Media Policy


Eradication of illiteracy from a nation that is set to become the most populated in the world is by no means easy. The National Literacy Mission (NLM) was conceived and launched in May, 1988 to bring a new sense of urgency, seriousness and emphasis on the necessity of educating the masses. NLM was launched with fixed goals, a clear time frame, and well-defined target group in a mission mode. Creation of a favourable environment is an extremely important aspect of the literacy campaign where mass mobilization takes place through a multifaceted communication strategy. Several media forms were utilized by NLM for mobilizing and motivating masses to participate in this important programme. These media initiatives were aimed at mobilizing public opinion, sensitizing educated sections of society to mobilize volunteer teachers, and the non-literates to participate in this important programme.

The entire programme for imparting literacy to non-literates is being revamped
to suit the targets as fixed by NLM/Planning Commission for the 11th Plan. Hence a strong need has been felt to devise a well defined media policy for the NLM. In this context, it is advisable that considering the complexity, uniqueness and magnitude of the task to be undertaken by National Literacy Mission, the use of traditional as well as modern forms of media is thought of under a well formulated media policy.

Objectives :

  1. To create awareness among potential beneficiaries of the literacy programmes to bring them in their reach.
  2. To strengthen the delivery mechanism of the Mission.
  3. To take achievements of the Mission to the people, decision makers and society at large with a view to solicit their active support, cooperation and participation in the endeavours of the Mission.  

Strategy :

1.To use electronic and print media alongwith the traditional forms of mass communication for campaigns.

2. Electronic media campaigns would be carried out mainly through All India Radio and Doordarshan.Use of private channels of radio and TV would be considered on the basis of requirement and better cost benefit ratio.  

  1. Information & Communication Technology (ICT) shall be used extensively as teaching, learning and publicity medium. 
  2. Print media campaigns would also be launched by issuing advertisements regarding various schemes and achievements of NLM.
  3. Outdoor campaigns would be launched using such modes as Close Circuit Television (CCTV) of Railways and Metros, State Public Transport Vehicles, scrolling, railway tickets, postal stationery and letter boxes, hoardings etc.
  4. Accordingly the Director General (NLM) would get an annual media plan enunciating mission’s activities prepared for the approval of Communication Planning & Costing Committee (CPCC).
  5. The quality of execution of media plan shall be ensured.
  6. The Mission would frame guidelines regarding procedure for hiring various products and services.
  7. Not withstanding the annual plan, special media campaigns would be launched to meet the needs of important occasions and exigencies

10. The progress of implementation of the media plan shall be reviewed periodically by the Director and the Director General and review reports shall be submitted to the Communication Planning & Costing Committee,Executive Committee & National Literacy Mission Authority for information and guidance.

Evaluation of the Campaigns

1. In the course of implementation of the media plan,the Mission would conduct impact studies of different campaigns launched by it, so as to evaluate their efficacy.The inputs of such studies would be used for mid-course correction and fine tuning of the media plan during the financial year. Such inputs would also be used for drawing the media plan in the coming years.

2. While formulating and taking up the mid-course correction exercises, inputs received from field units and other sources would be taken into account.

3. For impact studies, the Mission would be engaging independent professional agencies of repute in their fields.



1. Policy  

All policy decisions relating to media campaigns, through electronic, traditional, and print media would be taken by Communication Planning and Costing Committee (CPCC) headed by Secretary (SE&L). The composition of CPCC will be as under :

1) Secretary (SE&L)                                                 Chairman

2) JS (AE) & DG (NLM)                                               Member

3) FA (HRD)                                                                -do-

4) Director DAE                                                           -do-

5) One representative from AIR                                     -do-

6) One representative from Doordarshan                         -do-

7) Three eminent media personalities                             -do-

(To be nominated by the Minister in charge)                    -do-

8) Media Consultant, if any.                                          -do-

9) Officer in-charge of Media                                 Member Secretary.

1.1 The terms of reference of the CPCC will be as under :


a) To formulate the media policy and communication strategy for National Literacy Mission.

b) To consider and approve the Annual and special Plans prepared by the Director General.

c) To consider and approve specific proposals for production, training, purchase, distribution, evaluation, research and all other activities relating to media campaigns including the expenditure involved therein.

d) To guide NLM with regard to matters of cooperation with other government departments and other agencies.

e) To consider such other matters that may contribute to the improved performance of media related activities in National Literacy Mission.

f) The term of office of this committee will be for a period of three years.


