Message without medium

The recent transfer of over 100 officials in the ministry of information and broadcasting (I&B) has left many red-faced. True, these transfers are well within service rules but it is the efficacy of the changes that have raised many questions. As a senior official pointed out, one primary objective of the I&B ministry is to disseminate information. In the recent transfers, however, language and medium of communication were given scant respect. So, officials who belong to south India have been transferred north and are required to do their jobs as communications people in a local language that is completely alien to them. It will be interesting to watch how the government’s official messengers manage to spread its message at a time when it badly needs to convey some good news about itself.