Eradication of illiteracy
from a nation that is set to become the most populated in the world is by no
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
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.
use electronic and print media alongwith the traditional forms of mass
communication for campaigns.
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.
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.
of the Campaigns
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
While formulating and taking up the mid-course correction exercises,
inputs received from field units and other sources would be taken into account.
For impact studies, the Mission would be engaging independent
professional agencies of repute in their fields.
FOR MEDIA CAMPAIGN
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 :
JS (AE) & DG (NLM)
One representative from AIR
One representative from Doordarshan
Three eminent media personalities
(To be nominated by the Minister in charge)
Media Consultant, if any.
Officer in-charge of Media
The terms of reference of the CPCC will be as under :
To formulate the media policy and communication strategy for National
To consider and approve the Annual and special Plans prepared by the
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.
To guide NLM
with regard to matters of cooperation with other government departments and
To consider such other matters that may contribute to the improved
performance of media related activities in National Literacy Mission.
The term of office of this committee will be for a period of three years.
Mode of commissioning :
NLM may commission programmes in one of the following modes:
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).
Direct Assignment Process
: 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.
Procedures for commissioning :
procedures for commissioning programmes under SSP
mode will be as follows :
Themes / Formats identified by the Screening Committee shall be approved
by the DG (NLM).
Proposals shall be invited on identified themes through wider circulation
in print media as well as NLM Website.
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 .
Producers/Agencies should furnish following information alongwith their
Complete bio-data showing the applicant’s production track record with
requisite documentary proof.
Financial standing of the applicant/producer, latest bank account
statement, audited balance sheets for the last three years.
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
In case of joint venture partnership deeds/memorandum of association and
articles of association, certificate of incorporation etc. to establish
authenticity of the venture.
The applicant/producer will produce such other documents and provide such
other information as may be required by NLM.
The audio/video proposals should contain following details :
Subject, title, language, theme, category, genre (e.g. fiction,
documentary, spot etc.) of the programme.
Detailed story line in case of serials, story/topic, broad outline of
treatment and script for single episode programmes.
Synopsis, detailed scripts, scenario scripts, screenplay of all episodes
with concept note and treatment, shall be made available.
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
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.
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).
For production of spots, quickies etc. the same details would be
furnished along with a complete storyboard and details of post-production.
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.
An applicant/producer who has been a defaulter to NLM or who has
outstanding dues against him will not be considered for any assignment.
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
Additional time for
submission of such documents shall not be given .
Original documents should be provided for verification when asked for by NLM.
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.
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.
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.
Any other information as prescribed by the NLM.
Screening of the Proposals (Evaluation & Costing):
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 :
Officer in Charge of Media Unit of DAE
Media Consultant (if any)
Representative of IFD.
One representative each from Doordarshan and AIR
One eminent media personality.
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.
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.
The recommendations of the Screening Committee shall be placed before the
CPCC for approval.
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.
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
Production of approved programmes :
The programmes would conform to the technical formats and technical
standards approved and notified by the Screening Committee.
The producers shall produce the programme and submit the same complete in
all respects within the time frame stipulated in the agreement.
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.
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.
The Producer shall supply promos (video, audio and print) for the
programme if required.
of rough cuts & final edits :
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.
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.
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
All scripts and versions of the programme.
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
Production Standards :
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.
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.
Release of Payments :
Payment for a programme will be made in the following manner :
On signing of agreement and script approval : 40% of the total
On approval of rough cuts of all episodes : 30% of the total .
(iii) On the final approval of the
product : 30%
of the total
and on receiving the final product approved budget
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.
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.
Rights of NLM on the programmes :
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.
said rights shall, inter alia, include:
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.
NLM through DAE shall be the exclusive owner of the programme in
perpetuity for multiple telecasts on any channel.
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.
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
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.
Appeal by the producers :
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.
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
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.
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.
The decision pertaining to the reconsideration will be communicated to
the Producer within 30 days of such decision being taken.
General instructions pertaining to NLM officials and media committee
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
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
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.
Normally one proposal from members of the same family, Production
House/Producer will be considered keeping in view Principles of equity and
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
Print Media :
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).
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.
NLM may also participate in putting up exhibitions and melas both at
national and regional levels.