ABSTRACT
Background : Tobacco use is a health hazard and its use is attributed to a lack of knowledge regarding the ill effects of tobacco. Aim and Objective : To identify the exposure of different mass media among a representative cohort population in the Indian subcontinent and compare the reach of the different mass media among tobacco users and nonusers using the "reach of HIV information" as a model. Design : Secondary Data Analysis of Indian National Family Health Survey-3. Predictor Variables : Any tobacco use, gender, source of HIV information. Outcome Variables : Use of mass media. Results : Of the study group, 27% of males and 54.4% of females never read newspaper or magazine; 29.3% of males and 52.6% of females never heard radio; 12.4% of males and 25% of females never see television; and 79.3% of males and 93.46% of females did not see a movie at least once a month. The most common source of information of HIV was television among males (71.8%) and females (81%), whereas the least common source was leaders among males (0.8%) and females (0.2%). Discussion : Television is the single largest media used by both genders and was a major source of HIV information dissemination. A well-designed tobacco control program similar to HIV awareness program will help to curb tobacco use. Conclusion : The reach of different media among Indian tobacco users is presented and HIV model of information dissemination may prove to be effective in tobacco control.