In a bid to counter Pakistan-sponsored propaganda, the government has decided to rejuvenate Kashir, Doordarshan’s dedicated channel for the Valley. The Union information and broadcasting ministry has decided to improve the quality of programming content by training producers working for the channel to deal with sensitive
subjects. The new push for improvement in the channel comes with an aim to expand the channel’s reach amongst the masses of terror-hit Jammu and Kashmir region and making them aware of the country’s perspective.
The channel, which was launched in 2000 in an effort to counter Pakistan-sponsored propaganda being broadcast into the Valley from across the border, has come under severe criticism as it has failed in its objective.
The move follows after the direct intervention of Union I&B minister Ambika Soni who has repeatedly expressed her concern on the need for improvement in Kashir.
Official sources stated that the need for improving the standards of programming content was felt after concerns were raised about the channel’s poor quality programming.
“As part of the initiative for capacity building and raising the quality of programming the ministry is developing a module wherein the producers and directors would be taught the science of communication and dealing with sensitive programmes,” sources added.
The dates for the first such training-cum-workshop on capacity building in the state will be finalised soon and it will take place in Srinagar.
DD Kashir is currently being serviced by content produced by local producers and directors.
“It was found that despite their well placed enthusiasm and grit, they lack adequate training and experience in the field of television programming,” sources added.
National Film Development Corporation, a government of India enterprise under the administrative control of the I&B ministry, has been engaged for organising capacity development programmes. The Kashir channel also promotes the rich cultural heritage of Jammu and Kashmir.