New Delhi: In a move aimed at enhancing public communication and maximizing the impact of its outreach programs, the Ministry of Information and Broadcasting (MIB) has rationalized its Central Sector Schemes (CSS), aligning them with guidelines issued by the Department of Expenditure. As of FY 2025, the ministry operates four streamlined Central Sector Schemes, with a key focus on the Development Communication & Information Dissemination (DCID) initiative under the Information Sector.
The DCID scheme, now positioned as a flagship umbrella initiative, is designed to amplify awareness around various government programmes through a multipronged communication strategy. It leverages multiple platforms—including print, electronic, outdoor, and digital media—to inform citizens about welfare and development schemes, encourage participation in democratic governance, and promote sustainable growth.
Executed by three principal agencies—Central Bureau of Communication, Press Information Bureau, and the New Media Wing—the DCID aims to ensure that communication is not only effective but also inclusive and targeted. The scheme’s objectives include:
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Enabling citizens, particularly in rural and underserved areas, to access benefits of government programmes;
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Fostering civic responsibility and environmental consciousness;
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Encouraging informed public participation and policy engagement.
The rationalization is part of a broader governmental push for outcome-driven budgeting and transparent scheme implementation. By consolidating activities under fewer, purpose-driven umbrellas like DCID, the Ministry aims to eliminate redundancies and improve the cost-effectiveness of its media and outreach spending.
