Introduction

Communication is an important input in development. Communication experts, sociologists, psychologists and

economists agree that the proper use of communication can foster the pace and process of development.
Development communication becomes the process of affecting or influencing behavior of individuals or groups
towards certain desired goals and objectives, necessarily for the benefit of the entire society. Thus, the receiver
is expected to show the behavior desired by the source of communication. Development communication is a
relatively younger field of study within the discipline of communication. It is mainly concerned with the role of
information and communication in social and economic development of an individual society and nation. It
identifies what mass media can do directly or indirectly to improve the quality of life of both urban and rural
masses.

Defining Development
Development is a participatory process of social change in a society that is intended to bring both social
change and material advancement (including greater equality, greater freedom, etc.) for majority of people
through their pursuit for gaining greater control over their environment. – C. Milton Albert
Development communication is combination of two words: Development; is about changing for the better, it
could be about social or economic change for improvement or progress.
Communication; is the process of sharing of experiences, attitudes or beliefs.

The term development communication was first coined by Nora C. Quebral (mother of development
communication) who defines development communication as “The art and science of human communication
linked to our society's planned transformation from state of poverty to one of dynamic socio-economic growth
that makes for greater equity and larger unfolding of individual potential.”
According to Rogers (1975), “Development communication is a participatory process of social change in
society intended to bring about both social and material advancement for the majority of the people through
their gaining greater control over their environment”.
Wilkins and Moody- “It is a process of strategic intervention towards social change initiated by institutions
and communities”.
F. Rosario Braid is of the opinion that development communication is “an element of the management process
in the over all planning and implementation of development programs”.
The development communication is in broad sense is the identification and utilisation of appropriate expertise
in the development process that will assist in increasing participation of intended beneficiaries at the grass root
level.
Thus, development communication is a communication with a social consense.
Going by the international encyclopedia, Development may be described as “purposes changes undertaken in a
society to achieve what may be regarded as a different (improved) (a state of social and economic affairs).
The notion of development is basic to development communication.
Development communication has two primary roles- transforming role; as it seeks social change in the
direction of higher quality of life. Socializing role; by seeking to maintain some of the established values of the
society.
In playing these roles, development communication seeks to create an atmosphere for change as well as
providing innovations through which a society may change.

Development communications are organized efforts to use communication processes and media to bring social
an economic improvements of an individual society or nation (generally in developing countries) It identifies
what mass media can do directly or indirectly to improve the quality of life of both urban and rural masses. The
second half of the 20th century brought a tradition of communication research and practice geared towards 3rd
world development needs, an area known as development communication. It started getting recognized for its
importance in socio cultural, economic, and political developments and utilisation of its approaches, which has
been subjected to intellectual escapism and public doubts and has been misinterpreted and misapplied. The
greatest challenge the communicator faces is the preparation and distribution of development messages to
millions of people in such a way that they are received and understood accepted and applied.
These perspectives suggest certain prerequisites for development:
 Human and localised approach to communication rather than abstract and centralized
 Credibility and role of communication links
 Access to communication

The discipline of communication offers the development process a no. of inputs:

1. A way to survey, a new environment specially by establishing consultative vehicles – PSA, banners,
movies etc.
2. A way of raising consciousness and awareness amongst communities pertaining to a better life for all;
something to aspire through
3. A way of promoting feedback; a dynamic two way process can be set up between people and developers
4. A way to teach new skills selling
5. A vehicle for programs directed at nation building

The need for development communication continues since a large population of India lives in rural areas and
they need government support. Therefore, communication from the government remains highly significant.
To use communication as a tool to facilitate the participation of people in development activities.
Knowledge and information are essential for people to successfully respond to the opportunities and challenges
of social, economic & technological changes. But to be useful, knowledge & information must be effectively
communicated to people.
Effective communication of these activities gets the people to identify as part of a society and a nation. This
identity will help in bringing human resources together for the total welfare of the individual and the
community at large.

Q. State the key elements of development communication approach?

 1. It is responsive.
2. It hinges on feedback.
3. Innovation and Creativity.
4. Independent Validation.
5. Sustainability & Continuity.
6. Establishing common ground with communities.
7. Community Participation.
8. Access & visibility of government.
9. Use of simple and relevant language.

Process of Development Communication

1. Establishing aims and objectives: Defining the purpose and common objectives.
2. Defining the target audience: Selecting the target audience is necessary to identify the communication
channel to be used and the strategies to be made according to the needs of the target audience.
3. Designing key messages: Messages should be designed as per the requirement of the channel and the
target audience.
4. Identify the language in which messages are to be disseminated
5. Choose communication channels: Target audience, objective, types of messages will determine
appropriate communication channels.
6. Workout two-way communication process: It helps in gathering ideas, suggestions and feedbacks so that
programs could be altered to fix people’s needs.
7. Time frame: Should be worked out on all stages of the program.
8. Budget allocation: Budget is planned according to the needs and requirements of the target audience
which needs to be more strategic about investment in various communication methods.
9. Implementation: In this stage the development plan has to be executed and the msg needs to be shared.
10. Monitoring the feedback: Monitoring of various communication channel refers to the review and
supervision of usage activities. monitoring is a tool to identify and correct problems early enough to
make changes and maximize the impact of Development Communication
Role of Development Communicator
1. Explains the development process to the common people in such a way that it finds acceptance.
2. He needs to understand the process of development and communication.
3. He should possess knowledge in professional decades and know the audience.
4. Networking
5. Facilitating
6. Interpreting information
7. Referring, researching
8. Training.
9. Administration, reporting, financial issues etc.

Philosophy of Development Communication

1. Development Communication is purposive: Scholars hold that communication is and should be
ethically non purposive. A non-purposive message is one which is transmitted through a receiver
directly or by a means of a channel without any intention to influence the receiver. But in Development
Communication, one looks for specific behavioural objective.
 2. Development Communication is positive: In development communication, positive value is attached
to what one communicates about. Example: Construction of bridge
3. Development Communication is pragmatic: In context we might define pragmatic as practical and
purposeful. In development communication, the purpose of communication is important. The judgement
or evaluation of communication doesn’t rest on the mere invention of communication activities
performed. Findings have showed that a mere increase in the flow of communication doesn’t necessarily
result in those behavioural changes which are desired to be achieved.
Hence, a development communicator is more concerned with “What do I want to communicate? With what
objectives? And Did I get the intended results? Or How well did I communicate?”
Q. How and why do you measure Development?
Studying development is about measuring how developed one country is compared to other countries or to the
same country in the past.
Development measures how economically socially culturally or technologically advanced a country is. The
important ways of measuring development are:
1. Economic Development: It is a measure of a country’s wealth and how it is generated.
2. Human or Social Development: It measures the access an individual has to wealth, jobs, leisure, safety as
well as political and cultural freedom.

