IIM Rohtak Director Highlights Societal Impact of 'Mann Ki Baat' in Landmark National Survey

Introduction

In a major contribution to the understanding of media influence and public sentiment in India, IIM Rohtak Director Prof. Dheeraj Sharma has unveiled findings from a groundbreaking nationwide survey on Prime Minister Narendra Modi’s monthly radio broadcast, 'Mann Ki Baat'. Conducted by IIM Rohtak in collaboration with Prasar Bharati, the study reveals that the program has reached over 100 crore people and achieved 96% awareness among the Indian population, affirming its widespread impact.

Massive Listener Reach and National Penetration

According to Prof. Sharma, the research findings indicate that 23 crore Indians are regular listeners, while another 41 crore tune in occasionally, establishing 'Mann Ki Baat' as one of the most far-reaching communication platforms in modern India. These figures not only underline the scale of its reach but also present a valuable opportunity for enhancing civic engagement and nation-building.

Trust, Optimism, and Emotional Connect:

Why It Resonates One of the most compelling aspects of the study is the insight into why 'Mann Ki Baat' resonates deeply with its audience. The IIM Rohtak Director explained that listeners view the Prime Minister as a "powerful, knowledgeable, and empathetic leader", leading to a heightened sense of connection and trust. Key takeaways from the report include:

• 73% of listeners feel more optimistic about India’s progress.

• 58% observed an improvement in their personal living standards.

• 59% reported increased trust in the central government.

• 60% said they felt motivated to participate in nation-building.

These statistics highlight how consistent communication from national leadership can shape public opinion and inspire action at the grassroots level.

Robust Research Design and Nationwide Reach

The IIM Rohtak-led survey was based on responses from 10,003 participants spanning diverse geographies, professions, and age groups. Prof. Sharma shared that the methodology employed snowball sampling to capture a rich, heterogeneous demographic, with 60% male and 40% female respondents drawn from 68 occupational sectors across urban and rural India.

Evolving Media Consumption: From Radio to Mobile

Although originally conceived as a radio program, 'Mann Ki Baat' has evolved with changing consumption habits. The survey revealed:

• 44.7% of listeners access the program via television.

• 37.6% tune in using mobile devices.

• Among those aged 19 to 34, 62% prefer digital platforms.

• Language preferences show Hindi leading at 65%, followed by English at 18%.

This data reflects not only the adaptability of the program but also the increasing relevance of mobile-first media strategies for public communication.

Academic Validation from IIM Rohtak Director

Prof. Dheeraj Sharma emphasized that the survey provides academic validation of the program's wide influence, offering a data-backed evaluation of how media can drive behavioral and attitudinal shifts in society. By capturing the sentiments of over 100 crore people, the study also strengthens IIM Rohtak’s position as a thought leader in media research, policy analysis, and public perception studies.

Conclusion: Bridging Policy, Media, and Public Engagement

The 'Mann Ki Baat' survey, spearheaded by the IIM Rohtak Director, underscores the power of communication in governance. Prof. Sharma’s role in leading such impactful, large-scale studies exemplifies the institution’s commitment to applied research that informs public discourse and supports policymaking. As IIM Rohtak continues to engage with real-world issues, its leadership in combining management education with national relevance is gaining both domestic and global recognition.