Millions in Pakistan began tuning in to emergency lifeline radio programming yesterday, as BBC Urdu launched a new service to people in the most severely flooded areas of the country. Transmitting crucial up-to-date information, the programmes will be broadcast six times daily to reach the hundreds of thousands of people currently cut off from humanitarian aid.
By establishing a platform for people's voices and stories, we aim to rebuild a sense of community and morale as well
The first day of programmes, broadcast on Monday 9th August, included updates on affected flood areas - from food distributions to weather forecasts and a spotlight on relief efforts, as well as testimonies from displaced people, a 'hero of the day' feature and an interview with Pakistan's President Zardari. Receiving over 800 calls in the first five hours, the lines were instantly inundated by stranded residents who highlighted disease and hunger as the main issues faced by the almost 14 million people affected.
The UN says 1,600 people have died to date, a number which could rise if waterborne diseases such as cholera begin to spread rapidly. The broadcasts will include information on basic hygiene, which could slow the spread of disease, and how to access aid.
Speaking from Pakistan, the BBC Urdu service's Shafi Naqi Jamie says:
"We provide the millions whose lives and homes have been destroyed with a radio lifeline. Listeners hear about where to get food and shelter and how best to survive. But as important, by establishing a platform for people's voices and stories, we aim to rebuild a sense of community and morale as well."
Lisa Robinson, the BBC World Service Trust's infoasaid representative, flew to Islamabad this morning to coordinate the response.
The infoasaid lifeline service has been developed by BBC World Service Trust and Internews, with funding from the UK's Department for International Development.
