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Tracking audience engagement in Main Kuch Bhi kar Sakti Hoon- Season 3, PFI Jan-June 2019

CMS is conducting four rounds of survey among viewers and non-viewers of MKBKSH-3 - a 52-episode TV serial drama on Doordarshan, produced by PFI. The four waves will be conducted in Uttar Pradesh, specifically in and beyond the catchment area of Waqt Ki Awaaz Community Radio Station. 300 men and women respondents in the age group of 15-29, will be contacted.  

This is a part of a larger research framework to monitor and evaluate audience engagement which include – i) Television ratings monitoring, ii) Audience surveys (repeated measures), iii) Radio listenership statistics, iv) IVRS call logs and unique callers, v) Digital analytics, vi) Website  vii) Facebook insights (Account access and traffic statistics), viii) Chatbot (individual data tracking and traffic statistics) and ix) Instagram, Twitter, YouTube (traffic statistics). CMS has been working closely with Dr. Arvind Singhal (Advisor to PFI) and Dr. Hua (Helen) Wang, consultant, and for the first time ever in India is using the Galileo approach in survey instrument.

Study on Home based tracking of IUCD client- EngenderHealth 2019

EngenderHealth has been providing technical assistance to the state and district health systems in Rajasthan and Gujarat to expand access and availability of quality post-partum family planning (PPFP) services through strengthened FP counselling, clinical training, and advocacy under the Expanding Access to IUCD Services in India (EAISI) project.

CMS is conducting two rounds of tracking study in 10 districts each from Rajasthan and Gujarat – one in March 2019 (sample 2000), and another in October 2019 (sample 3000) among clients who have availed interval or post-partum IUCD services from project intervention facilities. The study aims at estimating the continuation rate of interval intra uterine contraceptive device (IIUCD)/Post-partum intra uterine contraceptive device (PPIUCD) at different time points post insertion, understand the reasons for discontinuation and assess client’s satisfaction and experience regarding availed IUCD services.

Communication Needs Assessment to inform BCC package for High Risk Groups (HRGs) and Bridge Populations, in 10 states. FHI 360, 2018

A communication needs assessment was conducted among participants from key population and bridge population across 10 states to understand the awareness level, barriers and challenges towards safe sex practices, safe injecting practices, accessing testing services, treatment and adherence to treatment; their perception about level of risk, media habits and  preferred programmes, formats for receiving information on HIV. Accessibility and use of internet and mobile were also discussed.

The service providers from the field level to the Service centres were also probed on their job roles and responsibilities, their opinion of service delivery to the population they cater to, the challenges they face and the support they need. Opinion were sought on ‘barriers and challenges to safe practices, testing and treatment seeking behaviour’ of their clients; the preferred source of information and the best way to reach them. Besides probing on their need of capacity building and training for awareness generation, the key information areas that is missing were also probed along with their comfort level with digital media and channels.

Study on Effectiveness of SMC Radio Intervention in 10 districts of UP. UNICEF, 2018

One of the provision under the Right to Education (RTE) Act is to have School Management Committee (SMC). UNICEF have been taking several initiatives in collaboration with SSA, the most recent being SMC Radio program named Jan Pahal. The 52 episodes radio program was broadcast from August 2017 till March 2018. The plan was to make the SMC members listen to the episodes in schools through the radio set distributed to the schools and discuss the issue thereafter. Two rounds of effectiveness study among the primary audience of this SMC Radio Series in 150 schools from 10 selected district of UP - one, post launch & second immediately after the conclusion of the radio programme were conducted. The purpose was to assess and examine the extent to which the programmes resonate with the primary audiences, the reach and recall of the messages, awareness on roles and responsibilities on improving school and learning environment.

