User:Ushabhasin

Mrs Usha Bhasin is a broadcast media professional with rich and diverse experience of 39 years in different streams of radio and television management, content creation, sales, training and research. She was Additional Director General in Doordarshan, India's Public Service Broadcaster; has been head of DD National-the flagship channel, DD Metro-the entertainment channel, re-launched DD Bharati as the only channel dedicated to Art and Culture and in Jan 2015, She re-launched DD India as the international channel of the Public Broadcaster for distribution in Middle East, Africa, Europe and USA. Usha Bhasin and has served as Consultant with The World Bank in Washington, DC.

Currently, She is Senior Advisor in Doordarshan and Programme Head of DD India. At Doordarshan, She established Development Communication Division, sales and marketing division that under her leadership grew phenomenally -from Rs 200 million in 2001 to Rs 6000 million gross in 2012- to contribute nearly half of Doordarshan's total revenue.

MEDIA FOR SOCIAL CHANGE SPECIALIST

Usha Bhasin is widely known for her innovations in using media for social change. Her pioneering work on radio and television that addressed gender, adolescence, public health, and education and environment issues has been researched for doctoral and Master's thesis, book chapters and monographs. She uses variety of formats with multiple creative approaches to engage the audiences for desired outcome. Usha Bhasin has received a number of national and international awards from broadcasting associations and development agencies like UNAIDS, Gates Malaria Foundation in Commonwealth Broadcasting Association (now Public Media Alliance), UNFPA, Malaria Foundation International (USA), Asian Media Institute for Communication (Singapore) and Commonwealth Secretariat, London, and ROSE DO’R, Switzerland, Radio and TV Practitioners and Advertisers Association of India. WHO has recognized her methodology as “One of Top 15 Global Innovations for mother and child health”.  Mrs Bhasin created World’s longest and biggest health communication series titled Kalyani (a benediction) that is a milestone in India's Public service broadcasting. Kalyani's model is unique in the world of broadcasting because it had parallel On the ground activity to supplement on air TV programme. Beginning 2002, Ten years' journey of Kalyani witnessed continuous growth of Kalyani Health Clubs, voluntary citizens groups that spurred social action and Kalyani became a health movement in rural India. Kalyani created unprecedented life changing impact on the target audience who developed deep faith in the programme and owned the brand to rename their villages as Kalyanigrams and popularized malaria tablet as Kalyani Goli. Further, newborn daughters were named Kalyani-all this to express their gratitude to the TV programme that influence their minds and transformed their lives.

Her methodology of engaging communities through participatory broadcasting used in the radio projects mentioned below has been researched internationally and published as doctoral and masters’ thesis (in the US and in India), in books, monographs and award winning research papers.

INTERNATIONAL 
AND
 NATIONAL 
COLLABORATIONS

Designed collaborations for high quality social communication programmes and capacity building with almost all ministries and departments of Government of India, and international partners such as BBC World Service Trust, UNICEF, PANOS (London), Population Communication International (USA) and Population Foundation of India, to name a few.

Usha Bhasin lead the longest ever collaboration between Union ministry of Health and Family Welfare and The Public Broadcaster in project Kalyani followed by Swasth Bharat. She managed, trained and monitored country-wide teams to produce over 9900 Kalyani programmes in various entertainment education formats in 10 Indian languages and 17 dialects in 21 states of India. Developing on the strength of Kalyani, Union ministry of Health and family welfare, launched World’s largest health communication Projects – Swasth Bharat, 2012 in all states of India. 

== BRINGING SOCIAL ACTION PROGRAMMES on PRIME TIME TV

==

 Mrs Bhasin created strategies to bring social action programming on Prime Time television in India with detective serial ‘Jasoos Vijay’ & Youth Show ‘Haath Se Haath Mila’ on HIV / AIDS, a collaboration with BBC World Service Trust ( Media Action) and National Aids Control Organization- 2001 – 2007. Continuing with her strategies, she created different business models for successful run of 500 episodes of drama serial Kyonki Jeena Isi Ka naam Hai, aired in 
collaboration with UNICEF for which she was also Senior
 Creative 
Advisor
 and 
Broadcast 
Manager. This was the first daily soap on prime time on national channel of India's Public broadcaster telecast during 2009-2011.

