<span style="color: #222222;">Apurva Chandra, Secretary, Ministry of Information and Broadcasting, has emphasized on the maximisation of the reach of messages on the developmental initiatives of the government. While reviewing the functioning of various media units of the ministry in capital Bhubaneswar in Odisha on Friday, Mr. Chandra called upon the media like AIR, Doordarshan and Regional Outreach Bureau to create and deliver local and innovative contents for the masses so as to be able to connect with them. He also put stress on the impact assessment of the messages thus delivered to the targeted people. The Secretary advised the officials to optimise existing manpower by taking advantage of digital technology. Speaking on revenue generation by media units like AIR & Doordarshan, he underlined the need of an effective marketing mechanism to tap the private sector as well. Earlier in the meeting, senior officials of all the media units like  PIB, RoB, AIR, DDK, CBFC and NABM appraised the Secretary on the functioning of their respective departments.</span><br />