BROADCAST MEDIA-UNIT 1-INTRODUCTION TO BROADCAST MEDIA-8621-AIOU-B.ED

1. Broadcast Media 8621
Unit 1:
Introduction

2. Objectives of the Course
• Explain the nature of broadcast media
• Discuss the role of broadcast media
• Appreciate the planning and management of broadcast media
• Identify the techniques of financing for broadcast media
• Discuss the role of educational T.V. particularly in the countries of Pakistan,
Singapore, China, Japan, UK and Thailand
• State the role of educational radio in the countries like Pakistan, Mexico,
Japan and India
• Specify the production process for T.V. programmes
• Analyse the production process for radio programmesspecify the evaluation
techniques of broadcast media
• Discuss the role of personnel involved in broadcast media
• Analyse the problems involved in implementing broadcast media

3. Unit Objectives
1. Explain the nature of broadcast media
2. Identify the essential characteristics of broadcast
media
3. Discuss the growth of educational radio and TV and
4. Analyse the potential role of broadcast media in
distance education

4. What is Broadcast?
• The term broadcasting evolved from its use as
the agricultural method of sowing seeds in a field
by casting them broadly about.
• To communicate or transmit a signal,
a message, or content, such as audio or video pro
gramming, to numerous recipients simult
aneously over a communication network

5. What is Broadcast Media?
• Broadcast media describes all media that
is broadcast. That means that it is
transmitted as a signal and in 99% of
cases this is referring either to television or
to radio.
• Broadcast media describes the traditional
forms of media that includes television and
radio. Technically, the term ‘broadcast
media’ can include the internet as well and
even such things as Bluetooth, etc.

6. Nature of broadcast media
• Broadcast media mainly consists of
broadcasting through Radio and television.
• In our context, it is concerned with the use
of radio and television for the promotion of
distance education, supporting formal
education, implementing literacy projects
and facilitating health and or campaigns
related to agriculture

7. Nature of broadcast media
• It is different from Communicative Media
as in broadcast we transmit knowledge,
dispositions and skills from One to many
where as in Communicative media we
perform such functions from many to
many.
• Broadcast media has the power to remove
disparity, enhance social status through
education as it tries to provide somewhat
equal opportunities and access to

8. Nature of broadcast media
• It takes the advantages of education to
maximum no of people in almost all parts
of a country.
• Where the facilities of formal education are
not available, or not utilized effectively and
efficiently, Distance education through
broadcast media is the solution.

9. Uses of Broadcast Media
• Entertainment
• News and information
• Advertisement
• Propaganda and
• Education

10. Characteristics of BM
Here we focus on the use of broadcast media
for the dissemination and development of
Knowledge, skills and dispositions among
students , adults and masses.
Most countries have utilized or still utilizing
BM.In Pakistan the focus of broadcast media is
to ensure/ support the following:
• (a) Universalization of elementary education
though both formal and non-formal modes.
• (b) Non-formal education for adults, linking
education to economic and social tasks.

11. • (c ) Development of vocational and
professional skills.
• (d) Training for citizenship.
• (e) Popularizing science with a view to
develop a scientific outlook.
• (f) Promoting national integration.
• (g) Providing information about themes of
national importance, population education,
energy conservation, preservation of wild life,
environmental sanitation, nutrition and health

12. Difference Between Broadcast n
Communicative Media

14. Broadcast or communicative media
• A major structural distinction is between
‘broadcast’ media that are primarily one-to-
many and one-way, and those media that
are primarily many-to-many or
‘communicative’, allowing for two-way or
multiple communication connections.
Communicative media include those that
give equal ‘power’ of communication
between multiple end users.

15. Broadcast media and technologies
• Television and radio for example are
primarily broadcast or one-way media, as end
users or ‘recipients’ cannot change the
‘message’ (although they may interpret it
differently or choose to ignore it). Note that it
does not matter really what delivery
technology (terrestrial broadcast, satellite,
cable, DVD, Internet) is used for television, it
remains a ‘broadcast’ or one-way medium.
Some Internet technologies are also primarily
one way. For instance, an institutional web
site is primarily a one-way technology.

16. Advantages
• One advantage of broadcast media and
technologies is that they ensure a common
standard of learning materials for all students.
• This is particularly important in countries
where teachers are poorly qualified or of
variable quality.
• Also one-way broadcast media enable the
organization to control and manage the
information that is being transmitted,
ensuring quality control over content.

