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 wasnt 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.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
xi.
xii.
xiii.
xiv.

History of Radio
Radio Broadcasting
History of radio in India
FM radio in India
Different technologies in radio broadcasting
Advantages and disadvantages of FM broadcasting
Differences between AM and FM broadcasting
FM boom in Kerala
FM radio stations in Trichur
Radio Mango
Statement of Problem
Objective of the study
Need for the study
Limitations of the study

Unit II
REVIEW OF RELATED
LITERATURE..............................25-46

Unit III:
METHODOLOGY47-53
i.
ii.
iii.
iv.
v.

Research Design
Sample Selection
Data Collection
Development of Questionnaire
Data Analysis

Unit IV
ANALYSIS AND INTERPRETATION. 54-103
Unit V:
FINDINGS AND DISCUSSION..104-112
UNIT VI

CONCLUSION113-116
UNIT VII
BIBLIOGRAPHY117-119
UNIT VIII
APPENDICES..120-126

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 dont listen to
it.
-Tony Schwartz, US advertising Executive
Thats 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

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 datas 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 40s, 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 1870s the concept of broadcasting emerge as a result of Alexander
Graham Bells 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.

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 Hertzs

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 Marconis 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.

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 Boses 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
Boses 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 25 th,
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

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

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 Marconis 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

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 Marconis 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 earths 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.

 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 didnt 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

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.

During 1930s 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 1940s 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

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
7

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

10

(Mumbai) and Madras (Chennai) by transmitting programs two and half programs
daily. But by 1927 October Madras Club became bankrupt and was closed down.

Same year British government gave license to the British Broadcasting Company to
start broadcasting through radio stations in Bombay and Kolkata. But by 1930, the
company couldnt collect enough revenue and the broadcasting came under the direct
control of Department of Labor and Industries. Soon the company was renamed as
Indian State Broadcasting Service (ISBS). Between 1930 and 1935, the Indian
broadcasting faced financial 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 1999s All India Radio expanded itself to 146 AM stations
along with a national channel and Integrated North East service which was started
with the aim of reaching every tribe of the region and for the external service. There
are five regional 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

11

India smelled a new flare of content in radio where 85% of the programs were musicfilm, 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

12

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.

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

13

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.

14

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.

15

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.

16

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

17

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 Communications Best FM, Sun Networks Red FM. Times Of Indias 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 CDs and VCDs.

18

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.

19

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

20

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

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

21

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 Childrens 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 its a raw medium for
entertainment. FM radios in Kerala has sudden increase in popularity recently.

22

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

23

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

24

UNIT II
REVIEW OF RELATED LITERATURE

IMPACT

OF

PARASOCILA

MOTIVATION,
INTERACTION

ATTARACTION
ON

TALK

AND
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.

25

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 listeners 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.

26

 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.

27

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

28

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.

29

 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 individuals 15 years and above from
all the socio economic categories. Structured questionnaires were distributed to
a sample of 1000 people. Recall methods involving face to face and telephone
interviews were used to monitor radio listenership besides Diary method and
Watch meters.

Vividh Bharathi was still the most listened to/preferred radio station, followed
by AIRFM and Radio Mirchi
Listenership timeslots revealed that between 7 am to 11.30 am, the FM listening
is at its zenith, followed by 7 pm to 11pm.

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

30

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.

31

The popular audience rating system for the radio in the US is the Arbitrons
RADAR (Radios 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%)

32

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.

33

 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
mens listening stays steady after the age of 25. adults who are 18years or more
do most of their radio listening on weekdays 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 inhome 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.

34

 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 homeprincipally 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,

35

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.

36

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.

37

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

38

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.

39

 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--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.

40

 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:

41

 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.

42

 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 drivetime, 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

43

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. Listeners behavior does not
follow their self perceived habits. Their listening habits are slow to the
change.

Many people have a favorite radio station that they listen to most often than
any other. 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 stations 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.

44

 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.

45

 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.

46

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.

47

TABLE 3.1
INDEPENDENT VARIABLS AND THEIR LEVELS
AGE

GENDER

MARITAL STATUS

Married/Unmarried

EDUCATION

High school, graduates, Post graduates, others

OCCUPATION

Student, Professional, Employed, Business, Housewife

INCOME

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

Male/Female

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.

48

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.

