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Literacy for a Billion in India!

by PlanetRead
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Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Literacy for a Billion in India!
Receiving the Nasscom Award
Receiving the Nasscom Award

NASSCOM Foundation, the leading Indian development organization that works towards galvanizing the corporate social responsibility (CSR) space in the IT industry in India; and the social development arm of NASSCOM, in association with Genpact announced the winners of its third annual NASSCOM Social Innovation Honours 2011. The Honours were given to deserving projects that strive to bring about social change and development through Information, Communications and Technology (ICT) at the NASSCOM India Leadership Summit in February, 2011.

The Honours were judged by an eminent jury of Dilip Chenoy, Managing Director & CEO of the National Skill Development Corporation, (NSDC); Jaithirth (Jerry) Rao (Chairman, NASSCOM Foundation); Kiran Karnik, ex President, NASSCOM ; Narayana Murthy (Founder-Chairman, Infosys Technologies Limited;, Dr. Vasanthi Srinivasan, Associate Professor, Organisational Behaviour and Human Resources Management, IIM Bangalore, Chairperson, Centre for Corporate Governance and Citizenship.

ICT led Innovation by Non-Profits

Same Language Subtitling
Planet Read
Puducherry
www.planetread.org

Same Language Subtitling (SLS) is simply the idea of subtitling the lyrics of existing film songs (or music videos) on TV, in the ‘same’ language that they are sung in. SLS on songs cause automatic and inescapable reading practice and overcomes the motivational barrier to reading practice amongst weak-readers. It is Karaoke on Bollywood for mass reading.

Impact:

  • Presently SLS is being implemented on 8 weekly TV programmes, one each in Hindi, Bengali, Punjabi, Gujarati, Marathi, Kannada, Telugu and Tamil
  • Collectively, this gives regular reading practice to 150 million weak-readers, for 30 minutes a week. Longitudinal studies have found that SLS more than doubles the number of good readers in primary schools
  • Among weak-reading youth and adults, regular exposure to SLS raised newspaper reading from 34% to 70%

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PlanetRead, in partnership with IIM Ahmedabad, has made a commitment at the Clinton Global Initiative, to transition 150 million people in India, from a state of weak and fragile reading, to functional and fluent reading ability.  We will do this by implementing a proven and cost-effective innovation, called, Same Language Subtitling (SLS), on Bollywood film songs already shown on TV, in many Indian languages.

We will further explore the possibility of implementing SLS in other countries in Africa and South Asia. SLS is already being implemented on existing Bollywood film songs on TV, in 10 languages: Hindi, Bengali, Gujarati, Marathi, Telugu, Tamil, Kannada, Malayalam, Oriya, and Punjabi. A Hindi song is shown with the lyrics subtitled in Hindi, Tamil songs with Tamil subtitles, and so on. What you hear is what you read. The subtitles are designed to change the color of every word in perfect timing with the song.

Several research studies have consistently found that exposure to SLS leads to a measurable improvement in reading ability. Reading skills are practiced automatically and subconsciously as a part of staple entertainment already consumed by millions. SLS is popular among viewers and known to improve TV program ratings. We believe that the SLS innovation has the potential to make a contribution to global literacy. As we move towards this goal, we would like to thank all of you who have been and continue to be a part of our journey.

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Reading Practice through Same Language Subtitling (SLS)

This one year project is being implemented by the Ravi J. Mathai Centre for Educational Innovation (RJMCEI), Indian Institute of Management (IIM) – Ahmedabad. SLS is a simple, popular and powerful concept that places subtitles of lyrics of song-based programming on TV in the “same” language as the audio.

Independent impact studies have established that regular SLS exposure triggers automatic and sub-conscious reading practice among early readers and accelerates skill improvement among school going children as well as adults.

The Trust is supporting SLS of nine programmes on TV in as many languages for one year. Along side, the current phase of support would also entail piloting the use of SLS for animated stories in two languages and assessing impact of animated books (Anibooks) on reading skills of children. This component is being carried out by PlanetRead, Pondicherry.

As part of the SLS project, RJMCEI will work on 52 episodes of 30 minutes duration each, to be broadcast weekly by Doordarshan in Punjabi, Oriya, Bengali, Malayalam, Telugu, Tamil, Kannada and Gujarati, besides 60 minute weekly episodes for national telecast in Hindi. In all, 300 songs would be sub-titled.

The programmes would aim for reaching out to 200 million early literate viewers from eight states and the Hindi speaking belt leading to: (a) improvement in reading skills of school going children and semi-literate / early literate adults through continued exposure to SLS; (b) reduction in skill loss; and (c) enhanced self efficacy of neo-literates.

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As part of development of Anibooks and assessing its impact on reading, PlanetRead is: (a) creating two new stories in animated and subtitled format in Bhili and Santhali each; (b) converting three existing Anibooks (available in major Indian languages) in two tribal languages; and (c) producing master copies of two VCDs with five Anibooks, each VCD comprising of five stories in tribal and regional languages.

PlanetRead’s interventions would result in development of Anibooks in tribal languages, for the first time. The books would be piloted in the field.

A study covering 2,000 children from experimental and control groups would subsequently help assess the impact of Anibooks on reading skills and increasing English vocabulary.

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This study revisited more than 13,000 non-readers and early-readers, randomly drawn from five states, to get a snap-shot of their reading skills at the baseline before the SLS intervention (2002), a year later (2003), and more recently (2007).

The data in all three rounds were collected independently by Nielsen's ORG-Centre for Social Research, by administering the same reading and writing measurement tools to the same individuals. The study is further strengthened by the involvement of an independent scholar of statistics, in the analysis. It responds primarily to one key question: Does SLS lead to reading skill improvement among in-school children and out-of-school adults?

It is now conclusive. SLS reinforces the reading skills of children and adults. This is backed by two earlier studies and strongly supported by the present study. Please refer to the document "SLS Impact Study 2007" for a detailed report.


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Organization Information

PlanetRead

Location: Pondicherry - India
Website:
Project Leader:
Brij Kothari
Founder and President
Piedmont, CA United States
$3,134 raised of $50,000 goal
 
63 donations
$46,866 to go
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