Connecting People & Government - Diksha

IEC & Training
Connecting
People
&
Government

The vision of Ministry of Rural Development in
Government of India is to achieve sustainable and
inclusive development of rural India.

Eleventh Plan Vision
S. No. Goals Targets
1 Income and
Poverty
i. 9% GDP growth rate
ii. 4% Agriculture growth rate
iii. Create new work opportunities
iv. Reduction of educated unemployment to less than
5%
v. Reduction in poverty by 10%
2 Education i. Reduction in drop-out rate to 20% (elementary
level)
ii. Ensure quality education and ensure minimum
standard of educational attainment
iii. Increasing literacy rate to 85%(7 years +)
iv. Reducing gender gap in literacy by 10% points
v. Increasing higher education enrolment to 15%
3

Eleventh Plan Vision
S.
No.
Goals
Targets
3 Health i. Reduction in IMR to 28
ii. Reduction in MMR to 1 per 1000 live births
iii. Reduction in Total Fertility Rate to 2.1
iv. Clean drinking water to all – no slip backs
v. Child (0-3 yrs) malnutrition to be halved
vi. Anemia among women and children to be
halved
4 Women and
Children
i. Raise Sex ratio to 935 for 0-6 yrs age group
ii. Ensure 33% beneficiaries of government
schemes are women and girl children
iii. Ensure no compulsion to child labour and
enjoyment of safe childhood
4

5
S.
No.
Goals
Eleventh Plan Vision
Targets
5 Infrastructure i. Ensure electricity connection to all villages and
BPL households
ii. Ensure reliable power
iii. Expand irrigation coverage
iv. Ensure all weather road connection to all
habitations with 1000 and above population (500
and above in hilly and tribal areas)
v. Connect every village by telephone and provide
broadband connectivity to all villages
vi. Provide housesites to all and houses to all poor
6 Environment i. Increase forest and tree cover by 5% points
ii. Clean river waters
iii. Increase energy efficiency by 20 % points

Ample Funding
• Central Government implements a
large number of welfare &
development programmes in rural
areas
• Over 250 programmes are
implemented at the District level
• Total Government spending for
rural areas is nearly Rs.8,00,000
crore.
• MoRD + MoDW have an outlay of
Rs 87,800 crore

Changing RD landscape
Progressive increase in budget in past 5-6 years
Programmes made more demand driven in nature
Universal Coverage being aimed
Participatory model needs to be established firmly
Need for organizational adaptation at Central & State
levels to focus on
Transparency
Accountability
Convergence
Innovation
Outcome
Next Generation
Sustainability

Multi-tier Flow of Programme
Services & Feedback
Central
Government
State Government
34
Districts 625
Blocks - 6,500
Gram Panchayats
2,50,000
BNVs, SHGs
1,00,00,000
Households
16,00,00,000

Reaching Out
Policies are
framed by
the
Government
to improve
the quality of
life of the
people
Success of the
policies depends on
proper
understanding of the
policies by the
people and efficiency
of local
administration

Performance
Building right attitude for
higher performance
Willingness to perform beyond
expectations, emotional
engagement with work
Grudging compliance,
deviance, misuse of office
E
Expected Performance Level
Negative Neutral Positive
Attitude

Development Challenges
• Poor Organizational agility
of States to respond to
new development
strategies / initiatives
• States tend to blame the
Centre for their follies
• Lack of knowledge
/awareness among the
beneficiaries about
entitlements and
processes
• Limited people’s
participation and inactive
gram sabhas
• Limited capacity for
delivery of public service at
District / Block / GPs
• Poor Training & IEC
support

Do they have wrong end
of the stick
“To improve education, health and
nutrition requires motivating and
monitoring the legionnaires out in the
rural schools, clinics and outposts of
officialdom, where the Central
Government has little sway. Central
Government has, for example,
increased spending on schooling and
passed a law giving everyone the right
to an education. Now it is up to State
and local authorities to ensure that the
money gets spent in the right places and
teachers are held to account for
showing up and teaching well.”
- The Economist

