were conducted. Information
Centres:
There
are 22 Information
level and 21 at district level—with library facilities.
Centres—one
at State
Research and Reference: Clipping and indexing services are available. Clippings are regularly submitted to the concerned departments.
Feed
Back
Services:
Press
and
and supplied to concerned departments.
public reactions
are compiled
daily
Fortnightly and monthly press ana-
lyses are also prepared and sent to State Government Departments and Central Government. Coordination:
The
State-level
Publicity
Inter-media Publicity Coordination Committee
Coordination
Committee
and
co-ordinate activities of State
and Central media organisations at the State level. At the district level, District Publicity Coordination Committee coordinates the activities. Six Government Departments and three public undertakings have their own publicity
set up.
Punjab Area:
Capital
:
50,362 sq. km.
Chandigarh
Population
Principal Language
:
:
1,35,51,060
Punjabi
PUBLIC RELATIONS DEPARTMENT
Organisational Set-up The Department, headed by a publicity, has also an Adviser. Production Material, (iii) Field tion, (vi) Song and Drama, (vii)
Films Division.
Director, responsible for information and It has nine wings: (i) Press Publicity, (ii) Publicity, (iv) Production, (v) CommunicaRadio and Press (viii) Television, and (ix)
164
MASS
MEDIA
IN INDIA 1978
Besides 12 DPROs in 12 different districts there is an ADPR at Fazilka
and nine APROs in nine sub-centres. Budget:
Actual
expenditure
in
1974-75:
Rs
60.46
lakhs.
Estimates
for 1975-76: Rs 66.16 lakhs. Proposals for 1976-77: Rs 78.09 lakhs.
Press Publicity in 1975-76: Press releases issued: 844. Feature articles issued: 159. Photographs released :78,980. Press conferences arranged: 131. Press visits to project areas
Besides 48 scheduled
and
industrial undertakings: 89.
publicity
talks recorded, 902 press messages
on
behalf of the ministers were prepared and 250 public meetings of the Punjab ministers were covered for the press from State headquarters.
Field Publicity:
arranged
every month
On an average ten filmshows with
30
projectors.
About
in various districts are
15 public
meetings
and
group discussions every month and three intensive publicity campaigns every year are arranged by the Department. The Department has 47 publicity vehicles and eight taperecorders. All the offices at the district and sub-divisional levels are provided with public address equipment. Song and Drama: The Department has its own troupes employing 12 song parties, four drama parties for which 108 artists are employed. The
Department also commissions local parties of folk and art and arranges tra-
ditional form of singing and folk style drama
leela and in melas.
in the villages, during
Ram-
Advertising: The Department has its own Advertising Section, and one copy-writer and one art-curm-lettering expert are employed. It also utilises the services of private agencies. It handles the advertisements of all the de-
partments and corporations of the
State
Government.
An
expenditure of
Rs 3,99,987 was incurred on newspaper advertising during 1975-76.
Publications: The Department brings out five journals. Besides, a fortnightly “Sada Punjab” in Punjabi, two monthlies “Jagriti” in Punjabi and Hindi and one monthly, “Pasban” in Urdu, the Department also publishes “Advance”, a quarterly in English. During 1975, 161 pamphlets/booklets were brought out. Printing of all the publications is done at Punjab Government Press, U.T. Press and some private presses, where facilities of block making are also available. Photos/Films: The Department has a Photo and Cinema Section. This Section maintains a photo library. During 1975-76, the Department covered 1,920 photo assignments and 29,716 prints were made. Three photo-
graphers are employed with the Department and it produces two documen-
taries and five newsreels in a year. During 1975, it handled 759 assignments
STATES’
MEDIA
165
of newsreels/documentaries
were made.
and
146
prints of the newsreels/documentaries
Exhibitions: The Department has one full-fledged Exhibition Section. The entire visual material is produced in the Section. During 1975 the Department
organised
31
one at all India level. Information
exhibitions
Centres:
at district
There
are
two
level, four
major
at State level
Information
and
Centres,
one
Research
and
each at Delhi and Jullundur. Besides 11 Centres at district level, there are 13 centres at sub-divisional level. Cinema shows are arranged at the Centres in addition to the necessary facilities available there. Research
and Reference:
The
Department
has
its own
Reference Section which maintains a library to cater to the needs of PR Department, Press correspondents and others. Clipping and indexing facilities are also available. Feed Back Services: The press reactions are analysed thoroughly and report is sent every day to the officials concerned. Special fortnightly reports on editorial comments are also sent to the Government for suitable action. Co-ordination:
The
Department
co-ordinates
with
the
Government
Forests, Education
and
Development
of India and other State Governments, for supplying material on development activities in the State. State Electricity Board and various other de-
partments
like Agriculture, Medical,
have their own
publicity set up.
Rajasthan Area:
3,42,214 sq.km.
Population
Capital:
Jaipur
Principal Languages:
DIRECTORATE
OF PUBLIC
:
2 57,65,806
Rajasthani and Hindi
RELATIONS
Organisational Set-up The
Directorate, headed
by a Director, consists of
12 Sections:
(i) News,
(ii) Scrutiny, (iii) Research and Reference, (iv) Press Registration, (v) Photo,
(vi) Publications, (vii) Films, (viii) Field Publicity, (ix) Exhibitions and Rangmanch, (x) Art, (xi) Advertisements and (xii) Technical. The Directorate has
Public Relation Officers in 23 districts.
Budget : Actual expenditure in 1974-75 : Rs 50.26 lakhs. Estimates for
1975-76: Rs
52.96
lakhs, Proposals
for
1976-77:Rs
52.66
lakhs.
166
MASS MEDIA IN INDIA 1978 Press Publicity in 1975 : Press releases issued
: 8,435, Photographs re-
leased : 9,733. Feature articles issued :5. Press conferences arranged : 24. Press
tours conducted : 7.
Field Publicity : On an average 213 filmshows are arranged in a month with 23 projectors. About seven group discussions and eight publicity campaigns are organised every month. Besides, six slide projectors and ten ge-
nerators, the Directorate has radios,
14 transistors
and
15
gramaphones,
five car-radios.
seven
record players,
11
Advertising: The Directorate has an Advertisement Section and advertisements are released to newspapers through this section. An expendi-
ture of Rs 8.17 lakhs
was
incurred on this during
1975-76.
Publications: During 1975, the Directorate brought out 27 pamphlets/ booklets. Printing of all the material is done at the Government Printing Press at Jaipur and an expenditure of Rs 1.56 lakhs was incurred on this
in 1975.
Photos/Films:
During
1975,
the
Directorate
covered
1,897
photo
as-
signments and 49,879 prints were made. For this, six photographers are employed
with
the Directorate.
Exhibitions:
Exhibition facilities are available with the Directorate. It
Information
Centres:
organised 36 exhibitions in the State and two outside during 1975. at Bombay, State
Calcutta
Headquarters
and
Besides
(Jaipur).
New
with necessary facilities.
At
three
Delhi,
Information
the Directorate
the district
level, there
Centres,
one
each
has one Centre are
seven
Research and Reference: The Directorate compiles and records of different departments of the State Government and
at
Centres
maintains important
press releases of the Central Government.
Tamil Nadu’ Area
:
Capital:
1,30,069 sq. km.
Population
Madras
DIRECTORATE
:
Principal Language :
OF INFORMATION
AND
PUBLIC
4,11,99,168 Tamil
RELATIONS
Organisational Set-up The
Directorate, headed
by
a Director,
has six
sections : (i) Press, (ii)
Publications, (iii) Advertising (iv) Films, (v) Exhibition, and (vi) 4Material for the annual not received.
Based on information received
Photo-
STATES’ MEDIA
167
graphic Section. There are eight Regional tioning at eight important centres. Press
Section
handles
press
releases,
Public Relation feature
articles,
Officers funcdepartmental
publicity, photo coverage, press conferences, journalists’ tours, liaison with AIR and all matters concerning the press accreditation and Press Consultative Committee. A reference unit attached to this Section attends to indexing reference
matter and
preparing
press clippings.
Besides publishing “Tamil Arasu”, Publications Section brings out other publicity literature. Advertisements of all Government Departments, and statutory boards are released through this Section.
Corporations,
Boards
Films Section produces newsreels and documentaries. Exhibition Section tional exhibitions.
organises
local exhibitions
and
participates
Photo coverage of State functions and developmental looked after by the Photographic Section.
activities
in naare
All the villages in the State have been provided with radio sets.
Tripura Area
:
Capital:
10,477 sq. km.
Population
Agartala
Principal Languages :
DIRECTORATE OF
PUBLIC
RELATIONS
2
15,56,342 Bengali, Tripuri and Manipuri.
AND
TOURISM
Organisational Set-up The Directorate, headed by a Director, has four Sections: (i) Field Publicity, (ii) Publications, (iii) Exhibition and (iv) Rural Radio Forum. Besides, the
Directorate has three units: Photography, Drama and Puppet and Audiovisual. At the district level, there are three District Public Relation Officers. Budget: Actual expenditure: Rs 19.81 lakhs. Estimates Rs 18.83 lakhs. Proposals for 1976-77: Rs 21.55 lakhs.
for 1975-76:
168
MASS MEDIA IN INDIA 1978 Press Publicity in 1975 : Press releases issued
issued:
10. Photographs
released:
1,064.
Press visits to project areas and Field Publicity:
On
an
Press
industrial
average
: 1,758. Feature articles
conferences
undertakings:
89
filmshows
6.
arranged:
are arranged
6.
with
14
projectors. The Directorate organises 121 public meetings and group discussions every month. On an average five intensive publicity campaigns are organised by the Directorate every year. It has 16 publicity vehicles, 14 taperecorders alongwith a good number of public address equipment and
generators. Song
and
Drama:
troupe
em-
ploying 16 regular artists. Besides, local professional artists, kathaks kaviwales are employed for dance/drama programmes on traditional modern themes and for kathakata, kavigan, etc.
and and
Advertising:
The
The
Directorate
Directorate
has
handles
the help of departmental artists and staff. was
spent
on
newspaper
advertising
commercials, TV, etc. Publications:
The
Directorate
and
its
the
own
drama
work of advertising with
In 1975 an amount of Rs 31,750
Rs
publishes
and ‘Gumati’, a monthly, both in Bengali.
300
on
cinema
‘Tripura
slides,
Barta’,
assignments and
During
10,641
1975,
prints
were
the
weekly,
There is one miniature printing
press with the Directorate. It brought out 21 booklets/pamphlets Rs 48,000 on publications during 1975. Photos/Films:
a
radio
Directorate
made.
employs two photographers. On an average produced by the Directorate in a year.
It
covered
and
284
has one dark room,
spent
photo
one documentary/newsreel
Exhibitions: The Directorate has one Exhibition Unit equipped mobile exhibition sets. During 1975, it organised two exhibitions. level
Information
and
screened
11
Centres:
There
at sub-divisional
at Agartala
Centre
are
level.
regularly.
three
Information
Newsreels
and
Centres
is
with
at district
documentaries
Feed Back Services: Public reaction reports are collected offices by the Directorate and sent to the Government.
and
from
are
field
Co-ordination: Activities of both the Central and State Media Organisations are co-ordinated by the Directorate at the State as well as of district levels. Some Departments like Education, Health and Family Planning, Industry, Agriculture, Forest, Panchayat and Co-operation have
their own publicity set up.
STATES’ MEDIA
169
Uttar Pradesh Area
:
Capital:
2,94,413 sq. km.
Population
Lucknow
DIRECTORATE
:
8,83,41,144
Principal Language :
Hindi
OF INFORMATION AND PUBLIC RELATIONS
Organisational Set-up The Directorate, headed by a Director, has six wings: (i) Press Publicity, (ii) Field Publicity, (iii) Exhibition, (iv) Films and Photography, (v) Publications, and (vi) Advertising. At the district level, there are 29 District
Information Officers.
Budget: Actual expenditure in 1974-75: Rs 67.07 lakhs. Estimates for 1975-76:Rs 1.30 crores. Proposals for 1976-77:Rs 1.44 crores. Press Publicity in 1975:
issued:
45.
260,
Photographs
Press releases issued:
released:
44,268.
Press
3,025. Feature articles conferences
Press visits to project areas and industrial undertakings:
6.
arranged:
Field Publicity: On an average 175 filmshows are arranged every month with 42 projectors. Besides, 169 public meetings and 72 group discussions are also arranged. There are 37 publicity vehicles, 41 PA sets, 42 generators and two taperecorders with the Directorate. Song
and
Drama:
The
Directorate
has
conduct S&D programmes. Qawwali, bhajan and nautanki are the items used.
eight
registered
troupes
mandalies, puppet
to
parties
Advertising: There is an Advertising Section with a Visualiser to handle the job. An expenditure of Rs 53 lakhs was incurred on newspaper advertisements in 1975-76, in addition to Rs 73,500 spent on outdoor publicity.
Publications: The Directorate publishes two monthlies, in Hindi and Urdu. During 1975, it brought out 22 pamphlets, 20 booklets and 15 sticker posters. Though normally printing is done at the Government Press, services of private presses are also utilised in some cases. An amount of Rs 5.46
lakhs was spent on publications during 1975-76.
Photos/Films: During 1975, the Directorate took up 810 photo coverage assignments and 44,268 prints were made. Four documentaries and three newsreels are produced in a year. There are five photographers and two movie cameramen with the Directorate, 23—3 M ofI & BIND/77
170
MASS MEDIA IN INDIA 1978
Exhibitions : During 1975, the Directorate conducted 32 exhibitions within the State. There are six Exhibition Units with necessary facilities.
Information Centres:
Information
Centres.
Research
and
There
Reference:
are There
reference material on various topics. Feed Back Services:
nightly
reports
prepared
Press
for use
one
State-level and 25 district-level
is a library in Lucknow
gives
regularly and
fort-
District Information
Off-
reactions are analysed by various
government
Co-ordination : Director at State level and
cers at district level coordinate
which
the activities of various
departments.
agencies.
West Bengal Area: Capital :
87,853 sq. km. Calcutta
DEPARTMENT
Population : Principal Language :
4,43,12,011 Bengali
OF INFORMATION AND PUBLIC RELATIONS
Organisational Set-up The Department, headed by a Director, has seven sections: (i) Press Publicity, (ii) Public Relations, (iii) Films, (iv) Rural Publicity, (v) Rural Broadcasting, (vi) Folk Arts, and (vii) Exhibitions. Besides, there is a Film Deve-
lopment Board to advise the Government for extending financial assistance
to producers of films, technicians and studios/laboratories. At the field level, there are three Regional Information and Public Relation Officers,
17 District IPROs,
two Labour IPROs
and 49 Sub-divisional IPROs.
Budget: Actual expenditure in 1974-75:Rs 1.45 crores. Estimates 1975-76: Rs 1.85 crores. Proposals for 1976-77:Rs 1.84 crores.
for
Press Publicity in 1975: Press releases issued:2,500. Feature articles issued:52. Photographs released:500. Press conferences: 200. Press visits
to project
areas
and
industrial
undertakings: 15.
Field Publicity: On an average 900 filmshows are arranged every month with 88 projectors, besides 81 public meetings and 594 group discussions. About 660 intensive publicity campaigns are also organised every year.
There
partment.
are
Song and
57
publicity
Drama
: There
vehicles,
and
five taperecorders
are five troupes with
with
the
De-
150 artistes to conduct
song and drama programmes. Drama, dance, music, tarja and magic are the art forms used.
STATES’ MEDIA
171
Advertising: There is an Advertising Section with three commercial artists/visualisers. Services of three private advertising agencies are also utilised. During 1975-76, an expenditure of Rs 49 lakhs was incurred on newspaper advertisements.
Publications:
ing
Two fortnightlies are published by the Department. Dur-
1975-76, an amount Photos/Films:
of Rs 4.00 lakhs was spent on publications.
During
1975,
the
Department
took
up
over
1,500
photo coverage assignments. There are five photographers with necessary developing facilities. On an average 12 newsreels and 10-12 documentaries
are
produced
through
empanelised
film-makers.
Exhibitions: At Headquarters, a Deputy Director heads the Exhibition Wing and there are Divisional Exhibition units at all Divisional headquarters.
During 1975, the Department arranged one big exhibition in Gauhati.
Information
Centres:
There
62 exhibitions within
the State and
are three State level Information Centres
one each at Calcutta, Durgapur and New Delhi. There is one Information Centre in every district besides Information Centres in six sub-divisions. Research
and
Reference:
level Information Centres. Feed Back Services: fortnightly
Co-ordination:
for
There
trict levels. Departments
city set up. State
the State.
annually.
Awards:
Capital:
:
are available
in all State-
Press reactions are analysed regularly and reports
use
by various
is machinery
of Agriculture
Yearly
awards
are
government
departments.
for coordination
at State and dis-
and Health have their own given
for
best
films
publi-
produced
in
Best Director, Best Actor and Best Actress Awards are also given
Andaman Area
facilities
Clipping and indexing facilities are available with
the Department. prepared
Library
and Nicobar Islands:
8,293 sq. km.
Population :
Port Blair
1,15,133
PUBLICITY SECTION
Organisational Set-up The Section functions under the Development Commissioner. It all matters relating to information, publicity and tourism.
1Material for the Annual not received.
handles
Based on information received in 1974.
172
MASS MEDIA IN INDIA 1978 A daily newspaper
“Daily Telegrams”
is brought out by the Govern-
ment press. Photo coverage of developmental activities and State functions are attended to by the Section. It also publishes publicity literature. There
are two mobile cinema units, one each at Port Blair and Car Nicobar.
There are eleven information centres in the Islands. Under the community listening scheme, a number of villages have been provided with radio sets.
Arunachal Pradesh Area:
Capital:
83,578 sq. km.
Population:
Itanagar
4,67,511
DIRECTORATE OF INFORMATION AND PUBLIC RELATIONS
Organisational Set-up The
Directorate,
headed
by a Director,
has seven
sections:
(i) Projection
Cell, (ii) Community Listening Cell, (iii) Artist Cell, (iv) Publication Cell,
(v) Song and Drama Unit, (vi) Photographic Cell, and (vii) Film Production Cell. At the district level, there is one District Information Officer in each district with necessary technical and administrative staff. for
Budget:
Actual expenditure in
1975-76:Rs
19.99 lakhs.
1974-75:
Proposals
for
Rs
13.33 lakhs. Estimates
1976-77: Rs 22.25
lakhs.
Press Publicity in 1975: Press notes issued: 200. Feature articles issued: 200. Photographs released: 480. Press conferences arranged: 25. Press visits to project areas and industrial undertakings: 5.
Field Publicity: On an average 250 filmshows are arranged every month with 23 projectors, besides three public meetings in every district and sub-divisional headquarters. About five intensive campaigns are organised every month. There are seven publicity vehicles and four tape-recorders. Public address equipment/generating sets are also available. Song and Drama:
cultural programmes mental
themes.
Advertising:
The
Directorate
has
one
troupe
which, through
based on Iccal art forms, gives publicity to develop-
There
is an
Advertising
Section
to handle
the job
with
a commercial artist and an art-expert. During 1975-76, an expenditure of Rs 1.17 lakhs was incurred on newspaper advertisements besides Rs 14,000 spent on outdoor publicity.
STATES’
MEDIA
173
Publications:
A
monthly
‘Arunachal
News’
in English is published.
During 1975, three pamphlets/booklets were brought out. Rs 85,500 was spent on publications in 1975-76. Photo/Films:
During
1975
the
Directorate
took
An
up
23
amount
photo
of
cover-
age assignments and 4,800 prints were made. In a year two newsreels /documentary
movie
films
cameramen
are
produced.
There
with the Directorate.
are
three
Exhibitions: The Directorate has a small 1975, two exhibitions were arranged at Gauhati. level.
Information
Centre:
Co-ordination:
There
is one
photographers
exhibition
Information
and
unit.
Centre
at
two
During district
Coordination Committees exist in all the districts.
Chandigarh Area: Capital:
1148q. km. Chandigarh
Population :
2,57,251
DIRECTORATE OF PUBLIC RELATIONS
Organisational Set-up The Deputy Secretary (Finance) holds the additional charge of the post of
Director, Public Relations and Cultural Affairs. Publicity Officer, however, is the whole-time officer. It has three wings: (i) Press, (ii) Films, and (iii)
Photography. Budget:
1975-76: Rs
Actual
Press Publicity
leased:
77.
expenditure
95,000. Proposals in 1975:
in
1974-75:
for 1976-77:Rs
Rs 80,106.
Estimates
for
221. Photographs
re-
92,000.
Press releases issued:
The services of the accredited/recognised press correspondents of
Chandigarh Administration and the correspondents of local newspapers of repute are sometimes utilised to cover important functions. Field Publicity: On an average 15 filmshows are arranged every month with one projector. Besides one publicity vehicle, the Directorate has one taperecorder, two amplifiers, one record player and one transistor. The Directorate also assists in organising campaign.of other departments of the
Administration and publicity organisations of Government of India.
174
MASS MEDIA IN INDIA 1978 Advertising:
The
Directorate
releases
advertisements of various de-
partments of the Chandigarh Administration to newspapers. It incurred an expenditure of Rs 1.68 lakhs for this during 1975-76. Publications:
The
Directorate
brought
out
45,000
copies
of ‘“Chandi-
garh Guide’ and 20,000 copies of ‘Map’ and distributed free of charge to the tourists and delegates visiting Chandigarh
during
1975. Printing of all pub-
lications is done at the Government Printing Press of the Chandigarh Administration and an expenditure of Rs 40,000 incurred on publications during 1975-76.
Photos/Films: During 1975, the Directorate covered 77 photo assignments and 1,267 prints were made. There is only one Assistant Photo Cinema
Officer with the Directorate. Exhibitions;
The Directorate organises exhibitions in collaboration with
the Exhibition Wing of the DAVP ReSearch
Directorate. and
and Reference:
Clipping
Feed Back Services: All the news concerning Chandigarh
Co-ordination:
A
the
Capital :
available
with
the
national/local newspapers are analysed are sent to the Administration.
activities.
Dadra :
facilities are
State-cum-District-level
Committee co-ordinates publicity set up.
Area
from time to time in the Union Territory.
The
and Nagar
Health
Publicity
Department
Co-ordination has
its own
Population :
74,170
Haveli
491 sq. km.
Silvassa FIELD PUBLICITY OFFICE
Organisational Set-up The
Office has only one Field
Publicity Officer assisted
for field publicity, advertisements to newspapers Press Publicity in 1975:
ged one press conference.
by four persons
and publications.
The Office released 50 photographs
and arran-
Field Publicity: On an average 15 to 20 filmshows are arranged every month with one projector. One publicity vehicle and one taperecorder are
also available with the Office.
175
STATES’ MEDIA Advertising:
FPO.
through
1975.
An
Advertisements
expenditure
government
of
23,000 was
of Rs
departments are routed
incurred on this during
Publications: Two fortnightlies, one in English and the other in Gujarati are brought out by the Office. Information
one
is
There
Information Centre:
Centre in the Union
Territory.
Delhi Area:
Capital:
1,485 sq. km.
Population:
40,65,689
Delhi DIRECTORATE OF INFORMATION
AND PUBLICITY
Organisational Set-up The
Directorate, headed by a Director, Information
and Publicity has five
sections: (i) Press, (ii) Publications, (iii) Field Publicity, (iv) Advertising, and (v) Exhibition.
Budget: Actual expenditure during 1974-75:Rs 15.49 mates for 1975-76:Rs 20.33 lakhs. Proposals for 1976-77:Rs Press Publicity in 1975:
issued: 102. Photographs
Press
visits to project
Field Publicity:
On
Press
released:
areas and an
releases
issued:512.
5,000. Press conferences
industrial
average
20
Feature articles
undertakings : 20.
filmshows
are
lakhs. Esti17.64 lakhs. arranged : 300.
arranged
every
month with five projectors. About 20 public meetings every month and four intensive publicity campaigns every year are organised by the Directorate. Besides slide carrier, booster and amplifiers, four taperecorders are available
with the Directorate.
Song and Drama:
The Directorate has
15 registered music parties.
