Author: Paul Bouanchaud and others including a team from BBC Media Action, July 20 2016 - Can the mass media cause changes in an audience's knowledge, attitudes and intention to practise behaviours? At BBC Media Action, we have just successfully conducted a randomised control trial to investigate this chain of causality in a prime time health TV drama in Bangladesh.
Do BBC Media Action programmes cause changes in our audiences? Do our television and radio shows increase knowledge, make people think differently or change their actual behaviour? In short, what is happening as a direct result of our programmes?