Edutainment Soap Uses Digital Technology to Reach The Youth
Population Foundation of India’s popular edutainment show Main Kuch Bhi Kar Sakti Hoon is the first Indian television show to use an Artificial Intelligence powered Chatbot as a means to reach out to young viewers. The Dr. Sneha chatbot allows users to have a closer interaction with the series and issues related to sexual and reproductive health in a personalised and non-judgmental environment.
Population Foundation of India’s Executive Director Poonam Muttreja says, “Through Main Kuch Bhi Kar Sakti Hoon we have always tried to find innovative ways of reaching out to larger audience segments. Though young people have greater access to information through digital media, many of them are not able to discuss their needs or queries about sexual and reproductive health. They either get half-truths or explicit and misleading content that further confuses them. Our chatbot is the digital avatar of Dr. Sneha Mathur, the lead protagonist of Main Kuch Bhi Kar Sakti Hoon. It allows youngsters to talk about their concerns and get correct information from a reliable source.”
The Dr. Sneha chatbot has been developed by UK-based company AI for Good, led by Kriti Sharma. Kriti is a leading global Artificial Intelligence (AI) expert and UN Young Leader for the Sustainable Development Goals.
“We need to use Artificial Intelligence for social good, and the Dr. Sneha chatbot has huge potential in taking services to a wide section of youth in India who are online, but don’t find trustworthy information and services on sexual and reproductive health. The bot has been developed keeping in mind users who are new to digital media, especially in the conversation design and use of rich media”, says Kriti Sharma. “We are also mindful of the need for privacy and confidentiality, for which we have adhered to the highest security standards, as we are dealing with the lives of young and vulnerable people,” she added.
Noted director Feroz Abbas Khan who has also created the show says, “In today’s age of technology, one needs to have a multi-media approach to disseminating information. Main Kuch Bhi Kar Sati Hoon developed its own AI-powered chatbot, so that we can add to our understanding of our viewers and also get a sense of how the messaging of the show is being consumed. The chatbot also allows for instant interactivity. Our principal thought behind the creation of Main Kuch Bhi Kar Sakti Hoon was to have a sustained and effective conversation for larger empowerment of youth and women. I feel this chatbot will help in achieving that.”
Main Kuch Bhi Kar Sakti Hoon revolves around the inspiring journey of Dr. Sneha Mathur, a young doctor, who leaves behind her lucrative career in Mumbai and decides to work in her village. The show focuses on Dr. Sneha’s crusade to ensure the finest quality of healthcare for all. Under her leadership, village women find their voices through collective action.
Population Foundation of India is supported by the REC Foundation and Bill & Melinda Gates Foundation for Season 3 of this popular edutainment show.
You can see how this unique chatbot functions at https://www.youtube.com/watch?v=rxp873bz3gk&feature=youtu.be
You can also use the Dr. Sneha Chatbot at https://www.facebook.com/mainkuchbhikarsaktihoon/