Process Documentation of Radio Programme -...
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DRAFT REPORT Submitted to: UNICEF, Bhopal Submitted By: Indian Institute of Development Management Bhopal, M.P Process Documentation of Radio Programme “BAAT PATE KI” A-PDF Merger DEMO : Purchase from www.A-PDF.com to remove the watermark
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DRAFT REPORT
Submitted to:
UNICEF, Bhopal
Submitted By:
Indian Institute of Development Management
Bhopal, M.P
Process Documentation of Radio Programme
“BAAT PATE KI”
A-PDF Merger DEMO : Purchase from www.A-PDF.com to remove the watermark
Selected districts in Madhya Pradesh
MANDSAUR
DEWAS
BALAGHAT
SIDHI
Acknowledgement
Research methodology is a crucial aspect of media research as it helps to investigate various
issues related to media from different perspectives. It is a matter of Communication research
which is concerned with how to be more effective in communication, how to be clear, how
people use the media and channels of communication, how society can use mass media to its
greatest good and in general, how the basic process of communication works.
Research on effectiveness of media communication includes what role media plays for the
people and how they motivate to bring significant changes in their value orientation and
perception. However, it is a difficult task to come out accurately with the fact and figures
particularly in the diversified Indian society. Indian Institute of Development Management has
tried its level best to capture the process on how people are motivated through the listening of
Baat Pate Ki radio programme, its impact, need of broadcasting for enhancing coverage and
enhancing quality of programme
We are extremely thankful to UNICEF for assigning this study to our Institute and subsequently
providing administrative support in the completion of the study. We are thankful to Mr. Bhai
Shelly, Senior Communication Specialist, UNICEF; Mr. Prabhakar Sinha, Consultant-UNICEF;
Dr. Sanjay Shrivastav, Consultant-UNICEF for providing academic inputs.
We are also obliged to Baat Pate Ki Team members of All India Radio Bhopal, who provided
their valuable suggestions to modify our research tools and techniques at a workshop held at
Indian Institute of Development Management. We extend our thanks to Ms. Shraddha Bose, Jt.
Director MPSACS to explain the philosophy behind the programme, the innovative approaches
adopted and guidelines provided by MPSACS.
We are also grateful to Mr. Rajesh Bhat, Ms. Rajni Pandey and Production team members of
Baat Pate Ki radio programme, All India Radio Bhopal for their constant cooperation in the
study. Our special thanks are due to Dr. K.C Mauli, Professor, Electronic Media and Dr. P. P
Singh, Professor Radio & Development Communication, Makhanlal Chaturvedi Vishwavidalya
of Patrakarita, Bhopal who provided valuable inputs in refining the research tools. We are
thankful to Ms. Sikha Borthakur, BCC Consultant-NRHM Assam providing her inputs based on
her experience in Assam. The contributions made by other experts in the workshop are also
appreciated by us.
Thanks are also extended to Dr. B. L Sharma, Consultant (IIDM), Mr. Rajeev Mohan, Consultant
(IIDM) and Mr. Dinesh Chandke (Sr. Research Officer) for providing support in finalizing study
schedules. We acknowledge the hard work and sincerity in data collection exhibited by HR
Executive, Ms. Neha Kapoor and our research officers namely Ms. Payal Tiwari, and Ms. Nazia
Khan at each project districts during canvassing the research instruments.
At last but not the least our sincere thanks are due to our field investigators who were helpful in
canvassing the schedules in the villages situated in diverse and difficult remote locations. We
sincerely appreciate the efforts made by Dr. B.N Goswami (Advisor Media Research) for report
writing and for his critical inputs in Research Design and Dr. Rajeev Mohan in fine tuning the
presentation of the report.
Our thanks are due to other members of our research team namely Ms. Apara Vijayawargiya,
Deputy Director Research, Mr. Dinesh Chandke (Sr. Research Officer), Mr. Santosh Patel
(Research Officer) and Ms. Neha Kapoor (HR Executive) for field editing and data analysis on
SPSS. We are thankful to our office staff for documentation of the report.
Dr. S.K Trivedi
Director
Abbreviations
AIDS Acquired Immuno Deficiency Syndrome
AIR All India Radio
BPK Baat Pate Ki
HIV Human Immuno-deficiency Virus
HRG High Risk Group
ICTC Integrated Counselling and Testing Centre
IDU Injecting Drug Users
IEC Information Education Communication
IIDM Indian Institute of Development Management
JSR Jan Swasthya Rakshak
MP Madhya Pradesh
MPSACS Madhya Pradesh State AIDS Control Society
NACO National AIDS Control Organization
PLHA People Living with HIV/AIDS
PPTCT Prevention of Parent To child Transmission
RTI Reproductory Tract Infection
STD Sexually Transmitted Disease
STI Sexually Transmitted Infection
UNICEF United Nations Children Fund
WP Window Period
CONTENTS
Map of selected districts in Madhya Pradesh
Acknowledgement
Abbreviations
List of Tables
Executive Summary
S.No. Contents Page No.
Chapter 1 Introduction
1.0 Introduction 1
2.0 Madhya Pradesh AIDS Control Society 2
3.0 Baat Pate Ki Programme 3
4.0 Objectives of the programme 3
Chapter 2 Methodology
1.0 Introduction 5
2.0 Objective of the study 5
3.0 Finalizing the objectives & Desk Research 5
4.0 Indicators to use 6
5.0 Sampling 7
6.0 Data Collection Instruments 7
7.0 Developing an outline for the study report 8
8.0 Tabulation Arrangements 9
9.0 Training of investigators & Collection of data 9
10.0 Verification & Data entry 9
11.0 Develop a tool for Concurrent Monitoring 9
12.0 Analyze, interpret & Report Writing 9
13.0 Limitations of the study 10
Chapter 3 Process Documentation of Baat Pate Ki
1.0 History of Baat Pate Ki 11
2.0 Production Process 12
3.0 Findings on Production Process 12
4.0 Content Analysis 14
5.0 Format of the programme 15
6.0 Production related issues 16
7.0 Issues related to Subject Specialists 18
8.0
Opinions of the audience about programme design and
dissemination 19
Chapter 4 Impression of Listeners
1.0 Introduction 24
2.0 Recall and retention of the format/contents of the programme 24
3.0 Knowledge about Baat Pate Ki programme 26
Chapter 5 Conclusions and Recommendations
1.0 Introduction 41
2.0
Status of recall and retention of the format/contents of the
programme 41
3.0 Quality of the programme 41
4.0 Impression of programme broadcast over beneficiaries 42
5.0 Tool for concurrent monitoring 43
6.0 Recommendations 45
References
Annexure I- Checklist for Monitoring Agent
Annexure II- Audience Schedule
Annexure III- Producers’ Checklist
Annexure IV- Specialists’ Checklist
List of Tables
Table No. Name of Table Page No.
1.1 Content Analysis 14
1.2 Respondents Satisfied with the present format of Baat Pate Ki
programme
19
1.3 Satisfaction from answers of phone-in programme 19
1.4 Respondents satisfaction with duration of Baat Pate ki programme 20
1.5 Respondents opinion about the Title Song & Style of Presentation 20
1.6 Respondents received any contradictory information on HIV & AIDS 21
1.7 Respondents opinion whether information was repeated too often 21
1.8 Respondents who listen to Baat Pate Ki with other family members 21
1.9 Respondents made call to Baat Pate Ki programm 22
1.10 Respondents written letter to Baat Pate Ki on the basis of education status 23
1.11 Respondents reasons for not writing to Baat Pate Ki Programme 23
1.12 Respondents opinion whether Baat Pate Ki should be re-broadcasted 23
2.1 Percent of Respondents by source of information of Baat Pate Ki
Programme 25
2.2 Percent of Respondents having knowledge of Broadcasted format in Baat
Pate Ki 25
2.3 Respondents knowledge of timing of Baat Pate Ki programme 26
2.4 Respondents aware of differences between HIV and AIDS 26
2.5 Respondents understanding of ‘HIV Positive’ 27
2.6 Percent of Respondents having knowledge of modes of transmission of
HIV 27
2.7 Percent of Respondents having knowledge of methods of HIV prevention 28
2.8 Respondents knowledge of HIV preventive behaviour 28
2.9 Respondents who had heard about STI/RTI 29
2.10 Respondents knowledge of RTI/STI 29
2.11 Respondents knowledge of RTI/STI transmission 29
2.12 Respondents knowledge of RTI/STI symptoms 30
2.13 Respondents knowledge about window period 30
2.14 Respondents knowledge of time period of window 30
2.15 Respondents knowledge of mother to child transmission 31
2.16 Respondents knowledge of relation between TB & HIV 31
2.17 People infected with HIV quickly show serious sign of being infected 31
2.18 Respondents aware of need for re-test for HIV 32
2.19 Respondents awareness of ABC strategy 32
2.20 Respondents opinion about action to be taken by HIV+ person 32
Table No. Name of Table Page No.
2.21 Respondents knowledge about the use of condom 33
2.22 Respondents knowledge of treatment availability of HIV/AIDS 33
2.23 Knowledge about free test for HIV 33
2.24 Respondents awareness of places were condoms are available 34
2.25 Respondents aware of ICTC 34
2.26 Respondents aware of PPTCT center 34
2.27 Respondents opinion of HRG that are at most risk 35
2.28 Respondents opinion about identification of HIV status by looking at a
person 35
2.29 Respondents knowledge about risk of HIV infection in case of RTI/STI
infection 35
2.30 Respondents perception about risk of HIV in community 36
2.31 Respondents awareness about role of physical condition in HIV
progression 36
2.32 Respondents knowledge whether HIV can be transmitted by donating
blood 36
2.33 Respondents misconception of HIV 37
2.34 Respondents attitude eating with HIV positive persons 37
2.35 Respondents attitude towards HIV positive child 38
2.36 Respondents attitude towards PLHAs 38
2.37 Male respondents knowledge of correct condom use 38
2.38 Respondents knowledge about HIV transmission 39
2.39 Respondents reporting individual behaviour level change 39
2.40 Respondents reported visiting STI clinic 39
Executive Summary
HIV and AIDS were unheard in India till 1986, despite the fact that around 20,000 cases
of AIDS were reported worldwide. It was a cause of concern that how India would cope
with the situation having limited medical and research facilities. Requirement of
equipment and medical professionals in adequate number was another problem. Cultural
taboos, poor coordination among health authorities, widespread poverty and lack of
testing facilities were found to be the main hindrances before the Government to cope
with the situation.
In Madhya Pradesh, MP State AIDS Control Society (MPSACS) started functioning from
14th July 1998. MPSACS has been functioning under the Department of Public Health &
Family Welfare, Govt MP and is implementing all activities of AIDS Control Programme
in all 50 districts of MP through its Health Managers, and Medical Colleges and NGOs.
Media works as a catalyst in the process of development and creating awareness. Apart
from the use of other modes of communication among the rural community, Radio was
considered to be the most effective channel. Baat Pate Ki programme was started from
all the 14 stations of All India Radio in MP in 1998 by MPSACS. The programme was
designed, produced and broadcast by AIR whereas MPSACS extended all possible
assistance in the process. Background material, experts‟ advice and even the sponsorship
was provided by MPSACS.
It is in this context that UNICEF commissioned process documentation with Indian
Institute of Development Management (IIDM) titled: „Process documentation of Radio
Programme Baat Pate Ki‟. The study was conducted in four districts of M.P.
The programme is broadcast to create mass awareness in the society about STI, HIV, its
prevention, control etc. Initially the programme was broadcast thrice a week in three
different formats; one of them which have now been stopped is docudrama. The other
two formats that are still being used are the live phone-in and listeners‟ letters. The
selection of these formats has been done with the sole purpose to involve the listeners
directly. In these programmes the listeners are in direct contact with the experts sitting in
the studios.
The main objectives of this study as set after consultation with UNICEF are:
1. To find the status of recall and retention of format/ contents of the programme.
2. To assess the quality of the programme like timing, contents and production
process.
