IMPACT OF RADIO ON YOUTHSSubmitted in partial fulfillment of the
requirements
For the award of the degree of
BACHELOR OF JOUNALISM AND MASS COMMUNICATIONUnder the guidance
of:Mrs. VINEETA(Associate Professor, MAIMS) Submitted by
CHETNA MISHRA(BJMC-5TH SEM)ROLL NO --06314702412
MAHARAJA AGARSEN INSTITUE OF
MANAGEMENT STUDIES
Affiliated to
Guru Gobind Singh Indraprastha University
Dwarka, Delhi 110075DECLARATION
I hereby declare that this Project Report entitled IMPACT OF
RADIO ON YOUTHS, submitted by me to the GGSIPU Delhi, is a bonafide
work undertaken by me and it is not submitted to any other
University or Institution for the award of any degree diploma /
certificate or published any time before.
Signature of StudentName: CHETNA MISHRARoll No.:
06314702412CERTIFICATEThis is to certify that the project report
entitled entitled IMPACT OF RADIO ON YOUTHS done by Ms. CHETNA
MISHRA is an authentic work carried out by him at Maharaja Agarsen
Institute of Management Studies under my guidance. The matter
embodied in this project work has not been submitted earlier for
the award of any degree or diploma to the best of my knowledge and
belief.
ABSTRACT
The present study focuses on the role of FM radio as an
information source. The overall aim is to develop knowledge on how
the FM radios contribute as a source of information and help the
urban youth to improve their knowledge and keep them updated. It
expounds the relationship between FM radios and urban youth from
the perspective of Thiruvananthapuram Corporation. Data are
collected from male and female youth. Questionnaire was used as a
tool for data collection. The study established that though as an
entertainment media, FM Radio has worked to improve awareness and
knowledge among youth, ranging from social issues, development,
women empowerment, health and hygiene to local governance. The
station FM has been an appropriate medium that has facilitated an
interface between duty bearers and rights holders. The findings of
the study also throw light on the urban consumerism on
advertisements by FM Radio. The study ends with some
recommendations on how the FM radio can best serve the interests of
the listeners with informative and innovative programs which could
contribute as a tool in the process of social development.What the
newspapers projected as the most important national issues differed
from what the survey participants listed as the most important
national issues. However, the differentiator may not be Twitter as
a tool itself, but rather because of the nature and general
framework of social media communication. Despite not proving to be
the catalyst for the difference in perception, Twitter still plays
a significant role in how individuals communicate and understand
the different modes of communication. Twitter has garnered a
community that dramatically differs from those who are not on
Twitter. This community believes in the power and influence of
social media, while those who are not on twitter but still active
on social media hold traditional mass media in higher esteem.
This research sheds light on an understudied topic, but there is
still much to be discovered. A more robust study, aware of more
variables, would better determine Twitters exact role in the
evolution of communications. Twitter is a fascinating and complex
tool that is still in the early stages of development. There is
much to learn from Twitter and communications scholars should be
studying and mindful of the progression of this communications
technology.
ACKNOWLEDGEMENT
I would like to express my sincere gratitude towards for
providing me this great opportunity to work and learn through the
Seminar program.I am grateful to my guide for imparting constant
attention, useful suggestions, expert guidance and valuable
suggestions during the course of this project. I would like to
thank all the faculty members of BJMC department of Maharaja
Agarsen Institute of Management Studies for their support and
encouragement.
I also express my sincere indebtedness and gratitude to my
parents and all my friends who have encouraged and inspire me
constantly to complete this seminar work.
CHETNA MISHRA
Table of Contents
1. INTRODUCTION1.1 Introductionto Radio
1.2 History
1.3 Radio in India
1.4 FM Radio in India
1.5 Different FM radio station
1.6 Characteristics of radio industry
1.7 Objectives1.8 Advantages
1.9 Programs
2. Literature Review
2.1 Radio audience surveys
2.2 Radio Recall Research
2.3 Radio and lifestyle
2.4 Reasons for Radio listening
3. Methodology
3.1 Data collection Techniques
3.2 Sampling Techniques
4. Questionnaire & Pie-charts
5. Conclusion
6. References
.
