Nalaka Gunawardene

Nalaka Gunawardene was trained as a science writer and has worked with the print and broadcast media across Asia for over 25 years. He is co-founder and director of TVE Asia Pacific, an Asian regional foundation that uses TV, video and the web to communicate development. He blogs at: http://nalakagunawardene.com

By Nalaka Gunawardene

Communicating for social change is an incremental process. Despite television being the world's most pervasive medium, broadcasts alone cannot accomplish this. Our experience in developing Asia shows that narrowcast outreach in classrooms and other small groups is often more effective. However, clearing non-broadcast rights is a major struggle.