3. To study the impression of the programme broadcast over the beneficiaries on the
knowledge and attitude in respect to the risk practices vis-à-vis HIV/AIDS
4. To suggest tool for concurrent monitoring.
5. Areas to improve upon - Recommendations
Methodology & Sample Size
Desk study on the subject was completed first followed by sampling.14 stations of
AIR are covering almost all the 50 districts of MP. It was decided to collect data from
four districts of MP, based on the prevalence of HIV/AIDS to get equal representation
of the state. Hence, Mandsaur, Balaghat, Dewas and Sidhi districts were selected for
data collection. Out of four, first three are “A” category districts (High prevalent
districts) and fourth is a remote one.
The selection of respondents was based on listenership of the programme for which
AIR‟s audience research unit was consulted. A sample of 150 listeners from each
district was selected of which 50 were from urban and 100 from rural area. Thus a
total sample of 600 listeners was drawn from four districts for interviewing. While
selecting the respondents, efforts were made to maintain equal proportion of female
and male respondents (300 each) but finally 61% males & 39% females could be
interviewed.
Data collection tools were developed incorporating various issues concerned with the
objectives of the study. A workshop was organized where representatives of AIR‟s
audience research unit and production team of Baat Pate Ki, IEC/MPSACS and
UNICEF were present to finalize the research tools and research methodology.
Thereafter, a training programme was organized for all the members of the team,
including tabulators, data collectors, and field workers in addition to the
representatives of various institutions. The recordings of the programme were
replayed, before the members to determine the objectives, subject matter, presentation
and contents of the programme for which survey was to be taken up. The teams then
were sent for data collection.
The data thus collected was verified, edited and data entry was done. The qualitative
data and tabulated was analyzed, interpreted and report was drafted.
Profile of the Respondents:
Out of the total respondents 61% were males and 39% were females. The study
focused on the age group from 15-45 years. The average age of the respondents was
30.4 years. However, maximum 55.5% were in the age group of 21-40 years. So far
as the marital status is concerned, 70.2% were married respondents.
Most of the respondents were educated; however 13.3% were non literates. As high
as 48.5% of respondents had not completed standard 10th.
Process Documentation of Baat Pate Ki
A change in trend in the type of questions being asked by the listeners has been
observed from the content analysis. Listeners are now taking the issue more
seriously than ever before. The queries that generally come up are related to
causative factors. Some of the major findings from interviewing listeners about
the programme quality are:
The main objective of the programme was to solve the problems of listeners,
provide knowledge and accurate information about HIV/AIDS. 96.9% rural
and 89.4% urban listeners were satisfied with the answers.
As high as 95.3% of the respondents were satisfied with the style of
presentation of the programme in all the four districts.
Though most of the respondents were satisfied with the title song and style
of presentation (song 95% and style of presentation 95.3%), only 40.2%
were satisfied with the duration of the programme and indicated that the
duration of the programme be increased.
On the question to assess the level of hesitation due to the cultural taboo, the
respondents, 87.2% male and 72.9% females were listening to Baat Pate Ki
programme without hesitation. This is major achievement of the BPK
programme.
Respondents were in favour of re-broadcast of the programme (69.3% male
and 77.3% females) in the morning.
From the producers of the programme we came to know that the programme
sponsored by MPSACS is an in-house production of AIR. All the jingles played,
subject experts to be invited etc. are provided by MPSACS. Time to time information
about new innovations in the field of HIV/AIDS is given to subject experts to be
delivered on AIR. However, the topic of discussion of the programme is not
discussed in advance. The production team reported to have enough facilities and
infrastructure required for the smooth production and dissemination of the
programme. A general script is prepared for the programme which takes around 30
minutes to 1 hour. The listeners letter format of the programme is pre-recorded in the
and then post production editing is done for around 1hour to 1 hour 30 minutes before
the programme is relayed on all the 14 stations at its set time slot. On the contrary,
phone-in programme is live with no scope of post production editing. The producers
too like the listeners of the programme wanted that the duration of the programme be
increased to at least 45 minutes and also that it would be better to broadcast the
programme in docu-drama format incorporating interviews with PLHAs to make the
programme sound more interesting to the listener‟s ear.
Subject experts too feel that the duration of the programme be increased so as to
incorporate a short 5-10 minutes talk by the specialist that can provide capsule
information to the listeners. They also held the view that the expert invited to talk on
AIR should be selected after fair scrutiny and should be well trained about aspects
related to radio communication. Filtration of the queries coming up in the phone-in
programme at AIR level should be checked and be more objective. There should also
be some preparation for the programme at the AIR level. The specialists coming in
the programme should be well trained in various aspects of radio communication so
as to maintain the consistency of the message being delivered to the common man.
Findings & Recommendations
1. The objectives of the programme Baat Pate Ki have been achieved to a large
extent.
2. The time of broadcast selected is peak hours for listening when a listener is
free from day-to-day work (between 8.00 p.m to 8.30 p.m., twice a week,
Saturdays and Thursdays).
I) Status of recall and retention of format/contents of the programme
The phone-in programme and listeners‟ letters format has been found to be
the most popular format about which 84.1% listeners are aware. Knowledge
of the phone-in format is maximum i.e. 94.3% in Mandsaur district.
95% of respondents could successfully recall and were satisfied with the
title song of the programme.
Around 81.2% of the respondents were aware about the day and time of
broadcast.
II) Impression of programme over beneficiaries (KAP)
A) Knowledge
A large number of respondents were aware about the causes of transmission
of HIV virus. 95.1% were aware that the unprotected intercourse with the
infected partner might be the cause, 85.8% indicated that the transmission
from infected mother to child. 85.8% indicated blood transfusion while
opinion of 90.5% was caused by sharing of syringe with infected person.
The findings are encouraging in this regard.
More than two-fifth (41.4%) respondents had complete and correct
understanding of the term „HIV positive‟.
On the questions about the causes of spreading RTI/STI, 28.8% respondents
indicated that unsafe sex is the main cause. 19.6% mentioned lack of
personal hygiene. 19.8% were of the opinion that infected blood transfusion
is the main reason.
Small number of respondents was aware about the Window Period before
the disease is tested. Only 4.7% respondents were aware about the window
period.
91.0% of the respondents expressed the use of condom to prevent HIV
infection. Less than one-third (31.4%) were of the opinion condoms prevent
STIs. Around 65.5% indicated that it is a temporary method for family
planning.
Only 40.2% respondents were aware of ICTC in all the four districts.
Awareness about the PPTCT centres among the respondents was only 8.8%.
B) Attitude
45.4% respondents indicated that truck drivers and 39.9% considered
female sexworkers as high risk groups.
Baat Pate Ki programme created awareness among the society (73.0% of
the respondents were aware) that there would be no harm in eating with
HIV positive patient.
When asked about the extent of risk of HIV infection, 8.2% male and
28.4% females observed their community at High Risk and 71.4% thought
that keeping oneself in good physical condition can help slow down the
rate of progression of HIV into AIDS.
Similarly when asked, how to behave with a HIV positive child in school,
89.1% responded that the child should be treated like any other normal
student.
Around 92.0% males and 94.2% females respondents responded that
PLHAS should be treated equally in society.
C) Practices
On the questions about the impact on individual behaviour. 16.1%
reported to have tested themselves for HIV after listening to Baat Pate Ki.
43.2% started using condom whenever required. 4.7% had gone to ICTC
for condom and 34.8% encouraged others to use condom to avoid
infection from HIV/AIDS or RTI/STI.
Only 15.9% male and 4.4% female listeners of Baat Pate Ki programme
visited STI clinics after listening to the programme.
Recommendations derived from the findings
Based on the conclusions derived during the documentation process and opinions of
listeners, producers and subject specialists, following are the key recommendations made
by the research team:
1) The programme duration be increased to at least 45 minutes and a straight talk of
10 minutes duration by the subject specialist be incorporated in the beginning.
2) Contents of the programme be revised taking in view the socio-cultural
environment to create more understanding and better retention.
3) A training course of 50 minutes duration be organized for a selected pool of
subject experts who would then be experts in communicating in live-programmes.
This would also help in maintaining consistency of the message being delivered
on AIR.
4) Filtration of queries coming up in the phone-in programme should be checked.
There should be preparation at the AIR level to let such queries come up.
5) To include more and more listeners the programme should be re-broadcast in the
morning time and also the benefits of cross media publicity be availed.
Chapter -1
1.0 Introduction
Mass media plays an important role in creating mass awareness about socio-economic
issues. Now a days various modes of communication are being used for the process of
social development i.e.TV, Radio, News papers, hoardings, seminars etc. However, a
remarkable fact emerges through media research that Radio is the most convenient
medium of communication so far as the process of social development is concerned.
Marshall Meluhen regarded a radio as a hot medium as its impact is instant. Its factors of
mobility, portability and cost effectiveness have made this medium popular in the entire
world.1
Till early 1986, there was no trace of HIV/AIDS in India. Though around 20,000 cases
were reported all over the world. However when first case of AIDS reported in India, it
emerged as a major social and public health issue. It was also observed that in future the
disease may spread in society and number may be multiplied. It was a cause of concern.
According to the latest estimates (NACO, 2006) the national prevalence rate for
HIV/AIDS is 0.36% and it accounts for 2.47 million PLHAs. Now it is 2.5 millions. The
disease was restricted to high risk groups in certain hot spots. The states of Maharashtra,
Karnataka, Tamil Nadu. Andhra Pradesh, Manipur and Nagaland have emerged as the 6
high prevalent states. Both government and donors focused on these states with certain
large scale prevention programs. Today the epidemic has spread to the general population
and is widespread over different parts of the country. A total of 156 districts have been
categorized as high prevalent and 39 as B category districts. Madhya Pradesh has 5A
category districts (Indore, Mandsaur, Bhopal, Dewas and Balaghat) and is now classified
as a vulnerable state.2 The location of the state being in the central part of the country
with a transit point for migrants traveling across the country, huge network of national
highways & railway junctions make it vulnerable to HIV. The low female literacy rate,
high migration, regular droughts, high unemployment increases people‟s vulnerability to
HIV.
The situation was alarming. The Govt. of India also accepted that a comprehensive and
planned approach is necessary. In 1992 National AIDS Control Organization (NACO)
was constituted under Ministry of Health and Family Welfare.
2.0 Madhya Pradesh State AIDS Control Society (MPSACS)
Govt. of M.P also started taking care in this regard. MP State AIDS control society was
constituted on 14-7-1998 under the Department of Health and Family Welfare to take
policy decision for effective implementation of AIDS control programme in the state. Its
activities are spread in all the 50 districts of the state. MPSACS is an autonomous body
funded by NACO.3
2.1 Main Activities of MPSACS for communication: 4
1- To reduce blood transmission of HIV.2
2- To implement testing of Hepatitis „C‟ as the 5th mandatory test for blood
screening.
3- To set-up one modern blood bank, upgrading major blood banks, setting District
level blood bank in uncovered districts, promotion of voluntary blood donation.
4- To increase awareness level among the youth and those in the reproductive age
group.
5- To monitor existing targeted intervention projects and to award new Intervention
project among high risk groups through NGOs
6- Promote use of condoms among high risk groups and general population through
free supply and social marketing of condoms and ensure STD care through routing
STD clinics. The strengthening of STD clinics is also to be emphasized.
7- To conduct family health awareness campaign among general population provide
medical advice and provision of drugs for STDs.
8- Promotion of voluntary counseling & testing facilities across the state.
9- To conduct sentinel surveillance in high risk and low risk group of the population.
10- To ensure inter-sectoral co-ordination for expansion of AIDS control activities.
Information Education and Communication has been an integral and important
component of the National AIDS Control Programme in MP. The IEC strategy of
MPSACS is based on the communication needs assessment studies conducted in the
state. Media is being utilized to disseminate messages to the illiterate and rural population
in particular. The main focus is on behaviour change communication alongwith creating
awareness. As a part of IEC strategy, Baat Pate Ki programme was sponsored by
MPSACS.
