YouTube & Vimeo to stream record DD show, producers explore tieups with pvt channels


MUMBAI: The record-breaking two-season-old cshow with 400 million viewership across the globe which questions gender discrimination and patriarchal attitude is now prepared to bring its stories to the digital media through a web series.

Challenging regressive cultural and social norms around early marriage, family planning, domestic violence and sex selection, Population Foundation of India’s show has already set edutainment shows record by achieving the record total reach from telecast of 131 episodes and broadcasts on All India Radio FM stations.

Population Foundation's executive director Poonam Muttreja told IANS that they planned to develop and disseminate edutainment content from the show on digital media platforms as well as increase online viewership through YouTube and Vimeo. Population Foundation team has shortlisted 10 stories from the show's field interventions in Bihar and Madhya Pradesh which was in-depth, either through direct outreach programmes or through calls received on the Interactive Voice Response System (IVRS).

About season three, Muttreja said, they were engaged in a consultative process with a range of experts, stakeholders, and civil society organisations to prioritise the issues that need attention. She said they would be continuing their partnership with All India Radio and Doordarshan and also explore partnerships with private channels to telecast the show as the issues were relevant for the Indian society.

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