49

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

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 PERCENTAGE

RESPONDENTS
STUDENT

33

16.5

PROFESSIONAL

32

16.0

EMPLOYED

69

34.5

BUSINESS

34

17.0

HOUSEWIFE

32

16.0

TOTAL

200

100

50

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.

51

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.

52

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 datas 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.

53

UNIT IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
PLACE OF ACCESS TO RADIO MANGO
PLACE OF ACCESS FREQUENCY

PERCENT

HOME

91

45.5

OFFICE

26

13.0

53

26.5

24

12.0

3.0

200

100.0

WORKPLACE

TRAVEL

PERSONAL
VEHCLE
TOTAL

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.

54

TABLE 4.2
THE TABLE SHOWING FREQUENCY OF PREFERRED TIME SLOTS
BY RADIO MANGO LISTENERS

FREQUENCY
Preferred

Often

Sometimes

Rarely

time slots

No

6 am- 10 am

Never

Total

No

No

No

No

98

49

62

31

26

13

14

200

100

10 am -2 pm

53

26.5

92

46

45

22.5

10

200

100

2pm 6 pm

71

35.5

64

32

57

28.5

200

100

6pm 10 pm

45

22.5

74

37

67

33.5

14

200

100

10pm-2am

26

13

45

22.5

76

38

53

26.5

200

100

2am-6am

14

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.

55

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.

56

TABLE 4.3
EXPOSURE TO RADIOMANGO AMONG DIFFERENT AGE GROUP

Age
EXPOSURE
2 Months

2-4 Months

4-6 Months

15-25

25-35

35-45

45_Above

Count

21

% Within Age

20.5%

10.3%

10.5%

2.2%

10.5%

Count

10

17

43

% Within Age

25.6%

29.3%

14.0%

17.4%

21.5%

Count

12

20

27

17

76

% Within Age

30.8%

34.5%

47.4%

37.0%

38.0%

15

16

20

60

% Within Age

23.1%

25.9%

28.1%

43.5%

30.0%

Count

39

58

57

46

200

19.5%

29.0%

28.5%

23.0%

100.0%

19.5%

29.0%

28.5%

23.0%

100.0%

More Than 6 Count

Months

Total

Total

Within

Exposure
% Of Total

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

57

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.

58

TABLE 4.4
EXPOSURE OF RADIO MANGO AMONG MALES AND FEMALES
Gender
EXPOSURE
2 Months

Male

Female

11

10

21

13.3%

8.5%

10.5%

Count

21

22

43

% Within Gender

25.3%

18.8%

21.5%

Count

25

51

76

% Within Gender

30.1%

43.6%

38.0%

26

34

60

% Within Gender

31.3%

29.1%

30.0%

Count

83

117

200

41.5%

58.5%

100.0%

% Within Gender

100.0%

100.0%

100.0%

% Of Total

41.5%

58.5%

100.0%

Count
% Within Gender

2-4 Months

4-6 Months

More

Than

6 Count

Months

Total

Total

Within

Exposure

59

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.

60

TABLE 4.5
LENGTH OF EXPOSURE OF RADIO MANGO AMONG MARRIED AND
UMNARRIED

Marital Status
Exposure
2 Months

2-4 Months
4-6 Months

Total

Married

Unmarried

14

21

% Within Marital Status 5.1%

22.6%

10.5%

Count

19

43

% Within Marital Status 17.4%

30.6%

21.5%

Count

15

76

24.2%

38.0%

14

60

% Within Marital Status 33.3%

22.6%

30.0%

Count

62

200

% Within Marital Status 100.0%

100.0%

100.0%

% Of Total

31.0%

100.0%

Count

24
61

% Within Marital Status 44.2%

More Than 6 Count

46

Months

Total

138

69.0%

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.

61

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.

62

TABLE 4.6
EXPOSURE TO RADIO MANGO AMONG DIFFERENT
EDUCATIONAL GROUPS
Education

EXPOSURE
2 Months

Count

Within

Education
2-4 Months

Count
%

Within

Education
4-6 Months

Count
%

Within

Education
More
Months

Than

6
Count
%

Within

Education
Total

Count
%

Within

Education
% Of Total

Total

Higher

Under

Post

Secondary

graduate

Graduate

Others

21

18.2%

9.8%

8.8%

.0%

10.5%

14

19

43

24.2%

17.1%

23.8%

40.0%

21.5%

35

31

76

27.3%

42.7%

38.8%

20.0%

38.0%

10

25

23

60

30.3%

30.5%

28.8%

40.0%

30.0%

33

82

80

200

100.0%

100.0%

100.0%

100.0%

100.0%

16.5%

41.0%

40.0%

2.5%

100.0%

63

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.

