Socioeconomic Development through radio: An in-depth analysis of public education among rural listeners of Pakistan

Abstract

This study investigates the role of Pakistan Broadcasting Corporation (PBC) in influencing socioeconomic development in Central Punjab (2008-2013). The study assumes that Radio Pakistan has substantially contributed in socioeconomic development in Central Punjab, catering to education. The study used development support communication theory as theocratical framework and focused on two-way communication between programmers and listeners, believing interpersonal communication best shapes the public opinion. In addition, it allows programmers to improve the quality of the radio programs regularly. The study checked the efficacy of programs through the interviews of programmers and an audience satisfaction survey. Radio links beneficiary to the community of planners, implementers and donors of the said action. This article comprises qualitative study based on data collected from 35 radio programmers/producers employed at the three stations in Lahore, Faisalabad and Sargodha via In-depth interviews (22 males and 13 females). The qualitative study analyzed programmers’ comments on the bases of; topics, content, budget, expert opinion, 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 indicated socioeconomic domain on daily basis through the exchange of information between the programmers and listeners/callers during 18 hours daily transmission. The limited budget, less skilled staff, conventional approach and less interest of high government officials are the hurdles in upgrading medium’s capacity to engage a larger audience with more efficient results.