INTRODUCTION1.1 INTRODUCTION TO RADIOCommunication has been
central to human life. Sharing of emotions, feelings, needs,
aspirations and evolution of a social order from simple to complex
have all gone together. The process has, in fact, been
complimentary. Mass society resulted in the formation of mass
aspirations and the means to approach them have been the mass
media. The society presented itself with typical diversity and
uniqueness and hence the challenge before the mass media over the
years to continuously evolve and create a dynamic social-fit. Radio
as a mass medium has had its own course of evolution and comes to
be accepted as a means to support the efforts of development in a
modernizing society. The support to the efforts of social and
governmental institutions has, in turn, undergone changes and the
attempt to trace the course of such changes has to be truly
creative, thoughtful, imaginative and above all reflective of
reality. In keeping with the respective social objectives, the
concern of radio has been to aid the process of changing lives of
those who exist on the margins of development. Differing
perceptions of development potential at different times needed to
be unbundled leading to devising of commensurate communication
strategies within the typical development framework. In India,
where literacy remains a substantial barrier to development, radio,
can reach a large number of poor people because it is affordable
and uses little electricity which is low supply in many countries
and barely affordable for many poor. In 2000, AIR programs could be
heard in two-third of all Indian households in 24 languages and 146
dialects, over some 120 million radio sets. Radio gives a voice to
the community they serve with programs in local languages,
respecting local culture, traditions and interests. And it
facilitates dialogue within the community; while on a national
level it encourages diversity, creativity and citizens
participation in democratic processes. Radio never force anyone to
sit and watch or do radio. Instead it allows people to move around
and live their life and same time radio will me on which entertains
you, supports you and become part of your everyday life. One of the
distinctive characters of radio is its ability to create
imagination in its audience mind which does not exist in other
media. The level of imagination though depends heavily on its
audience. It is not only the description and sounds of real and
unreal world we hear through the radio. We also hear the voice of
the person who describes them. The anonymity around these speakers
creates an image in the minds of people. As one of the oldest means
of communication, the role of radio was huge. No other mass medium
was capable of being so persuasive, informative, inspiring,
entertaining, and affordable. It is not just to the audience who
tasted the fruit of radio but also to the advertisers it was boon
because its cost of advertising is cheap compared other media.A
combination of a number of discoveries of electro-magnetic waves,
radio waves, the wireless telegraph and the triode amplifier valve
by technicians and scientists from different countries gave rise to
the development of wireless telegraphy and later to radio
broadcasting. It took ten years for wireless telegraphy, whose sole
use was point-to point tele-communication, from ship to ship and
ship to shore, to become a broadcasting system that was one of the
main media for mass culture.1.2 History of RadioIn 1896 Italian
inventor Gugliemo Marconi created a wireless telegraph that used
radio waves to carry messages in Morse code. This was the first
practical use of radio. Marconi employed his business flair to
establish the Marconi Wireless Telecommunication Company, in Italy,
then Britain and the USA, setting up a series of shore-based radio
stations to receive and retransmit telegraph signals to oceangoing
ships, where telegraph wires could not reach. The company also
manufactured and operated the radio equipment. By 1913 Marconi
dominated radio in Europe and United States. This shift from one
type of technological and social usage to another took place in
relation to two developments: Frist World War promoted the
industrialization of wireless telegraphy; secondly in the United
States the radio created a communication environment in which
amateurs could operate freely. Radio broadcasting needed the mass
production of receivers and marketing for it to be commercially
viable. This came about during World War I largely because of
military requirements. After the War, radio founded its commercial
base and was given a social form through a combination of several
traditions- those of telecommunications, mass industry and the
press. The earliest radio transmissions in 1915 were by
universities to disseminate news. The first radio stations were set
up in Pittsburg, New York and Chicago in the 1920s to broadcast
election news, sporting events and opera performances. By mid-1923
as many as 450 stations sprouted across the United States - all run
by amateurs. In Britain and in Europe, however, radio broadcasting
was felt to be much important a mass medium to be left to private
profit oriented companies. Public service broadcasting supported
taxes or license fee and hence the advertising oriented commercial
broadcasting found widespread favor. Thus it was while the NBC and
CBS were established as private commercial stations in in the
United States, the British Government took initiative to set up the
BBC in 1920 as an autonomous public service corporation. Other
European countries established national public service networks,
some directly under government control, and others as autonomous
establishments. Colonial powers like Britain and France opened
broadcasting stations (BBC World Service and Radio France) in Asia
and Africa to extend their governance over local populations and to
propagate their interests in politics and trade. The United States
Government established the Voice of America.
