The uses and gratification viewpoint significantly approaches the view of the media consumer. This concept has helped the populace to determine how they use the media, and the satisfaction they expect to receive from their media conduct. Professional studies of uses and gratification theory indicate that the audience is informed and sure of their expectations and hence the reason for choosing a particular media mode (Comstock 1). 2.0 History of research The uses and gratifications approach can be traced back to early 1940. During this time, analysts developed interest to know why people had taste for a particular kind of media like radio or newspaper. Based on studies, their interest was descriptive and sought to categorize the responses from the audience into tangible groups (Comstock 1). . Nonetheless, Eisenhower Commission realized three forms of gratification that are associated to listeners of radio programs.