It
engages private song and drama troupes and organises programmes in various auditoriums and on open stages in the urban and rural areas of the Union Territory. Advertising:
The
Directorate
has
an
Advertisement
Section
which
deals with the plan publicity and the publications of the other departments of the Administration. The Directorate sometimes utilises the services of advertising agencies. During 1975-76, it spent Rs 8.68 lakhs on newspaper advertisements. Besides Rs 1,000 on repainting of seven hoardings and
176
MASS MEDIA IN INDIA 1978
Rs 1,000 on outdoor publicity, the Directorate spent Rs 1,237 on other media
of paid publicity. Publications:
The
Directorate
publishes
three quarterlies,
“Dilli”
one
each in Hindi, Urdu and Punjabi. During 1975, six pamphlets /booklets were brought out and it spent Rs 1.08 lakhs on publications during 1975-76. Photos/Films: During 1975, the Directorate covered 611 photo assignments and 6,776 prints were made. Two photographers are employed for the
purpose
and
it has one dark
room
with
necessary facilities.
Exhibitions: The Directorate has an Exhibition Unit where exhibits are prepared through local firms dealing with designing and decoration of various display material. During 1975, it organised four small exhibitions on Plan
Development.
Research library.
and Reference:
The
Directorate has a clipping section
and a
Co-ordination: nter-media Publicity Co-ordination Committee and Public Relations Committee co-ordinate activities of Centre and State me-
dia organisations. The Directorate with other departments.
maintains
Goa, Daman Area:
3,813 sq. km.
Capital:
Panaji
close
publicity
co-ordination
and Diu
Population
:
Principal Languages :
DEPARTMENT OF INFORMATION
8,57,771 Marathi, Konkani and Gujarati
AND TOURISM
Organisational Set-up The
Department, headed
by a Director, has two wings:
Public Relations Wing under the
(i) Information and
supervision of
Information
in
8.77
Officer, and
(ii) Publications Wing under the supervision of Publications Officer. Budget:
Actual
expenditure
1974-75:Rs
1975-76: Rs 12.43 lakhs. Proposals for 1976-77:Rs
lakhs.
Estimates
12.70 lakhs.
for
Press Publicity in 1975: Press releases issued: 987. Photographs released: 4,800. Press conferences arranged: 7. Press Tour to Bangalore and other parts in Karnataka arranged.
STATES’ MEDIA with
177
Field Publicity: On an average 20 filmshows are arranged every month six projectors. The Department organises National Weeks, Family
Planning
Fortnight
and
vehicles are available with Advertising : The
World
Health
Day
the Department.
Department
releases
every
year.
advertisements
Four
Publicity
to newspapers
published in Goa and outside. An expenditure of Rs 1.45 lakhs was incurred
on this during
1975-76.
Publications:
The Department
publishes
four
monthly journals, one
each in English, Devanagari, Konkani and Marathi. Printing of all the publications is done at Government Press and the services of Kala Academy are
also utilised for designing. An expenditure of Rs 1.94 lakhs was incurred on publications in 1975-76.
Photos/Films: During 1975, the Department covered 806 photo assignments and 4,800 prints were made. Besides other technical facilities available, two photographers are employed with the Department. It approaches the Films Division at Bombay for producing documentaries on special events. However, two documentaries were produced by the Department in 1975.
Exhibitions: During in the Union Territory.
1975, the Department conducted three exhibitions
Research and Reference:
There is a small reference unit which main-
tains records of important publications and journals.
Lakshadweep Area
Capital:
:
32sq
km
Population:
Kavaratti
31,810
INFORMATION OFFICE
Organisational Set-up Information Office is headed by an Information Officer. There are nine Information Units headed by Information Assistants in Kavaratti, Androth, Kalpeni, Minicoy, Agatti, Amini, Kadmat, Kiltam and Chetlat Islands. Budget:
1975-76:
Actual expenditure in 1974-75:
Rs 4.88 lakhs.
Rs 6.07 lakhs. Estimates for
Proposals for 1976-77:
Rs 6.32 lakhs.
Press Publicity in 1975: Press releases issued: 1,975. Feature articles issued: 18. Photographs released: 24. Press visit to project areas and industrial undertakings: 1. 24—3 M of I & B/ND/77
178
MASS MEDIA IN INDIA Field Publicity : On
arranged every month
an
with
average
180 filmshows
10 projectors.
About
by
the nine
1978
units are
36 public meetings
and
27 group discussions are arranged every month. About 45 intensive publicity
campaigns
are
organised
every
year.
The
Office
has
one
Song and Drama: The Office has two auditoriums at traditional songs and dance groups are engaged for giving
during media
campaigns
Publications:
in the islands.
Besides
“Lakshadweep
Fortnightly”,
Malayalam, the Office publishes ‘Lakshadweep
Annual’.
press at Calicut for the purpose.
ganisations.
Close
liaison
is maintained
Kavaratti and entertainment
published
in
Kavaratti 1975.
and
It has one printing
Exhibitions: The Office organised one exhibition at participated in a cooperative exhibition at Calicut during Co-ordination:
taperecorder.
with
Central
Media
Or-
Mizoram Area:
21,087 sq
Capital:
Aizawl
km
Population
Principal Languages:
:
3,32,390
Mizo and English
DIRECTORATE OF INFORMATION, PUBLIC RELATION AND TOURISM
Organisational Set-up The Directorate, headed by a Director, has four wings: and Reference, (iii) Photo, and (iv) Field Publicity.
(i) Press, (ii) Research At the district level,
there are District Information and Public Relations Officers, one each at
Aizawl, Lunglei Budget:
1975-76:
and Chhimtuipuri
Actual expenditure in 1974-75:
Rs 13 lakhs. Proposals for 1976-77:
Press Publicity in 1975:
leased:
Districts.
250.
Press
Press releases
conferences
Press visits to project areas:
4.
arranged:
Rs 11.62 lakhs. Estimates for
Rs 14.70 lakhs.
issued:
15.
Press
580.
tours
Photographs reconducted:
2.
Field Publicity: On an average 15 filmshows are arranged every month with eight projectors and about five public meetings are arranged
every month. Besides three vehicles and three taperecorders, the Directorate has provided public address equipment to the DIPROs. The Directorate has fixed loudspeaker system at 4 important towns and 198 transistorised receivers have been distributed to grouped centres,
STATES’ MEDIA
179
Song and Drama: Local artists are through songs, music and other audio-visuals.
engaged
for
entertainment
Advertising: The Directorate releases advertisements to newspapers in Mizoram and outside. During 1975, it spent Rs 20,000 on newspaper advertisement,
Rs 15,000 on hoardings,
of paid publicity.
Publication:
The
Directorate
etc. and
Rs
publishes
17,000 on other media
three
weeklies
in
Mizo
language—‘Tunlai Chanchin’ ‘Khawvel’ and ‘Kaladan’, one weekly ‘Mizoram Gazette’ in English and a quarterly ‘Mizoram Today’, both in English and
Mizo languages. During 1975, 25 pamphlets/booklets and coloured picture postcards in sets of 10 cards were brought out by the Directorate. Besides its own printing press, the Directorate utilises the private printing presses also. Photos/Films: ments
and
4,157
During
1975, the Directorate covered
prints
were
made.
two enlargers and dark ployed for the purpose.
room
facilities.
Exhibitions:
Exhibition
Union Territory and outside.
The
facilities
Directorate
One
with the Directorate. Feed
Back Services:
has
three
Photographer
are available
Information Centres: At State level, there Centres one each at Aizawl, Lunglei and Saiha, tural areas with necessary facilities. ReSearch and Reference:
146 photo assign-
Reference library
has
cameras,
been
em-
for displaying in the
are three Information besides seven centres in
facilities
are
available
Local papers are regularly scrutinised and daily
reports submitted to the Government. Coordination:
Coordination
is maintained
with
various
departments
and also at the Centre and at state and district levels. Agricultural, Medical,
Veterinary, Animal publicity set up. State-level
Husbandry
Awards:
and
The
Surendranath’s Trophy’ for the Best ning Trophy’
for Best Beat Group
Forest
Departments
Department
organises
Entertainer and
for music
have
their
‘Smt.
own
Gargi
‘Lt. Governor’s Run-
and dance
annually.
180
MASS MEDIA IN INDIA 1978
Pondicherry' Area
: 480 sq
Capital:
km
Population:
Pondicherry
4,71,707
Principal Languages: Tamil and French
DIRECTORATE
OF INFORMATION
AND
PUBLICITY
The Directorate, headed by a Director, has four sections (i) Press, Publications and Photographs, (ii) Films and Rural Publicity, (jij) Informa-
tion Centres, and (iv) Radio
Rural
Forums
The Directorate issues press releases.
and Community
Listening Sets.
It brings out a Tamil
monthly
and an English quarterly. Government advertisements are also released to the Press by the Directorate. Films and Rural Publicity Section arranges
field publicity programmes. There
is
a
State
Information
Centres, one each at Karaikal, Mahe
Centre
in
Pondicherry,
and Yanam.
besides
three
There are 94 Radio Rural Forums in the Union Territory. A large number of villages in the Territory have been provided with community listening sets.
Material for the Annual not received.
Based on information received in 1974.
Public Sector Media THE KINGS of ancient India, like the Pharaohs of Egypt, spared no pains to build up, through various means, their own royal reputation. This con-
scious
and
effort
rock
Public
was
carvings
Relations
not
of
made
(PR)
through
Ashoka
in India.
art and
is a good
In modern
literature alone.
The
times the concept
of PR
example
of
edicts
the beginning
of
can
boast of a history of quarter century and only in 1956 a professional organisation, the PR Society of India, was formed.
Since 1947, a number of key and basic industries came under Government ownership. Later other industries producing even some consumer articles were also started by the Government. Over a period of time a
number of public sector undertakings have come up, which produce varied articles from sophisticated electronic equipment to modern bread. A good amount of public money has been invested in these undertakings and naturally
it has
become
the duty
of the public
sector
undertakings
to in-
form the public of their activities and also to keep the policy-makers in these industries informed of public opinion about them. Public Relations, it is said, is ninety per cent doing good and ten per cent, talking about it. The justification of Government PR rests on two problems: (i) Democratic Government is obliged to report to its citizens, and (ii) Effective ad-
ministration requires citizens’ participation. The
objectives
classified as under:
of PR/Publicity
for public
(1) to distribute publicity material like PR among the clients; (2) to catch
berate,
and
hold
planned
and
the attention
sustained
sector news
undertakings
public
understanding;
(3) to counteract any false propaganda against the public takings through various communication channels;
(4) to issue regular, dependable internal and external use;
be
or other press releases
of the general
mutual
can
through
deli-
sector under-
information through house journals for
(5) to act as a “two-way street” and feed the management about the views of internal public and the general public outside the undertaking that affects the functioning of the undertaking.
182
MASS MEDIA IN INDIA 1978 There are over 125 public sector undertakings in the country.
A large
number of these still do not have a separate Public Relations set-up though they do incur expenditure on PR. In this chapter, an attempt has been made
to describe
the
PR
set-up
in some
of the major
undertakings.
Air India The Public Relations Office of Air India, Bombay, is headed by a Public Relations Manager who deals exclusively with the public relations activities of the Corporation in India and abroad. Advertising
and sales promotion are handled by the Publicity Section of the Commercial Department. The PR Office maintains a library containing films, photo-
graphs, books and other reference material including newspaper
clippings.
Air India has two full-time officers in New York, two in London and one in Paris who are required to handle advertising and sales promotion as well as public relations, Public Relations Consultants on a part-time basis have been appointed in London, Sydney, Osaka, Hong Kong, Bangkok and Nairobi.
Perth,
Singapore,
Tokyo,
Eleven press conferences, 23 press visits, 4 TV interviews and 6 radio
programmes
were arranged during
1975.
House Journal An
eight-page
lished once
house
a month
journal
‘Magic
and distributed
Carpet’
(circulation
free to staff and
and press contacts in India and abroad.
16,000)
is pub-
business, commercial
Advertising Facilities for copy-writing and designing are not available with the Department. Advertisements are written and designed by advertising agencies employed in India and abroad. The Corporation’s Art Studio in Bombay handles the designing of window display, hoardings, posters, show cards, calendars, greeting cards, interior and exterior decoration of Air India air-craft, interior decoration of Air India offices and similar jobs. The Department torium with audio-visual equipment in Bombay.
maintains an audi-
Budget There is no separate budget for public relations.
The
budget
provided
for
advertising and sales promotion covers the expenditure incurred on public relations.
PUBLIC SECTOR MEDIA
183
In 1975-76, a total budget of Rs 10.50 crores was allocated, the major items of expenditure being—advertising and sales promotion Rs 7 crores,
displays
(indoor/outdoor),
direct
mail
(sales
letters,
pamphlets,
etc.)
and
presentation Rs 1.50 crores and public relations and tour promotion Rs 85 lakhs.
Bharat Heavy Plate and Vessels Limited,
Visakhapatnam
The
Public
PR
department
Nineteen
is headed
by an
press conferences
were
Assistant held
during
Relations
Officer.
1975.
The Company has a 16 mm projector, a 35 mm projector and an Epidioscope for screening films of educational value, feature films and training programmes.
The company
has documentation
and a public address system.
facilities, photo process
Budget The advertising budget is Rs 1.50 lakhs.
No copy-writing, layout and desig-
ning facilities are available.
Braithwaite and Company (India) Limited,
Calcutta
A very small PR cell exists in the company.
Press campaigns, exhibitions, etc. are arranged Company. One
press conference
was arranged
during
by the PR cell in the
1975.
There is no house journal. Copy-writing
and
designing
work
is done
with
Design and Drawing Department and advertising agent. The
Company
has
16 mm
projection equipment.
the
assistance
There
mentation facilities available except hiring local photographer.
from
are no docu-
Budget Annual budget is Rs 63,000.
Burn & Company Limited
Company Limited,
Calcutta
PR set-up of the Company one APRO.
and
consists
the Indian of one PR
Standard
Manager,
one
Wagon PRO
and
184
MASS MEDIA IN INDIA 1978 Three press conferences were held during 1975.
House Journal House
English.
journal
is brought
Copy-writing No
Hyderabad The
PR
headed
department one
press
three
languages—Hindi,
Bengali
and
facilities are not available.
budget is fixed.
Corporation
by a Senior
Only
in
and designing
advertisement
Electronic
out
of
India
of ECIL
forms
conference
was
PRO
who
Limited,
part of the personnel
is assisted by a PRO held
during
and
Cherlapalli, group
and
four APROs.
the year
is
1975.
House Journal The
PR
department
publishes a
bi-monthly
house
journal
entitled
News’ (circulation 6,000). The journal is distributed free among employees of the Corporation, sister concerns, government officials
members of the Press.
‘EC
the and
The Department also publishes PR booklets which gives a graphic picture of the Corporation and its activities: ‘Performance Highlights’ which gives a statistical picture of the Corporation, ‘EC and You’ an introduction booklet to acquaint fresh employees with the activities of the Corporation. The Department maintains an extensive catalogue of news items clipped from the various dailies and journals, and also prepares and documents corporate literature, product literature and background information on the
Corporation.
Advertising and Audio-visual Equipment The Corporation conducts its advertising through Your advertising agencies. The PR department shares audio-visual equipment with the Corporation’s Training Department. Slide packages on the Corporation, its products and people are being compiled. The department coordinated a film on ECIL to be released by the Films Division.
PUBLIC
SECTOR
MEDIA
185
Budget The
PR
budget
for 1975:
Rs
1.75 lakhs.
Fertilisers and Chemicals Udyogmandal (Kerala)
Travancore
The PR department is headed Secretary at the head office.
1975.
Four
press
conferences
by
and
a PRO
three
Limited
who
press
(FACT),
reports to the Company
visits
were
arranged
during
House Journal A house magazine in Malayalam bution among the employees.
is published.
It is meant for free distri-
Advertising The advertising work is at present entrusted to two accredited advertising agencies. There is no commercial aftist attached to the Department to do designing work and no lay-out facilities are available. The audio-visual equipments are attached to the sales promotion wing under the marketing division and these are utilised mainly for product
promotional activities,
Budget The
publicity budget
employed
for 1976-77
are newspapers,
journals,
is Rs
2.6 lakhs.
publications,
Fertiliser Corporation of India Limited, The
PR
department
at the Corporation’s
The
important
exhibitions
and
media
fairs.
New Delhi
central office has four sections,
namely, Information, Publication, Exhibition and Administration. The Department has the following posts: Chief PR Manager, who coordinates the activities of all the sections; PR Manager, PRO, Assistant Editor, Assistant Information Officer, Exhibition Assistant-cum-Photographer, Information
Assistant and Publication Assistant. The Corporation arranged 25—3 M of | & B/77
25 Press Conferences during the year 1975.
186
MASS MEDIA IN INDIA
1978
House Journal There
are
two
monthly
“Urvarak Sandesh’ (Hindi).
house
journals:
‘Fertiliser Digest’
(English)
and
Audio-visual Equipment The department’s audio-visual equipment consists of projectors, mobile vans and publicity vans, which are mainly deployed in villages all over India. The vans are equipped publicity literature.
with projectors, public address systems
and
Budget Budget
allocation
for 1975-76:
Rs
14.25 lakhs.
Heavy Engineering Corporation Limited, Dhurva (Ranchi) The
PRO.
PR
PRO.
department
of Heavy
Engineering
Corporation
is headed
He is assisted by a Junior Manager (PR), Deputy PRO
One press conference Corporation in 1975.
and
three
press
visits
were
and
‘HEC
News’
(in English)
by
a
and Assistant
organised
by
the
brought
out.
House Journal ‘HEC
Pariwar’
A visualiser advertisements. PR
(in Hindi)
in the Central Commercial
department
tape-recorder.
has
one
film
projector,
Division
one
are
prepares
slide
lay-outs
projector
and
for
one
Budget Budget for 1975-76 was about Rs 8.74 lakhs.
Hindustan Aeronautics Limited,
Bangalore
Presently there is no PR department at the corporate level in the head office. While there is a full-fledged PR department in the Bangalore complex, there is only a publicity department in the Nasik division. The other divisions at Hyderabad, Kanpur, Koraput and Lucknow do not have any
PR Department.
PUBLIC SECTOR Except launched. Two
MEDIA
for Basant
187 Agricultural
press conferences
were
Aircraft,
arranged
no
publicity
during
campaigns
are
1975.
House Journal The
Bangalore complex
News’.
(MIG
bad
‘MIG
PR
Department
News’ is published
and
Koraput.
out
a monthly
by the office of the Managing
complex) about the activities of the MIG
journal.
‘HAL
Director
divisions at Nasik, Hydera-
No other division is currently bringing out any house
Hindustan Antibiotics Limited, PRO,
brings
Pimpri,
Pune
who is responsible directly to the Chief Executive is assisted by one
Assistant PRO, two PR assistants, etc.
Three Press conferences were held during 1975.
House Journal House Journal ‘HAL simultaneously.
News’
is brought
out regularly
in English and
Hindi
Advertising copy-writing is departmentally handled. The assistance of Company’s artist-photographer is also taken for art-work. No advertising
agency is employed for this purpose.
The audio-visual equipment, including one portable slide projector, is used for company’s publicity during visits and in exhibitions.
Budget For the period April—November
1975, the actual expenditure was Rs 92,000.
Hindustan Cables Limited,
District Burdwan
PRO heads the PR department of HCL. HCL
cinema
hall, Guest
house
and
(West Bengal)
The PRO looks after the work of
all the junior
tion to projecting the image of the company.
basic
schools
in addi-
House Journal No
house
journal
is being
brought
Bengali and Hindi were brought out.
out now.
Previously
News
Letters
in
188
MASS MEDIA IN INDIA 1978
Budget Total budget is Rs
1.04 lakhs including entertainment and publicity expenses.
Advertisement budget for 1975-76 was Rs 20,000. The media employed for publicity include inter alia film, direct mail and literature, group discussions, seminars, etc. This is exclusive of advertisement charges on account of publication of tender notices and employment notices in the news-
papers, the budget for which
is Rs.
Audio-visual equipment all their equipments.
include
Hindustan Copper Limited,
1.80 lakhs. 16 mm
and
35
mm
projectors
with
Calcutta
The PR department consists of a Senior Manager (PR) at head office in Calcutta and PROs, one each at the Khetri complex and the Indian Copper Complex, Ghatsila, besides a Publicity Officer mainly to handle fertilizer publicity at Delhi. Ail these PR officials report directly to the respective Chief Executives. The Manager (PR) reports to the Chairman and Managing Director. In specified areas, the Manager (PR) coordinates PR activities
for the company as a whole.
tached to him.
Six press conferences
At Khetri, the PRO
has a photographer at-
and six press visits were arranged during
1975.
House Journal Two
separate editions in English and Hindi, ‘Copper Calling’ and ‘Tamra
Sandesh’
are brought
out from
Delhi and Calcutta
journals are brought out once in two months.
respectively.
The PR department has no facilities for copy-writing Advertising agencies are employed to do the work.
and
The
house
designing.
Budget A budget of Rs 1.50 lakhs per year is earmarked for PR purposes. The expenditure on institutional and PR advertisements was about Rs 50,000
a year.
Hindustan Insecticides Limited The PR section has a Senior PRO publicity and PR.
(HIL), New Delhi who deals with all matters relating to
PUBLIC
SECTOR
Eleven
MEDIA
189
press conferences/visits
were
The Company brings out two and ‘HIL Newsletter.’
arranged
during
tri-lingual house
1975.
journals—‘Rakshak’
Advertising, copy-writing, audio-visual, designing and lay-out are not available. No advertising agency is employed by HIL.
Hindustan Machine Tools Limited, PR
facilities
Bangalore
set up is headed by Manager (PR) at the Corporation’s head office in
Bangalore. He is assisted by a PRO. In addition, HMT has a PRO attached to each unit of HMT in Bangalore (Karnataka), Hyderabad (AP), Kalamassery (Kerala), Ajmer (Rajasthan), Pinjore (Haryana) and Srinagar
(J&K).
Eight
press conferences
were
held
during
1975.
House Journal The
corporate
PR
World’.
Various
Division
brings
units also publish
in their respective units.
out
a quarterly
monthly
house
journal
‘HMT
news digests for internal circulation
Budget PR
Division’s
budget
for
1976-77
is Rs
Hindustan Shipyard Limited,
8.5 lakhs.
Visakhapatnam
The PR department is headed by a PRO who is responsible directly to the general manager. PR department arranged twelve press conferences during
1975.
House Journal A quarterly and Telugu.
house
journal
‘Shipyard
Review’
is
brought
out
in
English
Budget Annual
budget allocation is Rs 3.02 lakhs, of which
lakhs is set apart for advertisements English, Hindi and Telugu.
which
an amount
are issued
of Rs 2.10
in three languages,
190
MASS MEDIA IN INDIA 1978
Hindustan Steelworks Construction Limited, Calcutta The PR department is headed by a PRO. The PRO Teports to the Chief Executive through his Secretary (Technical). He is assisted by two APROs/ Feature Writers, Photo Officer, two Editors, three Information Assistants, one Commercial Artist, one Assistant Photographer and one Translator and other staff. Two press conferences and two press visits were arranged during 1975. House Journal Two house journals namely ‘Hindustan Steel-works ‘Nirman’ in Hindi are brought out regularly.
Normally
copy-writing
for
employed by the Company.
advertising
is done
News’
by
in English
advertising
and
agency
The Company has a 16-mm projector.
Budget The total expenditure incurred during 1975-76 was Rs 3.86 lakhs. The amount was spent on advertisements through press, souvenirs, house journals
and folders and on exhibitions.
India Tourism New Delhi
Development
Corporation
Limited (ITDC),
ITDC’s PR department is headed by a PR Manager. The PR department is part of the Production and Publicity Division and depends on it for all
its requirements of editorial, design and photographic
ITDC
annual
normally
performance.
holds
facilities.
one regular press conference
every year on
its
House Journal No
house
journal
is brought
travel trade called ‘Yatri’.
out.
It however
publishes
a journal
for
the
ITDC has its own copy-writing and designing facilities. Audio-visual equipment includes film and slide projectors. A well-equipped photo library consists of several thousand transparencies and black and white photographs.
