By Parthibhan Amudhan | General Manager
PlanetRead has tied up with the ZEE TV network in Maharashtra and Doordarshan Kendra, Mumbai (DDK, Mumbai) to telecast films employing SLS in local language (Marathi) for the next 2 years. Both channels have decided to give PlanetRead their most popular films viewed by ‘school-age’ children, for PlanetRead to add the SLS sliders, which will be added to the songs of the films.
In order to gauge the impact of SLS on the reading and writing skills of children, aged 6-14, PlanetRead is getting ready to have a baseline assessment conducted on these children in order to determine their current reading skills before the start of the telecast. Additional information relating to these children will also be collected. Four districts in Maharashtra, selected based on a gradient of media penetration and reading skills in the children, will be surveyed. Two districts in Gujarat, selected to be at a similar level of reading achievement to the Maharashtra districts, will also be surveyed in order to compare the performance in a state with no telecast of SLS. The impact study will be conducted at the end of 2 years and if possible at a midpoint as well.
The assessment will be conducted by ASER, the research wing of Pratham, an NGO working to provide quality education to underprivileged children of India. ASER has many years of experience in conducting surveys of this nature and have been producing an annual status of education report since many years.
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