Development communication through media planning

In the realm of the emergence of 'knowledge driven economy' vis a vis 'knowledge driven society', the need of the hour is to orient the Indian rural people in updating their skill and knowledge for making their identity in this competitive world by utilizing the most modern communication approaches. There is a need to revamp and restructure our placid and stale agriculture into a roaring tiger of agriculture for much needed contribution to Indian economy beyond the present status we are complying with. The concept of development communication arose within the framework of the contribution that communication and the media made to development in the countries of the Third World. Development communications are organized efforts to use communications processes and media to bring social and economic improvements, generally in developing countries. The media can surely act as an effective channel of multidimensional communication by taking problems and concerns of the people to the decision-makers. The role of the media has also to convince the planners, policy-makers and development economists to take up issues and concerns of development of rural areas.