Bhubaneswar: Radio jingles, videos on television and on mobile LED screens at village-level – these are some of the Information Education and Communication (IEC) tools being used to spread awareness about the newly-launched KALIA Scheme among farmers.
Two jingles, based on KALIA Scheme and Process, are already being aired six times each, across 14 All India Radio (AIR) stations in Odisha on the AIR Primary Channel. They are also aired 10 times a day on Vividh Bharati, Rainbow FM of AIR and other private FM channels across the state, reaching out to nearly one crore listeners in a single day.
Apart from radio, IEC videos in the form of television commercials (TVCs) are reaching out to more than 80 percent population of Odisha through seven news channels, two entertainment channels and Doordarshan. Both are aired 10 times each every day, making it 200 TVCs on a single day. While the TVC on KALIA Scheme connects to the listener on the overall benefits of the scheme, the other one on KALIA Process talks about how a farmer can register himself/herself to the new scheme.
With the IEC strategy and use of videos in Sambalpuri and Desia languages, more and more farmers are getting attracted to join the KALIA Scheme. Thousands of farmers are queuing up in front of Gram Panchayat offices to get the “Green Forms’’.
These videos in the two important regional languages will also be used during the PEETHA (Peoples Empowerment – Enabling Transparency and Accountability of Odisha Initiatives) programme at Gram Panchayat-level on KALIA Scheme.
Videos on KALIA Scheme in regional languages are also being posted on social media platforms.
KALIA BARTA UPDATE
KALIA Barta, an innovative information service by the Odisha Government to facilitate dissemination of information to farmers about the newly-launched KALIA Scheme, has added more than 1.82 lakh farmers till date.
While more than 14.28 lakh SMSs were sent to people wanting to know about the KALIA Scheme, by this afternoon, more than 3.05 lakh people had visited the websitewww.kalia.co.in to know more about the new scheme for farmers.
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