HT: Television’s big clean-up act: December 18, 2009

 

They traded in their Blackberries for scrubbing brushes, their mansions for huts. The mission: to experience how ‘the other side’ lives. This experience formed the crux of the storyline for UTV Bindaas’ ongoing reality TV show, The Big Switch.

 

Now, taking this idea a bit further, the same team has adopted a slum at Juhi Nagar, Vile Parle for a year. Called the Bindaas Big Switch Connect, the initiative is a collaboration between Bindaas, the BMC and United Way of Mumbai, an NGO dedicated to civic issues in the city. The focus is on tackling real issues, which affect the inhabitants of the slum, while partnering with them to create real and sustainable change.

 

Reaching out
“The whole idea behind this association was to put people in a wholly new environment. This enables us to meet people we wouldn’t have met otherwise,” says Zarina Mehta, CEO, UTV Bindaas. To achieve development, four big activities are planned in every quarter. The idea behind these activities is to raise awareness about issues and make a difference in someone’s life and surrounding.

 

First, a cleanliness drive on December 15. The clean-up drive brought together more than 200 local residents and college students, employees of UTV, BMC officials, United Way members, participants of Big Switch, TV actors and several others from different walks of life.

 

The plan was to clean up the area and spread awareness in the slums regarding hygiene and sanitation while appealing to the youth to bring about a real change. To achieve this, students from Mithibai and KC colleges were paired up with one slum kid each.

 

“The idea is to spend quality time with a person you are not likely to meet otherwise. This way, an exchange of ideas takes place and there is healthy interaction. Before my stint on the show, I too had no idea on how this side lives,” says Adam Bedi, TV actor. He stresses that his involvement in the project will not be restricted to just one day. “I will help out, as long as time and money permits.”

 

Logistics involved
Details about the other three activities remains a mystery with both the channel and the participants unwilling to comment. While the channel maintains that its focus is on creating awareness through the four big activities, United Way of  Mumbai will handle the day-to-day working and logistics.

 

The NGO, a branch of United Way, is the world’s fifth largest non-profit organisation. Raising over five billion dollars annually worldwide, it has branches in 45 countries. 

 

“The initiative is a way to create popular appeal, but it’s also a way to go beyond it,” says Sunit Mehra, chairman and founder member, United Way of Mumbai. In the first quarter, the focus of the organisation is on the workers of the Dattak Vasti Yojana.

 

Under this scheme, BMC is not responsible for the cleanliness of a particular slum, but it’s the residents. “The BMC pays Rs 5 per home per month. The residents collect the dry and wet waste from the slums and deposit it outside. The BMC collects it from there,” says Mehra.

 

The purpose of this scheme is to create responsibility and employment. Through this initiative, the organisation hopes to educate these workers about cleanliness, raise awareness on sanitation and help them create self-sustaining pits.

 

“We hope this event will be the trigger which ensures that an increasing number of people come forward to adopt slums. If we all work together, a lot can be done for our fellow human beings,” says Sunny Sara, participant, The Big Switch.
 
What’s The Big Switch?
A reality show, it traces the lives of 10 rich brats, in the age group of 19 to 23 years, who are yanked away from their comfortable homes for 14 days and let loose in a Mumbai slum. The ‘rich kids’ are then given a slum ‘buddy’ who will serve as a survival guide for the celebrities. The winner, after surviving various challenges, wins the prize money of Rs 1 million, which will be used to help the slum buddy to realise his of her dreams.

 

TV shows that highlight social issues
* Balika Vadhu: Raises awareness about child marriages
* Na Aana Is Des Laado: Female infanticide
* Tere Mere Beach Mein: Various problems that stars have dealt with and how they coped
* Aap Ki Antara: Raises awareness about autism. It promotes a website for those looking for more information about the disorder
* Tere Mere Sapne: Creates awareness about the root cause of migration to big cities
* Jeet Jayenge Hum: Child labour
* Pratigya: Eve teasing
* Biggest Loser Jeetega: Ways to fight obesity
* Nachle Ve: Dance class on TV, free of cost
* Compiled by Rachana Dubey

 

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