1.1 Background
Hon’ble Prime Minister, Shri Narendra Modi, evolved a unique way to interact with the fellow countryman every month through the most potent medium of information dissemination-All India Radio, under the programme titled ‘Mann Ki Baat’. In this programme, he shares his views and thoughts candidly on the different themes with the people of India. This is the first time in the history of Indian broadcasting when the Prime Minister of such a vast country chose All India Radio to voice his thoughts and concerns in such an informal and intimate way so that he could reach the unreached. To ensure the maximum possible coverage, the programme is broadcast by the entire AIR network encompassing Medium Wave, Short Wave, FM Rainbow/Gold, Vividh Bharati and Local Radio Stations; Regional language versions on respective regional networks of AIR; Doordarshan; Regional language versions on respective regional networks of Doordarshan; Private Radio channels; Private television channels; DTH players; Doordarshan’s regional language versions; Audio broadcast on DTH (Free Dish); YouTube of All India Radio; AIR website and Live streaming on FM Gold, FM Rainbow, Vividh Bharati, Urdu Service etc.
The maiden episode of “Mann Ki Baat” went on air on the auspicious occasion of Vijaydashmi, on 3rd October 2014. Since then Thirty-Seven episodes have been broadcast. The latest thirty-seventh episode was broadcast on 29th October, 2017. Normally the programme is broadcast on Sunday. This day was deliberately chosen to reach the maximum number people being holiday. Details of the various episodes broadcast so far are as under:
“MANN KI BAAT”
| ||||
S. No.
|
Date of Broadcast
|
Principal Theme
|
Reach (%)
|
Number
(In Millions)
|
1
|
3rd October-2014
|
Multiple themes
|
NA
|
NA
|
2
|
2nd November-2014
|
Multiple themes
|
29.0
|
133.4
|
3
|
14th December- 2014
|
Multiple themes
|
28.5
|
131.1
|
4
|
27th January-2015
|
Special Edition: Shares the platform with President Obama of USA
|
31.9
|
146.74
|
5
|
22nd February-2015
|
Students and exams
|
30.5
|
140.3
|
6
|
22nd March-2015
|
Welfare of farmers
|
31.8
|
146.28
|
7
|
26th April-2015
|
Nepal earthquake and relief measures
|
28.5
|
131.1
|
8
|
31st May-2015
|
Multiple themes
|
30.4
|
139.84
|
9
|
28th June-2015
|
Multiple themes
|
31.9
|
146.74
|
10
|
26th July-2015
|
Multiple themes
|
32.0
|
147.2
|
11
|
30th August-2015
|
Multiple themes
|
32.5
|
149.5
|
12
|
20th September-2015
|
Multiple themes
|
33.2
|
152.72
|
13
|
25th October-2015
|
Multiple themes
|
30.9
|
142.14
|
14
|
29th November-2015
|
Multiple themes
|
27.9
|
128.34
|
15
|
27th December-2015
|
Multiple themes
|
28.4
|
130.64
|
16
|
31st January-2016
|
Multiple themes
|
30.3
|
140.3
|
17
|
28th February
|
Multiple themes
|
29.3
|
134.78
|
18
|
27th March,2016
|
Multiple themes
|
27.7
|
127.42
|
19
|
24th April,2016
|
Multiple themes
|
29.4
|
135.24
|
20
|
22nd May,2016
|
Multiple themes
|
27.8
|
127.88
|
21
|
26th June,2016
|
Multiple themes
|
28.2
|
129.72
|
22
|
31st July,2016
|
Multiple themes
|
24.5
|
112.70
|
23
|
28th August,2016
|
Multiple themes
|
27.6
|
126.96
|
24
|
25th September,2016
|
Multiple themes
|
29.4
|
135.24
|
25
|
30th October,2016
|
Multiple themes
|
23.8
|
109.48
|
26
|
27th November,2016
|
Multiple themes
|
27.5
|
126.50
|
27
|
25th December,2016
|
Multiple themes
|
26.1
|
120.06
|
28
|
29th January,2017
|
Multiple themes
|
27.9
|
128.34
|
29
|
26th February,2017
|
Multiple themes
|
27.5
|
126.50
|
30
|
26th March,2017
|
Multiple themes
|
24.8
|
114.08
|
31
|
30th April ,2017
|
Multiple themes
|
28.8
|
114.08
|
32
|
28th May, 2017
|
Multiple themes
|
27.9
|
128.34
|
33
|
25th June, 2017
|
Multiple themes
|
26.6
|
122.36
|
34
|
30th July, 2017
|
Multiple themes
|
29.4
|
135.4
|
35
|
27th August, 2017
|
Multiple themes
|
29.1
|
133.86
|
36
|
24th September, 2017
|
Multiple themes
|
27.9
|
128.34
|
37
|
29th October,2017
|
Multiple themes
|
25.6
|
128.34
|
National Average
|
28.7
|
131.1
| ||
The above table shows that on an average 131.1 Million people are listening to PM’s ‘Mann Ki Baat” broadcast on the different channels of All India Radio.
