Indian TV serial Kalyani wins prize for HIV/AIDS message
Posted on July 17, 2009
Filed Under East meets West | 1 Comment
Indian entertainment industry(film industry)is on a global map especially after the grand success of Slum dog Millionaire.
As a matter of fact, prior to this film our few films created waves in the global market and were recognised by the creative  lot . After our films doing outstanding jobs, beauty pea gents hogging the lime light it’s time now for our Television industry to show there worth to the entire world. One thing which I will like to appreciate about Indian TV today is most of our entertainment programs have various objectives while directing them, apart from providing entertainment to the masses this programs potray a social messages, introduce the masses with our rich cultural heritage in an interesting manner especially to the young generation who are deeply influenced by the western society. Our serials, reality shows, music channels and most of the programs are made in such a manner that entire family can watch it together and enjoy it as they are very decent and clean from all the vulgarity.
One of our such program has done wonder and has taken Indian television on an international map.
A weekly health programme on India’s government-run television channel Doordarshan has won an award for the best communication strategy on HIV/AIDS from India. The programme Kalyani was selected by the Asian Media Information Communication Centre (AMIC), Singapore, as the best communication strategy on HIV/AIDS, from India for a project titled ‘HIV/AIDS Prevention in Asia: Communicating the Message’.
Kalyani, which means “benedictions from a goddessâ€, is broadcast in nine Indian states creating health awareness about malaria, tuberculosis, reproductive health issues, tobacco and alcohol use, sanitation and hygiene, and HIV/AIDS. All the programmes have a common theme but each state produces it independently adding local context and colour.
The research project HIV/AIDS logo.
Kalyani is produced in partnership with the Indian ministries of health and family welfare and the National AIDS Control Organisation (NACO).
Seven years after it was first aired, Kalyani programmes enjoy almost the same TRPs (television rating points) as news programmes beamed by Doordarshan’s regional stations and bring in much-needed revenue for the public broadcaster. Thanks to demand for advertising during its airtime, advertising costs were increased to equal those for regional news programmes.
Proof of the programme’s popularity and effectiveness in spreading health awareness is the fact that Kalyani clubs have sprung up all over the country to spread the message. Club members — villagers who regularly watch the programme — strategise on how to implement the various health and hygiene messages. To date, 2,500 Kalyani clubs have been set up with a total membership of around 58,000.
The primary objective of forming Kalyani clubs was to offer a platform to women, particularly those who had never stepped out of their homes, to participate in the development process. “The concept of the clubs was part of the communication strategy of the Kalyani programme, started in 2002. Television is a strong medium which can enter into the homes of people.
Like Sunita Vishwakarma, 28, president of the Kalyani club in Raveli village, Durg district, Madhya Pradesh, who decided to print health messages on ration cards. “All our members are housewives like me and use ration cards. So it was a simple and effective way of getting everyone in the house to see the messages,â€
The best communication strategies being used by different Asian countries to spread the HIV/AIDS message are being documented on a CD-ROM as well as a resource book.
Supported by the Commonwealth Secretariat in London, AMIC also recognised the programmes Nai Zindagi from Pakistan, Sri Lanka’s Putting HIV on the Front Page, Bangladesh’s Durjoy Nari Shongo on women’s empowerment, and Malaysia’s Mak Nyah on empowering transgender and transsexual people.
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