Information Directorate asked to focus on information dissemination
Srinagar, Aug 23: The Government today formally claimed of advertisement distribution and information dissemination in the Department of Information and Public Relations (DIPR) by ordering establishment of ‘independent' nodal offices for advertisement distribution in the Joint Directorate of Information Kashmir and Jammu.
“From 1st of September 2017, the advertisement distribution to the approved newspapers and periodicals and the release of payment thereof shall be the sole responsibility of the respective nodal offices which will function under the overall control of the Joint Directors of Information in Kashmir and Jammu divisions without any intervention from the Directorate of Information,” the Minister for Information Choudhary Zulfkar announced at a review meeting of the DIPR here today.
However, the vice president of Jammu Newspapers Association Mr. Saini commented that the minister remained elusive over the issue of enhancement of advertisement tariff as announced by the Chief Minister at the floor of the house last year as the DIPR failed to formalise the rates thus depriving the publications of payment on revised rates. “Moreover, the Minister also did not touch the issue of non-acceptance of advertisement bills from the publications since April 2017 onward thus keeping the publications starved of their due payments and putting intense financial pressure to push the publication near closure. He accused the DIPR of indulging into brazen discrimination with small and medium newspapers in distribution of government advertisement while there was yet no formal categorisation of the newspapers.
He said the new arrangement would be on the pattern of DAVP, and the Joint Directors of Information in Kashmir and Jammu divisions would be autonomously responsible for ensuring timely and ‘judicious' distribution of official advertisements in the print media as per the guidelines laid down in the Advertisement Policy-2016. He said they will also independently deal with the financial matters including release of payments to the newspapers without any involvement of the Directorate of Information. He said over a period of time these new offices will be strengthened by way of manpower and infrastructure and rechristened as “State Advertisement Distribution Department” (SADD).
The Minister said the decision to bifurcate advertisement distribution and information dissemination is a significant step towards decentralization of powers and to facilitate the Directorate of Information to exclusively use its energies and resources for effective information dissemination. He said there has to be a renewed focus on information dissemination through electronic and the new media in view of the fast-changing media scenario in and around the State.
“The newspaper owners and editors should henceforth directly approach the respective provincial Joint Directors of Information with the issues pertaining to advertisement distribution instead of visiting the Directorate of Information regarding such matters,” he said and added that move would go a long way in bringing up the DIPR as a professional organization on the pattern of Press Information Bureau (PIB) dealing exclusively with information dissemination about the government's policies, developmental and welfare initiatives.
The Minister asked the Joint Director of Information Kashmir/Jammu divisions to clear the payments of the newspapers and periodicals on account of advertisement bills for the current fiscal before Eid-ul-Azha.
The Minister said that various initiatives have been of late taken for capacity building of DIPR including hiring of professionally and technically qualified human resource to bring it up as a specialized organization. He also approved empanelment of 25 more Stringers (Reporters) and 20 Stringers (Cameramen) in DIPR from amongst the professionally qualified youth in respective fields.
The Minister also appreciated the Joint Director Information Jammu and her staff for organizing a grand cultural event as a part of Independence
Day celebrations.
Minister also emphasized the need for early constituting of State Media Advisory Council (SMAC) in the State. The aim of the Council is to raise the issues faced by the journalists in the State while discharging their professional duties. The formulation of council was recommended by the Press Council of India (PCI) Sub-Committee during its recent visit to Kashmir.
Reviewing the progress on construction of Auditorium at Media Complex Jammu, the meeting was informed that the Auditorium will be ready for inauguration by next month.
Pertinently, 467 newspapers and periodicals including 271 in Jammu and 196 in Kashmir division are presently empanelled with DIPR for release of government advertisements.
The DIPR released a payment of around Rs 31 crore to the newspapers and periodicals on account of advertisements during the fiscal 2016-17 while for the current financial year the advertisement budget is to the tune of Rs 30 crore.