Bi-Media Broadcast Manager  Designed and executed India’s first and only bi-media, radio and television, campaign for the Union Ministry of Rural Development, 2001-2002: The campaign targeted issues of drinking water, housing, environment & sanitation in 600 districts/state-units in the country. Over a 1000 half-hour programs and 250 public awareness spots were delivered in 12 languages, broadcast through the entire radio and television network of Prasar Bharati, India’s Public Service Broadcaster.

PROJECTS on RADIO

Concept, Production 
and
 Direction

  Yeh 
Kahan 
Aa 
Gaye 
Hum,
a
52
episode
 drama on 
the 
environment,1997‐98
  Broadcast
 nationally 
in 
Hindi,
the 
serial
 led 
to 
environment 
activism.

  Tinka
 Tinka 
Sukh,
a 
104 
episode 
drama 
on 
women 
empowerment, 1995‐96
; The program had 36‐40 
million 
regular 
listeners
. Impact:The
 enrolement 
of 
girls 
and
 boys 
in
schools
 in
 some 
regions 
of 
India
 shot up from 
10%
 and
 60% 
in
 1996 
to 
40% 
and 
90%
 respectively
 in 
1999

  Dehleez,a 52- episode 
drama 
on
 adolescence, 1993- 94
, had 8.5 
million 
regular 
listeners

. Formative 
research
 was
 done 
by 
Cornell
University, 
U.S.A

. The 
project
 has 
been 
documented
 by
 the 
WHO


  130- episode series
 on 
Human 
Evolution
‘Manav 
Ka 
Vikas’,1992‐1993

  Produced 
in 
18
 languages
 for 
simultaneous 
broadcast
 across
 the 
country


  One
 hundred thousand 
listeners,
unprecedented
 feedback
 from 
students 
and
 teachers
  ‘Cheer’‐
Child 
Enrichment 
Experiment 
On
 Radio, 1993‐94

  Jeevan
 Saurabh,
13 episode
series for 
youth 
on 
marriage 
and 
gender
 issues, 1989
  Jeevan 
Saurabh,
13 episode series 
on 
adolescence,
including 
sex- education, 1988
  The
 BBC’s 
Topical
 Tapes 
venture 
sold
 a
 case 
study 
interview 
with 
the 
producer 
to 
global 
clients
   The 
serial 
inspired
 the 
Population 
Foundation 
of 
India 
to 
collaborate 
on the series,‘Dehleez’ in 
1993‐94  National 
awards
for
‘Jeevan 
Saurabh’

 - Akashvani (All 
India
 Radio) 
Annual 
Awards,
1988

 - Best 
Science 
Program 
on 
adolescence
 - Best 
Family 
Welfare 
Program
 for 
awareness 
on 
teenage 
pregnancies
 












== EDUCATION

==

Mrs Bhasin has a Master’s degree in Bio-sciences, and master level study in mass communication as a Hubert Humphrey Fellow in USA. She studied Media and Gender in the UK as a Commonwealth Fellow.

File:Photograph with President Bill Clinton.jpg

PUBLICATIONS

A. BOOKS • A book of 100 stories of social change created by Kalyani (a benediction) One hundred stories of living individuals, villages and communities (majority being women) whose lives have been transformed by Kalyani have been published in a book titled “Jeevan Parivartan Ka Bemisaal Manch, Kalyani” (an unparalleled platform for changing lives, Kalyani). The book authored by Usha Bhasin, the creator of Kalyani has been published by The National Book Trust, Premier Publication House, Government of India. The book was launched by the Union Health Minister on 7th April 2012, the World Health Day. • Bhasin, U., (1998). “Tinka Tinka Sukh”, a novel based on 104 part radio drama serial by the same name, © All India Radio, New Delhi. • ‘SARKANDA’, a poetry collection, Hindi Academy, 1991, New Delhi.

B. BOOK CHAPTERS 1) Public Service Broadcasting and Its Role in Raising Civic Consciousness - Case Studies from Asia. AMIC Singapore publication, Chapter 12) Entertainment Education on India’s Public Service Broadcaster: The Ground-breaking Role of TV Programme ‘Kalyani’ by Usha Bhasin, p 124 2) Ethical Principles For Broadcasters, Views, Tips and References; chapter 7.6. An Asian Institute for Broadcast Development, Malaysia publication.

