Bridging the gaps for delivering health messages: Identifying barriers and braces for broadcasting health messages through FM radios

Frequency modulation (FM) radio which is accessible for the community even in rural areas is an effective channel for delivering health messages. A Cross-sectional study was conducted in 2017 to describe process of developing health education programmes by FM radios and current linkage between health service programmes and FM radios; and to identify barriers and possible solutions for broadcasting health messages through FM radios. Total of 208 audio files related to health were collected for one month from nine FM radios. Eleven key informant interviews (KIIs) with programmers from FM radios and focal persons from health literacy promotion unit (HLPU) were conducted. Qualitative data from KIIs and audio files were analyzed with assistance of ATLAS ti version 6.1software. All FM programmers mentioned source of health messages as mainly from printed media such as newspaper and magazines. There are three main types of health education programmes—Public Service Announcement, Mini drama/radio play and health talks. FM radios received important health announcements through Myanmar radio and Tele Vision (MRTV). However, there is no regular linkage between FM radios and health service programmes. Key informants from HLPU mentioned contacts with MRTV to deliver health messages. They also pointed out weak coordination with FM radios. The most common barrier for FM radios was getting health messages from services programmes regularly and finding speakers for health programmes. Another limitation from FM radio was sparing air-time if the health talk is more than 15 minutes. Almost all FM radios contact health personal whom they were acquainting previously to make a health programme such as interview or discussion or health talk. All respondents from FM radios suggested to have updated health messages from health service programmes in time. They highlighted there should be regular communications by emails between health service departments and FM radios. All FM radios are willing to deliver health messages and create health programmes. Findings from this study was utilized by health literacy and promotion unit for strengthening regular communication with FM radios and sending key health messages to FM Radios by emails.