DEFINING BROADCASTING

Broadcasting has been defined as the transmission of information through

radio waves from a radio or television station, to the audience in far and near places,
through their receivers, which help in decoding such information (Onabajo, 2000). Similarly,
broadcasting can also be defined as the dissemination of information by an
organization (radio or television station) to a large widely dispersed
heterogeneous audience through their radio or television receivers. As opposed to other
forms of mass communication like newspapers, magazines and books, broadcasting is an
entirely electronic means of communication because it uses electronic technology to
encode, distribute and decode messages; newspaper is not a form of electronic
communication because it does not use electronic technology in all the stages of
encoding.

However, there are now online or internet based newspapers designed, produced and
distributed electronically using new forms of technology. Broadcasting is distinguished
from “cablecasting”– the transmission of television and sometimes radio signals directly
intothe home by means of coaxial cable – because whereas broadcasting is open to
everyone provided you have your television or radio receiver, cable is restricted and
its services are exclusively available to only those who have decoders. Similarly,
broadcasting, from its definition and meaning, is distinguished from “narrowcasting” –
the transmission of special interest programmes too much smaller audiences.

Broadcasting is the distribution of audio or video content to a dispersed audience via any
electronic mass communications medium, but typically one using the electromagnetic
spectrum (radio waves), in a one-to-many model. Broadcasting began with AM radio, which
came into popular use around 1920 with the spread of vacuum tube radio transmitters and
receivers. Before this, most implementations of electronic communication (early radio,
telephone, and telegraph) were one-to-one, with the message intended for a single recipient.
The term broadcasting evolved from its use as the agricultural method of sowing seeds in a
field by casting them broadly about. It was later adopted for describing the widespread
distribution of information by printed materials or by telegraph. Examples applying it to
"one-to-many" radio transmissions of an individual station to multiple listeners appeared as
early as 1898.
Over-the-air broadcasting is usually associated with radio and television, though more
recently, both radio and television transmissions have begun to be distributed by cable (cable
television). The receiving parties may include the general public or a relatively small subset;
the point is that anyone with the appropriate receiving technology and equipment (e.g., a
radio or television set) can receive the signal. The field of broadcasting includes both
government-managed services such as public radio, community radio and public television,
and private commercial radio and commercial television.

THE PURPOSE OF BROADCASTING

Basically, broadcasting serves three broad purposes; it informs, educate and entertain
the audience. However, broadcast stations (radio or television) perform six main functions.
These are the news, opinions, education, propaganda, commercial and entertainment
functions.

1. News Function: Broadcast stations survey the environment and give reports or
information about things going on in the environment, especially those things
that are likely to have impact on people, and those things that are new
and of human interest.
2. Opinion Function: Here, the broadcast media provide an avenue for the different
shades of opinion to be aired in society. Broadcast media enable us to know
what different segments of the society are thinking.
3. Education Function: Through the broadcast media, people acquire new
knowledge, attitudes and skills, thus enabling them to cope better with life.
Education function can deal with formal, non-formal and informal learning.
4. Propaganda Function: Governments have often used radio and television as
megaphones to exaggerate performance or make something out of nothing.
5. Commercial Function: Radio and television stations carry adverts which help
inform audiences about the existence of certain goods and services.
6. Entertainment Function: Musical, drama and comic programmes are transmitted
to ease boredom and help relax audiences of radio and television stations.

IMPORTANCE OF BROADCASTING MEDIA

 1. Mass Reach: Broadcast media is crucial because it allows marketers to connect with a
large and diverse audience simultaneously. Whether through television, radio, or
online platforms, it enables messages to transcend geographical boundaries, ensuring
they reach a wide range of people. This broad reach is especially valuable for brands
looking to establish a widespread presence and make an impact on diverse consumer
groups.
2. Impactful Storytelling: The combination of audio and visual elements in broadcast
media creates a potent platform for storytelling. Unlike text-only communication, the
integration of sounds and visuals enhances the emotional connection with the
audience. This dynamic allows brands and content creators to convey their messages
vividly, making the content not just informative but also emotionally engaging. This
storytelling capability is fundamental for effective communication and significantly
contributes to the success of marketing efforts.
3. Real-time Updates: Broadcast media excels in providing real-time updates, a crucial
aspect in the fast-paced world of information dissemination. Whether it’s breaking
news, live events, or urgent announcements, broadcast media ensures that the
audience stays informed almost immediately. This real-time feature not only
enhances the credibility of the medium but also keeps the audience connected to
unfolding events, fostering a sense of immediacy and relevance.
4. Brand Visibility: The visibility offered by broadcast media is a significant advantage for
businesses aiming to strengthen their brand presence. Through commercials,
sponsored content, and strategically placed advertisements, brands can secure a
prominent position in the minds of the audience. The visual and auditory impact of
broadcast media aids in creating a lasting impression, contributing to the overall
visibility and recognition of a brand in a highly competitive market.

