WWF - Pakistan and Unique Production- Pakistan have signed a Six Months (June- December 2008) Memorandum of Understanding (MoU) under which Unique Production will record 18 Programmes (Kissan Bethaks) of WWF – Pakistan’s ongoing Project ‘Better Management Practices (BMPs) for Thirsty Crops-Cotton & Sugarcane’ in Faisalabad and Bahawalpur Districts. The Apna Channel (Satellite TV) will telecast two episodes of these recorded programmes per month.
One of the major focuses of WWF - Pakistan is to ensure effective use of electronic media to create awareness on environmental issues among the masses in general and targeted beneficiaries in particular. In this perspective, WWF- Pakistan and the Production House intend to work in partnership to disseminate Better Management Practices (BMPs) among Farmer Communities and other Stakeholders which result in improved livelihoods of poor communities in Pakistan.
Effective use of electronic media to promote BMPs which lead to rational use of irrigation water and agrochemicals will help in promoting sustainable agriculture practices in sugarcane and cotton production in the country. “Every such effort towards better production of crops and less use of water and agrochemicals should be shared with target population on mass level” says Mahira Afzal, Coordinator Communications & Awareness, WWF - Pakistan.
WWF – Pakistan is looking forward to future collaborations with Mass Media Agencies to disseminate information regarding environmental issues in Pakistan.

Mahira Afzal
Coordinator Communications & Awareness
WWF - Pakistan
Ferozepur Road, Lahore.
Tel: +92 042-111-993-725
Email: mafzal@wwf.org.pk