NEW DELHI: After showing strong signs of flattening the curve, India is again struggling to bring Covid2019 to heel. On 6 April, the country recorded more than 1,15,000 positive cases; a strong indication that the pandemic has returned with a vengeance. 

Amid the second wave of Covid cases, the ministry of information and broadcasting (MIB) has written a letter to all private channels, the News Broadcasters Association (NBA), and the Indian Broadcasting Foundation (IBF) urging them to disseminate messages for Covid-appropriate behaviour and vaccination of the eligible age groups to generate greater awareness among people. 

The ministry's advisory sent to private channels cited a meeting under the leadership of prime minister Narendra Modi on 4 April taking stock of the current pandemic situation in India. During the meeting, it was also decided to focus on a five-fold strategy of testing, tracing, treatment, Covid-appropriate behaviour and vaccine roll-out to curb the spread of coronavirus. 

"It is, therefore, imperative that all stakeholders take forward the communication strategy with a renewed emphasis on Dawai Bhi, Kadai Bhi (medicines and preventive measures)," said the MIB in its letter. 

The ministry also lauded the leadership role played by private media houses in spreading messages in the public interesinterest.

​​​​"Private TV channels have always been at the forefront of spreading important messages in the larger public interest. It is, therefore, requested that private channels may appropriately disseminate messages for Covid-appropriate behaviour and vaccination of the eligible age group so as to create greater awareness among the citizens of the country," stated the advisory.