Colors TV has entered into a partnership with the Ministry of Women and Child Development, pledging its support for the ‘Beti Bachao, Beti Padhao’ initiative. This collaboration is part of their effort to tackle the problem of girl child abandonment and is closely tied to the launch of their latest television series, ‘Doree’. The objective of this collaboration is to foster social transformation and combat gender bias against female children. The television program ‘Doree’ serves as a platform to raise awareness regarding the grave issue of girl child abandonment within society.
As part of this collaboration, Colors TV is not only launching the television series ‘Doree’ but also actively promoting the 24-hour emergency toll-free Childline India helpline number (1098), which assists individuals seeking help for abandoned girl children nationwide. ‘Doree’ is scheduled to air every Monday to Friday at 9:00 pm on Colors TV, with the primary aim of generating awareness about the critical issue of girl child abandonment.
Smriti Irani, Minister of Women and Child Development and Minority Affairs, emphasized the significant impact of entertainment in reshaping mindsets, correlating it to a nation’s progress in how it treats women and children. She lauded the Ministry of Women and Child Development’s ‘Beti Bachao, Beti Padhao’ initiative, guided by Prime Minister Shri Narendra Modi, in altering perceptions of the girl child. Minister Irani expressed her satisfaction that Colors, the country’s leading entertainment channel, has joined this initiative by creating the show ‘Doree,’
Repurposed article originally published in India Today