All India Radio has Audience Research Unit, which has its headquarters in New Delhi. It has six Regional Audience Research Units in Delhi, Bombay, Calcutta, Madras, Shillong, Allahabad and 38 units of AIR stations.
This unit started in 1946. In the beginning it mainly concentrated on studying the audience characteristics.
The activities carried out by these units are:
* Providing research support to broadcasts at formative stage.
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* Evaluation of programmes and to provide qualitative and quantitative feedback to programme planners and policy makers.
* Preparation of Audience profile
* Preparation of popularity ratings of programmes.
* Maintaining Data bank on the activities of AIR and bringing out Annual compilations.
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The methods employed to carry out these activities are sample surveys, observation, case studies, experimental researches, content analysis, quick feedback weekly studies etc.
Audience Research units compile the surveys/ studies conducted by them. For example, listenership survey on four FM channels, Quick Feed Back studies on National programmes, studies on IGNOU Broadcasts, etc.