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Radio is widely used in public communication medium and there is a great possibility in the dissemination of information because the radio signals cover almost the whole population. There are more than 177 radio stations across the country. About 97 percent of the population is reached by radio.
Radio is a convenient form of entertainment that provides a large audience. With the advent of the transistor, this medium reached the common man in the urban and rural areas of India, although the use of radio is more in rural elite.
In terms of being easy, portable, easily accessible and cheap, there are advantages over other public media like Television and Newspapers. It is the most portable of broadcast media, can be reached almost everywhere at any time, at home, in the office, in the car, in the street or on the beach.
Radio is also effective in not only informing people but also creating awareness about social issues and the need for social reform, developing interest and starting the proceedings.
For example, it can help create a positive environment for development and development in creating awareness about new policies, development projects and programs, new ideas etc.
It widens the horizons of people and enlighten them, which gradually changes their attitude towards life. Research has shown that when group group discussions and follow up with the Q & A session, radio is an effective medium for education.
In India, radio penetration is becoming a powerful medium for entry into rural areas. It gets 3 percent of the national advertising budget. Radio is still a cheap option for television, but in advertising terms, there is no poor medium anymore.
Since listening to the radio is so widespread, it has succeeded as an advertising medium to reach the local audience. In addition, the radio service serves the target audience with targeted target audience, which makes it an excellent advertising medium for many types of special products and services.
As far as advertising is concerned, with any remote control device and VCR, it is probably not able to tune ads easily. It is believed that the ability of radio to attract local advertisers primarily harm newspapers, because television is less attractive for small, local advertisers.
As far as the audience is concerned, the radio does not obstruct the mobility of the people. It is still the fastest in the form of information vehicle for the public. For example, a news reporter will take less time to reach the radio with a microphone and recorder for TV with a shooting reporter and radio.
Another important feature of radio in large-scale radio is that it caters to a large rural population with no access to TV and there is no electricity supply. In such places, the programs of All India Radio are the only source of information and entertainment. In addition, AIR broadcast programs in 24 languages and 140 dialects.
"Radio should be considered similar to the newspapers keeping in mind the fact that it is linked to local, inexpensive, communities, limited band width and operates through simple technology".
Radio economics allows the sewing of program content according to the needs of small and diverse audiences. Thus, it is financially viable to resume a program to disseminate the audience in various sub regional, cultural and linguistic context.
It enhances the value of the radio as a medium in networking development programs. Thus, it offers many possibilities in networking from locally or regionally synchronized broadcast and interactive exchange of queries and data.
This information may work as a support medium for learning curriculum jointly with a standalone medium or course material for dissemination.
The Director General of AIR (1995), Kapoor said, "Radio is more interactive and stimulating than a TV where the audience is fed spoon.The radio allows you to think about using your imagination. Did not call it a stupid box ".