Young Asia Television - Sri Lanka
Country
Bangladesh, India, Malaysia, Nepal, Pakistan, Philippines
Region
Global, Africa, South Asia, South East and East Asia
Programme Summary
This Colombo based private company was launched in 1995 to facilitate programmes for and by young people in Asia. YATV programmes are currently on air in several Asian countries.
Communication Strategies
Airtime is bought on terrestrial and satellite channels, and as far as possible on prime time. The programmes cover a range of social, cultural, environmental and educational issues. Emphasis is placed on programmes that are educational as well as commercially viable. Key target audience is urban viewers under the age of 24 (half of Asia's population). The company has correspondents in Nepal, India, Bangladesh, Pakistan, Malaysia and the Philippines. These correspondents provide their own perspective on cultural and social issues that is unique to the countries they come from.
Development Issues
Children, youth, education.
Key Points
YATV staff consists of young people in their late teens or early 20s with no previous professional media experience. Market research indicates that sudiences in Asia, as elsewhere in the world, continue to prefer domestic media products with direct local relevance. Therefore, one of the key challenges to YATV is in developing a product that is truly Asian in relevance and perspective. Programmes are produced originally in English, but local language versions have been produced in many countries.
Source
Paper submitted to The Communication Initiative by Nirupama Sarma.
Placed on the Communication Initiative site November 15 1999
Last Updated June 04 2001
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