Unarvu

Impact assessment of the Community

Radio Awareness Programme for Tribal
development in Wayanad District,
Kerala

Community Radio Mattoli,

Dwaraka, Nallurnad PO,

Mananthavady, Wayanad District
Kerala State
Phone: 04935 242008. Mob: +91 9446034422
Fax: 04935 240066
e-mail: radiomattoli@gmail.com
web: www.radiomattoli.com

Introduction
Radio Mattoli has been broadcasting tribal development programmes both in tribal
languages and Malayalam since the radio station was launched on 1st of June 2009.
Radio is one of the main sources of information and entertainment for the majority of
Tribal people in Wayanad. Due to lack of electricity and other related amenities, the
most accessible and affordable means of communication technology available at present
is nothing other than radio. In January 2014, in association with Tribal development
department of Kerala Radio Mattoli begins production and broadcasting of programmes
for the development of tribes in Wayanad district. The series titled Unarvu
(awakening) aims at various elements including livelihood, health and education etc.,
apart from fostering socio-cultural-economical aspects of tribes. Having spent half a
decade in community broadcasting now the team of community Radio clearly
understands multiple problems prevailing among the tribes and knows how to tackle
the issues utilizing the potential of the Information Communication Technology tool,
Radio Mattoli 90.4.
The broadcast of Unarvu series is started on 15th of January for a period of one year.
Tribal folks immensely benefit from Radio Mattoli awareness programs on health,
education, promotion of tribal culture, employment generation etc. It has been
expressed by many Gram Panchayath members that after the introduction of short
modules through CRS on the necessity of Gram Sabhas and the participation of Tribal
folk in Oorukoottam. There is a remarkable increase in their active participation, in
certain areas of Wayanad district, where the Tribal communities are regular listeners of
Radio Mattoli.

While formulating the programmes and the contents of the programme, Mattoli has
adopted participatory approach in content preparation by including our listeners too.
With this approach Tribal youth became active participants in the radio programs,
starting from the planning of the programs till its broadcasting. A special team was in
place for the coordination of the activities of the programme. The team first framed the
broad objectives of each programme and they got them vetted by the experts. Based on
the broad objectives the team prepared the short audio documentaries on variety of
topics, ranging from information sharing, preservation of culture, tribal development,
education etc... Thus Unarvu programme have acclaimed positive responses from the
tribal community. This fact is validated in the impact study of phase I done in the second
half of the programme.

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The main focus of the 15 minutes documentary series in Unarvu, were as follows: The
social evil of alcoholism and substance abuse. Unarvu series strive to address it
effectively. Second focus is the revival of tribal culture and languages. Thirdly, the
programmes strive to improve the health and nutrition among the tribal families. As the
fourth objective the programmes air information on tribal welfare schemes on a real
time basis. Lastly the programmes focus on sensitization programmes that showcase
various development schemes of the government.

Foreword...
One of the important target groups of Radio Mattoli is the Adivasis (indigenous people)
in Wayanad. We started radio broadcasting on 1st June, 2009 and from Day One
onwards, programs in tribal dialects were aired. This was a conscious act, to ensure
more visibility to the life related problems of Adivasis, in their own language and
cultural flavour. The programs on different subjects in variety of forms were visualized,
planned and carried out by selected and trained tribal young people, under the guidance
of experts in the respective fields.
Realizing the effectiveness and impact of these programs, we approached the ST
Development Department, through TDO Mananthavady requesting partial financial
support for its continuity and it was granted by the District Working
Group. The Adivasis received the program with unprecedented enthusiasm. Their
listening tools were radio sets and mobile handsets. Non availability of sufficient
number of radio sets in tribal settlements paused a problem for accessing the program,
and we requested the Government to provide one radio sets each to all the tribal
settlements in Mananthavady Taluk in the 1st phase of the program and that too was
approved.
After completing the 1st phase of the program the Advisory Committee decided to do an
impact assessment study of the completed phase, before submitting the proposal for the
second one. As a result of that decision this study was undertaken, using scientific
methods. The findings are highly rewarding and encouraging. There is every
justification for continuing Unarvu program through radio Mattoli.
We place on record the contributions of the Managing Committee of radio Mattoli in
making Unarvu, a success. Role played by the nine member committee behind planning,
reviewing and course correction of this radio series is commendable. The official
members of the Committee, viz. Mr. Vanidas (TDO Mananthavady), E.G. Joseph (Rtd.
Asst. Director, ST Dept.), Smt. Usha Vijayan (Member District Panchayath) and Smt.
Margaret Thomas (Member, Mananthavady Block Panchayath) deserves special
mention. Mr. Jaimon C Uthup, the former consultant of radio Mattoli helped us in data
analysis and report preparation. Gratefully we remember him. We acknowledge with
gratitude all the staff members of radio Mattoli, the tribal stringers, and all those who
willingly participated in the study.
We at radio Mattoli, once again reiterate our commitment to continue serving the
people of Wayanad, particularly the voiceless...

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Dr. Fr. Thomas Joseph Therakam

Station Director.

Data Collection in progress

Executive Summary of the findings of this study

1. Unarvu radio documentary programme is extensively listened by tribes
especially the women. They find it as a handy tool to gather beneficial
information and entertainment.
2. Both youngsters and elders are interested in radio programmes as they satisfy
the needs of the different age groups.
3. Literates and illiterates listen to the community radio programme. Since the
radio programmes under the Unarvu series are focussing more on general topics,
they find it as a resourceful programme.
4. The traditional patterns of tribal hamlets are undergoing changes and segregated
family units are gaining importance. In this situation the radio communication is
considered as equivalent to the communications of the head of the tribal hamlets
in yester years.
5. The reason for preference of the people on Radio Mattoli over other media such
as news paper and television is that the radio programme is the only means
where they can receive and listen to information in their own dialects.
6. Radio handset was found to be the most sought after choice to hear the Unarvu
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series. Further it was also pinpointed that there is lack of availability of radio

