THE ROLE OF COMMUNITY RADIO IN DEVELOPMENT OF RURAL COMMUNITY FUNCTIONING AS A PUBLIC RELATIONS TOOL WITH SPECIAL REFERENCE TO THE PUDUCHERRY STATE K. KULASEKARAN, B.Sc., B.Ed., M.Sc., M.A., M.Phil. LL.B., PGDCA.(Research Scholar-Ph.D.; Madurai Kamaraj University) Department of Information and Publicity, Govt. of Puducherry. & Dr.P.RAJENDRAN, Ph.D. (Head & Academic Coordinator, Dept. Of JMC & Law, DDE) Madurai Kamaraj University.
NEED AND ROLE OF COMMUNITY RADIO•Villages in rural India are not essentially facing the same types of problemsor expectations.•Our country is culturally, geographically, educationally and economicallydivergent.• The local language, customs and social practices, vary from place toplace and region to region.•Community radio always plays a vital role in building alive communities, inmobilizing groups to action by informing and empowering citizens, in givingvoice to the marginalized groups of society, and in bringing communityneeds to the attention of local and even national governments.•This type of radio service that offers a model of radio broadcasting beyondcommercial and public service.•The content of broadcasting is largely popular and relevant to specificaudience but which may often be overlooked by commercial or mass-media broadcasters. Cont…
NEED AND ROLE OF COMMUNITY RADIO•It is functioning as a Public Relations Tools for rural development.•Community radio stations are operated, owned, and driven bythe communities they serve.• In many parts of the world today, community radio acts as avehicle for the community and voluntary sector, civil society,agencies, NGOs and citizens to work in partnership to promotecommunity development.•By the core aims and objectives of this model of broadcasting,community radio stations often serve their listeners by offering avariety of content that is not necessarily provided by the largercommercial radio stations.
HISTORY OF COMMUNITY RADIO IN INDIA•In India the campaign to legitimize community radio began in 1990s.•Only educational radio stations were originally permitted.•Anna FM was Indias first campus "community" radio station. Launched on 1 February 2004, it is run by the EMRC.& all programmes are produced by Media Science students at Anna University.•On 16 November 2006, the government of India implemented new Community Radio Guidelines, which permit NGOs and other civil organizations to own and operate community radio stations.•About 4,000 community radio licenses are being offered across India.• 30 November 2008, the Ministry of I & B had received 297 applications for community radio licenses and 38 were operational. Cont…
HISTORY OF COMMUNITY RADIO IN INDIA•The first community-based radio station licensed to an NGO waslaunched on 15 October 2008, when SANGHAM RADIO in Pastapurvillage, Medak district, Andhra Pradesh state went on the air at 11:00 amon 90.4 MHz, is licensed to the Deccan Development Society.•The second NGO-led community radio station in India was launched on23 October 2008 at Taragram in Orchha, Madhya Pradesh state. NamedRADIO BUNDELKHAND after the Bundelkhand region of central Indiawhere it is located, the radio station is licensed to the Society forDevelopment Alternatives. Radio Bundelkhand also broadcasts on 90.4MHz for four hours a day.•Grant of Permission Agreements (GOPA) in 2009,for 62 community radiostations.•Community Radio SARANG on 107.8 is managed by the MangaloreJesuit Educational Society and run by St. Aloysius College, Mangalore. Cont…
HISTORY OF COMMUNITY RADIO IN INDIA•January 2005 ,BANASTHALI RADIO was the first community radiostation licensed in the state of Rajasthan as a campus radiostation for studentsTo create a common platform for the local communities of Supiin Uttarakhand, TERI launched KUMAON VANI, a communityradio service, on March 11, 2010Krishna Kanta Handiqui State Open University, Guwahati, Assam,aired the first programme on 28 January 2009 as anexperimental broadcast.JNAN TARANGA (90.4 FM), the first community radio service innortheastern India, began regular broadcasts November 20,2010.
