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New and Emerging Media Knowledge Services
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The rising interest in knowledge brokering initiatives has been fuelled in recent years by advances in information and communication technology, and increasing interest in research communication. New initiatives are now emerging from different sectors, with differing drivers, paradigms and logics.

These new knowledge initiatives draw on a range of traditions and approaches to develop often quite hybrid functions. This is driving the emergence of a “new generation” of intermediaries, who don’t quite fit existing definitions or professional networks, and may consequently be working in isolation while facing similar challenges.

Turning the focus on intermediaries raises many questions. What are the key features of knowledge and information intermediary roles in development contexts? Who are the organizations and groups playing this role and who is planning to? What are the similarities and differences in how the role is played? How can and do intermediaries contribute to better development outcomes? Would answering these questions help intermediaries make a greater contribution? In a very practical sense, could bringing a group of intermediaries together generate useful learning about knowledge and information intermediary roles in development and offer practical support for their work?

K4D, one of a premier community service of Open Forum is an initiative to use the power of voice as the primary means of information dissemination. K4D facilitates exchange of information among the marginalized communities such as it helps in improving their quality of life. It aims to provide connectivity, content and capability via a phone-based service. The pilot phase of K4D is concentrating on the sector which is mentioned in the Millennium Development Goals (MDGs) by providing information related to the query raised by the grassroots and unprivileged communities. K4D has adopted a multi stakeholder approach spearheaded by Open Forum with private sector providing the technical support, Civil Societies supporting in implementation, government supporting with its thematic expertise and above all communities supporting in building the knowledge base. Initiatives like K4D demonstrates that if all stakeholders in the society join hands to form multi-stakeholder partnerships, a successful, just and equitable knowledge based information society can become a reality today.

Background
India, over the past decade, has become a test bed for innovations in information and communication technologies (ICT) serving the rural user. Various reasons explain this emergence. India is largely rural with more than 6 percent of our population dependent on agriculture and allied activities. Ecologically sound agriculture is knowledge intensive. Telephones remain the most powerful mass medium for reaching large numbers. It is an important tool for the rapid diffusion of important messages on various issues and provides a platform for expression of views, concerns and perceptions. Telephone is a tool that can be used to develop community cohesion and solidarity. Community involvement is fundamental for the successful use of Telephone with diversified thinking process on various issues, like health, education, nutrition, socio-cultural taboos and so on. Presently, no doubt, content through Information, Education and Communications programme are reaching to the communities, but not sustaining at that level. Government, Non-Government Organizations are doing their best to empower the communities with knowledge, but their withdrawal leaves the vacuum behind. The K4D Call Centre is one answer to the prevailing condition of uneven and unequal access to information and communication technologies in rural and or remote areas. This approach believes in helping individuals and communities to address social needs.

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