The power of TV in the developing world
A discussion with the Wall Street Journal

September 6, 2008 - Jason Lahart, who covers economics, wrote a front page article for the weekend edition of the Wall Street Journal discussing the positive impact television has had on audiences in the developing world. PCI-Media Impact, Executive Director Michael Castlen, warns in the article how well intentioned campaigns create unforeseen consequences if not well planned and researched.

"Sometimes the effects of television shows are unexpected. Michael Castlen, executive director at PCI-Media Impact, a New York-based nonprofit organization that produces television and radio shows to promote health, human rights and social change, cites "América," a popular telenovela, or soap opera, that aired in Brazil in 2005. It depicted the lives of people who had illegally immigrated into the U.S. in harsh terms, concentrating on the dangers and prejudices they faced.

But for many poor Brazilians, the hardships portrayed in "América" seemed small in comparison to the money the characters were sending home, Mr. Castlen says, making going to the U.S. seem worthwhile. Authorities apprehended three times as many Brazilians in the U.S. illegally in the fiscal year ended Sept. 2005 as in the previous year, according to the Department of Homeland Security."

To see the entire article visit the Wall Street Journal website at: http://online.wsj.com/arti cle/SB122065245432005241.h tml?mod=googlenews_wsj

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