Television as a public health awareness tool to reduce tobacco use in India

Tobacco continues to be a major social and health menace across the globe. It is estimated that by 2030, it would account for the death of about 10 million people per year; half of them aged between 35–69 years. But the intensity of damage from use of tobacco is much amplified in the developing nations, where more than 80% of the world’s smokers reside. India, alone is home to 250 million consumers of tobacco aged 10 and above. In a country like India with its diverse linguistic and cultural backgrounds, mass media especially television can be utilized as an effective tool to spread awareness in the rural and semi-urban areas. This paper raises the issue on the use of mass media as an educational tool, particularly television to educate and spread information on the hazards of consuming tobacco. This paper argues that television could serve as a information dissemination tool in public health strategy which remains underutilized in India.