February 16, 2015
2 mins read

‘Future belongs to digital media’

The future of communication belongs to digital media due to its reach, variety and accessibility and officials dealing with information dissemination must package data and facts in line with contemporary trends and media requirements, Information and Broadcasting Minister Arun Jaitley said.

Fish swimming with the folkInaugurating a workshop here on ‘Streamlining government communication’, he said the present environment offered a tremendous opportunity to stakeholders within the government to disseminate credible, factual, relevant and reader-friendly information.

“As technology influences change in the communication landscape, the future belonged to digital media due to its reach, scale, variety and accessibility,” Jaitley said.

The day-long workshop, aimed at improving media outreach of the Narenda Modi government, was attended by senior Press Information Bureau (PIB) officials along with private secretaries to ministers.

Jaitley said that technology was also impacting the nature and character of information dissemination in view of changes taking place globally across platforms, and this had undergone change due to the challenges thrown by 24×7 television.

“The camera today has become the prime mover for defining content and setting the agenda, impacting the flow of news,” he said.

Jaitley also referred to the need of using social media tools such as Twitter, Blog, and Facebook to enhance the reach of government communication.

Noting there was a large constituency which required authentic and credible information from the government, he called upon the participants “to package data, facts and information keeping in mind contemporary tools and trends, media requirements and content for opinion makers and analysts in the media space”.

Jaitley said that websites were an important medium to address concerns of stakeholders and asked various departments to optimally utilise their websites to place accurate and credible information.

“The content of the website needed to be in a language which was easy to read and understand,” he said, adding government departments needed to reach out to a wider assembly of people including civil society.

Minister of State for Information and Broadcasting, Col Rajyavardhan Singh Rathore (retd.) said communication perspective now was driven by speed, accuracy, brevity and clarity of thought and new tools of communication should be used for enhancing outreach to a wide range of stakeholders.

Rathore said that perception management had also become a critical tool in the communication paradigm and needed to be addressed in totality.

Information and Broadcasting Secretary Bimal Julka outlined key initiatives to address new challenges and stressed on integrated media planning and social media space.

He suggested that cabinet proposals should be made in a way to reflect IEC (information, education and communications).

PIB Director General Frank Noronha mentioned the challenges in addressing the communication needs of the government, and called for synergy among various departments for better outreach of governmment policies and programmes.

Previous Story

MSG….Oh My God!

Next Story

Why do some galaxies ‘burst’

Latest from Business

Gold Shines Bright Amid Global Jitters

Gold and silver continued their bullish run on Monday, scaling new highs amid mounting global uncertainties, heightened geopolitical tensions, and growing expectations of a US Federal Reserve rate cut. According to the

ADNOC signs 15-year LNG deal with Indian Oil

Under the deal, LNG cargoes can be delivered to any port across India, enhancing the country’s energy security and meeting its rising energy demand. Abu Dhabi National Oil Company (ADNOC) has signed

PM Modi: India poised to lead next tech wave

PM Modi underscored that the country is poised to lead the next wave of digital transformation in 5G…reports Asian Lite News Prime Minister Narendra Modi on Wednesday hailed India’s progress in expanding

India Hits 100GW Solar

The expansion is not only in scale but also in quality, with significant capacity dedicated to high-efficiency modules. Many manufacturers have adopted vertically integrated operations, enhancing quality, reducing costs, and improving resilience
Go toTop