New Delhi: A special study conducted by the Indian Institute of Mass Communication (IIMC) found that 76 per cent of the Indian media persons believe that Prime Minister Narendra Modi’s popular radio programme ‘Mann Ki Baat’ has played a significant role in introducing the real Bharat to the countrymen.
The programme has initiated a trend where people are now more aware of the things in other parts of the country and they have started appreciating them. As much as 75 per cent of the respondents feel that ‘Mann Ki Baat’ has emerged as a platform, which introduces grass roots innovators working selflessly to ensure a significant difference in the lives of people living in remote areas of India.
According to IIMC Director General Prof Sanjay Dwivedi, the study was conducted by the Outreach Department of the Institute between April 12 and 25, 2023. A total of 890 persons associated with the media—media persons, media faculty, media researchers and media students—from 116 media houses, academic institutions and universities across the country participated in the study. Of these, 326 were women and 564 were men. Sixty six per cent of the respondents were between the age group of 18 and 25 years.
According to the respondents, ‘Knowledge about the Country’ and ‘PM’s Vision about the Country’ are the two important reasons which motivate them to listen to the programme. When the respondents were asked how they listen to the programme if they miss any episode, 63 per cent said they prefer YouTube over the other mediums. Seventy six per cent of the respondents feel that they are a participant in the democratic process by listening to PM Modi on various issues in ‘Mann Ki Baat’.
Prof Dwivedi pointed out that the study also tried to understand which issue discussed by the Prime Minister in ‘Mann Ki Baat’ influenced the people’s most. In response, 40 per cent of respondents mentioned ‘education,’ while 26 per cent said ‘information about grassroots innovators’ as the most influential topic.
The study also tried to understand with whom the people share information about the topics discussed in ‘Mann Ki Baat’. Thirty two per cent respondents said they share their thoughts on the issues discussed in the programme with their family members, while twenty nine per cent people said they discuss the topics with their friends and colleagues. Another interesting fact that emerged in the study was that 12 per cent people use radio, 15 per cent television and 37 per cent use Internet based platforms to listen to ‘Mann Ki Baat.’ /BI
