Radio is a way to send electromagnetic signals over a long distance, to deliver information from one place to another. A machine that sends radio signals is called a transmitter, while a machine that "picks up" the signals is called a receiver or antenna. A machine that does both jobs is a "transceiver". When radio signals are sent out to many receivers at the same time, it is called a broadcast.

1. RADIO

2. The role of radio in society :
 Radio stations play a critical role in modern society and form part of the critical
communication channels that are used to consume information. Looking back to
evolution, communication is one of the key ingredients that fueled our development.
Through critical thinking, and exchange of information, we built societies, improved
our standards of living, and even now as we speak, communication is facilitating the
next invention.
 Back to radio, you might be wondering why it holds any significance, well if you have
any doubts, we hope to put them to rest by taking a look at the role it plays in modern
society.

3. Importance of radio in society :
 A reasoning platform :
Every day, hundreds of calls are made to radio stations, mainly to share
ideas and contribute to nation-wide discussions. A lot of people listen to radio,
primarily because it is affordable, hence making it the perfect platform to discuss
pressing issues. It brings everyone together, both the young, old, poor, and rich.
Everyone can share their opinions, and through that create understanding and
tolerance among communities and individuals.
 Education :
Education is the reason why you are reading this article on the internet.
Through learning and research, humans have been able to make a lot of progress.
Radio is one of the top places that people learn and get rid of ignorance. While not
all radios are an education center, some of them make an effort to educate, especially
on matters concerning society as a whole.

4.  Provides jobs :
The radio industry provides a lot of employment, helping people grow their
careers and live a comfortable life. To ensure that people are useful members of
society, it is crucial to avail jobs, and give them an opportunity to do their part in
development. It is for this reason that radio is important, as it employs a lot of people.
 Promoted businesses :
One of the top ways to a business is to rely on marketing, and in the
process reach new clients while maintaining the current ones. One of the
best ways to get reliable results from marketing is using the radio
platform. Businesses have been able to reach clients, and sell their
products, in the process providing jobs themselves and growing nations.

5. Effects of radio in society
Radio proved far more effective in mass communication as compared to the print
media. The property of radio which did not require transportation of the message drew
immense attention of common people and investors in the field of mass media. Once
the radio technology was recognized as an effective mean of communication, there was
a race among companies and individuals to have their own radio facility. We had a
detailed view of the growth of radio in the 20th century. In this chapter we will see how
radio programs and its other uses changed the lifestyle of people around the world.

6.  Entertainment :
As already mentioned, radio brought a unique entertainment opportunities to
people, especially for those who could not afford the luxury of visiting places where
entertainment was available only to the rich. With a radio set by their side, common
people could also enjoy music and stayed informed about events as ordinary as a street
robbery to change of governments and tug of war among political rivals to availability of
commodities in the market. But it was the entertainment which made the radio popular
on first instance. Very soon the entertainment started moving in other areas than music.
Comedy shows, gossip chat and answering letters from listeners made people crazy about
radio enjoyments.
Radio served hugely the human instinct to know about events taking place around
him and at distant lands. No fairy tales, but the radio brought news from across the oceans
and from inland without distinction. A regular listener of radio news would get an
impression as the whole world has shrunk – a feeling which print media would never had
thought in around 400 years before the invention of the radio. The news aired regularly
from different stations were followed by views and a much spicy discussion among experts
to generate more interest in events from social and political life. The announcements about
weather, and trains/flights schedule has been an added advantage to radio listeners.

7.  Education :
As radio continued to have its impression on the cultural outlook of
the societies by pouring in more opinions of experts in different fields of social
life, it started special services to educate people on scores of issues foremost
among those have been the healthcare matters. No other source would have
been proved handier than radio programs to educate mothers in particular on
providing primary health points for babies and school going children.
 Jobs :
Radio opened gates of jobs never known before. To become a
broadcaster with a radio station was considered to have a prestigious job in the
early days of radio. It still is. The news-readers, copy writers, playwright for
radio dramas, anchors for different discussion shows, musicians, recording
engineers and a range of technical jobs came about so quickly that colleges and
universities had to run degree programs to meet the requirement of radio
stations to employee staff in its various sections.

