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New Delhi, Apr 24 (UNI) The Ministry of Information and Broadcasting is contemplating integration of its media units at the field level for a combined effort and synergic results.

Inaugurating a two-day Workshop for regional Directors of the Directorate of Field Publicity (DFP), Secretary (I&B) Asha Swarup said DFP played a vital role in comunicating the policies and programmes to the people at large and providing very fruitful and authentic feedback from the grassroots level.

''From this perspective, DFP remains as relevance as ever,'' she added.

The Secretary said integration of various media units of the Ministry was under consideration to bring about greater synergy in their working.

The concept of public information campaign (PIC) has given a good lead in this regard, she said.

The Workshop would discuss various functional aspects of DFP field offices and relevance of DFP in the nation's development.

Ms Swarup exhorted the regional officers to be thorough in the understanding of various policy initiatives since it was at their level that rural folk could have their doubts clarified.

As a feedback machinery, the efforts should be to make evaluation of programmes as meaningful as possible, she said.

The Secretary also launched an on-line feedback system for DFP region/branch offices.

Developed by NIC, the system provides a uniform format for evaluation/feedback and saves the time loss due to postal delays.

This is expected to quicken the pace of filing feedback reports, thereby ensuring faster response wherever required.

Mr Ram Mohan Rao, former PIO, in his remarks said DFP continued to be relevant since Indian society was still below 'developed' level and in such a system inter personal communication always retains a place.

Recalling his experiences, he said the organisation has played a very crucial role in furthering the family welfare, health care and other programmes of the Government over the years.

Director, DFF D Mukhopadhyay, Central Information Commissioner, O P Kejeriwal, media heads and other senior officers of the Ministry were present on the occasion.

UNI NAZ KD DS1355