Table 1

Mapping the concepts of reach and coverage of digital programmes to the Tanahashi framework

Components of study framework	Definition	Application to Kilkari
Who benefits from the type of information provided by programmes like Kilkari?	Population for whom the changes in health outcomes are needed	All pregnant and postpartum women and their husbands in India
Who is eligible to receive Kilkari?	Target population who meets inclusion criteria and can potentially participate	All pregnant and postpartum women with reported access to a mobile phone who are beyond the twelfth week of pregnancy or have an infant less than a year old
Who is subscribed (enrolled) to Kilkari?	Population subscribed to the programme	All pregnant and postpartum women registered by front-line workers in government tracking databases with functional phone numbers, who are beyond the twelfth week of pregnancy or have an infant less than a year old
Who is reached by Kilkari?	Population receiving one or more components of the programme	Subscribers who have answered at least one call (a ‘successful’ call)
Who is exposed to Kilkari content?	Population receiving minimum threshold of programme to cover core components	Subscribers who have listened to at least 50% of the cumulative content of all Kilkari calls that they are eligible to receive
Who is affected by Kilkari?	Population receiving programme that reports changes in target behaviours	Subscribers to Kilkari who reported changes in target RMNCH behaviours