64

TABLE 4.7
EXPOSURE TO RADIO MANGO FOR DIFFERENT OCCUPATIONAL
GROUPS

Occupation

Total
housewiv

Exposure
2 months
Count
%

within

Occupation
2-4

Count

student

Professional Employed

Business

es

21

24.2%

3.1%

7.2%

14.7%

6.3%

10.5%

12

11

15

43

36.4%

34.4%

21.7%

14.7%

.0%

21.5%

10

30

13

16

76

21.2%

31.3%

43.5%

38.2%

50.0%

38.0%

10

19

11

14

60

18.2%

31.3%

27.5%

32.4%

43.8%

30.0%

33

32

69

34

32

200

100.0%

100.0%

100.0%

100.0%

100.0%

16.5%

16.0%

34.5%

17.0%

16.0%

months
%

within

Occupation
4-6

Count

months
%

within

Occupation
more
than

Count
6

months
%

within

Occupation
Total

Count
%

within

Occupation
% of Total

65

100.0
%
100.0
%

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.

66

TABLE 4.8
EXPOSURE TO RADIO MANGO AMONG DIFFERENT INCOME
GROUPS

EXPOSURE

Total
more than

INCOME
up to 5000

2 months

2-4 months 4-6 months 6 months

Count

16

31.3%

18.8%

18.8%

31.3%

100.0%

13

31

12.9%

41.9%

29.0%

16.1%

100.0%

10

15

33

26

84

11.9%

17.9%

39.3%

31.0%

100.0%

2S

12

31

24

69

2.9%

17.4%

44.9%

34.8%

100.0%

21

43

76

60

200

10.5%

21.5%

38.0%

30.0%

100.0%

10.5%

21.5%

38.0%

30.0%

100.0%

5000-10000 Count
%

within

Income
10000-

Count

15000
%

within

Income
15000 and Count
above
%

within

Income
Total

Count
%

within

Income
% of Total

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

67

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.

68

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

14

35.8

15

25.8

10

17.5

17.3

47

23.5

15

38.4

21

36.2

11

19.2

15

32.6

62

31

12.8

18

31

28

49.1

15

32.6

65

32.5

12.8

8.6

14

17.3

26

13

39

19.5

58

29

57

28.5

46

23

200

100

No

Up to
an
hour
1-2
hours
2-4 hrs
More
than 4
hrs
Total

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

69

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.

70

TABLE 4.10
TIME SPENT LISTENING TO RADIO MANGO AMONG MALE AND
FEMALE
Gender
Time Spent

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

83

41.5

117

58.5

200

100

Total

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.

71

TABLE 4.11
TIME SPENT LISTENING TO RADIO MANGO AMONG
RESPONDENTS OF DIFFERENT EDUCATIONAL QUALIFICATION

Time Spend

Total
More Than 4

Education
Higher
Secondary
Graduates
Post
Graduates
Others
Total

Up To An Hour 1-2 Hours

2-4 Hours

Hours

No

No

No

No

No

12

36.3

27.2

24.2

12.1

33

16.5

21

25.6

22

26.8

26

31.7

13

15.8

82

41

14

17.5

29

36.2

28

35

11.2

80

40

40

60

2.5

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.

72

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

73

TABLE 4.12
TIME SPENT LISTENING TO RADIO MANGO AMONG MARRIED
AND UNMARRIED
Marital Status
TIME SPENT

Married

Unmarried

27

20

47

19.6%

32.3%

23.5%

Count

41

21

62

29.7%

33.9%

31.0%

Count

50

15

65

36.2%

24.2%

32.5%

20

26

14.5%

9.7%

13.0%

138

62

200

100.0%

100.0%

100.0%

69.0%

31.0%

100.0%

Up To An Hour
Count

1-2 Hours

2-4 Hours

%
More Than 4 Count
Hours

Total

Total

Count
% Within Marital
Status
% Of Total

74

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.

