The airwaves is widespread mass communication medium and has a great potentiality in dissemination of information as car radio signals cover almost world. More than 177 radio stations is there across the country. Nearly 97 percent of the human population is reached by the car radio.
Radio becoming a convenient form of entertainment provides a large viewers. With the technology of transistors this moderate has reached the common man in city and rural areas of India but the utilization of radio is somewhat more among non-urban elites.
It includes advantages above the other mass media like tv and newspapers in terms of being handy, lightweight, easily accessible and cheap. A radio station is the most lightweight of the transmit media, getting easily accessible at home, at office, in car, on the street or beach, almost anywhere and everywhere at any time.
Radio is effective medium with informing those but likewise in creating awareness with regards to many interpersonal issues and need for cultural reformation, developing interest and initiating actions.
For example , in creating understanding regarding new policies, reports about developmental projects and programs, new ideas and so forth It will help in creating a confident climate for growth and development.
It widens the horizons of the people and enlightens them, and little by little changing their particular outlook toward life. Analysis about this has demonstrated that the airwaves is an effective method for education when it is followed up with group discussion and question- answer session.
In India, radio with its penetration to the non-urban areas is now a powerful moderate for marketers. It benefits 3 percent of the countrywide advertising budget. Radio is still the lowest priced alternative to television, but it has ceased to be the poor moderate in advertising and marketing terms.
Mainly because radio hearing are so popular, it is prospered as an advertising medium to get reaching local audiences. In addition, the radio serves small and very targeted people, which makes the airwaves an excellent advertising and marketing medium...