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Pilika Pilika

Format	15-minute radio soap and 15-minute radio magazine segment
Launched	2003
Target	Rural communities
Language	Swahili
Frequency	Weekly
Broadcast	TBC Taifa: Soap airs 18:45 to 19:00 on Fridays. Repeats on Sundays from 20:30 to 21:00 with the magazine segment. Sauti Ya Injili (local FM station in Moshi): Soap and magazine segment air from 19:30 to 20:00 on Thursdays and from 20:45 to 21:15 on Mondays.
Content	Story line of the radio soap centres around a set of ‘typical’ characters in a village in rural Tanzania. The company Mediae produces the show in collaboration with up to three sponsors. Current sponsors are: Water Aid with a story line on water and sanitation, Policy Forum on accountability of village leaders, Femina HIP on healthy lifestyles, including reducing Multiple Concurrent Partnership (MCP) and protecting one’s partner from HIV infection. The message agendas are woven together in a creative manner and the soap is followed by a radio magazine segment including interviews with experts or ordinary people in the field commenting on the show. Femina HIP joined the collaboration in 2007. Si Mchezo! magazine, is regularly referred to in the soap's story lines, just as Pilika Pilika is cross-promoted in Si Mchezo! SMS feedback is encouraged for interactivity.
Reach	TBC Taifa broadcasts nationwide and has the overall highest listenership in Tanzania. Local FM station Radio Terrat in Arusha also airs the show.
Impact statistics	A 2009 independent assessment study by the company Research Solutions in five regions in Tanzania found that awareness of Pilika Pilika among respondents was 44.7%. Among listeners: 94.8% felt the topics were relevant to Tanzanians at a grassroots level 85% had undergone a change in life as a result of knowledge gained 78.1% discussed HIV infection and prevention with family as a result of listening to the show