Researcher: Syed Ali Hassan
Acknowledgement
Researcher is very thankful to Mr. Gulam Mustafa who assigned this task. Researcher is also thankful to Mam Saira Saeed who helped to write the final report. Mam helped in analyzing and interpreting the data. Researcher also thankful to Mr. Hassan Jalil, Mr. Awais Javed, Mr. Danish Javed, Ms Sara Sohail and Ms Sidara Ijaz BS 6th semester Mass Communication and Media and Mr. Zain Shah BS 2nd semester Fine Art department who cooperated and make this survey done successfully if they people refused to fill questionnaires research could not proceed further.
Introduction
This research task was assigned by radio producer Mr. Gulam Mustafa for the promotion of university newly established radio station FM 106.6 around the university villages (Mola, Kott Mir Hussian, Ridas Pur, Guhman, Aklas Ghar, Chandar, Chak Manju, Shah-Jahniya, Maroof, Rana-Wal-Syeda, Bolah, Balar, Lal-Wari, Jatta-Tha-Khu, Gujra Pur and Moin-Ud-Din Pur) in order to inform about university radio to the Village’s people.
Methodology
Researcher collected data from the target audience to know about their expectations from radio106.6. For example: What they want to listen on 106.6? So researcher conducted a survey among villages situated near the university area. Before the collection of data researcher observed the behavior and customs of these villagers and categorized target audience into Teenager, Middle age and Old-men. After that researcher started fill the questionnaire administratively and the data collection among the target audience. Also pamphlets are distributed among the target audience for radio promotion which attached in the end of this report.
Data analysis and Interpretation
Fig 1.1 Total Participants
The participation of teenagers are 43.2%, Men participation are 39.3% and
Old-men participation is 17.4%.
Fig 1.2 TV Viewers
The total teenagres are TV viewers 52% in which heavy viewers 8%, Middle viewers 8% and Light viewers 36%. The total men are TV viewers 55.5% in which heavy viewers 1.2%, Middle viewers 8.6% and Light viewers 45.6%. The total old-men are TV viewers 63% in which no heavy viewers, Middle viewers 5% and Light viewers 58%.
Fig 1.3 Radio Listeners
Total teenagers radio listeners are 19% in which heavy listeners 2.2%, Middle listeners 4.4% and Light listeners 12.3%. Total men radio listener’s 26% in which heavy listeners 4%, Middle listeners 2.3% and Light listeners 19.7%. Total Old-men radio listeners are 27% in which no heavy listeners, Middle listeners 2% and Light listeners 25%.
Fig 1.4 Which Radio Station do you like?
The favorite radio station of teenagers are FM 105 12.3 %, FM92.7 2.2%, FM 90 1.1%, Indian National radio station1.1%, FM 100 1.1% and FM 101 1.1%. Favorite radio station of men are FM 18.5%, FM92.7 1.2%, FM90 3.7%, Pakistan National 1.2%, Indian National radio station 1.2% and in Old-men favorite radio stations are FM105 16.5%, FM90 %2.5, Pakistan National radio station 5.5% and Indian National radio station 2.5%.
Fig 1.5 Both TV viewers and Radio listeners (Listenership + Viewership)
Both are TV viewers and Radio listeners in which teenagers29%, Men 18% and Old-men 8%.
Fig 1.6 TV viewers who are radio listeners as well
TV viewers who are also radio listeners as well. The teenager’s participation is 29% in which 5.5% heavy viewers, 4.5 % middle viewers and 19 % light viewers. Men participation is 18% in which no heavy viewers, middle viewers 6% and light viewers 12%. Old-men participation 8% in which no body heavy and middle viewer and light viewers 8%.
Fig 1.7 Radio listeners who are TV viewers as well
Radio listeners who are TV viewers as well. Teenager’s participation 29% in which1% heavy listeners, no one middle listener and light liteners are 28%. Men paraticipation are 18% in which no one heavy listeners, 2% middle listeners and 16% light listeners. Participation of old-men 8% in which no one heavy listeners, middle listeners 3% and light listeners 5%.
Fig 1.8 Radio station the listeners like
In teenagers 11.2% like FM 105, 6.7% like FM 92.7, 1.1% like FM 90, 3.3% like FM 100, 3.3% like FM 106, 2.2% like Pakistani National radio station and 1.1% like BBC. Men 12.3% like FM 105, 3.7% like FM 92.7 and 2.4% like FM 106.6. Old-men 5.5% like FM 105 and 2.7% like Pakistani National radio station.
Fig 1.8 In your opinion advertisements are:
The 52% teenagers said advertisements are good, 34% said advertisements are bad and 14 have no answer about advertisements. In the same way 42% men like adverisements, 51% dislike advertisements and 7% have no answer. Old-men in which 53% like advertisements, 45% dislike the advertisements and 2% have no answer.
Conclusion and Suggestions
During the survey behavior and attitudes of people were very good. They well co-operated with us and they were not fear when they were providing information. In this survey we faced the transportation problems. People have good expectations to this radio. They see this radio in future as good educator (Educate the people both way formal and informal) informative (Provide the accurate information on the base of objectivity) and entertain the people in well manner.
Secondly programmes which people like to listen on this radio are given below.
During the survey most of the people especially teenagers and men agreed on this point. They like to listen informative programmes on this radio like talk shows, Features, science, health and educational related.
The third category old men agreed on this point. They want to listen in this radio Islamic, Punjabi ,cultural and agricultural related programmes because they think in this way we better guide the new generation about Islam and our cultural norms and values. Also provide information the new generation about Islamic events and their history. Also guide the farmers about land, crpos and their deseases and how they can over come the problems that related to land and crops.
Third and last teenager, men and old-men also interested in music. They want to listen pop, classic, mixture and Punjabi songs and also interested in folk music.
Note: All those students who recently passed the graduate and postgraduate courses in university of Gujrat. They request the mass communication and Media department please provide the information about notice board and daily base university activities and also provide the information about job oppertuinty which available in university on campus radio FM 106.6.