COMMUNITY RADIO POLICY•Any not-for-profit "legal entity" except individuals, political parties,criminal and banned organizations - can apply for a Community Radiolicense.•Central funding is not available .•To operate a 100-watt radio station, with a coverage area ofapproximately a 12-km radius. A maximum antenna height of 30 meters isallowed.•Community radio stations are expected to produce at least 50 percent oftheir programmes locally, as much as possible in the local language ordialect. The stress is on developmental programming, although there is noexplicit ban on entertainment.• News programmes are banned.•The government recently clarified that certain categories of news arepermitted on radio, including sports news and commentaries, informationon traffic and weather conditions, coverage of cultural events andfestivals, information on academic events, public announcementspertaining to utilities such as electricity and the water supply, disasterwarnings and health alerts. Cont…
COMMUNITY RADIO POLICY•Five minutes of advertising per hour is allowed on community radio.Sponsored programs are not allowed, except when the program issponsored by the government at the local or state level.•The Community Radio Forum, India, was registered as a Society and Trust on26 February 2008.• In the meantime, mobile telephone operators have begun to offercommercial broadcast services over GSM, evading government restrictionsbuilt around traditional concepts of broadcasting technology,By 1 st July2010.• The Ministry of I&B announced that 715 applications for Community Radiolicenses had been received, including 104 under the old campus-radioguidelines.•231 Letters of Intent were issued.•Grant of Permission Agreements (GOPA) were signed with 102 applicants,and 68 community radio stations were on the air. 107 applications wererejected, and 377 applications were being processed.
COMMUNITY RADIO IN PUDUCHERRY• Community radio in Puducherry State is a type of radio service that outfit to the interests of a certain area, broadcasting content that is popular to specific local audience of Pondicherry and Karaikal Frequency (in Name Address kHz, FM in MHz) Karaikal 100.3 MHz All India Radio Karaikal Radio Avenue, Nehru Nagar, Karaikal - (AIR / Akashvani Karaikal) 609605 Pandicherry (Puducherry) 1215 kHz All India Radio Pondicherry 204, Coubert Avenue, 101.3 MHz (AIR / Akashvani Puducherry) Gorimedu, Pondicherry - 605001 Achariya Arts & Science College 90.8MHz HONY FM Achariyapuram, Villianur,Pondicherry - 605110 92.7 MHz Big 92.7 FM Pondicherry 93.5 MHz Suryan FM G-1, Industrial Estate, Thattanchavady, Pondicherry . 106.4 MHz Hello FM Malar Publications, Pondicherry 107.8 MHz Puduvai Vaani Convention-cum-Cultural Centre Pondicherry UniversityPondicherry - 605014 Sri Manakula Vinayagar EngineeringCollege, 90.4MHz NILA FM Madagadipet, Pondicherry - 107
COMMUNITY RADIO IN PUDUCHERRYNAME OF RADIO COMMUNITY PROGRAMME Sun Network owns two Radio brands: Suryan FM in Tamil Nadu and for other Pondicherry territories Red FM (Suryan FM 93.5). The top slot is a result of a carefully Suryan FM planned thoroughly enjoyable, round-the-clock, wholesome entertainment- oriented package and there is a substantial localization of content to retain the regional flavor. Hello FM •Hello FM is the largest network of private FM radio stations in Tamil Nadu and Puducherry. • The sound-scpe of Hello FM 106.4 is a reflection of the mood-map of the city. •minute detail has been carefully designed to ensure that it addresses the appropriate mood of the relevant target group at the right moment of the day. Big 92.7 FM 92.7 BIG FM is a nationwide private FM radio station in India owned by Indian businessman Anil Ambani. It broadcasts at 92.7 MHz (92.7FM).Currently, it covers 45 cities. This is the only private FM radio station t from Srinagar and Jammu in J& K . HONY FM ACHARIYA Arts and Science College, Villianur, Pondicherry has started HONEY FM 90.8 MHz and working for particular community development like education, health and sanitation, etc. It is also to help students to understand the meaningful relationships between art and craft and technology so as to enable them to become globally recognized media professionals Department owns an FM Radio station and television channel namely HONEY FM helping the students to prepare themselves for the industry Puduvai The “Puduvai Vaani” is very important Community Radio Station in Puducherry State established by Pondicherry University with the support of UGC, New Delhi. The full time Vaani transmission was gone on air from 1st January 2009 onwards. Puduvai Vaani has been started with an aim to make awareness among the rural community people to improve their nature of life style.Puduvai Vaani, Honey F.M., Akashvani Puducherry and Karaikal are mainly functioning as community radio inPuducherry State. This community radios are the public broadcaster to awaken, inform, enlighten educate andentertain all section of the people including the programme on women empowerment, communal harmony, foodhabit, health and sanitation, and education. It also brings out the hidden talents of the students in and around theUniversity campus.
METHODOLOGY•A list of 100 people was selected who were actively involved in programmes of the community radio.•Among these 100 people, 90 respondents have given response for this study.•17 respondents who were working in the Government of Puducherrywere also interviewed.•The data were collected by personal contacts with respondents and by attending Self Help Group meetings and with the help of the interpreter.