PUBLIC SECTOR MEDIA
191
Budget Total
expenditure
lakhs.
incurred
on
advertising during
1975-76
Indian Drugs and Pharmaceuticals Limited,
was
over
Rs
18
New Delhi
The PR department is headed by the Chief of Publicity and Public Relations, who holds the status of a departmental head and reports directly to
the Chief Executive of the company and has full access to the top management and their decisions. The Chief PPR
at New
Delhi is assisted by PROs
at the Antibiotics
Plant, Rishikesh and Synthetic Drugs Plant, Hyderabad. ded with necessary staff at all the three places.
They
are
provi-
Two press conferences were held during 1975. House Journat A quarterly house journal ‘IDPL News’ is published from the head office at New Delhi and a monthly ‘Antibiotics News’ from the Antibiotics Plant,
Rishikesh.
Copy-writing
No
ment.
Facilities
copy-writing These
are
and
designing
being
arranged
The only audio-visual corder with accessories. Budget The
facilities
exist
through
equipment
at present
advertising
available
agencies.
with
IDPL
is a tape-re-
.
budget
is provided
allocation
for
for institutional
1976-77:
PR
and
Rs
52
lakhs.
publicity,
Rs
Of
38
tional PR and Publicity and Rs 1 lakh for internal publicity.
Jute Corporation of India Limited, PR department of Jute Corporation (Public Relations). One
in the depart-
press conference
lakhs
13
lakhs
for promo-
Calcutta
of India
was organised
this, Rs
in
is headed
by Office Manager
1975.
House Journal Jute Corporation of India is bringing out a ‘House Journal’ every month.
192
MASS
MEDIA
IN INDIA
1978
Budget Budget for 1974-75 was Rs 1.5 lakhs.
Life Insurance Corporation of India, Bombay The Publicity and Public Relations Department is headed by the PRO of Life Insurance Corporation. He is assisted by two Assistant Secretaries who look after the various sections in the department and report to him. The PRO himself plans and coordinates the publicity activities of the Corporation and maintains liaison with the press, radio, television and
other media of publicity.
The
following
sections
are working
under the PRO:
tion, (ii) Yogakshema (House Journal) Section, Section, (iv) Language Bureau and Production Publicity Section, (vi) Art Section, and (vii) Library.
Three press conferences were arranged during
(i) Media
Sec-
(iii) Accounts/Budget Section, (v) Out-door
1975.
House Journal LIC brings out a monthly journal titled “Yogakshema’. It is in its 19th year of publication. Production and distribution of the quarterly News Letter of the Corporation and-of the monthly house journal is looked after by Yogakshema Section. Copy-writing and
Designing
LIC has its own art section with a photographic cell. It helps in designing the house magazine, bringing out folders, booklets, posters and other publicity material. Advertising agencies are also employed and briefed about the requirements of the Organisation. The final copy is approved by the senior executives, like the Executive Director (Development), the Managing
Director and the Chairman. The
media
employed
Publicity, (ii) Commercial
for
advertising
Broadcasting,
and
publicity
(iii) Hoardings,
are
(iv) Bus
(i)
Press
Panels,
(v)
Neon Signs/Glow Signs, (vi) House Magazines and Divisional Newsletter, (vii) Film-slide Exhibition, (viii) Poster Frames, Insurance Week, Postal
letters, (ix) Puppetry, and (x) Fairs and Exhibitions. Audio-visual
Equipment
LIC has 48 publicity vans spread all over the country. All these vans are well-equipped with audio-visual and public address equipment.
PUBLIC SECTOR MEDIA
193
Budget
LIC
publicity budget is about half per cent of first year premium
Tt varies
from
year to year. For
Mogul Line Limited,
1975-76
the budget
was
income.
Rs 65 lakhs.
Bombay
The PR set up in the Mogul Line Limited is headed by the Secretary who is assisted by a part-time Editor and a PR assistant.
Howse Journal ‘The Mogul’ is brought out regularly in English. Budget
Tota] budget for 1975-76 was Rs 2 lakhs.
National Seeds Corporation Limited and Corporation of India Limited, New Delhi
State
Farms
The activities of the National Seeds Corporation and the State Farms Corporation of India having been integrated, the Publicity and PR Division of both the Corporations has been put under the charge of a PRO-cum-Chief Editor. He, in turn, is assisted by Editors and an APRO. Ten press conferences were held during 1975. House Journal A monthly journal ‘Seeds and Farms’ is being brought out in English regularly. A Hindi edition is also proposed to be started shortly. Two 16 mm projectors with films on quality seed production produced departmentally as well as with the help of Films Division are available. Budget
Annual budget is about Rs 8 lakhs per year.
National Small Industries Corporation Limited, New Delhi The Chief PRO
of the Corporation (part-time) is assisted by an Assistant
Manager (PR) (part-time) and a Superintendent (PR) on full time basis.
The PR department is a wing of the Administration Division under the head of the Personnel Department who is also designated as the Chief PRO.
26—3 M ofI & B/ND/77
194
MASS MEDIA IN INDIA 1978 A house journal is brought out regularly by the Corporation.
Copy-writing work is attended to by the PR department though no copy-writer is employed for the purpose. Designing work is attended to by the Draftsman-cum-Artist of the Section. Budget Against average budget allocation of Rs 1.25 lakhs, average total expenditure
on
advertisement
and
publicity
are newspapers, magazines, etc.
comes
Oil and Natural Gas Commission,
to
Rs
80,000.
Media
employed
Dehra Dun
The PR set up is headed by a senior PRO at the headquarters level. There are five PROs, one each at Delhi, Vadodara, Nazira—Assam, Calcutta and
Bombay.
Three press conferences were arranged during 1975. House Journal Three
house
journals
are brought
out,
namely
‘ONGC
Reporter’
Dun), ‘Gasoil’ (Vadodara) and ‘Black Gold’ (Nazira). The department is equipped with a 16 mm jector and a tape recorder.
(Dehra
film projector, a slide pro-
Budget Total PR budget for 1976-77 was Rs 28.6 lakhs.
Shipping Corporation of India Limited, Bombay The PR department in the Shipping Corporation of India is headed by a Joint Manager. He is assisted by a Deputy Manager, an Assistant Manager and an Editor of house journal.
The department is known as Publicity and PR department.
is a full-fledged department
like any other department
and reports to Chairman directly. PR
set up coordinates
throughout
the
world
all PR
in different
in the Organisation
activities of the corporation.
parts
This unit
of the countries act as PR
Agents
repre-
sentatives and the master on board the ships of the Corporation also play
a vital role in the PR activities.
PUBLIC SECTOR MEDIA
195
House Journal A
house
journal
called ‘SCI
Sandesh’
published by the PR department.
is a regular
bi-monthly,
which
is
Advertisements PR department also handles publicity work of the Shipping Corporation and no advertising agency is employed for this job. Copy-writing, designing and visualisations are attended to by the PR department and commercial artists are also engaged to do the art work.
Media employed are the newspapers, radio, television, brochures, pamphlets and newsreels. Hoardings have also been used on some special occasions.
Professional Organisations OVER THE years the mass media in India have expanded considerably and have come to play a powerful role in shaping public opinion. And in this,
the role of the professional organisations on the different media has been significant. Today, these organisations devote a very considerable part of their time and resources to activities aimed at helping the profession to
serve the public interest better.
Here in this chapter, an attempt is made
to discuss the role of some of these organisations in India.
All-India Newspaper Editors’ Conference, New Delhi The All-India Newspaper Editors’ Conference, established in 1940, has been maintaining liaison between the Government and the Press. The Conference
has
the
following
(1) To (2) To (3) To
preserve represent
aims
and
and
objectives:
promote
the press
high
traditions
in India
of journalism.
in its relation
public institutions and the Government.
with
the
public,
set up committees which would act as liaison bodies between the Government and the press and to appoint delegations to repre-
sent the press. (4) To
establish and develop contacts with aims and objects in India and abroad.
Generally,
every member
journalists of standing
bers.
A
ference.
monthly
house
are
newspaper
invited
journal,
associations
is represented
to join the Conference
‘News
Letter’,
is brought
having
similar
by its editor, as special
out
by
the
but
mem-
Con-
All India Small And Medium Newspapers Federation, Kanpur The Federation was established on 9 April
1961 to promote and safeguard
the interests of small and medium newspapers published in any language in India. Any registered news agency can also be enrolled as a member
PROFESSIONAL ORGANISATIONS
197
by a special resolution of the Standing Committee. has the following chief aims and objectives:
The Federation inter alia
(1) To
promote and safeguard the interests of newspapers and dicals published and news agencies established in India.
perio-
(2) To
represent press in India jn its relations with public institutions and with the Government. And also to set up committees which
would act as liaison bodies between the Government and the Press. (3) To
establish and develop contacts with aims and objectives in other countries.
(4) To establish libraries and
reading
rooms
associations
having
similar
for the benefit of its mem-
bers. (5) To establish College of Journalism
in journalism.
to.
impart
education and training
(6) To establish printing presses and to purchase, hire or acquire buildings or lands for construction of buildings. A monthly
house
journal
‘The Editor’
is published
by the Federation.
Indian And Eastern Newspaper Society, New Delhi The
Indian
newspaper
and
and
Eastern
periodical
(1) Promoting
and
(2) Collecting and
Newspaper
Society is a national organisation
publishers.
safeguarding
It aims
members’
communicating
common
periodical
interest.
business
information
interest to members.
(3) Holding
at:
conferences
of
The Society was established on 27 February membership of 311 newspapers and periodicals. ‘Indian Press’, a monthly mass the Society.
interests.
on
members
communication
of
subjects to
of
discuss
1939.
journal
business matters
It has
now
is published
of
a
by
Indian Federation of Working Journalists, New Delhi The Indian Federation of Working Journalists was union lines at a national convention held in Delhi
organised on trade in October 1950. In
198
MASS MEDIA IN INDIA
April 1951 a special session was held in Bombay
was adopted. jectives:
The
Federation
1978
at which its constitution
infer alia has the following aims
and
ob-
(1)
To promote and maintain the highest standards of professional con-
(2)
To
(3)
To build up and administer funds for the provision of legal aid, un-
(4)
To strive for the freedom of the press.
duct and integrity. strive for the
employment,
betterment
disablement,
of working retirement,
conditions
death
and
As a sequal to the report of the Press Commission,
representative
from
IFWJ,
the
Working
Journalists
of journalists. other
which
(Conditions
benefits.
included a of Service
and Miscellaneous Provisions) Act 1955 was passed by Parliament empower-
ing the Government
to appoint
rent categories of newspapers
ing journalists The
Federation.
was
‘Working
a wage board to fix rates of wages
and periodicals.
the first statutory Journalist’?
wage
a monthly
The wage board
board in India.
in English,
Indian Language Newspapers Association, The ILNA of Indian
is the
in diffe-
for work-
organ
of the
Bombay
was established in 1941 to promote and safeguard the interests
language
newspapers.
The
present
membership
of the
Associa-
tion is more than 300, representing dailies and periodicals published in 17
languages.
The Association publishes a monthly journal ‘Language
Press Bulletin’.
Indian Rural Press Association, Delhi The
Indian
Rural
Press
Association
comprises
nearly
100 editors
of rural
journals published in six languages and spread over to 14 States. It aims to promote the quality of the rural press and also to help solve its problems.
The
Association
also
aims
to
carry
new
farm
awareness of the nation’s needs to the far-flung villages.
technology
and
National Union of Journalists (India), New Delhi The National Union of Journalists (India) is an all-India organisation of professional journalists. It was established in 1972 with the twin objectives of promoting the professional and trade union interests of its members.
PROFESSIONAL
ORGANISATIONS
199
The foundation convention adopted the Constitution down inter alia the following aims and objectives:
of the
NUJ()
laying
(1) To promote, safeguard and defend the professional interests, welfare and status of working journalists. (2) To promote
and maintain
duct and integrity.
the highest
standards
of professional
con-
(3) To
establish and maintain institutes of journalism at state and India level and libraries for the use of its members.
(4) To
encourage, promote, and invest in journalist cooperatives and run newspapers and news agencies.
all-
to start
The Union publishes a monthly journal—Inkword.
Press Guild of India, The
Press
Guild
Bombay
of India
objectives among others:
came
into existence
in 1955, with
the following
(1) to uphold the high ideals of journalism, work for exemplary standards of professional practice and conduct and enhance the dignity and prestige of the Fourth Estate.
(2) To establish and maintain cordial relations among all the sectors engaged in the newspaper industry and foster a desire for collec-
tive progress.
Press Institute of India, The
Press
Institute
of India
New Delhi (PII)
is a professional
institution
set
up
by
Indian newspapers in January 1963 as an autonomous body. Its membership is open to Indian daily newspapers, news agencies, periodicals and house journals. It is governed by a Board of Trustees, and its professional programme is guided by a Board of Management. The Institute holds seminars, workshops departments of newspapers and periodicals. The
Institute has been running
a Photo
and refresher courses for all Awards
on national
basis.
It
also selects newspapermen for training under the auspices of the Thomson Foundation, the Japan Newspaper Publishers and Editors’ Association and
Press Foundation of Asia.
Since 1974, PII, with the assistance of the United Nations Development Programme through the Press Foundation of Asia, is running two
200
MASS MEDIA
projects—(1)
a reference
service
which
records
IN INDIA
week
by week
all the
of fields largely
neglected
so far.
1978 vast
areas of India’s development economy from agriculture to wild life, and (2) Depthnews which carries indepth study of a variety of developmental activities
The
to strengthen
the coverage
Institute publishes
‘Vidura,’ a bi-monthly mass
media
journal.
Specialised Publications Association, Bombay The Specialised Publications Association was established in 1959, modelled after
similar
associations
in
UK
and
USA.
It
is
a
body
representing
all the trade, technical, business and specialised publications in India with the sole objective of promoting and safeguarding the interests of its members. The Association has three categories of membership—ordinary, associate and honorary.
Sub-Editors’ Guild, New Delhi The Guild, one banner infusing in people and
set for its the
up in 1970, has been successful in bringing newsmen under the purpose of their professional welfare. It also aims at members a sense of journalistic discipline and duty to the nation.
Advertising Agencies Association of India, Bombay The Advertising Agencies Association of India was formed in September 1945 with a handful of members. Later the membership grew gradually and regional committees were formed in Bombay, Calcutta, Delhi and Madras.
The Association has a code of standard practices based on internatio-
nally accepted
norms.
It actively cooperated
nising the Advertising Council. ‘Promotion’,
the house
journal
of AAAI,
with
was
other
agencies
in orga-
started in 1958.
Audit Bureau of Circulations Limited, Bombay The
same
Audit
name
Bureau
of Circulations
operating
in different
is one
parts
of several
of the
world.
organisations of the
It is a non-profit
organisation consisting of publishers, advertisers and advertising agencies. ABC was established in India in 1948. From a modest beginning it has grown to present strength of 230 publishers of national and regional importance, 155 leading advertisers and advertising agencies. It covers more
than 50 major towns in India, and besides English and Hindi, regional languages. It has also been operating in Sri Lanka.
12 Indian
PROFESSIONAL ORGANISATIONS
201
The Bureau certifies audited ‘Net Paid’ circulation figures of publications enrolled with it for continuous and definite six monthly audit periods and supplies copies of the ABC certificates issued for such publications to each member. Facts and figures pass through impartial auditors and then
only
the ‘Certificate of Net Paid Circulation’
is issued.
Indian Society of Advertisers Limited, Bombay The
Indian Society of Advertisers, established on 9 July
1952, is an orga-
nisation representing the national advertisers, recognised by the Government and actively associated with the various Ministries in the promotion of advertising, marketing and export promotion. The Society has inter-alia the following objectives: (1) To
represent, protect, inform and guide the members in all matters relating to advertising.
of the society
(2) To formulate and promote laws and codes and standards of advertising practice, wherever these may be required.
(3) To
maintain good relations with all other advertising organisations and co-operate with them for the benefit of the advertisers,
(4) To collect, publish and circulate statistics and information which may assist or promote the objects of the Society. Starting with a mere 18 members, the Society has now a membership of 110, who form the leading national advertisers in the organised sector ac-
counting for about 75 per cent of all the advertising appropriations in the
country.
The Society holds conferences, seminars, conventions and workshops on subjects relating to press, advertising, marketing and export promotion at regular intervals.
Cinematograph Exhibitors’ Association of India, Bombay The Cinematograph Exhibitors’ Association of India was born as the Exhibitors Group’ of the Motion Picture Society of India on 1 July 1942 with the following objectives: (1) To
(2) To
(3) To
promote,
aid, help,
encourage
and develop
in all possible
ways
the trade of exhibition of motion pictures of every description.
co-operate with and make representations to the Central and State Governments with regard to matters which are of special or general interest to the exhibition trade. take conducive measures to secure the interests and well being of
its members.
27—3 M of I &B/ND/77
202
MASS MEDIA IN INDIA Since its inception, it has taken
several measures
1978
for better relations
among the various branches of Industry, to establish fair dealings in the trade and redressal of the grievances of its members. Its membership has been steadily growing and reached over 1,250, comprising almost all exhi-
bitors from Bombay Circuit. Since 1957, the CEAI in collaboration with the Indian Motion Pictures Distributors’ Association has evolved a scheme of self-regulation.
A
Joint
Tribunal
drawn
from
both
the
Associations
has
helped to settle many disputes since then.
Film Producers Guild of India Ltd., Bombay The Film Producers Guild of India Ltd. was formed as a separate body of producers to protect the interests of established and regular film makers in
the Film Industry.
From
a small beginning of seven producers, the Guild
today has a mebership of over 90 producers, most of whom are studio and equipment owners. _Membership of the Guild is by invitation and not by application and classification of members is done on the basis of their past
performance and future programmes. The Guild has established machinery for settlement of disputes arising -between workers and producers. Similarly, the Guild in conjunction with other associations of producers has been settling disputes arising between distributors and producers, through Joint Dispute Settlement Committees/
Tribunals.
Indian Film Exporters’ Association,
Bombay
The Indian Film Exporters’ Association was established in 1956 to promote
export
of Indian
films
to traditional
and
non-traditional
countries.
The
Association has been instrumental in bringing the viewpoint of the exporters and their difficulties before the authorities concerned. There are two Arbitration Committees, one for among members and. the other for resolving differences
ducers or foreign parties.
solving differences with the film pro-
Indian Motion Picture Distributors’ Association, Bombay The Indian Motion Picture Distributors’ Association was registered on 14 September 1939. The objectives of the Association are to promote, help and encourage the distribution branch of the Indian Film Industry and to encourage cooperation with the other sectors of the Film Industry. Distributors of feature films doing business within the territory of Association,
namely
Bombay
Circuit, are members
of the Association,
PROFESSIONAL ORGANISATIONS
203
The Association has set up Joint Tribunals with the two Exhibitors Associations—Cinematograph Exhibitors’ Association of India and Theatre Owners’ Association—and All India Films Producers Council, functioning in the territory. All disputes amongst the members of these associations are referred to the respective joint tribunals for adjudication in accordance with the rules and regulations jointly framed.
Indian Motion Picture Producers’ Association, Bombay The Indian Motion Picture Producers’ Association, established in 1937, has its registered office at Bombay. The territories to which the objects of the Association extend are the whole of India, Burma, Sri Lanka, Nepal and
Bhutan.
(1) To
The Association infer alia has the following aims and objectives:
promote, help, encourage and producing industry in India.
(2) To encourage co-operation gaged in the Industry. (3) To collect and
and their abroad.
(4) To
establish
develop the film or motion
between
furnish information
production, and
the members about
distribution
maintain
library
and
and
picture
and the persons en-
all matters
relating to film
exhibition in
museum
and
India
to
and
undertake
experimental and research work of all kinds relating to the Indus-
try.
(5) to correspond with and appear on behalf of the members of the film industry before all authorities. And also to settle disputes amongst
members.
Public Relations Society of India,
Bombay
The Public Relations Society of India was started as an informal but professional body of public relations practitioners in the country around 1956.
It became more actively engaged in promoting the professional activities of PR after 1965 and became a registered body a year later. In 1968, the PRSI organised the first All-India PR Conference in Delhi with ‘PR in a
Developing Economy’ as the theme.
The Constitution of the Society was redrafted in 1968 to provide for
autonomous chapters which arrange regular activities and meetings for their members for discussion, training, exhibition and other objectives aimed at
promoting the professional standards
and ethics of PR.
Today, the PRSI has more than 600 corporate and individual members all over the country. It also has facilities for admitting student or associate members.
Special
Articles
Doordarshan TELEVISION HAD a very modest beginning in this country. It began in Delhi as a pilot project with a grant given by UNESCO for carrying out studies in the use of this medium for imparting social education. This was
in September
1959.
Programmes
were
telecast
on
two
days
of the
week for urban community viewing and TV receivers were located in Community Centres and Tele-clubs were organised to encourage group discussions. Two years later, in August 1961, another programme was added by way of an Educational Television Service for Delhi schools. While the school
telecasts continued during the day, the programmes designed for and directed to Tele-clubs formed part of the expanded daily general service of one
hour duration.
The third important component which was added to Indian Television was a service for the farming community around Delhi. called ‘Krishi Darshan’. This service, started in January 1967, is still going on. Here again community receiving sets were installed in the rural areas and attempts were made to encourage people to watch and discuss. May 1969 saw extension in the duration of the daily general service at Delhi to two hours and within a year it was increased to three hours and by 1973 it became a four-hour service. Today it is four-and-half hour evening
service with an additional two-hour morning service on Sundays. This is in addition to the school telecasts which ate done in two shifts of 40 mts
duration each.
More than 600 schools with about 850 TV receivers watch
programmes in Physics, Chemistry, Biology, Geography, Mathematics English. More than three lakh students benefit from these telecasts. It was
only
the second TV While
Delhi
TV
13 years after the first pilot project started
station came into existence in Bombay Centre
had
only
a converted
in Delhi that
on 2 October
auditorium
and
for studio
1972. faci-
lities, Bombay had the first properly designed TV studio. Within a year two more stations were commissioned at Srinagar and Amritsar respectively and
in the same
year a Relay Centre
programmes originating at Bombay.
was
set up ut Pune to transmit the
MASS MEDIA IN INDIA
208
In the history of Indian Television,
1975 was a momentous year. New
Stations were established in three other state capitals, namely,
cutta and Lucknow.
1978
Madras, Cal-
The Madras station has been specially designed as a
TV Studio and Calcutta, Lucknow and Jullundur will have specially de-
signed
studios too.
It was in the same year on 1 August that the now world famous Satellite
Instructional Television Experiment, the largest communication ment of the world,
periment:
was inaugurated.
the National
There
were three partners
Aeronautics and Space Administration
TV
experi-
in this ex-
of USA,
which provided the Satellite for a period of one year; the Department of Space, which provided the ground segment by way of the two earth sta-
tions and specially augmented TV receivers; and AIR which was responsible
for the software component. AIR also built three TV Programme Production Centres at Delhi, Cuttack and Hyderabad for the production of the special programmes totalling nearly 1,320 hours. The general objectives of SITE
were to gain experience
in the deve-
lopment, testing and management of the satellite based instructional television system, particularly in rural areas, to determine optimal system parameters and to stimulate national development with important managerial,
economic, technological and social implications.
In a seminar organised by AIR in February 1973, the software objectives of Indian TV were clearly defined. Among other things, it recom-
mended
that (a) Television must
be utilised
in the developmental
process
as an instrument of social change and national cohesion; (b) it should cater to both in-school and out-of-school education; (c) primary education should
be given priority; and
(d) TV
should disseminate
information
about speci-
fic aspects of science and technology, agriculture, health, family welfare and so on, with assistance from supporting units in the concerned departments. In formulating programmes for SITE these objectives were borne in mind.
