Information is a core constituent of knowledge to boost the productivity, efficiency and performance. However, information seeking behavior, Media buying attitude and media preferences depends mainly upon availability, accessibility, and media exposure. The present study is focused on health development information amongst People of rural areas of Sitapur, Gonda and Barabanki districts on randomly selected 600 people of rural areas. The main conclusion was needed to seek and use of the health information in various ways, directly or indirectly. Indirectly, when an individual is submissively receiving information from the media or from a person while, directly is when a person purposely aims to seek out for health information through various ways, such as, inquiring to a person,  health care institution,  doctors, ANM/ ASHAs , or to other health information sources, including obtaining information from the media.

KEY WORDS: Seeking Behaviour, Information Needs, Source , channelization