8.  Advertising helped :
The corporate sector sensed the importance of radio as one strong medium
to reach very high number of consumers of their products and services and started
buying time for this purpose. Within a decade of radio broadcast, an advertising
sector – far more organized than the world would know during the rapid growth of
print media, was visible. Since the popularity of the commercial programs was
dependent hugely on the entertaining side, the glamour was but to appear broad and
loud. New trends were invented in music jingles, script writing and presentation.
 Promotion of other industries like film industry :
The film industry which was also in its nascent stages was one noticeable
area which benefited tremendously from radio technology. Mainly, the film songs
would resound the air all day instigating ordinary people to visit theaters for
watching movies the songs belong to. At one stage in 30s and 40s it appeared as the
radio and film world are only two names of one same product. Not only the songs,
the hot talks about stars scandals and rise and fall of film stars would generate lot
of interest for common listeners. Still a number of radio and TV stations are
heavily depended on matters related to film industry.

9.  People glued to radio :
Wars among nations – particularly the great wars in the
20th century, have brought massive destruction of societies. A nation at war
has only one goal of fighting against the enemy. In this context the
role of radio becomes all the more important. Radio news, commentary,
announcements and war music are commodities in high demand by a
society at war. Radio services have been fully exploited by countries at
war. The quickest source of telling people what to do, where to move and
what instruction they must follow have always come from radio. All
important addresses by head of government to people are done on radio.
 Entertainment awards :
Larger players are also investing in their own award shows to
successfully reach over to he TV audiences and have a cross platform
experience. Not only is Radio becoming an integral part of marketing the
entertainment awards but also the networks are investing in building their own
property to enhance their brand.

10.  Social cause/ issue Based:
Radio stations continue to undertake various social initiatives and had a
forthcoming approach to launch campaigns highlighting social issues. Radio had
always been one of the primary vehicles for the Public Services announcements
pertaining to health, environment, safety, gender issues etc., recently many of them are
tying up with NGO’s or Companies and devising programs or initiative which
addresses some social cause, engaging in community building exercises.
 Agenda Setting :
Radiopresentsto society issuesyet to become public debates. Radioprovidesvariety of
options on which to baseenlightened decision. The radio determines what audience will discuss
airing it. Bytalking about acorrupt government official, society membersarebrought on board
‘call to action’.

11. THE IMPORTANCE OF RADIO IN
EDUCATING YOUNG PEOPLE
 Advances in technology have given the youth more ways to access an increasing
amount of information. Local and international news can be read in the newspaper,
listened to on radio, watched on television and found on cellphones or online.
 For those with access to these options, a wealth of information and entertainment is
always readily available. In areas where access to technology is expensive, radio
continues to play an important role in information sharing.
 Radio broadcasts can provide information and entertainment broadcasted 24 hours a
day to provide the most recent updates about news or something entertainment related
to listeners.
 When there is no access to the internet, young people can still search the airwaves for
trustworthy sources. Even electricity is not a necessity for battery operated and hand-
cranked radios.
 Sometimes a young person in the rural part of Namibia would like to attend a soccer
game, but they can't because they are far from the action, and radio is able to bring these
events to life for such a person, as a radio presenter can excellently guide him or her
through the game.

12.  With a radio by their side, people in villages or small towns are able to enjoy music
and stay informed about ordinary events such as a street robbery or traffic congestion
to more serious issues such as the change of governments, the tug of war among
political rivals and the death of members of the community.
 In Namibia, radio is considered as one of the key mass communication mediums
which reaches all areas of the country and has great potential to broadcast different
kinds of information to almost the entire population.
 Dozens of radio stations are available in various languages to ensure that everyone
receives news wherever they might be.
 On 13 February, World Radio Day was celebrated in the capital for the second time
and a few radio stations, along with various bodies that represent media organisations,
gathered to inform listeners about the power of radio.
 Radio has its advantages over other mass media outlets like the television, in terms of
being handy, easily accessible and cheap. Nobody wants to carry their television
around, so having a radio is the perfect source of portable information and it is
accessible at home, in the office or in the car.

