Reach of mass media among tobacco users in India: a preliminary report.
BACKGROUND
Tobacco use is a health hazard and its use is attributed to a lack of knowledge regarding the ill effects of tobacco.


OBJECTIVE
To identify the exposure of different mass media among a representative cohort population in the Indian subcontinent and compare the reach of the different mass media among tobacco users and nonusers using the "reach of HIV information" as a model.


METHODS
Secondary Data Analysis of Indian National Family Health Survey-3.


METHODS
Any tobacco use, gender, source of HIV information.


METHODS
Use of mass media.


RESULTS
Of the study group, 27% of males and 54.4% of females never read newspaper or magazine; 29.3% of males and 52.6% of females never heard radio; 12.4% of males and 25% of females never see television; and 79.3% of males and 93.46% of females did not see a movie at least once a month. The most common source of information of HIV was television among males (71.8%) and females (81%), whereas the least common source was leaders among males (0.8%) and females (0.2%).


CONCLUSIONS
Television is the single largest media used by both genders and was a major source of HIV information dissemination. A well-designed tobacco control program similar to HIV awareness program will help to curb tobacco use.


CONCLUSIONS
The reach of different media among Indian tobacco users is presented and HIV model of information dissemination may prove to be effective in tobacco control.
Rooban
T
T
Department of Oral & Maxillofacial Pathology, Ragas Dental College and Hospital, Uthandi, Chennai, India.
Madan Kumar
P D
PD
Ranganathan
K
K
D000293:Adolescent; D000328:Adult; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D007194:India; D033181:Information Dissemination; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D016540:Smoking Cessation; D000074606:Smoking Prevention; D055815:Young Adult