Abstract
Media plays a role of significant ally in any state of public health by disseminatingtimely and important information regarding deadly diseases. Due to the growth of private televisionand FM radio channels in Pakistan, such issues, which were considered taboo subjects are now gettingattention. This research explored the role of Pakistani television channels in creating HIV/AIDSawareness. The study was carried out through interview and survey methods. Primarily relatedmessages were reviewed for questionnaire design and data was collected to investigate the role ofmedia in HIV/AIDS awareness. Random sampling technique was used to collect the data fromindividuals (both males and females) aged 16-40 years from Lahore. The results showed gender wiseinsignificant association between television messages and awareness about HIV and AIDS. Howeverthe findings of the study revealed that despite accessibility; television messages were ineffective increating awareness and eliminating misconceptions about this deadly disease. On the basis of theresults, recommendations were also made for the health policy makers and media organizations inPakistan.
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