handsets in the hamlets/families, thereby hampering the listenership of the

tribal families to programmes of their choice.
7. Unarvu series of community radio programme supported by the Tribal
Department is well received by the tribal community as majority of the
respondents reiterated that they are regular listeners and not interested to skip
even a single program.
8. People are happy with the community radio based developmental awareness
programme as they do not have to compromise their works to listen radio
programme while working.
9. The most preferred time slot to hear the radio programme is in between 3pm to
11 pm followed by the morning slot of 6am to 9 am.
10. Unarvu programme topped the list among all the programmes of the Community
Radio finding favour with 94.7% of the respondents.
11. A range of information on benefits and schemes of government towards
developmental initiatives in Wayanad has been shared through the radio
programmes and people consider this as the reason behind their love towards
Unarvu programmes.
12. Lots of changes have happened in the families after listening to Unarvu series of
programmes. Some of the points mentioned by people are cleanliness, personal
hygiene, de-addiction, reduction of substance abuse, stopping of betel chewing,
promotion of ethnic food habits in family, initiation of savings, protection of
tribal culture, reduction in quarrels in hamlets and families, accessing the
welfare schemes of government and further improvement in the status of living,
promotion of organic farming and personality development.
13. 80% of the respondents added that they had a boosting in their self esteem after
listening to the Unarvu documentaries.
14. People shared that the biggest menace in the hamlet is related to addiction habits
and Unarvu programmes have to focus more and more on the subject.
15. All are satisfied with the contents of Unarvu Radio Documentary series and have

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suggested topics for further improvements.

Synopsis
Introduction
A study conducted in April 2012 by Radio Mattoli in 38 tribal hamlets in Wayanad
covering over 1200 households reviles that only 50 percent of the hamlets were
electrified and the information needs of 23 percent of the households are met by other
media like newspaper, television etc... Which never carry news/programmes in tribal
dialects. Over 70 percent of the tribes listen to Radio Mattoli. So the influence of radio is
very evident among the tribes. Thus the seed for the tribal welfare programmes as a
pioneering experiment in social change communication, the tribal friendly programmes
titled Unarvu was sown. The main aim of the programme was ensuring a quantum
leap in the socio economic awareness of tribes by providing development education and
awareness through Community Radio Service
The community radio programs were explicitly oriented toward the needs and concerns
of the Tribes especially the marginalized, women, cultural minorities, children and the
underprivileged. Programs aimed at protection of, health, environment culture,
information sharing and natural resource management were expected to improve the
life of tribes. Upon completing one year of the implementation of the project, there is a
need to assess the impact of the project and to draft the future trajectories of the
project. Hence it was planned to assess the impact of the Unarvu series of radio
awareness programmes in selected villages of Wayanad District.

Objectives

To assess the impact of radio awareness programmes to create behavioural

changes among the tribal community towards alcoholism.
To study whether the radio awareness programme has helped them to increase
their awareness on health and nutrition
To assess the success in sharing the information related to tribal welfare
schemes and initiatives by the government.
To pinpoint the future course of interventions under the Unarvu series of
development communication among the tribes.

Hypothesis of the Study

Unarvu; the tribal empowerment programme aiming at quantum leap in the socio
economic development of tribes by providing development education and awareness
through Community Radio Service has brought about positive changes among the
tribes.

Structured questionnaire was used in the survey among the respondents of the Unarvu
Community Radio Programme impact assessment listenership survey.

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Tools for Data Collection

Unit of the Study

Families listening to the Unarvu tribal empowerment programme were the unit of the
study.

Universe of the Study

The universe of the study was Mananthavady Taluk of Wayanad District.

Sampling
Random sampling method was adopted for the listenership impact assessment survey.

Analysis & Interpretations

The survey was conducted in the month of September and October 2014. A team
comprising of three enumerators along with the tribal facilitators were put in place for
the survey. A team of experts from Community Radio and activists working for the
empowerment of the tribes vetted the questionnaire and the same was presented
among the enumerators. On 19th of September the members were given proper training
on conducting the survey. In addition the team did a pilot study in the neighbouring
area of the Radio station. The pilot study brought out some loopholes in the
questionnaire and further the same was bridged by amending the survey format. In the
month of October, 75 families were surveyed and quality time was invested for the
survey to gather critical and suggestive information. Once the survey was completed,
the data were entered into Statistical Package for Social Sciences software for analysis
and interpretations. The analysis of the study depicts the following.

Individual attention given to interviewee

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General Details

Details about the respondents in the villages

The impact assessment survey was conducted in the 75 selected families in
Mananthavady Taluk from various tribal hamlets. The respondents were from the
following hamlets; Anakkandy(4), Ayanimoola(9), Cherukara(13), Edathamkunnu(8),
Makkola (5), Meenkolly (4), Muyalkkuni (10), Nallurnad (3), Payyampally (4),
Peedikakunnu (10), Poyil (2), Pulikkad (3). All these are tribal hamlets which has got
several tribal families. Only people who listen to radio were selected as units on a
random basis.

Gender of the Respondents of the Survey

Majority of the respondents of the
Unarvu impact assessment survey were
females as in the case of the listeners of
community radio Mattoli as a whole.
55% of the respondents were females
Male
and 45% were Males. This in general
45%
shows that women use community radio
Female
as a tool for information gathering as
55%
well as entertainment. In addition there
is a clear cut reference that
empowerment through community radio
is more attractive among the tribal
women than in the case of their male
counterparts. Some of these references were collated informally while conducting the
survey.

The respondents of the survey were

classified into two broad categories.
One was the younger generation in
the category of 15 to 35 years and the
second was those above 35 years.
47%
53% of the respondents are in the
53%
category of 15-35 years and 47% is in
the category of above 35 years. In
each unit, i.e., the family the surveyor
requested the interview of those who
listens most in the house. It is
interesting to see that the younger
15-35 Years
Above 35 Years
generation show more interest in the
Unarvu radio series. This indicates that Community Radio Mattoli has the power to

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Age of the respondents

influence the younger generation for educating, information communication and

entertaining.

Category of tribes interviewed

The respondents of the survey from the universe were mainly from the Paniya,

36.00

Adiya
18.70

Kattunaicka

45.30

Paniya

Kattunaicka and Adiya tribes. 45.30% of the respondents were from Paniya tribe, 36%
from the Adiya tribe and 18.70% from the Kattunaicka tribe. All the tribes in Wayanad
district have their own tribal dialects and only a few of them have similarities. The
programmes aired were mainly in Paniya tribal dialects. The cross tabulation of the
response of the tribes regarding the programmes in the next phase of the Unarvu
programme, suggests that there should be some more focus on de-addiction, integration
of science and technology etc... It is found that tribes belonging to Paniya are more
affected with the issues of alcoholism and they have responded that due to the radio
programmes aired, attitudinal changes among the younger generation have taken place.

