Article History Keywords IIUM.FM Campus radio Reason action theory Non-listeners. This study is part of a longitudinal study done on the audience reception of IIUM.FM, a campus radio the first study or phase 1 was done in 2011 and the second phase was done in 2016. This study specifically compares the non-listeners in Phase 1 (2011) and Phase 2 (2016) in terms of demographic characteristics, academic-related information and computer-related information. In addition, both internal and external

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... ctors that may intensify the listening to IIUM.FM are explored and so that the barriers and challenges facing the listeners are eliminated in the near future as IIUM.FM will remain as the only campus radio in IIUM. The same survey questionnaire is used in the data collection at both phases of the study. In addition to the comparison between both phases using t-test and ONEWAY ANOVA, a simple-multiple regression is conducted to determine the predictors of behavioral intention to listen to IIUM.FM. If the predictor is considered a barrier then it should be eliminated so that the listening habit of the students can be improved especially now that the radio can be listened to via multiple sources such as the app, webstream and social media. If the barriers are the reasons that prevent listening to IIUM.FM are removed, then there is a possibility that IIUM.FM are listened by many more students not only among IIUM students but also others worldwide. Contribution/ Originality: This study has contributed in the understanding of radio reception. However, it is small in scale and is targeted to a specific radio and audience. For a more in-depth understanding of radio listenership, future research should be conducted using the qualitative method such as in-depth interview with those who are involved in the planning, the programming, the broadcasting, gathering of information, conducting the program on air, and listeners. Campus Radio Campus radio is a type of radio station that is owned by colleges, universities or other educational institutions and most of them are run by students and faculty members. Most of the time, campus radio stations are used to train professional radio personnel, sometimes with the aim of broadcasting educational programming while other radio stations exist to provide an alternative to commercial broadcasting or government broadcasters. More specifically, many universities use their campus radio to train their broadcasting students. Campus radio offers an avenue for students to experience real-life broadcasting and audience management. It also allows the students to be more creative in developing their own unique content while being aware of the specific rules, laws and regulations