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Chapter 18 - Indian Information Service (IIS) | A Bouquet of Services by IPS Lohit Matani and IPS Vishal - UPSC PDF Download

Indian Information Service (IIS)

Contributor:  Mr. Tidke Rahul Atmaram, IIS 2012 Batch

18.1 Cadre Structure and Overview

Indian Information Service (IIS) has originated from the Central Information Service (CIS). It was established as an organized service on 1st March, 1960. The service includes posts not only in all media units throughout India but also in few media organizations abroad. The cadre controlling authority for IIS is the Ministry of Information and Broadcasting. The key role of the service is to do marketing and maintaining a relationship of trust and confidence between the people of Indian and government.

The officers of Indian Information Service refers themselves as technocrats (as different from bureaucrats) as they lie at the cutting edge of the government and media.

18.2 Roles and Responsibilities

The IIS officers perform the following roles and responsibilities:

I.    In Press Information Bureau:

IIS officers look after the administration and coordination work of the Press Information Bureau Headquarters. Here they are responsible for disseminating information to the print and electronic media on government policies, programs, initiatives and achievements. They also help in collecting and providing people’s feedback on governmental policies as reflected in the media. In short, they serve as an interface between the Government and the media. They also supervise the organization of various press conferences, press briefings, interviews of Ministers/ Secretaries, and other senior officers for sensitizing media persons on important policy initiatives of the government. Moreover, they conduct press tours to successful project sites to enable media to have firsthand account of developmental activities going on in the country.

II.  In Field Publicity Units:

IIS officers guide, supervise and control the Field Publicity Units of the Central Government spread across the country. They monitor and evaluate the effective functioning of these units.  These units maintain direct contact with people so that information about plans, programs, schemes, policies and achievements of Government of India is delivered to them at their doorsteps. They also bring immediate direct feedback from the people to the Government. Officers here work for increasing the efficiency of two way communication between people and government. This improves people’s participation in governance by helping them to make informed choices in developmental activities. They not only create awareness but also bring about an attitudinal change in the people towards the government. These units organize awareness activities in collaboration with people’s representatives, Panchayati Raj Institutions (PRIs), opinion leaders, local NGOs and institutions working to facilitate various developmental and social welfare programs of the government.

III. In News Service Units of All India Radio and Doordarshan News:

IIS officers control, supervise and guide the news service units of All India Radio and Doordarshan including the Regional News Units. In this regard, they supervise the dissemination of news and comments to listeners. Apart from other things, the content includes talk on current topics, parliamentary proceedings, and the working of various governmental policies and programs. Officers are also responsible for sourcing of news from correspondents spread all across India. An officer of IIS of the rank of Director General heads the News Services Division of All India Radio.

IV. In Registrar of Newspapers for India (RNI):

IIS officers are responsible for compilation and maintenance of a Register of Newspapers containing particulars about all the newspapers published. They issue Certificate of Registration to various newspapers. They ensure that the newspapers are published in accordance with the provisions of the Press and Registration of Books Act. Apart from these, they monitor the complex legal issues involved in the verification of titles, registration and circulation for Newspapers in India.

V.  In Directorate of Advertising and Visual Publicity:

In this directorate, IIS officers undertake multi-media advertising and publicity for various Ministries and Departments of Government of India. Through this organization, they work as a catalyst of social change and economic growth. They create awareness amongst masses on socio-economic themes, seeking their participation in developmental activities and work for eradication of poverty and social evils. They also help Central Government departments in formulating communication strategies/media plans and help implement them at the grass-root level by providing multi-media support.

VI. Monitoring of News and Taking Corrective Actions:

A routine task of IIS officers is to monitor the news content in different media units and take a note of any false or inflammatory news. If false or inflammatory news start circulating, it is the duty of an IIS officer to cross-check the facts and to circulate the right and positive news in the media. It is also their responsibility to communicate about that false news to the concerned ministry and advise them on measures to counter such news.

VII.   Other Responsibilities:

Apart from the above roles, IIS officers also do the following things:

  1. He/ she communicate important news articles and information to the respective Ministries.
  2. Officers provide SMS, short media reports regarding important news stories.
  3. They play critical role in creating public awareness and in behavioral change of the public using Information and Education Communication (IEC) means. For example, they came up with the dialogue, “Na taka, na kanta, mard rahe banka” to remove the fear among males against sterilization vasectomy. Similarly, in case of SVEEP (Systematic Voter’s Education and Electoral Practice) campaign, IIS officers played an important role in motivating the public to come and vote. They prepared advertisements in a step by step manner understanding the behavioral aspects of the public. Accordingly, they tried to modify the behavior of public towards having a pride in voting.

