Young Witches and Sorcerers Unite To Fight Discrimination

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Young Witches and Sorcerers Unite To Fight Discrimination

Magic Touch Season Finale to air Wednesday, September 30, 2009
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Tune in this Wed. to watch the final episode of @PCIMediaImpact soap opera,"Magic Touch." Catch up on the whole season @
Monday, September 28, 2009 - 4:13pm

CONTENT: Press Release

September 28, 2009 The final episode of the popular Ecuadorian soap opera, Toque Mágico (Magic Touch) will be released this Wednesday, September 30, on PCI-Media Impact's YouTube Channel.  PCI-Media Impact, co-producer of Magic Touch, is a not-for-profit organization that uses Entertainment Education to support social change movements in developing countries.

Magic Touch was first broadcast in 2008 in partnership with Colectivo Pro Derechos Humanos, a community organization specializing in human rights in Ecuador. The show educates youth by promoting gender equity, elimination of discrimination and the prevention of violence against women. In June of this year, PCI-Media Impact began the global re-broadcast this popular series, via the internet.

The story takes place in the School of Magic and Wizardry, and targets youth between the ages of 15 and 24.  Throughout the series, the young witches and sorcerers are forced to deal with issues of bribery, gender discrimination, teen pregnancy, and sexual assault.  The narrator, Amita, and her trusted assistant, Dictionary, guide listeners through the struggles faced not only by the radio drama characters, but by young children throughout the province of Manabí, Ecuador.  Listeners often called in after the show with questions, comments, and personal stories inspired by the educational soap opera.  

When Barbi, a young witch at the School of Magic and Wizardry, finally took a stand against her abusive father, the network received a call from 16 year old, Ana, “This radio program has  brought about change within my community, and specifically in my family.  Now my mom does not let my dad mistreat her because she knows there should be respect and equality.  And now, I know I deserve respect when I express myself, and I don’t have to be ashamed for being a strong female.”

During its original broadcast, Magic Touch was featured as the principle segment of the 60-minute live call-in show, Ponte Once (Pay Attention). Ponte Once, sought to decrease discrimination and violence against women in the province of Manabí, where they reached more than 50,000 listeners.  As a result of the show’s widespread popularity, the provincial government of Manabí sponsored the rebroadcast of Magic Touch on 20 additional radio stations throughout the region.

To watch all 16 episodes, subtitled in English, visit PCI-Media Impact’s YouTube Channel at


About PCI-Media Impact:
Since 1985, PCI-Media Impact's programs have addressed the root causes of poverty and have encouraged people to make choices that lead to better health and sustainable development. Working with local partners worldwide, PCI-Media Impact produces carefully researched and culturally sensitive radio and television dramas that combine the power of storytelling with the reach of broadcast media. For more information, please visit PCI-Media Impact's website, join their Facebook Fan Page, or follow them on Twitter.


  For more information please contact:
Michael Castlen
  Executive Director
  PCI-Media Impact, Inc
Keywords: Ecuador | Entertainment Education | Magic | Magic Touch | PCI Media Impact | Radio Soap Opera | Social Change Communication | Toque Magico | gender discrimination | women equality

CONTENT: Press Release