The document discusses radio as a mass communication medium, particularly in rural areas of India. It notes that radio is an effective way to inform people and raise awareness on social issues. With its penetration into rural areas, radio is also becoming an important advertising medium for local audiences. Some key advantages of radio mentioned are that it caters to large rural populations without access to television or power, and can disseminate information widely through transistors. The document provides a brief history of radio and All India Radio in India. It also compares radio and television, noting their different prime times and costs.

1. P : 15 Mass Media Communication and Mass Studies
Radio as a Mass medium
Sem -4
M.A (English)
Email Id: bhumivjoshi108@gmail.com
Presented by: Bhumi Joshi

2. 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.

3. 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

4. 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.

5. 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.

6. This shift from one type of technological and social usage to
another took place in relation to two developments :
(1) 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.

7. 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.

8. How Radio gets signal ?

9.  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 it’s 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.

10. “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)

11. All India Radio (AIR)
 Indian Broadcasting Company renamed All 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 in New Delhi, for the North Zone; in Kolkata, for
the East Zone; in Guwahati, for the North-East Zone, in Mumbai,
for the West Zone; and in Chennai, for the South Zone.

12. •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
Bharati’s 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.

13. Different Channels :

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

15. 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.

16. 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.

17. Thank You