Elements such as wealth and nutrition are described as the standard of living.
Health and Leisure are described as quality of life.
There is no single way to calculate the measure of development because of the variety of economic, social and
cultural factors present. Economist use the series of development indicators to compare the development of one
region against another.
Indicators embody values and determine policies. They capture the imagination and help people lay the
direction of the country’s goals and development objectives.
The government expressed the need for indicators because without some kind of measurement system, one
cannot guide practical policies and programs.
Indicators can become tools of accountability and enables the audience to more readily judge and hold
accountable their leaders by checking whether these targets are being fulfilled.
Gross domestic product (GDP) is one of the primary indicators used to gauge the health of the health of a
country’s economy. It measures all of the sales of final goods and services produced domestically – within a
country’s borders – plus exports and minus imports. It includes the purchases of newly produced goods and
services and does not include sale or resale of goods produced in previous periods. GDP shows the strength of
the country’s domestic economy. The calculation can be done in one of the two ways, either by adding what
everyone earned in a year (income approach) or by adding up what everyone spent (expenditure approach).
Gross National Income (GNP) is a measurement of a country’s income. It includes all the income earned by a
country’s residents and businesses including any income earned abroad. Income here is define as all employ
compensation plus investment profits. It includes earning from foreign sources. It does not count income earned
by foreigners located in the country. GNP shows the contribution of the residents towards the country’s
economy.
There are some differences between GDP and GNP, such as:

1. GDP measures the market value of all final goods and services produced by factors of production
(labour and capital) located within the country during the given period of time. GNP measures the
market value of all final goods and services produced by factors of production (labour and capital)
supplied by citizens of a country regardless of whether this similar production takes place internally
within the province or outsides the country.
2. GDP is location based while GNP is resident based.
3. GDP includes the production goods and services by foreigners within that country. GNP includes the
production of goods and services by its citizens outside the country.
4. GDP is calculated via three methods Income, expenditure and Output. GNP is calculated via GDP plus
net income earned by residents from abroad – net income earned by foreign residents in the country.
5. GDP is widely used to study the outlines of the domestic economy. GNP is widely used to study how the
residents are contributing towards the economy.
There are some limitations in the usage of GDP:
1. Differences in Income.
2. International price difference.
3. Difficulty in accessing true value.
4. Hidden Economies.
5. Currency conversion.

HUMAN DEVELOPMENT INDEX OR HDI

It’s a summary measure of average achievement in key dimensions of human development: a long and healthy
life, being knowledgeable and have a decent standard of living. The HDI is the geometric mean of normalized
indices. HDI is the composite statistics of life expectancy, education and income per capita indicators which are
used to ran countries into four tears of….

The HDI was first published in 1990 under the guidance of Dr. Mehboob-ul-Haq, a former finance minister of
Pakistan with assistance from the noble laureate economist Amartya Sen. The HDI appears in the statistical
annex of the united nations development program (UNDP) annual flagship publication. Dr. Haq has described
human development as development that enlarges people’s choices and improve their lives. Access to resources
health and education are the key areas in human development report. The HDI was created to emphasize that
people and their capabilities should be the ultimate criteria for assessing the development of a country, not
economic growth alone. The explicit purpose of the report was “to shift the focus on development economies
from the national income accounting to people centred policies”. To produce the human development report Dr.
Haq formed a group of development economists including Parul Streetan, Frances Stewart, Gustav Ranis, Keith
Griffin, Sudhir Anand, Meghnad Desai worked on capabilities and functions that provided the underlined
conceptual framework.
Haq was sure that a simple composite measure of human development was needed in order to convince the
public and government that they can and should evaluate development not only by economic advances but also
improvements in human wellbeing.
Q. What are Dimensions and indications of HDI?
Longevity it is measured by life expectancy at birth it's defined as the average number of years that a new born
could expect to live if he was able to pass through age specific mortality rates of a given period
Education and knowledge it's measured by the weighted average of adult literacy and meal years of schooling.
25 years of age or older has spent in schools
15 is the projected maximum of this indicator. For. 2025 Two third weight is given to adult literacy and one
third to meal. Years of schooling expected years of schooling (years that a 5 yr old child will spend in schoool.
Throughout his live)

Q. How is Standard of living measured?

It's measured by cross national index per capita income of a country at purchasing power priority. The
indicators of these dimensions are calibrated n combined to generate an HDI score between 0 and 1.
Countries are grouped into four human categories or portions
 Very high
 High
 Medium
 Low

Q. What are the four pillars of human development?

Equity - equal Access to opportunities.

Sustainability - cautious use of resources. Continuity in the availability of opportunities
Productivity - in terms of human labour, education, resources and health facilities
Empowerment - power to. Make choices

Q. What are the factors considered for HDI?

Dimensions Long & healthy life Knowledge A decent standard of
living
Indicators Life & expectancy at Mean & expected GNI per capita (PPP
birth years of schooling dollar)
Development index Life expectancy Education index GNI index
index

HDI ranked the countries based on their performance in key areas of health education.
Q. Write a note of the importance of HDI?
1. Overall index of economic & social development.
2. Make comparisons on issues of economic welfare.
3. Areas of development which requires improvement.
4. Better decision making for areas having wide disparity.
5. More focus on social and human development rather than only capital accumulation.

Q. State the limitations of HDI?

1. Wide divergence within the countries.
2. Social welfare also depends on factors like threat of war, levels of pollution.
3. Knowledge, life expectancy & standard of living statistics are open to manipulation.
4. Ecologic considerations are not taken into account.
5. Lack of considerations of technological and cultural development.
In 2020, UNDP has released planetary pressures- adjusted human development index. This means that the
standard HDI is adjusted by a nation per capita carbon dioxide emission and material footprint. India’s rank in
2019-129, dropped to 131 in 2020. Top three nations in HDI were Norway, Switzerland and Ireland. Chad,
CAR & Niger scored the lowest in the HDI.
Q. Communication as an indication/ Role of ICT
Introduction
Digital divide is a significant factor in understanding the roots of poverty and global inequality. ICT enables
desired changes in the performance of institutions and market in the livelihoods of poor people and in the
capacity of individual and government. The proper approach to harnessing ICT for development and poverty
reduction is to mainstream them.

ICT economic growth and development

Growth of global information and communication network, burst of creativity and technology, application and
business processes and by advances in computing. Vast amount of resources and energy have then invested in
efforts to increase the access of ICTs in developing countries. Need for re-examining ICT for development
initiative and assessing their relative priority to poster sustainable development poverty elevation, eradication of
illiteracy etc. ICTs and FMEs improve access to capital and partnership and efficiency along with sustained
growth. ICTs can help provide the tool and mobilise support.

