Wide-scale licensing of content helps ensure our communication solutions can reach wider audiences. Partnerships with state and national governments and other development partners are crucial to this process.
For example, public service announcements- Ek-Teen-Do on family planning, Chaar-Gaanth on birth-preparedness and Petpuja on complementary feeding – designed and developed by BBC Media Action as part of its 360-degree communication strategy in Bihar –were widely licensed to government and civil society platforms owners distribution and use. BBC Media Action succeeded in leveraging INR 325.5 million ($4.65 million) of national government funds from the Ministry of Health and Family Welfare (MoHFW), to support national level media buying for these three television advertisements. The public service announcements (PSAs) and three animated videos have been licensed – in an open-ended agreement – to Noor Health for use with families of pregnant women in government run hospitals in Karnataka and Punjab.
Visual content originally designed for TV has also been adapted and repurposed for mobile phones under the CAS (Common Application Software) model, initially developed by CARE under the Continuum of Care Services (CCS) which was later adopted by the Ministry of Women and Child Development (MWCD) and scaled nationwide as CAS by Dimagi and CARE. Three of the videos developed by BBC Media Action have been dubbed into multiple languages and are being used in a mobile handset application by millions of frontline health workers to gather data and provide targeted health communication to families.
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The Ministry of Health and Family Welfare (MoHFW), Government of India, allotted INR 100 million ($ 2 million) budget to buy media time for a national broadcast of Ek Teen Do, on family planning. It was subsequently broadcast on national television channels with support from the National Rural Health Mission (NHM), Government of India, as well as state (Bihar) television and radio channels, supported by the State Health Society (SHS) Bihar.
Our birth preparedness television ad – Char Gaanth – went on air in Bihar in early 2013 for four weeks. We successfully leveraged government funds for the national broadcast of Char Gaanth in collaboration with the National Health Mission (NHM) under the Reproductive, Maternal, Newborn Child plus Adolescent Health (RMNCH+A) umbrella, at a cost of approximately INR 73 million ($1.05 million).
The television ad on complementary feeding – Petpuja was aired on six TV channels in Bihar. Subsequently the Petpuja TV ad and radio spot was included as part of the national campaign on breastfeeding – Mothers Absolute Affection (MAA), launched by the Health Minister in August 2016 during the National Breastfeeding Week. The TV and radio ad were released in 10 languages and 3 languages respectively and went on air in August 2016. MoHFW spent INR 112 million ($1.6 million) on the airtime.