The Lok Seva Sanchar Parishad (or the council for Public Service Communication) is a voluntary non-profit making body promoted by Doordarshan. The representations from the advertising agencies, marketing research groups, and the media constitute the council.

The Director General of Doordarshan is the Chairman of the council. The advertising agencies offer their services free, but the production costs are borne by Doordarshan.

The council encourages and facilitates the creation, production and exhibition of public service communication for the television, cinema and public media.

Kumar notes that the council has produced quickies, short films and messages on issues of public importance like national integration, the environment, consumer awareness and drug abuse.

ADVERTISEMENTS:

The quickies include, ‘Freedom Run”, ‘Ek Sur’, Raga Desh’, ( all on the theme of ‘Unity in Diversity’), and others on literacy, environmental pollution, water and energy conservation, helmet safety, alcoholism, smoking, etc. (1995: 356).

Social advertisements are aired at prime time and at other times also during the whole week. The usual slots are prior to or following the national and regional news programmes and during breaks in national news programmes.

A well known example of selling of patriotism and communal harmony is five and a half minute long advertisement ‘Mile Sur Mera Tumhara\ comprising lyrics in 14 Indian languages.