Social Marketing Techniques in Community Radio Practices
Sunil Belladi1, Shyamsunder Chitta2, Hariprasad Soni3
1Sunil Belladi, Assistant Professor, Symbiosis Centre for Media and Communication, Pune, Symbiosis International (Deemed University), Maharashtra, India.
2Shyamsunder Chitta, Associate Professor, Symbiosis Institute of Business Management, Hyderabad, Symbiosis International (Deemed University), Maharashtra, India.
3Hariprasad Soni, Assistant Professor, Symbiosis Institute of Business Management, Hyderabad, Symbiosis International (Deemed University), Maharashtra, India.
Manuscript received on October 19, 2019. | Revised Manuscript received on 22 October, 2019. | Manuscript published on November 10, 2019. | PP: 2914-2918 | Volume-9 Issue-1, November 2019. | Retrieval Number: A9107119119/2019©BEIESP | DOI: 10.35940/ijitee.A9107.119119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The first Community Radio Station was set up in India in the year 2006, and presently there are over 251 such operational radios in the country. The paper sets out to locate Community Radio in Indian context, and its practices based on the conceptual definition and framework of social marketing as proposed by Philip Kotler, Alan Andreasen and others. Historically Community Radio has evolved as an alternative to the mainstream media which failed to focus and give due attention to issues and concerns of rural people in general and marginalised sections of the society. The paper maps the practice of Namma Dhwani Community radio which has been broadcasting for over a decade in the state of Karnataka to the Social Marketing techniques, in promoting social ideas to bring out a change in the attitudes and behaviour. The specific objectives of the paper are to explore how Namma Dhwani draws from the theory of Social Marketing, in its implementation of commercial marketing techniques and to understand the role of Community Radio in empowering the community and bringing about a change in behaviour. A case study method approach has been adopted and the paper is conceptual and descriptive in nature.
Keywords: Community Radio, Social Marketing, Namma Dhwani, India, 6Ps
Scope of the Article: Marketing and Social Sciences