Over the months, he touched upon many topics which nobody hither before considered important namely, issues like preparing for the exams, farmers problems, skill development, unity among the young people of the world, specially abled children, cleanliness, menace of drugs, road safety, organ donation and many more. His uncanny ability to connect with the masses was laudable and the people admired his humility in inviting suggestions from the listeners and in seeking inputs for his Independence Day Speech.
SIMULTANEOUS FEEDBACK:
Feedback is an important component of broadcast without which communication cycle is incomplete. With this in view, a system was evolved to get regular and quick feedback from the wide spectrum of audiences spread across the country. This could be made possible with the help of regular telephonic survey conducted by Audience Research Wing of All India Radio. Findings of the survey are given as under:
FINDINGS
In order to gather feedback of the people, a Quick Feedback Survey (QFS) was launched simultaneously from the second episode of “Mann Ki Baat” broadcast on 2nd November, 2014. On an average a sample of 100 respondents in the age group of 18 years and above is drawn randomly from each station’s primary coverage zone covering 27 stations spread over 21 states across the country. In this manner, 2700 respondents in all were covered in each survey, from both rural and urban areas.
Awareness and Listenership of "Mann Ki Baat"
| |||
S.No.
|
Date of B'Cast
|
Awareness (%)
|
Listenership (%)
|
1
|
2nd Nov-2014
|
55.6
|
29.0
|
2
|
14th Dec. 2014
|
53.6
|
28.5
|
3
|
27th Jan. 2015
|
57.9
|
31.9
|
4
|
22nd Feb.2015
|
60.8
|
30.5
|
5
|
22nd March-2015
|
59.7
|
31.8
|
6
|
26th April-2015
|
60.8
|
28.5
|
7
|
31st May-2015
|
58.6
|
30.4
|
8
|
28th June-2015
|
60.8
|
31.9
|
9
|
26th July-2015
|
61.5
|
32.0
|
11
|
30th August-2015
|
60.6
|
32.5
|
12
|
20th September-2015
|
64.8
|
33.2
|
13
|
25th October-2015
|
65.8
|
30.9
|
14
|
29th November-2015
|
64.8
|
27.9
|
15
|
27th December-2015
|
62.9
|
28.4
|
16
|
31st January-2016
|
65.5
|
30.3
|
17
|
28th Februry-2016
|
59.5
|
29.3
|
18
|
27th March,2016
|
61.5
|
27.7
|
19
|
24th April,2016
|
62.3
|
29.4
|
20
|
22nd May,2016
|
59.6
|
27.8
|
21
|
26th June,2016
|
57.7
|
28.2
|
22
|
31st July,2016
|
59.0
|
24.5
|
23
|
28th August,2016
|
60.1
|
27.6
|
24
|
25th September,2016
|
61.4
|
29.4
|
25
|
30th October,2016
|
58.5
|
23.8
|
26
|
27th November,2016
|
63.7
|
27.9
|
27
|
25th December,2016
|
65.0
|
26.1
|
28
|
29th January,2017
|
62.2
|
27.9
|
29
|
26th February,2017
|
60.7
|
27.5
|
30
|
26th March,2017
|
63.5
|
24.8
|
31
|
30th April,2017
|
64.6
|
28.8
|
32
|
28th May,2017
|
66.5
|
27.9
|
33
|
25th June,2017
|
64.3
|
26.6
|
34
|
30th July,2017
|
62.4
|
29.4
|
35
|
27th August.2017
|
62.6
|
29.1
|
36
|
24th September,2017
|
64.8
|
27.9
|
37
|
29th October,2017
|
65.3
|
25.6
|
Average
|
61.6
|
28.7
| |
The above bar chart of awareness and listenership of programme “Mann Ki Baat” shows that, on an average, more than half of the population (65.3%) of the country were aware of the broadcast and 25.6% listened to it. In other words, approximately 50.0% of those who were aware of it listened to the programme. The highest listening (33.2%) was observed for the 20th September, 2015 broadcast. During the past thirty seven months, listening hovered around 30.0%. In the media scenario today, with high proliferation of radio/TV channels and attendant fragmentation of audiences, rating of 30.0% is admittedly high, a testimony to the enduring popularity of “Mann Ki Baat”.
