Listenership study of Mann Ki Baat across different media

This research paper tries to analyze the broadcast of radio programme ‘Mann Ki Baat’, a weekly address by the Indian Prime Minister, Narendra Modi through All India Radio (AIR). The objective of the programme is to connect to the millions of Indian citizens across the country and deliver his vision and framework of development. The paper also tries to analyse the effectiveness of radio as a medium of communication. The study is done among the members of a radio community on Facebook namely ‘Radionama’ which is quite an active group and operational since 2011. This was purposefully done to gauge the perception among listeners of ‘Mann Ki Baat’ using different media. The paper's main position is that radio is very effective medium of mass communication especially when issues related to development are to be delivered.