3.0 Baat Pate Ki Programme
Taking in view the severity of the situation, socioeconomic and geographic conditions of
the state, the MPSACS introduced „Baat Pate Ki‟ programme in 1998. Baat Pate Ki is a
phone-in radio programme that receives almost 400 letters a week from its listeners. It
airs every Thursday and Saturday on 14 AIR stations across M.P. between 8.00 p.m. to
8.30 p.m. Hundreds of programme listeners call-in on Thursday with questions regarding
HIV/AIDS that are then answered by an expert panel comprising doctors, a psychologist,
a nutritionist, a child specialist, professors, educators and journalists. On the Saturday
show, listeners who have mailed in their queries about the disease, such as “How does
AIDS spread? How do you recognize symtoms of HIV/AIDS” receive answers to their
questions. Thus, the programme is being broadcast in two formats:-
1. Phone-in programme at 8.30 p .m. on Thursday for 30 minutes.
2. Letter reply on Saturday at 8.00 p.m. for 30 minutes.
4.0 The main objectives of the programme are:
1- To increase awareness among those who are in reproductive age by making them
aware of implication of HIV/AIDS and providing them information on how to
protect themselves from infection.
2- To reduce the chances of transmission among poor and marginalized section of
the society.
3- To inform about the spread of infection of HIV among general population by way
of blood transfusion, unsafe sex, unsafe syringe etc by way of information
programme.
4- To provide information about ICTC, PPTCT, STD and testing centers.
5- To motivate them for testing and to come out from for the traditional and cultural
taboos, avoiding shyness.
6- To stop discrimination to PLHAs in the society by creating mass awareness.
7- To reduce the spread of STD, by way of frequent broadcast.
8- To promote use of condom.
9- To maintain regular dialogue between the experts and listeners through phone and
letters to solve their problems, at the earliest.
10- To maintain two way communication between experts and the people to provide
accurate information instantly, at their doorsteps.
There are four primary channels and minimum local FM channels.
Primary Channels:
Bhopal, Indore, Gwalior, Jabalpur, Chhattarpur
Local FM Channels:
Rewa, Sagar, Shivpuri, Shahdol, Betul, Guna, Khandwa, Balaghat, Chhindwada.
After discussion with UNICEF it was decided to collect data from 4 cities/towns.
Chapter -2
Methodology
1.0 Introduction
In any communication intervention the documentation is very important
component. The process documentation is an important tool in replication of the
intervention and for its sustainability. The process documentation of Baat Pate Ki
radio programme and assessing the impression of the same on the listeners was
carried out is described in this chapter.
2.0 Objectives of the study
The following objectives for the process documentation were finalized in consultation
with UNICEF.
1- To determine the status of recall and retention of the format/contents of the
programme.
2- To assess the quality of the programme, in respect of timing, content of the
programme and the programme making process.
3- To study impression of the programme on the knowledge and attitude of the
listeners with respect to the risk practices vis-à-vis HIV and AIDS.
4- To develop a tool (including software) for concurrent monitoring based on the
review of the existing monitoring mechanism.
5- To provide vital recommendations for programme effectiveness.
6- To understand documentation of process
To meet the objectives of the study, a systematic research design was developed. The
research tools and methodology were first drafted by IIDM and were finalized in
consultation with research and media experts and other stakeholders of the programme.
The research design and methodology adopted has been explained, in detail hereunder:
3.0 Finalizing the objectives of the study and Desk research:
In order to develop the framework of the study, communication experts listened and
reviewed some recorded tapes of „Baat Pate Ki‟ radio program. This helped in
determining the contents, technical validity, relevance, appropriateness of each of the
program. This process was significantly helpful for us to identify topics and issues that
have generated interest and those that need further strengthening. An important aspect of
this step was to look at ways of strengthening the question answer sessions and increasing
the number of listeners.
The desk study included available literature and different studies carried out on the
subject. This helped in selecting the indicators for the study.
While listening to old recordings & analysing the programme, IIDM tried to document
the process of total communication cycle from need identification to script writing,
production and finally broadcast of the programme. This document may also be helpful in
mounting, planning and production of similar developmental radio programme in other
states. This documentation may also help the replication of the same in other stations or
in other development programmes.
4.0 Indicators to use:
By using the indicators identified earlier, the draft data collection schedules & checklists
were developed. For this purpose a workshop of stakeholders & communication experts
was organized at IIDM Bhopal. In this workshop the main parameters for study and the
research tools were finalized. The district media officers, MPSACS officers, Resource
persons, AIR officers, UNICEF officers, communication specialists and some listeners
were also invited to contribute in the discussions. Even some of the programme officers
dealing with the production & broadcast of this programme were invited to participate.
During this workshop the responsive evaluation was carried out to find out the responses
of the stakeholders. The project team discussed with these stakeholders and asked them
what they had to say about the radio programme that was positive (as they claimed), and
what concerns they had about it. The project team first listened a sample of a few
selected episodes of the radio programme „Baat Pate Ki‟ to get an idea of the contents
and format of the programme. For this purpose the CDs of the earlier recordings and
sampled letters of the audience from AIR Bhopal were obtained. Different stakeholders
had different claims and concerns, about the consensus of radio programme, and the
issues about which people disagreed in „Baat Pate Ki‟ episodes broadcast earlier?
The discussions with the programme designers were also carried out separately to know
the indicators.
5.0 Sampling:
The multistage sampling was done.
5.1 Selection of Districts In all there are 50 districts in the state. For the purpose of this study a total of 4 districts
were selected.
5.2 Selection of blocks
In each selected district, the list of letters from audience was examined. These were
segregated block wise. Those blocks with highest number of listener queries were
sampled for data gathering.
Thus, if in a particular sampling unit the numbers of radio listeners were less than 50, the
remaining listeners were selected from the neighboring villages.
5.3 Selection of villages
Cluster method was used. The first village was randomly chosen. The respondent who
were the regular listeners of BPK were chosen for interview in that village. The
snowballing method was used until 50 respondents were interviewed from the selected
village and the nearby villages to complete the sample size of 50 from the block.
6.0 Data Collection Instruments:
The research tools to measure the impact of the programme on the target audience in
terms of contents, presentation, format, language, instant reactions, timing, duration etc.
and to assess the reach of the programme, recall of information/ messages given, opinion
about programme etc. were designed. These research tools also incorporated the
components to assess the awareness about HIV/AIDS & STD issues like modes of HIV
transmission, preventive methods, and testing. Change in behavior at the individual level
towards safe sex, stigma & discrimination, myths and misconceptions about HIV
infection were also measured.
The research tools along with the research methodology were finalized in a workshop
involving experts of the communication, HIV/ AIDS and key stakeholders The following
instruments were developed and used:
1) Audience Schedule
2) Checklist for interviewing production team
3) Checklist for Media personnel like IEC Officers at MPACS &
district level.
4) Checklist for Subject Experts
While using qualitative tools several FGDs were conducted among audience and in-depth
interviews were taken with PLHAs.
7.0 Developing an outline for the Study report:
The outline of the report was prepared in consultation with UNICEF and MPSACS
officials. This included a detailed chapterization plan.
8.0 Tabulation Arrangements
The main focus of the study is on the process documentation. Therefore, we have used
only key related findings in the tabular form. The tabulation plan was chalked out after
collection of data. As the research was based on qualitative as well as quantitative data
collection techniques, adequate number of tables was generated.
9.0 Training of Investigators & Collection of data
The field investigators were selected and trained in data collection techniques. The
training imparted was very thorough aiming to deploy qualitative data collection
techniques. Each team had one Research Officer and two investigators for each district.
These teams were imparted intensive training on basic concepts of HIV/AIDS and tips to
collect the data as per research tools. Representatives from UNICEF and MPSACS and
Mr. B.N Goswami, Media Specialists directly interacted with the trainees. After training,
the teams were sent to the field to collect the data as per the sampling plan.
A variety of entertainment and educational programmes are broadcast on different Radio
Channels today, hence it becomes difficult to recall the contents of a programme unless
its contents are presented in a unique manner which is catchy for the listener‟s ear. Each
investigator was given a tape recorder with selected pre-recorded cassettes of Baat Pate
Ki‟s title song which they played and asked the respondent if he/she had ever heard that
title song on radio. This helped the listeners to recollect if they had ever heard Baat Pate
Ki on AIR. The data was collected as per sampling criteria described above.
10.0 Verification and entry of data collected from the field
The data collected was edited in the field by the senior members of the research team.
Before entering the data in to the computers, schedules were edited at the Institute level.
The data entry programme was prepared by incorporating the logical checks in the programmes for blocking the illogical data from acceptance.
11.0 Develop a tool (including software) for concurrent monitoring
based on the review of the existing monitoring mechanism
The current monitoring processes and tools were studied. Feedback from persons
responsible for producing the radio programme and subject experts was taken with the
help of checklists. Monitoring, at different levels, was carried out and ensured that
information was captured at each level.
12.0 Analyze, interpret and report writing
The qualitative data & the tabulated data was then analyzed and interpreted and report
was prepared. The draft report was submitted to the UNICEF for review. Reporting the
results and findings of the survey of all that aspects and issues sought to be addressed in
the research objectives were discussed. Based on the findings of the study the
recommendations were included in the report.
Volume of Data:
Respondent District State Level Remark
Target Audience
Schedule
150 600 Responses
FGD 2 2 Responses Only 2
could be completed
Producers/ Anchors - 2 Feedback &
Opinion
Programme
Conceptualizer
- 2 Audience Feedback
& Designing criteria
Sr. Programme Officers
of AIR
- 2 Audience Feedback
In-depth interview of
PLHAs
2 - Only 6 could be
organized
Subject Experts
involved in the
programme
-
6
13.0 Limitations of the study:
1) While collecting data the women listeners were not available for interviewing as
planned in the study.
2) The programme recordings and letters were not stored/ maintained by either AIR or
MPSACS. This has forced us to reduce the sample size during desk research
3) To find out the sampled respondents in the urban conglomerates was difficult as many
of the persons neighboring Bhopal, Indore, Jabalpur and Gwalior have switched over to
TV and FM channels.
4) The records are not maintained as the programme is an in-house production of AIR, it
was difficult for us to collect required secondary data.
5) Many of the subject specialists could not be interviewed due to their busy schedules.
6) The documentation regarding the history of the programme, its philosophy and strategy
were also not available to us as there had been changes in the job allocations of the
persons who were associated with the programme in the beginning.
Chapter 3
Process Documentation of Baat Pate Ki
1.0 History of Baat Pate Ki
In 1997, a radio programme on AIDS awareness was initiated among truck drivers named
Rahi Matwale wherein anchors from AIR used to go with telephones and interview truckers
on national highways. As back in 1997, this issue was not discussed freely on AIR because
of fear of social acceptability. Therefore, the time of the programme was slotted late in the
night from 11.10 p .m to 12.10 a.m. This programme was awarded National Award. Dr. R.
Shridhar was behind this idea.
IEC Cell of MPSACS has been trying to create awareness by using different
communication modes like pamphlets, CDs, books, journals, articles, jingles, TV
Advertisements etc. MPSACS too thought of investing into an idea wherein the message
can be delivered to the rural poor at their doorsteps. Different ways to do so were
considered by MPSACS. It was realized that radio is one medium by way of which
messages can reach to the most secluded and difficult regions in the most economic way. It
was then decided to start Baat Pate Ki. Initially, in a week 3 programmes of Baat Pate Ki
were being broadcast on AIR. The format of the programme was docudrama involving
artists who played the role of doctors and general population. In those days people used to
think the programme to be a marketing strategy for promoting condoms and used to take
the topic of HIV/AIDS very lightly.
But the scenario has now changed along with a change in the attitude of people. Also, the
listeners have become more open now. They generally reduce the volume of their radio sets
before connecting on phone. They started taking the topic more seriously now. They are
now trying to fish out other than the 4 reasons told for spreading HIV/AIDS, the 5th reason
by way of which the virus can be transmitted from one person to another. It is also
observed that now-a-days sensititvity to specific words is decreasing. Trend of questions in
the letters received by AIR has also been changed.