APPROACHES
1. ICT as lead
It focusses on ICT as a driver of the development process, the ICT lead approach usually aims to provide the
poor, the opportunities to receive up-to-date information or achieve and enhance ability to communicate
with others.
2. ICT in a supporting role
 Media environment has opened up with wide spread liberalisation of media in general and of broadcasting
in particular. All the mass medium has become increasingly. Now communication technologies particularly
internet and mobile and transformed communication pattern. The information has been increasingly applied
in the development contract, these changes have fundamentally shifted the way in which people in
developing countries access information and make their noises heard, regarding issues.
They have exerted immense influence or social norms and individual behaviour. Most current development
policy are left on the belief that development information works best when they are rooted in local
ownership. Communication for development refers to a strategy communication process that promoter
social changes through dialogue knowledge sharing and participation.
3. Applications
Exchange of information, knowledge, ideas and values between individuals and community. Promotion of
citizens participation and community empowerment. Advocacy towards policy where and opinion leaders in
support of specific plans, programs, policies and reforms. A communication process aimed at producing
social changes in development on a free flow of communication.

Q. What is Diffusion of innovation?

Diffusion is a theory that seeks to explain how, why and at what rate new ideas and technologies spread. This
theory was first discussed in 1903 by a French sociologist, Gabriel Tarde, who plotted the original S- shaped
diffusion curve followed by Ryan and gross (1943) who introduced the adopter categories that were later used
in the current theory popularised by Everett Rogers.
The diffusion of innovation theory is often regarded as a valuable changed model for guiding technological
innovation where the innovation itself is modified and presented in ways that meet the needs across all levels of
adopters. It also stresses the importance of communication and peer networking within the adoption process.
The theory originated to explain how over time an idea or product gains momentum and spread through a
specific population or social system. The end results of this diffusion is that people, as part of a social system
either adopt or reject a new idea behaviour or product.
Everett Rogers popularised the theory in his book- “Diffusion of Innovations” which was first published in
1962. Rogers argues that diffusion is the process by which an innovation is communicated overtime among the
participants in a social system. He proposes that four main elements influence the spread of a new idea:
 The innovation itself
 Communication channels
 Time
 And a social system
The innovation must be widely adopted in order to self-sustain within the rate of adoption there is a point at
which an innovation reaches critical mass (similar to saturation point).
Adoption of a new idea behaviour or product does not happen simultaneously in a social system rather it is a
process whereby some people are more apt adopt the innovation than others. Researchers have found that
people who adopt an innovation early have different characteristics than people who adopt an innovation later.
The main focus of this approach is the adoption of material (products) and social innovations (ideas) through
diffusion of new ideas, services and products. Material innovations refer to economic and technological
innovations and social innovations pertain to social needs and structure. The process of diffusion starts with the
need assessment of the community (what people want in the market) and the need fulfilment in a better way
through innovations. The individual and community decisions for acceptance or rejections of innovations
depend primarily on the needs of adopters, what is communicated about the innovation and how it is
communicated. For example: CNG cars introduced, some people had resources to adopt (early adopters) but
they didn’t have the need to adopt it.

The diffusion of innovation refers to the process that occurs as people adopt a new idea, product, practice or
philosophy. Rogers mapped out this process, stressing, that in most cases, an initial few are open to the new
idea and adopt its use. As these early innovators spread the word more and more people become open to it
which leads to the development of a critical mass. Over time, the innovative idea or product becomes diffused
amongst the population until a saturation point is achieved. (Gabriel Tarde also talked about this)
Rogers distinguished five categories of adopters of an innovation:
 Innovators
 Early adopters
 Early majority
 Late majority
 Laggards. Sometime a 6th group is added which is non-adopters
(As He didn’t talked about non- adopters)
The 5 categories of adopters can be described in the context of technological innovation adoption and their
influence on the innovative and adoption process.
1. Innovators; Technology enthusiast (2.5%)
Characteristics:
 Require the shortest adoption period of all the categories
 Risk takers
 Understand and apply complex technical knowledge to cope with a high degree of uncertainty.
 Appreciate technology
 Have financial liquidity
 Are social and have closest interaction with other innovators
 Their risk tolerance allows them to adopt technologies that may ultimately fail
 Motivated by the idea of being a change agent (society and other categories)
 Gatekeepers for the next group of adopters (filters information for next categories)
 Recruit to the peer educators
.
2. Early adopters; Visionaries (13.5%)
Characteristics:
 Serve as the opinion leaders
 Have a natural desire to be trend setters
 More socially forward than late adopters
 They are more discrete in adoption choices than innovators
 Serve as role models within their social systems
 Not necessarily cost sensitive
 Provide excellent tester subjects to trial the innovation.

3. Early majority; Pragmatist (34%)

 Characteristics:
 Interact frequently with peers
 They adopt an innovation after a varying degree of time that is significantly longer (than previous two)
 Also serve as opinion leaders but later in the process
 Want proven applications, reliable service
 Don’t like complexity
 Want to pick the same technology solutions as others (avoid risk)
 Prudent, want to stay within budget
 Make slow steady progress and need simple user friendly solution.

4. Late majority; Conservatives (34%)

Characteristics:
 Respond to peer pressure
 Respond to economic necessity
 Adopt an innovation after the majority of society has adopted it
 Skeptical, cautious
 Often technologically shy
 Very cost sensitive
 Require bullet proof solutions
 Rely of a single trusted advisor
 Easily influenced by laggards

5. Laggards; Skeptics (16%)

Characteristics:
 They are the last to adopt an innovation
 Isolated from opinion leaders
 Point of reference is in the past
 Suspicious of innovations and their innovation decision process is lengthy, resource limited, traditional
 Think technology as a hindrance
 Usually invest in technology only if all other alternatives are gone

Within this theory, the goal is not to move people within the five adopter categories into another category but
to streamline the innovation to meet the needs of all five categories.
The concept of “peer networks” is important in the diffusion of innovation theory. It is the critical mass
achieved through the influence of innovators and early adopters who serve as opinion leaders that sparks the
initial take off points in the innovation adoption process. These opinion leaders serve as valuable intangibles
who influence their peers through peer to peer communication, role modelling and networking.

Q. Explain the Key elements of Diffusion Research?

  Innovation
Innovations are a broad category related to the current knowledge of the analysed unit, any idea, practice or
object that is perceived as new by an individual could be considered as innovation.
 Adopters
Adopters are the minimal unit of analysis. In most studies adopters are individuals but can also be clusters
within the social networks.
 Communication channels
Diffusion by definition takes places among people or social networks. Communication channels allows the
transfer of information from one unit to the other. Communication patterns or compatibilities must be
established between parties as a minimum for diffusion to occur.
 Time
The passage of time is necessary for innovation to be adopted; they are rarely adopted instantaneously.
 Social system
It is the combination of external influences; mass media; government; organisations and internal influences
(social relationship, opinion leaders and gate keepers). There are many roles in a social system and there
combination represents the total influences or a potential adopters.

Diffusion Process
Diffusion occurs through a 5 step decision making process.
Ryan & Gross; first identified adoption as a process in 1943:- awareness, interest, evaluation, trial and adoption.

In later editions of diffusion of innovations, Rogers change his terminology to

5 stages of Diffusion of Innovation Process

Knowledge Decision Confirmation

Persuasion Implementation
Accept Reject

1. Knowledge:
The individual is first exposed to an innovation but lacks complete information about the same. During this stage the
individual is not yet inspired to find out more information about the innovation.

