Media Exposure Influencing Health Services Utilization of Indian Women: Evidence from a Nation-Wide Survey

Mass media plays an effective role in creating awareness and influencing beliefs, attitudes and practices. Since it is an effective instrument in guiding social norms, it is equally important for behavioural change. The present study focuses on antenatal care, institutional delivery, immunisation, family planning services and ultrasound test.  It aims  to study the effect of media exposure on health services utilisation by women in India. The paper is based on data from a Nation-wide survey, District Level Household Survey (DLHS)-3, 2007-08. Simple cross tabulation and bi-variate analysis has been done. The preliminary findings show that there is a positive association between education and ANC (Anti natal care) and Institutional delivery. There is a significant influence of economic status on health services utilisation especially on ANC, Family Planning, Institutional delivery and ultrasound test. The findings demonstrates that improvements in socio-economic conditions are a pre-requisite for enhancing access to health services.