SHILLONG, Nov 17 � The All India Radio (AIR) would now encourage rural artistes, who perform for the nation�s public service broadcaster, to open bank accounts under Pradhan Mantri Jan Dhan Yojana (PMJDY).
Speaking as the chief guest at a national workshop on �Preserving, Propagating and Promoting Folk Legacy� at State Convention Centre here today, AIR Additional Director General Amitabh Shukla said that rural artistes who don�t possess bank account would be encouraged to do so.
He said that first the artistes would be paid in cash for the performance and then be asked to open a bank account online if they don�t have one.
The BJP-led NDA Government has promised that the entire population of the country, especially those in the rural areas, would be covered under the PMJDY. The scheme was launched by Prime Minister Narendra Modi on August 28 this year.
Under the scheme, account holders will be provided zero balance bank account with RuPay debit card, in addition to accidental insurance cover of Rs 1 lakh. After six months, the account holder would also be able to get a loan of Rs 5000.
So far, 71 million bank accounts have been opened through the PMJDY in the rural fringes of the country and the money deposited amounts to Rs 5,000 crore.
Meanwhile, Shukla further said that the national public service broadcaster, must �do something different and special� to have an edge over the new age media. He added that the AIR can draw from its vast experience and come out with something different and creative.
The AIR�s fortunes have depleted over the years. This considering that radio was the most important mode of communication till the 80s and early 90s after its invention in the late 1800s. The advent of TV was a challenge, but Internet and the other mode of communication systems reduced the popularity of radios.
Shukla�s call for revival of AIR�s fortune could not have been sooner, although private players are doing considerably well in some of the major cities of the country. The ADG was of the opinion that experts from the region should come together and help in bringing out creative programmes.
�Officials of AIR hailing from across the country and North East, including experts in language, culture and performing arts, need to do something very different and special to have an edge over the other social media,� Shukla said.
The official assured that liberty would be given to the AIR officials to use their creativity in making their projects so that these become trend-setters.
AIR programme heads of all regional stations of Northeastern States including Jammu and Kashmir, Haryana, Andaman and Nicobar Islands and Lakshwadeep attended the workshop.