2. Persuation:
The individual is interested in innovation and actively seek related information or details.
 3. Decision:
The individual takes the concept of the change and writes the advantages or disadvantages of using the
innovation and decides whether to adopt or reject the innovation. Due to the individualistic nature of this stage,
Rogers note that it is the most difficult stage on which to acquire imperical evidence.
4. Implementation (Trial Stage):
The individual employs the innovation through a varying degree depending on the situations. During this stage
the individual also determine the usefulness of the innovation and may search for further information about it.
5. Confirmation (Adoption Stage):
The individual finalise the decision to continue using the innovation. This stage is both intrapersonal and
interpersonal.
Rogers (2003); explained the diffusion of innovation was the process by which an innovation is communicated
through certain channels over time among numbers of a social system.
It is important to examine only some inventions are successful while others never became accepted. 5 distinct
innovation characteristics have been identified by Rogers to explain these characteristics are:
Observability: The degree to which the results of an innovation are visible to potential adopters.
Relative advantage: The degree to which an innovation is perceived to be superior to current practice.
Compatibility: The degree to which an innovation is perceived to be consistent with social cultural values and to give
ideas or perceived need.
Trialability: The degree to which an innovation can be experienced on a limited basis.
Complexity: The degree to which an innovation is difficult to you or understand it's simplicity.

Q. What is Reinvention?
Basically referring to the degree that an innovation is changed or modified as the adoption and implementation surface is
enacted. If an innovation is amenable to reinvention as dictated by the needs of five adopter category, the more versatile
and adaptable it's seem to be and the more likely it will be fully adopted to a healthy saturation point.

Q. What are the Important stages in Diffusion of Innovation?

 Reorientation: The basic product service of idea already existing but it needs reorientation because of changed
innovative element introduced. The changed element may totally or partially change the product service.
 Refocus: The reorientation necessitate refocusing of the individual or community on the innovation. At this stage
they will compare the innovative product with the old. Similar product and discuss pros and cons which at a later
stage helped them in making decisions about the innovation.
 Reinforce: The innovative ideas has to be reinforced by both intensive and extensive media and interpersonal
campaigns.
 Communication channels: Communication channels refer to the rate and degree that people talk about and
spread the news about the innovation. Two major communication channels were described by Rogers.
1. Mass media channels: These are effective in creating knowledge about the innovation.
2. Interpersonal channels: Person to person communication is effective in changing people’s attitude about the
innovation which ultimately influences their decision to accept or reject the innovation.
 Time: Time is involved in three distinct dimensions of the innovation process.
 1. Innovation adoption process: Including first knowledge of the innovation till the stage of final acceptance or
rejection of its utility and ultimate implementation.
2. Innovation adopter categories: Time is critical within the five adopter categories and how they influence one
another to support full saturation
3. Rate of adoption: Time is also involved when looking at the ultimate rate of adoption from start to finish and
how many people of the total population have adopted the innovation. This rate of adoption is influenced by
the innovation characteristics.
(Fourth dimension which Rogers has not mentioned)
Social system: It refers to the group of people involved in the innovation adoption process.

Human Rights as indicator

Human rights are the natural rights of all human beings irrespective of their sex. Efforts are made all over the world to
take adequate measures for the promotion and protection of human rights.
It is only through communication that people become aware and educated about their rights, which they can exercise or
have been granted to them.
The preamble to the constitution, fundamental rights and directive principles, which together have been described as
forming the core of the constitution reflect the basic principles of the Universal Declaration of Human Rights.

Rights-Based Approaches to Development

Feature prominently in discussions of the convergence of human rights and development.
The OHCHR (The Office of the United Nations High Commissioner for Human Rights) has defined an RBA accordingly:
A human rights-based approach is a conceptual framework for the process of human development that is normatively
based on international human rights standards and operationally directed to promoting and protecting human rights. It
seeks to analyse inequalities which lie at the heart of development problems and redress discriminatory practices and
unjust distributions of power that impede development progress. Mere charity is not enough from a human rights
perspective. Under a human rights-based approach, the plans, policies and processes of development are anchored in a
system of rights and corresponding obligations established under international law.

Basic principles
This helps to promote sustainability of development work, empowering people themselves— especially the most
marginalized— to participate in policy formulation. The concept of a human rights– based approach is therefore broadly
identified according to four basic principles:

 An anchoring of development efforts in human rights norms and standards and obligations
 A perspective that emphasizes analytical as well as operational approaches
 A perspective that focuses on participation and empowerment of rights-holders and on accountability of duty-
bearers
 A focus on marginalized groups and on legal instruments that are especially relevant to them
 The United Nation General Assembly adopted the Universal Declaration of Human Rights on 10 th December
1948, according to which all men and women are entitled to civil, political, economic, social, cultural rights and
freedom for the people of the world.
 The United Nations and other international organizations, several non-governmental organizations: Amnesty
International, In India the People’s Union of Civil Liberties and the Media have been creating greater awareness.
  Every Development programme should incorporate an aspect on human rights and development communicators
must shoulder the responsibility of educating various target groups how to respect and exercise human rights and
how to work towards conquering them. This requires democratization of communication. Access to all existing
media to the masses and sharing information and the facts related to human rights without any discrimination.
 According to Varadarajan,” freedom of information and human rights have become issues of world concern
approximately at the same time-for the freedom to know and to communicate constitutes a vital human right.
Without this freedom, other human rights cannot be exercised effectively either within National borders or within
the world community. The expansion of human rights therefore depends largely on the success of expanding the
flow of information everywhere.”
 The Declaration by United Nations on 4th Dec, 1986 Article 8, Says-The States should undertake, at the National
level, all necessary for the realization of the right to development and shall ensure, equality of opportunity for all
in their access to basic resources, education, health services, food, housing, employment and the fair distribution
of income. Effective measures should be undertaken to ensure that women have an active role in the development
process.
 The problems in enforcement of human rights also should be communicated to the masses. Their participation and
cooperation should be sought in and controlling these problems.
 The real challenge is to prepare a development communication strategy to highlight human rights. So far media
have not been successful in projecting an impressive and popular image of human rights issue, which constitutes
an integral part of life and activity of the average citizen.
 The Human Right principles to guide development programming identified in this agreement are:
 Universality and inalienability
 Indivisibility
 Interdependence and interrelatedness
 Equality and non-discrimination
 Inclusion and participation
 Accountability
This becomes a major hindrance in using participatory approach to development. Therefore, human rights have also
become one of the areas of concern for development.
Indicators Measuring Compliance with Legal Obligations
 Right to life
 Right to liberty and security of person
 Right to participate in public affairs
 Right not to be subjected to torture or cruel, inhuman, or degrading treatment or punishment
 Right to the enjoyment of the highest attainable standard of physical and mental health
 Right to adequate food
 Right to adequate housing

Indicators Measuring Compliance

 Right to education
 Right to freedom of opinion and expression
 Right to a fair trial
 Right to social security
 Right to work
 Right to non-discrimination and equality
 Violence against women
Magic Multiplier
Mass Media is called the magic multiplier as it can multiply the messages and reach a number of people very
fast and at one go. Its output does have great potential and modernizing effect.
Mass media are important in spreading awareness of new possibilities and practices, but at the stage where
decisions are being made about whether to adopt or not to adopt; personal communication is far more likely to
be influential.