The UK has a strong tradition of public service broadcasting, a
flourishing commercial radio industry and a growing community radio
sector. The majority of stations in Britain are owned and operated
either by the British Broadcasting Corporation (BBC) or commercial
companies. BBC stations provided a wide variety of entertainment
and information in both music and speech formats.The FM radio
developed in Germany after World War 2. In 1948, a new wavelength
plan was setup for Europe at a meeting in Copenhagen. In this
meeting only very few medium wave frequencies were given to Germany
which had negative effect on broadcasting in this region. As a
result, Germany began broadcasting on Ultra Short Wave (USW- which
is now called VHF). With few more experiments done with modulation
of VHF radio, it was realized that FM radio was much better
alternative.
1.3 RADIO IN INDIARadio broadcasting started in India in
November 1923 with amateur setting up of Radio Club in Calcutta
(now Kolkata). Later in 1924, similar club started in Bombay
(Mumbai) and Madras (Chennai) by transmitting programs two and half
programs daily. But by 1927 October Madras Club became bankrupt and
was closed down.
Same year British government gave license to the British
Broadcasting Company to start broadcasting through radio stations
in Bombay and Kolkata. But by 1930, the company couldnt collect
enough revenue and the broadcasting came under the direct control
of Department of Labor and Industries. Soon the company was renamed
as Indian State Broadcasting Service (ISBS). Between 1930 and 1935,
the Indian broadcasting faced financial stringencyIn June 1935, the
Indian State Broadcasting Service changed its designation to All
India Radio (AIR). In 1937 AIR was transferred from the ministry of
labor and industries to the Department of communication. In 1941,
AIR was transferred to a new department Information and
broadcasting which after Independence became a ministry in 1947.
Government of India controls the radio broadcasting in India that
works under the Directorate General of All India Radio. All India
Radio was renamed as Akashvani in the year 1957. There were only
six radio stations in India when it got independence. By mid-1999s
All India Radio expanded itself to 146 AM stations along with a
national channel and Integrated North East service which was
started with the aim of reaching every tribe of the region and for
the external service. There are five regional headquarters for All
India Radio with New Delhi in the North zone, Kolkata in the east,
Guwahati in the North East, Mumbai in the west zone, and Chennai in
the south zone.
Mean time in 1954, Radio Ceylon started its commercial services
in different parts of India. It became very popular as its content
was mainly popular Hindi music. To counter this Akashvani started
its new service known as Vividh Bharathi. Audience in India smelled
a new flare of content in radio where 85% of the programs were
music- film, light, regional folk and devotional. The rest was
Hindi news bulletins, skits and short features. In 1967, Vividh
Bharathi was commercialized. Initially only 10% of the total
transmission time was allowed for advertisers. By April 1982,
commercial spots were introduced to the main channel and were later
carried to the entire network immediately before and after major
morning and evening Hindi and English news bulletins. National and
international sports events sponsored by commercial houses were
also carried on the national network. Vividh Bharathi gained lot of
its revenue from extensive advertisements.
16th January 2009, All India launched its first digital
transmission from Delhi in short wave. Today All India Radio has a
network of 232 broadcasting centers with 149 medium frequency (MW),
54 high frequency (SW) and 171 FM transmitters. The e coverage is
91.79% of the area, serving 99.14% of the people in the largest
democracy of the world. AIR covers 24 Languages and 146 dialects in
home services. In External services, it covers 27 languages; 17
national and 10 foreign languages.
1.4 FM RADIO IN INDIAFor over four decades the Indian government
had direct control over radio broadcasting in India-from
recruitment to policies, management and even in programming
content. History took its turn when government allowed private FM
players to buy blocks on All India Radio and provide services from
program content and book advertisers. Soon the radio industry saw a
sudden increase in radio advertising and sponsorship with a profit
of 93 crores. The pressure on the government was more key players
in this were media giants like Times of India and Mid-Day Group.
