CHAPTER -VI

Feed-Back Service

           
                        Feedback reporting is an integral part of DFP’s functioning.  Thanks to our presence in almost every nook and corner of the country and because of our grass root base and face to face interaction with the people, we can gauge the pulse  and perceptions of people regarding developmental programmes/ functioning of the Govt. in much better way than any other media unit.  Because of this advantage Field Units can aptly be called the eyes and ears of the Government.

 

                        The feedback service was introduced on a regular basis   in 1965. As part of the effective communication strategy the field communicators, while disseminating the messages and welfare schemes of the Govt., are bound to listen the audience and carefully understand their views on the topic not only to clear audience mind, but also to take clue from it to the guidance of decision makers and programmers in respect of their approach to their exercise.  In this process the Field Publicity Units gather and feed back to the Govt. the public reactions, success stories and situation reports and act as an effective two-way communication channel between the people and the Govt.

 

Major Components


Public Reactions Reports – It is,   in fact, the   felt reactions  of the public – the common men,  the opinion makers, the village elders and the leaders of the community - on various  Government issues, which are obtained by the Field Officers  during their  interactive programmes  with the society.   While collecting the reaction reports care is given to avoid direct questions forcing the public to react. Care is also taken to avoid intrusion of personal opinion or reflected opinion of political leaders rather the opinion of  sizeable section  of the community.   Reaction Report is normally  brief, specific and factual and not based on hearsay or rumors.  It is complete in respect of the place, names and other important data like the social and economic standing, the profession and occupation of the people whose views are being quoted. While reporting the matters the quality and substance of the issues which is of paramount importance is maintained rather than reporting for number sake.


Media impact Report:- This report includes specific reactions of the audiences, positive or negative, to the quality and approach of publicity material that are exposed to them.  The objective is to know how the people have reacted to films or a live song & drama programme or exhibition or Govt. poster, hoarding, wall paper, booklets etc.  It is not the praise or condemnation which is important but why and what that has been praised or condemned is  reflected in the report.

 

The main objective of this exercise is to find out whether the audience has been able to grasp the message intended to be conveyed.  This helps the media producers in their production of software on various themes.

 

Success/Development Stories:-   Picking  up  of success/development  stories  is  an   interesting  job and can be done effectively if the officer is  alert.  These  stories  are based on individual or  collective   achievements  in  furtherance  of or in  reaction  to  various  socio-economic  development programmes.  The stress is not on the achievements by Govt.  through departmental efforts but by  the efforts of the common people to make use of the programmes/ schemes to achieve self-reliance. The choice of success/development stories is such which can be highlighted as models for others to emulate. Such stories of achievements are secured from progressive farmers, small peasants, self-employees, artisans, panchayat & block development officer’s health and family welfare workers etc. While,  on the one hand, these stories help the  field  officers in  their
oral communication programmes, as a  support   to any point,  on  the  other, these are also used   by  sister media  for further dissemination.  This goes a long way   in encouraging   people   in    their    effort   to   acquire   self-reliance.   Such stories are sent to various Government journals like Yojana, Kurukshetra as also to other media as All India Radio, local T.V.  and local  branch  of Press Information Bureau.


Situation Reports :–  These  are  special reports which are required  to  be filed by  Field  Publicity  Officer  as   and  when  there  is  extra-ordinary  situation  or unusual trends like steep  price rise, sudden  fall of mass consumption goods, tensions between groups or  sections of people, disturbed conditions or glaring   examples  of un-lawful social practices like  untouchability,  castism  etc.  which is likely to assume serious  dimensions.

 

Feedback Mechanism

                       

                        The feedback mechanism is broadly based on three-tier system.  It functions in such way that our field communicators during their developmental communications with the public, gather the views/ opinions and problems from the elders, leaders and opinion makers of locality and report them to the concerned regional office.  The regional offices, after giving due thought and proper screening, send a carefully consolidated report to Hqrs.  regularly on  fortnightly & monthly basis.  At Hqrs. level the reports are further evaluated and only such issues, having national relevance and requiring the attention of Central Ministries/ Agencies, are  sent to the Ministry.  The local issues are tackled at local level for solution through involving local and regional authorities.

 

Present Status

 

                        Presently we are sending  feedback reports on monthly  basis.  Monthly feedback usually contains the perceptions and reactions of the public on the policies and programmes of the Govt. and its implementation.  It also contains their grievances, suggestions and stories of successful implementation of welfare schemes at grass root level.         

 

DIRECTORY OF OFFICERS AT DFP HEADQUARTERS AS ON 01.01.2008

 

DESIGNATION

NAME

OFFICE

RESIDENCE

DIRECTOR GENERAL

SH. D. MUKHOPADHYAY

26106316

 

24610755

9868100859(O)

9811229658(Pvt) 

P.S. TO DIR. GEN. & Sr.Suptd. Admn.II&Vig.)

SH. ANSARI

26106316

(Telefax)

 

DIRECTOR (PROG.)

Ms. RANJANA DEV SARMAH

26103421

23384291

 

DIRECTOR (A&C)

SH. OBAIDUR RAHMAN

26105658

26676913

24230586

9868201337(M)

DY. DIRECTOR(PROG.)

Ms. MADHU DALELA

26104475

 

DY. DIRECTOR(ADMN.)

