© 2019 JETIR June 2019, Volume 6, Issue 6 www.jetir.org (ISSN-2349-5162) JETIR1907692 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 668 EXPLORING SOCIAL SUSTAINABILITY OF RURAL COMMUNITY RADIO: CASE OF MANN DESHI TARANG VAHINI, MHASWAD Chaitanya Shinkhede, PhD Scholar of Tilak Maharashtra Vidyapeeth, Pune, Maharashtra. Abstract Social Sustainability of community radio incorporates the nature of content and community participation in content production and dissemination. This research is an attempt to analyze the latter phenomenon in order to study the social sustainability of rural community radio. Mann Deshi Tarang Vahini, a rural CR operating within the state of Maharashtra was selected for the study. This Paper explored the degree of participation and format of content produced by the community and sought to study the unrecognized relationship between the demographics and the participation of community in CR broadcast. This present study does not evaluate the social sustainability of selected CR. The study was based on qualitative and quantitative data. In-depth interviews and focus group discussions allowed the researcher to draw insights on the perception of community towards the participation in programmes, also, the obstacles faced by CR staff to increase the involvement of rural people. The survey and field visits captured the techniques and methods to increase participation based on quantitative data. The survey questionnaire recognized the degree and frequency of participation of the community. The findings established a secure connection between the education and monthly income of participants and participation in CR. In addition to that, it is suggested that the participation of the community in ownership, decision making, and management could help the CR station in various ways. However, to work as a socially sustainable station, CR staff should reach out to people by planning field visits and outdoor broadcasting. With the achieved results, the framework for social sustainability is further designed. With the achieved results, framework for social sustainability is further designed. Keywords Community Radio Station, Content Production, Broadcasting, Programs, Transmission, Participatory Approaches, Mann Deshi Tarang Vahini. Introduction According to UNESCO, Community Radio is a 'medium that gives voice to the voiceless, that serves as the mouthpiece of the marginalised and is at the heart of communication and democratic processes within societies’. Community Radio is a people's venture which reflects hopes, aspirations, and concerns of the community. Louie Tabing (2005) in his book "How to do Community Radio" defines Community Radio as "one that is operated in the community, for the community, about the community, and by the community”. Programmes broadcast through CR caters to a specific area and serves local audience. A team of selected people, preferably members of the serving community, produce and broadcast content and participate in operating the station. According to the rules of Government of India, CR (Community Radio) should operate on low power transmission and its range should not exceed more than 15 km. radius. Unlike FM radio channels, CR does not focus entirely on entertainment. With progressive content and community participation, CR is a tool for development and progress. India is a country with enormous ethnic and linguistic diversity, where CR plays an essential role in maintaining solidarity in the community.