“All the wealth of the world cannot
help one little Indian village if
the people are not taught to
help themselves. Our work
should be mainly educational,
both moral and intellectual.”
Recalling the Prophetic Quote of
Swami Vivekanand

Educating People :
Critical Success Factors
BPL Survey
Criteria for inclusion & exclusion, role of enumerators, gram sabha, raising objections, appeal, etc.
MGNREGA
IWMP
To have timely provision of work, wages; to identify permissible works and prepare labour budget; to get worksite
facilities; get compensation in case of accidents & deaths; organization of social audit, timely redressal of grievances
Watershed Committees, Gram Sabhas, User Groups, SHGs need to have clarity of roles and to obtain support from
PIAs to perform their roles
PMGSY
Land occupiers to allow road construction by facilitating removal of encumbrances from land
SGSY / NRLM
To develop livelihood opportunities by development of skill, business enterprise, to repay credit due, to work together
in group to expand thrift and business
Total Sanitation Campaign / Drinking Water
IAY
To avoid open defecation and develop good hygiene for healthy living, proper maintenance of tubewells
Understand the criteria for selection of beneficiaries, access to housing loan, land.
Village Vigilance & Monitoring Committees
To understand programmes and monitor the quality of implementation

Choosing Appropriate Tools :
Findings of the Study on the
IEC Campaign in 2009-10
• Access to TV : one-third of the households own TVs, half of them are
connected to satellite, very few have cable connections, those who do
not own TV watch it with neighbours or relatives.
• Access to other media : 27% of men and women have access to
radio.
• 52% read newspapers, 70% listen to folk songs, 75% watch street
plays, 69% mike announcements
• 30% were exposed to MGNREGA messages, 64% actually saw the
messages titled Hindustan Ki Guarantee
• One-fifth obtained job cards after watching the campaign
• Exposure to the channels confined only to C&S households

Lessons from
Lab-to-Land Initiative
• Weekly visit by APARD officials to the village between 7-9
pm in the evening for holding meetings and screening of
training films on RD programmes led to significant
awakening of the rural community and induced them to
join as BNVs.
• The BNVs became active catalyst of social reform by
promoting prohibition, afforestation, micro level planning,
mutual help, access to health care, education and
creation and management of rural community assets

IEC Vision
• Identify programme-wise IEC themes and appropriate medium for
dissemination of the same
• Create an IEC model that ensures :
(a) awareness generation by dissemination of ‘identified themes”
(b) communication between the various actors involved and the end
users of information
• Effective and timely implementation of the IEC Plan
• Build up partnership with States / Districts / NIRD / SIRDs
• Convergence with other social sector ministries having stake in rural
areas
• Restructure the IEC Division in terms of Manpower, role,
infrastructure both at Centre and State levels

Collaborative IEC approach
An elaborate IEC Strategy / action Plan has been drawn up
at the central level.
Gram Sabhas / BNVs and Panchayats made focal points
SIRDs to supplement/ compliment the Central IEC efforts and
to address to micro-level IEC needs up to Gram Panchayat
level
Replicate /adapt in regional languages central IEC templates
& develop local content
Develop IEC kits for village level workers, Bharat Nirman
volunteers, grassroot PRI representatives
Develop awareness on all programmes under implementation
in rural areas and promote people’s participation in planning,
implementation & monitoring

People’s
Involvement
Programme
Goals
Responsive
Administration

Collective
Consciousness
Plan of
Action
Knowledge
People’s
Involvement
Commitment
Unity

Team Work
Values
Delegation
Resources /
Infrastructure
Clear Goals
Responsive
Administration
Champions

COGNITIVE PROGRESSION
MAKE OR BREAK
Champion
Collaboration
Commitment
Identification
Understanding
Deviance
Awareness
Contact
Ignorance
TIME
Alienation
Misunderstanding
Dissidence
Disruption

