CHAPTER 1
INTRODUCTION
1.1 HISTORY OF RADIO IN INDIA
Radio would arguably be one of the oldest sources of entertainment. From the days of dominance of All India Radio (AIR) to the present bouquet of channel options available, this industry has come a long way. Broadcasting began in India with the formation of a private radio service in Madras (presently Chennai) in 1924. In the very same year, British colonial government approved a license to a private company, the Indian Broadcasting Company, to inaugurate Radio stations in Bombay and Kolkata. The company almost went bankrupt in 1930 but the colonial government took away the two transmitters and the Department of Labor and Industries started operating them as the Indian State Broadcasting Corporation. In 1936, this very Corporation was renamed All India Radio (AIR) and was controlled by the Department of Communications. When India became independent in 1947, AIR was made a separate Department under the Ministry of Information and Broadcasting.
Government of India controls the radio broadcasting in India that works under the Directorate General of All India Radio. It was established in 1936 and since 1957 All India Radio was renamed as Akashvani. Akashvani is a government-owned, semi -commercial operation of the Ministry of Information and Broadcasting. There were only six radio stations in India at the time of independence. All India Radio`s network had expanded by the mid-1990s to around 146 AM stations along with a National Channel, the Integrated North-East Service that aimed at reaching out to the tribal groups in northeast India and handles the External Services. Commercial Radio services in India started in 1967 by Vividh Bharati Service with its headquarters at Mumbai. Vividh Bharati earned its revenues from extensive advertisements and had been broadcasting from thirty-one AM and FM stations during the mid-1990s. In 1994 there had been almost eighty-five FM stations and seventy-three short wave stations that connected the entire country.
Government of India controls the radio broadcasting in India that works under the Directorate General of All India Radio. It was established in 1936 and since 1957 All India Radio was renamed as Akashvani. Akashvani is a government-owned, semi -commercial operation of the Ministry of Information and Broadcasting. There were only six radio stations in India at the time of independence. All India Radio`s network had expanded by the mid-1990s to around 146 AM stations along with a National Channel, the Integrated North-East Service that aimed at reaching out to the tribal groups in northeast India and handles the External Services. Commercial Radio services in India started in 1967 by Vividh Bharati Service with its headquarters at Mumbai. Vividh Bharati earned its revenues from extensive advertisements and had been broadcasting from thirty-one AM and FM stations during the mid-1990s. In 1994 there had been almost eighty-five FM stations and seventy-three short wave stations that connected the entire country.
For more than 4 decades, the Government of India did not permit private radio stations to broadcast in India. Then history changed its course. In 1993, the Government allowed private FM operators to 'buy' blocks (chunks) on All India Radio, prepare programming content, book commercials from advertisers and broadcast the whole lot. Within 4 years, (1997-98), the FM Radio advertising and sponsorship business grew to Rs. 93 crores with Times of India's Times FM & Mid-Day Group's Radio Mid-Day becoming the main players.
Then, in June 1998 the Government, through its electronic media regulatory body Prasar Bharti, decided not to renew contracts of private FM operators. Not surprisingly, the advertising revenue fell by 50% within a year! This time, the Government gave the green light to privatize radio in India. July 6, 1999 was the historic day when the Government announced that 150 new FM channels would be licensed across 40 cities. And in 2000, the Government auctioned licenses for private FM channels to bolster the revenue. And the focus on metros was evident in the bidding. Expecting to collect Rs 800 million from auctioning 108 licenses, the government had to actually face mass withdrawal of bidders because of the huge license fee. A handful of serious bidders chose to remain.
Radio is expected to follow the growth of the Television industry, which grew rapidly following the entry of private player. Currently, FM coverage in India is restricted to just 17% of the country, compared to 89% of All India Radio (AIR).
1.1.2 HISTORY OF COMMUNITY RADIO
The concept of community radio started in India in the mid 1990’s when Supreme Court announced that “airwaves are public property”. To begin with only educational institutions were allowed to start the community radio under somewhat tighter norms. Anna FM is India's first campus 'community' radio, launched on 1 February 2004, which is run by Education and Multimedia Research Centre (EM²RC), and all programs are produced by the students of Media Sciences at Anna University. On 16 November 2006, the government of India advised a set of new Community Radio Guidelines that allowed the NGOs and other civil society organizations to possess and operate community radio stations. According to government sources, about 4,000 community radio licenses had been on offer across India. By 30 November 2008, the Ministry of Information and Broadcasting already received 297 applications for community radio licenses, including 105 from educational institutions, 141 from NGOs and other civil society organizations, and 51 for `farm radio` stations to be run by agricultural universities and agricultural extension centers like the `Krishi Vigyan Kendras`. Among these, 107 community radio stations have been approved for licensing through the issue of Letters of Intent. The first community-based radio station in India was licensed to an NGO that was completely separate from campus-based radio and was launched on 15 October 2008. The `Sangham Radio` in Pastapur village, Medak district, Andhra Pradesh state was switched on at 11.00am unanimously to hear the shows. Sangham Radio, which broadcasts on 90.4 MHz, is applicable to execute the Deccan Development Society (DDS). This is an NGO that works with women`s groups in about 75 villages of Andhra Pradesh. Indian Government approved a community radio license that entitles the channel owners to operate a 100 watt (ERP) radio station, with a coverage area of almost 12 kilometers radius. A maximum antenna height of 30 meters is permissible and these radio stations are expected to produce at least 50% of their programs in the local range and the programs should be presented in the local language or dialect at the maximum extent. The prime focus is on developmental programming, though there is no clear restriction on entertainment. News programs are prohibited on community radio in India, as also on commercial FM radio.
(This space is intentionally left blank)
1.2 INDUSTRY STRUCTURE
Chart 1.1: Chart showing the structure of the Radio industry in India
All India Radio
All India Radio (abbreviated AIR), officially known as Akashvani is the radio broadcaster of India and a division of Prasar Bharati. Established in 1936, it is the sister service of Prasar Bharati's Doordarshan, the national television broadcaster, today.
