this presentation is about the habits of radio listeners and the scope of improvement in radio shows and technologies.

1. “RADIO A MEDIUM OF COMMUNICATION AND ENTERTAINMENT”
Medium of Communication and Entertainment”

2. INVENTED by Gugliemo Marconi 1896

3. What is Radio?
“A Radio is a Medium for
Communication. It transmits messages
via radio waves; it is a communication
system based on broadcasting
electromagnetic waves”.

4. AM:
AM stations were the earliest broadcasting stations to be developed.
AM refers to AMPLITUDE MODULATION, a mode of broadcasting
radio waves by varying the amplitude of the carrier signal in
response to the amplitude of the signal to be transmitted.
FM:
FM refers to FREQUENCYMODULATION, and occurs
on VHF airwaves in the frequency range of 88 to 108 MHz

5. Old media don’t’ die! They just bounce back in new
avatars. Not so long ago radio had been written off as
fuddy-duddy, down market and not so cool. Television and
later “new media” were touted to being the media of the
future. But thanks to technology radio is making a
comeback, in fact, in its new avatar-fm-radio is all set to
become the hippest, coolest and most with -it medium.

6. HISTORY
In British India, broadcasting began in July 1923 with programmes by
the Radio Club of Bombay and other radio clubs. According to an agreement of
July 23 1927 the private Indian Broadcasting Company LTD (IBC) was
authorized to operate two radio stations; the Bombay station began on 23July
1927, and the Calcutta station followed on 26 August1927. The government
took over the Broadcasting facilities, beginning the Indian State Broadcasting
Service (ISBS) on 1 April 1930 (on an experiment basis for two years, and
permanently in May 1932). On June 8, 1936; the ISBS was renamed All India
Radio. FM broadcasting began on 23 July 1977 in Madras, and was expanded
during the 1990s.

7. In 1992 there was a total of 11,312 radio stations
on the air. In 1994 they started Rock music, Oldies,
Spanish/Ethnic and Adult standards.
Broadcasting in India is speedily shifting its profile. Indian radio is
currently changing from a government monopoly to highly
commercialize broadcasting. As India opens its skies to private
FM radio broadcasters, listeners are beginning to wipe the dust off
an estimated 150 million radio sets across the country.

8. RADIO ADVERTISING
Radio advertising can be an excellent means to get your
marketing message out to the public. Daily millions of
people are listening to the radio and there are many
different radio Station.
Radio Advertising Reaches Millions.
Radio Advertising is Cheaper than Television.
Advertising
Radio Advertising Allows You to Target Your Market.

9. RADIO ADVERTISING
For more than 4 decades, the Government of India did not permit
private radio stations to broadcast in India. Then history changed its
course. In 1993, the Government allowed private FM operators to
'buy' blocks (chunks) on All India Radio, prepare programming
content, book commercials from advertisers and broadcast the whole
lot. Within 4 years, (1997-98), the FM Radio advertising and
sponsorship business grew to Rs. 93 crores with Times of India's
Times FM & Midday Group's Radio Mid-Day becoming the main
players.

10. RADIO ADVERTISING
Then, in June 1998 the Government, through its electronic media
regulatory body Prasar Bharti, decided not to renew contracts of
private FM operators. Not surprisingly, the advertising revenue fell
by 50% within a year! This time, the Government gave the green
light to privatize radio in India. July 6, 1999 was the historic day
when the Government announced that 150 new FM channels
Would be licensed across 40 cities. And in 2000, the Government
auctioned licenses for private FM channels to bolster the revenue.

11. Internet radio
Internet radio (also web radio, net radio, streaming radio, e-radio
webcasting) is an audio service transmitted via the Internet. Music
streaming on Internet is usually referred to as webcasting since it
is not transmitted broadly through wireless means.
Internet radio was pioneered by Carl Malamud. In 1993, Malamud
launched "Internet Talk Radio" which was the "first computer-radio
talk show, each week interviewing a computer expert."

12. Internet radio
In 2003, revenue from online streaming music radio was
US$49 million. By 2006 that figure rose to US$500
million. A February 21, 2007 "survey of 3,000Americans
released by Consultancy Bridge Ratings & Research"
found that "as much as 19% of U.S. consumers 12 and
older listen to Web-based radio stations."

14. Aims & objectives
To analyze the tastes and preferences of different age groups of
radio audiences, and also the growth and usage of online or
internet radio in context to the Indian urban population.