42.70

30.70

Illiterate

26.70

Below 7th
Standard

Above 7th
Standard

Educational attainments among the

tribes have increased considerably
and so the respondent of the impact
assessment survey also shows an
increased literacy level. Only 30% of
the respondents were illiterate.
Around 42.70% of the respondents
were literate who had discontinued
the education before 7th standard.
Another 26.70% are those above the
7th standard. Both literate and
illiterate
tribes
depend
on
Community Radio Mattoli for
gathering information and also for
entertainment purposes.

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Educational Level of the Respondents

Cross tabling of Education and boosting of self esteem on hearing radio

The cross tabling of the Educational levels of the respondents of the survey shows that
the community radio programmes are boosting the self esteem of the respondents. Of
the 75 listeners surveyed, 18 respondents who were illiterate stated that they have
gained A lot from the Unarvu Series of program. Another 5 persons belonging to the

26

18
16
A lot
A little
Not at all
6

Below 7th Standard

Above 7th Standard

Illiterate

illiterate category responded to the survey that their self esteem has increased a little.
In the category of those who have below 7th standard education, 26 respondents told
that they have gained a lot of boosting in the self esteem, 5 responded that they have
gained a little in self esteem and one responded that his self esteem was not at all
touched by the radio programmes. Among those who have completed 7th standard; 16
responded that they have gained a lot of boosting in their self esteem, 6 persons
responded that they have a little boosting in the self esteem. In general it can be seen
that both the literate and the illiterate tribes perceive the Unarvu series of programmes
aired by Community Radio Mattoli in association with the Tribal Department has
increased their self esteem.

In the tribal hamlets surveyed it was

observed that in most of the hamlets,
the families living in close vicinity is
very low as compared to previous life
styles of the tribes where they preferred
to stay close to the hamlets. However
life styles of tribes have also changed
significantly and they are now a

22.70

77.30

Less than 20

More than 20

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Number of families in the hamlet

scattered civilization. When staying in a hamlet, the channel of communication through

which information is acquired is very high where as staying in segregated places the
information sharing is very low. In this regard the relevance of the Unarvu programme
is significant as it bring all those tribal families under the umbrella of a single radio
programme which has been accepted and welcomed by all. 77.30% of the respondents
stay in hamlets which have presence of families less than 20 and 22.70% responded
that their hamlets have more than 20 families.
Available media in the family/hamlet
In the study it was found that most of the
81.30
hamlets have at least one family where
proper communication tools such as
Radio, News Paper, and Television are
available. 81.30% of the hamlets had
Radio, News Paper or Television in at
13.30
least one family. In 13.20% of the house
5.00
holds both Radio and News Paper were
available. Only in 5% of the hamlets
Radio is available as Information
Radio
Radio & News
Radio, News
Paper
Paper &
Communication tool. Its a good sign that
Television
the tribes are using the information
communication tools such as Radio and Television as well as News Papers. However the
only tool which provides information in tribal dialect is Community Radio Mattoli, in the
entire state of Kerala.

People in the geographic terrain of

Wayanad have started extensive use of
mobile phones for communication as
20.00
against the previous years. However the
situation is not the same among the tribes.
The respondents of the survey disclosed
that they prefer to listen to the Unarvu
80.00
programme more through the Radios
rather than the Mobile phones. 80%
responded that they prefer Radios over the
Mobile Phone to listen to programmes.
Radio Set
Mobile Phone
Transmission of the programme through
the community radio is reaching 85% of the district. However people prefer more to use
Radio sets to listen to radio programmes rather than listening through the Mobile
Phone. Some of them stated that the mobile handsets, if available are often with their
male counterparts, who often spent less time at home.

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Instruments used to listen to Community Radio

Cross tabling of Gender and the instrument used to listen to Unarvu Programme
It is found from the study that the
listeners of the Unarvu programme
prefer to listen to the documentaries
using Radio sets. Of the total
Female
respondents, 33 female respondents
7
27
(44%) disclosed that they listens the
program using Radio and another 8
Male
female respondents (10.6%) said that
they use mobile phone to listen the
programmes. Among Males, 27
Radio Set
Mobile Phone
persons (36.0%) responded that they
listen to programmes using Radio and
another 7 persons (9.33%) responded that they listen to the programme using the
Mobile Phones.
33

Cross Tabling of the Instrument used and the Age of the respondents
The cross tabling of the Instrument used to listen to the Unarvu series of Community
Radio programme and the age category of the respondents shows that, the older
generation prefers Radio sets whereas the youngsters prefer Mobile Phones. In other
words it can be inferred that the younger generation is more mobile centric on a day to
day basis and hence listens to the programme also on the move using their Mobile
Phones.
Frequency of Listenership

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The survey studied about the

frequency of listening the UNARVU
series of documentaries. It was not
30.7
surprising to see that 69.3% of the
respondents told that they listen to Occasionally
the documentaries on a daily basis and
30.7% of the respondents were
occasional listeners. This figure shows
69.3
Daily
the success of the Unarvu series of
programmes. Listening to a set of
documentaries on a daily basis means
that the programme is well received
and is rich content wise. Otherwise the listeners will get bored with the program. This in
turn can be accepted as one of the successes of the Tribal Welfare department
supported scheme.

Listening to Unarvu programme while working

The interest of the tribal population
in listening to the Unarvu
documentary series is evident from
the response of the people. 65.3% of
34.7
the people responded that they listen
to the Unarvu tribal programme
while working also. This shows the
interest of the tribes in the
65.3
development communication in their
own dialect aired through radio
Mattoli and supported by the Tribal
Development Department. Only 35%
Yes No
of the respondents said that they
dont listen to the radio documentaries while working. Cross examination of the
frequency of listenership and listening while working gives a picture that those who
daily listens to Unarvu programme keep listening even if it is working time or leisure as
they find it informative and entertaining.

