Introduction

Broadcasting is the practice of creating video and audio programmes and disseminating them to the mass
audience with the help of Radio, Television and New Media. Radio is one of the oldest vehicles of mass
media. The audio signals sent through air in the form of Radio Waves from a transmitter, picked up by the
antenna and then received by the listener on a device called radio set. The first documented radio
transmission dates back to 1885 and was sent by a young Italian Guglielmo Marconi. Radio has been used
around the globe for transmission of information, educating and entertaining the masses. It has also been
used as a tool for propaganda by various political parties and leaders at several instances. It has proved
extremely useful in disseminating information to illiterate people who cannot read newspapers or cannot
purchase Television as it is very expensive. There are several radio stations across the world and also in
India.

Brief History of Radio in India

Lord Irwin, the British Viceroy of India, inaugurated the first station of Indian Broadcasting Company (IBC)
on 23rd July 1927 at Bombay. On 26th August 1927, five weeks later the Calcutta station was inaugurated by
the Governor of Bengal, Sir Stanley Jackson. The stations operated on medium wave and there were 3594
licenses issued by the end of the year. Sir Ibrahim Rahimtoola was the Chairman and Sultan Chenoy was the
Managing Director of IBC. Both the stations at Bombay and Calcutta promoted music and drama. From
April 1, 1930, government took over the stations from IBC because of financial crisis. It was placed in the
department of Industries and Labour under the designation Indian Broadcasting Service.

The Delhi station of Indian State Broadcasting Service (ISBS) went on air on 1 st January 1936. Lionel
Fielden was the Controller of Broadcasting. The Lahore station started on December 1937, subsequently on
April 2nd 1938 the Lucknow station and on June 16 1938, the Madras stations started broadcasting.

The Indian agriculture research institute started transmitting rural programmes for the neighbourhood. Dr.
Gopalaswamy started broadcasting in Mysore in 1935 with the name AKASHWANI. It was taken over by
the Mysore state in 1941 until which it was run with the support of public and Mysore municipality.
ISBS was renamed All India Radio in 1936. The External Service Division was set up in 1939.

A group of young Congress freedom fighters started their short lived underground Congress Radio on 3 rd
September 1942. The broadcast continued till November 1 and the enthusiasts were soon arrested. on
October 24 1941, All India Radio was set up and Ahmed Shah Bokhari was the Director General till the
partition. On June 3rd 1947, the historic announcement of partition was made by All India Radio. The AIR
network by then had 9 stations of which Delhi Calcutta, Madras, Bombay, Tiruchi and Lucknow remained in
India and the remaining three Lahore, Peshawar and Dacca went to Pakistan. When the princely states joined
India, the stations at Mysore, Trivandrum, Hyderabad, Aurangabad and Baroda became a part of AIR by
1950. India’s first five year plan allocated 40 million Rupees for the expansion and development of AIR.
During this period six new stations were set up and a number of low power transmitters were upgraded. On
July 20 1952, the first national programme on music went on air. The same year the first Radio Sangeet
Samellan was broadcast.
Sardar Patel memorial lectures and radio newsreels also started in 1955. In the same year J.C. Mathur, a
member of Indian Civil Service took over as the director general of AIR. During his tenure, culture got a
much needed boost. The then Minister of Information and broadcasting Dr. B.V. Keskar promoted classical
music.

At the end of the first Five Year Plan, AIR had 26 stations with Medium Wave; covered 46% of the total
population and covered 31 of the entire country. On 3 rd October, Vividh Bharti started with the objective of
meeting the demand for popular music and light feature. In 1960 External Service began its Nepali Service.

At the end of the third Five Year Plan, AIR had 54 centres with 82 medium wave transmitters and 28 short
wave transmitters. The Medium Wave covered 70% of the population and 52% of the area of the country.
The first independent review of broadcasting was set up by the government of India in 1964 under the
Chairmanship of Ashok K. Chanda. Among other recommendations, the committee suggested the setting up
of two separate autonomous corporations for TV and Radio, however, it was not accepted. Its
recommendation for commercial broadcasting was accepted. In 1967 commercial advertisements were
introduced in Vividh Bharti. In the same year, 9 codes for AIR were introduced. In 1969 Yuv Vani was
introduced as a separate channel meant to cater to the youth of the country with encouraging participation in
the programmes.

In 1975, the SITE was inaugurated and transmitted programmes to 2400 villages in 6 Indian States. In 1977,
the Janta Regime promised to give separate autonomy to Aakshwani and Doordarshan. The B.G. Varghese
committee recommended the creation of a National Broadcast Trust, Akash Bharti responsible for both
Akaskwani and Doordarshan. Prasar Bharti Bill to grant autonomy to broadcast media in 1997 and AIR
became autonomous under Prasar Bharti. By 2008, Prasar Bharti comprised a country wide network of 219
centres including 32 Vividh Bharti Centres, 73 local radio stations and 114 regional stations. With a network
of 262 radio stations, AIR today is accessible to almost entire population and 92% of the total area.
Programmes of External Service Division are broadcast in 11 Indian languages and 16 foreign languages,
reaching out to more than 100 countries.

