"In this paper we will be looking at the evidence of impact from interventions in the so-called ‘traditional’ media – TV, radio and, to a much lesser extent, print – and factors contributing to that impact. By ‘media interventions’ we mean using mass-media in support of development objectives and as part of development projects to help bring about behaviour change – for instance, the use of TV/radio spots (also known as PSAs – public service announcements) to promote condom use, or radio programmes to promote better agricultural practices. This should not be confused with so-called ‘media development’, which aims to create independent and professional media, recognising the potential of the media as an important independent agent of social and political change, for example in governance." (Introduction)