Cross tabling of Gender and Listening to Unarvu programmes at Work

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The cross tabling of the Gender and

Listens to Radio at work
the listening habit of the Unarvu radio
Never listens to Radio at work
programme listeners, shows that
31
women are more interested in
listening to the community radio
18
programme while at work. Out of the
16
41 women respondents, 75.61% of
10
them are interested in listening to the
Unarvu radio programme while at
work. Of the 34 male respondents,
only 43.90% are interested in listening
to the community radio programme
Male
Female
while at work. It is clear that the
women are more interested to gain from the development communication under the
Unarvu radio programme and for that they dont want to miss the programmes even if it
is their work time.

Listening time of the Radio Programmes

56.00

3pm 11pm
18.70

9am - 12pm & 7pm -11 pm

8.00

6am 9am
All the time

4.00

3pm 7pm

4.00

6am - 9 am & 7pm - 11pm

2.70

7pm 11pm

1.30

9am 12pm

1.30

6am - 9am, 3pm - 7pm & 7pm -11pm

1.30

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The details of the time preferences of the listeners of the community radio programme
show a scattered picture. 56.00 % of the respondents are interested to listen to the
radio programme in the prime time spot between 03.00 pm to 11.00 pm. Another
18.70% of the respondents listen to the radio programme in time slots between 9am to
12 pm and 7 pm to 11 pm. Some 8% of the respondents preferred the timeslot of 6 am
to 9 am. A group of 4% responded that they listen to the radio programme irrespective
of the timeslots. Another 4% responded that they prefer to listen in the timeslot of 3pm
to 7pm. Some 2.70% responded that they prefer to listen at morning and evening slots
of 6am to 9 am and 7 pm to 11 pm. A small group of 1.30% responded that they listen
to the radio at the timeslot of 7 pm to 11 pm and another 1.30% preferred the timeslot
of 9am to 12 pm. Another group of 1.30% added that they listen to three slots; 6 am to 9
am, 3 pm to 7 pm and 7 pm to 11 pm. It is evident from the response that people prefer
to listen to the community radio programme at the prime time slot in the evening.

Interests of the respondents to the programmes aired by the Radio Station

Education Programmes

62.70

37.30

Farming/Agriculture

64.00

36.00

66.70

Ariyippukal

33.33

Chuttuvattam

73.30

26.70

Other Programmes

74.70

25.30

Health Programmes

76.00

24.00

Karimani

77.30

22.70

Film Songs

85.30

14.70

Thudichettam

85.30

14.70

94.7

Unarvu
Interested

5.3

Not interested

1. Unarvu the specific tribal empowerment programme ranked first in the most
sought after programme which airs beneficial information to the tribes such as
government tribal welfare schemes and several other useful information. A total
of 94.70% of the respondents held high regards for the Tribal Department
supported programme.
2. Thudichetham the tribal culture centred programme was the second sought after
programme with an interest of 85.30% of the respondents. Only a meagre
14.70% responded that they are not interested in the Thudichetham programme.
3. Films songs were the third most sought after programmes with the interest of
85.30% of the listeners.
4. Karimani; the tribal women empowerment programme was the next most
sought after programme with an interest of 77.30% of the respondents.
5. Health programmes ranked the fifth in the most sought after programmes with
an interest of 76.00% of the respondents
6. Programmes without any specific sector relevance, attracted the interest of
74.70% of the respondents.
7. Chuttuvattam the informative programme about the happenings in the rural
surroundings attracted the interest of 73.30% of the respondents and ranked 7th
sought after programme.

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The survey attempted to map the interests of the listeners on various programmes of
the Community Radio. The general perception of the respondents to the programme is
quite rewarding as a result of the participatory approach Mattoli is following in the
content generation. The programme wise preferences are as follows;

8. Ariyuppukal, the information sharing programme of the schemes and

programmes of the government and the civil society ranked eighth in the most
sought after programmes with an interest of 66.70% of the respondents.
9. The documentaries related to agriculture, farming etc... was of interest to 64% of
the respondents.
10. 62.70% of the respondents were only interested in the educational programmes
and it calls for a serious thinking on the need to improvise the same for the
educational attainment of the respondent community.
Benefits of Listening to Radio

Info on Government Projects, Schemes and Info on Wayand

1.30

Info on Government Projects and Info on Wayand

1.30

Information on Wayanad

1.30

Beneficial Information

1.30

Info on Government Projects

1.30

Beneficial Information and Information on Wayanad

2.70

Other Information

2.70

Information on Government Schemes and Info on Wayanad

2.70

Info on Govt projects & Government schemes

Government Schemes
Info on Govt Project, Schemes, Beneficial Infos and Info on
Wayanad

4.00
13.30
68.00

1. 1.30% of the total responded that they are getting information on Government
Projects, Information on Government Schemes as well as information on the
happenings in and around Wayanad.
2. 1.30% of the total responded that they are getting Information on Government
Projects and Information on the happenings in and around Wayanad.
3. 1.30% of the total respondents added that they are getting only Information on
the happenings in and around the district of Wayanad.
4. Another 1.30% of the respondents said that they are getting Beneficial
Information.

Page16

The survey tried to map the benefits to listening to Radio by assessing the perception of
the respondents on what they gained from listening to community radio programme.
The main benefits were classified as Information on Government Projects, Information
on Wayanad, Beneficial Information, and Information on Government Schemes. The
responses of the tribal listeners were as follows;

5. Some1.30% of the total respondents responded that they are getting information
on the various projects of the Government.
6. Another 2.70% believes that the radio service provides beneficial information
and information on Wayanad.
7. 2.70% of the respondents shared that community radio is providing information
other than the scheduled items.
8. A group of 2.70% of the respondents shares that they are getting information on
Government Schemes and Information on Wayanad.
9. Another group of 4.00% added that they are being informed about Government
Projects and Government Schemes.
10. Some 13.30% believes that Community Radio is the best tool for getting
information on the government schemes from their own experience.
11. A large chunk of 68.00% of the respondents are of the opinion that they are
getting Information on Government Project, Government Schemes, Beneficial
Informations and Information on Wayanad.

