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P : 15 Mass Media Communication and Mass Studies Radio as a Mass medium Sem -4 M.A (English) Email Id: [email protected] Presented by: Bhumi Joshi

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Radio as Journalism

P : 15 Mass Media Communication and Mass Studies

Radio as a Mass medium Sem -4

M.A (English) Email Id: [email protected] by: Bhumi Joshi

Radio as means of communication with the masses of rural and tribal area. Radio should be treated akin to newspapers in view of the fact that it is local, inexpensive, linked to communities, has limited band width and operates through simple technology.

Radio is effective 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. Radio with its penetration to the rural areas is becoming a powerful medium for advertisers because radio listening is so widespread, it has prospered as an advertising medium for reaching local audiences

Importance of Radio

It caters to a large rural population which has no access to TV and where there is no power supply.

It is a great potentiality in dissemination of information as radio signals cover almost entire population.

With the advent of transistors this medium hrs reached the common man in urban and rural areas of India, though the utilization of radio is more among rural elites.

Purpose of the Invention : A combination of a number of discoveries by technicians and scientists from different countries gave rise to the development of wireless telegraphy and later to radio broadcasting.

It took 10 years for wireless telegraphy, whose sole use was point to point telecommunication, to become a broadcasting system that was one of the main Media for Mass Culture.

This shift from one type of technological and social usage to another took place in relation to two developments :

The World War prompted the industrialization of wireless telegraphy

(2) In the United States the Radio created a communication environment in which amateurs could operate freely.

Radio broadcasting needed the mass production of receivers and marketing for it to be commercially viable . This came about during World War -1 largely because of military requirements. After the World War , Radio found its Commercial base and was given Social Form.

As a form of Entertainment to a large audience

It has advantages over the other mass media like television and newspapers in terms of being handy, portable, easily accessible and cheap.

It is the most portable of the broadcast media, being accessible at home, in the office, in the car, on the street or beach, virtually everywhere at any time.

How Radio gets signal ?

History : The First radio station was setup in Pittsburgh, New York and Chicago in the 1920s to a broadcastecting news, sporting events sprouted across the United States all run by a pool of amateurs. The Times of India records that a broadcasting was transmitted form the roof of its building on August 20,1921.

History of Indian Radio is the history of radio broadcast that started in India with the setting up of a private radio service in Chennai, in the year 1924. . Broadcasting was introduced , in India by amateur radio clubs in Calcutta, Bombay, Madras and Lahore.

Radio is far more interactive and stimulating medium than TV where the viewer is spoon-fed. Radio allows you to think, to use your imagination. That is why nobody ever called it the idiot box.

- Kapoor, Director general of AIR (1995)

All India Radio (AIR) Indian Broadcasting Company renamedAll India Radio(AIR) and the Department of Communications managed it entirely. After independence, All India Radio was converted into a separate Department. All India Radio has five regional headquarters inNew Delhi, for the North Zone; inKolkata, for the East Zone; inGuwahati, for the North-East Zone, inMumbai, for the West Zone; and inChennai, for the South Zone.

AIR officially known since 1956 as Akashwani is the radio broadcaster of India and division of Prasar Bharati.

Established in 1936, it is the sister service or Prasar Bharatis Doordarshan, the national television broadcaster.

All India Radio becomes one of the largest radio networks in the world.

All India Radio's programmes continue to be the only source of information and entertainment. Moreover, AIR broadcasts programmes in 24 languages and 140 dialects.

Different Channels :

Programme which are broadcasted on Radio News bulletins Newsreels Radio Plays Talks Music Programmes Movie trailers Quizzes

Difference between TV and Radio Radio and television commercials have different Prime times.

Businesses that want to advertise during a radio station's prime time should focus on "drive times"---the hours in the morning and afternoon when people are commuting to and from work.

Television, on the other hand, has prime times depending on demographics. For example, if target market is mothers to small children, prime time is mid-day between 10 a.m. and 3 p.m.

If one is trying to reach a mass market, then prime time is 8 to 11 p.m. It is important to remember that advertising during prime time on either radio or television is the most expensive time to advertise.

Television commercials are more expensive than radio commercials and can generate a bigger audience, but radio can offer more spots for less money.

If you are marketing a product that would benefit from a visual display, then television advertising is an ideal approach.

If your product is information-based or does not necessarily need to be visualized, radio could effectively attract the customers you desire.

Thank You