At present the programme is relayed twice a week on every Thursday and Saturday on 14
AIR stations across M.P between 8.00 p.m. to 8.30 p.m. The format of the progrmmes
relayed these days are phone-in and listeners‟ letters format. The programme receives
almost 400 letters a week from its listeners. Hundreds of programme listeners call-in on
Thursday with questions regarding HIV/AIDS. The programme has spread very widely
even to other states. The listenership has crossed the State boundaries. They come from
neighbouring districts of Rajasthan, U.P, Maharashtra, Gujarat & Chattisgarh. Even the
demand for such programmes is raised by them in their states. But only 10-12 can be
answered by an expert panel comprising doctors, a psychologist, a nutritionist, a child
specialist, professors, educators and journalists. On the Saturday show, listeners who have
mailed their queries about the disease, such as “How does AIDS spread? How does one
recognize symptoms of HIV/AIDS” receive answers to their questions. Here also 10-15
letters only can be answered.
2.0 Production process
Baat Pate Ki programme is sponsored by MPSACS and is produced by AIR. It is an in-
house production of AIR wherein all the advertisements and resource persons are provided
by MPSACS. Even the subject matter and the topics of discussion are decided in
consultation with members of MPSACS. This programme was started in 1998 and has been
quite successful in its mission of creating awareness among the masses on issues like
HIV/AIDS, STI/RTI etc.
2.1 Production process of live phone-in programme
This programme was observed by IIDM and discussions with the production team were
held. It was observed that the live phone-in programme is directly relayed on all 14 stations
of AIR. The show goes on AIR with a brief introduction by the anchor sitting in the studio
while the calls start pouring in and they are first attended by the operator who gets these
calls on console. The caller has to hardly wait for 30-40 seconds before the call is
transferred in the studio for the resource person available to answer the query. There is a
break of 180 seconds. After 15 minutes in which a jingle related to HIV/AIDS awareness is
played to re-inforce the message. After the break, the calls are resumed and listeners‟
queries are answered. It is sometimes observed that the questions are filtered during the
programme as AIR members are not comfortable with the language the query is being
asked by the listener. Specialists however feel that it is an opportunity for them to answer
and clear doubts of the general population on such questions. This should be checked.
2.2 Production Process of Letter Format
First of all, the topics for discussion in a particular episode are decided and the scripts are
prepared accordingly based on the letters received by AIR from the listeners in a particular
week. It is tried to include all the letters, for which the questions of different letters
containing the same type of questions are often clubbed. The subject expert is invited to
answer the letters and the rehearsal for the delivery is also done before production of the
programme. Therefore, this programme has advantage over the other formats. The
programme is recorded on CD in the studio itself for the entire programme of 30 minutes.
duration. Post production editing of the programme is also done by the anchor which takes
approximately 1hr. to 1hr.30mins. One break between the programme wherein popular film
songs are also inserted to withhold the interest of the listeners during post-production
editing of the radio programme. Hence, a final shape is given and the CD is then played on
AIR on the scheduled time.
3.0 Findings on Production Process
When the producer and anchor of the programme BPK were interviewed, many points
related to the input, content, format, production and programme promotion issues came to
the forefront. It was also observed that AIR uses their own monitoring system. As the
answers of the queries of the listeners from the resource persons sitting in the studio constitute
the most important part of the programme. It was necessary to take the views of the resource
persons. Their opinions on different issues are also included in between. Some of the key
observations were:
a) Decision for programme objective
Before production of any programme, the objective of communication should be decided in
consultation with the client organization. It was concluded based on the discussion with the
production team that episode-wise they don‟t decide the objectives. In fact, it is audience
driven. It was observed that the objective for the letter format of the programme is decided
based on the listeners‟ queries received by way of letters. The letters are also not channeled
topic-wise. These are responded week-wise as the format lack episode-wise objectives.
b) Script for programme
For every radio programme a script is prepared well in advance for the smooth
dissemination of the programme on AIR. The production team of BPK is in a habit of
writing a general script based on listeners query even for the phone-in format of the
programme. The script of the programme should be written very carefully, keeping in mind
the target audience. For BPK, the anchor himself/herself writes the script of the programme
according to a specific area and its culture for which it takes 30mins to 1hr. for them to
prepare it. They include area specific issues in the contents of the programme which they
collect from other media sources like newspapers, internet, magazines and also from data
provided by MPSACS. The consultations with MPSACS for finalizing scripts are rarely
held.
There is a need to form a group involving MPSACS and a few subject experts to chalk out
the objectives episode-wise. A run sheet need to be prepared on monthly basis and it needs
to be shared with relay stations also. There are no slots created for other relay stations.
Many of the relay stations are having adequate infrastructure. The inputs from relay
stations are negligible today. There is a need to involve them for greater effectiveness.
c) Topic of discussion
A topic of discussion for each episode is generally decided well in advance and the expert
to be invited is also decided based on the topic. But in case of Baat Pate Ki Radio
programme, the subject/ topic of discussion for a particular day is not decided, especially
for the phone-in programme. In other channels of communication it is observed that 5-10
minutes are devoted to introducing the topic with some necessary comments. But in BPK it
is not known that what kind of queries will be coming up from the listeners end.
d) Contents of the programme
The contents of the programme depends on the objective and more on scripts of the
programme. The weakness was found in both these aspects. The contents of the programme
can not be more effective than the set objectives. However, we obtained opinion about the
contents from the subject specialists and found enough scope to improve on this aspect.
On discussion with the production team of BPK, it was observed that contents related to
past and current local campaigns pertaining to the subject of HIV/AIDS were also included
in the programme. Production team makes sure that the government policy doesn‟t conflict
with the messages promoted by their campaign. During discussions with the subject
specialists and even in content analysis, we did not find any content violating the
government policy or norms.
4.0 CONTENT ANALYSIS
A total of 88 letters from the four sampled districts, Balaghat, Dewas, Mandsaur and Sidhi
were collected from AIR and MPSACS out of a pool of 700 letters that were available from
all over MP with both the organizations. Only 88 letters could be selected against the
planned sample size of 300 letters from all the letters received during the last 5 years. It
was observed that AIR is not maintaining the records of all the letters received from the
listeners year-wise. Same was the case of audio CDs. The reason behind this was told that it
was a sponsored programme for which AIR didn‟t keep records. Therefore only 2 CDs of
the letter format of the programme and 2 CDs of the live phone-in programme were made
available to IIDM for the study. Content analysis was then carried out based on the data
made available to IIDM. The findings are given below. Table below describes the types of
queries under broad headings as observed in the sampled letters.
Table 1.1
Content Analysis
Types of queries related to No. Of Letters
Knowledge 29
Causative Factors 18
HIV/AIDS prevalence 12
Programme process 8
Signs & Symptoms 4
Prevention 3
Cure 2
STI & ART information 2
Window Period 1
It was observed that cause related questions from the listeners basically comprised of
listener‟s doubts about what are the various factors by way of which one can get infected
with HIV/AIDS. These questions included doubts about how did the AIDS virus gets
transmitted from monkey to man and can a person get infected by way of monkey bite?
There were many other questions related to spread of HIV through barber‟s blade, tattoo
making machine etc.
Various topics covered under knowledge related questions and those asked by listeners in
phone-in programme include:
1) Difference between HIV & AIDS
2) Full form of HIV
3) Re-test of HIV
4) Difference between TB & HIV
5) How long should HIV positive person take medication
6) AIDS calendar
7) Knowledge about any book on AIDS
8) When and how AIDS reached India
9) Can the 3rd
generation of HIV positive person have AIDS?
10) Can AIDS test be done in private hospital?
11) Which was AIDS first state in India where first case of AIDS was detected?
All such queries from the listener‟s end prove that the listeners who regularly tune in to the
programme had wide knowledge of the subject. Trend shows that listeners by now have
good knowledge. So they are now thinking more on the topic and coming up with queries
of different types related to whether the factors causing HIV/AIDS or information on topics
like Window Period, STI/RTI, ART etc. which is a positive sign depicting that the listeners
are now talking freely on the topic and are coming up with their queries more frankly.
Programme related points that generally come up in BPK are listeners‟ requests for:
1) Increasing programme duration from 30mins. to 1 hr.
2) Starting BPK on FM Bhopal as well
3) Broadcasting programme thrice a week
4) Repeating address often during the programme
5) Telling phone number slowly and in Hindi
All these observations indicate that listeners liked the programme. This also indicates need
for evolving new changes in the contents given in the present formats as these have come
to a level of saturation. In the life cycle of any communication format the saturation points
do come. So is the case with this format now. There is a need to modify the format to retain
the present listeners and attract more listeners needing guidance and awareness on the
subject.
5.0 Format of the programme
There is a wide range of formats that can be used for communicating vital
messages on AIR depending on the level of understanding and interests of
the target audience. The producers of the programme were satisfied with the
present format of the programme. However, they think that they can decide
different formats to be used for various topics which they are not doing at
present. They suggested including straight talks, interviews with High Risk
Groups, feature drama and docudrama with success stories to make the
programme more appealing. Even the PLHAs can be used to speak their
experience/ story on AIR if they agreed to participate. This way modify the
format. The specialists too suggested modifying the format by starting the
programme with a talk of at least 10 mins. duration on varied aspects related to
the subject of HIV/AIDS like Blood donation, testing centers, ART, RTI/STI
etc.. This would help them to provide capsule information to the listeners as
they feel that whatever information they are willing to deliver and share with
the common man is not effectively being delivered by way of the existing
formats of the programme.
6.0 Production related issues
Production process begins from the invitation letter being sent to the subject expert and
ends when the programme is broadcast on AIR. In between there are many steps. The
opinions of the production team were obtained on these issues :
i) Selection of specialists
The production team coordinates with MPSACS to get the resource persons on
AIR. It was opined that the production team needs some liberty to select the
resource persons. It can be noted here that the same suggestion was obtained
from the resource persons as well that the resource persons be selected very
carefully and after a lot of scrutiny. It was noted while analyzing the recorded
programmes that the subject specialist was not aware of the latest developments
in the subject at one hand and on the other was not sensitive to the needs of
radio communication and rural audience. Therefore, there be a panel of
experienced speakers/ specialists.
The opinion of the specialist on the same was as follows:
Selection of the resource person to be invited should be done after a lot of
scrutiny. The ones having good public communication skills as well as
technically sound knowledge of the subject should be preferred.
ii) Training of the specialists
The resource persons who are invited first time to speak on AIR are
generally provided with some tips on how to speak on AIR from the
production team. It was opined that they were not provided with any formal
structured training for this. The letter format of the programme was
normally rehearsed for around 1hr. But no rehearsal was done for the
phone-in format of the programme. Some of the resource persons also
suggested creating a pool of 20 doctors who should be given 2-3 days
training on communication skills or be given some refresher course training
in a structured way including some technical training to speak on AIR. It
should be then made sure that the specialists invited on the programme
should be members from the same pool so that there is consistency of
messages that are being delivered to the community.
iii) Opinion about effectiveness of the programme title
Producers of BPK feel that the title „Baat Pate Ki‟ is apt in fully communicating
the message expected from any title. Thus they were fully satisfied with it. Key
messages in the form of jingles or otherwise are often repeated during the
programme for better retention. BPK programme was able to answer 10-15
queries from the listeners in a slot of 30minutes. broadcast. The production
team suggested that the duration of the phone-in programme be increased and
that of the letter format of the programme was sufficient.
iv) Programme schedule
As BPK was sponsored by MPSACS, the broadcasting schedule of the episodes
of BPK was prepared in consultation with members of MPSACS itself. Ever
since the programme has been started, the timing of broadcast has been changed
several times. The run sheet for a span of one month be prepared and shared
with the relay stations and with MPSACS and Dept. of Health and Family
Welfare at district level also. Suggestions from specialists to improve upon the
efficiency and effectiveness of the programme included the following points:
The duration of the programme should be increased to 45mins. at least if not
1hr.
