A STUDY ON FM RADIO LISTENERSHIP IN TRICHUR WITH SPECIAL REFERENCE TO

‘RADIO MANG0’

NICY.V.P

090702042

DISSERTATION SUBMITTED TO MANIPAL INSTITUTE OF COMMUNICATION

IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF MANIPAL UNIVERSITY

FOR THE DEGREE OF MASTER OF SCIENCE (COMMUNICATION)

Manipal University

October 2010 Manipal Institute of Communication,

Manipal, India.

Declaration

I declare that the dissertation titled “A study on FM radio listenership in Trichur with special reference to Radio Mango” submitted to Manipal Institute of Communication, Manipal University, Manipal in research study which, with the exception of reference and quotations that are given due credit in the text and bibliography, is my original work.

Nicy.V.P Manipal, October 2010

This dissertation was carried out under the supervision and direction of my guide

Mr.Padmakumar.K.

Lecturer, Manipal Institute of Communication

Thesis Evaluation

Rejected/Accepted Rejected /Accepted Internal Evaluator External Evaluator

Director (Academic) Manipal Institute of Communication

Manipal University

To my Family

ACKNOWLEDGEMENT

I would like to thank my guide Mr.Padmakumar.K. for his constant guidance,

unlimited support, inspiration and valuable knowledge and inputs he gave me.

Without him, this dissertation would have not have come in to shape.

Very special thanks to our college Director, Mr. Vardesh Hiragange for his amazing

support, for going through our study in each step and making sure we stick to our

deadlines

Thanks a lot to Mr. Madhu Madhavan .C, Program Manager, Radio Mango for giving

me all necessary information.

Rathi Mam and all the staff members of library for helping me to find out right

research material and books. Thank you a lot.

To my family for supporting, understanding, helping, believing in me and giving me

strength to go further without fear. It is your blessings that made me what I am

today.

Thanks a lot to Jean, Anurag, Faizan, Anupama, Hiba, Anirudh and Nidhin for your

great support throughout my research and for entertaining me whenever I needed a

break in my work.

Very special thanks to Nidhin Kattungal for being what you are and helping me with

survey.

Words are too short to explain my gratitude to all Microsoft engineers who built this

wonderful software Microsoft office. This thesis would have been mission impossible

if Microsoft wasn‟t there.

Last but not the least; I would like to extent my gratitude to all my class mates,

friends, especially my juniors from 1st MS and all the well wishers for all your prayers

and love.

TABLE OF CONTENTS

Unit I: INTRODUCTION

INTRODUCTION………………………………………..…01-24

i. History of Radio

ii. Radio Broadcasting

iii. History of radio in India

iv. FM radio in India

v. Different technologies in radio broadcasting

vi. Advantages and disadvantages of FM broadcasting

vii. Differences between AM and FM broadcasting

viii. FM boom in Kerala

ix. FM radio stations in Trichur

x. Radio Mango

xi. Statement of Problem

xii. Objective of the study

xiii. Need for the study

xiv. Limitations of the study

Unit II

REVIEW OF RELATED LITERATURE…………………………………..............................25-46

Unit III:

METHODOLOGY………………………………………………47-53 i. Research Design

ii. Sample Selection

iii. Data Collection

iv. Development of Questionnaire

v. Data Analysis

Unit IV

ANALYSIS AND INTERPRETATION………………………. 54-103

Unit V:

FINDINGS AND DISCUSSION………………………………..104-112

UNIT VI

CONCLUSION…………………………………………………113-116

UNIT VII

BIBLIOGRAPHY………………………………………………117-119

UNIT VIII

APPENDICES…………………………………………………..120-126

1

UNIT I

INTRODUCTION

“When you ask some people if they listen to the radio, they say, „No‟. Then

you ask them if they drive to work and they say, „Yes‟. Then you ask them if

they drive to work with the radio on and they say, „Yes‟. They don‟t listen to

it.”

-Tony Schwartz, US advertising Executive

That‟s the effect of radio on people. They literally live in it. 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.

Since it is an auditory medium, there is a huge chance of miscommunication as

audience cannot see Radio programs. This nature of radio had made it challenging

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and exciting for most of the broadcasters, programmers as well as for the huge

audience of the radio. In each decade of the radio history, science has come with

discoveries that lead to the development of radio. Each discoveries improved radio to

a personal medium to its audiences. The timeline of history, radio had ups and down

but this medium has survived to be the most influential medium in the world.

HISTORY OF RADIO

Present day radio is result of convergence of various other discoveries. The discovery

of telegraph and telephone formed the base for radio. But the invention of radio

waves-invisible electromagnetic waves that has transmit music, speech, pictures and

other data‟s through air. Here is the list of discoveries in time line which led to the

development of radio.

Radio in Time line

During 1830s and 40‟s, Samuel Mores discovers Morse code in which alphabets can

be represented in dots and dashes in semaphore systems signaled by flashing lights,

sounds and electrical impulses, latter to become known as the telegraph. Soon in

1850 telegraph become the most popular means of communication by distributing

news and information. James Clerk Maxwell predicted existence of Radio waves

during 1860s. In 1870‟s the concept of broadcasting emerge as a result of Alexander

Graham Bell‟s discovery of telephone. This concept mainly refers to sending of single

message or sound which can be received by large numbers of people in different

locations.

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The year 1887 witnessed yet another discovery which was to transform the history of

broadcasting when in Germany; Heinrich Rudolf Hertz successfully transmitted

electromagnetic waves without any other form of conduction. Soon his discoveries

got publicized through lectures and articles in various magazines and journals. His

name Hertz was later adopted as a unit to measure radio frequency (MHz- Mega

Hertz).

During 1984, in Italy, Gugliemo Marconi studies articles on discoveries on Hertz‟s

discoveries and conducted his own experiments near Bologna by transmitting Morse

dots and dashes from one side of the valley to the other side of the valley. But the

government of Italy was least interested in the discovery of Marconi. So he leaves his

country and does his further research in England. In 1897, he receives support from

General Post Office in England for his discoveries. He patents his invention of the

wireless telegraph, at the age of 23 he sets up his company Wireless Signal and

Telegraph Company. In 1901, Marconi receives first transatlantic wireless signals

between England and Newfoundland. Marconi and his company realize the

commercial potential of wireless telegraphy and very soon Marconi‟s signal develops

its span from Atlantic to North America.1

There was other scientist who researched on parallel lines as that of Marconi. Four

years before Marconi started his experiments, in 1884, Nikola Tesla laid foundations

for theoretical model for the radio. In 1915, Tesla tried injunction against Marconi

but was unsuccessful in the case. But in 1943, the supreme court of the US reviewed

the case and Tesla became the inventor of the radio even though he did not design

the working model of the radio.

1 Crisell, A. (1994). Understanding Radio. London: Routledge.

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Indian scientist, J.C. Bose was another scientist who researched and was successful in

radio waves transmission. He demonstrated his invention on radio transmission in

1896 in Calcutta in front of the British Governor General. The transmission covered

distance of three miles between Presidency College and Science College in Kolkata.

The instrument he used was known as „Mercury Coherer with a telephone detector‟.

This instrument was capable of solving Hertz problem of waves not able to penetrate

through walls, mountains or water. Maroni was present in the Royal society when

Bose displayed his invention. It is believed that Marconi stole Bose‟s note which

contained the model of „Mercury Coherer with the telephone Detector‟. The

controversy is that coherer which Marconi used in 1901 is exactly the same as that of

Bose‟s Coherer.2

J.C. Bose was reluctant to apply for the patent for his design because he believed in

free flow of information in science. But with continuous compulsion and pressure

from his colleagues he applied for patent for his work in 1901. Bose was awarded US

patent for inventing radio in 1904. But by that time Marconi received patent and the

recognition from international scientific world.

Meanwhile in 1906, Inventor Lee de Forest devises a three element or triode vacuum

tube known as the audition. This forms the basis for the radio signal amplification of

voice transmissions. This made it possible to amplify signals that are picked up by the

antenna so that they can be transmitted to the receiver detector. On December 25th,

he makes one of the earliest known radio broadcasts. This broadcast was picked over

several hundred miles by ships, shore stations and amateur wireless enthusiast. This

experiment gave him considerable public popularity through newspapers across the

country. Above all he was able to get lucrative contracts with the American Navy and

2 http://www.slideshare.net/Gaurav1019/indian-radio-industry

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with United Fruit Company, which picked up the broadcast as far as the West Indies.

He was first person to use the term “Radio”. In 1907, De Forest started his own

company and published wireless transmission through his broadcasts.

The American Armed Forces grew anxious with level of hindrance caused to them by

the amateur enthusiast transmitting on the same wavelengths as the Navy. They put

pressure on the Congress to regulate and control over transmission through wireless

in the USA. As a result, the Radio Law of 1912 was issued which gives Department

of Commerce the power to issue the licenses for transmitting, wavelength and time

limit setting. But the same time the department did not have power to refuse a

license. By 1917 over 8000 transmitting license were issued by the US department of

the commerce. By April, all of Marconi‟s American operations were taken over by the

armed services and ban was imposed on the amateur radio as America was entering

on war with Europe. Consequently development of radio became more focused on

one to one or two way communications.

In 1919, the ban over transmission was lifted and the American Government

returned all the radio stations to the former companies as war with Europe was over.

But there was concern over the number of enthusiasts blocking the airwaves. In the

same year, the American Marconi Company, General Electric, Western Electric and

the American Telegraph and Telephone Company (AT&T) merge to form The Radio

Corporation of America (RCA). All amateur radio operators were also banned to

avoid cluttered communication for military purposes.3

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THE BEGINNING OF FM RADIO

The history of FM radio goes back to 20th century. Edwin Howard was one of the

great engineers during this period. He was only eleven year old when Marconi made

first trans- Atlantic radio transmission. Inspired by Marconi‟s experiments,

Armstrong began studying radio. He built homemade wireless equipment which has

125 foot antenna. However with this set up he should be known for inventing three

major concepts – regeneration, super heterodyning and frequency modulation. But he

became more popular as inventor of frequency modulated or FM radio. This new

technology improved the quality of audio signal of radio by controlling the noise

caused by the equipment and the earth‟s atmosphere.4

In 1913, Edwin Armstrong invented the regenerative or feedback circuit. The process

of regeneration worked when the received radio signal was passed through a radio

tube at 20000 times per second. This increased the power of radio signal and thus

these signals could be broadcasted at a greater range. Superhetrudyne tuner was also

another invention of Edwin Armstrong. This system allowed the radios to tune in

different radio stations. Edwin Armstrong received US patent for a “Method of High

Frequency Oscillation Radio” for his FM technology.

Even though, Edwin Armstrong made significant improvement in AM radio, he was

well aware of its limitations:

Static noise from household appliances and lightning

2 Crisell, A. (1994). Understanding Radio. London: Routledge.

Jones, R. (1999). A chronology of communication events. Harvard University.

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Limited audio quality

Interference from co channels because of ionosphere refraction.

Armstrong took his invention David Sarnoff, who was the head of RCA (Radio

Corporation of America). He promised Armstrong that he would help him

developing it. RCA bought into the patents and helped Armstrong to setup an

experimental radio station. By 1942, 50 FM stations were on air when Japanese

bombed Pearl Harbor. Now war chilled all the developments. David Sarnoff and

RCA made all efforts to take control over the radio industry. As a result, they

pressurized FCC (Federal Communication Commission) to change all frequencies

which instantly out dated all the existing radio stations and caused Armstrong loose

his personal investment in Radio.

Radio station owners didn‟t want to o at the cost of creating high fidelity

programming just for their FM stations. So, FCC allowed them to have same

programs in both AM and FM radio stations simultaneously. Around same time

Television medium emerged and people lost their interest in radio and by 1949, many

FM radio stations had to shut down.

On January 31, 1954, Edwin Armstrong, gave up his long, taxing battle against

Sarnoff and RCA. He wrote a note to his wife apologizing for what he was about to

do, removed the air conditioner from his 13th story New York apartment, and

jumped to his death. A few weeks later RCA announced record profits. Once FM

radio started to make money, RCA quickly started pushing its development and

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subsequently made millions of dollars from the sale of FM transmitters and

equipment. 5

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.

RADIO BROADCASTING

After the war in 1919, government relaxed its restrictions on radio broadcasting. This

period is recognized as the period of “regular” broadcasting. The Radio Corporation

of America was formed in 1919 as a patent pool to control and restrict licensing of

radio stations in America.

The time between 1923 and 1926 is known as transition period were there was

commercialization based radio programming. New equipments were used and new

programs were broadcasted. Revenues and commercialization improved between

1926 and 1930. Sponsors for network programs were also available.

5

Crisell, A. (1994). Understanding Radio. London: Routledge.

Martin Shingler, C. W. (1998). On Air-Methods and meanings of Radio. London: Arnold.

9

During 1930‟s the great depression in United States had a negative impulse in the

revenue of radio broadcasting in terms of advertising and programming. But

broadcasting in 1935 to 1940 towered to new heights with improvements in older

programs and new set of programs taking over the industry.

Next was 1940‟s which was the period of 2nd World War. The war had caused

difficulties to broadcasters as many electronic equipments and tubes were shifted to

the use of wars and employees were recruited for military purposes. But at the same

time both network and station revenues were reaching the biggest money making

time of the American Radio. There was increase in the revenues and this was result of

inflation.

Years between 1945 and 1952 was an important era in history of American

broadcasting. There was an enormous increase in number of radio stations. Same

time, 108 TV stations were erected throughout America. Transistor was exhibited in

1947 in bell labs. This period led the period shift from radio to television.

Between 1952 and 1960s the popularity of television increased with introduction of

color television. But same time there was increase in number of smaller stations. Nut

soon during 1960s radio reinvents itself. Hundreds of radio stations started following

“top 40 time and temperature format”. Be bright, be brief was the system that was

followed in every control room. Stations started playing music for 3 minutes. Lots of

jingles, promotional programs were introduced to the radio industry. The program

content was age specific mainly between the age group of 12 and 35. Even though

FM was introduced 4o years back, it took long time for it to overtake AM radio. Pop

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music was the favorite set of music during that time and demand for that was very

high. When Am radio stations refused to play these songs, Fm radio stations were

successful in playing these songs. Thereby, FM radio stations started gaining

popularity. By the end of 70s, big radio FM channels started ruling the radio industry.

Those radio stations which were once AM stations are now FM channels. There were

lot of money, job and listeners. Advertisers wanted to buy space in the radio. Even

discos were available on these stations.6

The success story of the radio changed in 1980s as Reagan government deregulates

the industry. The market needs gained more importance. There were cutbacks, more

automation, less news and public affairs. Competition became more difficult as the

era of niche audience began and now there is format for every narrow interest.7

By 1990, there started a complete transformation in the radio industry as radio station

owners decided to cut down the number of employees in the company with formula

of „less people do more work‟. They used automation to run two or more stations at

once. Soon digital technology has taken over the radio industry. Entire programs for

a week or even months can be created edited and saved in the hard disk of the

computer.