IMPACT OF COMMUNITY PROGRAMME ON FAMILY SYSTEM CHANGE INDICATORSSl. YES NONo IMPACT DIMENSIONS Nos. Percentage Nos. Percentage1 Family planning 70 77.80 20 22.20 and its importance2 Change in family 25 27.80 65 72.20 occupation3 Dowry has 59 65.55 31 34.45 decreased for the past few years4 Knowledge on age of marriage 55 61.11 35 38.89 for boy/girl has increased
IMPACT OF COMMUNITY DEVELOPMENT PROGRAMME ON FOOD HABIT CHANGE INDICATORSSl. No YES NO IMPACT DIMENSIONS Nos. Percentage Nos. Percentage 1 Food habits have changed 32 35.55 58 64.45 in recent past due to awareness programmes 2 Knowledge about healthy 72 80 18 20 and balanced diet has increased 3 Consumption of milk and 39 43.33 51 56.47 fruits has gone up due to awareness 4 Maintaining cleanliness 75 83.33 15 16.67 has increased
IMPACT OF COMMUNITY DEVELOPMENT PROGRAMME ON EDUCATION CHANGE INDICATORSSl. No YES NO IMPACT DIMENSIONS Nos. Percentage Nos. Percentage 1 Started sending 79 87.78 11 12.22 children to school regularly 2 Programmes 25 27.78 65 72.22 motivated boy / girl to go out for higher studies 3 Girl education has 50 55.56 40 44.44 increased 4 Children motivated 73 81.11 17 18.89 to go for higher studies
IMPACT OF COMMUNITY DEVELOPMENT PROGRAMME ON HEALTH AND SANITATION CHANGE INDICATORSSl. No YES NO IMPACT DIMENSIONS Nos. Percentage Nos. Percentage 1 Awareness programmes 72 80 18 20 have increased the knowledge on given preventive cares to children 2 Taking precautionary 53 58.89 37 41.11 measures for keeping members of the family disease free 3 Timely use of medicines 51 56.67 39 43.33 4 Timely treatment of sick 75 83.33 15 16.67 members of family
IMPACT OF COMMUNITY DEVELOPMENT PROGRAMME ON LEADERSHIP CHANGE INDICATORS Sl. YES NO No IMPACT DIMENSIONS Nos. Percentage Nos. Percentage 1 Respondent offers 28 31.11 62 68.89 advice and information to others 2 Respondent used to 64 71.11 26 28.89 seek advice and information from others
OVERALL SOCIAL IMPACT OF COMMUNITY DEVELOPMENT PROGRAMME 100 FAMILY908070605040 FAMILY3020100 FAMILY SYSTEM FOOD HABIT EDUCATION HEALTH LEADERSHIP80% 40% 50% 60% &SANITATION 70%
CONCLUSION•In the real sense, community radio plays a essential role in makingthe masses aware about their basic rights and duties.•Not only limited to solving problems which a common man facesin his day-to-day life, community radio provides him a strongplatform from where he can freely disseminate his ideas among hiscommunity members in the best possible manner. Thus, communityradio becomes one of the important instruments in strengtheningour ‘Right to Freedom of Speech and Expression’.•The overall social impact of community developmentprogrammes likes women empowerment, communalharmony, health and sanitations, and education indicated that theparticipation and awareness created by various communitydevelopment programmes had great impact on leadershipbehaviour.•Leadership was accorded with the highest mean score of 80 andhence was ranked first and this was followed by health andsanitation, education, food habit and family system which wereranked second, third, fourth and fifth respectively. Cont…
CONCLUSION•Besides solving social problems as well as entertaining localpeople, community radio also acts as an intermediary between theGovernment and the local masses.•This is the place from where local people can air their grievances tothe Government as well as get the solutions to their problems too.•Needless to say, community radio has played a major role inbridging the communication gap between the Government and thelocal people. As, the community radio is still evolving it might bepossible that in the near future, we will witness its various new formswhich will be technologically more superior as well as user-friendly.• Well, whatever the case may be, community radio has proved tobe one of the best medium of communication at the grass-root level. Cont…
CONCLUSION•The findings of the study may be utilized by the extensionagencies, non-Government organizations, policy makers and othersimilar organizations for community mobilization.•Findings of impact assessment of community radio station would helpthe researchers to understand how timely access to information canhelp in socio-economic and cultural development of the people.•Dimensions such as leadership, familysystem, savings, education, health and sanitation, etc have broughtabout significant changes in the life of the people in Puducherry State.•Hence, community radio can play a catalytic role in changing thelife of the rural people.