1 Community Radio

Brief Introduction

Hello Friends, I am sure you are enjoying the discussions on e-Extension. In the first week we discussed about the basics of communication and information-communication technologies, wherein we tried to discuss about the concept of human communication, information needs of farming community, pluralism in extension, challenges of integrating information-communication technologies for agriculture and agricultural extension and we talked about market led extension. So the things that what we have discussed so far. If you have any questions, I request you all to be part of the forum activities. You can keep your questions. You can put your questions there. So that questions will be answered by meor if you have anything to share or anything needs to be modified, or anything that you feel interesting, just you can share so that it is a learning opportunity for all of us.

In this week we will be discussing about the journey of ICT application in agriculture. So it had its beginning, way back in early part of this 20th century. We started this journey with the radio. Later the concept of community radio was introduced. We will be discussing about that. Then we will be discussing about the concept of e-readiness, then AGMARKNET, Hole in the Wall and Knowledge Management initiative; the concept of knowledge management. So this is how the journey of inculcating this information-communication technologies in extension services made a beginning.

Functions of Mass Media — Dysfunctions of Mass Media:

So in the first topic that we will be talking of the community radio. Before we exactly enter into the concept of community radio, let us look into the functions as well as dysfunctions of mass media. When we look into the functions of mass media,

• It has a basic function of delivery of information to the masses. It is being done by the mass media.
• And through providing appropriate information, it builds the social leadership as well as prestige among the members of the society.
• And another important function of mass media is to provide entertainment
• And it transmits social heritage, so that the generations are going to remember the socialcultural aspects of a society, community with the help of the media.
• And it also involves propaganda activities, which are paid in nature, which are being promoted by an individual or an institution, specially the private sector organizations
• It also helps in cultural growth.
• And it helps in socialization function in case of imbibing social norms, customs etc etc.

So these are the functions of mass media. In addition to these functions, there are certain dysfunctions of mass media also.

• The first dysfunction of mass media is narcotizing dysfunction, which can largely be understood by the process of substituting talking for doing. We became resistant over a period of time regarding that particular issue. We keep on talking about this, we keep on discussing about this but we don’t do anything in that direction. So that is how we try to narcotize ourselves with the media, and media is playing that narcotizing role.
• Then monopolization is another dysfunction of the mass media, wherein it tries to dominate over the behavior of the members of the society.
• The third dysfunction is the canalization. It tries to form the attitude of its listeners, viewers, readers in a particular direction. So that is how we say that it is canalizing. If you can observe the behavior of the media, they are supporting a particular ideology, and they are opposing a particular ideology, because they like it or they don’t like it. But largely the interest of the masses are being sabotaged in this particular process.
• The next dysfunction is the inoculation, which can be understood as the procedure of making an individual resistant to the counter propaganda. For example, we talk many things about the corruption. Even though prima-facie we all feel that it is a bad thing, but given an opportunity, everybody wants to be part of that, so that’s what is the inoculation effect. So we try to make it part of our behavior. So that’s what is the inoculation dysfunction of mass medium.

Democratic Participant Media Theory – The Principles of the Theory:

So with this now let us move on to one theory which says that democratic participant media theory. There are a number of theories related to media. But one relevant theory which is supporting the democratization of the media. So that we will be discussing, which is known as democratic participant media theory. This theory emphasizes on the needs and interests as well as aspirations of the active receiver in a political society. Each and every member of the society should be taken care of; his needs as well his interests; in the sense that, so he has a right to communication as well as he has the right for relevant information. Both these things are ensured in this democratic participant media theory, for which they propose that there should be small scale settings of community interest groups and subculture, which are interested in the media activities. So that’s what is the part of this theory.

So the principles of this theory include, the individual citizens and minority groups have right to communicate. And that is why they should have the freedom to be part of these media activities. Then groups, organizations and the local communities should have their own media. So that is how the concept of community radio came into existence. The organization and content of media should not be the subject of the centralized political or the State bureaucratic control. It means the local communities have control over the contents that is to be broadcasted in the media. And in a local setting the media contents are being organized under the control of the societies.

Then the small scale, interactive and participative media forms are better than the large scale, one way and professionalized media. For example, if you have Doordarshan or if you have All India Radio at every district headquarter; how many people can be part of the activities of these institutions. But the moment we start decentralizing them at Panchayat level, at village level, at cluster level, so that maximum number of people can be part of the media activities. So that is what is the idea behind.

Radio:

Now let us have a brief history of development of radio.

