Brij Kothari, PhD from Cornell University and founder of PlanetRead, spent many years studying the impact of same-language subtitling on literacy. He started subtitling popular Hindi songs in Hindi, with striking results: both young and old are subconsciously learning their native written language. "Essentially what we’ve created is a context in which reading becomes an automatic process and you don’t have to even think about it", he says. Watch the video here.