Listening behaviour of community radio listeners in Medak district of Andhra Pradesh

The study was carried out to determine the listening behavior of community radio listeners and causative effects of profile characteristics of community radio listeners of Medak district of Andhra Pradesh. The profile characteristics under study were age, education, occupation, land holding, experience in farming, house hold, utilization of information sources, socio-politico participation, time spent in house hold and farm activities and traditional media exposure. The study revealed that majority of community radio listeners had very high level of listening behavior. The profile characteristics namely time spent in house hold, farm activities, and economic activities and traditional media exposure correlated significantly with listening behavior of community radio listeners at 1 per cent level of probability and age, education, experience in farming and leisure time at 5 per cent level of probability. Among them, the correlation of age, primary occupation, land holding, experience in farming, house hold, time spent in economic activities, leisure time and traditional media exposure with listening behavior were positive, while all the correlations were negative.