Abstract: Man got civilized with exchange of information and freedom of expression among groups and masses over the period of time. The mainstream media especially public service broadcaster has tried to reach maximum socially and geographically in the country but did not reach to local expectation of the community and that’s why community radio came into existence as an alternative media. Whatever happens, happens for good, now, government realized the need of community radio within the geography and started allocating spectrum to the need base community so that community becomes responsible and accountable to each other including governments and empowered the community to get participative & live life democratically. The radio today, is the effective source of information but to most of us it is a passion to get participative in the community at a large. India is a multi dimensional country in terms of population, culture, religion, ethnicity, perception and belief systems, therefore, the terrain of some of the areas is difficult, making them almost inaccessible and by far cut off from the mainstream and similar could be the case of community radios within the capacity limit. Therefore, Akashvani(AIR) has had the challenge of reaching out to even far flung of regions, hence both public service broadcaster and alternate media seems to be at a nascent yet promising and prospective stage, ripe of proper documentation and development of global tools and processes in this digital world. For now, integration remains an ad-hoc and highly individual enterprise. It is important to continue to document and share need based success & failure approach of public service broadcaster and community radios to enable successful adoption of new incarnations by community radio stations.

1. Importance of Public Service Broadcasters and Community Radio in the Present Context of Society
(Understanding with respect of AIR and Community Radios in Ahmedabad)
Shashikant Bhagat*
Keywords: mass media, AIR, public service broadcaster, community radio, alternate media, digital media,
social media, digital world, CRS, audience, listeners, and management committee.
Abstract:
Man got civilized with exchange of information and freedom of expression among groups and masses over
the period of time. The mainstream media especially public service broadcaster has tried to reach
maximum socially and geographically in the country but did not reach to local expectation of the
community and that’s why community radio came into existence as an alternative media. Whatever
happens, happens for good, now, government realized the need of community radio within the geography
and started allocating spectrum to the need base community so that community becomes responsible and
accountable to each other including governments and empowered the community to get participative & live
life democratically.
The radio today, is the effective source of information but to most of us it is a passion to get participative in
the community at a large. India is a multi dimensional country in terms of population, culture, religion,
ethnicity, perception and belief systems, therefore, the terrain of some of the areas is difficult, making them
almost inaccessible and by far cut off from the mainstream and similar could be the case of community
radios within the capacity limit. Therefore, Akashvani(AIR) has had the challenge of reaching out to even
far flung of regions, hence both public service broadcaster and alternate media seems to be at a nascent yet
promising and prospective stage, ripe of proper documentation and development of global tools and
processes in this digital world. For now, integration remains an ad-hoc and highly individual enterprise. It
is important to continue to document and share need based success & failure approach of public service
broadcaster and community radios to enable successful adoption of new incarnations by community radio
stations.
*(Research Scholar, Department of Journalism, Hemchandracharya North Gujarat University, Patan, Gujarat)

2. Introduction:
Audience is very familiar and popular as the collective term for the ‘receivers’ in media content
consumption. Radio is one of the strongest and popular means of mass communication and entertainment,
with greater focus on ensuring local-feel, creating visual-impression via audio, and designing programmes
that the audience can relate to. The listeners will be able to associate with the subject of a programme only
if its content would be familiar to them. The theme should be such that most people in the audience are
able to form an opinion about, without having detailed knowledge/technical edge on the subject. To ensure
that the commercials and various programmes are understood by the complete universe of listeners, the
channels don’t stick to the set guidelines and restrictions on use of otherwise forbidden words/expressions
in certain cultures. Radio is an integral part of our existence. India’s first radio station was set up in 1927,
and soon afterward more and more stations began to appear across the country. People began to think of
radio not just as a medium of entertainment, information and education, but something they could connect
with on a personal level. Over time, radio transmissions and programming evolved and acquired many
different layers and forms.
Radio broadcasting is an audio (sound) broadcasting service, broadcast through the air as radio waves
from a transmitter to a receiving antenna. Station can be linked in a radio networks to broadcast common
programming, either in syndication or simulcast or both. Audio broadcasting also can be done via cable
FM, local wire networks, satellite and the Internet. In India, public service broadcaster is Prasar Bharti and
it is an autonomous body of the ministry of information and broadcasting, Government of India and
comprises of Doordarshan and All India radio including Vividh Bharti. Even though television is rapidly
gaining popularity in urban and rural areas, radio is still the most widely consumed media form and the
most easily accessible source of infotainment for Indians. Radio reaches almost everyone, everywhere and
touches everyone’s life. Radio sets are affordable, and even economically vulnerable communities can
afford them.
Community radio is a type of radio service that caters to the interests of a certain area, broadcasting content
that is popular to a local audience but which may often be overlooked by commercial or mass-media.
Modern-day community radio stations often serve their listeners by offering a variety of content that is not
necessarily provided by the larger commercial radio stations. Community radio outlets may carry news and
information programming geared toward the local area, particularly immigrant or minority groups that are
poorly served by other media outlets. More specialized musical shows are also often a feature of many
community radio stations. Community radio can be a valuable asset for a region. Community radio stations
typically avoid content found on commercial outlets, such as top music, sports and drive-time personalities.
The local communities of farmers, fisher folk, medical/legal experts, students, workers contribute as a
member of management committee set up every community radio to develop and disseminate contents.
The radio also spreads peace and harmony among people through programmes based on the need of the
same. Health and hygiene, agricultural messages, folk culture and life, original entertainment by locals and
students are hall mark of the community radio station at a large.