Wilbur Schramm (1964), in his book Mass Media and National Development, argued that each person would
have requirement of information of the work he would undertake. The conventional channel of communication
would never be able to meet this demand. Therefore, modern communication technologies would be of great
use to meet this demand by multiplying the messages and reaching each and every person simultaneously.
We need magic multiplier for the following reasons:
 For social change of great magnitude, people must be informed, educated, motivated and persuaded.
Information must flow, not only to them but also from them, so that their needs can be known and they
might participate in the acts and decisions of nation- building.
 As the required amount of information and learning is vast and so is the targeted population. Work
should be organized and skills should be learnt at all levels of society for better utilization of the
resources of society
 The available channels of communication like inter-personal, group- communication, traditional media
are incapable to undertake this task as this will require a lot of time and resources. For a developing
country, it's difficult to gather a large pool of resources and wait for such a long period. Mass media
with its magical reach can do this job in less time and resources.
Empathy

The power of identifying oneself mentally with a person or object of choice—is what empathy means literally.
Daniel Lerner used this term with a particular emphasis on the aspirations for a new identity.

Importance of Empathy

 Lerner identified development with modernization and social change. The four indices of development
were urbanization, literacy, media exposure and political participation. According to Lerner, people need
to have mobile personality (ability to undertake new tasks and experience), be empathetic and
participate in the process of development to develop.
 When people are mobile, they are ready to look for something new and the empathy makes them search
for something new. Mobility and empathy make them more change prone. Participation, both political
and social leads to development. Participation has to be at several layers of society and eventually at all
levels of society.
 Lerner suggested that media exposure, political participation and developing psychic empathy are
necessary to make people participative to change their traditional beliefs and attitudes. Modern society is
a participant society and it works by consensus.
Q. Rostow’s Demographic (stages of growth)
The Rostow’s stages of economic growth model is one of the major historical models of economic growth. It was
published by American economist Walt Whitman Rostow in 1960. The model postulates that economic growth occurs in
five basic stages, of varying length:

 Traditional society
 Preconditions for take-off
 Take-off
 Drive to maturity
 Age of high mass consumption

1. Traditional society:
 Characterized by subsistence agriculture or hunting and gathering
 Almost wholly a “primary” sector economy
 Limited techonology
 A Static or ‘rigid’ society; lack of class or individual economic mobility, with stability prioritized and change
seen negatively.
 This is where society generally begins before progressing towards the next stages of growth
 No centralized nations or political systems

2. Pre-conditions to take-off:
 External demand for raw material initiates economic change
 Development of more productive, commercial agriculture and cash crops not consumed by producers and/ or
largely exported
 Widespread and enhanced investments in changes to the physical environment to expand production (i.e.,
irrigation, canals, ports)
 Increasing spread of technology and advances in existing technologies
 Changing social structure. With previous social equilibrium now in flux
 Individual social mobility begins
 Development of national identity and shared economic interests
3. Take-off:
 Urbanization increases, industrialisation proceeds, technological break-through occurs
 The secondary (goods-producing) sector expands and ratio of secondary vs primary sectors in the economy shifts
quickly towards secondary
4. Drive to maturity:
 Diversification of the industrial base; multiple industries expand and new ones take root quickly
 Manufacturing shifts from investment-driven (capital goods) towards consumer durables and domestic
consumption
 Rapid development of transportation infrastructure
 Large-scale investment in social infrastructure (schools, universities, hospitals, etc.)
5. Age of mass consumption:
 The industrial base dominates the economy; the primary sector is of greatly diminished weight in economy and
society
 Widespread and normative consumption of high-value consumer goods (e.g. automobiles)
 Consumers typically (if not universally), have disposable income, beyond all basic needs, for additional goods
---------------------------------------------------------------------------------------------------------------------------------------------------
  Rostow believes that countries go through each of these stages fairly linearly and set out a number of conditions
that was likely to occur in investment, consumption and social trends at each state.
 Not at all the conditions were certain to occur at each stage, and the stages and transition periods may occur at
western model of modernization.
 In de-emphasizes any different between how leading section develop in free and controlled markets.
 The most disabling assumption that Rostow is accused of is trying to fit economic progress into linear system.

Q. World system theory

 Tries to explain the failure of many countries to develop
 Is an approach to world history and social change that suggests there is a world economic system in which some
countries benefit while others are exploited
 Scholars: Andre Gunder Frank; Immanuel Wallerstein
 Need to study the entire global economy as a world system

1. We can’t understand the fate of a single country, without understanding how it fits into the overall system
2. Countries aren’t poor because of their own specific history or internal characteristics
3. Rather, they are poor because of their position relative to others in the global capitalists system
Global divisions of world economy
 Core: the rich, development countries
 Periphery: poor, dependent nations, underdeveloped
 Semi-periphery: semi-industrialised countries, developing countries

Key concepts:
Trade concentration: When peripheral country trades with just a few core countries (or only one)
Investment concentration: When investment comes from just a few countries (or one)
High concentration may make peripheral countries vulnerable; if the core country decides to halt trade or investment,
economic disaster would follow; peripheral countries must please core trading partners

What should peripheral nations do? –

According to WST scholars
What should peripheral nations do?
1. Peripheral countries must avoid exploitative economic relations with the core. Beware of trade and foreign
investment, which can lead to exploitation and foreign control.
2. Try to nurture domestic industries; don’t sell coffee and rely on core for high-tech
Try to develop advanced industries locally; concept: “import substitution” – developing local industries to avoid
importing products.
3. Brand together with other poor nations to fight against the power of the core; trade with each other – perhaps
create cartels to bargain with the core
And some argue: start a global anti- capitalist revolution.

The world view of

 Unilinear Non- Unilinear

Unilinear World View of development Development is

Dev. is Harmonious Neo – Marxist
Contentious Paradigm
 It means that underdevelopment is a condition preceding development.

 All developed
Mainstream Noncountries
- are late comers to the process of development, which had already taken place in
Or the developed West. The Western
Interventionis developed countries followed Orthodox
Structuralist some kind of processes, and, they have
Interventioni t or Counter – Paradigm
achieved a kind of standard of living. Paradigm
st Paradigm Revolution
 Due to these Paradigm
reasons, the Western Countries have become the role models of development for the
underdeveloped and developing countries.

 Therefore, the development is becoming more like the West or like the already developed countries.

Theories follow under the unilinear world view can be divided into two categories: a) Development is
Harmonious/ non - contentious and b) Development is contentious.
Development is Harmonious
According to this perspective, development process benefits all rich as well as poor people, and rich as well as
poor countries. There is more harmony between different groups of people and different countries.