Commercial radio
Include the most famous radios which play music entire day. They are very popular in metro cities such as Delhi, Mumbai, Hyderabad etc. These radios make profit generally by attracting advertisers and are wide listened at the time of travelling in cars or bus from house to office and back in most of the metros.
Satellite radio
Satellite radio is one of the fastest-growing entertainment services in the world and it is making its presence felt in a small but a positive way in India. A satellite radio is basically a digital unit that receives signals broadcast by communications satellite. This allows a person with a set to follow his favourite stations anywhere in the country unlike the terrestrial radio (AM and FM) whose signals are limited to a certain area depending on the power of the station. Some of the advantages of a satellite radio are that the sound is of digital quality and there are no commercials. But it is not for free, it is available on subscription for a fee. An example would be “world space radio”.
Internet radio
Internet radio e-Radio is an audio broadcasting service transmitted via the Internet. Broadcasting on the Internet is usually referred to as webcasting since it is not transmitted broadly through wireless means but is delivered over the World Wide Web. The term "e-Radio" suggests a streaming medium that presents listeners with a continuous stream of audio to which they have no control much like traditional broadcast media. It is not synonymous with podcasting which involves downloading and therefore copyright issues. Nor does e-Radio suggest "on-demand" file serving. Many Internet "radio stations" are associated with a corresponding traditional "terrestrial" radio station or radio network. Internet-only radio stations are usually independent of such associations.
Community radio
Community radio is a type of radio service that caters to the interests of a particular area in need of mass awareness. The broadcasting material of community radio has to be popular to the local audience but can be a secondary issue for more powerful broadcast groups. It is limited for a fixed community, education institute, a social cause or a fixed area of approximately 12 kms.
1.2.1 MAJOR PLAYERS IN THE COMMUNITY RADIO INDUSTRY
Anna FM is India's first campus 'community' radio, launched on 1 February 2004, which is run by Education and Multimedia Research Centre (EM²RC), and all programs are produced by the students of Media Sciences at Anna University. The first community-based radio station, licensed to an NGO (as distinct from campus-based radio) was launched on 15 October 2008, when ‘Sangham Radio’ in Pastapur village, Medak district, Andhra Pradesh state, was switched on at 11.00am. Sangham Radio, which broadcasts on 90.4 MHz, is licensed to Deccan Development Society (DDS), an NGO that works with women's groups in about 75 villages of Andhra Pradesh. The community radio station is managed by 'General' Narsamma and Algole Narsamma. The second NGO-led community radio station in India was launched on 23 October 2008 at 'TARAgram' in Orchha, Madhya Pradesh state. Named 'Radio Bundelkhand' after the Bundelkhand region of central India where it is located, the radio station is licensed to the Society for Development Alternatives (DA), a Delhi-based NGO. Radio Bundelkhand also broadcasts on 90.4 MHz for four hours a day, including two hours of repeat broadcast.
With the aim to create a common platform for local communities of Supi in Uttarakhand, TERI launched 'Kumaon vani', a community radio service on March 11, 2010. Uttarakhand Governor Margaret Alva inaugurated the community radio station, the first in the state. The 'Kumaon Vani' aims to air programs on environment, agriculture, culture, weather and education in the local language and with the active participation of the communities. The radio station covers a radius of 10 km reaching out to almost 2000 locals around Mukhteshwar[9]
JNAN TARANGA, 90.4 FM is the first Community Radio Service in the entire north eastern part of India, formally started broadcast on November 20, 2010. Krishna Kanta Handiqui State Open University, Guwahati, Assam, India has successfully aired the first programme on 28th of January, 2009 as an experimental broadcast through the same frequency of 90.4 MHz. the name Jnan Taranga stands for knowledge wave.
1.2.2 SWOT ANALYSIS OF THE RADIO INDUSTRY
Strengths:
· The success of private FM stations, and reveals that radio listenership habits have changed considerably; not only are listeners tuning into it more often but also sticking to radio for longer hours every day.
· A medium to the deprived in the society to raise their voice
· Radio is considered as a background medium, because people can listen to radio anytime and anywhere they want. It is also a free medium.
· 90% of India has access to radio which is unmatched by any other media.
· Radio also reaches to uneducated village folk who do not read print publications. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. They can’t afford a TV set. Therefore radio is more popular.
· Educates and development of the specific community
· Radio is the least cost medium and it helps to reach mass audience with various backgrounds. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive.
· Radio is considered as a medium where the “Proximity to purchase” is very high.
· Radio is a complement to another media. Therefore, other media or the advertisers or agency can use this medium for brand recall.
Weakness:
· One of the major weaknesses of Radio is that there is very less differentiation in the programs that are aired. Most of the stations plays much of the music that is played consist of Hindi Film songs, and therefore it is difficult to differentiate between the programs of the different channels.
· Lack of revenue (specially community radio) as the advertisers show less interest in advertising through community radio
· Fragmented Audience - the large number of the audience in India is fragmented in various remote places. And therefore, the percentage of listener tuned to anyone station is likely very small.
· No proper research available - research is very important for any advertising segment. Research is the main base to attract client and get more revenue. But, in India there is no proper research is available. Many stations are conducting their own research which can be biased.
· Increase in listenership numbers but no increase in ad revenue. This is the situation that every radio channel is facing.
· Restricted coverage in case of community radio
· Poor quality radio signals at times especially in case of community radio
Opportunities:
· Getting copyright licenses from the government for running mega events which are aired on the AIR radio station and have been restricted to be aired on other private stations.
· Launching a radio station with 24-hour news channel
· Tie-ups with bus or railway authority for playing the FM in train and in bus.
· The launch of Private Radio FM has managed to create a set of ‘New Listeners’ for the medium
· Venture with various college or university campuses and play their station which will exclusively provide with the information relating to that university/college campus.
· With the coming of the many more new players in the radio industry each channels can position themselves quite different from others, like, if some station is targeting the health conscious people then their programming strategy will vary accordingly. And then it is easier for the advertisers also to decide on which channel to advertise.
· Allowing private FM players to start news and current affairs programs.
· One has to constantly innovate, and that is the challenge. Brand building is thus much more difficult. At the same time, we are very bullish, and gung-ho about this whole enterprise.
