Zee TV raises its voice against injustice towards ageing parents

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3 Nov 2010
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Mumbai, Monday, July 25: India's leading Hindi GEC,
Zee TV, has always been aware of its role as a
medium of influencing public perception and
introducing societal change. As a result, the
channel has made it a point to address burning
social issues through its programming content from time to time. Be it raising a voice against domestic
violence through Ghar Ki Lakshmi-Betiyaan,
generating awareness and sensitivity around the
issue of autism through Aap Ki Antara or
presenting the harsh reality of girl child-trafficking
through Agle Janam Mohe Bitiya Hi Kijo, Zee TV has pioneered socially relevant television
programming. Earlier this year, Zee TV launched a drive called
'Project Protsahan', pledging its dedication towards
upliftment of society. A number of initiatives have
been organized as a part of this project in Mumbai,
Indore, Lucknow and Chandigarh amongst other
cities. The latest track of Zee TV's top-rated soap Pavitra Rishta where lead protagonist Archana's
mother Sulochana is driven out of her own home
by a conniving daughter-in-law Manjusha brings a
grave issue prevalent in society to the fore. The
incidence of families packing off their ageing
parents to old-age homes is on the rise in the country and Zee TV is all set to make a difference
through its programming content as well as two of
its most recent consumer connect initiatives. Actors Savita Prabhune and Usha Nadkarni who
essay the roles of the eldest members in the family
on Pavitra Rishta recently visited the Dignity
Foundation's 'Chai Masti Club for Senior Citizens' in
Mumbai and discussed the issues faced by senior
citizens at length. They expressed their views about how the youth needs to adopt a far more
responsible approach towards their parents and be
more humane in taking care of them as they age. Additionally, in an endeavour to sensitize the
masses towards the basic needs of senior citizens,
Zee TV adopts an innovative mechanism. From
Monday, July 25, public service announcements will
be running on the LCD screens across BEST buses in
Mumbai wherein actor Savita Prabhune, who plays Sulochana, will address the citizens asking them to
offer seats to the senior citizens if they are standing
in the buses.

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