Report of Indian Institute of Public Administration ... - Ministry of Power

National Report (Vol.-II)
Study on ‘Impact of Restructuring of SEBs’
6.3.11 In general, the communication strategy should have the following components,
among others:
(a) The need, advantages and essentiality of the power sector reforms and its
rationale;
(b) Likely benefits such as quality power supply, consumer care and
grievance redressal that would be available to the consumers at large;
(c) Positive impact on public finance due to reduction of subsidy burden on
the Government, and the resultant availability of additional resources for
social development programmes;
(d) Impact on industrial and economic development of the State;
(e) Measures proposed to safeguard the service interests of employees,
including past and future terminal benefits; and
(f) Involvement of the civil society to launch a campaign against theft and
misuse of electricity. Mobilising eminent citizens to endorse through
media the need to put a restraint on prevalent wrong practices in the
power sector and promote voluntarism in helping the law enforcement
agencies.
6.3.12 In order to take forward the reform to success, it is imperative to put in place a
competent, practical and target-oriented communication strategy, to be
developed with the help of media experts. Encouraging consumer advocacy
groups and sharing of information would create better participative space and
lead to better understanding of the reform, including the regulatory process, by
the civil society at large.
6.3.13 Role of the Media
Ministry of Power would do well to coordinate the campaign to be carried out
jointly with the State Governments and distribution companies and target all
stakeholders, both in the urban and in the rural areas.
6.4 Consultancy Support
6.4.5 Good consultancy support in the initial and transition phases of the
restructuring process is an essential requirement for its success. The States now
engaged in the restructuring exercise should take recourse to such consultancy
support.
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