From On Air - Fall 2003
PCI signs contract with Radio Educacion
to Air Ombligos; Ombligos Wins Global Media Award
PCI’s award-winning radio program,
Ombligos al Sol(Bellybuttons to the Sun), began its
third season on May 27, 2003. The radio series is now being
aired weekly in Mexico City on Radio Educación. The
30-minute program begins with street polls to frame the drama,
and to gauge the attitudes and opinions of Mexican teenagers.
Next, a five-minute mini-drama is played, followed by listener
call-ins. The hosts and local experts discuss each topic and
answer the questions posed by the listening audience.
Each episode discusses pertinent topics
regarding health and social interests. The mini-dramas use
familiar characters that encounter a typical troubling situation
faced by many Mexican youths. The open discussion of often
taboo topics allows the show to educate and inspire its listeners
to change their attitudes. Recent episodes have discussed
crucial issues like drug abuse, domestic violence, adolescent
pregnancy and sexuality — including an emphasis on HIV/AIDS
prevention and education.
Every call-in to the station is monitored and used in the
evaluation process to see how the show connects with the audience.
The interest level determines which topics are explored in
future programs. The call-in aspect of the show also proves
the popularity of the program with its target audience.
Ombligos was recently selected
by the Population Institute in Washington, DC as the winner
of this year’s Global Media Awards for Excellence in
Population Reporting in the Best Radio Program category. The
Population Institute states that “the Media Awards are
devoted to drawing attention to worldwide population issues.
The awards recognize those who have contributed to creating
awareness of population problems through their journalistic
endeavors in a meritorious manner.”
“Ombligos al Sol
[Mexico’s PCI radio series] is a window that lets useful
information about daily experiences come in. This window can
be opened by young people and also by their parents and teachers
who want to support them.”
- Maria Almela, PCI’s Mexico Representative
Maria Almela, PCI’s Mexico representative
and executive producer of Ombligos said: “For
PCI, my young team and I, winning the Global Media Award in
the category of Best Radio Program is a great challenge for
us to continue to do our best, to reach our audience, and
to present valuable information that will help our listeners
make better decisions in their lives.”
Mexico now joins Kenya and Tanzania as
a recipient of this prestigious award.
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