HISTORY OF RADIO IN INDIA

Radio 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

6 (http://www.slideshare.net/Gaurav1019/indian-radio-industry) 7 (Martin Shingler, 1998) (Jones, 1999)

11

(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 couldn‟t 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 stringency.

In 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 1999‟s 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 head quarters 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

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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.

On 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

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.

FM RADIO IN INDIA

For 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

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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. In 2000, the government auctioned for 108

licenses with expectation of collecting eighty thousand million rupees but many

bidders withdrew from the auction because of heavy license fee. Few serious bidders

decided to hold on to the auction. Out of 108 issued licenses only 22 became

operational in 12 cities in the first phase radio privatization in India. 8

The second phase of privatization started in 2005 which proved to be better with

auctioning of 338 slots. In this phase the companies had a much relaxed licensing fee

with one time entry fee and addition annual fee of only 4 percent. Foreign investors

were also allowed for an equity stake of 20 private FM companies. The government

auctioned 245 slots and earned one time entry fee of 295 million US dollars. Phase

two of the auction encouraged many new players to the radio industry. Some of those

are ADAG which acquired 45 licenses for more than 25 million US dollar and HT

media which entered under the band of “fever” acquired four licenses for 17 million

US dollar. Today there are 240 radio stations in across India in 90 cities. The next

phase is expected to cover 275 cities across India with around eight hundred

frequencies.

8 (http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4405))

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DIFFERENT TECHNOLOGIES IN RADIO BROADCASTING

Various set of technologies are used in radio broadcasting. AM technology is the

one technology that has been used since the invention of radio.AM stands for

Amplitude Modulation. This technology works with the principle of amplifying the

amplitude of the carrying signals with respect to the amplitude of the signal that has

to be sent. AM radio ranges from 535 to 1705 KHz (Kilohertz or thousands of cycles

per second of electromagnetic energy). These numbers are present on their AM radio

tuning dial.

One cannot put AM radio stations that are very close to each other if the stations are

in the same frequency in an AM band and same way one cannot have stations of

nearby frequency (in AM band dial). The reason is that these station frequencies

interfere with each other. The capability of radio signals to travel depends heavily on

the ionospheric refraction, the conduction of soil around antenna, frequency of the

station, power of transmitter in watts and the nature of the transmitting antenna.

Frequency modulation (FM) is a form of modulation which conveys information

over a carrier wave by varying its frequency (contrast this with amplitude modulation,

in which the amplitude of the carrier is varied while its frequency remains constant).

In analog applications, the instantaneous frequency of the carrier is directly

proportional to the instantaneous value of the input signal. Fm radio band goes from

88 MHz to 108 MHz (megahertz or Millions of Hertz per seconds). Similar to AM

bands, these numbers can be seen on FM band radio dial.

15

This form of modulation is commonly used in the FM broadcast band and VHF for

very high fidelity broadcast music, talks and speeches. Unlike, AM frequencies, the

ionospheric refraction do not affect FM frequencies because of their high frequency

levels. Today with this technology, radio is used in almost all forms of

communication, from satellite communications to your cell phones. With the advent

of wifi, wireless communication has become much easier.

SATELLITE RADIO

Satellite radios are those radio services that use artificial satellite orbiting around earth

for communication or broadcasting. Satellite radios are otherwise called digital radios.

The best feature about satellite radio is that they provide uninterrupted CD stereo like

quality music.

When the satellites orbit around the earth, programs from radio stations are

transmitted. These satellites then transmit to various receivers and antennas fixed in

cars, homes and other radio receivers. Terrestrial receivers present in different parts

of the country also receive these signals and make sure that signals are send to the

receivers properly. This helps to cover obstacles from tall building and towers. Unlike

other terrestrial radio system, satellite radio does not lose its reception even if you are

far from the radio station. There will clear reception as long as sky is clear. One such

radio station that came to India was World Space which is based on Washington DC,

US. Later, the company went bankrupt and later withdrew itself from the

subcontinent on December 31, 2009.

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HD RADIO

HD radio refers to „Hybrid Digital‟ or „High Definition‟ radio. This is a new

technology that helps for the digitalization of AM and FM programs that are

broadcasted. HD radio is a not a technology that will replace the existing radio system

but instead runs along with the existing radio stations. The benefit of this technology

is that they provide improved sound quality of the music, speech and the information

which is received. Both AM and FM radio technologies cannot carry much

information. They are unable to capture stereo information. HD technology captures

this information and converts or digitalizes the signals in the same frequency. These

digitalized files can be compressed more like an MP3 pattern and then transmitted.

This process finally results in better quality of the sound and clear reception of the

signals without and distortions. Another quality of HD radio is “Multiplexing” or

“Multicasting” ability. In this, a radio station can have multi channels in same

frequency.

INTERNET RADIO

Internet radio is broadcasting of radio through internet. This enables listeners to

listen to their favorite radio stations anytime and in any part of the world. Since the

radio is „streamed‟ it has lapse of 2.5 seconds to 10 seconds. Internet radio is also

known as “e-radio”. Internet radio does not involve with downloading radio

programs.

The server which is placed at one location „stream‟ the audio and they reassemble in

the software which is present in the computer and is finally played for its listeners.

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ADVANTAGES OF FM BROADCAST

Because of high frequency, the ionospheric refractions does not affect the

broadcasting

FM stations does not interfere with each other

Reception is noise free

High quality of sound is achieved in FM stations.

Less radiated Power

Well- defined service areas for given Transmitter power

DISADVANTAGE OF FM BROADCAST

Range of transmission is very low. As a result, the chance of reception

become very as one move further from the stations.

Reception is disturbed with the presence of tall trees, buildings or mountains

The set up for transmitter and receiver is much complicated.

DIFFERENCE BETWEEN AM AND FM BROADCASTING

There are lots of changes between FM and AM broadcasting. In AM, amplitude of

the carrier waves are changed and then transmitted. This technology has a negative

effect as modulated waves disturbed by static interference lightening or with the

working of house hold appliances.

In FM radio, the frequencies of the carrier waves are modulated. That means

variation is made in distance between carrier waves. FM radio stations are virtually

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safe from any external noises. Because of its greater dynamic range, it can handle high

frequency music. This is the reason for better quality of sound in FM broadcast.

FM BOOM IN KERALA

Even though FM radio came a little late to Kerala after spreading its wings in

different parts of the country, it had a lead to a revolution in the radio listeners of

Kerala. After the historical launch of first fm radio station, Radio Mango in Calicut

on November 29, 2007. This was followed by Mathrubhumi Publications‟ Club Fm,

Asianet Communication‟s Best FM, Sun Network‟s Red FM. Times Of India‟s Radio

Mirchi and Adlabs and Reliance joined venture Big FM too joined the brigade later.

The FM culture brought a change to the term entertainment for Kerala audience.

Kerala was either newspaper driven or stuck with the cable TV revolution which

started in 90s. Kerala always had strong set of radio listeners. The emergence of

private FM players further led to the expansion of already existing market. Presently,

Kerala has fm radio stations at Calicut, Cochin, Kannur, Trichur and Trivandrum.

Akashvani had complete control and monopoly in the radio market of Kerala until

the fm stations flooded the state. FM stations gave a wakeup call to the monotonous

radio presentation style as well as the advertisers. The biggest trend of fm radio is that

the youngsters of Kerala who had no time for listening to „boring‟ programs of radio

are now plugging in their headphones and are listening to radio. The new style and

format of the fm radio seem to have changed the psyche of Kerala. The fm boon had

also led to decline in the sales of music CD‟s and VCD‟s.

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The non- resident keralites especially from other cities like Bangalore and Chennai

feel good that they can follow the same listening trends at their home in Kerala. But

unlike other cities, the listeners for fm radio stations are not the car riding population.

It is the house wives, the aged, the students and mainly the rural population who tune

in to these stations. Accordingly, the content of the radio stations are also different.

The „infotainment‟ factor is the key for the success of fm stations in Kerala. The

usual ad driven and urban youth based programming content that are followed in

other parts of the country is not the trend that is followed in these fm stations.

Instead, social issues mixed with humor, cookery and beauty tips occupy the top list

in the favorites of the listeners.

FM RADIO STATIONS IN TRICHUR

Thrissur otherwise known as Trichur is situated in south west region of India and lies

in central part of Kerala. The name „Thrissur‟ or „Trichur‟ is anglicized version of

Malayalam word “Thrisivaproor” which means land of Lord Shiva. The town is built

around famous ground of Vadakkumnatha temple. Thrissur is the cultural capital of

Kerala because of its immense cultural history and festivals.

Just like other cities of Kerala, the presence of radio in Trichur was very strong with

Akashwani. All India Radio had autonomy in radio listenership until 2007 when

commercialized fm radio stations were launched in the temple town of Trichur. Club

fm by Mathrubhumi Publications, Red fm by Sun Network, Beast fm by Asianet

Communications and Radio Mango by Manorama group are the four private radio

stations in Trichur.

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RED FM 91.9 MHz –Kelku Kelku Ketkondeyirikku

Initially launched as S FM on 20th February 2008 in Trichur, the station was

rebranded as Red FM 91.1 FM on 17th August 2009. The station is head by one of

the pioneers of broadcasting Kalanidhi Maran through his Kal Radio Ltd. Red FM

has its tagline “Kelku Kelku Kettu Kondeirikku” (Listen, Listen and listen all the

time). Red FM has its presence in five cities of Kerala – Cochin, Calicut, Kannur,

Trichur and Trivandrum. Channel is known for its right mix of Malayalam and Tamil

songs.

CLUB FM 104.8 MHz – Ton Kanakinu Fun

Club FM 104.8 was launched in Thrissur on 14th December 2007 by Mathrubhumi

group with the tagline „ton kanakkinu fun‟ (tons of fun). The USP of the station is

popular music. Club FM bagged three RAPA (Radio and TV Advertising

Practitioners Association of India) awards in the year 2007for its exceptional work in

radio. Club FM tops the list in terms of clarity as compared to other radio stations in

Trichur. At Trivandrum, Cochin and Kannur the frequency of Club FM is 94.3.

RADIO MANGO 91.9 – Naatilengum Paatayi

Manorama group is one of the pioneers in media industry. The group which is already

having newspaper and magazines publishing and TV channels has now moved to

other sector of broadcast through Radio Mango 91.9. Radio Mango created history as

the first private FM radio station in Kerala. It was launched on 29 November 2007 at

21

Calicut with the tagline „Natilengum Pattayi‟ (Land is full of music‟). In Thrissur,

station was launched on 14th December 2007. Radio Mango has its stations in

Cochin, Calicut, Kannur and Trichur.

As the name suggest, Radio Mango calls itself as a “celebration, the never ending

summer vacation, a place where you go to remind yourself that life should be lived to

the fullest, an escape from everyday, a feast of mouth watering and a plug of

freshness” 9

In terms of content of Radio Mango, Malayalam songs occupy 50 percentages of the

songs followed by 20 percentage Tamil songs and 20 percentages of Hindi songs and

other songs form another 10 percentage. Malayalam songs have mass intake. The

music content of the Radio Mango is taken care by the music wing of the station

„Malayalam Music. Moreover, the organization is in terms with SIMCA (South Indian

Music Companies Association). When it comes to Bollywood music, station has

agreements with PPL (Phonographic Performance Limited), Yashraj Films and Big

Music.

Apart from entertainment factors, Radio Mango is well ahead with its corporate

social responsibilities. The recent development is the launch of „the traffic infoline‟

along with the city traffic police to give any traffic related information to the

commuters. This is planned in order to give timely traffic solutions to those who are

stuck in the traffic. The program is set in such a way that commuters can call in the

station and connect to the traffic police for the solution. Other than these, Radio

Mango is becoming more and more popular with its on air weekend contests by

9 (http://www.radiomango.in/advt/radiomango/themango.htm)

22

giving hundreds of movie tickets and merchandises to its listeners. Radio Mango also

ahs various contest, one of them is Naatile Thaaram which is a mobile music reality

shows. The main aim of the show is to reach each and every panchayaths of the state

and select the best. The first season of the program had won it several national

awards for its unique on ground work. The new season has come up with another

unique format where water borne recording studio is made in the shape of a house

boat. This is specially designed to reach the regions that are close to the back waters.

Radio Mango has won several awards for its programs and corporate campaigns.

Radio Mango won national and international acclaims for its programming style.

Radio Mango won New York Festivals International Radio Program & Promotions

Awards for three years. The station bagged silver for “Children‟s Day” in the category

of special events and bronze for the best music/personality reality show –

„Kozhikode Superfast‟ in the year 2010 and in the year 2009, the station won bronze

world medal in the best station ID category for its jingle.

STATEMENT OF PROBLEM

This study seeking insight to FM radio listenership in Trichur presents the

problem as “A study of FM radio listenership in Trichur with special reference

to Radio Mango”. It is very important to study at this context the influence and

implication of FM radio channels in Kerala because it‟s a raw medium for

entertainment. FM radio‟s in Kerala has sudden increase in popularity recently.

23

OBJECTIVE OF THE STUDY

The main objective of the study is the FM radio listenership in Trichur with

special reference to Radio Mango.

Other specific objectives of the study are

To find out the time spend on listening to Radio Mango

To understand the reasons why people listen to Radio Mango

To find of the frequency at which listeners listen to Radio

Mango

To find out the place of access of Radio Mango listeners

To understand general attitude of Listeners toward Radio

Mango

.

NEED FOR THE STUDY

The recent emergence of FM radio in Kerala has resulted in new revolution in

radio listening which was otherwise caught in “boring” AIR. FM radio stations

like Radio Mango, Club FM and Radio Mirchi have become a common

household name and they have managed to stand over chatter box

entertainment culture.

According to Indian Readership Survey (IRS) 2010, Radio Mango is at No. 1 in

this city has recorded a growth of 127.27 per cent. So the study is aiming at the

24

fair understanding of its listeners. This research even adds basic inputs to other

researches on radio listeners in Kerala. The study will brief on the perception of

the audience and the reason for the success of Radio Mango in Kerala.

LIMITATIONS OF THE STUDY

Since the growth and popularity of Radio Mango is in Trichur

is rapidly on increase, the results and understanding of the

audience is a limited to the trends existed during the period of

data collection.

The sample size is small

This may not represent the entire radio listening population

The biased judgment from the listeners may impede the

understanding of radio listenership in the ratings

25

UNIT II

REVIEW OF RELATED LITERATURE

IMPACT OF MOTIVATION, ATTARACTION AND

PARASOCILA INTERACTION ON TALK RADIO

LISTENING BY ALAN.M.RUBIN AND MARY .M.STEP

A 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 (M=41.99, SD=15.86); 53.4% were male and 60.9% were

currently married. They listened to talk radio over a period that averaged 7.95

years (SD =8.79) and for 6.33 hours (SD =5.38) each week, fourteen percent of

the sample had called a talk radio show during past 6 months.