15. Aim- To analyze the tastes and preferences of different
age groups of radio audiences, and also the growth and u
sage of online or internet radio in context to the
Indian urban population.
Objectives-
1.) To study the popularity of different radio stations.
2.)To study the usage pattern of radio audiences.
3.)To study the growth and usage of online radio.
4.)To quantify the advertising share and the audiences
responses to various advertisements.

16. Operational definitions
1.) Radio station- Radio station is the working place from where all the shows of a
particular radio channel is recorded and broadcast. A radio station consists of
recording studio which is sound proof and a person known as radio jockey talks or
say host a show. The recording and broadcasting is live on radio.
2.)Radio audiences- Radio audiences refer to the group of people who tune in to
listen to radio using various sources of radio, i.e. car radio, mobile or old radio
sets.
3.)Online radio- Online radio or internet radio is the new revolution in radio, in
which the audiences can surf the internet and listen to their favorite stations and
songs anytime. It was started long ago, in various parts of the world, but it has
reached the Indian market 2-3 years back.
4.)Advertisements- Radio advertisements or a radio commercial (in the USA also
called a spot by people in the business) is a form of advertising via the medium of
radio. Airtime is purchased from a station or network in exchange for airing the
commercials.

17. Research design
Theoretical background –
This research process was followed by the uses and gratification
theory. Uses and Gratifications Theory (UGT) is an approach to
understanding why and how people actively seek out specific media
to satisfy specific needs. UGT is an audience-centered approach to
understanding mass communication. Divergent from other media
effect theories who question "what media do to people?” UGT
focuses on "what people do with media?"

18. Research Approach
Descriptive research method is used to
conduct this research process.
 Descriptive Provides general frequency data about
populations or samples
 Does not manipulate variables (e.g. as in an experiment)
 Describes only the "who, what, when, where and how"
 Cannot establish a causal relationship between variables
 Associated with descriptive statistics.

19. Research methodology
Quantitative research-
Quantitative data is any data that is in numerical form such as
statistics, percentages, etc. In layman's terms, this means that the
quantitative researcher asks a specific, narrow question and collects
a sample of numerical data from participants to answer the question.
Quantitative research methods will be helpful to know the usage
patterns of audiences, and what they prefer more on radio and not
just use it as only a medium of listening songs.

20. Sampling Technique
In a simple random sample (SRS) of a given size, all such subsets of
the frame are given an equal probability. Each element of the frame
thus has an equal probability of selection: the frame is not
subdivided or partitioned. Furthermore, any given pair of elements
has the same chance of selection as any other such pair (and
similarly for triples, and so on).

21. SAMPLE DESCRIPTION
 A heterogeneous sample of 100 people was collected which was
equally divide gender wise i.e.
 Males -50
 Females-50
 Age group- 20yrs to 35yrs
 Class – mostly middle and upper-middle-class
 Geography- Pune city
 Occupation – Students, Teacher, Businessman, Housewives.

22. DATA INTERPRETATION
AND ANALYSIS

23. Choose one between audio and video
video
46%
audio
54%
As per figure-1 we get to know the preferences of the sample population as to what they
like most. When asked that what they would choose between video song and audio song,
the above figure shows that 54% people chose audio and 46% of people chose video. It
was mainly because that while listening to a song, simultaneously you can do other
things, while travelling also its not convenient to watch a video song whereas you can
prefer audio anytime anywhere. Videos are sometimes disturbing also. These were the
reasons given by people, when asked that why would they prefer any of the above option.
Thus this shows that radio has a good scope of being in the market among the audience
as medium of entertainment as well as communication, which together becomes
infotainment.

24. Figure.2. Choice between FM and AIR
choice between FM and AIR
AIR
(akashwani)
12%
fm
88%
As per the figure-2, we can conclude that due to the emergence of the commercial fm
channels, all India radio (AIR) is losing its presence in the market; it can also be
because of the same kind of shows that they have been broadcasting since so many
years, it needs to provide a variation in the shows they broadcast, the population
including both the age groups, It shows the majority likes to switch radio to listen to fm
channels with 88% people choosing fm and air only with 12%. All India radio is still a
priority to the rural parts of the country but with a different format of shows and with a
variation in providing information, which they do in their shows, it can do a lot better
for the people preferring all India radio. The observation in this question was that the
youth population who replied to this question, preferred fm channels. AIR can give
priority to the youth oriented shows. Also considering that the sample was mostly from
urban city, it can be said that most of them prefer listening to commercial fm channels
as compared to all India radio.

