yasir Thesis -I

Chapter 1
Rationale
1.1 Introduction
After the effective role of radio and TV in electronic media, frequency Modulation ( FM ) has been playing an effective role to educate, inform and entertain the masses.
FM radio stations broadcast at frequencies of 87.8 –108 MHz. FM radio, and later stereo FM radio, were both developed in the United States primarily by Edwin Armstrong.
W1XOJ was the first FM radio station, granted to a construction permit by the FCC in 1937. On January 5, 1940 FM radio was demonstrated to the FCC for the first time. FM radio was assigned the 42 to 50 MHz band of the spectrum in 1940.
After World War II, the FCC moved FM to the frequencies between 88 and 106 MHz on June 27, 1945. The change in frequency was said to be for avoiding possible interference problems between stations in nearby cities and to make "room" for more FM radio channels. However, it has been alleged that the FCC was influenced by RCA chairman David Sarnoff, and that the change had the covert goal of disrupting the successful FM network that Edwin Armstrong had established on the old band.
In Pakistan so many FM radio stations have been working to provide information and entertainment to the masses. The Sachal FM 105 radio is one of those FM radio stations which has been proving to be the best sources of entertainment and information. Sachal FM 105 started its transmission on 19th July 2004. The program of FM 105 radio station has been gaining a high pace in terms of audiences. Sachal FM 105 is first radio station, which started 24 hours transmission. It has been transmitting different kind of programs based on information, entertainment, leisure, awareness and persuasion. "Sukhan-e-Bahana Huwa" program is one of those program of Sachal FM 105 which are based on music poetry and live calls. "Sukhan-e-Bahana Huwa" program has been gaining much popularity through its content and soft music. By the time name of the program and its timing has been changed but the Radio Jockey ( RJ ) and the content has remained same. Different kinds of people listen to this program. We find people, whether working or studying, listening " Sukhan-e-Bahana Huwa"; therefore it gets increasingly important to find profile of the listeners including characteristics, demographics, reading habits, interests, needs, and motives of the listeners.
A listeners profile of "Sukhan-e-Bahana Huwa" will provide a demographic summary of the listeners. A collective data can be used to focus the content of the program. Researchers recently have turned to psychographic and life style segmentation studies to construct listeners profile. Psychographic studies usually ask listeners to indicate their level of agreement or disagreement with the large number of attitudinal statement. Life style segmentation research takes a similar approach, respondent are asked a battery of questions concerning their activities, hobbies, interests, attitude. Listener profile studies are designed to provide management with additional insights about editorial aims target audiences and circulation goals. In addition, they give advertisers a multidimensional portrait of the listeners, So such kind of studies has been given much importance in mass media.

1.2 Statement of Problem
In electronic media, specially in the FM radio station, so many programs have been broadcasted to catch the audience’s attention. Sukhan-e-Bahana Huwa program is one of the famous program of the famous FM radio station, Sachal FM 105. Deferent people listen to Sukhan-e-Bahana Huwa program belonging to deferent class, age, profession, lifestyle, behavior, and attitude. Profile study of the listeners of Sukhan-e-Bahana Huwa program is to find out the demographic and psychographic information of listeners. The purpose and objective of the study is to find out profile of the large number of listeners including their Age, life style, hobbies, interests, attitude, agreements, and disagreements. Different kind of people, having different kind of life style, uses mass media. The results of this study will provide useful information to the field of Mass Communication.

1.3 Review of literature
Country Radio Station (2003) of USA conducted research about listeners profile. They found that 33.5% of country music listeners reside in the top 25 DMA's; Over 25% of adult radio listeners tune to country radio weekly. 41.8% of adult country radio listeners are between the age of 25-44. 51% of radio listeners are heavy users. 63.4% of the country radio listeners are married. 54.9% of country radio listeners are in families of three or more.

Kirsty Susanne Brown (JUNE 2004) conducted study on BBC Radio 2 and Classic FM. She used The News Agenda for considering the profile of and number of the listeners of radio. The study found that Listeners tuned in for an average 12.9 hours per week; 13,432,000 listeners reach weekly (27%). In total BBC Radio 2 was listened to for 173,421,000 hours.

