Sistema Jalisciense de Radio y Televisión

Launched on 16 January 1991, Sistema Jalisciense de Radio y Televisión (SJRTV) is a public institution of the State of Jalisco, administered by the Ministry of Culture.  It is currently the leading public network in Mexico.  Its mission and vision focuses on serving the community with educational media, culture and entertainment to strengthen national identity, knowledge and respect for other cultures and promoting the most basic universal values.  SJRTV operates a television channel, called Channel 7 (C7), and 5 radio stations.  C7 broadcasts 24 hours a day, 365 days a year, and covers most of the population of the State of Jalisco. It also serves some additional regions of Mexico and the United States of America. 

ICDB Programme
For its ICDB activity, C7 produced an hour-long magazine show, “Rosa y Azul,” that was anchored by a live event bringing together young people as presenters and camera persons.  Two young adult hosts asked questions to the other youth participants about girls and boys, men and women.  The group also painted a wall with their impressions of gender issues.  The aired program featured segments of on-the-street interviews about what it means to be a girl or a boy.  In addition, C7 produced featurettes on young people who have hobbies that defy gender stereotypes, like a female bullfighter and a male ballet dancer.

Approach to Children and Children's Programming
Over the years, SJRTV C7 has conducted television campaigns to promote children’s rights.  Its ICDB shows puts children as the focus of the project without any adults involved.  In the show, the children, who have been trained, propose their ideas and deliver their messages.  

C7 Children airs a show from 4:30 to 6:00 pm, Monday through Friday, in which a 22-year old presenter has conversations with the children via telephone and computer.  It is an interactive show, with questions and answers, puppets, etc, all in an exclusive space for children. It conveys educational and cultural messages expressed in an entertaining manner.

Throughout the year, young students train in the operational areas of SJRTV, learning to manage cameras, lighting, audio booth operation and other skills. Some you are referred to the production areas to serve as support in script writing, research, and arrange interviews.

In order to promote studying by children and youth, C7 launched an annual campaign called Scores, where the children and young people with the highest average send a copy of their qualifications and a photo and are recognized on television. Those with the highest average are also invited to participate in a special live programme, usually transmitted from a museum or zoo, where the students themselves share and promote the value of study.