Main Article Content
The objectives of the project entitled “Satisfaction with “Rattasapa Kong Rao” Radio Program in People’s Opinion in terms of Thinking Harmoniously to Reform Thailand and Being United to Rebuild the Future in the Fiscal Year 2015 were to study 1) listeners’ understanding of the Rattasapa Kong Rao radio program in 2015; and 2) their satisfaction with the program.
This was a survey research. The sample population, chosen through the convenient sampling method, consisted of 1,174 listeners of Radio Thailand’s Rattasapa Kong Rao radio program, broadcast through 50 radio stations in 44 provinces run by the Public Relations Department’s Public Relations Offices Region 1-8. The data were statistically analyzed using percentage, mean, and standard deviation.
The results showed that 1) a little more than half of the listeners were female, in the age range 18-25, and most were educated to the bachelor’s degree level. The largest number of listeners were government sector employees or state enterprises employees. The majority had no income. Most responded that they listened to the Rattasapa Kong Rao program at home 3-4 times a week from 17:00-18:00. The largest number of listeners listened to the broadcast from the Public Relations Office Region 1 in Khon Kaen Province. The segment of the program the majority of listeners liked the most was the Parliament movements news segment. 2) When listener understanding of the program was assessed, the people surveyed gave the most correct responses to questions about being a citizen of ASEAN, followed by questions about reforms to reduce unequal income distribution, about promoting harmony, about the Office of the Secretary of the Parliament, and about democratic government. The least correct answers were given to questions about citizens’ participation in politics. 3) As for listener satisfaction, overall, the listeners surveyed had a high level of satisfaction with the Rattasapa Kong Rao program. The highest satisfaction scores were for clearness of the sound quality of the broadcast, followed by up-to-date content, usefulness of content, content that met listeners’ needs, the ability of the program hosts to make the program enjoyable, the program hosts’ knowledge of the subject matter, the opportunities for listener participation, the time of broadcast, the length of the program, the program format, opportunities for listeners to share their opinions, and opportunities for listeners to ask questions. 4) Suggestions for improvement were to obtain content from more varied sources, to include local content, to present the news in a modern way, and to make the content easy to understand, even for teens and children. Some listeners also suggested that the Rattasapa Kong Rao program should add entertainment to the program, such as songs, and use more diverse program formats, especially those including listener input. Some suggested that there should be more program hosts added and that the program hosts should have good presentation skills, feelings about the content, and an entertaining presentation style. Some listeners recommended that the time devoted to listener participation should be increased and that listeners should be given more options of different channels for participating.