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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).
For a demo of SLS on Chitrahaar visit – http://sls4literacy.tripod.com
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