MRI Country Radio Station (2004) USA conducted research about listeners profile. They found that 25.6% of adult radio listeners tune to country radio weekly. 43% of adult country radio listeners are between the age of 25-44. 63% of country radio listeners are married. 34.8% of country music listeners reside in the top 25 DMA's. Each week more than 45,500,000 adults listen to country radio station nationwide. More than 25% of adult radio listeners tune to country radio.

103.5 QM/FM Soft Favorites conducted research on listeners profile. They concluded that CHQM/FM reaches more W25-54 than any other Radio Station in Vancouver Canada.
CHQM/FM reaches baby boomers. 63% of the audience is female while just under two-thirds are between 25 - 54 years of age. CHQM/FM listeners are well educated. Nearly 3/4 have post secondary education and over 30% have university degrees. Over 58% of CHQM/FM listeners work 30 plus hours per week and over 1/4 are owners / managers / professionals. CHQM/FM listeners are family-oriented. Over two-thirds are married, 62% live in households with 3 or more people and over one in four have children under the age of twelve. CHQM/FM listeners are home-owners. 63% own their own home and 30% spent $2,500 or more on home improvements last year. CHQM/FM listeners are wired. Nearly 90% of listeners have home computers and more than three quarters have high speed internet access. CHQM/FM listeners are shoppers. Almost 70% spend $100 plus on groceries every week.
In addition, they index well above average in almost every single consumer category including, home decor, clothing, dining out, department stores, jewelry, shoes, toys, and automobiles. CHQM/FM listeners are planning for their financial future. Nearly two-thirds own RRSP's, over half own mutual funds, and nearly one in three own stocks and bonds. CHQM/FM listeners enjoy getting away. Over 70% took at least one vacation in the past year, indexing above average in categories such as international travel, traveling outside the province and visiting the USA. CHQM/FM listeners are active. They enjoy, racquet sports, aerobics, yoga and pilates in addition to such hobbies as gardening and reading. They also enjoy renting DVD's, going to the movies, attending amusement and theme parks, going to casinos and visiting art galleries and museums.

BBC World Service Trust (2006) conducted Research on Piyar Ka Passport: Using Radio Drama to Foster Dialogue about Social Issues in Pakistan. This report outlines key findings from research conducted after the Trust's pilot radio drama was broadcast. 'Piyar ka Passport' (Passport to Love) was broadcast on the BBC Urdu Service and FM partner stations in Pakistan in March 2006.
They concluded that drama can be effective in depicting complex social issues. Discussion fora, linked to the drama output, serve to facilitate discussion, and have the potential for a catalytic role. The preliminary research suggested that self contained episodes and clear issues that are raised and resolved within an episode serve to better focus discussion.
Of those Piyar ka Passport listeners that did perceive the pilot radio drama to have an agenda, most saw it as promoting broader themes rather than specific issues - in particular, the importance of trusting people (32%), 'love and humanity' (17%) and various issues around marriage were identified.

Conor Hayes, Dr. Padraig Cunningham conducted research on Smart Radio Considering multimedia items, Recommendation can be made to users based, on an understanding of their previous consumption or their indications of likes and dislikes. They examined two types of recommendation: content based and non-content or collaborative recommendation. They then applied out thinking to the area of new internet services such as online radio, and propose an architecture for an intelligent music radio system. They then suggested the efficacy of using conceptual clustering techniques in such a paradigm.
The paper set the scene for a sizeable period of research into smart recommendation, dynamic profiling, information filtering and the feasibility of using the unsupervised learning techniques of conceptual clustering.

Arye Perlberg; Esther Navon (1972) conducted this study on engineering and science students in Israel, deals with applicants to the Technion engineering school. In an attempt to discover the differences between those admitted and rejected, the matriculation and entrance examination grades of over 3,500 students were analyzed. In terms of overall differences, subject differences and academic variables ( place of birth, ethnic profile, socio-economic profile, educational background and the time when decision to study at the Technion was first made.

1.4 Hypotheses
1.Listeners of “ Sukhan-e-Bahana Huwa ” program are interested in poetry and soft music.
2.“ Sukhan-e-Bahana Huwa ” program reduce working stress of listeners.

