News Broadcasting
DD to use Chitrahaar for literacy project from 14 August
MUMBAI: National broadcaster Doordarshan is taking its mantle of public broadcaster seriously once again, it would seem. Beginning 14 August, Chitrahaar on DD1 will no longer be just an entertainment show. DD has tied up with the Indian Institute of Management, Ahmedabad, to launch an ambitious project under a grant won in the Development Marketplace 2002 (World Bank’s global innovation competition).
The longest running film-based programme in the history of television, especially popular in villages, Chitrahaar is being transformed from staple entertainment to edutainment that is “more” entertaining through the use of Same Language Subtitling (SLS). The potentially major by-product will be the improvement in the literacy skill levels of millions of people.
The half hour show that airs every Wednesday will now aim to herald a revolution in literacy, by simply subtitling the lyrics of the existing songs-based programming on TV in the same language as the audio. In SLS, the lyrics of Hindi songs appear in Hindi, Tamil songs in Tamil, and so on in any language. The synchronisation of audio and text is created through colour changes in the subtitles, identifying every word as it is being sung. Thus, SLS strengthens grapheme-phoneme associations which are weak people whose literacy levels are very rudimentary.
According to project officials, the use of SLS for literacy was first proposed six years ago and on-going research since then, conducted in three separate experiments at the level of the classroom, village (on local cable) and state (in Gujarat on DDK Ahmedabad) have been consistent in finding that reading ability improves steadily as a result of viewing film and folk song based content with the addition of SLS. What is perhaps more relevant to network acceptance of the idea is that surveys have found that over 99 per cent of viewers, semi-literate and literate alike, actually prefer song programming with SLS than without.
Viewers, say officials, have been video-taped in villages and slums trying to sing along through lip-synching. SLS enables viewers to know the song lyrics, ‘hear’ the words better (useful not just for the hearing but also the hearing challenged or deaf), and write down the lyrics. SLS will integrate everyday reading/writing transactions into the lives of 500 million TV viewers in India at a cost of 3 paise per person per year, the project claims.
SLS was awarded the Best Social Innovation for the year 2000 in the Education category for the project, Subtitling TV Songs for Mass Literacy, awarded by The Institute for Social Inventions, London. The concept was developed and researched at the Indian Institute of Management, Ahmedabad (IIMA), in the Ravi J. Matthai Center for Educational Innovation (RJMCEI).
News Broadcasting
CNN-News18 rolls out Battle for the States ahead of key polls
Multi-format election coverage tracks voter mood across five battleground states
NEW DELHI: CNN-News18 has launched a special election programming initiative titled Battle for the States, as India gears up for high-stakes Assembly elections across West Bengal, Tamil Nadu, Kerala, Assam and Puducherry.
Built around the theme ‘Road to Power’, the multi-format coverage aims to follow the entire electoral journey, from campaigning and polling to results and government formation. The network is leaning into on-ground reportage and data-backed storytelling to decode voter sentiment across regions where local issues often shape the narrative.
The programming line-up includes ‘Vote Tracker’, a three-part series developed in collaboration with survey agency Vote Vibe. The show blends survey insights with expert commentary and field reporting, using augmented reality graphics to present complex electoral data such as vote share, seat projections and leadership preferences in a more accessible format. It will air every Monday evening until April 6.
Adding a cultural lens to political reporting is ‘So Saree!’, a ground-driven segment where women anchors travel across constituencies dressed in traditional handwoven sarees from each state. The format uses attire as a storytelling device, highlighting regional identity while capturing grassroots voices.
Meanwhile, ‘Unfiltered Kaapi’ and ‘Chai-Niti’ bring a more conversational tone, drawing inspiration from everyday political discussions in tea stalls and coffee corners. These segments aim to break down key issues through candid, fast-paced exchanges between anchors and reporters, tailored to regional sensibilities.
For viewers seeking deeper insights, the weekend docuseries ‘Reporters Project’ takes a longer view, with correspondents travelling across constituencies to map voter concerns and political shifts on the ground.
“Elections are about people, their aspirations, identities and the issues that matter to them, and every state tells a different story,” said CNN-News18 editorial affairs director Rahul Shivshankar. He added that the initiative focuses on understanding “the sentiment on the ground and what’s driving voter choices”.
Echoing the emphasis on credibility, Network18 CEO – English and business news Smriti Mehra said the network aims to combine on-ground reporting with data-led insights to deliver clear and timely coverage as the elections unfold.
With a mix of data, culture and grassroots reporting, CNN-News18 is positioning Battle for the States as a comprehensive window into one of India’s most closely watched electoral cycles, where every vote carries a story waiting to be told.
