A Study of Community Radio Audiences (Public Sector) in Northern Region

Abstract

 This research aimed to study on community radio audiences (public sector) in northern region. Local radio station, founded accordance to the intention of the Constitution of the Kingdom of Thailand Act of 2540. Oriented people in the community to participate in various stages and activities by focused on community’s content to benefit the community. There are 4 objectives of this research: (1) To explore audiences’ demographic characteristic, pattern of exposure and satisfaction of content exposure from community radio in northern region. (2) To study the understanding of audiences in northern region toward roles, philosophy, principle and the existence of community radio stations. (3) To study the awareness of audiences in northern region toward the impact of community radio on the way of life, culture, lifestyle, etc. (4) To study the participation of audiences in northern region with the community radio station such as foundation, operation, monitoring and evaluation of ethical issues against community radio stations in the area. The research methodology combined depth interviews, and non-participant observation. It was found from the study that most of community radio audiences in northern region are middle-aged and elderly groups. Audiences listen to the radio program from community radio approximately 1-3 hours per day, 1-3 day per week. They mainly listen to community radio program in the morning before noon and during the early evening while doing other activities. In term of audiences’ exposure, they mostly listen to the community radio with their folks or families, for only one station. An unclear listening, interference and overlap of radio signal are considered as major problems of audiences’ exposure.