INFLUENCE OF RADIO PROGRAMS ON DEVELOPMENT OF SMALL & MEDIUM ENTERPRISES IN CENTRAL PUNJAB PAKISTAN
Keywords:Pakistan Broadcasting Corporation (PBC); Radio Pakistan; socioeconomic development in Central Punjab through the radio; Small and Medium Enterprises (SME) on Radio Pakistan.
This study investigates the role of “Pakistan Broadcasting Corporation (PBC), commonly known as Radio Pakistan, in influencing socioeconomic development in Central Punjab (2008-2013). It reviews literature on socioeconomic development through radio in many countries by Stephen Barnard (2000), William Faulder (1984), ShaziaMaari (2009) and Mary Myers (2011) and others and the archives of Finance Division of Government of Pakistan (GOP) on socioeconomic development in the country (2008-2019). The first of its kind, the study assumes that Radio Pakistan has substantially contributed in socioeconomic development in Central Punjab, catering to infrastructure and internationally funded big projects such as China Pakistan Economic Corridor) needs of Pakistani public.
Radio Pakistan relies on, what WHO calls, the drill of development support communication, a multisectoral process for sharing information about agendas and deliberate actions for development. This medium links beneficiary to the community of planners, implementers and donors of the said action (“Development,” 2001). They share information and answer the queries of listeners in radio programs.
The article comprises of quantitative studies based on data collected from 1000/1M random listeners/callers from Lahore, Faisalabad and Sargodha zones, covering 300 km², 120 km², and 50 km² geographical areas respectively (Punjab:205,344km²; Pakistan: 796,095 km²). This articleassesses the role of radio in socioeconomic development in Central Punjab through two survey questionnaires by asking 40 demographic and specific information questions (SED 1- 40) from the programmers and listeners each respectively. The author developed questionnaire for closed ended, telephonic interviews of 1000 random listeners/ callers (636 males and 364 females). She collected authentic data with the help of two assistants for the qualitative study, and 55 assistants (30 males and 25 females), for the quantitative without any intervention/prejudice by the Corporation/radio in good faith and analyzed.
The validity and reliability are ascertained that the quantitative study that relies on correlation, factor analysis and variance tests between certain demographic (age, gender, education) and non-demographic variables (satisfaction with program policies, quality, guest’s knowledge of the topic, the topic, and style or format of each of the types of radio programs). It finds correlation between different demographic and socioeconomic indicators.Listeners’ satisfaction is positively correlated with their interest in most programs on socioeconomic development. The data indicated respondents are highly influenced by programs on small and enterprises (3.96). Audience depends on radio program to gather information and spread the word of mouth concerning health awareness, business, trade and agriculture.
Overall, this research quantitatively 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.