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Kalyani is a pioneering initiative in health communication in India that is telecast over Doordarshan, National Public Television, in nine of the most backward and populous states of India, targeting approximately 50% of India’s population. These states reveal the poorest health indicators.
The programme, a model in resource convergence, is an initiative of the Ministry of Health and Family Welfare, Government of India and prioritizes the policy guidelines of the Ministry. Most of the programmes it prioritizes have been on the ground for as many as five decades and more. Kalyani has given them a new lease of life. Kalyani sees itself as serving as a bridge between governmental efforts and community efforts, encouraging people not to bemoan government inaction, but - rather - to take charge of their own destinies, health, well-being, and lives.
Kalyani is an independent in-house programme of Doordarshan, created by the Development Communication Division of the National Broadcaster, under the National Rural Health Mission, thereby setting a trend of synergy between different Ministries of the Govt of India. In fact, Kalyani goes further and presents a model of collaboration between policy makers, media, service providers, and NGOs.
“Kalyani has created awareness among rural population, which is the key to success.”
Mrs. Pratibha Devisingh Patil, As Governor of Rajasthan
“ I have no doubt in my mind that it is programmes like Kalyani which keep the flag of the public broadcaster flying and help Doordarshan retain its expected identity in a clutter of commercial TV channels, each on looking like the other; each dishing out more of the same stuff. More power to your elbow.”
Dr. S.Y Qureshi, Former Election Commissioner of India
The national television network enjoys 100% coverage in India. Given the lack of alternative entertainment options, TV becomes a seminal presence in all rural homes in India. The role of the TV in creating progressive attitude has been recognized and built upon. Kalyani attempts to do exactly this and the spectrum of initiatives includes both, the virtual intervention over the airwaves and the on ground motivation through Kalyani Health club activities.
Kalyani has been described as “not just a TV programme, but a mass movement”. This is because Doordarshan has conceptualized and executed the campaign in a very innovative and effective manner with participation of all stakeholders.
Kalyani is a model for market friendly public service broadcasting that can be adapted across cultures.
Kayani is telecast on DD-I (National) Regional Windows of respective states.
Kalyani Telecast : Thursday & Monday 6:30 p.m. to 7:00 p.m.
Friday & Tuesday (Repeat Telecast)
ThemesI. Reproductive & Child Health
II. Malaria , TB , HIV/AIDS , Anti-Tobacco , Cancer , Water Borne Disease , IDD , Blindness , Leprosy & Food Safety
The Communication Strategy
“The awareness created by Kalyani programme on HIV/AIDS has helped in changing the behaviour of the people. The Kalyani health magazine reaches out to nearly 500 million people in new and innovative ways, reinforcing messages, giving updates on the latest developments in the field of HIV and AIDS and dispelling myths and misconceptions.”
Ms. Sujatha Rao, Secretary MOHFW, Govt. of India
“Kalyani has been quite useful in developing awareness in the eight states that we launch now that National Rural Health Mission. We are trying to focus community participation in the issue of awareness. We can think up experiment Kalyani also to the other states so that we scan employ as a platform for developing awareness among the people what about the prim entry health care as well as family health programme on mother and Child health care.”
Sh. P.K. Pradhan, Additional Secretary, MOHFW, Govt. of India
“Important thing about Kalyani is the fact that it is an interactive process. Kalyani clubs and Kalyani newsletters, all this is about strengthening the process of interaction that is important. It is not just somebody who talks down to you and goes away.”
Sh. Keshav Desiraju, Additional Secretary, MOHFW, Govt. of India
“The Kalyani Programme, which was launched in 2002, has spread in terms of coverage and also in its popularity. It is learnt that the Kalyani Clubs have come to take a Centre Stage in creating health movement among people. The nature of the programme has also been getting transformed with time to beat various emerging challenges and to include various disease control programmes in an integrated manner in the half-an-Hour slot.”
Dr. Anbumani Ramadoss, Former Minister, MOHFW, Govt. of India
“Kalyani Programme is our most important IEC Programme. It is the programme with greatest reach all over the country and especially in our high focus states and we are very happy with the way this programme is been conducted. It has led to lot of awareness in rural areas. Under National Rural Health Mission it is our effort to revamp entire rural health infrastructure and the Kalyani programme is integral part of this effort.”
Sh. Naresh Dayal, Former Secretary, MOHFW, Govt. of India
“Kalyani is a pioneering initiative in health communication in India. This is a classic example how communication intervention by various programmes divisions of one Ministry can be synergized resulting in optimum utilization of resources and bringing desired results. Doordarshan has conceptualized and executed the campaign in a very innovative and effective manner with participation of all stakeholders that has resulted in not only awareness generation but in behavior and attitudinal changes, as has been reported by Health authorities from various States. Establishing Health Clubs to mobilize communities is a unique experiment that has elevated the status of health communication in the target area and in helping achieve the ultimate objective of empowering people.”
Sh. Prasanna K. Hota, Former Secretary, MOHFW, Govt. of India
“This programme called Kalyani, is a classic example of how in one ministry, the information and communication campaign can be synergized within various Programmes brought together bringing in optimization of resource utilization and also effectiveness of the programme.”
Sh. J.V.R. Prasad Rao, Former Secretary, Dept. of Health, MOHFW, Govt. of Indi
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