Effective Communication
Information
Co
mm
unic
ator
Informed &
Educated Village
Community
(Effective Communication
leading to understanding &
actions)
Communicator
Village Meetings , screening of RD Films at Village
every week, BNVs, interaction with community for
handholding

Way Forward
• Generate awareness regarding entitlements
processes among the beneficiaries
• Create adequate programme
literacy to enhance articulation
of demand for services
• Enhance the understanding
and capacity of the frontline
implementers
• Enhance people’s participation
in the decision making process
In short, create a Knowledge & Innovation Community

Focus Village Approach
1. Constitute State and District level Core Committees with Line Depts,
Banks, etc.
2. Select Village and form Core Group at Block level : BDO, Extension
Officers, Line Depts, LDM, Bank manager, GP Sarpanch, Ward
Member of select village, others
3. Train Core Group
4. Develop or Collect IEC / Training materials – films, posters,
pamphlets, etc.
5. Fix dates for focused group discussions and screening of films at
village on development issues
6. Identify & train Bharat Nirman Volunteers (BNVs)
7. Hold oath taking ceremony for BNVs
8. Form new or revamp existing village level sectoral committees with
BNVs, PRI representatives, village level government functionaries,
others
25

Focus Village Approach
9. Prepare Village Development Plans (VDPs) in consultation with Line Depts –
identify activities / projects / beneficiaries, estimate cost, prepare budget–
natural resources management – fallow, pasture, barren, farm and ceiling
surplus land, watershed development, vermicomposting for solid waste
management, water management, forest development, livelihoods, poverty
reduction, improve agriculture , fisheries & AH, financial inclusion,
health/nutrition (reduce IMR, MMR, birth rates), education, literacy, drinking
water, sanitation (open defecation free), rural marketing, social security, skill
development, roads, tanks, electricity, GP resources through taxes, fees, etc.,
communications (wallnewspapers)
10. Draw resources from ongoing programmes, implement VDPs & Track
Progress using monitoring indicators, give feedback to Banks/Line Depts
11. Document (print & video) processes
12. Create Interns / Master Trainers out of BNVs and disseminate.
13. Successful villages used as Training Centres.
26

State-wise BNVs
S. No. State No. of BNVs
1. Andhra Pradesh 2100
2. Assam 500
3. Bihar 139
4. Chhattisgarh 558
5. Gujarat 447
6. Haryana 7431
7. Himachal Pradesh 296
8. Karnataka 625
9. Kerala 86
10 Madhya Pradesh 589
11 Maharashtra 1514
12 Manipur 200
13 Mizoram 14
14 Orissa 3104
15 Punjab 725
16 Rajasthan 617
17 Sikkim 3
18 Tamil Nadu 1016
19 Uttar Pradesh 244
20 Uttarakhand 385
21 West Bengal 83
Total 20676

BNVs in News

BNVs in News

BNVs in News

BNVs contributions
– Shramdaan to build roads, tanks &
to clean up streets
– Free eye camps, village library
– Summer coaching for school
children
– General Health Check up
– Put drop outs back to school
– Helped people get death
certificates, ration cards, OAPs, Job
Cards, free agricultural implements,
guided people how to follow
government procedure to obtain
services from government
– Collected surplus foodgrains from
village and redistributed among the
poor
– Unification of warring factions
– Neutralized vested interest groups

1. Public access to Government
Offices eases
2. Improved penetration in remote
villages of local administration
3. Gram Sabhas & People take charge
of preparation & monitoring of
plans
4. Curbing of corruption, leakages and
misuse of programmes by proper
management of projects and
beneficiaries with instant ground
truthing
5. Helping hand to the local
administration in disaster
management, execution of
programmes, redressal of
grievances, conduct of enquiries,
etc.
6. Genuine beneficiaries get the
support and middlemen are avoided
7. Facilitation in dissemination of new
technology, best practices and
innovations
The BNV Effect

Impact of BNV at grassroots
• Organisation of a strong group to support Panchayats and
programmes
• Better delivery of Government Programmes
• Reduction in Rent Seeking
• Greater transparency
• Empowerment of the weaker sections
• Empowerment of Panchayats
• Conflict resolution and reduction
• Re-generation of community spirit
• Real Government of the people, for the people, by the people.

