INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 01, JANUARY 2020 ISSN 2277-8616

Impact Of Community Radio Programs In Rural

Development
Dr. N. Johnson, K. Rajadurai,

Abstract: This research paper throws light on impact of community radio programs in rural development. It helps to address the
linguistic and ethnic diversity and plug all socio-economic and rural-urban gaps in the society. The broadcast content are
relevant to a specific audience, thus, providing a platform to the local voices (individuals, groups and communities) to share their
own stories and experiences, and speak about issues concerning their lives that are largely ignored by the mainstream media.
The major findings of the study reveal that community radio programs are boon to the farmers in increasing the productivity and
yield of crops. Through the education programs of CRS, newspaper reading has increased among the student in around
Kottampatti. Health related programmes were more beneficial to the adolescent students, women and senior citizens.

Keywords: Agriculture, Community Radio, Rural Development, Society.

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1. INTRODUCTION
Community radio stations (CRS) are an important part of the Community radio is a third tier broadcasting along with public
media landscape in many countries. They make up one part of and private radio broadcasting. Community radio is managed,
a three-tier system of radio, the other parts being public and run, controlled and owned by a community for the benefit of
commercial radio. They were set up to provide a platform for the community and serves the needs, interests and aspirations
communities to communicate among themselves and with of a community. CR plays an important role in the lives of
their governments without interference. In many ways, the women as it creates awareness, provides information and
sector entrenches the democratic process in which freedom of education, improves their skills and
communication and speech plays a central role. Wealthy
sectors of the society have many media choices, but on the whole it promotes social, cultural, political and
community radio stations often represent the only space economic development or empowerment of women. Many
where poorer communities can discuss the issues that affect studies have proved that community radio is an instrument of
them. Therefore, it could be said that CRS are much more power in changing the lives of women.
important in case of a country like India, which serves to a Olusegun Hakeem Adebumiti (2016) examines the impact of
pluralistic society where every region, tradition, and class of community radio on public awareness of government policy
society is endowed with unique cultural and indigenous agenda. The study further examines the functions of
identity. Hence, the need for development and approach for community radio, as well as the objectives of community
communication also differs with cultural differences in the journalism in national development. We adopted the
community. It was felt that to facilitate the development of Development Media theory as framework because community
different segments of the population and to give them an media create the atmosphere for audience participation in
opportunity to be heard, there is a need for community specific relation to issues of rural and national development.
communication medium that can reach the grassroots level.
Moreover, interactivity has become a key term for number of 2.1 Rationale of the Study
new media use options evolving from the rapid disseminations Realizing the vast potential of CRS as an instrument for
of interest access point, the digitalization of the media and positive social change and as a tool for community
media convergence (Johnson et.al 2019). empowerment, the Ministry of Information and Broadcasting
seeks to assess the extent to which these stations have been
2 REVIEW OF RELATED LITERATURE delivering the desired benefits to the community. In this
Alumuku (2006) contends that “community radio is emerging context, the Ministry has mandated the conduct of a study to
as one of the best forms of local community communication.” assess the listenership, reach and effectiveness of CRS in
He identifies two aspects of community radio. These are India by way of tangible and intangible, direct or indirect
geographical community radio and community of interest benefits to the community. The investigator felt the need to
radio. He argued that geographically defined communities are study about the impact of community radio in rural
“those communities which exist in a specific locality and which development based on the prospects and wider dissemination
construct meaning from a common language and symbols and of knowledge through community radio programs to the
therefore share an identity by virtue of these.” Yalala Nirmala unreached rural sectors.
(2015) made a study on the role of community radio in
empowering women in India. 2.2 Objectives of the Study
The overarching goal of the proposed study is to undertake an
_________________________________ in-depth assessment of the existing community radio stations
• Dr. N. Johnson, Assistant Professor, Department of Lifelong Learning, located across the country in terms of their listenership, reach
Alagappa University, Karaikudi. Email: johnchris81@gmail.com and effectiveness. The study will seek to draw pertinent
• K. Rajadurai, Research Assistant, Department of Lifelong Learning, insights into the extent to which the CRS meets the
Alagappa University, Karaikudi. Email: rajaduraikpt@gmail.com educational, developmental, social and cultural needs of the

