Centre for Internet and Society

Odia Wiki Editing

praskrishna — 2013-08-27T11:30:24Z

Odia Wiki Editing

For more details visit https://cis-india.org/home-images/OdiaWikiEditing.png

Johannesburg Workshop in Theory and Criticism

praskrishna — 2013-08-28T09:42:08Z

The 2013 Session will take place in Johannesburg (South Africa) from June 22 to July 2, 2013. Nishant Shah is participating as a speaker. The event is organized by WITS Institute for Social and Economic Research.

Click to read the original here

Nishant is the founder and Director of Research for the Bangalore-based Centre for Internet and Society. His doctoral work at the Centre for the Study of Culture and Society, examines the production of a Technosocial Subject at the intersections of law, Internet technologies and everyday cultural practices in India. As an Asia Scholarship Fellow (2008-2009), he also initiated a study that looks at what goes into the making of an IT City in India and China. He is the series editor for a three year collaborative project on "Histories of the Internet(s) in India" that maps nine alternative histories that promote new ways of understanding the technological revolution in the country.

Nishant's current research engagement since 2009 has been with the possibilities of social transformation and political participation in young peoples' use of digital technologies in emerging ICT contexts of the Global South. Nishant writes regularly for The Indian Express and GQ India to give a public voice to the academic research. He is currently also engaged in a project that seeks to articulate the intersections of digital technologies and social justice within the higher education space in India.

Nishant designs Internet and Society courses for undergraduate and graduate students in the fields of Communication, Media, Development, Art, Cultural Studies, and STS, in and outside of India. He is a founding member of the Inter Asia Cultural Studies Consortium and has also worked as a cyberculture consultant for various spaces like Yahoo!, Comat Technologies, Khoj Studios, and Nokia.

For more details visit https://cis-india.org/news/jwtc-workshop

The Pervert in the Cubicle: Of Pornographers, Pirates and Terrorists: A Talk by Nishant Shah

praskrishna — 2013-08-28T10:10:34Z

Dr. Nishant Shah was a speaker at the 2013 Annenberg - Oxford Media Policy Summer Institute organized by Center for Global Communication Studies at the Annenberg School for Communication, University of Pennsylvania and the Programme for Comparative Media Law and Policy at the University of Oxford from June 24 to July 5, 2013 at the University of Oxford.

Click to read the schedule published by the University of Oxford

The Center for Global Communication Studies at the Annenberg School for Communication, University of Pennsylvania and the Programme for Comparative Media Law and Policy at the University of Oxford (PCMLP) are pleased to invite applications to the 15th annual Annenberg-Oxford Media Policy Summer Institute, to be held from Monday, June 24 to Friday, July 5, 2013 at the University of Oxford.

For the past fifteen years, the Annenberg- Oxford Media Policy Summer Institute has brought together researchers, academics, and practitioners for two weeks of scholarship on a range of media issues. A partnership between the Center for Global Communication Studies at the Annenberg School, University of Pennsylvania and the Programme for Comparative Media Law and Policy at the University of Oxford, the program brings together a diverse range of participants from across the world.

The annual summer institute brings together young scholars and regulators for two weeks to discuss important recent trends in technology, international politics and development and its influence on media policy. Participants come from around the world; countries represented at previous summer institutes include Myanmar, Bosnia and Herzegonia, Iran, Kenya, China, Brazil, Egypt, Nigeria, Jordan, Italy, Iran, Colombia, El Salvador, among others.

This year the summer institute seeks, as part of the cohort, researchers and academics (PhD candidates and early career academics, for example), who will come with a research project related to the general subject of the seminar. We welcome applications from emerging scholars and practitioners working on topics such as media and democracy, public service broadcasting, Internet policy and politics, monitoring and evaluation of media development programs, the media’s role in conflict and post-conflict environments, strategic communications, as well as other topics. For full application instructions please visit our Frequently Asked Questions page . The application is available here. Please note, applications will be reviewed on a rolling basis until April 1, 2013.

