Posted: 12 Apr 2010 Print Send a link
"You hear a lot nowadays about how mobile phones are impacting development- enhancing communication, spreading information, facilitating disaster relief, enabling savings and improving livelihoods. You also hear about how social media is beginning used for social ends, with money and awareness being raised and volunteer mobilized through Twitter, and Facebook. A rather less fashionable topic of conversation in development circles is how the chunky old-fashioned television is breaking down undesirable attitudes, encouraging literacy, or even saving lives. ... Organizations like the BBC World Service Trust and UNICEF are big on the concept of using cable TV to disseminate social messages. The BBC World Service Trust teamed up with the National Aids Control Organization (NACO) and Doordarshan to run a detective programme called Jasoos Vijay that aimed to raise awareness and address the stigma related to HIV/AIDS, as well as a reality show called Haath se Haath Milaa focused on the same issues." Saabira Chaudhuri, livemint.com (New Delhi), 12 April 2010.