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Frontier Academy Dallas: Effective Communication

Frontier Academy Dallas: Effective Communication
Event on 2017-10-17 09:00:00
Effective communication is a hallmark of all successful businesses.  However, many of us aren’t comfortable (or confident) in our ability to communicate because we never learned the basics or we’re fearful of the backlash that we perceive will come from speaking up. Others of us may think our way of communicating works just fine, unaware our skills could be improved.   This workshop is designed to give you a crash course in communicating using all mediums available, choosing the right medium for the right message, and connecting with and motivating your audience. We also help you with some of the trickier forms of communication, like offering accurate feedback, listening to and diffusing conflict, and getting buy-in. Ideal participants: Managers who want to have a greater impact in communicating with their team, organization, and stakeholders.  — We understand that circumstances change, but for planning purposes Frontier Academy requires 48 hours notice if you need to cancel, or reschedule, in order to receive a full refund, otherwise you will be charged the workshop’s full amount. You may send someone in your place, but we ask that you do give us notice that you are doing so. Thank you for your understanding!

at Gravity Centre Dallas
2900 W Plano Parkway
Plano, United States


War to Peace: being more effective with the people you find most difficult

War to Peace: being more effective with the people you find most difficult
Event on 2017-03-03 09:00:00
Why would I attend War to Peace? Participating in the War to Peace workshop offers you the possibility to transform your relationships and daily interactions with anyone you find difficult. It is a one-day intensive course that has been designed to be fun and engaging, whilst dealing with a very important topic. If you come along, you will experience new and easier ways to relate to others that many have reported as life-changing. If you don’t, it is likely you will continue trying everything you have already tried to make your relationships work and you will keep getting the same results as you always have. War to Peace workshops have been held in England, Finland, Canada, the US and the Middle East since 2009. More than 3500 participants have rated its effectiveness, with 100% saying they would recommend it. In 2010, War to Peace won an Innovation Award from Nokia Siemens Networks. Incidentally, you have nothing to lose with our wise investment guarantee that offers you a full refund if you are not satisfied*   Who should attend? Anyone who wants to improve his or her relationships and ability to handle conflict, both at work and at home: Do you get on with everyone in life, except one person who drives you crazy – your boss, a family member, a colleague, a friend? Do you find yourself getting into arguments with someone or feeling disappointed or hurt by them? Maybe you try to avoid them altogether now or dread spending time with them? Perhaps you are already self-aware and would like a framework to help you improve your ability to avoid and manage conflict? War to Peace can help you.   How will I benefit? In this intensive one-day workshop you will experience the whole War to Peace methodology and: Be able to recognise the early signs of conflict and choose a different course of action. Experience multiple ways of quickly changing how you feel emotionally, so that you can switch from an unresourceful emotional state to a resourceful one. Gain greater self-awareness and have a clear understanding of your personal style of conflict. Gain insight about the unconscious impact of your warring style and what it provokes and invites from others. Learn how to shift perspectives to see things from multiple viewpoints and experience ‘putting yourself in someone else’s shoes’. Know how to quickly focus on and control what’s controllable in a relationship to become more empowered. Experience appreciation for who you are. Join a network of people who understand the frameworks you will learn and can offer you support.   Workshop Format Participants report that War to Peace is quite unlike any other course they have taken, many saying it’s the best they’ve ever experienced, especially for dealing with conflict (please see our testimonials below). Rather than subjecting you to endless PowerPoint slides to impart knowledge and theories, you will get to experience the concepts we share with you, so that you leave ready and able to use them where you most need to – in the real world. We create a safe, intimate and fun learning environment (max 12 participants), which allows for pair and small-group learning plus lively group discussions.   Timing Registration and coffee will be from 8.45am, we will start promptly at 9.00am and we will finish by 5.45pm. It may sound like a long day, but because it is both experiential and enjoyable, participants always tell us the time flies by!   Workshop Fee The fee for the workshop is £495+VAT per person. We offer significant discounts for people who are working for organisations that have charitable status or are not-for-profit and for people who are paying for themselves for their own personal development (£150+VAT per person). This is to make this truly helpful work accessible to as many people as possible. It is extremely important to us that no one is excluded from experiencing War to Peace due to financial difficulty so, of the 12 places available, we are also offering two places at just £20+VAT per person. We will not ask you any questions about your finances, we simply trust you to buy these tickets with integrity Your workshop fee includes an 85 page comprehensive colour workbook, which outlines all the work you will experience on the day and is packed full of ideas to continue your learning long after the workshop. We will provide you with refreshments throughout the day. Lunch is not provided, but you are invited to join us for lunch to share meze at an authentic and rather lovely local Greek restaurant (typically costs £12-15 per person). Just decide how you feel on the day – we will also provide you with a list of local restaurants, cafes and sandwich bars in the area.   Testimonials “War to Peace is an insightful, quick and easy way to raise your self-awareness about your relationships and contains repeatable, tangible frameworks to use in your everyday life that will help you build better relationships." Alison Saunders CPCC, London, UK "You will be surprised, entertained, challenged and empowered. This is complicated stuff, brilliantly brought to life! You will be given the opportunity to be better at managing difficult situations at work and at home. I will remember this for a long time." Simon Middelboe, London"A life-changing workshop that supports you in seeing your own role in challenging relationships and gives you the tools to better influence people in a positive way." Cecilia Åkerman, Lund, Sweden"Absolutely superb means of examining challenging relationships in a supportive environment and realising how much I can do to improve the situation.” Melissa Mehta, Oxford“I am leaving with valuable tools and knowledge and have learnt how to put them into practice in a clear and memorable way. My thinking has been challenged.” Amanda Axbey, Oxford, UK “A natural sceptic, the course put me at ease to engage in the material. It was fun whilst also being considered and challenging.” Christopher Woolley, Bexley, UK“Brilliant interactive workshop providing a safe and creative environment to explore challenging relationships from the inside. It illuminates the real causes behind why some relationships are less than the best, provides clarity around what you can (and can’t) do about it and helps you to create a better future rather than keep your current situation or repeat your past.” Justin Collinge, Ashington, UK“Deep and illuminating work. It really showed me how I am creating my experience in the relationship and how I can create a different experience without the other person having to change”. Sonia Duggan, London, UK “I have attended every possible training course you can imagine in the past 50 years. What you showed me today is the most helpful thing I have ever experienced in dealing with conflict."  John Cooke, Galena, Illinois, US “Normally I’m a very anti-self-help type of person, but as part of a personal development program at work, I was encouraged to attend ‘War to Peace’. Chloe's energy, warmth and insight open people up to the themes of the subject and bring us all a step beyond where we could have gone. I highly recommend working with Chloe any chance you get! Even if you think you have your mind around something, I bet she can turn on a few new lights.” Zach Zimet, North Carolina, US“I remember walking into the room and thinking ‘What does this young woman think she can teach me?’ As it happens, she taught me a lot. I can honestly say this is the best course I have experienced in 25 years.” Klinton Williams, Dallas, Texas, US ”The War to Peace workshop was a real personal help for me dealing with our site closing and being made redundant.” George King, Boca Raton, Florida, US “I sense that this will be more helpful, in both my personal and professional life, than any course I have taken in the past.” Mikael Birgegard, Stockholm, Sweden    Any Questions? Please email us at info@wartopeace.co.uk or call us on +44 (0) 20 3239 4272 and we will be happy to help.   Refund policy Your ticket is not refundable and you cannot transfer to another event on a different day. This is beacuse we only have 12 spaces, we widely advertise how many places we have left and if this number increases, it can mean that people may question the integrity of our marketing. However, your ticket is transferable to someone else, so in the event you are no longer able to make the workshop, you may pass it on to someone else to attend in your place. Just let us know their name email address and telephone number so that we can ensure they receive the pre-course work and venue details.    *Our wise investment guarantee If you attend War to Peace and don’t feel better equipped to deal with the people you find difficult we will willingly refund your money. We believe in what we do, we know it works and if it doesn’t work for you, we wouldn’t want you to pay us. We would simply ask that you attend the whole day and if you are not satisfied, just return any course materials and give us some feedback on how we could make it better for you next time.    Accommodation in the area  If you would like to stay at the same place where we hold the course, we have a delegate rate of £77 per single room at the Columbia Hotel, which includes a full English breakfast. Please note, the bedrooms may not have been refurbished since the 1970s, so if value is more important to you than comfort, this could be a good option but this is not an endorsement! An alternative, which is more modern and less than 1 minute's walk from the course venue, is the Best Western Mornington Hotel: https://www.bestwestern.co.uk/hotels/best-western-mornington-hotel-83187. We do not have a delegate rate for this hotel.