For more details visit https://cis-india.org/news/annenberg-oxford-media-policy-summer-institute

WikiSym + OpenSym 2013 in Hong Kong

praskrishna — 2013-08-29T05:31:59Z

WikiSym + OpenSym took place in Hong Kong on August 5-7, 2013. The event emphasized the open collaboration aspect of WikiSym both for researchers as well as practitioners. The event was organized by the International Symposium on Open Collaboration. T. Vishnu Vardhan, Programme Director, Access to Knowledge and Subhashish Panigrahi participated in this event.

See the event details posted on wikisym.org and also read the blog entry posted by Dirk Riehle on opensym.org.

A Short Report on WikiSym + OpenSym 2013

WikiSym + OpenSym 2013 took place at Hong Kong’s Cyberport facility. 98 registered participants from around the world enjoyed a two-track program centered on the common topic of open collaboration. Four keynotes and invited talks covered topics of open access, open educational resources, Wikipedia research, and open science. Open access, open source, and traditional wiki research contributed several sessions. A main thread was Wikipedia research, which was strongly represented at the conference, perhaps not surprisingly given that we had co-located WikiSym with Wikimania, the Wikipedia user conference. Social media coverage was strong, as can be seen from Twitter and Google Plus searches.

A host of community events, including demos, posters, and workshop on the topic of open collaboration rounded out the program. Even though most participants were international’s, events on open data in business and the GLAM sector added a local flavor to the event. Participants also got a taste of the richness of the city of Hong Kong, for example through the conference banquet at Top Deck, a restaurant ship that provided an enjoyable mingling opportunity and an excellent food to conference participants.

All tracks and events are supplemented by an open space track. Open space is a technique for organizing events to allow otherwise passive participants to become an active part of the conference. Open space is like an “unconference”, just more organized and much more effective. Open space has a long and distinguished history at WikiSym. Using open space, WikiSym + OpenSym activates not only traditional speakers but every participant, creating the desired synergy between all strands of open collaboration researchers and practitioners.


Some of the event participants, photo by Subhashish Panigrahi

Finally, a few links of WikiSym + OpenSym 2013 reporting from this blog:

The proceedings are available from the event’s website.

Sponsors of WikiSym + OpenSym 2013 were the Wikimedia Foundation, Google, InvestHK, Cyberport, and EuroCham Hong Kong. The event was held in-cooperation with the ACM SIGWEB and SIGSOFT and was fiscally sponsored by The John Ernest Foundation.

Next year’s conference, OpenSym 2014, will be held in Berlin, Germany, on August 27-29, 2014. Please see here for the initial call for submissions (papers).

For more details visit https://cis-india.org/news/wikisym-opensym-2013-hong-kong

Wikimania 2013: The International Wikimedia Conference

praskrishna — 2013-08-29T06:30:54Z

Wikimania is the annual international conference of the Wikimedia movement. It's organized by a different local team each year. In 2013 the conference took place in the Hong Kong Polytechnic University. Wikimania allows the community and the general public to learn about and share their experiences with free knowledge initiatives all over the world. T. Vishnu Vardhan and Subhashish Panigrahi participated in the event.

Click to read the details published on the Wikimania website.

The previous conferences were held in Frankfurt, Germany (2005), Boston, USA (2006), Taipei, Taiwan (2007), Alexandria, Egypt (2008), Buenos Aires, Argentina (2009), Gdańsk, Poland (2010), Haifa, Israel (2011), and Washington, D.C., USA (2012).

Picture: Wikimania 2013. Official site, CC-BY-SA 3.0

For more details visit https://cis-india.org/news/wikimania-2013

Wikimedia Asia Meeting

praskrishna — 2013-08-29T10:14:36Z

T.Vishnu Vardhan and Subhashish Panigrahi from the Access to Knowledge team at CIS participated in the Wikimedia Asia meeting in Hong Kong on August 10, 2013.

Note: An unedited transcript of the entire conversation can be downloaded below.