75

TABLE 4.13
TIME SPENT IN LISTENING TO RADIO ANGO WITH RESECT TO
OCCUPATION OF THE RESPONDENTS
Occupation
TIME

Total

Employe

SPENT
Up To An

Student

Professional d

Business

Housewives

14

13

47

42.4%

28.1%

18.8%

20.6%

12.5%

23.5%

24

10

62

28.1%

34.8%

29.4%

21.9%

31.0%

Count 4

11

24

12

14

65

12.1%

34.4%

34.8%

35.3%

43.8%

32.5%

26

9.1%

9.4%

11.6%

14.7%

21.9%

13.0%

33

32

69

34

32

200

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

16.0%

34.5%

17.0%

16.0%

100.0%

Count

Hour
%
1-2 Hours

Count 12
%

2-4 Hours

36.4%

Count
More Than
4 Hours
%
Total

Count

%
%

Of 16.5%

Total

76

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.

77

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.

78

TABLE 4.14
TIME SPENT LISTENING TO RADIO WITH RESPECT TO INCOME
Income
Up
TIME SPENT
Count
up to an hour
% within
Income
1-2 hours

Count
% within
Income

2-4 hours

Count
% within
Income

more than 4 Count

hours
% within
Income

Total

Count
% within
Income
%
Total

of

to 5000-

Total

10000-

15000

and

5000

10000

15000

above

20

13

47

43.8%

22.6%

23.8%

18.8%

23.5%

14

21

26

62

6.3%

45.2%

25.0%

37.7%

31.0%

30

23

65

37.5%

19.4%

35.7%

33.3%

32.5%

13

26

12.5%

12.9%

15.5%

10.1%

13.0%

16

31

84

69

200

100.0%

100.0%

100.0%

100.0%

100.0%

8.0%

15.5%

42.0%

34.5%

100.0%

79

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 24 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.

80

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.

81

TABLE 4.15
FREQUENCY OF LISTENING TO RADIO MANGO AMONG
DIFFERENT AGE GROUP

Age
FREQUECY
Often

Count
%

within

age
sometimes

Count
%

within

age
Rarely

Count
%

within

age
TOTAL

Count
%
age

within

Total

15-25

25-35

35-45

45_above

23

22

38

31

114

59.0%

37.9%

66.7%

67.4%

57.0%

25

13

12

58

20.5%

43.1%

22.8%

26.1%

29.0%

11

28

20.5%

19.0%

10.5%

6.5%

14.0%

39

58

57

46

200

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.

82

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 2535 listen sometimes to Radio Mango and the majority of the listeners listen to Radio
Mango more often.

83

TABLE 4.16
FREQUENCY OF LISTENING TO RADIO MANGO AMONG MALES
AND FEMALES

Gender
FREQUENCY
Often

Count
%

Within

Gender
Sometimes

Count
%

Within

Gender
Rarely

Count
%

Within

Gender
Count
TOTAL

Within

Gender

Total

Male

Female

53

61

114

63.9%

52.1%

57.0%

24

34

58

28.9%

29.1%

29.0%

22

28

7.2%

18.8%

14.0%

83

117

200

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.

84

TABLE 4.17
FREQUECY OF LISTENING TO RADIO MANGO AMONG MARRIED
AND UNMARRIED

Marital Status
Frequency
Often

Count

Within

Marital Status
Sometimes

Count
%

Within

Marital Status
Rarely

Count

Within

Marital Status
Count
Total

Total

Married

Unmarried

84

30

114

60.9%

48.4%

57.0%

38

20

58

27.5%

32.3%

29.0%

16

12

28

11.6%

19.4%

14.0%

138

62

200

100.0%

100.0%

100.0%

Within

Marital Status

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.

85

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.

86

TABLE 4.18
FREQUENCY OF LISTENING TO RADIO MANGO AMONG
DIFFERENT EDUCATIONAL GROUPS

Education
FREQUENCY
Often

Count
%

Within

Education
Count
Sometimes
%

Within

Education
Rarely

Count
%

Within

Education
Count
%

Within

Education

Total

Higher

Undergra

Post

Secondary

duates

Graduates

Others

20

40

51

114

60.6%

48.8%

63.8%

60.0%

57.0%

28

21

58

24.2%

34.1%

26.3%

20.0%

29.0%

14

28

15.2%

17.1%

10.0%

20.0%

14.0%

33

82

80

200

100.0%

100.0%

100.0%

100.0%

100.0%

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.