at Columbia Hotel
95-99 Lancaster Gate
Hyde Park, United Kingdom


Texas: A Model For Effective Energy Deregulation

Texas: A Model For Effective Energy Deregulation

During the past few years, several states have methodically deregulated energy, ending the regulated monopolies that citizens in these various states have known for decades past. In the past, a single company provided the generation, transmission, delivery, sales, billing and customer support to consumers. With energy deregulation, the people now have the power to select their energy retail providers.

The promulgation of energy regulation differs from state to state in details and components but one thing is common to all and that is providing consumers an option to choose providers, resulting in unlimited competition between different companies. The state of Texas has been at the forefront of energy deregulation, providing consumers the ability to decide which Texas electric company can provide their utilities. The promulgation was aimed at creating a competitive environment among utility providers, thus providing better services or even cheap electricity and renewable energy options to the public.

A Little Bit of History

Senate Bill 7 was signed by then Governor George W. Bush on June 1999, which paved the way for the implementation of energy deregulation for the state of Texas during the subsequent years. The result was that consumers in the State had the option for selecting the Texas electricity provider of their choice among the various Retail Electric Providers or REPs that took form when energy deregulation was officially implemented.

Even curing its first, the energy deregulation initiative in Texas was very successful and resulted in more than 680,000 customers benefitting from the more than 1.5 billion dollars in cost savings. Regulation was not limited to household consumers alone that switched to various electric companies. The initiative was also implemented by more 90% of large industrial corporations and entities, most of which have switched to various Regional Electricity Providers (REPs) providing utility services.

Paving the Way

According to the study performed by CAEM or the Center for the Advancement of Energy Markets, the restructuring of the electric market in the State of Texas, was the best in the United States based on the Retail Energy Deregulation (RED) Index. The RED Index acts an industry report card and rates states based on 22 identified attributes or criteria, with Texas ranking the highest among the state rankings.

This is an indication that Texas has successfully implemented Energy Deregulation and has paved the way as the model for other upcoming competitive energy markets among the various states. One such example is the successful resurgence of wind energy production, boasting more than 9410 megawatts capacity towards the end of 2009, which is figure higher than what can be produced in California, Iowa and Washington combined. On top of that consumers have also proactively started making use of solar panels as well as practicing energy conservation activities. In 2005, Texas has reached its target in renewable energy way ahead of schedule by four years and is targeting for a new milestone of 10,000 megawatts — a target which was set in 2025 — but could be attainable in a shorter time with the current trend.

While other states continue to shun energy deregulation, others are looking at Texas as their model for implementation, not only in the way deregulation was implemented, but in the application of renewable energy resources as well.

About Shop Texas Electricity– Shop Texas Electricity helps consumers and businesses compare and shop for their electricity plans in Texas. Learn more about Shop Texas Electricity by visiting us at www.ShopTexasElectricity.com

Article from articlesbase.com

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Radio Commercials – Effective Radio Advertising Radio Commercial

Radio Commercials – Effective Radio Advertising Radio Commercial

Radio Commercials That Work: Radio Advertising Expert Dan O’Day Reveals Two Universal Truths

Want to know the two biggest universal truths I’ve uncovered in the 36 different countries where I’ve taught commercial copywriting?

1. Every country thinks their coffee is the best, while the coffee made by their closest neighbor is sewage.

2. Every country thinks there is a magical number of seconds that comprises the “optimal” length of a radio commercial.

The most common commercial length is 30 seconds.

But I’ve taught in countries where the standard is 20 seconds.

In one South American country, pretty much all they sell is :10s.

In one Scandinavian country, the commercial length is whatever the advertiser says it is; radio stations charge by the second. Want a 17-second commercial? No problem. You’ll pay half the amount that a 34-second commercial costs.

I’ve heard some extraordinary 2-minute commercials.

North America mostly sells :60s and :30s.

What is the “optimal” length?

Objectively speaking, there really isn’t one.

As a copywriter, I like having the luxury of 60 seconds in which to spin my sales story.

On the other hand, I’ve written 10-second commercials I’ve been very proud of and that — much more importantly — made money for the client.

But the most common length sold by radio stations is 30 seconds.

Especially since a major initiative was launched by the world’s largest radio group owner, stressing 30-second spots.

There’s an old saying in Sales: “The more you tell, the more you sell.”

That’s one reason it’s often nice to have 60 seconds at your disposal.

But you can write extremely powerful, results-producing, money-making 30-second commercials.



And with great originality.

I’ve created an easy to follow, exceptionally flexible 5-Step System for creating radio commercials that get results.

You’ll never guess what I call this System:

Dan O’Day’s Guaranteed 5-Step System For Creating 30-Second Radio Commercials That Get Results.

“A Five-Step System That Really Works? Yeah, Right.”

I don’t blame you for being skeptical.

If you’re skeptical, it’s for one of two reasons:

1. You’re an “old pro” who has “seen it all.” You figure my System is just a rehash of what you already know.


2. You believe you are not “creative” enough to write effective advertising.

If you’re an old pro, you’ll soon realize you’ve never encountered the secrets contained in this System anywhere else — unless you’ve attended one of my “live” seminars where I teach the System in a hands-on, real-time environment.

(My speaking fee is ,000 per day. If you’ve got the budget, I’ll be happy to fly to wherever you are and teach you my system in person.)

You’re not “creative” enough?

I travel around the world proclaiming, “Radio advertising is not an exercise in creativity. It is Mass Salesmanship.”

Being creative certainly doesn’t hurt.

But you don’t need to be creative to write an effective, results-producing commercial.

If you can sell in person, you can sell in a commercial.

I’ll teach you how in….

Dan O’Day’s Guaranteed 5-Step System For Creating 30-Second Radio Commercials That Get Results.

Radio advertising expert Dan O’Day has helped radio stations, ad agencies and business owners/entrepreneurs in 36 different countries create advertising that produces money-making results. His e-book, Dan O’Day’s 5-Step System For Creating Radio Commercials That Work, is available at http://danoday.com/5Step …or watch the video at http://www.youtube.com/watch?v=wWw-tKktDcg

Article from articlesbase.com

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How To Choose An Efficient And Effective Printing Company

How To Choose An Efficient And Effective Printing Company

With vast variety in printing options available, choosing the product that can best promote your business is one of the most important decisions you will ever make. There cannot be anything better than the services of the Dallas Printing companies that provide the best possible services to all types of business in promotion activities. One can pick from the varieties of printing options like short run print jobs full colored printing planographic or lithographic options and even many binding options. When the question is printing of books with lot of photographs illustrations re production photos of artwork or graphics then it will be best to make use of the full colored printing. Further, you can also decide if a full-color cover or case is needed.