They were also blessed with economic liberalization and
globalization. But in June 1998, the Prasar Bharathi decided to
cancel the operations of private FM operators. But this led to a
major damage in the advertising industry. The advertising revenue
came down to 50 percent. This forced the government to rethink
about the role of private FM players in India.
On July 6, 1999, the government announced that forty cities in
India will be able to enjoy 150 new privatized FM channels. 1.5
Different FM Radio Station AIR FM Rainbow / FM-1 (102.6MHz) AIR FM
Gold /FM-2 (106.4MHz) Oye FM (104.8MHz) Fever 104 (104MHz)
Radio Mirchi FM (98.3MHz) Red FM (93.5MHz) Big FM (92.7MHz)1.6
Characteristics of the Radio industryLow advertisement ratesRadio
is a cost effective medium for the advertisers. Radio advertising
rates are low on cost-per- thousand basis as compared to other
media.
Low content costsRadio does not require any commissioned
original content unlike other media such as print and television.
Royalty fees have to be paid for the music content to Phonographic
Performance Limited (PPL) and Indian Performing Rights Society
(IPRS) and certain music companies.
Prime time differs from televisionThe prime time for radio
listenership differs from prime time television viewing. Radio
listenership peaks in the morning, afternoon and late nighttime
slots, while for television the prime time is the night slot.
Reaches the required audience
Listenership of radio as indicated by the Indian Listenership
Track (ILT) survey is the highest among the younger audiences
(15-29) and the SEC A audiences. The research indicates that almost
70% of SEC A (higher socio economic class) audiences listens to
radio everyday. This is the audience most sought by
advertisers.
Audio mediumRadio is not a visual medium like television and
thus people prefer television to radio. Besides this, the only
source of revenue for the FM radio operators is advertisement
revenues and they do not receive any subscription revenues from the
listeners.
1.7 OBJECTIVE
a) To analyze the impact of Radio in a social media as a
communication tool amongst youth.b) To understand general attitude
of Youth Listeners toward Radio. c) To find out the time spend on
listening to Radio by Youthsd) To analyze how Youths are motivated
and gained by Radio.
1.8 Advantages
Advertising is perceived to be less intrusive on radio than on
television, where it very obviously interrupts programmes and
prompts zapping to other channels or muting the channel or getting
involved in other activities like visits to the kitchen or
bathroom. It provides more opportunities for frequent repetition of
messages. Radio stations create and record radio advertisements for
local businesses.
National campaigns can be bought on local stations through sales
houses. Spread of radios all across rural areas paves the way for
mass use. High geographic and demographic selectivity. The cost of
radio ad is relatively low.1.9 ProgramsDifferent Programs Aired by
AIR for youths are as follows :
HEALTH & FAMILY WELFARE
Health & family welfare programmes are regular broadcasts of
All India Radio. All regional and Local Radio Stations produce and
broadcast these programmes in their respective regional languages.
Subjects covered in these programmes are based on the raise in
marriage age delay the first child, space between two children,
terminal methods, maternal care, child survival, promotion of
inter-spouse communication/male responsibility, neutralizing male
preference syndrome, medical terminal of pregnancy, management of
reproductive tract infections (RTIs) and sexually transmitted
infections (STIs), Pre-Natal Diagnostic Techniques (Regulation and
Prevention of Misuse) Act- 1994, AIDS,drug abuse, breast feeding,
child right, girl child, adverse child sex ratio and to alter the
Negative mindsets leading to abortion of Girl Child foetus, Pre-
Conception & Pre- Natal Diagnostic Techniques act and the
penalties contained therein to create public opinion against
violation of its provisions, disability, T.B., leprosy and
reproductive child health etc.Health campaigns on
immunisation,Polio,blood Thalesimia eye donation are publicized
widely in these programmes.Regular programmes are mounted against
Drug abuse, tobacco consumption, illicit trafficking, AIDS etc. and
to create awareness about the Rehabilitation and facilities being
provided to the leprosy affected persons/ families and campaigns
based on articles 8,9,21,27 &30 of the UNCRPD to raise social
awareness on the issues of persons with diasabilities .