18.3 Normal Growth Profile

We will be discussing about the various career opportunities an IIS Officer has in a separate topic. However, this topic only deals with various ranks an IIS Officer holds during his professional life. These ranks are held when he/ she is working in his/ her main line department.

 

Designation in Field

Designation in Headquarter

Time Scale

Assistant Director, Inspector of Exhibition, Assistant News Editor, New Reporter/ Correspondent, Assistant Director (Monitoring), Field Publicity Officer, Assistant Regional Officer, Assistant Research Office

Assistant Director, PIB

Junior Time Scale

Assistant Press registrar, Campaign Officer, Public Relations Officer, deputy Director, Editor, Copy Tester, Research Officer, Senior Correspondent-cum-Editor, Regional Officer, Officer on Special duty, Talks officers, Senior correspondent, Public Relations Officer, Special Correspondent (abroad)

Deputy Director, PIB

Senior Time Scale

Joint Director (News), Chief (Media), Director (Media), Deputy Press Registrar, editor-in-Chief, Special correspondent (abroad), Joint Director

Counselor Director

Junior Administrative Grade

Director

Director

Selection Grade

Director, Registrar of Newspapers for India, Additional Director General (News), Special correspondent (abroad)

Deputy Director General, PIB

Senior Administrative Grade

Director General (News)

Additional Director General, PIB

Higher Administrative Grade

Director General / Principal Information Officer

Director General, PIB

HAG+

 

18.4 Recruitment

The recruitment into IIS happens through two channels:

i.    People are inducted into IIS after qualifying in the Civil Services Exam conducted by UPSC (50%)

ii.   Rest 50% people are inducted through promotion from Senior Grade of IIS Group B.

18.5 Training

The training structure of the IIS is divided in phases mentioned below.

Training

Duration

Location/ Time

  1. Foundation Course (FC)

15 weeks

At LBSNAA and allied Institutions

  1. Training on Communication and Media

9 months

At Indian Institute of Mass Communication

  1. District Attachment for Communication Research and Media Monitoring

2 weeks

At various Districts

  1. On the Job Training

1 year

At various field units

  1. Mid-Career Training 1

4 weeks

After 9 years of service

  1. Mid-Career Training 2

4 weeks

After 14 years of service

  1. Mid-Career Training 3

2 weeks

After 25 years of service

 

The academy training for IIS officers is conducted at the Indian Institute of Mass Communication. It contains important modules like Mass Communication, Development Communication, Communication Research, Visual & Oral Communication, Advertising & Public Relations, Communication & Media, Broadcast Communication, Web Based Communication, Media Planning, Media Management, and so on.

The training program also includes various attachments like BPST, various media units of I&B Ministry, National Film Archives of India, Film and Television Institute of India (FTII), NGO Attachment, Defense Attachment, Centre for Science and Environment, with Private News Television Channel, and so on.

The Phase 3 of the training for IIS officers is conducted before the officers are promoted to the JAG grade. It tries to impart skills in order to make the officers as communication enablers for government communication processes across diverse media platforms and to make them act as change managers to absorb the rapid transformation in the media and communication fields across diverse sectors. On the other hand, Phase 4 of the training is conducted before the officers are promoted to the SAG grade. In it officers are groomed for leadership roles in government communication. Similarly, Phase 5 of the training is conducted before the officers are promoted to the HAG grade. In it there is an infusion of strategic thinking and ethical governance into the leadership roles of IIS officers.

These mid-career training programs also have foreign components at leading Communication Schools of the world.

18.6 Variety of Opportunities for IIS Officers

Apart from the usual work profile in the State government, IIS Officers have ample opportunities to serve in organizations of State, national as well international level.

International

National

  1. UN and its Agencies - UNDP, WHO, IMO, IOSCO
  2. Special Correspondents in different countries like Sri Lanka, Dubai, and so on.
  3. Deputation to different governments like Government of Afghanistan.
  1. Press Information Bureau
  2. News Service Division, AIR
  3. Directorate of Advertising and Visual Publicity (DAVP)
  4. Directorate of Film Publicity
  5. Doordarshan
  6. Registrar of Newspapers for India (RNI)
  7. Central Ministries and President's Secretartiat (through CSS)
  8. National Commission for Minorities, SC, ST and Women
  9. National Handicapped Finance and Development Corporation
  10. Constitutional Bodies like Election Commission of India.
  11. Media Units in Different Ministries
  12. Editor of Government Newspapers like Sainik Samachar
  13. Registrar/ Asst Registrar in Supremet Court/ High Court
  14. Electronic Media Monitoring Centre
  15. Central Board for Film Certification
  16. Film and Television Institute of India (FTII),
 