87

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

88

TABLE 4.19
FREQUENCY OF LISTENING TO RADIO MANGO AMONG
DIFFERENT OCCUPATIONAL GROUPS

Occupation

Total
housewive

Frequency
Often

Count

Student

professional

employed

business

19

17

36

19

23

114

57.6%

53.1%

52.2%

55.9%

71.9%

57.0%

11

22

12

58

21.2%

34.4%

31.9%

35.3%

18.8%

29.0%

11

28

21.2%

12.5%

15.9%

8.8%

9.4%

14.0%

33

32

69

34

32

200

100.0%

100.0%

100.0%

100.0%

100.0%

% within
Occupati
on
Sometim

Count

es
% within
Occupati
on
Rarely

Count
% within
Occupati
on
Count

TOTAL

% within
Occupati
on

100.0
%

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.

89

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.

90

TABLE 4.20
FREQUENCY IN LISTENING TO RADIO MANGO AMONG
DIFFERENT INCOME GROUPS

Income

Total
15000

up
FREQUENCY
Often

Count
%

within

Income
sometimes

Count
%

within

Income
Rarely

Count
%

within

Income
TOTAL

Count
%

within

Income

to

5000-

10000-

and

5000

10000

15000

above

17

44

45

114

50.0%

54.8%

52.4%

65.2%

57.0%

11

23

20

58

25.0%

35.5%

27.4%

29.0%

29.0%

17

28

25.0%

9.7%

20.2%

5.8%

14.0%

16

31

84

69

200

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.

91

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.

92

TABLE 4.21
SHOWING THE PURPOSE OF LISTENING TO RADIO MANGO

Never
PURPOSE
To

relax

during

rarely

Sometimes

Often

No

No

No

No

11

5.5%

19

9.5%

62

31.0%

108

54.0%

4.0%

30

15.0%

111

55.5%

51

25.5%

4.0%

44

22.0%

86

43.0%

62

31.0%

16

8.0%

51

25.5%

75

37.5%

58

29.0%

13

6.5%

53

26.5%

74

37.0%

60

30.0%

12

6.0%

57

28.5%

74

37.0%

57

28.5%

21

10.5%

62

31.0%

67

33.5%

50

25.0%

12

6.0%

36

18.0%

71

35.5%

81

40.5%

the

working hours
To overcome boredom
and relive tension

To get to know about the

latest movies and songs
To listen to my favorite
RJS voice

To lift up mood when

lonely
To make work easier.
To reduce my expenditure
on CDs and cassettes

To listen to my favorite
songs wherever I go

93

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 CDs 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
CDs, 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.

94

TABLE 4.22
RATINGS OF RADIO MANGO PROGRAMMES

below
Programs
Panchathanthra
m
Trichur

average

Average

good

No

No

No

4.5

15

7.5

12

super

fast

Excellent

outstanding

No

No

37

18.5

72

36.0

67

33.5

6.0

59

29.5

88

44.0

41

20.5

Rasapedika

1.5

19

9.5

71

35.5

68

34.0

39

19.5

Time pass

2.0

35

17.5

61

30.5

70

35.0

30

15.0

Josh junction

4.0

21

10.5

66

33.0

78

39.0

27

13.5

City lights

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

4.0

28

14.0

70

35.0

74

37.0

20

10.0

Superbhatham

3.0

35

17.5

68

34.0

63

31.5

28

14.0

919 spot lights

1.5

25

12.5

87

43.5

62

31.0

23

11.5

2.0

32

16.0

67

33.5

73

36.5

24

12.0

Kerala talking

2.0

23

11.5

89

44.5

63

31.5

21

10.5

Twenty twenty

3.0

22

11.0

73

36.5

76

38.0

23

11.5

Purani pattukal

3.0

32

16.0

60

30.0

65

32.5

37

18.5

Vellarikkapatta
nam

Kalakkan
campus

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

95

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.

96

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

97

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

98

Mango.

