New Delhi, Dec 17: Union Minister of State for Information and Broadcasting and Parliamentary Affairs, L Murugan on Wednesday said that the Development Communication and Information Dissemination (DCID) scheme is a central sector scheme of the Ministry of Information and Broadcasting aimed at supporting information dissemination and citizen outreach of government programmes, schemes, and initiatives across the country, including Maharashtra and Jammu and Kashmir.
In a written reply to a question in the Lok Sabha, Murugan said that the DCID Scheme places special emphasis on reaching rural, tribal, remote and urban populations and is implemented through the media units of the Ministry, namely the Central Bureau of Communication (CBC), Press Information Bureau (PIB) and the New Media Wing (NMW).
Under the scheme, the Central Bureau of Communication carries out multiple multimedia publicity campaigns to disseminate information about key Government initiatives such as the Swachh Bharat Mission, Pradhan Mantri Awas Yojana (Rural and Urban), Jal Jeevan Mission and Pradhan Mantri Kisan Samman Nidhi. Activity-wise details of expenditure incurred under the DCID Scheme are available on the official website of the Central Bureau of Communication.
Murugan stated that during the current financial year, the Government has significantly enhanced the effectiveness of the scheme by adopting a modern, multi-platform communication strategy with a strong focus on digital outreach and local-level engagement.
Targeted communication campaigns are being undertaken across various digital platforms to increase outreach among youth and other target audiences, in line with the Government of India’s Digital Advertisement Policy, 2023.
The Minister further informed that the Central Bureau of Communication plans and executes all media campaigns, including those conducted in specific districts and constituencies such as Jalgaon, by aligning communication strategies with the requirements of client Ministries and the identified target audience of respective programmes.