Click to see the file (Plain Text, 7Kb)

For more details visit https://cis-india.org/news/wikimedia-asia-meeting

Cyberspying: Government may ban Gmail for official communication

praskrishna — 2013-09-02T04:19:53Z

The government will soon ask all its employees to stop using Google's Gmail for official communication, a move intended to increase security of confidential government information after revelations of widespread cyberspying by the US.

This article was published in the Times of India on August 30, 2013. Sunil Abraham is quoted.

A senior official in the ministry of communications and information technology said the government plans to send a formal notification to nearly 5 lakh employees barring them from email service providers such as Gmail that have their servers in the US, and instead asking them to stick to the official email service provided by India's National Informatics Centre.

"Gmail data of Indian users resides in other countries as the servers are located outside. Currently, we are looking to address this in the government domain, where there are large amounts of critical data," said J Satyanarayana, secretary in the department of electronics and information technology.

Snowden fallout

The move comes in the wake of revelations by former US National Security Agency contractor Edward Snowden that the US government had direct access to large amounts of personal data on the internet such as emails and chat messages from companies like Google, Facebook and Apple through a programme called PRISM.

Documents leaked by Snowden showed that NSA may have accessed network infrastructure in many countries, causing concerns of potential security threats and data breaches. Even as the new policy is being formulated, there has been no mention yet of how compliance will be ensured.

Several senior government officials in India, including ministers of state for communications & IT Milind Deora and Kruparani Killi, have their Gmail IDs listed in government portals as their official email.

A Google India spokeswoman said the company has not been informed about the ban, and hence it cannot comment on speculation. "Nothing is documented so far, so for us, it is still speculation," Google said in an email response.

A senior official in the IT department admitted on condition of anonymity that employees turn to service providers such as Gmail because of the ease of use compared with official email services, as well as the bureaucratic processes that govern creation of new accounts.

"You can just go and create an account in Gmail easily, whereas for a government account, you have to go through a process because we have to ensure that he is a genuine government user."

Last week, IT Minister Kapil Sibal said the new policy would require all government officials living abroad to use NIC servers that are directly linked to a server in India while accessing government email services. Sibal said there has been no evidence of the US accessing Internet data from India.

Sunil Abraham, executive director of Bangalore-based research firm Centre for Internet and Society, said he agrees with the government's decision to ban Gmail for official communication and that any official violating this needs to be punished.

"After Snowden's revelations, we can never be sure to what extent foreign governments are intercepting government emails," he said. Abraham, however, called the government's decision a "late reaction", as the use of Gmail and other free email services by bureaucrats has increased in the past.

"Use of official government email would also make it easier to achieve greater transparency and anti-corruption initiatives. Ministers, intelligence and law enforcement officials should not be allowed to use alternate email providers under any circumstance."

For more details visit https://cis-india.org/news/times-of-india-august-30-2013-cyberspying-govt-may-ban-gmail-for-official-communication

Konkani Wiki Briefing

praskrishna — 2013-09-02T06:41:40Z

Konkani Wiki Briefing

For more details visit https://cis-india.org/home-images/KonkaniWikiBriefing.png

Konkani Wiki Learning

praskrishna — 2013-09-02T07:40:24Z

Konkani Wiki Learning

For more details visit https://cis-india.org/home-images/KonkaniWikiLearning.png

Viswaprabha

praskrishna — 2013-09-04T05:15:28Z

Viswanathan

For more details visit https://cis-india.org/home-images/Viswaprabha.png

Dictionary words in software patent guidelines puzzle industry

praskrishna — 2013-09-04T06:20:24Z

Terms not defined in draft guidelines on patents for computer-related inventions leaves room for misinterpretation

The article by C.H.Unnikrishnan was published in Livemint on August 26, 2013. The Centre for Internet and Society's work on access to knowledge is mentioned.

Could the simple Latin phrase, per se, which translates as “in itself”, lead to confusion in verifying whether a computer-related invention deserves a patent or not? Some members of the $108 billion Indian information technology industry, intellectual property (IP) law firms and anti-patent lobby groups say it can.

