Page 59 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes the issue of pre-condition in most of the overseas tenders floated by clients wherein equipment
to be supplied by the contracting company has necessarily to be sourced from an approved list
of suppliers from developed countries.

2.5.10 Social Services

Some social services include:

Sports

Apart from being a means of entertainment, physical fitness, and development of human
personality, sports have also played an important role in national identity, community bonding
and international bonding. Sports being highly competitive, the use of modern infrastructure
and equipment and advanced scientific support has changed the scenario at international level.
In view of this, the Government of India has taken several initiatives to help sportspersons with
scientific and equipment support as well as providing them training and exposure in international
competitions. The first National Sports Policy was unveiled in 1984 with the objective of
developing an organized and systematic framework for the development and promotion of
sports in the country. In 2001 another version of the Sports Policy, with the twin planks of
‘broad-basing’ of sports and ‘achieving excellence’ at national and international levels was
introduced. Though sports is a state subject under the Seventh Schedule of the Constitution of
India, the central government supplements the efforts of states in the task of promotion and
development of sports. Several schemes have been announced by the Government of India
aiming at promotion of drug-free sports, sports infrastructure development separately for urban
and rural India, promotion of excellence in sports, incentives to sportspersons, assistance to
sports-support institutions, and promotion of sports among persons with disabilities.
Indian athletes put up a commendable and impressive performance at the Commonwealth
Games 2010 and Asian Games 2010. With a view to preparing athletes and teams for the London
Olympics 2012, the government has launched Operation Excellence for London Olympics 2012
(OPEX 2012). OPEX 2012 identifies core areas for providing comprehensive and intensive training,
both within the country and abroad, as well as competition exposure in international sports
events. Funds for preparation of athletes for the London Olympics are being provided at
Commonwealth Games 2010 scales, with up-scaling in certain areas such as lodging, nutrition,
scientific support, and daily allowance. The budget for OPEX London 2012 is at ` 258.39 crore.
There is need to step up allocation for youth affairs and sports as at present it is less than 0.50 per
cent of state Plan and between 0.16 and 0.72 per cent of central Plan allocations.

Cultural Services

This section includes ‘recreation and entertainment’ and ‘radio and TV broadcasting’ (National
Accounts classification) besides other related cultural services. Cultural activities are becoming
increasingly important in the modern post-industrial knowledge-based economy. World over,
they have been recognised as an important component of growth and job creation as well as a
vehicle of cultural identity. Cultural life has become an economically viable private and public
service activity as well as social integrator. There is growing positive correlation between
culture and employment. A large number of people are getting viable employment by engaging
in cultural activities as writers, publishers, librarians, photographers, sculptors, painters,
musicians, singers, choreographers, dancers and actors. Cultural activities also support other
economic activities, cultural tourism being one such example. A major chunk of tourism in
India, national and international, can be classified as cultural tourism because it is geared to
monuments, museums, archaeological sites, and cultural heritage including traditional fairs
and festivals. To meet the objective of preserving and promoting all forms of art and culture, a

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