KALYANI

KALYANI is a joint initiative of the Development Communication Division, Doordarshan and the Union Ministry of Health and Family Welfare. Kalyani is a health series launched on May 30, 2002 - the World No Tobacco day as a weekly programme in the eight most populous States of India. The series then focused on malaria, Cancer, HIV/AIDS, tuberculosis, Iodine deficiency, Tobacco related and Water borne diseases. In the subsequent years, other issues such as leprosy, blindness control and food safety were added.

The programme was conceptualized as a need based, participatory and entertaining programme aimed at behaviour change and social action. In addition, the pioneering initiative of setting up Kalyani health clubs proved the efficacy of the campaign in no time and paved way for another weekly programme – Kalyani II on Reproductive child health in October 2002. Kalyani II marked the inclusion of the hill State of Uttaranchal to eight other Kalyani receiving states.

Kalyani is now produced and telecast in the nine most populous States of the country targeting nearly half the population of the country.

The pre launch of Kalyani-I has witnessed a lot of planning and coordination. Dedicated teams were constituted at different levels for the programme. In the initial stages, national workshops were organized with the policy makers, specialists and service providers and producers where key messages were developed. These workshops were followed by Regional workshops aiming at establishing links between the programme producers and the health officials from the respective districts and states.

Post launch, workshops are organized by the series director in which producers from all the kendras share their experiences on and off the field. These workshops also ensure regular monitoring of the project and the quality audit of software. Periodic pre-testing of programmes and focus group discussions among target audience further ensures effective message creation while engaging the viewers beyond television screen.

The central team ensures authenticity, relevance and synergy in messages. The structure, planning, format approach, treatment, and presentation style and some production attributes are uniform across all the production centers. Moreover, Kalyani has a common studio and outdoor set in all the States and so is the title track. Besides, each production centre is given sufficient space to innovate while making the programme area-specific. Producers at regional kendras produce programmes in local languages and dialects using local folk styles and local celebrities to give messages in entertaining formats like songs, dances and dramas.

The programme is presented by two types of anchors: The urban looking anchor/anchors present phone-in programmes, conduct interviews with doctors/specialists, quiz programmes etc.; the second anchor/second set of anchors is stock characters.

Actors from Assamese, Oriya film industry are the stock characters in respective kendras with names given like ‘No Problem’ in Assam, Sehri didi (sister) & Chakulia Panda in Orissa, Gautia (an opinion maker) & Kalyani in Chhatisgarh, each having developed a distinct style but with a uniform objective – with whom local audiences can relate & confide in, and who can create humour.

COMMERCIAL MARKETING OF KALYANI

Kalyani, a hardcore health communication initiative on various diseases has proved to be a commercial success to the extent that the slot fee has been enhanced equal to the Regional News, the only programme to merit that status.

RESEARCH STUDIES INDICATE

Ø      Kalyani has bridged the gap between the information haves and the information have-nots.

Ø     The health magazine has made tangible impact, both in the cognitive (knowledge) and affective (attitude) domains.

Ø     Exposure to Kalyani resulted in knowledge gains on the diseases covered- their prevalence, symptoms, precautions to be taken and, cure.

Ø      The non-didactic approach paid rich dividends. Information couched in recreational idiom was assimilated in ample measure.

Ø      Stock characters/anchor persons with their empathy, ebullience and engaging manner played a pivotal role in propagating the messages and in awakening the rural masses.

Ø      Women took a keen interest in Kalyani. They are the natural guardians of the family health and, when motivated, make excellent change agents.

Ø      By and large, Kalyani has been able to evolve the golden mean between the information and recreation components. Even so, care may be taken to ensure that the latter does not become too obtrusive.

Ø      Some of the anchor persons become household names. However, Kendras would do well to advise them to always bear in mind the sensitivities and susceptibilities of the viewing public so that their bonhomie is not misconstrued as levity or prattle.

Ø      Reproductive and child health, by the very nature of its theme, has touched a chord in the hearts of the people.

Ø     All in all, Both Kalyani-I and Kalyani-II won plaudits from the viewing public, who had eulogized the health magazines as commendable and eminently useful effort.

Mr. B.R. Chalapati Rao

Project Consultant

Audience Research survey, 2003

Ø      Among various programmes and advertisements being telecast on television channels on health issues, Kalyani is the most effective source that attracted more than 50% of the recall rate which is very high compared to any other programmes or activities.

Ø      Kalyani talks with the whole family expecting all family members watch this programme together.

Ø      Its main viewers are housewives, students, traders/business people, at 16-45 age group and above 60 years.  Popular among below high school level and undergraduate level.

Ø      Around 68% of Kalyani viewers opined that it is very different one from other health related and development related programmes. Its content, presentation style and framing have a unique nature that attracts people as well develop curiosity to look forward.

     Reshmi P. Bhaskaran

                                            Source: Audience Research Survey, 2004

Information from Kalyani and other source of information

Source: Doordarshan Audience Research Survey 2004-05;

Evaluation by independent expert

EXCEPTIONAL FEATURES OF THE CAMPAIGN

Ø     With Kalyani, Doordarshan has introduced /achieved many firsts in    Development Communication in India:

Ø      First research-oriented programming on Doordarshan

Ø      Brand building for a development programme

Ø      Dedicated Production teams

Ø      Non-didactic entertaining health programme

Ø      Presentation by local stock characters

Ø      Maximum Audience participation

Ø      “Truly Reality TV” a BBC trainer

Ø     Various production attributes and communication strategy, developed on the learnings from decades of rural communication experiments, have helped in making Kalyani a popular television programme. The pioneering initiative of ‘Kalyani health clubs’ has made it a mission.  Kalyani club initiative has made it a people’s movement.

RECOGNITION

Ø     31^st RAPA (Radio and Television Advertising Practitioners’ Association) Awards, 2006

Ø     Nomination for Rose D’Or Award, 2005 (HIV/AIDS)

Ø     Gates Malaria Partnership, Commonwealth Broadcasting Association Awards, 2004

Ø     Doordarshan Annual Award, 2003 (Best programme of the year)