• The potentials of radio include. It has a vast potential for communication.
• Because in the language of development it is said that if you are going to disseminate the appropriate information, that itself is equivalent to development dissemination, because the right information can bring right change. And that change we try to identify as the development.
• And radio is one of the low cost medium of communication, affordable to everyone. Nobody can say that I cannot afford radio.
• And it is effective and widespread. Use of radio motivates us to harness the potentials of radio.
• Radio broadcasting in started in India way back in 1927, with 2 privately owned transmitters in Bombay and Calcutta. So that is how the beginning of the radio was there.
• All India Radio was established in 1936. And it renamed as Akashvani in the year 1957.
• The first news bulletin was broadcasted on 19th January, 1936.

So these are some of the historical aspects related to radio.

What is Community Radio:

Now we will be moving on to the concept of community radio. Radio we are all aware of, but what is this community radio and how can we make use of this concept of community radio in extension services is the issue here.

• The radio which is by the people, for the people and of the people can be identified as the community radio. So this is what, with the help of a theory we tried to explain that. It is small scale settings at the village level. Participation of the members of the community. So that’s what is being ensured through this concept of ‘by the people, of the people and for the people’.
• And it is extraordinarily invisible medium. So with a only one room kind of a setting, so we can reach the entire population.
• And it gives voice to the voiceless, because there are talents everywhere, in every corner of the country, but they are not getting opportunities. Through such platforms we can provide opportunities to them.
• And a community resource and a storehouse for traditional knowledge and culture. With the programs that are being produced over a period of time. So that becomes the storehouse for the maintenance of the culture of that particular region.

Community Radio Policy in India:

The community radio policy in India had its roots in the judgement of the Honorable Supreme Court in the year 1995, wherein they said that the airwaves are the public property, and to be used for the public good. Earlier it was under the control of the public sector, but with the judgement of the Honorable Supreme Court it became a public property. And that is how the radio waves; the private players also started coming up in the using of radio waves.

• The first community radio guidelines were issued by the Ministry of Information and Broadcasting in the year 2002.
• And in the year 2006 the broader policy guidelines were launched, which motivated the individuals, institutions and the communities to establish the community radio concept.

The C.R. Policy (2006):

The policy of the community radio which was instituted in 2006, said that

• Non-Profit organizations, educational institutions registered for more than 3 years are eligible for the establishment of the community radio.
• And they should serve the specific purpose of a local community.
• Then community radio ownership and management structure should be reflective of the community that it is going to serve. So whatever the area that you are going to select, whatever the locality that you are going to select, that should be reflected in the radio programs also.

So then the question comes, who are eligible people

• Registered societies and autonomous bodies.
• Public trusts registered under the Societies Act.
• As well as the educational institutions are eligible bodies, who can own the community radio.

Now the question arises who are not eligible to own a community radio.

• So basically the individuals are totally discouraged from this because the activities that are being proposed thought this community radio are on a community basis. So that is how only the institutions are getting the permission.
• Then the political parties and their affiliate organizations. Because the community radio is not meant for promoting any political idea. So that is why the political parties are being kept away from this.
• Then organizations operating with a motive to earn profit. That is the business organizations or the corporate organizations, cannot get the permission of community radio, because profit maximization not serving the society.
• Then organizations expressly banned by the Union and the State Governments, cannot own the community radio.

So these are the institutions who cannot own the community radio. But rest other institutions are there.

Funding and Sustenance:

Then what are the funding as well as sustenance of the community radio

• The government does not have any schemes to fund the community radio stations.
• But the Ministry of Agriculture keeping the interest of the farmers as well as the farming community in view. And through Krishi Vigyan Kendras, so they are promoting the concept of community radio.
• Then the international organizations like UNICEF and UNESCO, are funding the community radio stations.
• Then capital cost and running expenditure to be borne by the community radio operations. Whatever the small scale programs that they are operating and the fund generated through advertisements are becoming the source of funding.
• Then advertisement is permitted only for 5 minutes per hour of broadcast. So it is not that advertisements should not dominate the main programs for which the community radio has been established.
• And whatever the revenue generated that is rolled back for maintenance of this community radio.
• Then sponsored programs only by State and Central Govts. Because they are also providing certain funds through these activities. So that is how such programs are accommodated here.

So this is how the funding as well as sustenance of the community radio is going on.

Challenges:

The challenges before the community radio include.

