INSTRUCTIONAL TECHNOLOGY 3(2+1)

Lesson 28 : Electronic Media

Television

Television, another of the mass media, is also an effective means of broadcasting information to many people at once. In addition to using commercial television for advertising, business has been making increasing use of TV for education and training programs and videoconferencing. Because it combines auditory and visual images, TV provides a fairly effective substitute for face-to-face communication when time, distance, or cost of travel would make face-to-face communication difficult.

They can also be recorded by the receivers for viewing at a convenient time or viewing repeatedly to ensure that the message has been understood.

Objectives:

The main objectives of Television in India according to the Information and Broadcasting Ministry are:

1. To act as a catalyst for social change.
2. To promote national integration.
3. To stimulate scientific temper among people.
4. To disseminate message of family planning.
5. To promote and help preservation of environmental and ecological balance.
6. To stimulate agricultural production.
7. To highlight social welfare.
8. To inculcate interest in sports.

Procedure:

1. Message should be simple and easy to understand.
2. Core message should be presented along with some entertainment.
3. Dramatization helps in assimilation of the message.
4. Programme should be preferable by 15-20mts. Duration.
5. Time of the programme should be suitable to the audience.
6. Programme should meet seasonal needs of the viewers.
7. There should be special programmes for different age and occupation groups.
8. Feedback in form of letters and video shots should be encouraged.
9. Arrange sitting and place equipment properly for optimum community viewing.
10. Check equipment before the programme begins.

Advantages:

• TV helps in social-cultural and economic changes in the life of the viewers.
• Even illiterate audience can learn new ideas through TV.
• It helps in building cultural and social solidarity.
• Inculcates new norms, values and interest in social life.
• Interlinks viewers with the outside world.
• It helps in reviving, reinforcing and sustaining the cultural heritage of the society.
• Provides regular healthy recreational opportunity to the viewers.
• Creates scientific outlook in the viewers.

Limitations:

1. It discourages social interaction.
2. Creates consumerism in the viewers.
3. Acts as an impediment in the children’s education.
4. Telecasting facilities are available in the limited place.
5. There are fewer sets in rural areas.
6. Programmes cater the need of city dwellers.