BNV Logo
The three colours signify the rural
resurgence with Bharat Nirman
The image of one person at the
center reflects the identity of Bharat
Nirman Volunteer as a friend of the
people & government
The images of other persons
indicate other members of the village
community who rally for village unity,
harmony and development
The values of ‘Yagya, Danam,
Tapah’ imbue the actions of the
community for unity, harmony &
development

Start Up Execution Harvest
• Identify District, Block,
Village
• Identify Stakeholders
(BNVs, LDs, PRIs, &c.)
• Map Stakeholders’
interest and engage
• Communicate,
Cooperate & Commit
Pre-Incubation
Stage
Incubation
Stage
•Training
of
stakeholders in SIRD /
Block
• Agree on Key Result
Areas, Actions,
Milestones, Success
Indicators
• Implement Plan
• Reflect, Adjust and
Standardize
• Reward and
Felicitate
• Document
processes and
results
• Benchmark,
Disseminate,
Expand
Post-Incubation
Stage

ID Performance Metric Yes Likely Can’t
Say
No
1. Have BNVs been trained to work with the people,
PRIs and Line Departments to improve the quality
of life of the households attached with the BNVs
2 Are weekly visits to the selected village being
made to train people with the help of BNVs to
constitute sectoral Committees for identifying
issues, planning and change management
3 Are the BNVs acting as pressure groups to drive
the change in the rural community
4 Are the people involved in planning,
implementing, monitoring and auditing of the
programmes
5 Are the Line Departments supporting the
formulation and implementation of the plans to
achieve the programme objectives

ID Performance Metric Yes Likely Can’t
Say
No
6 Is the entire process being documented through
films and uploaded on website
7 Are the BNVs being awarded for their meritorious
contribution
8 Has the change process in the village become
firmly entrenched and irreversible
9 Are the events in the village being disseminated
in other villages to inspire them to initiate similar
change process
10 Has a Win-Win situation emerged for all
stakeholders – BNVs, people, PRIs, Line
Departments, District Administration, State and
Central Governments

Development Score Card
Number
of Yes
Number
of
Villages
Score

Raising social consciousness: screening of films
by SIRD on Beacon Panchayats every week

Transfering knowledge and building commitment among
Sarpanch, Ward Members, SHG-leaders, Key functionaries,
Village elders, Opinion makers and representatives of all
political parties

A 5-day Computer skill and spoken English training to
Bharat Nirman Volunteers (BNVs) for upgrading
BNVs’ capacity

Building a cadre of trained Bharat Nirman Volunteers
to steer the village development

Oath of Allegiance
I, a Bharat Nirman Volunteer/Panchayat Member/Villager/Officer, having
solemnly resolved to participate voluntarily in LAB TO LAND Initiative and
strive my level best to bring a holistic and sustainable development of my
Gram Panchayat. I shall try my level best to acquire knowledge on various
state and central government programmes meant for rural development and
see that quality services and benefits are properly delivered to the citizens to
the fullest extent. I will also act as a catalyst to enlighten the people to act
against various forms of evils existing in the society and shall endeavor to
build a Knowledgeable and Empowered Community in my village/Place where
I am working. I shall make every effort to make my Village globally known for
the transformation it is going to bring in near future.
44

BNVs preparing microplans
for village development

Capacity Building by skill development through
networking: BNVs underwent 9 days training on Bee keeping
at Pedavegi of West Godavari district
92 people from Cheeded village visited
Gangadevipalli Gram Panchayat in
Warangal district

EXPOSURE VISIT OF FARMERS TO ENHANCE LAND
PRODUCTIVITY NOMULA VILLAGE ON NPM AND SRI TYPE
OF CULTIVATION

Total Convergence Projects-INRM
Planning for every rural household to maximize household income and
expand farm production

