AN EVALUATIVE STUDY OF HEALTHY LISTENING PATTERN AMONG FM RADIO LISTENERS: A SPECIAL REFERENCE TO MYSORE DISTRICT
Niveditha Vijayakumar - Head of the Department of Communication & Journalism, Mahajana First Grade College, Karnataka, India
ABSTRACT
Radio has always been part of our lives. It has also been a profitable business since the early days of broadcasting. Today, all sorts of digital devices have combined to create a ‘self-media’ environment that resituates radio, in the face of new challenges. This paper is based on an evaluative study of healthy listening pattern of FM radio listeners. The broadcasting scenario has changed in India with the arrival of private FMs and the promise to revolutionize the entire broadcasting market in the Asian content. The study sought to determine healthy listening pattern among FM radio listeners’ with special reference to Mysore District. The study is based on systematic survey research method. The research attempts to formulate the problem of evaluating FM listeners and their perceptions. Following are the parameters used for the survey: Place of listening FM Radio; Associates (Co-listeners) of FM radio; Duration of listening FM Radio; and Discussion over FM Radio. Statistical tests ANNOVA and CHISQUARE are used to verify the research hypotheses such as hypothesis 1: “The respondents have followed Healthy FM radio use patterns.” Questionnaire and interview methods were primarily used for the purpose of primary data collection. Besides this, formal observation and consultation were also adopted for the purpose of generating additional relevant information. Incidental sampling and stratified sampling methods were followed for the purpose of choosing the subject of the study. Descriptive statistics were used to analyze the data collected and findings indicated that FM radio seems to be an entertainment means for lonely listeners and students’ up-to graduation. The business people happen to be the frequent listeners of FM programmes. The quality, relevance and suitability of FM programmes are largely discussed with the friends and very rarely with parents, family members and relatives. The researcher recommended that corporate authorities of FM radio should think of redesigning the programmes such that they are well received and accepted by a wide range of FM listeners not only house wives, unemployed youth, and students up to graduation.