Although
AIR
had
the primary responsibility for programme genera-
tion, the user agencies like the concerned Ministries at the Centre and at the state levels were fully involved both in the programming and in the provi-
sion of technical and other specialised inputs at the field level. In determining programme priorities separate committees advised AIR in the subject areas of education, health, family welfare and agriculture. These committees operated both at the Central and state level. SITE was planned vital inputs in designing sand and four hundred Tent states, each state
as a communication experiment which would provide and executing a nation-wide TV system. Two thoudirect-reception TV sets were deployed in six diffebeing allotted roughly 400 sets. The criteria of
DOORDARSHAN
209
choice was backwardness (as defined by the Planning Commission), availability of infrastructure, probability of continuity of TV reception after SITE and common agro-socio-economic conditions. Backwardness was kept as an important
criterion
because
we
were
anxious
to
in an area where few other media have penetrated. The insistance on common
study
the
impact
of TV
agro-socio-economic conditions between two
clusters was only to make full use of the one-video-two-audio facility available in the ATS-6 satellite transmission. It was felt that if the one video and
two
audio
experiment
succeeded
then
one
would
be
Pradesh
and
Karnataka
tempted
in
a
multi-lingual situation like India to go in for one video and multi-audio channels when our own satellite is launched. The studies conducted jointly by
UNESCO
and
AIR
in Andhra
have given encouraging results.
in this regard
Six clusters were chosen in the states of Orissa, Madhya Pradesh, Andhra Pradesh, Karnataka, Bihar and Rajasthan. Selecting the villages for the chosen districts was itself a major exercise and the following criteria were used: (a) Availability of electricity. (b) Distance from the maintenance centre. (c) Population. (d) Educational, agricultural, health and family planning infrastructure. (e) Supporting facilities.
To ensure effective functioning of TV receivers in such remote areas, each cluster had a Main Maintenance Centre fully staffed with technicians and three sub-centres located in vantage areas. These four looked after the upkeep and maintenance of the 400 receivers within the cluster. Adequate mobility and spares were provided. . One of the most important inputs required for programme production
is knowledge of the audience. In response to the needs of TV
producers in
SITE programme, Audience Profile Studies were undertaken. Primary data were collected districtwise, on languages, food habits, dress, recreation, reli-
gion,
social
organisation,
education,
status
of women,
caste
ramifications,
agricultural practices, health, hygiene and family planning habits. The ‘Profiles’ have been of immense benefit to the producers.
Needs Assessment Studies were undertaken to determine audience prioTities with reference to specific planning and to investigate and analyse problem
areas that are amenable
Programmes.
28—3 Mof I&B/ND/77
to solution
via exposure
to appropriate
TV
210
MASS MEDIA IN INDIA Before approving the programme
types were pre-tested
for broadcast
purposes a few proto-
in different village locations in the cluster.
the feedback, guidelines were made available to producers. were then reshaped and an attempt made to test them conditions.
The
pre-test
findings
were
both
1978
Based
on
The programme again in village
interesting
and
useful.
In terms of numbers to be benefited and the urgent need to fulfil constitutional obligations, primary education was given the first priority. Inservice teacher education for the primary school teacher was made a part of this programme.
The primary school in the Indian village is more
often
than not a one-teacher operation. Taking the above factors into consideration SITE decided to concentrate its attention on primary and pre-primary
groups (age group 5-12). The programmes were not syllabus—oriented but tried to provide ‘core’ instruction in an entertaining and interesting manner.
The idea was to bring some breath of fresh air and laughter into the class foom
and attract children to go to school regularly. The programmes
for primary
and
pre-primary
schools were telecast in
the mornings for 220 working days of the year. A draft detailed syllabus was drawn up as a coordinated effort by AIR, the Ministry of Education, the National
Council
for
Educational
Research
and
Training,
the
Centre
for
Educational Technology and the Central Health Education Bureau and then discussed with representatives of the concerned states’ education depart-
ments.
Local
variations were
incorporated
The Centre for Educational Technology
in the schedule. also planned
to use the longer
holidays to conduct special telecasts for teachers. It was decided to conduct two 12-day multi-media package programmes designed to help the primary school teachers in equipping themselves better for teaching science. These 12 TV lessons were developed by the experts in the Department of Education in the science and mathematics with the assistance of UNESCO consultants.
TV
was
only
one
component
in
the
package,
radio
and
printed
materials being the other components. This was perhaps the first occasion when a multi-media approach was adopted for training village teachers, at
least in this country. The results of this multi-media have also been most encouraging. Another
interesting
aspect
of the
morning
package
programme
in
experiment
SITE
for
primary schools was the way we tried to introduce science to village kids. Luckily, we were not bound by the constraints of a text book syllabus. There were no laboratories and not even simple kits were available. This
seemingly difficult situation was really a blessing in disguise. Science was presented as a way of observing and understanding commonplace things and happenings. Immediate environment was the laboratory par excellence.
DOORDARSHAN
2ul
The Directorate of Extension in the Ministry of Agriculture, the Indian Council of Agricultural Research and the Departments of Agriculture in the
states all put their heads
together to formulate
the agricultural content of
SITE programme. The various research institutes throughout the country were intimately involved. So far as agriculture is concerned, there was very little studio production, the bulk of the programmes being shot on location in the farmers’ own fields. It was also emphasised that our attempt would be to reach the small farmer. Dry land farming and marginal farming had special emphasis since the bulk of the areas selected fell within this category. In the areas of health, hygiene and family planning the programmes were planned to stress the educational aspects in the principal fields of— (1) General health—preventive, promotive and curative,
(2) Maternal (3) Family
and child health,
including nutrition, and
planning.
Programmes on family planning were not exclusive but dealt with the entire gamut of experience of the family as a healthy social unit. In nutrition also, the accent was on what was readily available in the village kitchen or backyard. A total of 1,320 hours of programmes was required for the SITE year. The NASA Satellite had been made available for four hours per day.
This was
being
in the morning
utilised for one and half hours of primary
and two-and-half hours in the evening.
school telecasts
Out of the total of 915 hours for the evening telecasts 60 hours were given to a common programme in Hindi consisting of a simple news bulletin
and some items on national integration.
A Research and Evaluation Cell was set up in Ahmedabad. Leading social scientists were involved in the formulation of the Social Evaluation Plan. In Stage I, research inputs were made
available to the software plan-
nets by providing Audience Profiles and Needs Assessment Studies. In Stage
II, pre-testing of some programmes in the field helped to evaluate the relative merits of various formats of presenting programmes. The third
stage was during the actual SITE transmission when feed back information was made available on message impact and nature of viewing conditions. Four
language
knowing
social anthropologists
were
residing
in the villages
of each cluster. The fourth stage is now on. Summative evaluation is being done based on sample surveys and holistic studies undertaken during SITE. The resutls are awaited.
MASS MEDIA IN INDIA
212
1978
On the basis of the encouraging feedback already received from the various studies Government decided to continue to give a rural oriented tele-
vision service to at least 40 per cent of the villages covered by SITE. Six transmitters are being established in these very areas at Raipur, Jaipur,
Muzaffarnagar, Gulbarga, Sambalpur and Hyderabad to provide this specialised service and it is planned that all these transmitters will start beaming
programmes during 1977. The duration of the programmes has been increased to about two-and-half hours per transmitter and the intention is to increase
the local content and local participation substantially to make
them
more
meaningful and to create a sense of belonging among the viewing public. These transmitters are likely to provide television coverage for 9,000 villages
comprising a total area of approximately 60,000 sq kms with a population of over 115 lakhs.
There has been world wide interest in SITE and two international teams, one sponsored by the United Nations and another by the Commonwealth Broadcasting Association, visited the country and toured extensively in the SITE areas to make on-the-spot studies. It is really gratifying that their
general reaction has been most favourable. Dr. Tunis of Sierra Leone summed up their cumulative experience in these words: “SITE is not just an
Indian
Indian
experiment,
problems.
although
it is being carried
out
by
Indians
to
Its real significance is that it is international, for
solve
its out-
come will have special relevance to many developing countries.” The Kenyan delegate added: “......... after observing SITE, I feel that India cannot be claseified as just a developing country......” The
SITE
project
be futile to imagine
is an
experiment
that our villages would
though have
a mammoth reached
some
one.
It
will
hypothetical
“developed” state as a result of one year exposure to TV. It will be hearten-
ing if SITE had helped to create the climate for development in these backward and under privileged areas.
The seven TV stations and one Relay Station at Pune now cover 83,000 sq. kms. area and 490 lakhs population. There are now nearly five lakh TV homes all over the country and programmes are being telecast in nine languages. In addition, cultural programmes in other languages are also being
telecast
Television
according
to local
requirements.
being a visual medium
having
its own
distinctive
Program-
me structure, production techniques and engineering requirements, it waS decided to separate it from All India Radio and Doordarshan became a separate entity on | April 1976. The Directorate of Doordarshan is headed by a Director General
and
the supporting
staff include
an Additional
Director
DOORDARSHAN
213
General, a Chief Engineer, two Deputy Directors General and a Deputy Chief
Engineer. Certain facilities like civil works, security and audience research are still being shared with All India Radio. Soon
second
guidelines
after
the
establishment
given
by
this team
seminar
was held
of
involving
Doordarshan
as
a szparate
top communication
entity
a
specialists. The
of experts are being implemented.
The main
objective of television in this country continues to be that it should be an aid in the socio-economic development of the country.
Non-Aligned News Agencies Pool A
LONG
gestation
period
is inevitable
when
international
to be pioneered. This is especially so if such moves hostility of entrenched interests representing powerful
concepts
have
meet the determined global forces. Non-
aligned countries are only too well aware of these difficulties.
these
Their
fears.
post-war
experience
It took several
provides
years
enough
evidence
to
of patient explanation
substantiate
and
determined
perseverence before even the validity and relevance of the concept of nonalignment could gain that degree of acceptance and recognition which it has been successful to get now. Even
though
non-alignment
has gained
universal
recognition
many
of
the consequential initiatives that the non-aligned group of countries had to take have not met with similar favourable responses. For example, their
persistent efforts to promote closer international co-operation still meet with cold response from highly industralised nations. The importance they attach to reducing the sharp international disparities in the matter of economic development, their emphasis on the urgency of preventing artificial depression of commodity prices, their pleadings for promoting an uninhibited flow of scientific and technological knowledge between nations and above all their insistence on making the fruits of international detente reach uniformly all parts of the globe—all these have fallen repeatedly on
unhelpful ears. Their faith in the efficacy of their approach and their determination to pursue the path have only been strengthened by this lack of appreciation and understanding. It is not due to any butable
to
any
blind
has deeper motivation.
in
its
very
essence,
want
spirit
of perception on their part, nor
of defiance.in
them.
Their
united
is it attri-
perseverence
They are convinced that the non-aligned movement,
represents
one
of
fundamental
forces
of
history.
It is
not, as its founding fathers Nehru, Nasser and Tito had repeatedly pointed out in several international forums, “anti-any country, much less, anti-any
people”.
It is “for”
something:
strives for establishing
every
country,
however,
a more small
in its application it is wholly creative.
just political order in the world will
be
free to judge
on their merit, uninfluenced by any big power.
just international
economic
order,
where
international
questions
It seeks to promote
there will be no
It
in which a more
exploitation of
one country by another and in which the fruits of scientific and technological advance are made available to every tate the social and cultural growth
nation. It is equally anxious to faciliof all countries, especially those that
NON-ALIGNED NEWS AGENCIES POOL attained their freedom
215
after years of imperial, colonial and racial domina-
tion. In essence, non-alignment of domination and exploitation. Just as the imperial
of all types of domination
is uncompromisingly
and colonial
era witnessed
opposed
to all forms
the expanding
incubus
and exploitation, so has the era of de-colonisa-
tion necessarily to proceed wiping out one form of exploitation and domina-
tion after another.
non-alignment
This is the relentless march
represents
in its very essence.
of historical forces which
The move of the non-aligned countries to organise a “News
Pool” of
their own has to be understood in this historical context. It is a response of the Third World to the chaotic situation that is obtaining in the present global arrangements for dissemination of information. The inter-locking web of imperial domination was so complete that the process of its untying has also necessarily to be many-faceted. The people
who has come under imperial and colonial yoke had no illusions about the long and ardous journey that lay ahead of them. It was not enough if political dominance alone was shaken off. Why, even that process which began immediately after the last war is far from
being complete.
Racist arrogance
still dares to stride parts of Southern Africa smug in its confidence that its continuing impertinence will continue to be connived at. Interference in the internal affairs of newly independent countries, subversion and economic overlordism have all rendered even the consolidation of political independence
a hard and full-time exercise, leaving little or no time for these countries to devote their energies and attention to the more important tasks of economic development.
If the task of consolidating political independence is as yet incomplete,
the struggle for economic independence Teasserting their cultural independence, has large sections of people for whom other such concepts are “aberrations of But the process of de-colonisation
is lagging farther behind. As for the former colonial countries still “Swadeshi” and “Self-reliance” and the hot-heads”.
is more than three decades old now
Why then is the struggle for complete emancipation still continuing? The answer lies in the continuing cultural domination by the former colonial
and imperial powers.
The nations that had thrown off foreign
able to develop that degree of self-confidence which
decide
to stand
on
their feet
firmly.
This
evidence more among the educated classes.
“cultural
One of the principal causes for this deplorable
inadequate
development
of effective communication
rule are un-
will enable them subservience”
is
to
in
state of affairs is the
capacities
in non-align-
ed countries. None of them possess such advanced and developed communication capacity as to compete successfully with the advanced countries
216
MASS MEDIA IN INDIA
1978
in this crucial sphere of human relations. This again is a legacy of the colonial past. This has created a situation of dependance and domination in which the majority of the countries are reduced to being passive recipients of biased, inadequate and distorted information. The fuller identification
and affirmation of their national and cultural identity call for the rectification of this serious imbalance. In fact, the emancipation and development of national information media is an integral part of the overall struggle for political,
economic
and
social
independence
for
a
large
majority
of
the
people of the world who should not be denied the right to inform and to be informed objectively and correctly. Self-reliance in sources of information is as important as technological self-reliance. Dependance in the field of information retards the very achievement of political and economic
growth.
the
Non-aligned countries have been agitating this issue in the forums of UNESCO for some years now. One of the UNESCO sessions did
record the view that global efforts should be initiated to correct this imbalance and to obliterate what the Indian Delegate characterised “Information Imperialism”.
The fourth conference of heads of States/Governments of non-aligned countries held in 1973 at Algiers took the initiative and incorporated this
task in the Action Programmes of economic co-operation adopted by them.
This was further processed at the conference of the Foreign Ministers of non-aligned countries held at Lima in 1975. The international symposium held in Tunis in March 1976 considered in detail the question of developing
information between non-aligned countries.
conference
cognised
at New
the need
Delhi
held in July
1976.
Then came the Minsterial level
to liberate their information
This conference
and
mass
not only re-
media
from
the
colonial legacy but also decided on the question of constituting the non-aligned Press Agencies Pool including the setting up of the coordination committee charged with the task of making this Pool operational as soon as possible.
Non-aligned
countries
recognised
that they could
achieve
their
objective
only through their own efforts. There should be more active cooperation on bilateral, regional and inter-regional basis. They should also co-ordinate
their activities in the UN
and other international forums.
They were also
determined to strengthen their existing infrastructure and to take full advantage of the scientific and technological break-through already made in
the field. The aim was not only to disseminate objective information about themselves among themselves but also to provide such information to the
world
at large.
The non-aligned Press Agencies Pool is intended to achieve the broad and free circulation among themselves of news, informative reports, features
and photographs about each other and also provide objective and authentic
information relating to them
to the rest of the world. It was made clear that
NON-ALIGNED NEWS AGENCIES POOL the Pool
217
is not a supra-national news
Agencies
have the same
rights
in terms
each makes available to the Pool.
dominate the Pool.
agency.
participating
News
of the circulation of the material
None of the participating agencies will
Their co-operation is based on the agreements
on the basis of full respect for democratic member
All
countries
of
the
non-aligned
procedure
movement
and
and
those
reached
equality. which
All
enjoy
observer status can participate in the Pool. Even liberation movements and international organisations and professional bodies which have the same
objective of de-colonisation it.
of information
in the world
can
participate
in
The Pool will improve and expand mutual exchange of information and
further strengthen mutual co-operation among non-aligned countries. All decisions are to be taken jointly at the meeting of the non-aligned countries.
The basic premise of the pool is to provide objective information with em-
phasis on progressive, economic, socio-political and cultural development as
well as mutual co-operation and action. The pool will facilitate dissemination of correct and factual information about non-aligned countries, their mutual co-operation and other subjects of common interests among non-aligned countries as well as the international community in general. It will also supplement the existing facilities for providing information about the nonaligned countries and their policies. News items included in the pool will be made available to other news agencies, mass communication media and
other interested organisations. It will not substitute news exchange arrangements already existing among non-aligned countries. Each participating news agency will transmit and distribute news
within the frame-work of the pool. pared
All participating news
to act as regional centres of re-distribution of news
frame-work
of the pool, are welcome to do so.
items
agencies, pre-
items within the
They can send daily an
agreed wordage to one or more of the distributing agencies. All distributing news agencies will provide in their daily transmission a mutually agreed
duration of time to be devoted to distribution of news received from other participants. Each participating agency will itself prepare and select all their
information
on
the
basis
of
mutual
respect
and
common
interests
which will be offered to the pool. The credit line of originating news will indicate both the agency concerned and the pool. The modalities of collection and distribution is to be worked out through mutual agreement. Each news agency will endeavour to the full extent of its possibilities to promote utilisation of the items
by publications
and
other communication
media.
Participating countries will meet at the level of Government and national news agencies at the beginning of the each year in which a nonaligned summit is scheduled to be held. At such meeting, a co-ordination committee will be elected. on the basis of equitable geographic representation
by the participants.
29—3 M ofI & B/77
The coordination committee will meet at least once a
218 year.
with
MASS MEDIA IN INDIA 1978 The
coordination
committee
the inter-governmental
aligned summit There
is
at Colombo
provision
will
coordination
in
for
also
1976.
supplementary
work
council
in close
set
arrangements
up
collaboration
by
to
the
non-
facilitate
the
exchange of features, photographs, specialised economic and cultural information as well as exchange of journalists and technical personnel and training facilities. All technical information regarding the facilities avail-
able to each participating news
all participants.
agency will be compiled
and distributed
to
The financing of the pool is based on the principal of self-financing. Each participating agency will bear the cost of its own participation. This means that the news agencies originating items, the agencies handling editorial and translating work and those which transmit such items will each bear the expenses of their work. The
non-aligned
news
agencies
pool represents
a major
break-through
in the determined efforts of the majority of the peoples of the world to regain in full measure their independence and to strengthen their resolve to enrich their freedom. If the seeds of war are held to be sown in the minds
of men so are the seeds of international understanding and cooperation, so indispensable to preserve peace and the progress of the world, are to be sown in the minds of men. The congenial atmosphere and the healthy environment for this all important task can be provided only when all the
media of communication between man and man throughout the world are cleaned of the existing distortions and cloggings. A free flow of objective information
is
understanding.
an
essential
pre-requisite
for
developing
universal
Chronology Mass Communication in India (1966-1976) Delegation from Radio Ceylon holds talks with representatives of the Indian film industry to sort out various issues including payment of royalty for the Indian film records broadcast over Radio Ceylon.
January
Bimal Roy, noted film director and producer, passes away.
March
Enquiry
April
Government’s newsprint policy placed before Parliament provides the most favoured treatment to small newspapers and allows them to increase their circulation freely up to 10,000 copies.
16
Committee
on Small Newspaper submits its report.
Report of the Chanda Committee on Broadcasting and Information Media on Radio
and Television presented to Parliament.
President Radhakrishnan awards gold medal to ““Chemmeen” (Malayalam)
RB
awa
the best feature film produced
in 1965.
Meeting of State Directors of Information held in New Delhi.
Aizawi station of All India Radio commissioned. Formation of the Press Council of India with
J.R. Mudholkar as
Chairman announced.
Conference of the State Ministers of Information held in New Delhi.
Government agrees to a temporary surcharge of 10 per cent in existing advertisement rates allowed to newspapers with effect from August 1,
President Radhakrishnan inaugurates platinum jubilee Malayala
September
Manorama,
a \eading
Vice President Zakir Hussian Printing
and Designing.
Malayalam
distributes
celebrations of
, at Kottayam.
State Awards for Excellence in
A three-day advertising conference of the Indian Society of Advertiser is inaugurated in New Delhi.
October November
Agreement for the
signed with USSR. i 15 16
import of 10,000 metric tonnes of newsprint reels
Gulbarga station of All India Radio commissioned.
President Radhakrishnan inaugurates
International Press Institute in
25-member
Press Council
15th General Assembly of the
New Delhi.
announced.
Report of the Chanda Committee on Broadcasting and Information Media on Documentary Films and Newsreels presented to Parliament.
Wage Board
for non-journalist
recommendations.
employees of newspapers announces its
12 First meeting of the Press Council opens in New Delhi, 18 Coimbatore station of All India Radio inaugurated. 19 Ministry of Information and Broadcasting accepts Chanda Committeo Feeommendation lio.
for introducing
commercial
broadcasts on
All India
220
MASS MEDIA IN INDIA
January
Dr. Lanka Sundaram, a prominent journalist and former member of Parliament, dies.
Sapechar
Bharati’
Plu Bl
R
i.
March
1978
Krishi Darshan
a multi-lingual
news agency, inaugurated
in New
Programme in the Delhi Television Centre inaugurated.
Agartala Station of All India Radio commissioned. Mathura Station of All India Radio commissioned. Bhagalpur Station of All India Radio commissioned. Udaipur Station of All India Radio commissioned. Report of the Chanda Committee on Broadcasting and
Information
Report of the Chanda Committee on
Information
Media
on Press Information
Media on
and
Publicity presented
Broadcasting
Co-ordination of the Media of
in Parliament.
to Parliament.
and
Mass communication
April
Government
June
Government accepts in principle the recommendation of the Newspapers Inquiry Committee about the advertisement policy.
July
Excise duty on newsprint abolished.
liberalises newsprint
allotment
placed
for newspapers.
Small
Tezu Station of All India Radio commissioned. A five-member team to study steps for producing better films for children
set up.
Satyajit Ray, film director, receives the Magsaysay
Award.
India sends TV signals to Japan via satellite.
September
Pondicherry station of All India Radio commissioned.
Film “Teesri Kasam” (Hindi) gets National Award for 1966. ‘November
Commercial
of AIR.
16
17
advertising starts from Bombay, Pune and Nagpur stations
Indian winners of the Inter-Press-Photo exhibition held at Moscow
re-
ceive awards in New Delhi.
Second National Book Fair inaugurated in New
Delhi.
State Awards for Excellence in Printing and Designing are given away.
1968 January
19
A three-day seminar on Television concludes in New
February
10
Parbhani station of All India Radio commissioned.
July
August
Delhi.
National Labour Commission Study Group recommends single legislation concerning working conditions of journalist and non-journalist employees in newspaper industry.
23
‘Newspaper employees go on strike in Delhi, Bombay and Calcutta.
15
Duration
of television service increased
to two
hours on Sundays
and
one-and-half hours on other days. Agartala station of AIR begins originating some programmes directed mainly
to
rural
audience.
September
17
‘Newspaper employees’ strike ends.
October
15
Commercial Broadcasting
Service inaugurated in Calcutta.
221
CHRONOLOGY
November
20
December
23 25 19 21
Vice-Presidenct V.V. Giri declares open the Fifth Assembly of the Asian
Broadcasting Union in New Delhi. Fifth Session of Asian Broadcasting Union concludes in New Delhi. ‘Hatey Bazarey’ (Bengali Film) gets President’s Gold Medal for 1967,
National Awards for Excellence in Printing and Designing Presented New Delhi.
in
All India Newspapers Editors Conference inaugurated in Bangalore.
1969 Calicut Station of All India Radio starts daily service in Malayalam
January
February April June
Mahl for Lakshadweep
Islands.
15
Dibrugarh
14
Commercial Broadcasting service extendedto Delhi. AIR stations in Madras and Tiruchi begin commercial
13 17
July
Prahlad
Keshav
passes away.
of All
Atre,
India
editor
Radio
of
commissioned.
Maratha
and
broadcasting.
wellknown litterateur,
Government decides to extend the term of office of the Chairman and
members
UNESCO
21
station
and
Indian
of the Press Council
up to March
approves the Krishnaswami
musical
instruments.
Youth Programme, Yuv Vani,
1970.
Project for the development
inaugurated at Delhi station of AIR.
August
Khosla Committee Report on Film Censorship submitted to Parliament.
September
AINEC 18
October
of
submits memorandum to Prime Minister on freedom of the
India and USA sign an agreement under which India gets advantage of NASA Satellite for television experiment. i
begins at Srinagar.
wa
State Information Ministers’ conference
President inaugurates Fourth International Film Festival in New Delhi.