3. Mostly listeners like the RJ’s way of talking of “ Sukhan-e-Bahana Huwa ” program.





Chapter 2
Methodology
2.1 Survey Method
Survey is one of the most common and prominent methods of research. The survey technique involves the collection of data about subjects, usually by selecting a representative sample of the population or universe under study, through the use of questionnaire.
It is very popular since many different types of information can be collected, including attitudinal, motivational, behavioral and perspective aspects. It allows for standardization and uniformity both in the questions asked and in the method of approaching subjects, making it for easier to compare and contrast answers given by respondents. It also ensures higher reliability than other techniques.
If properly designed and implemented, surveys can be an efficient and accurate means of determining information about a given population. Results can be provided relatively quickly, and depending on the sample size and methodology chosen, they are relatively inexpensive. However, surveys also have a number of disadvantages, which must be considered by the researcher in determining the appropriate data collection technique.
This methods is utilized by the researchers throughout their research and than this data is edited to draw out perfect results.

2.2 Sample Selection
Within the specified short term it was quite a difficult task to go through a huge population and investigate about the data, even than Researcher has selected Randomly sample of 60 respondents from the area of Naseem Nagar Qasimabad. Researcher went door to door to collect the data for the research and also observed the respondents personally.

2.3 Procedure
Researcher has taken the data for conducting research from research journals, books and digital library of Higher Education Commission (HEC). The primary data has been collected by designing a questionnaire which has asked Psychographic and demographic information from the listeners of Sukhan-e-Bahana Huwa program. Researcher did personally go door to door and had personal interviews of the respondents. While survey researcher distributed close-ended questionnaire for collecting data.

2.4 Description of Variables
In this listeners profile study of program Sukhan-e-Bahana Huwa, researcher wanted to measure these three variables including poetry and soft music. As this program presence poetry and soft music. Here term soft music refers to the slow music, Ghazals and classical form of music. By working stress researcher means pressure and tension of the work people do. Researcher tried to measure the level of release of working stress of the people by listening this program. RJ’s way of talking simply refers to the way in which host performs and presence the content of the program through the mike.

2.5 Construction of Questionnaire
Usually survey can be conducted by two types of questions that is open-ended and close ended. In former type respondent has to create his own answers, which needs a lot of time, where as the later becomes easy because in this type respondents is given few options to choose any one of them. In this research researcher has designed close-ended questionnaire for collecting data.
2.6 Collection of Survey Data
As described above, data has been collected through questionnaire by giving randomly selected respondents from Naseem Nagar.

2.7 Data Analysis
1: Which Radio station do you listen more?
Researcher designed this question to know that whether the respondents listen to Sachal FM 105 more or prefer to listen FM 101 radio station. Researcher put two options. The respond was that 8% of the respondents listen FM 101 more, and 90% of the respondents prefer to listen Sachal FM 105.
1. FM 101 8%, 2. Sachal FM 105 92%, Total 100%

2: Why do you listen to Sachal FM 105?
Researcher designed this question to know that for what purpose the respondents to listen to FM 105. The researcher applied close-ended options consisting of music, information, and leisure. Out of sixty respondents, 60% of the respondents listen to FM 101 for music; 8.33% of the respondents listen FM 101 for Information; and 31.67% of the respondents listen FM 101 for leisure.

1
For Music
60%
2
For Information
8.33%
3
Leisure
31.67%

Total
100%

3: Which is your Favorite program of Sachal FM 105?
Researcher presented this question to know that what type of program respondents like. The researcher gave three options. Out of sixty respondents, 11% of the respondents like Cosmic Waves; 79% of the respondents like Sukhan-e-Bahana Huwa; and 10% of the respondents like DJ’s Night.

