Role of Radio (Audio or Electronic Media) in Knowledge Dissemination and Social Awakening

1. Role of Radio in
knowledge dissemination and
social awakening
Dr J Balamurugan

2. History of Radio in India

3. The humble beginnings
• 1923 – Radio club of Bombay
• 1926 – Indian Broadcasting Company (IBC) – private
company given permission to set up 2 stations
• July 23, 1927 – Bombay station
• August 26, 1927 – Calcutta station

4. March, 1930 – IBC discharged
April, 1930 – Govt took over and formed Indian State Broadcasting
Service (ISBS)
2 years later, Govt started to broadcast the British Broadcasting
Corporation (BBC) in India
1932 -To supplement the earning of the Indian State Broadcasting
Service, the IndianTariff (Wireless Broadcasting) Act was amended
leading to a sharp increase in the duty on the wireless receiving set.
The possession of a radio set without a license was made an offence.

5. March 1935 - Office of Controller of broadcasting created under the
Department of Industries and Labour of the Government.
January 1936 - Delhi radio station was opened.
June 1936 - the ISBS was renamed All India Radio (AIR).
1937 - AIR was transferred from the Ministry of Labour and
Industries to the Department of Communications.
September 1939 - News bulletins were centralized in all languages
at Delhi.

6. By 1939, in addition to the existing medium wave transmitters, short
wave transmitters had also been Installed at Delhi, Bombay, Calcutta
and Madras.
New stations with medium wave transmitters were opened at
Lucknow andTiruchiraplli.
In 1941, AIR was again transferred to the department of Information
and Broadcasting, which after Independence in 1947, became a
separate ministry by itself.
When Japan joined world war -II (WW-2) in 1941, thus began AIR's
Burmese, Chinese, Japanese,Thai, Malay and the Indo-Chinese
languages broadcasts. (Today, AIR broadcasts in 16 foreign
languages)

7. Vividh Bharti
• In the 50s, Minister for Information and Broadcasting Dr. B.V. Keskar,
put a ban on broadcast of Hindi film songs on AIR.
• 1956- AIR officially called Akashvani.
• 1957 –Vividh Bharti started. Emphasis shifted to entertainment.
• Vividh Bharti extended to MediumWave which meant more
listenership.
• 1959 – SatelliteTelevision introduced which later separated to form
Doordarshan.

8. Vividh Bharti programming
Sangeet Sarita Bhule Bisre Geet
Hawa Mahal Jaimala
Inse Miliye Chhaya Geetare Bioscope Ke Baatein
Sargam Ke Sitare Celluloid Ke Sitare Sehatnama Hello Farmaish
• 1957 – Rural Radio Forums (Arrival ofTransistor –
Low cost and mobile).
• 1964 – Indira Gandhi becomes Minister of I&B.
• Chanda committee.

9. Chanda committee
• Headed by A.K. Chanda, former Comptroller & Auditor General of
India:
1. Convert AIR into a corporation run by a board of Directors like
BBC.
2. Separate Radio fromTV.
3. CommercializeVividh Bharti so that it earned revenue.

10. •In 1967,Vividh Bharti was commercialized.
•In 1976, AIR and Doordarshan were separated.
•Prasar Bharati Act.

11. Prasar Bharati Act
• Prasar Bharati Bill passed by Parliament in 1990 but subsequent
governments didn’t finalize it. Act implemented in September 1997.
• Broadcasting Corporation of India with two distinct bodies – Akashvani
and Doordarshan
• Functioned as a corporate with a Board of Directors headed by a
Chairman.
• Director General’s for both DD & AIR.
• Member of Ministry of I&B part of Board.

12. Functions of the Prasar Bharati Act
•Subject to the provisions of this Act, it shall be the primary
duty of the Corporation to organise and conduct public
broadcasting services to inform, educate and
entertain the public and to ensure a balanced
development of broadcasting on radio and television.

13. 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.

14. 4. 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.

15. 8. Promoting national integration by broadcasting in a manner
that facilitates communication in the languages in India; 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.

16. Role of radio

17. 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.

18. • 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.

19. • 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.

20. 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

21. 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.

23. •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.

24. • 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.

25. •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’.

26. •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.

27. • 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.

28. 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.

29. 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.

30. Thank you