MASS MEDIA AND FAMILY PLANNING: UNDERSTANDING THE EFFECTS OF TELEVISION IN INNOVATION-DECISION PROCESS OF HEALTH COMMUNICATION IN DISTRICT PESHAWAR

Objective: To assess the effectiveness of Pakistan Television (PTV) as a tool in altering different levels of human behavior from increasing awareness, persuasion, decision making and confirmation of decision about family plan- ning messages. Material and Methods: This study was based on theory of diffusion of innovation by Rogers and Shoemaker (1971). The study involved 150 married couples (300 males/females) of child bearing age of Peshawar District. The data was gathered through a cross sectional survey. All data computing was done on excel sheet. Results: Eighty per cent respondents had a knowledge ranging from “to some extent” (36%), “to great extent” (29%) and “completely” (15%). Only 13% were unaware of the issue. Similarly, 14% respondents stated that television changed their attitude towards family planning “completely”. Another 18% were of the opinion that it changed their attitude “to great extent” and 38% marked as “to some extent”. Only 23% denied any role of television in attitude formation. As per analysis, 13% of the respondents consider television as a potential source for decision making for family planning innovation. Only 11% respondent used television “completely” for confirmation of their decision regarding family planning innovation. Conclusion: The effects of family planning innovation vary on married couples of child bearing age in the locale under study. Television played a significant role at the knowledge and persuasion level however it was found as less effective at decision and confirmation stages.