Information Ecosystem Research in AP, TN, Orissa, West Bengal in India and Khulna, Barisal, Chittagong in Bangladesh. INTERNEWS, 2018

Internews Earth Journalism Network has recently launched a project in the Bay of Bengal region which aims at boosting the spread of news and information about climate resilience. Before implementing, the information ecosystem and the process of information flow among the communities near the coastal areas were to be identified.  CMS was assigned to conduct the formative research to understand media and information access of vulnerable coastal communities in eastern India and Bangladesh access the most credible information source for the communities to take decisions; assess the current state of media activity/reporting on communicating climate resilience and its content; analyze the information gaps in terms of access and the quality and content of information being produced; identify the important players in the areas promoting climate justice and resilience and their area of work.

Assessing Determinants of Unequal Access to NCD Services at the District Level in Maharashtra, PHFI, 2017

Facility survey, in-depth interviews with Medical providers and Patients seeking medical consultation for NCDs such as diabetes, hypertension and asthma was carried out in two districts, Bhandara and Nandurbar in a collaborative research study. The study identified inequalities and gaps in delivery of NCD services (specifically diabetes, hypertension, and possibly also asthma), including for highly vulnerable populations, where state and district health departments may place emphasis to improve services. 45 service providers across selected 68 facilities from all levels, and 200 patients seeking medical consultation for NCDs such as diabetes, hypertension and asthma across the sampled DHCs, CHCs and PHCs were interviewed.

Evaluation of the Media Component of the South Asia Water Governance Programme, IOD PARC, 2017

The South Asia Water Governance Programme (SAWGP) aims to promote the better transboundary management of the three primary Himalayan rivers (the Ganges, Indus and Brahmaputra) shared by seven countries (Afghanistan, Bangladesh, Bhutan, China, India, Nepal and Pakistan). A key component of the SAWGP programme was to provide support to regional media to strengthen their capacity to report on transboundary water issues in a balanced and evidenced manner.  The evaluation to explore how SAWGP’s support to media has influenced the volume and tone of coverage of this issue in print media, particularly focusing on three geographies – the Indus Basin, the Brahmaputra Basin and the Sundarban Landscape is one of the component of a larger assessment of the effectiveness and efficiency of the intervention.

CMS conducted content analysis of news reports on transboundary water issues from 24 newspapers from 5 countries around the geographies to identify detect any trends in the volume and tone of coverage.

An Outcome Assessment under Global Sanitation Programme in 3 states for Water Supply and Sanitation Collaborative Council (WSSCC), Geneva. 2018

The assessment was undertaken in all three GSP states namely, Assam, Bihar and Jharkhand, with the over-arching purpose to describe the distribution of key sanitation and hygiene indicators in the program coverage areas on completion of implementation activities. The outcome survey also afforded an opportunity to develop measurement approaches to and describe prevalence of key constructs in the household behavior change pathway of the GSP sanitation and hygiene intervention.

Independent Monitoring & Coverage Validation Household Survey of National Deworming Programme in Jharkhand. Evidence Action/PKIPL, 2017-18

Monitoring and Coverage Validation of National Deworming Day (NDD) and follow up activities at school, Anganwadi and household levels was undertaken in a professional manner ensuring real-time data is available with the project team and concerned government officials for follow up action. Spread across all districts of Jharkhand, the team members visited schools and Anganwadis in the remotest locations of the districts to provide on-spot data on the management and observance of NDD.

This was followed by household level Coverage Evaluation Survey in five districts of the state to assess the parents’ awareness and practices related to deworming programme and measures taken in this regard.


Formative Research on Improved Maternal Nutrition (MN), Infant and Young Child Feeding (IYCF), and Household Sanitation and Hygiene (HSH) Practices in UP; Alive & Thrive, 2015-16.
Alive & Thrive, has assigned CMS Communication to conduct this study to identify specific dietary and hygiene problems, the practices that have led to these problems, the reasons behind these problems and the context in which these problems occur. The study also would implement Trials of Improved Practices using Test of Recommendations on diet diversity, quantity, IFA and calcium tablets among pregnant women and complimentary feeding, safe disposal of feces, hand washing and child protected play area among 6-17.9 months children.  

