SRINAGAR: The Central Bureau of Communication (CBC), Ministry of Information and Broadcasting, Regional Office Jammu and Kashmir, on Wednesday held a day-long orientation programme for its empanelled cultural troupes and individual artists in Srinagar. The event took place at the Conference Hall of the Chief Commissioner of Income Tax Office in Rajbagh.
Aimed at enhancing grassroots-level public communication, the orientation sought to empower artists with the tools and knowledge necessary to support CBC’s outreach efforts across Jammu and Kashmir. These efforts include promoting awareness about central government schemes and addressing pressing social issues through traditional art forms.
Chief Commissioner of Income Tax for the Union Territories of Jammu & Kashmir and Ladakh, Vikram Sahay, was the chief guest. In his address, he highlighted the vital role of traditional communication in public outreach. “Traditional communication remains one of the most powerful tools to connect with the masses. Local artists and their art forms carry a natural resonance with the community, making messaging more impactful,” Sahay said.
Drawing from his experience as a former Joint Secretary in the Ministry of Information and Broadcasting, Sahay praised the Ministry’s persistent outreach initiatives in the region. He urged the CBC to expand its mandate by using cultural performances to raise awareness on social evils like drug abuse, arguing that such artistic interventions often yield tangible behavioural change at the community level.
Director of CBC J&K, Ghulam Abbas, said the orientation was part of a larger strategy to equip artists with the skills required to deliver relatable and effective content. He added that CBC would roll out a series of similar outreach initiatives across the Union Territory to inform and engage the public on various welfare programmes and policy initiatives.
A key highlight of the orientation was a technical session led by Talha Jehangir, Senior Programme Executive at Doordarshan Srinagar, who served as the resource person. Jehangir emphasised the importance of compelling storytelling and authenticity in performance. “Content is king,” he said, pointing out that script strength and cultural grounding are critical to effective infotainment.
Field Publicity Officers Shahid Mohammad Lone and Naseer Rather also addressed the participants, underscoring the historic role of traditional cultural expressions in spreading awareness and challenging social ills.
The programme concluded with an interactive feedback session in which artists praised the CBC initiative and acknowledged its importance in enhancing their communicative and creative capacities.
