Thanks to UNICEF, tele-serials may soon offer something other than the normal saas-bahu stuff. The series, to be called Kyunki jeena isi ka naam hai, is likely to focus on social issues in India. Among some of the critical issues to be touched is India’s achievement of the millennium development goals like maternal mortality, HIV prevention and education of girls.
The series has been created in partnership with the Prasar Bharti Broadcasting Corporation and has been built around UNICEF’s global publication Facts of life.
The publication aims at improving the lives of children by educating parents and caretakers with information that they can act upon. The tele-series will depict characters tackling real-life issues.
With this move, the international health agency proposes to reach some 40 million women.
Broadcast on India’s national television channel, Doordarshan One, the series is the culmination of almost two years’ work. Set in a fictional rural village, the show depicts six distinct characters as they struggle through their daily lives.
The programme features experienced, well known actors from the Indian film and television industry.
The story addresses the issue of gender discrimination very subtly to make an impact on the mindset of people.
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