Reclaiming the Airwaves: Exploring the Motivations for FM Radio Listening during COVID-19

Abstract

ABSTRACT Guided by the uses and gratifications theory, the current study examines the motivations behind FM radio listenership during the COVID-19 pandemic. A survey was conducted among 410 FM radio users from India. The result identified six motivations behind FM radio listenership, i.e., Information seeking, Relaxing-entertainment, Diversion, Companionship, Convenient multitasking, and Passing time. The study observed significant age and gender differences among the motivations behind FM radio listenership. All motivations, except passing time, were significant predictors of FM radio listenership. When convenient-multitasking, companionship, and diversion positively predicted listeners’ affinity toward FM radio. The information-seeking motive negatively predicted the affinity. Information seeking, relaxing- entertainment and diversion positively predicted satisfaction with FM Radio. The theoretical and practical implications of the study were also discussed.