The Indian Academy of Pediatricians (IAP) has announced the launch of IAP-TV, a Closed Television Network dedicated to educate mothers, children and other family members on best practices for good maternal and child health.
IAP-TV will be installed in the waiting room of 25,000 pediatricians affiliated to IAP to create maternal and child health awareness across the country.
“IAP’s mission is to improve health and wellness of children. Towards this we have had several initiatives like IAP-ImmunizeIndia and Poshan and are proud to announce this new one – IAP TV. This programme will educate 150 million women and around 100 million mothers-in-law and husbands on best health practices over 5 years. This is a transformative programme and is the world’s largest maternal education programme of its kind,” said Dr Pramod Jog, National IAP President, at the launch of IAP-TV.
This is an advertisement free network. IAP-TV content strategy will be around supporting health, hygiene, immunisation, nutrition and addressing superstitions for mother and child. In addition to which women’s empowerment, financial inclusion and key societal matters will also be focused.
“The closed television network will show prenatal and neonatal care videos, nutrition videos and other content focused on enhancing the health and well-being of mothers and children, and specifically to prevent child malnutrition, stunting and related maternal malnutrition. The content will be short form and would be both educating and entertaining in nature. The programmes are engineered to retain attention and build involvement with the audience. There will be a mix of live action and animation so that children also watch and learn,” added Dr Jog.
Content will initially be provided in two languages (Hindi and English) and will later be available in an additional seven languages. The doctors will be given the option of choosing the languages they want depending on the composition of their practice.
Pediatricians in India hold around 250 million patient consultations annually, translating to 35+ million unique women. Each mother visits these doctors an average of 6 times in the year and spends around 30 minutes to 45 minutes on each visit in the waiting room.
This creates an excellent platform and opportunity to reach out to and educate mothers and accompanying family members on best practices for good maternal and child health. It is also known that the recall and effectiveness is significantly higher when content is shown to people in the form of videos.