Cashless villages 'Mumkin Hai' with new channel & Rs 5-cr campaign

MUMBAI: The government has launched 'DigiShala', a Doordarshan free DTH channel, to promote cashless transactions in India -- the first step in online payment education through the electronic media. The channel will be brought through GSAT15 (DD Direct DTH), 93.5 degree East, Receive frequency: 11590 Mhz.

The launch of the channel is part of the government’s ‘Digi Dhan Abhiyan’ under which has been created to serve as a knowledge repository. The government plans to teach people how to safeguard their accounts from phishing and cyber crimes.

Minister of electronics and information technology Ravi Shankar Prasad said that the television was one of the most effective and far-reaching mediums to create awareness. The ministry was rolling out a dedicated TV channel to inform citizens about digital payment ecosystem and its benefits he added.

DigiShala aims to impart information, especially in rural and semi-urban areas, on the online payment ecosystem, its benefits, tools, and processes. The channel, via its user-friendly content, will also encourage viewers to use online payments. The expected viewership of the channel is more over two crore across India. It will be available free (without subscription fee) and hence could be availed by the poor.

Prasad said that the channel would show programmes depicting demos of making digital payments using USSD, UPI, Aadhaar, e-wallets, cards, and various talk shows and panel discussions with experts, as well as information about products and services under the Digital India programme. Prasad said the goal was to help small traders and citizens to switch to digital payments.

NITI Aayog has meantime launched an integrated campaign across print, television, radio and social media promoting digital payments to turn India into a cashless economy. The commission has been tasked to create a simplified yet convincing communication. With a primary budget of Rs 5 crore, the campaign will run for a period of six months in 19 regional languages. The call-to-action advertising spots with a local tone highlight routine activities such as shopping, hiring an auto, bill payments or buying groceries in which consumers can use online payments.

On Facebook and Twitter, influencers such as Abhinav Bindra and Sakshi Malik are endorsing the digital payment campaign using #Digitalpayments and #IPayDigitally. The campaign has been created by The Moving Pixels Co and Thinkstr -- Ahmedabad- and Gurgaon-based advertising agencies respectively.

The TVC ‘Mumkin Hai’ (It’s possible) features a mix of consumers across occupations, age groups and economic levels as the voice-over explains various digital options. The ad ends with the prime minister's speech urging people to become a part of cashless India.

Latest Reads
Discovery bags nine sponsors for Battle Ops

Battle Ops, Discovery Communications India’s (DCIN) integrated television and digital offering, has received a resounding response from the advertiser community. The show, which will premiere on Discovery Channel and Veer on 26th January, has already sold out with nine sponsors on board.

Television TV Channels Specialised and Niche
Splash and assemblage entertainment begin production on norm of the north sequel

Assemblage Entertainment, the feature-film focused CGI animation studio has begun production on the sequel of 2016 theatrical feature film Norm of the North, along with Splash Entertainment, Lionsgate and Dream Factory In many first-of-its times, it is unprecedented that an independent animated...

Television Production House Film Production
Vijendra Singh, Indian Boxing Champion associates with Pokerbaazi, one of India’s pioneer online poker platforms has signed Vijender Singh as its new brand ambassador. Prior to roping in Indian professional boxer, Indian film star, actor, and model, Sunny Leone was the face of the brand. By roping in boxing champion Vijeder Singh as its brand...

Television TV Channels Sports
COLORS INFINITY serves an intoxicating concoction of bollywood Besties, Gossip, Games

Make Saturday nights your date night with some of your favorite Bollywood best-friends, as COLORS INFINITY brings to you the latest season of the popular homegrown chat show Jeep presents BFFs with Vogue powered by Motorola and beauty partner, starting Saturday January 20, 2018 at 8pm on...

Television TV Channels English Entertainment
Experience first-hand India's historic Military Operation in a gripping new documentary

On 18 September 2016, four Jaish-e-Mohammad terrorists attacked an Indian Army Garrison in the town of Uri, Jammu and Kashmir. 19 Indian soldiers were martyred in the Fidayeen attack. Eleven days later

Television Production House Fiction
578 players to go under the hammer for IPL auction

The much-anticipated VIVO IPL 2018 player auction list is out with 578 players up for grabs. This big pool of cricketers, which comprises 360 Indians, will go under the hammer in Bengaluru on 27 and 28 January, 2018.

Television TV Channels Sports
BARC panel tampering: first arrests made

The Cyber Crime Police in Bengaluru, acting on a complaint filed by the Broadcast Research Council of India (BARC), has arrested five people allegedly for trying to tamper with the television viewership data generated and reported by BARC every week.

Television TV Channels Viewership
Cautious investments serve MTV Beats well

MUMBAI: When digital media made it easy for people to listen to songs anywhere anytime, it sounded like the death knell for music channels on TV. Years later, however, they continue to survive.

Television TV Channels Music and Youth
Comedy Central sets pace for ultimate celebration with over 100 hours of non-stop FRIENDS ultra marathon for its 6th birthday

Birthdays and New Years are great occasions to make resolutions for participating in marathons. However, this is one marathon which calls for hanging up your running shoes and grabbing the best spot in front of the telly with a bowl of munchies to keep you going because, for the first time ever in...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories