Watch Doordarshan in a polished avatar, thanks to a partnership with BBC World Service and National Aids Control Organisation. Part of one of the most intensive and expensive AIDS media campaigns in the world, viewers in Delhi, Uttar Pradesh, and Rajasthan can now watch a tri-weekly interactive detective series called Jasoos Vijay, a reality show called Haath Se Haath Mila that transports young passengers on a learn-and-ride bus journey across India, and nine advertising spots in regional languages to create AIDS awareness.At a preview in Jaipur today, Executive Producer of BBC World Service Trust Peter Gill stressed, ‘‘Our aim was to avoid giving old-fashioned, finger-wagging, preachy messages, engaging them instead at an emotional level.’’Kicking off the first phase of the 10-month partnership with a four million pound investment by Britain’s Department for International Development, and a Rs 40 crore investment by Prasar Bharati’s development communication wing, the press had glimpses of the combined skills of Doordarshan and BBC.On show were down to earth spots targeting the Indian male, so far given the miss in existing campaigns. The best of the nine — Father and Son — was screened for a select audience in London on July 9. Produced by DD’s deputy station director, Jaipur, Anand Syal, it features Maachis filmstar Sunil Sinha as a dedicated father stunned to find a packet of condoms in his son’s drawer. His emotions progress from shock to past remembrances, and finally understanding and pride.
