NETWORK RADIO HEALTH CARE PROGRAM FOR AFRICAN AMERICANS

描述：生物技术传播公司(BTC)正在提议开发和播出一档脱口秀节目(The Program)，该节目将使用互动电台形式的“电话脱口秀”向全国各地的非裔美国成年人提供癌症预防和控制信息。该计划将作为一个独立的商业媒体产品存在，可以通过广告和/或公司赞助来支持。该节目将由一个非裔美国人广播电台网络播出。该计划提供了一种创造性的战略，以解决非洲裔美国人社区中普遍存在的对癌症的低水平认识和知识。第一阶段将使用由非裔美国人男性和女性组成的焦点小组来探索他们对癌症的态度、信念和看法，以确定将有效地通过电话广播谈话节目向这一人群展示癌症信息的主题和策略。这些信息将被用来制定一个项目概念，以回应目标人群对癌症的兴趣和担忧。拟议的计划将绕过短期媒体活动和公共服务公告的固有限制，并将创新地使用网络无线电技术。

DESCRIPTION: BioTechnical Communication (BTC) is proposing the development and broadcast of a talk show ("the Program") that will deliver cancer prevention and control information to African-American adults throughout the country using the interactive radio format of a "call-in talk show". The Program will exist as an independent commercial media product, that can be supported with advertising and/or corporate sponsorship. The Program will be broadcast by a network of African-American radio stations. The Program offers a creative strategy to address the low level of awareness and knowledge about cancer that is common within the African-American community. Phase I will use focus groups comprised of African-American men and women to explore their attitudes, beliefs, and perceptions about cancer to identify themes and strategies that would be effective in presenting cancer information to this population using the medium of a call-in radio talk program. This information will be used to develop a program concept that is responsive to the interests and concerns of the target population with respect to cancer. The proposed Program will circumvent the inherent limitations of short-term media campaigns and public service announcements and will offer an innovative use of network radio technology.