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Taking to the FM airwaves with songs, smiles, and health awareness.

In 2011, Sesame Workshop in India broke new ground with the debut of the Galli Galli Sim Sim radio show for children. Featuring the lovable voices and joyous songs of our popular Galli Galli Sim Sim TV show, Galli Galli Sim Sim radio now reaches over 22 million people.

Why radio? While TV’s estimated penetration of 63% million1 with 77% of urban Indian household owning a television, its ownership in surrounding rural areas is as low as 33%2. Public and community radio stations, on the other hand, reach almost 80% of the rural households alone through radio and mobile phones3, making them a lifeline to many families without access to other media.

Galli Galli Sim Sim radio shows include stories, songs and call-and-response interactions that get children out of their seats to clap, stomp and repeat aloud—and learn in the process. Episodes promote healthy behaviours like hand-washing and good nutrition, critical in areas with high rates of childhood mortality. Early research suggests they are making an impact. Children and their mothers who listen say they enjoy the programme, especially the songs and interactive segments. Research also suggests that repeat listening may enhance recall and comprehension of health messages.

Results from a study4 shows that children exposed to GGSS showed more than 3 times improvement (19percentage point) as compared to control group in vocabulary and ability to tell a story and showed four times higher awareness on importance of garbage disposal and water conservation.

Using specially equipped mobile phones, families can listen and call in to the Galli Galli Sim Sim radio programme even from outside the broadcast area and access episodes on demand. With new technology and time-tested media working together, learning happens virtually anywhere.

Sources:

1 FICCI – Indian Media and Entertainment Industry Report 2014, KPMG

2 Houselisting and Housing Data – Census 2011

3 House listing and Housing Census Data Highlights – 2011

4 The Impact of Galli Galli Sim Sim’s Radiophone Project – 2013, Ideosync


 

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