Role of Television in Making Polio-Free India


Health communication
Polio eradication
Mass campaign
Mass media


How to Cite

GAUTAM, S. K. (2018). Role of Television in Making Polio-Free India. Dev Sanskriti Interdisciplinary International Journal, 12, 33–42.


This study aimed to find a popular medium of mass communication that played the most significant role in polio eradication. The research paper was based on the concept of health communication, which is an integral part of development communication. Mass media, especially television, is the most powerful and effective medium of mass communication and a very important tool for shaping the Indian society. It can inform, educate, and motivate people to perform any desired behavior. This study explored that awareness level of people on health issues was very high. Most of the respondents claimed, they had been watching advertisements pertaining to social issues on television. It was also revealed that the level of participation of people in polio eradication was very high, i.e.,  96 percent respondents reported that they went to the polio booth after watching the polio advertisement on television which was advocated by celebrities like Amitabh Bachchan, Shahrukh Khan, Jaya Bachchan, Sachin Tendulkar, Aishwarya Rai and many more. Thus, this study also showed that TV as a mass medium for health communication was a very effective tool and it could also be argued that television had played a significant role in making polio-free India. While planning the present research, it was felt that an attempt should be made to provide a complete picture of the role of communication in semi-urban society of Lucknow district with specific reference to polio eradication.


Bansal, H. & Jain, A. (2013). Pulse Polio Abhiyan: The Most Effective Social Cause Marketing by the Government of India (p.375). International Conference on Sustainable Business Growth in Turbulent Times: Opportunities & Challenges. Ambala: Galaxy Global Institute. Retrieved from: biodata/HSB/harbhajan_Bansal_24.09.2014.pdf

Bhattacharjee J., Gupta R. S., Jain D. C., Devadethan & Datta K.K. (1997). Evaluation of Pulse Polio and Routine Immunisation Coverage : Alwar District, Rajasthan. The Indian Journal of Pediatrics, 64, 66.

Coates, E. A., Waisbord, S., Awale, J., Solomon, R. & Dey, R. (2013). Successful polio eradication in Uttar Pradesh, India: the pivotal contribution of the Social Mobilization Network, an NGO/UNICEF collaboration. Global health: Science and Practice, 1(1), 68-83. Retrieved from: /1/1/68.full

Flora, J. A., Maibach, E. W. & Maccoby, N. (1989). The Role of Media across Four Levels of Health Promotion Intervention. Annual Review of Public Health, 10, 181-201.

Glashan, G. (2011). Designing Communication strategies for Polio Eradication Campaign: A Case stud. Global Media Journal, Vol.2(2), Indian Edition/ISSN 2249-5835

Goswami, R. (2007). Role of marketing in polio eradication, pp.371-386, IIMK, Available from:

John T. J. (2006). Polio Eradication: A National Commission Required, p.5230, Published by Economic and Political Weekly, Available from:

John, T. J. (1984). 'Poliomyelitis in India: Prospects and Problems of Control', Reviews in Infectious Diseases, 6, S438-S441

Kulkarni, M. M. (1992). Universal Immunisation Programme in India: Issues of Sustainability, Information, Education and Communication, pp.1434-1435 Published by Economic and Political Weekly, Vol. 27( 27), Available from:

Nawathe, A., Gawande, R., Dethe, S. (2007). Impact of Advertising on Children's health, International marketing Conference on Marketing and Society, 8-10 April 2007, IIMK, Available from:

Obregón, R., Chitnis, K., Morry, C., Feek, W., Bates, J., Galway, M., Ogden, E. (2009). Achieving polio eradication: a review of health communication evidence and lessons learned in India and Pakistan, Available from:

Osowole O.S., Obute J.A. (2005), Parents' Awareness and perception of the polio Eradication programme in Gombe local Government area, Gombe state, Available from:

Rogers, E. M. (1995). Diffusion of innovations, fourth edition, Communication campaign, p. 344, The Free Press, New York.

Sachffer, T. C. (January 2012). Polio eradication in India: getting to the verge of victory and beyond, Center for Strategic & International Studies, pp. 1-18, Available from:

Schiavo, R,. (2007). Health communication, From Theory to practice, San Francisco, Jossey-Bass.

Singh D., Mishra O.P., (2013). Availability and Use of Information Sources by the Rural Families of Balia District of Uttar Pradesh, p.125, Journal of Global Communication, Vol.6(2), DOI: 10.5958/j.0978-2442.6.2.019 UNAIDS-2012, AIDS info.

Singhal, A. (2013). Adoptive Macro and Micro Communication Strategies to Eradicate polio in India: Social Mobalisation, Opinion leadership and Interpersonal influence at unprecedented scale, p.7, International Journal of Communication and Social Research, Vol 1(1), Available from:'s%20Polio%20Communication%20Story-2013-IJCSR_CUK_vol-I_no-1.pdf

UNICEF (2003). A critical leap to polio eradication in India, pp. 1-84, Available from:

UNICEF (2012), Online Report- India polio fact sheet, Available from:

Weiss, W. M., Rahman M. H., Solomon, R., Singh, V., Ward, D. (2011). Outcomes of polio eradication activities in Uttar Pradesh, India: the Social Mobilization Network (SM Net) and Core Group Polio Project (CGPP), pp.2-4, BioMed Central Ltd., Infectious diseases 2011, Available from:

Yadav B. S, Makwana R. N., Vadera N. B., Dhanuk M. K., Gandha M. K. (2011). Awareness about HIV/AIDS among Rural youth in India: A Community based cross sectional study, p.715, J Infect Dev Ctries 2011. 5(10):711-716.

Yzer, M. (2009).The Integrative Model of Behavioural Prediction as a Tool for Designing Health Messages, Health Communication Message Design: Theory and Practice, pp.30-31, Sage publication, New Delhi.

This work is licensed under a Creative Commons Attribution 4.0 International License.