18
AIR
starts ‘dictation speed’ news
newspapers.
bulletins
for the
benefit of small
1970 January
14
Two Indian short films made from Vithalbhai Jhaveri’s prize winning
documentary
Mahatma
Ministry
Information and
of the
21 23
July
13
SSa
February
of
banned
by South Africa.
Broadcasting
brings out the first issue
wall newspaper ‘Hamara Desh’ in English and ‘Apna
Desh’
in
Twelfth plenary assembly of the International Radio Consultative Com-
mittee, inaugurated in New Delhi. Central Government to grant additional quota of newsprint to daily newspapers. President
V.V.
Giri
presents
National
Film
Awards
in
New
‘Goopy Gyne Bagha Byne’ (Bengali) gets President’s Gold Medal. Rajya Sabha passes Press Council (Amendment)
Press Council (Amendment)
Delhi.
Bill.
Bill passed by Lok Sabha.
A working group set up by the Ministry of Information and Broadcasting prepares a multi-media campaign against communalism and political
violence.
August
Yuv Vani programme started on Calcutta station of AIR.
Government asks the British Broadcasting Corporation (BBC) to close
down
its operations
in India.
222
MASS MEDIA IN INDIA Government
stops advertisements
gommunal writings and
ism.
‘September
Deciding a writ petition
censorship
tion. November
16 18 21
of films,
to 10 newspapers
five others on charges of
filed by K.A.
including
1978
and journals
for
sub-standard journa-
Abbas, Supreme Court holds
restraint,
justified under the
Constitu-
Government decentralises administration of AIR. Seventh Asian Advertising Congress inaugurated
in New
Delhi.
‘Bhuvan Shome’ (Hindi) gets President's Gold Medal; First Dada Saheb Phalke Award goes to Smt. Devika Rani Roerich in recognition of
her contribution to Indian cinema.
1971 February
18 India establishes first satellite communication link via Arvi Earth Station with Goonbilly in Britain.
June
Leh station of AIR, one of the highest in the world, inaugurated.
August
10
December
21 Lok Sabha passes the Newspaper @rice Control) Bill seeking to em-
Television Training Centre established in New Delhi. power the Government to fix
Price of newspapers.
1972 January
India attains the
Position in film production in the world
with a record number of 433 feature films.
in
1971
Film Producer B.N. Sircar awarded the 1971 Dada Saheb Phalke Award.
‘Samskara’ (Kannada film) gets the President’s Gold Medal.
March
April
18 President Giri inaugurates World Book Fair in New Delhi. 31 Meena Kumari, a reputed artiste of the Indian screen, passes away. Rajya Sabha passes the Newspaper (Price Control) Bill.
10 Government sets up a committee to study the economics of newspaper
industry.
May
National Awards
for Films announced.
President’s Gold Medal; Prithviraj Kapoor.
Dada
Saheb
‘Simabaddha’ (Bengali) receives
Phalke Award
conferred
on
Veteran stage and screen actor Prithviraj Kapoor passes away.
August October
18
Silchar station of All India Radio commissioned. Bombay
TV
Centre
inaugurated.
— Gorakhpur Station of All India Radio commissioned. 19 India’s biggest text-book printing complex in the public sector commissioned in Patna.
1973 Srinagar Television Centre Inaugurated. a
January 10
April
13
July
29
All India Radio and GDR Television sign a three-year protocol on exchange of TV programmes, Foundation-stone of medium-wave radio station at Rewa
desh) laid. Balraj
Sahni,
well-known cine artiste, passes away.
National Awards for films for 1972 announced.
layalam) gets the President’s Gold Medal. given
to
(Madhya Pra-
Pankaj
Mullick.
Syayamvaram
Dada Saheb
(Ma-
Award
,
223
CHRONOLOGY
September
12
A two-day conference of chief executives and the public sector undertakings of the Central
India’s October
TV
fourth
Television
Centre
at
public relations officers of vernment opens in New
Amritsar
inaugurated.
relay station at Pune commissioned.
1974 February
10 u
March
15
Pahari Sanyal, veteran film artiste and musician, dies in Calcutta.
Ghantasala Venkateswara Rao, Telugu playback singer, passes away. AIR
and Deutsche
Well of West Germany
sign in New
Delhi a three
Supreme Court strikes down the Central Government order
implementing
year protocol for cooperation in the field of radio and television.
recommendation of the Second
a-vis the Press Trust of India. Frank
Wage Board for working journalists vis-
Moraes, eminent journalist, dies in London.
Twelfth Conference of State Ministers of Information held. Tawang
October
station of All India Radio commissioned.
President gives away the 1973 National Awards for films
‘Nirmalayam’
Fhalke
14
in New Delhi.
Medal; Dada Saheb
Award given to Smt. Ruby Meyers popularly known as Sulo-
chana, November
(Malayalam) gets President’s Gold
Abindra Choudhury, doyen of Bengali stage and film, passes away icutta. Mysore station of All India Radio commissioned.
December
in
India and Czechoslavakia sign in New Delhi an agreement providing for exchange of television and radio programmes on a regular basis. Kasturi Gopalan, publisher of ‘The Hindu’, passes away in Madras. Fifth International Film Festival opens in New Delhi.
1975 January
12
Fifth International Film
Festival concludes.
“Dreaming Youth” wins the Golden Peacock.
Hungarian feature film
Report of the Fact Finding Committee on Newspaper Economics presen-
ted
May
Commercial broadcasting services from Bhopal, Cuttack, Indore, Jaipur Jodhpur, Patna and Trivandrum begin. avnB®
June
to Parliament.
The first all-women printing press inaugurated in Delhi.
K. (Stalin) Srinivasan, Government
veteran journalist, dies at Ootacamund.
announces that the National Film
Awards function would
be known as the National Film Festival with ‘Lotus’, the national flower, as its smybol. Award will be known as ‘Kamal’ Award.
19 The Press Trust of India and Prensa Latina of Cuba start exchanging news, marking the first news exchange link between India and
Latin
With the proclamation of Emergency, Press Censorship introduced. July
14
Madan Mohan, film music director, dies in Bombay. Satellite
Instructional
inaugurated.
Television
Calcutta TV Centre inaugurated.
experiment
(SITE)
Programme
224 August
MASS 15 19
September
Ra
et
October
INDIA
1978
Madras TV Centre inaugurated. Pre-censorship relaxed on the understanding that the pressmen would exercise self regulation and adhere to the guideline framed in accordance
with Rule 48 under statutory orders.
B.G. Verghese, journalist, receives in Manila the’ 1975 Ramon Magsaysay Award for journalism, literature and creative communication art. S. Natarajan, former editor of the Free Press Journal, dies in Bombay.
A. Venkata Subba Rao, Telugu writer and film producer, popularly known as ‘Chakrapani’ dies in Madras. Telugu film director B. Narasimha Reddi selected for the 1975 Dada Saheb Phalke Award. Dr
10
MEDIAIN
D.V. Gundappa,
Kannada author and journalist, dies in Bangalore.
Satyajit Ray chosen by the British Federation of Film Societies as the most distinguished international film director of the last half century.
31 ‘November
19
Sachin Dev Burman, film music director and singer, passes away in Bom-
y-
All India Radio wins the
HOSO—Bunka
Foundation Radio Prize spon-
sored by the Asian Broadcasting Union General Assembly for 1975 for its entry ‘Ministrels of Karnataka’, a Radio feature based on the folk
27
music of Karnataka.
Lucknow TV Centre, the seventh in the country, goes on the air. India and France sign in New Delhi a protocol of cooperation
in
the
field of mass media and health.
December
Three
Ordinances
are
promulgated
to prohibit the publication of objec-
tionable matter with immediate effect, to withdraw the immunity
ferred by the Parliamentary Proceedings (Protection of Publication)
of 1956, and to repeal the Press Council Act
of
1965.
conAct
16
B. Shiva Rao, veteran journalist and Parliamentarian, dies in New Delhi-
19
President distributes the National Film Awards. the Swarna Kamal. Dada Saheb Phalke Award
‘Chorus’ givento
(Bengali) gets B.N. Reddi.
Vasant Desai, film music director, dies in an accident in Bombay.
1976 January
Commercial service on television inaugurated.
Press Council of India abolished. The Festival of Films International 1976 opens in Bombay. A week-long Hungarian film festival opens in New Delhi.
u
A factory to manufacture TV sets, in collaboration
with the Electronics
Corporation of India, inaugurated at Solan in Himachal Pradesh.
16
World Book Fair opens in New Delhi.
27
Multi-purpose studio of AIR
commissioned at Bhubaneswar.
Lok
of Objectionable
Sabha
passes Prevention
Matter
Bill.
225
CHRONOLOGY January
31
The first step towards
formation of a unified news
the four agencies “agreeing”
to
midnight tonight.
February
agency
taken
with
use one credit line—Samachar—from
Darbhanga station of AIR goes on the air. Parliament passes the Parliament Proceedings (Protection of Publication)
7
Repeal Bill. Ritwik Ghatak, well known film director, dies in Calcutta.
13 16
A week-long Soviet Film Festival opened in New Delhi. President gives away National Awards for Excellence in Printing and
21
Indian-made radio receivers and
March
Designing
in New
Delhi.
components earn Rs 45.80
in foreign exchange during 1974-75 compared the previous year.
to Rs
million
35.57 million
in
The fifth All India Public Relations Conference opened by the President
in New Delhi.
26
.
The three day annual
meeting of All India Newspaper
ference opens in Patna.
‘Employment News’ [English] information
on
all job
public sector undertakings April
and ‘Rozgar Samachar’ (Hindi) which give
opportunities
released.
Separate television organisation
inaugurated.
Veteran
Rohtak station of All India Radio
July
10
A conference
vy.
for
the
under Central
Government
and
country ‘Doordarshan—India’
in English and Hindi.
Ban
service
cy
“Samachar” starts
Editors Con-
of State Information
Ministers
held in New Delhi.
film producer, director and exhibitor Jayant Desai dies in Bomgoes on the air.
‘Harmonium’ and ‘Jatra’, made by Films Division win three at the 22nd Film Festival in Asia held in Seoul (South Korea).
awards
A six-day Ministerial-level Conference of the Non-Aligned on Press Agencies Pool inaugurated in New Delhi.
Nations
India
Nations
on
presents
in the
New
Delhi
Conference
of Non-aligned
Press Agencies Pool a draft declaration of commitment to make the
news pool project operational and to take other measures aimed
lective self-reliance in information media.
at col-
*Chomana Dudi’ (Kannada) and ‘Mausam’ (Hindi) get the ‘Swarna Kamal’ andthe ‘Rajat Kamal’ respectively in the National Films Awards. The best actor and best actress awards go to M. V. Vasudeva Rao (Chomana Dudi) and Sharmila Tagore (Mausam). The Dada Saheb
Phalke Award goes to Dhiren Ganguly.
13
The six-day Conference of Informatiion Ministers and media
heads from
21
India and Cuba signa
cooperation
60 non-aligned countries concludes in New Delhi. It agrees to set up a Committee headed by India to run it for the first three years.
cultural agreement
in New
Delhifor
in the fields of culture, education, sports and mass media.
The Newsprint
August
policy for 1976-77 increases the newspapers’ quota of
newsprint by 5 per cent over their consumption in the previous year.
Raipur office of Press Information Bureau opened.
3
Samachar begins exchange of news with a agencies
30—3 M ofI & B/77
in the non-aligned world.
number of
national news
MASS MEDIA IN INDIA
226
September
Sombhu Mitra, dramatist and actor, receives the 1976 for journalism, literature and creative art. Chhatarpur station of All India Radio commissioned.
Magsaysay award
Jan-Nisar Bombay.
producer,
Akhtar,
Mukeshchandra
27
well-known
Urdu
Zoravarchand Mathur
Indian
have
Bo
27
in
Amritraj’
Station
awarded
(Mukesh),
dies
documentary films ‘King of Games” and “Advantage
been
inaugurated.
Diplomas
of merit at the XIV International
Film
A Festival of Indian films opens in Toronto, Canada.
Top film makers of India decide to make thematic films for television. Annual
12
film
playback
Festival held in Panama.
November
and
popular
Aurangabad AIR
23
October
poet
singer, dies in Detroit (USA).
19
1978
Report
Parliament.
of
Registrar
of
Newspapers
for
India
presented
to
President Fakhruddin Ali Ahmed presents National Film Awards for 1975 and formally inaugurates the National Film Festival in New Delhi. Indian documentary “‘/t's All Water” receives honourable mention at the
14th review of technical, scientific and educational films, Techfilm °76 Pardubice, Czechoslovakia. Daay Shankar, noted dancer, appointed producer (emeritus) in All India 10.
28
UNESCO formally adopts a resolution laying foundation for a third world news agency pool to give developing countries “a louder voice”.
Government to allow concession of 15 per cent to the small scale industries_in the normal rate of advertisement charged by the Commercial
Broadcasting Service of All India Radio. An exhibition of Hindi dailies, weeklies and other books published during the last 150 years inaugurated in Lucknow.
oy
Manglaore
15
Satyajit Ray to head a nine-member international jury for Sixth International Film Festival opening in New Delhi 3 January
17 18
station of AIR
inaugurated.
1977,
the on
Sahitya Akademi announces awards for 1976. An eight-day festival of French films organised change programme begins in New Delhi.
under
the cultura
Subrata Patranobis, staff photographer of “The Statesman”
chosen as the “news india.”
photographer of the year” by
ex-
Calcutta,
Press Institute of
A five-day national workshop for farm journalists on methods and tech-
niques 25 30
of farm journalism and its role in communication of agricultural
technology inaugurated in New Delhi. AIR station at Ambikapur in Madhya Pradesh inaugurated. India exported films worth over Rs 7.5 crores during 1975-76.
227 69
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APPENDICES
231
4. Dailies under common ownership with a circulation
of over
50,000 copies each in 1975.
Hindi 1, 2.
Nav Bharat Times, Bombay and Delhi Hindustan, Delhi .
.
.
.
3.
Nav Bharat, Nagpur, Raipur, Jabalpur, Bhopal and Indore
4. 5. 6. 7.
Arya Varta, Patna. . Dainik Jagran, Kanpur, and Gorakhpur . Vishwamitra, Kanpur, Calcutta and Bombay Amar Ujala, Agra and Bareilly . .
8.
Aj, Varanasi and Kanpur
9.
Punjab Kesari, Jullundur
.
.
.
.
.
.
.
.
.
. .
:
. .
. .
+ 2,83,805 - — 1,48,867
.
.
.
.
.
. .
.
.
. .
:
88,517
.
. .
. . 7
81,285 64,822, 61,034 56,306
.
.
.
.
.
56,285
.
.
:
.
.
54,199
Bengali 10. 11.
Ananda Bazar Patrika, Caluctta Jugantar, Calcutta’. .
. .
. .
. .
. .
. .
. .
+ — 2,90,086 - — 1,90,059
Sandesh, Ahmedabad and Vadodara. Gujarat Samachar, Ahmedabad . Jansatta, Ahmedabad and Rajkot .
. .
. . .
. . .
. . .
. 7
:
+ + .
— 1,34,044 1,03,160 68,857
.
.
.
+
1,03,024 65,510
Gujarati 12, 13. 14.
Kannada 15. 16.
Prajavani, Bangalore . Samyukta Karnataka, Hubli and ‘Bangalore
.
.
.
.
.
Malayalam 17.
Malayala Manorama, Kottayam
and Calicut
18.
Mathrubhumi, Cochin and Calicut.
.
.
.
.
.
.
:
.
.
3,00,165
.
+
2,63,341
~
1,49,818
+ .
1,15,190 97,051
Marathi 19.
Lok Satta, Bombay
.
.
.
.
.
.
.
20. 21.
Maharashtra Times, Bombay Sakal, Pune and Bombay
. °
. .
. .
: .
. .
. +
.
:
. :
Oriya 22.
Samaj, Cuttack .
.
.
.
.
.
51,033
Tamil 23.
Daily Thanthi, Madras, Tiruchirapalli, Coimbatore, Madurai, Vellore, Tirunelveli and Cuddalore.
24,
Dinamani, Madras and Madurai
26.
Dinamalar, Tirunelveli and Tiruchirapalli
25.
.
Malai Murasu, Coimbatore, Madras, Tirvchirapl Tirunelveli, Salem,
Madurai and Vellore.
.
.
.
.
- — 2,55,106
+
1,66,232
+ .
81,270
64,510
232
MASS MEDIA IN INDIA
1978
Telugu 27.
Andhra Prabha, Vijayawada and Bangalore
.
.
.
.
.
1,04,677
.
:
:
:
:
50,672
Urdu 28.
Hind Samachar, Jullundur .
:
:
:
English 29.
Indian Express, Delhi, Ahmedabad, Bombay, Vijayawada, Madurai, Ban-
30.
Times of India, Delhi, Ahmedabad and Bombay
.
.
.
.
+
2,97,189
31.
Hindu, Madras, Coimbatore and Bangalore
.
.
.
:
.
2,23,144
32.
Statesman, Calcutta and Delhi
33. 34. 35. 36.
Hindustan Times, Delhi Amrita Bazar Patrika, Calcutta Deccan Herald, Bangalore Free Press Journal, Bombay
37.
Indian Nation, Patna
galore, Madras and Cochin.
.
4,31,146
.
.
.
.
.
.
+
1,84,625
. .
: : . .
. . . .
: . . .
. . . .
: . . .
. . . .
+ + . .
1,70,482 1,08,290 83,047 55,581
.
.
.
.
.
:
:
.
.
52,743
233 APPENDICES
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234
MASS MEDIA-IN INDIA
1978
6. Thematic Classification of Films Theme
1969
1970
1971
1972
1973
1974
1975
273
305
268
313
Social
238
254 =. 283
Crime
64
80
83
82
102
98
89
Fantasy
Ml
13
8
9
1
5
7
Historical
2
2
5
2
5
4
7
Biographical
3
3
2
3
2
1
Mythological Legendary
17 27
18 18
16 12
16 5
1927 5 13
19 14
Devotional
3
1
8
6
8
12
Children
_
Stunt
2
7
1
13
2
1
6
_-
-
3
Sd
-
-
_
-
-
-
Political
-
-
1
2
Documentary
-
-
1
4
-
-
-
-
-
-
-
-
367
396
433
414
448
+
Scientific and Technical Total
_-
1
Adventure
Horror
14
1
1
1
7 1 -
2
1
_4 435
475
235 APPENDICES
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1978 IN INDIA MEDIA MASS
236
——
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237 APPENDICES
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MASS MEDIA IN INDIA 1978
238
8. Winners of National Film Awards—President’s (Feature Film) 1953:
Shyamchi Ai (Marathi)
1954:
Mirza Ghalib (Hindi)
1955:
Pather Panchali (Bengali)
1956:
Kabuliwala (Bengali)
1957:
Do Ankhen Bara Haath (Hindi)
1958:
Sagar Sangame (Bengali)
1959:
Apur Sansar (Bengali)
1960;
Anuradha (Hindi)
1961: 1962:
Bhagini Nivedita (Bengali) | Dada Thakur (Bengali) Aur Sapna (Hindi)
1963:
Shehar
1964:
Charulata (Bengali)
1965:
‘Chemmeen (Malayalam)
1966:
Teesri Kasam (Hindi)
1967;
Hatey Bazarey (Bengali)
1968:
Goopy Gyne Bagha Byne (Bengali
1969: | Bhuban Shome (Hindi) 1970: 1971: 1972:
1973:
| Samskara (Kannada) Simabaddha (Bengali) Swayamvaram (Malayalam)
Nirmalyam (Malayalam)
1974:
Chorus (Bengali)
1975:
Chomana Dudi (Kannada)
Gold
Medal
239 APPENDICES
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MASS MEDIA IN INDIA
240
1978
11. Broadcasting Stations in India There are 82 broadcasting zones as follows :—
stations in India.
These
are grouped
in
five
North zone: Ajmer, Allahabad, Aligarh, Bikaner, Chandigarh®, Delhi, Gorakhpur, Jaipur, Jodhpur, Jullundur, Kanpur*, Lucknow, Mathura,
Rampur,
Rohtak,
Simla,
East zone:
Udaipur
Agartala,
and
Aizawl,
Varanasi.
Bhagalpur,
Calcutta,
Cuttack,
Darbh-
anga, Dibrugarh, Gauhati, Imphal, Jeypore, Kohima, Kurseong, Ranchi, Pasighat, Patna, Sambalpur, Shillong, Silchar, Siliguri, Tawang and Tezu. West zone: Ahmedabad, Ambikapur, Aurangabad, Bhopal, Bhuj, Bombay, Chhatarpur, Gwalior, Indore, Jabalpur, Jalgaon, Jagdalpur, Nagpur,
Panaji, Parbhani, South zone:
Pune, Raipur,
Rajkot, Ratnagiri and Sangli.
Alleppey,
Bhadravati,
Bangalore,
Cuddapah, Dharwar, Gulbarga, Hyderabad, Madras, Pondicherry, Port Blair, Tiruchirappalli, Tirunelveli,
Vijayawada
and
Vishakhapatanam.
Kashmir zone:
Jammu, Leh and Srinagar.
* Chandigarh and Kanpur
are commercial stations only.
Calicut,
Coimbatore,
Mangalore, Mysore, Trichur, Trivandrum,
2A1 APPENDICES
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32—3 M ofI & B/77
242
MASS MEDIA IN INDIA 1978
13. List of Kendras'
Doordarshan
Kendras/Upgrah
Date of commissioning
Doordarshan
Service range (Kms)
A. TV STATIONS 1, Delhi
15-9-1959
68
2.
Bombay
2-10-1972
70-100
3. Calcutta
9-8-1975
50
4.
Madras
15-8-1975
5. 6. 7. 8.
Srinagar Amritsar Lacknow Ahmedabad
80
26-1-1973 29-9-1973 27-11-1975 1-8-1975
30-70 65 60 40
2-10-1973
52-90
B, RELAY CENTRES 1.
Pune
2.
Mussoorie
12-8-1977
165
C. SITE ON-GOING TRANSMITTERS 1.
Jaipur
1-3-1977
90
2.
Raipur
10-5-1977
40
3.
Gulbarga
3-9-1977
40
3As on 1 October 1977,
243 APPENDICES
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244
MASS
MEDIA
IN INDIA
15. Press Information Bureau List of Regional and Branch. Offices (As on 15 September
1976)
Location of Branch Offices/ Information Centres
EASTERN REGION, CALCUTTA
AAYaeyene
Region & Headquarters
WESTERN REGION, BOMBAY 10. 11. 12. 13, SOUTHERN
REGION, MADRAS
14. 15. : 16. 17. 18, 19.
NORTHERN REGION, NEW DELHI
21 23. 25.
27.
INFORMATION, CENTRES
yee pe
29.
Calcutta Cuttack GauhatiPatna Agartala Imphal
Shillong
1978
APPENDICES
245
16, Directorate of Field Publicity
List of Regional and Field Publicity Offices
Region & Headquarters
Location of Field Publicity Offices
Arunachal Pradesh, Shillong
RBBSESARESEE
Seen
Andhra Pradesh, Hyderabad
1976)
ayaepe
(As on 1 August
Bihar, Patna
SSBRBNRRELE
.
Kakinada
Kurnool Nalgonda
Nizamabad Srikakulam
Visakhapatnam Warangal Along Anini
Bomdila
Daporijo
Khonsa Nampong Pasighat
Seppa
Tawang Tezu Ziro
Bhagalpur
Dhanbad
Daltonganj
Dumka Santhal Parganas District Forbesgani
Hazaribagh
Jamshedpur
32.
Monghyr
34.
Muzaffarpur
33.
Gujarat, Ahmedabad
Cuddapah Guntur Hyderabad
Motihari
37.
Ahmedabad
39. 40.
Vadodara Bhavnagar
38. Abwa (Dang)
41. Bhuj (Kutch)
246
MASS MEDIA IN INDIA 1978
Region & Headquarters
Location of Field Publicity Offices
Gujarat, Ahmedabad—Contd.
42. 43. 44. 45. 46.
Jammu & Kashmir, Srinagar
47. 48. 49. 50. ) 52. 53. 54. 55. 56. 57. 58. 59. 60. 61.