Participants identified 27 favorite political or public affairs topics. Respondents

were asked to focus on their favorite host for remainder of the questionnaire.

26

Participants listened to their favorite talk radio host over a period that averaged

3.54years (SD.3.40) and for 4.28 hours each week (SD=3.83).

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.

From listener‟s perspective, the talk radio host is a credible relational partner.

Trust is the key element of attraction or loyalty.

The results support the significance of attraction in the development of in the

development of parasocial relationships. This especially the case for task for

attraction when seeking pertinent sources with congruent attitudes

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.

27

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.

THE EFFECT OF LABELLING ON PERCEPTION OF THE

QUALITY OF AM AND FM SIGNALS BY

ARLEN.E.DIAMOND AND JAMES.E.SNEEGAS

Arlen.E.Diamond and James.E.Sneegas has made to study to understand

the extent to which a barrier against AM radio listening has resulted from

imageined versus real difference between AM and FM dignal quality. The

experiment was done by examining the effects of AM and FM labels versus

actual AM and FM signal quality differences. Atotal of 605 college

undergraduates in four separate groups rated a recording of am AM broadcast,

an FM broadcast or a recording of a compact disc identified as either am AM

OR FM broad cats on semantic differential scale for fidelity, technical

sound,noise/distortion/hiss, and overall quality.

28

METHODOLOGY

Variables : evaluative rating scales, the dependent variables consisited of seven

point semantic differentila scales of fidelity(excellent/bad), technical sound

(pleasant/unpleasant), Hiss/Noise/Distortion (not at all/a lot), and overalla

quality(excellent/poor). A two way factorial design with two levels of each

variabble was used . the two independent variable were Label(AM or FM) and

Signal(recording from a compact disc or an actual broadcast).

Sis hundred and five hundred students enrolled in Introductionn to Speech

Communocation classes at a midwestern university served as voluntary subjects

for study. Responses from approximately 152 students each of four intact

groups were aselected at random to be included in the study. The 327 female

and 278 male particpants ranged in age from 17 to 46 with a mean of 19.32

The actual AM group contained 61 females and 88 males with ,ean age of 19.52.

the labeled AM gropu contained 86 females and 66 males with mean age of

19.45. the labeled FM group conatained 90 females and 62 males witna mean

age of 18.89.

Each group was given a rating from consisting background questions

concerning radio listening habits and preferences . on the back of the form wer

semantic differentaial scale swere used to rate the song presentation. Subjects

were asked not to turn to the back side of the form until instructed to do so.

Subjects wer first givenj to complete the background questions and were then

29

instructed to turn over the form , listen to the audio piece , ans then rate it on

the scale provided.

Subject in actula AM amd Labeled AM groups were told that the audio piece

was recorded from a broadcast orginating on an AM radio station. Subjects in

the Actual FM amad Labeled FM groups were told that the audio piece was

recorded from the broad cats orginating on an FM radio station. In addition, a

sign was places in front of the auditorium identifying the audio as orginating on

an AM and FM station.

The findings of the experiment were

Survey responses to questions on genral quality of AM and FM signals revealed

uniformily low evaluation of both the programs and technical quality of AM

radio compare sto FM radio program and technical quality.

In addition, the technical sound quality of radio stations was rated as being

rated as being relatively important

Evaluations of the AM and the FM signal presentations revelaed significant

differences between listening groups for all four of the dependent variables

The results for alla dependent variables indiacte that simulate sisgnals were

rated significantly more favorably than actual signals and that signals identified

as FM were rated significantly more favourably than signals identified as AM.

30

Mean differences in all cases show that the Simulated FM presentation was

rated most favourably, followed in order by the Actual FM, simulated AM and

Actual AM presentations.

`RADIO AUDIENCE SURVEYS

AC 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 individual‟s 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.

Immediately after the launch of radio city, a private FM channel in Bangalore

under took a dip stick study to find out the penetration, listenership and

acceptance of the FM radio in the city, the study was conducted among three

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audience groups: students between the age group of 19-23, professionalism the

age group of 20-35 and housewives above the age of 25. The sample

composition was 20% students, 45 % professionals and 35% housewives were

spread equally across Bangalore

Findings show that:

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.

The most preferred content across all the audience segments were film songs.

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.

The listenership was nearly equally high among males and females, with 95%

and 88% tuning respectively on specific programs, the Morning Shows gained

popularity among the audience.

32

The popular audience rating system for the radio in the US is the Arbitron‟s

RADAR (Radio‟s All Dimension Audience Research) audience report that

measures National Radio Audiences and audience size of radio commercials

aired on 31 radio network operating by large radio Networks. Till recently, the

Radar report was based on a 12,000- person telephonic survey.

Key findings of Madison Media Research that monitors that monitors the

researches by Arbitron are:

Radio reach of 56% and there is a distinct skew towards males.

Radio Mirchi is the most popular station and is tuned by people in SEC A and

B. People listen to FM at home 70%, while driving (32%), at public places (9%)

and at office (7%)

Almost 51%of the people listen to FM for an average time of 1 hour and

another 39%for a longer period of 1 to 3 hours.

Sunday listenership is low with only 10% tuning in to the radio versus weekdays

where tune- ins is as high as 94%

Majority of the people listen to Hindi Film songs (63%), followed by Hindi pop

(40%), Remixes (37%) and English pop (33%)

33

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 of SEC a, b, c

The finding of IMRB Survey was as follows:

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.

34

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.

TIME SPENT ON RADIO LISTENING

According to Canadian Radio listening habits and lifestyle Fall report,

1998, listening to radio is a pert time job for most people, with average person

tuning in over 21 hours a week. Women listen more, as they get older, while

men‟s listening stays steady after the age of 25. adults who are 18years or more

do most of their radio listening on weekday‟s morning and during the daytime.

PLACE OF ACCESS OF RADIO LISTENING

According to Canadian Radio Listening Habits and Lifestyle Falls Report

1998, most radio listening (about 54%) is done at home, with men doing less in-

home listening than women and teens. Adults split the rest of their between

their cars and work, while teen are more likely to listen in other locations.

35

Workplace: Radio listening in the workplace is now very widespread and

accounts for nearly a seventh of all listening hours. Over eight and half million

adults listen at work during a typical month that constitutes 32% of the

workplace. Music is seen as dominant factor in station choice with the

emotional needs prevailing over functional needs. Workplace listening is far less

likely to be solitary- over a third of all workers listen in groups of 10 or more

which is seen across all demographic factors.

Rajar (UK Radio audience Measurement unit jointly owned by

commercial radio and BBC radio )survey revealed that at some point during

the week, more than a quarter of all full or part time workers listen to the radio

at work , almost million adults. Based on the annual sample more than 150,000

people aged 40 or over, the study revealed that not only which stations these

people listen to and when they listen, but it also identified where listening take

place; at home, in car/van/lorry, at work or else were. The study found that

over a 4 week period nearly 2/5th of the work force listened to radio at some

point of the time, with penetration biased towards the young, male and

downscale groups. Though the most of the reading listening still take place at

home , but modern lifestyles and the low cost of the radio technology means

that the radio listening in now happening on a larger scale beyond the home-

principally in vehicles and in the workplace.

Radio has been acknowledges as being a secondary medium; requiring no

conscious effort on the part of the listener, it accompanies people whilst they

are engaged in other, primary activity. Such is the extent of radio listening at

work that all the hours listened to during course of the week; one out of every

seven listening hours is accounted to for by listening at work. Furthermore,

36

people who do listen to the radio at work will tune in for an average of 20.2

hours in a week.

IN-CAR AUDIENCE RESEARCH

In 1997, RAB (Radio Advertising Bureau) recommended Winstanley

research to conduct a research on the attitudes and behaviors of car listeners.

The research had in depth qualitative interviews of small sample of people from

south east US who drove from work up and down. The results of the study are:

Listening to radio is the most important time for the drivers who

drive to and from the work. They listen to radio more intently

Continuous and repetitive advertisements lead to switching of radio

channels.

Listening to radio in car leads to an emotional, mood changing,

entertaining and informative experience and situation.

Drivers have a known repertoire of stations they listen to frequently

or occasionally. Random listening seems to be rarest of cases.

37

RADIO AND LIFESTYLE

A 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. Questionnaires, focus group discussions and interviews were conducted

in the city of Hyderabad for the study. The findings of the study were:

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.

38

Out of the total 70 respondents 7.14 percent switch radio channels because

of boredom with the current station, 24.28 percent switch radio channels to

listen to different type of music, 8.57 percent switch radio channels to listen

to a particular program on another station, 34.28 percent switch radio

channels to avoid advertising ,4.28 percent switch radio channels to avoid a

particular DJ/presenter,14.28 percent switch radio channels to get news and

traffic updates on another station and 7.14 percent change radio channels for

any other reason.

Out of the total 70 respondents 52 percent of them listen to radio only in the

weekdays, 17 percentages of them listen to radio only on Saturdays and 31

percentages of them listen to radio only on Sundays.

Out of the total 70 respondents the RJs were recalled by only 32 percentage

of the sample, 68 percentages could not recall the RJs.

Out of the total 70 respondents 71 percent felt more live shows should be

added where as 29 percent felt that more live shows should not be added.

About 45 percent of the sample liked to listen to English music – rock, pop,

jazz, hip hop, soft music and heavy metal with little bit of Hindi film songs

and Indi pop. The other 55 percent of the sample liked to listen to Hindi

songs – Indi pop, film songs (new and old) and Ghazis with little English

music. The rest 2 percent were not very particular and listened to both

English and Hindi music.

Out of the 70 respondents, 69 percent felt that music was the most

important factor on radio channel, 24 percent felt that RJ‟s were the most

important factor for the radio channel, 5 percent felt that the contests were

39

more important for the radio channel and 2 percent felt that news was the

most important factor in the radio channel.

THE STUDY OF THE CONSUMPTION, ASSOCIATION,

AND ARTICULATION OF MEDIA (RADIO), MESSAGES

AND PRODUCTS AMONGST WOMEN BY RADIO MEOW

As 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.

40

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.

Most of the professional women who have erratic work schedules emerge as

the „voyeurs‟ of radioscape. They unapologetically shift between stations,

shows, and hosts until they find an anchor which satiates their interest need

in that moment. Unlike the homemakers who prefer familiarity, professional

women expressed a desire for instant titillation through the radio content.

The research revealed that in domestic space vis-à-vis other technologies/

medium like television and the Internet, women – homemakers and

professionals – have to concede to the demands/ interests of their spouses,

children, or other family members.

Amongst homemakers, at least 70 per cent of the total women interviewed

mentioned that during Sundays and holidays, it is their husbands, children, or

the increased burden of household chores that influences their listening

pattern, more often than not, disrupting it.

41

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 LISTENING

For 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.

According to Rajar, depending on how s survey defines “radio listening” it might

find an average duration of listening of anything from 5 minutes a day to 3 hours.

When the duration averages5 minutes, radio listening is defined as “listening

intently to radio and doing nothing else at the same time”. When the duration

averages 3 hours, the definition is more like “being within earshot of radio that is

going”. This is the difference between „hearing‟ and „listening‟. The following are the

findings of the survey conducted by Rajar:

42

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.

A radio station can lose an audience much faster than it can gain one.

When station drastically changes its programming, the audience almost

always drops. Some of the previous listeners become dissatisfied with

channel and change their interest to other channels. But the new listeners of

the station take a long time to change their habits, at least 6months.

The programs are usually specialized in an area with 10 or more radio

station. Audience are segmented mostly by age group, then by education,

but very seldom by gender.

43

In many countries an average person spends about 2-3 hours a day listening

to radio but usually doing something else at the same time. Surveys of radio

listening in Australia show that the average person listens about 3 hours a

day. But when the Australian Bureau of statistics surveyed the public use of

time, they found that the average time spent listening to radio was almost 5

minutes a day.

According to drive time program research run by the agency, the study

found that the program ran from 4-7 pm on weekdays. The peak “drive-

time”, when the highest number and proportions of listeners were in

vehicles was around 3pm-3.30 pm on weekday noons. At that time, between

a quarter and a third of listeners were in cars- either as drivers or passengers.

But in fact, the proportion was the same between 7 in the morning and 6 at

night.

Weekend audiences are more constant in size, where most people work

away from the home and there is a morning audience peak. On the

weekends and holidays, when people are not preparing to go for work, they

do not listen to radio this reduces average audience of the whole day.

Though the audience peak at the weekends are smaller than on the

weekdays, they continue for longer.

Very few people listen to one station all the day. About half of the listeners

listen to radio once a day. The other half mostly tune in 2 or 3 times but

44

often to different stations. Very few people listen for more than 6 hours

continuously to one station.

Though radio listening is a habit for most people, many people think their

habits are more regular than they really are. Listener‟s 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. They know where to find it on the dial and approximately what

program it offers at what times. Most listeners have only one favorite, but

others have different favorite stations for different times of day or for

different situation, may be one station to listen to at home, another while

driving.

Audience measures usually change together. The station with the highest

reach will usually have the highest share, as well the highest duration of

listening. A station‟s share is proportional to its reach multiplied by its

average duration of listening. It usually happens that the situations with the

smallest number of listeners also have the smallest average time spent

listening resulting in double jeopardy.

When a well liked presenter moves to a different station, the audience does

not follow him. Most listeners stay with station, not the presenter.

45

Old listeners leave before new ones arrive. Thus, audiences are easy to lose,

and hard to gain when programs are drastically changed.

If the programs are too predictable, the listeners get bored and switch off.

But if the programs are too predictable, the listeners get confused and

switch off. Many FM stations playing the same type of music too often too

predictable while the stations with wide variety of spoken programs are too

predictable. While stations with the wide variety are spoken programs way

too predictable.

Sudden changes in the station sound to be avoided especially at times when

the audience is falling particularly after meal times.

Even if all listeners know about a change in programming. It takes times for

them to change their habits, especially when a program moves a different

time slot.

According to some studies, the average person has an attention span of 10

minutes, maximum. A Swedish study found that it was only 7 min when

people have plenty of time and no distractions.

46

Music attracts a bigger audience. The most successful stations can be

described as “mostly talk” or “mostly music” but not “all talk” or “all

music” or “equal mixture”. Young people prefer music and many old people

prefer talk.

47

UNIT III

METHODOLOGY

RESEARCH DESIGN

The study is an attempt to understand FM radio listenership in Trichur with special

reference to Radio Mango. The main aspect of the study is to know the amount of

time spent, frequency, purposes and perception of listeners of Radio Mango. A

descriptive analytical study is done to achieve the objective of the study.

The size of the sample is 200 and was collected during the month of September –

October 2010.

SAMPLE SELECTION

The sample of the study is those who have listened to Radio Mango at least once and

between the age group of 15 years to 45 years and above. The demographic variables

that are used in the study are age, gender, marital status, education occupation and

income.

