NEW DELHI: With the United Nations’ endorsement of observing 21 June as International Yoga Day for the first time, representatives of the Information and Broadcasting and AYUSH Ministries today met broadcasters to seek their proactive participation.

I&B secretary Bimal Julka and AYUSH secretary Nilanjan Sanyal interacted with the representatives of News Broadcasters Association, Indian Broadcasting Foundation, CRFI, FCSR and representatives from Digital Cinema to ensure enhanced coverage, content and reach across news, GECs, digital, CRS and radio platforms.

Both emphasized that the collaborative effort would also reinforce the vision of the Prime Minister Narendra Modi and this would also enable the event having an international impact with the focus on Yoga being a people’s movement.

Representatives from the industry bodies promised to proactively participate in promoting the event while at the same time providing and broadcasting content free of cost.

They mentioned that content would be sourced in the form of spots featuring popular TV artists on GEC platforms, and messages endorsing the relevance of Yoga. These spots would run across the broadcaster’s network on both news and GEC segments.

Industry representatives also agreed to take forward content created by the AYUSH Ministry on their platforms pro bono.

They agreed to popularize the Yoga initiative on news platform on the news segment through Special programmes, discussions and studio-based events. It was also agreed that the events associated with International Yoga day would be covered appropriately.

Representatives of the industry from radio, digital cinema and community radio stream also offered to take the advocacy efforts forward through their network and distribution platforms.