Planographic and lithographic options require a plate to contact with paper and results into top notch quality imagery. The lithographic option is usually made use of in activities that involve high graphics or coffee table books. When it comes to short-run printing jobs, they are essential as they make out distinction between printing books and non printing books. The short run publishing can be easily undertaken by the self publishing authors in order to save money and still complete their publishing work and this can be taken from the Commercial Minneapolis Printing companies.

The commercial Dallas printing services provide you with a variety of binding options even while you want only short run printing. These days the binderies provide so many types of cases and usually stitch and glue the bindings.

Other things you should think about

First of all, you would need to select the right type of printer to accomplish the job effectively and efficiently. Each printer is meant to handle a different kind of work on the basis of the scale and the type required. One must always look for a Dallas printing company in closest proximity so that it is very easy to contact them when need arises. If you want an expert to do some specific printing job, then you need to seek out specialty printing services. The benefits of using specialty printers is that they focus on only one product, and thus first-rate quality would be assured since the business profile is entirely driven toward making single item.

A lot of times businesses need to undertake large scale printing for activities such as signs banners and billboards. Your need for attention grabbing advertising can be fulfilled by taking the services of a steadfast and expert Dallas Printing Company. There are so many range of products offered by the Minneapolis Printing company that are famous are business cards catalogs pamphlets booklets brochures calendars prescription pads note pads restaurant menus rack cards presentation folders carbonless forms newsletters magazines and envelops and stationery.

It is better that you seek a clarification from the Dallas Printing Company about any doubts you have about their layouts and material. Moreover, you can also ask for samples in order to check out the quality of work.

Find more such article written by the author on Dallas Printing and Minneapolis printing also find articles to help you choose the best printing company.

Article from articlesbase.com

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More Ways To Make Gold In Cataclysm – Effective WoW Cataclysmic Blueprint

More Ways To Make Gold In Cataclysm – Effective WoW Cataclysmic Blueprint

Besides playing the auction house with gathered items, those bought low or sold high, and Volatiles collected from mineral nodes and farmed elementals, you can also make plenty of gold in World of Warcraft’s Cataclysm expansion by playing your cards right with various crafting professions – in one case, literally using cards to make a profit from the desire of other players to gear up.

When the new crop of PvPers, endgame raiders, and heroic dungeon enthusiasts reaches Level 85, there will be an immediate scramble to gear up for the new content as quickly as possible. Better gear means faster progression, and more prestige in the endgame WoW community – with perhaps a server first achievement here and there as well.

However, since at the moment players hit 85 and will not have run any dungeons at that level yet – and will not be geared for them to get better gear – they will be looking to BoE crafted items to give them their start at this level.

Blacksmithing is likely to prove a gold-maker once it is maxed out, with BoE epic armor and weapons being highly desired. Budding level 85 tanks, DPS warriors, paladins of all kinds, and so on will be eager to get their hands on epic BoEs.

Tailoring and Leatherworking have their own contributions to make as well. Besides being able to make high-level Bind on Equip epics that will be desired by newly-minted 85s (who will arrive in a series of waves after the expansion goes live, ensuring an ongoing market for some time), these professions also make the only known item enhancements in-game for the leg slot.

Tailoring can make high-level Spellthreads that casters will thirst for, while Leatherworkers can supply Leg Armor enhancements for the other classes. These items will be a ready source of gold both right after Cataclysm’s release, and throughout the life of the expansion as well.

Inscription seems an unlikely candidate as a “gold mine” at first glance, since glyphs are now learned permanently, and the demand for them will be much lower because of this, since people will not need to buy new ones every time they want to re-glyph their character. However, this profession actually has several new abilities that will be very profitable.

One is the making of Darkmoon Cards that can be combined by other players into powerful trinkets. Another is Cataclysm Reclamation, allowing them to make unique, high-level recipes and patterns for Blacksmithing, Jewelcrafting, Leatherworking, and Tailoring which can be obtained in no other way. Finally, they can make many off-hand frills which provide massive statistical boosts, and which should have a good market too.

The Cataclysmic WoW Blueprint gives you complete details of these professions, as well as leveling guides, walkthroughs for dungeons, and tons of other useful information.

Do you want to discover the most effective WoW Cataclysm’s secret, and the fastest path trough to level 85? If yes, then I suggest you get a copy of the: Cataclysmic WOW Blueprint Guide!

Click here ==> Cataclysmic WOW Blueprint, to read more about this guide and start uncovering the secrets to fast leveling in Cataclysmic WoW.


Effective Ways to Have a Successful YouTube Broadcast Yourself Production

by hugovk

Effective Ways to Have a Successful YouTube Broadcast Yourself Production

The up-to-date video phenomenon today is none other than the YouTube Broadcast Yourself. More and more people are getting online and market their businesses through YouTube Broadcast Yourself. It is so amazing how this marketing tool has its way to the top. In fact, there are billions of people uses this video sharing site as part of their business industry.

Are you fascinated with YouTube Broadcast Yourself, then why not start online businesses of your own? You can work from without getting any pressure and you can be your own boss.

Click here to visit youtube broadcast yourself now.

Before starting up, study the tips below:

1) Establish distinct objectives. It is very important to know your goals or objectives when you plan to make advertisements on YouTube and share it to everyone. Do not waste a single video if you intend to enter the world of online businesses. Your overall objective is to trigger some excitement in the viewer’s mind and keep them wanting to hear and see more videos from your site.

2) Put some thoughts to your video script and set a unique presentation. It must be exciting and inviting, but do remember not to exaggerate sales talk. People respond to quality and informative content.

3) Production of your YouTube Broadcast Yourself really matters. Have enough time on planning and creating your video to achieve a more successful video production. Finish and polish your video using free software products existing online.

4) Gain rapport and action from viewers. Nowadays, people prefer much on viewing videos online rather than on television. They can get a lot of different advertisements online which are more informative and exciting videos online. As the bond gets closer, you can request viewers to do something for you in return and that is to come back and visit your website for more information.

5) Present a professional image of yourself as well as your proposed business and industry, Professionalism makes people to be inspired and eager to do business with you.


Click here to visit youtube broadcast yourself now.

Article from articlesbase.com

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What champion in League of Legends is most effective assassin or DPS fighter for 3150 IP?

Question by Sting Rock: What champion in League of Legends is most effective assassin or DPS fighter for 3150 IP?

Best answer:

Answer by R H
I find Katarina to be very effective but people also like Shaco. They are both assassins. Katarina is good because she doesn’t use any mana, health or energy. Her abilities have no costs. Shaco on the other hand uses mana and has an invisablity move. Try both out when they’re free and see if you like either one.

Give your answer to this question below!




Today we are living in the age of information, and communication where the information societies are rapidly transforming themselves from information society to knowledge society. Information society or rather its Japanese term “Johoka Shokai”, was perceived by the Japanese writer, Yoneji Masuda, “as a society, which would eventually move to a point at which the production of information values became the formative force for the development of the society.”

               In India the significance of communication in equipping people with new information and skills; and mobilizing them for their willful participation in various development programmes and activities has been well recognized and emphasized in the country’s blueprint policy i.e the five year plans. Communication is fun, Communication is power, Communication is money and Communication is intelligence today. So a country’s growth, cultural moorings, its inner strength and competitive edge all depend greatly on communication power. In the recent years the country is on the threshold of a new communication revolution of which satellite, TV, Video are major manifestations. In this information age from high frequency wireless communication to digital compression technology, to microwave communication to silicon chips, satellite communication, optic fibers, telematics, computer graphics, Internet, world wide web, Internet protocol TV(IPTV),interactive TV(ITV),digital audio broadcasting(DAB),multimedia and so on, there is no stopping and no looking back. Communication wise the whole world is technically knit together and with the constraints of time and distance disappearing, it has been possible for humanity at large to be integrated at intellectual, economic, cultural and emotional levels, by sharing a global commonwealth of human resources, transforming the whole world virtually into a ‘global village’.