Low Cost Poly House- Sabji Kuti
Why - Crop diversification , sustainable livelihood
Features Traditional Low cost
Construction cost 70,000 Rs 15,000 Rs
Raw Material
Bricks, Iron rod, Iron
frame, Steel tubing
Bamboo, wooden pole,
PVC Pipe

BNVs have conducted household survey and found 139
houses do not have IHHLs . All were sanctioned and are
under construction

BNVs facilitated conducting blood test for
haemoglobin levels among women
60
50
59 60
47
Haemoglobin
Level
among
women
40
30
20
15
10
3
5
0

Building Social Commitment:
Liquor Prohibition

NIRD provides technical support to build Cost
Effective Bharat Nirman Rajiv Gandhi Sewa Kendra
Approved cost 10 lakhs : saving 2.20 lakhs

CREDA BioMass Gasifiers to MDM SHGs and
Biomass units in L2L Block
• All Schools and
Anganwadis in L2L block
covered by biomass
gasifiers (support from
MDM Cooking utensils
budget
• 1000 biogas units taken
up

E- Munshi: a tool for SHG Promotion
• 10-20 poor women in a neighbourhood form
SHG for mutual help, financial intermediation,
livelihood enhancement & empowerment
• Important systems:
– Weekly meeting
– Simple but sound method of record keeping
– Cash box & Key system
– Intra-lending out of savings
– Weekly interest payment
– Computerized accounts
• Platform for planning & implementation of
livelihood activity.
• Linkage with Bank & other mainstream
organisation.
• Panchayat level cluster to reinforce solidarity
and influence the mainstream.

Dhamtari Mitan- Lowcost Sanitary Napkins
Training for SHGs in production and packing
Challenges
Lack Of Awareness about Menstrual
Hygiene
Lack Of Availability of napkins in rural
areas
Affordability of Napkins of MNCs
Unemployment & lack of skills
Innovation
Low Cost Processes Using same raw
material as MNC products.
Concept Of Resident Dealers (All
Anganwadi workers made RDs)
Subsidised Napkins to School
Children at Rs 1 per pad.

Completely Hygienic Production
and Packaging

LOW COST SANITARY NAPKIN PRODUCTION UNIT _Bhanpuri Dhamtari

School Children taught about menstrual hygiene , necessity of napkin
usage Revolving fund for napkin procurement Napkin at a subsidised
cost at 1 rs. Per pad
Production
Cost
• Rs. 13 per pkt
MNC
Napkins
costing min
Rs. 50
Selling
Price
• Rs 16
• Rs. 2 per pad
Retail
Price
• Rs 20
• Rs. 2.50 per pad
Dhamtari
Mithan at
Rs. 1 per
pad
2 production SHGs ,200 RDs and 30000 napkins sold till now
……

Banking Correspondent Success
Lab To Land Block – Nation’s
1 st 100 % BCM Block (Magarlod
in Chattisgarh)
91326 account opened
14.16 crore disbursed
Pension Beneficiaries
are covered
BCM Counters or Financial
Services Extension Counter at
every GP.
Micro insurance coverage to
MGNREGS workers (Jeevan
Mangal)
47 GPs covered,8170 policies -
15 Madhur Bima Grams…

PMUs at SIRDs and Blocks
Unit cost in
Rs.
No. of
Units
Cost in Rs.
Principal Consultant 100000 1 100000
Senior Consultant 80000 1 80000
Consultant 60000 2 120000
Programmer 20000 2 40000
Travel & Communications 100000 1 100000
440,000
Total Cost per annum 147,840,000
Community Knowledge Manager at
Blocks /1 lakh population 40000 6450 258,000,000
Grand Total Cost 405,840,000

Role of PMUs in SIRDs
• To maintain liaison with Central, State Governments and
Districts
• To supervise the functioning of the block level CKMs.
• To assess requirement of IEC for rural communities
• To develop and distribute IEC materials in local idiom and
according to local requirements.
• To facilitate settlement of grievances through the CKM.
• To promote the organization of the cadre of BNVs for
dissemination of knowledge and promoting initiative in the
rural communities.
• To assist the SIRDs in organization of training programmes,
workshops and seminars for capacity building.