· Leaves huge scope for innovation in local market
Threats:
· The biggest threat to private radio industry players is ALL INDIA RADIO. AIR is the biggest player in India because of its reach, low charges, government channel etc…
Because of the new government policies there will be more number of stations and then competition will also increase. This is one of the biggest threats it faces. With no particular differentiation in the music. So, there is a fear of losing its brand loyalty to other entertainment medias such television, mobile web, internet etc.
1.2.3 THE INDIAN POTENTIAL IN THE RADIO SECTOR
Plainly, the radio sector cannot and should not be satisfied with a growth rate in the low 20s. In India too, it is the younger generation that is the key target audience vis-Ã -vis radio. While consumption in India is still largely at home, 'the radio on the move' trend is catching on in urban and semi-urban areas. The easy availability of FM radio sets at affordable price points (ranging from INR 40-INR 150) is fuelling its mass penetration.
According to market research, in Mumbai and Delhi, FM penetration is the highest. Further, 70 percent of radio listeners in these cities listen to FM radio all seven days of the week. However, this sector has not been able to monetize its hold on the listener’s eardrums. In spite of such attractive statistics, in terms of its advertising spend, radio remains a laggard. It has less than 2 percent share of the total advertising pie in India, compared to a global average of 8 percent. In the US, radio has a 13 percent share, in Spain 9 percent and closer to home, in Sri Lanka; radio has a 21 percent share of the advertising spend.
1.3 COMPANY PROFILE
1.3.1 SARANG RADIO
Community Radio Sarang 107.8FM is managed by the Mangalore Jesuit Educational Society (MJES) and is run by St. Aloysius College (Autonomous), Mangalore, a coastal town in the southern part of Karnataka, India. Dr Richard Rego SJ is both the founder and director of this campus based community radio. Though SARANG 107.8 FM is a campus radio, it is more of a community-participating radio than educational institution radio.
Sarang means 'harmony of colours' signifying various social, religious, linguistic communities and their peaceful coexistence at coastal Karnataka. Mangalore community is a melting pot of cultures, religions and languages. Hence, it was felt that Sarang would be the most appropriate name. The radio spreads messages of peace and harmony among people through programs based on the need for the same specially during celebrations and when such need is felt.
The station started broadcasting on 24th June 2009. At the begining the radio broadcasted only for 4 to 6 hours but presently broadcasts 14 hours of programs everyday from 6.30am - 8.30pm. The broadcast covers Moodbidri, Udupi, Siddakatte, Bantwal, B.C. Road, Puttur, Sullia, Belthangady, Ujire, Manjeshwar, Ullal, Kotekar and near-by towns.
Various community people like fisher-folk, daily-wage workers, auto-drivers, farmers, and others, besides students contribute programs on various themes, making it real infotainment. People produce programs in Kannada, Konkani, English, and Tulu. Malayalam, Beary, Hindi and Punjabi find a slot every week for half an hour each, on popular demand. Since 15 June 2010, Community Radio SARANG 107.8FM broadcasts 14 hours non-stop, from 6.30 to 20.30 hours
Dr. Richard Rego works with a full time staff of two people and various other volunteers who conduct one or the other programs for the radio according to their convenience. The programs are produced -mostly- by the local community and also by staff, students of mass communication (MCMS or MS Communication, equivalent to MCJ with specialisations) and other students of St Aloysius College and neighbouring schools and colleges.
(This space is intentionally left blank)
CHAPTER 2
SERVICE MARKET
2.1 PROGRAMS OFFERED BY SARANG RADIO
Subjects of Radio Sarang programming include health and hygiene, sanitation, agriculture, education, fisher-folk issues, road safety, water conservation, rain water harvesting, folk culture and life, and women and children's rights. Original entertainment by locals is the hallmark of this radio. The program formats include talks, interviews, phone-ins, songs, poetry, stories, and chat-shows.
Community radio is a type of radio service that caters to the interests of a certain area, broadcasting content that is popular to a local audience but which may often be overlooked by commercial or mass-media broadcasters. Philosophically two distinct approaches to community radio can be discerned, though the models are not necessarily mutually exclusive. One stresses service or community-mindedness, a focus on what the station can do for the community. The other stresses involvement and participation by the listener.
Sarang conducts various programs for the benefit of local communities which can be listed as follows
Tuesday - 7.30pm -Begreda Swara (program by Bengre’s fisherfolk community)
Wednesday 6.00pm -Kaanoonu Kacheri (live phone-in program on legal matters, in association with a local law college and professional advocates)
Friday - 7.30pm -Beary language special (Local Muslim’s mother tongue)
Saturday - 5.30pm -Makkaledege Sarang (special program on children’s rights and privileges)
Saturday - 7:30 pm -My Mangalore My Voice
Friday - 7.30pm -Arogya Sparsha (Health & Hygiene Program in association with Sparsha Medical Centre) [Repeats onSunday - 6:30am ,12pm, 5:30pm]
Madhyama Harate (News Chat) only on Sarang 107.8 Mhz at 8:00AM, 1:30PM and 7:00PM - 7days a week!!
Currently, Radio SARANG has four live "shows" per week:
• Kaanoonu Kacheri (Legal Cell)
• Arogya Sparsha
• Arogya SARANG
• Three-times daily "Maadhyama Harate" (live media review program)
These are the main flagship programs of Saarang. Apart from these various local songs and bhakti geets (devotional songs) are played day in and day out at Saarang radio.
