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Sesame Workshop To Set Up NGO In India

In order to develop strategies and partnerships throughout India, Sesame Workshop will be forming a non-governmental organization called NGO based in New Delhi. Turner India, which produces GALLI GALLI SIM SIM along with Sesame Workshop, has contributed corporate social responsibility funds toward the establishment of the NGO. The office will drive GALLI GALLI SIM SIM's outreach projects and manage its network of collaborative partnerships with other NGOs, funding partners, consumers, government agencies, educational institutions, broadcasters and production team members.

GALLI GALLI SIM SIM is a broad-based, multi-platform educational initiative for young Indian children. A television show of the same name will debut later this year on India's leading kids' channels, Cartoon Network and POGO. The outreach campaign will extend the educational impact of the show by reaching out particularly to underprivileged children and the adults who care for them, through materials and programs in various media.

In addition, the Workshop has named Sashwati Banerjee to become exec director of the NGO once it is established, while Shari Rosenfeld, vp, developing and emerging markets, Sesame Workshop, will oversee it.

"Sashwati, with more than 15 years of experience in creative and management positions, is deeply committed to children's and women's rights issues," said Rosenfeld. "We are thrilled that she will be joining our team to lend her expertise in raising the profile of GALLI GALLI SIM SIM, an initiative aimed at promoting joyful learning of basic life skills for India's young children, and celebrating the diversity that is a part of their every day lives."

Soumitra Saha, svp, regional advertising sales and marketing, Turner Ent. Networks Asia, & Project Director, Sesame India, said, "With her experience and well-honed skill set in the niche segment of social sector, Sashwati Banerjee is well-positioned to spearhead and successfully extend the long term educational objectives of GALLI GALLI SIM SIM to reach millions of young kids through the specially designed outreach campaign."

Most recently, Banerjee was the program director and communications advisor with Abt Associates, for the private sector partnership One Project. Funded globally by the U.S. Agency for International Development (USAID), the Project provides technical leadership to expand the private sector's interest, ability and direct involvement in the sustainable provision of quality reproductive and other health information, and products and services in the developing world.

Prior to this position, Banerjee worked with the leading communications agency Ogilvy & Mather, where she was instrumental in setting up their healthcare division. In her capacity as the business manager, she designed and led successful campaigns for her clients in the pharmaceutical industry. In addition, Banerjee has worked with nonprofit organizations on projects as diverse as coordinating large photo exhibits to contributing to the development of a publication about the reproductive health status of women in India.

Sesame Workshop is a U.S.-based nonprofit educational organization making a meaningful difference in the lives of children around the world. Founded in 1968, the Workshop changed television forever with the legendary SESAME STREET. Today, the Workshop continues to innovate on behalf of children in 120 countries, using its proprietary research methodology to ensure its programs and products are engaging and enriching. Sesame Workshop is behind award-winning programs like DRAGON TALES, SAGWA, THE CHINESE SIAMESE CAT, PINKY DINKY DOO and groundbreaking multimedia productions in South Africa, Egypt and Russia. As a nonprofit, Sesame Workshop puts the proceeds it receives from sales of SESAME STREET, DRAGON TALES, SAGWA and PINKY products back into its educational projects for children around the world. Find more information at www.sesameworkshop.org.

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