Onlykashmir.in News Desk
Secretary of the Ministry of Information and Broadcasting, Chanchal Kumar, on Wednesday reviewed the functioning of the Ministry’s various media units at Doordarshan Kendra Srinagar, in a meeting that brought together representatives of Doordarshan, Akashvani, the Press Information Bureau and the Central Bureau of Communication.
During the review, Kumar examined the news and programme content produced by Akashvani and Doordarshan, alongside the outreach campaigns run by PIB and CBC. He expressed satisfaction with the overall functioning of the units, while also identifying areas where sharper focus could yield better public engagement.
Central to his message was a call for stronger digital outreach. Kumar stressed the need to strengthen the units’ social media presence, with particular emphasis on Instagram, and asked officials to produce engaging, audience friendly video content tailored for digital platforms rather than relying solely on traditional broadcast formats.
The Secretary also directed the media units to mount aggressive and sustained campaigns under the Nasha Mukt Bharat Abhiyaan, the government’s anti drug awareness drive, and to strengthen Swachhata related messaging through news bulletins, programming, social media and direct outreach activities. Both campaigns have been recurring priorities for the Ministry, and Kumar’s visit signalled continued emphasis on translating national messaging into locally resonant content.
Beyond content strategy, Kumar underlined the importance of better coordination and synchronisation among the different media units operating in Srinagar, arguing that closer alignment between Doordarshan, Akashvani, PIB and CBC would improve the effectiveness of dissemination and expand public outreach across the Kashmir Valley.
The meeting was attended by heads and senior officials of Doordarshan, Akashvani, PIB and CBC Srinagar, along with other officers and employees associated with the Ministry’s media units in the region. The review comes at a time when the Ministry has been pushing its field units nationwide to modernise their digital footprint while continuing to serve their traditional broadcast audiences, a balancing act that Kumar’s Srinagar visit appeared designed to reinforce on the ground.
