PIP: On the basis of data taken from a National Study on the Subject of Reach and Effectiveness of Mass Media in the family welfare program (1980, this paper analyzes the interplay of variables at different levels and their effect on the acceptance of family planning. The level of education is related to exposure to media as well as the use of family planning methods, and negatively related to the degree of apprehension. The higher the level of exposure to media, the greater the acceptance of family planning. However, the relationship between the level of media exposure and degree of apprehension does not show a conclusive trend. The number of living sons is found to be very closely associated with the acceptance of family planning. It is clear that any communication effort which does not attack the problems of sex preference or apprehension will not yield desirable results in terms of acceptance. It is also clear that the proverbial gap between awareness and practice can be better filled by an appropriate use of inter-personal channels.