Radio Revolution through Mann Ki Baat

Manas Pratim Sarma

My elder brother-cum-colleague, Sanjeev Sharma, has recently written a beautiful article on Mann Ki Baat in Hindi. This month, on the 3rd of October, Prime Minister Narendra Modi's Mann Ki Baat completed 11 years. And last month, the 126th episode of the program was broadcast. There is no doubt that Mann Ki Baat has increased radio listenership, helped in increasing revenue earnings, as well as given a boost to the sale of radio sets. As a whole, it has given a new dimension to the brand Akashvani.

As we know, Prime Minister Mr. Modi interacts with citizens through his monthly Mann Ki Baat on the last Sunday of every month. If we go through the past episodes of the program, we would find that the Prime Minister not only interacts with people or radio listeners but also highlights the achievements and success stories of many unsung heroes. That has given Mann Ki Baat a whole new dimension in the field of communication. So far, the Prime Minister has highlighted stories of nearly 1000 persons and organizations that have made remarkable and exceptional contributions to society. And obviously, Mr. Modi's own style of presentation certainly motivates others too.

Mann Ki Baat is being broadcast through DD, PMO, and multiple social media handles of MIB, along with Akashvani. Immediately after the broadcast of Prime Minister's Mann Ki Baat, the regional version of the program is being broadcast in multiple languages across the country and the same version is re-broadcasted at 8 pm on the same day. As per available data, Mann Ki Baat is being broadcast in 22 local languages, 29 dialects, and 11 foreign languages. With the access of digital platforms, the regional news unit of Akashvani also tweets (now X) from the Mann Ki Baat in local languages, while the News Services Division tweets in English and Hindi. Of course, other important digital platforms of GoI and MIB do the same.

The Mann Ki Baat program has increased radio listenership, as I mentioned earlier. Though radio programs can be listened to now through multiple digital platforms, this program has also created a demand for manual sets. The program is also known for giving a platform to common citizens. Any person can send their messages through a letter or voice mail. The Prime Minister, on his part, has also made various appeals to the people through this program, which have eventually become mass movements, such as Local for Vocal, Selfie with Daughter, calls for water and environment preservation, Fit India movement, and Ek Ped Maa Ke Naam, to name a few. The program highlights the positive change happening in the country and mentions the success stories and activities of different persons and organizations, which is certainly a way to recognize their efforts and is very motivating. Let me share a personal experience. I was in Guwahati during the Khelo India youth games, where a remarkable incident took place. Three siblings, whose mother is a safai mitra at Gauhati Municipal Corporation, participated in the event for Assam in three different categories and brought laurels to Assam. This tremendous success was broadcast on radio and other media outlets too. A few days later, the Prime Minister highlighted this success story in his Mann Ki Baat program. When we met the mother of the three kids, her smile spoke volumes about her pride, joy and gratitude to the Prime Minister.

The Mann Ki Baat also hosted some special guests. For example, former US President Barack Obama was part of one of the episodes of Mann Ki Baat. In that episode, both Mr. Modi and Mr. Obama took part in the program. It is noteworthy that since its inception Akashvani has earned a revenue of over 34 crore rupees.

The 100^th episode of Mann Ki Baat which was broadcast on 30^th of April in 2023. The public listening of the event was held in Raj Bhawan where several prominent persons from various fields were invited. I remember in the run up to the 100^th episode doing an interview with then Governor of Assam Gulab Chand Kataria in Guwahati. In the 100^th episode, the Prime Minister highlighted four motivating success stories reflecting the unique endeavour of the citizens of the country.