Today's youth has a lot to say: Manasi Parekh Gohil
While
Hindi General Entertainment Channels are doing their bit to raise
awareness of women's issues and other social issues to sensitize the
audience, Youth Entertainment Channels have made it their mission to
mobilize the youth in the country to embrace change through various
initiatives.
The shows, in this case, are acting as catalysts
for agents of change as they talk about every topic that affects the
future of the country and the youth in particular. So taking from issues
like elections, right to vote and to women's safety, the small screen
is making every attempt to make the younger target group grasp the
reality check on various social issues and become more aware. With shows
like Yeh Hai Aashiqui, Change Aayega... Hum Layenge; Halla Bol, Rock The Vote, Sadda Haq, Paanch,
Confessions of an Indian Teenager et al the need to channelize the
young seems to be picking up more momentum. Especially, with the ongoing
Lok Sabha elections, there seems to be more eyeballs and more curiosity
as a result.
READ: Manasi Parekh Gohil's love for Gujarathi culture
Renowned TV actors like Kritka Kamra, Karan Kundra and Karan Tacker too
have lent their anchoring appeal to their respective shows that they
anchor and these attempts by channels are said to be paying decent
dividends. Actors Proyal Gor, Karanvir Bohra, Shilpa Saklani et al have
also lent their star appeal to the episodic Yeh Hai Aashiqui which also talks about relevant social issues.
On why television has become such a huge platform for voter awareness
initiative, Sumeli Chatterjee, Head Marketing, Media and Insights, MTV
says, "Youngsters believe they have the power to bring change, they are
aware and television connects well with them. MTV Rock the Vote is
created at interaction of politics and pop-culture fuel conversations
about elections. With short-films focusing on youth issues, satirical
take captured through half-hour series and messaging that ropes in more
than 10 Bollywood celebrities; the show is encouraging the youth to
vote. Youth are smart. And if you can talk their language, they love to
talk back. Music and humor are proven ice-breakers with youth. Every
communication weaves in music or humor and is designed to encourage the
youth to interact and participate in this initiative through
crowd-sourced videos, involvement as volunteers, attend concerts and
live debates. Any communication that is relevant and useful, has an
impact."
Exercising their right to the franchise apart, there is a
strong movement on TV to spread the message of awareness of women's
issues as well. Also talking about the issues that emerge in a tech
driven new age which also affect a majority of young are shows like MTV
Webbed. At the same time franchise like Emotional Atyachaar is going
strong with its huge youth following.
According to actress
Manasi Parekh Gohil, the focus on bringing change is a welcome move. And
at the same time, Manasi feels, it is also about realizing one's
responsibility in society too. "One must realise that democracy allows
you the freedom of speech and this comes with a share of responsibility
too. And people have realized that they want to bring about a change,"
says Manasi who feels today's youth has a lot of say in matters that are
going to decide the future of the country.
With so many celebs
lending their charm to take part on shows that target the youth, there
is being created a very positive impact on the young minds to be
socially aware, for sure.
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