The inclusion of some terms that are not defined by local laws in the government’s draft guidelines on patents for computer-related inventions (CRIs) leaves room for ambiguity and misinterpretation when examiners grant or reject such a patent, they say. The guidelines were released in early August.

The terms include ‘per se’, algorithm, hardware, firmware —and CRI itself.

CRI “has not been defined in any of the Indian statutes and is construed to mean, for the purpose of these guidelines, any invention which involves the use of computers, computer networks or other programmable apparatus and includes such inventions, one or more features of which are realized wholly or partially by means of a computer programme/programmes”, the Indian Patent Office (IPO) acknowledged in the draft guidelines, and called for feedback from industry stakeholders by 8 August.

	Patent examination is the most crucial function performed by a patent office. An examiner verifies the invention claims made by an applicant by relying on scientific parameters, industrial applicability and previously known technologies, among others, to decide whether the claims are genuine and deserve a patent. IPO’s draft guidelines are aimed at helping examiners in this task. However, with new technologies, the task of granting or rejecting patents has become tougher, as acknowledged by the patent office, in its draft guidelines. The confusion is only compounded with the inclusion of dictionary terms such as per se. The Indian Patent Law does not contain any specific provision regarding the protection of computer software that includes programs, musical and artistic works, studio and video recordings, databases and preparation material and associated documents such as manuals. India does not grant pure software patents (i.e., a patent over a “computer programme per se”).

Patent examination is the most crucial function performed by a patent office. An examiner verifies the invention claims made by an applicant by relying on scientific parameters, industrial applicability and previously known technologies, among others, to decide whether the claims are genuine and deserve a patent.

IPO’s draft guidelines are aimed at helping examiners in this task. However, with new technologies, the task of granting or rejecting patents has become tougher, as acknowledged by the patent office, in its draft guidelines. The confusion is only compounded with the inclusion of dictionary terms such as per se.

The Indian Patent Law does not contain any specific provision regarding the protection of computer software that includes programs, musical and artistic works, studio and video recordings, databases and preparation material and associated documents such as manuals. India does not grant pure software patents (i.e., a patent over a “computer programme per se”).

Software, instead, is protected by the Copyright Law, similar to literary and aesthetic works.

In the feedback, a copy which was reviewed by Mint, India’s largest software services exporter Tata Consultancy Services Ltd (TCS), said it “is happy to note that IPO is taking the right steps in the direction of protecting inventions...Moving from the notion of ‘Computer Implemented Invention’ to ‘Computer Related Invention’ itself is a positive shift...”

	“Primary objective of the CRI guidelines, as expected and understood by the stakeholders, is to deliberate on the meaning of “per se” in Section 3(k) for Software Inventions with example pertaining to Software Inventions and not interpret them to be the Hardware-led inventions,” said TCS in its feedback. It added that “while examining the technical character of a CRI, mere usage of the words such as enterprise, business, business rules, supply-chain, order, sales, transactions, commerce, payment, etc. in the (patent) claims should not lead to conclusion of the CRI being just a ‘Business Method’ without any technical character. These terminologies actually qualify the contextual utility and fitment of the inventions..”

“Primary objective of the CRI guidelines, as expected and understood by the stakeholders, is to deliberate on the meaning of “per se” in Section 3(k) for Software Inventions with example pertaining to Software Inventions and not interpret them to be the Hardware-led inventions,” said TCS in its feedback.

It added that “while examining the technical character of a CRI, mere usage of the words such as enterprise, business, business rules, supply-chain, order, sales, transactions, commerce, payment, etc. in the (patent) claims should not lead to conclusion of the CRI being just a ‘Business Method’ without any technical character. These terminologies actually qualify the contextual utility and fitment of the inventions..”

According to Rajiv Kumar Choudhari, a lawyer specializing in IT patent law, a computer program is software ‘per se’ because there may be no transformation of data/signal/input, or there is no tangible benefit to the device if this software is run on the device. “The benefit to the device may be in terms of efficiency, or increase/decrease in certain attributes,” he said in a blog in SpicyIP where he analyzed software patenting position in India earlier.

