"Tsha Tsha is an entertainment-education television drama series focusing on young people and dealing with love, sexuality and relationships in a world affected by HIV/AIDS. Audience research utilised by the South African Broadcasting Corporation (SABC) showed that episodes 1-13 achieved an audience
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share of 48.1% during the first broadcast and 47.4% during the rebroadcast in the 16-24 year age group. Episodes 14-26 achieved 48.4% share. This report describes the conceptual underpinnings of Tsha Tsha and presents results of research on audience responses to the first 26 episodes. Data collection spanned the period April 2003 to May 2004." (Executive summary)
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"The purpose of this book is to synthesize critical lessons learned about effective HIV/AIDS prevention programs, emphasizing the role of communication strategies. Combating AIDS focuses on communication strategies that could mobilize political action, target high-risk groups, and overcome stigma. T
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he authors describe and analyze advocacy strategies, culturally-engaging targeted and tailored responses, and the entertainment-education strategy, including the use of television and radio soap operas to engage audiences emotionally and create a forum for public debate and discussion." (Publisher description)
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"The E&E strategy finds its justification in signals from health communication theory and practice. There is an urgent call for the development of methods to reach less well educated target groups and for the adoption of a greater consumer orientation. In the design of health communication programme
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s, more attention must be paid to affect as well as cognition. Entertainment television seems to be able to serve these needs because it: (i) is based on popular culture, (2) is more people oriented (human interest) than object oriented; (3) encourages talcing with family, friends and neighbours about the previous day's television events, as in parochial networks; and (4) is a main source of inspiration and information. Health communication professionals, however, are illequipped to tap this potential. In their relatively television-illiterate and bureaucratic working culture they resemble turtles, who on the one hand are solid and trustworthy, but on the other hand do not quickly assimilate new and challenging developments. The call for innovation in their health communication methods and professional standards is forcing them to change. In these circumstances, collaboration with television professionals in the application of the E&E strategy may act as a catalyst. Television professionals are used to exposure and expect a service-oriented attitude from the external experts with who m they work. They act like peacocks, displaying their feathers in order both to be admired and to exert power and thus stay in charge of the production process." (Discussion and recommendations, page 203)
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"The purpose of the present paper is to investigate a spectacular mass media phe nomenon that occurred some twenty-five years ago: The case of a highly popular Peruvian telenovela Simplemente Maria ('Simply Mary'), which to this date is considered by many as the most popular television program of al
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l time in Peru and in most countries of Latin America. Our methods of data-collection activities in reconstructing the history of Simplemente Maria are described. We explore the reasons for Simplemente MarÃa's audience popularity and its several intended and unintended effects. One of Simplemente MarÃa's serendipitous effects was the formulation of the entertainment-education strategy in television." (Abstract)
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"Following his experiences in the production of soap operas Miguel Sabido of Televisa (Mexico City) developed a theory as well as practical guidelines for entertainment-education soap operas. Such entertainment education soap operas like "Ven conmigo" and "Acompañame" have been very popular in Mexi
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co and other parts of Latin America. Sabido's entertainment-education strategy has also been utilized in countries as India, Kenia, Nigeria, Brasil, Jamaica and Indonesia. The book describes the theory of Sabido, explains how to utilize it in the design of education messages, and explains how the audience effects of this approach can be measured. The author is the International Information Manager at Televisa (Mexico City), where she has worked with Miguel Sabido since 1989. She edits Televisa's semimonthly newsletter about worldwide entertainment-education trends in television and cinema business." (CAMECO Media Forum 3/95)
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"We analyze India's experience with 'Hum Log', the first indigenous soap opera on Doordarshan, the government national television network in India. This television series was patterned after previous experiences with soap operas for development in Mexico. 'Hum Log' was immensely popular with both it
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s audience and its advertisers during the 17 months of its broadcast in 1984-85. 'Hum Log's' very high ratings (up to 90 in North India) contributed to (1) a proliferation of domestically-produced television serials on Indian television, (2) increased commercialization of the Indian television industry, and (3) a shift of talent from the Bombay movie industry into television production. Prospects for pro-development television soap operas in other Third World countries, drawing on the Indian experience, seem promising." (Introduction)
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