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MKBKSH IVRS Document |
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INTERACTIVE VOICE
RESPONSE PLATFORM
1.4 million calls Attracts
from across India
Main Kuch Bhi Kar Sakti Hoon (MKBKSH) – I, A Woman, Can Achieve Anything – is an
entertainment education transmedia initiative launched in March 2014 by the Population
Foundation of India (PFI). MKBKSH adopts a 360 degree communications approach that leverages
a combination of media platforms (TV, radio, social media, celebrity spots etc.) to reach its target
audiences: women in the reproductive age group, married men and the youth. On television, two
seasons of MKBKSH were broadcast across the country, twice a week during prime time, by
Doordarshan (DD), one of the world’s largest public broadcasting organisations*.The original
Hindi version has now been dubbed in 11 Indian languages for broadcast across DD’s regional
network. It is also being broadcast on All India Radio, India’s national public broadcaster in addition
to community radio stations in the states of Bihar and Madhya Pradesh.
* During Season One, 52 episodes were telecast between March and October 2014. During Season Two, 79 episodes were telecast between April 2015 and January 2016.
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How the IVRS works
PFI collaborated with Gram Vaani,
a leading mobile technology firm,
to incorporate the Interactive
Voice Response System (IVRS)
as a unique feature of MKBKSH’s
communications strategy.The
IVRS offered free telephone
access to viewers for sharing
feedback and suggestions by
dialling a toll free number.
092689 92689
A FREE OF COST SERVICE
The callers give a ‘missed’ call on the advertised
toll free number and receive a call back.
A SIMPLE APPROACH
The navigation is extremely simple making it
accessible for all users (refer to the call flow
chart on page 7).
A SUSTAINED ENGAGEMENT
OPPORTUNITY
Outbound calls and promotional messages (SMS) are
sent to callers, motivating them to participate.
AN INTERACTIVE SERVICE
It allows the caller to listen to uploaded content
and recordings by other callers, and share their
views, feedback and experiences.
ADDITIONAL FEATURES FOR AUDIENCE INVOLVEMENT INCLUDE
Contests on
issue-based
campaigns
Synopsis of radio
episodes in the
discussion section
Celebrity messages
in behind-the-scenes
section
Weekly quizzes
Community
feedback
surveys
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INDIA IS GLOBALLY, THE 2nd
LARGEST TELECOM MARKET
However, the unique subscriber base penetration is still low at
36 per cent.
28%
women
43%
men
own a mobile phone1
Using creative communication packages and by keeping the
process of dialling and receiving calls simple and free of charge, the
MKBKSH – IVRS reached and encouraged a large segment of its
target audience to dial into the system. Even though the IVRS started
out as an interactive communication platform, the recordings of its
callers represent a “pure” form of ongoing feedback—not shaped by
researcher-driven survey instruments, for instance.While the callers
represent highly-involved audience members (and not the general
population), nevertheless unique insights about MKBKSH can be
gleaned through an analysis of the IVRS feedback.
Enabling conversations through IVRS
Results at a glance
This serial shows how women, who
receive education, can do better than
men, just like Dr. Sneha Mathur, who
supports her family financially, while her
alcoholic brother does nothing and is
disrespectful to his parents.The biggest
learning from the serial is that there
should be no discrimination between
girls and boys. Girls are as capable as
boys, if not more. Girls can do anything!
says
Kishori Godbole,
a viewer from Madhya Pradesh
1 Groupe Speciale Mobile Association (GSMA). 2015. Bridging the Gap: Mobile Access and Usage in Low and Middle-Income Countries. Connected
Women 2015. [online].Available at: <http://www.gsma.com/mobilefordevelopment/wp-content/uploads/2016/02/Connected-Women-Gender-Gap.
pdf>. Last accessed on 22 June 2016. p. 74
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The IVRS has helped capture feedback and testimonials from viewers. More importantly,
by providing quantitative and qualitative information, it has helped monitor the initiative’s
impact in promoting positive attitudes and changing behaviours. To illustrate:
Until June 2016, the IVRS platform received
1.44 million calls
from across the country
625,000 calls
during Season One(between March and November 2014) and
815,000 calls
during Season Two (between April 2015 and June 2016).*
5,000 A random sampling of
calls covering both
Seasons One and Two, revealed that an estimated
30% of the
callers were from
Madhya Pradesh
& Bihar
the two key states
targeted because of
their poor record of
maternal and child
health indicators.
The average duration
of a call ranged between
1.5 to 2 minutes
Married men and
women, and
unmarried youth
from across India
expressed an interest
in the serial by sharing
their concerns, poems,
songs, taking pledges
and leaving feedback
on the phone line.
The IVRS report for April-December 2015 covering Season Two showed:
Caller Composition
Popularity of the Programme
45% 63%
women
students
indicating that a substantial proportion of the
desired target audience was reached.
