MANN KI BAAT ON AIR : AN OVERVIEW

Hon’ble Prime Minister, Shri Narendra Modi, evolved a unique way to interact with the fellow countryman every month through the most potent medium of information dissemination-All India Radio, under the programme titled ‘Mann Ki Baat’. In this programme, he shares his views and thoughts candidly on the different themes with the people of India. This is the first time in the history of Indian broadcasting when the Prime Minister of such a vast country chose All India Radio to voice his thoughts and concerns in such an informal and intimate way so that he could reach the unreached. To ensure the maximum possible coverage, the programme is broadcast by the entire AIR network encompassing Medium Wave, Short Wave, FM Rainbow/Gold, Vividh Bharati and Local Radio Stations; Regional language versions on respective regional networks of AIR; Doordarshan; Regional language versions on respective regional networks of Doordarshan; Private Radio channels; Private television channels; DTH players; Doordarshan’s regional language versions; Audio broadcast on DTH (Free Dish); YouTube of All India Radio; AIR website and Live streaming on FM Gold, FM Rainbow, Vividh Bharati, Urdu Service etc.

The maiden episode of “Mann Ki Baat” went on air on the auspicious occasion of Vijaydashmi, on 3rd October 2014. Since then Thirty-Eight  episodes have been broadcast. The latest thirty-eighth episode was broadcast on 26th November, 2017. Normally the programme is broadcast on Sunday. 

On an average 131.1 Million people are listening to PM’s ‘Mann Ki Baat” broadcast on the different channels of All India Radio. Over the months, he touched upon many topics which nobody hither before considered important namely, issues like preparing for the exams, farmers problems, skill development, unity among the young people of the world, specially abled children, cleanliness, menace of drugs, road safety, organ donation and many more. His uncanny ability to connect with the masses was laudable and the people admired his humility in inviting suggestions from the listeners and in seeking inputs for his Independence Day Speech. 

Feedback is an important component of broadcast without which communication cycle is incomplete. With this in view, a system was evolved to get regular and quick feedback from the wide spectrum of audiences spread across the country. This could be made possible with the help of regular telephonic survey conducted by Audience Research Wing of All India Radio. Findings of the survey are given as under:

In order to gather feedback of the people, a Quick Feedback Survey (QFS) was launched simultaneously from the second episode of “Mann Ki Baat” broadcast on 2nd November, 2014. On an average a sample of 100 respondents in the age group of 18 years and above is drawn randomly from each station’s primary coverage zone covering 27 stations spread over 21 states across the country. In this manner, 2700 respondents in all were covered in each survey, from both rural and urban areas.

On an average, more than half of the population (65.3%) of the country were aware of the broadcast and 25.6% listened to it. In other words, approximately 50.0% of those who were aware of it listened to the programme. The highest listening (33.2%) was observed for the 20th September, 2015 broadcast. During the past thirty seven months, listening hovered around 30.0%. In the media scenario today, with high proliferation of radio/TV channels and attendant fragmentation of audiences, rating of 30.0% is admittedly high, a testimony to the enduring popularity of “Mann Ki Baat”. 

The estimated number of listeners on different electronic media for each broadcast of “Mann Ki Baat” w.e.f 14th December, 2015, to 26th November, 2017, the data for earlier three broadcasts is not available. The national average of listeners of the above 38 broadcast comes out to be 248.90 Million. This means that on an average about 250 Million people are listening to“Mann Ki Baat” programme across the country, taking together all available electronic media. Maximum listening (306.24 Million) was recorded for 24th April, 2016 broadcast. The reach of “Mann Ki Baat” have decreased on all the media units except on Private FM.

AIR Channels was the main source of listening (19.9%) to“Mann Ki Baat” programme across all the episodes broadcast so far, followed by Doordarshan(6.3%), Private TV(4.5%),whereas Private FM Radio and Internet/Social Media gathered very less percentage as a source of listening.