Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/732
Full metadata record
DC FieldValueLanguage
dc.contributor.authorKothari, Brij-
dc.date.accessioned2010-01-16T07:21:24Z-
dc.date.available2010-01-16T07:21:24Z-
dc.date.copyright2001-07-
dc.date.issued2010-01-16T07:21:24Z-
dc.identifier.urihttp://hdl.handle.net/11718/732-
dc.description.abstractOne - third of India's 7+ Population is literate, one - third non - literate, and one - third very partially literate. In declarations of literacy rates, the 285 million very partially literate people are counted as literate even though they can barely read a newsaper or write a letter. While the National Literacy Mission continuesto geneate millions f partially literate people, the transition from partial to irreversible literacy has vexed planners. Unless reading transactions are inextricably woven in everyday life.. stagnation at low skill levels and a slide back into non - literacy are to be expected, causing the nation considerable wastage in effort and resources. Same Language Subtitling (SLS) is a simple, powerful, and extremely economical idea with the potential to introduce reading practice in everyday television entertainment. its recommendation is to suitable the lyrics of all the film songs and music - videos shown nationally, in the same language as the audio. Earlier studies have shown that the idea enhances entertainment and enjoys overwhelming popularity with viewers. There is also evidence from a controlled experiment with school childern that SLS can contribute to reading skill improvement. The present study assesses the impact of SLS on reading improvement by implementing the idea on a television program of Gujarati film songs. The result provide strong support for the possible contribution of SLS to mass reading skill improvement. Although support for SLS from research and viewer feedback has been mounting, the idea has not yet caught the imagination of policy - makers. Hurdels to implementation are discussed.en
dc.language.isoenen
dc.relation.ispartofseriesW.P.;1662-
dc.subjectTelevision - Indiaen
dc.subjectTelevision broadcasting - Social aspets - Indiaen
dc.subjectSame Language Subtitlingen
dc.subjectReadingen
dc.titleProof is in improved reading: same language subtitling on television in Indiaen
dc.typeWorking Paperen
Appears in Collections:Working Papers

Files in This Item:
File Description SizeFormat 
WP 2001_1662.pdf997.77 kBAdobe PDFView/Open


Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.