CHILDREN PROGRAMMES
Children programmes are broadcast from all Regional and Local
Radio Stations of AIR on weekly basis in their respective regional
languages. These programmes are designated for age group 5-7 years
and 8-14 years. Special programmes for rural children are also
broadcast from AIR stations. Plays, short stories, features, choral
singing, interviews, stories from epics etc are part of these
broadcasts. Childrens Day is celebrated on November 14th as Baal
Diwas with special children activities, stage shows and invited
audience programmes.
Programmes are planned keeping in mind the following action
points:
1. Protection of Rights of children
2. Care and Support to disabled Children and child labour,
children under difficult circumstances.
3. Equal status of girls.
4. Universal access to basic education to children and more
attention to girls education.
5. Providing safe and supportive environment to children
6. Improvement in the economic condition of family and
self-reliant society.
7. National and International cooperation for better future of
the child.
8. Safe drinking water facility and sanitary means of excreta
disposal.
Women Programmes
Women programme of All India Radio covers subjects related to
socio- economic development of women, health & family welfare,
Food and nutrition,scientific home management, women
entrepreneurship, education including adult education, women
empowerment, gender issues etc. Special programmes focusing on the
status and importance of the girl child are broadcast throughout
the year to create social awareness to welcome the girl childs
birth .These programmes also aim at creating social awareness about
the rights and privileges of women through the propagation of legal
literacy.Different traditional folk forms are used to communicate
with the rural women audience,
Problems Confronting Women, viz:
Atrocities on women
Trafficking of women
Female foeticide and infanticide
Obscene portrayal of women
Security for women
Maternity benefits, crche etc. for working women
Equal wage for equal work
Ban child labour
Literature ReviewIMPACT OF MOTIVATION, ATTARACTION AND
PARASOCILA INTERACTION ON TALK RADIO LISTENING BY ALAN.M.RUBIN AND
MARY .M.STEPA study was conducted by Alan.M.Rubin and Mary.M.Stepto
study the impact of motivation, attraction, and parasocial
interaction on talk radio listening focusing on explained talk
radio exposure, information acquisition and perceived attitudinal
and behavioral effects in the US.The researchers were interested in
adult listeners to public affairs talk radio. The questionnaires
were completed by 2235 participants, most who were recruited by
research assistants from an undergraduate communication research
class at a large Midwestern university. Respondents ranged between
the age from 18 to 92 years; 53.4% were male and 60.9% were
currently married. They listened to talk radio over a period that
averaged 7.95 years and for 6.33 hours each week, fourteen percent
of the sample had called a talk radio show during past 6
months.Findings:
Para socially interacting with a talk radio host predicted
planned and frequent listening to the host, treating the host as an
important and credible source of information, and feeling the host
influenced attitudes and actions about societal issues.
The results support the significance of attraction in the
development of in the development of parasocial relationships.
Interpersonal attraction did not strongly predict the attitudinal
and behavioral effects.
Social attractions failed to predict behavioral effects and were
a negative predictor of attitudinal effects. More listeners liked
or attracted to their favorite host, the less they felt their
attitudes are influenced.
Attitudinal effects seemed to be depended more on whether the
listener respected rather than the liked the host. The talk between
the host and the caller recreates and reinforces several
interactional features including roles and similarities
Not only did instrumental, informational seeking motivation
predict attitudinal and behavior effects, so did ritualized, pass
time/habit motivation.
YOUTH, THE INDIAN LISTENERS OF RADIO: SOME OBSERVATIONS a
research By Binod C Agrawal, TALEEM Research Foundation, Bhopal,
Ahmedabad, India. Presented in RadioAsia2011 Conference, February
21-23, 2011 at New Delhi India.The aim of the study was to
understand the radio listening by youth in sub-continent of India.
