SUSTAINABILITY1The focus of the strategy is to reduce the apathy and pity towards the disabled peopleespecially in the media and the audio visual industry. The TV and audio visual industry inmany ways promote the ridiculing or over sympathizing with the disabled people (Ellis andKent 2018). Both the extremes are unwarranted. Ridiculing the people with disabilities ishighly condemnable and this is an obvious fact, however there are many case where thedisability of a person is used and trivialised in order to increase viewership in the TV industry(Ellis and Goggin 2015). This is done by commercialising the disabilities through oversympathetic narratives. The development of the strategy to counter these problems include promoting the factthat the people with cert6ain disabilities are not at all different from us, they just need to gothrough certain processes that will help them in getting oriented to the mainstream socialsystem, the people with disabilities need cooperation from their fellow citizens, they do notneed sympathy. There will be short videos that will be shot about the topic which will be laterused in the digital medium as well as the TV channels for advertisement campaigns. Apartfrom the awareness campaigns there needs to be legal actions against any media channel orentity that carry contents ridiculing the disabled or making a mockery of them or trivialisingdisability for commercial needs. The approach needs to be comprehensive which will includepolitical, social, legal, and other aspects and use all the mediums keeping the country inconsideration (Ellis et al. 2018). The strategy will have the overall objective of “Changing attitudes towards disabilityin the media”. This overall objective has to be achieved by systematic actions and designingsmaller strategies. The Immediate Goal is to use the different mediums to increase awareness.The Grand strategy is giving social awareness advertisements in different mediums. Thecomponents of the strategy includes the community, the tactics of increasing awarenessamong the community will be done by street plays, door to door campaigning and

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