NEW COMMUNICATION TECHNOLOGIES-Different  Perspectives And Significance


            The concept of global village by Marshall McLuhan is becoming increasingly interconnected by communication technologies that is gradually defining the way we look at the world. The Gutenberg era is over. A new digital communications technology has emerged. An electronic superhighway is beginning to girdle the globe as voice, video and data converge bringing in the wake a new basket of digital multimedia and interactive communications technologies. New technologies such as Global Satellite of Mobile communications(GSM),General Packet Radio service(GPRS), Teletext, Videotex, Virtual Private Network(VPN), Wi-Fi, Coded Division Multiple Access(CDMA) etc are gaining wide acceptance due to several advantages like–

Demassification (As opposed to the old economy (which focused more on mass production and mass broadcasting to a mass audience), the new economy breaks down (demassifies) production. The focus, in terms of production, is now shifted to customization, segmentation, and individualization. This trend leads to narrowcasting).
Asynchronity (the exchange of data, figures, and conversation takes place on a real time basis, without the presence of all the participants).
User friendly
Narrowcasting(A narrowcast is the transmission of data to a specific list of recipients. Cable television is an example of broadcast model in which the signals are transmittedeverywhere and anyone with an antenna can receive them. The internet uses both a broadcast and a narrowcast model. To transmit to selected individuals. Cable TV and satellite radio are examples of narrowcast services because they reach only their subscriber base. Mailing lists are another example.)
Infotainment(A television program with a mixture of news and entertainment features,such asinterviews, commentaries, and reviews).
Ease of updating
Instantaneous message dissemination
Time saving and
Cost Effective


Marriage of mediums or rather, Convergence is today a reality and India is fast waking up to the digital era, re-shaping the way the individuals and organisations produce, process, market, collaborate and share information. The launch of paid Internet radio services on Yahoo! And Rediff.com, Edge, Third Generation(3G) and Bluetooth, Internet on TV, are some of the new technologies that have been used for the benefit of mankind. At the same time ,there is an increasing demand from consumers for data delivery, telephony services, global roaming, e-mail, video and Internet access on one single device. These needs have resulted in global standards that are more open, making available the vast knowledge base and providing substantial increase in productivity, a better quality of life, enhancements in education and recreation and cross cultural understanding.




                        Coming to the access of these new technologies, no wonder it can be safely said that the Indian middle class have moved at a much faster pace than expected. If you still deny than consider the communications scenario.

Within a decade the average citizen owns a private telephone, television and personal computer. In addition to these ,telephone and Internet access is increasingly provided by phone booths and cyber cafes situated in public places. In 1947 it, when India gained independence, it had only 84000 telephone lines, to reach out to a population of 300 million. By 1999,India had an installed network of over 25 million telephone line, spread over 300 cities, 4869 towns and 310897 villages, making India’s telecommunication network the 9th largest in the world. Another most successful achievement was the introduction of mobile telephone services in 1995, along with pager services. By 1998,India had one million cell phone users in its four metropolitan cities, with 45% in Delhi followed by Mumbai 35%,Calcutta 12% and Chennai 8%.Another 500000 or so existed in towns and cities. Previously the use of cell phone was restricted only among the urban elites, corporate leaders and business professionals, but currently the omni presence of rural phone in rural setting is also very much conspicuous. These services satisfies the strong cultural need of the pan Indian to keep constantly in touch with the family members. For a vegetable seller in a remote village of Karnataka, uses his mobile phone ,to supply and take orders for his customers, who lives in far off villages. He has no pucca house, nor he has any pucca shop. What he has is a small make shift shop, a two wheeler moped and a Nokia 1100 mobile phone. Again Yashwant Singh a villager in Hoshiarpur of Punjab, owner of several trucks, has purchased cell phone for his truck drivers, to keep with them in constant touch. Many well to do farmers in India often own mobile phones keeping in touch with block and district level officials, checking market information, scheduling transportation, pick ups and so forth. Many mobile users access mobiles for listening to FM radio or MP3 DVD player,capturing images and videos and simultaneously transfer them via infrared or Bluetooth to other mobile users,use multimedia through 3G(Third Generation),send SMS and MMS playgames and various other purposes.

                    The traditional sectors like radio and television have also undergone functional displacement, owing to the changing times and needs. DTH (Direct to Home) technology which takes cross border satellite programmes direct to viewers homes without the intervention of cable operators, is the future of TV.DTH TV is digital and interactive and offers up to a hundred subscription channels. Also development of radio has taken giant strides in the past few years. Satellite radio was a major innovation ,followed by Podcasting , which is currently riding high on the success of Apple computers ipod. Technically speaking Ipod are basically digital basic (MP3)players with local storage and Internet connectivity-the latter is required for downloading audio and other files from web servers via RSS or XML protocol. Podcasters are like web loggers ,amateurs who create radio like programs of commentary, music and humour, save them in MP3 audio format and post them as websites which are ipod enabled. Then there is Digital Audio Broadcasting which consists in combining a series of services into a frequency band called a base group, enabling a multiplex bit stream to be created in which services of all shapes and sizes can be transmitted, thus providing perfect sound quality, free of interference, capable of serving a mobile audience.

                     In the case of personal computers, one important factor promoting the diffusion of personal computers, in India, in the late 1990s was the rise of various financing schemes. More and more middle class could purchase computers. Till 2000 a typical Pentium II desktop computer cost about 50000,which was quite a heavy burden upon the middle class. But the things changed with the alternative model of an assembled piece where the consumer brought the computer home, by choosing the specific configaration of a computer-like the speed and amount of ram, modem speed, speakers and monitors etc. and surprisingly all this within a very affordable range. Now the situation has changed to such an extent that even branded laptops are available for rs 30000.the enthusiasm for the computers was immediately visible through the internet. Cyber cafes were quick to catch the pulse of the market and in 1995 after Internet connectivity was made available to the individuals and the organisations, on a commercial basis, cyber cafes sprang up to add zeal..These cafes unleashed opportunities before an individual. It enabled an individual to log on to the net, surf it, play games, watch video, e-mail, chat,e-shop for Rs10/-15/per hour. Initially urban centric now it has spread its wings to rural areas too, by upgrading themselves into ICC(Internet Community Centres ), providing net surfing, net telephony, telephone, multimedia, video conferencing and photocopying services all in one.

                           Further the Internet gave rise to an era of e-business-both e-marketing and e-commerce. E-marketing requires the use of the Internet to market ones products and services, and e-commerce is commercial transactions between two parties on the Internet. In India though these concepts are relatively new, yet many individuals and organisations are entering into these business as they are time saving, cost effective and most important of all ensures 100% transparency and improves efficiency. The age old concept of middle class, underhand activities and unethical practices and unjustified harassments are gradually being overcome by these e-business. Some of these e-business companies who have establised themselves as a reputed brand name in the international arena are Metal Junction Services limited, e-bay, Amazon.com, Aditya Birla, IFB, Dell, etc. Today the Internet is accessed via cable TV, telephone, mobile phones, palm tops, and DTH apart from the conventional computers.