Mainstream Paradigm
 It states that state intervention is very much needed for the development of the country.
 Here the focus was on the increased savings and capital accumulation as these were the key measures to
determine the development in any country at that time.
 It also suggested that the developed countries will provide the developing countries with the capital and
other things, which will be a big push to the developing countries which will help them to become
developed.
 It is of the view that to achieve a balanced growth, the government of any underdeveloped country needs
to make large investments in a number of industries simultaneously.
 If a country has more capital, they will invest more which would further lead to increase in the
production then increment in the living standards of people which would further lead to increase in
consumption and hence, more GDP and GNP. Like this, this vicious cycle will continue.
 Then people should focus more on the savings and the capital accumulation so as not to be dependent on
the developed countries for the capital.

Counter Mainstream Paradigm

 Counter mainstream paradigm works against the mainstream paradigm and hence the name suggests. It
came in 1980s.
 It says that state intervention is not needed. State intervention is one of the major causes of inefficiency.
 State intervention in licensing and regulation leads to corruption and red tapism.
 Instead, it focuses on the efficiency of the market or market forces that determine demand, supply, cost,
pricing, production of goods, commodities etc. in promoting the development and favors free market for
development.
Development is contentious:
These theories refer to the rich exploiting the poor as much as the rich countries exploiting the poor countries.
Structural Paradigm
 This paradigm was based on the Latin American countries.
 It suggests that the main hindrance to development is the internal distortion and international
structuralism. There is a fault in the internal system which is back firing the development.
 Internally, the less developed countries are totally dependent upon the production and export of primary
products (raw materials like oil, sugar, tea, rubber etc.).
 These theories suggest that if the less developed countries want development, they are required to
change the structure (system) of production increasingly in favour of manufactured goods through
capital based technology and industrialization.
 There is a much complexity between the Centre and the Periphery and is lack of participation by the
periphery in the decision making by the centre which prevents development.

Orthodox Marxist Paradigm

 This paradigm focuses on the shift from feudalism to the capitalism. It says that development is only
possible with the help of capitalism.
 Karl Marx says “a country which is more developed, shows the less developed countries the image of
their own future”.
 It suggests that Capital colonial expansion will lead to the development in capitalism. But here also the
capital is generated only for the upperclass or the feudal class while the peasants and the lower classes
are still deprived of capital and are underdeveloped.
 It also considers the fact that conflicts and clashes can hinder development which can only be resolved
through a revolution.

Non Linear View of Development

Populist Paradigm
 Populist paradigm is a shift from the capitalism and industrialization view of development and was an
alternative for the mainstream paradigm. It was non systematic in nature.
 This paradigm was larger in public interest and hence the name populist paradigm.
 It is based on the Gandhian and EM Schumacher philosophy. The paradigm questions either the need or
possibility of the less developed countries or developed countries developing on the lines of the already
developed capitalist countries.
 Gandhiji suggested that industrialization will not lead to development. Industrialization will lead to
various evils such as immortality, crime and cultural degeneration.
 Instead, Gandhiji came up with the village centric view which says that development will only occur if
we develop the villages.
 There is no need of urbanization because it will lead to mass immigration from rural to urban parts of
the country which will lead to mass unemployment.
 There is a need to develop the rural parts of the country. He also focused on the Gram Swaraj which
means that the development should be village centric.
  This paradigm is of the view that to develop our country we need to have dual economic policies-
different for both rural and urban areas. We cannot imply the same economic policy to both.

Neo Marxist Paradigm

 The paradigm says that the measures for development of underdeveloped countries and developed
countries are totally different from each other and the less developed societies can’t develop like western
societies have developed.
 It stresses the interconnectedness of development and under development, of traditional and modern,
and indeed many other social and political and economic factors.
 Paul Baran (1950s) who was a neo-Marxist underdevelopment theorist developed Lenin’s ideas of
imperialism by saying it was in the interests of capitalism to keep the third world as an ‘indispensable
hinterland’ because it provided the West with raw materials. 
 AG Frank disagreed: The cause of underdevelopment is rooted in the metaphor of metropoles and
satellites where metropoles are large merchant capital and satellites are underdeveloped countries.The
sole purpose of the satellites is for feeding the requirements of the metropoles through the distribution of
resources from the satellites to metropoles.

Q. What is Participatory Development Communication?

Definition: It is an approach capable of facilitating people’s involvement in decision making about issues impacting their
lives-a process capable of addressing specific needs and priorities relevant to people and at the same time assisting in their
empowerment.
It has been defined as “a dynamic, interactional and transformative process of dialogue between people, groups, and
institutions that enables people, both individually and collectively, to realize their full potential and be engaged in their
own welfare.
 Participatory Development Communication (PDC) involves the use of communication processes, techniques
and media to engage stakeholders in social change.
 Stakeholders can include individuals, groups and institutions involved in social change processes.
 PDC implies the use of purposefully designed communication platforms and mechanisms to facilitate engagement
in the planning, monitoring and evaluation of change processes.
 Work in this area involves the design and application of such mechanisms, and critical analysis of the institutional
structures, conditions and capacities required for participatory communication processes to result in more
sustainable development impacts.
 This thematic area explores:
 Processes and capacities supporting participatory planning, monitoring and evaluation for development
 Communication functions and applications in conflict resolution
 Communication functions and applications in institutional change

Steps of Participatory communication planning

 Preliminary situation assessment:
 PRCA (participatory rural communication appraisal)
 Audience analysis
 Situation analysis
 Program analysis
 Communication strategy design
 Participatory design of messages and discussion themes
  Communication methods and materials development
 Implementation
 Evaluation

Think globally, act locally

 "Think globally, act locally" urges people to consider the health of the entire planet and to take action in their own
communities and cities. Long before governments began enforcing environmental laws, individuals were coming
together to protect habitats and the organisms that live within them. These efforts are referred to as grassroots
efforts. They occur on a local level and are primarily run by volunteers and helpers.
 "Think Globally, Act Locally" originally began at the grassroots level, however, it is now a global concept with
high importance. It is not just volunteers who take the environment into consideration. It is corporations,
government officials, education system, and local communities.
 Majorly pertains to environmental issues

Think Locally and act Globally

Research at community end and then implication of particular program in all the societies at global end
Q. Communication and Social change

