Corporate Social Responsibility (CSR), over the past several years, has become an important aspect of corporate behaviour. In fact, it is seen as a guiding principle for business success. India broadcasters, today, are socially aware and are undertaking various initiatives to give back to society.
To serve the purpose, players in the Hindi GEC space are launching innovative digital applications, conducting workshops and doing much more.
exchange4media takes a look at some CSR initiatives of Hindi channels…
In an endeavour to encourage netizens to make a difference to someone’s life this Diwali, Zee TV launched a unique app on its official Facebook page called ‘Umeed ka Diya’. Every time a person lit a ‘diya’ using this Facebook application, Zee TV to donate money to Ekal Vidyalaya, a non-profit organisation involved with spreading education in rural areas of India. The channel urged its viewers to look beyond just lighting fire crackers this festive season and light up a smile on a child’s face instead. The channel plans to announce the total amount donated towards children’s education at the end of the activity so that everyone who used the application understands the magnitude of the movement they were a part of.
Star Plus’ ‘Ek Hazaaron Mein Meri Behna Hain’ took upon an initiative to brighten an evening for children affected with cancer. This event saw the channel tying up with Cancer Patients Aid Association. The evening had the cast interact with the children.
On account of Bhai Dooj, the channel celebrated the festival with children of an orphanage in Lucknow. The cast of the show mingled with the children, shared their hobbies, danced and played fun games. The entire event was planned to give the children a day of fun and bring in the celebrations of the festival.
Sony Entertainment Television recently conducted an on-ground initiative to celebrate the occasion of Diwali and Children’s day. The prime focus of the activity was to imbibe a sense of companionship amongst child artists of ‘Parvarish’ and ‘Kya Hua Tera Vada’ and Std IV students of The Pahadi Municipal School, which is managed by TFI (Teach For India).
Life Ok also conducted an on-ground activity titled ‘Savdhaan India’ wherein the channel organised workshops in various cities such as Lucknow, Ahmedbad, Nagpur, etc. In Lucknow, the channel organised a workshop on crimes against women and invited victims to tell their story, police officers to give inputs and finally felicitated the people who were present. The local police women were given an ‘I Fought Back’ trophy. Similarly, in Nagpur, a workshop was organised to create awareness about ragging.
It is heart-warming to see Indian broadcasters being socially aware. However, they have just scratched the surface. In a country like India, there is a lot that can be done, and our broadcast businesses have the strength and power to make a big difference.