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 INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 01, JANUARY 2020 ISSN 2277-8616

community. In view of this, the study would seek to achieve the The Distribution of frequency and percentage of people with
following specific objectives– respect to their age wise is percentage in following table
I. To generate reliable estimates for measuring the Age Count of Age
listenership and reach of community radio stations in the
community. Below 18 47
II. To study the socio-demographic profile of the listeners for
assessing the target segment that these radio stations are 19-25 60
catering to. 25-35 17
III. To examine the behavior of community towards CRS,
identify the reasons they have for listening or not listening 35 Above 26
to CRS.
IV. To suggest suitable recommendation for wide spread of Total 150
community radio station. The above table reveals that 17 % peoples aged Above 35; 12
% people aged 25- 35; 40%
2.3 Sample of the Study People aged 19-25; 31 % people aged below 18.
The Present study consists of 150 samples selected from in
and around kottampatti panchayat by Purposive sampling 3,3 Occupation wise Distribution of data
technique. The sample forms a representative sample of the The Distribution of frequency and percentage of people with
entire population. The list of sample types was collected is respect to their occupation wise is percentage in following
given in the below table table

Types Samples Occupation Count of Occupation

Students 47 Agriculture 40
Farmers 26
Private 94
Home makers 60
Self-Employed 6
Workers 17
Total 150 Student 10

Total 150
2.4 Research Instruments
Listing of households was employed in the sampled village to
assess the listenership of the CRS in the community and for The above table reveals that 62 % peoples are working in
identifying the households that listen to and those that do not private; 27 % peoples are doing agriculture work; 4 % people
listen to area specific CRS. Questionnaire survey was used to are self employed; 7% people are students
elicit information on varied aspects of CRS from households
listening and not listening to CRS. Focus Groups Discussions Statement Yes %
No Rarely
were conducted with resource persons/volunteers of CRS % %
from the community, community members in general, and Community radio gives important to
73 5 22
agriculture
members of listener’s club to understand their perceptions and Agriculture programs are according to
expectations from the CRS. Case studies were done to find 75 10 15
climatic changes
out pertinent stories of interest that reflect upon the It gives importance to programs related to
68 13 19
effectiveness of CRS. These case studies were analyzed to women’s health
draw insights into the performance of CRS and were quoted in Community radio programs give importance
73 10 17
the report as exemplary evidence. to women empowerment programs
Community radio programs give solution to
66 13 21
health related doubts
3 ANALYSIS OF DATA I get benefit through doctors live programs 56 18 26
Community radio programs are helping to
58 19 23
3.1 Gender wise Distribution of data get solution to animal husbandry issues
The Distribution of frequency and percentage of people with It gives significance to child welfare 67 8 25
Student oriented programs that are
respect to their gender wise is percentage in following table broadcasted in community radio are heard
62 17 21
Community radio talk about your regional
46 31 23
Gender Count of Gender problems(Water, medical& others)
It helps to get employment opportunity 69 8 23
Female 122 Government new schemes are known
77 8 15
through community radio
Male 28 Medical tips that are broadcasted in
57 10 33
community radio are useful
Grand Total 150 General information is known through
68 8 24
community radio
The table reveals 81 % of women and 19 % of men General knowledge is developing through
participated in the study. 60 7 33
community radio
New information is known through
69 7 24
3.2 Age wise Distribution of data community radio

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Community radio helps me to develop my