Achievements in the family from listening to radio programme

1. All respondents agreed to the fact that information provided in the community
radio programme regarding the welfare schemes for the common people and
how can they benefit, has greatly helped them in availing some of them.
2. Respondents stated that the health programmes aired by the community radio
programme have helped them in adopting preventive measures at times of
infections, and further awareness about where to consult the doctors at time of
diseases.
3. Radio programmes giving awareness about the requirement of personal
cleanliness and hygienic surroundings to ward off illness has helped them to
improve family health.
4. Initially children had no interest in listening to the community radio
programmes. However after listening to the childrens programmes in the
community radio, they are finding it as an information tool as well as
entertainment tool apart from being a medium of educational tool.
5. The Unarvu programmes created a sense of need of basic education among the
children and this has resulted in preventing many children from being dropped
out of schools. Most of the parents admitted that after listening to the career
education programmes, most of them showed interest to monitor the studies of
their wards at home which earlier never cased were not able to do.
6. Health awareness programme particularly about the addiction related issues
such as betel leaf chewing which is common among the tribes has resulted in
many to discontinue the habit as they got scared about the chances of Cancer.
There is also reduction of usage of other tobacco products among them. Even
though there is a total ban on those products, people used to get those items.

Page17

The survey attempted to gather information about the changes in the family after
listening to Unarvu programmes. Some of them are:

Page18

However the radio awareness has created some awakening among the youth and
hence they have disassociated themselves from the use of pan.
7. They added that the Unarvu series have helped them to understand their human
rights and benefits and it has resulted in a sense of claiming for their
entitlements.
8. People got insights into the benefits of ethnic food habits and the need to
conserve those ethnic food varieties for health and food security.
9. Some of the programmes have helped in changing their life styles. Few of them
added that savings is a part of their life now. Usually they are never bothered
about the future, but now they have started thinking about the future also.
10. The tribal children do not have opportunity to improvise their language skills as
their dialects are not taught in schools and most of the information tools are
using only Malayalam as medium of instruction. In this area, the Unarvu
programme, Thudichetham programme etc... have resulted in helping the
youngsters to improvise their tribal dialects as the radio Mattoli airs
programmes in 3 tribal dialects.
11. People shared that the general knowledge of the children and the respondents
itself has increased due to listening to the community radio programmes.
Further this information is aired in tribal dialects which help to understand and
gain general knowledge in a better manner.
12. One of the listeners added that she could apply for grant for house construction
from tribal department after listening to the scheme information through the
community radio and thus she is very much thankful to the Unarvu Radio
Programme.
13. Promotion of organic farming and integrated farming has helped the listeners in
starting or switching to chemical free farming and some added that health wise
they feel better now.
14. Personality development programmes have resulted in increasing their courage
to speak in public and interact with anyone, whereas before the launch of this
programme their general attitude was of shying away from the public.
15. Some shared that the news about the various pensions offered by the
government was useful as they could avail the same after getting the information
from the Unarvu programme.
16. Some shared that now Community Radio Mattoli has emerged as the main tool to
gather information about the happenings in Wayanad especially those things
happening in the tribal arena.
17. A respondent shared that she is interested in listening to the programmes in the
evening but her husband who is a drunkard, quarrel in the family after drinking,
and hence she is not able to listen to the programmes on a daily basis even
though she wants to do so.
18. Some shared that they never knew the benefits of opening bank accounts and
now after listening to the programmes on financial inclusion most of them
opened bank accounts and now they are saving for the future also.

19. A few added that the folk songs aired through the community radio has helped
the kids to listen to those songs which in a way can be said as extinct as they are
not using or using it on few occasions only.
20. Some shared that the harmony in the hamlets has increased positively after
listening to the radio programmes. Some added that the quarrels between the
family members also has reduced as now they have a habit of settling the issues
by talking after listening to such programmes in the radio.
21. Some mothers added that the information on parenthood aired through the
community radio has helped them a lot and now they prefer to go to hospitals for
delivery and is strict on maintaining the personal and environmental cleanliness
at the time of pregnancy.
Preferences in listening to the programme in groups
The respondents are more
interested to listen to the
programmes in the family.
64.00% of the respondents
14.70
21.30
added that they prefer to listen
to radio programmes with
family. 14.70% preferred to
listen to the radio while being
64.00
alone. Around 21.30% added
that they prefer to listen to
programme while being in the
hamlet. The preferences show
Alone
With family
With hamlet
that people are now giving more
importance to the families rather
than their traditional set up of the hamlets. Hence it is more important to ensure that all
the tribal families have radio handsets so that they can hear to the programme of their
choice whenever convenient. The cross comparison of the people listening to the radio
programmes alone and those who are interested in the entertainment programmes
shows a match and thus it can be said that those 14.70% are listening to the programme
either using the Radio handset of mobile handset for listening to the entertainment
programmes only.
Objections to listening to the radio programme

Page19

Majority, 84% of the respondents never faced any problems in listening to the Unarvu
radio programme series. However around 16.00% responded that they faced some
opposition in listening to the radio programmes in public.

Cross tabling of Gender and Objections to listening to the Radio Programme

Out of the total 34 male respondents, only 8.82% shared that they faced objections in
listening to the radio programmes. Among the 41 female respondents 22% shared that
they faced objections in listening to the radio programmes in public.
Cross tabling of the listening group and objections in listening to the radio
programme.
The cross tabling of the listening group and objections in listening to the radio
programme gives the possible reasons for the objections. Its really astonishing to see
that no one objects to the radio programme when they hear it publicly in the hamlet. Of
the total 11 persons who listen to programme alone, 45% faced objections and the
probable reason may be too much spending time for entertainment programmes. While
in family, out of 48 persons, only 14.58% had faced objections and the reason for
objection may be from family members who are either not interested or occupied with
some other sorts of works.
Listener Group

Objections to Listen
Yes

Alone
With family
Within Hamlet
Total

No
5
7
0
12

6
41
16
63

Satisfaction with present scheduling of the Unarvu Community Radio

Documentaries
All of the respondents shared that the present scheduling of Unarvu documentaries
supported by the Tribal Department through radio Mattoli is well and good.
Changes required in the timeslots of
other programmes of the Community
Radio
5.30

4.00

1.30

Page20

Majority, 89.30% responded that there is

no need to change the timing of
programmes.
5.30%
listeners
of
Thudichetham, 4% of listeners of Karimani
and 1.30% listening other programmes
shared that timeslots can be fine tuned.

