A tele soap opera now aims to make a difference in the lives of those in the rural areas of the country by inspiring them to take life saving actions on sensitive issues like maternal mortality, HIV prevention and gender discrimination. United Nations Children's Fund (Unicef) in collaboration with Prasar Bharati has launched the new tele-serial, 'Kyunki Jeena Issi Ka Naam Hai,' that uses entertainment - education format to deliver socially inspiring messages.

Through the serial, that began airing this week, the Unicef says it proposes to reach 40 million women with the story that also addresses the issue of gender discrimination very subtly to make an impact on the "orthodox" Indian mindset.

"We have made such an attempt in South Africa and it was a huge success, so we want to replicate it in India though this serial. Entertainment and drama reaches where the words and facts do not always reach," says Unicef representative to India, Morten Giersing.

He further adds that the serial is built around the concept that 95 per cent is entertainment and should entertain. The concept should be expressive and should be "something that could help people in their life," he feels.

Giersing notes that continued efforts are needed to make India a place better and safer for women and children. "Prasar Bharati makes course corrections and come out with a programming tool, which takes care of the public service broadcasting component unlike other channels," says BS Lalli, CEO Prasar Bharati, which shares with Unicef the credit of launching the serial.

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