3. Review of Literature:
Ramnath Bhat (2011), The Story so far: The Status of Community Radio in India, UNESCO 2011 focused
on journey of All India Radio and how radio contributed during national integration as a communication
tool to mobilize and influence people in freedom struggle.
The 1995 ruling serves as the foundation stone for community radio as we see and know it today.
Immediately after the Supreme Court judgment, civil society groups formulated the Bangalore Declaration,
articulating the need for a third tier of broadcasting, i.e. community radio and also asserted that it ought to
be non-profit making, localized and community owned. These two advocacy measures played an important
role in the community radio movement. Between 1999 and 2001, several initiatives were launched in
Karnataka (Naman Dhwani), Andhra Pradesh (Sangam Radio), Jharkhand (Chala Ho Gaon Mein) and
Gujarat (Radio Ujjas), which used cable or bought time on AIR to broadcast local content. These efforts
were an outcome of the Bangalore and Pastapaur Declarations. Quite evidently, men and women from the
above mentioned states had begun to realize the benefits of community radio, and had joined the
movement.
The National Democratic Alliance (NDA) government seemed optimistic about the prospects of
community radio, but unfortunately the government was not re-elected after its tenure. The subsequent
UPA government declared a community radio policy in 2004, but defined “community” rather narrowly to
include only educational institutions. The exclusion of grassroots communities somewhat defeated the
purpose of the legislation.
It was only in November 2006 – eleven and a half years after the Supreme Court judgment that the dream
for community radio in India was realized. The new policy allowed agricultural universities, educational
institutions and civil society institutions to apply for a community radio broadcasting license under the
country the FM band 88-108 MHz The untiring work of several hundred community members all over the
country had paid off. The formulation of India’s community radio policy was a historic and exciting
moment for those fighting for the freedom of speech and expression.
1. Community radio awareness background material, 2015-16.
2. Community radio handbook, UNESCO New Delhi, 2001
3. Ground Realities, Community Radio in India, 2011

4. Statement of problem:
Radio is about the listener, but with big radio stations this is not always been the case. Content on privately
owned radio stations has always been controlled by the management and is market driven. Government
policies have also imposed restrictions on content even though content is designed keeping listeners’
interests in mind.
This study is mainly focused on to know how the community radio stations are operating working as
catalyst agents in bringing out community information which leads to shape up social changes within the
locality.
Objectives:
1. To understand the need of community radio of locality within the geography
2. To study and examine participatory approach of the members of management committee of a CRS.
3. What is reach of community radio of that locality? What challenges they face and what techniques
they do apply to overcome from the existing problem?
4. To study the programming scheduling and its formats are perceived by the local audience.
5. To explore the programming contents of radio stations that suits to the operating community of
Community Radio Station (CRS).
6. What steps has been taken by community radio for financial sustainability of the CRS.
7. How they develop and measures code of ethics of their (management community) community
radio.
Research Methodology:
This study is intended to get exposure, impact and utility of community radios in Ahmedabad. Therefore,
this research study is a based in purposive nature, because, due to short period of time, exploratory study
methodology was applied to know the relations between community radio and listeners.
1. Data Collection Strategy
Secondary sources have taken to understand the programmes and contents impact on society within
operational area of Community Radio Station (CRS). AIR Ahmedabad, Gujarat University
Community Radio (Guru Vani) and Sewa’s Community Radio (Rudi no Radio) have been taken
into consideration for this study. Focus Group study was taken into consideration for this study and
hence resource persons of CRS interviewed comprising of RJs and Technical Head.
2. Sampling Procedure:
It is a purposive study; therefore, programme contents are taken into consideration to study the
problems. Interview technique is used in this research.