18.7    Perks, Privileges and Advantages for an IIS Officer

  1. Colloquially, IIS is also known as Indian Individual Service. The growth of an officer is dependent on the individual efforts made by him/ her. His/ her growth depends very less on external factors like political contacts etc.
  2. A good IIS officer can excel at various levels of the service.
  3. A good aspect about the service is that officers do not have much financial discretion with them. Thus, they are less concerned with issues of financial accountability and vigilance.
  4. Officers in IIS maintain a high amount of indirect influence with higher authorities at all levels of government as well as private sector.
  5. The role of information and publicity played by IIS officers is important in directing the policies of government of India. The feedback brought by IIS officers is essential in deciding the policies of Government of India.
  6. In the future, this service will become prominent as the role played by media is increasing in an exponential manner. Media was the only sector which grew at the rate of 13-14% during recession. Government will have to play a great role in using media to its advantage and increasing its public relation in this time of globalization. Thus, the significance of IIS officers is bound to enhance with respect to other civil services.
  7. This job provides essential opportunities for maintaining a good work life balance.
  8. The postings are mostly in big cities.

18.8 Occupational Hazards

UPSC,IIS,Public Service Commission

The job of an IIS officer provides growth advantages to officers having individual capabilities of excellence, networking and hard work. However, an average officer who tries to follow his/ her regular duties without any additional efforts for excellence is bound to suffer in this service. Secondly, the feedback provided by IIS officers is essential in deciding the governmental policies. However, the role of IIS officers is only of a recommending nature. They don’t have direct influence over the governmental schemes and programs. Thirdly, the influence over public is not as significant as in All India Services. Finally, although the officers are supposed to have a high amount of indirect influence over authorities at all levels, but the amount of direct influence over other government departments and authorities is less. This happens because majority of the IIS officers are posted in Directorates only.

18.9    Case Studies Indicating the Work, Challenges and Ethical Dilemmas                                         Faced by an IIS Officer

18.9.1 Role of Media during Terror Attacks- Action by IIS Officers

The role played by media during certain terror attacks has been very disturbing in certain cases. The media has played a very negative role during 26/11 terror attacks. They telecasted the live coverage of the operations conducted by police and NSG. The media clippings helped the terrorists in maneuvering their position and increasing the damage.

The same role was played by one of the electronic media channels during Pathankot attacks. The channel revealed strategically sensitive details on the television during the attacks. The information could have been picked by the terrorists, compromising not only national security but also the lives of civilians and defense personnel.

Ministry of Home Affairs gave a notice against this behavior of that news channel. After a period of 6 months, Ministry of Information and Broadcasting gave a notice for banning the channel across all media platforms for a day. The day chosen for executing the ban was crucial as it was on the day succeeding US elections. Therefore, the news channel suffered a huge economic loss on this account.

However, the channel retracted by saying that it has only published the information available in public domain. It claimed to have been singled out in this step and remarked that the decision represented an attack on the freedom of media.

Q. What are the ethical issues involved in the coverage by this news channel and decision taken by the Ministry of Information and Broadcasting? Is it ethical to suppress the freedom of media when national security is at stake? Could this situation be managed in a better way by the ministry? If yes, then how?

18.9.2 Containing Negative News

An important aspect of the work profile of IIS officers is to contain negative news going viral in the media. However, containing such news becomes difficult when the issue becomes politicized and emotionally charged.

Similar difficulty came when a boy from Scheduled Caste community committed suicide in his university room. The incident became viral when the videos and photographs of suicide were circulated in the media. The news also led to law and order problems in certain parts of the country. The news also maligned the image of India considering the situation of SC/ST discrimination in India. The issue brought forth the message that the boy committed suicide because of discrimination faced by him on account of being a part of a lower caste.

However, such a message was not completely factual. It became the duty of concerned IIS officers to contain such news and supply factually correct information to enlighten the public. Officers publisher a narrative given by the Vice Chancellor of the University; the VC said that the there is no discrimination in the University and suicide was not a result of SC/ST discrimination. He explained the incident by giving certain facts about the past history of the deceased (such details are immaterial to be produced over here). IIS officers also held a press conference through the aegis of Minister of Human Resource Development. The Minister said that there was a malicious intent to represent this incident as a Dalit versus Non-Dalit issue to ignite passions.

In containing this issue, the officers of IIS faced an ethical issue of supporting the truth. However, reaching the truth is sometimes not easy. Many times officers end up propagating the stand of government institutions rather than supporting the truth. In this case, officers tried to propagate the narrative of the VC of the university.

