Why in News?
During the winter session of Parliament, the Ministry of Information & Broadcasting reported on the progress of the Development Communication and Information Dissemination (DCID) Scheme. The discussion emphasised how the scheme is used to strengthen government communication and public awareness campaigns, particularly in rural and remote areas.
Background
The DCID Scheme is a central sector programme run by the Ministry of Information & Broadcasting. Its purpose is to support information dissemination and citizen outreach for government policies and programmes. The scheme was formed after merging several legacy media units, including the Directorate of Advertising and Visual Publicity, the Directorate of Field Publicity and the Song and Drama Division. These bodies were combined into the Central Bureau of Communication (CBC) in December 2017. The CBC now works alongside the Press Information Bureau (PIB) and the New Media Wing to implement the scheme.
Key Features
- 360‑degree communication: The CBC provides end‑to‑end communication solutions for ministries and public sector entities, including print, audiovisual, outdoor and digital campaigns.
- Targeted outreach: Campaigns are designed to reach rural, tribal, remote and urban populations. Folk art, street plays and mobile exhibitions are used to communicate government schemes in local languages.
- Digital and social media: The scheme adopts digital advertising and social media outreach. A Digital Advertisement Policy issued in 2023 guides the government’s use of online platforms to reach young and urban audiences.
- Coordination with PIB and New Media Wing: The Press Information Bureau issues official press releases and fact sheets, while the New Media Wing manages online communication and misinformation monitoring.
- Performance review: The Ministry periodically reviews campaign effectiveness and adapts content to ensure messages remain relevant and accessible.
Significance
- Informed citizenry: By explaining government schemes in simple language, the scheme helps citizens understand their entitlements and encourages participation in welfare programmes.
- Last‑mile reach: The use of field units and folk media ensures messages reach remote villages and tribal areas that mainstream media often ignores.
- Transparency: Disseminating accurate and timely information counters rumours and misinformation, building trust between citizens and the government.
- Institutional strength: The consolidation of multiple publicity divisions into the CBC creates a professional agency capable of planning and executing large‑scale communication campaigns.
