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Remember Mahesh Bhatt’s Daddy—the 1989 cult movie which not only launched actor Pooja Bhatt in Bollywood but also went on to win the special jury award at the 1990 National Film Awards? Well, the film basically dealt with the relationship between an alcoholic father and his daughter who is brought up by her grandparents. Now, while the movie script did speak volumes for itself and heralded the golden era of the film-maker’s career, would not have some data based on scientific facts made the script more authentic? Yes, it would.
When it comes to India, Bollywood and television have a big impact on viewers through the kind of content that are showcased on the small and the big screen; and when the impact is so high, it is important that the information channelised is real and authentic enough! Consequently, in a bid to help Indian content makers create products which are more scientifically authentic, Hollywood Health, and Society (HH&S) has joined hands with the Asian Center for Entertainment Education (ACEE) to launch a programme titled, The Third Eye.
While filmmaker Mahesh Bhatt leads the initiative, Vinta Nanda, director/co-founder, ACEE, and Augustine Veliath, co-founder, ACEE, are in-charge of the programme that borrows its model from HH&S.
For the record, HH&S is a programme at the USC Annenberg Norman Lear Center that aims to provide entertainment industry professionals with accurate and timely information for storylines woven around health issues. HH&S has supported more than 500 storylines in Hollywood over the last three years in mainstream programmes including Private Practice, 90210, Greys Anatomy and Desperate Housewives. It will fund The Third Eye programme in India.
“Entertainment education is not a theory but a strategy to maximise the reach and effectiveness of health/social messages through the combination of entertainment and education. Entertainment education is premised on the idea that individuals learn behaviour by observing role models, particularly in the mass media. Imitation and influence are the expected outcomes of these interventions.” said Bhatt. “At ACEE, we believe that as some of the most creative minds work for film, television, radio and new media, their