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After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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SITE - India

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The Satellite Instructional Television Experiment (SITE) performed qualitative and quantitative research in 2330 villages scattered throughout India over the course of August 1975 to July 1976. The basic rural educational and developmental goals of SITE were to improve general primary education, provide teachers training, help to improve agricultural practices, health and hygiene, nutrition and contribute to family planning and national integration.
Communication Strategies

22.5 minute television programmes were telecast in Hindi, Kannada, Oriya, and Telugu every day at 10:00AM for children ages 5-12. TV was viewed in a closed room and seating space was inadequate. Discussions were held after the shows aired. A two week multi-media programme evolved to train science teachers. A 2.5 hour television programme was created for adults
Development Issues

Agriculture, education, children, health and nutrition, family planning
Key Points

Many variables were considered in the gathering of the data for this project, including audience size, attendance, and regularity of television viewing in each of the test clusters. Other results examined were in family planning with respect to both family size and community approval, innovations in agriculture, animal husbandry and overall impact for behaviour change in health and political socialization. Many methodological innovations were established during SITE.
Partners



Space Scientists and Engineers

Sources

SITE Social Evaluation Results, Experiences and Implications. Binod C. Agrawal, Space Applications Centre, Ahmedabad. 1981.