Vol. 10, Special Issue 10 (2021)

Author(s):
W Sai Ravali, Dr. R Neela Rani, Dr. M Prasuna and Dr. S Suchiritha Devi

Abstract:
Technology has very well developed and the information will reach the people within the fraction of seconds. Information has become an indispensable part of our everyday life. It may reaches through different mass media namely Newspaper, Television, Mobiles, Exhibitions, Dramas and Radio etc. Among them, Radio plays a vital role in informing and educating the people and also provides them with healthy entertainment. The present study was undertaken to find out the knowledge levels of listeners and non- listeners of Chenu Kaburlu programme. Ex- post facto research design was used for the study. A total sample of 120 respondents was selected in which 60 listeners and 60 non- listeners through purposive random sampling method. The study was conducted by using a structured interview schedule. The data was analysed using frequency and percentage. In this study the result revealed that majority of the listeners were belonged to young age (58.3%) whereas non- listeners were belonged to middle age (40%). Majority of the listeners had education up to High school (38.33%) and in case of non- listeners most of them had education up to primary school (35%). More than half of the listeners had medium extension contact (80%) and non- listeners had low extension contact (55%). More than half of the listeners had high mass media exposure (63.3%) and non- listeners had low mass media exposure (53.3%). Majority of the listeners had medium Socio- political participation (65%) and in case of non- listeners had low Socio- political participation (56.7%). More than half of the listeners had high level of aspiration (75%) and non- listeners had low level of aspiration (23.3%). Most of the listeners had medium level of knowledge (53.3%) whereas in case of non- listeners (58.33%) had low level of knowledge. The result reveals that there is a significant difference in knowledge levels of listeners and non- listeners of Chenu Kaburlu programme which shows that the program is more effective in disseminating the knowledge to the listeners.