89.30

Boosting of Self Esteem

The Unarvu series of community radio
1.30
programme has resulted in boosting of
18.70
self esteem among the majority of the
listeners of the radio programme. 80%
shared that they had a lot of boosting
of self esteem while 18.70% shared
that they got only little self esteem
80.00
boosting due to the radio programmes.
However a negligible 1.30% of the
respondents shared that they havent
received any self esteem boosting. In
A lot
A little
Not at all
short the Unarvu series of Community
Radio programme supported by the Tribal Department has resulted in boosting of self
esteem among the listeners.
Cross tabling of Gender and boosting of Self Esteem
All the female respondents shared that their self esteem has boosted either a lot or a
little due to the community radio programmes. 80.00% of them shared that they had a
lot of boosting in the self esteem due to the Unarvu series of the community radio
programmes. Another 20.00% shared that a little self esteem boosting has happened
among them. Among the males, the following were the rankings. 79.41% as a lot, 17.64
as little and 2.94% as not at all.

Gender

A lot

Male
Female
Total

Boosting of Self Esteem

A little
Not at all
27
6
33
8
60
14

1
0
1

It is clear from the analysis that majority of the people had boosting of self esteem and
hence the sanctity for continuing the Unarvu series of community radio programmes
can be correlated with the self esteem boosting levels of the tribal community.

The impact assessment survey attempted to map the changes in the families and
hamlets after the anti drug awareness campaigns. The issue of drug menace was taken
on the forefront as the participatory method of the programme preparation and
production has resulted in understanding that the focus of the Unarvu series has to pay
major attention to this issue. Hence the Unarvu series focused a lot on the issues of
substance menace. Hence we considered it important to assess the present situation
after the awareness campaign, and the responses are as follows:

Page21

Changes in the hamlet after the anti drug addiction awareness

There are changes in the lifelong habit as few of them have given up chewing
betel leaves and pan.

Respondents shared that they are aware of the need to maintain good health for
the welfare of the family.

Some added that they are now aware that 90% of the problems in the hamlets
and families are associated with alcohol addiction and in 100% of the conflicts
with others, either of them was found under the influence of drugs or liquor.

In some cases, women persuaded their male counter parts to reduce the intake of
alcohol; but most of them added that they have not succeeded as their partners
are still continuing the habits.

Some opined that radio documentaries have made the younger generation aware
about the menace of alcohol and thus they believe that at least the younger
generation will be free from the menace.

A few shared that the radio programmes have to focus on the de-addiction
programmes as long as possible as the results cannot be expected in a short
while.

In some hamlets, where the youngsters used to drink publicly, the mothers have
taken up the matter seriously, and are not allowing the youngsters to continue
drinking in the hamlets.

A few added that there is no change and the addictions of the tribes towards
these substances are still continued.

Some of the respondents shared that the radio awareness programmes have
resulted in lot of people reducing the levels of alcohol consumption, and its
frequency.

A few mothers shared that they are now taking up the childrens addiction to
drugs such as Ganja and this has produced some results. They added that de
addiction programmes have to be continued.

A respondent shared that she had seen some students attending the schools after
using substances and after listening to the Unarvu community radio
documentaries, she got the courage to talk to these kids families and make the
family aware about the possible after effects.
Majority shared that the series of programme on substance abuse has resulted
positively and the addiction to alcohol has to be addressed with increased focus.

Page22

Suggestions for the next phase of programmes

Preferences of the listeners given priority in deciding broadcasting content

The team also tried to gather information on the possible topics to be covered in future.
The topics suggested by the respondents are listed in the relevant sectors.

Awareness on negative effects of alcoholism and its impacts

Awareness on Tribal rights/tribal friendly laws such as SC/ST acts, Right to
Information, Right to Service, Right to Education, Amendments of the above laws
etc.
Awareness building sessions on topics such as Education (RTE), Forest right and
laws pertaining to natural resource utilization, Indian Forest Act, Kerala Land
Reforms Act, Child rights, Right to Information etc
Promotion of tribal culture, broadcast of tribal lore and literature
Special programmes/discussion on the current issues of the Wayanad tribes/
Health and Hygiene/Nutrition for children/mothers and pregnant women etc.

The impact assessment study conducted among the reference population has provided
lot of insights about the impact of integration of Information Communication tool for
the creation of development awareness among the tribal community. It was widely
accepted that the Unarvu series of Community Radio Awareness programme aired
through Radio Mattoli has had positive impacts in the development of tribal hamlets in
the reference area. The study team documented each and every aspects of the survey
and grabbed more information about the radio programme rather than limiting to the
survey questionnaire. The findings and suggestions are corroborated with these

Page23

Findings and Suggestions

1. Women found Unarvu series of awareness programme more useful and

informative. The household interview provides the insight that women found the
programmes as highly informative and in a well receptive manner. The timing of
programmes is also in alignment with the preferences of women. Some are of the
opinion that instead of going for training and workshops, which are a part of the
self help group movements in the region, they find the community radio as the
most sought after tool for such programmes as they dont have to waste their
valuable time. Women added that they prefer more and more programmes
which are aimed at the welfare of the tribal women. A few added that in
workshops and training programmes, they find the language of the trainers
difficult and in the community radio programmes there is no language barrier as
the programmes are aired in the tribal dialects.
2. Youngsters form a small margin over elders in the listening to the community
radio programmes. This can be attributed to the mobile penetration in the
region. Community radio programmes are well broadcasted in the region and
youngsters prefer the use of the Information Communication tool rather than the
conservative means of information gathering. There is no significant difference
in the age of listeners. Both the young ones and the elders are using it in same
manner.
3. As of now the survey was held in a region which has significant presence of three
different tribal groups, of which Paniya tribes constitute the majority. Other
tribes surveyed were Kattunaicka and Adiya. Some suggestions from the tribes
were to broadcast the documentaries in all tribal dialects. Some added that there
is cultural transformation happening in among the tribes and in order to protect
their culture from being modernized, they want Community Radio to provide
documentation of each and every tribe so that the upcoming youngsters never
underestimate the significance of their culture. Another suggestion was the
interest in programmes changes from tribe to tribe and hence the radio has to
map the preference of the numerically large tribes and accordingly broadcast the
programmes. Some added that radio can be a bridge between the government
and the tribes in different sectors of development in Wayanad.
4. Educational level doesnt matter in the listening of the Unarvu series of
programmes. Both literate and illiterate formed the listeners of the programme.
Some of the respondents shared the view that Radio programmes can include
some programmes which will help the schools children with additional support
for education, besides Vidya Vani for high school students. Also some were of the
opinion that they are interested in understanding the languages other than their
tribal dialects through the radio programme. A few said that the reach of
information on modern science and medicine among the tribes was never
happened so far and the Unarvu series of programmes can do something to bring
science into the everyday life of tribes.

