Vol. 11, Special Issue 10 (2022)

Author(s):
Kalamkar RB, SP Gaikwad and PA Shitole

Abstract:
The present study was conducted to study relationship between profile of community radio listeners and their listening behavior. Baramati and Indapur tehsil of Pune District of Maharashtra. From each tehsil six villages were selected. From each village 10 pomegranate growers were selected by random sampling method. Among the various mass media communication, radio is one, which possesses a quality of conveying the information in advance, quickly and promptly. It can be used effectively to reach large number of people inexpensively in a short time, to reach unreached by any other means; to build enthusiasm and maintain interest. Broadcasting, in its significance, reaches wide range of masses and its impact constitutes the most powerful medium of communication in India. Its importance as a medium of information and education is particularly great in vast and developing country like India where the reach of the print word is not wide or deep as the problem of illiteracy can not affect its use. Community radio is a type of radio service that caters to the interests of a certain area, broadcasting material that is popular to local audience. Modern day community radio stations serve their listeners by offering a variety of location specific content that is not provided by the larger commercial radio stations. Community radio outlets may carry news and information geared towards the local area, particularly immigrant or minority groups that are poorly served by other major media outlets. Community stations can be valuable assets for a region. Community radios were launched in the country by Ministry of Information and Broadcasting, Government of India and implemented by NGOs and educational institutions. It is concluded that age, occupation, size of family, annual income had positive and non significant relationship with the listening behavior. Whereas; education, land holding, source of information, experience in farming had positive and significant association with the listening behavior. Social participation, time spent in farm activities was negative and non significantly associated with the listening behavior.