Television's role in communications on AIDS

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Abstract
Television has a dual role to play against AIDS: to inform and motivate community leaders, and to reach directly to individuals in at-risk groups. Past international efforts in health communications have concentrated mainly on reaching individuals to encourage them to change health-related behaviors. But AIDS is new. Community leaders need to understand better its human and economic implications. Television programs presented in a news—variety format can help. Regular TV news programs and TV specials on AIDS tend to fill this need in developed countries, but no country has yet provided the extent of coverage and the systematic cooperation between health experts and TV journalists which is warranted in light of the emergency nature and expense of AIDS. In some developing countries where the epidemic is most devastating, TV is available to reach community leaders in urban areas, but is drastically underutilized. International program sharing is a cost-efficient means by which to remedy this under-utilization.

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