• stumble
  • youtube
  • linkedin

Does Modi Sarkar Want to Set a World Record for Yoga Policing? 

Government tracking effectiveness of communication strategy by monitoring coverage by TV channels, print & social media
International Yoga Day, Smart Cities, Digital India.The Narendra Modi government clearly takes events seriously.And, it’s begun tracking the effectiveness of its communication strategy assiduously by keeping a close watch on coverage by television channels, print and social media.In the first instance of such an exercise, the ministry of information and broadcasting (I&B) has prepared a comprehensive dossier on how the media reported International Yoga Day, saying that social media took a mostly “neutral view,“ while a third of the comments were positive.When it came to TV, the 300-page document compiled by the ministry used the term “defaulters“ to describe channels that ignored the event, among them Sun TV and Public TV.

The report documents every activity undertaken by government media units in advance of the event and includes a study of how it was received nationally and internationally. Approved by the Prime Minister’s Office, the docu ment is being sent to ministers, an information ministry official said. The ministry has also sent a report comprising 900 news clippings to the PMO on what Indian and international media had to say on the government completing its first year in May.

A separate `Compliance Report’ on International Yo ga Day shows that more than 130 TV channels were monitored for five days leading up to the June 21 event, which included a recordbreaking demonstration of the discipline led by the PM in the capital. The list of “defaulters (poor show no show)“ shows four channels that showed no spots on yoga day. It also listed 14 channels that carried “less number of spots than spots allocated them for airing.“ Urdu and Northeast channels were special categories by themselves and were almost in 100% compliance.

“Most of the monitored channels gave wide coverage to the event with most showing more promotional spots than promised,“ the report said. The document said the TV debates on June 21 night mostly centred around the controversy sparked by BJP member Ram Madhav tweeting about VicePresident Hamid Ansari not attending the event. It even listed the panelists in the debates and what they said. The 80-page compliance report includes headlines and contents of newspaper articles about yoga day. It suggested that the response to the event, especially on social media blogs, was high but slightly lower than what it was for Swachh Bharat. In its social analytics report, the ministry listed “top influencers“-those who tweeted content that influenced internet users on the event.

The impact, it said, was 33% positive with most “appreciating Modi for taking yoga to the world and for creating a world record.“ 60% remained neutral while posting pictures but 5% of posts were negative, it said, adding, “Some people commented that it is a mere publicity gesture and government should focus on governance.“ The analysis started a day before and ended a day after the event to arrive at a broad picture.

“When the social media analytics was done on yoga rehearsal day, 23% posts were encouraging, while some said the government was trying to steal limelight from important issues,“ a senior official said. “But slowly the momentum picked up and we have over 2 lakh posts on yoga day alone and the sentiment was largely positive or neutral.“

A special section looked at how international bodies and the media praised the event with organisations such as the United Nations, Al Jazeera and the Wall Street Journal commending the PM for his efforts to globalise an Indian tradition.

This exhaustive documentation of how government events were relayed and received is be ing done to “build a brand and maintain a record for posterity,“ said a senior official, who added that the idea for this came from information minister Arun Jaitley, who’s also the finance minister, and minister of state Rajyavardhan Singh Rathore.

The minutes of more than 10 meetings chaired by informa tion and broadcasting secretary Bimal Julka in the approach to yoga day have also been recorded in the document, along with the contributions of all ministers and bureaucrats.

“This government takes its communication seriously,“ a senior official said. “There has been a proper revamp of every media unit in the I&B ministry under the new government and this kind of an exercise only sets more accountability and challenge in reaching out to as many people as we can.“

Related posts

Leave a Reply

%d bloggers like this: