In 21st century we have many tools for mass media communication like Radio, Television, Internet etc. but still People have an interest to pay attention Radio for news, entertainment purpose so allow us to discuss about Radio. Radio might be a fascinating medium among the varied mass communication media thanks to its special characteristics. It continues to be as relevant and potent because it was within the early years despite the emergence of more glamorous media. it's a truism that within the first phase of broadcasting spanning three decades from the first twenties, radio reigned alone or was the dominant player. However, over a period of your time, the media scene has changed drastically. Television with its inherent strength of audio-visual component has captured the imagination of the people. the arrival of television system, the web and also the convergence of technology have added further dimensions in media utilization patterns.
However, despite the presence of a plethora of media, there's room and scope for every medium. Experience has revealed that 'new technologies add things on but they do not replace'. One medium isn't displaced by another - each medium reinvents itself within the context of changes within the communication environment. Within the changed media scenario, radio is reorienting itself with more innovative programmes and formats. This unit acts as a curtain raiser for the block which examines various issues referring to the expansion of broadcasting in India, the newest trends in broadcasting and the way radio has been used for supporting development. During this unit, we shall discuss the concept of communication, its types, functions, the characteristics and radio as a medium of mass communication. We shall discuss the role of massmedia generally and also the radio medium specifically. We shall examine the strengths and limitations of radio and the way the role of radio in a very developing country is different from that of in developed countries. We shall also analyze the current and future role of radio in our country within the context of the technological changes happening.
The Role of Radio
The Role of the mass media is to produce the audience information, education or entertainment or all the three balanced in several proportions. The role of radio, as a medium of mass communication varies from country to country. There are radio networks which devote themselves exclusively to entertainment.
they'recommercial enterprises which are run with profit motive serving trade interests. They carry an outsized number of advertisements together with programmes. There are radio networks operated by educational institutions, which specialize ineducational programming.
The third category of radio broadcasts are community broadcasters. The local communities or NGOs servjng them operate radio semi-c for the advantages of the area people. the foremost important and universally recognized category of broadcasting is usually named as Public Service Broadcastingwhich uses radio for public service by providing a mix of programmes of data, education and entertainment in accordance with the communication needs of the people it serves. Alfred Smerdits,noted communicator after a survey of broadcasting in Europe, observed that the general public service media must perform the "democratic task of providing independent, 8 i free and pluralistic information and promoting cultural development." Pierre Juneau, of the planet Radio & TV Council visualized a bigger role encompassing not only information, education and entertainment,but also cultural enlightenment. it might be interesting to ! note that within the US., the necessity for a public service broadcasting was felt long after private 1 broadcasting took firm roots therein country. In the U.K., it had been public service broadcasting I which was established first and personal commercial broadcasting followed. P In communication, there are certain things which the people want and a few other things which they had.
Radio can give birth to the convergence between the 2 through appropriate programming mix. To Lord Reith who helps the BBC to develop as a public service,broadcasting organization,information and education were its predominant components. Merlyn Rees, Privy Countillor, uk beginning the parameters of public service broadcasting observed that the general public service broadcasting must be the one which was offered to the whole population. It must be universallyattractive. In other words, it must fret with as many interests and tastes as possible.
Minorities and disadvantaged groups who are suffering discrimination,must receivespecialattention.Broadcasting must be distanced from vested interests. In developingcountries, the radio is looked upon as catalytic agent for development. TheVidyalankar Committee constituted by the Indian commission in 1963 envisaged a vigorous role for radio when it observed
"our development task is so great and ourpopulation so large that only by the foremost efficient possible programmes of public information can we hope to succeed in our people often enough and effectively enoughto activate on the needed scale, discussion processes and subsequent actions within the cities, towns and villages".
per a policy document of the government of India,
"radio should become an input within the nation building tasks and musts strengthen the arrogance of the people, promote the concept of self-reliance ande,encourageforces of unity and national harmony."
In tune with various policyg guidelines the academic and data programmes of radio aim at preparing the people to receive and assimilate the new opportunities created for his or her advancement and well-being. They seek to strengthen the arrogance of the people, promote the concept of self-reliance, encourage forces of unity and national harmony and help within the establishment of an egalitarian society. within the preparation of software to grasp these objectives, the programme,planners constantly bear in mind of what Pandit Jawaharlal Nehru said while addressing the Constituent Assembly (Legislative) on March 15, 1948. Bearing on the approach in broadcasting programmes he was said
"If anybody goes to sermonize, I’m not visiting hear that sermon . . . you need to make out in an entertaining way." playwright, renowned playwright warned that the 'one-way' nature of radio would condemn it to sterility.
The organization of Charcha Mandals within the early phase of farm 1 I broadcasting
facilitated participatory programming. Akashvani se, the agricultural science gatherings, the science sammelans, the People's Forum Programmes are a number of the later-day innovations to form radio a two-way communication medium instantly striving to "reach the people effectively enough to activate on the needed scale, discussions, processes and actiomu The Phone-in programme, Voice Mail Programmes, the People's Forum Programmes (which while voicing the grievances of the people bring I the administration and therefore the audiences on a standard platform within the exercise for resolving problems) and therefore the radio-bridge programmes connecting experts and therefore the listeners situated in several places.
Conclusion
Radio is Demanding for communication,news, entertainment etc. Radio is good tool for mass media communication but Radio has also limitations but in small town city, Rural area people are gratitude to listen Radio rather than Television.
No comments:
Post a Comment