 Aimed at experimenting with the idea of decentralisation of mass media (Kheda Communication Project). Kheda
is a small district in central Gujrat, a field laboratory in development and local communication was conducted
between 1975 and 1990 in this district.
 A TV transmitter was set up in a village in the Kheda district which was linked to the studio complex at
Ahmedabad.
 Programmes were focused essentially on social change and rural development. It demonstrated how participatory
and people oriented can a local TV system become.
 Audience participation was vastly encouraged at all levels. The venture promoted rural development and social
change at the local level.
 Programmes were previewed; by a peer group formed specially for this purpose. Only after the program contents
were cleared by this group, they were broadcast.
 A lot of emphasis was put upon conducting detailed research prior to the production of programmes. These
included researching into audience profile, need assessment of the target audiences, script writing, program
testing, etc.
 The development and education communication unit managed this project and produced programs. This project
was tested for the production of research based participatory development programs receiving world wide
recognition and acceptance.
 The hardware of KCP (Kheda Communication Project) consisted of one low power transmitter located in Pij
village, about 50KM south of Ahemadabad which was connected to a local studio, the local Doordarshan station
and a satellite earth station in Ahmedabad.
 Around 650 television sets were provided to 400 villages and also installed at public places like schools, where
village audiences gathered in the evening to view broadcast.
 The KCP was independent of commercial interest as it depended mainly on govt. funds for financial support.
 Villagers were involved as actors, writers, visualizers etc., in the production of television programmes dealing
with local issues such as exploitation, caste discrimination, alchoholism, minimum wages, local elections, etc.
 Television serials, folk drama, puppet shows and other popular local formats were used to highlight the issues
such as family planning, gender inequality, and village sanitation.
  Chatter Mota (wise elder) and Nari Tu Narayani (women you are powerful) were two popular entertainment
education serials produced by Khera Communication Project (KCP) with the lively participation of its audience
members. The Indian government did not replicate the KCP community-based model in other regions of India.
 Ruggetised TV sets were developed to meet the needs of harsh village conditions. These sets could withstand
wide variations in voltage, vibration during transportation and extreme conditions of heat, dust and moisture.
 KCP received the UNESCO prize in 1984 for rural communication efficiency.

National Rural Health Mission (NHRM)

It was launched on 12th April 2005 to provide accessible, affordable and quality healthcare to the rural population,
especially the vulnerable groups. NHM (National Health Misssion) is an umbrella mission launched on 1 st May 2013
having two components – NHRM and NHUM (National Urban Health Mission). NHRM was launched for a period of 7
years (2005-2012). NHRM initially had high focus on 18 states (8 EAG – empowered action groups, 8 NE – North East
states, J&K and HP) but now covers all Indian states and union territories. The 18 states were Arunachal Pradesh, Assam,
Bihar, Orissa, UP, MP, Rajasthan, Uttaranchal, Mizoram, Manipur, Meghalaya, Chhattisgarh, Meghalaya, Tripura,
Nagaland, Gujrat, J&K, Himachal Pradesh, Sikkim.
The thrust of the mission is on establishing a fully functional, community owned, decentralized health delivery system
with inter-sectoral convergence at all levels to ensure simultaneous actions on a wide range of determinants of health such
as water, sanitation, education, nutrition, social and gender equality.

Concept of NHRM
NHRM is a national effort at ensuring effective healthcare through a range of interventions at individual, household,
community and most critically, at the health system levels. Despite considerable gains in health status over the past few
decades, serious challenges still remain. These challenges vary significantly from state to state and even within states.

Goals of NHRM
1. Reduction in infant mortality rate and maternal mortality ratio.
2. Universal access to public health services for women’s health, child health, water, hygiene, sanitation and
nutrition.
3. Prevention and control of communicable and non-communicable diseases.
4. Promotion of a healthy lifestyle.
5. Access to integrated, comprehensive primary healthcare.
6. Ensuring population stabilization and demographic balance.

Core strategies
1. Train and enhance capacity to own, control and manage public health services.
2. Health plan for each village through village health committee of the panchayat.
3. Strengthening sub centre through better human resource development.
4. Promote access to improve healthcare.
5. Strengthening capacities for data collection, assessment and review.
6. Technical support to national, state and district health mission.
7. Decentralization of village and district level health planning and management.
8. Social insurance to raise the health security of poor.

Functions
1. Good hospital care.
2. Complete immunization.
3. Trained community level worker.
4. Provision of household toilets.
5. Mobile medical units.
6. Health and nutrition services at the Anganvadi.
Institutional Setup
1. At national level: Mission steering group
2. At state level: state health mission led by state health minister.
3. At district level: district health mission led by district zila parishad.

The National Rural Employment guarantee act 2005 is a social security scheme is a social security scheme that
attempts to provide employment and livelihood to rural labourers in the country. The Act was enacted on 25 th
august 2005 as NREGA. It was first launched in Anandpur District in Andhra Pradesh in February 2006. It
covered 200 backward districts in its first phase and was extended to 130 additional districts in 2007-2008. All
the remaining rural areas have been notified from 1 st April 2008. The scheme provides a legal guarantee for 100
days of employment in every FY to an adult member of rural household willing to do unskilled manual work at
a minimum wage of rupees 100 per day. All the manual wages are provided by the central government and the
unemployment allowance is borne by the state government and some percentage of administration cost is shared
by central government.
World Development Report 2014 termed it as a stellar example of rural development.

Timeline for MNREGA

 August 2005 – MNREGA legalised.
 February 2006 – Came into force in 200 districts.
 April 2007 – 130 more districts included.
 April 2008 – Universalization of the scheme.
 October 2008 – Wage transaction through bank/post offices.
 February 2009 – MOU with the postal department.
 October 2009 – Name changed to MNREGA.
The MNREGA is an entitlement to work that every adult citizen holds. In case such employment is not
provided withing fifteen days of registration, the applicant becomes eligible for an unemployment allowance.

Salient Features of the Act

1. Right based framework – For adult members of a rural household willing to do unskilled manual work.
2. Time Bound Guarantee – Fifteen Days for provision of employment, and upto hundred days of work in a
financial year in a household.
3. Labour Intensive works – 60 : 40 wage and material ratio for permissible works; no
contractors/machinery.
4. Decentralised planning – Gram sabhas to recommend atleast 50% of works for execution. Principle role
includes planning, monitoring and implementation.
5. Work site facilities – Creche, drinking water, first-aid, shad along with all other requisite facilities.
6. Women empowerment – At least one-third of beneficiaries should be women.
7. Transparency and accountability – Pro-active disclosure through social audits and grievance redressal
mechanisms.
8. Implementation – Under section 3, states are responsible for providing work in accordance with the
scheme. Under section 4, every state government is required to provide guaranteed employment of not
less than 100 days.
 9. Funding – Central government: 100 % of wages for unskilled manual work and 75% of material costs of
the schemes including payment of wages to skilled and semi-skilled workers.
State government: 100 % of wages for unskilled manual work and 25% of material costs of the schemes
including payment of wages to skilled and semi-skilled workers. And 100 % of unemployment
allowance.