• Building a sustainable business model, because the reach of these community radios is having a very limited area of maybe 5 km range or 10 km range, in certain cases it is 30-40 km range. But whatever the advertisements or the operations means the programs that what we are broadcasting through this community radio. So it is having that limited reach, so that is how generation of funds is itself one of the challenge. That is how we are not able to develop that business model.
• Then involvement of women and marginalized is becoming a problem. Even though the basic purpose behind establishment of community radio is to make such disadvantaged sections of the society part of this program, but still it has become a challenge.
• Then finding NGO’s with the right philosophy is another issue. Because when we talk of non governmental organizations, there are good number of positive aspects at the same time equal number of negative aspects are also associated with these NGO’s. What is their intention; that is dominating here.
• Then relevant training and capacity building is one of the important challenges, because we need trained technical manpower for operation, for program production, for editing and for broadcasting. So that is, availability of such trained manpower itself is another issue.
• Then building local support, structures as well as networks is another problem, because community may or may not support such ideas over a longer period of time.
• Then building local maintenance and support is another issue

And put together we can say that the biggest challenge is ensuring the community ownership of this community radio, itself is a challenge but given an opportunity it is an excellent instrument

Examples of Community Radio:

Now coming to the examples of certain community radio.

• The Delhi University took a lead in this regard. And you can see the number of programs that are being operated by this Delhi University community radio. the different programs that are being operated, by the students that includes a range of programs, wherein the students are party to that and it is an excellent learning opportunity for each and every student to be part of that.
• And the format of these programs include

o Interview. Maybe the successful student or a prominent teacher, or a successful professional is being interviewed.
o Then straight discussion with the students or the faculty members etc.
o Then students are designing certain dramas
o And what is the opinion of the majority regarding a particular issue. That is the current issue. So that is also being broadcasted through this media, through this radio.
o And the poetry and other cultural aspects are being taken care of.

Now coming to certain examples in different parts of the country, how they are operating. So this is the community radio that is being operated in the State of Karnataka. So which said that Kelu Sakhi (Listen a Friend), so this is what is the translation of that. So which was launched in Dec, 2006 with the support of IT for change, an organization based at Bangalore, and Mahila Samakhya of Karnataka which is autonomous body of the State Govt. So put together they started organizing these community radio programs. The dominant programs that they organized, include the educational programs, health programs, political institutions and the capacity building etc. were the program formats that they organized.

Then coming to the community radio that we can find in Gujarat, that is Kunjal Panchi Kutchji, so that is the Gujarati name. So an NGO, that Kutch Mahila Vikas Sangathan took the lead in launching this community radio station. The focus is on the participation of the women in the village level Panchayats.

Then Namma Dhwani is another community radio. Which was launched in the Kolar district of Karnataka in March, 2003. The listeners of the community radio, basically the illiterate women. The programs are produced for them.

Another example of the community radio include, that is Mandakini ki Awaaz. So this was launched in the State of Uttarakhand. Basically it was supported by the UNESCO and the local NGO’s. So these are the institutions which are coming up for the establishment of community radio. So let us look into some more examples. So Anna community radio station. So basically Educational Multimedia Center, Anna University launched this program. This institution in Chennai, Tamil-Nadu. And another example from Rajasthan, APNO Radio. And another example from Tamil-Nadu, Sivanthi Community Radio station. And Radio Active CMS Radio in the State of Lucknow, Uttar Pradesh. And VidyaVani, the Dept. of Communication Studies, University of Pune, launched this station. Then Vishnu Community Radio station in the State of Andhra Pradesh. Again another station from Gujarat and one more station from Pune, Maharashtra.

So it means that there are a number of community radio stations that are coming up. But looking into the target, the achievement is very less. Maybe motivating the society, participation of the people are some of the key issues in the establishment of this radio. Because if you look into the figures, right now in India we have around 400+ community radio stations. But the similar number is also observed in our neighboring country Nepal. So looking into the population as well as the geographical nature of Nepal. So the number of community radio stations are more in Nepal compared to the Indian context.

Conclusion

• To conclude we can say that radio has the potential to reach the actors of development, which we call them as the society, the people, the farmers etc etc.
• And it is easily accessible, affordable and there is no need of additional skills in operation of the radio, in making use of the radio, in getting the benefits of radio.
• The challenge of appropriate content development for farming community is there. In view of their needs is the biggest challenge that the community radio is facing. We hope over a period of time we can overcome these things. And we can make it a reality.

With this we are coming to the conclusion of this discussion, and in the next discussion we will be taking it up on the concept of e-readiness which is very interesting topic. How you can be e-ready. And what are the indicators and the elements of e-readiness, that we will be discussing.

Thank You.