48

TABLE 3.1

INDEPENDENT VARIABLS AND THEIR LEVELS

AGE : 15-25 years, 25-35 years, 35- 45 years, above 45 years

GENDER : Male/Female

MARITAL STATUS : Married/Unmarried

EDUCATION : High school, graduates, Post graduates, others

OCCUPATION : Student, Professional, Employed, Business, Housewife

INCOME : Up to Rs 5,000, 5000 -10,000, 10,000 – 15, 000 and

above

15,000

TABLE 3.2

DISTRIBUTION OF RESPONDENTS BY GENDER

GENDER

NUMBER OF RESPODENTS

PERCENTAGE

MALE

83

41.5

FEMALE

117

58.5

TOTAL

200

100

The above table shows the number of male and female participants of the study.

Eighty three of the respondents were male making 41.5 percent of the respondents

and the rest 58.5 percent are female.

49

TABLE 3.3

DISTRIBUTION OF RESPONDENTS BY AGE

AGE NUMBER OF RESPONDENTS PERCENTAGE

15-25 yrs 39 19.5

25-35 yrs 58 29.0

35-45 yrs 57 28.5

Above 45 yrs 46 23.0

Total 200 100

The table 3.3 shows that 19.5 percent of the respondents are between the age group

of 15 – 25 yrs, 29 percent is between the age group of 25 -35 yrs, 28.5 percent is

between 35 – 45 yrs and 23 percent of the respondents are above 45 years.

TABLE 3.4

DISTRIBUTION OF RESPONDENTS BY MARITAL STATUS

MARITAL STATUS FREQUENCY PERCENT

MARRIED 138 69.0

UNMARRIED 62 31.0

TOTAL 200 100

The table 3.4 shows that 69 percent of the respondents in the sample are married and

31 percent are unmarried respondents from Trichur.

50

TABLE 3.5

DISTRIBUTION OF RESPONDENTS BY EDUCATION

OCCUPATION FREQUENCY PERCENT

HIGHER SECONDARY 33 16.5

UNDER GRADUATES 82 41

POST GRADUATES 80 40

OTHERS 5 2.5

TOTAL 200 100

The above table shows that 16. Percent of respondents are educated up to higher

secondary education, 41 percent are undergraduates, 40 percent are post graduates

and 2.5 percent are those who do other courses.

TABLE 3.6

DISTRIBUTION OF RESPONDENTS BY OCCUPATION

OCCUPATION NUMBER OF

RESPONDENTS

PERCENTAGE

STUDENT 33 16.5

PROFESSIONAL 32 16.0

EMPLOYED 69 34.5

BUSINESS 34 17.0

HOUSEWIFE 32 16.0

TOTAL 200 100

51

The table 3.6 shows that 16.5 percent of the sample are students, 16 percent are

professional, 34.5 percent are employed, 17 percent are business and16 percent are

house wives.

TABLE 3.7

DISTRIBUTION OF RESPONDENTS BY INCOME

INCOME NUMBER OF RESPONDENTS PERCENTAGE

Up to Rs.5000 16 8.0

Rs 5000 – Rs 10000 31 15.5

Rs 10000- Rs 15000 84 42.0

Rs 15000 and above 69 34.5

Total 200 100

The table 3.7 above shows that 8 percent of the respondents earn less than Rs 5000,

15.5 percent earns Rs 500 to Rs 10000, 42 percent earns Rs 10000 – Rs 15000 and

34.5 percent earns more than 15000.

The sample was collected using purposive sampling method. Sampling was

conducted in the areas of Udaya Nagar,Velliyannor, Poothole, Vadakkechira and

Naikanal considering easy accessibility and convenience of the researcher. Different

sources were used to collect datas for the study. Two hundred questionnaires were

distributed in these areas with adequate representations in these areas.

52

DATA COLLETION

Structured questionnaire with close ended questions are distributed to respondents

who have listened to Radio Mango at least once. The study is aimed to understand

General demographics

Length of the exposure

Frequency at which listeners listen to Radio Mango

Time spent on listening to radio Mango

Purpose of listening to Radio Mango

Top rate show by the audience

General perception of listeners toward Radio Mango

DEVELOPMENT OF QUESTIONNAIRE

The first part of the questionnaire consists of questions that explain the demographic

details of the respondents. This includes name, age, gender, marital status, education,

occupation and income of the listeners of Radio Mango.

The second part focuses on the time spend, frequency, place of access to listen to

Radio Mango. The third part deals with the time slots at which listeners listen.

53

Listeners have to choose at which time slots they listen “Often”, “Sometimes”,

“Rarely” and “Never”.

The fourth part deals with purposes behind listening to Radio Mango. Listeners are

given eight statements based on available literature with responses “Often”,

“Sometime”, “Rarely” and “Never”. This is to understand purposes on which

audience listen to Radio Mango.

The next session rates 15 programs of Radio Mango. In a scale of 5, audience are

asked to rate each program. This helps to find highest rated show in Radio Mango.

The last session checks the attitude of listeners towards Radio Mango. The section

contains 22 statements and respondents are asked to give their responds at the degree

of their agreement. The measurement is done on the basis of 5 point Likert type scale

with responses “Strongly Agree”, “Agree”, “Neutral”, “Disagree” and “Strongly

Disagree”

DATA ANALYSIS

The data‟s collected were cede and processed with the software of Statistical Package

for Social Sciences (SPSS) 11.5 for windows using percentage analysis. The data was

analyzed with respect to the objectives of the study.

54

UNIT IV

DATA ANALYSIS AND INTERPRETATION

TABLE 4.1

PLACE OF ACCESS TO RADIO MANGO

The table 4.1 indicates that 45.5 percent of the total respondents have access to

Radio Mango at home, 13 percent at office, 26.5 percent at workplace, 12 percent

while travelling and 3 percent access in their personal vehicle. It may be concluded

that majority of listeners listen to Radio Mango from their home, followed by the

workplace.

PLACE OF ACCESS FREQUENCY PERCENT

HOME

91 45.5

OFFICE

26 13.0

WORKPLACE 53 26.5

TRAVEL 24 12.0

PERSONAL

VEHCLE 6 3.0

TOTAL 200 100.0

55

TABLE 4.2

THE TABLE SHOWING FREQUENCY OF PREFERRED TIME SLOTS

BY RADIO MANGO LISTENERS

FREQUENCY

Preferred

time slots

Often Sometimes Rarely Never Total

No % No % No % No % No %

6 am- 10 am 98 49 62 31 26 13 14 7 200 100

10 am -2 pm 53 26.5 92 46 45 22.5 10 5 200 100

2pm – 6 pm 71 35.5 64 32 57 28.5 8 4 200 100

6pm –10 pm 45 22.5 74 37 67 33.5 14 7 200 100

10pm-2am 26 13 45 22.5 76 38 53 26.5 200 100

2am-6am 14 7 24 12 37 18.5 125 62.5 200 100

Table 4.2 shows the preferred time slots by listeners of Radio Mango in Trichur.

With respect to the time slot of 6 am – 10am, 49 percent tuned it much „often‟, 31

percent „sometimes‟, 13 percent „rarely‟ and 7 percent „never‟ tuned to this time slot.

With respect to time slot of 10 am – 2pm, 26.5 percent tuned it much „often‟, 31

percent „sometimes‟, 13 percent „rarely‟ and 7 percent of the respondents „never‟

tuned to Radio Mango in this time slot.

For the time slot of 2pm-6pm 35.5 percent tune to the station much „often‟, 32

percent „sometimes‟, 28.5 percent „rarely‟ and 4 percent „never‟ tuned to Radio Mango

during this time slot.

56

With respect to the time slot of 6pm-10pm, 22.4 percent tune it often 37 tuned to it

„sometimes‟, 33.5 percent tuned to it „rarely‟ and 7 percent never tuned to the station

in this particular time slot.

With respect to the time slot of 10pm -2am, 13 percent tuned to it „often‟, 22.5

percent tune „sometimes‟, 38 percent tune it „rarely‟ and 26.5 percent never tuned to

the station in this particular time slot.

With respect to the time slot of 2am-6am, 7 percent tune it „often‟, 12 percent tune it

„sometimes‟, 18.5 percent tune it „rarely‟ and 62.5 percent never tune to the station in

this particular time slot

Thus from the table it can be inferred that majority on the listeners prefer time slot of

6am -10am, followed by the time slot of 2pm- 6pm.

57

TABLE 4.3

EXPOSURE TO RADIOMANGO AMONG DIFFERENT AGE GROUP

Table 4.3 shows that the length of exposure to Radio Mango among different age

groups.20.5 percent of the age group 15-25 yrs have been listening to Radio Mango

Age Total

EXPOSURE 15-25 25-35 35-45 45_Above

2 Months Count 8 6 6 1 21

% Within Age 20.5% 10.3% 10.5% 2.2% 10.5%

2-4 Months Count 10 17 8 8 43

% Within Age 25.6% 29.3% 14.0% 17.4% 21.5%

4-6 Months Count 12 20 27 17 76

% Within Age 30.8% 34.5% 47.4% 37.0% 38.0%

More Than 6

Months

Count 9 15 16 20 60

% Within Age 23.1% 25.9% 28.1% 43.5% 30.0%

Total Count 39 58 57 46 200

% Within

Exposure 19.5% 29.0% 28.5% 23.0% 100.0%

% Of Total 19.5% 29.0% 28.5% 23.0% 100.0%

58

for 2 months, 25.6 percent for 2-4 months, 30.8 percent for 4-6 months and 23.1

percent of the group has been listening to Radio Mango for more than 6 months.

Among the age group of 25-35 yrs, 10.3 percent has been listening to Radio Mango

for 2 months, 29.3 percent for 2-4 months, 34.5 percent listen to 4-6 months, and

25.9 percent has been listening for more than 6 months

Among the age group of 35-45 yrs, 10.5 percent has been listening to Radio Mango

for 2 months, 14 percent for 2-4 months, 47.4 percent for 4-6 months and 28.1

percent has been listening for more than 6 months.

Among the age group of more than 45 years, 2.2 percent has been listening to Radio

Mango for 2 months, 17.4 percent for 2-4 months, 37 percent has been listening for

4-6 months and 43.5% has been listening to Radio Mango for more than 6 months.

Thus it can be inferred that in the age groups of 15-25 yrs, 25-35 yrs and 35 – 45 yrs

majority has been listening to Radio Mango for 4- 6 months. In the age group of 45

and above, majority had been listening to Radio Mango for more than 6 months.

59

TABLE 4.4

EXPOSURE OF RADIO MANGO AMONG MALES AND FEMALES

Gender Total

EXPOSURE Male Female

2 Months Count 11 10 21

% Within Gender 13.3% 8.5% 10.5%

2-4 Months Count 21 22 43

% Within Gender 25.3% 18.8% 21.5%

4-6 Months Count 25 51 76

% Within Gender 30.1% 43.6% 38.0%

More Than 6

Months

Count 26 34 60

% Within Gender 31.3% 29.1% 30.0%

Total Count 83 117 200

% Within

Exposure 41.5% 58.5% 100.0%

% Within Gender 100.0% 100.0% 100.0%

% Of Total 41.5% 58.5% 100.0%

60

TABLE 4.4 shows the length of exposure of Radio among males and females of

Trichur.13.3. percent of males has been listening to Radio Mango for 2 months, 25.5

percent for 2-4 months, 30.1 percent for 4-6 months and 31.3 percent has been

listening for more than 5 months.

In case of females, 8.5 has been listening to Radio Mango for 2 months, 18.8 percent

has been listening for 2-4 months, 43.6 percent has been listening for4-6 months, and

29.1 percent has been listening to Radio Mango for more than 6 months.

It may be inferred that the length of exposure of Radio Mango is different for males

and females. Majority of males has been listening to Radio Mango for more than 6

months, in the case of females, majority of the females has been listening to Radio

Mango for 4- 6 months.

61

TABLE 4.5

LENGTH OF EXPOSURE OF RADIO MANGO AMONG MARRIED AND

UMNARRIED

Marital Status Total

Exposure Married Unmarried

2 Months Count 7 14 21

% Within Marital Status

5.1%

22.6%

10.5%

2-4 Months Count 24 19 43

% Within Marital Status 17.4% 30.6% 21.5%

4-6 Months Count 61 15 76

% Within Marital Status 44.2% 24.2% 38.0%

More Than 6

Months

Count 46 14 60

% Within Marital Status 33.3% 22.6% 30.0%

Total Count 138 62 200

% Within Marital Status 100.0% 100.0% 100.0%

% Of Total 69.0% 31.0% 100.0%

TABLE 4.5 shows the length of exposure to Radio Mango among married and

unmarried. Among married, 5.1 percent has been listening to Radio Mango for 2

months, 17.4 percent for 2-4 months, 44.2 percent listeners for 4-6 months, 33.3 has

been listening for more than 6 months.

62

Among unmarried 22.6 has been listening to Radio Mango for 2 months, 30.6

percent for 2-4 months, 24.2 percent for 4-6 months and 22.6 has been listening to

Radio Mango for more than 6 months

Thus it can be inferred that majority of married respondents has been listening to

Radio Mango for 4-6 months. In the case of unmarried, majority of the respondents

has been listening to Radio Mango for 2-4 months.

63

TABLE 4.6

EXPOSURE TO RADIO MANGO AMONG DIFFERENT

EDUCATIONAL GROUPS

Education Total

EXPOSURE

Higher

Secondary

Under

graduate

Post

Graduate Others

2 Months Count 6 8 7 0 21

% Within

Education 18.2% 9.8% 8.8% .0% 10.5%

2-4 Months Count 8 14 19 2 43

% Within

Education 24.2% 17.1% 23.8% 40.0% 21.5%

4-6 Months Count 9 35 31 1 76

% Within

Education 27.3% 42.7% 38.8% 20.0% 38.0%

More Than 6

Months

Count 10 25 23 2 60

% Within

Education 30.3% 30.5% 28.8% 40.0% 30.0%

Total Count 33 82 80 5 200

% Within

Education 100.0% 100.0% 100.0% 100.0% 100.0%

% Of Total 16.5% 41.0% 40.0% 2.5% 100.0%

64

TABLE 4.6 shows the exposure to Radio Mango among different educational

groups in Trichur. In the case of respondents who are educated till higher secondary,

18.6 percent has been listening to Radio Mango for 2 months, 11.8 percent for 2-4

months, 16.7 percent for 4-6 months and 16.5 percent for more than 6 months.

Among the respondents who have done graduation, 9.8 for has been listening to

Radio Mango for 2 months, 17.1 percent for 2-4 months, 42.7 percent for 4-6

months, and 28.8 percent for more than 6 months,

Among respondents who have done their post graduation, 8.8 percent has been

listening to Radio Mango for 2 months, 23.8 for 2 to 4 months, 38.8 percent for 4-6

months, and 28.8 percent for more than 6 months.

Among the category of „others‟, 40 percent has been listening to Radio Mango for 2-4

months, 20 percent for 4-6 months and the rest 40 percent has listening for more

than 6 months.

Thus it can be inferred from the table that majority in the category of education has

been listening to Radio Mango for 3-4 months.

