Radio Listenership among Youth of Leh

Abstract

The most important role of any media is to educate, inform, aware and entertain the people. Since its inception in India in the year 1927, All India Radio has been playing a major role in transforming the lives of millions and especially those residing in the far-flung areas or border regions of the country. Ladakh is one of the regions where radio plays an important role as a medium of information gathering and dissemination. The present paper aims to study the importance of radio in a region like Ladakh where Internet is in short supply and All India Radio has been an important source of information and entertainment.  The study aims to understand the radio listenership patterns of youth and how it has changed with the advent of new media.