DD, NACO AIDS campaign a success, reveals survey

NEW DELHI: The latest survey on the impact of the HIV and AIDS awareness media campaign by Doordarshan, National AIDS Control Organisation ( Naco) and BBC World Service Trust reveals a significant positive change in regards to knowledge, attitudes and behaviour.

The survey conducted by ORG/Johns Hopkins University Centre in October-November 2002, (approximately 10 months after the media campaign got under way), took a sample size of more than 7,000 in the key Hindi-belt focus states.

According to a release , the survey indicates that the campaign's TV spots had reached more than 50 per cent of the target population (some 43 million people). Also, the campaign's interactive TV detective series Jasoos Vijay had reached more than 40 per cent of the target population (some 34 million people).

Interestingly, the survey also reveals that the TV spots had a substantial impact on people's actions and intentions. 11 per cent had already taken action as a result of the spots, and 40 per cent intended to do so in the next six months. Actions included condom use (approximately 25 per cent ), the discussion of condom use for protection against Sexually Transmitted Diseases (approximately 35 per cent ) and consulting a doctor on STI symptoms (approximately 15 per cent).

Similar findings were recorded for the serial Jasoos Vijay. The survey showed equally encouraging results for the campaign's TV youth show, Haath Se Haath Milaa, aimed at raising awareness among youngsters who are most vulnerable to AIDS. Surprisingly, around 90 per cent of young viewers recalled the key messages that AIDS spreads through unprotected sex with an infected person; through infected needles; through infected blood; and that AIDS was life threatening and had no cure.

The ORG/Johns Hopkins survey also examined the acceptability of the messages in the initial phase of TV spots. It showed that 95 per cent of respondents found the TV spots acceptable as between themselves and their spouses; 60 per cent found them acceptable among family members and 50 per cent found they were acceptable among friends. This finding reinforces the high level of acceptability for the spots established in pre-test surveys before the campaign was launched.

Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories