Use of mass media and digital communication technology in development education and service delivery: An analytical analysis Pattanaik B K1, Pattnaik Ipsita2 1Director, School of Extension and Development Studies School of Extension and Development Studies, Block-15F, Indira Gandhi National Open University, Maidan Garhi, New Delhi-110068 2M Tech Computer Science, CDAC, Noida, New Delhi Online published on 20 July, 2020. Abstract Development communication plays an important role in creating awareness and generating positive attitude and in streamlining the development projects and programmes in rural areas. Communication for development is an essential ingredient for meeting today's most pressing development challenges. Various media and communication methods and technology are now a day is used for propagation of development education among the masses. In the Maan Ki Baat Prime Minister of India, through Radio which is also being covered in television and smart phones share his mind revealing thoughts about various development issues and challenges with the common men. This paper also analyses the utility and functioning of the Common Service Centres (CSCs) aimed at providing quick services to common men through digital means. To be more precise, under the Digital India programme, in order to expedite access to development information and services, Government of India has opened Common Service Centre in rural areas. The present paper intends to analyze these two programmes from the perspectives of the viewers and users. The review shows that much developmental information is being passed on and shared with the viewers regarding various developmental aspects in Maan Ki Baat are useful for different categories of viewers. However, it is suggested that there is need for more focus on energy-saving initiatives, problem of poor drinking water, better irrigation facilities in the village, steps taken by the government to keep corruption at bay Moreover, although Common Service Centers are popular example of digital inclusion, yet the services provided through these centre needs to be cost effective so that common and impoverished country side people can access the utility of these centers. Top Keywords Development commnication, Common service centre. Top |