The study investigate factors affecting lower utilization of RCH services and people's cognizance to various reproductive and child health programs in most populous state Uttar Pradesh using data from DLHS-3. Sources of media were deliberated in to five major categories. Friends and relatives are main source for dispersal sentience of ANC, institutional delivery and family planning whereas role of health professionals and electronic media comes subsequently. Women devouring sophisticated education, living in urban areas, belonging to upper wealth quintile are more conscious than those who are...