From time to time, the government advertises its achievements in the media, which is paid for by the Department of Advertising and Visual Publicity.
However, on the occasion of International Yoga Day on June 21, it will be the media’s turn to partly subsidise Prime Minister Narendra Modi’s efforts to mark the day with extensive coverage of the spectacular show where people will try out different postures in return for good health.
The Information and Broadcasting Ministry and the Health Ministry have sought the help of broadcasters, FM radio stations and community radio stations to make the day a spectacular success.
Ensure coverage for Yoga Day, Ministry letter tells media
In a letter to broadcaster, the I&B Ministry says: “All TV channels, FM stations & community radio stations may like to promote International Yoga Day by carrying special features or in any other befitting manner during the period leading to the occasion.”
“The forthcoming June 21 will be the first IYD and hence it will hold special significance for India, particularly when the practice of yoga is associated with our country and IYD has been declared at the initiative of our country,” the letter says.
The letter was followed by a meeting on June 2 with representatives of the Indian Broadcasting Foundation (IBF), the News Broadcasters Association (NBA) and heads of radio organisations. Broadcasters who attended the meeting said they had impressed upon the government that “this would be a one-off case”.
Interestingly, news channels have been asked to do special interviews with specialists to popularise yoga. The IBF, it is learnt, has asked channels to furnish details and advertising slots to popularise yoga. A broadcaster said most of them will comply as the I&B Ministry is the licensing authority.