(This space is intentionally left blank)
CHAPTER- 3
RESEARCH METHODOLOGY OF THE SPECIFIC PROJECT
3.1 STATEMENT OF THE PROBLEM
“To evaluate the customer awareness for Sarang radio, Mangalore”
| To evaluate the customer awareness of saarang radio, Mangalore |
| Unaware |
| Medium aware |
| Fully aware |
| Do you listen to radio? |
| Yes |
| No |
| What are the radio channels you listen to? |
| Why the radio is not preferred? |
| What are you aware about Saarang? |
| Which are the radio channels you prefer and why? |
| Are you satisfied with the current shows in Saarang? |
| Yes |
| No |
| What changes would you recommend? |
| What are the factors contributing to your satisfaction? |
| What are the programmes you like in Saarang? |
| Do you have any issues with saarang ? |
| Yes |
| No |
| Which shows you like/ dislike and why? |
| Yes |
| No |
| What are those issues / constraints? |
| Any changes/ suggestions you would recommend? |
3.3 THEORETICAL BACKGROUND OF THE STUDY
The study is conducted to know the customer awareness of Sarang radio. The analysis includes the reasons why people are not aware of Sarang and the factors that are influencing them to listen to other radio stations. The study also finds out what are the issues that the current Sarang listeners face and the study recommends necessary changes to be made in Sarang so that it can attract more listeners towards it. The questionnaire for this study was built on AIETA (Awareness Interest Evaluation Trial Adoption) model so that the awareness level can be assessed completely and necessary suggestions made.
3.3.1 Community Radio
Community radio is a radio station for a particular community, group, purpose or institution and generally covers a radius of 10 to 12 kms. In India, the campaign of Community radio started in the mid 1990s, soon after the Supreme Court of India approved the idea, passed on its judgment in the month of February 1995, and declared "airwaves are public property". This notion of the Indian government was passed on as an inspiration to groups across the country and community radio started with only educational (campus) radio stations under somewhat strict conditions. The Indian policy places community radio within the framework of article 19 of the Indian Constitution which enshrines the freedom of speech and expression. This means that it recognizes the fundamental right of communities to express themselves, and further recognizes community radio as a legitimate tool for expression. In contemporary development communication debates, Amartya Sen has also said that giving a voice to the voiceless is a form of development. In this sense, the Indian policy is an admirable one and has already inspired a similar policy in Bangladesh.
3.3.2 AIETA (Awareness Interest Evaluation Trial Adoption) model
Awareness: the prospect learns of the product, but knows little or nothing about it beyond its existence and some idea of its benefits.
Interest: the prospect becomes interested, seeks information, and begins to gather details.
Evaluation: the prospect imagines him- or herself using the product. At this point, the prospect asks the question, “Can I do it? Can I see myself as the owner of this product?”
Trial: the prospect experiments with the product on a small scale in an effort to become intimate with it and learn how to use it to his or her best advantage.
Adoption: the prospect begins large-scale use, which hopefully leads to preference, satisfaction, and repeat purchases.
Various questions of the questionnaire reflect the AIETA model and the analysis is meant to bring out the factors that would lead the respondents to listen to Sarang radio.
3.4 LITERATURE REVIEW
ROLE OF COMMUNITY RADIO IN INDIA
— Shreya Shively 2011
A community radio (CR), in essence is a type of radio service that caters to the interests of a certain area and broadcasting material that is popular to a local audience.
There are usually problems with spectrum availability for a CR in a local area. Moreover, radios even today are not allowed to air news or news related broadcasts, thus restricting content. The biggest issue however, is that of sustainability. It is commonplace for a radio to be set up, yet last a very short time period. The reasons are many – lack of community interest, insufficient content, sporadic financial assistance and insufficient support by the donor. All these, combined with the bureaucratic problems of getting a license hinder the process of growth of community radios in India, making it long and cumbersome.
There is still a long way to go in ensuring the sustainability of these stations. Government policies need to be relaxed further, to perhaps allow corporations to set up Community Radios as a part of their CSR activities.
To ensure a regular supply of good quality content, information from government agencies regarding local welfare programs should be made available to community radios to spread awareness. Moreover, CRs can be brought under State activities like rural development, women empowerment and other welfare measures, where it can be used to take part in and broadcast informative programs.
The need of the hour is to educate the masses, create awareness and cater to the needs of the people at the grass-roots level. Setting up of successful community radios can help to empower and give a voice to the people of India, and in turn strengthen the tenets of democracy.
COMMUNITY RADIO: THE KEY TO PROPEL RURAL DEVELOPMENT IN INDIA
By Sakshi Abrol:Community radio derives its genesis from the fundamental principles of democracy necessarily entailing equal and active participation in civic affairs and freedom of speech and expression. The media is vigilant enough to report a number of issues pertaining to the deprived or the socially marginalized.
It would definitely be feasible for community radio to connect viably with issues pertaining to their own neighborhood broadcasted in their own native language. It provides a platform for the local people or groups to tell their own stories share their experiences and thus become active contributors and participants of the media. In this way, people become creators of their own community specific media. In a way it also broadens their horizons of thinking and over time may even lead to a scenario where they will be increasingly aware of the national issues of importance. In many parts of the world, community radio acts as a vehicle for the community and voluntary sector, civil society, agencies, NGOs & citizens to work in partnership to further community development as well as broadcasting aims.
Anna FM is India’s first campus ‘community’ radio, launched on 1 February 2004, which is run by Education and Multimedia Research Centre (EMRC), and all programs are produced by the students of Media Sciences at Anna University. The main thrust areas where the campus community radio generally focuses on are issues relating to health, education, career, stress management, interpersonal relationship between parents and children, lectures, workshops etc.
Apart from all this, it also spreads awareness among the college students regarding the living conditions of slum dwellers thriving around the campus. The students may broadcast different community based programs with the help of community based members residing in adopted slum areas and community residing grounds. Students are therefore important stakeholders in carrying out the process of spreading awareness which is an important function of any community radio. Like Anna FM caters to programs on how to improve agriculture. These programs inform and educate farmers about the latest fertilizers, seeds and so on. The Anna FM 90.4 also airs programs on environment, health and rural development. There should be a nationwide campaign to show the importance of community media in general and community radio in particular and the support the cause actively especially in the most under-developed and neglected areas.
INDIA: COMMUNITY RADIO STATIONS MULTIPLY, BUT WILL THEY THRIVE?
By Sushmita Malaviya
India now boasts 70-plus community radio stations (CRs) run by universities as well as NGOs and agricultural agencies. The community radios face common challenges to sustainability and growth: time-consuming licensing processes, weak transmission power, the need for more human resource training, and the perennial search for a viable CR business model.