Karnataka,
62. 63. 64. 65. 6. 67. 68. 9. 70. nA.
Bangalore
Kerala, Trivandrum
72. 73. 74. 15. 76. 71. 78. 79.
Madhya Pradesh, Bhopal
80. 81. 82, 83. 4.
Godhra Junagadh
Palanpur Rajkot Surat
247
APPENDICES
Madhya Pradesh, Bhopal—Contd.
Location of Field Publicity Offices
BSRE
Region & Headquarters
89. 90. 91. 92. 93. 94, 95. 96.
Maharashtra, Pune
Nagaland and Manipur, Kohima
North East, Shillong (Meghalaya)
Gwalior
Guna
Hoshangabad Indore Jabalpur
SJhabua Kanker Raipur
Rewa
Sagar
Ujjain
Jagdalpur
97. 98. 99. 100. 101. 102. 103. 104. 105. 106.
Amravati Aurangabad
107. 108. 109. 110. 111, 112. 113,
Kohima
Bombay
Chandrapur Jalgaon
Kolhapur Nagpur
Pune
Sholapur
Panaji Mokokchung Tuensang Mon (Manipur) Imphal
Churechandpur Ukhrul
Assam ~ 114. Dhubri 115. Dibrugarh 116. Gauhati 117, Haflong 118. Jorhat 119. Nalbari 120. North Lakhimpur 121, Nowgong 122, Silchar 123. Tezpur
Meghalaya 124. 125. 126.
Jowai
Shillong Tura
248
MASS
Region & Headquarters North East, Shillong
(Meghalaya)—Contd.
MEDIA
IN INDIA
1978
Location of Field Publicity Offices Mizoram 127.
128. 129,
Aizawl
Lunglei Saiha
Tripura
130. North
West, Chandigarh
Kailashahar
131.
Agartala
132,
Chandigarh
Haryana 133. 134, 135. 136.
Rohtak Hissar Ambala Cantt Narnaul
Himachal 137.
138.
139, 140. 141,
Pradesh
Bilaspur
Dharamsala
|
Mandi Simla Kalpa
Punjab 142,
Ferozepur Cantt
143, 144,
Amritsar Jullundur City
145,
Ludhiana
146.
Orissa, Bhubaneswar
147,
Balasore
148.
Bhubaneswar
152.
Keonjhar
153, 154, 155. 156.
Phulbani Pharlakhemundi Distt Ganjam Puri Sambalpur
157. 158, 159, 160. 161.
Ajmer Alwar Barmer Bikaner Durgarpur
149, 150, 151.
Rajasthan, Jaipur
Pathankot
Bhawanipatna Cuttack Jeypore
|
|
.
249
APPENDICES
Region & Headquarters Rajasthan, Jaipur—Contd.
Location of Field Publicity Office 162.
163. 164. 165. 166. 167. 168.
Tamil Nadu, Madras
169, 170. 171, 172. 173. 174, 175. 176.
Uttar Pradesh, Lucknow
177. 178. 179. 180. 181. 182. 183. 184, 185. 186. 187, 188. 189.
Uttar Pradesh, Nainital
West Bengal, Culcutta
33 —3 Mof | &BI77
190. 191. 192. 193. 194, 195. 196. 197. 198.
Jaipur
Jaisalmer Jodhpur
Kota Sikar
Sriganganagat Udaipur
Coimbatore Madras Madurai Salem Tiruchirapalli Tirunelveli Vellore Pondicherry
Agra
Allahabad Bareilley Banda
Dehradun Gonda
Gopeshwar Gorakhpur Thansi
Kanpur
Lakhimpur-Kheri Lucknow Meerut Cantt. Nainital
Pauri
Pithoragarh Rae Bareli Ranikhet Sultanpur Uttarkashi Varanasi Aligarh
199, Asansol 200. Bankura 201. Barrackpore 202. . Berhampore (Murshidabad Distt.) 203. (2 Units) eateu & 24.
250
MASS
Region & Headquarters
MEDIA
205. 206. 207.
Chinsurah Cooch Behar Jalpaiguri
208.
Kalimpong
210.
Midnapore
209.
Malda
211. Raiganj 212. Ranaghat 213. Siliguri Sikkim 214. Gangtok 215. Jorethan Andaman & Nicobar Islands 216. Port Blair 217. Car Nicobar
17.
218.
New Delhi
Directorate of Advertising and Visual Publicity List of Field Exhibition
197
Location of Field Publicity Offices
West Bengal Calcutta—Contd.
Delhi Units, New Delhi
IN INDIA
Units LOCATION Calcutta (3 Units) Gauhati Bhubaneswar
Jorhat
Madras (3 Units) Bangalore (2 Units)
Hyderabad
Trivandrum Ambala Cantt (2 Units) Jammu Patna Lucknow (2 Units)
Jaipur (2 Units) Ahmedabad (3 Units) Bombay Indore Bhopal Chandigarh Simla Vijayawada
Agarthala New Delhi (3 Units)
251
APPENDICES
18.
And
Eighteenth Designing
National Awards For Excellence in Printing
(First Prizes Only)
Winner
Category 1.
Art Books
Title:
2.
Ghildren’s Books
Title: Peejoo
Nataraja
in Art,
Thought
and Lit-
erature. Printer: Sree "Saraswaty Press Ltd., Calcutta. Publisher and Designer: National Museum, New Delhi. Publisher
the Clever
and
(India) Ltd.,
3.
Books on Science @ Technology— English & Other Foreign Languages (Offset)
4.
Books on Science & Technology— English & Other Foreign Languages (Letter Press)
Pigeon.
Designer:
Printer,
Thomson
Faridabad.
Press
Not Awarded.
Title: 1 Quantum,Mechanics. Printer: Anand Press, Anand (Distt. Khaira). Publisher: The Macmillan Co. of India Ltd., Delhi.
Title: 2 Trends in Haematology. Printer: Press Ltd., Calcutta. Sree Saraswaty
© Memorial Publisher : J.B. Chatterjee Committee, The Calcutta School of Tropical Medicine, Calcutta.
5.
6.
Books
on
Humanities—English
Other Foreign Languages
Books
Other Press)
on
(Offset)
Humanities—English
Foreign
Languages
Books—Indian Languages (Offset)
8.
Books—Indian
Press)
Title:
Brief_
@
(Letter
Communications, Vol.
Printer:
Thomson
Congress,
New
Publisher:
Faridabad.
(Letter
7.
Languages
@
Press
(India)
_1E
Ltd.
International Dairy
Delhi.
Title: Sri Aurobindo—A Centenary Tribute. Printer
Ashram
and
Press,
Aurobindo
Sri
Publisher:
Pondicherry.
This India (Bengali). Printer: N.KCo. Pvt. Ltd., Calcutta. Pub ossa&in Publications Division, Ministry fife of I&B, New Delhi.
Title
Title:
Printer: 1, Yakshagana (Kannada). Manipal. PubPower Press, Manipal lisher : University of Mysore, Mysore.
Title: 2. Rukmini
ter:
&
Vakil
Mangal
Sons
Pvt.
(Hindi). Prin-
Ltd.,
Bombay.
Publisher: U.P. State Lalit Kala Akademi, Lucknow.
9.
Best Bound Books
Title : | Nataraja in Art, cutta.
Title ; 2 Brief (French).
Daily Newspaper—English
Communications,
Binder:
Ltd., Faridabad.
10.
Thought and
rature. Binder: Bichitra Granthanee, Thomson
Press
Title : 1 The Tribune, Chandigarh. and Publisher:
The Tribune,
Title : 2 Deccan Herald The and “Publisher: Ltd., Bangalore. Pvt.
Lite-
Cal-
Vol. 1F (India)
Printer
Chandigarh.
Bangalore, Printer
Printers
(Mysore)
252
MASS MEDIA IN INDIA 1978
Category 11.
Winner
Daily
Newspapers—Indian Langu-
ages
Title: 1 Malayala
Manorama,
Printer and Publisher:
Kottayam.
Ltd.,
Co.
Title:2. Prajavani.
Kottayam.
Malayala Manorama
Printer
and
Publisher:
The Printers (Mysore) Pvt. Ltd., Bangalore. Title: 3 Udayavani. Printer and Publisher: Manipal Printers and Publishers Pvt. Ltd., Manipal. Title:4 The Bombay Samachar Printer and Publisher: The Bombay Samachar Pvt.
Ltd.,
Title :5
Bombay.
Nai Duniya. Printer and Publisher:
Shri Narendra
12.
News
Weeklies—English
Tiwari,
Indore.
Title: The Statesman Weekly; Nov. 16, 1974. Printer and Publisher: The Statesman Ltd., Calcutta,
13.
News
14.
Display papers)
15. 16.
Weeklies—Indian Languages Aavertisements
(News-
Title: Amruta—Cine Weekly; Feb. 5, 1975. Printer and Publisher: Jai Hind, Rajkot.
Title: Teksons series. Designer: Everest Advertising Pvt. Ltd., Bombay. Advertiser: Teksons
Display Advertisements—Magazines (Black @ White)
Pvt.
Ltd.,
Title: No, We Are No Saints! Designer @ Advertiser: Everest
Advertising
Bombay.
Display Advertisements—Magazines (Colour)
Bombay.
Title: 100%
Polyester
Pvt. Ltd.,
Saris by Bombay
Dyeing series. Designer : Hindustan Thompson Associates Ltd., Bombay. Advertiser: Bombay Dyeing & Mfg. Co. Ltd., Bombay.
17.
House
Magazines
Title: 1 Taj. Printer: Bolton Fine Art Litho Works, Hotels
Bombay.
Publisher:
Co. Ltd., Bombay.
Title: 2
Larsen & Toubro
Title: 3
Image.
The
Indian
Ltd., Newsletter,
Printer: Asian Printers Pvt. Ltd., Bombay. Publisher: Larsen & Toubro Ltd., Bombay.
Trust,
New
Airlines, New
18.
Art Magazines
Title:
Marg.
Printer:
Children’s
Delhi.
Publisher:
Printer:
Tata
Delhi.
Press
Book
Indian
Ltd.
Bombay. Publisher & Designer: Marg Publications, Bombay.
19.
Magazines—Weekly
(English)
20.
Magazine.—Fortnightly
21.
Magazines—Monthly
(English)
Title: JS; March 2, 1974. Printer and Publisher: The Statesman Ltd., Calcutta.
Title: Youth Times; April
and Publisher: The Times Delhi.
and Others
Title: 1 Chic.
Printer:
4, 1975. Printer of India Press,
Printwell, Bombay.
Publisher: _ Modi Spinning & Weaving
Co. Ltd., Bombay.
Title: 2 Span. Printer: Vakil & Sons Pvt. Ltd., Bombay. Publisher: United States Information Service, New Delhi.
APPENDICES
253
Category 22. 23.
24.
Winner
Magazines—Weekly guages) »
(Indian
Lan-
Title: Dharmayug; May 4, 1975. Printer and Publisher: The Times of India Press, Bombay.
Magazines—Fortnightly
(Indian
Languages)
Title: Lokrajya,
June 16,
Government
Central
1975.
Printer:
Press,
Bombay.
Publisher: Directorate General of Information & Public Relations, Govt. of Maharashtra, Bombay.
Magazines—Inditn )
(Monthly and Others)
Languages Title: 1 Vigyan Pragati (Hindip, June 1975. ‘inter:
i
Press,
New
i.
Pul
rr:
Council of Scientific & Industrial Research, iow
i.
Title: 2 Sahkarsetu, October 1974. Printer: Government Central Press, Bombay. Publisher: The Maharashtra State Cooperative Bombay.
25.
Annuals & Souvenirs
(Offset)
Marketing
Federation
Ltd.,
Title: Bombay Hospital—25 Years. Printer:
K.L. Bhargava & Co., Bombay. Publisher:
The Medical Research Centre, Bombay, Hospital Trust, Bombay. Designer: Shri Kishore Parekh, Bombay.
26.
Annuals
& Souvenirs
(Letter Press)
Title: Third Triennale—India. Printer: Children’s Book Trust, New Delhi. Publisher: Lalit Kala Akademi, New Delhi. Designer: Shri Jeram Patel, Vadodara.
27.
28.
Publicity Booklet.
(Offset)
& Annual Reports
Title: Gwalior Rayon. Printer: K.L. Bhargava
& Co., Bombay. Publisher: The Gwalior
Rayon Silk Mfg. (Wvg.) Co. Ltd., Birlagram, Nagda. Designer: Shri Kishore Parekh, Bombay.
Publicity Booklets & Annual Reports
(Letter Press)
Title: 1 Vcltas Design, Engg. & Mfg. Centre.
Printer: Vakil & Sons Pvt. Ltd., Bombay.
Publisker:
Voltas Ltd., Bombay.
Ogi'y
Bension
Bombay.
Tite: 2
Report,
State
1972.
&
Designer:
Mather
Bank
Printer:
Pvt.
of India
Thacker
Ltd.,
Annual &
Co.
Ltd., Press, Bombay. Publisher: State Bank
of India, Bombay.
vertising
Designer:
& Marketing
Aiyars Ad-
Pvt. Ltd., Bombay.
Title: 3 HAL Annual Report, 1973-74. (Hindi). Printer: The Eastern Press, Bangalore. Aeronautics
Publisher: Ltd., Bangalore.
Shri Jayant
29. 30.
Posters
(Silkscreen)
Posters
Other
than
than
Title:
Palanka. Printer: Silcreena, Calcutta.
Designer:
Silkscree;
Silkscreen
Rao, Bangalore.
Hindustan Designer:
Shri
O.C.
Title: India-Buddha. Pvt. Lt.,
Ganguly,
Calcutta.
Printer: Prasad Process
Madras. Designer: India Tourism
Development
Corpn.
Ltd., New
Delhi.
254
MASS MEDIA IN INDIA 1977
Category
Winner
31.
Title: 1
Folders (Offset/Photogravure)
India-Delhi.
Lithographing
Printer:
Co.
Pvt.
Publisher: “India
Tourism
The
Eagie
Ltd., Calcutta. Development
Corpn. Ltd., New Delhi. Designer: Advertising & Sales Promotion Co., New Delhi.
Title:
2 India-Kerala.
Printer: K.L. Bhar-
gava & Co., Bombay. Publisher: India Tourism Development Corpn. Ltd., New Delhi. Designer: Advertising & Sales Pro-
motion Co., New Delhi. Title: 3 India-Calcutta. Printer: Prasad Process Pvt. Ltd., Madras. Publisher: India
Tourism
Development
Coprn.
Ltd., New Delhi. Designer: Frank
Pvt. Ltd.,
Simos
Bombay.
Title: 4 India—A Land for the Young. Printer: Prasad Process Pvt. Ltd., Madras.
Publisher: India Tourism ‘Development Corporation Ltd., New _ Delhi. Designer: Shri Kuldip Jus, New Delhi.
32.
Folders (Letler Press)
Title: 1
The Coffee
Shop. Printer: Good
Impressions, Bombay. Publisher: Centaur Hotel, Bombay. Designer: Communication & Marketing Pvt. Bombay.
Title:
2
L&T
Direct-on-line
The Mass Ltd.,
Motor
Starters. Printer: Asian Printers Pvt. Ltd.,
Bombay. Publisher & Designer: Toubro Ltd., Bombay.
33.
Calendars
(Offset/Photogravure)
Larsen
&
Title:1 Navasari_ Cotton & Silk Mills 1975 Calendar. Printer: Bolton Fine Art Litho
Works,
Communication
Bombay.
&
Designer:
Mass
Marketing
Pvt. Ltd.,
Printer: K.L.
Bhargava
Bombay. Title: 2. The Century Spg. & Mfg. Co. Ltd.,
1975
Calendar,
& Co., Bombay. Parekh, Bombay.
Designer: Shri Kishore
Title: 3 India Foils Ltd. 1975. Calendar. Printer and Designer: India Foils Ltd., Calcutta.
34.
Calendars
(Letter Press)
Title: 1 Vazir Sultan Tobacco Co. Ltd., 1975 Desk Calendar Inserts. Printer: Good Impressions,
Bombay.
McCann = Advertising Calcutta. Title:2 American
Designer:
Clarion-
Services
Ltd.,
Express Banking Coprn
1975 Desk Calendar Inserts. Printer: Good
Impressions, Bombay. _ Designer: Ogilvy Benson & Mather Pvt. Ltd., Bombay.
35.
Diaries
Title: 1_ Engineering Export Promotion Council 1975 diary. Printer: Sree Saraswaty Press Ltd., Calcutta. Publisher: Engg. Export Promotion Council, Calcutta. Designer: Hindustan Thompson Associates
Ltd.,
Calcutta.
Title: 2 India 1975
Bombay. lopment
Diary. Printer: Grafika
Publisher: India Tourism Deve: Corpn.
Ltd,
New
Delhi
Designer: Chimanalals Pvt. Ltd., Bombay"
255
APPENDICES
Category
36.
Devanagiri Type Faces
37.
Labels
Winner Title: 14Pt. Sharad. Designer & Foundry: Prakash Type Foundry, Pune.
Title: Ricory Instant. Printer: Ajanta Offset &
Packagings
Ltd.,
Advertising New Delhi.
38.
Packaging (Paper Containers)
Delhi.
Consultants
Title: 1
Folk
Toys
Title: 2
Blackmail Record
Designer:
India
Ltd.,
of India Carton. Prin-
ter & Designer: The Metal Box Co. of India Ltd., Bombay. Cover. Printer:
Printwell, Bombay. Designer: Film Centre, Bombay. Title: 3 Premnagar Record Cover. Printer:
The Eagle Lithographing Calcutta. Designer:
Calcutta.
39.
Packaging (Tin Containers)
Title: 1
Co. Pvt.
Ltd.
Shri Anjan Das Gupta,
_Liril Talc Tin. Printer: Zenith Tin
Works
Ltd.,
Bombay.
Designer:
Lintas
India Ltd., Bombay. Title: 2 Dewkiss Air Freshner tin Printer & Designer: Metal Box Co. of India Ltd., Bombay.
Title: 3 _ Bafo Baby Cereal Food Tin. Printer : India Tin Industries, Bangalore.
Designer:
galore.
Title: 4
Graphic Arts Industries,
Ban-
400 g. Shangrila Assorted Biscuits
Tin. Printer & Designer: Zenith Tin Works Ltd.,
40.
Point of Sales
Bombay.
Title: Buy Sylvania with Confidence Hanger.Printer: Studio Printall, New Delhi. Designer:
Mass
Communication
Printwell, Bombay.
Bombay.
eting Pvt. Ltd., New Delhi. Title: 2 Air-India Showcard. Designer:
& Mark-
Printer:
Air-India,
41.
Greeting Cards
Title: Vakils
42.
Picture Postcards
Title:1 Marble Screen Inside the Taj. Printer: Shuchi Pvt. Ltd., New Delhi. Publisher: Colour Reproductions, New Delhi.
47-2516. Printer
and
sher: Vakil & Sons Pvt. Ltd., Bombay.
Title: 2
India-An
Gita Govinda.
Illustration From
Publi-
the
Printer: Vakil & Sons Pvt.
Ltd., Bombay. Publisher: India Tourism Development Corpn. Ltd., New Delhi.
43.
Direct Mail
Title: 1 Ultragin leaflet. Printer: Selprint, Bombay. Publisher: Geoffrey Manners & Co. Ltd., Bombay.
Title: 2. Eskazine Leaflet. Printer: Nandi Printers Pvt. Ltd., Bombay. Publisher:
Smith
lore.
Kline & French (India) Ltd., Banga-
MASS
256
Category
“4. Maps & Atlases
MEDIA
IN INDIA
1978
Winner
-
«Title: 1, Wall Map of India—Political
(Tamil). Printer and Publisher: Tamiland Printers & Traders Pvt. Ltd., Madras.
Title: 2.
Tourist
Road
Map
of Southern
India, Printer: Orient Litho Press, Sivakasi. Publisher: Joint Committee of the Directors
of Tourism of Southern States, Madras.
19. Directorate of Advertising and Visual Publicity Panel of Approved Advertising Agencies As (on 1 November A.
1976)
Government Advertising Agency
»
Directorate of Advertising and Visual Publicity, Samachar Bhawan, III Floor, Parliament Street, New Delhi-110001.
Indian Owned Advertising Agencies
FSyeravayvnn
Andhra Pradesh
12.
13. 14, 15.
Associated Advertisers, Hyderabad. Kiron Ads. (P) Ltd., Secunderabad, (Branch : Hyderabad). Ad Envoys Advertising & Marketing, New Delhi. Advertising Consultants (India) Ltd., New Delhi, (Branches
: Bombay and Madras).
Alfred Allan Advertising, New Delhi. (Branches : Bombay and Jullundur). Asian Advertising, New Delhi. B.D. Khanna Publicity, Delhi.
Continental Advertising & Marketing, New Delhi.
Gayways Publicity (P) Limited, New Delhi. Impact Advertising (P) Ltd., New Delhi. Interads Advertising (P) Ltd., New Delhi. (Branches : Bombay, Calcutta, Bangalore
Chandigarh, Amritsar, Bhopal, Ludhiana, Madras, Allahabad and Jupiter Publicity Company, New Delhi.
Jullundur.)
Mutual Advertising & Marketing (P) Ltd., New Delhi. National Publicity Service, New Delhi.
16.
Newfields Advertising (P) Limited, New Delhi. and Panipat). Pratap Advertising Agency, New Delhi.
17.
Publico Advertising, New Delhi.
18.
Intaglio Advertising Private Limited, New Delhi.
19. 20.
Reflection Advertising & Marketing, New Delhi. Sterling Advertising (P) Ltd., New Delhi. (Branches
21.
Swain Advertising, New Delhi.
Gujarat 22.
Bidhan Advertising and Marketing, Ahmedabad.
23.
Navnit Lal & Company, Ahmedabad.
(Branches: Calcutta, Chandigarh
: Bombay and Gorakhpur .
|
APPENDICES
257
Kerala 24,
Kerala Publicity Bureau, Cochin (Branch : Kottayam).
Karnataka 25.
Visual Communications, Bangalore.
Maharashtra 26. 27. 28. 29. 30. 31. 32. 33. 34, 35.
36. 37.
38. 39, 40. 41. 42,
Advertising Private Ltd., Bombay.
Dattaram Advertising (P) Ltd., Bombay. Branch : Bangalore.) Chaitra Advertising (P) Ltd., Bombay (Branches : New Delhi and Bangalore). Concept Marketing and Advertising (P) Ltd., Bombay.
Da-Cunnha Pillai Associates (P) Ltd., Bombay. Everest Advertising (P) Ltd., Bombay. Focus Advertising (P) Ltd., Bombay. (Branches :
Madras
and Bangalore).
Frank Simees Advertising (P) Ltd., Bombay. Green’s Advertising Service Agents, Bombay.
Graphic Advertising (P) Ltd., Bombay. Hero’s Publicity Services Bombay.
(Branch: Calcutta).
Hindustan Thompson Associates Ltd., Bombay.
Madras and Bangalore). Impressions Advertising and Marketing, Bombay.
Inter Publicity (P) Ltd., Bombay.
(Branches: Calcutta, New Delhi, .
(Branch : New Delhi).
(Branches : Bangalore and New Delhi).
Incentive Marketing and Advertising, Bombay. Jaisons Advertising, Bombay. (Branches: Chandigarh and New Delhi). Marketing Advertising Associates (P) Ltd., Bombay. (Branches :
43. 44, 45, 46.
Mirat Advertising, Bombay. National Advertising Services (P) Ltd., Bombay . (Branches: Calcutta,
41.
NIMAS—New
48. 49." 50. 51. 52. 53. 54. 55. 56. 57. 58.
New
Delhi,
Delhi
and
Madras, Bangalore, Calcutta and Secunderabad). Market Analyst and Product Promoters, Bombay.
Madison Advertising,
India
(Branch: Cochin). Mrs. P.N. Bharucha
Bombay.
International
Marketing
& Company,
Press Syndicate Ltd., Bombay.
&
Advertising
Services, Bombay.
Bombay.
(Brariches: New Delhi and Calcutta).
