Radio for Routine Immunization (Are you Up-to-date?)

Courtesy: www.afaqs.com

Media Brief , New Delhi, June 11, 2014

Over 40 Radio jockeys and National Programming Heads of private FM radio stations gathered in the capital today for a first-of-its kind brainstorming and hands-on training workshop on Routine Immunization (RI) for radio professionals. The workshop was organized by UNICEF in partnership with AROI (Association of Radio Operators of India), as part of its efforts to build awareness on Routine immunization.

The two-day workshop brought together India's top FM players from 9 priority states to stand up for a common cause- saving childrens' lives from vaccine preventable diseases.

AROI president Anuradha Prasad, Prof. M. Obaid Siddiqui, Director, AJK Mass Communication Research Centre, Jamia Millia Islamia University, Ms. Monica Chaturvedi, Senior Advisor, Strategic Communciations, ITSU, Mr Tapas Sen, Chief Programming Officer, Radio Mirchi, Ms Pallavi Rao, Group Head, Radio Mirchi and Mr Anand Raj, National Programming Head, RED FM, also took part in the initiative.

Organized as part of the World Immunization Week, the workshop focused on how radio's unparalleled reach and dedicated listenership could be leveraged to highlight the importance of vaccination for saving children's lives.

Speaking at the occasion, Ms Anuradha Prasad, President AROI said, "FM radio can play a significant role in promoting important social issues while weaving them in regular programming."

Dr Obaid Siddiqui underscored that radio has always been an effective platform to disseminate information on social causes. "People can listen to radio anytime and anywhere they want. It is also a free medium.Currently, the radio sector is witnessing a boom, with private radio (allowed through FM) operating in 91 cities across the country, where there is about 70 to 80 percent radio penetration. There were 245 private FM radio stations operational by March 2012, besides the public service broadcaster - All India Radio (AIR), serving 99.18 percent of the population.

UNICEF is leveraging the strengths of FM radio to ensure a sustained discourse on immunization. Ms Caroline Den Dulk, Chief of Communication, UNICEF India, said, "As part of our media engagement, we realise the importance of engaging with radio as it has enabled us to reach key messages to audiences across the country."

Of the 27 million children born in India every year, some 7.2 million remain unvaccinated. These children are mainly from the most marginalized sections, living in difficult-to-reach areas with lack of access to essential services.

Giving a brief on India's Universal Immunization Program (UIP), Ms Genevieve Begokian, Chief of Health UNICEF India said the program is one of the largest public health initiatives in the world, in terms of geographical reach and number of children covered.

Highlighting radio's critical role in the fight against polio, Dr Sunil Bahl of the World Health Organization urged radio professionals to join forces for raising awareness on RI.

Top Radio professional RJ Simran Kohli who is the creative consultant for this initiative, has contributed to making the workshop more attuned to the needs and requirements of radio as a medium. She has initiated an online forum to bring all the RJs working on the issue together on Facebook page radio4child.

Prof Pervaiz Alam, Dean, School of Journalism and Mass Communication, Apeejay Stya University, who also spoke at the conference, said that radio has a very strong connect with the people. "The good part is you cannot teach anyone how to do good radio. But you can tell the radio professionals what are the areas that need the personal touch, that need special attention and that can trigger change," he observed.

Read More at:  http://www.afaqs.com/media/media_newslets/?id=57821_Radio+for+Routine+Immunization+(Are+you+Up-to-date)