Estimated Number of Listeners on Different Media
The table given below shows the estimated number of listeners on different electronic media for each broadcast of “Mann Ki Baat” w.e.f 14th December, 2015, to 29th October, 2017, the data for earlier two broadcasts is not available. The national average of listeners of the above 37 broadcast comes out to be 248.90 Million. This means that on an average about 250 Million people are listening to “Mann Ki Baat” programme across the country, taking together all available electronic media. The table shows that maximum listening (306.24 Million) was recorded for 24th April, 2016 broadcast. The following table, shows that the reach of “Mann Ki Baat” have decreased on all the media units except on Private FM.
Month wise Number of Listeners of Mann Ki Baat on Different Media
| ||||||
(Figures are in Millions)
| ||||||
Date of Broadcast
|
AIR
|
Pvt. FM
|
DD
|
Pvt.TV
|
Internet/Social Media
|
Total
|
14th December-2014
|
131.1
|
20.7
|
40.5
|
14.72
|
7.2
|
214.22
|
27th January 2015
|
146.74
|
23.4
|
76.5
|
26.22
|
9.0
|
281.86
|
22nd February 2015
|
140.3
|
18.9
|
60.3
|
11.5
|
2.7
|
233.7
|
22nd March 2015
|
146.28
|
20.7
|
57.6
|
17.48
|
7.2
|
249.26
|
26th April 2015
|
131.1
|
06.3
|
70.2
|
10.58
|
7.2
|
225.38
|
31st May 2015
|
139.84
|
15.3
|
54.0
|
16.1
|
9.9
|
235.14
|
28th June 2015
|
146.74
|
28.8
|
84.6
|
20.7
|
9.9
|
290.74
|
26th July 2015
|
147.2
|
16.2
|
59.4
|
23
|
8.1
|
253.9
|
30th August 2015
|
149.5
|
18
|
60.3
|
17.48
|
4.5
|
249.78
|
20th September 2015
|
152.72
|
33.3
|
63.9
|
21.62
|
5.4
|
276.94
|
25th October 2015
|
142.14
|
17.1
|
66.6
|
19.32
|
2.7
|
247.86
|
29th November 2015
|
128.34
|
27
|
59.4
|
25.3
|
3.6
|
243.64
|
27th December 2015
|
130.64
|
17.1
|
52.2
|
17.48
|
6.3
|
223.72
|
31st January 2016
|
140.3
|
17.1
|
62.1
|
17.02
|
4.5
|
241.02
|
28th February
|
134.78
|
24.3
|
48.6
|
37.8
|
7.2
|
252.68
|
27th March,2016
|
127.42
|
18.0
|
59.4
|
40.5
|
7.2
|
252.52
|
24th April,2016
|
135.24
|
28.8
|
77.4
|
54.0
|
10.8
|
306.24
|
22nd May, 2016
|
127.88
|
18.9
|
61.2
|
41.4
|
1.8
|
251.18
|
26th June,2016
|
129.72
|
23.4
|
41.4
|
39.6
|
6.3
|
240.3
|
31st July,2016
|
112.70
|
18.0
|
56.7
|
36.9
|
21.6
|
245.9
|
28th August,2016
|
126.96
|
18.9
|
46.8
|
39.6
|
3.6
|
235.86
|
25th September,2016
|
135.24
|
33.3
|
54.9
|
47.7
|
5.4
|
276.54
|
30th October,2016
|
109.48
|
27.0
|
49.5
|
38.7
|
4.5
|
229.18
|
27th November,2016
|
126.50
|
27.9
|
64.8
|
56.7
|
14.4
|
275.9
|
25th December,2016
|
120.6
|
18.0
|
64.8
|
39.6
|
10.8
|
253.26
|
29th January,2017
|
128.34
|
21.6
|
46.8
|
50.4
|
5.4
|
252.54
|
26th February,2017
|
126.50
|
16.2
|
51.3
|
40.5
|
2.7
|
237.20
|
26th March,2017
|
114.08
|
16.2
|
45.0
|
40.5
|
7.2
|
222.98
|
30th April,2017
|
132.48
|
21.6
|
46.8
|
56.7
|
4.5
|
262.08
|
28th May,2017
|
128.34
|
20.7
|
48.6
|
38.7
|
1.8
|
238.14
|
25th June,2017
|
122.36
|
17.1
|
49.5
|
44.1
|
5.4
|
238.46
|
30th July,2017
|
135.24
|
16.2
|
52.2
|
42.3
|
11.7
|
257.64
|
27th August,2017
|
133.86
|
17.1
|
50.4
|
45.9
|
15.3
|
262.56
|
24th September,2017
|
128.34
|
17.1
|
49.5
|
41.4
|
9.0
|
245.34
|
29th October,2017
|
117.76
|
16.2
|
53.1
|
37.8
|
9.0
|
233.86
|
National Average
|
131.1
|
20.5
|
56.7
|
33.4
|
7.2
|
248.90
|
SOURCE OF LISTENING TO “MANN KI BAAT”
Source of Listening "Mann Ki Baat" (Figures are in %)
| ||||||
S.No.