The programme should be thought of being broadcast in the morning time to
increase the number of listeners.
v) Production
The entire team of production of BPK consists of the announcer, console
operator, producer and other technical staff. Calls from the listeners are attended
first by the operator through the console. It was also concluded that the
production team has sufficient equipments, facilities and studios for the
production. It takes around 1hr. for post production editing of the letter format
of the programme but the phone-in programme is live. Specialists suggested
that Baat Pate Ki should be started to broadcast on local FM channels too to get
new type of questions as the listeners of these FM channels are a different section
of society. One point that came up here was that filteration of queries coming up in
the phone-in programme at the level of the AIR production team should be
checked. Specialists observed that there are some queries that they feel are an
opportunity for them to answer but sometimes if the AIR members are not
comfortable with the language used by the listener to ask the query, the query is
omitted and such questions are not able to come up. For this, some preparation at
AIR level should also be there. They also thought that all the specialists should try
and answer the queries in local/popular language rather than using technical
language or lecture type monologs in order to popularize the programme.
g) Programme promotion In the present scenario, just producing the best is not everything. Marketing is
equally important. For programme promotion, the advertisements to attract the
audience for the programme Baat Pate Ki, are not designed by the production
team. They play what is provided to them by MPSACS. It is generally one
simple message or a tightly packaged music jingle. At present they use only
micro-phone and a bit of cross media publicity for the programme promotion of
BPK.
7.0 Issues related to Subject Specialists:-
Some of the other processes related to the production of the programme from the specialists
point of view were:
a) Invitation to specialists:
Most of the resource persons interviewed were associated with Baat Pate Ki for the past
5 years and have been invited to speak on AIR more than 20 times. They are invited by
way of a formal letter and a telephonic call for invitation (in case the letter gets
delayed) by MPSACS or AIR. Some of the resource persons who have been associated
for a long time with the programme are invited by telephonic message. AIR production
team reminds the resource persons to be present in time. The specialists opined that
often they are able to reach the studio in time.
b) Preparation for the programme events:
The resource persons are generally not made aware of the topic of discussion before
recording. However, if MPSACS has launched some new service or any new campaign
pertaining to the subject, it is told to the expert to include it as a topic during the
broadcast of the programme. The experts opined that sufficient time should be given for
preparation. No reading material/ guidelines on the topic being discussed are provided
to the specialists. However, they suggest that some general instructions regarding the
Dos and Don‟ts be given along with the invitation letter. Also, information regarding
some sensitive issues/ topics be given to the specialists and tips on how to deal with the
same on AIR. Current data sheets to help answer the queries of the listeners are now-a-
days given to the experts. Before the programme begins, no time is given to the
resource persons in the studio to rehearse for the programme. Only some specialists
were provided training on mike handling and meetings / workshops.
c) Responses by Specialists during broadcast/ recording:
Mostly specific and to the point answers are delivered by the resource persons against
the queries raised by the listeners. But on an average it takes 1-2mins. to answer a
particular query and rest it generally depends on the question asked by the listener. The
resource persons were asked if they tried to modulate/ modify their dialect while
answering the queries depending upon the dialect of the listeners asking the query. To
which most of the specialists answered that as they do it for very typical dialects. They
generally try to respond in normal hindi language that can be easily understood by not
only the person who has asked the query but also by others who might be listening to
the programme on AIR. It was also observed from the discussion held with the resource
persons that they have never been given any training on speaking skills/dialects etc. to
talk on AIR. However, they agreed that such training and some technical training as
well, should be given at least to resource persons being invited for the first time to
speak on AIR. This should include guidelines as what should not be said on AIR.
d) Feedback on performance of specialists:
It was noted from the discussions held with the experts that oral and generally very
positive feedback from BPK production team is given after the programme to the
resource persons every time they visit the studio. Although, there is no proper channel
through which the specialists are provided with any formal feedback on their delivery.
8.0 Opinions of the audience about Programme Design & Dissemination
The findings from the audience responses with regard to the quality of the programme
covering topics such as timing, content and production process were as follows:
8.1Satisfaction with the present format
It was observed during the study that a large proportion of listeners are satisfied with the
present format of Baat Pate Ki radio programme i.e. 96.6% males and 97.3% females.
Table 1.2
Respondents Satisfied with the present format of Baat Pate Ki program (n=577)
Variables Yes No
Male 340(96.6) 12(3.4)
Female 219(97.3) 6(2.7)
Total 559 (96.9) 18(3.1)
8.2 Satisfaction from answers of phone-in programme
It was also observed that high proportions (93.9%) of respondents were satisfied with the
answers given in response to their queries raised in the phone-in programme. While
96.9% of rural respondents were satisfied slightly less number of urban respondents
(89.4%) were satisfied with the answers of phone-in programme.
Table 1.3
Satisfaction from answers of phone-in programme (n=577)
Types of Respondents Yes No Don’t Know
Rural 340(96.9) 7(2.0) 4(1.1)
Urban 202(89.4) 18(8.0) 6(2.7)
Total 542(93.9) 25(4.4) 10 (1.7)
8.3 Respondents satisfied with duration of Baat Pate Ki
Listens were asked whether they were satisfied with the current duration of Baat Pati Ki
programme i.e. 30 minutes. Around 40.2% of the respondents felt that the duration of the
programme was not sufficient. All those who felt that the time was not sufficient
expressed that they wanted the duration of the program to be increased.
Table 1.4
Respondents satisfaction with duration of Baat Pate Ki Programme
Satisfied with duration No. %
Yes 345 59.8
No 232 40.2
Total 577 100.0
8.4 Opinion about title song and anchor’s speaking style
To know which format of electronic communication attracted the listeners the most,
effort were made to know whether they liked the title song of Baat Pate Ki radio
programme or not. It was observed that 95% of sampled listeners liked the title song and
95.3% were satisfied with the style of presentation of the anchors.
Table 1.5
Respondents opinion about the Title Song & Style of Presentation (n=577)
Title Song of Baat Pate Ki Style of Presentation
Variables Yes No Don’t
Know
Yes No
Satisfaction with
Present Program
548(95.0) 12(2.1) 17(2.9) 550(95.3) 27(4.7)
59.8%
40.2 %
Satisfied with duration
Yes
No
8.5 It was also enquired whether they have ever received any information contradictory to
the information they already had on the subject. To this, 92.0% respondents replied in the
negative. Remaining 8.0% respondents said that earlier they did not have any information
on the subject. On further interrogation it was found that they had certain myths which
were clarified during tuning to Baat Pate Ki.
Table 1.6
Respondents received any contradictory information on HIV &AIDS (n=577)
Received any contradictory
information
Yes No
46(8.0) 53(92.0)
8.6 As the major contents of the programme are based on single topic of HIV and AIDS
awareness, and the programme is being aired for the last 10 years. Efforts were made to
determine whether the listeners were able to maintain their interest in the programme.
Though, the information broadcast is generally the same but it was being presented in
different styles. As high as 89.3% of respondents reported that the information in the
program was not repeated too often.
Table 1.7
Respondents opinion whether Information was repeated too often (n=577)
Information in Baat Pate Ki repeated too
often that creates disinterest in the listeners
Yes No
62(10.7) 515(89.3)
8.7 Listeners were asked whether they feel any hesitation while listening to Baat Pate Ki
with their family members. The findings indicate that a very high proportion of
respondents. 87.2% of males and 72.9% female respondents did not feel any hesitation
while listening to Baat Pate Ki with their family members.
Table 1.8
Respondents who Listen to Baat Pate Ki with other family members (n=577)
Types of respondents No Yes
Male 45(12.8) 307(87.2)
Female 61(27.1) 164(72.9)
Total 106 (18.4) 471 (81.6)
8.8 Made call to Baat Pate Ki
To check the awareness of listeners about the phone-in programme, and how many of
them had themselves made a call to Baat Pate Ki. Only 10.9% of respondents had made
phone call to Baat Pate Ki programme. It was observed that male listener cum callers
were (12.5%) compared to 8.4% female listeners cum callers.
Table 1.9
Respondents made call to Baat Pate Ki program
Called on Baat Pate Ki Yes No Total
Male 44(12.5) 308 (87.5) 352
Female 19(8.4) 206(91.6) 225
Total 63 (10.9) 514 (89.1) 577
8.9 Written to Baat Pate Ki
Overall only 10.1 % of respondents had written letters to the Baat Pate Ki programme. It
was observed from the findings that there was no major difference on the basis of
educational qualifications of the respondents.
12.8%
87.2%
27.1%
72.9%
0
10
20
30
40
50
60
70
80
90
100
No Yes
Male
Female
Table 1.10
Respondents written letter to Baat Pate Ki on the basis of educational status (n=577)
Types of respondents Yes No
Illiterate 10(13.0) 67(87.0)
Upto 8th 13(12.2) 110(87.8)
8th
-10th 3(3.8) 77(96.3)
10-12th 15(12.0) 118(88.0)
12th & Above 17(12.2) 147(87.8)
Total 58 (10.1) 519(89.9)
8.10 Reasons for not writing to Baat Pate Ki Programme
Around 86.3% of respondents were aware of letters format in Baat Pate Ki programme.
Only 10.1% of respondents had participated by writing letters to the programme. Out of
those who had not written letters 71.6% of respondents did not feel the need to write
letters.
Table 1.11
Respondents reasons for not writing to Baat Pate Ki Programme
Characteristics Number %
Don‟t have address 54 12.3
Don‟t know how to write 45 10.2
Didn‟t feel the need to write one 315 71.6
Other 26 5.9
Total 440 100.0
8.11 Re-broadcast of BPK
The demand for re-broadcasting the programme was high among both males (69.3%) and
females (77.3%).
Table 1.12
Respondents opinion whether Baat Pate Ki should be re-broadcasted (n=577)
Types of respondents Yes No
Male 244(69.3) 108(30.7)
Female 174(77.3) 51(22.7)
Total 418(72.4) 159(27.6)
Chapter - 4
Impression of listeners
1. Introduction
Baat Pate Ki radio programme is not simply an electronic production and radio
programme. It was launched as a mission. The production teams and anchors have
worked in uniformity to design the programme in such a way that it not only broadcast
the messages but also mobilize the people for a healthy life and bring change in their
health behavior. The main objective of the programme Baat Pate Ki was to motivate
people for better quality of life. Creativity and innovations are the by-words in the
process of programme designing. Efforts have been made to broadcast the important
messages for mass awareness with full cooperation of local and state level health
authorities. This programme as such has been unique in nature covering the key messages
and has now successfully made its slot. The opinions about the programme suitability, its
duration and the formats adopted in production of the episodes were gathered from the
respondents. These are analyzed and being described in this chapter.
Questions for awareness regarding Baat Pate Ki radio programme were asked from the
listeners of the programme. The schedules were structured in such a way that they
reflected listener‟s opinion regarding:
1. General information about Baat Pate Ki programme
2. Status of live phone-in programme and enquiry through letters programme
3. Satisfaction level with the current format of the programme
4. Status of recall and retention of programme contents
2.0 Recall and retention of formats/ contents of the programme
2.1 Source of Information of Baat Pate Ki:
It was enquired that how the listeners came to know about broadcast of Baat Pate Ki
programme both in the rural and the urban areas. Opinions were also collected from
various other stakeholders. The analysis of their responses is described in this chapter. It
was found that all most all respondents in all the four districts came to know about the
programme through radio itself. It was also noticed that Radio Clubs were most active in
Balaghat as 39% respondents got information about Baat Pate Ki from them. It should be
noted that these were multiple response questions so a respondent could have received
information from more than one source.
Table 2.1
Percent of Respondents by source of information of Baat Pate Ki programme
Characteristics Balaghat Dewas Mandsaur Sidhi Total
Radio 98.4 99.3 100.0 99.4 99.3
T.V. 10.2 6.8 2.9 15.4 9.0
Newspaper 9.4 5.4 0.7 3.7 4.7
Friends & Family
member
20.5 4.7 4.3 9.9 9.5
Health Worker 10.2 2.0 0.7 5.6 4.5
Radio Listeners Club 39.0 - 0.7 4.9 2.4
Total (n) 127 148 140 162 577 * Multiple response possible, total percent may exceed 100 percent.
2.2 Knowledge of Program format of Baat Pate Ki
In Mandsaur as high as 94.3% knew about the phone-in format of Baat Pate Ki followed
by Balaghat (90.6%) Dewas (87.2%) and Sidhi (75.9). Similarly knowledge among the
listeners‟ letter format of the programme awareness was maximum in Mandsaur with
94.3% and least in Sidhi with 75.9%.
