Mahatma Gandhi inspires love, peace and truth in all parties of WWII and others when he says, “If you want to give a message, it must be a message of Love, it must be a message of Truth. I want to capture your hearts. Let your hearts clap in unison with what I’m saying. A friend asked yesterday ‘did I believe in One World?’ How can I possibly do otherwise? Of course I believe in One World!”. A beautiful Telecom Italia Ad of 2004 showed the message being played across all possible audio and/or visual media across the globe and ends with a tagline, “If only he could have communicated like this”. So true!
One of the most important aspects for development and advancement of Human civilization has been Communication. The powerful ideas that shaped and advanced religion, science, politics etc. had a combination of person(s) and technology working together. A successful mass communication can be viewed as the process of creating and sharing ideas, information, views, facts, feelings, etc. among masses to reach a common understanding. A leader may be highly qualified and skilled but if (s)he does not possess good communication skills and knack to use the right technology, all these become irrelevant.
Mann ki Baat, a radio programme of Prime Minister Narendra Modi has proven to be one successful experiment of mass communication. It has helped him to establish dialogue with citizens on issues of day to day governance. Through this monthly broadcast he has been able to reach the masses across the country and has also provided every citizen the opportunity to connect, suggest, and become part of participatory governance. As per the audience data measured by the Broadcast Audience Research Council (BARC) of Television Channels, the cumulative reach of viewership of the programme has been estimated to range from approximately 6 crore to 14.35 crores during the period 2018 to 2020. Prasar Bharati broadcasts this programme in 23 languages and 29 dialects on its AIR Network. In addition, Prasar Bharati also telecasts the visualised versions of this programme in Hindi and other languages on its various DD channels. This programme is also broadcast by approximately 91 private satellite TV channels on Cable and DTH platforms across the country. PBNS & DP helps with messaging on social media platforms and also through “NewsOnAir” mobile application and website.
According to a US-based global leader approval tracker, Morning Consult, PM Modi continues to be world’s most popular leader with an approval rating of 71% of India’s adult population, much ahead of Italy’s Draghi (60%), USA’s Biden(43%) or Australia’s Morrison (41%). He has seen a significant jump in the number of supporters since the worst of second wave of Covid-19 in May 2021, when it was 63%. Remarkable aspect of his popularity as a leader is the low and declining number of disapprovers (May 2021: 31% to Jan 2022: 21%). Clearly, masses are connecting with his message that “In the eyes of the world, being prime minister and chief minister may be a very big thing but in my own eyes, these are ways to do something for the people”. More than a crore postcards received from youngsters for his MKB is proof of connect with Gen Y and Z and perhaps even with Gen Alpha.
As for the medium of MKB, Radio is going to be back when roads allow large number of long distance travelling feasible . With tools like podcasts, streaming services over Satellite internet and Satellite Radio, the technology can prove to be an instrument of peace. The access which the Mahatma lacked in the struggle for Independence is now available to be exploited not only for commercial use but also for spreading the right word about humanity and coexistence of communities. In a future ready setup for radio technologies by moving from conventional networking over terrestrial hops to satellite routes bolstered with a wide array of optical networks, one can truly establish a meaningful global village. In Radio broadcasts, from Air Waves to Space waves is the future, From Aakashvani to Antrikshvani!
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