Delhi: ‘Mann Ki Baat’ connects India to Bharat, reveals a special study conducted by IIMC

A study conducted by the Indian Institute of Mass Communication (IIMC) found that 76% of Indian media personalities find Prime Minister Narendra Modi’s ‘Mann Ki Baat’ has played a significant role in introducing the real Bharat to the countrymen.

The programme has initiated a trend where people are more aware of the things in other parts of the country and they have started appreciating them.75% of the respondents feel that ‘Mann Ki Baat’ has emerged as a platform, which introduces grassroots innovators working selflessly to ensure a significant difference in the lives of people living in remote areas of India.

According to IIMC Director General Professor Sanjay Dwivedi, the study was conducted by the Outreach Department of the Institute between April 12 and 25, 2023. A total of 890 persons associated with the media—media persons, media faculty, media researchers and media students—from 116 media houses, academic institutions and universities across the country participated in the study. Of these, 326 were women and 564 were men. 66% of the respondents were between the age group of 18 and 25 years.

Prof. Dwivedi pointed out that the study also tried to understand which issue discussed by the Prime Minister in ‘Mann Ki Baat’ influenced the people most. In response, 40% of respondents mentioned ‘education’, while 26% said ‘information about grassroots innovators’ as the most influential topic.

When the respondents were asked how they listen to the programme if they miss any episode, 63% said they prefer YouTube over other mediums. 76% of the respondents feel that they are a participant in the democratic process by listening to PM Modi on various issues in ‘Mann Ki Baat’.

As many as 32% of respondents said they share their thoughts on the issues discussed in the programme with their family members, while 29% people said they discuss the topics with their friends and colleagues. Another interesting fact that emerged in the study was that 12% people use radio, 15% television and 37% use Internet-based platforms to listen to ‘Mann Ki Baat’.

Recently Prime Minsiter Narendra Modi recorded the 100th episode of the ‘Man Ki Baat’ radio show.

The first episode of Mann Ki Baat was aired on October 3, 2014. It will complete 100 episodes on April 30, 2023. Mann Ki Baat is a uniquein terms of its subject matter, design, interaction, and innovative way of communicating with people and society as a whole. Through ‘All India Radio’, the largest radio network in the world with 262 radio stations, and over 375 private and community radio stations, the Prime Minister of India reaches a vast spectrum of the socio-economically and culturally diverse populace, inspires and energises them not just on social, cultural, and economic issues but challenging problems that the world is facing today, such as climate change, waste management, energy crisis, etc.

With such a colossal impact, Mann Ki Baat has been termed widely (and rightfully so) as a social revolution and finds its solid base in Jan Bhagidari. The programme has been conceived and implemented around the idea of citizen engagement and participation right from the formulation of the name of the show to the choice of subjects and calls to action that Prime Minister includes in this programme. Every episode is a curation of a monthly reminder of the Prime Minister’s unshaken faith in the transformative power of individuals and is instrumental in encouraging Jan Bhagidari in governance.

Throughout its successful course of 99 episodes spanning over eight years, Mann Ki Baat has endeavoured to not only generate awareness in the masses about important issues but inspire them to take action on social and national causes. One of the key features of the programme is the inspiring stories of change-makers who are working relentlessly and selflessly on the ground which not only becomes a source of motivation for them to keep on working but also inspires millions of others.

Since its inception, Mann Ki Baat has emerged as an effective tool of Jan Andolan catalysing social movements involving communities across the nation. The social messages delivered by the Prime Minister in the program become a social media trend in a matter of few hours as well as a mass movement (janandolan) in a few weeks. Swachh Bharat Abhiyan, Beti Bachao Beti Padhao, COVID-19 Vaccination and Har Ghar Tiranga are a few glorious examples of the same.

Another interesting fact that emerged in the study was that 12 per cent of people use radio, 15 per cent television and 37 per cent use Internet-based platforms to listen to ‘Mann Ki Baat’.

Prime Minister Narendra Modi’s radio program ‘Mann Ki Baat’ will complete its 100th edition on April 30. PM Modi addresses the nation through this radio programme on the last Sunday of every month.

The radio program was started on the occasion of Vijayadashami on October 3, 2014, and is broadcast in 22 Indian languages, 29 dialects, and 11 international languages through multiple platforms.