Awareness and listening behaviour of the listeners of Keishi community radio station
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Date
2010
Authors
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Journal ISSN
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Publisher
UAS, Dharwad
Abstract
The study was conducted during 2009-10 in Dharwad district of Karnataka state to
investigate the awareness and listening behaviour of Krishi Community Radio Station
listeners. The data was collected from 76 women and 76 men respondents, selected based on
random sampling from four villages in Dharwad taluk through personal interview schedule.
The results showed that majority of the respondents were of young age (81.58%),
married (69.74%) and 44.08 per cent were literates. Most of the respondents possessed radio
sets (60.53%) and were listening to the radio at home (93.42%). Higher number of
respondents were aware of Krishi Chintana programme (85.53%) followed by Pakshika
Salahegalu (81.58%) and Vigyanigala Sandarshana (53.29%). Fifty two per cent of the
respondents preferred Krishi Chintana programme followed by Pakshika Salahegalu
(46.71%) and Avishkaragalu (32.89%). Sixty eight per cent of the listeners had medium level
of listening behaviour and more than half of the respondents (57.24%) listened to the
programmes only for half an hour. Seventy five per cent of the listeners said that duration of
the programmes were not adequate.
Most (61.84%) of the listeners faced lack of signals as a major problem followed by
power cut (54.61%) and burden of household/field work (32.89%). Higher number (59.87%)
of listeners suggested that programmes must be broadcasted in the morning (9am–12pm) and
evening (6pm-9pm) time followed by improvement in the network coverage (54.61%).
Twenty eight per cent of the listeners preferred news as an additional programme. The
question and answer format of presentation was most (66.45%) preferred by listeners
followed by interview with farmers (51.32%) and dialogue (41.45%). The awareness level of
programmes was associated with education, family size and land holding of the respondents.
Listening behaviour was associated with education and family size of the men listeners.