13.  Radio is effective in not only informing the youth, but also in creating awareness
regarding many social issues and needs for social reformation, developing interest and
initiating action, for example, introducing a new policy, development projects or creative
ideas to the public. Having a radio around helps to create a positive climate for growth
and development.
 As far as audience is concerned, radio does not hamper person's mobility. As a vehicle of
information for masses, it is still the fastest. Radio is capable of informing young voters,
for example, on where to go register and has also opened the possibilities of obtaining a
job or even a place to live.
 Youth involvement in radio is not simply about training a new generation of broadcasters.
Experience in radio reporting and broadcasting translates to a useable skill set with a
wide range of real life applications. Learning to research, interview and broadcast boosts
confidence in young people and builds their communication and critical thinking skills.
 Radio has shaped our history and remains a powerful force for creating a more peaceful,
more sustainable and more inclusive future for all.
 Radio has a higher penetration than television, magazines, newspapers or the internet.

14. ROLE OF RADIO IN ARMY
 The radio has a range of 500 meters, weighs 1.5 kilograms, has 256 different radio
channels and a battery life of 20 hours continuous use. It allows users to communicate
over short distances. Effective even through thick cover or the walls of buildings, PRR
is issued to every member of an eight-strong infantry section
 Additional features being the ability to be re-configured in the field with 16 channels
available on the selector knob and fifteen other groups of sixteen available with a
simple tool. The radio operates on spread spectrum and has a good level of security
being designed with LPI (low probability of interception).
 An inbuilt receiver enables the radio to be keyed remotely via a short range encoded
Press To Talk switch fob, the switch being mounted on a weapon or hand grip of a
military vehicle. The switch code can be changed in the field and the radio configured
to work with up to 4 different switches (useful for soldiers sharing transport such as
motor cycles where the PTT switch can be handlebar mounted).
 The side-mounted switch-pack is supplied with a single Transmit switch for general use
and a double switch pack and auxiliary lead and connector to operate a second "Bowman"
radio from the same users headset. Multiple security switches and block outs are fitted to
prevent re transmission of secure Bowman signals over the personal network.

15. RADIO AMONG THE
SENIOR CITIZENS
 How has traditional AM/FM radio fared in this new age of audio marketing? Quite
well actually. According to Nielsen’s Total Audience Report Q1 2018, “92% of U.S.
adults listen to radio each week, the highest reach across platforms.”
 Impressively, 94% older adults ages 50-64 and 88% of adults 65+ listen weekly.
Meanwhile, radio reaches 41.2 million monthly listeners among Baby Boomers
(ages 55-64), representing 98% of the Baby Boomer population. Nielsen also
reported that U.S. adults ages 50-64 listened to almost 15 hours of radio a week
while adults 65+ listened to about 12 hours of radio weekly.
 News/talk formats and public radio stations are especially appealing to Boomers
(ages 55-64), capturing 26.5% of them weekly and 27.9% of seniors (65+). In
2017, 42% of NPR listeners were over 55 and 68% were college graduates.
 Radio has also been smart – traditional radio stations have entered the digital game
by offering their broadcasts via the web. That means the audience can follow them
from the car to their home or office and back to the car, which means your messages
will follow, too. Edison Research’s Infinite Dial report found that 33% of adults 55+
listen online.