In such cases, if the applicant fails to define the exact benefit to the device in a tangible manner, the examiner may refuse to grant a patent. In January 2012, for instance, the Delhi patent office rejected a software patent application filed by Netomat Inc., on grounds that it did not fulfil the requirement of Section 3(k).

According to section 3(k) of the Indian Patent Act, “a mathematical or business method or computer programs per se or algorithms” are not inventions.

Between 2006 and 2011, the latest available data, 34,967 IT patent applications were filed with the Indian patent office. It granted about 5,594 patents during the same period.

“We hope that through this consultation (feedback) the prevailing evaluation methods for computer related inventions will become more efficient and encourage the Industry to file and protect their IP. However, we have some major concerns related to the draft guidelines,” said Nassom, the country’s software lobby body.

Overall, the guidelines appear to be “restrictive and may be a hindrance to grant of patents in India, even when such rights would be granted in other countries like Europe, Japan, etc,” said Nasscom, adding that “over a period of time”, it will discourage innovative activities from being carried out in India.

For instance, Nasscom pointed out that since the patent office has not defined ‘per se’, the phrase “computer program per se” should mean a set of instructions by itself or computer program by itself. “This meaning is generally accepted even in the UK and before the EPO (European Patent Office),” it added. The software lobby body has suggested that the scope of the “per se” limitation in Section 3(k) should be changed to cover hardware features, irrespective of whether the features are novel or not.

The guidelines, said Nasscom, seem to imply that for computer program-related claims to be allowed, the software needs to be “machine specific”, which “will unfortunately exclude patent protection for any computer-implemented invention designed to be interoperable across platforms, and not specific to a machine”.

In its feedback to the patent office, the Centre for Internet and Society (CIS), an organization that works on Internet privacy-related issues, underscored the complexity that new technologies could introduce by citing the example of CRIs in the field of data storage.

The first compact disc (CD) was invented in 1982, the digital video disc (DVD) in 1995 and the flash drive in 1999.

“While each of these inventions was far superior to their predecessor, the time between each incremental innovation has drastically reduced,” CIS noted in its feedback

“If an invention can become obsolete in as little as 2 years, it would make little sense to grant monopoly rights for 20 years. So even if a CRI passes the three tests of novelty, inventive step and industrial applicability, it needs to be evaluated from the perspective of its possible obsolescence. In such a scenario, the examiner should look at the history of innovation in that particular field to ascertain that the invention does not become obsolete in a short time.”

Also consider for instance the term, “business methods”. It involves a whole gamut of activities in a commercial or industrial enterprise relating to transaction of goods or services but “the claims are at times drafted not directly as business methods but apparently with hitherto available technical features such as Internet, networks, satellites, tele-communications, etc”, the draft stated.

“The exclusions are carved out for all business methods and, therefore, if in substance the claims relate to business method even with the help of technology, they are not considered patentable,” the guidelines added.

The Japan intellectual Property Association, in its reaction to the India’s new CRI patenting guidelines, also noted that recent computers, including processors or memories, mostly do not rely on any specific programs.

“In addition, software-related inventions should be patentable originally for their functioning on the basis of novel computer programs in combination with general purpose devices. However, these computer-related inventions would be excluded from protection under the new standards for patentability,” it cautioned.

The draft guidelines “have interpreted and applied Section 3(k) of the Indian Patent Act 1970 in a more restrictive way to conclude as to what is patentable, which is a cause of concern to various stakeholders”, said Federation of Indian Chambers of Commerce and Industries (FICCI) in its reaction.

Software patents remain an emotive issue.

Their proponents argue that patents promote investment in research and development, accelerate software development by making previously unknown and not obvious software inventions public and protect IP of software companies. They also encourage the creation of software companies and jobs and increase the valuation of small companies, the proponents add.

