The Indian Prime Minister, Narendra Modi’s monthly program “Mann Ki Baat”, has reached a remarkable milestone. According to an extensive study commissioned by Prasar Bharati and conducted by the Indian Institute of Management (IIM), Rohtak, the program has reached more than 100 crore people who have listened to it at least once. The survey covered responses from 10,003 people from across 103 districts in different parts of the country, comprising about 2,500 respondents from each of the four zones.
The study concluded that almost 96% of people were aware of “Mann Ki Baat,” with about 23 crore people regularly listening or viewing the program, and roughly 41 crore having the potential to become regular audiences. The program’s popularity owes much to the communication style of the Prime Minister, with listeners feeling he is knowledgeable and has an emotional connection with his audience, among other qualities.
The study found that “Mann Ki Baat” positively influenced citizenship behavior, optimism, and happiness, with a majority of respondents showing an interest in working towards nation-building and becoming responsible citizens. The most popular themes covered during the program were scientific achievements of India, common citizen stories, gallantry of armed forces, youth-related issues, and environment and natural resource-related issues.
Broadcast on the last Sunday of every month since October 3, 2014, the program is translated into 22 Indian languages, 29 dialects, and 11 foreign languages, including French, Chinese, Indonesian, and Arabic, apart from English.