Wednesday, October 19, 2016

Launch of the AdhaFULL initiative by UNICEF and BBC Media Action India




New Delhi, 18th October, 2016 –UNICEF India and BBC Media Action India today launched a‘coming of age’ action drama series for social change, AdhaFULL. The launch was graced by Dr. A Surya Prakash, Hon’ble Chairman, Prasar Bharati, Mr. Louis-Georges Arsenault, UNICEF India Representative, Ms Supriya Sahu, Director General Doordarshan, Ms. Priyanka Dutt, Country Director, BBC Media Action, officials from the Government of India, senior members from the media,civil society partners and adolescents themselves.
AdhaFULL, a 78 episode TV series, has been conceptualized and created by BBC Media Action, and developed in partnership with UNICEF. AdhaFULL follows three adolescents—Kitty (16), Tara (11) and Adrak (15), who form the AdhaFULL gang, as they solve a new case each week. The mysteries are intertwined with their journey of growing up in a small town. Issues such as under-age marriage, nutrition, stereotyping of girls and boys, continuing education, peer pressure, school drop-outs and exam blues and gender-based violence are creatively depicted in thenarrative.
Speaking on the occasion, Mr. Louis-Georges Arsenault, UNICEF India Representative, said, “India is home to 243 million adolescents. This series portrays adolescents who stand up for their rights. Through a mix of social drama, action, energy, fun, humour and emotions, this edutainment package discusses existing social norms and showcases transformation from a culture of silence to a culture of change and freedom”
The half-hour-long episodes of AdhaFULL, will be telecast on Doordarshan National on Friday, Saturday and Sunday every week between 7.30-8pm staring October 21, 2016.“Doordarshan has the largest reach in India. We are happy to be the first channel to broadcast a dedicated programme for adolescents, engaging them so that they can reach their full potential”, said Dr. A Surya Prakash, Hon’ble Chairman, Prasar Bharati, while addressing the gathering.
Ms. Supriya Sahu, Director General, Doordarshan highlighted that as a Public Service Broadcaster, DD has always strived to reach out to its viewers through meaningful and impactful programming. Telecast of AdhaFULL on DD is the fulfilment of its commitment.
AdhaFULL, the Hinglish name of the series, reflects the hybrid nature of both a society in transition and adolescence. The AdhaFULL gang episodes swing between its rural avtaar of the past and its present small town persona with urban trappings.
“Young lives and aspirations are about the 3Cs - curiosity, challenge and creativity. They are willing to re-evaluate, to take chances but often feel limited. Through AdhaFULL’s story and its characters, we want to engage our young viewers and their parents in a journey of change, so that they feel they can negotiate and work with the 3Cs. For us, it’s been an exciting, enthralling journey – I hope it would be the same for our audiences”, says Radharani Mitra, National Creative Director & Executive Producer, BBC Media Action.
AdhaFULL is a ‘creative magnifier’ – it brings to life, in a thoroughly entertaining way, everything that deserves a place in a series about adolescence.
The action- packed series is being produced by Sunshine Productions, complete with pyrotechnics, chases, stunts, stylised lighting and filming, original sound tracks to accentuate drama and suspense. The television series will be supported by a 78-episode-long radio show called Full on Nikki, as well as a mobile game, an inter-personal toolkit, graphic novels and DVD omnibuses.
For more information, please contact:

UNICEF India

·         Geetanjali Master, Communication Specialist
Tel: 91-981 8105861, E-mail: gmaster@unicef.org

·         Sonia Sarkar, Communication Officer- Media
Tel: +91-981 0170289, E-mail: ssarkar@unicef.org

BBC Media Action

·         Radharani Mitra, Global Creative Advisor, National Creative Director & Executive Producer,
Telephone: +91 (011) 4259 1200.Email :radharani.mitra@in.bbcmediaaction.org

Doordarshan–

·         Supriya Sahu, Director General, Doordarshan
Telephone: 91-11- 23386055 Email: dgdd.doordarshan@gmail.com

About UNICEF
UNICEF promotes the rights and wellbeing of every child, in everything we do. Together with our partners, we work in 190 countries and territories to translate that commitment into practical action, focusing special effort on reaching the most vulnerable and excluded children, to the benefit of all children, everywhere.
About BBC Media Action     
BBC Media Action is the independent international charity of the BBC, which uses the power of media and communications to help people transform their lives worldwide. As part of one of the world's leading media organisations, BBC Media Action’s work aims to raise awareness among mass and opinion-forming audiences, affect behaviour change, influence policy and transfer skills and knowledge. BBC Media Action works in the thematic areas of health, governance and rights, resilience with gender and livelihood as cross-cutting themes. BBC Media Action’s approach in India combines mass media, information communication technology, community mobilisation and interpersonal communication to engage families and communities but also networks of service providers, community leaders and other influencers, health system officials and local governance bodies and their functionaries. 

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