Ideosync Media Combine, a partner in the Population Council-led consortium, conducted a qualitative study of media agencies to explore the perspectives of senior media managers in northern India on the following issues: (a) the decisionmaking process related to content; (b) the approaches adopted for audience targeting and feedback; (c) the extent of health-related coverage in the media and the process of prioritization of other development issues; and (d) partnership priorities and possibilities for collaboration. The policy brief discusses findings related to these issues and presents implications for the behavior change communication strategy.
Population Council. 2010. "Media perspectives on partnerships to address family health in northern India: Implications for behavior change communication," Shaping Demand and Practices to Improve Family Health Outcomes in Northern India Policy Brief no. 11. New Delhi: Population Council.
Assessing Family Health Practices in Bihar State, India; Designing a Behavior Change Communication Strategy to Improve Family Health Outcomes in Rural Uttar Pradesh