Critics counter that traditional copyright has provided sufficient protection to facilitate massive investment in software development and that most software patents cover either trivial inventions or inventions that would have been obvious to persons of ordinary skill in the art at the time the invention was made.

Globally, patents in the IT and software sector are being revisited due to litigation and compensation claims over misuse of patents including the much-hyped patent battle of Apple Inc. with Samsung Electronics and Google Inc. with Microsoft Corp.

In June 2008, technology companies including Google, Intel Corp, Oracle Corp, Cisco and Hewlett-Packard Co. set up the ‘Allied Security Trust’ to address the risk of patent-infringement suits by buying those patents which they feel are most important to their businesses.

AST has 26 members from Europe, North America and Asia. It buys patents that its members have expressed interest from the patent holder, and the cost would be deducted from those companies’ Escrow accounts. AST argues that non-practicing entities, or NPEs, also known as patent trolls, produce no products or services of their own, and yet acquire patents—sometimes hundreds of them—with the sole intention of asserting their right and conduct patent litigation to extract settlements or licensing fees.

In 2008, AST estimated that it costs operating companies an average of $3.2 million through the end of discovery and $5.2 million through trial to defend cases in which there is more than $25 million at stake.

The costs of determining if a particular piece of software infringes any issued patents are too high and the results too are uncertain. A software patent costs, on average, around $20,000, it said.

For more details visit https://cis-india.org/news/livemint-august-26-2013-ch-unnikrishnan-dictionary-words-in-software-patent-guidelines-puzzle-industry

Wikipedia writes a new script

praskrishna — 2013-09-04T06:27:27Z

Wikipedia is available in over 30 Indian languages. Add Konkani to that list. The Centre for Internet and Society has just completed a programme of training students to write for Konkani Wikipedia.

The article was published in the Goan on August 24, 2013.

They sat listening to Subhashish Panigrahi, learning how to seamlessly flow from English to Konkani. Panigrahi walked around the room, 40 sets of eyes and ears followed him eagerly, latching on to his every word. Then the team moved into a small conference room at the new Central Library, where they sat down to work on a few articles in Konkani. The reason: Because Wikipedia has a new language – Konkani.

When on February 4, 1987, Konkani in Devnagri script was declared the official language of Goa according to the Goa Daman and Diu Official Language Act, 1987, little did the officials know that one day, one of the largest web-based encyclopaedias would want the encyclopaedia to be available also in Konkani for the 30, 00000 or so Konkani language speakers over the world.

Wikipedia, a multi-lingual, web-based, free content encyclopaedia is available in over 30 Indian languages and several languages of other nations. The project to begin a Konkani Wikipedia began in 2006. “Sadly, even after seven years of inception, Konkani Wikipedia has only 90 articles,” says Nitika Tandon, of the CIS-A2K (Centre for Internet & Society, Access to Knowledge) team. The CIS is a movement for open access to web-based information. “Rather than being open receivers of knowledge, we want people to be active producers of knowledge,” she adds. The CIS has selected five Indian languages to uplift and Konkani is one of them.

Carlos Fernandes, the Curator of the Central Library said, “We supported it because this will maintain the culture and develop the language using technology. Articles in Konkani language will be available to people all over the world and thus should one want to research something in Konkani, his search will not be limited to the books of the library.” Another project by the CIS team to make Konkani more well-known is digitising the 4-volume Konkani encyclopaedia published by the Goa University. “This encyclopaedia will be uploaded by this team and will be available under the creative commons licence,” says Dr Gopakumar, the university Librarian.

The programme covered aspects like how Wikipedia works, how to edit articles, how to type in Devnagri, how to create a new article, etc. “We are learning how to about editing and writing in Wikipedia. The 40 students are of MA part 2, and the group is divided into two. The first 20 will work on the first two days and the others will work on the last two,” says Fr Luis Xavier Gomes who is doing his MA in Konkani at Goa University. Fr Gomes will be writing on Konkani tiatr and Konkani cantar after having researched and referenced about the same.