2.1 Mode of commissioning : NLM may commission programmes in one of the following modes:  

a) Single Stage Process (SSP) : NLM may invite applications for empanelment from eligible producers through advertisement in national/regional newspapers as the case may be. Every application shall be accompanied by a demand draft of Rs. 10,000 as processing fee which shall be non refundable. The panel once drawn will be valid for a period of three years. The audio/video proposals as per requirement shall be invited from empanelled producers with the approval of DG (NLM).  

b) Direct Assignment Process (DAP) : NLM with the approval of CPCC may commission programme (s) from eminent Producers/Directors on such terms and conditions and in respect of such topics/subjects as it may deem fit. Producers/Directors to be invited in this mode shall have a proven record of excellence. Their being awardees in national and international festivals and competitions would be considered evidences in this regard.  

2.2 Procedures for commissioning :  

The procedures for commissioning programmes under SSP mode will be as follows :  

a) Themes / Formats identified by the Screening Committee shall be approved by the DG (NLM).  

b) Proposals shall be invited on identified themes through wider circulation in print media as well as NLM Website.  

c) NLM reserves the right to make changes in the number of programmes to be commissioned, their type/genre, theme/subject and the number of episodes at any stage with the approval of DG (NLM) whose decision in this regard shall be final.

2.3 Producers/Agencies should furnish following information alongwith their proposals :  

a) Complete bio-data showing the applicant’s production track record with requisite documentary proof.  

b) Financial standing of the applicant/producer, latest bank account statement, audited balance sheets for the last three years.  

c) Attested copies of PAN card, IT returns for the last three years. However in case of professional new comers i.e. Graduates of the Film & Television Institute of India, Pune, The Satyajit Ray Film Academy, Kolkata; The National School of Drama or other equivalent film and television training institutions may be waived with the approval of Secretary (SE&L).  

d) In case of joint venture partnership deeds/memorandum of association and articles of association, certificate of incorporation etc. to establish authenticity of the venture.  

e) The applicant/producer will produce such other documents and provide such other information as may be required by NLM.  

2.4 The audio/video proposals should contain following details :  

a) Subject, title, language, theme, category, genre (e.g. fiction, documentary, spot etc.) of the programme.  

    b) Detailed story line in case of serials, story/topic, broad outline of treatment and script for single episode programmes.  

c) Synopsis, detailed scripts, scenario scripts, screenplay of all episodes with concept note and treatment, shall be made available.  

d) Details of the production team including names, bio-data and addresses of the Director, Script Writer, Director of photography, alongwith a written confirmation from each one, agreeing to be engaged for the production of the proposed programme. No change in the production team, once intimated will be made without the prior consent of DG (NLM). NLM will not be responsible for any dispute between the original author and the producer.  

e) A show reel/audio cassette/CD/DVD etc. of the programmes produced by the applicant/producer in the recent past.  

f)  Cost of production containing the full details of budget break up at pre-production, production and post-production stages. This shall include taxes, duties and other legal liabilities to be paid by him. (This may be in a separate sealed cover, superscribed 'Proposed Budget' inside the main cover).

g) For production of spots, quickies etc. the same details would be furnished along with a complete storyboard and details of post-production.  

h) Every applicant shall submit an affidavit to the effect that he/she is not a defaulter in any Govt. Department (Central or State)/ Doordarshan/ Autonomous body / PSUs etc.  

i) An applicant/producer who has been a defaulter to NLM or who has outstanding dues against him will not be considered for any assignment.

j) Each proposal will carry at its first page an index indicating all the above with their page numbers. All documents/affidavits should be submitted with the proposals.  

k) Additional time for submission of such documents shall not be given . Original documents should be provided for verification when asked for by NLM.  

l) The applicant/producer shall submit the consent/authority letter of the author of the story/script/any other material used for production in original with the proposal.  

m) The applicant/producer shall also submit an affidavit to the effect that the information furnished in the application regarding programmes produced, financial status and other relevant aspects are correct and that the applicant/producer shall have no objection to termination of the assignment if the information furnished is found to be incorrect.  

n) Each programme proposal shall be accompanied by a processing fee of the value of Rs.5000/- in the form of a bank draft payable to Directorate of Adult Education at New Delhi.  

o) Any other information as prescribed by the NLM.  

