ABSTRACT:
People’s choice of media depends on their wants, needs, preferences, usefulness of the medium, access to the medium and many more factors. During an emergency situation like a natural disaster the media preferences vary from the normal. A medium that aides the affected and more particularly the vulnerable and neglected lot will be the one much sought after during a disaster situation. The present study takes into account on the usefulness of an exclusive community radio christened “Peridar Kaala Vaanoli” (Tamil words meaning ‘radio in the time of extreme calamity’) and launched during the Tamil Nadu Floods, 2015. The unique aspect of the community radio is that it cast its mark in history by becoming the first emergency radio station launched in the country. The study aims to investigate the media preferences of the Cuddalore community and analyse the usefulness of Peridar Kaala Vaanoli CRS(Community Radio Station) 107.8 MHz post the Tamil Nadu Floods, 2015 through an interview schedule of 250 respondents affected by the disaster in the district.