For more details visit https://cis-india.org/news/thegoan-joyce-dias-august-24-2013-wikipedia-writes-a-new-script

Prajavani Wikipedia Report

praskrishna — 2013-09-05T05:36:22Z

Wikipedia Workshop Report in Prajavani

For more details visit https://cis-india.org/home-images/PrajavaniWikiWorkshopMandyaAug122013.png

Krishnarajapet Wikipedia Workshop (Coverage in Prajavani)

praskrishna — 2013-09-05T05:50:24Z

Prajavani covered the Kannada Wikipedia workshop organised by the CIS-A2K team and the Kannada Sahitya Parishat of KR Pet., on August 12, 2013. A scanned version of the report is produced below.

For more details visit https://cis-india.org/news/prajavani-august-12-2013-krishnarajapet-workshop

Election campaign: parties draw battle lines on media platforms

praskrishna — 2013-09-05T10:23:41Z

In the run-up to the 2014 polls, parties are drawing up media strategies that have a focus on young voters.

This article by Venkatesh Upadhyay was published in Livemint on August 26, 2013. Sunil Abraham is quoted.

Major national political parties have begun to sharpen and tweak their tools of public relations and media engagement in the run-up to the 2014 general election, with an eager nod towards a voters list that is expected to be packed by the young.

National parties currently in the process of shortlisting their advertising, public relations and mobile marketing agencies declined to share details.

“The advertising strategy will crystalize by January. We will go for multiple agencies,” said Manish Tewari, spokesperson for the Congress as well as minister for information and broadcasting.

According to people familiar with the selection process, JWT, Crayons Communications and Dentsu India, among others, are all in the race for the Congress business. Home-grown Crayons has worked closely with the Delhi government and Congress in the past.

Refusing to confirm the names on the shortlist, Tewari said it was a line-up of the “usual suspects”.

For social media, the Congress has engaged Delhi-based OMLogic, an online media marketing company, which helped create the website fekuexpress.com that seeks to highlight the supposedly braggart nature of the opposition Bharatiya Janata Party’s chief campaigner Narendra Modi.

The website ran contests in which winners received film tickets. OMLogic was among three shortlisted agencies from 22 that competed for the same account, a person familiar with the bid said. According to others aware of the developments, senior Congress leaders such as Digvijay Singh and Deepender Singh Hooda helped select the agencies.

OMLogic helps clients enhance their brands across platforms and creates social media applications for them. The company declined to comment for this story.

“I believe these elections will represent the first time that political parties will have a conscious media strategy,” said Sanjaya Baru, communications advisor to Prime Minister Manmohan Singh from 2004 to 2008.

	“By conscious I mean that political parties have acknowledged the role of mass media in getting their message across to voters. TV has taken the space of political rallies.” Baru said the media strategy for the coming elections was essentially focused on TV and social media as “both these platforms allow parties to reach out to large parts of the urban and semi-urban demographic”. Close to 60 million new voters have been enrolled for the 2014 election, of whom 17.6 million are 18-19 year-old first-timers. A study by the Iris Knowledge Foundation and Internet and Mobile Association of India (IAMAI) estimates the number of urban social media users to be around 78 million. The main users were in the age groups of 18-24 and 25-34 years.

“By conscious I mean that political parties have acknowledged the role of mass media in getting their message across to voters. TV has taken the space of political rallies.”

Baru said the media strategy for the coming elections was essentially focused on TV and social media as “both these platforms allow parties to reach out to large parts of the urban and semi-urban demographic”.

Close to 60 million new voters have been enrolled for the 2014 election, of whom 17.6 million are 18-19 year-old first-timers. A study by the Iris Knowledge Foundation and Internet and Mobile Association of India (IAMAI) estimates the number of urban social media users to be around 78 million. The main users were in the age groups of 18-24 and 25-34 years.

The Congress has already highlighted the role of social media in its communication strategy. The party held a special session on the use of social media by party members on 22 August that was addressed by minister of state for human resources Shashi Tharoor, and Manish Tewari. In a similar meeting last month, party members were briefed on how to comment on key issues, including the state of the economy, and personalities like Modi, who is also Gujarat chief minister.