TABLE 4.23
ATTITUDE OF LISTENERS TOWARD RADIO MANGO
strongly
disagree

Disagree

Neutral

Agree

strongly agree

No

No

No

No %

No

2.0

11

5.5

37

18.5

49

24.5

99

49.5

13.5

107

53.7 51

25.5

12

1.5

.5

14

7.0

65

32.5

82

41.0

38

19.0

1.0

4.5

71

35.5

83

41.5

35

17.5

compliments young 4

2.0

28

14.0 52

26.0

76

38.0

40

20.0

2.0

28

14.0 65

32.5

64

32.0

39

19.5

3.0

22

11.0 66

33.0

75

37.5

31

15.5

Radio Mango is the

best

source

of

entertainment

Radio Mango gives

Company when I 27
travel
Radio
makes

Mango
my

work 1

easier
Radio Mango raise
my spirits
Radio

Mango

peoples mind
Radio

Mango

entertain more than 4

TV
There is a decline in
TV viewing
arrival

of

after
Radio

Mango

99

Radio Mango gives

knowledge

on

forthcoming events

2.5

27

13.5 62

31.0

75

37.5

31

15.5

.5

27

13.5 56

28.0

75

37.5

41

20.5

1.5

17

8.5

58

29.0

82

41.0

40

20.0

Mango are friendly 3

1.5

29

14.5 57

28.5

76

38.0

35

17.5

1.5

23

11.5 62

31.0

80

40.0

32

16.0

3.5

26

13.0 67

33.5

71

35.5

29

14.5

3.5

30

15.0 67

33.5

66

33.0

30

15.0

Traffic

updates,

weather

reports

makes

Radio

Mango interesting
More

informative

programs
be

should

included

in

Radio Mango
RJ's

in

Radio

and informal
RJ's make listening
to

Radio

Mango 3

interesting
There are repetition
of songs in Radio
Mango
Radio Mango will
conquer
cassette/CD
industry

100

Radio

Mango

makes

possible

communication

1.0

31

15.5 51

25.5

80

40.0

36

18.0

3.0

29

14.5 65

32.5

72

36.0

28

14.0

boon to night shift 6

3.0

26

13.

67

33.5

65

32.5

36

18.0

2.0

19

9.5

66

33.0

64

32.0

47

23.5

30

15.

72

36.0

67

33.5

31

15.5

1.0

34

17.

70

35.0

65

32.5

29

14.5

3.5

30

15.

65

32.5

66

33.0

32

16.0

29.

66

33.

42

21.0

19

9.5

14

7.0

between people at
different levels
Radio

Mango

provides

right

mixture

old

and

new songs
Radio

Mango

is

workers
Listening to Radio
Mango

makes 4

people idle
Quality of sound
makes

Radio

Mango

more

popular
Radio Mango has
too many phone in 2
programs
Quality of programs
should be improved 7
in Radio Mango
Radio

Mango

should play more

other

language

59

songs

101

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 peoples 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 RJs 40 percent agree that listening to RJs make Radio Mango
interesting and 38 percent agree that RJs 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.

102

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.

103

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

104

 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%).

105

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.

106

 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.

107

 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.

108

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.

109

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

110

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.

111

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 RJs , 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 dont 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.

112

UNIT VI
CONCLUSION
Radio broadcasting is one of Indias 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.

113

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.

114

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.

115

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.

116

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.

117

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-fmgoes-live-thrissur
5. Brighter

days

ahead

for

FM,

community

radio

in

India

http://www.radioandmusic.com/content/year-ender/rewind-09/brighterdays-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-inKerala-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/hdhigh-definition-radio.php

118

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-firstprivate-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/yearender/rewind-09/rewind-09-nisha-narayanan-ad-community-can-use-radiosouth-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-mangodirector-programmes-ravi-nair-we-plan-promote-more-artistes-and-bandscoming-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

119

25. Strong Signals: India's FM Radio Stations Brace for New Competitionhttp://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)
b)
c)
d)

1 5-25 yrs
25-35 yrs
35-45 yrs
45 & above

3. GENDER
:
4. Marital status
:
5. EDUCATION
a) Higher secondary
b) Undergraduates
c) Postgraduates
d) Others (please specify)

Male/Female
Married/ Unmarried

120

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)

121

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

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

122

Sometimes Rarely

Never

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

123

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, DADisagree & SDA- strongly disagree)
SA A N DA SDA

Radio Mango is the best source of

entertainment today
Radio Mango gives me company when I
travel
Radio makes my work easier

Radio Mango raise my spirits

Radio Mango compliments young peoples

mindset
Radio Mango provide more entertainment
than TV
There is decline in TV viewing after the
arrival of Radio Mango
It updates my knowledge of forthcoming
events in the town
Traffic updates, weather reports, and news
makes Radio Mango more interesting

1
2

6
7
8
9

124

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
Mango
makes
possible
15 Radio
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

125

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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