Assessment of Infant & Young Child Feeding (IYCF) Counseling Center Services in Bihar; UNICEF & Alive & Thrive, 2016
CMS Communication has been assigned with the task of assessing the quality of the IYCF Counseling Center model established in four districts of Bihar state and the feasibility of rapid scale up of the model within the state. The quantitative assessment would provide a better understanding of the quality of the services being provided at the IYCF counseling centers (from both provider and client perspectives) the challenges faced by the providers. The assessment would also evaluate the current knowledge, awareness and practice of maternal, infant and young child nutrition (MIYCN) behaviors of clients’ - pregnant women, lactating mothers and mothers of 6-18 months child.

Formative Research and Trials of Improved Practices for Infant and Young Child Feeding (IYCF) in Bihar, Alive & Thrive, 2015 Alive & Thrive is providing support to the BMGF Ananya partners in Bihar to improve Infant and Young Child Feeding (IYCF) practices, particularly complementary feeding. In this context, CMS Communication is assigned to conduct formative research and Trials of Improved Practices (TIPs) in Bihar with the objective of identifying specific sub optimal IYCF, hygiene and maternal nutrition practices, the rationale behind these practices and the context in which these practices occur. In addition, the exercise aims to identify feasible solutions to these sub-optimal practices and the most appropriate delivery platforms for these solutions.

Concurrent Monitoring Round I : Menstrual Health Management Project in UP, Bihar and Jharkhand, UNICEF A comprehensive Social and Behaviour Change Communication (SBCC) strategy on Menstrual Management among rural adolescent girls in the age group 10-19 years is being implemented in select districts in three states – Uttar Pradesh, Bihar and Jharkhand. CMS Communication is conducting rounds of concurrent monitoring to assess the extent to which different aspects of the intervention model resonate with the primary participants. The study would also assess the process and status of implementation of different activities and provide interim results regarding the change engendered by the activities.

A quantitative and qualitative survey will be undertaken to assess the functioning of the centres and its impact on the clients. CMS is implementing the quantitative assessment of IYCF Counseling Centers in Bihar to capture client’s perspectives on the quality of the counseling service they received in terms of service quality and value; to identify knowledge, attitude and practice of current MIYCN behaviors, as a result of counseling and to assess counselor’s knowledge and attitudes on MIYCN.

Pretest of TVC and audio spot on WASH (Water from shallow hand pumps) in Eastern Uttar Pradesh, UNICEF 2015

Pretest of TVCs and Radio Spots on Nutrition in Uttar Pradesh, UNICEF UP

Benchmarking the Key Performance Indicators (KPIs) for the Global Communication and Public Advocacy Strategy, UNICEF, 2015 CMS Communication was assigned to evaluate KPIs of UNICEF, i.e voice, reach, engagement and brand, to measure how effectively the organization is achieving key business objectives notified in UNICEF’s Global Communication and Public Advocacy Strategy Handbook. CMS had measured the four KPIs through tracking and measuring them across traditional media, digital media platforms, social media platforms such as Facebook, Twitter and YouTube and among general public.

CMS with its well established partners and sources did measure the level of access and reach of all media platforms, be it traditional or digital for this study. Apart from media evaluation a ‘Readership, Engagement and Brand Awareness Survey’ (REBAS) was conducted in five states of the country representing five zones factoring in indicators such as urban-rural breakup, Socio Economic Classification (SEC) and gender to measure brand familiarity, level of association and support, willingness to donate, and the level of motivation derived from being exposed to UNICEF’s messages and campaigns.

Baseline for Advocacy and Communication (A&C) Indicators Country Programme Action Plan (CPAP) and Reach and Engagement of A&C Activities, 2014-2015

Impact Assessment of USC Indian Television Survey, 2014

Formative study to understand perceptions of parents and community based structures regarding rights and entitlements and redress systems within the RTE Act as well as the motivations/triggers for seeking redress in 6 states, 2014.

