The World News Prism: Digital, Social and Interactive by William A. Hachten & James F. Scotton

Author:William A. Hachten & James F. Scotton [Hachten, William A.]
Language: eng
Format: epub
ISBN: 9781118809020
Publisher: Wiley
Published: 2015-05-26T04:30:00+00:00

Reaching Rural Areas

Although many see Indian television as catering to the urban middle class to the exclusion of the rural and the poorer classes, India's public service television broadcaster Doordarshan continues on its mission to provide developmental communication programming in addition to news and entertainment. Doordarshan's series on health communication, titled “Kalyani,” launched in 2002 was recognized by the World Health Organization as one of the fifteen top global innovations because it included community outreach through audience groups called Kalyani Health Clubs. Doordarshan has recently launched Swasth Bharat (Healthy India), a thirty-minute prime-time magazine program through thirty regional stations of Doordarshan and twenty-nine stations of All India Radio covering twenty-seven states This is the first large-scale outreach program to reach various levels of the population via mass media.

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