In his first show about HIV, All India Radio journalist Vijay Kumar found that Indian listeners were anxious to learn more about HIV and AIDS. The program focused on an HIV counseling and testing center and featured a call-in segment so listeners could discuss HIV/AIDS with an on-air counselor. The show attracted many callers seeking information on HIV prevention, treatment and risks associated with blood transfusion. For Kumar, the enthusiastic response from his listeners reinforced the importance of HIV reporting. “We have a huge population which is uneducated. Therefore, it becomes the responsibility of the media to keep people informed about HIV," he said.

Shortly after the show aired, All India Radio station managers provided Kumar with two 30-minute slots a month on its FM channel to dedicate to HIV/AIDS programming. “It was something new I tried after a training – to insert a short feature in the beginning of a talk show,” Kumar said. “But it worked out well. The case study, namely the HIV-positive woman who spoke in my insert, helped to make listeners identify with the issue of HIV testing.”