COLORS & Ministry supports ‘Beti Bachao, Beti Padhao’ initiative

Beti Bachao, Beti Padhao

In a noteworthy development, COLORS, India’s foremost Hindi General Entertainment Channel (GEC), has unveiled its collaboration with the Ministry of Women and Child Development’s ‘Beti Bachao, Beti Padhao’ initiative. The objective is to tackle the pressing issue of girl child abandonment through the launch of a new fictional show called ‘Doree.’ This partnership aims to utilize the power of television as a platform to increase awareness about the social problem of girl child abandonment and promote societal transformation. ‘Doree’ is all set to make its debut on November 6, 2023, airing from Monday to Friday at 9:00 PM on COLORS.

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Raising Awareness through ‘Doree’:

COLORS has taken a significant stride in confronting the gender bias against girl children with the introduction of ‘Doree.’ The show aspires to spark discussions and enhance understanding regarding the issue of girl child abandonment. Through compelling storytelling, ‘Doree’ will shed light on the hurdles faced by girl children and the urgent need to safeguard their rights.

Child Helpline Number: 1098:

In addition to the show, COLORS is committed to actively promoting the 24-hour toll-free Child helpline number (1098) for those in need of assistance in cases of abandoned girl children across the nation. This endeavor is critical in delivering immediate support to girls facing distress.

Support from Key Figures: Beti Bachao, Beti Padhao

Smt. Smriti Zubin Irani, the Minister of Women and Child Development and Minority Affairs, has lent her support to this collaboration. She underscored the impact of entertainment in reshaping perspectives and lauded COLORS for their contribution in enhancing awareness about girl child abandonment. This partnership aligns harmoniously with the ‘Beti Bachao, Beti Padhao’ initiative, which seeks to change perceptions about girl children and empower them.

Kevin Vaz, CEO – Broadcast Entertainment, Viacom18, emphasized the significance of this collaboration and its potential to induce behavioral change within society. He underlined that ‘Doree’ has the potential to touch the lives of millions of viewers and focus more intently on the issue of child abandonment.

The Story of ‘Doree’:

‘Doree’ is a social drama that revolves around a six-year-old girl named Doree. She defies a patriarchal society to assert her rights. The show features well-known television actors like Amar Upadhyay as Ganga Prasad, Sudhaa Chandran as Kailashi Devi Thakur, and child actor Mahi Bhanushali as Doree.

About the Ministry of Women and Child Development:

The Ministry of Women and Child Development is committed to the holistic development of women and children. It carries out various schemes and programs, including Mission Saksham Anganwadi, Poshan 2.0, Mission Vatsalya, and Mission Shakti. ‘Beti Bachao, Beti Padhao’ is one of the flagship schemes under Mission Shakti, with the aim of safeguarding and empowering the girl child.

About COLORS: Beti Bachao, Beti Padhao

‘COLORS’ is Viacom18’s leading brand in the Indian entertainment industry. Launched in 2008, COLORS offers a broad range of emotions to its viewers, spanning from fictional series to reality shows and blockbuster movies. The channel is dedicated to fostering ‘cohesive viewing’ and has produced several popular shows such as ‘Bigg Boss,’ ‘Khatron Ke Khiladi,’ and ‘Udaariyaan.’

To sum up, COLORS’ collaboration with the Ministry of Women and Child Development represents a significant stride in addressing the challenge of girl child abandonment. Through the medium of television and the show ‘Doree,’ this partnership aims to raise awareness, foster conversations, and encourage positive change in society. It stands as a crucial initiative in the broader mission of safeguarding and empowering girl children in India.

Priti Palit

Priti Palit, an accomplished edtech writer, boasts a wealth of experience in preparing candidates for multiple government exams. With a passion for education and a keen eye for detail, she has contributed significantly to the field of online learning. Priti’s expertise and dedication continue to empower aspiring individuals in their pursuit of success in government examinations.

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