1
Cosmic Waves
11%
2
Sukhan-e-Bahana Huwa
79%
3
DJ’s Night
10%

Total
100%

4: Why do you listen to program SUKHAN-E-BAHAN HUWA?
Researcher designed this question to know that what purpose or aim of the respondents who were listening to Sukhan-e-Bahana Huwa program. The options consisted of soft music, poetry, and RJ’s way of talking. Researcher gave chance to the respondents to tick more than one option given in the close-ended question.
Out of sixty respondents, 53.33% of the respondents listen to Sukhan-e-Bahana Huwa program for Soft Music.
1
Soft Music
53.33%

Out of sixty respondents, 43.33% of the respondents listen to Sukhan-e-Bahana Huwa program for poetry.
2
Poetry
43.33%

Out of sixty respondents, 53.33% of the respondents listen to Sukhan-e-Bahana Huwa program for RJ’s Way of Talking.
3
RJ’s Way Talking
43.33%

5: Who is your Favorite RJ on Sachal FM 105?
As there are many Radio Jockeys ( RJ ) who are doing different kinds of program in Sachal FM 105 and have different way of presentation, the purpose of this question is to know that the respondents choice of RJ’s. Out of sixty respondents, 13% of the respondents like Paras Abro; 71% of the respondents like Danish Mehdi; 10% of the respondents like Noor; and 6% of the respondents like Sajida Sumbul.

1 . Paras Abro 13% , 2 . Danish Mehndi 71% , 3 . Noor 10%, 4 . Sajida Sumbul 6% , Total 100%

6: With whom you listen to SUKHAN-E-BAHAN HUWA program?
The purpose of designing this question was to perceive the nature of respondents by analyzing that whether they listen to Sukhan-e-Bahana Huwa program with family, friends, alone. Out of sixty respondents, 16.67% of the respondents listen to Sukhan-e-Bahana Huwa program with family; 16.67% of the respondents listen to Sukhan-e-Bahana Huwa program with friends; and 66.67% of the respondents listen to Sukhan-e-Bahana Huwa program alone.

1
With Family
16.67%
2
With Friends
16.67%
3
Alone
66.67%

Total
100%

7: How is the format of SUKHAN-E-BAHAN HUWA program?
Researcher designed this question to observe the perception of the respondents about the formation of Sukhan-e-Bahana Huwa program that either this program is good, better, best or bad. Out of sixty respondents, 43.33% of the respondents perceive that the formation of the Sukhan-e-Bahana Huwa program is Good; 28.33% of the respondents perceive that the formation of the Sukhan-e-Bahana Huwa program is Better; 28.33% of the respondents perceive that the formation of the Sukhan-e-Bahana Huwa program is Best; and no one considered the formation of the Sukhan-e-Bahana Huwa program Bad.


1 . Good 43.33% , 2 . Better 28.33% , 3. Best 28.33%, 4 . Bad 0% , Total 100%

8: How long you have been listening to SUKHAN-E-BAHAN HUWA program?
Researcher designed this question to know that since how long the respondents have been listening Sukhan-e-Bahana Huwa program. Out of sixty respondents, 23.33% of the respondents have been listening to Sukhan-e-Bahana Huwa program since its start; 35% of the respondents have been listening to Sukhan-e-Bahana Huwa program for one year; 20% of the respondents have been listening to Sukhan-e-Bahana Huwa program for two years; 6.67% of the respondents have been listening to Sukhan-e-Bahana Huwa program for three years; and 15% of the respondents have been listening to Sukhan-e-Bahana Huwa program since more than three years.

1
Since Start
23.33%
2
For 1 Year
35%
3
For 2 Years
20%
4
For 3 Years
6.67%
5
More Than 3 Years
15%

Total
100%

9: Do you call in SUKHAN-E-BAHAN HUWA program regularly?
Researcher designed this question to categorize the respondents who regularly call in Sukhan-e-Bahana Huwa program or not. Out of sixty respondents, 33.33% of the respondents call in Sukhan-e-Bahana Huwa program; and 66.67% of the respondents do not call in Sukhan-e-Bahana Huwa program.

1
Yes
33.33%
2
No
66.67%

Total
100%

10: Which type of music you want to listen more?
The purpose of this question was to observe the respondents choice of music, which type of music respondents want to listen in Sukhan-e-Bahana Huwa program. The options were consisted of Clasical, Ghazals, and Filmi Songs. Out of sixty respondents, 25% of the respondents want to listen to Classical more; 62% of the respondents want to listen to Ghazals more; and 13% of the respondents want to listen to Filmi songs.

