Zee TV raises voice against injustice towards ageing parents

Goes beyond programming; makes public service announcements on the LCD screens across BEST buses in Mumbai.

BestMediaInfo Bureau | Delhi | July 26, 2011

India's leading Hindi GEC, Zee TV, has always been aware of its role as a medium of influencing public perception and introducing societal change. As a result, the channel has made it a point to address burning social issues through its programming content from time to time. Be it raising a voice against domestic violence through Ghar Ki Lakshmi-Betiyaan, generating awareness and sensitivity around the issue of autism through Aap Ki Antara or presenting the harsh reality of girl child-trafficking through Agle Janam Mohe Bitiya Hi Kijo, Zee TV has pioneered socially relevant television programming.

Earlier this year, Zee TV launched a drive called 'Project Protsahan', pledging its dedication towards upliftment of society. A number of initiatives have been organized as a part of this project in Mumbai, Indore, Lucknow and Chandigarh amongst other cities. The latest track of Zee TV's top-rated soap Pavitra Rishta where lead protagonist Archana's mother Sulochana is driven out of her own home by a conniving daughter-in-law Manjusha brings a grave issue prevalent in society to the fore.  The incidence of families packing off their ageing parents to old-age homes is on the rise in the country and Zee TV is all set to make a difference through its programming content as well as two of its most recent consumer connect initiatives.

Actors Savita Prabhune and Usha Nadkarni who essay the roles of the eldest members in the family on Pavitra Rishta recently visited the Dignity Foundation's 'Chai Masti Club for Senior Citizens' in Mumbai and discussed the issues faced by senior citizens at length. They expressed their views about how the youth needs to adopt a far more responsible approach towards their parents and be more humane in taking care of them as they age.

Additionally, in an endeavour to sensitize the masses towards the basic needs of senior citizens, Zee TV adopts an innovative mechanism. From Monday, July 25, public service announcements will be running on the LCD screens across BEST buses in Mumbai wherein actor Savita Prabhune, who plays Sulochana, will address the citizens asking them to offer seats to the senior citizens if they are standing in the buses.

Info@BestMediaInfo.com

Info@BestMediaInfo.com