While no written instructions were sent to any media unit under the ministry of information and broadcasting, all have got into action to celebrate the four years of the government.
State-owned broadcasters such as All India Radio
are lining up programmes for the occasion. Other units like the Publications Division are dedicating a section in their journals on themes such as “New India”, which will focus on highlighting the government’s achievements and flagship programmes announced in the past four years.
Last year, an official letter had been issued to media heads asking them to plan publicity to highlight the achievements of the government. This included media units apart from the core Press Information Bureau
that interacts directly with the independent media by sending out releases
on the achievements of the government.
“This year, instructions have been conveyed on an informal basis. There will be a publicity blitz over the coming weeks. The ministers holding various portfolios will also be giving interviews to public broadcasters nearer to May 26,” said an official. The government will complete four years in power on May 26.
Senior officials in charge of media affairs at multiple ministries said they expect a rise in the number of press engagements during the last year of the government. “We are looking at a hectic year ahead, with some ministries planning weekly press briefings,” said an official.
Another official added that the government was now focused on the regional press. “Our colleagues in PIB centres across the country have been told to step up their efforts to get more coverage for central schemes in the vernacular press,” he said.