Q. What ethical issues were faced in this situation? How could the situation be managed in a better way? How politicization of issues diminishes the truth behind them? Give another example to support the answer.

Hint: 1. the flow of information from different sources (important as well as unimportant) should be well analyzed). 2. Authenticity of each and every information should be verified before publishing. 3. Fact finding committee from the concerned Ministry should come forward and support the IIS officers in knowing the truth.

18.9.3 A Great Role in Containing Naxalism

The role played by IIS officers in suppressing naxalism is as important as that of police officers. Naxalism as a movement cannot survive without the support of local tribal population. To gain the support of the local tribal population, the naxal leaders try to show that the democratically elected government is against the interests of the local tribal people. They project that all the development in the country is favoring the rich while exploiting the tribal people. Further their propaganda ensues that police forces want to suppress local tribal people.

However, such propaganda by the naxal leaders is completely wrong. The role played by the police forces is to arrest naxalites and bring them to justice. However, they lack expertise in propagating the developmental work done by the government in the tribal villages. The expertise of IIS officers come in play in this case.

Similar was the situation in Gadchirolli district of Maharashtra State. The IIS officer posted in the district conducted a publicity campaign to earn the good will of the local tribal people. The team under him circulated pamphlets highlighting the benefits of development and employment. They circulated success stories of village people who received education from governmental schools. They showed how people from their villages have benefitted from schemes like Maharashtra Darshan, skills training, and so on. They also circulated stories on how the naxalites have made the life of villagers miserable. They also brought out the image of police forces in positive light.

Their campaign led to positive results in many fronts. Many naxal leaders as well as newly recruited naxals surrendered in front of the government. However, the publicity team always circulated the facts given to them by the police as well as the local revenue department. They did not focused on the complaints of the local public like lack of development in their villages and the human rights violations committed by the police force (these complaints may have been baseless and motivated).

Question: What are the ethical issues involved in this campaign by the team of IIS officers? Can this issue be better tackled? Suggest a strategy in which all the ethical issues enumerated by you can be satisfied?

The document Chapter 18 - Indian Information Service (IIS) | A Bouquet of Services by IPS Lohit Matani and IPS Vishal - UPSC is a part of the UPSC Course A Bouquet of Services by IPS Lohit Matani and IPS Vishal.
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FAQs on Chapter 18 - Indian Information Service (IIS) - A Bouquet of Services by IPS Lohit Matani and IPS Vishal - UPSC

1. What is the Indian Information Service (IIS) and what is its role in the UPSC exam?
Ans. The Indian Information Service (IIS) is a Group A service under the Ministry of Information and Broadcasting. Its primary role is to disseminate information about government policies, programs, and initiatives to the public through various media platforms. In the UPSC exam, the IIS is included as one of the services that candidates can choose to appear for.
2. What are the eligibility criteria to join the Indian Information Service (IIS) through the UPSC exam?
Ans. To join the Indian Information Service (IIS) through the UPSC exam, candidates must meet certain eligibility criteria. They should hold a bachelor's degree in Journalism or Mass Communication from a recognized university or institute. Additionally, there are age limits and nationality requirements that candidates must fulfill.
3. What is the selection process for the Indian Information Service (IIS) in the UPSC exam?
Ans. The selection process for the Indian Information Service (IIS) in the UPSC exam consists of a written examination followed by an interview. The written examination includes both objective and descriptive papers, covering subjects like General Studies, English, and Journalism. Candidates who qualify in the written examination are then called for an interview conducted by the UPSC.
4. What are the job prospects and responsibilities of an officer in the Indian Information Service (IIS)?
Ans. Officers in the Indian Information Service (IIS) are responsible for the formulation and implementation of media-related policies, managing government advertisements, and overseeing the functioning of media units under the Ministry of Information and Broadcasting. They also play a crucial role in disseminating information to the public through various media channels. Job prospects in the IIS include positions such as Press Information Officer, Public Relations Officer, and Director of Public Relations.
5. How can I prepare for the Indian Information Service (IIS) exam conducted by UPSC?
Ans. To prepare for the Indian Information Service (IIS) exam conducted by UPSC, candidates should focus on developing a strong understanding of current affairs, general knowledge, and journalism-related subjects. They can refer to UPSC recommended books, previous years' question papers, and online study materials for preparation. It is also advisable to practice writing descriptive answers and improve communication skills through regular reading and writing. Additionally, joining coaching institutes or taking guidance from experienced professionals can provide valuable insights and help in exam preparation.
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