It also launched an intranet software called Khidki (Hindi for window) for use by Congress members. According to party politicians, another important part of last month’s exercise was to identify young members who would make up a cadre of spokespersons that would then participate across news channels.

The BJP, meanwhile, has drafted Internet entrepreneurs B.G. Mahesh and Rajesh Jain to help the party with its social media operations. Acknowledging the role of social media in the party’s media strategy, BJP spokesperson Nirmala Seetharaman said, “Our exercise has already taken on board the position which the party enjoys on various social media. We only emphasized the content that such media ought to have,” she added.

Prominent members of the party, led by Modi, have large followings on social media. Modi’s Twitter account is followed by close to 2.1 million people.

Last week, the BJP launched india272.com that would “crowd source” suggestions by the electorate. It also launched a website where its members can upload “chargesheets” on the Congress-led United Progressive Alliance. Visitors to www.bjp.org/upachargesheet can also make use of different social media platforms such as Facebook, Twitter, YouTube and Flickr to register their complaints.

Some Internet activists are sceptical about such strategies. “The average Indian netizen is not that well equipped to critically analyse the content coming from so-called crowdsourced mechanisms,” said Sunil Abraham, executive director of the Centre for Internet and Society, a Bangalore-based Internet policy research organization. “I believe that social media might be one step removed from actual voters and might be more oriented towards opinion makers. In that sense social media (in India) behaves very differently from the way it has been used in the US.”

According to an online media expert familiar with the BJP’s social media campaign, the interactive nature of social media helps build up an image of transparency while making the party more accessible to a young audience that has been switching off television news.

In addition, social media allows political leaders to gauge public response quickly.

Ajay Maken, Congress general secretary and the man who heads the party’s communication strategy, pointed out in an article published this month that subjects that become influential on Twitter during the day tend to turn into full-fledged TV debates by the evening.

But political parties are not giving up on television channels just yet.

According to a report by consulting firm KPMG, the number of Indian households with TV sets is estimated to be 154 million, and is expected to grow to 173 million by 2017. TAM Media research estimated the number of TV households to be 123 million in 2009. Meanwhile, cable- and satellite-owning TV households has in the period 2009-2012 ballooned from 90 million to 126 million, according to TAM.

The Congress has issued guidelines to its members on how to behave on television. According to individuals familiar with the move, the party has also set up a research cell that informs Congress spokespersons about subjects that they are asked to speak on.

Congress members who participate in televised debates have been given strict orders to not go on air without a thorough understanding of the nuances of issues—provided to them by Congress researchers. For instance, spokespersons have been advised to rely on facts and be data-specific when confronted with the twin issues of Gujarat’s high-growth economy and Modi’s governance record.

In order to streamline the process, the party has come up with lists of speakers who are focused on specific issues. It has also constituted media cells in each state capitals with three units—spokespersons, social media cell and research —and a social media division for every urban centre with a population of at least a million.

The BJP has devised a similar strategy. Party spokespersons have been asked to mention chief ministers other than Modi if asked about the leadership for the 2014 elections. Arun Jaitley, in a interview to The Hindu, on 19 August had spoken about the possibility of there being close to 10 prime ministerial candidates in the BJP.

The BJP, which held a closed-door media workshop for party members last week, is also keen on research. “A lot of policy requires specialized understanding which is largely domain-specific. In that regard, members of our party will need to be prepared when they speak on such issues,” said spokesperson Seetharaman.

The Congress has already begun a television ads-blitzkrieg to trumpet its record in government. Begun in May, these ads have sought to showcase the fruits of the welfare state, including schemes aimed at the poor, such as theMahatma Gandhi National Rural Employment Guarantee Act, as well a long list of rights-based laws. One well-known ad tells the story of a fictional young woman named Priya who lives in a village but makes use of opportunities in education and improved electricity connections to become a successful entrepreneur.

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