UNICEF's entertainment-education teleserial, Kyunki... Jeena Issi Ka Naam Hai has crossed the extraordinary milestone of successfully broadcasting 501 episodes on DD national during prime time telecast of 8:30-9:00pm.
A flagship of UNICEF's Facts for Life communication initiative, the serial promotes life-enhancing, life-saving messages critical to the welfare and survival of children and mothers.
From safe motherhood to HIV prevention, infant feeding to girls' education, 'Kyunki Jeena ... promotes knowledge, pro-social attitudes and challenges behaviors and practices that contribute directly to the reduction of infant and maternal mortality and morbidity.
The TV series emerged as the most watched show across all channels in India in its time band (according to Television Audience Measurement - TAM). Watched by over 145 million people, with 61 percent of viewers being unreached women in the age group of 15-35 Kyunki Jeena... struck a unique balance between social messaging and prime-time entertainment.