Listeners’ Profile of Buzz FM Radio 99.4 Jamshoro: An Analysis

Abstract

This station really shapes how people in Sindh consume media by reaching out to a wide variety of listeners. We took a closer look at who’s tuning in—like their demographics, psychographics, and behaviors. We wanted to understand their listening habits, what kind of programs they prefer, and how engaged they really are. We gathered data from about 500 folks—students, professionals, and members of the community around Jamshoro and nearby areas. We used structured questionnaires and a stratified random sampling method to make sure we included a good mix of different socio-economic backgrounds. When we crunched the numbers using some statistical analyses—think descriptive stats, cross-tabulation, and regression modeling—we looked for connections between things like age, gender, occupation, education, and how often people listen, what they like, when they tune in, and how satisfied they feel about it all. Well, it turns out Buzz FM is mostly drawing in younger listeners, especially those in the 18–30 age range, with students making up the biggest chunk of the audience. They seem to really dig music programs, entertainment shows, and educational content. They’re not as popular, but still get some attention. This study really highlights the need for programming that speaks to the youth and content that comes from the community to keep those listeners coming back for more. We’ve also got some suggestions for Buzz FM on how they can better target their audience, mix up their content, and boost their community outreach.