Radios' role in rural development: a case analysis of Mahaweli Community Radio, Sri Lanka

A multi-method case study research design which included mail survey, content analysis, retrospective case analysis and problem structure analysis was employed in the study. The programme philosophy of MCR [Mahaweli Community Radio] had two way participative elements. This was done by implementing a field visit technique where producers stayed in accordance with its philosophy and commissioned local community radios to cover socially and geographically defined target areas. Two local community radios were established and about 1,500 villages had been visited since inception of the project in 1981. The listenership of MCR was 48 percent in 1984 but this increased to about 90 percent in 1987. At Girandurukotte, from the very beginning, listenership was over 96 percent. In the early stages (1984), only about two percent considered MCR programs as a source of information on agriculture and health but by 1987 this number increased to 15 percent. A similar upward trend in agricultural programs have been evident. The folk media adaptations have potential as well as the actual impact as devices for informal social control. On several occasions Mahaweli and Girandurukotte community radio programs were successful in solving problems of individuals as well as of the community. On the study of the problem situations in management, programming, engineering and research sub-systems, it was found that inadequate national policy on rural communication, lack of autonomy and the demands of community broadcasting were the most often cited sustenance and further development of the project. Despite problems, shortcomings and drawbacks, MCR could be credited for a number of strengths and developments. Existing for a decade within a socio-political and institutional set up that imposed constraints on the decentralization of radio, MCR had been able to come up with appropriate programming techniques, modifications and innovative designs of hardware technology, and a highly functional research sub-system.