                       The Internet has ushered into a new era where it is concerned with the creation of wealth not only through production, processing and transportation of goods but also through information- networks using technological know how, management practices and remote processing, like customer  help ,medical transcription, data and research processing etc. Internet has given rise to several new occupations like website designing, e-commerce, Internet patrol, technical writer, content developer ,multimedia specialist, graphic designer, etc. Today tele working is gradually in rise in India, considering the presence of a solid telecommunications infrastructure,   favourable policies for free global trade, and the availability of low cost English talent. Several BPO’s and KPO’s are gaining wide popularity among the young university graduates. The corporates, the organisations,the educational instituitions are armed with the newest of these technologies like VPN(Virtual Private Network), Wi-Fi, V-SAT and broadband etc.





  Andhra Pradesh has already implemented four e-governance initiatives, adopting the old and new technologies like –


?      CARD-Computer Aided Administration of Registration Department

This enables a person regarding registration of land ,purchasing of land,ascertaining marketing value,transfer duty,etc. that which took earlier days and hours,now took only 15 mins.

?      APSCAN-Andhra Pradesh State Secretariat Administrative Network.

?      APSWAN-Andhra Pradesh State Wide Network

Both of these networks help in interaction among the villagers ,government officials, block development officers, chief minister, state secretariats, and the extension agents through video conferencing.

?      TWINS-Twin Cities Network Services

  This services is provided to the two cities of Hyderabad and Secunderabad. Here the citizens are provided all kinds of services like-electricity bill, phone bill, driving license, holding tax,insurance claim-all under one roof.




               In a rural country like India, health remains a perennial problem. But Maharashtra has achieved astounding success in routing information to the villagers not only health conscious but also avail them of all those benefits of doctors and medicines, that their urban counterparts are habituated to enjoy. Its a dose of e-medicine for rural folks across the state. The doctors and experts together treats patients in the remote interiors of Maharashtra via satellite. Civic authorities ISRO (Indian Space Research Organization) and state officials have joined hands to make success their project. Here the patients in the rural areas get easy access to the modern facilities without having to travel long distance and spending big bucks. Thus the patients and the physicians in distant areas remain in constant touch via telecom network.





               Recent government records show that more than 25% ( 59 million school-aged children ) are still not enrolled in a school. Despite these poor figures in education , India has highly competent human resources as also a strong base in ICT, which if utilized to its maximum capacity in future , India will be among the topmost Asian countries. the Bridges to the Future Initiative –India ( BFI) seeks to improve the basic skills, literacy and entry in vocational skills of out-of-school youth and young adults in poor communities in several Indian states. to achieve these goals , the BFI employs innovative and cost-effective ICT tools and methodologies to improve the quality of teaching, learning in basic and vocational education and to assist community members in obtaining information resources that can improve their daily lives. At the official level , the BFI is situated under the patronage of MHRD and state education agencies ( initially Andhra Pradesh and Karnataka, where formal MOU’s are signed in May 2001.).




                  India’s informatisation process started  in 1990,which accompanied by the liberalisation , globalisation and privatisation policy, opened up borders for several MNC’s like McDonalds, Reebok,Pepsi,Coke etc. And also encouraged individuals to come forward to set up their own private organisation. The NEP (New Economic Policy) by Manmohan Singh reflected Indias enthusiasm to pursue an informatisation route. Prior to this Rajiv Gandhi government instituted favourable policies in electronics, software and telecommunications and pushed for the application of information technology in computerising the Indian railways reservation system,banks and land records. During his tenure, the Centre for Development of Telematics (C-DOT), The Centre for the Development of Advancement Computing(C-DAC)) and the NIC(National Informatics Centre) were established. Also he invited Texas instruments,GE, and Hewlett Packard triggering the rise of Bangalore Technopolis. Further the establisment of a National Task Force in 1998 in the Atal  Behari Vajpayee,regime under the co-chairmanship of AP’s  the then chief minister Chandra Babu Naidu was a watershed event in India’s road to informatisation. Its action plan made 108 recommendations on ways of utilising technologies for socio-economic development,it recommended the privatisation of internal services,the waiver of license fees for private Internet, service providers allowing ever cable operators and ISD/STD booth operators to use their infrastructure to enhance Internet access and zero duty on all it products by 2002 ad .It further recommended that software and IT be treated as a priority sector by banks for five years and that students, teachers and schools be offered computers at reduced prices. The task force wanted every ISD/STD  booth in the country to be turned into an  information kiosk providing access to the Internet and related  services like e-mail. More over in 1999,it introduced  an IT bill in parliament for facilitating e- commerce and e-business activities and created a 25 million venture capital fund to fuel computer start ups.

Not surprisingly some of the famous and richest IT Indians are Aziz Premzi (Wipro), N R Narayanmurthy (Infosys), Vinod Khosla (co-founder of Sun Microsystems) , Sabeer Bhatia(co-founder of hot mail) and Sam Pitroda,who had spearheaded the country’s communication revolution to a large extent.


 From the above situation one can summarise the India’s  informatisation effort-


?      India has vast potential to compete with world’s best -Japan,Germany,U.S,and U.K .The rich resources,huge talent and billion population should be tapped by the Indian government and thus facilitate innovation, enterpreneurship and creativity, rather than stiffling it or creating barriers like red tapism, bureaucratic hassles in approval and licenses. India’s enthusiasm and zeal should motivate young enterpreneurs to come forward and be an active member in the participatory process for socio-economic development in the country. Theinformatisation strategy through which an information society emerges centres on new communication technologies, on research universities where technicalbrainpower is trained andresearch anddevelopment is conducted,and on favourable government policies. With this India is poisedto become an it world power.


?       The infrastucture,the economic policy and various other policy and strategies should be directed towards facilitating of India’s communication revolution .For eg the PCO’s, ICC’s, cyber cafes that have come up has not only provided employment to the young people but also has enabled the individuals to empower themselves and others with knowledge and information.


?      Indian personalities should also play a role model for the coming generation. The role of conventional media like radio and TV should be imitated and most importantly folk media should be merged with it to create a far wider acceptance. The DD should be more innovative and the government should ensure the cable TV /DTH participation towards a more socially responsible approach rather than only spinning off money.


With the development of technologies in the past few decades , the role of information and communication technologies(ICT), in improving economic efficiencies and enabling social development . Governments , the private sector  and civil society alike note that , ” vast no’s of people are excluded from the benefits of these technologies , in particular people who lack the infrastructure, skills , literacy and knowledge of the dominant internet language-English. They also recognize the opportunities for ICT to bring about change not only to address existing obstacles  to the social and economic development of these groups , but also to transform the very systems that create these inequalities in the first place . ICT must be deployed to build an information society  where everyone specially disadvantaged women, poor and rural people – can fully participate as citizens and reap the benefits of the information revolution.

According to Robert Schware , lead informatics specialist, the global ICT dep’t, of the World Bank, said-that India did take up over 200 pilot projects in the area of e-governance ; out of which only 100 are worth taking up full scale and can be replicated in other parts of the country. In his answers , to the global scenario in e-governance , he said- “that it is estimated that approximately 85% of e-governance projects in developing countries are total failures, approximately 50% are partial failures, only some 15% can be fully seen as success.” Though he commented that the primary factors for the failures include inability to deliver government services that provide benefit to citizens or business, lack of clarity on business perspective , projects are done in dept-al isolation rather than via a single co-ordination body and lack of political will and leadership and lack of skills in project management among some.

