RADIO PAKISTAN: A CATALYST FOR CHANGE IN AGRICULTURE

Abstract

Purpose of study: This study investigates the role of “Pakistan Broadcasting Corporation (PBC), commonly known as Radio Pakistan,” in influencing socioeconomic development in Central Punjab (2008-2013).

Methodology: The article comprises of qualitative study based on data collected from 35/35 radio programmers/producers employed at the three stations in Lahore, Faisalabad and Sargodha. This article assesses the role of radio in socioeconomic development in Central Punjab through specific information questions (SED 1-40) from the programmers and listeners each respectively. The author developed questionnaire in-depth interviews of 35 radio programmers and producers (22 males and 13 females).

Main Findings: The qualitative study analyzed programmers’ comments on topics, content, budget, expert opinion, and caller queries and suggestions for the improvement of the programs and finds that the radio meets/strives hard minute by minute to meet the audience expectations by adjusting/upgrading the content concerning socioeconomic domains on daily basis through the exchange of information between the programmers and listeners/callers during 18 hours daily transmission (agriculture two hours daily).

Applications for the study:Overall, this research qualitatively examines the role of Radio Pakistan in socioeconomic development in Central Punjab through the surveys of the programmers and listeners about the radio/government program policies, quality, topics, guests’ knowledge of topics (Annexure-I & II) Lahore, Faisalabad and Sargodha stations, and recommends that programs can be made more beneficial through investment in programming and advancement technology in the targeted areas.

Novelty of this study: The first of its kind, the study assumes that Radio Pakistan has substantially contributed in socioeconomic development in Central Punjab, catering to economic (agriculture) needs of Pakistani public. The study uses these the needs as the indicators of economic development (keeping in mind the radio transmission is dependent on independent government/radio policies, topics, budget, expert advice, caller queries for various targeted radio programs) for measuring the role of Radio Pakistan in socioeconomic development in Central Punjab.