25. 1. Popularity of different radio channels
In the first section of the questionnaire, questions were asked to know the popularity of
different radio channels, and the reasons or factors that make that particular channel
favorite among the audiences. Here we will analyze that which channels are popular
among audiences, what is the purpose of switching that channel, what sources they use
to listen to radio? and which time of the day they listen to radio. But in the starting we
will see that how popular is all India radio in comparison with the various commercial
channels in the market.

26. FIGURES
liking on radio stations
It keeps me
updated with
the city news
most preferred radio station I like the RJ
radio city
21%
radio mirchi
40%
red fm
24%
others
15%
15% It has
a
good
variet
y of
show
s
14%
It plays a
good
collection of
songs
56%
15%
use of which sources to listen to radio
mobile
78%
car radio
17%
old radio sets
5%
preferred timing to listen to radio
morning
19% afternoon
13%
evening
15%
night
53%

27. 2. Usage Pattern of Radio Consumers
The second section of the questionnaire talks about the usage pattern of consumers on
radio. What all program people like to hear on radio, do they participate in game shows
or request and dedicate songs on request shows? And also do they swear by a channel
that they say is most liked by them or they would prefer switching on to other radio
station. These can be well explained using the following figures.

28. FIGURES
participation in game shows on radio
most liked programmes on radio
talk
shows(solvin
g problems
of people)
32%
request
shows
20%
interviews of
celebrities
discussions
on topics
related to
social
awareness
23%
25%
prefer switching between
channels
yes most of
the time to
listen to
songs i like
56%
not between
songs, but
yes if ads
are there
28%
i switch radio
only to listen
to songs and
don't like
ads or rj's
talking
16%
request and dedications on radio shows
yes, i do
5%
never tried
but would
like to
68%
not
interested
27%
Yes, i do
15%
Never tried
but would
like to
41%
not
interested
34%
i don't think
it is real
10%

29. 3. Audience Response to various
Advertisements on Radio
The third section of this questionnaire focuses on the advertising part of radio
and how does audiences response to various advertisements on radio. The first
question helps us to know whether audiences feel is radio a good medium of
advertising or not. How much they rely on radio for local advertisements, and
what kind of advertisements they look for on radio shows.

30. FIGURES
preferred radio as good advertising tool
strongly
agree
33%
disagree
8%
agree
59%
strongly
disagree
0%
following the advertisements on radio
yes, very
much
20%
sometimes
50%
no,not
really
30%
latest
sales/discoun
t
18%
property
10%
traffic
updates
24%
new
happenings
in the city
48%
preferred advertisements on radio

31. 4. Growth and Usage of Online Radio
i don't know
about online
radio
13%
yes, i am a
regular
listener to
online radio
12%
sometimes
when
accessible
32%
never tried
43%
Tried listening online radio
national
music
41%
internation
al music
59%
music preferred on online radio
popular radio station online
radio mirchi
24%
radio city
52%
others
24%

32. FIGURES
i can listen to
my favourite
shows and
songs anytime
36%
purpose of online radio
i can listen to
other city
broadcast
25%
i can collect
photographs of
my favourite rj
14%
i can watch the
radio intervies
now
9%
it doesn't has
advertisement
s disturbing
between songs
16%
Rating experience between old radio and
very good
25%
good
52%
neutral
23%
internet radio

33. CONCLUSION
The sample being all the age groups showed a mixed reaction of the different
questions asked. Radio has always been the most important communication
medium for decades mostly to the rural parts of the country and is still preferred
a medium of information and education, whereas in the urban cities it’s a
medium of entertainment and an advertising tool for local advertisers. It’s a
medium of knowing the recent events around the city through fm, whereas all
India radio is not much preferred in the urban areas of the country as
compared to rural areas. People are very much fond of playing and
participating in radio game shows because of the prizes that are placed. There
is a lot of scope in variation in radio shows that are related to interacting with
people.
The internet radio is very much preferred by the youth so that they can listen to
international music and archives of radio shows which is not available while
listening to radio in the traditional ways. Internet radio has really made the
mark in the market, while being the very recent entry in the Indian market.

34. Thank you
Sofiya Ahmed
MCMS - II