Page24

documentations which are available with the Community Radio station for cross
verification. The detailed impacts are as follows.

Page25

5. Tribal hamlets are undergoing changes. Nowadays family is having more

importance than the hamlet structure. Most of the respondents in the survey
pointed that they are living in hamlets where number of families are less. It has a
correlation with information sharing and matters related to development. While
being in a hamlet under a tribal leader, there was more information sharing and
greater control in addiction and related issues. But when hamlet structure is
slowly disintegrating and families are gaining more importance, there is a need
for a tool to bridge the information gap. Hence the Unarvu series of development
awareness programmes have lot to do in the changing scenario.
6. As in the case of non-tribal population, media has penetrated to the tribal
hamlets also. Most of the hamlets have at least one family with a television or
newspaper or radio. However other than Community Radio, there is no other
means which provides information and entertainment in tribal languages. Hence
the acceptance of Community Radio is very high in all hamlets as well as families.
However the fact is that only 5% of families have a radio handset with their
families. In this regard, it is to understand that ensuring one radio handset in
each family will result in more penetration of information among the tribal
families.
7. It was found that still people still prefer radio handset as the most important tool
for listening to community radio programmes. In the general community most of
the listeners uses mobile phone as the most important tool to listen to the
community radio programmes. But this is not the case with the tribal families.
Tribal families prefer radio handsets to listen to the radio programmes rather
than mobile phones. But there is a clear cut lack of availability of radio handsets
in the tribal hamlets as well as families. It was also found that those using the
mobile phone are generally the younger generation and elders prefer radio
handset for listening.
8. People listen to the Community Radio programme and especially the Unarvu
documentaries on a daily basis. This shows the acceptance of the radio
programmes among the tribes. This is because of the relevance of the topics dealt
by the Unarvu series of programmes. Some of the respondents shared that they
dont miss a single documentary and is following all the programmes
broadcasted under the Unarvu series of the programmes.
9. Attitude of the people towards the radio programmes, especially the Unarvu
documentaries supported by the tribal department is very positive as most of the
listeners listen to the programmes even while working. This attitude shows the
seriousness of the people towards the topics addressed in the Unarvu
documentaries and approach of the people towards the radio programmes.
10. A close analysis of the time preference shows that people are more interested to
listen to the radio programmes in the evening prime time between 3 pm to 11
pm followed by morning slot of 7 am to 11 pm. Preference of people varies
according to their time availability and hence it has to inferred that evening slots
are widely welcomed.

Page26

11. The impact assessment survey attempted to gauge the interest of the people
towards various programmes of the community radio. Unarvu documentaries
received wide acceptance as 95% of the listeners voted it as the best programme.
It was followed by the Thudichetham programme which promotes the tribal
culture.
12. Listeners of the Unarvu documentaries and other programmes shared that they
got lot of information mainly on the government schemes, programmes of the
government, beneficial informations and information on Wayanad. Some of the
families shared that its beneficial to listen to community radio and be aware
about the various schemes and news of the tribal department in Wayanad
district.
13. Lot of changes have occurred in the families who are listening regularly to the
radio programmes. Cleanliness habits of people have improved a lot. Substance
abuse has reduced considerably. Educational attainment among the children has
improved. Health awareness levels among the tribes are enhanced. People are
now more aware about their rights and duties.
14. Most of the respondents added that the community radio has a lot to do for the
conservation of tribal culture. People added that since community radio being
the only tool which provides documentation in tribal dialect, radio has to
prepare more and more documentaries so that the youngsters receive the
benefit of the same.
15. The concept of family has gained importance than the hamlets. Hence in the
absence of the tribal heads, there needs some alternative platforms which can
used to provide information and promotion of culture. This gap can be bridged
with the increased documentation under the Unarvu series of radio programmes.
16. In few instances, people shared that they faced some objections to listening to
community radio programmes. This can be considered as negligible objections
and this can be attributed to personal issues only.
17. Listeners are happy with the present timing of the programmes, especially the
Unarvu programme. Hence there is no need to change the timing as of now.
18. Community Radio programmes have resulted in boosting the self-image of the
listeners in a welcome manner. Eighty percent of the respondents shared that
they themselves feel proud and elated after listening to Unarvu programmes.
Most of the families shared that their morale has increased after knowing their
rights and duties. Thus the programme supported by the Tribal Department has
gradually won the hearts of the listeners in Wayanad.
19. There is a progressive change in the attitude of the people towards the substance
abuse. A few had changed their attitude towards the substance abuse and there
is collective approach from the families in the hamlet. People shared that there
should be more and more programmes on de-addiction as this is still a menace in
many of the hamlets.
20. Listeners have suggestions on the programmes to be broadcasted in the
upcoming phases. They include topics such as de-addiction, Tribal rights,
educational rights, cultural promotion, health & hygiene etc...

Way Forward
The UNARVU series of audio documentaries aired through Community Radio Mattoli
will be completing one year of broadcasting in January 2015. The Unarvu project has
been successful in terms of the participation of the community as well as in the
listenership aspects. The Advisory Committee of the Community Radio Service was very
careful and selective in the identification of topics. The participatory approach adopted
by the management has reflected in greater responsibility towards the tribes in the
district. The affection the indigenous communities expressed towards the radio
programmes and the ownership they are taking up is a clear cut result of the impact this
special development awareness communication programme has achieved.
The impact assessment survey has not only gauged the perception of listeners on the
various Unarvu documentaries aired from time to time, but also brought out its
relevance of tribal community. A lot of changes have happened in the families as well as
the hamlets after closely following the Unarvu programmes. The changes range from the
accessing of the schemes of the government to the personality development attitudinal
changes of the listeners, reduction in substance abuse initiation of savings habits and a
lot more. The hypothesis put forth at the beginning of the impact assessment survey
Unarvu; the tribal empowerment programme aiming quantum leap in the socio
economic development of tribes by providing development education and awareness
through Community Radio Service has brought about in positive changes among the
tribes; stands proved. People are watching out for more and more from the Unarvu
series of developmental communication. Most of the respondents of the survey are of
the opinion that the developmental communication should go on.

