K.U. Radio Broadcasting Stations : Audienceûs Listening and Factors Related

Abstract

After the K.U.Radio Broadcasting Station transmitters had been changed from AM System to AM Stereo System for a few years, this study was made to ascertain general characteristics of the audience's listening, radio programs, number, and specific socio-economic backgrounds. Some background characteristics related to listening frequencies, days, and favorite programs were also studied. A multi-stage sampling method was employed and 1,462 samples selected for this study were those who listened to K.U. Radio Stations and others. Only 751 K.U. Stations' clientele (51.4% of the samples) were interviewed and the results were as follows: About two-thirds (69.1%) of the audience were male and the rest (30.9%) were female. The average age was 42.4 years. Most of them (69.2%) completed grade 4-6, the remainder earned certificates, bachelor degrees and higher degrees. About three-fourths (74.6%) were engaged in agricultural occupation. Their average per capita income was 60,867 Baht. The sequences of the prime time of the audience were 6 -7 a.m., and 4 - 5 a.m. Three-fourths, (77.6%) could clearly listen to the stations ranked from Khon Kaen, Songkhla, Chiang Mai, and Bang Khen. For hypothesis testing of all 4 K.U. Radio Stations, the independent variables significantly related to the dependent variables as follows: (1) The male listened to K.U. Radio program more at 4-5 a.m., 5-6 a.m., 8-9 a.m.,9-10 a.m., 7-8 p.m.; but the female did more at 4-5 p.m., 10- 11 p.m. The female listened to radio more on Tuesday, Wednesday, Thursday; and they listened more to music and other programs while male focused more on documentary, news, and academic programs. (2) Positive relationships were found between the audiences' age and the listening scores in these periods of time ( 4-5 a.m., 5-6 a.m., 12-1 p.m., 5-6 p.m., 8-9 p.m.) but negative at 7-8 a.m., 10-11 a.m., 1-2 p.m., 9-10 p.m., 10-11 p.m. The age was positively related to listening scores on Monday-Thursday, religious program, and other programs; but negative to the music program. (3) Different audiences' educational levels caused different listening at 4-5 a.m., 7-8 a.m., 11-12 a.m., 12-1 p.m., 1-2 p.m., 9-10 p.m., 10 -11 p.m.; also different programs on everyday except Friday and Sunday; and caused difference in selecting music and other programs. (4) There were significantly different between the farmer group and others. The farmers listened more at 4-5 a.m., 11-12 a.m., 1-2 p.m., 2-3 p.m., 3-4 p.m., while the other group listened more at 10-11 p.m., 12-1 a.m. The farmers listened more on Monday and Friday, and also liked to listened to other programs. Recommendations: (1) All K.U. Radio transmitters should be tuned to increase clear listening ranges for responsible areas. (2) Keep those who take care of all programs inform about the research findings concerned for needed improvement and (3) Maintain the original main objective as educational broadcasting station.