The administration of community radio station F.M. 101.25 MHz Uttaradit Province

Abstract

            The purposes of this research were; 1) to study the administrations of community radio station F.M. 101.25 MHz, Uttaradit Province and 2) to study the participatory administration of community radio station F.M. 101.25 MHz, Uttaradit Province by applying qualitative research. The sample was the key Information 11 persons. The research instruments are interviews for collecting the data from documents and field studies. Collected data will be analyzed on the analytic induction, analytic induction and typological analysis. The results of the study were as follow;

1. The administrations of community radio station F.M. 101.25 MHz, Uttaradit Province in 3 aspects; 1) personnel administration found that emphasize the accordance to the regulations of Office of National Broadcasting and Telecommunications Commission and  applying principles that are public media to the people in the community to participatory and apply the knowledge received. The majority practitioners satisfied and like to work happily and all personnel preparation for the digital system in the future. Community radio station administrator takes his experience to apply the work of the practitioners by the principle of Office of National Broadcasting and Telecommunications Commission is strict. The station has strengths are the community radio broadcast model e.g. promotion of patriotism, religion king and security/safety in the society. The station has weaknesses is unskillful about the marketing. The station has obstacle is the less sponsors because of the most sponsors use the internet for advertising more than use the community radio until the event to squabble supporters between stations. 2) Budget administration found that there are frequent problems about the station’s monthly expenses. The solution of the station is meeting 1 time in every three 3 months to solve the problem. Operated by the personnel of the every department has talked and observe the problem that happen e.g. administrative and accounting explain about not enough expenses, the speaker explain the problem that why has the less supporter? etc. The station uses marketing strategy to solve the problem by emphasizing the prominence to motivate the sponsors. The station has featured of bringing a knowledgeable person to participate in the station to add variety to the listener. The strategies used are planning in many aspects, such as managing the timing, type of the list and the featured; study the audience group before that; what time period appropriate for the audience etc. 3) audience administration found that the station needs more listeners by used the methods as follows; planning to make the lists that best suits the needs of the audience, differentiate from other stations, new stories that people are most interested in at the moment, and  present the opinion for change the attitude of the audience for them be good person in the social. This can make people likes and have the audience group increase.

            2. The participation administration of community radio station F.M. 101.25 MHz, Uttaradit Province found that the station invites people with individual experience/knowledge such as local wisdoms, students, peoples, government officials and monks etc. They can participate in the radio program and can present the opinion such as; health knowledge, data about freedom of the constitution and various laws, linking people in the social to understand each other, shows the opinion about the social, economy and politics that useful to the community and participate in for the medium takes to donate money such as help  the heart disease child, maintain the public benefit and maintain a religion etc. which the station thought that participation was very important, the majority doesn't understand the objective in the administration of the station clearly, maybe it’s because the government information is not clear. The station was used to bring people in the community to participation in the radio program. The station had the process of searching and screening the people in the community, talking, they work by same station rules. People are most satisfied that is the people have brought their knowledge to self-development, family development and to adapt to everyday life happier.