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CMS Corner

Impact Assessment of USC Indian Television Survey, 2014

An effort by Hollywood Health & Society, University of Southern California (The Norman Lear Centre, Annenberg School for Communication and Journalism) and partners led to embedded entertainment-education messages about maternal and child health on the India television--‐based daily Soap Hamari Sister Didi in October and November of 2014.

A quantitative pre-post research design with a panel was utilized in Uttar Pradesh (UP), a priority state in India. Urban, peri-urban, and rural locations of 5 districts from five Socio cultural zones of UP were selected for evaluating the impact of these story lines among female viewers of the program ages 18 to 49. Three rounds of data collection were conducted before the intervention (pre-test) and twice after the airing (post-tests), to measure shifts as a result of exposure to the show.