Table 2.2
Percent of Respondents having Knowledge of Broadcasted format in Baat Pate Ki
Characteristics Balaghat Dewas Mandsaur Sidhi Avg. Phone in 90.6 87.2 94.3 75.9 84.1
Letters 79.5 87.2 94.3 75.9 84.1
Song 58.3 49.3 24.3 34.0 40.9
Story 29.7 24.0 11.7 14.1 19.6
Drama 11.0 10.1 7.1 9.3 9.4
Any Other 20.5 2.0 1.4 0.6 6.1
Total (n) 127 148 140 162 577 *Multiple response possible, total percent may exceed 100 percent.
2.3 Suitability of timing of Baat Pate Ki programme
During the study, respondents were asked the timing of the programme to check how
many of them were able to recall the exact timing when the programme was broadcasted
on AIR and the results show that 81.2% (34.1% + 23.4% + 23.7%) of them could
successfully recall the exact timings of the programme.
Table 2.3
Respondents knowledge of timing of Baat Pate Ki Programme
Timing Number %
Thursday Eve. 8.00 to 8.30 197 34.1
Saturday Eve. 8.00 to 8.30 135 23.4
Both day Thursday and Saturday 137 23.7
Other 108 18.8
Total 577 100.0
2.4 In order to know the preferences of people for the various formats the programme was
broadcasted, listeners were asked about which part of Baat Pate Ki program they like the
most. The data indicates that the most sought after format was the Phone-in programme as
65.9% of listeners mentioned that.
3.0 Knowledge about Baat Pate Ki Programme
a) Knowledge
i) Difference between HIV and AIDS
More than one-fourth (26.3%) of the total respondents had correct knowledge about the
difference between HIV and AIDS. The remaining respondents either thought that there
was no difference between the two (47.8%) or both of them were either a disease (18.2%)
or a virus (4.2%). Around 74% of respondents were not able to differentiate between HIV
and AIDS.
Table 2.4
Respondents aware of differences between HIV and AIDS
Characteristics No. %
No Difference 276 47.8
HIV is virus and AIDS is cluster of disease 152 26.3
Both are diseases 105 18.2
Both are Virus 24 4.2
Any Other 20 3.5
Total 577 100.0
ii) Understanding of the term ‘HIV positive’
More than two-fifth (41.4%) respondents had complete and correct understanding
of the term „HIV positive‟.
Table 2.5
Respondents Understanding of ‘HIV Positive’
HIV positive means No. %
A Person who has AIDS 239 41.4
A Person infected with HIV 240 41.6
A Person infected STI 14 2.4
Other 84 14.6
Total 577 100.0
iii) Knowledge of modes of Transmission of HIV
Majority of the respondents were aware of various modes of transmission of HIV.
Awareness level about various modes however were different in different districts as
shown in Table 2.6 below.
Table 2.6
Percent of Respondents having knowledge of modes of Transmission of HIV
Mode of transmission Balaghat Dewas Mandsaur Sidhi Avg. Total
Unprotected sex with HIV
infected Person
96.1 100.0 95.7 89.5 95.1 549
Infected mother to child 99.6 100.0 97.9 88.3 95.7 348
Blood Transfusion of
infected Person
87.4 89.9 94.3 73.5 85.8 495
Infected needles, syringes,
other piercing instrument
88.2 98.6 89.3 85.3 85.8 522
Other 6.3 5.4 2.1 10.5 6.0 36
*Multiple responses possible, total may exceed 100 percent
iv) Knowledge of methods of protection from HIV
0
20
40
60
80
100
Balaghat Dewas Mandsaur Sidhi
96.1
100
95
.7
89.599
.6
10
0
97.9
88
.3
87.4
89.9
94.3
73
.588.2 98
.6
89.3
85.3
6.3
5.4
2.1
10.
5Knowledge of modes of Transmission of HIV
Unprotected sex with HIV infected Person Infected mother to child Blood Transfusion of infected PersonInfected needles, syringes, other piercing instrument Other
Majority of respondents knew about the various ways of protection from HIV. Awareness
levels were seen to be the highest in Mandsaur and lowest in Sidhi. As high as 94.1%
people in all the districts knew that HIV can be prevented by use of condom. However,
only 49.7% of respondents were aware of Mother to Child transmission.
Table 2.7
Percent of Respondents having knowledge of methods of HIV prevention (n=577)
Ways of Prevention Balaghat Dewas Mandsaur Sidhi Avg. Use of Condom 97.6 95.3 97.9 87.0 94.1
Use of safe sterilized
syringes
83.5 85.8 92.1 68.5 82.0
Use safe Blood 69.3 87.8 83.6 56.8 74.0
Safe delivery and HIV test
of pregnant woman
23.6 68.2 71.4 34.6 49.7
All the four above methods 18.9 54.1 64.3 19.8 39.2
Any Other 7.1 2.0 2.1 16.7 6.9
Total 127 148 140 162
v) Awareness of preventive behaviour for HIV
By way of asking various questions the study tried to get information on the level of
awareness of the respondents on different behaviours that can help prevent the spread of
HIV. Around 89.6% of the people knew that by having only one sex partner, the risk of
contracting with AIDS can be minimized and 88.6% knew that using a condom every
time one has sex also reduce the chances of getting infected with HIV.
Table 2.8
Respondents knowledge of HIV preventive behaviour (n=577)
Preventive behaviours for HIV/AIDS Aware
Yes No Don’t Know
Chances of not getting HIV/AIDS by having just
one sex partner
517 (89.6) 60(10.4) -
Chances of not getting the HIV/AIDS by using
condom every time you have sex
511 (88.6) 37(6.4) 29 (5.0)
h) Respondents heard about RTI/STI
As Baat Pate Ki also covers topics related to STI/RTI, it was necessary to ask
respondents about how much could they recall about these infections/diseases. Only
32.7% of males and 27.1 % female respondents had heard about RTI/STI.
Table 2.9
Respondents who had heard about STI/RTI (n=577)
Types of respondents Yes No
Male 115(32.7) 237 (67.3)
Female 61 (27.1) 164 (72.9)
Total 176 (30.5) 401 (69.5)
vii) Knowledge of RTI/STI
Only 30.5% had heard about RTI/STI. Around 43.8% of respondents who had heard
about RTI/STI were aware of what it actually meant.
Table 2.10
Respondents knowledge of RTI/STI
RTI/STI Balaghat Dewas Mandsaur Sidhi Avg
Reproductive tract infection
/Sexually transmitted infection
21 (28.4) 41(61.2) 3 (37.5) 12(44.4) 43.8
A Virus 3(4.1) 3(4.5) 1 (12.5) 3(11.1) 5.7
Don‟t Know 48(64.9) 23(34.3) 4 (50.0) 12(44.4) 49.4
Any Other 2(2.7) - - - 1.1
Total 74 67 8 27 176
* Calculated from among those respondents who had heard about RTI/STI.
viii) Knowledge on RTI/STI
Overall respondents had limited knowledge of various modes of transmission of RTI/STI.
Around 94.3% of respondents who had heard about RTI/STI were aware that it is
transmitted through unsafe sex, while around 64% responded that it was due to lack of
hygiene and infected blood transfusion.
Table 2.11
Respondents Knowledge of RTI/STI transmission (n=176)
Modes Yes No
Unsafe sex 166 (94.3) 10 (5.7)
Lack of Personal Hygiene 113(64.2) 63(35.8)
Mother to Child 84 (47.7) 92(52.3)
Infected blood transfusion 114 (64.8) 62(35.2)
*Calculated from among those who had heard about RTI/STI
ix) Knowledge of symptoms of RTI/STI
A significant proportion of the respondents who knew about the symptoms of RTI/STI
had knowledge about only 2 or 3 symptoms. Respondents reported knowledge of
genitals (51.1%), bad smell from genitals (42.3%) and fever with white discharge
(38.6%). More than two-fifth (45.5%) of respondents who had heard of RTI/STI were not
aware of any RTI/STI symptoms, which is quite alarming.
Table 2.12
Respondents knowledge of RTI/STI Symptoms
Symptoms Balaghat Dewas Mandsaur Sidhi Avg.
Itching in genitals 13(17.6) 56(83.6) 6(75.0) 15(55.6) 90(51.1)
Bad Smell from genitals 12 (16.2) 50 (75.8) 4(50.0) 8(29.6) 74(42.3)
Pain in abdomen 10(13.7) 25(37.3) 2(25.0) 8(29.6) 45(25.7)
Fever with white discharge 17(23.0) 45(67.2) 3(37.5) 3(11.1) 68(38.6)
Don‟t Know 56(75.7) 10(14.9) 2(25.0) 12(44.4) 80(45.5)
Other 4(5.4) 2(3.0) - 5(18.5) 11(6.3)
Total 74 67 8 27 176
x) Knowledge about Window Period In all 95.3% of people had never heard about window period.
Table 2.13
Respondents Knowledge about window period
Knowledge of Window period Nos %
Yes 27 4.7
No 550 95.3
Total 577 100.0
xi) Duration of Window Period
Out of the 27 respondents who had heard about window period, only 44.5% knew the
correct duration of the window period. It is surprising as it was discussed time and again.
Table 2.14
Respondents knowledge of Time Period of window
duration of Window Period Nos % 2 weeks 1 3.7
2-12 weeks 12 44.5
Don‟t know 5 18.5
Other 9 33.3
Total 27 100.0
*Calculated from respondents who were aware of window period
xii) Mode of transmission of HIV from mother to child
It was enquired that how many respondents were aware of the various modes of
transmission of HIV/AIDS from mother to child and was observed from the findings that
majority (79%) people knew that the virus is transmitted during pregnancy.
Table 2.15
Respondents Knowledge of Mother to Child Transmission
Characteristics Nos. % During Pregnancy 455 78.9
During Delivery 191 33.1
During Breastfeeding 190 32.9
Don‟t Know 36 6.2
Any Other 3 0.5
Total 577
*Multiple responses possible, total may exceed 100 percent
xiii) Relation between TB & HIV
Around 69.3% of the total respondents reported that there is no relation between TB & HIV
while 16.1% thought some relation exists between the two.
Table 2.16
Respondents knowledge of relation between TB & HIV
Relation between TB and HIV Nos %
Yes 93 16.1
No 400 69.3
Don‟t Know 84 14.6
Total 577 100.0
xiv) In all, 89.2% male and 78.2% of female respondents knew that a person infected
with HIV do not quickly show serious signs of being infected.
Table 2.17
People infected with HIV quickly show serious sign of being infected (n=577)
Yes No Don’t Know
Male 23(6.5) 314 (89.2) 15 (4.3)
Female 26 (11.6) 176(78.2) 23 (10.2)
Total 49 (8.5) 490 (84.9) 38 (6.6)
xv) Re-test for HIV
Table 2.18 reveals that 89.2% of male respondents and 79.1% of female respondents were
aware of the need for getting re-tested for HIV.
Table 2.18
Respondents aware of need for Re-test for HIV (n=577)
Respondents Yes No
Male 314 (89.2) 38 (10.8)
Female 178 (79.1) 47(20.9)
Total 492(85.3) 85 (14.7)
xvi) As is clear from Table 2.29 given below, only 5.4% of the total respondents were
aware of the Abstinence, be faithful and condom (ABC) strategy for prevention of
HIV.
Table 2.19
Respondent awareness of ABC strategy
Awareness of ABC No %
Yes 31 5.4
No 546 94.6
Total 577 100.0
xvii) A high proportion (48.9%) of the respondents knew that if one is infected with HIV
one should take ART. Around 50.3 % said that one must do physical exercises regularly,
64.8% said that he/she should take healthy diet, 57.9% believed that proper rest should be
taken and 62.0% held the view that if infected with HIV one must avoid indulging in
smoking or drinking.
