Role of Radio in Society

Role of radio in society
1. 1.Free and objective broadcast of all matters of public interest, national or international,
and presenting a fair and balanced flow of information including contrasting views
without advocating any opinion or ideology of its own. 2.Paying special attention to the
fields of education and spread of literacy, agriculture, rural development, environment,
health and family welfare as well as science and technology. 3. Providing adequate
coverage to the diverse cultures and languages of the various regions of the country by
broadcasting appropriate programs.
2. . . Providing adequate coverage to sports and games so as to encourage healthy
competition and the spirit of sportsmanship. 5. Providing appropriate programs keeping
in view the special needs of the youth. 6. Making specific programs for and about
women, tribal, children, handicapped, aged and vulnerable sections of society. 7.
Promoting social justice and combating exploitation, inequality and such evils as
untouchability and advancing the welfare of the weaker sections of the society.
3. . Promoting national integration by broadcasting in a manner that facilitates
communication in the languages in Pakistan; and facilitating the distribution of regional
broadcasting services in every State in the languages of that State. 9. Providing
comprehensive broadcast coverage through the choice of appropriate technology and the
best utilization of the broadcast frequencies available and ensuring high quality reception.
10. Promoting research and development activities in order to ensure that radio and
television broadcast technology are constantly updated.
4. . Role of radio
5. Introduction • Radio is widely used mass communication medium and has a great
potentiality in dissemination of information as radio signals cover almost entire
population. • More than 177 radio stations are there across the country. 97 percent of the
population is reached by the radio. • Radio being a convenient form of entertainment
caters to a large audience. • 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.
6. • 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. • 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. • For example, in creating awareness regarding
new policies, developmental projects and programs, new ideas etc.
7. . • Another important feature of radio as mass medium is that it caters to a large rural
population which has no access toTV and where there is no power supply. • In such
places, 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. • It can serve as a standalone medium of information dissemination or a support
medium for curricular learning, jointly with print material or with fieldwork.
8. . Roles and functions of radio in society • Information • Education • Entertainment •
Agenda setting • behavioral change agent • Mobilization of society towards common
goals • Psychological support in society
9. . Roles and functions of radio in society •Information • Radio is an electronic medium of
audio communication. • Through news, talk shows, adverts and other programmes, radio
creates awareness in society of what is happening within and outside a given the society.
10. . •Education • Through the documentaries, drama and quiz shows aired on radio. •
Society members are able to draw lessons. Look at instance of plays on HIV/AIDS,
agriculture aired. • Radio teaches society development and health aspects relevant to day
to day needs. • Documentaries on agriculture, health have also impacted on society’s
world over.
11. • Entertainment • Society members are entertained through music and plays. • Some
radio stations have humorous morning and evening programmes. • Radio kills boredom
and occupies people through leisure. • The different music genres also appeal to all age
groups in society. • Radio as a secondary medium, someone can listen to radio while
doing something else like washing, reading etc.
12. . •Agenda setting • Radio presents to society issues yet to become public debates. • Radio
provides variety of options on which to base enlightened decision. • The radio determines
what audience will discuss airing it. • By talking about a corrupt government official,
society members are brought on board ‘call to action’.
13. . •Radio is behavioral change agent • Some radio stations represent and stand for society
values, goals and culture. • For example a church radio station will promote abstinence,
forgiveness and good morals in society. • Also the content aired on radio has impact on
behavour in society.
14. . • Mobilization of society towards common goals • Radio can be used mobilization
campaigns like immunization, election, and religious campaigns. • Radio can be used as
an early warning tool. Radio can Mobilize society • Psychological support in society •
Most of the radio stations have programmes where people share problems with
counsellors, doctors and get answers or solutions at no cost.
15. . Advantages of Radio • Radio is one of the media which covers huge population. • Radio
can be enjoyed at home, in office, while driving car and can be enjoyed any where. •
Radio channels varies from region to region, hence you can listen radio in your regional
language. • Like other entertainment media, Radio is also favourite of large number of
population. • You can advertise your product on radio and the rate of advertisement is
usually lower than other medium of communication. • Important information or news can
be easily spread on radio. • For local market radio is one of the powerful medium of
communication.
16. . Disadvantages of Radio •Only an audio medium for communication. •During bad
weather you cannot listen radio properly. Often unclear and is affected by weather. •You
need to adjust frequency properly. •Less and limited radio channels are available
compared to other communication medium

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