5. 3. Data Analysis:
Done manually to understand the problems area and applied descriptive analysis to explore prospect
of the study.
4. Limitation:
Time, money and availability of content on net.
Analysis and finding:
As per Ministry and Information and Broadcasting, Government of India only three community radio
stations can be operated under the distance of 50 kms in rural, 30 kms in semi-urban and 20kms in urban
respectively. Therefore, within Ahmedabad city AIR, Guru Vani and Rudi no Radio is more active.
(A) All India Radio Ahmedabad:
AIR Ahmadabad started commissioning the programme on 16th April, 1949 by the hands of Shri
Vallabhbhai Patel then the Dy Prime Minister and Minister of Information and Broadcasting. The
programmes are on air and relay every day almost 18 hrs in a day starting from 05:55 to 23:13 from
Monday to Sunday. English, Hindi, Gujarati and Sindhi languages used in which daily programmes are
broadcast. 45% spoken and 55% music contents are originated in compositions of programmes. All the
programmes are composed and broadcasted based on fixed point chart schedules.
Being AIR is a national broadcaster and perhaps largest broadcasters in the world having 450+ stations,
public information is the prime importance, hence AIR out to parliament directly and is a sole responsible
entity in national interest. Therefore, AIR Ahmedabad broadcasts various programmes on youth, women,
tribal, science & technology, culture, health, special programme, entertainment followed by timely news
and current affairs broadcasts. Following are some important programmes of AIR on weekly basis:
a. Yuva vani for Youth
b. Sahiar for Women
c. Dharti no Saath for Environment
d. Sugam Sangeet for Entertainment
e. Aarogya Patrika for Health
f. Aadijati Mate for Tribal
These are the prominent programmes which are developed and broadcasted by AIR Ahmedabad apart from
daily news.

6. Critical Appraisal:
There is an Audience Research Unit (ARU) of AIR which looks after the feedback from listeners across the
presence in India about the overall programme contents being broadcasts. This unit is held responsible to
give suggestions to AIR that frequency of programme, timing and content improvement required.
But there is an independent study requires on regular basis to know the actual mood of listeners about
programme’s timing, scheduling, contents so that necessary required improvements can be done based on
the feedback received by AIR.
(B) Rudi no Radio: 90.4 FM:
In April of 2005, SEWA began its first community radio programme, entitled Rudi no Radio (Rudi’s
Radio), a weekly 15-minute programme produced and broadcast by employees of SEWA for a rural
audience. In each episode, Rudiben is informally sitting and talking with local members of her village
about things that affect them as women and as labourers. The programme is symbolically named after our
first member of SEWA who worked to spread our association’s wings to rural areas. In that spirit, the
programme extends to the Ahmedabad-Vadodara area on All India Radio-Ahmedabad (AIR-Ahm.)
airwaves, and gauging from listener response, we estimate that 500,000 listeners are tuning in weekly for
the show.
The success of 26 pilot episodes of Rudi no Radio on AIR-Ahm. was evident from listener's responses and
their demand motivated us to renew the contract with AIR. Since then Rudi no Radio is broadcast on every
Saturday from 8 to 8.15 pm on AIR. The episodes range on variety of topics like nutrition, insurance,
health, education, environment, communal harmony, agriculture, traditional art & crafts, seasons, festivals,
and more. Today, the popularity of Rudi no Radio is apparent when we receive letters from listeners
demanding regular broadcast even when there is a shift due to cricket match.
The Rudi no Radio team creates Listener's Group to increase the number of listeners and motivates them to
contribute information, recipes, music, medicines, etc. The Rudi no Radio team organize trainings,
workshops, exposure visits, video replays within Listener’s Group. The team creates Children Listener’s
Group and motivates them to listen to radio programmes and contribute proverb, riddles, drawings, etc.