16. RADIO’S IMPACT ON CULTURE
 One of radio’s most enduring legacies is its impact on music. Before radio, most
popular songs were distributed through piano sheet music and word of mouth. This
necessarily limited the types of music that could gain national prominence. Although
recording technology had also emerged several decades before radio, music played
live over the radio sounded better than it did on a record played in the home. Live
music performances thus became a staple of early radio. Many performance venues
had their own radio transmitters to broadcast live shows—for example, Harlem’s
Cotton Club broadcast performances that CBS picked up and broadcast nationwide.
 Over the years, radio has had a considerable influence on the political landscape of
the United States. In the past, government leaders relied on radio to convey messages
to the public, such as President Franklin D. Roosevelt’s “fireside chats.” Radio was
also used as a way to generate propaganda for World War II. The War Department
established a Radio Division in its Bureau of Public Relations as early as 1941.
 As talk radio’s popularity grew during the early 1990s, it quickly became an outlet
for political ambitions. In 1992, nine talk show hosts ran for U.S. Congress. By the
middle of the decade, it had become common for many former—or failed—
politicians to attempt to use the format.

17. UNDERSTNDING DIGITAL RADIO
 In these systems, the analogue audio signal is digitized, compressed using formats such a mp2 &
transmitted using a digital modulation scheme.
 Digital radio broadcasting systems are typically designed for handheld mobile devices, just like
mobile TV systems
 Some digital radio systems provide in-band on-channel (iBoC) solutions they may coexist with or
simulcast with analogue AM or FM transmissions, while others are designed for designated radio
frequency band.
 It allows software radio implementations, where the transmission technology is changed just by
selecting another piece of software.
 In addition to excellent quality, multiple services & power conversation, it also presents a lot of
value added services.
 Digital Radio has excellent audio quality.
 Big advantage of digital mode is that it allows display of any kind of information along with
the song played in the text format during the broadcast timing.

18. UNDERSTANDINGCOMMUNITY
RADIO
 Community Radio is a service offering a third model of radio broadcasting in addition to
commercial & public broadcasting. They serve geographical communities of interest.
 They broadcast content that is popular & relevant to a local, specific audience but is
often overlooked by commercial or mass media broadcasters.
 They are generally non-profit owned by the community in which they operate. Some
are even owned by students, universities, municipalities, churches or trade unions.
 Community Radio enables individuals, groups, & communities to tell their own stories, to
share experiences.
 Community Radio’s refer themselves by a variety of names. Some are musical some
are militant and some are combination of both.
 They are located in the isolated rural villages & even in the heart of the largest cities of
the country. Their signal may reach a kilometre, cover whole country or be carried via
shortwave to other parts of the world.

19. SOMEKEYTRENDSOF
RADIOSTATIONS
 Increased Social Media Presence :
Radio Stations are taking to social media to accentuate the entertainment
quotient for their listeners as well as to establishing a platform to have direct
interaction with them. Many like Radio Mirchi, Red FM and Radio City maintain a
national page usually as well as city-centric pages. Content on these pages usually
range from videos and pictures of celebrities visiting the studio for promotion
activities to also posts pertaining to polls, contests and quizzes etc.
 Content differentiation :
Radio stations are increasingly focussing on differentiation strategies to
break away from the routine so as to increase listenership. Since Bollywood is one of
the profitable categories for the medium, stations have experimented within this to
carve out a niche for themselves. Additionally, radio gives the opportunity to focus on
some very specific local issues. These shows have been generally talk shows based
with little or no music content. Industry players believe that although these shows
garner much attention from the listeners the nature of the content limits the number
of advertisers. Stations are also increasingly looking at bringing celebrities to capture
listenership.