Role and responsibilities
of CKM at Block level
• To train the GPs, Sarpanches and Ward Members and
BNVs, SHGs in proper use of IEC tools for dissemination
of information
• To organise village meetings every week in a GP
• To screen rural development films in such meetings
• To discuss issues of planning, implementing, monitoring
and audit with rural community
• To facilitate redressal of grievances

National IEC Framework
Television
Radio
Newspapers
to continue to provide
an overarching IEC cover for
RD Programmes and reach out to policy and opinion
makers

IEC Resources
• IEC Allocation during 2010-11 was Rs 58 crores .
• The rural population is 83 crores (2011)
• The IEC allocation works out to Rs 0.75 per year per
person and 0.07% of Total Budget of MoRD
• With this meagre allocation media strategy is unlikely to be
effective.
• There is a need to pool funds from other programme IEC
heads which are available to the Districts / Blocks

IEC BUDGET 2010-11
Source
Management support
Mahatma Gandhi NREGA
SGSY
IAY
LR
TSC
Total
Amount
Rs. 40.00 crores
Rs. 2.00 crores
Rs. 5.00 crores
Rs. 5.00 crores
Rs. 2.30 crores
Rs. 4.00 crores
Rs. 58.30 crores

Media-wise expediture
2010-11
Media
Television
Radio
Press
Allocation
Rs. 36.55 crore
Rs. 10.54 crore
Rs. 5.00 crore
Print
New and Emerging
Total
Rs. 3.51 crore
Rs. 3.51 crore
Rs.59.11 crore

IEC Achievements 2010-11
1. Produced 372 films of 30 minutes duration each on different RD
programmes showcasing best practices for telecast on private
television channels in BPL dominated states in North India.
2. Strengthen the localized IEC activities through SIRDs/DFP/DAVP
and also supplementing the same through BNVs.
3. Printed leaflets/FAQs for all the 9 programmes in Hindi, English
and other vernacular languages and distributed up to Gram
Panchayat level.
4. Undertaken round the year dissemination campaign through
broadcast of audio video spots on 197 stations of AIR and 22
Doordarshan Kendras to reach out population upto Gram
panchayat level.
5. Supplementary campaigns were also carried out on private C & S
channels in states having higher C & S penetration in rural areas.

IEC BUDGET 2011-12
Source
Management support
Mahatma Gandhi NREGA
SGSY/NRLM
IAY
LR
TSC and DWS
Total
Previous years liabilities
Amount
Rs. 35.00 crores
Rs. 1.00 crores
Rs. 1.00 crores
Rs. 5.00 crores
Rs. 3.00 crores
Rs. 10.00 crores
Rs. 55.00 crores
(-) Rs. 4.00 Crores

IEC Plan for 2011-12
Media
Amt in Rs.
1 Television
i) Doordarshan 8 Crores
ii) C&S Channels 2 Crores
Sub total 10 Crores
2 Radio
i) AIR 8 Crores
ii) Private FM 1 Crores
iii) Community Radio 1 Crores
Sub total 10 Crores
3 Outdoor Publicity (through SIRDs) 22 Crores
4 Press 4 Crores
5 Print 2 Crores
6 New and Emerging 2 Crores
7 Administrative Cost 1 Crores
TOTAL 51 Crores

Proposed activities 2011-12
Media
1. Television
(i) Doordarshan
(a) One regular round the year campaign on DD News (2 spots per day with
evening Hindi news)
(b) 4 campaigns on 22 DD Kendras for 30 days each with upto 5 spots per day.
(c) One weekly video magazine programme “Grameen Bharat” from capital
stations of Doordarshan.
(d) Production of the weekly video magazine programme for 22 kendras through
NFDC
(e) Production of 2 video spots each for 7 major programmes through NFDC.
(f) National Quiz Programme for BNVs and PRIs
(i) Private C & S channels
(a) One regular campaign on Lok Sabha Channel throughout the year with upto
five spots. (Rs.0.50 crore)
(b) One campaign of 60 days on National News Channels in Hindi. (The
campaign to be split into 4 parts of 15 days each) (Rs.1.20 crore)
(c) Two campaigns on private regional channels (Rs.2.20 crores)