Communication Scoping study to engage 18 select SC and ST population groups in 5 states, Assam, Bihar, Gujarat, Jharkhand, & Uttar Pradesh, 2013

Conducting study of Content Analysis of Print Media coverage on road safety issues-end line evaluation,

Pre and Post Workshop Analysis of Newspaper Reportage on Road Safety Legislation in India,

Meena Effectiveness Study in Andhra Pradesh,

Baseline Study of Knowledge, Attitude, Perceptions, Practices and Social Norms in Rural Gujarat on Sanitation and Hygiene,

Conducting Pretest of communication materials developed for the MHM project in UP),

Conducting Pretest of Meena Radio episodes with Adult women groups,

Conducting Pretest of Five additional FFL IPC Videos on Child Protection issues

Half the Sky Movement Communication Initiative for Women and Girls: An Evaluation of 9 Minutes Mobile Game and Video
FHI 360, Washington

Half the Sky Movement Communication Initiative for Women and Girls: Impact assessment of six videos developed
FHI360, Washington

Meena- Creating a more enabling environment for fundraising in India

Meena Radio Effectiveness Study in KGBVs in UP

End line survey ‘Meena ki Duniya’ in Uttar Pradesh

Sampled Participant Satisfaction Survey of “Ammaji Kehti Hai” Video Series

SPSS amongst key stakeholders for neo natal advocacy campaign in Uttar Pradesh

Study of Knowledge, Attitude, Perceptions, Practices and Social Norms in Rural Gujarat on Sanitation and Hygiene

Content analysis of print media coverage on road safety issues
WHO India

Pretesting Mobile Episodes (Mobisodes) of FFL IPC videos

Pretest of TVC and Radio Spots on ‘Safe water handling’ and ‘Contaminated Water’

Pretest of ‘Meena ki Duniya’ (Telugu Version) episodes in AP

Pretest of TVC and Radio Scripts on sanitation and hygiene messages to be given by Vidya Balan

Intervention Assessment / Concurrent Monitoring for the Facts for Life Entertainment – Education Drama Serial ‘Kyunki Jeena Issi ka Naam Hai’ by UNICEF Phase 4

Meena Effectiveness

Pretest of TVC/Radio spots on ‘Toilet’

Pretest of Meena Radio episodes

Sampled Participant Satisfaction Survey “Ammaji Kehati Hai” Video Series. UP (2 Rounds) Rajasthan ( 1 round)

Scoping study for UN Women Global Program, Safe Cities free of violence against women and girls in Delhi.

End line evaluation of UNICEF FFL drama serial ‘Kyunki Jeena Issi ka Naam Hai’

Impact Assessment of “Sur-Bahar” Radio Programme, Sponsored by the Ministry of Health & Family Welfare, 2007-08.
Ministry of Health and Family Welfare, Government of India

Concurrent Monitoring of Television News Channels for Analysing the Coverage of Issues and Concerns of Minorities, 2007-08.
National Commission for Minorities

Evaluation of IEC activities under National Leprosy Eradication Programme (NLEP), 2007-08.
Ministry of health and Family Welfare, Central Leprosy Division

Pilot Assignment for Benchmarking Media Response to HIV in Asia, 2007-08.
Commission on AIDS in Asia

Baseline Survey before launch of “Bell Bajao” Multi Media Campaign on Domestic Violence and HIV/AIDS, 2007-08.

Impact Evaluation of Anti-tobacco campaign, 2008-09.
Public Health Foundation of India (PHFI)

Impact Assessment of films on four different issues namely Child Sex Abuse, Maternal Mortality, Gender & Sexuality and Sex Selective Abortion, 2008-09.
Public Service Broadcasting Trust (PSBT)

Impact Evaluation study on Flagship Programmes by Prasar Bharati (Doordarshan and All India Radio) across all states in India with a sample size of 12,800 respondents, 2008-09.
Prasar Bharati

Intervention Assessment & Concurrent Monitoring for the ‘Facts for Life’ Entertainment- Education Drama Serial ‘Kyunki Jeena Issi ka Naam Hai’ (Phase-1), 2008-09.

