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It will be aired in a prime time slot from 14 March on the Community
Channel, a charity-funded channel available on Sky, Cable and Freeview,
giving it a potential audience of 29 million viewers.
Research carried out for Sky shows the South Asian communities
are keen users of digital TV - 70 per cent feel underserved by terrestrial
TV.
According to Bradford Health Action Zone head Liz Kernohan, "Rates
of heart disease, diabetes, stroke, serious mental health problems
and infant mortality rates are significantly higher within the South
Asian communities in Bradford than the indigenous population. There
is a 12 per cent higher risk of dying under the age of 75."
Government health messages prepared for and disseminated to the
general population have not got through to the South Asians - "partly
for cultural and partly for linguistic reasons. Kismet Road aims
to redress this," she said.
A soap opera/health promotion hybrid, Kismet Road uses drama
to address a range of major health issues, from coronary heart disease
and diabetes to asthma and impotence.
It also explores issues seen as taboo within the target communities,
including abortion, homosexuality, drug and alcohol dependency and
forced marriage.
Some storylines concern problems specific to Muslim families.
"For example, it may not be accepted for a woman to go out
by herself," Kernohan says.
"So her husband will go to the doctor on her behalf - a form
of consultation by proxy that causes huge problems for general practitioners."
Kismet Road's path to the small screen has not been smooth.
The major television networks shied away, while Liam Fox, the former
shadow Health Secretary, claimed it was a waste of public money.
The series, developed by a steering group that included 12 Asian
community focus groups, is populated by Asian actors and is scripted
by Asian writers. Producer Rod Natkiel used to run BBC's Asian Programmes
Unit.
Although predominantly in English, about 10 per cent of the dialogue
is in Urdu or Punjabi, reflecting the conversational habits of many
British Asian families.
Producer Natkiel said, "If just one Asian man watches Kismet
Road and avoids a heart attack because he has gone to his GP
in good time, I'll feel that we have succeeded."
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