There are many countries that have achieved a reasonable amount of success in their e-government initiatives. For e.g. according to Cap Gemini Ernst & Young consultants , during 2003, Denmark had achieved 72% of government services on line with an 87% score on degree of sophistication. Other countries that have high rate for particular e-government services includes the U.K, Spain, Greece, Finland, Austria, Belgium, Bulgaria, Romania and Mexico. According to Sudhir Narang, Vice President, government and service provider business , Cisco systems , India & SAARC, ” almost every state has an it policy in place with the aim of evolving itself from being an it aware to an it enabled govt. state govt’s are fast recognizing the benefits of an it-enabled working environment”. Shivaji Chatterjee , senior director , sales and marketing, Hughes Escorts Communication, says ” IT has a vital role to play in all transaction that the govt undertakes. It helps the govt cuts red tapism, avoid corruption, and reach citizens directly.” Adds Rajiv Kaul, MD Microsoft, India –” a strong technology infrastructure can help central and state govts deliver a comprehensive set of services to citizens.” The Karnataka’s govts ‘ Bhoomi’ project has led to the computerization of the countries old system of hand written rural land records. Through it , the revenue Dep’t. has done away with the corruption ridden system that involved bribing at every step. ITC’s E-Choupal unique web based initiative  offers farmers the information, products and services they need to enhance productivity , improve farm-gate price realization and cut transaction costs. Farmers can access the latest local and global inform on weather , scientific farming practices, as well as market prices at the village itself through this web portal all in Hindi.  The national e-governance plan ( 2003-2007), reflects the strategic intent of the central govt. in the right perspective. In the future State Wide Area Networks (SWAN), & Community Information Centers ( CIC), projects have to be rolled out , backed by a strong Public-Private Participation model( PPP), to achieve long term sustainability. Already the United Nations Development Programme (UNDP) and national institute of smart government ( NISG) has hosted India’s first S. Asia public sector ICT summit. The theme of the summit was ‘ new models for e-govt. in S. Asia and the world’ & was targeted at senior govt & policy makers from the countries in S-Asia including India. 

Again if the example of Mizoram , then it can be seen that ever since its inception in 1989, the continuous and tireless efforts of NIC Mizoram have resulted in spreading of ICT culture in the state. NIC along with the government of Mizoram has taken up many initiatives in facilitating and promoting e-governance in various sectors such as transport, land record, public health engineering, accounts and treasuries etc. –

For eg in transport communication ‘ Sarathi’ and ‘Vahan’ provide provide a complete solution for district transport office ( DTO) computerization including registration , licensing, permit and enforcement, tax and fee collection etc. a vehicle statistics information systems has been developed that helps in collection of various reports required annually by state transport authority of Mizoram.


26 CIC ( Community Information Centre) have been established since 2000 which are equipped with computers , VSAT, TV, web cameras, printers, ups etc . Two qualified operators manage these CIC’s , which provide the following services to the people in the far flung and remote areas of the state. E-mailing , web browsing and document priority; imparting IT training to the villagers, students, etc, providing G2C ( government to consumer) services such as support for BPL survey, village council elections, publications of tenders, notifications etc.




Though from the above discussion it might seem that India has successfully become an information society and can be considered for future knowledge society, yet wait before coming to any conclusion .consider these:


?      Although India ranks 18th in the world in terms of usage of TV, radio, and Internet and with an entertainment industry having as size of Rs 14,400 crore in 2000, which is expected to rise to Rs 80,000 crore in 2009,yet amidst the expected fast rate of media development, rural India is marginally affected. Without effective communication no society can be apt enough to adopt dynamic models of development communication. Rural India faces a lot of problem. They are:-

1.     Wide communication gap

2.     Traditional values and attitudes

3.     Large and diverse population

4.     Low socio-economic status

5.     High cost of mass media

6.     Illiteracy

7.     Stereotypes and prejudices

8.     Low motivation

9.     Defective opinion leadership

10.  Persuasion difficult

11.  Feedback difficult

12.  Acute social deformity

                                 In a society where till recently the mother has scarcely spoken  ,the wife has spent her life without virtually seeing her husband, loveable children are produced without seeming parental interaction, it is very difficult to consider the meaning of communication and hence such a society demands mutual interaction, literacy dissemination, physical interaction, institutional transmission, political participation and cultural togetherness.


?      Indian media is largely urban centric. All the development that have taken place in the recent years gave rise to a rural urban divide. The important challenge is to reach the unreached and to include the excluded in its efforts to create an information society for all. . Starting by consulting at the grassroots level is essential. Top-down projects generally don’t work. These end up by providing information that people do really need or use at an incomprehensible level of technical detail and terminology.



?      The effective utilization of ICT is still unknown to many. The lack of policy support and political will is also due to lack of awareness of economic, political, and social benefits ICT, can bring. The level of awareness among professionals and decision makers in the region about the role of ICT in development is generally low.


?      Connectivity and access at an affordable cost in the region in particular, in rural and remote areas is still a problem. Computer literacy is low and the common model based on individual computer access in most cases is unfeasible due tohigh computer costs and lack of energy resources. Low cost devices such as handhelds can contribute to mitigating this problem, but they are not available or they do not have any utilityvalue in many rural or marginalized societies. The same applies to other useful communication technologies such as low cost FM radio stations, but here the challenge is often the lack of political will to open the broadcasting sector for communities to own and manage community radio/TV. Even the radio/TV sets provided by the government remain unutilized due to reasons like intermittent electricity supply, want of repair, or inadequate infrastructure.


?       Internet has been largely popular with the people who are well conversant in English. Lack of appropriate local content and diversity in the Internet like local language, local problems and local needs has posed the greatest challenge. Development of local content in many language has been insufficient due to lack of language processing capacity. Tools to capture analogue content into digital form for many Indian languages are yet not available and this has slowed down the digitalization of existing analogue content in text mode and the development of pages enclosing indigenous knowledge. Incapacity to develop local content is equally a challenge for many electronic media and in particular for cultural and educational programmes suitable to local audiences.


?      Lack of software, lack of local trainers capable of imparting various skills related to ICT, content development and media operations a challenge which makes it difficult to extend the information society beyond affluent citizens in the region. Moreover most software’s are prepared by persons who have no knowledge about rural people, they are born and brought up and fed on the contents of Zee, Sony , Star Plus etc. difficulties abound . in one e.g. , the officer involved in computerizing land records in one Indian state recently said more than half of them are either legally contested , or in the names of the dead people , or illegible etc. yet the computerizing of land records is on the agenda of almost every Indian state.


?      The most of the traditional systems have not been exploited fully. Lack of innovativeness and creativity is a major factor. Generally all the programmes are made with the bureaucratic mentality, such that if the programmes are educative , they are boring as they cannot sustain the interest of the viewers for long and if they are entertaining they are not educative. Consequently they lack the personal touch and hence lack credibility. More so with the failure of public service broadcasting, the meaning has lost somewhere in the bureaucratic tangles. The information people initially say they need , may not always be what they end up using . in the M.S. Swaminathan Pondicherry project , for e.g. , male farmers originally said they needed information about agriculture. In fact , their largest single usage of village info. Kiosks was to get information about government programs.



?      India underwent a high degree of change in terms of commercialization and media information. Proper utilization and meaning of information has been distorted to give rise to western media imperialism and consequently the digital divide. The information gap is real and and runs between north-south, rich-poor, young-old, literate- illiterate, rural-urban, and men-women.


?      IT should not be simply identified with computers and internet. Some of the inventive uses of the IT involve radio, television and embedded chips, potentially useful satellite inventories etc. The classic e.g. is the use of automated butterfat assessment equipment in Gujarat , which has radically simplified the process of automating milk and paying diary farmers.


?      Lack of business process modification- in many well meaning projects & duplication of the manual process in the it environment was seen as major reasons for the end users / citizens not associating any value addition with the projects & looked upon e-governance as an unwelcome addition to the hurdles to be crossed before getting the work done. For e.g. in depts. Which maintain land records specially in rural areas the details regarding land ownership ,cropping patterns etc were computerized , but no legal sanctity was given to the output generated by such systems in absence of a commensurate change in the status.