Pre-test of TVC’s and radio spots on Polio Ravivaar, (National Immunisation Campaign in North India) in Uttar Pradesh, 2008-09.

Pre-test of HIV/AIDS treatment track on Stigma and discrimination, 2008-09.
Miditech Pvt. Limited

Round 1 Rapid Audience Survey among audience of ‘Bell Bajao Campaign,’ 2008-09.

Media Monitoring on Six Key Issues of Health, Nutrition, Water and Environmental Sanitation, Girls’ Education, Corporal Punishment and HIV/AIDS discrimination, 2008-09.

Tobacco Advertising, Promotion and Sponsorship Across South and South East Asia-Challenges and Opportunities, 2008-09.
Health Bridge

Intervention Assessment & Concurrent Monitoring for the ‘Facts for Life’ Entertainment-Education Drama Serial ‘Kyunki Jeena Issi ka Naam Hai’ (Phase-2), 2009-10.

Baseline Survey for CEQUIN campaign on ‘Make Delhi Safe for Women,’ 2009-10.

Pre-test of TV spots on ‘Men Use Toilet,’ 2009-10.

Pre-test of two creative options on ‘Hand Washing with Soap,’ 2009-10.

Pre-test of TVC’s on ‘Protection of Water Sources,’ 2009-10.

Midterm Evaluation of Facts For Life (FFL) TV Drama ‘Kyunki Jeena Isi Ka Naam Hai,’ 2009-10.

Pre-test of Creative Materials on H1N1, 2009-10.

Pre-test of TV spots on ‘Age of Marriage,’ 2009-10.

Six rounds of Pre-test ‘Meena ki Duniya’ Radio programme Episodes, 2009-10.

Baseline Study before the broadcast of ‘Meena Ki Duniya’ Radio Programme in Uttar Pradesh, 2009-10.

Pre-test of TV spots on ‘Use of Various Contraceptive Methods,’ 2009-10.
Futures Group

Round 2 Rapid Audience Survey among audience of ‘Bell Bajao Campaign,” 2009-10.
Breakthrough TV

‘Access, utilisation and quality of services for the Prevention of Parent to Child Transmission (PPTCT) of HIV in India-2009
NACP III Mid Term Review, NACO

Pre-test of 42 interactive Facts For Life (FFL) Videos ‘Ammaji Kehti hai,’ 2009-10.

Intervention Assessment & Concurrent Monitoring for the ‘Facts for Life’ Entertainment-Education Drama Serial ‘Kyunki Jeena Issi ka Naam Hai’ (Phase-3), 2010-11.

Intervention Assessment / Concurrent Monitoring for the ‘Facts for Life’ Entertainment-Education Drama in Telugu ‘Idey Mana Jeevitam Lakshayam’in Andhra Pradesh, 2010-11.

‘Galli Galli Sim Sim’ impact study, 2010-11.
Sesame Workshop India Office

Round 1 & 2 Effectiveness Study of Meena Ki Duniya Radio Programme in Uttar Pradesh, 2010-11.

Designing and pretest of Pre and Post session evaluation tools for 42 interactive FFL videos ‘Ammaji Kehti hai’2010-11.

Pre-test of Facilitators’ Guidebook and Video Guide for implementing Ammaji Kehti Hai videos, 2010-11.

End line Survey of “Bell Bajao” Multi Media Campaign on Domestic Violence and HIV/AIDS, 2010- 11.

Pre-test of AB Polio materials, 2010-11.

Pre-test of 10 Kyunki… Theme based Mini Movies, 2010- 11.

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