Abstract:

This paper describes and discusses a survey conducted by Kay Brandon on behalf of Radio Haliam with the objectives of assessing the success of the Station's programming strategies in meeting the needs of the adults living in the transmission area, and of indicating areas where changes could be made. The method selected was that of personal interviews with 520 people aged 15 years and over. The survey identified a number of key differences between regular Radio Haliam listeners and other people in the transmission area. The survey demonstrates how fairly complex and indirect attitudes can be quantified by the use of attitude statement batteries. This is particularly important given the fact that listeners react to radio output in terms of an overall feeling for the tone and atmosphere being broadcast rather than reacting to a specific, compartmentalised programme. The paper concludes with a discussion of how Radio Haliam has developed its programming format, taking account of this survey and other audience information.