MEDIA RESEARCH

    Published:

• Pant, Singhal & Bhasin (Dec.,2002). Using Radio Drama to Entertain and Educate: India’s experience with “Dehleez”. -- Journal of Development Communication, Malaysia. (Vol. 13, Number 2). • Bhasin, U., & Singhal, A (1998). “Participatory Approach to Message Design in ‘Jeevan Saurabh’ – a pioneering radio serial in India.” -- Media Asia; published by Asian Media Information Communication Center, Singapore. (Vol. 25, Number 1)

    Unpublished:    

 Interactive radio instruction for education, The World Bank, Washington D.C.  Indian Media, Vehicle for Cross Cultural Communication, University of Maryland (1997) Media Effects, Case Study of National Broadcaster in India, University of Maryland (1996

C. Publications on the Radio Serials by Usha Bhasin authored by International scholars:

• Papa, J.M., et al. (2000). ‘Entertainment-Education & Social Change: An Analysis of Para social Interaction, Social Learning, Collective Efficacy, and Paradoxical Communication’. Oxford University Press, Oxford, UK. • Singhal, A., & Rogers, E.M. (2000). ‘India’s Communication Revolution, from Bullock Carts to Cyber Marts’. New Delhi, SAGE: pp. 71-80 • Singhal, A., & Rogers, E.M. (1999). Entertainment – Education A communication Strategy for Social Change. New Jersey, London: LEA Publishers: pp. 1 – 7, 134 – 143

GUEST FACULTY

Mass Communication and Research Centre, Jamia Milia Islamia, New Delhi 2005; Symbiosis Institute of Communications, Pune, 2004; Workshop on Social Communication, IP College, Delhi University, 2003;

• Manipal Institute of Mass Communication, Manipal University, Karnataka, 2001; • Examiner, graduation course, in Media and Mass Communication, Indra Prastaha college, Delhi University-2002 • Radio Production Course, College of Journalism, University of Maryland, College Park, U.S.A, April, 1997; • The Communications and Development Program, Ohio University, Athens, U.S.A. Jan. 24 and 27, 1997; • Amity School of Journalism, New Delhi, 1998-99. • Course writer, Post Graduate courses for electronic media, Indira Gandhi National Open University, 1997-1999.

Academic Seminars:

• University of Maryland, Humphrey seminar “India the Land of Brilliant Contrasts”, March 7,1997. • Ohio university, The Communication and Development Program, Athens, Guest Lecturer, January 24 & 27, 1997.

University of Maryland, College Park, seminars on: Indian media for the graduate students of Comparative Media, December, 1996; ‘Principles of Public Relations and Indian Media’- focus Development Communication, for the graduate students of Global Public Relations, November, 1996.

SOME OTHER DISTINCTIONS : Member, Board, Public Media Alliance, formerly known as Commonwealth Broadcasting Association. Member, International Steering Committee, GLOBAL ALLIANCE FOR GENDER AND MEDIA (GAMAG), LEAD BY UNESCO International Consultant on Gender and Media, Asia Pacific Broadcasting Union; Co-chair (elected), Indian Association of Humphrey Fellows;

Member, Advisory Committee/ Member, Advisory council, Indira Gandhi National Centre for Arts; EMPI Business School; Centre for Media Studies;

International Association of Women in Radio and Television, to name a few.

TRAINING

Usha Bhasin has organized and conducted over 100 media workshops in radio and television for All India Radio, Doordarshan, private producers, media students, community radio professionals, aspiring media professionals, police and development NGOs . Many of these workshops have been in partnership with international and national agencies like BBC, Asia Pacific Broadcasting union, Unicef, Panos, Ministries of Indian governmemnt and police.

Performing artist: ‘A’ grade radio drama artist, non-sports commentator, national programmes anchor and narrator, and a graded folk music artists.

REFERENCES

www.ddindia.gov.in/.../Doordarshan%20Telephone%20Directory_0108

Publications Ethics in brodcasting

USHA BHASIN on DIVERSITY AND CULTURE

http://www.aibd.org.my/node/3753

Home » Stellar Lineup of Speakers at AMS 2013 Stellar Lineup of Speakers at AMS 2013 http://www.aibd.org.my/node/3639


Entertainment Education work on radio https://www.google.co.in/search?q=tinka+tinka+sukh+india&oq=tinka+tinka+sukh&aqs=chrome.1.

http://beta.aibd.org.my/publications/abstract.cgi/52.html www.aibd.org.my/sites/default/files/Usha%20Bhasin.pdf‎