Objectives (salient)
1. Augmenting wage employment
2. Strengthening natural resource management; Causes of chronic poverty like drought, deforestation,
soil erosion and to encourage sustainable development
3. Strengthening grass roots processes of democracy; healthcare/education
4. Infusing transparency and accountability in governance
5. Strengthening decentralisation
6. Social protection
7. Livelihood security
8. Empowerment
9. Anti-poverty initiatives
10. Strengthening Panchayati Raj institutions
Impact of MNREGA
1. Reduction in migration
2. Increase in household income
3. Increase in agricultural wages
4. Reduction in distress migration
5. Women participation is increased and equal wages at par with men
6. Deduction in hunger
7. Relief from village money lenders
8. Improvement in rural environment and sanitation
9. Rural asset creation
10. Children enrolment in schools increased
11. Participation of SC, STs increase.
---------------------------------------------------------------------------------------------------------------------------------------
 MNREGA marks a paradigm shift from previous wage employment program through its right based raw
work that provides a legal guarantee of wage employment and its measures for empowerment of stake
holders.
 It has an integrated natural resource management and livelihood generation perspective.
 The transparency and accountability mechanism under MNREGA created a scope for unpretended
accountability of performance specially towards immediate stake holders.
Other unique aspects
1. A bottom up, people entered planning exercise.
2. A demand driven program
3. Legal provisions for allowance and compensation.
4. Overcome problems of targeting through its self targeting mechanism of beneficiary selection.
5. A completely transparent MIS.
 6. Social audit- a new feature.

Key stake holders:

1. Ministry of rural development
2. Gram sabha
3. Program officers at block level
4. District program co-ordinator
5. State government
6. Wage seekers
Implementing agencies
The Gram Panchayat is the most important agency for executing works as the act mandates a minimum of 50%
of the works to be executed by the gram panchayat which may extend upto 100% of the work in the annual
scheme of projects.
Other implementing agencies
Intermediate and district panchayats, line departments of the government, public sector undertaking of central
and state government, cooperative societies, NGOs and self help groups.
Site
India’s biggest experience in using Mass media for the purpose of development was the SITE, Satellite
Instructional Television Experiment. It was an experimental satellite, communication project launched in India
in 1975, designed jointly by NASA & ISRO. The experiment ran for 1 year from 1 August 1975 – 31 July 1976.
The main objective of SITE was to educate the rural masses of India on various issues via satellite broadcasting
and also to help gain technical experience in the field of satellite communication. In 1975 when TV sets for
community viewing was set up in schools and panchayat centres in 24 hundred villages in 6 states – Bihar,
Orissa, Madhya Pradesh, Andhra Pradesh, Karnataka and Rajasthan.
This 1 year project was primarily undertaken to telecast special development programmes produced by All
India Radio and broadcasted by NASA’s ATS – 6 satellites stationed above the India during the project. The
project was supported by various international agencies such as UNDP, UNESCO, UNICEF & ITU.
Villages were able to watch programmes related to health, agriculture and development in their own language.
SITE also broadcasted educational programs for children and special training programs for school teachers.
SITE emphasized ISRO commitment to an application oriented approach where technology could be used to
solve the real problems of the country. The choice of the areas and the villages for TV sets was indicative of its
dedication to use technology to help the most disadvantaged. The experiment was considered successful as it
played major role in helping develop India’s own satellite program INSAT.
The project showed that India could use advanced technology to fulfil the socio-economic needs of the country.

Objectives:
 Gain experience in the development testing and management of a satellite based institutional TV system
particularly in rural areas and to determine optimal system parameters.
 Demonstrate the potential value of satellite technology in the radical development of effect mass
communication in developing countries.
  Demonstrate the potential value of satellite broadcast TV in the practical instruction of village
inhabitance.
 Stimulate national development in India with important managerial, economic, technological and social
implications.

As one the aims of the experiment was to study the potential of TV as the medium of development, the villages
were chosen specifically for their backwardness. According to 1971 sensex of India, the state having the most
number of backwardness district in the country were Bihar, Orissa, Madhya Pradesh, Andhra Pradesh,
Karnataka and Rajasthan, Uttar Pradesh & west Bengal. Uttar Pradesh & West Bengal were eventually left out
as they were stated to get tourist TV by the time SITE would end.
Result of the experiment:
 The research and development capability generated during the setting of this experiment was an
invaluable synopsis.
 It was more effective than all other media in attracting the female audience.
 The continual feedback through everyday interview showed that the audience favoured instructional
programs as compared to socio-cultural programs.
 A large longitudinal survey showed gain in information, awareness and knowledge in areas such as
health and hygiene, political consciousness, overall modernity and family planning.
 A survey of children showed positive gain in the area of language development and in the attitude of
seeking knowledge and information from sources other than conversational classroom teachings.
 In both, attitudinal as well as behavioural information the overall modernity increased as a result of TV
viewing and it was higher among female frequent viewers.
Types of program:
1. ETV: Educational Television: ETV program were went for school children and focussed on interesting
and creative educational programs. These programs were broadcasted for 1.5 hours during school hours.
During holiday, this time was utilised to broadcast teacher training program designed to train almost 1
lakh primary school teachers during the duration of SITE.
2. ITV: Instructional Television: ITV programs were went for adult audiences, focusing primarily on
those who were illiterate. They were broadcasted for 2.5 hours during evening. The programs covered
health, hygiene, nutrition, family planning, improved practices in agriculture and events of national
importance thus, the program were telecasted for 4 hours daily in 2 transmission. The targeted audience
was categorised into 4 linguistic groups – Hindi, Odiya, Telugu and Kannad.

Impact:
Before SITE the focus was on the use of terrestrial transmission for television signals but SITE showed that
India could make use of advanced technology also. This lead to an increased focus on satellite broadcasting in
India. ISRO began preparation for a country wide satellite system. After conducting several technical
experiments the Indian National Satellite system was launched by ISRO in 1982. The Indian space program
remained committed to the goal of using satellites for educational purposes. In September 2004, India launched
EDUSAT which was the first satellite in the world built exclusively to serve the educational sector. EDUSAT is
used to meet the demand for an interactive satellite based distant education system for India. After the
completion of the project evaluation study the results showed the exposure to developmental messages through
television had contributed for the widening the horizons of the villages. Earth stations at Delhi and Ahemadabad
telecasted the programs. They were produced at AIR production centre upgraded at Doordarshan with the help
of central and state govt. representatives, experts and social workers.
Water harvesting and management:
Water harvesting is the capture, diversion and storage of water obtained from different fresh water sources for
plant irrigation, domestic purposes, industrial purpose, ground water recharge and other uses.
Rain water harvesting:
It can be defined as a system of collection and concentration of rain water and its run off and its productive use
for irrigation of crops, pastures and trees, domestic and live stock consumption, ground water recharge etc.
Need for water harvesting:
 Failure of monsoon and deficit of rainfall.’
 Due to increasing population the use of ground water was increased drastically leading to constant
depletion of ground water level causing the wells and tube wells to dry out.
 Sever as an adequate measure to meet the drinking water needs of the people besides irrigation and
domestic needs.
Advantages:
 It can act as a buffer and can be used in times of emergency or in break down of public water supply
system.
 It is a flexible technology and can be built to meet the requirements on any range. Also the construction,
operation and maintenance is not very labour intensive in most system.
 It can reduce salt accumulation in the soil which is harmful for root growth.
 This allows for greater root growth and water up take which increase the drought tolerance of plants.
 Rain water is a clean and pure source of drinking water which requires minimal chemical treatment.