Utilization of Mass Media
for Dissemination of Family Planning Services and
Information.
The potential of education and its various media is primarily a
function of (a) target populations where socio-economic conditions
would permit reasonable people to change their behavior with the
receipt of information about family planning and (b) the adequate
development of the substantive motivating context of the message.
While dramatic limitations in the availability of any family
planning related message are most severe in rural areas of
developing countries, even more serious gaps exist in the
understanding of the implicit incentives in the system for large
families and the potential of the informational message to alter
those conditions.
Nevertheless, progress in the technology for mass media
communications has led to the suggestion that the priority need
might lie in the utilization of this technology, particularly with
large and illiterate rural populations. While there are on-going
efforts they have not yet reached their full potential. Nor have the
principal U.S. agencies concerned yet integrated or given sufficient
priority to family planning information and population programs
generally.
Yet A.I.D.'s work suggests that radio, posters, printed material,
and various types of personal contacts by health/family planning
workers tend to be more cost-effective than television except in
those areas (generally urban) where a TV system is already in place
which reaches more than just the middle and upper classes. There is
great scope for use of mass media, particularly in the initial
stages of making people aware of the benefits of family planning and
of services available; in this way mass media can effectively
complement necessary interpersonal communications.
In almost every country of the world there are channels of
communication (media) available, such, as print media, radio,
posters, and personal contacts, which already reach the vast
majority of the population. For example, studies in India - with
only 30% literacy, show that most of the population is aware of the
government's family planning program. If response is low it is not
because of lack of media to transmit information.
A.I.D. believes that the best bet in media strategy is to
encourage intensive use of media already available, or available at
relatively low cost. For example, radio is a medium which in some
countries already reaches a sizeable percentage of the rural
population; a recent A.I.D. financed study by Stanford indicates
that radio is as effective as television, costs one-fifth as much,
and offers more opportunities for programming for local needs and
for local feedback.
Recommendations:
USAID and USIA should encourage other population donors and
organizations to develop comprehensive information and educational
programs dealing with population and family planning consistent with
the geographic and functional population emphasis discussed in other
sections. Such programs should make use of the results of AID's
extensive experience in this field and should include consideration
of social, cultural and economic factors in population control as
well as strictly technical and educational ones.
2. Use of U.S. broadcast satellites for dissemination of
family planning and health information to key LDC
countries
Discussion:
One key factor in the effective use of existing contraceptive
techniques has been the problem of education. In particular, this
problem is most severe in rural areas of the developing countries.
There is need to develop a cost-effective communications system
designed for rural areas which, together with local direct
governmental efforts, can provide comprehensive health information
and in particular, family planning guidance. One new supporting
technology which has been under development is the broadcast
satellite. NASA and Fairchild have now developed an ATS (Applied
Technology Satellite), now in orbit, which has the capability of
beaming educational television programs to isolated areas via small
inexpensive community receivers.
NASA's sixth Applications Technology Satellite was launched into
geosynchronous orbit over the Galapagos Islands on May 30, 1974. It
will be utilized for a year in that position to deliver health and
educational services to millions of Americans in remote regions of
the Rocky Mountain States, Alaska and Appalachia. During this period
it will be made available for a short time to Brazil in order to
demonstrate how such a broadcast satellite may be used to provide
signals to 500 schools in their existing educational television
network 1400 miles northeast of Rio de Janeiro in Rio Grande do
Norte.
In mid-1975, ATS-6 will be moved to a point over the Indian Ocean
to begin beaming educational television to India. India is now
developing its broadcast program materials. Signals picked up from
one of two Indian ground transmitters will be rebroadcast to
individual stations in 2500 villages and to ground relay
installations serving networks comprising 3000 more. This operation
over India will last one year, after which time India hopes to have
its own broadcast satellite in preparation.
Eventually it will be possible to broadcast directly to
individual TV sets in remote rural areas. Such a "direct broadcast
satellite," which is still under development, could one day go
directly into individual TV receivers. At present, broadcast
satellite signals go to ground receiving stations and are relayed to
individual television sets on a local or regional basis. The latter
can be used in towns, villages and schools.
The hope is that these new technologies will provide a
substantial input in family planning programs, where the primary
constraint lies in informational services. The fact, however, is
that information and education does not appear to be the primary
constraint in the development of effective family planning programs.
AID itself has learned from costly intensive inputs that a supply
oriented approach to family planning is not and cannot be fully
effective until the demand side - incentives and motivations are
both understood and accounted for.
Leaving this vast problem aside, AID has much relevant experience
in the numerous problems encountered in the use of modern
communications media for mass rural education. First, there is
widespread LDC sensitivity to satellite broadcast, expressed most
vigorously in the Outer Space Committee of the UN. Many countries
don't want broadcasts of neighboring countries over their own
territory and fear unwanted propaganda and subversion by hostile
broadcasters. NASA experience suggests that the U.S. must tread very
softly when discussing assistance in program content. International
restrictions may be placed on the types of proposed broadcasts and
it remains technically difficult to restrict broadcast area coverage
to national boundaries. To the extent programs are developed jointly
and are appreciated and wanted by receiving countries, some
relaxation in their position might occur.
Agreement is nearly universal among practitioners of educational
technology that the technology is years ahead of software or content
development. Thus cost per person reached tend to be very high. In
addition, given the current technology, audiences are limited to
those who are willing to walk to the village TV set and listen to
public service messages and studies show declining audiences over
time with large audiences primarily for popular entertainment. In
addition, keeping village receivers in repair is a difficult
problem. The high cost of program development remains a serious
constraint, particularly since there is so little experience in
validifying program content for wide general audiences.
With these factors it is clear that one needs to proceed slowly
in utilization of this technology for the LDCs in the population
field.
Recommendations:
1. The work of existing networks on population, education, ITV,
and broadcast satellites should be brought together to better
consolidate relative priorities for research, experimentation and
programming in family planning. Wider distribution of the broad AID
experience in these areas would probably be justified. This is
particularly true since specific studies have already been done on
the experimental ATS-6 programs in the U.S., Brazil, and India and
each clearly documents the very experimental character and high
costs of the effort. Thus at this point it is clearly inconsistent
with U.S. or LDC population goals to allocate large additional sums
for a technology which is experimental.
2. Limited donor and recipient family planning funds available
for education/motivation must be allocated on a cost-effectiveness
basis. Satellite TV may have opportunities for cost-effectiveness
primarily where the decision has already been taken on other than
family planning grounds to undertake very large-scale rural TV
systems. Where applicable in such countries satellite technology
should be used when cost-effective. Research should give special
attention to costs and efficiency relative to alternative media.
3. Where the need for education is established and an effective
format has been developed, we recommend more effective exploitation
of existing and conventional media: radio, printed material,
posters, etc., as discussed under part I
above. |