50 19 31 consulting the doctor at the hospital, she was able to
individual skills conceive.
Market rate and climatic information of our
69 12 19 • A woman from Manapachery village, named D.
region is known through community radio
Amala, aged about 29 years, mentioned that she had
always suffered from upper stomach pain and had
4 SUMMARY OF FINDINGS temporarily resolved her issue through home
The sections here under present the key findings with respect remedies. But, after listening to the doctor’s advice on
to research objectives outlined for the study: Efforts were “Nalam Nalamariya” program of VayalagaVanoli
made to capture the incidences of direct impact on the radio, she changed her food habits, and also
listeners due to Community Radio Station. The important case consulted the same doctor at the hospital for tablets.
studies have been categorized into various issues and Her pain has subsided to a great extent and she feels
compiled as ahead comfortable now.
• Another woman, S. Vennila from Kalapur village, said
4.1 Improved income and Agriculture Yield that she had participated in a cooking contest
A farmer named Ramaswamy was interviewed to understand organized by VayalagaVanoli CRS. After listening to
the kind of positive impact Vayalaga Vanoli, Tamil Nadu has the lecture given by D. Kamalasundari about
created in his life. He responded that in his 2 acre land, which nutritional foods, she understood the significance of
he used for paddy cultivation, he used to get 1500-2000 Kg. healthy and home-made snacks and also the ill-
(i.e. 20-25 bags) of paddy per acre. Since he is a listener of effects of packed food and snacks. She followed the
the CRS, he followed about 6-7 episodes on SRI Method of advice and observed an improvement in her children’s
Paddy Cultivation and started following the instructions overall health.
provided by the radio jockey. He made the following changes
in his method of paddy cultivation: 4.3 Growth and Development of Kids
• Reduced transplantation duration from 20-25 days to During the field visit, a lady named Dhanlakhsmi from
14-15 days Mangalampatti was interviewed. She mentioned that she had
• Followed other instructions such as land leveling, been worried about her son’s slow weight gain, and started
planting method, water level management, using listening to VayalagaVanoli radio health program as suggested
fertilizers at different stages, using pesticides by her neighbor. In the programme, she consulted a doctor
• Avoided machineries and instead used human who suggested some medicines for stomach worms which
resource to reduce damage He experienced the was probably the reason for slower weight gain. Another
following benefits, apart from improved yield, after programme on nutrition provided her with the information of
following the SRI technology offering small millets base snacks to children with slower
• Reduction in the number of human resource used for weight gain. After following the above advices, she observed a
cultivation 2 kgs weight gain in her son and was extremely satisfied with
• Insect/Rat issues were reduced the radio programmes.
• Damage reduced after decrease in use of machinery
• Additional income from sale of straw 4.4 Socio-Demographic Profile of Listeners
• The radio channel also provides information about the
market price of Madurai and other nearby government Distribution of Listeners: Sector
and private markets which help the farmers to store • Vayalaga Vanoli caters totally to rural population with
the yield accordingly and supply it to the market on a 100% of its listeners residing in rural areas. This is a
suitable date, thus, increasing their revenue. good indicator considering the fact that major parts of
rural India are still devoid of mainstream media.
4.2 Health and Wellbeing • In overall terms, more than three-fourth of the
• A number of people interviewed during the field visit listeners (77%) hail from rural areas, as against nearly
mentioned the health benefit they received after one-fourth (23%) being from urban areas.
listening to health related programs such as “Nalam
Nalamariya” aired by the VayalagaVanoli, Tamil Distribution of Listeners: Gender
Nadu. Illarajothi from Ayyapatti mentioned that her • 19% of the sampled listeners are males as compared
mother was suffering from knee pain for several to only 81% females.
years. After following the advice of the doctor in the • In the survey, it is learnt Vayalaga Vanoli has the
broadcasted programme, they saw a lot of highest proportion of female listeners (81%).
improvement in the knee pain.
• A student of 12th standard named S. Sivaranjani from Distribution of Listeners: Economic Category
Mangalampatti village said that after listening to • Nearly half of the listeners (56%) belonged to Rs.
VayalagaVanoli radio, she became aware of Anaemia 10000
and started consuming iron tablets as provided by the • On the other hand, nearly (25%) of peoples economic
government. She also started looking after her food category is Rs. 10000 – 20000.
habits and checks her HB count at frequent intervals. • 19% peoples economic status is more than Rs. 20000
• A married woman, B. Sumangali, from Vellinipatti
village was trying to conceive for the past few years. Distribution of Listeners: Educational Status
She called the doctor who was in a phone programme
of “Nalam Nalamariya” of VayalagaVanoli CRS. After
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• 2% of listeners were from Middle school. Highest •