?      More talk than action- lot has been talked about. Seminars , conferences and workshops at national, international, local level has taken place a lot. Various five year plans have been planned. But few actions have taken place in reality so far.


?      Financial sustainability- the goal of financial sustainability is rarely achieved . granting that initial start up costs have to be borne by someone, very few projects even plan for long term sustainability and even fewer achieve it.


?      A successful commercial ict sector does not necessarily trickle down to ordinary Indians. Proposals by state governments to develop it for the masses often place primary emphasis on developing software technology parks , improving education at higher levels of information technology etc. though these goals are praiseworthy , yet there is very little evidence as to the increased growth rate of software industry in relation to improved living conditions, more schools and colleges, better healthcare, eradication of poverty,, more jobs, or any other benefits.


?      Apparently technical decisions concerning it regulation, bandwidth allocation, pricing mechanism, transmission standards etc, can have profound effects on whether or not information technologies benefit ordinary Indians. One case is the requirement that internet service providers guarantee to cover an entire state. This effectively precluded local entrepreneurs from providing internet connectivity in small & medium towns , unlike local initiatives that have helped spread satellite television rapidly in rural India. Analysis of the impact of technological decisions on it for the common man is largely absent.


?      Wiring India- until the cost of last mile of basic devices & of local language software are brought down , the goal of wiring India will remain unachieved . Though low cost technological solution alone cannot solve the problem, but they are requisites for it India.


?      Credibility- one cannot believe in what they are told. A no of projects that are publicized turn out , on a site visit , to have closed, or not yet to be in operation,or to have detoriated from their stated original goals.




One of the most promising uses of ICT. In practice , it involves distinguishable activities-
E-governance– It is the computerization of government functions itself, as discussed specially by Andhra Pradesh. This proposes connecting the state government headquarters to district officials , computerizes registration, legal proceedings, land records, state offices etc, for the benefit of the administrators of the state. Also e-governance may also mean government to people and people to government connections whereby citizens obtain direct access to records, rules and information about entitlements that they need or want in their daily lives.


E-commerce– B2B , B2C, C2B, C2C platforms can be utilized fully for the benefit of the customers as also for the business organizations, for an efficient and smooth transaction, free and fair trade practices.


Commercial funding– commercially funded ICT networks have considerable promise. For e.g. the Warana project, though heavily funded initially by the state of Maharashtra and by Delhi , is currently maintained by the sugarcane co-operative in the area and offers tangible benefits to sugar producers and growers. The E.I.D. Parry project in Nelikuppan Tamil Nadu expects advantages in terms of  improved information to their producers about best agricultural practices. ITC-IBD has set up a large no IT Chaupals for soya bean, shrimp and coffee farmers with the goal of reducing the costs of production that currently go to middlemen. It has enabled economic capacity to proliferate at the base of the rural economy by providing farmers with farming know-how and services , timely and relevant weather information, transport price discovery and access to wider markets. Many people in developing countries lack access to basic financial services such as savings, credit, insurance and money transfers. Most of the transactions in such economies are in cash and involve very small amounts. Services supporting the unique requirements of these types of financial transactions can be very useful. A case in the point is M-PESA, one of the more popular services for developing countries ,offered by safaricom which is Kenya’s leading telecommunications company. Currently only 10% of Kenyans have formal bank accounts and M-PESA allows people without bank accounts to complete simple financial transactions, primarily person-to-person money transfer. Since the introduction of the service in march 2007, three million users have registered, and the service has been growing in popularity.


While the needs and wants of the urban wealthy are familiar to the developed world , the unique needs of communities closer to the base of the pyramid suggest interesting new services opportunities.


At IBM’s India research laboratory , the researchers are trying to develop a mobile software platform, called the ‘ spoken web’, for delivering the above kinds of services to communities in emerging countries . the spoken web is a network of voice sites , which exists and operates on the telephony network rather than the internet. Accessing the spoken web does not require an expensive computer , an internet connection or the ability to read and write . people can browse voicesites by talking to them and traverse from one voicesites from another via voilinks, and even conduct transactions simply by talking. What’s more a phone number can act like a URL in the traditional web , and one does not need a high end mobile device to access the spoken web, a plain old rotary phone can do the job. Interaction with customers and dissemination of government information everything can be possible in the mobile web.





                     Even though there are huge disparities en-route to informatisation, India’s focus on growth of the ICT sector has paid rich dividends in terms of export earnings, employment generation and its image of an emerging economy. Large corporations are becoming competitive by  deploying enterprise wide solutions to interpret data and make panning and decision making data based. Many have started to feel that the next century will be the century of knowledge. A nation’s ability to convert knowledge into wealth and social good through the process of innovations going to determine its future. The economics of knowledge will dominate the coming century.


                     To meet the twin objective of growth with equity ,knowledge cannot be the prerogative of a few, everyone in the society must have access to knowledge and become knowledge workers. Nations which do not create knowledge societies will vanish into the oblivion. But those that do create knowledge societies will have the potential to lead the world. Now before embarking into a knowledge society , one must first know what is a knowledge society? Creation of a knowledge society should revolve around creating, sharing and using knowledge and information to create wealth and improve the quality of life. Knowledge can be defined as familiarity gained by research and experience, and includes

Know What (knowledge about the fact),
Know Why (scientific knowledge of the principals and laws of nature),
Know How (skills or the capability to do something) and
Know Who (information about who knows what and how to do what).

                      If the Indian society has to become a knowledge society, then it is important that every Indian becomes a knowledge worker. We need to recognize the concept of a knowledge worker  in the broadest possible sense .It is not scientists and technologists alone, who will be knowledge workers .Even a farmer can be a knowledge worker, provided he understands the soil that he is sowing his seeds in and how he lives in an information village, where he has the benefit of short and medium range weather forecasting to plan his farming activity and so on.





                     A knowledge society is characterised by new structures of knowledge, methods of dissemination and a technology that permits and sustains unrestricted access to knowledge control over it. Since all human activity uses and creates knowledge, the existing societies are also, in this sense, knowledge societies. Human activity uses and creates knowledge and each society should be characterised and identified by its knowledge base (Lokavidya).


                         The societal transformation has to be through large-scale development in education, health-care, agriculture and governance. These will turn to employment generation, high productivity and rural prosperity. Such models should aim to provide opportunity for rural economic development and prosperity. Youth in the locality could be easily trained to cater to the requirement of IT enabled services. This will also make available place and manpower at very cheaper rates when compared to urban localities. This will also aid in stopping movement of families towards urban localities .More so the model should try to improve the quality of life in rural places. Knowledge powered rural development is a essential need for transforming India into a knowledge power and high bandwidth rural connectivity is the minimum requirement to take education, health care, and economic dynamism to the rural areas. Knowledge society leading to knowledge superpower can prosper and survive only in the environment of economic security and internal security. Nation has to work for transformation into developed India. For eg if people find that they can book railway tickets through the web in a reliable and secure manner , then nobody will take the pains to travel by scooter or the bike.






 The knowledge system for sustainable food security in the villages of Pondicherry has the empowerment of rural women, men and children with information relating to ecological agriculture,economic access and utilisation as its goal. Such a knowledge system is being managed by the local youth at the village knowledge centre from where the computer aided information system is operated. Farmers who are becoming the knowledge workers are also being trained to maintain a “soil health card “to monitor the impact of farming systems on the physical,chemical and microbiological components of soil fertility.


           Enlightened citizens empowered with knowledge will be able to see the crucial link between the 5 E’s namely environment,ecology, economics,equity and ethics. They will then not be guided by misinformation fed by vested interest groups. But they will use their knowledge to decide on their own as to what is wrong and what is right. They will not stop projects that lead to economic development but they will stop those that lead to destruction .




