In recent times, the habit of radio listening has grown-up leaps and bounds, unraveled the Radio Programme Listenership (RPL) surveys. Radio listeners were more than 95 percent across the socio-economic and demographic classes of the society. The increased number of FM channels has enhanced the number of radio listeners in urban area. The audience are almost five per cent more in urban than rural area. The primary channel of AIR Bengaluru is predominantly listened in rural areas while the Vividh Bharati and Rainbow are the urban favourites. Assured daily reach of FM Rainbow was almost 45 per cent. It was the No.1 radio channel in Bengaluru. with amazing reach. The daily reach of the channel was more than 50 per cent in any socio-economic class of audience and it is almost uniform, testify the effective media planning of AIR Bengaluru. Significantly, the listeners for the classical music channel, Amruthavarshini, a channel of high class were chiefly from the higher socio-economic classes of the society, whereas the audience for Primary and Vividh Bharati channels were mostly from the middle and lower orders of socio-economic classes.
With the changing mass communication scenario, Audience Research has occupied the centre stage. World over, almost all the big media organizations have been doing in-house audience research in one form or the other. Without ‘Market Research’ (in marketing) no media organization can afford to put their precious resource at stake without knowing the potential audience (consumers) and market for their media content. Besides, they are also subscribing to syndicated research done by the various media and market research organizations. The secret behind the success of private TV and Radio channels lies in their capability to feel the pulse of audience through continuous audience research and to design and modify the programme content including presentation accordingly. All India Radio has been a pioneer in this field. Presently, it has a network of 38 Audience Research Units across the country which started with a humble beginning in 1946 as ‘Listeners’ Research Wing’. During all those years, it worked as eyes and ears for the organization.Role and Functions:
- Providing instant feedback to programme planners/ producers through Quick feedback studies, Listeners’ Letter Analysis, Content Analysis, Focus Group Discussions and Panel Studies etc.
- Carrying out periodical large scale Radio Audience Surveys on various AIR channels to provide listenership data to programmers, sponsors, advertisers, and marketers.
- Undertaking sponsored Audience Research studies from other government departments/autonomous bodies.
- Conducting on demand special Audience Research studies and Feed-forward Studies before start of a new station.
- Functioning as data bank, research and reference section for the organization.
- Helping to develop marketing strategies in terms of providing listenership data across socio economic categories.