Evaluation of MTV Nishedh in Jaipur, Rajasthan – End line Top Line Findings

MTV Staying Alive Foundation’s MTV Nishedh is a TV show targeted at youth of ages 16 – 24 years, and attempts to increase awareness regarding SRH and safe sex The intervention aimed to target 60 million adolescents in India through TV episodes, websites, and blogs.

Objectives

    The evaluation assesses the impact of the intervention to establish ‘proof of concept’ for the use of online/ digital interventions to improve knowledge and generate demand for SRH services.
  • Increase in knowledge on issues of sexual health and contraception
  • Increase in intent to use modern contraception and practice safe sex
  • Increase in utilization of services
  • Uptake of viewership of the MTV Nishedh program

Approach & Methodology

    A cross sectional study design evaluating the key indicators, pre and post the intervention is being adopted for both programs. The evaluation uses a mixed- method approach, including both quantitative and qualitative data collection.
  • A cross sectional study design – with pre- and post-intervention assessments used
  • The study used mixed methods
    • In baseline both quantitative and qualitative methods of data collection were used
    • In end line only quantitative method of data collection was used due to COVID-19 pandemic
  • Two rounds of assessment
    • Baseline was conducted in October - December 2019
    • End line was conducted in November 2020 – January 2021
  • Due to the COVID-19 pandemic, end line data collection was done though phone surveys. To enable this, a rapid listing exercise was undertaken to gather phone numbers of respondents.

Results

  • The decline in knowledge on modern contraceptives, could be due to potentially greater number of younger respondents being sampled in the end line as compared to the baseline
  • There appeared to be no change in the knowledge on aspects of sex and pregnancy
  • Sources/ persons with whom young people talk on SRH and relationship issues have remained the same from baseline to end line
  • A slightly higher proportion of respondents appear to be speaking to their friends and partners on issues of contraception and STIs/ HIVs
  • Only 4% respondents reported to have heard of MTV Nishedh

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