RK Swamy BBDO and the Population Council carried out an analysis to assess the reach of the media and interpersonal communication (IPC). The advertising agency and partner in a Population Council–led consortium analyzed data to explore the reach of various mass media and viewership patterns. The Population Council analyzed the reach of other sources of information, including mobile phones, mid-media, IPC, and mass media (print media, radio, and TV). This policy brief discusses describes the current status and trends in mass media exposure and media reach by audience segmentation. It also explores the reach of mid-media and IPC between frontline health workers and family members, particularly women, husbands, and mothers-in-law in rural Uttar Pradesh, India.
Population Council. 2010. "Reach of media and interpersonal communication in rural Uttar Pradesh: Implications for behavior change communication," Shaping Demand and Practices to Improve Family Health Outcomes in Northern India Policy Brief no. 10. New Delhi: Population Council.