79%
had watched the
last episode
before calling
90%
of callers said that they
would like to watch the
next episode
A survey was also conducted to gather data on the demographics (gender, occupation,
geographical location, age and education) and other features including the preferred
medium (TV or Radio) of viewers.This provided valuable information for programme
evaluation, helped plan specific activities and design effective promotional strategies.
*The IVRS number is active until November 2016 to support the MKBKSH Season Two radio broadcast, which is currently on air.
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In Season Two, the IVRS went a step further and helped obtain feedback from Sneha Club members
(community groups named after MKBKSH’s protagonist, Dr. Sneha Mathur). Discussions in the Sneha
Clubs were facilitated by
10 not-for-profit organisations
NGOs
5 in Bihar
5 in Madhya Pradesh
These NGOs collaborated with PFI to enhance the outreach of
MKBKSH. Sneha Club members used IVRS to answer questions
about the serial, comment on the group discussions and the
communication materials used.They also provided feedback on the
impact of the series by responding to questions such as-
did they, as an individual or as a group, discuss the issues raised in
the serial outside their groups– with friends, family or frontline
health workers? Did they take any positive actions to address
these issues?
2,300 calls An analysis of about
received between April-December 2015 revealed the following:
In Madhya Pradesh
Almost
99%
of all Sneha group members had discussed issues raised in the serial with people outside their group
and taken positive steps based on the discussions. For instance, many reported adopting family
planning methods, preventing sex selection, protesting against child marriage or reaching out
to frontline health workers for more information and support.
In Bihar
Almost
96%
of all Sneha group members had discussed the issues with other members outside their group.
Nearly 97 per cent mentioned that they were able to take positive actions to deal with the
issues raised in the series.
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AN ISSUE BASED APPROACH
Every episode in the series was tagged to a
specific educational issue.These tags were used
to identify and segregate the calls, drawing the
caller’s attention to the specific issue and enabling
better interaction with them. In some instances,
the callers used the system to share their
personal experiences and explain how the series
helped them to build their confidence and take
proactive steps (as suggested by Dr. Sneha Mathur
in the serial) to resolve the problems.
An analysis of the user
generated content of
5,000 calls
selected randomly from all the calls from Season One
(between March and November 2014) and Season Two
(between April to December 2015) showed that:
Close to a third of the callers felt that
violence against women was a form of
gender discrimination and its occurrence
was related to alcoholism.
A large number of callers agreed that
early marriages forced a lot of girls to
abandon their education at an early age.
Half the callers expressed
concerns about the health
consequences for women
married at an early age.
The “pure” (unguided) audience feedback generated through the IVRS demonstrates its potential use as an innovative tool for monitoring and
evaluation of entertainment-education initiatives.
Figure 1: Major themes discussed by IVRS callers for Main Kuch Bhi Kar Sakti Hoon
Season One (March-November 2014) and Season Two (April-December 2015)*
47% 34% 7% 7%
5%
Women’s
Empowerment
Gender
Based
Violence
Women and
Child Health
Sexual and
Reproductive
Health
Substance
Abuse
Figure 2: Gender Based Violence - Sub-themes discussed by IVRS callers for Main Kuch Bhi Kar Sakti Hoon
Season One (March-November 2014) and Season Two (April-December 2015)*
86%
9%
5%
Pre-Natal Sex Determination
Gender Discrimination
*Source: IVRS Report till December 2015; Gram Vaani MIS of IVRS calls.
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Other issues related to Gender
Based Violence
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IVRS CALL FLOW
WELC ME
1
Welcome to MKBKSH National IVRS platform
2
Please Press 1 to go to the
discussion channel
PROMPT
Press 2 to respond to the
weekly quiz questions
WELCOME discussion
Welcome to the discussion channel
of MKBKSH. Here, you can listen to
the serial synopsis and record your
views, opinions and messages about
the issues highlighted in the serial
INSTRUCTIONS
Press 1 to go to the next item. Press 3 to
record your opinions, experiences and
messages. Let’s listen to the serial synopsis.
WELCOME quiz
Tuesday through Saturday evening
Namaste… You can listen to the quiz question related to
the next episode of MKBKSH this coming Saturday.
Caller directed to the discussion channel
Saturday evening through Monday midnight
Namaste… This quiz question is applicable to the MKBKSH
episode being telecast on DD National. Remember you can
respond to this quiz question only till Monday night.
SATURDAY EVENING
THROUGH MONDAY
EVENING
Quiz question
AUDIO CLIPS
(synopsis, discussion lead and
community responses)
THANK YOU
Press 3 to record your opinions,
experiences and messages
Source: IVRS Report till December 2015; Gram Vaani MIS of IVRS calls.
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THANK YOU
Thank you for responding to this week’s quiz
question.To know whether you are one of the
three lucky winners, do watch the next episode
of MKBKSH on DD National
Link to discussion channel
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