School for Communication Studies, Ohio University (Singhal); Department of Speech Communication, University of Arkansas at Little Rock (Thombre)

Published in the International Communication Gazette (Vol. 66, No. 5, pp. 437-458), this article explores the meanings given by Indian viewers to a series of health-related episodes dealing with "Tony's HIV" in the Hollywood (California, United States)-produced television soap opera The Bold and the Beautiful. Satellite broadcasting has enabled this soap opera to be broadcast around the world (in 110 nations at the time of this writing). The authors explain that content created for an American audience dealing with issues such as abortion, safer sex, HIV/AIDS awareness and prevention, alcoholism, date rape, teenage pregnancy, and sexual abuse may have different meanings for those viewing the show in countries such as India (where values, beliefs, and attitudes may diverge sharply). The purpose of the study described here is to gain insight into how Indian audiences interpret the health events in this soap opera and apply them to their own life-situations, to the end of understanding how US television programmes influence indigenous values and beliefs about sexuality and gender relations in India.

Following a discussion of the theoretical underpinnings of this study (interpretive research, which argues that audiences often make active, empowering "readings" of media content) and a review of studies that have explored the effects of American television and film on audiences in Latin America, Asia, and Africa, the authors explore the embedded health messages in The Bold and the Beautiful. In the episodes being explored as part of the study (broadcast from July 21 2001 to January 8 2002), Tony learns that he is probably HIV-positive, but initially denies his illness and refuses to have his blood tested. After he decides to test, Kristen insists on continuing her relationship with Tony even after she knows that he is HIV-positive; they decide to get married and then later adopt a child from an orphanage in Africa.

Forty-two respondents in 6 focus group interviews and in 17 in-depth personal interviews in Delhi, Chandigarh and Hyderabad were asked for their interpretations of this television health content in March and April 2003. Here is a brief synopsis of the findings:

• Indian respondents interpreted the assertiveness of female characters as characteristic of the US, but not as a part of Indian reality. However, some female respondents, in particular, felt that these characters provided positive role models of empowered, independent women.
• The sexual explicitness/openness "shocked" Indian viewers, and led some to watch the episodes only in private or with members of their own generation.
• In general, Indian respondents felt that "Tony's HIV" showed an ideal situation regarding HIV/AIDS, but one that was far removed from Indian reality. One respondent said, "The attitude of the girl [Kristen] was excellent. That was the correct approach. Is it realistic? Is it possible? That is the question. Otherwise it is very good. It is how it should be." In particular, most felt that self-disclosure of HIV/AIDS status could not happen in India, where HIV/AIDS is highly stigmatised.
• This "distancing" is perceived as having both a positive and a negative side. For instance, the soap opera could spur discussion of issues of sexuality and morality, which are taboo in Indian society; however, many Indian respondents commented that the show provides negative role models for Indian viewers.

Also as part of the broadcasts, on 2 separate occasions Tony appeared in an advertising spot at the end of the episodes to urge viewers to call a toll-free telephone number to request information and counselling from the Centers for Disease Control and Prevention (CDC) National Sexually Transmitted Disease (STD) and AIDS Hotline. (The number of calls to the AIDS Hotline within the hour increased by a factor of 16 over the previous hour on 3 August, and by a factor of 19 on 13 August; these spikes in the number of callers occurred immediately after the broadcasts.) The majority of Indian respondents felt that people in India would not feel comfortable discussing their HIV status with an unknown person over the telephone; even so, one stressed that a local (India) helpline number should have been provided.

In conclusion, the authors note that "Embedded HIV messages in The Bold and the Beautiful did not seem to lead directly to much change in perceptions of health behavior in India. However, it may be possible for long-running, popular programs like The Bold and the Beautiful to gradually influence, and reverse, the negative perception of HIV/AIDS, removing the stigma at least among urban, elite and youthful
audience members."

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