Around 82% of the listeners from all three categories
proportions of illiterates were found in Mangalampatti, responded that the variety of CRS programmes
Pottapatti, Tharkakudi, Karunkalakudi and Vanjipatti. broadcasted was excellent / very good.
• Regarding graduates and post graduates, the overall Opinion about CRS: CRS wise Analysis
proportion was found to be 64%. It was highest in this • The top 3 factors for listening to the radio channel
surrounding, followed by 23 % of Higher Secondary were – good music, information about new things and
and 11 % of Secondary school education. presenters/anchors/RJs of the radio station.
• Majority of the listeners (63%) who were interviewed
Patterns of Media Ownership were listening to the CRS on a daily basis.
• Nearly all listeners (98%) sampled for the study own a • Vayalaga Vanoli radio stations, received a response
mobile and four-fifth (80%) of them own TV. of 100% satisfaction for quality of signal transmission
• Radio ownership was also reasonably high at 45%, from its listeners.
but ownership in terms of newspapers/ magazines is • All the listeners of Vayalaga Vanoli were highly
only 38%. satisfied with the quality of content of programmes
• Households which receive newspaper/magazines at aired in their CRS.
home were highest in Vayalaga Vanoli surrounding Reasons for not listening
areas • 45% of non-listeners for almost all the CRS
• Ownership of TV and Radio both were highest in case mentioned that the prime reason for not listening was
of Vayalaga Vanoli that they were not aware of the existence of
Patterns of Media Ownership – Category wise community radio channels.
• Newspaper ownership was highest among all • It was seen that only 4% of the non-listeners in
categories of (47%). Vayalaga Vanoli mentioned that they were unaware of
• Since most of the listeners of education related CRS in their community. This indicates that these
programmes are students, this might have increased radio channels probably have more
the ownership of newspapers. awareness/publicity when compared to other CRS
• Ownership of TV was maximum for agriculture CRS since in all other cases, maximum non- listeners
(94%), while radio ownership was highest among mentioned were unaware of CRS. This was followed
NGO CRS (58%). by 10% people who informed that they prefer listening
Radio Listening Habits of Listeners to other radio stations.
• Nearly 7 out of 10 persons (21%) listen to radio daily, • Other important factors that emerged as dominant
followed by another 11 % listening to radio for 3-4 reasons for non-listening were preference for music
times a week. channels (9%), lack of variety (9%) and poor quality of
• With respect to individual CRS, more than 9 out of 10 broadcasted programmes (7%).
listeners of Vayalaga Vanoli listen to it every day. • Apart from the aforementioned reasons, there were
• With respect to Vayalaga Vanoli CRS, maximum some other factors that emerged from the focused
proportion of listeners who hear radio programmes of group discussions held in community of all the CRS
five-six times a week were 49% whereas 19 % never by the field officers:
hear Community radio Programmes. • Lack of time and heavy work load at home. There was
no solution provided by the CRS to the problems of
4.5 Perception about CRS the community due to which the villagers lost interest
Opinion about CRS: Category wise Analysis in listening to the programmes.
• 22% of the total listeners preferred good music, • The phone lines of CRS remain busy most of the
followed by 55% who liked information that CRS time. Improper show timings lead to poor listenership
provided and 3% mentioned that they liked the for the CRS
presenters/anchors/RJs of the radio station.
• The other popular factors liked by them were news, 5 RECOMMENDATIONS
interactive programmes/phone-in-live and information Reach and Effectiveness of Community Radio Stations in
about local community problems. Kottampatti brought to light some pertinent findings which
• Maximum proportion of listeners (20%) like agriculture need to be considered while charting future course of action
programs. for this scheme. The study offers strategic insights into the
• When enquired about the duration of listening to CRS, performance of the scheme highlighting its efficacy and
about 21% of the respondents from all the three effectiveness in providing the desired impact on community.
categories mentioned that they have been listening to The results of the study have led us to propose certain
the CRS for about 1 to 2 years. improvements in the operation and functioning of CRS for
• Another 21% of the respondents said that they had empowerment of rural masses. It is hoped that the technical
been listening CRS for the past 2 to 3 years. inputs derived from this study would serve to strengthen the
• About 73% of listeners rated the quality of signal scheme by pinpointing the areas requiring refinement or
strength as Excellent/Very Good. modifications to ensure optimum benefits for the community.
• About four-fifth (80%) of overall listeners from all The government should provide free license in installation of
category CRS rated the quality of content as either CRS in the backward rural areas for the sustainable progress
‘Excellent’ or ‘Very Good’. of the nation.

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6 CONCLUSION
The present study was aimed to find out the study on impact
of community radio programs in rural development. The
finding of the study revealed that the community radio
programs are giving such knowledge to the rural area peoples.
To increase the community radio listeners, give license to the
NGO under community radios. Because of NGO’s CR stations
are focused on through the community development.

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[2] Alumuku, P.T. (2006). Community radio for development.
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[3] MC Quail (2005). MC Quail’s Mass Communication
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[4] Johnson et.al (2019) Impact of Internet on the
Development of Knowledge and Application Skills among
the College Students, Think India Journal, Vol-22-Issue-
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[5] Yalala N (2015) The Role of Community Radio in
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ACKNOWLEDGEMENT
This article has been written with the financial support of
RUSA – Phase 2.0 grant sanctioned vide Letter No. F.24-51 /
2014-U, Policy (TNMulti-Gen), Dept. of Edn. Govt. of India,
Dt.09.10.2018

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