17. • Broadcasting media and technologies are
more likely to be favored by those with an
‘objectivist’ approach to teaching and
learning, since the ‘correct’ knowledge can
be transmitted to everyone receiving the
instruction. One disadvantage is that
additional resources are needed to provide
interaction with teachers or other learners.

18. Communicative media and
technologies
• The telephone, video-conferencing, e-mail, online
discussion forums, most social media and the
Internet are examples of communicative media or
technologies, in that all users can communicate
and interact with each other, and in theory at least
have equal power in technology terms. The
educational significance of communicative
media is that they allow for interaction between
learners and teachers, and perhaps even more
significantly, between a learner and other learners,
without the participants needing to be present in
the same place.

19. Broadcast Media in Formal
education
• The important use of broadcast media is
their contribution to the educational
system; in both formal and non-formal
education. In formal education, media can
provide instruction, can supplement the
classroom lessons, and can be used for
upgrading the knowledge of teachers.
They are also being used for vocational
and higher education.

20. Broadcast Media in Non-Formal
Education
• In a non-formal context, the media can
provide fresh information and knowledge
to the rural communities where, in most
cases, no other sources of information is
available. They can help in literacy
campaigns. By motivating the general
public, by encouraging the individual
learner, and by providing the actual
literacy instructions – the most important in
community development efforts.

22. Essential Characteristics of
Broadcast media
• It can be centrally or local community
controlled/operated
• It can be used to run a complete program or
part of a program
• It can be opened to all types of populations or
can be restricted to only specific students
• Broadcast media is an important source of
imparting distance education to thousands of
students/people
• It can address three domains of distance
educational objectives (Cognitive, Affective
and Psychomotor

23. Essential Characteristics of
Broadcast media
• It can reach poor and underprivileged
students also effectively and efficiently
• It can address large populations not
manageable through traditional means
• Its cost is comparatively small as compared
to formal classroom teaching
• It can provide education to restricted
communities/ segments of society
• Not all but many programmes in education
can be delivered by it
• It can be used in formal distance education or
as a literacy project

24. India: Radio as Teaching Support in
Rural Areas
• https://www.youtube.com/watch?v=kdOg
WoLMVXM

25. Role/ power of Radio
• The potential of Radio as a tool of social
development is being utilized throughout
the globe, be it developing or developed
world. It has a long history of penetration
at grassroot levels through community
radio in the western world.

26. Role/ power of Radio
• Radio is a mean not only for information
and entertainment but also for education.
Radio is being used for educational
purposes all over the world. In Pakistan it
is also a medium of communication.
Pakistan broadcasting corporation
broadcasts educational programs of
Allama Iqbal Open University. There is no
denying the fact that educational
broadcasting in Pakistan is being run
successfully.

27. Some findings from a study
• In a study ,it was found that the majority of
the listeners possessed radio sets and
was getting benefit from the educational
programmes of radio.

28. Some findings from a study Jamani
• The programmes were informative and
motivating.
• The strategies of radio for rural education
were appreciable because these infused
mobility, widened horizon of rural people
and focused attention on the goals and
problems of rural people.

29. Crime Fighters
• Radio crime stories for Africa's youth
Join our detectives in their fight for truth and justice while gaining valuable
perspectives on critical issues. Cyber crime, domestic violence, environmental
pollution, human trafficking, terrorist recruitment, poaching, land grabbing and
counterfeit drugs – this is a series that gets to the heart of what challenges young
Africans. Continuing with Learning by Ear's tradition of successful educational
radio dramas, Crime Fighters provides knowledge and information in an
entertainment formate.

30. Some findings from an Other
study
• Hasan and Khurshid (1994, p. 225) has
depicted Pakistani scene saying that, ―The
bulk of population of the country lives in rural
areas where facilities in the field of education
are very limited. Unlike the printed words
and other media of communication, radio
enjoys the unique advantages of reaching the
far flung areas and message can be easily
understood by everyone as it requires no
prior standard of education and knowledge‖

31. Some findings from a study Jamani
• The system of education suffers from many
problems. These include illiteracy; drop out,
short of female teachers in rural areas.
Pakistan Broadcasting Corporation covers
98% geographical area of the country. And
hence, utilizing radio for accessibility and
equity in education
• Radio was seen as a source of information
through mass bulletins and radio talks
especially geared towards the rural masses‖.