Table 2.20
Respondents opinion about action to be taken by HIV+ person
Action to taken by HIV+ person No. %
Take healthy diet 374 64.8
Do not indulge in smoking /drinking 358 62.0
Take proper rest 334 57.9
Exercise regularly 290 50.3
Take ART 282 48.9
Other 106 18.4
Total 577
*Multiple responses possible, total may exceed 100 percent.
xviii) Use of condom
As high as 91% knew that condoms help prevent HIV. Around two-third ( 65.5%)
respondents knew that it acts as a temporary method of family planning, and 31.4% knew
that it helps prevent STI/STDs.
Table 2.21
Respondents knowledge about the Use of Condom
Use of condom No. %
Help prevent HIV 525 91.0
Temporary Method of Family planning 378 65.5
Help prevent STI/STDs 181 31.4
Don‟t Know 33 5.7
Any Other 30 5.2
Total 577 *Multiple responses possible, total may exceed 100 percent
xix) Knowledge about Services available
Treatment availability of HIV/AIDS
Around 70.2% of the total sampled respondents had knowledge about ART.
0
10
20
30
40
50
60
70
Take
healthy
diet
Do not
indulge in
smoking
/drinking
Take
proper rest
Exercise
regularly
Take ART Other
64.862.0
57.9
50.3 48.9
18.4
Respondents opinion about action to be taken by HIV+ person
Table 2.22
Respondents knowledge of Treatment Availability of HIV/AIDS (n=577)
Treatment for HIV/AIDS Yes No Don’t Know
Knowledge about ART 405(70.2) 106(18.4) 66(11.4)
xx) Awareness about availability of free test for HIV Diagnosis
As high as 98.6% of male and 90.7% of female respondents knew that test for HIV is done
free of cost, which is in an encouraging sign.
Table 2.23
Knowledge about Free test for HIV (n=577)
Type of respondent Yes No
Male 347 (98.6) 5 (1.4)
Female 204 (90.7) 21 (9.3)
Total 551 (95.5) 26 (4.5)
xxi) Places for availability of condoms
Around 90.8% respondents were aware that condoms are available at district hospital,
while 86.1% mentioned medical shops. Overall knowledge of sources of condom
availability was not adequate.
Table 2.24
Respondents awareness of places were condoms are available(n=577)
Places Yes No
District Govt. Hospital 544(90.8) 53 (9.2)
ICTC 144(25.0) 433(75.0)
Medical shops 497(86.1) 80(13.9)
With Depot holder 186(32.2) 391(67.8)
Sub Health Centre 290(50.3) 287(49.7)
Primary Health centre 305(52.9) 272(47.1)
Community Health Centre 269(46.6) 308(53.4)
With JSR 92 (15.9) 485(84.1)
Other 109(18.9) 468(81.1)
* Multiple responses possible, total may exceed 100 percent.
xxii) Awareness about ICTC
Overall around 40.2% of respondents were aware of ICTC. In Mandsaur 51.4% of
respondents were aware of ICTC, while in Sidhi only 27.2% were aware of ICTC.
Table 2.25
Respondents aware of ICTC (n=577)
Aware Balaghat Dewas Mandsaur Sidhi Avg.
Yes 53(41.7) 63(42.6) 72(51.4) 44(27.2) 40.2
No 74(58.3) 85(57.4) 68(48.6) 118(72.8) 59.2
Total 127 148 140 162
xxiii) It was observed that only 8.8% of the total respondents were aware of the PPTCT
centres. Based on NACO guidelines all pregnant women should be tested for HIV during
pregnancy.
Table 2.26
Respondents aware of PPTCT center
Aware of PPTCT No. %
Yes 51 8.8
No 308 53.4
Don‟t Know 218 37.8
Total 577 100.0
b) Attitude
i) Awareness about High risk groups
Respondents were asked that which group was at the highest risk of contracting
HIV. Around 45.4% of respondents thought Truck drivers to be at the highest risk
followed by Sex worker (39.9%). Knowledge that MSM (0.7%) and IDU (8.1%)
are also part of the HRG was found to be very low.
Table 2.27
Respondents opinion of HRG that are at most risk
High Risk groups No. %
Truck Drivers 262 45.4
Commercial Sex Workers 230 39.9
IDU 47 8.1
MSM 4 0.7
Other 34 5.9
Total 577 100.0
ii) Identifying a PLHA by looking
To determine the knowledge level of respondents they were asked whether they
can tell merely by looking at a person if he/she is infected with HIV/AIDS. It was
observed that 86.6% males and 88.9% of female respondents knew that they can‟t
tell by just looking at a person if he/she is infected with HIV.
Table 2.28
Respondents opinion about identification of HIV status by looking at a person(n=577)
Types of respondents Yes No Don’t Know
Male 39(11.1) 305 (86.6) 8 (2.3)
Female 10(4.4) 200 (88.9) 15 (6.7)
Total 49 (8.5) 505 (87.5) 23 (4.0)
iii) According to Table 2.29, 53.7% males and only 37.8% of female respondents knew
that the chance of getting infected with HIV increases if a person is infected with RTI/STI.
Table 2.29
Respondents knowledge about risk of HIV infection in case of RTI/STI infection
(n=577)
Types of respondents Yes No Don’t Know
Male 189 (53.7) 85(24.1) 78 (22.2)
Female 85 (37.8) 29 (12.9) 11(49.3)
Total 274 (47.5) 114 (19.8) 189 (32.7)
iv) Risk of HIV in own community
When asked about how much do the respondents think that their community is at risk of
contracting HIV, 8.2% of males and 28.4% females thought that their community was
under high risk, while 33.0% males and 17.3% females thought that their community was
at medium risk while majority males (51.4%) and females (40%) believed that there was no
such risk in their community.
Table 2.30
Respondent perception about Risk of HIV in Community (n=577)
Sex Risk of HIV in Community High risk Medium risk No risk at all Don’t Know
Male 29(8.2) 116 (33.0) 181(51.4) 26(7.4)
Female 64(28.4) 39 (17.3) 90(40.0) 32(14.2)
Total 93 (16.1) 155 (26.9) 271 (46.9) 58 (10.1)
v) To know whether listeners had been influenced by listening to Baat Pate Ki radio
programme, they were asked that keeping oneself in good physical condition can help slow
down the rate of progression of HIV into AIDS. Around 71.4% respondents thought that it
was true.
Table 2.31
Respondents awareness about role of Physical condition in HIV progression
Physical condition role in HIV progression No. % Yes 412 71.4
No 118 20.5
Don‟t Know 47 8.1
Total 577 100.0
vi) Myths & Misconceptions
To check the level of various myths and misconceptions respondents were asked whether
they thought that one can get infected with HIV by donating blood. Around 23.7%
respondents felt that HIV can be transmitted by donating blood.
Table 2.32
Respondent knowledge whether HIV can be transmitted by donating blood
HIV infection through blood donation No %
Yes 137 23.7
No 415 71.9
Don‟t know 25 4.3
Total 577 100.0
vii) Questions on myths and misconception regarding modes of HIV transmission had
come up again and again in the radio programme; it was felt necessary to interview the
respondents on various common myths. The most common myth among the respondents
was that HIV can be transmitted by human (38.1%) and mosquito bite (20.8%).
Table 2.33
Respondents misconception of HIV
Misconceptions No. %
Human Bite 220 38.1
Mosquito Bite 120 20.8
Kissing 38 6.6
Sharing cloths 34 5.9
Sharing food water 32 5.5
Touch 32 5.5
Shaking Hand 25 4.3
Hugging 25 4.3
Staying together 23 4.0
Use of common toilet seat 14 2.4
Using Common swimming pools 12 2.1
Others 70 12.1
Total 577
* Multiple response question total may exceed 100 percent.
viii) Stigma & Discrimination
By way of Baat Pate Ki programme attempts have been made for a long span of time that
PLHAs should be treated as equals in the community and various other stigmas and
discriminations against PLHAs are eradicated through mass awareness. Around 73% of
respondents reported that one can sit and eat food with PLHAs.
Table 2.34
Respondents attitude eating with HIV positive persons
Eating with PLHA No. %
Yes 421 73.0
No 145 25.1
Don‟t Know 11 1.9
Total 577 100.0
ix) Similarly, respondents were enquired how a HIV positive child in class should be
treated. Around 89.1% respondents responded that an HIV positive child in class should be
treated as an equal. Only 3.3% of the respondents felt that the child should be thrown out of
the school.
Table 2.35
Respondents attitude towards HIV positive child
Behaviour No. %
Treat the HIV positive child as any other student 514 89.1
Make child sit at a distance from other children in the class 29 5.0
Throw out of school 19 3.3
Don‟t Know 3 0.5
Other 12 2.1
Total 577 100.0
x) Respondents were asked whether PLHA living the society should be treated as an equal.
As high as 92% of males and 94.2% of females responded in the affirmative which means
that in their view there should be no discrimination of any kind with PLHAs in the
community.
Table 2.36
Respondents attitude towards PLHAS
Type of Respondent Yes No
Male 324 (92.0) 28 (8.0)
Female 212 (94.2) 13 (5.8)
Total 536 (92.9) 41 (7.1)
C) Practices
i) Only 25% of the male respondents had ever gone ahead and tried to get information on
correct use of condom.
Table 2.37
Male Respondents knowledge of correct condom use
Information on Condom use No. %
Yes 88 25.0
No 194 55.1
Never felt the need 70 19.9
Total* 352 100.0
* Calculated for only male respondents.
ii) Behaviour Patterns
Some questions were asked in order to determine the level of knowledge of listeners of
Baat Pate Ki on different risk behaviours. More than two-thirds( 68.8%) knew that a person
infected with HIV through sharing infected syringe can spread the virus further to others by
way of unsafe sex. Slightly less than one-fourth (23.9) were of the opinion that washing
one‟s genitals after having sex can prevent one from getting HIV.
Table 2.38
Respondents knowledge about HIV transmission (n=577)
Indicators Yes No Don’t Know
Person infected by HIV virus through syringe
sharing can spread the virus during sex 397
(68.8)
111
(19.2)
69
(12.0) Washing ones genitals parts after sex keeps a person
away from getting HIV 138
(23.9)
357
(61.9)
82
(14.2)
iii) Its evident that the purpose of Baat Pate Ki radio programme is successful only when
there is a change in the individual behaviour level and various risk practices vis-à-vis
HIV/AIDS. Around 16.1% of respondents had HIV test conducted after listening to the
Baat Pate Ki programme. More than one-third (34.8) had motivated others to use condoms
to avoid HIV and RTI/STI.
Table 2.39
Respondents reporting Individual behaviour level Change (n=577)
Indicators Yes No
Respondents tested for HIV after listening to Baat Pate Ki 93(16.1) 484(83.9)
Respondents ever used condom in your life 249(43.2) 328(56.8)
Respondents gone and taken a condom from ICTC 27(4.7) 550(95.3)
Respondents encouraged others to use condom to avoid
contracting with HIV or RTI/STI
201(34.8) 376(65.2)
iv) It was observed that after listening to Baat Pate Ki radio programme that only 15.9% of
males and only 4.4% of female respondents had visited STI clinic. The respondent
population also included 35.8% males and 31.1% females who responded that they never
felt the need to go to one.
Table 2.40
Respondents reported visiting STI clinic
Visited STI clinic Male Female Total
Yes 56 (15.9) 10 (4.4) 66 (11.4)
No 170(48.3) 145(64.5) 315(54.6)
Not felt the need 126(35.8) 70(31.1) 196(34.0)
Total 352 225 577(100.0)
Chapter 5
Conclusions & Recommendations
1.0 Introduction
The overall process of the documentation of the radio programme Baat Pate Ki
was completed taking the views of all the stakeholders. They included the
producers, subject specialists, members of MPSACS, listeners of the programme
in addition to media and communication specialists. Listeners from all sections of
the society were included between the age group of 15-45. It is important to
mention here that the popularity and impact of the programme cannot be
challenged. The programme is being broadcast on AIR for the past 10 years and
listeners are still taking active interest by asking questions. Most of the
respondents are satisfied with the format of the programme as they too get a
chance to participate in the programme through their phones/ letters. The dialogue
between the expert and listeners become two way communications which is the
most popular and effective means of communication. Most important factor in
this process is that problem of the listener is solved at once at his/ her doorstep.
