THEBUSINESSBYTES BUREAU

PURI, MARCH 10, 2026

 “Delivering credible and factual information remains a major challenge for journalists today,” said Akhil Kumar Mishra, Additional Director General (ADG), Press Information Bureau (PIB) and Central Bureau of Communication (CBC), Odisha & Jharkhand region, while highlighting the critical role of responsible journalism in the present media landscape. He emphasized that public broadcasters must play a proactive role in combating the spread of fake news and misinformation, while ensuring that reliable and verified information reaches citizens across the country.

Mishra was speaking during his visit to the All India Radio (AIR) Puri station on Tuesday, where he reviewed the station’s functioning and interacted with officials and media representatives. During the visit, he also inspected the station’s infrastructure and held discussions on various broadcasting-related issues and challenges faced in the evolving media environment.

Highlighting the importance of media in nation-building, Mishra noted that effective communication systems are essential to achieve the vision of ‘Viksit Bharat @2047’. He pointed out that with the rapid evolution of digital technology, the media ecosystem is witnessing significant transformation, particularly in the way information is consumed by a new-age, fragmented audience.

Mishra elaborated on the changing dynamics of media consumption and stressed the need for broadcasters and journalists to adapt to emerging technologies while maintaining the core values of credibility and public service. He underlined that public broadcasting institutions must continue to innovate and remain relevant in an increasingly competitive and digitally driven communication landscape.

He further highlighted radio’s enduring strength in connecting with grassroots communities, especially in regions where access to other forms of media may be limited. According to him, radio has historically served as a dependable medium for disseminating vital information and continues to act as a lifeline during natural disasters and emergencies by reaching even the most remote populations.

The interaction also provided an opportunity for a constructive exchange of ideas on strengthening communication strategies and enhancing the role of media in public awareness and development initiatives.

The meeting featured valuable insights from senior officials of AIR and local journalists. Among those present were Pradeep Kumar Choudhury, Assistant Director, CBC; Swadhin Shakti Prasad, Media and Communication Officer, PIB; Shilen Patnaik, Station-in-Charge, All India Radio (AIR), Puri; and Dillip Nayak, Programme Executive, who shared their perspectives on strengthening media outreach and contributing to the roadmap of Viksit Bharat.

Several senior journalists from Puri also attended the meeting and actively participated in the discussion, offering suggestions on enhancing communication networks and improving the effectiveness of information dissemination at the grassroots level.

Their inputs underscored the importance of collaborative efforts between government communication agencies, public broadcasters and the media fraternity to ensure transparent, credible and timely communication with citizens.