Dr. Fr. Thomas Joseph Therakam

Station Director

Page27

The listeners have shared their perceptions about the programmes to be continued as
well as new topics to be included. Substance abuse has been considered as the most
worrisome issue to be addressed by the development communication. This is followed
by awareness on laws related to tribal rights, introduction of tribal laws, information on
right to information act, right to education act etc. People are also interested to know
more about the forests rights act, rights and laws pertaining to the use of forest
resources, Kerala lands reforms act etc. Protection, promotion and enrichment of the
tribal culture are one of these important objectives of the Unarvu series of
developmental communication. Personal hygiene, health and food safety etc. have to be
considered as other important topics to be covered in the second phase of the
programme. Since the organic farming and integrated farming remain one of the
important pillars of the tribal family life, the same has to be promoted on a daily basis
for their holistic welfare. In order to boost the morale of the listeners a series of
discussions, interviews, presentation of best practices etc. have to be aired in the second
phase of this developmental communication.

Annexure I

Page28

Questionnaire

Page29

Annexure II
Tables of the Survey
Details about the respondents villages
SL
1
2
3
4
5
6
7
8
9
10
11
12

Village Name
Anakkandy
Ayanimoola
Cherukara
Edathamkunnu
Makkola
Meenkolly
Muyalkkuni
Nallornad
Payyampally
Peedikakunnu
Poyil
Pulikkad

No of Respondents
4
9
13
8
5
4
10
3
4
10
2
3
75

Total
Gender of the respondents
Gender

Number

Male
Female

Percentage
34
41

45.3
54.7

Age of the respondents

Age
15-35 Years
Above 35 Years

Number

Percentage
35
40

46.7
53.3

Category of the tribes

Tribe

Number

Paniya
Kattunaicka
Adiya

Percentage
34
14
27

45.3
18.7
36.0

Education of the respondents

Number

Percentage
23
32
20

30.7
42.7
26.7

Page30

Education level
Illiterate
Below 7th Standard
Above 7th Standard

Cross tabling of Education and boosting of self esteem on hearing radio

Gender
Illiterate
Below 7th Standard
Above 7th Standard

A lot

Total

Boosting of Self Esteem

A little
18
5
26
5
16
6
60
14

Not at all
0
1
0
1

Number of Families in the Hamlet

Families
Less than 20
More than 20

Number

Percentage
58
17

77.3
22.7

Available Media
Media
Radio
Radio & News Paper
Radio, News Paper &
Television

Number

Percentage
4
10
61

5
13.3
81.3

Cross tabling of Gender and Available media among the respondents

Gender

Radio Set

Male
Female

Mobile Phone
27
33
60

Total

7
8
15

Listening to Radio
Item

Number

Yes
No

Percentage
75
0

100
0

Main medium to information gathering, News and Entertainment

Item

Number

Radio Set
Mobile Phone

Percentage
60
15

80
20

Frequency of Listening
Daily
Occasionally

Number

Percentage
52
23

69.3
30.7

Page31

Item

Listening to radio at Work

Item

Number

Yes
No

Percentage
49
26

65.3
34.7

Cross tabling of Listening to radio at work with Gender of respondents

Gender

Listens to Radio at work

Male
Female

18
31
49

Total

Never listens to Radio at

work
16
10
26

Time of Listening
Item

Number

6am 9am
6am - 9 am & 7pm - 11pm
6 am - 9am & 9pm -12pm
6am - 9am, 3pm - 7pm & 7pm -11pm
9am 12pm
9am - 12pm & 7pm -11 pm
3pm 7pm
3pm 11pm
7pm 11pm
All the time

Percentage
6
2
1
1
1
14
3
42
1
3

8.0
2.7
1.3
1.3
1.3
18.7
4.0
56.00
1.3
4.0

Interest in the programmes

Unarvu
Thudichetham
Karimani
Health Programmes
Education Programmes
Farming/Agriculture
Chuttuvattam
Ariyippukal
Film Songs
Other Programmes

Interested
Number
Percentage
71
94.7
64
85.3
58
77.3
57
76.0
47
62.7
48
64.0
55
73.3
50
66.7
64
85.3
56
74.7

Not Interested
Number
Percentage
4
5.3
11
14.7
17
22.7
18
24.0
28
37.3
27
36.0
20
26.7
25
33.33
11
14.7
19
25.3

Page32

Interested Programmes

Benefits of listening to Radio

Item
Info on Govt Project, Schemes, Beneficial Infos and
Info on Wayanad
Government Schemes
Info on Govt projects & Government schemes
Information on Government Schemes and Info on
Wayanad
Other Information
Beneficial Information and Information on Wayanad
Info on Government Projects
Beneficial Information
Information on Wayanad
Info on Government Projects and Info on Wayanad
Info on Government Projects, Schemes and Info on
Wayanad

Number

Percentage
51

68.0

10
3

13.3
4.0

2.7

2
2
1
1
1
1

2.7
2.7
1.3
1.3
1.3
1.3

1.3

Preference of the listeners to listen in groups or alone

Item

Number

Alone
With family
With hamlet

Percentage
11
48
16

14.7
64.0
21.3

Objection from anyone while listening radio in open public

Item

Number

Yes
No

Percentage
12
63

16.0
84.0

Cross tabling of Gender and objection to listen

Objections to Listen
Gender

Yes

Male
Female

No
3
9
12

Total

31
32
63

Cross tabling of Listening group and objections raised

Objections to Listen
Yes

Alone
With family
With Hamlet
Total

No
5
7
0
12

6
41
16
63

Page33

Listener Group

Satisfaction with the present time schedules

Item

Number

Yes
No

Percentage
75
0

100.00
0.00

Programmes for which time schedules are suggested for changes.

Item
Thudichetham
Karimani
Other Programmes
No Change Required

Number

Percentage
4
3
1
67

5.3
4.0
1.3
89.3

How is your self esteem boosted

Item

Number

A lot
A little
Not at all

Percentage
60
14
1

80.0
18.7
1.3

Cross tabling of Gender and boosting of self esteem due to radio programme
A lot

Male
Female
Total

Not at all
1
0
1

Page34

Gender

Boosting of Self Esteem

A little
27
6
33
8
60
14