PCI-Media Impact ’s Indian radio program Tinka Tinka Sukh (Little Steps to a Better Life) broadcast between, has been quite extensively written up to demonstrate the success of the entertainment-education approach to behavior change. One in particular was a poster-sized letter signed or fingerprinted by an entire village, vowing to eliminate the practice of giving dowry, one of the key issues addressed in the soap opera.
The show aired in 1996-98 and quickly gained such great popularity that thousands of audience letters poured in local broadcaster, All India Radio. The radio serial drama broadcast between 1996 and 1997 on All India Radio (AIR), in partnership with PCI-Media Impact. Each of the 104 episodes lasted 20 minutes each and were broadcast twice weekly for 54 weeks. It was later rebroadcast. The show was highly musical and designed to appeal to popular tastes in the Hindi-speaking belt. A top Bollywood singer composed the music and at the end of each episode a musical couplet emphasized the main messages. The music-based style and strong storylines and characters, as well as very well known singers, musicians and songwriters helped make this drama popular. Broadcast in Hindi, the national language of India, but the cultural and linguistic variations that exist among the states, particularly in the south, limited the reach to primarily the Hindi belt.
The Story : The drama was set in a farming community in North India. Chaudhri ('elder leader'), his wife Chaudhrian, and son Suraj represent an ideal family. They promote women's causes (anti-dowry, gender equality and women's empowerment) and the importance of creating a self-sufficient harmonious village. By contrast Chacha's family is blindly traditional and riven with conflict; his wife is the village gossip and his son is a delinquent. The widow, Gareebo, and her three daughters are more transitional characters, who depict the trials of women in a tradition-bound, patriarchal society. The HIV/AIDS storyline is told through the character of Jumman, "a farmhand on Chaudri's fields. Momentarily swayed by urban glamour, he contracts AIDS and disrupts his family's harmony. But he finally accepts his wife's view that life's happiness lies in small things." (Singhal and Rogers, 1999)
Issues Covered : Gender, women's empowerment and health, HIV/AIDS, family size, conservation
Social Impact:
About 40 million listeners on 27 local radio stations covering 7 Hindi-speaking states, probably the largest listenership for any radio drama worldwide (Papa et. al, 2000).
Highly popular: Strong evidence to show increase in self-efficacy among listeners and high levels of para-social interaction, despite its limited duration.
The research was mainly qualitative, comprising personal interviews with key officials, content analysis of episodes and of a sample of 237 listeners' letters, and an in-depth study of the village of Lutsaan.
Highlights of the findings included: 59% of the sample of listeners said they felt like giving advice to particular characters in the drama; 81% felt they knew certain characters as close friends; and 40% of the sample actively discussed aspects of the program with others.
Striking examples of collective efficacy came from the village of Lutsaan; for example, a village group was formed to end dowry-giving and a cooperative was set up to start a school
PCI-Media Impact ’s Indian radio program 
The radio serial drama broadcast between 1996 and 1997 on All India Radio (AIR), in partnership with PCI-Media Impact. Each of the 104 episodes lasted 20 minutes each and were broadcast twice weekly for 54 weeks. It was later rebroadcast. The show was highly musical and designed to appeal to popular tastes in the Hindi-speaking belt. A top Bollywood singer composed the music and at the end of each episode a musical couplet emphasized the main messages. The music-based style and strong storylines and characters, as well as very well known singers, musicians and songwriters helped make this drama popular. Broadcast in Hindi, the national language of India, but the cultural and linguistic variations that exist among the states, particularly in the south, limited the reach to primarily the Hindi belt. 
The Story : The drama was set in a farming community in North India. Chaudhri ('elder leader'), his wife Chaudhrian, and son Suraj represent an ideal family. They promote women's causes (anti-dowry, gender equality and women's empowerment) and the importance of creating a self-sufficient harmonious village. By contrast Chacha's family is blindly traditional and riven with conflict; his wife is the village gossip and his son is a delinquent. The widow, Gareebo, and her three daughters are more transitional characters, who depict the trials of women in a tradition-bound, patriarchal society. The HIV/AIDS storyline is told through the character of Jumman, "a farmhand on Chaudri's fields. Momentarily swayed by urban glamour, he contracts AIDS and disrupts his family's harmony. But he finally accepts his wife's view that life's happiness lies in small things." (Singhal and Rogers, 1999) 