After the study some key conclusions that can be drawn about various aspects of
the production process of the programme are:
2.0 Status of recall and retention of format/ contents of the programme
1. The knowledge of the programme in all the four districts is appreciably high.
In Mandsaur 99.3% were aware of Baat Pate Ki Phone-in programme and
94.3% were listening to listeners‟ letter reply. On an average the knowledge
about phone-in -92.7%, listeners‟ letters 84.4% and about title song of BPK
was 41.5%. However, in Balaghat 20.5% were in favour of other formats. The
programme, at present, is broadcast only in two formats 1) Phone-in 2) Reply
to listeners‟ letters.
2. It was observed that 81.2% of the total respondents could successfully recall
the exact timings of the programme. Data indicates that the most sought after
format was the phone-in programme as 65.9% listeners mentioned that.
3.0 Quality of the programme (timing, contents & production process)
From the desk research and the content analysis it can be concluded that there
has been a shift in the trend of the type of questions being asked by the
listeners in the programme. The listener is now well aware about the 4 modes
of spread of HIV and is trying to hunt for the 5th
one. So, generally the
questions that come up are related to the causative factors.
As far as subject specialists are concerned, it can be concluded that they are
not fully satisfied with the process of selection of the subject expert called for
the programme and neither with the duration of the programme. Some of them
even suggested to provide the subject specialists with a certified training
course to go and speak on AIR. They also suggested including straight talk for
10 minutes duration in the programme so that they can provide capsule
information to the listeners which they want to deliver.
It was also observed that 96.6% male and 97.3% female respondents were
satisfied with the present format of the programme. Also, 96.9% of rural and
89.4% of urban respondents were satisfied with the answers of the phone-in
programme. Like the specialists, 40.2% listeners too demanded that the
duration of the programme be increased. They also demanded that the
programme be re-broadcasted. A very high proportion (95.3%) of total
respondents was satisfied with the style of presentation of the programme.
4.0 Impression of programme broadcast over the beneficiaries
Baat Pate Ki is targeted to enhance the awareness levels among the masses thereby
trying to bring about a change in the attitude and behavior of the beneficiaries. Some
of the key observations made under knowledge , attitude and practices of listeners is
given as under:
4.1 Knowledge
1. Around 74% of respondents were not able to differentiate between HIV
and AIDS.
2. More than two-fifth (41.4%) respondents had complete and correct
understanding of the term „HIV positive‟.
3. Majority respondents were aware of various modes of transmission of
HIV and also about various ways of protection from HIV.
4. Only 32.7% of male and 27.1% of female respondents had heard about
RTI/STI. Knowledge about window period was also as low as 4.7%.
5. 40.2% respondents were aware of ICTC and only 8.8% were aware of
the PPTCT centres.
Reasons for less knowledge about centers:
It is observed that knowledge of the respondents about various centers for
diagnosis and counseling or infections is very poor. The various aspects
related to HIV/AIDS are not given proportionate slot in the programme
contents. The programme Baat Pate Ki is based on the reply to the queries
made by the listeners through their letters or phone. Hence only subjects
related to the queries of the listeners are included in the programme.
Therefore, it is important to include other important segments of the
HIV/AIDS. For this purpose, the contents of the programme should be
properly planned and a day may be fixed for a particular subject.
Accordingly, subject experts be invited. Proper cross media publicity of the
programme be given.
4.2 Attitude
1. 45.4 % respondents considered the Truck Drivers at the highest risk of
contracting with HIV followed by Sex worker (39.9%). The knowledge
that MSM and IDU are also part of the HRG was poor.
2. 8.2% males and 28.4% females thought that their community was at
high risk of contracting HIV and 71.4% thought that keeping oneself in
good physical condition can help slow down the rate of progression of
HIV into AIDS.
3. 23.7% of respondents still think that HIV can be transmitted by
donating blood.
4. The most common myth among the respondents was hat HIV can be
transmitted by human bite (38.1%) and mosquito bite (20.8%).
5. 73% respondents reported that one can sit and eat food with PLHAs.
4.3 Practices
1. Only 25% of the male respondents had tried to get information on the
correct use of condom.
2. Around 16.1% of respondents had undergone HIV test after listening to
Baat Pate Ki programme.
3. It was observed that after listening to Baat Pate Ki radio programme
only 15.9% of males and only 4.4% of female respondents had visited
STI clinic.
Tool for concurrent monitoring
5.1 Internal Monitoring
Each and every channel of radio and TV has got its own monitoring system. In
AIR there are various ways to monitor that the programme is broadcast
according to the schedule. At the first stage, the schedule of the programme is
chalked out and the production team is assigned the work of production. The
schedule is based on the basis of booking by the agencies in any particular
format. The programme is produced well in advance before the day, date and
time of broadcast where the details of the programme are entered in the playlist
or cue sheet. In AIR Duty Officer In charge is supplied the programme cue
sheet well in advance. The Duty Officer monitors the programme and entries
are made in the Log book minute to minute. All the commercials, sponsored
programmes and in-house productions are entered in the log book in detail
mentioning time and duration, participants, anchors, music composers (in case
of music programme), payment position etc.
Billing of the commercial and sponsored programme is done on the basis of the
broadcast certificate recorded by the duty officer on the programme cue sheet.
The duty officer also submits his comments on the quality of the programme,
the breakdown reports, if any and payment position. This system is followed by
all 14 stations of AIR in MP.
To ensure about the listening of the programme and its popularity in the public,
AIR has got its own Audience Research Unit. The role of Audience Research
Unit is to assess the status of listening of the programme in quality and quantity
both. The other methods of monitoring and listeners response are the number of
phone calls and letters received which ensures the quality and popularity of the
programme. In this regard it is pointed out that this survey and documentation
of the programme BPK has been conducted for the first time after 10 years of
its broadcast and will also prove to be mid-term monitoring exercise.
External Monitoring
In addition to internal monitoring, there is the need to carry out independent
monitoring of the programme. Therefore, the following monitoring system is
proposed.
Radio Programme Monitoring System
The checklist (Annexure-I) printed on pre-stamped inland letter would be
distributed to 500 listeners, PRI members and opinion leaders in different
villages that fall under the 14 radio stations on which BPK is relayed. They
will be asked to fill in the information. A pad containing 24-48 letters would
be handed over to these volunteers who would send them back after entering
the data to the agency assigned the work. The data of these inlands would be
entered on computer through data entry software. Software for the same needs
to be developed. Till then the data will be entered on Excel sheet. The status
of these monitoring indicators can be easily analysed on Excel sheet. The
schedule of the programme will be supplied by AIR along with the theme of
the programme. They will be motivated to do the task by way of announcing
the name of the sender who has filled in all the information on the checklist as
desired, on radio during the programme. It may also be decided to give away
a prize to the winner. This would help in keeping the audience more attached
to the programme, thereby improving the level of regularity of listening and
would simultaneously help AIR to monitor the impact and reach of the
programme. In case the contents are changed frequently, the checklist would
be modified accordingly. Therefore, initially a pad of 24 inlands would be
given to the monitoring volunteers. We will designate them Monitoring
Volunteers for BPK.
6.0 RECOMMENDATIONS
Based on the conclusions derived during documentation process and
collecting opinions of the listeners, following recommendations are made by
the research team.
1. The duration of the programme be increased to at least 45 minutes.
2. The format of the programme should include a straight talk / monolog
of about 10 minutes by the subject specialist in the beginning of the
programme.
3. Subject matter related to various topics which are poorly covered at
present should be elaborated.
4. Contents of the programme be revised taking in view the socio-cultural
environment to create more understanding and better retention.
5. Baat Pate Ki should be started to broadcast on local FM channels to
get new type of questions as the listeners of these FM channels are a
different section of society.
6. Filtration of the queries coming up in the phone-in programme at the
level of AIR production team should be checked. Preparation at AIR
level should also be there to let such queries come up.
7. The format of the programme can be considered to be changed based
on the topic to be discussed in a particular episode. This can be either a
docudrama or an interview with a PLHA.
8. The programme can be repeated in the morning to include more and
more listeners.
9. To promote regular listening, the programme may be broadcasted in a
form of serial where, some important information is provided for next
episodes.
10. Listening may also be increased by way of introducing quiz in the
programme where the winners may be offered a prize.
11. Specialists should try and answer the queries in local/popular language
rather than using technical language or lecture type monologs in order
to popularize the programme.
12. Cross-media publicity: The study includes listeners of the Baat Pate Ki
programme as respondents. The listeners‟ base is saturated now and
started depleting. There are many non-listeners in the society who
need information about HIV/AIDS. To include more and more
listeners/beneficiaries, cross media publicity of the programme will
definitely enlarge the scope of the programme.
13. There was no listeners club formed for Baat Pate Ki programme.
Community listening of the programme may be promoted by listeners
clubs as has been proved in other mass communication programmes in
India & abroad.
14. Parameter like certificate for being expert in live-programme BPK
may be introduced for the resource person. A training course of 50
minutes duration or a refresher course of 2-3 days be organized for
this.
15. A pool of trained specialists be retained and specialists from only this
pool be invited to talk on the show so as to maintain the consistency of
the message being delivered to the common man.
Tool for concurrent monitoring of radio programme BPK:
Checklist
for
Monitoring Agent
A) Identification data
1) Name: __________________ 2)Village: _____________________
3)District: __________________ 4)Transmission month: ___________
4)transmitting radio station: ___________________
B) Format data
1) No. of episodes of phone-in heard during the month: _______________
2) No. of episodes of letter program heard during the month:___________
C) Content data
I) Out of the following, tick the words you heard on BPK:
1) HIV 2) AIDS
3) ART 4) STI/STI
5) STD 6) Window Period
7) ABC 8) ICTC
9) PPTCT 10)District Hospital
11) PLHAs 12) MPSACS
13) NACO 14) Prevention
15) Infected Syringe 16) Unprotected sex
17) Infected blood transfusion 18) Mother to child
II) On an average for how long did you listen to the programme in the month
1) 10 mins. 2) 20 mins. 3) 30 mins.
III) What was the key theme of the programme this month/week?
_________________________________________________________________________
D) Process data
1) Name the anchor of the programme ______________________
2) Name of other specialists involved i) ______________________
ii) _____________________
iii) _____________________
iv) ____________________
3)Language/Dialect used was: a) Hindi b)Bgheli
c)Bundeli d)English
e)Malwi f)Any other ___________
4) Main subjects broadcasted during the month
a)___________________________ b)___________________________
c)___________________________ d)___________________________
Miscellaneous:
1) Which of the 5 other Radio programmes did you listen during the month
a)_______________________ b)________________________
c)_______________________ d)________________________
e)_______________________
REFERENCES
1. Marshall Muelhen. 1964. Understanding Media
2. National AIDS Control Organization (NACO). 2004. Annual report 2002-04. New Delhi:
NACO, Ministry of Health and Family Welfare, Government of India.
3. http://www.mpsacsb.org/aboutus.html
4. http://www.mpsacsb.org/programmes.html#aids
5. http://www.mpsacsb.org/intervention.html
6. http://www.nacoonline.org/NACO_Action/Media__Press_Release/
7. http://www.nacoonline.org/About_NACO/
8. National AIDS Control Organization (NACO) 2005.UNGASS India report: Progress
report on the declaration of Commitment on HIV/AIDS, United Nations General
Assembly Special Session on HIV/AIDS. New Delhi: NACO, Ministry of Health and
Family Welfare
9. National AIDS Control Organization (NACO) 2006. HIV/AIDS epidemiological
surveillance & estimation report for the year 2005. New Delhi: NACO, Ministry of
Health & Family Welfare, Government of India.
10. Singh S.K., H. Lhungdim, A. Chattopadhyay, T.K. Roy. 2004. Women’s vulnerability to
STI/HIV in India: Findings of the CHARCA Baseline survey. Mumbai: International
Institute for Population Sciences.
11. UNAIDS (Joint United Nations Program on HIV/AIDS). 2006. 2006 Report on the
global AIDS epidemic. Geneva, Switzerland: UNAIDS.