2.5 Screening of the Proposals (Evaluation & Costing):  

     a) After receiving proposals from empanelled producers a Screening Committee constituted with the approval of chairman CPCC shall examine and scrutinize the proposals and also shall recommend the cost to be awarded per episode in the light of the pre determined costing parameters on the pattern of Doordarshan/AIR rates. Composition of the Screening Committee will be as under :  

(1) Director DAE

(2) Officer in Charge of Media Unit of DAE

(3) Media Consultant (if any)

(4) Representative of IFD.

(5) One representative each from Doordarshan and AIR

(6) One eminent media personality.  

b) The screening committee shall ask the applicant/producer to make a presentation in respect of the programme proposal submitted by him/her. In such an event the applicant/producer must present himself/herself in person before Screening Committee along with the requisite members of the creative team as may be intimated and make such presentation. Presentation by a person other than the applicant/producer will not be allowed.  

c) The Screening Committee will evaluate proposals mainly on the basis of the presentation and suitability of the programme. It will recommend acceptance or rejection of the proposal. In case of acceptance the number of episodes to be commissioned will be decided by the committee.  

d) The recommendations of the Screening Committee shall be placed before the CPCC for approval.  

e) After approval of proposals, DAE will enter into an agreement with the applicant. The agreement shall, inter alia, indicate the time frame for production and submission of the programme to DAE.  

f) In case of any violation of the terms and conditions mutually agreed upon in the Agreement by any party, the other party will be at liberty to represent before the DG (NLM) who will pass a speaking order on the matter within one month.

2.6 Production of approved programmes :  

a) The programmes would conform to the technical formats and technical standards approved and notified by the Screening Committee.  

b) The producers shall produce the programme and submit the same complete in all respects within the time frame stipulated in the agreement.  

c) If there is likelihood of delay in submission of the programme, the producer shall seek extension with proper justification supported by evidence from DG (NLM) in writing. The latter may, grant additional time as it deems fit or reject the request.  

d) Any delay over and above the original/extended period granted would attract an interest @ 1.5% per month or part there of for the period of delay on the amounts released to the producer.  

e) The Producer shall supply promos (video, audio and print) for the programme if required.  

2.7 Pre-view of rough cuts & final edits :  

a) Audio/video programmes (rough cuts & final edits) submitted by the Producer would be previewed/heard by members of Screening Committee or a sub committee appointed for this purpose by the Screening Committee.  

b) If the Screening Committee suggests amendments in the programme the Producer shall carry out the same within the shortest possible time at his own cost.  

c) On completion of the programme the following shall become the property of NLM and shall be handed over to DAE before the release of the final payment to the Producer:  

i) All scripts and versions of the programme.

ii) All masters, shooting tapes alongwith unedited material, preview cassettes, publicity material, photographs, promotional and recording of songs, if any, pertaining to the programme shall be handed over to NLM through DAE.

2.8 Production Standards :

a) During the production process the highest technical standards shall be maintained so that the delivered programme is of required quality. Technical specifications stipulated shall be maintained through the entire production process, i.e. during production, post-production and delivery, there by ensuring format compatibility and sustainable archival standards. Final product shall be of the highest professional quality and recently manufactured. “First Usage” of the specified format shall be ensured.  

b) The DAE would check all the telecast masters for technical quality and if the final products are technically rejected, the Producer shall carry out necessary corrections as desired within the shortest possible time at his own cost. The telecast masters submitted after necessary corrections shall be checked for technical quality again and if the final product fails the technical quality for the second time or on subsequent checks the Producer shall have to pay penalty equal to 5% of the approved cost per episode for each rejected programme for each rejection.  

2.9 Release of Payments :  

a) Payment for a programme will be made in the following manner :  

(i) On signing of agreement and script approval :  40% of the total  
                                                                      approved budget.

(ii) On approval of rough cuts of all episodes :    30% of the total  
                                                                    approved budget.

(iii) On the final approval of the product :           30% of the total 
     and on receiving the final product                  approved budget  
      complete in all respects.

d) Payment of amounts will be released by DAE only against 100% irrevocable bank guarantee. The bank guarantee will be for cumulative amounts. The maximum validity period of bank guarantee will be six months beyond the period specified in the agreement for submission of the final edits to the full satisfaction of the Screening Committee. In case the programme is satisfactorily completed the bank guarantee will be released within one month of submission of the programme and all other required material mentioned earlier.  

e) If the producer fails to submit the programme within the time frame agreed upon in the agreement, with or without extension, DAE may, at its discretion and in addition to taking any other action, encash the bank guarantee without notice to the producer.

