Radio most accessible medium for rural population

In 2018, a report by market research firm Nielsen claimed radio to be the second-most accessed media platform, outpacing social networking and losing only to television. The research, surprisingly, was conducted in one metro and one non-metro city — these are the spaces in which one would assume social networking sites to be the most accessed platform given the easy availability of mobile data services. If we talk at a larger level, a report in the Hindu suggests that radio reaches 99 per cent of the Indian population with most of the rural population relying for information on radio programmes. However, in remote rural areas, radio has established itself as a medium that not just provides relevant information but has helped sustain the traditions of culturally rich and socially diverse places.

The northern Himalayan state of Uttarakhand is one such place where radio, especially community radio programmes, have played a crucial role during critical times. This state is known for its unique environment, traditions, heritage, culture and communal harmony and its inhabitants believe that development should also be based on these characteristics. One thing that makes this cultural diversity even stronger is the exchange of intense dialogue between rural communities that helps promote community-led development. And this holds true for both Kumaon and Garhwal — administratively and geographically distinct regions of Uttarakhand.  

In Kumaon, people celebrate a festival called “Hudki Bol” during plantation of rice in paddy fields. This festival is a form of entertainment for villagers who, while working hard in the fields, sing folk songs using a folk instrument called “Huduka” (a percussion instrument). Similar festivals are a part of Garhwali culture as well. However, in the last few decades, the popularity of such festivals has decreased, leading to loss of dialogue between rural communities. As observed, one reason for this could be the increasing competition between the communities and the other, more threatening, is the ever-increasing inclination of rural communities towards materialism. Communities that earlier complemented each other’s existence are now growing distant to one another.

Re-establishing this culture of dialogue between communities is of great concern and understanding the need for addressing it, The Energy Resources Institute (TERI), had started a community radio station called “Kumaon Vani” in 2010. Today, nine years later, this station has created a niche for itself in the lives of Kumaoni people. Broadcasted in the regional Kumaoni language, this radio has become a part of the everyday lives of its people. By broadcasting programmes based on local culture and tradition, this radio station is trying to re-establish a link among rural communities. Not only this, by providing information on government sponsored schemes and other relevant issues, it has also attempted to bridge the gap between government and remote communities.

This community radio station, through its participatory programmes, allows villagers to participate, ask questions and even share their experiences with other listeners. Villagers also get an opportunity to listen to the government, non-governmental and other stakeholders associated with important organisations in the region.

EVOLUTION OF RADIO PROGRAMMES
Over the years, role of radio programmes has evolved in these rural societies. Today, besides being a platform for cultural exchange and keeping communities updated about relevant governmental and non-governmental information, it is running successful social campaigns targeting specific beneficiaries. Understanding the effectiveness of dialogue-exchange among communities, these social campaigns are also based on the same.

In the year 2016, Kumaon Vani started a programme on women’s health and nutrition. Media for Community (M4C), with help from the department of science and technology (DST), assisted in programme production. They also helped in conducting a survey of 1,000 women — all above the age of 16. A total of 1,005 women from 320 villages were directly contacted and their details were documented. The findings of this health survey were shared with an advisory committee constituted by a team from Kumaon Vani and was led by the chief medical officer of the region. The title of the programme was also decided by the committee — “Mahakta Anchal”. Accepting the challenge of broadcasting one programme every day, the radio successfully broadcasted 365 episodes with great coordination.

This programme not only created awareness among women regarding their own health but encouraged them to talk about health issues which they earlier hesitated discussing even with their own family members. Issues that had social stigma attached to them like venereal diseases and reproductive and menstrual health were discussed by women freely on this platform. An expert panel comprising of 10 doctors from government hospitals in Nainital and Almora districts and from non-governmental health institutions got associated with this initiative and promised to contribute to future health programmes as well. ASHA workers also contributed to the programme quite effectively.

Recognising the success of the 365 episodes broadcasted through their programme, “Mahakta Anchal”, the health department of Nainital district honoured Kumaon Vani. This has once again proven the fact that radio, despite the advent of various media platforms, still remains the most accessible medium for our rural population. Radio has and will continue to play the important role of bringing together different stakeholders to contribute towards the socio-economic and cultural development of people residing in the remote regions of our country.

— Charkha Features