65

TABLE 4.7

EXPOSURE TO RADIO MANGO FOR DIFFERENT OCCUPATIONAL

GROUPS

Occupation Total

Exposure student Professional Employed Business

housewiv

es

2 months

Count 8 1 5 5 2 21

% within

Occupation 24.2% 3.1% 7.2% 14.7% 6.3% 10.5%

2-4

months

Count 12 11 15 5 0 43

% within

Occupation 36.4% 34.4% 21.7% 14.7% .0% 21.5%

4-6

months

Count 7 10 30 13 16 76

% within

Occupation 21.2% 31.3% 43.5% 38.2% 50.0% 38.0%

more

than 6

months

Count

6 10 19 11 14 60

% within

Occupation 18.2% 31.3% 27.5% 32.4% 43.8% 30.0%

Total Count 33 32 69 34 32 200

% within

Occupation 100.0% 100.0% 100.0% 100.0% 100.0%

100.0

%

% of Total 16.5% 16.0% 34.5% 17.0% 16.0%

100.0

%

66

Table 4.7 shows exposure to Radio Mango among different occupational groups.

24.2 percent of students have been listening to Radio Mango for 2 months, 36.4

percent for 2-4 months, 21.2 percent for 4-6 months, and 18.2 percent for more than

6 months.

3.1 percent of professionals had been listening to Radio Mango for 2 months, 34.4

percent for 2-4 months, 31.3 percent for 4-6 months, and the rest 31.3 percent for

more than 6 months.

In case of employed, 7.2% has been listening to Radio Mango for 2 months, 21.7

percent for 2-4 months, 43.5 percent for 4-6 months, and 27.5 percent for more than

6 months.

14.7 of those in business listened to Radio Mango for 2 months, another 14.7 percent

listened for 2-4 months, 38.2 percent for 4-6 months and 32.4 percent has been

listening to Radio Mango for more than 6 months.

In case of house wives, 6.3 percent has been listening to Radio Mango for 2 months,

whereas in the list of housewife respondents zero percent has exposure to Radio

Mango, 50 percent had been listening for 4-6 months, 43.8 percent for more than 6

months.

67

TABLE 4.8

EXPOSURE TO RADIO MANGO AMONG DIFFERENT INCOME

GROUPS

EXPOSURE Total

INCOME 2 months 2-4 months 4-6 months

more than

6 months

up to 5000 Count 5 3 3 5 16

% 31.3% 18.8% 18.8% 31.3% 100.0%

5000-10000 Count 4 13 9 5 31

% within

Income 12.9% 41.9% 29.0% 16.1% 100.0%

10000-

15000

Count 10 15 33 26 84

% within

Income 11.9% 17.9% 39.3% 31.0% 100.0%

15000 and

above

Count 2S 12 31 24 69

% within

Income 2.9% 17.4% 44.9% 34.8% 100.0%

Total Count 21 43 76 60 200

% within

Income 10.5% 21.5% 38.0% 30.0% 100.0%

% of Total 10.5% 21.5% 38.0% 30.0% 100.0%

Table 4.8 shows the length of exposure to Radio Mango among various income

groups. Among the family whose monthly income is up to Rs 5000, 31.3 percent has

68

been listening for 2 months,18.8 percent for 2-4 months, another 18.8 percent for 4-6

months and 31.3 percent for more than 6 months.

Among respondents whose family income between Rs 5000- Rs 10000,12.9 has been

listening for 2 months, 41.9 percent for 2-4 months, 29 percent for 4-6 months and

16.1 percent for more than 6 months.

Among respondents whose family income is between Rs 10000- Rs 15000, 11.9

percent has been listening for 2 months, 17.9 percent for 2-4 months, 39.3 percent

for 4-6 months, 31 percent for more than 6 months.

Among respondents whose family income is above Rs 15000, 2.9 percent has been

listening for 2 months, 17.4 percent has been listening for 2-4 months, 44.9 percent

for 4-6 months and 34.8 percent for more than 6 months.

It may be inferred that majority of the income groups have been listening to Radio

Mango for 4-6 months.

69

TABLE 4.9

TIME SPENT LISTENING TO RADIO MANGO AMONG DIFFERENT

AGE GROUP

AGE TOTAL

TIME

SPENT

(PER DAY) 15-25 YRS 25-35 YRS 35-45 YRS >45 YRS

No

%

No

%

No

%

No

%

No

%

Up to

an

hour

14 35.8 15 25.8 10 17.5 8 17.3 47 23.5

1-2

hours

15 38.4 21 36.2 11 19.2 15 32.6 62 31

2-4 hrs 5 12.8 18 31 28 49.1 15 32.6 65 32.5

More

than 4

hrs

5 12.8 5 8.6 8 14 8 17.3 26 13

Total 39 19.5 58 29 57 28.5 46 23 200 100

Table 4.9 shows the time spent on listening to Radio Mango among different age

groups. In the age group of 15-24 yrs, 12.8 percent listen to Radio Mango for more

than 4 hours, another 12.8 percent listen for 2- 4 hours, 38.4 percent which is the

70

majority listen to Radio Mango for 1-2 hours and 35.8 percent listen to radio Mango

up to an hour.

Among the age group of 23-35 years old, 25.8 percent listen to Radio Mango up to an

hour 36.2 percent which is the majority listen to radio mango from 1 – 2 hours, 31

percent listen to Radio Mango for 2-4 hours and the rest 8.6 percent of the

respondents listen to radio Mango for more than 4 hours.

Among the age group of 35 -45 years, 17.5 percent listen to Radio Mango up to an

hour, 19.2 percent listen for 1-2 hours. The maximum is 49.1 percent who listen to

Radio Mango for 2-4 hours and the rest 14 percent listen to Radio Mango for more

than 4 hours.

Among the respondents who are above 45 years, 17.3 percent listen to Radio Mango

up to an hour. Equal percentage of 32.6 respondents listens to Radio Mango for 1-2

hrs and for 2-4 hours. The rest 17.3 percent in this age group listens to Radio Mango

for more than 4 hours.

Thus it is inferred in the table that majority in the age groups of 15-25 yrs and 25-35

yrs listens to Radio Mango for 1-2 hours. In the age group of 35 – 45 years majority

listens to Radio Mango for 2-4 hours whereas, the table indicates that for the age

group of 45 and above, the majority sis shared between 1-2 hrs and 2-4 hours.

71

TABLE 4.10

TIME SPENT LISTENING TO RADIO MANGO AMONG MALE AND

FEMALE

Time Spent

Gender Total

Male Female

No % No % No %

Up To An Hour 22 26.5 25 21.3 47 23.5

1-2 Hours 21 25.3 41 35 62 31

2-4 Hours 26 31.3 39 33.3 65 32.5

More Than 4 Hours 14 16.8 12 10.2 26 13

Total 83 41.5 117 58.5 200 100

Table 4.10 shows the spent on listening to Radio Mango among male and female.

26.5 percent of the male listen to Radio Mango up to an hour, 25.3 percent male

respondents listen to Radio Mango for 1- 2 hours, 31.3 percent listen to Radio

Mango for 2 to 4 hours and 16.8 percent of the male respondent for more than 4

hours.

When it comes to females, 21.3 percent of the respondents listen to Radio Mango up

to an hour, 35 percent listen for 1 -2 hours, 33.3 percent listen for 2-4 hours and 10.2

percent listen for more than 4 hours.

Thus the table shows that majority of the men listen to Radio Mango for 2-4 hours

and Majority of females listen for 1-2 hours. this table also makes it clear that very

few male and female listen to Radio Mango for more than 4 hours.

72

TABLE 4.11

TIME SPENT LISTENING TO RADIO MANGO AMONG

RESPONDENTS OF DIFFERENT EDUCATIONAL QUALIFICATION

Education

Time Spend Total

Up To An Hour 1-2 Hours 2-4 Hours

More Than 4

Hours

No % No % No % No % No %

Higher

Secondary

12 36.3 9 27.2 8 24.2 4 12.1 33 16.5

Graduates 21 25.6 22 26.8 26 31.7 13 15.8 82 41

Post

Graduates

14 17.5 29 36.2 28 35 9 11.2 80 40

Others 0 0 2 40 3 60 0 0 5 2.5

Total 47 23.5 62 31 65 32.5 26 13 200 100

Table 4.11 shows that 16.5 percent of the respondents have educational qualification

of higher secondary. Out of this 36.3 percent listens to Radio Mango up to an hour,

27.2 percent listen for 1-2 hours, 24.2 percent listen to Radio Mango for 2-4 hours

and a 12.1 percent listens for more than 4 hours.

When it comes to graduates, 41 percent of the total respondents are graduates. Out

of this 25.6 percent listen to Radio Mango up to 1 hour, 26.8 percent listens for 1-2

hour, 31.7 percent is the maximum set who listens to Radio Mango for 2 -4 hours

and 15.8 percent of the graduates listens for more than 4 hours.

73

Post graduates make 40 percent of the total respondents. Out of this majority of 36.2

listen to Radio Mango for 1-2 hours, 35 percent listens for 2-4 hours, 17.5 percent

listens to Radio Mango up to an hour and the least is 11.2 percent who listens for

more than 4 hours.

The 2.5 percent of the respondents fall under the category of „others‟ these are mainly

Diploma holders or those who have done other certificate courses. In this 40 percent

listens to Radio Mango for 1-2 hours and the rest 60 percent listen to Radio Mango

for 2-4 hours.

The chart also give us the conclusion that majority of the listeners are graduates with

40 percent. Same time, the percentage of post graduates is 40 which is very close to

the maximum. The least are the set of

74

TABLE 4.12

TIME SPENT LISTENING TO RADIO MANGO AMONG MARRIED

AND UNMARRIED

Marital Status Total

TIME SPENT Married Unmarried

Up To An Hour

Count 27 20 47

% 19.6% 32.3% 23.5%

1-2 Hours Count 41 21 62

%

29.7% 33.9% 31.0%

2-4 Hours Count 50 15 65

%

36.2% 24.2% 32.5%

More Than 4

Hours

Count 20 6 26

%

14.5% 9.7% 13.0%

Total Count 138 62 200

% Within Marital

Status 100.0% 100.0% 100.0%

% Of Total 69.0% 31.0% 100.0%

75

Table 4.12 shows the time spent listening to Radio Mango among married and

unmarried respondents. 69 percent of the respondents are married. Out of this 19.6

percent listen to Radio mango up to 1 hour, 29.7 percent listen for 1-2 hours, 36.2

percent listen for 2 – 4 hours and 14.5 percent listen to Radio Mango for more than 4

hours.

Table 4.4 shows that 31 percent of the total respondents of are unmarried. In this

32.3 percent listen to Radio Mango up to an hour. 33.9 percent listen for 1-2 hours,

24.2 percent for 2-4 hours and 9.7 percent listens to Radio Mango for more than 4

hours.

The table gives us the conclusion that majority of the married respondents listens to

Radio Mango for 2-4 hours and majority of the unmarried respondents listen to

Radio Mango for 1-2 hours.

76

TABLE 4.13

TIME SPENT IN LISTENING TO RADIO ANGO WITH RESECT TO

OCCUPATION OF THE RESPONDENTS

Occupation Total

TIME

SPENT Student Professional

Employe

d Business Housewives

Up To An

Hour

Count 14 9 13 7 4 47

%

42.4% 28.1% 18.8% 20.6% 12.5% 23.5%

1-2 Hours Count 12 9 24 10 7 62

%

36.4% 28.1% 34.8% 29.4% 21.9% 31.0%

2-4 Hours Count 4 11 24 12 14 65

%

12.1% 34.4% 34.8% 35.3% 43.8% 32.5%

More Than

4 Hours

Count

3 3 8 5 7 26

% 9.1% 9.4% 11.6% 14.7% 21.9% 13.0%

Total Count

33 32 69 34 32 200

% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% Of

Total

16.5% 16.0% 34.5% 17.0% 16.0% 100.0%

77

Table 4.13 shows the time spent by different occupational groups on listening to

Radio Mango. The table shows 16.5 percent of the respondents are students. In the

student list, 42.4 percent listen to Radio Mango up to 1 hour, 36.4 percent for 1-2

hours, 12.1 percent for 2-4 hours, and 9.1 percent listen to Radio Mango for more

than 4 hours.

Of the total respondents 16 percent are professionals. 28.1 percent of the

professionals listen to Radio Mango for less than 1 hour and another 28.1 percent

listen for 1-2 hours. 34.4 percent listen to Radio Mango for 2 -4 hours and 9.4

percent listen for more than 4 hours.

The table 4.13 shows that 34.5 percent of the total respondents are employed. 18.8

percent of the employed listen to Radio Mango up to an hour.34.8 percent each of

employees listen to Radio Mango for 1-2 hours and 2-4 hours and the rest 11.6

percent in employees listen for more than 4 hours.

The total percentage of businessmen in the respondent list is 17 percent. In this 12.5

percent listen to Radio Mango up to an hour. 29.4 percent of the business people

listen to Radio Mango for 1- 2 hours, 35.3 percent listen for 2 -4 hour and 14.7

percent listen for more than 4 hours.

In the given respondent list, 32 percent of the respondents are house wives. In this

12.5 percent listen to the station up to an hour.21.9 percent each listen to Radio

Mango for 2-4 hours and for more than 4 hours. 43.8 percent of house wives listen to

Radio Mango for 2-4 hours.

78

Thus it is inferred in the table that majority of the students listen to Radio Mango up

to 1 hour and least number of students listen to the station for more than 4 hours. In

the case of professionals very less percentage listen to Radio Mango for more than 4

hours where as the majority listens to Radio Mango for 2-4 hours. When it comes to

employed respondents, majority is shared between timeline of 1-2 hours and 2-4

hours. Similar to others very little percentage of employees listens to Radio Mango

for more than 4 hours. For the respondents who do business, majority of the Radio

Mango listeners listen for the time periods of 1-2 hours and 2-4 hours and very less

percentage listens to Radio Mango for more than 4 hours. 16 percent of the

respondents are house wives. Majority of the housewives spent 2 - 4 hours listening

to Radio Mango and very few listen for the time period up to 1 hour.

79

TABLE 4.14

TIME SPENT LISTENING TO RADIO WITH RESPECT TO INCOME

Income Total

TIME SPENT

Up to

5000

5000-

10000

10000-

15000

15000 and

above

up to an hour

Count 7 7 20 13 47

% within

Income 43.8% 22.6% 23.8% 18.8% 23.5%

1-2 hours Count 1 14 21 26 62

% within

Income 6.3% 45.2% 25.0% 37.7% 31.0%

2-4 hours Count 6 6 30 23 65

% within

Income 37.5% 19.4% 35.7% 33.3% 32.5%

more than 4

hours

Count 2 4 13 7 26

% within

Income 12.5% 12.9% 15.5% 10.1% 13.0%

Total Count 16 31 84 69 200

% within

Income 100.0% 100.0% 100.0% 100.0% 100.0%

% of

Total 8.0% 15.5% 42.0% 34.5% 100.0%

80

Table 4.14 shows amount time spent listening to Radio Mango with respect to the

income of respondents. Respondents who earn up to Rs. 5000 form 8% of the total

respondents. Out of this 43.8 percent of the respondents listen to Radio Mango up to

an hour, 6.3 percent for 1-2 hours, 37.5 percent for 2-4 hours and 12.5 percent for

more than 4 hours.

