Interactive Service Model

Underlying Principle


Interactive-Service model is a consolidation of the other digital governance models and opens up possibilites for one-to-one and self-serviced participation of individuals in governance processes. 


ICTs have the potential to bring every individual into a digital network and enable interactive (two-ways or multiple-ways) flow of information among them. This potential of ICTs is fully leveraged in this model. As the participation is direct and not through representatives, it can bring greater objectivity and transparency in decision-making processes, and give a greater feeling of involvement and empowerment, provided that individuals are willing to engage in the governance processes.

Under this model, the various services offered by the Government become directly available to its citizens in an interactive manner. It does so by opening up an interactive Government to Consumer to Government (G2C2G) channel in various aspects of governance, such as election of government officials (e-ballots); decision to make on specific issues (eg: health plans), delivery of individualised government services, gauging public mood and opinions, targeting specific communities for specific governance advice or ervices, bringing mass awareness.




This model could be applied in the following possible ways:
·To establish an interactive communication channels with key policy-makers and members of planning commissions.
·To conduct electronic ballots for the election of government officials and other office bearers.
·To conduct public debates / opinion polls on issues of wider concern before formulation of policies and legislative frameworks.
·Filing of grievances, feedback and reports by citizens with the concerned governmental body.
·Establishing decentralised forms of governance.
·Performing governance functions online such as revenue collection, filing of taxes, governmental procurement, payment transfer etc.


Example of organisations / projects based on Broadcasting Model
·India: Gyandoot Gyandoot is an intranet in Dhar district connecting rural cybercafes catering to the everyday needs of the masses.  The site has following services to offer in addition to the hope that it has generated by networking, the first district in the state of Madhya Pradesh in India
oCommodity/ Agricultural Marketing Information System
oCopies of land maps
oOn-Line Registration of Applications
oPublic Grievance Redressal



·Philippine Customs Reform : Using an "off-the-shelf" customs application package as the main building block, the Philippines Customs Bureau has developed an on-line system to process clearance of imports, payment of duty, and delivery of release orders for shipments to leave the docks. The new on-line system has lessened the cost of trade for businesses, reduced opportunities for fraud, and helped the Bureau to maximize revenue collection.




The model firmly relies on the interactive applications of ICT and therefore is a technology and cost - intensive model which will require a transition period before being adopted on a wider scale, especially in the developing countries. It would also require elemental familiarity of ICT among the citizens to fully benefit from this model. Nevertheless, the diminishing costs of ICT and the advantages offered by this technology would certainly catalyse the penetration of this model. Intermediary organisations, knowledge networkers and middlemen will play a tremendous role to play in widespread replication of this model.