Proposed activities - 2011-12
2. Radio
(i) All India Radio
(a) One regular round the year campaign on AIR (4 spots per day with morning
and evening Hindi national news bulletin)
(b) 4 campaigns of 30 days each to be spread over the whole year from 197
AIR stations.
(c) One weekly sponsored radio programme of 30 minutes duration from
capital stations of AIR.
(d) Production of the above weekly sponsored programme through NFDC.
(e) Production of 2 audio spots each for 7 major programmes of the Ministry.
(i) Private FM radio channels
(a) Round the year campaign based on audio spots.
(i) Community Radio
(a) One round the year campaign based on audio spots from functional CR
stations spread over the country.

3. Press
(a)
(b)
Release of press advertisements (one quarter page advertisement on state
specific issues) on each scheme.
Press tour through PIB (States to be decided in consultation with PIB and
Programme Divisions)
4. Print
(a)
(b)
(c)
(d)
(e)
Printing of programme-wise guidelines/ leaflets/ pamphlets/FAQs/ brochures/
posters etc. in Hindi, English and regional languages through DAVP/ empanelled
printer/ SIRDs
Printing of Grameen Bharat Newsletter.
Support to Kurukshetra magazine.
Printing of Annual Report.
State specific wall Calendar.

Special area specific IEC strategy
shall be adopted
for states in North East, J & K and
LWE affected states

Wall newspapers
Mobilization of volunteer (per person)
Rural Development Week
Screening of films per screening
Leaflets
Panchayat Level
IEC Activities
Village Meetings - 50 participants per day - 2 meetings per month
Wall Painting - 40 sq ft
Posters
Calendar
Hoarding - 200 sq ft on flex
FAQs - four folds for 9 programmes @ Rs 4 per FAQ
Pamphlets - up to 20 pages
Brochures - up to 15 pages
Soochna Sampark melas - 100 participants per day - once in two months
Quiz programmes - 50 participants
School level IEC programmes
Puppet shows
Folk dance & drama
Documentation by video volunteers

Present IEC structure
1. Joint Secretary (from IAS)
2. Director (from Indian Information Service)
3. Deputy Director (from Indian Broadcast Service)
4. Under Secretary (from Central Secretarial Service)
5. Section Officer (from Central Secretarial Service)
6. Assistants – three (from Central Secretarial Service)
7. Photographer
No organised IEC infrastructure available at the
state and district level.

Strengthening IEC
infrastructure
• Take state governments/districts/SIRDs on board, also
involve select NGOs, professional agencies.
• Alongside, need for taking professional agencies on
board is also felt for execution of IEC activities upto
panchayat level.
Hence, an EOI to select professional agencies has
been floated

Tasks to be performed
by Professional Agencies
1. Media Planning and Budgeting after analysis of target group
characteristics and media reach.
2. Development of IEC printed materials in Indian languages with
field testing
3. Distribution of IEC material upto GP level.
4. Roll out of Audio-video material
5. Outdoor publicity activities
6. Publicity through mobile phones - SMSs and voice mail
7. Establishment and management of Helpline
8. Setting up and management of Rural Development TV channel
9. Website design management
10. Public Relations Management - Workshops / Seminars/
conferences etc
11. Setting up Community Radio by SHGs / PRIs
12. Monitoring & Evaluation

Training Organizational
Design
MoRD
DoPT
NIRD
ATI
SIRD (18)
SIRD (10)
ETC (89)

Training Overview
1. MoRD responsible for capacity building of elected PRI members, RD
functionaries, volunteers, CBOs, NGOs, etc. of about 1 crores.
2. Network of NIRD, 28 SIRDs and 89 Extension Training Centres undertake
training of about 20 lakh; unable to meet the training load. GOI provides
100% assistance for five core faculty members of SIRDs and Rs.10 lakh
each for ETCs p.a.
3. Need for District Training Centres with five core faculty and infrastructure.
4. Additional five core faculty and a Documentation Centre in each SIRD.
5. Regional Centre for Rural Development under NIRD in Jaipur on livelihood
issues.
6. Partnership with IGNOU for setting up Block level Training Centres with
ICT enabled training.
7. CGARD Centres and Rural Technology Park in States.
8. Development of Quality Modules and Ready to Use Mode.