R.A. Advertising Services, Bombay. Radeus Advertising (P) Ltd., Bombay. Radical Publicity, Bombay. Ratan Batra (P) Ltd., Bombay. Ranjit Sales and Publicity (P) Ltd., Bombay. (Branches : Patna and Chandigarh). Rediffusion Advertising (P) Ltd., Bombay. (Branch: Madras).
Shilpi Advertising Ltd., Bombay. Sista’s (P) Ltd., Bombay.
New
Delhi,
Calcutta, :
(Branch: Ahmedabad).
(Branches: Madras and Bangalore).
Sobhagya Advertising Services, Bombay. (Branches : New Delhi, Madras, Bangalore, Secunderabad, Lucknow, Kanpur, Jaipur, Trivandrum, Chandigarh, Ahmedabad
and
Indore).
59, Stusa Advertising (P) Ltd., Bombay. 34—3 M ofI & B/ND/77
MASS
MEDIA IN INDIA
1978
Three Brothers and Fils, Bombay. Ulka Advertising (P) Ltd., (Branches: New Delhi and Calcutta). Vision Advertising and Marketing, Bombay. Pratibha Advertising, Pune. Tom and Bay Advertising (P) Ltd., Pune. (Branches : Bombay and Panaji). Adroit Advertising, Bombay. (Branch : Ahmedabad).
Punjab: Haryana
Union Advertising Service, Ambala Cantt. Tamil Nadu Adwave Advertising Pvt. Ltd., Madras. Aries Advertising Bureau, Madras. Criterion Publicity Pvt. Ltd., Madras. (Branch : Secunderabad). Easterns
1,
Advertising
Consultants,
Madras.
Efficient Publicities Pvt. Ltd., Madras. Elegant Publicities, Madras. F.D. Steward (P) Ltd., Madras.
(Branch
: Cochin).
(Branches: Bombay, Calcutta, Bangalore,
bad, Kanpur, Cochin and New Delhi). Madras Advertising Co. (P) Ltd., Madras. (Branch: Bangalore). Moulis Advertising Service, Madras. Ra Advertising Associates (P) Ltd., Madras. (Branches:
Hydera-
Bangalore, New
Uttar Pradesh Krishna Publicity Co. Pvt. Ltd., Kanpur.
West Bengal Adarts Advertising, Calcutta. (Branch : New Delhi). Adlink Advertising & Marketing (P) Ltd., Calcutta. .
Alpha
Advertising
Service, Calcutta.
Advertising & Sales Promotion Company, Calcutta. (Head Office: New Delhi) Granches: Bangalore, Bombay, Calcutta, Cochin and Hyderabad). Arghs Advertising & Marketing (P) Ltd., Calcutta. Clarion Advertising Services Ltd., Calcutta. (Branches: Bombay, Delhi and Madras). Communication Consultants, Calcutta. (Branch : New Delhi). Ideal Advertising Agency, Calcutta. Indian Publicity Bureau (P) Ltd., Calcutta. Medium Service, Calcutta. (Branch: Bombay). National Advertising Agency, Calcutta. Orient Publicity Service, Calcutta. Phoenix Advertising (P) Ltd., Calcutta. Pressman Advertising & Marketing (P) Ltd., Calcutta. Printadex Advertising, Calcutta. Press and Publicity Syndicate (P) Ltd. Calcutta. Progressive Publicity Service, Calcutta. (Branch : Patna). Sekai (P) Ltd., Calcutta.
(Branch
: New
Standard Publicity Society, Calcutta. 20th Century Publicity (P) Ltd., Calcutta.
Delhi).
259 APPENDICES
“Bug wos
“yssy
*sioou pur
SI9OUISU *}7SSV JO JOA] oy? 3 AL Ul SuNjOM sioouISug (At) *s1B0k p 0} € ISRO] 3B JO dOUDLIOdxo oIseq oWOS YIM SuLICCU
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1978 MASS MEDIA IN INDIA
260
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261 APPENDICES
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| 1978 MASS MEDIA IN INDIA
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Amasira
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Index
A
History 115-116
Organisational Setup 115-116
Aaj 8 Aj Kal 123
Academic Institutions 98
Agricultural Universities 98 Bharatiya Vidya Bhavan 98 Accredited Advertising Agencies 118 Adivasi 145
Advertisement Films 99 ADVERTISING 49-58 Fact Finding Committee on Newspaper Economics 56 Film 51 Newspapers
56-57
Press 49-50, 54
Alliance Advertising Association of Bom53
J. Walter Thompson 50
Outdoor Contractors’ Associations 51 Society of Advertising Practitioners 53 Advertising and Visual Publicity, Directorate of (DAVP) 52-53, 77, 115-11 Accreditation 118
Advertising Wing 117-118
Awards for excellence in printing. and designing 117 Budget 119 Campaign Wing 116 Copy Wing 117 Distribution Branch 117 Exhibition Wing 118
Functions 116
Employment News 118
Alha (U.P.) 69
Alliance Advertising Association
All
Advertising Agencies 53, Accredited 118 Advertising Agencies Association of India 200 (AAAE) Advertising Council of India 53
Commercial Artists’ Guild 53 Indian Society of Advertisers 53, 201
Akhbar Shri Darbar Saheb 9 Alam Ara 43
of Bombay
All India Federation of Master Printers 81
Radio 51 Television 51-52
bay 50 Audit Bureau of Circulation(ABC)
Outdoor Publicity 117 Printed Publicity Wing 117 Regional Distribution Centres 116 Research Unit 118 Vidyalankar Committee 52 Visualisation 116-117 Agricultural Universities 98 Air India 182-183 Ajmal 11 Akashvani 21
India
Newspaper
Editors’
Conference,
All India Small and Medium Federation, Kanpur 196-97
Newspapers
New Delhi 196
Amherst Circular 3 Amrita Bazar Patrika 4, 14
Ananda Bazar Patrika 7, 13
Ananda Vikatan 10
Andhra Janata 10 Andhra Bhasha Sanjivini 10 Andhrabhumi 10 Andhra Jyoti 11
Andhra Patrika 10 Andhra Prabha 10, 11 Andhra Prakasika 10 Antibiotics News 191 Anzam 11 Appendices 227-262
Applegath 78
Arunachal News 173
Arunachal
Pradesh,
Directorate
mation and Public Relations Asee Ass, Asee Asav 129
of Infor-
172-173
Asha 9
Asoma 144 Assam, Directorate of Information and
lic Relations 144
Tuo-
°
276
MASS MEDIA IN INDIA 1978
Assam Information 144 Associated Press 16
Bxhibition 95 National Book Trust, 122, 23 Export 96
Astrological Almanacs 78
Atma Sakti 7 Audi Profileen Studiesce (TV) 209, 211
Foreign 95-96 Imports 96
Audience Research Unit: Radio 28, Television Audit
Bureau
of Circulation
200-201
(ABC)
53,
Auxiliary Studio Centres 107 Film 45, 136, 139 Printing and Designing 85-86, 117
Book Production 93
B Bal Bharati 123
Balladas 72
Brahmo Samaj 4
Braithwaite and Company (India) Ltd 183 British India Corporation 50 British Publishers 92
C
Bal Mukund Gupta 8 Bangadoot 8 Banglar Katha 7 Baithaks 70
Calcutta General Advertiser 3 Calcutta Chronicle 3
Bengal Gazette 3
Bengal Motion Picture Association 48 (The) Bengalee 4 +
Bharatendu Harishchandra 8 Bharat Mitra 8 Plate
and
Vessels,
Bharatiya Vidya Bhawan 98 Bihar, Information and Public Department, 145-146 Bihar Diary 145 Bihar Information 145 Bihar Ki Khabran 145
Bihar Samachar 145
Biswin Sadi 11 Black Gold 194 Block Printing 77 Bombay Chronicle 5 Bombay Bombay Bombay BOOK
Public Sector 91-93
Sales Promotion and Marketing 89-91
Burn and Company Ltd 183-184 Burrakatha 69
Bal Krishna Bhat 8
. Bombay
,
Broadcasting See Radio Builders of Modern India 122 Bureau of Public Information 121
Bal Gangadhar Tilak 4
patnam 183
Production 88
Training 95
Awards
Bhavai 70, 75 Bharat Heavy
Paper Backs 96-97
Darpan 6
Gazette 3 Herald 3 Samachar 7,49 PUBLISHING 87-97
Book Information Centre 94 Book Promotion Wing 93
Calcutta Film Society 47 Calcutta Gazette 3 Canadian Baptist Mission 10 Cartoon Films 134, 139
Central Board of Film Censors 48
Visakha-
Relations
Central Family Planning Institute 101 Central Health Education Bureau 99, 210 CENTRAL MEDIA 107-141 All India Radio 107-110
Children’s Film Society 138-139
Directorate
of Advertising
Publicity 115-119
and
Visual
Directorate of Evaluation 140
Directorate of Field Publicity 119-121 Directorate of Film Festivals 136-137 Doordarshan 110-111 External Publicity Division 141 Films Division 132-135 Film Finance Corporation 138
Film and Television 137-138
Institute of India
Indian Institute of Mass Communication
140
National Film Archives of India 139-140
Photo Division 114-115 Press Information Bureau 111-114
277
IN DEX
Publications Division 121-125
DOORDARSHAN
Research and Reference Division 132 Song and Drama Division 125-130
Doutrina Christa 78, 79 Drama Troupes 127
Registrar of Newspapers for India 130-131
COMMUNICATION MEDIA 3-103 Advertising 49-58
207-213
See
also
Television and Special Articles
Eastern India Special
162
Cultural Convention
Souvenir
EC News 184 EC and You 184
Book Publishing 87-97 Film 40-48 Outdoor Publicity 59-68
E
Press 3-19 Printing 77-86 Radio 20-29
Educational Television Service 207
Eenadu 10
Television 30-39
ElectronicCorporation of India Ltd 184-185
Traditional Media 69-76
Employment News
Training and Research 98-103 Community Viewing Centres (TV) 35-36 Copper Calling 188
116, 118
Evaluation, Directorate of 140
Exhibition, Communication through 65-68
Indian Industries Fair 67
Core Bookand the Fellowship Programmes95 Coster of Haarlem 78
Nehru and New India 67 Third
Courter 3
Cowper 78
Cultural Exchange Programmes (Film) 136-137 Foreign Films in India 136-137
Indian Films Abroad 137
Asian
International
Trade
Fair
World Agricultural Fair 67 World Book Fairs 95 Experimental Films 99 External Publicity Division 141 External Services (Radio) 27
F
D
Fact Finding
Dadabhal Naorojee 4 Dadasaheb Phalke 42, 48, 137
Fairs and Festivals 73
Dadra and Nagar Haveli,
Field Publicity Office 174-175 Datly Thanthi 10 Das, C.R.7
Delhi,
Directorate
of
Information
Farm and Home Broadcast 23-24
Federation of Film Societies 47 Federation of Booksellers and Publishers Assoand
Publicity 175-176 Desabhimani 9, 10 Devagupta Seshachalarao 10 Dharmvir 9 Dhiren Ganguly 42
Fertilisers Corporation of India Ltd 185-186
(FACT) 185
Chemicals,
Travancore
Fertiliser Digest 186 Field Publicity, Directorate of 119-121
Units
118
Budget 121
Digdarshan 6, 79 Dili 176
Dinamani 10
Directorate of Film Festivals 136-137 Documentaries
ciation 95
Feroz Shah Mehta 5 Fertilisers and
Dhumkuria (of the Oraons, Bihar) 70, 74
Diwarkar, R.R. 9
Committee on Newspaper Eco-
nomics (1975) 15, 57
44,
99,
148-150, 153, 150, 158, 171, 173, 177
121, 133, 139, 163-164, 167-169,
Functions 119-121 Organisational Set up 119
Festival of Foreign Films in India 136-137 FILM 40-48 See also Appendices Thematic Classification 234 Censor Board 48 Employment 41
Ltd
278
MASS MEDIA IN INDIA
H
Earnings 41 Export
47
Hakikat 11 HAL News 187 Hamdard 11 Hardware manufacture 28 Harijan 5 Harikatha 70, 71, 72, 153
Equipment Import 239 Production 40, 233-234 Theatres and Seating Capacity 41, 239 Societies 47 State Awards 45, 136, 235-238 Film Advisory Board 44 Film Enquiry Committee 45, 46 Film Federation of India 48
Harinarayan (Munshi) Harinarayan Apte 6
Film Festival 47, 136-137 Film Festival, Directorate of 136-137 and
137-138
Television
Institute
Harishchandra Sawe Bhatvadekar 42 Heavy Engineering Corporation Ltd 186
100,99,
46,
HEC News 186 HEC Pariwar 186
Films Division 132-135 Administrative
Budget 135
Wing
Hicky Gazette 79
133
Hilal 11 Himachal Pradesh, Relations 149 Himansu Rat 43
Cartoon Film Unit 133 Documentary 133 Distribution Wing 133-134 Newsreel 133
of
Public
Hindi Pradeep 8 Hindoo Patriot 4 Hindu 4, 14 Hindustan 8
Hindustan Aeronautics Ltd 186-187 Hindustan Antibiotics Ltd 187
Folk Theatre 70-71
Bhavai (Gujarat) 70, 75
Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan Hindustan
Jatra (West Bengal) 70, 75
Mancha (Madhya Pradesh) 70 Nautanki (Uttar Pradesh) 70, 75 Tamasha (Maharashtra), 70, 75 Therukuthu (Tamil Nadu) 70, 75 Yakshagan (Karnataka) 70, 75 Foreign Titles 94
Free Press of India News Agency 16
Free Press Journal 5
Freedom of Press 13
Cables Ltd 187 Copper Ltd 188 Insecticides Ltd (HIL) 188-189 Machine Tools Ltd 189 Review 5 Samachar 17 Shipyard Ltd 189 Steel Works Construction Ltd 190 Steel Works News 190 Times 14
History of Freedom Movement 124
G
Hitavadi 10 MT World 189 Home Service Programmes (Radio) 107, 108 Hornima, B.G. 5
Shankar Vidyarthi 8 194 Studios 43 (of the Mudias) 70, 74
Goa, Daman & Diu, Department of Information and Tourism 176-177
Government Publishing 92 Gujarat, Directorate of Information Gundappa, D.V. 8 Gurumukhi Akhbar 9
Directorate
Himprastha 150
Production Wing 133 Film Festivals, Directorate of 136-137 Folk Dance Festival, Republic Day 129-130 Folk Songs 72
Ganesh Gasoil Gemini Ghotul
9
Harischandra 42 Harish Chander Mukherji 4
Film Finance Corporation 45, 138 Film Producers Guild of India 202 Film
1978
146-148
-I
Horsombad 145
IDPL News 191 Mlustrated Albums
(The)
India 10
India—A
123
Reference Annual
132
279
INDEX India Gazette 3 Indian and Eastern Newspaper Society 53, 54, Indian
and Foreign
Review
Jag Charan Hoya 128
123
Indian Broadcasting Company 20
Indian Council of Agricultural Research (ICAR) 91, 211 Indian Documentary Producers’ Association Indian Indian Indian
Drugs and Pharmaceuticals Express
Ltd 191
14
Federation
of
Working
Journalists
197-198 Indian Film 43 Indian Film Exporters Association Indian
Institute of Management
Motion
Picture
Export
(IMPEC) 47, 139
202-203
10!
Corporation
Indian Motion Picture Producers’ Association 48, 203
Indian
National
Indian Press 197 Indian Review 5
Congress
Jame Jamshed7
Jambhekar 6 Janmabhoomi 8 Jammu and Kashmir, Director of Information 151-152 Jawaharlal Nehru 5, 11, 12
Jatra (West Bengal) 70, 75
Jayabharati
10
Jayarao Deshpande
Indian Institute of Mass Communication (IIMC) 71, 99, 101, 140 Indian Language Newspapers Association 198 Indian
J
8
Joao de Bustamante 78
Joao Gonsalves 78
Johannes Brito of Bruges (Belgium) 78
Johannes Censfleisch Zu Gutenberg 78 Journalism
4-8, 98-99,
Jugal Kishore Sukul 8
140
Jugantar 13
Jute Corporation of India Ltd 191-192
K
4
Kabi-gan 70
Indian Rural Press Association 198
Indian Social Reformer 5 Indian Society of Advertisers Ltd 53, 201
Kalki 10
Indian
Kandathil Verghese Mappila 9
‘Space
Indian
Research
Standard
Kamgar
Organisation (ISRO)
Wagon
Company
Ltd
183-184 Indian State Broadcasting Service 20 India Tourism Development Corporation Ltd (TDC) 190-191 India Sabha 43 Indu Prakash 4 Information
107—141
&
Broadcasting,
Ministry
of
Inkworld 199
Institute of Economic Growth 101 Integrated Publicity Programme International (NFAT)
Federation
of
Archives
140
International Film Festivals of India 47, International
Newsreel
Organisations
Trani, Ardeshir 43, 48 Ishwar Chandra Vidyasagar
4
Kapoor, Prithviraj 43 Karnataka, Department of Information and Publicity 152-154 Karmaveera 9
Karnataka Prakasika 8 Kathakalashepam 70 Kavi-Sammelan 73
Kerala Kerala Kerala, Kesava
Kaumudi 9 Patrika 9 Public Relations Department 154-155 Menon, K.P. 9
Kesari 4
122
Film
Vishwa 34
136 135
Khalsa Akhbar 9 Khasa Subba Rao 10 Khilafat 11 Kiosks
118
Kisan Kanya Koening 78
43
Krishi Darshan 33, 36
Krishna Rao, Mubinuri 11 Krishnan, Kalikat 9
280
MASS MEDIA
Kuldip Nayar Committee 18
Kunhirama
Menon
Kurukshetra 124
C 9
L Lajpat
Rai
5, 11
Lakshadweep Information Office 177-178
Language Press Bulletin 198 L.A. Stronach and Co 50 Leader 4, 5 Libraries 89, 90, 97 Library of Sound Archives 28 Life Insurance Corporation of India 192-193 Life of Christ 42 Listowel (Lord) 5
IN INDIA
1978
Maulana Abul Kalam Azad 11 Maulana Mohamad Ali 11 Media Memory 132 MEDIA ORGANISATION 105-204 Central 107-141 Professional Organisations 196-204 Public Sector 181-195 States’ 142-180 Meejan 10
ya, Directorate of Information and
Public Relations 160 Melody of Love 43
Lithographic Press 80
MIG News 187 Milap 11 Mirat-ul-Akhbar 4 Mirza Ismail (Sir) 8 Mitavadi 9
Ludbow
Mizoram, Directorate of Information, Publicity and Tourism 178-179
Low Priced Books 94, 95 78
Lumiere Brothers 40
Modern Review 5 Mogul Line Ltd 193
Moharay, H.R. 8 Monitoring Service 110 Motion Picture See Film
M Macaulay 3 Madan Mohan Malaviya 5
Madhya Pradesh, Directorate of Information :
and Publicity 155-156
Madras Courier 3
Mrinal Ghosh 7 Mumbai
Vartaman
7
Mumbaina Halkaru Ane Vartaman 7
Madras Presidency Radio Club 20
Mumbaina Samachar 7
Magic
Mumshi Wazid Ali Khan 6
Carpet
182
Mahabir Prasad Dwivedi 8 Mahadev Govind Ranade 4 Madhavan T.K, 9 Mahajan 6 Maharashtra, Directorate of Information and Public Relations 157-158
Mahatma Gandhi, Collected Works of 122
Mail 14 Mainz 78 Malayala
Manch
Mushaira 73 Music Programme (Radio) 25-26
N Nagaland, Directorate of Information, Publicity and Tourism 160-162
Manorama
9,
13
70
Manipur, Department
mation 158-159
of Publicity and Infor-
Mahratta 4
NASA
75 Satellite
National Book
211 Development
Mahashai Kushal Chand 11 Mass Media Research 101 9
Board
93
National Awards for Films 136 National Book Trust (NBT)
National Council
Marzban 7
Mathrubhoomi
Nacha
of
and Training (NCERT)
National
Educational 91
Documentation
Communication
132
122
Research
Centre on
Mass
National Film Archives of India 46,139
281
INDEX
National
National ment
Film Festival 136
Institute of Community
Develop-
101
National National
Institute of Design 99 Newsprint and Paper Mills
National
Programme
National School of Drama
99
National
Small
Corporation
193-194
of Plays
Industries
131
26 Ltd
New
(TV)
News Services Division (Radio) 26-27, 108-111 ‘New Wave Films
NON-ALIGNED 214-218
209-212
Signs
News
Agencies 16-17, 18
Cinema
Committee
18
Neon
Publication) Act 12, 17, is
and periodicity-
Ownership 231-32 Fact Finding Committee
15
Registrar for India 130-131
37—3 M ofI & B/ND/77
60-61
51
78
Parliamentary _ Proceedin,
Circulation 50,000 and above 231
Newsprint 19, 130-132 Policy 18 Allocation Policy 131 Imports 131
Advertising Board
Pamfilo Castable of Feltre
News letter 196 Newspapers 3-16, 227-232
16
62
P
United Press of India 16
Circulation Language wise 228-230
through
62 61
Outdoor Contractors’ Association
‘Samachar Bharati 17
Small
Communication
Signs
Transport
17, 18
Price Page Schedule Readership 15
101
59-68, 117
Rear Illuminated Plasters 62 Spot News Boards 62
214-219
Reuter 16
15, $7
(ORG)
65-68 Hoardings 60 Kiosks 61-62 Match Box Advertising Metallic Printed Posters
Press Trust of India 16
Economics
(Dehra
Slides 63
Exhibitions,
Non-aligned News Agencies Pool
Samachar
Commission
Coordination 64, 65 Enamel Boards 61
116, 118
Nayar
Gas
OUTDOOR PUBLICITY Advertising 50, 59-60
Associated Press 16 Free Press of India News Agency 16 Hindustan Samachar 17 Kuldip
Natural
Dun) 194 Operational Research Group Ottamar Merganthaler 78
43
Neon
NEWS AGENCIES POOL
Orissa, Department of Public Relations 162-163 Objectional Matter Act (Press) 12, 18
Television 110 Theatres
45
O Oil and
National Union of Journalists 198-199 Nautanki 70,75 Nav Bharat Times 13 Needs Assessment Studies Nehru Bal Pustakalaya 91 News Bulletins 110 Radio 26, 109
Newsreel: film 133, radio 109
on Newspaper
(Protection
of
Parliament Reporting (Radio) 109
Pasban 164 Performance Highlights (ECIL) Periodical Journalism 16 Phalke, Dhundiraj Govind 42
184
Photo and Feature Service 113
Photo Pica
Division 114-115 Type
Pierre
Pl
79
Simon
Shang
77
Fournier 78
Pondicherry, Directorate of Information Publicity 180 Posters 116, 149, 156 Powada
69, 72
Prabhat Studios 46
and
282
MASS MEDIA IN INDIA
PRESS 3—19 Act 3, 12,
History
Language
All India Film Producers’ Council 203 All India Newspaper Editors’ Confer-
17-18
3-5
Press,
Growth
Periodical Journalism
News Agencies 16-17 New role 12-16 Press Advertising 49-50
of 6-11
16
Press and Registration of Books Act Press Commission 12, 54, 55, 57
Press Conferences 112 Press Council 12, 17
199
Press Institute of India
99, 199
Press Information Bureau
130, 131
111-114
Association
Bharat
of
198
Ltd
201
198-199
Relations Society of India 203
SECTOR India 182
Heavy
MEDIA
181-195
Plate and Vessels
183
Braithwaite and Company (India) Ltd 183
Composing Capacity 82 Utilisation
84
Ltd
Indian
Wagon
Company
Ltd 183-184 Fertilisers and Chemicals, Ltd (FACT) 185
Travancore
Corporation
Standard
183
of India
Ltd
Fertiliser Corporation of India Ltd 185-186 Heavy
99
Central Health Education Bureau 99 Film and Television Institute of India 99
Indian Institute of Mass Communication National Institute of Design 99 National School of Drama 99 Press Institute of India 99 PROFESSIONAL ORGANISATIONS Agencies
Burn and Company
Electronic 184-185
History 77-80 Growth 80 Medium Presses 82 Present Status 80 Training 86 Small Presses 81
200
Advertisers
PUBLIC Air
PRINTING 77-86 Advent 77 Awards 85 Big Presses 83
India
Producers’
Specialised Publications Association 200 Sub-editor’s Guild 200
Press Trust of India 16 Price Page Schedule 15
Advertising
Indian Society
Public
147
Bodies
Picture
National Union of Journalists Press Guild of India 199 Press Institute of India 199
Press Facilities 113 Wall Newspapers 114
Professional
202-203
Indian Motion Association 203
Indian Rural Press Association
Photo and Feature Service 113
Capacity
202
Indian Langauge Newspapers Association 198 Indian Motion Picture Distributors’
Activities 112 Conducted tours 113 Conferences and Briefings 112 History 111 Information Centres 112 Langauge Service 113 Organisational Set up 112
Today
ence 196 All India Small and Medium Newspapers Federation 196-197 Audit Bureau of Circulation 200-201 Cinematograph Exhibitors’ Association of India 201 Film Producers Guild of India Ltd 202 Indian and Eastern Newspaper Society 19° Indian Federation of Working Journalists 197-198
Indian Film Exporters Association
Press Guild of India
Press
1978
Association
Engineering Corporation
Hindustan
Hindustan
Hindustan
Hindustan Hindustan Hindustan
196of
Hindustan
Aeronautics
Antibiotics
Cables Ltd
186-187
Ltd 186
Ltd 187
187
Copper Ltd 188 Insecticides Ltd (HIL) Machine Shipyard
Tools Ltd. 189 Ltd 189
188-
Hindustan Steelworks Construction Ltd 190 India Tourism Development Corporation Ltd (ITDC) 190-191
