New TV network for pediatricians to promote maternal and childcare

Mumbai, Dec 14 (IANS) The Indian Academy of Pediatrician (IAP) on Wednesday announced the launch of the IAP-TV — world’s first private health education network to promote maternal and child health, said a statement from the association.

According to IAP, India’s leading academy of professional health care practitioners entrusted with the health of women and children, this private network will involve placement of TV sets in the waiting rooms of all 25,000 IAP member pediatricians across the country, dedicated to educate mothers, children and other family members on best practices for good maternal and child health.

“IAP’s mission is to improve health and wellness of children. Towards this we have had several initiatives like IAP-ImmunizeIndia and Poshan and are proud to announce this new one – IAP TV. This programme will educate 150 million women and around 100 million mothers-in-law and husbands on best health practices over 5 years,” said Pramod Jog, National IAP President.

The IAP said this is a transformative initiative and is the world’s largest maternal education programme of its kind.

“IAP TV content strategy will be around supporting health, hygiene, immunization, nutrition and addressing superstitions for mother and child. In addition to which women’s empowerment, financial inclusion & key societal matters will be also be focused,” the statement said.

The closed television network will also show prenatal and neonatal care videos, nutrition videos and other content focused on enhancing the health and well-being of mothers and children, and specifically to prevent child malnutrition, stunting and related maternal malnutrition.

“The content will be short form and would be both educating and entertaining in nature. The programmes are engineered to retain attention and build involvement with the audience. There will be a mix of live action and animation so that children also watch and learn,” added the statement.

Content will initially be provided in two languages (Hindi and English) and will later be available in an additional seven languages. The doctors will be given the option of choosing the languages they want depending on the composition of their practice.

Present on the occasion, National Spokesperson BJP Shaina NC said: “The issue of maternal nutrition and stunting in children are critical issues the country is facing even as the country races forward.”

“The launch of IAP TV brings together the medical community represented by the Indian Academy of Paediatrics and other stakeholders. It is a significant step to provide clear, standardised health and nutrition education to mothers and children. I commend the IAP for this initiative,” Shaina added.