Team Blitz India
NEW DELHI: Ahead of the 100th episode of Prime Minister Narendra Modi’s monthly radio programme Mann Ki Baat, a survey report of the Indian Institute of Management (IIM) Rohtak states that nearly 96 per cent of the population is aware of the programme.
These figures have been collected by an exhaustive study which was commissioned by Prasar Bharti and conducted by IIM Rohtak. The findings of the study were released at a press conference by Gaurav Dwivedi, CEO, Prasar Bharti and Dheeraj P Sharma, Director, IIM Rohtak.
I&B Ministry statement
The Mann Ki Baat programme has reached 100 crore people who are aware of it and have listened to the programme at least once, said a statement from the Ministry of Information and Broadcasting. Sharma, sharing the details of the study, said that 23 crore people tune in to the programme regularly while another 41 crores constitute an occasional audience that has the scope of being converted into a regular audience.
Sets emotional connect The most prominent reason behind the popularity of PM’s radio programme, according to the survey, is that the “leader is knowledgeable”, “sets emotional connect with the audience”, “leader is powerful and decisive”, “has sympathetic and empathetic approach” and directly engages with the citizens and guidance is also cited as a reason for the trust the programme has established.
Spreading awareness
The study has tried to gauge the impact Mann Ki Baat has had on the population over the 99 editions so far. It states that a majority of listeners have become aware of the Government’s working and 73 per cent are optimistic and feel the country will progress.
At least 58 per cent listeners said their living conditions had improved while a similar number (59 per cent) reported increased trust in Government. Sixty three per cent of people said their approach to the Government had become positive and 60 per cent showed interest in working for nation-building, as per the survey.
The study distributes the audience across three platforms with 44.7 per cent of people tuning in to the programme on a television while 37.6 per cent access it on a mobile device.