15.5 percent of the total respondents earn between Rs 5000- Rs 10000. Out of this

22.6 percent listen up to 1 hour, 45.2 percent for 1-2 hours, 19.4 percent listen for 2-

4 hours, 12.9 percent listen for more than 4 hours.

42 percent which is the majority among the respondents earn Rs 10000 – Rs 15000.

In this group 23.8 percent listen to Radio Mango, 25 percent for 1-2 hours, 35.7

percent for 2-4 hours and 15.5 percent for more than 4 hours.

34.5 percent respondents earn above Rs 15000. In this group 18.8 percent listen to

Radio Mango up to 1 hour, 37.7 for 1-2 hours, 33.3 percent for 2- 4 hours and 10.1

percent for more than 4 hours.

The table helps us to conclude that majority of the listeners who has income up to Rs

5000 listen to Radio Mango up to 1 hours and very least number of people in this

range of income listen to the radio for the time period of 1- 2 hours. Majority of the

listeners who earn between Rs 5000 – Rs 10000 spent 1-2 hours listening to Radio

Mango. Very few in this income range listen to Radio Mango for more than 4 hours.

81

The table results that 42 percent of the respondents earn between Rs10000 -

Rs15000. In this group majority listens to Radio Mango for 2 -4 hours and very few

of the listeners listen for more than 4 months. From the list of respondents who earn

above Rs 15000, it is found that majority listen to Radio Mango for the time period

of 2-4 hours per day and a very few listen to Radio Mango for more than 4 hours.

82

TABLE 4.15

FREQUENCY OF LISTENING TO RADIO MANGO AMONG

DIFFERENT AGE GROUP

Age Total

FREQUECY 15-25 25-35 35-45 45_above

Often Count 23 22 38 31 114

% within

age 59.0% 37.9% 66.7% 67.4% 57.0%

sometimes Count 8 25 13 12 58

% within

age 20.5% 43.1% 22.8% 26.1% 29.0%

Rarely Count 8 11 6 3 28

% within

age 20.5% 19.0% 10.5% 6.5% 14.0%

TOTAL Count 39 58 57 46 200

% within

age 100.0% 100.0% 100.0% 100.0% 100.0%

TABLE 4.15 shows the frequency with which different age group listen to Radio

Mango. Among the age group of 15-25 yrs 59 percent listen to Radio Mango „often‟,

20.5 percent „sometimes‟ and another 20.5 percent „frequently‟.

83

Among the age group of 25-35 yrs, 37.9 percent listen to Radio Mango „often‟, 43.1

percent „sometimes‟ and 19 percent „rarely‟.

Among the age group of 35-45 yrs, 66.7 percent is listening to Radio Mango „Often‟,

22.8 percent „sometimes‟, and 10.5 percent „rarely‟.

Among the age group of 45 and above, 67,4 percent is listening to Radio mango

„Often‟, 26.1 percent and 6.5 percent rarely.

From the table it is understood that majority of respondents for the age group of 25-

35 listen „sometimes‟ to Radio Mango and the majority of the listeners listen to Radio

Mango more often.

84

TABLE 4.16

FREQUENCY OF LISTENING TO RADIO MANGO AMONG MALES

AND FEMALES

Gender Total

FREQUENCY Male Female

Often Count 53 61 114

% Within

Gender 63.9% 52.1% 57.0%

Sometimes Count 24 34 58

% Within

Gender 28.9% 29.1% 29.0%

Rarely Count 6 22 28

% Within

Gender 7.2% 18.8% 14.0%

Count 83 117 200

TOTAL % Within

Gender 100.0% 100.0% 100.0%

TABLE 4.16 shows the frequency of listening to Radio Mango among males and

females. Among males 63.9 percent listen to Radio Mango „Often‟, 28.9 percent

„sometimes‟ and 7.2 percent „rarely‟

.

Among females, 52.1 percent listen to Radio Mango „Often‟, 29.1 percent listen

„sometimes‟ and 18.8 percent „rarely‟. Thus it can be inferred that majority and males

and females listen to Radio Mango more „often‟.

85

TABLE 4.17

FREQUECY OF LISTENING TO RADIO MANGO AMONG MARRIED

AND UNMARRIED

TABLE 4.17 shows the frequency of listening to Radio Mango among Married and

Unmarried. Among married 60.9 percent listen „often‟, 27.5 percent „sometimes‟ and

11.6 percent „rarely‟.

Marital Status Total

Frequency Married Unmarried

Often Count 84 30 114

% Within

Marital Status 60.9% 48.4% 57.0%

Sometimes Count 38 20 58

% Within

Marital Status 27.5% 32.3% 29.0%

Rarely Count 16 12 28

% Within

Marital Status 11.6% 19.4% 14.0%

Count 138 62 200

Total % Within

Marital Status 100.0% 100.0% 100.0%

86

Among unmarried, 48.4 percent listen „often‟, 32.3 percent „sometimes‟ and 19.4

percent „rarely‟.

It may be inferred that majority in married and unmarried listen to Radio Mango

„often‟.

87

TABLE 4.18

FREQUENCY OF LISTENING TO RADIO MANGO AMONG

DIFFERENT EDUCATIONAL GROUPS

TABLE 4.18 shows the frequency of listening to Radio Mango among different

educational groups. In the case of respondents who have higher secondary education,

60.6 percent of them listen to Radio Mango „often‟. 24.2 percent listen „sometimes‟

and 15.2 percent listen rarely.

Education Total

FREQUENCY

Higher

Secondary

Undergra

duates

Post

Graduates Others

Often Count 20 40 51 3 114

% Within

Education 60.6% 48.8% 63.8% 60.0% 57.0%

Sometimes

Count 8 28 21 1 58

% Within

Education 24.2% 34.1% 26.3% 20.0% 29.0%

Rarely Count 5 14 8 1 28

% Within

Education 15.2% 17.1% 10.0% 20.0% 14.0%

Count 33 82 80 5 200

% Within

Education 100.0% 100.0% 100.0% 100.0% 100.0%

88

In the case of undergraduates, 48.8 percent listen „often‟, 34.1 percent listen

„sometimes‟ and 17.1 percent listen rarely..

The case of postgraduates, 63.8 percent listen „often‟, 26.3 percent „sometimes‟ and

10 percent listen „rarely‟.

In the case of „others‟, 60 percent listen „often‟, 20 percent listen „sometimes‟ and 20

percent listen „rarely‟.

From the table, it may be inferred that majority in each educational group listen to

Radio Mango „often‟

89

TABLE 4.19

FREQUENCY OF LISTENING TO RADIO MANGO AMONG

DIFFERENT OCCUPATIONAL GROUPS

TABLE 4.19 shows the frequency of listening to Radio Mango among different

occupational groups. Among students, 57.6 percent listen „often‟, 21.2 percent

„sometimes‟, 21.2 percent listen „rarely‟.

Occupation Total

Frequency Student professional employed business

housewive

s

Often Count 19 17 36 19 23 114

% within

Occupati

on

57.6% 53.1% 52.2% 55.9% 71.9% 57.0%

Sometim

es

Count 7 11 22 12 6 58

% within

Occupati

on

21.2% 34.4% 31.9% 35.3% 18.8% 29.0%

Rarely Count 7 4 11 3 3 28

% within

Occupati

on

21.2% 12.5% 15.9% 8.8% 9.4% 14.0%

Count 33 32 69 34 32 200

TOTAL % within

Occupati

on

100.0% 100.0% 100.0% 100.0% 100.0% 100.0

%

90

Among professionals, 53.1 percent listen „often‟, 34.4 percent listen „sometimes‟ and

12.5 percent listen „rarely‟.

Among employed, 52.2 percent listen to Radio Mango „often‟, 31.9 listen „sometimes‟

and 15.9 percent listen „rarely‟

Among those respondents who do business, 55.9 percent listen to Radio Mango

„sometimes‟ and 8.8 percent „rarely‟

Among housewives 71.9 percent listen to Radio Mango more „often‟, 18.8 percent

sometimes, and 9.4 percent rarely.

It can be inferred from the table that majority in all occupational groups listen to

Radio Mango „often‟.

91

TABLE 4.20

FREQUENCY IN LISTENING TO RADIO MANGO AMONG

DIFFERENT INCOME GROUPS

Income Total

FREQUENCY

up to

5000

5000-

10000

10000-

15000

15000

and

above

Often Count 8 17 44 45 114

% within

Income 50.0% 54.8% 52.4% 65.2% 57.0%

sometimes Count 4 11 23 20 58

% within

Income 25.0% 35.5% 27.4% 29.0% 29.0%

Rarely Count 4 3 17 4 28

% within

Income 25.0% 9.7% 20.2% 5.8% 14.0%

TOTAL Count 16 31 84 69 200

% within

Income 100.0% 100.0% 100.0% 100.0% 100.0%

TABLE 4.20 shows the frequency of listening to Radio Mango among different

income groups. Among the respondents who has income up to Rs 5000, 50 percent

listen to Radio Mango „often‟, 25 percent listen „sometimes‟, and another 25 percent

listen „rarely‟.

92

Among those whose monthly income is Rs 5000- Rs 10000, 54.8 percent listen

„often‟, 35.5 percent listen „sometimes‟ and 9.7 percent listen „rarely‟

Among those whose monthly income is Rs 10000- Rs 15000, 52.4 percent listen

„often‟, 27.4 percent listen „sometimes‟ and 20.2 percent listen „rarely‟.

Among those whose monthly income is Rs 15000 and above, 65.2 percent listen to

Radio Mango „often‟, 29 percent „sometimes‟ and 5.8 percent „rarely‟.

Thus, it can be inferred from the table that majority in all income groups listen to

Radio Mango „often‟.

93

TABLE 4.21

SHOWING THE PURPOSE OF LISTENING TO RADIO MANGO

PURPOSE

Never rarely Sometimes Often

No % No % No % No %

To relax during the

working hours 11 5.5% 19 9.5% 62 31.0% 108 54.0%

To overcome boredom

and relive tension 8 4.0% 30 15.0% 111 55.5% 51 25.5%

To get to know about the

latest movies and songs 8 4.0% 44 22.0% 86 43.0% 62 31.0%

To listen to my favorite

RJ‟S voice 16 8.0% 51 25.5% 75 37.5% 58 29.0%

To lift up mood when

lonely 13 6.5% 53 26.5% 74 37.0% 60 30.0%

To make work easier. 12 6.0% 57 28.5% 74 37.0% 57 28.5%

To reduce my expenditure

on CDs and cassettes 21 10.5% 62 31.0% 67 33.5% 50 25.0%

To listen to my favorite

songs wherever I go 12 6.0% 36 18.0% 71 35.5% 81 40.5%

94

TABLE 4.21 shows the purpose of listening to Radio Mango for its respondents.54

percent of the respondents „often‟ listen to Radio Mango to listen to relax during

their working hours, 40.5 percent listen to listen to their favorite songs wherever they

go, 31 percent listen, 30 percent listen to lift up mood when lonely, 29 percent listen

to the station to listen to their favorite RJ, 28.5 percent listen to make work easier,

25.5 percent listen to overcome boredom and 25 percent listen to reduce their

expenditure on CD‟s and cassettes.

55.5 percent listen to Radio Mango “sometimes” to overcome boredom, 43 percent

listen to know about the latest movies and songs, 37. 5 percent to listen to their

favorite RJ speak, 37 percent listen to lift up the mood and another 35 percent listen

to make work easier, 33.5 percent listen to hear their favorite song wherever they go,

31 percent listen to relax during the working hours.

31 percent listen to Radio Mango „rarely‟ to reduce their expenditure on cassettes and

CD‟s, 28.5 percent listen to make their work easier. 26.5 percent listen to lift up their

mood, 25.5 percent listen to lift up their mood, 22 percent listen to know about the

latest movies and songs, 18 percent listen to tune in to their favorite songs wherever

they go, 15 percent listen to overcome their boredom and 9.5 percent listen to relax

during the working hours.

From the table it may be inferred that the main purpose for which people frequently

listen to Radio Mango to relax during the working hours (85%), to overcome the

boredom (81%), to listen to the favorite songs wherever they go(76%), to get to

know more about latest movies and songs (74%) and to lift up mood when lonely.

95

TABLE 4.22

RATINGS OF RADIO MANGO PROGRAMMES

Table 4.22, shows the ratings of the programs of Radio Mango. For the show

„Panchathanthram‟, 33.5 percent voted the show as outstanding, 36 percent rated it as

below

average Average good Excellent outstanding

Programs No % No % No % No % No %

Panchathanthra

m 9 4.5 15 7.5 37 18.5 72 36.0 67 33.5

Trichur super

fast 12 6.0 59 29.5 88 44.0 41 20.5

Rasapedika 3 1.5 19 9.5 71 35.5 68 34.0 39 19.5

Time pass 4 2.0 35 17.5 61 30.5 70 35.0 30 15.0

Josh junction 8 4.0 21 10.5 66 33.0 78 39.0 27 13.5

City lights 5 2.5 36 18.0 58 29.0 74 37.0 27 13.5

Muddugow 29 14.5 72 36.0 55 27.5 32 16.0 12 6.0

Rathrimazha 60 30.0 58 29.0 42 21.0 25 12.5 15 7.5

Vellarikkapatta

nam 8 4.0 28 14.0 70 35.0 74 37.0 20 10.0

Superbhatham 6 3.0 35 17.5 68 34.0 63 31.5 28 14.0

919 spot lights 3 1.5 25 12.5 87 43.5 62 31.0 23 11.5

Kalakkan

campus 4 2.0 32 16.0 67 33.5 73 36.5 24 12.0

Kerala talking 4 2.0 23 11.5 89 44.5 63 31.5 21 10.5

Twenty twenty 6 3.0 22 11.0 73 36.5 76 38.0 23 11.5

Purani pattukal 6 3.0 32 16.0 60 30.0 65 32.5 37 18.5

96

excellent, 18.5 percent rate it as good, 7.5 percent rate the show average and 4.5

percent calls the show below average

.

20.5 percent of the listeners rate the show „Trichur Superfast‟ as outstanding, 44

percent as excellent, 29.5 percent as good, 6 percent as average and no respondent

rate the show as below average.

For the noon show „Rasapedika‟, 19.5 percent rate the show as outstanding, 34

percent as excellent, 35 percent as good, 9.5 percent as average, 1.5 percent as below

average.

When it comes to the show „Time pass‟, 15 percent rated the show as outstanding, 35

percent as „excellent‟, 30.5 percent as „good‟, 17.5 percent as „good‟ as 2 percent as

below average.

