Department of H.Sc. Extension and Communication Management, College of Rural Home Science, University of Agricultural Sciences, Dharwad - 580 005, Karnataka, India, E-mail ID:nithabhi99@yahoo.co.in.
A study was conducted on “listening behavior of KCRS (Krishi Community Radio Station) listeners” in four villages i.e Narendra, Mangalagatti, Chikkamalligawada and Hiremalligawada from Dharwad taluk of Dharwad district. The data was collected from listeners through structured personal interview schedule and collected data were analyzed by using frequency, percentage and chi-square. The result showed that majority (81.58%) of the listeners belonged to young age category, married (69.74%) and 44.08 per cent were literates and had medium (53.95%) level of mass media participation. The result also revealed that the listeners had medium (68.42%) level of listening behavior and more than half of the respondents (57.24%) listened to the programmes only for half an hour. Majority (64.47%) of the listeners listen to the KCRS during free time. Fifty six per cent of the listeners discuss with others sometime after listening to the programmes while 32.89 per cent do not discuss. There is an association between age and size of family with listening behavior of men.
KCRS (Krishi Community Radio Station), Listening Behavior
