Kyunki... Celebrates Women
“We are very poor. Earlier my husband used to be good but then he started neglecting his responsibilities and beating me sometimes. When we got married he didn’t allow me to work for 3 years. There was a time when I didn’t speak up or do anything but now I have a daughter to think about; I can’t allow her to have the life I've had.” Juhi’s migration from Bihar to Delhi at a young age and subsequent odd jobs meant she was not able to get an education. In her early twenties, married and mother to a 2 year old girl, Juhi currently works as a domestic help in the residential area of Vasant Kunj. Despite being the sole earner for her family, Juhi frequently suffers from violence and humiliation within her own home. MDGs relating to universal education, gender equality and maternal health are deeply rooted in the basic rights that women are often denied. UNICEF’s entertainment-education serial Kyunki… Jeena Issi Ka Naam Hai (Because… That’s What Life Is) is in step with these MDGs and with this year's theme of International Women's Day: “Women and men united to end violence against women and girls.” The serial works to bring about long-term attitudinal and behavioural change in health-related and social practices amongst viewers. It does this though a series of convergent messages adapted from the UN publication Facts for Life. Because television is a very popular form of entertainment amongst all communities in India and because Doordarshan – the national public television channel – is the only channel that reaches every single TV home in the country, Kyunki... is an ideal vehicle to carry these life-changing and life-saving messages to audiences from all walks of life and from across the country. “My entire family watches Kyunki… together. My younger sister, Rukzana, loves the show too and since she is not working she can watch it regularly and when I miss an episode she fills me in on what happened,” says Juhi. Packed with practical solutions to everyday problems, Kyunki… tackles various health and hygiene related issues as well as more sensitive matters including early marriage, educating the girl child, domestic violence, gender discrimination, family planning, and awareness about and prevention of HIV/AIDS. “The biggest problems that we face in the cities are not related to health,” shares Juhi. “When we fall sick, we go to see a doctor. But there are bigger problems like abuse from our own people that we don’t know how to deal with and no one talks about these things openly.” Kyunki… manages to bring stories like Juhi’s to the public sphere and works to change attitudes towards women and the stance that women take for themselves. Though women between the ages of 15 and 34 are the primary target of the show, Kyunki… has an unexpected male viewership. Verified through TV ratings and through viewer correspondence analysis, this is a very encouraging sign that these messages are getting through to men also. “My husband watches the show sometimes and one day he will realize what he is doing is not right,” says Juhi. Almost completing one year on air, Kyunki… is moving slowly but surely towards changing viewers’ mindsets and empowering women to not just take control of their own lives but also to learn to deal with any abuse that is directed at them. “In the show I watched Shabnam and realized that she is just like me. She too was abused by her husband. I realized that I can rely on myself instead of just suffering silently as I used to earlier. I started working again even though my husband doesn’t want me to and now whether he is earning or not, I can pay my bills and take care of my daughter’s needs,” shares Juhi. Two weeks ago Juhi’s husband beat her up again. This time – for the first time – Juhi informed the police and lodged a formal complaint against her husband. Another such incident would put her husband directly behind bars. Kyunki… Jeena Issi Ka Naam Hai airs on Doordarshan every Monday to Wednesday at 20:30 hrs to 21:00 hrs.
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