13.5 percent rated the evening show „Josh Junction‟ as outstanding, 39 percent as

excellent, 33 percent as good, 10.5 percent as average and 4 percent as below average.

„City Lights‟ is another show where 13.5 percent of the respondents rated the show

as outstanding, 37 percent as excellent, 29 percent as good, 18 percent as average, 2.5

percent as below average.

97

For the show „Muddugow‟, 6 percent has rated the show as outstanding, 16 percent

as excellent, 27 .5 percent as good, 36 percent as average, 14.5 percent as below

average.

Whereas for „Rathrimazha‟, 30 percent rated the show as below average, 29 percent as

average, 21 percent as good, 12.5 percent as excellent and 7.5 percent as outstanding.

When it came to the show „Vellarikkapatanam‟, 4 percent rated the show as below

average, 14 percent as average, 35 percent as good, 37 percent as excellent and 10

percent as outstanding.

Rating for the show „Super Bhatham‟ is that 3 percent rated it as below average, 17.5

percent as average, 34 percent as good, 31.5 percent as excellent and 14 percent as

outstanding.

„919 spotlights‟ received better ratings with 1.5 percent have rating the show as

below average, 12.5 percent as average, 43.5 percent as good, 31 percent as excellent

and 11.5 percent as outstanding.

For the show, „Kalakkan Campus‟, 2 percent rated the show as below average, 16

percent as average, 33.5 percent as good, 36.5 percent as excellent and 12 percent as

outstanding.

„Kerala Talking‟ was rated as 2 percent for below average, 11.5 percent as average,

44.5 as good, 31.5 percent as excellent and 10.5 percent as outstanding

98

„Twenty Twenty‟ got 3 percent rating in below average, 11 percent in average, 36.5

percent in good, 38 percent in excellent and 11.5 percent in outstanding,

When it came to retro show „Purani Paatukal‟ 3 percent voted the show as below

average, 16 percent as average, 30 percent as good, 32.5 percent as excellent and 18.5

percent as outstanding.

Thus as a whole, „Panchathanthram‟ (69.5%), Trichur Superfast (64.5%), Rasapedika

(53%), Josh Junction (52.5%) and Purani Paatukal (51%) are rated as the top shows

of Radio Mango.

99

TABLE 4.23

ATTITUDE OF LISTENERS TOWARD RADIO MANGO

strongly

disagree Disagree Neutral Agree strongly agree

No % No % No % No % No %

Radio Mango is the

best source of

entertainment 4 2.0 11 5.5 37 18.5 49 24.5 99 49.5

Radio Mango gives

Company when I

travel

27 13.5 107 53.7 51 25.5 12 6 3 1.5

Radio Mango

makes my work

easier

1 .5 14 7.0 65 32.5 82 41.0 38 19.0

Radio Mango raise

my spirits 2 1.0 9 4.5 71 35.5 83 41.5 35 17.5

Radio Mango

compliments young

people‟s mind

4 2.0 28 14.0 52 26.0 76 38.0 40 20.0

Radio Mango

entertain more than

TV

4 2.0 28 14.0 65 32.5 64 32.0 39 19.5

There is a decline in

TV viewing after

arrival of Radio

Mango

6 3.0 22 11.0 66 33.0 75 37.5 31 15.5

100

Radio Mango gives

knowledge on

forthcoming events

5

2.5 27 13.5 62 31.0 75 37.5 31 15.5

Traffic updates,

weather reports

makes Radio

Mango interesting

1 .5 27 13.5 56 28.0 75 37.5 41 20.5

More informative

programs should

be included in

Radio Mango

3 1.5 17 8.5 58 29.0 82 41.0 40 20.0

RJ's in Radio

Mango are friendly

and informal

3 1.5 29 14.5 57 28.5 76 38.0 35 17.5

RJ's make listening

to Radio Mango

interesting

3 1.5 23 11.5 62 31.0 80 40.0 32 16.0

There are repetition

of songs in Radio

Mango 7 3.5 26 13.0 67 33.5 71 35.5 29 14.5

Radio Mango will

conquer

cassette/CD

industry

7 3.5 30 15.0 67 33.5 66 33.0 30 15.0

101

Radio Mango

makes possible

communication

between people at

different levels

2 1.0 31 15.5 51 25.5 80 40.0 36 18.0

Radio Mango

provides right

mixture old and

new songs

6 3.0 29 14.5 65 32.5 72 36.0 28 14.0

Radio Mango is

boon to night shift

workers

6 3.0 26 13. 67 33.5 65 32.5 36 18.0

Listening to Radio

Mango makes

people idle

4 2.0 19 9.5 66 33.0 64 32.0 47 23.5

Quality of sound

makes Radio

Mango more

popular

30 15. 72 36.0 67 33.5 31 15.5

Radio Mango has

too many phone in

programs

2 1.0 34 17. 70 35.0 65 32.5 29 14.5

Quality of programs

should be improved

in Radio Mango

7 3.5 30 15. 65 32.5 66 33.0 32 16.0

Radio Mango

should play more

other language

songs

59 29. 66 33. 42 21.0 19 9.5 14 7.0

102

TABLE 4.23, shows the respondents‟ attitude towards Radio Mango. Majority (49.5)

of the respondents strongly agree to the statement Radio Mango is the best source of

entertainment. 20.5 percent strongly agree that traffic and weather updates make

Radio Mango more interesting. 20 percent strongly thinks that Radio Mango

compliment young people‟s mindset. 19.5 percent thinks that Radio Mango entertains

more than TV.

Majority falls in the category of agree and neutral. 41.5 percent agree with that Radio

Mango raise their spirits. 41 percent agree that more informative programs should be

included in the station, 41 percent agree that Radio Mango makes their work easier.

Also, 40 percent agree that Radio Mango makes possible communication between

people at different levels.

With respect to RJ‟s 40 percent agree that listening to RJ‟s make Radio Mango

interesting and 38 percent agree that RJ‟s are friendly and informal.

With respect to songs played in the station , 33 percent agree that more of other

language songs should be included in Radio Mango, 35.5 percent agree that there sis

repetition of songs in Radio Mango. 36 percent thinks Radio Mango gibes right

mixture of old and new songs, 33 percent thinks Radio Mango will conquer CD and

cassette industry and 32.5 percent think the station is a boon for night shift workers,

Another 33 percent think that quality of programs should be improved in Radio

Mango. 33.5 percent agrees quality of sound makes Radio Mango popular.

103

One of the major attitude among the respondents of the study is that majority (53.5

%) disagree that Radio Mango gives them company while they travel.

104

UNIT V

FINDINGS AND DISCUSSION

RADIO MANGO LISTENERSHIP IN TRICHUR

Majority of respondents have access to Radio Mango at home (45.5 %)

followed by workplace (26.5%)

The study found that majority of listeners listen to Radio Mango to relax

during the working hours (85%), to overcome boredom (81%), to listen to

favorite songs wherever they go (76%), to get to know more about the latest

movies and songs (74%) and to lift up the mood when lonely (67%).

Majority of listeners listen to Radio Mango during the time slots of 6am-10am

(49%) and 2pm-6pm (35.5%).

EXPOSURE TO RADIO MANGO

Regarding exposure to Radio, majority of respondents has been listening to Radio

Mango for 4-6 months. This shows that there has been considerable increase in the

number of listeners in past 6 months for Radio Mango

105

Length of exposure to Radio Mango is high for the majority in the age group

of 45 and above (6 months and above). For the other age group majority had

length of exposure is from 4 to 6 months.

Length of exposure to Radio Mango is slightly higher in males (31.3 %) than

females (29.1%)

Length of exposure to Radio Mango is slightly high for married (33.3%) than

unmarried (22.6%)

Length of exposure is high for the educational group „Others‟ (40%).

Similarly, Majority in the educational group of undergraduates has slightly

longer exposure (30.5%) than higher secondary groups (30.3%) and

postgraduates (28.8 percent).

There is considerable difference in length of exposure for different

occupational groups. Majority of the students and professionals have their

length of exposure as 2-4 months, whereas for other categories length of

exposure is 4-6 months.

For the income group of Rs 10000-Rs15000 and for Rs 15000 and above

majority have the length of exposure from 4 to 6 months, whereas the

majority in the income group of Rs 5000- Rs10000, the length of exposure is

more for 2-4 months. For the income group of „up to 5000‟, there is an equal

percentage distribution for the exposure length of 2 months (31.3 %) and for

more than 6 months (31.3%).

106

TIME SPENT LISTENING TO RADIO MANGO

With respect to time spent listening to Radio Mango among different age

groups majority in the age groups of 15-25 yrs (38.4%) and 25-35 yrs (36.2%)

spent 1-2 hours. In the age group of 35-45 yrs, majority(49.1%) listen to

Radio Mango for 2-4 hours and for the age group of 45 and above there is

equal percentage distribution (32.6%) for 2-4 hrs and 1-2 hrs of listening to

Radio Mango

In the category of male and female, majority in male (31.3%) listen to Radio

Mango for 2-4 hours and majority of female (35%)listen to Radio Mango for

1-2 hours. it is also found that men spent more time listening to Radio Mango

more than females.

There are differences in time spent listening to Radio Mango among different

educational groups. Majority in the „higher secondary‟ group listen to Radio

Mango up to an hour. In the group of „graduates‟ and „others‟ majority listen

to Radio Mango for 2-4 hours, in postgraduates group majority listen to

Radio Mango for 1-2 hours.

There is difference in time spent listening to Radio Mango among married

and unmarried. Married respondents spent more time listening to Radio

Mango than unmarried.

107

In the case of different occupational groups, all the groups other than student

group listen to Radio Mango for 2-4 hours, whereas majority of students

listen to Radio Mango up to an hour.

In the case of different groups with respect to income, majority in the income

group of „15000 and above‟ and „5000 – 10000‟ majority listen to Radio

Mango for 1-2 hours, majority in the group „up to 5000‟ listen to Radio

Mango up to an hour. In the case of the group „10000 – 15000‟, majority listen

to Radio Mango for 2-4 hours.

FREQUENCY OF LISTENING TO RADIO MANGO

Regarding the frequency of listening to Radio Mango, majority of the listeners

have been listening to Radio Mango „often‟.

In the case of frequency of listening to Radio Mango with respect to

age group, all age group has been listening to Radio Mango „often‟.

Among all, the majority in the age group of ‟45 and above‟ has been

listening to Radio Mango „often‟.

Among males and females, both groups listen to Radio Mango often.

It is found that more percentage of males listen „often‟ than that of

females.

In the case of married and unmarried both the groups listen to Radio

Mango „often‟. It is found that more percentage of married

respondents listen „often‟ than that of females.

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With respect to different educational groups, all the groups listen to

the station often. But it is found that people who have done post

graduation listen more frequently than other educational groups.

Among occupational groups, all the groups listen to Radio Mango

„often‟. In comparison it is found that more housewives listen to Radio

Mango often.

Among different income groups, all groups listen to Radio Mango

often and it is found that more percentage of respondents whose

income is „above Rs 15000‟ listen to Radio Mango than any other

group.

PURPOSE LISTENING TO RADIO MANGO

The study found that majority listens to Radio Mango to relax during the

working hours and very few listened to Radio Mango to reduce their

expenditure on cassettes and CDs.

RATINGS OF VARIOUS SHOWS

Majority have rated „Panchatahntram‟ which is the morning show ( (6am-8am)

as the best and Rathrimazha (1am-6am on weekdays and 11pm-6am) on as

the least favorite.

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DISCUSSION

The study of the survey FM radio listenership in Trichur with special reference to

Radio Mango is unfailing with the results of various other surveys. The demographic

variables tend to play a very important role in this study. Even though majority of the

respondents are females, the study finds that more percentage males tune in to the

station more often than that of females.

Radio has is one of the fastest growing media industry in India because of its low cost

in availability, maintenance and usage. Even though radio is one of the oldest form of

medium, it is regarded as most persuasive, affordable and the most accessible

medium ever. With advent of FM radio in different part of country, Radio has

become more localized and local advertisers are benefiting from the new revolution

of radio. Moreover cheap production and advertising cost make radio more popular

among advertisers. Another benefit of FM radio scenario is that there is localized

form of entertainment programs. These FM radio station programs add local flavors

to the information, entertainment and for the world news too.

When Radio Mango arrived in the small town of Trichur, audience faced a completely

new radio culture. It brought back the buzz which audio cassettes once created in

Kerala. It became possible for old and new generation to listen to their favorite songs

equally. Kerala audiences are always a music loving audience and Radio Mango

catered more in to this interest. It is not just music but the new format of

programming, the concept and style of RJ was completely new and pleasurable

experience to its listeners.

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The present study shows that year by year there is a huge increase in the listenership

of Radio Mango. Same way, the this study- a study of FM radio listenership in

Trichur with special reference to Radio Mango has found that majority of its

respondents has been listening to Radio Mango from 4-6 months. Thus, this study

shows that there is a considerable increase in the listenership of Radio Mango in past

6 months.

The study shows that listenership has been high in the morning, then dip in during

and there is sudden increase in the listenership in the afternoon to evening.

Moreover, majority of the listeners listen to Radio Mango to relax during their

working hours, to overcome boredom and relieve tension and as well as to listen to

their favorite music. Thus it is very clear that Radio Mango has already become an

integral part in the lives of Trichur audience in terms of entertainment and

information.

Majority of listeners have access to Radio Mango at their home, followed by the

workplace. On the other hand it is important to notice that unlike other cities and

towns in India, Trichur has very low drive time audience. Very few listen to Radio

Mango when they travel. Majority of the listeners are housewives who listen to

entertain themselves especially when they work at home. And other section is

business people who own petty shops, hotels, merchants and banks. Easy and

availability of cheap pocket transistors played a major role in this mass approval of

radio as a new form of entertainment.

With respect to time spent listening to Radio Mango, it sis found that majority of the

listeners listen to Radio Mango from 2-4 hours. when it come to the groups of

students and 45 yrs and above, there are differences. Majority of the students tend to

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listen to Radio Mango up to an hour where as elderly people above 45 years tend to

listen to Radio Mango for more than 4 hours.

It is also found that more married respondents tend to listen to Radio Mango more

often than the unmarried respondents. On the occupational levels, it is found that

housewives tent to spend more time on listening to Radio Mango than any other

group. For this section, television was the only source of entertainment before the

emergence of FM radio. Radio Mango gave these housewives a complete new realm

of entertainment with a break from serials and soap operas.

With respect to frequency of listening to Radio Mango, it is found that majority of

the respondents has been listening to the station often irrespective of their age,

gender, marital status, occupation and income. On the other hand, the study shows

that those in the age group of 35-45 listened more frequently than those in other age

groups. This section is mainly working class and house wives. This group mainly

listens to relax during their working hours. Moreover the study the study also shows

that those who earn more than Rs 15000 tune in to radio more often than any other

in the group. This mainly because many of them travel and are self employed.

