Radio as medium of mass communication
Radio is widely used mass communication medium and has a great potentiality in dissemination of information as radio signals cover almost entire world. More than 177 radio stations are there across the country. Almost 97 percent of the population is reached by the radio.
Radio being a convenient form of entertainment caters to a large audience. With the invention of transistors this medium has reached the common man in urban and rural areas of India but the utilization of radio is more among rural elites.
It has advantages over the other mass media like television and newspapers in terms of being handy, portable, easily accessible and cheap. Radio is the most portable of the broadcast media, being easily accessible at home, at office, in car, on the street or beach, virtually anywhere and everywhere at any time.
Radio is effective medium not only in informing the people but also in creating awareness regarding many social issues and need for social reformation, developing interest and initiating action.
For example, in creating awareness regarding new policies, news about developmental projects and programs, new ideas etc. It will help in creating a positive climate for growth and development.
It widens the horizons of the people and enlightens them, and gradually changing their outlook towards life. Research about this has shown that radio is an effective medium for education when it is followed up with group discussion and question- answer session.
In India, radio with its penetration to the rural areas is becoming a powerful medium for advertisers. It gains 3 percent of the national advertising budget. Radio is still the cheapest alternative to television, but it is no longer the poor medium in advertising terms.
Because radio listening are so widespread, it is prospered as an advertising medium for reaching local audiences. Moreover, the radio serves small and highly targeted audiences, which makes radio an excellent advertising medium for
Radio being a convenient form of entertainment caters to a large audience. With the invention of transistors this medium has reached the common man in urban and rural areas of India but the utilization of radio is more among rural elites.
It has advantages over the other mass media like television and newspapers in terms of being handy, portable, easily accessible and cheap. Radio is the most portable of the broadcast media, being easily accessible at home, at office, in car, on the street or beach, virtually anywhere and everywhere at any time.
Radio is effective medium not only in informing the people but also in creating awareness regarding many social issues and need for social reformation, developing interest and initiating action.
For example, in creating awareness regarding new policies, news about developmental projects and programs, new ideas etc. It will help in creating a positive climate for growth and development.
It widens the horizons of the people and enlightens them, and gradually changing their outlook towards life. Research about this has shown that radio is an effective medium for education when it is followed up with group discussion and question- answer session.
In India, radio with its penetration to the rural areas is becoming a powerful medium for advertisers. It gains 3 percent of the national advertising budget. Radio is still the cheapest alternative to television, but it is no longer the poor medium in advertising terms.
Because radio listening are so widespread, it is prospered as an advertising medium for reaching local audiences. Moreover, the radio serves small and highly targeted audiences, which makes radio an excellent advertising medium for