7. Community Radio Station (CRS)
The response and success of Rudi no Radio motivated us to initiate Community Rudi no Radio Station
(CRS). The CRS, initiated on 26 November 2009 from SEWA Academy's Manipur, Sanand Taluka, is
broadcast on 90.4 Frequency and reaches 40 villages within 10 kms radius. The programme is broadcast
from 9 am to 1 pm and 4 pm to 8 pm daily. The radio station is the voice of villagers and women. The CRS
is run and managed by a team of community women.
Programming subjects of Rudi no Radio:
1. Gandhiji’s Principles
2. Water
3. Solar Energy
4. Sports day
5. Handicrafts
6. Nutritious Diet – Recipes
7. Agriculture
8. International women’s day
9. Birds
10. Health
11. Occupational health
12. Right to Education
Daily broadcasted on 90.4 Frequency from Manipur, Sanand Taluka
Reaches 40 villages within 10 kms radius
Time: 9 am – 1 pm
Time /
Day
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
9 - 9.30 Saptrangi Saptrangi Saptrangi Saptrangi Saptrangi Saptrangi Saptrangi
9.30 - 10 Vadhamana Vadhamana Vadhamana Vadhamana Vadhamana Vadhamana Vadhamana
10 - 10.30 Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan
10.30 - 11
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
11 - 11.30 Killol Killol Killol Killol Killol Killol Killol
11.30 - 12 Rudi no Radio Rudi no Radio Rudi no Radio Rudi no Radio Rudi no Radio
Rudi no
Radio
Rudi no
Radio
12 - 12.30 Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan
12.30 - 1
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe

8. Daily broadcasted on 90.4 Frequency from Manipur, Sanand Taluka
Reaches 40 villages within 10 kms radius
Time: 2 pm – 6 pm
Time /
Day
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
2 - 2.30 Saptrangi Saptrangi Saptrangi Saptrangi Saptrangi Saptrangi Saptrangi
2.30 - 3 Vadhamana Vadhamana Vadhamana Vadhamana Vadhamana Vadhamana Vadhamana
3 - 3.30 Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan Rudu Upavan
3.30 - 4
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
Vadlo Bole
Chhe
4 - 4.30 Killol Killol Killol Killol Killol Killol Killol
4.30 - 5 Rudi no Radio Rudi no Radio Rudi no Radio Rudi no Radio Rudi no Radio Rudi no Radio Rudi no Radio
5 - 5.30 Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan Satvik Jivan
5.30 - 6
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Aakash Mare
Aambavu
Chhe
Critical Appraisal:
Rudi no Radio is very popular amongst the community where station is located. It has bagged numbers of
local, national and international awards by various institutions. Noticeably, there is no regular feedback
system developed and being carried out to know the audience response about programmes which are being
aired on regular basis. Therefore, a strong feedback system needs to establish in that CRS.
(C) Gujarat University (GuriVani / Radio Unbound) 90.8 FM:
GuruVani is managed by Gujarat University in Ahmedabad which is considered that largest university in
Gujarat state in terms of area and faculty. This CRS started operational in 30th March 2012 covers 15 kms
radios of Ahmadabad. Currently, two hours of programmes are broadcasted from 09:00 to 11:00 morning
and repeat broadcast from 16:00 to 18:00 evening on weekly basis Monday to Sunday. Programming area
covers health, education, awareness, cultural and day celebrations during content generation process. Total
800 programmes are broadcasted so far by GuruVani since inception.
Critical Appraisal:
GuruVani is also popular amongst the community where station is located. Noticeably, this CRS is
managed by students of the university and community member of that region, similar like o other CRS,
there is no regular feedback system is established to know the audience response about programmes which
are being aired on regular basis. Therefore, a strong feedback system needs to establish in that CRS.

9. Submission of Observational Findings:
1. Due to lack of management committee and active participation of members, community radio
stations are finding difficulties to carry out regular qualitative programmes.
2. Proper feedback system needs to establish for quality improvement in programme contents so that
community gets involve and feels happy. If case of AIR, Audience Research Unit, if focus, on
taking decentralization feedback of programme would be helpful of radio station to produce quality
programme which audience appreciate at the most.
3. More educational initiative required amongst the community members for content generations.
4. In this information age where digital and social media flourishing like anything and community
radio stations presence on social are almost negligible, therefore, management committee should
focus to be present on the mediums like facebook, twitter etc.
5. Experts amongst the community must be incorporated in management committee so that quality
improvement in overall functions of the station can be developed.
In brief:
The AIR and community radio are highly influential audio media and very personal in nature because of its
innate character. This is one of powerful medium wherein a management committee member works in
participatory nature for programme creation and content generation both in rural and urban India.
Therefore, importance of public service broadcasters and community radio becomes perennial as a tool for
national and community integration for overall well being of democracy.
Reference:
1. http://www.edaa.in/ (ek duniya anek awaaz)
2. http://www.radiosewa.org/ (Rudi no Radio)
3. www.oneworld.net
4. http://crfc.in/
5. http://crvc.cemca.org.in/ (CEMCA-UNESCO Communitradio Video Challenge)
6. http://uccommedia.in/ (UNESCO Chair on Community Media).
7. M Abdul Rehman Pasha, Community Radio, The Voice of Voiceless, Banglore.