When it come to the programs of the shows, audience have rated morning shows like

„Panchathantram‟ and „Trichur superfast‟ as the top shows whereas late night shows

like „Muddugow‟ and „Rathrimazha‟ was the least favorite among its listeners. It is

also important to note that very few listeners tune to the station on late night time

slots. This also resulted in the low interest in late night shows.

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Majority of the respondents perceive Radio Mango as the best source of

entertainment and the station entertains many more than TV. They also feel that

traffic and weather reports increase interest in listening to Radio Mango. Many agree

that Radio Mango lift their spirits same time they want more informative programs to

be included in the programs.

Majority also feels Radio Mango makes best possible communication between various

social groups. In terms of RJ‟s , audience feel that they are the essence of a radio

station and being friendly and informal makes listening to Radio Mango more

interesting.

Majority of the listeners feel that Radio Mango is providing right mixture of old and

new songs and they feel that station plays right number of other language songs and

pop music. Thus they don‟t want more of other language songs. There is a

considerable amount of individuals who believe that Radio Mango will conquer music

and cassette industry and the station is a boon to night shift workers with its music.

The study finds that vastness of listenership increased after the emergence of Radio

Mango. The programming of Radio Mango reflects the society, local interest, heritage

and culture of the region. The station was capable of bringing in the accent of region

in their programming and thereby giving language a recognition which was never

achieved before by Radio.

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UNIT VI

CONCLUSION

Radio broadcasting is one of India‟s oldest medium. It started as traditional AM radio

through All India Radio (AIR). Today its reception is more than 91.79 percent which

cannot be matched with any other medium. AIR which began in 1936 has now

managed to reach almost all nook and corner of India by serving 99. 14 % people of

India. The network now has 232 broadcasting centers in 24 languages and 146

dialects in home services. By time All India Radio too embraced technology with

time. In January 2009 AIR announced its digital radio transmission. But with poor

managerial skills and government control over programming made radio as a medium

just for rural society, the interest of urban population in radio decreased. Moreover

financial limitations also added to the decrease in listenership in Radio.

Things changed when Indian government opened up radio broadcasting to the

private sectors in India. Initially the government of India auctioned the frequencies

and huge amounts ere demanded during bidding. As a result many private companies

stayed away and only few serious bidders stayed back and led a revolution in Indian

radio history. Private players are limited in their broadcasting content. News and

current affairs are excluded in the FM broadcasting in India. Thus FM broadcasters

play „infotainment‟ to its audience. FM radio created a boom in India media and

advertising market. Moreover it has led to create a new set of listeners in youth as

well as „drive time‟ listeners. The programs became more localized and had regional

flavors in them. This made radio the favorite entertainment medium of India.

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FUTURE OF FM RADIO IN INDIA

The FM radio industry is still in its initial stages in India. Even though the new

industry kick stated well, there are lot more to be achieved. India at present has 248

stations. With the 3rd phase for FM radio to follow on pipeline 92 more cities and

many small towns are expected to enjoy the flavor of FM radios.

There are certain concerns for the private players with respect to the industry. One is

huge license fee and high maintenance charges. Unlike AIR, advertising is the only

source of income for FM radios. Unfortunately growth in terms of advertising is very

low and only very stations have managed to reach their target budget. As a result

heavy license fees many stations had to shut down.

In terms achievements, as said before FM radio has managed to create a new set of

audience. With changing fast life, radio has more benefit because it can provide music

and songs even when their listeners move. With advent in the mobile phone industry

things have become more interesting for the private players. This help them to easy

access to the station though calls and SMS.

Another area where there is more scope in FM radio in India is the content

specialization. Even though many stations started with the concept, many changed

the format to fill in all the audience. Many stations which still had specific time

allotted for the particular type songs are now disappearing. As a result all the stations

play same kind of music and one cannot make any differentiation between stations.

This leads to continuous swapping of stations among audience.

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The pressure to sell airtime had led to this sort of change in programming. If stations

can manage to establish themselves in the Indian market with its niche market and

overcome the constraints created by market, there cannot be anything better than this

in terms of revenue as well as programming.

Other challenge and constrain for the FM radio stations are high music royalties these

stations have to pay for the music companies for the music contents that are played

in the stations. Each station pays a large amount from the revenue of the stations for

the royalties.

Even though private FM radio stations have certain limitations and risk factors,

advertising industry is thriving after economic slowdown. With the more private

stations coming up, FM radio stations in India is expected to reach new heights with

better programming

With respect to Trichur FM broadcast advertisers are yet to come up as it is complete

new medium. More studies will help in better understanding of the region and the

audience. The FM stations in Trichur are still in their initial stages. More market

analysis in terms of radio advertising is yet to come on the region which will definitely

improve the FM radio scenario in the region.

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SCOPE FOR FURTHER STUDIES

The study of FM radio listenership in Trichur in Trichur with special reference to

Radio Mango is a brief study to understand the demographics and attitude of people

towards the station.

Since FM radio trend is more widespread now, similar studies can

be done on different other stations as well.

Further studies can be done based on the advertising and market

of the region.

Further studies can be undertaken with reference to specific usage

of radio under particular groups, community or society

A state wide comparative study can be conducted on existing FM

radio station with respect to audience.

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UNIT VII

BIBLIOGRAPHY

BOOKS

1. Allen Kirshner, L. K. (1977). Radio and Television -Readings in Mass Media.

Newyork: Holly.J.Allen.

2. Chignell, H. (2009). Key Concepts in Radio Studies. New Delhi: Sage

Publications.

3. Crisell, A. (1994). Understanding Radio. London: Routledge.

4. Engelmour, R. (1996). Public Radio and Television in America- A political

history. Newyork: Sage Publications.

5. Fleming, C. (2010). The Radio Handbook. Newyork: Routledge.

6. Hendy, D. (2000). Radio in the Global Age. USA: Blackwell Publishers.

7. Jones, R. (1999). A chronology of communication events. Harvard University.

8. Martin Shingler, C. W. (1998). On Air- Methods and meaning of Radio.

London: Arnold Publishers.

9. Martin Shingler, C. W. (1998). On Air-Methods and meanings of Radio.

London: Arnold.

10. Newby, J. (1997). Inside Broadcasting. London: Routledge.

11. P.C.Chatterji. (1991). Broadcasting in India. NewDelhi: Sage Publications.

12. Roger.D. Wimmer, J. (2003). Mass Media Research : An Introduction .

Newyork: Holly.J.Allen.

118

13. Padmakumar . K. (2003). FM Radio Listenership in Coimbatore. Coimbatore :

Bharathiyar University

REPORTS

1. Intelligence, g.-G. M. (2010). Malayala Manorama Basic Company Profile. London:

Heernet Ventures Limited.

2. trust, a. B.-N. (1978). Report of Working group on autonomy for Akashvani and

Doordarshan. Ministry of Information and Broadcasting.

WEBSITES

3. AM, FM, Waves and Sounds -

http://www.cybercollege.com/frtv/frtv017.htm

4. Asianet's Best FM goes live in Thrissur.

http://www.radioandmusic.com/content/editorial/news/asianets-best-fm-

goes-live-thrissur

5. Brighter days ahead for FM, community radio in India -

http://www.radioandmusic.com/content/year-ender/rewind-09/brighter-

days-ahead-fm-community-radio-india.

6. Club FM 104.8 - http://clubfm.in/

7. FM Broadcasting- http://en.wikipedia.org/wiki/FM_broadcasting

8. FM radio revolution in Malayalam -From Tribal Drum to Chatter Box?-

http://venkiteswaran.blogspot.com/

9. Gods own country tune in to radio. www.safarksalim.blogspot.com

10. Gods own FM. http://www.chillibreeze.com/articles_various/FM-trends-in-

Kerala-510.asp.

11. Growth in FM Listenership.

shttp://www.mruc.net/indian_listenership_track/ilt_background.html

12. HD Radio -http://www.radio-electronics.com/info/broadcast/hd_radio/hd-

high-definition-radio.php

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13. IMRB International - http://www.imrbint.com/old/

14. Internet Radio - http://radio.about.com/od/listentoradioonline/qt/bl-

InternetRadio.htm

15. IRS Introduction - Providing In-depth Research Knowledge to Media Buyers

& Sellers. http://www.mruc.net/irs/irs_introduction_-_providing_in-

depth_research_knowledge_to_media_buyers_sellers.html

16. Kerala gets first private FM station; Radio Mango launches

http://www.radioandmusic.com/content/editorial/news/kerala-gets-first-

private-fm-station-radio-mango-launches

17. Music in the air… and information too State trends-

http://www.hindu.com/2008/02/19/stories/2008021953080500.htm

18. New FM stations in Kerala making waves.

http://archive.arabnews.com/?page=4&section=0&article=107086&d=23&m

=2&y=2008

19. Nisha Narayanan - 'Ad community can use radio in the South effectively by

using the last mile connect'.http://www.radioandmusic.com/content/year-

ender/rewind-09/rewind-09-nisha-narayanan-ad-community-can-use-radio-

south-effectively-using-last-mile-conn#story

20. Radio Advertising Bureau -http://www.rab.com/

21. Radio Mango - 91.9 -

http://www.radiomango.in/advt/radiomango/trichur.htm

22. Radio Mango director programmes Ravi Nair - We plan to promote more

artistes and bands in the coming year.

http://www.radioandmusic.com/content/editorial/interviews/radio-mango-

director-programmes-ravi-nair-we-plan-promote-more-artistes-and-bands-

coming-ye#story

23. Red FM 91.1 (Thrissur) - http://www.redfm.in/redfm/thrissur/index.asp

24. Satellite radio - http://electronics.howstuffworks.com/satellite-radio-

comp1.htm

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25. Strong Signals: India's FM Radio Stations Brace for New Competition-

http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4405

UNIT VIII

APPENDICES

A. QUESTIONNAIRE

A STUDY OF FM RADIO LISTNERSHIP IN TRICHUR WITH SPECIAL

REFERENCE TO RADIO MANGO

Dear respondent, I, Nicy.V.P (MS Communication student of Manipal Institute of

Communication) is doing a listenership survey of FM radio listenership in Trichur

with special reference to Radio Mango for my MS dissertation. Kindly spare your

valuable time to fill this questionnaire and provide authentic information.

1. NAME :

2. AGE

a) 1 5-25 yrs

b) 25-35 yrs

c) 35-45 yrs

d) 45 & above

3. GENDER : Male/Female

4. Marital status : Married/ Unmarried

5. EDUCATION

a) Higher secondary

b) Undergraduates

c) Postgraduates

d) Others (please specify)

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6. OCCUPATION

a) Student

b) Professional

c) Employed

d) Business

e) Housewives

7. INCOME

a) Up to Rs 5000

b) Rs 5000- Rs 10000

c) Rs 10000 – Rs 15000

d) Above Rs 15000

8. Do you own a radio set?

a) Yes

b) No

9. How long have you been listening to Radio Mango?

a) 2 months

b) 2-4 months

c) 4-6 months

d) More than 6 months

10. On an average how much time do you normally spend listening to Radio

Mango?

a) Up to an hour

b) 1-2 hours

c) 2-4 hours

d) More than 4 hrs

11. How frequently do you listen to Radio Mango?

a) Often

b) Sometimes

c) Rarely

12. Where do you often access to Radio Mango?

a) Home

b) Office

c) Workplace

d) Travel

e) Personal Vehicle

f) Others (please specify)

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13. To which time slot do you listen to Radio Mango most?

Often

Sometimes

Rarely

Never

6am-10 am

10am-2pm

2pm-6pm

6pm-10pm

10pm-2am

2am – 6am

14. Why do you listen to Radio Mango?

PURPOSE Often Sometimes Rarely Never

a) To relax during working

hours

b) To overcome boredom and relieve

Tension

c) To get to know about latest movies

and songs

d) To listen to my favorite RJs voice

e) To lift up my mood when lonely

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f) To make my work easier

g) To reduce my expenditure on

Cassettes or CDs

h) To listen to my favorite songs

Where ever I go

15. How do you rate the following programs in Radio Mango?

(Rate the following programs as 1, 2, 3, 4, 5. 1 for „below average‟, 2 for

„average‟, 3 for „good‟, 4 for „excellent‟ and 5 for „outstanding‟

a) Panchathanathram

b) Trichur Superfast

c) Raspedika

d) Time pass

e) Josh Junction

f) City Light

g) Muddugow

h) Rathrimazha

i) Vellarikkapatanam.com

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j) Super Bhatham

k) 919 spotlight

l) Kalakkan Campus

m) Kerala Talking

n) Twenty twenty

o) Purani Pattukal

16. Please give your responses to each of your statements given below by ticking

the appropriate column (SA-Strongly agree, A- agree, N-neutral, DA-

Disagree & SDA- strongly disagree)

SA A N DA SDA

1 Radio Mango is the best source of entertainment today

2 Radio Mango gives me company when I travel

3 Radio makes my work easier

4 Radio Mango raise my spirits

5 Radio Mango compliments young people‟s mindset

6 Radio Mango provide more entertainment than TV

7 There is decline in TV viewing after the arrival of Radio Mango

8 It updates my knowledge of forthcoming events in the town

9 Traffic updates, weather reports, and news makes Radio Mango more interesting

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10 More informative programs should be included in Radio Mango

11 Radio Jockeys of Radio Mango are friendly and informal

12 Radio Jockeys makes listening to Radio Mango more interesting

13 There is repetition of songs in Radio Mango

14 Radio Mango will conquer cassette/ CD industry later

15 Radio Mango makes possible communication between people at different levels

16 Radio Mango provides right mixture old and new songs

17 Radio Mango is a boon to for night shift workers

18 Listening to radio Mango makes a person idle

19 Quality of sound makes Radio Mango more popular

20 Radio Mango has too many phone in programs

21 The quality of program should be improved in Radio Mango

22 Radio Mango should play more other language songs

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A. PROGRAM SCHEDULE IN RADIO MANGO, TRICHUR.

Monday – Friday

6 am – 7am – Panchatantharm

7 am – 10 pm – Thrissur Superfast

10 am – 1pm – Rasapedika

1 pm – 4 pm - Timepass

4pm – 7 pm – Josh Junction

7 pm – 10 pm – City Lights

10 pm – 1 am – Muddugow

1 am – 6 am – Raathrimazha

Saturday

6 am – 7am – Panchathantram

7 am – 10 am – Vellerikkapattanam.com

10 am – 1 pm – Rasapedika

1 pm – 4 pm – Timepass

4 pm – 7 pm – Josh Junction

7 pm – 10 pm – City Lights

10 pm – 1 am – Muddugow

1 am – 6am – Raathrimazha

Sunday

6 am – 8 am –Panachathanthram

8 am – 11 am – Superbhatham

11 am – 1 pm – 919 Spotlight

1 pm – 4 pm - kalakkan Campus

4 pm – 6 pm – Kerala Talkies

6 pm – 8 pm – Twenty Twenty

8 pm – 11 pm – Purani Pattukal

11 pm – 6am - Raathrimazha

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