Early, this year, the Star Group had committed itself to the cause of HIV/AIDS and had agreed to incorporate information creatively in its popular programmes.
Now, national broadcaster, Doodarshan will soon start airing a daily soap on the issue.
Inaugurating the first conference on AIDS Society of India, the Information and Broadcasting Minister, Mr Jaipal Reddy, said, "Private TV channels have also agreed to cooperate on fighting HIV/AIDS through their efforts. Doordarshan too will air a daily half-an-hour soap on AIDS."
The Minister said that there is need to end hypocrisy on sexual matters in the society, and popularise condom usage.
"This hypocrisy exists in all countries which have ancient civilisations," he said. He also expressed concern about the surrogate liquor advertising as the use of alcohol could lead to an increase in risky behaviour that could cause HIV/AIDS. There was a need to make festivals as "dry days." Dr S.Y. Quraishi, Director General of the National AIDS Control Organisation (NACO), said that a national partnership involving Central and State Governments, legislature, panchayati raj bodies, faith-based groups, civil organisations, NGOs and medical fraternity would be launched soon.
"The Shiksha initiative is a part of the Live, Learn and Think Programme of P&G. Through this programme, we would like to contribute to the cause of educating underprivileged children across India in association with CRY," said Mr Twigg.
While the initial support of Rs 1 crore from P&G will be for three months, irrespective of sales, the company will continue to support the cause if it becomes a success, he said.
Under the Shiksha programme, each time a consumer buys a pack of select P&G products for the next three months, he or she supports one day's education for a child.