Appraisal of the Effectiveness of Media Coverage of Poor Rural Healthcare Delivery in Nigeria.(a Study of Etsako West Lga)

The research is set out to evaluate the role of radio in promoting primary Healtheare in etsako west Local Government because radio is seen as most effective media to reach out to the ruraldwellers.Survey research method was used while questionnaire was adopted as the main data collection instrument.59 copies of questionnaire were administered to respondents that weredrawn from five strategic communities within Etasko West Local council and the communities are Auchi,South Ibie,Uzairue,Aivele and Igbende towns.Radio is seen as most effective media toreach out to the rural dweller in Jattu Uzairue because of the problem of electricity to watchtelevision and illiteracy level is high to read newspaper but they can listen to radio everywhere.Itis obvious that majority of the respondents listen to health programmes on radio because ofunstable power supply and they spent between 1-4 hours listen to health programme on radio whileNTA Uzaireue has the highest listeners,followed by Auchi Poly Radio F.M. It also shows thatthrough health programme,they now stay healthy.It is recommended that mass media especiallyradio is to partner with various government,NGOs and other international organization like WorldHealth Organization and UNICEF in bringing their activities to the door step of the women andconcern public because no matter their effort might be if not disseminated appropriately it may nothave positive impact on the target people and one of the fastest and easiest way to converge message is through the mass media.Also,radio health communicators require training in broadcasting sting for health and informative research and evaluation that is in line with the scale oftheir programme initiatives.