A Baseline Survey Report from the BBC World Service Trust
The BBC World Service Trust (BBC WST) is an independent charity within the BBC which uses
media to advance development worldwide. Since 2001 the BBC WST has conducted a mass
media campaign on HIV/AIDS in partnership with the Indian Ministry of Health and Family
Welfare’s National AIDS Control Organization (NACO), and with the public TV broadcaster,
Doordarshan. This is funded by the British government’s Department for International
The BBC WST project in India uses high quality TV entertainment as a forum for messaging on
HIV/AIDS awareness and prevention, and for encouraging behaviour change. A new phase of the
project commenced at the end of 2004, and new programming went on air nationwide on
Doordarshan from September 2005.
The detective series ‘Jasoos Vijay’ returned to air for a year-long run in September 2005
The youth-oriented programme ‘Haath se Haath Milaa’, reformatted to involve leading
Bollywood celebrities in HIV/AIDS awareness messaging, went back on air for a year-
long run in February 2006
Ten new PSAs are being made, addressing condom promotion, stigma, gender and
testing and treatment.
The BBC WST puts a particular emphasis on research and learning, from the formative stage of a
project to the evaluation of its impact. Therefore in order to assess the impact of this new phase
of the project, and to gain up-to-date information about awareness and behaviour, the Trust
undertook a baseline study on Knowledge, Attitudes and Practices (KAP) related to HIV/AIDS
and on media habits.
The survey was conducted in seventeen Indian states between mid June and end July 2005. It
assessed current perceptions, attitudes and behavior regarding HIV/AIDS among the general
population and among Doordarshan (DD) audiences in non-metro urban and rural India. The
study was conducted in 17 states where Doordarshan viewership is high. Non-metro urban areas
with populations of up to 500,000 and rural villages with a population greater than 5,000 were
included in the study.
An initial screener survey was administered to 22,800 people to identify Doordarshan viewers and
to ask six key questions about HIV/AIDS. A second, much more detailed survey was
administered to 11,400 Doordarshan viewers.
Some of the key findings were:
85 % of the general population had heard of AIDS
Awareness levels were higher among men, and in urban areas
67% of the general population were aware, without prompting, that HIV/AIDS could be
Condom awareness is high but use is low.
Almost one in three women respondents were unable to specify any correct route of HIV
Three-quarters of the general population said they would look after a family member
living with HIV/AIDS
TV viewers had much higher awareness of HIV/AIDS than non- TV viewers
Viewers of Doordarshan were significantly more aware of HIV/AIDS than viewers of
cable and satellite channels
The report of this baseline survey is now available to all who are interested. Please contact us for
an electronic copy at email@example.com.
Research & Learning (R&L)
BBC World Service Trust
E-21, Hauz Khas Main Market
New Delhi - 110016, India
011- 42591200 (1207)
+91-(11) - 42 591277
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