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I&B to hire external agency for impact assessment of govt's media campaigns
The Information and Broadcasting Ministry has decided to hire an outside agency to conduct impact assessment of the media campaigns carried out in different regions across the country for publicizing various Government programmes and policies in order to make people of India increasingly aware of the benefits.

The expected duration of assignment would be one year from October 2010. Applications have to be received by 23 August.

The Government has decided to take only companies
that are registered in India with three years existence as on 31 July 2010 and have conducted Impact Assessment of Media Campaigns for Government Ministry / Department / SU and /or Multilateral institutions etc. in the last three years.

At present, the Government carries out the awareness campaigns through the Press Information Bureau (PIB); audio-visual Campaigns conducted by the Directorate of Advertising and Visual Publicity (DAVP); inter-personal Communication programmes conducted by Song and Drama Division (S&DD); and tours conducted by the Directorate of Field Publicity (DFP) to acquaint opinion leaders/resource persons.

Public information campaigns are organised to improve the awareness of the common man in respect of various flagship programmes of Government. Each campaign is of 5 days duration and is organised at a rural venue in a district in joint collaboration with other fellow media units of the Ministry like the DFP, DAVP, and S&DD and supported by attached / autonomous organisations affiliated to the Ministry, such as Prasar Bharati (Doordarshan & All India Radio) and Films Division etc. The campaign is held with the active involvement of local district administration which acts as the main partner. This multimedia, multi-sectoral information campaign hosts about 25 to 40 stalls at which information regarding flagship programmes of the Central Government is provided.

A total of 25 randomly picked locations from all the four regions of the country out of an average 100-150 PICs conducted a year will be taken up for evaluation that will be decided in due course.
The S&DD organises inter-personal communication programmes in various regions of the country throughout the year to create awareness at grassroots level about Government policies and programmes through entertainment by utilizing a wide range of stage forms such as drama, folk and traditional plays, dance-drama, folk recitals and puppet shows besides the Sound and Light medium. The Division presents an average of 8000 programmes annually across the country, of which only 80 including one Sound and Light Show presented by Mega Theatrical Production will be taken up for evaluation.

The advertisement campaigns of DAVP are mostly focused on communal harmony, national unity, family welfare, health care, rural development, welfare of weaker sections and the handicapped, empowerment of women, drug abuse prevention, economic reforms, promotion of handicrafts, etc. Five Audio Visual campaigns of DAVP including Consumer Awareness (Jago-Grahak-Jago) and Health Awareness (National Rural Health Mission (NRHM)) will be taken up for evaluation.

Conducted Tours by DFF ensure people’s full participation in the development process in a cost effective manner. DFP conducts on an average 11 tours during a financial year, of which 8 will be randomly picked up from all over the country and taken up for evaluation.

The work will entail preparation of questionnaire for eliciting specific responses to specific queries from the target population either through oral or written means; record responses and create an intelligible data sheet on the basis of which, prepare a report for each chosen media campaigns covering the general conduct of the media campaign, comprehension of the message disseminated through the campaign by the people and retention of the messages in their memory, possible actions undertaken by the people following the conduct of the media campaign, relevance of the campaign in the context of other means of communication already in place such as Radio, TV, Cinema etc., and need to reform / modify the conduct of the campaign in order to make it more effective.
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