283
INDEX
Indian Drugs and Pharmaceuticals Ltd 191 Jute Corporation of India Ltd 191-192
Life
Insurance
192-193
Corporation
Mogul Line Ltd 193 National Seeds Corporation
of India Ltd
and
State Farms Corporation of India Ltd 193 National Small Industries Corporation Ltd 193-194
Oil and Natural Gas Commission 194 Shipping 194-195
Corporation
of
India
Ltd
Publications Division 121-125 Activities and Programmes 123-124 Business Wing 123
Editorial
Wing
History 121-122
122-123
Organisational set up 122 Production Wing 123 Publicity Society of India 50 Punjab, Public Relations Department 163-165
Puppetry
71
R Rabindra Rangshala 129 RADIO 20-29, 107-111
Audience
Research
Broadcasting
Stations
22
Commentary
on Current
Affairs 109
External Services 27 Farm and Home Broadcasts 23-24 Hardware Manufacture 28 Monitoring Service 110 Music Programme 25-26 News Collection 109
Current
Affairs
Newsreels 109 News Services Division Parliament Reporting 109 Plays and
Features 26
Programme
Journals
Programme
Receiver Regional Research
Pattern
Armed
Children
Forces 24
24
Commentaries and Current Commercial 23, 107 External Services 21, Family Planning 24
Farm
and
Affairs 109
108
Home 23, 24
Home Service 107, 108 Industrial 24 Monitoring Service 110 National 21 News Bulletins 26
Parliament Proceedings 109
Programme exchanges 28 Regional 211, 109-110 Sansad Samiksha 109 Special 28 Speeches 25 Sports 24 Vividh Bharati 27, 107 Tribal 24 Youth 24 Yuvavani 24
240
Service
and
TV Bulletin 110 Yuva Vani 24 Vividh Bharti 27 Radio Programmes Agricultural 23, 24
Women 24
28
Commercial
News
Special Audience Programme 24 Transcription and Programme Exchange
26
22-23
Licences 241 Units 109-110 and Impact 21
26-27 108-109
Radio Sangeet Sammelan 25 Raja Ram Mohan Roy National Educational Resources Centre 95 Rajasthan, Directorate of Public Relations 165-166
Randhawa Committee 85 Rashomon 47 istrar of Newspapers
for India
Res Clearance of new titles 130
130-131
Statutory and non-statutory functions 130-131. Performance during 1975-76, 131
Republic Day Folk Dance Festival 129-131 Research and Evaluation Cell (Ahmedabad)
Research and Reference Division 132 India—A Reference Annual 132 Regular Services 132
MASS MEDIA IN INDIA 1978
284 National Documentation Centre on Mass
Communication, Regular Services Mass Media in India 132 Rozgar Samachar 118 Rural and Tribal Youth Clubs 73
132
Stanhope (Earl) 78 State Trading Corporation of India 131
Statesman 49 States of Our Union Series 124-125 STATES’ MEDIA
Andaman and Nicobar Islands 171-172 Andhra Pradesh 142-143 Arunachal Pradesh 172-173 Assam 144 Bihar 145-146 Chandigarh 173-174 Dadra and Nagar Haveli 174-175 Delhi 175-176
S Sahitya Akademi Samachar 18 Samachar Bharati Sangbad Kaumudi Sansad Samiksha
Satellite
91 17 49 109
Instructional
Goa, Daman and Diu 176-177
Television
Gujarat 146-148 Haryana 148-149 Himachal Pradesh 149-150
Experiment (SITE) 36-38, 208-212 School programmes (TV) 30, 34, 36 Samachar Darpan 19 Samayiki 26 Satyajit Ray 41, 47 SCI Sandesh 195
Jammu and Kashmir 151-152 Karnataka 152-154 Kerala 154-155 Lakshadweep 177-178
Scotch Lite 64
Madhya Pradesh 155-156 Maharashtra 157-158 Manipur 158-159 Meghalaya 160 Mizoram 178-179 Nagaland 160-162 Orissa 162-163 Pondicherry 180 Punjab 163-165 Rajasthan 165-166 Tamil Nadu 166-167 Tripura 167-168 Uttar Pradesh 169-170 West Bengal 170-171
Seventy five years of Indian Cinema 43 Shipping Corporation of
India Ltd 194-195
Shipyard Review 189 Shiv Raj Mudra
158
Instructional Television SITE See Satellite Experiment 208-212 Slow speed bulletin (Radio) 15 Society of Advertising Practitioners 53 Song and Drama Division 74, 75, 125-130 Budget 130 History 125-126 Programmes Departmental Troupes 127 Registered
Sound
Private
and Light
Parties 128
128-129
Srary of oy
Programme Statistics 127
Southern India Film Chamber of Commerce SPECIAL ARTICLES
205-218
Doordarshan 207-213 Non-aligned 214-218
140-180
News
Agencies
Special Audience Programmes 24
Specialised Publications Association 200
Speeches of Leaders 124 Sports Highlights (Radio) 110 Spotlight 26, 109 Staff Training Schools 100
Freedom
Movement
Strassberg 78 Stronach L.A. & Co. 50 Sub-Editors’ Guild (New Delhi) 200
Pooj
T Talbot Lanston 78
Tamasha 10, 75
Tameera Haryana 149
(for
Chil-
285
INDEX Tamil Nadu, Directorate of Information and Public Relations 166-167
In-service Training 100
Teleclubs 30-31 ‘TELEVISION 30-39 See also Doordarshan 207-214
Prototype Research 102 Traini itt wpining Insti tutes of
Listeners Reserach 102 Professional Bodies 99-100
Tamra Sandesh 188
Audience profile studies 209, 211
Community
Viewing Centres
30, 35, 36
Educational Television Service 207 Needs Assessment studies 209 Satellite Instructional Television
ment (SITE) 36, 208-212 Teleclubs 30-31
Experi-
Training 38
Advertising 51-52 Television Centres 33-35, 242 Anritsar 32, 34
Bombay 31, 33-34
Calcutta 32, 35 Delhi 30, 33 Lucknow
32, 35
Tourism
167-168
Udant Martand 49 United Press 122 United Press of India 16 University Film Council 47 University Grants Commission for Text Books Urvarak Sandesh 186 Utkal Prasanga 162
Uttar Pradesh, Directorate of Information and Public Relations 169-70.
Vadya Vrinda (Radio) 26 Verification of newspapers and periodicals 131
Vidura 200
Srinagar 32, 34
Television Programmes 33-38 Composition of 33-36
Commercial 37-38
School Programmes The Warrior 161
32, 34-36
Theatre Owners’ Association 203 Theatres (Cinemas) 239 109
Tilak, Bal Gangadhar 4
TRADITIONAL MEDIA 69-76 Categorisation of Traditional Media 70 Ballads 72 Folk Songs 72 Folk Theatre 70-71 Harikatha 70-72, 74 Motifs and Design 74
Puppetry 71 Poets’ Rural Story Youth
Tripura, Directorate of Public Relations and
Vv
Madras 32, 35 Pune 32, 34
Therukosthu 70,75 Today in Parliament
and
U
Licences 39, 243
Net-work and Range 31
chi,
Publishing
meet 73 Clubs 73-74 telling 73 Clubs 73-74
TRAINING AND RESEARCH 98-103 Academic Institutions 98
‘
Vidyalankar Committee 126 Visualisation 117 Vividh Bharati 27
Vividh Bharati Commercial Centres 107
Vulgate Bible 78
Ww Wall newspaper 114 Walter Thompson, J 50 ‘Wang Chang 77
West
Bengal,
Department
of
and Public Relations 170-171
William Ged 78 William Nicholson 78 Wire Photo Service 115 World Book Fair 95 Working Jounalist 198
Y
Yakshagana 153 Yatri 190 Yeh Bihar hai 145
Yogakshema 192
Yojana
124
Yuva Vani 24
Information
PROGRESS Ie started with a magnificent vision Twenty-five years ago
A modern new city was founded...A futuristic city. A dy-
namic city—symbolic of the
freedom of India,
unfettered
by the traditions of the past..
an expression of the nation’s faith in the future”, Le Corbusier with a team of brilliant Indian Architects planned it To He had a great vision. build a great city. For man,
a beautiful place to
dwell. For India, planned growth.
a model That is
Chandigarh today... Brought about by integrated efforts and keeping nationaj objectives in the forefront, the
Union Territory
garh
marches
of
Chandi-
to a better
to-
morrow.
As Chandigarh takes each step
ahead, prosperity reaches all Sections of the people. All
villages are electrified and linked by metalled road. House sites have been allotted to the landless and weaker sections.
Transit sites and tenements in clean environs have been all-
otted to old Jhuggi dwellers, The Union Territory of Chandigarh
has
the
largest
lities in the country
today
educational and medical faci-
That's
Promising
Chandigarh
all,
better
life
for
the city of the future
SCIENTIFIC STORAGE — A MUST THE NEED OF THE HOUR, IN FACT A Mere increase in production will be of no avail unless the wastage at all levels is brought down to the irreducible minimum
IT’S OUR
JOB
We have a net-work of 70 well-equipped store houses spread over the state WE
ALSO
Shipping
UNDERTAKE:
clearance,
Railway clearance, Transportations,
Storage and distribution of foodgrains, CARE cargo,
Ferti-
lisers, etc. Disinfestation of stock in the Warehouses and also
at Party’s own premises at a very moderate fumigation in the nurseries and gardens.
rate.
Soil
KERALA STATE WAREHOUSING CORPORATION P. B. No. 1727, COCHIN - 682016 Grams: KERWACOR
Phones: 31537 & 35069
-
fot ame ee Te MLD w a hase)
(errr Pour
eat eet) Loree uments Roe ed
AM ee F0R NATIONS PROGRESS
TO
KNOW
A_LITTLE VARIOUS
ARUNACHAL
KNOWN ENCHANTING LAND AND ITS COLOURFUL TRIBES WITH AGE-OLD TRADITIONS READ
THE
FOLLOWING RECENT PUBLICATIONS, PROFUSELY ILLUSTRATED.
1,
Resarun 76 (Collection of research papers)
2.
Lik Pu Can-Lan
3.
The Singphos and their Religion by T.K.M.
4.
The Tangams
Rs. 16.75
by T.K. M. Baruah
Baruah
«»
Rs.
5.15
..
Rs.
12.00
by T. K. Bhattacharjee
Rs. 10.20
5. The Hill Miris by B. B. Pandey
Rs. 15.40
Other important publications: 1,
Art of the North-East Frontier of India by Verrier Elwin
2.
Democracy
3.
Dances of Arunachal by N. Sarkar
Rs. 12.85
4.
Aspects of Padam Minyong
Rs. 10.00
5.
A
6. 7.
in NEFA
Comparative
Chowdhury
Constitutional
by P.N.
by Verrier Elwin
Study of Adi
Religion by J. N.
& Administrative Growth of NEFA
Rs. 40.00
Among the Wanchos Discount
6.00
Rs. 18.00
1947-72
L. N. Chakrabarty 25%
8.40
Rs.
Luthra
Arunachal:
Rs. 30.00 Rs.
Culture by S. Roy
Glimpses of Early History of Arunachal 9.
..
by
Rs. 9.70
by L. R. N. Srivastava for
recognised
libraries/educational institutions.
below Rs. 25.00.
15%
booksellers'and
extra as postal
Rs. 10.40 10%
charges
discount
for
for
orders
Kindly place orders with tho Director of Information and Public
Relations, Arunachal
Pradesh,
Shillong-793 004.
Issued by the Director of Information and Public Relations, 38—3
M
ofI & B/77
Arunachal Pradesh.
Parkinson might have been tempted to wri another book But then. managers shackled by time targets and budgets occasionally br legend would come true ss, when it comes to gearins Company to exploit. mi export Iron Ore Concent 1's, we wish we had Al adin s lamp which could produce a genie. We at Kudremukh would have rejoiced.
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technology concepts. has ound schedule 10 comple 226 million tonnes of weathered magi ‘Fe will be mined and beneficiated t0 yield 75 million tonnes of concentrate which will be pumped as slurry forthrough @ 70 kilometre pipeline to Mangalore export to Iran This challenging project of the decade will change the face of the West Coast
The somnolent tract from Kudremukh to. 2 will awake to
Mangalore will bear the impact of
1ard work The target has to be Come September 1980 Facts will bear testimony to our dedicated efforts And people may ask whether we at Kudremukh did have Alladin’s lamp
KUDREMUKH-India’s largest mining project
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These include our
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oo
018.
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Almost every-
makes the widest range of machine tools in the world. And that HMT can specially design and tool up a machine tool to match your Production requirements exactly. But for most machine tool buyers, the ctucial factor is not merely obtaining a machine. It is the planning, the technical services, the finance, the trained
manpower. that are the major stumbling to stepping up production
and productivity.
HMT can help with all of this. That's
why we call ourselves the one stop shop
for machine tools. And this is the difference between just buying amachine tool and buying it from
Whether your industry
medium or large scale,
>
Provided by
body knows that HMT
blocks
Ap
sea Ci NE TOOLS
.
is small,
HMT can help
you right from project preparation and
evaluation, to training your men on its own shop floors. Or yours. HMT will
provide advice on work flow planning, and how to make optimum use of your machines.
If you have plans to expand, modernise, diversify or export, HMT can provide you a comprehensive plan that elps you.do it smoothly, and with the minimum fuss, bother and expense. And, at every stage, HMT can help you arrange finance through the IDBI and
other financial organisations. All you have to do is ask. “The resources of 6 machine tool factories
and 20,000 technicians are at your service. When you buy from HMT, you get the
cumulative experience and technological expertise of an organisation that has grown a hundredfold in its 23 years - of existence.
technological inputs
"s collaborators around
the world: companies like Oerlikon, Frits Werner, Gildemeister, Pegard, Buhler...
You get the kind of international quality
standards that HMT has to have in order to
sell its machines in the world’s most. competitive markets, like U.S.A., West
Germany, Switzerland, the U.K., Australia and New Zealand. And you get all of this virtually for the price of the machine -you buy. ‘The HMT range
70 value-engineered designs; 50 of them in collaboration with world's leading machine too] manufacturers; covering just about every machining process and level of technology.
In addition, HMT also manufactures
mechanical and hydraulic presses and
brakes, die casting and fic injection moulding ines, letterpress and offset printing machines, tractors, watches, lamps and lamp making machinery. Regional offices Bharat Yuvak Bhawan 1 Jai Singh Road, New Delhi 110 001 Phone: 312740, 381807, 312269 9/9A N S Patkar Marg Bombay 400036 Phone: 357671-72 31 Chowringhee Calcutta 700016: Phone: 240738-39 28-B Nungambakkam High Road Madras 600 034 Phone: 83574-76 Marketing Division
HMT Limited
36 Cunningham Road Bangalore 560 052
HMT-1416
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HINDUSTAN
ZINC
in ZINC.
From
a
of over
to
75,000
growth
eG
M. T.
a
bridges
production
the
of
gap......... 18,000
M. T.
400%
*Expansion of Debari (Udaipur) Smelter to 45,000 M.T. per annum (entirely based
on HZL’s
Zawar
Mines
Ore)
**New 30,000 tonnes Smelter at Visakhapatnam To the country a foreign Rs. 80 crores annually
exchange
saving
i
ip i uy $ iS ib Kp
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i
HINDUSTAN
ZINC
LIMITED
(A Government of India Enterprise) Registered Office 6, New Fatehpura, Udaipur-313 001. (Rajasthan)
PR/10/78
DG
EC
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e
our main obligation to our policy-holders whose money we hold in trust, we also keep before us the interest of the community
at large.
Our investments help generate
and transmit electric power to millions of homes, supply piped water to hundreds of
villages and townships, Provide roofs to countless families and help
indus' ization, thereby creating myriad jobs for India’s growing
man-power.
A new India is making a stupendous effort to develop its resources and strengthen its economy. LIC is wholeheartedly
‘ or 2
Participating in this endeavour. \aapy gat’)
Life Insurance Corporation of India
dacunha/Lic |
PRODUCE
PRESERVE
PROSPER
With a network of over 1200 Central and State Warehouses in the country, we have an answer forall your storage problems. You can reduce your handling and warehousing costs and transfer your worries by entrusting us with all your problems relating to: *
STORAGE HANDLING AND TRANSPORT THE WAREHOUSE
TO
AND
FROM
SALE AND DISTRIBUTION SCIENTIFIC PRESERVATION OF AGRICULTURAL PRODUCE, HYGROSCOPIC AND DELICATE COMMODITIES BONDED WAREHOUSING FACILITIES FOR DUTIABLE AND EXCISABLE COMMODITIES IMPORT AND EXPORT GOODS WAREHOUSING DISINFESTATION OF AGRICULTURAL PRODUCE, FACTORIES, CONTAINERS, PREMISES AND CARRIERS PRE-SHIPMENT FUMIGATION You can avail of credit facilities from scheduled banks on security of Warehouse Receipt.
CENTRAL WAREHOUSING (A GOVERNMENT
CORPORATION
OF INDIA UNDERTAKING)
‘DEEPALI’, 92 NEHRU PLACE, NEW DELHI-110 024.
39—3 M ofI & B/77
SsOuatont
to endure the agony
GIVE THEM A CARING HAND
Give Help Donate
them:a them
hand
to mend
generously
in their dark their broken
hour. lives
for the Cyclone-hit.
INDIANOIL
A Unique Institution in the service of the Nation. Builds up a formidable small-scale sector extending assistance in many
avenues. @
Machinery on Easy Hire-Purchase terms.
@
Export assistance to small entrepreneurs & training of all categories and levels of employments
from
artisans
to managers
lopment Training Centres.
@
in Prototype
Deve-
Assistance in securing Government Orders under
its Central Store Purchase Programme.
N.S.I.C. is foremost in providing self-employment to technocrates and technicians by helping them establish small scale industries.
WE BUILD INDUSTRIES WHICH BUILD THE NATION
for details contact: THE NATIONAL SMALL INDUSTRIES CORPORATION LTD., NEAR OKHLA INDUSTRIAL ESTATE, NEW
DELHI-110 020.
It’s about time we came INDU Cine Positive. in the open and said so. out Paper. INDU Cine Sound Negative. Because, for the last three X-ray. INDU Polyester years, INDU’s been makin INDU Base X-ray. INDU Medium the entire range of photo- g Contra st Graphic Arts Film. graphic products. INDU Diapositive. INDU And HPF is much more than Document Copyi ng Paper. the only company in India Each product offering you to manufacture : itis qualit y you can trust — one of just six companies e it's from INDU. the world which has the in becaus INDU can make sophisticated technology to it onYes,its today make photo-sensitized film. better. own — and make it Which iswhy we Say What makes INDU so special with confid ence: INDU IS is this: there are only six
countries in the world which
INDU film, Photo. Cine. X-ray.
SAA/HPF/2214
manufacture their own film. And, India, thanks to INDU. is
FILM.
one of them.
INDU has slowly but steadily: absorbed technology and
know-how from its foreign collaborators, and is today making photo film to inter-
national standards. INDU—the leader with the leaders:
Top professional photographers, film-makers, cinematographers, and radiologists turn to INDU. They know that. today, the name INDU is synonymous with quality The INDU range—your Proof of quality: INDU Roll Film.
INDU Bromide
Hindustan Photo Films Mfg. Co. Ltd: (A Government of India Enterprise) Indunagar Ootacamund 643 006.
There’s more to
HINDUSTAN AERONAUTICS LTD.,
than just aircraft
@ Power
Plants
Orpheus 701
and
703 Jet Engines
and
collaboration
with
Dart Mark 531 Engine, manufactured in collaboration with Rolls Royce, UK;
Artouste
IIIB
in
Turbomeca, France; and R-11/F-2-300 in
collaboration with USSR.
@
Avionics
Communication direction
finders;
equipment; radio
automatic
altimeters;
and
radio beacons being developed by HAL.
VHF Radar; radio
compass;
radio
alti-
meter manufactured in collaboration with USSR, and other ground radar equipment in collaboration with Czechoslovakia and Italy.
@ Forgings and Castings — Forgings and Castings in a wide. range to aeronautic specifications, in light alloy and heat-resistant steel.
HINDUSTAN AERONAUTICS LTD. Factories at: Bangalore, Nasik, Hyderabad, Koraput, Kanpur and Lucknow Head Office: Post Box 5150 Bangalore 560 001, India.
@ And, of course, Aircraft and Helicopters. :
Kiran, Marut, Gnat, MIG, Basant, HS-748, Alouette-III and Cheetah.
@ Future Projects Development work on Microwave Antenna, a Procedure Trainer and on improved
engine best facilities is in progress.
EVEN THE POOREST HAVE A RIGHT TO KNOWLEDGE ..... THEY SHALL NOT BE DEPRIVED
© One lakh pre-matric students of Scheduled
Castes
and Scheduled Tribes will get scholarships along with another one lakh students from backward classes.
O Over thirty one thousand post-matric students getting Govt. of India Scholarships will get extra assistance up to Rs. 125/- p.m. for boarding and lodging.
© 50,000 students of Scheduled Castes and
Scheduled
Tribes and other backward communities have been accommodated in 1076 hostels both Government
and aided.
Karnataka—where development
welfare of the poor.
is a continuous
process for the
Issued by the Department of Information & Publicity, Government of Karnataka.
DSP SHARES THE GLORY OF THE NATION’S PROGRESS PARTICIPATIVE STYLE OF MANAGEMENT AND HAPPY INDUSTRIAL RELATIONS HAVE
MADE
THE
DURGAPUR HINDUSTAN
PLANT VIABLE
STEEL STEEL
ECONOMICALLY
PLANT LIMITED
(Subsidiary of the Steel Authority of India Ltd.)
33,000 people. Their families, homes, schools, parks, medical centres.
And the country’s largest steel plant.
‘
Ina few short years Bokaro Steel has changed the face of the land
as
:
a a short ieee of une Bokaro Stee) brought
Seer
tremendous poe
about
rier eat the area.
unemployed are today’s skilled
Pectessonsle
that still retains much of the rural greencry. 7 By the end of the Fifth Plan, Bokaro
Steel will supply 4 million tonnes of ingot
Ignorance
as changed to mastery of
industrial techniques.
Struggiinz insanitary villages have become a planned city
steel-25 per cent of the country’s total output. More than anything else.
it will build into the Indian way of
life, the foundation of a new industrial
culture.
Bolaro Stee!
India’s largest steel complex
& Subsidiary of SAIL d
MSR
PC
care
M of I & B/ND/77—22-3-78—3,000,
5
kat
fing ntrys
ping =
way
pause
MASS
MEDIA
PUBLICATIONS
IN INDIA
1978
DIVISION
MINISTRY OF INFORMATION GOVERNMENT OF INDIA
AND
BROADCASTING
i