1. In the beginning the Indian communicator, in enthusiasm, initially had often mishandled the medium by overloading it with modern message or by not matching with the modern message.

The balance between the natural entertainment value of the medium and the information passed on was not maintained.

2 . No scientific evaluation was carried out of the impact of such un mindful use of the medium.

3 . Total neglect of the field for which the folk medium was to be used. This means no field surveys were carried out to collect the basic data with regard to a specific field, such as, literacy rate among the people, prevailing level of awareness, community competition, occupation, socio­economic structure, value system, susceptibility factors, forces of resistance, available folk media and so on.