UNICEF India and BBC Media Action India today launched a ‘coming of age’ action drama series for social change– AdhaFULL. The launch was graced by Dr A Surya Prakash, Chairman, Prasar Bharati, Louis-Georges Arsenault, UNICEF India Representative, Supriya Sahu, Director General Doordarshan, Priyanka Dutt, Country Director, BBC Media Action, officials from the Government of India, senior members from the media,civil society partners and adolescents themselves.
AdhaFULL, a 78 episode TV series, has been conceptualized and created by BBC Media Action, and developed in partnership with UNICEF. AdhaFULL follows three adolescents—Kitty (16), Tara (11) and Adrak (15), who form the AdhaFULL gang, as they solve a new case each week. The mysteries are intertwined with their journey of growing up in a small town. Issues such as under-age marriage, nutrition, stereotyping of girls and boys, continuing education, peer pressure, school drop-outs and exam blues and gender-based violence are creatively depicted in the narrative.
Speaking on the occasion, Louis-Georges Arsenault, UNICEF India Representative, said, “India is home to 243 million adolescents. This series portrays adolescents who stand up for their rights. Through a mix of social drama, action, energy, fun, humour and emotions, this edutainment package discusses existing social norms and showcases transformation from a culture of silence to a culture of change and freedom”
The half-hour-long episodes of AdhaFULL, will be telecast on Doordarshan National on Friday, Saturday and Sunday every week between 7.30-8pm from October 21 onwards. “Doordarshan has the largest reach in India. We are happy to be the first channel to broadcast a dedicated programme for adolescents, engaging them so that they can reach their full potential”, said Dr A Surya Prakash, Chairman, Prasar Bharati. ‘AdhaFULL’, the Hinglish name of the series, reflects the hybrid nature of both a society in transition and adolescence. The ‘AdhaFULL’ gang episodes swing between its rural avtaar of the past and its present small town persona with urban trappings.
“Young lives and aspirations are about the 3Cs - curiosity, challenge and creativity. Through AdhaFULL’s story and its characters, we want to engage our young viewers and their parents in a journey of change, so that they feel they can negotiate and work with the 3Cs”, says Radharani Mitra, Executive Producer, BBC Media Action.