The Cabinet Committee on Economic Affairs has approved the proposal of the Ministry of Information and Broadcasting for implementing the Plan Scheme "Development Communication and Information Dissemination" during the 12th Plan period with an outlay of Rs. 630 crore.

The Plan scheme envisages making the common person aware of the benefits envisaged in various Government schemes so that the benefit of these schemes is realized to the maximum possible extent. The scheme will be implemented by the media units of the Ministry of Information and Broadcasting, through various modes of awareness generation such as; outdoor publicity, electronic and print media, Public Information Campaigns, press tours, conducted tours, people to people contact, special outreach programmes, live art and culture shows, the new media etc.

The Government of India has launched many welfare and employment generation schemes for the people in general and for the disadvantaged sections in particular by creating entitlements backed by legal guarantees for an individual`s rights. The main objective of the Government under these schemes is all round development of the people. The success of all government sponsored flagship schemes depends largely on awareness about these schemes and the benefits likely to accrue to targeted beneficiaries.

SC/NK/SM

(Release ID :97286)

Development communication drives awareness of government entitlements and promotes beneficiary uptake through media-led outreach campaigns. Approval of the Plan Scheme 'Development Communication and Information Dissemination' allocates a central outlay to media-led outreach to increase public awareness of government welfare and employment schemes, aiming to convert statutory entitlements into realized benefits through coordinated use of outdoor publicity, electronic and print media, public information campaigns, tours, people-to-people contact, special outreach programmes, live art and culture shows and new media.