Ministry of I&B Expands Digital and Local Outreach through DCID

**Executive Summary** This document details the Ministry of Information and Broadcasting's (I&B) expansion of digital and local outreach through the Development Communication and Information Dissemination (DCID) scheme. The DCID scheme, a central sector scheme, supports information dissemination and citizen outreach for government initiatives, focusing on reaching various populations across the country. This information was submitted by the Minister of State for Information and Broadcasting on 17-12-2025. **Key Points / Main Content** * **DCID Scheme Overview:** * DCID is a Central Sector Scheme of the Ministry of Information and Broadcasting. * Aims to disseminate information and promote citizen outreach for government programs and initiatives. * Emphasizes reaching rural, tribal, remote, and urban populations nationwide. * **Implementation:** * Implemented by the Ministry of Information and Broadcasting through media units including: * Central Bureau of Communication (CBC) * Press Information Bureau (PIB) * New Media Wing (NMW). * CBC conducts public multimedia campaigns for schemes like: * Swacch Bharat Mission * Pradhan Mantri Awas Yojana- Rural & Urban * Jal Jeevan Mission * Pradhan Mantri Kisan Samman Nidhi. * **Strategy and Effectiveness:** * The government has enhanced the scheme's effectiveness through a modern, multi-platform communication strategy focusing on digital and local reach. * Targeted campaigns are implemented across digital platforms. * Campaigns are conducted in accordance with the Government of India’s Digital Advertisement Policy, 2023. * CBC plans media campaigns, aligning strategy with client ministries' needs and specific target audiences, including those in areas like Jalgaon. * **Information Access:** * Activity-wise details of expenditure under DCID Scheme are available on the website of CBC i.e. [www.davp.nic.in](http://www.davp.nic.in/). **Impact Analysis** **Ministry of Information and Broadcasting** * **Impact:** Responsible for implementing and overseeing the DCID scheme, enhancing their reach and effectiveness in disseminating government information. * **Action Required:** To continue to implement and adapt the DCID scheme to reach target populations effectively, utilizing CBC, PIB, and NMW, and following the Digital Advertisement Policy. **Central Bureau of Communication (CBC)** * **Impact:** Responsible for planning and executing media campaigns under the DCID scheme, aligning strategies with client ministries and target audiences. * **Action Required:** To plan and conduct media campaigns effectively, aligning them with the requirements of client ministries and the specific target audience, and to maintain detailed expenditure information on the CBC website. **Citizens (General Public)** * **Impact:** Benefits from increased awareness of government schemes and initiatives, particularly in rural, tribal, remote, and urban areas. * **Action Required:** To engage with the information disseminated through the DCID scheme and participate in relevant government programs and initiatives. **Client Ministries** * **Impact:** Their programs and initiatives are promoted and disseminated more effectively to the target audiences. * **Action Required:** To collaborate with CBC to align campaign strategies with their specific goals and target audiences.

Key Entities Referenced