This India Communication Update article analyses the print media in Delhi, Mumbai, Lucknow, and the western Uttar Pradesh districts, noting its reaction to the increase in P3 polio cases this year. Though the rise of cases in endemic polio Uttar Pradesh (from 32 to 411) was stated by the India Expert Advisory Group (IEAG) to be a "calculated risk", this article gauges how the spike in cases affected media opinion and reporting.

In early 2007, negative media fell to around 28% of polio coverage, down from a peak of reaction to the 2006 outbreak in Uttar Pradesh. When the 2007 outbreak began, negative media remained around 29 percent and positive and neutral media between 20 and 52 percent. In the "high-season" for poliovirus - July through September - negative media dipped as case numbers rose, but overall media interest increased as much as 60 percent.


The increase includes positive stories in Lucknow, including advocacy for the Haj pilgrims during that period. Further analysis shows that positive stories often result from opportunities created for media, such as celebrity participation in media workshops. Negative stories are not seen to be as controllable; however, positive stories often arise from government action, proving the effectiveness of government-media relations.


As reported in this document, November increases continued the trend of positive print media coverage and worked to increase programme visibility.