NIRD Achievements
Amount in Rs crores
Number
120
100
80
60
40
20
0
925
Allocation
Release
554
367
2008-09 2009-10 2010-11
1000
900
800
700
600
500
400
300
200
100
0

1. NIRD conducted 975 training
programmes in 2010-11
2. Rs 105 crores was released to
NIRD
3. One year Post Graduate
Diploma in Rural Development
Management (PGDRDM)
completed by NIRD in August,
2010. New Batch started.
4. For revamping of NIRD a
Committee set up under Dr
Y.K. Alagh
5. Bill on National Rural
Development Training
Authorities drafted

What SIRDs do …
1. SIRDs trained 17.2 lakh
persons in 2010-11
2. SIRDs conducted 41,030
training programmes
3. SIRDs are building capacity
of States for inclusive and
sustainable development
under Lab-to-Land Initiative
4. SIRDs mobilizing Bharat
Nirman Volunteers and
deploying them for
programme implementation

Participants
2000000
1800000
1600000
1400000
1200000
1000000
800000
600000
400000
200000
0
SIRDs / ETCs Achievements
Programmes
Participants
2008-09 2009-10 2010-11
Programmes
45000
40000
35000
30000
25000
20000
15000
10000
5000
0

Training in 12 th Plan
SL.
No
Components
Description
1. Expansion of SIRDs In SIRDs, induction of five more core faculty members and documentation
centre comprising one Editor, one Camera Man, and one Director – support
for MIS by placing two Programme Officers.
2. Establishment of District
Training Centres
Already exist in U.P. In 48 Districts. Need to be established in remaining
districts of the country to cope with increasing in training load. Five core
faculty and infrastructure planned.
3. Establishment of Regional
Centre of NIRD at Jaipur
To be established as a Global Centre of Excellence on livelihood issues.
4. Setting up of CGARD Centre
and RTP in all States
5. Distance training through
IGNOU
6. Development of Quality
Modules
Proposed on the lines of those existing in NIRD. To be established in States
with technical assistance of NIRD.
Partnership with IGNOU planned to set up Block Level Training Centres with
latest ICT enabled training and educational infrastructure to deliver training
programmes through master trainers and e-learning materials.
Need to do the Quality Modules in Ready to Use Mode for different themes
with components such as objectives, expectations, course materials, best
practices, evaluation, etc.

Budget for 12 th Plan Training
Sl.
No. Item Estimated Cost for 2012-17, Rs in crores
2012-13 2013-14 2014-15 2015-16 2016-17 Total
1 NIRD
Existing Operation 115.5 127.05 139.755 153.7305 169.1036 705.1391
Expansion 20 25 10 15 15 85
2 Jaipur RD Center 120 80 11 12 14 237
3 SIRDs
Existing Operation 30 33 36.3 39.93 43.923 183.153
Expansion 40 44 48.4 53.24 58.564 244.204
4 ETCs 0
Existing Operation 16 17.6 19.36 21.296 23.4256 97.6816
Expansion 865.5 952.05 1080 125 137.5 3160.05
5 Distance Training with IGNOU 550 605 665.5 732.05 805.255 3357.805
6 CGARD in States 7 5 0.10 0.15 0.20 12.45
7 RTP in States 20 8 5.6 5.6 5.6 44.8
8 Quality Training Materials 1 1.1 1.1 1.1 1.1 5.4
Grand Total 1785 1897.8 2017.115 1159.097 1273.671 8132.683

National Team for
Training & IEC