2.10 Rights of NLM on the programmes :  

a) All copyrights, whether vested, contingent or further, including broadcasting rights and new media rights, if any, of a programme commissioned by National Literacy Mission through Directorate of Adult Education, under this scheme and produced by the Producer shall vest with NLM in perpetuity. Producer shall indemnify NLM against all claims, demands, actions, costs etc. in connection with the programme.  

The said rights shall, inter alia, include:  

(i) Masters/shooting tapes, DVC pro, rights for all forms of television transmission, including satellite, terrestrial, free-to-air, pay television, DTH, IPTV, DVB (H) etc. in any manner whatsoever, via any medium, method and/or technology for broadcast/reception now known or hereafter invented.  

(ii) The exclusive global rights for video, cable, radio, website, internet, audio, publishing, merchandising and conversion to feature film, CD, DVD formats with complete language rights in entirety.  

b) NLM through DAE shall be the exclusive owner of the programme in perpetuity for multiple telecasts on any channel.  

c) NLM through DAE shall have the right to exploit the programme by any and all means, and in any or all mediums throughout India and the world and shall have the right to edit, cut, translate, dub, package, or alter the programme and to combine it with other material at its discretion.  

d) Rights on the literacy material/screenplay on which the programme is based including all the producers rights, titles and interests shall stand automatically transferred to NLM in perpetuity at the time of delivery of the programme.  

e) If the commissioned programme wins any national or international award, the award proceeds shall be shared on 50:50 basis between the producer and NLM.

2.11 Appeal by the producers :  

a) An applicant, whose proposal for programme assignment has been rejected, may if he/she so desires, make a written application to Director DAE for reconsideration of his/her proposal indicating the ground on which the proposal may be considered.  

b) The application to this effect shall be made by the applicant within a period of one month of the issue of the letter conveying the rejection of the proposal.  

c) The application for reconsideration of the programme proposal shall be accompanied by a fee equal to the processing fee for the programme proposal, in the form of a crossed bank draft payable in favour of Director, Directorate of Adult Education, New Delhi.  

d) The application for reconsideration in respect of a programme shall be placed before a sub committee to be appointed by Secretary (SE&L).The sub committee will submit its recommendations to CPCC.The decision of CPCC in the matter would be final. No further request for reconsideration of the proposal shall be entertained.  

e) The decision pertaining to the reconsideration will be communicated to the Producer within 30 days of such decision being taken.

2.12 General instructions pertaining to NLM officials and media committee members :  

a) An official/an outside member serving on various committees will be required to give an undertaking that neither he/she nor any of his/her blood relation is an applicant and that he/she is not in any way associated with the proposal under examination or the producer concerned .

b) No government servant as well as any regular employee of a private TV channel will be allowed to apply as a Producer under these guidelines. Members of immediate family of NLM officials are barred from applying as Producers.  

c) Such Producers who lodge complaints against commissioning undertaken by NLM will be disqualified for a period of three years if the complaint is found to be frivolous or mischievous. Producers who have been charge-sheeted for criminal cases or who are blacklisted by NLM are not eligible to apply.  

d) Normally one proposal from members of the same family, Production House/Producer will be considered keeping in view Principles of equity and natural justice.

These guidelines broadly define the policy and procedure of Commissioning of Programmes by the National Literacy Mission through the Directorate of Adult Education, 10 – Jamnagar House, Shahjahan Road, New Delhi – 110 011. Exact details of the specific commissioning requirements would be available in the advertisement as and when issued.

3. Print Media :  

3.1 All advertisement materials shall be issued by NLM through Director DAE under standard terms and conditions of DAVP. However the selection of news papers/magazines shall be made by Director DAE/ DG (NLM).  

4. Traditional Media :  

4.1 The DAE/NLM can consider engaging the services of amateur professional groups/individuals artists working in traditional media directly or through Song & Drama Division (M/o of I&B)/ SRCs /NGOs at different phases/levels of NLM programmes considering their merits, experience, reach etc. through mutual negotiations. The rates may be based on the standard rates fixed by NSD, Song & Drama Division, Sangeet Natak Academy or any such institutions of repute. These artists would also be engaged in exhibitions, literacy melas etc.  

4.2. NLM may also participate in putting up exhibitions and melas both at national and regional levels.