Media, audience, and policy perspectives in health broadcasting

Effective coordination between service delivery systems and communication n etworks 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 conver gence between electronic media, government policy, and the targeted audienc e 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 qualit ative techniques. The findings reveal limited convergence, indicating the n eed for more effective reflection of the policy guidelines into media progr ams.