FEATURES / CHARACTERISTICS OF BROADCASTING MEDIA

1. Live or near-live reporting: Broadcast journalists often report news events in real-time
or with minimal delay, allowing them to deliver information to audiences quickly.
2. Visual storytelling: Broadcast journalism relies heavily on video, images, and other
visual elements to convey information and engage viewers. This includes live footage,
pre-recorded packages, and graphics.
3. Concise and conversational style: Broadcast journalists aim to present news in a clear,
concise, and conversational manner, as opposed to the more formal writing style
often used in print journalism.
4. Time constraints: Broadcast news segments are typically short, ranging from a few
minutes to half an hour, requiring journalists to be succinct and prioritize the most
important information.
5. Immediacy and responsiveness: Broadcast news is characterized by a sense of
immediacy, with journalists often reporting on unfolding events and being responsive
to breaking news developments.
6. Emphasis on visual and auditory elements: In addition to video, broadcast journalism
utilizes audio elements such as interviews, soundbites, and voiceovers to enhance the
storytelling experience for viewers.
7. Diverse delivery platforms: Modern broadcast journalism extends beyond traditional
television, with news content being delivered through various digital platforms, such
as online videos, mobile apps, and social media.
8. Multisensory Experience: Broadcasting media stands out because it engages both
hearing and sight, offering an experience that involves more than just words. Unlike
print or text-based methods, it brings in audio and visual elements, making it an
immersive and dynamic form of communication. This mix heightens the overall
impact of the content, making it more memorable and emotionally resonant.
9. Live Broadcasting: A common feature is the transmission of content in real-time. Live
broadcasting lets audiences experience events, news, or shows as they unfold. This
immediate connection between the content and the audience creates a shared
experience, adding spontaneity and excitement. It’s like being present at the moment
of occurrence.
10. Scheduled Programming: Broadcast media operates on a regular schedule, assigning
specific programs to set time slots. This planned programming offers predictability for
the audience, allowing them to know when their favorite shows or content will be on.
This consistency builds viewer loyalty and establishes a routine, contributing to the
success of broadcasting channels.
11. Mass Accessibility: A key feature is the wide reach. Whether through traditional TV and
radio or modern online streaming platforms, broadcast media ensures content
reaches a broad audience. This accessibility guarantees that information,
 entertainment, and ads can reach diverse demographics and locations
simultaneously.
12. Visual Impact: The visual aspect in broadcast media plays a crucial role in effective
message delivery. Using images, graphics, and videos enhances the visual impact of
the content, making it more attractive and engaging for the audience. Visuals have the
ability to quickly convey complex information and leave a lasting impression on the
viewer.
13. Interactivity: While traditional broadcast media may not offer direct interaction,
modern platforms, especially online, provide spaces for audience engagement. Social
media and streaming services let viewers share thoughts, comments, and reactions in
real-time. This interactive aspect enhances the overall viewer experience, fostering a
sense of community around the content.
14. Broadcast media provides greater exposure of ideas, products, services, informations
and entertainment to masses. It gives a competitive platform to giant companies and
results in artistic, cultural or political shifts.
15. Television my seem outdated in this digital era, but still provides huge impact in
persuading the minds of masses.
16. Broadcast medium of Radio provides a local impact more. In the fields of Public
Relations and advertising, Radio is much cheaper.
17. Broadcast media has a fixed time for every intervals and specified content which
creates a repetitive effect in the audience which makes them more believable.

ADVANTAGES OF BROADCAST MEDIA ADVERTISING

1. Wide Reach: One big advantage of broadcast media advertising is that it can get your
message out to a lot of different people all at the same time. Whether it’s on TV, radio,
or online, you can reach a bunch of different kinds of people in many places, making
sure your message goes far and wide.
2. High Impact: With broadcast media, you can make your advertising really stand out.
The mix of sounds and pictures makes your message more memorable and strikes a
chord with people’s feelings. This is important because it helps your message stick in
people’s minds for a long time.
 3. Credibility Through Association: If you advertise on well-known channels, it can make
people trust your product or service more. Being linked to channels that people
already trust helps your brand gain credibility. It’s like saying, “If this good channel is
showing it, it must be good.”
4. Immediacy and Timeliness: Using broadcast media lets you share your message right
away. If you have something important to say or a deal that’s only for a short time,
broadcast media helps you get that info out quickly. This way, people can know about
it and act fast.
5. Visual Appeal: Broadcast media ads look good! Using pictures, graphics, and video
makes your message visually attractive. When something looks good, people are more
likely to pay attention to it. This helps your ad grab people’s eyes and get your
message across effectively.

DISADVANTAGES OF BROADCAST MEDIA ADVERTISING

1. Costly Investment: One significant downside of broadcast media advertising is the

high price tag. Making good commercials or content for TV and radio can be
expensive. Also, getting airtime during the busy hours can eat up a big chunk of a
marketing budget. This expense can be tough, especially for smaller businesses or
those working with limited funds.
2. Limited Targeting: Broadcast media doesn’t let advertisers aim their messages at
specific groups as precisely as some other methods do. It’s like shooting in the dark a
bit. Advertisers can’t hit exact demographics or narrow down their audience. This
might mean that the message reaches a bunch of people who aren’t really interested
in the product or service.
3. Limited Control: Ad people don’t get much say in when and where their ads pop up.
The schedule and where the ads go are decided by the broadcasters. Advertisers
might want their ads in specific places or during certain events, but they can’t control
it much.
4. Intrusiveness and Ad Avoidance: Broadcast media ads can feel like they’re barging in
on your TV or radio time. This might make people change channels or mute the TV to
avoid the ads. Some even use ad-blockers. This makes it tough for ads to actually
reach the people they’re meant for.
5. Limited Interaction: When it comes to traditional TV and radio ads, there’s not much
chance for viewers or listeners to get involved right away. Unlike some online ads
where you can click or respond right there, broadcast media ads don’t offer that direct
interaction. This limits the chance for quick feedback or people interacting with the
ads.