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Government of Andhra Pradesh and UNICEF Join Hands for Social Change Through Television Serial
" HYDERABAD, India, 1 May 2010 – The partnership between Government of Andhra Pradesh, Doordarshan and UNICEF initiative took a step ahead on 1st May 2010 with the launch of the education entertainment "

Telugu version of Kyunki…Jeena Issi Ka Naam Hai launched on Doordarshan Saptagiri TV Channel as Idey Mana Jeevita Lakshyam

HYDERABAD, India, 1 May 2010 – The partnership between Government of Andhra Pradesh, Doordarshan and UNICEF initiative took a step ahead on 1st May 2010 with the launch of the education entertainment Telugu Television serial Idey Mana Jeevita Lakshyam. The teleserial will go on air from 3 May 2010 onwards from 8 PM to 8.30 PM on weekdays on Doordarshan Saptagiri channel.

UNICEF produced Kyunki…Jeena Issi Ka Naam Hai follows a pro-social modeling that is educational in substance, entertaining in structure and popular in style. The serial has already been on air for more than a year and has completed 260 episodes on Doordarshan National Channel. The serial is aired in Hindi-speaking states of Rajasthan, Bihar, Uttar Pradesh, Madhya Pradesh, Chattisgarh and Maharastra.

The tele-serial is based on the book “Facts for Life” published by UNICEF, WHO and UNESCO in partnership with world’s leading medical and children’s organization. The book has been translated in 215 languages and fifteen million copies are already in use across the world.

These serials now dubbed into Telugu are aimed at strengthening the hands of the grass root functionaries in dialogue with families to inspire communities to adopt critical health and pro-social behavior.

Idey… targets its communication at women from the age group of 15 to 35 years and aims to connect to 70,700 Accredited Social Health Activists , around 30,000 Auxillary Nurse and Midwifes spread over 12,522 health centers, 75,000 AWWs in 68,275 Aganwadi centers and 18 million primary school teachers covering 55.4 million Rural population in Andhra Pradesh.

Idey… was made possible with generous support from the Ministry of Health and Family Welfare, Department of women and Child Development and UNICEF’s international development partners.

Congratulating UNICEF on the occasion of the launch, Mrs Chaya Ratan, Principal Secretary Department of Women and Child Development, Government of Andhra Pradesh said, “I fully support the initiative by UNICEF to use the power of media to reach out to excluded population with social messages in an entertaining way. Decades have passed, but we have made little progress in crucial sectors like maternal and child health. This tele-serial will have our full support”

The Chief of UNICEF Hyderabad Office, Mr. Michel Saint–Lot speaking on the occasion said, “Three months back at the UNICEF awards function for Telugu Television media, I had expressed my hope and desire that these awards would be a call to action for the channels to start focusing on social issues in a meaningful manner. The launch of the serial is our endeavor to put into practice what we preach.”

Mr. Anil Puneta, Commissioner, Health and Family Welfare, Government of Andhra Pradesh, while praising UNICEF efforts said, “ I congratulate the UNICEF team for their efforts to establish Idey… not only as an entertainment education mass media but also to help us with the innovative tool to maintain and sustain the motivation level of grass root functionaries.”

“We have been looking for something that reaches out to the village level workers so that we can inspire them and make them feel good about their jobs. Idey…  answers this very important need,” said Mr. Sanjay Singh, Program Communication Officer, UNICEF office for the states of Andhra Pradesh and Karnataka.

Also present on the occasion were the star cast of the serial, the Aganwadi worker played by Ms. Geetha Bisht and sarpanch played by Ms. Chandra Bisht. Both the actors shared their feelings on how working for the serial had brought them closer to the issues faced by women in a male dominated society.

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