MNREGS TV campaign had faulty planning

Seven months after the campaign,the ministry decided to conduct an impact assessment study as similar IEC activity was being planned for other rural schemes.

The study was taken up in 3,600 households in the four regions from November 2010 to February 2011. Conducted by Delhi-based Society for Social Services,the study concluded,“The medium chosen is the most effective one and suitable in the present day context but it has not penetrated the target segment because of the selection of inappropriate channels and unsuitable timings.”

It found that less than one-third of the target group — below poverty line — could afford TV sets,and most of them watched Doordarshan as they could not afford cable connections. The campaign was aired on private channels. Daytime slots were selected,but a majority of the target group preferred to watch TV between 7pm and 9pm,the study found.

The study appreciated the two messages prepared for telecast — ‘Hindustan Ki Guarantee’ and ‘Zamana Kehta Hai’ — but it found that they failed to send the right message. Most respondents in UP,Rajasthan and NCR believed the scheme was meant for economic empowerment of women or for stopping migration.

“From the recall of the viewers it is concluded that additional benefits of the scheme,like women empowerment and prevention of migration,caught the attention of the viewers. However,the essential features of the scheme were not effectively conveyed,” the study said.

It found that street plays,folk songs and wall writings have better reach,with 70 per cent of the target group watching them. The study recommended that instead of spending lakhs of rupees on advertisements in private channels,the government should use Doordarshan.

A senior official of the Rural Development Ministry said,“A majority of the target group is illiterate. It was thought that a campaign through TV would have better impact. It was surprising that only 30 per cent of the sample covered by the study was aware of the MGNREGA message. The government is planning to appoint experts to plan future campaigns based on the findings.”