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In Dharwad, radio still gives TV a run for its money

AIR proves that radio, once the dominant public voice, is not far behind its johnnie-come-lately competitor, TV.

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A recent survey conducted by the Audience Research Unit of the All India Radio (AIR), Dharwad, has proved that the radio, once the dominant public voice, is not far behind its johnnie-come-lately competitor, TV.

The survey found that the primary channel aired by AIR covers 3.42 crore listeners, when 1% of listeners stands approximately at 79,540 people, based on the 2011 census.

As much as 80.5% of the population in Dharwad was found listening to AIR: 79.7% in rural areas and 81.3% in urban areas. Whereas, 19.5% were found not listening to the radio, at all.

The data also confirmed that the radio receives maximum listnership in the morning between 6.30 to 9.

In contrast with Bangaloreans, who listen to radio primarily through their mobile phones, people of Dharwad prefer listening to their favourite programmes through the traditional radio set.

The survey also revealed that radio is slightly more popular than TV on weekdays and that women tune in more frequently than men. Also, when dealing with the content of radio shows, the majority of listeners prefer listening to popular film songs.

The primary coverage zone of AIR Dharwad is in a radius of roughly 100 km, stretching across Dharwad, Belgaum, Bijapur, Koppal, Gadag, Haveri, Uttara Kannada and Bagalkot Districts.

The secondary coverage zone extends to parts of Raichur, Bellary, Davangere, Shimoga, Gulbarga and Chidtradurga districts, as well as parts of neighbouring states - Maharashtra and Goa.

How was the survey conducted?
Samples of 600 listeners were drawn in both rural (300) and urban (300) areas, from the list of enumerated radio households, listed in January 2013.

Trained casual investigators and students of journalism conducted interviews for three days, covering a total of 200 sample a day. From each household, a respondent above the age of 10 years was interviewed.

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