CRs in urban areas also compete in the airwaves with much larger stations Weak transmission also reflects low-quality transmitters. More transmission power may not help much for now, because there are few analog frequencies available and larger players are able to grab the most favorable ones in the current system of allotments. Only when India becomes digital by 2015, there could be a lot of frequencies and the power could be raised.
CRs need to pay more attention to positioning of their transmission towers
Most CRs feel that there is a need for ongoing capacity building support from donors and government.
CRs are allowed to generate revenue from advertising, but not all have been successful at it. Vasundhara Vahini in Baramati is completely self-reliant, while RadioJU has only one advertiser and finds most potential clients only interested in music programming targeted at young people.
CRs can look at at local micro-ads as a revenue-generating alternative-for example, by urging local residents to pay small sums to have birthday greetings mentioned on the air. CR’s can also broadcast classified on-air ads for such things as bicycles, tractors and farm animals, or for local shops.
3.5 OBJECTIVES OF THE STUDY
3.5.1 PRIMARY OBJECTIVE
· To evaluate the customer awareness of Sarang radio, Mangalore
3.5.2 SECONDARY OBJECTIVE
· To evaluate customer awareness of Sarang radio, Mangalore
· To assess the needs of a current Sarang radio listeners and recommend changes to be done
3.6 SCOPE OF THE STUDY
The target audience is restricted only to the radio listeners (existing listeners of Sarang radio and listeners of other competitors such as Big fm, Radio Mirchi) of Dakshina Kannada, Karnataka (Ullal, Bengere, Hampankatta, Kankanady, Bendore,) and deals only with the expectations of radio listeners.
3.7 DATA COLLECTION
3.7.1 PRIMARY DATA
The primary data for the study was collected through direct interview method with the help of a structured questionnaire. Telephonic interview was also conducted. The respondents for our study were:
· The listeners/non-listeners of radio
· The current Sarang listeners in Mangalore
3.7.2 SECONDARY DATA
Secondary data was collected from various web sites and newspapers.
3.8 SAMPLING
3.8.1 POPULATION
The area of study is in and around Mangalore i.e. Bengere, Ullal, Kankanady and Bendore .
3.8.2 SAMPLING UNIT
Radio listeners/ non- listeners in and around Mangalore.
3.8.3 SAMPLING METHOD
Non-Probability technique – Convenience and Snow Ball sampling technique is used to determine the sample size.
3.8.4 SAMPLE SIZE
A sample size of 90 respondents was chosen based on non probabilistic method of sampling.
3.9 STATISTICAL TECHNIQUES USED AND ITS RELEVANCE
· SPSS software package is used to draw analysis on the required data.
· Through SPSS tool, descriptive statistics was carried out. Bar charts and frequency tables were derived from the software.
· The data is also analyzed by using crosstabs to find out the relation between 2 variables
3.10 LIMITATIONS OF THE STUDY.
· The respondents were reluctant to reply. It was difficult to get information from them
· There are very few research articles available on radio industry, especially community radio.
· Questionnaires couldn’t be distributed to the respondents as they were not willing to fill it, therefore the survey was to be conducted in the form of interview and their response to be recorded later.
· Sample Size chosen is highly biased, as they were chosen according to convenience.
· Not all regions where the radio reaches were covered, the study is restricted only to few specific areas.
(This space is intentionally left blank)
CHAPTER 4
DATA ANALYSIS
4.1ANALYSIS OF SAMPLE CHARACTERISITICS
Chart 4.1: Chart showing the distribution of respondents who listen to the radio
Data Interpretation:
From the sample size of 90, there were 72.2 percent (65 respondents) who said they listen to a radio and the remaining 25 respondents i.e., 27.8 % who said they do not listen to radio at all
Table 4.1: Table showing relation of people who are aware of Sarang & tune in to radio
| Do you tune in to Sarang | Are you aware of Sarang | Total | ||||
| | Yes | no | ||||
| | Do you listen to radio | Yes | 0 | | 25 | 25 |
| No | 25 | | 0 | 25 | ||
| Total | 25 | | 25 | 50 | ||
| Yes | Do you listen to radio | Yes | | 20 | | 20 |
| Total | | 20 | | 20 | ||
| No | Do you listen to radio | Yes | | 20 | | 20 |
| Total | | 20 | | 20 | ||
Data Interpretation:
Out of the 65 respondents who listen to radio, there are 25 respondents who are not all aware of Sarang, 40 respondents are aware of Sarang out of which 20 respondents tune into Sarang and remaining 20 do not tune into Sarang as they listen to other radio stations.
(This space is intentionally left blank)
4.2 PEOPLE WHO DO NOT LISTEN TO RADIO
Table 4.2: Table showing the reasons why people don’t listen to radio
| | Frequency | Percent |
| Not interested | 5 | 20 |
| Frequency problem | 9 | 36 |
| TV and CD player replaces the radio | 11 | 44 |
| Total | 25 | 100.0 |
Data Interpretation:
From the above table, it can be inferred that 44 percent of the respondents don’t listen to radio because they use TV and other media for entertainment purpose. Another 36 percent of the respondents do not listen to radio because of lack of good quality signals while the rest 20 percent are not interested to listen to radio at all.
(This space is intentionally left blank)
Table 4.3: Table showing the relation of the respondents who are not interested to radio and what can make them shift to the radio
| | New songs | New programs | Good frequency | Nothing | Total |
| Not interested | 0 | 0 | 0 | 5 | 5 |
| Frequency problem | 0 | 0 | 9 | 0 | 9 |
| TV and CD player took place of radio | 7 | 3 | 1 | 0 | 11 |
| Total | 7 | 3 | 10 | 5 | 25 |
Data Interpretation:
It is evident from the above table that nothing can make the respondents who are not at all interested to listen to radio to tune in to the radio. Also people who do not tune in to radio because of radio problems will tune in to radio only if the frequency quality is good. At last people who watch TV can switch in to radio provided there are new songs and programs that could make them interested.
(This space is intentionally left blank)
Table 4.4: Table showing the distribution of people using different forms of media and the reason behind it.
| | Convenience | Portability | Attractive | Total |
| Mobile | 5 | 0 | 6 | 11 |
| TV, Mobile | 1 | 2 | 0 | 3 |
| Any other media | 9 | 0 | 2 | 11 |
| Total | 15 | 2 | 8 | 25 |
Data Interpretation:
From the above table, it can be stated as people who do not use radio use mostly any other medium according to their convenience. They don’t usually use a particular media.
