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Media, Audience, and Policy Perspectives in Health Broadcasting

Effective coordination between service delivery systems and communication networks is essential for the success of development programs. This becomes particularly crucial when the number of agencies involved is large and they are not working under 1 authority. Information needs of the community are another major concern. This article attempts to assess the extent of convergence between electronic media, government policy, and the targeted audience on the coverage of health topics. The Indian state of Andhra Pradesh was chosen as the field. The study adopts a mix of both quantitative and qualitative techniques. The findings reveal limited convergence, indicating the need for more effective reflection of the policy guidelines into media programs.