The observations made in the study are based on meta-analysis of
several media studies conducted over a period of time having a
subsample of youth radio listener in each study. The conclusion
that was drawn from the brief observations is that over a period of
timeradio continues to thrive on the Indian film songs and music
without generating much of its original sound track of music and
sounds. Youth listeners like other listeners are attracted to this
genre of song and music though among the urban youth listener
western music is also making its mark.RADIO AUDIENCE SURVEYSAC
NIELSON ORG-MARG launched a study to measure radio listenership in
India, called RAM (Radio Audience Measurement). The study aimed to
track the performance levels of various FM radio stations due to
emergence of FM radio in India. In Mumbai, the agency currently
carried out a project to provide media planners and broadcasting
housed with quantitative information on FM radio listenership that
comprised individuals 15 years and above from all the socio
economic categories. Structured questionnaires were distributed to
a sample of 1000 people. Recall methods involving face to face and
telephone interviews were used to monitor radio listenership
besides Diary method and Watch meters. Vividh Bharathi was still
the most listened to/preferred radio station, followed by AIRFM and
Radio Mirchi
Listenership timeslots revealed that between 7 am to 11.30 am,
the FM listening is at its zenith, followed by 7 pm to 11pm.
Listenership was high in the morning and the early evenings (pre
prime times in the TV) as well as late nights.
Apart from content and audio clarity, what appealed to the
listeners were the Radio-jockeys. A good radio jockey can
definitely improve listenership of a program.
Radio city seemed to be a hit among the interviewed radio
listeners with 82%awareness levels and 70 % listenership within the
first few days of its launch. And this figure was considerably
higher among the students and professionals with 92%of the radio
listeners in these two audience segments tuning in.
RADIO RECALL RESEARCH (RRR)
Radio Recall Research is tested 1200 commercials with 200
respondents per commercial. Madison Media have distilled a finding
adapted to Indian context and had arrived at a set of best
practices for radio broadcasting:
Properties created on radio are most cost effective and have
advantage of high recall. Music oriented properties targeted at
youth last long and provide immense benefit for advertisers.
The traditional baton of radio had been the in-car listening,
though low in case of ownership of personal cars in India. It is
more important to understand that radio will be the best medium to
target upwardly mobile high spending executives and
businessmen.
A recent study by IMRB survey conducted in Mumbai on radio
listenership during July 2002 indicates that the new category of
Private FM Radio is rapidly establishing itself as a viable medium.
The research sampled 10003 people in 15 plus age group.
Findings: Radio Mirchi listenership in Mumbai is 91%, eight
times higher than that of Radio city, which is recorded 11%
listenership. Vivid Bharathi recorded 11% while all other radio
stations including AIR showed 15% listenership. Radio Mirchi has a
stranglehold on all segments of the population 91% and SEC A
population, 93% among the males, 96% among the students, 89% among
the working work and 87% among house wives.
An average radio listener spends a total of 87 minutes listening
to radio RJ a daily basis in Mumbai. From this, 79% time is spent
on listening to radio Mirchi, followed by 7% Vivid Bharathi, 6% on
Radio City and a further 8% on all other private FM channels put
together. In terms of Top of Mind awareness, Radio Mirchi came out
top with 41% while Vividh Bharathi, 6% on Radio City and a further
8% on all other private FM channels put together.
RADIO AND LIFESTYLEA study conducted by Indian Institute of
planning and Management on the topic radio listenership habits
among youth, it is found that 51 percent of the youth in Hyderabad
listen to radio in car/bus or auto. The primary objective of the
study was to have a detailed insight on radio listenership of the
youth between the age group of 25-35. A longitudinal study was
conducted for the study. Findings: Out of the total 70 respondents
51percent of them listened to radio only in the car /bus/auto, 23
percent of them listened to radio only at home, 3 percentage
listened to radio at workplace, 9 percentage listened to radio at
home and in the car, 3 percent listened to radio at the 3 percent
listened to radio at the workplace and at home, 11 percent listened
to radio in the car and at home.
Out of the total 70 respondents 21.43 percent listened to radio
in the morning, 14.28 percentages listened to radio in the
afternoon, 17.14 percentages listened to radio in the evening and
47.14 percent listened to radio in the night.
