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AUDIENCE RESEARCH UNIT

             Audience Research, in the earlier period, relied on "Voluntary feed back" and analysis of listeners' letters. Subsequently it also undertook field studies.

             The basic objective being the collection of information which could be fed back into the programmes for qualitative improvements.

             Radio is the source of programmes and programmes are produced to reach target audience. The Audience Research wing functions as the liaison agency between programme source and audience.



MODEL FOR MEDIA SOURCE - AUDIENCE RELATIONSHIP

             Audience Research conducts surveys among potential audience of the medium and the findings are fed to the producers, planners and policy makers of radio programmes. Along with other inputs like library and consultation with experts etc the policy makers produce programmes for broadcast, keeping in view of the audience research findings. The role of Audience Research is besides giving feedback from the audience, evaluating the programmes along with their reach. Further, the programme ratings from the audience are provided to the advertisers or the agencies to plan their advertisement strategies.

             This unit conducts different types of studies such as Field survey, Telephone survey, Mail survey, Quick feed back study, Feed forward study, In-depth study etc.



STUDIES UNDERTAKEN IN 2011-2012

January 2011:

             Radio Audience Survey on Primary Channels conducted at Pathanamthitta under the Primary coverage area of AIR, Thiruvananthapuram. The study was undertaken in January 2011 covering a sample of 200 Urban and 200 Rural (a total of 400) respondents.

Major findings of the study:

The peak time chunk in the morning, afternoon and evening hours were

 Time ChunkRuralUrbanCombined
Morning6.00 - 6.30 AM57.5%69.0%63.3%
Afternoon1.00 - 1.30 PM28.0%42.5%35.3%
Evening7.00 - 7.30 PM21.5%27.5%24.5%

Top 10 programmes of AIR Thiruvananthapuram

CODETIMEPROGRAMMEBASENo.%
16.10 AMUDAYAGEETHAM ( Devotional Songs)40013634.0
26.45 AMPRADESHIKA VARTHAKAL (Reg. News)40013433.5
31.00 PMPOONTHENARUVI (Phone out Film Songs)40012731.8
45.55 AMSUBHASHITHAM (Words of Great Men)40012030.0
56.25 AMPRABHATHABHERY (Aaj Subah)40011027.5
67.05 AMKALIKAALAM (Radio Cartoon) (Wednesday)2004422.0
77.25 AMNEWS IN MALAYALAM4008320.8
87.00 AMKANDATHUM KETTATHUM (Satirical Skit) (Sun)2004120.5
97.25 PMNEWS IN MALAYALAM4006215.5
1012.30 PMPRADESHIKA VARTHAKAL (Reg. News)4005914.8

June 2011:

             Radio Audience Survey on Primary Channels conducted in the rural and urban areas under the primary coverage area of AIR Kozhikode. The sample size was 600 radio households (300 rural and 300 urban)

Major findings of the study:

The peak time chunk in the morning, afternoon and evening hours were

 Time ChunkRuralUrbanCombined
Morning6.30 - 7.00AM77.0%65.7%71.3%
Afternoon12.30 - 1.00PM26.7%15.7%21.2%
Evening7.00 - 7.30PM12.7%3.3%8.0%

Top 10 programmes of AIR Kozhikode

ORDERTIMEPROGRAMMEBASENo.%
16.45 AMPRADESIKA VARTHAKAL (Regional News)60028747.8
26.25 AMSRADDHA (Analysis of Topical Issues)60016026.7
37.25 AMNEWS IN MALAYALAM60013121.8
46.10 AMPRABHATHA GEETHAM6009816.3
57.15 AMPRADESIKAM6008714.5
67.05 AMFARM INFORMATION6006310.5
77.00 AMGANAPRAPANCHAM6006210.3
81.00 PMMUSIC TIME600589.7
97.10 AMKAVYANJALI600569.3
1012.30 PMPRADESHIKA VARTHAKAL (Reg. News)600549.0

July 2011:

             Radio Audience Survey on Primary Channels was conducted under the primary coverage area of AIR Thrissur taking a sample of 600 radio households (300 rural and 300 urban).

Major findings of the study:

The peak time chunk in the morning, afternoon and evening hours were

 Time ChunkRuralUrbanCombined
Morning6.30 - 7.00AM53.3%40.7%47.0%
Afternoon1.00 - 1.30PM27.0%20.7%23.8%
Evening6.30 - 7.00PM6.7%7.7%7.2%

Top 10 programmes of AIR Thrissur

ORDERTIMEPROGRAMMEBASENo.%
16.45 AMPRADESIKA VARTHAKAL (Regional News)60021135.2
26.00 AMSUBHASHITHAM60017228.7
36.10 AMPRABHATA VANDANAM60014924.8
47.25 AMNEWS IN MALAYALAM60010016.7
56.25 AMSAMAKALIKAM6008013.3
61.00 PMFILM SONGS6007212.0
76.35 AMVILAMBARAM6006711.2
87.00 AMPULARI POOKKAL/CYBER JALAKAM6006110.2
912.30 PMPRADESIKA VARTHAKAL (Reg. News)600416.8
107.10 AMKAVYANJALI600376.2

January 2012:

             Radio Audience Survey on Rainbow FM channels was conducted in Ernakulam district in the primary coverage area of Kochi Rainbow FM. The survey covered 20 villages and 20 urban blocks, taking a total sample size of 400 FM Radio households.

Major findings of the study:

The peak time chunk in the morning, afternoon and evening hours were

 Time ChunkRuralUrbanCombined
Morning7.00 - 7.30AM23.5%20.5%22.0%
Afternoon1.00 - 1.30PM5.5%3.5%4.5%
Evening6.00 - 6.30PM4.5%1.5%3.0%

Top 10 programmes of Kochi Rainbow FM

ORDERTIMEPROGRAMMEBASENo.%
17.17 AMGOLDEN OLDIES 4004310.8
28.45 AMPLAY LIST 200178.5
38.17 AMRAINBOW RUCHIKKOOT 400338.3
48.45 AMHAI KUTTIES 200147.0
58.15 AMNEWS RAINBOW 400266.5
66.00 AMARADHANA 400235.8
77.15 AMNEWS RAINBOW400194.8
810.17 AMQUIZ PROG20094.5
910.30 AMRAINBOW SUNDAY SPICE 20084.0
101.00 PMMUSIC MASALA 400153.8

Analysis of Listeners' Letters

             One of the activities of this unit is the analysis unsolicited listeners' letters which it receives daily. The comments of the listeners are noted and a monthly statement is prepared which is sent to the Directorate monthly.

             The unit received 8373 listeners' letters during January 2011 to December 2011.


Akashavani Annual Awards Received by the Trivandrum, AR Unit

2003IIRPL - Thiruvananthapuram
2004IManjeri - Feed Forward Study
2005Merit CertificateFormation Research on Kisanvani
2008IIReport on Feedback Study on Kisanvani - V phase
2011I RAS on FM Kannur
 
Advertise your products in All India Radio. For commercial booking contact Marketing Division, Thiruvananthapuram. Ph. 0471- 2322729, Fax. 0471- 2322728, Email:md@airtvm.com or Commercial Broadcasting Service, All India Radio, Thiruvananthapuram. Ph. 0471- 2325142 / 2322015, Email:cbsairtvm@gmail.com
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