Jasoos Vijay

Geared especially toward rural viewers, the weekly, half-hour thriller included storylines designed to provide accurate information about HIV/AIDS-related issues, including: how HIV is transmitted, voluntary counselling and testing (VCT), challenging stigma and discrimination against people living with HIV and AIDS, and care and support treatment for people living with HIV and AIDS. Although created specifically to communicate information and awareness of HIV/AIDS, Jasoos Vijay addressed other issues of important to rural audiences, such as "quack" doctors, superstition, gender inequality, and crimes against women (domestic violence, rape, the practice of dowry). Whatever the specific topic, the show sought to share information and shape attitudes in an "entertaining and interactive drama format."

Jasoos Vijay, the lead character in the programme, was a heroic detective, and each show aimed to be "fast moving, full of surprises" as the viewer followsed his efforts to solve crimes. Vijay was no slick urban detective; rather, he was portrayed as coming to the aid of the disadvantaged, those living in the places where help is not easily on hand. In the course of the series, a major "twist" revealed that the handsome, sensitive hero was himself a person living with HIV. This allowed the programme to address issues of the care and treatment of those living with the virus, and to tackle stigma and discrimination, as well as awareness and prevention. "Research has shown that the audience readily accepted this revelation and the character would continue to make a major contribution to combating stigma towards HIV positive people." Click here to view a video sample.

The interactive element of the series centred on the regular "host" of the show, Om Puri, who encouraged the audience to discuss the plot and its solution and to send letters or emails to him. Postal responses to the first series numbered over 30,000, and every one received a reply and information leaflet about HIV/AIDS, domestic violence, and drug abuse. A competition element allowed the viewer to compete for simple prizes and the chance to appear in special episodes talking with Om Puri.

Over 2,500 promotional television advertisements and 71 billboard hoardings (20ft x 20ft) were installed in towns and cities across India during the second phase of the campaign.

A Jasoos Vijay website was developed to provide updates on the thriller series and information on HIV and AIDS. The interactive website aimed to educate users on HIV and AIDS and offered an opportunity to feedback on the programme and participate in Jasoos Viiay contests.

HIV/AIDS, Rights.

The series was broadcast on Sunday evenings at 8.30pm on Doordarshan, India's public broadcaster. It was produced in Hindi and dubbed into 7 other Indian languages and broadcast regionally. Over 100 episodes of Jasoos Vijay were broadcast between 2002 and 2004, and 53 episodes were broadcast between 2005 and 2006. During its 53 week broadcast run from September 2005 to September 2006, Jasoos Vijay was one of the top 20 most viewed television programmes in India. According to the Nielson's Television Audience Measure (TAM) Survey, Jasoos Vijay reached a cumulative, unduplicated audience of 70 million people between 2005 and 2006. Between 2004 and 2006:

• Knowledge that HIV can be transmitted through unprotected sex increased from 16% to 29% for viewers. Among sexually active men, 58% of viewers were aware that unprotected sex could be a route of HIV transmission, compared to only 39% of non-viewers.
• Knowledge that having multiple partners increases the risk of HIV transmission increased from 18% to 22% for viewers of Jasoos Vijay.
• The attitude that you should always wear a condom when having sex increased from 51% to 70% of male viewers and 26% to 51% female viewers.
• Seventeen percent of viewers stated that they ever felt like getting tested for HIV compared to 11% of non-viewers.
• The attitude that people living with HIV and AIDS have the same rights as those uninfected increased from 67% to 80% of male viewers and 70% to 82% for women viewers.

Jasoos Vijay won the Thriller Programme of the Year at the Indian Telly Awards in November 2003.