NEW DELHI: The Government has asked the media and entertainment industry to contribute towards creating awareness and showing effective action in the ‘Swacch Bharat Mission’.

Information and Broadcasting Ministry Secretary Bimal Julka said that the Media and Entertainment industry could help in reaching out to people with the right content and effective messaging which would ensure community participation in the ‘Swacch Bharat Mission’.

He added “the M&E Industry has an important role to play in order to make Swacch Bharat a mass movement.  It is essential for all stakeholders to be partners in the drive towards this initiative.”

Julka held a meeting with the stakeholders of the M&E Industry on the Mission here. The stakeholders of the Industry included representatives of News Broadcasters Association (NBA), Indian Broadcasting Foundation (IBF), representatives of FM radio, community radio, Digital Media, Entertainment channels and National Broadcasters including the Public Broadcaster Prasar Bharati.

Quoting the example of Digitisation of Cable TV, where all stakeholders have themselves taken initiatives towards creating awareness, Julka suggested that the Entertainment Industry should bring leading stars together to communicate messages through TV on Swacch Bharat to households.

For the FM radio industry and community radio stations, Julka appealed to create region specific and event specific programmes on the Swacch Bharat Mission.

He has also appealed to the Digital Media Industry to play Swacch Bharat messages across various theatre screens in the country, to make people aware about the initiative.

Representatives of the industry extended their support to carry forward the initiative and shared their views and suggestions in order to create an effective multi-media campaign which would translate ‘information into action’ towards fulfilling the Prime Minister’s vision on “Swacchchhata”.