Abstract:
This survey of the popularity of FM radio stations in Chonburi and nearby provinces was intended to study the listeners’ radio-listening behaviors, their attitudes towards and gratifications of the Sunshine Radio’s programs, and the factors affecting the listener’s selection of radio programs. This study was based on The Uses and Gratifications Theory’s conceptual framework, regarding the opening to and pursuance of messages for serving individual’s desires. The study found that around 55% of the samples listened to the radio every day. The samples usually listened to the modern Thai songs program. The most preferred is the sunshine Radio’s program. As comparing the listeners’ gratifications, it appeared that the samples were more gratified with Sunshine Radio’s programs, especially its Thai song programs, the program with listeners’ participations, and the occidental song program, than any other station’s programs.