4.3 PEOPLE WHO LISTEN TO RADIO BUT ARE NOT AWARE OF SARANG
Table 4.5: Table showing the distribution of people who listen to the other radio stations
| | Frequency | Percent |
| Red FM | 2 | 8 |
| Radio Mirchi | 6 | 24 |
| Big FM | 6 | 24 |
| Any station that pleases me | 11 | 44 |
| Total | 25 | 100.0 |
Data Interpretation:
From the above table, it is clearly understood that people who are not aware of Sarang switch on to the radio channels very frequently (44%). While Radio Mirchi and Big FM enjoy 24% share each.
Table 4.6: Table showing the reasons why people listen to the other stations
| | Frequency | Percent |
| Programs | 2 | 8 |
| Good frequency | 3 | 12 |
| Songs | 5 | 20 |
| Frequency & songs | 13 | 52 |
| Others | 2 | 8 |
| Total | 25 | 100.0 |
Data interpretation:
Majority (52%) of the people not aware of Sarang listen to other radios for better frequency & songs whereas another 20 % of respondents listen to the radio only for songs.
Table 4.7: Table showing the reasons for not being aware of Sarang radio
| | Frequency | Percent |
| Never heard of it | 18 | 72 |
| Have a favorite radio station | 7 | 28 |
| Total | 25 | 100.0 |
Data interpretation:
The above table clearly shows that there is lack of publicity of Sarang radio as 72 percent of respondents have never heard of it.
(This space is intentionally left blank)
Table 4.8: Table showing the reasons as to why respondents would tune in to radio
| | Frequency | Percent |
| Programs | 3 | 12 |
| Songs | 14 | 56 |
| Timing | 1 | 4 |
| Frequency | 4 | 16 |
| Interesting RJ's | 3 | 12 |
| Total | 25 | 100.0 |
Data interpretation:
From the above table, it is clear that 56 percent of the respondents who are aware but do not tune in to Sarang will tune in to Sarang if recent and latest songs are made available. Also a handful 16 percent of the respondents would tune in if there is good quality signal.
Table 4.9: Table showing the timings of the people listening to radio and the time intervals
| | Daily | Alternate days | Once a week | Occasionally | Total | |
| At what time you listen to the radio | 6.20am - 10 am | 4 | 2 | 0 | 0 | 6 |
| 10am -2pm | 1 | 2 | 0 | 0 | 3 | |
| 2pm-6pm | 3 | 2 | 3 | 0 | 8 | |
| 6pm - 8pm | 3 | 2 | 1 | 2 | 8 | |
| Total | 11 | 8 | 4 | 2 | 25 | |
Data interpretation
From the above table, it can be interpreted that the respondents generally listen to the radio in the early morning hours and late evening hours which usually happen to be the travelling time after work.
4.4 PEOPLE WHO ARE AWARE OF SARANG BUT DO NOT TUNE INTO SARANG
Table 4.10: Table showing the reasons behind listening to other radio stations
| | Frequency | Percent |
| Not interested | 5 | 25 |
| No proper range | 4 | 20 |
| Listening to commercial radios | 7 | 35 |
| T.V | 4 | 20 |
| Total | 20 | 100.0 |
Data interpretation:
From the above table, it is found that 35 percent of the respondents who are aware of Sarang radio do not listen to it because they are more interested in commercial radios. Also they find TV as an alternative source for information and entertainment than radio.
(This space is intentionally left blank)
Table 4.11: Table showing the relation as to the other radio stations being tuned in and the reasons for tuning for other radio stations
| | Songs | Information | Time pass | Power cut | Total |
| Radio Mirchi | 2 | 0 | 4 | 0 | 6 |
| Big FM | 1 | 0 | 0 | 1 | 2 |
| 95.8 | 1 | 0 | 0 | 0 | 1 |
| Red FM | 0 | 0 | 1 | 0 | 1 |
| AIR | 1 | 0 | 1 | 1 | 3 |
| Any radio which interests me | 1 | 3 | 2 | 1 | 7 |
| Total | 6 | 3 | 8 | 3 | 20 |
Data interpretation:
From the above table, it is evident that majority of the people tune into radio to kill their time while travelling or when they are alone (time pass). Also 30 percent of the people like to listen to songs making it a popular choice among them. Here also the brand loyalty is very low. People keep switching between stations.
(This space is intentionally left blank)
| | 6.20am-10am | 10am-2pm | 2pm-6pm | 6pm-8pm | After 8 pm | No fixed timings | Total |
| Morning | 1 | 0 | 0 | 0 | 0 | 0 | 1 |
| Afternoon | 0 | 1 | 0 | 0 | 0 | 0 | 1 |
| Evening | 0 | 0 | 2 | 2 | 0 | 0 | 4 |
| Night | 0 | 0 | 0 | 3 | 7 | 0 | 10 |
| No timings | 0 | 0 | 0 | 0 | 0 | 4 | 4 |
| Total | 1 | 1 | 2 | 5 | 7 | 4 | 20 |
Table 4.12: Table showing the timings when the respondents tune into their stations
Data interpretation
From the above table, it is found that fifty percent of the respondents who are aware of Sarang but not listening to Sarang tune in to radio stations at night. While other 20 percent log in the evening and another 20 percent have no fixed timings. This shows that respondents log in to their stations after evening.
(This space is intentionally left blank)
4.5 PEOPLE WHO ARE AWARE OF SARANG AND LISTEN TO SARANG
Table 4.13: Table showing the location where the Sarang listeners tune to the radio
| | Frequency | Percent |
| Home | 15 | 75 |
| Workplace | 4 | 20 |
| Travelling | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation
It is clear that majority of the respondents i.e. 80 percent of the Sarang listeners listen to the station from their house which shows that respondents like to be at ease when listening to Sarang. Also meager 5 percent of the respondents listen to Sarang while travelling.
