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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