Ms. MEERA K. RAMAN

26102842

26179570

ADMN. OFFICER

SH. LAL SINGH

26109069

 

HINDI OFFICER

SH.  VIJAY KUMAR

26109066

 

FLD. PUB. OFFICER

SH. ANIL GAUR

26109066

 

FLD. PUB. OFFICER

SH. RAJENDER PRASAD

26109066

 

TECH. OFFICER (Auto)

SH. VIJAY KAUL

26100627

26090210

TECH. OFFICER (Sound)

SH. T. BHATTACHARJEE

26100627

 

A.O. (B&A)

SH. R.S. BHARGAVA

26100521

24641162

A.O. (CASH)

 SH. H.K. MAHTO

26100521

 

DEALING HAND (IIS)

SH. RAKESH BEHL

26109069

 

CARE TAKER

SH. S.K.BHANDARI

26109069

 

TECH.  STORE

SH.  SULTAN SINGH

26109069

 

 

 

 

 

PREVIEW ROOM

SH. MANOJ KR. SHARMA

26100627

 

 

 

PAY SCALES OF DFP OFFICERS

 

 

 Sl.No.

Designation

Pay Scale

1.

Director General

Rs. 22,400 --- 24,500

2.

Deputy Director General

Rs. 18400 --- 22,400

3.

Directors

Rs. 14,300 --- 18,300

4.

Joint Directors

Rs. 12,000 --- 16,500

5.

Deputy Directors

Rs. 10,000 --- 15,200

6.

Field Publicity Officers

Rs. 6,500 --- 10,500

7.

Assistant Evaluation Officer

Rs. 6,500 --- 10,500

8.

Technical Officers

Rs. 6,500 --- 10,500

9.

Hindi Officer

Rs. 6,500 --- 10,500

10.

Administrative Officers

Rs. 6,500 --- 10,500

11.

Sr. Superintendents

Rs. 6,500 --- 10,500

 

Financial Management of  Directorate of Field Publicity

 

The Directorate of Field Publicity is provided  budget by the Ministry of I&B under Plan and Non-Plan.  The details of the budget are given here as under.

 

PLAN

 

The 10th Plan (2002-2007) approved for the Directorate of Field Publicity is Rs.11 crore for the two Plan Schemes i.e (i) Revenue – Purchase of Films/Cassettes – Rs.2.50 crore and (ii) Capital – Modernisation & Updation of Capital Stock which includes purchase of vehicles, Wireless P.A System, Data Projectors, DVD Players, Computers etc – Rs.8.50 crore.

 

 These two schemes are for modernization of the Directorate and supply of   films/cassettes on the latest development of the country.  These schemes are implemented in such a way so that all the regions are fully equipped with the latest equipment.  All the purchases are made at the headquarters. The equipment are then sent to the Regional Offices and Field Publicity Units for its use.

 

            During the current financial year 2006-07, the budget under Plan Schemes is Rs.1.10 crore.

 

NON-PLAN

 

The Non-Plan budget of the Directorate for the running year 2006-07 is Rs.27.01crore under different heads.  The Ministry of Information & Broadcasting places the budget at the disposal of the DFP Hqrs which in turn allocates the same to the 22 Regional Offices as per their requirement projected by them while submitting their demands to the Hqrs.  

 

The Regional Offices control the budget of Field Publicity Units under their jurisdiction.   The Regional Heads are being trained in financial management and audit sensitization for the smooth and better functioning of the Directorate.

 

The Directorate at the headquarters monitors budget of all the Regional Offices and submits the reports to the Ministry of Information & Broadcasting.  The Regional Heads are time and again given instructions about the duties and responsibilities of the controlling officer. Instructions are issued for proper monitoring of the budget provisions.

 

The duties and responsibilities of a controlling officer in respect of funds placed at his disposal are to ensure:

(i)      that the expenditure does not exceed the budget allocation.

(ii)    that the expenditure is incurred for the purpose for which

         funds have been provided.

(iii)    that the expenditure is incurred in public interest.

(iv)     above are effectively applied.

 

The Field Publicity Officers are being exposed to financial management through Zonal and Regional Level Workshops.  Experts from the concerned agencies are invited to interact and guide our field officers on this subject.

 

The Regional Offices properly reconcile their accounts with their respective P&AOs.  These accounts are audited by the Audit parties sent by the Internal Audit of the Ministry of Information & Broadcasting and the Accountant General.  

 

 

Names and Designations of Appellate Authority/Central Public Information Officers/Assistant Public Information Officers

in the Directorate as on  01/01/2008

 

 

 

Sl.No

Regional Office

Name & Designation

S/Shri

Telephone

Office

Nos.

Residence

PIO/ APIO

E mail addresses

1(A)

New Delhi

D. Mukhopadhyay Director General

011-26106316

011-26101432

9868100859(M)

011-24610755

9811229658

Appellant

deepankar_m@yahoo.com

1.

New Delhi

Ranjana Dev Sarmah

Director

011-26103421

011-23384291

CPIO

dfpnewdelhi@hotmail.com

2.

New Delhi

M.K.Raman

Dy.Director(A)

011-26102842

011-26179570

 

APIO

dfpnewdelhi@hotmail.com

3.

Hyderabad

Andhra Pradesh

K.SHYAMA PRASAD

Director

040-24657960