Table 4.14: Table showing the purpose for tuning in to Sarang radio
| | Frequency | Percent |
| Educative programs | 5 | 25 |
| Health awareness | 4 | 20 |
| Local news | 3 | 15 |
| Drama | 4 | 20 |
| Songs | 3 | 15 |
| Others | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation
From the above table, we can say that here the main focus of Sarang listeners is on informative programs such as health awareness and drama. 15 percent of people are also interested in local news. While a high of 25 percent of people like to hear to educative programs.
Table 4.15: Table showing the device used to listen to Sarang station
| | Frequency | Percent |
| Radio | 12 | 60 |
| Cell phone and radio | 7 | 35 |
| Cell phone | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation
As majority of the people listen to Sarang station in house, they use a radio to tune in to Sarang (60 percent). Also 35 percent of the people use cell phone along with radio to tune in to Sarang.
Table 4.16: Table showing the frequency at which people tune in to Sarang
| | Frequency | Percent |
| Daily | 14 | 70 |
| Twice a week | 3 | 15 |
| Whenever free | 3 | 15 |
| Total | 20 | 100.0 |
Data interpretation
70 percent of the respondents log on daily to Sarang which shows that the existing customers have a high level of loyalty towards Sarang.
Table 4.17: Table showing the satisfaction level of the Sarang listeners with reference to signal quality
| | Frequency | Percent |
| Yes | 8 | 40 |
| No | 12 | 60 |
| Total | 20 | 100.0 |
Data interpretation
From the above table, majority of the Sarang listeners i.e.60 percent of the people are not happy with the signal quality of Sarang and demand for a better signal quality.
Table 4.18: Table showing the reasons for listening to Sarang Radio
| | Frequency | Percent |
| Good specialized information | 10 | 50 |
| Local language | 4 | 20 |
| Local station | 6 | 30 |
| Total | 20 | 100.0 |
Data interpretation
It is clear from the above table that half of the respondents listen to Sarang radio because of specialized information; they are interested in particular field knowledge. Also 30 percent of the respondents listen to it because it is their local station.
(This space is intentionally left blank)
Table 4.19: Table showing the changes required in Sarang radio
| | Frequency | Percent |
| Wants programs so that listeners can call them | | 30 |
| Needs specific timings for yakshagana | 2 | 10 |
| No problem | 3 | 15 |
| Extended hrs | 4 | 20 |
| Great announcers | 2 | 10 |
| Education programs for school kids during lunch time | 1 | 5 |
| Tulu songs and tulu yakshagana | 1 | 5 |
| Religious and folk songs | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation:
From the above table, we can state that 30 percent of the people want more live phone-in programs where their queries are addressed. Also a healthy 20 percent want hours to be extended especially at night. And also 10 percent of the respondents feel that there should be good radio jockeys.
(This space is intentionally left blank)
CHAPTER 5
SUMMARY OF FINDINGS
5.1 FINDINGS BASED ON DATA ANALYSIS
· A total of 65 out of 90 respondents listen to the radio. Out of this 65, 25 respondents are not at all aware of Sarang radio. While another 20 are aware of Sarang radio but do not tune in to it. While the rest 20 tune in to Sarang radio. This shows that the level of awareness is less among the respondents.
· Almost 75 percent of the respondents said that radio has become outdated and they have found new means of media such as TV, CD players , mobile phones etc. They use this media because they find it more convenient, attractive and more portable.
· 40 percent of the respondents who do not listen to radio are ready to shift to radio provided there is good signal quality. Also 25 percent of the respondents would tune in to radio if there are new songs played.
· Another interesting finding was that respondents who were not at all aware of Sarang, switch the stations frequently. They do not log into a single radio station. Also they logged into these stations mainly for fresh music purpose.
· The Timings of people not listening to Sarang indicated that they listen to these other stations when they are on the move (either for job or business). They tune in mostly in the morning office travelling hours or evening office leaving hours.
· Another important reason for respondents to log in to other stations other than Sarang was good signal quality and the variety of songs played which accounted for 52 percent of the respondents reply.
· Also among the respondents who listen to radio station, they said they never heard of a brand like Sarang. This shows that Sarang radio is not publicized.
· Among the people who are aware of Sarang but do not tune in to it because they like more of commercial radios with songs and good signal quality. Also they listen to radio for time pass or for killing the time when alone. They do not really look for something informative from the radio.
· People who listen to Sarang radio do it mainly for the purpose of information on a particular topic. Unlike the commercial radio viewers, Sarang radio viewers tune in for educative purposes, health awareness and information on laws and rules.
· Listeners of Sarang radio are not much attracted towards music but they need programs that provide entertainment to them.
· In case of commercial radios people mostly tune in through their mobile sets but in case of Sarang people use a radio which is situated in their house (75 percent)
· In the case of commercial radio, the people log into it two to three times a week whereas in case of Sarang, its listeners log in daily in seventy percent of the cases. Also in case of commercial radios, people log in mostly at office travelling hours. Whereas in the case of Sarang listeners people tune in mostly in the evening or night.
· A common complaint among Sarang listeners was also found out. 60 percent of the listeners said they were not happy with the signal quality and hoped for a better signal quality.
· Listeners of Sarang prefer to have various live-in phone programme where their various queries are addressed with great care.
· Also the listeners asked for extended hours at night because most of them tuned in at night and they would love to listen to radio when they relax at home after work.
(This space is intentionally left blank)
5.2 FINDINGS BASED ON OBSERVATION
· People’s income is increasing; therefore they are comfortable in buying TV as an entertainment media and think that radio is outdated.
· Even if they listen to radio, it is through their mobile phones so that they can listen to music and relax themselves.
· Sarang radio channel doesn’t gets scanned on automatic scanner. Therefore even a person scans all the stations, he/she will not come to know that Sarang station exists
· There is no advertisement of Sarang which makes it a less popular brand among the radio listeners.
· The signal quality of Sarang is weak at times even in the city and also the coverage area is limited to a few places.
