1. Lecture 29 Radio
Radiois a valuable tool because itisthe cheapest
of (mass) communicationtoolsandrural people caneasilyobtainit.Radiohasthe flexibility
for playingthe followingroles:
• A meansforthe rapid disseminationof keyinformation,inagreatmany languages,
and ingeographicallyvastorrestrictedareas;
• A platformfordialogue anddebate amongdevelopmentstakeholders;
• A platformforrural and urban communitiestoexpressthemselves;
• A tool forawareness-buildingandsocial mobilization;
• Aninstrumentforresearch,providinggenuine informationaboutrural communities
(upwards) todecision-makers.
Thisis whyitis not realistictoseektodivide the ‘clientele’,assome aspire todo,
intotwo opposinggroupsof urbanand rural audiences.Realityismore refined,andthe
differencesanddifferinglifestyleswhichare specifictoethnicorcommunitymembership –
language,genderandage – playan increasinglyimportantrole.
The rolesand usesof rural radiointhe earlyyearsof the 21st
centurywill be determinedbythe forces
whichseparate orbring togetherexistingrural radiostationsandcommunity,public,private,religious
and commercial services.The endof broadcastmonopoliesopenedthe waytoa divisionof tasksand
roles.Henceforththe determiningfactorswillbe the freedoms,rulesandunifyingpracticesneededin
the frameworkof Pakistanemergingmediapluralism.
What alliancesbetweenpublic,commercial andcommunityradioservicescanwe expecttoemerge in
the future?What setsof structures,whatregulations,andwhatothermeasureswill be requiredto
allowcommercial,communityandpublicservice broadcasters–The Role andUse of Rural Radioin
Pakistan