|
Date of b'cast
|
AIR channels
|
Pvt. FM
|
DD
|
Pvt. TV
|
Internet/ Social Media
|
1
|
3rd October,2014
| |||||
2
|
2nd November,2014
| |||||
3
|
14th December,2014
|
18.2
|
2.3
|
4.5
|
3.2
|
0.8
|
4
|
27th January,2015
|
20.8
|
2.6
|
8.5
|
5.7
|
1
|
5
|
22nd Februray,2015
|
21.3
|
2.1
|
6.7
|
2.5
|
0.3
|
6
|
22nd March,2015
|
20.7
|
2.3
|
6.4
|
3.8
|
0.8
|
7
|
26thApril,2015
|
20.1
|
0.7
|
7.8
|
2.3
|
0.8
|
8
|
31st may,2015
|
20.8
|
1.7
|
6
|
3.5
|
1.1
|
9
|
28th June,2015
|
21.6
|
3.2
|
9.4
|
4.5
|
1.1
|
10
|
26th July,2015
|
21.1
|
1.8
|
6.6
|
5
|
0.9
|
11
|
30th August-2015
|
20.6
|
2
|
6.7
|
3.8
|
0.5
|
12
|
20th September-2015
|
21.6
|
3.7
|
7.1
|
4.7
|
0.6
|
13
|
25th October-2015
|
21.9
|
1.9
|
7.4
|
4.2
|
0.3
|
14
|
29th November-2015
|
20
|
3
|
6.6
|
5.5
|
0.4
|
15
|
27th December-2015
|
21.2
|
1.9
|
5.8
|
3.8
|
0.7
|
16
|
31st January-2016
|
19.6
|
1.9
|
6.9
|
3.7
|
0.5
|
17
|
28th February
|
19.4
|
2.7
|
5.4
|
4.2
|
0.8
|
18
|
27th March,2016
|
17.8
|
2.0
|
6.6
|
4.5
|
0.8
|
19
|
24th April,2016
|
20.0
|
3.2
|
8.6
|
6.0
|
1.2
|
20
|
22nd May,2016
|
19.3
|
2.3
|
6.1
|
5.9
|
0.5
|
21
|
26th June,2016
|
19.1
|
2.6
|
4.6
|
4.4
|
0.7
|
22
|
31st July,2016
|
20.0
|
2.2
|
6.3
|
4.1
|
0.8
|
23
|
28th August,2016
|
21.4
|
1.6
|
5.6
|
3.1
|
0.2
|
24
|
25th September,2016
|
21.0
|
3.7
|
6.1
|
5.3
|
0.6
|
25
|
30th October,2016
|
17.2
|
3.0
|
5.5
|
4.3
|
0.5
|
26
|
27th November,2016
|
19.5
|
3.1
|
7.2
|
6.3
|
1.6
|
27
|
25th December,2016
|
17.6
|
2.0
|
7.2
|
4.4
|
1.2
|
28
|
29th January,2017
|
18.9
|
2.4
|
5.2
|
5.6
|
0.6
|
29
|
26th February,2017
|
18.9
|
1.8
|
5.7
|
4.5
|
0.3
|
30
|
26th March,2017
|
19.5
|
1.8
|
5.0
|
4.5
|
0.8
|
31
|
30th April,2017
|
20.2
|
2.4
|
5.2
|
6.3
|
0.5
|
32
|
28th May,2017
|
21.4
|
2.3
|
5.4
|
4.3
|
0.2
|
33
|
25th June,2017
|
18.6
|
1.9
|
5.5
|
4.9
|
0.6
|
34
|
30th July,2017
|
21.4
|
1.8
|
5.8
|
4.7
|
1.3
|
35
|
27th August,2017
|
19.1
|
1.9
|
5.6
|
5.1
|
1.7
|
36
|
24th September,2017
|
19.6
|
1.9
|
5.5
|
4.6
|
1.0
|
37
|
29th October,2017
|
17.5
|
1.8
|
5.9
|
4.2
|
1.0
|
National Average
|
19.9
|
2.3
|
6.3
|
4.5
|
0.8
| |
The above Bar Chart shows that AIR Channels was the main source of listening (19.9%) to “Mann Ki Baat” programme across all the episodes broadcast so far, followed by Doordarshan(6.3%), Private TV(4.5%),whereas Private FM Radio and Internet/Social Media gathered very less percentage as a source of listening.
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