New Delhi: Nearly 96 percent of the population is aware of Prime Minister Narendra Modi’s monthly radio programme Mann Ki Baat. The programme has reached 100 crore people who are aware and have listened to the programme at least once.
These statistics were revealed in a study commissioned by Prasar Bharati and conducted by Indian Institute of Management, Rohtak.
The findings of the study were brought out in a press conference by Gaurav Dwivedi, CEO, Prasar Bharati and Dheeraj P. Sharma, Director, IIM Rohtak on Monday .
Sharma, speaking about the findings of the study further said that 23 crore people tune in to the programme regularly while another 41 crore constitute an occasional audience that has the scope of being converted into a regular audience.
The report delves into the reasons behind the popularity of PM’s radio broadcast and lists out the most liked characteristics that hook people to the broadcast. A powerful and decisive leadership that speaks to establish an emotional connect with the audience is cited as reason for the following of the programme. The Prime Minister has been credited by the population of the country as knowledgeable and having sympathetic and empathetic approach. Directly engagement with the citizens and guidance is also cited as a reason for the trust the programme has established.
The study has tried to gauge the impact Mann Ki Baat has had on the population over the 99 editions so far. It states that a majority of listeners have become aware of governments working and 73% are optimistic and feel the country is going to progress. 58% of listeners have responded saying their living conditions have improved while a similar number (59%) have reported increased trust in Government. The general sentiment towards the Government can be gauged from the fact that 63% people have said their approach to the Government has become positive and 60% have shown interest in working for nation building as per the survey.
\and not for particular episodes only. He further informed that while digital sentiment on Mann Ki Baat is readily available, the same is not in the case with traditional media due to certain limitations. With this perspective, the task of the survey was awarded to IIM Rohtak on 18th April, 2022.
