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Nithya Subramanian

These are developmental programmes with a difference, valued as much for their entertainment as for the message they convey.

Doordarshan reaches out to rural audiences through its `Kalyani' series.

We have purchased a community TV set to enable villagers to see Kalyani. We ensure that every villager sees the programme. It gives useful information. Now they know how to prevent the growth of mosquitoes and keep the village clean and how to ensure safety from malaria." Thus wrote Ramnath Yadav, village headman of malaria-afflicted Nehalpur in Bihar.

But those surviving on a daily dose of `K' serials, ranging from Kyunki Saas Bhi Kabhi Bahu Thi to Kavyanjali, would be disappointed if they thought Kalyani was yet another serial based on kitchen politics. For this is a developmental programme that is truly "different".

Even as Doordarshan is under pressure to shore up revenues, itsrole as a public broadcaster cannot be ignored. And the television network has been very successful in executing development communication. The Prasar Bharati has set up a separate wing that focuses not only on helping other developmental departments of the Government with campaigns but also helps them create entertaining programmes with a message. Kalyani is the result of one such endeavour. The weekly health magazine programme that is in its third year has won the Gates Malaria Award, Commonwealth Broadcasting Award and several other accolades. The show telecast in eight backward and populus States of India — Assam, Bihar, Chattisgarh, Jharkhand, Madhya Pradesh, Orissa, Rajasthan and Uttar Pradesh — creates awareness on malaria, HIV/AIDS, cancer, tuberculosis, iodine deficiency, tobacco and other water-borne diseases. This year, the focus has been extended to leprosy, eye diseases and food safety.

Says an enthusiastic Usha Bhasin, Director, Programmes, "We have been successful in creating a brand out of Kalyani. Doordarshan with the help of Panchayats, Mahila Madals and Nehru Yuvak Kendras, has established over 1,200 Doordarshan Kalyani Health Clubs with about 24,000 members. These clubs help improve awareness among the people in the community. A central production team has attempted to create a uniform format, approach, treatment and even sets, besides ensuring synergy in the messages conveyed through various regional kendras. "Producers in different centres produce shows in local languages and dialects making them area specific," says Usha. Besides Kalyani, the national broadcaster has also worked on an HIV/AIDS awareness show called Jasoos Vijay, which had a thriller format. This show, along with another called Haath Se Haath Mila, was a joint effort between DD, National AIDS Control Organisation (NACO) and BBC Trust. And all these efforts have also contributed in increasing DD's revenues. For the fiscal year 2003-04, the broadcaster managed to get gross revenues of Rs 242 crore. While the Health Ministry, including the Department of Family Welfare, and NACO, are among the large spenders, others such as Elementary and Adult Education, Insurance Regulatory and Development Authority (IRDA) and Registrar of Birth and Death have contributed too. "While there is a good revenue potential, DD also devotes substantial airtime to these messages. The advertising rates for these messages are also much lower than those offered to private companies," says Usha. So the next time you think of DD and are reminded of its fuddy-duddy image, do spare a moment for the good work being done by the broadcaster.

Condom ads are back

After the United Progressive Alliance reversed former Health Minister Sushma Swaraj's decision of banning condom ads, officials in the Ministry are keen on pumping up the volume to promote condom usage. During the ongoing cricket series, the Ministry of Health and Family Welfare has bought spots to promote condom usage for preventing not only sexually transmitted diseases — including HIV infection — but also for population control. This is in addition to the campaign launched on private television channels through a public-private partnership between the Health Ministry, ICICI Bank and the United States Agency for International Development (USAID) aimed to increase usage of condoms by making them easily available. The Ministry can also take heart from the fact that some of the private companies manufacturing condoms are also advertising on television.

Response can be sent to life@thehindu.co.in

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