32. Some findings from a study Jamani
• It is very successful in bringing change in
the attitudes, beliefs and traditional ways
of the thinking of the villagers and to
remove illiteracy, superstitions and
misconceptions in rural areas about
things. Radio is very commonly used both
in urban as well as rural areas.

33. In an other study , it was found that
• 73% respondents said that the strategies
for rural education applied by radio were
suitable.
• 73% admitted that radio programmes were
relevant to rural development.
• 76% viewed that radio makes the rural
people realize the educational needs,
problems and responsibilities.

34. In an other study , it was found that
• 71% radio listeners were of the view that
radio is a suitable mean for educating
people. The same percentage said that
literacy can be enhanced through distance
and non- formal education with the help of
radio

35. Educational Television
• Educational Television in the world today
has made great advances worldwide in
creating innovative applications. There
have been many success stories of using
television for education in many countries

36. Generally Television Can Help To
Address the Following Objectives
• Provides mass education opportunities.
• Stimulates learning
• Social quality in education
• Provides flexibility of time and space in
learning.
• Reduces dependency on verbal teaching
and teachers

37. Generally Television Can Help To
Achieve The Following Objectives
• Enhances quality in education
• Enhances interest and motivation
• Supporting and enhancing teaching
• Using as supplementary for the other
materials.
• Reaches unreachable large audience
• Presenting unreachable facts and events

38. Advantages of Television
• Information transferred through television is different
from traditional education methods with respect to the
audio-visual presentation. Explanations related to the
subject and examples can be presented visually, so
the learner gets motivated, his/her desire for learning
increases, and therefore learning and remembering
become easier. Allowing thousands of people
spreaded a large and distance geographic regions to
receive the same program at the synchronous time,
television broadcast helps overcome the problem of
inequality and imbalance among the regions by
providing equality in opportunities.

39. Distadvantages
• Some of the disadvantages of television is
that it does not provide instant feedback. It’s
too hard to capture the viewers’ reactions
about the program. For this reason, the
producer does not have a chance to control if
the program is not watched by the viewer.
Moreover, broadcast television isn’t
interactive. So that participating of the
viewers are getting low. Producer should
never forget these important disadvantages
when producing an educational television
program.

40. Potential Role of Broadcast Media
in Distance Education
• Broadcast media can provide distance
education to the people of remote and far
flung areas which may not have the required
internet speed
• Broadcast Media is an effective source of
imparting knowledge, skills and dispositions in
students through distance education
• Through distance education it can lessen the
burden on formal education

41. Potential Role of Broadcast Media
in Distance Education
• It can educate the target audience through non- Formal
programs of distance education
• It can accelerate the speed of educating the masses
through literacy projects
• Its general programs(Plays , stories and Dramas) can be a
good source of informal education as they can inculcate
moral and social values in people
• Broadcast media through Distance Education has the
potential to support the community projects of health,
agriculture and environmental education

42. Potential Role of Broadcast Media
in Distance Education
• The success stories regarding the use of radio and television in
distance education to achieve desired targets are available to seek
guidance to implement such projects in Pakistan. Health and
education campaigns in Tanzania. The farm forum in India and
Radio schools of Latin America are some of the examples
• For best results of use of Broadcast media in distance education, it
should be Partially centrally controlled and mainly flexible to be
local community operated
• Costing of the broadcast projects should be minimized to make it
more feasible to implementers and accessible to more people
• Its cost should not be measured directly by calculating no of people
it trained or educated or made literate rather indirect positive
effects and long term impact of such projects may also be explored
and considered

43. Potential Role of Broadcast Media
in Distance Education
• While evaluating a distance education project,such considerations
should also be kept in mind while A distinction may be made between
Mass education campaigns for producing literacy and courses offered
by Open university to produced trained manpower to meet the needs
of the Community and country as well.
• Single medium radio or television requires less planning and organized
efforts and management as compared to multi-media, yet in distance
education latter should be used to have best results
• Distance education supported by broadcast media cannot bring
revolutionary change in people if the taught content or courses do not
have any application in their daily or occupational lives

44. Assessment Questions
• Define broadcast media in your own words.
• What do you know about the nature of broadcast media?
• Explain the characteristics of broadcast media
• How can we utilize radio for the promotion of distance education in
our country?
• Explain the role of television in making effective distance education.
• What have you understood regarding the potential role of BM in
distance education?
• In the context of latest and sophisticated communication technologies,
how we can utilize BM maximally to ensure quality access to
education to every potential student in each corner of our country.