September 28, 2009 – The final episode of the popular Ecuadorian soap opera, Toque Mágico (Magic Touch) will be released this Wednesday, September 30, on PCI-Media Impact’s YouTube Channel.  PCI-Media Impact, co-producer of Magic Touch, is a not-for-profit organization that uses Entertainment Education to support social change movements in developing countries.

Magic Touch was first broadcast in 2008 in partnership with Colectivo Pro Derechos Humanos, a community organization specializing in human rights in Ecuador. The show educates youth by promoting gender equity, elimination of discrimination and the prevention of violence against women. In June of this year, PCI-Media Impact began the global re-broadcast of this popular series, via the internet.

The story takes place in the School of Magic and Wizardry, and targets youth between the ages of 15 and 24.  Throughout the series, the young witches and sorcerers are forced to deal with issues of bribery, gender discrimination, teen pregnancy, and sexual assault.  The narrator, Amita, and her trusted assistant, Dictionary, guide listeners through the struggles faced not only by the radio drama characters, but by young children throughout the province of Manabí, Ecuador.  Listeners often called in after the show with questions, comments, and personal stories inspired by the educational soap opera.

When Barbi, a young witch at the School of Magic and Wizardry, finally took a stand against her abusive father, the network received a call from 16 year old, Ana, “This radio program has brought about change within my community, and specifically in my family.Now my mom does not let my dad mistreat her because she knows there should be respect and equality.And now, I know I deserve respect when I express myself, and I don’t have to be ashamed for being a strong female.”

During its original broadcast, Magic Touch was featured as the principle segment of the 60-minute live call-in show, Ponte Once (Pay Attention). Ponte Once, sought to decrease discrimination and violence against women in the province of Manabí, where they reached more than 50,000 listeners.  As a result of the show’s widespread popularity, the provincial government of Manabí sponsored the rebroadcast of Magic Touch on 20 additional radio stations throughout the region.

To watch all 16 episodes, subtitled in English, visit PCI-Media Impact’s YouTube Channel at  http://www.youtube.com/user/pcimediaimpact.