Never Too Late Radio Drama
Objective: To reach Thais with felt need messages using a dramatic entertainment-education radio methodology.
Background: Thai people are heavily involved with soap opera type radio and TV programming. One of the key research findings in a 2000 study done in North Thailand and the 2002 Bangkok study is that radio is a prime medium that Thai people use.
Project Summary: Using the medium most used by Thai people, local radio, this dramatic radio project is reaching all 76 provinces of Thailand with felt need messages in dramatic format. Topics for the series of 25 minute dramas were chosen based on research, addressing problems within Thai society deemed problematic by Thais – debt, budgeting, AIDS/HIV, raising children, husband-wife relationships. It is already in process and has resulted in many letters some of which say the NTL is the only radio drama that deals with family issues!
Implementation: This project is in process. Personnel involved in strategy and script development included Professor Daniel J. Henrich and Gerald Davis along with Thai writer SomkitB. Thai producer Manop Moonsri has been the key liason with Gathip, a commercial radio production group that records the scripts and distributes them as part of the programming they sell to AM & FM stations in Thailand. Over 31 radio stations aired the first 30 episodes of NTL and many are repeating it as letters are still being sent to the follow-up address.
Goals:
- The use of a staged follow-up process with cell phone text messaging as well as email and snail mail ensures that listeners are drawn into the programs and identify with the characters.
- Both printed materials based on the wisdom books will be used as will as text message wise sayings of the day
- Establishment of radio program listener groups that will become community support groups discussing the felt need issues addressed in the drama.
- Original music is being recorded that is becomming popular and much requested by listeners.
Critical Success Factors:
1) Continue in a timely fashion to write compelling drama. 150 episodes are planned over the next 5 months to complement the existing 30 episodes that have been aired in Thailand.
2) Use the strategic follow-up mechanisms.
3) Find people on the ground who will run the listeners groups that can become community groups.
4) Establish a online community website where the radio programs are available as free downloads (or podcasts) of both the programs, scripts and music, web boards and information relating to the program content,
Schedule: This drama went into production late 2004 and ran in all 76 provinces. Currently preproduction is underway for 150 new 25 minute episodes which will air when funding is acquired.