Out of the total 70 respondents 29 percentage did not switch
radio channels during advertisements whereas 71 percent switched
radio channels during advertisements.THE STUDY OF THE CONSUMPTION,
ASSOCIATION, AND ARTICULATION OF MEDIA (RADIO), MESSAGES AND
PRODUCTS AMONGST WOMEN BY RADIO MEOWAs part of the in-house
research initiative, a brief yet intensive research was undertaken
by Meow Research across the three cities of Delhi, Kolkata, and
Mumbai to understand the consumption, association, and articulation
of media (Radio). The research revealed that radio is not just a
neutral technology in the lives of women. The consumption patterns
reveal that radio plays a significant role strongly embedded in the
social, cultural, economic, political, and moral cultures of these
contexts. The manner in which homemakers and professional women
associate with and consume radio as a technology and a medium are
distinct, bringing to forefront the contexts, constraints, and
circumstances they operate within.The study show that
For most of the homemakers radio is a constant companion which
allows them to pay heed to the domestic chores. As compared to
professional women, homemakers are more loyal audience. There is a
distinct pattern in homemakers consumption of radio pattern
throughout the day based on preference of specific shows, stations,
and hosts during those hours. Until and unless the routine is
interrupted by unprecedented incidents, homemakers diligently
follow the routine. The pattern of radio consumption amongst
professional women is determined by the demands of their jobs. Most
working women listen to the radio on their mobile phone when they
are driving to or back from work. For those professionals who have
a pre-determined routine, they reflect a tendency to follow
identified favorite shows akin to the loyal listenership of
homemakers. At least 85 per cent of the women across the three
cities stated that they tuned in to the radio when other family
members were present on their mobiles or portable sets.
For most women, one of the most important anchors to engage with
a station and a show is the radio jockey or radio host.
REASONS FOR RADIO LISTENINGFor many the reason for listening to
radio at work is that it fulfills their functional needs. But same
time, many listen to radio because radio is just on. For most of
them however, the role of radio, either implicitly or explicitly is
centered on emotional needs and satisfaction. Radio is seen as a
vehicle of helping to pass time and it acts mainly as a mood
enhancer. For many the role of radio is that of companionship.
Listening to radio for many is a solitary experience.
Findings are as follows: The radio listening of just about
everybody is to stations, not to the programs. Very few listeners
switch on radio in the beginning of the program and off at the end
of it.
Moreover, radio listening is time based, not program based. If
the time slot of the program is changed, its audience will almost
will certainly follow it at new time slot. The program will inherit
the previous audience in the new time slot, though after a while
the audience may change.
In general, the total radio audience declines slowly between 6
am and midnight. The radio audience is largest at mealtimes. The
number of people listening to radio usually reaches a peak
particularly around 6am-8am, 12 noon-2pm and 6pm-8 pm. Therefore,
higher advertising around these times.
In general, the total radio audience declines slowly between 6
am and midnight. The radio audience is largest at mealtimes. The
number of people listening to radio usually reaches a peak
particularly around 6am-8am, 12 noon-2pm and 6pm-8 pm. Therefore,
higher advertising around these times.
Though radio listening is a habit for most people, many people
think their habits are more regular than they really are. Listeners
behavior does not follow their self perceived habits. Their
listening habits are slow to the change. Many people have a
favorite radio station that they listen to most often than any
other, be one station to listen to at home, another while
driving.
MethodologyData collection TechniquesSample Selection The sample
of the study is those who listen to FM and between the age group of
17 years to 30 years. The questionnaire survey is conducted among
110 youth. The demographic variables that are used in the study are
age, gender, education and occupation. Source of DataTwo types of
data collected through Research: Primary DataData collected
directly from the listeners through Questionnaires. Secondary
DataData collected from researches, books, newspapers, and online
media.Sampling Techniques
Non-Probability Sampling: In non-probability sampling, there is
an assumption that there is an even distribution of characteristics
within the population. Since elements are chosen arbitrarily, there
is no way to estimate the probability of any one element being
included in the sample.
Drawback: Reliability cannot be measured in non-probability
sampling. Statisticians are reluctant to use it because there is no
way to measure the precision of the resulting sample.
Despite this drawback, non-probability sampling methods can be
useful when descriptive comments about the sample itself are
desired.
Secondly, they are quick, inexpensive and convenient.
The most common types are:
Convenience or haphazard sampling Volunteer sampling
Judgement sampling
Quota sampling.
Questionnaire &
Pie chartsREFERENCES
____________________
Signature of the Supervisor
Name: Mr. Manoj Kumar Sharma
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