The government has issued an advisory to media houses, requesting them to promote Prime Minister Narendra Modi’s much-hyped Swachh Bharat Mission on “daily basis”.
Urban Development Minister M Venkaiah Naidu wrote to editors of leading national dailies this week, suggesting various ways in which they could play “a very important role” in promoting the programme to promote cleanliness and sanitation. Among other things, the letter has asked media houses to devote space for “sanitation and hygiene quotes” and to popularise the “Swachh Bharat logo”.
The Union Urban Development Ministry is the nodal agency for the Swachh Bharat Mission.
Underlining the significance of media in making the campaign “effective and sustainable”, the letter suggests that “good works done by several individuals and organisations” should be highlighted. It asks editors to think of “innovative activities” to ensure the success of this mission.
“I am sure that with your experience and expertise in media, you can come up with innovative activities in this regard,” the letter said.
The letter left some media executives disconcerted. “The advisory may well be the first serious step to force the media houses to fall in line laid down by Modi,” said a senior management executive in a national daily, on condition of anonymity. “There are several ways the government can make you submit. Choking the flow of ad revenue is just one of them. What is sent as an advisory may well turn out to be an order.”
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Urban Development Minister M Venkaiah Naidu wrote to editors of leading national dailies this week, suggesting various ways in which they could play “a very important role” in promoting the programme to promote cleanliness and sanitation. Among other things, the letter has asked media houses to devote space for “sanitation and hygiene quotes” and to popularise the “Swachh Bharat logo”.
The Union Urban Development Ministry is the nodal agency for the Swachh Bharat Mission.
Underlining the significance of media in making the campaign “effective and sustainable”, the letter suggests that “good works done by several individuals and organisations” should be highlighted. It asks editors to think of “innovative activities” to ensure the success of this mission.
“I am sure that with your experience and expertise in media, you can come up with innovative activities in this regard,” the letter said.
The letter left some media executives disconcerted. “The advisory may well be the first serious step to force the media houses to fall in line laid down by Modi,” said a senior management executive in a national daily, on condition of anonymity. “There are several ways the government can make you submit. Choking the flow of ad revenue is just one of them. What is sent as an advisory may well turn out to be an order.”