20. LISTENERSHIP TRENDS
 There is remarkable change in the listenership's in the year 2015 as compared to 2014.
 Radio City topped in terms of market share with 19.1 per cent, followed by Big FM
18.9 per cent.
 Fever 104 recorded the highest Time Spent Listening (TSL) with 6.26, while Bi FM
ranked second with 6.16 TSL.
 Radio Mirchi registered 14.6 per cent market share, Fever 104 13.1 per cent and Red
FM 11.7 per cent
 Among the programmers, the morning edition of ‘SUHANA SAFAR’ with Anu Kapoor
on Big FM had the highest TARP with 3.8 in 12+ category and 5.4 25+ category.
 Radio City 91.1 FM’s ‘KAL BHI AAJ BHI’ with RJ Gaurav was the next popular
show with 3.5 in the 12+ category & 4.3 in 25+ category.
 According to Radio Audio Measurement Survey, covering the four metros Mumbai,
Delhi, Kolkata, Bangalore the share of audiences turning into Radio from home and out
of the home changed marginally.

21. 2015’ 40TH WEEK(27SEPT TO 03OCT)
LISTENERSHIP
METROS TOP RADIO
STATIONS
MARKET SHARE (in
%)
TSL
MUMBAI 1. RADIO CITY 17.8% 5.3
2. BIG FM 17.5% 6.01
3. FEVER FM 14.7% 6.23
4. RADIO MIRCHI 13% 4.1
DELHI 1. FEVER FM 19.8% 4.59
2. RADIO MIRCHI 14.1% 3.36
3. RADIO CITY 11.7% 3.39
4. BIG FM 11.5% 3.47
KOLKATA 1. RADIO MIRCHI 20.5% 4.43
2. BIG FM 14.4% 4.47
3. FEVER FM 13.3% 4.43
4. OYE FM 10.6% 3.53

22. METROS TOP RADIO
STATIONS
MARKET SHARE (in %) TSL
BANGLORE 1.RADIO CITY 22.3% 9.49
2. BIG FM 21.3% 8.23
3. RADIO MIRCHI 17.1% 7.31
4. FEVER FM 13.6% 7.41

24. KEY CHALLENGERS
 INCREASED PENETRATION OF DIGITAL PLATFORMS:
With increased proliferation of the digital medium through smartphones and other
portable digital devices, terrestrial radio stations would find it increasingly difficult to stay
relevant among the younger tech savvy listeners. Most of the industry players believe that
terrestrial radio has to inevitably shift to the digital platform in the near future. From the
advertisers perspective, with the increasing focus on ROI, digital interfaces are likely to
address two most important aspects which the traditional radio platform does not provide
clearly- measurability and targeting.
 MEASURABILITY:
Measurability continues to be one of the biggest challenges for the industry with
advertisers and sponsors increasingly shifting their analytical and consumer to justify their
ROI. The importance of a universally accepted metric to measure listenership cannot be
stressed upon more as historically incorporation of these metrics have increased the
advertisement spent on radio.

25.  FOREIGN INVESTMENT IN RADIO BROADCAST:
Foreign Direct Investment (FDI) in the radio sector is currently capped to 26%
which industry believes to be the major hindrance for the growth of the industry. TRAI’s
recommendation of increasing the limit to 49% was in coherence with the suggestion of
Finance Ministry Panel. The approval would not only entail infusion of capital but also
transfer technology, strengthening technology, raising productivity, enhancing
competitiveness etc.
 PRIORITY SECTOR STATUS FOR RADIO:
Radio sector should be given the status of priority sector so that the bank lending
to the sector can qualify under Priority Sector spending rules. Also, this could enable
raising debt from ECB reducing capital burden on the players.

26. Social Media - Radio Platform :

27. Social Media - Radio Platform :

28. GOLDEN ADVANTAGES
OF RADIO
1. Radio Reaches a Huge Audience
2. Radio is Targeted
3. Radio Cuts Through High Concrete Walls
4. Radio is the Anywhere, Anytime Medium
5. Radio Is the Pulse of the Community
6. Radio Offers Promotional Opportunities
7. Radio is Influential
8. Radio Reaches Your Target Customers with Frequency
9. Radio is Flexible and Immediate
10.Radio Provides a Strong Call-To-Action
11.Cost effective
12.Increased frequency
13.More memorable
14.Measurable results
15.Get Started to Enjoy the Advantages of Radio Advertising

29. THANK YOU