COMBATTING MATERNAL MORTALITY THROUGH AIR WAVES

In India, particularly in rural areas ,timely medical attention still remains a challenge for pregnant women, which is inevitably leading to increasing rate of maternal mortality. Lack of awareness on recognition of danger signs during pregnancy, issue of conveyance, poor accessibility to proper medical facilities, general callousness and ignorance, and poverty are primarily the reasons for its increase.

10% of maternal deaths in India occur in Madhya Pradesh. though the government of Madhya Pradesh has launched several schemes to promote institution deliveries and to combat the problem, focussing specially on women below the poverty line and the ones belonging to sc/st. Media is also trying to do its bit to spread awareness regarding this issue.

All India Radio with its vast network in the state used airwaves for the cause and addressed issues of women's health. AIR used its news network to give voice to state and civil society on this issue. News pertaining to government proclamations, schemes and events took the forefront but the news network also relayed the statements of experts and people working on this issue. content analysis of june 2006 to feb 2007 AIR news reports support the fact that the issue was in focus and was spread evenly.

Having a strong presence in the state specially in the rural areas, AIR ran a 15 to 20 minutes episodes in the form of series. 35 such programmes each of which had a local expert and often a medical professional to answer the listener's questions. It provided information on how to recognize the danger signs during pregnancy, on their nutritional care and emphasized on institutionalized deliveries.

In some of the programmes political representatives were present to answer the questions raised by the people. for the first time the issue of maternal health was addressed in this forum.