     ICT policy of Malaysia

 Malaysia being a middle income economy is able to shift from agrarian society in a single generation(during 60’s to 80’s).ICT has played a dual role in the development of Malaysia, one in product sector and another one   as a strategic enabler. Malasia took two major initiatives to address both the issues of economic competitiveness and social equality, such as Multimedia Super Corridor(MSC) targeting economic development and National Information Technology Agenda(NITA) targeting social development. In 1996 National Information Technology Council (NITC was formed in 1994) came out with national IT agenda , with a people centred approach to development. Ita was operationalised with five e-trusts model. They are e-economy,e-public services, e-community, e-learning,and e- sovereignity.


   Access to knowledge can impact effectiveness when individuals feel enriched (with new ideas, solutions to problems) and are able to seek information at the time and place where it is needed. Thus knowledge management initiatives should supplement traditional networking through face to face contact. The rural populace lacks the life skills required to filter through the vast information available on the Internet and identify information most relevant to them. The role of intermediaries in interpreting the information needs of rural communities ,collecting the information from public domain sources and dissemination of the information in local text and idiom is very important, as has been demonstrated in pilots in Kothamale and in Pondicherry.




?      Creation of IT mind set in India

Information and technology are moving so fast that it has been impossible for general public to keep a tab on the events. There is a  need for awareness of it among the people and its utilisation. For e.g. many people though know what is Internet, they dabble with only its minimal applications whereas it has far reaching and in-depth utilisation and impact.


?      Promoting development of an enabling policy environment

To be a knowledge society India needs to develop holistic national policy promoting an enabling environment for a knowledge society for all .In the policy development process special efforts should be taken to address to equitable access, human resources, and application development. Also the linkages between the knowledge society and media and in particular public service broadcasting as a conduit for educational and cultural content should be addressed as an integral part of the policy formulation process and media law revisions .In formulating policy India should encourage transparent dialogue with all the members including the civil society ,communities and private and public sector agencies.


?      Promoting equitable access

India should promote shared access through community multimedia centres and conduct assessment of current access models. India should support innovations in low cost community access targeted specially at marginalised groups. With the possibility to use ICT, librarians and archivists offer great potential as knowledge workers. Many libraries and archives in the region do not provide online access to their readers .Libraries if properly equipped with ICT ,can become for many people an effective gateway to the information society.


?      Enhancing knowledge management capacity

The process of knowledge management for both content and availability is an essential part of modernisation. Human resource development in information management for knowledge workers should take a central place in India’s communication and information programme. To support capacity building, particularly in the area of human resource development,India should provide training of local trainers in the fields of ICT at various levels. Also India should promote specialised training programmes for disadvantaged groups to reap the benefits of ICT particularly in ICT enabled learning and enterpreneurial opportunities.


?      Developing appropiate content

 India to promote appropiate content development ,should rely on creating proactive partnerships with extension services (education,agriculture,health),government agencies,non-governmental agencies,media organisations,and professional organistions. It should be geared towards the ethos and relevance of the local people,and their problems and needs. The universal access cannot be achieved without promoting multilingualism in cyberspace. India should also motivate and support the efforts of public institutes and universities to identify and promote technologies and tools capable of digitizing local contents.


?      Developing Public Service Broadcasting

India should continue to harness the potential educational and cultural role of Public Service Broadcasting and need for public service broadcasting to reposition itself to fulfill this function. The challenge to transform public service broadcasting as a democratic platform and an enabling tool for masses to migrate into an eventual knowledge society remains relevant. This is more so with the potential to use broadcasting as a disseminating technology for distance learning in remote rural areas with the possibility of simultaneous data casting of distance learning modules. Repositioning Public Service Broadcasting to act as an interface to bring benefits of ICT to the greatest number of people is a real challenge. India in collaboration with the partners should strive to introduce sharing of high quality educational  content through the public service broadcasting systems .There is also a need to ensure a greater gender balance and to supporting media training for women.


?      Promoting community radio

The central public interest principle in broadcasting is that of universal access. This principle of access should allow people to participate meaningfully in their community and society. It also includes greater access to the means of production and participating in broadcasting. Community owned and operated radio networks can make radio a truly participatory communication tool. Community radio 

Stimulates community participation
Raises the efficiency of decentralisation, enhances local level transparency and accountability. and
Involves people in the design ,implementation and evaluation of local development programmes.

Community radio also has the potential to act as an interface between communities and internet. Converting community radio into multimedia centres with access to information networks should be main thrust of India’s approach to promote community radio.


?      Regional flagship programmes

India should establish regional flagship programmes.

ICT’s for reaching the unreached -should focus on developing sustainable operational models for the unreached groups to access and use knowledge resources for development.
Supporting development of national information and communication policies .Should develop a resource kit for information and communication policy formulation leading to knowledge society. This will include comprehensive guidelines on the policy development process with civil society participation and
Human resource development -should include development of interactive self-learning training courses to increase the skills of the local trainers as well as increasing access to knowledge resources through a portal.




E-SEVA  project  of Andhra Pradesh-


From a mere 4,800 transactions a month in august 2001 to a whooping 7.5 lakh transactions a month in February 03, e-seva , Andhra Pradesh , G2C ( Government to citizen)  utilities  service project  has come of age , offering nearly 43 services ranging from payment of utility bills to issuing of certificates, permits to licenses, reservation of buses to B2C services.





The project SAUKARYAM


Saukaryam in Vishakapatnam is among the few projects using the net effectively to connect citizens to civic administration in real time. People can settle their bills online , check the status of building and water supply plans , receive information on births and deaths, track garbage clearance , even scan tender notices. The idea behind the project is to track every service that is offered by the corporation online; from taxation to public works to city sanitation. Also it offers a discussion forum for people.



 Though India can boast of an informatisation process which is going down well, yet it would be blunderous on its part to get smugged off easily with its partially achieved success. The problems which are seemingly appearing minuscule, are only the tip of an iceberg, which urgently requires timely intervention, before it assumes gigantic proportion. Instead of resting on its laurels , the government should take note of the loopholes in the machinery itself, which affect seriously the vision of this project.



  1.”Within a decade….family members”, India’s communication revolution-from bullock carts to cyber marts—Everett M Rogers and Arvind  Singhal—Sage Publications.

2. “In the case of personal computers….affordable range”. India’s communication revolution-from bullock carts to  cyber marts—Everett M Rogers and Arvind Singhal—Sage Publications.

1.. Case Study 1,—-India’s communication revolution-from bullock carts to       cyber marts—Everett M Rogers and Arvind Singhal—Sage Publications.

2. Communication revolution—Kewal J Kumar.


A First class Third Post Graduate in Mass Communication from The University of Burdwan, currently working as a Sr Lecturer in the Department of Media Science , teaching Marketing Communications in DSMS (Durgapur Society Of Management Sciences).Also worked as Lecturer in Department of Media Science in NSHM Institute of Media Communications, teaching Advertising, Branding and Marketing . A NET qualified MARCOM Specialist, I started my career as a Guest Faculty in The University of Burdwan and Michael Madhusudan Memorial College, Durgapur. With six years of teaching experience I have wide exposures in presenting papers in conferences and seminars, and writing in various research journals and books related to branding, Advertising, PR and Marketing.My domain knowledge spans from Advertising, Marketing and Corporate communications, in short Marcomm. I have attended and presented papers in seminars and conferences of national and international repute on Branding and Marketing. I have published papers on branding in the research journal of the University of Burdwan and ICFAI Journal of Brand Management. One of my research article is published in the executive MBA Book, of ICFAI, in September 2008.

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