1
Classical
25%
2
Ghazals
62%
3
Filmi Songs
13%

Total
100%



11: How much you listen Sukhan-e-Bahana Huwa program regularly?
Researcher put this question to know that, how much time respondents spend to listen to Sukhan-e-Bahana Huwa program. Out of sixty respondents, 23.33% of the respondents listen to Sukhan-e-Bahana Huwa program full; 45% of the respondents listen to Sukhan-e-Bahana Huwa program for one hour; 13.67% of the respondents listen to Sukhan-e-Bahana Huwa program for half an hour.

1
Full Time
23.33%
2
1 Hour
45%
3
Half An Hour
31.67%

Total
100%

12: Which thing you like more in SUKHAN-E-BAHAN HUWA program?
Through this question, researcher wanted to know that which component of the program is liked more by the respondents. Researcher gave chance to the respondents to tick more than one option given in the close-ended question.
Out of sixty respondents, 21.67% of the respondents like segment of live calls more in Sukhan-e-Bahana Huwa program.
1
Live Calls
21.67%


Out of sixty respondents, 48.33% of the respondents like RJ’s way of talking more in Sukhan-e-Bahana Huwa program.
2
RJ’s Way of Talking
48.33%

Out of sixty respondents, 51.67% of the respondents like poetry more in Sukhan-e-Bahana Huwa program.
3
Poetry
51.67%
Out of sixty respondents, 61.67% of the respondents like music more in Sukhan-e-Bahana Huwa program.
4
Music
61.67%

13: Do you think this program reduce working stress?
The purpose of putting this question was to analyze that, does respondents reduce their working stress while listening Sukhan-e-Bahana Huwa program.
Out of sixty respondents, 45% of the respondents think that the Sukhan-e-Bahana Huwa program reduce stress; 10% of the respondents disagree that the program reduce working stress; and 40% of the respondents say that the Sukhan-e-Bahana Huwa program reduce working stress but some times.
1
Yes
55%
2
No
10%
3
Sometimes
40%

Total
100%

14: How do you listen to FM 105?
Through this question researcher tried to know that, which device respondents use for listening to Sukhan-e-Bahana Huwa program? Researcher gave chance to the respondents to tick more than one option given in the close-ended question.
Out of sixty respondents, 66.67% of the respondents listen to Sukhan-e-Bahana Huwa program on Cell Phone.
1
On Cell Phone
66.67%

Out of sixty respondents, 50% of the respondents listen to Sukhan-e-Bahana Huwa program on Radio set.
2
Radio Set
50%

Out of sixty respondents, 3.33% of the respondents listen to Sukhan-e-Bahana Huwa program on Internet.
3
Internet
3.33%

Out of sixty respondents, 16.67% of the respondents listen to Sukhan-e-Bahana Huwa program in Car.
4
In Car
16.67%





DEMOGRAPHIC INFORMATION

GENDER
In this demographic question it was gained information of gender. The result revealed that 73% of the respondents were male while 27% were female.

1. Male 73%, 2. Female 27% 3. Total 100%

AGE GROUP
In this question researcher categorized the age group of respondents in four categorize. The result showed that 18% of listeners belong to 15-25; 42% of listeners were between 25-35; 35% of listeners were between 35-45 while only 5% of listeners were above 45 years.

1
15-25
18%
2
25-35
42%
3
35-45
35%
4
Above 45
5%

Total
100%



QUALIFICATION
In this question researcher wanted to know the qualification of respondents. Researcher found that 17% of listeners have done Matriculation, 15% of listeners were intermediate, 42% of listeners hold Bachelors degree while 26% of listeners hold Masters degree.
1
Matriculation
17%
2
Intermediate
15%
3
Bachelors
42%
4
Masters
26%

Total
100%

COMPUTER LITERATE
In this question researcher wanted to know about computer literacy rate of respondents. Research concluded that 58% of respondents were computer literate while 42% were not.
1
Yes
58%
2
No
42%

Total
100%

USE INTERNET
In this question researcher wanted to know about Internet usage by respondents. Data concluded that 36% of listeners were users of Internet while 64% were not.
1. Yes 36%, 2. No 64%, Total 100%