(This space is intentionally left blank)
CHAPTER 6
SUGGESTIONS, CONCLUSION AND FUTURE LINE OF RESEARCH
6.1 SUGGESTIONS BASED ON DATA ANALYSIS
· Awareness Campaigns such as road skits, advertisements should be conducted to make Sarang radio popular. The concept of e tuk tuk’s (affixing a radio to auto rickshaw and then driving it to remote places) to create awareness can be adopted.
· The signal strength of the radio should be improved as the present signal quality is poor.
· If Sarang wants to attract more customer base, more songs should be aired so that the listeners stay glued to the radio.
· An open topic live-phone in programs should be started to address all the issues of the callers.
· Timings of the radio should be extended at night so that people can listen after they reach home.
· A fixed schedule on the programs needs to be followed and a right mix of various social and entertainment programs should be broadcasted.
6.2 GENERAL SUGGESSTIONS
· Being a campus community radio, a separate program for campus students need to be started so that they take great interest and spread the awareness through word of mouth communication.
· Internet tie ups to be done so that radio becomes accessible to anyone in the world.
· Sarang acts a voice for voiceless so they should have more programs on RTI (Right to information) & NREGA (National Rural Employment Guarantee Scheme) to educate the distant listeners.
6.3 CONCLUSION AND FUTURE LINE OF RESEARCH
In today’s growing scenario, where new forms of media for entertainment are popping up every other day, it is hard for the community radio to survive with traditional look. Therefore a modern look should be given to it by adding the taste of local youth community mixed with the values and culture of the area. This will help Sarang to position itself as a brand preferred by both local youth and parents alike and make it more popular among the masses.
This study takes into consideration only the awareness level of radio listeners. Further research can be taken up in the field of attracting advertisers for community radios, feasibility of starting a campus programs & teaching the rural kids through Sarang.
(This space is intentionally left blank)
Bibliography
Internet
· www.coastaldigest.com/index.php?option=com_content&view=article&id=18579:community-radio-sarang-to-broadcast-live-prog&catid=57:news-stories&Itemid=18
Last accessed on 02/02/2011
· www.radioandmusic.com/content/editorial/news/radio-sarang-seeks-frequency-change-ib
Last accessed on 02/02/2011
· www.sarang.org.in/schedule.html
Last accessed on 02/02/2011
· www.daijiworld.com/news/news_disp.asp?n_id=92697
Last accessed on 02/02/2011
· www.radioandmusic.com/content/editorial/news/radio-sarang-launches-legal-show
Last accessed on 02/02/2011
· http://richardrego.wordpress.com/radio-sarang/
Last accessed on 02/02/2011
· www.exchange4media.com/e4m/Radio/radionews.asp?section_id=7&news_id=36104&tag=32030
Last accessed on 18/04/2011
· www.en.wikipedia.org/wiki/Community_radio#India
Last accessed on 18/04/2011
· http://groups.yahoo.com/group/creative-radio/message/11475
Last accessed on 18/04/2011
· http://gramvaani.org/community-radio/
Last accessed on 18/04/2011
· www.etuktuk.net/
Last accessed on 18/04/2011
· www.indianetzone.com/37/community_radio_india.htm
Last accessed on 18/04/2011
· http://maraa.in/2009/05/a-new-vision-for-community-radio-in-india
Last accessed on 18/04/2011
· http://yoginvora.wordpress.com/2009/02/18/swot-analysis-of-radio-industry/
Last accessed on 18/04/2011
· www.indiainbusiness.nic.in/industry-infrastructure/service-sectors/media-entertainment.htm
Last accessed on 18/04/2011
· www.ibef.org/artdispview.aspx?in=49&art_id=28452&cat_id=124&page=2
Last accessed on 18/04/2011
· http://strat.in/2009/08/insights-into-the-indian-radio-industry/
Last accessed on 18/04/2011
· www.indian-voice-overs.com/radio-in-india.html
Last accessed on 18/04/2011
ANNEXURE
Questionnaire
I. Do you have a radio at home?
a. If No one listens to radio, then
1. Why don’t you listen to radio?
2. What other media do you use?
3. Why do you use this media?
4. What would make you also listen to a radio?
b. If they listen to radio then
1. Are you aware of Saarang radio?
a. If no
1. Which other radio station do you listen to?
2. What makes you listen to this station?
3. When do you listen to the radio?
4. At what time do you listen to the radio?
5. How often do you tune in to the radio station?
6. Where do you listen to the radio?
7. With whom do you listen to the radio?
8. Which device do you use to tune in to the radio station?
9. Why are you not aware of Saarang radio?
· Never heard of it
· Can never access it
· Not interested
· Too weak a station
· Not very clear reception
· Have a favourite radio station
· Husband/wife always listens to this radio
10. Why do you listen to this radio station?
11. What would make you tune in to Saarang radio?
b. If Yes
o Have you tuned in to Saarang radio?
If yes
1. Where do you listen to Saarang?
2. With whom do you listen to Saarang?
3. What device do you use to tune in to radio?
4. For what purpose do you listen to Saarang?
5. What programs do you listen to in Saarang?
6. How often you tune in to Saarang?
7. When do you listen to the radio?
8. At what time do you listen to the radio?
9. Are you satisfied with the signal quality of the radio?
10. How useful are the programs to you?
11. Are you comfortable with the current radio announcers?
12. Why do you listen to Saarang radio?
· Good specialised information
· Local language
· Local station
13. Would you like any changes in Saarang radio?
· More music
· Extended hours
· More local news
· Great announcers
· Birthday wishes
· Feast day wishes
· School programs like maths, science etc
1. Why don’t you listen to Saarang?
2. Which other radio station do you listen to?
3. When do you listen to radio?
4. At what time do you listen to radio?
5. For what purpose you listen to radio?
6. How often do you tune in to radio?
7. What do you like in this radio?
8. What would make you tune in to Saarang radio?
Note:
This questionnaire is built on the AIETA model and questions such as
Are you aware of Sarang? -evaluate the awareness level.
What programs do you like? –shows the interest
Which other stations do you listen to and why? – evaluates the choices
Have you tuned into Sarang radio or how often do you tune in to radio? – emphasizes the trial part.
What will make you tune into Sarang? –shows the factors that will lead to adoption
No comments:
Post a Comment