Radio is an effective means of broadcasting information to many people at once. For this reason, radio is a form of mass communication. The mass media also include newspapers, popular magazines, and television. Radio and other forms of mass communication do not allow for convenient, prompt feedback. Receivers who wish to provide feedback on a particular message typically need to use some other communication channel—telephone, email, or letter—to respond to a sender. The most common business use of radio is for advertising, primarily at the local level. It could be used for debate on selected problems, and for dissemination of information through talks, folk songs, dramas etc.
Radio broadcasting has adjusted itself to the advent of television and has reasserted its place in the mass communication. Its influence permeates every segment of society. Radio is a mobile medium. Through a mass medium, it possess the qualities of a direct, personal touch as it uses the spoken word to convey its message.
Objectives:
To reach more people more quickly
To reach illiterate audience.
To build enthusiasm and maintain interest.
To meet recreational needs.
To encourage local talents and abilities.
Procedures:
The message has to be small and clear so that people can understand it and act.
Do not make too much lengthy programme because lengthy programmes miss their attraction and utility.
Time of the programme should be suitable to the audience.
Programmes should be dependent on the seasonal needs of the people, so that they act upon quickly.
Encourage the people to listen the rural programmes attentively.
Interesting programmes should be specially announced in advance, so that people are able to listen them.
Encourage the people to write about their opinion.
Feed news stories and cultural programme related to the locality to the broadcasting stations.
Participants