Mann ki Baat" is the PM Modi's monthly radio address. It is broadcast on the last Sunday of every month. The program is broadcast on the entire network of AIR and Doordarshan and also on AIR News and mobile ap. It is also aired in various regional languages, along with the original Hindi address across the country. This broadcast of PM has increased the popularity of AIR and DD.
Besides, 34 DD channels, nearly 91 private satellite TV channels broadcast this radio programme throughout India. It had recorded 11.8 crore viewership and 14.3 crore reach in 2020.
The broadcast also had some uniqueness. The January 2015 edition of Mann Ki Baat, was co-anchored by the visiting US President Barack Obama with PM Mod . It PM Modi’s message on diplomacy, to showcase his equation with Obama and the Indo-US bonhomie. Interestingly, Obama fielded most questions in this episode. “There should be an e-book made of the talk between Barack and me today. I hope the organizers of Mann Ki Baat will release this e-book,” Modi had said.
Then the entire April 2015 episode was dedicated to the Nepal earthquake. The PM had also spoken about other natural calamities like droughts and floods, including the recent Kerala floods, in various ‘Mann Ki Baat’ episodes.
Each braodcast of Prime Minister Narendra Modi's "Mann Ki Baat" costs the nation Rs 8.3 crore. As such this broadcast has cost the nation more than Rs, 688 crore (to be precise 688.9 crore). In terms of cost & benefit analysis,it helped All-India-Radio earn a whopping Rs 30.28 crore till September, 2020 whereas the union government spent has Rs 7.29 crore on various advertisements issued for the publicity of Mann Ki Baat. From a peak of Rs 10.64 crore in 2017-18, the revenues reached a low of Rs 1.02 crore in 2020-21. It is even lower than what the program generated in the first four months of its launch in 2014-15.
There is no cost & benefit analysis as yet to show how much common men have benefited from the PM's "Mann Ki Baat" broadcast but an AIR survey in 2017 found that the maximum listeners came from the Bihar, Gujarat and Madhya Pradesh; while the states of Andhra Pradesh and Arunachal Pradesh had the lowest awareness.
The main purpose of the "Mann Ki Baat" is to "establish a dialogue with the citizens on issues of day-to-day governance", according to a statement by the Information and Broadcasting Minister in the Rajya Sabha in July 2021.The program is India's "first visually enriched radio program".
The program has been well received by by the urban masses residing in metropolitan cities across the country. A survey in 2014 conducted on the lines of estimating the show's success, in 6 Indian cities including Mumbai and Chennai, indicated that some 66.7% of the population had tuned in to listen to the Prime Minister's address and had found it useful.
A telephonic study carried out by All India Radio a week before the PM's 50th 'Mann ki Baat' found that the campaigns mentioned by Modi which had the most impact on listeners were Selfie with Daughter, Incredible India, Fit India and Sandesh to Soldiers. The most remembered topics were the promotion of Khadi, Drug Free India and Team Tarini.
During the initial phase of Mann Ki Baat, PM made several references to khadi, urging people to buy more of it. It made some impact. "Beti Bachao, Beti Padhao, was Modi government’s famous tagline for saving and educating the girl child, It was a recurring theme in "Man Kee Baat". This theme was many referred to directly, and sometimes through other topics like women doing well in sports and other fields, or in the context of International Women’s Day.
All India Radio also broadcasts a weekly one hour programme based on the prime minister’s ‘Mann Ki Baat’, titled ‘Post Box No. 111’ every Sunday at 11 am, except on days when ‘Mann Ki Baat’ is broadcast.
(Chander Sharma)
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