Characteristics of Radio

a. Creates Pictures
Even though Radio is a blind medium, it still has the potential to trigger imagination. As soon as the listener
hears the voice through the microphone, the listener begins to visualise what he hears. This leads to vivid
creation by the mind’s eye. The pictures created in the mind depend upon the narration. Therefore, even
though radio is only an audio medium, it manages to stimulate visuals in the minds of the listeners. It also
provides liberty to the listener. With the help of appropriate music and sound effects, the listener is able to
imagine the scene. It might leave room for distortions as the imagination is subjective to the listener.
However, the radio presenter attempts to select words with utmost care so that they create appropriate
pictures in the minds of the listeners. The objective behind doing so is that the subject understands the
content and context and motivates easy recall.

b. Wide Reach
It would not be an exaggeration if we say that Radio has the potential to speak to millions. It is a mass media
tool which has wide reach. As a broadcasting tool, radio aims at reaching out to every home, village, city and
country within the range of its transmission. It is a challenge for the medium to strike a balance between
Audience share and Audience reach. Audience share is the amount of time spent listening to a particular
station which can also be expressed as a percentage of the total radio listening in a particular area. Audience
reach on the other hand is the number of people who actually listen to the programs broadcast from the
station for a period of a day or a week and it can be expressed as a percentage of the total population who
could listen. Audience share and reach are equally important to access the position of the radio station. The
idea behind mass media is to focus on reach and radio surely delivers the objective.

c. Personal
Unlike Television, Radio can be labelled as a personal medium as it is directly accessed by the listener.
Radio emerges out as a one to one medium which establishes immediate personal contact with the listener. It
appears that the medium has the potential to speak inside the heads of the listeners.

d. Flexible
The medium is flexible and immediate. It is considered one of the best options in broadcasting “live”
situation. Radio accelerates the dissemination of information. Radio reaches out to all the receivers
simultaneously and has the capacity to deliver information instantaneously.

e. Economical
In comparison to other media, the capital cost and running expenses are small. Setting up a radio station has
not been seen as a problem by the owners. Obtaining the transmission frequency is a problem. Radio stations
have multiple revenue sources like advertisements, public license, government grants, private investment and
public subscription to list a few. It can be understood that cost per listener hour is low. The medium is ideal
for non-professionals. Radio is also cheap for the listeners. The radio sets are mass produced at low cost
which makes them more affordable.

f. Selective
Radio can also be labelled as autocratic as the medium is highly selective and the selection process takes
place in the studio and the listener is presented with a single thread of material. It is therefore a linear
medium.

g. Lacks Space
The selection and shaping of the spoken material has to be concise and to the point. Detailed coverage in a
radio programme is not possible unlike newspapers. In a newspaper, a big story is provided bigger headline
and more columns, even pictures are used to support the story. The big story on radio is accompanied with a
voice report and interview. The radio producer is often denied the liberty to manoeuvre the stories,
emphasising on one more than the other. This creates a feeling that all stories are equally importance. Even
though it makes the medium boring and mundane, it also helps in restoring objectivity and balance. Leaving
the listener to decide which news item is more important to him.
Advantages of Radio

1. Radio has the potential to reach out to all irrespective of their educational qualifications. The
illiterates, literates as well the highly educated listeners can all benefit from the information
disseminated by the medium.
2. Radio is an affordable medium, both for the broadcasters as well as for the listeners. Radio sets are
economical to buy, easy to use and maintain. Once the radio sets/ transistors are purchased, no cost is
involved in receiving messages.
3. The sound effects, voice modulation and narrative style makes the process of listening enjoyable. It
even helps in breaking the monotony.
4. Radio has the potential to deliver messages instantaneously.
5. Radio does not always demand complete attention. The listeners can listen to the radio while doing
other tasks for example, driving or washing clothes or farmers can listen to farm programmes while
working in the fields.
6. It does not require power line for operation therefore it is very useful in rural locations where power
supply is a regular problem. The remotest of villages without power supply can enjoy programmes on
radio.
7. radio works well as a medium of education. The dramatically illustrated events from the history,
chronological narration of political situation can be discussed. Radio can effectively reach out to meet
the formal and informal learning needs of people who want to learn and grow.
8. Radio is a creative medium. It provides opportunity for innovation and experiment.
9. It contributes to self-knowledge and awareness. It also guides social behaviour, sets standards and
offers role models to identify with.
10. It enables the listeners to exercise choice, to make decisions through unbiased dissemination of news
and information.
11. It also works as a catalyst of change. It accelerates the process of information and highlights the key
issues which require attention.
12. It motivates people towards mutual cooperation and collectivism, hence, establishing common
consciousness.

Disadvantages of Radio

1. Radio is an audio medium and excludes visuals therefore; radio merely suggests and not
demonstrates.
2. spoken messages are often left to listeners’ interpretation which totally depends upon their
imagination, experience, pre conceived notions therefore, the possibility of distortions cannot
be denied. Comprehension of the message depends on the characteristics of the listeners.
3. Communication is time bound. Receivers cannot put off listening parts of message for
subsequent listening at their convenience.
4. Radio can suffer from interference. Transmissions can suffer from the intrusion of other
stations. Transmission can face technical distortions. Reception in a moving vehicle can also
face problems because of poor signal strength.
5. The transient nature of radio limits the listener to not only hearing the programme at the time
of its broadcast but also understand it then. Therefore, it is important for the programme
producer to strive for the most logical, easy way to present the ideas
Radio as a Mass Medium
Radio has played a significant role in disseminating information to millions of people simultaneously. As a
mass communication tool, radio performs the primary functions of educating, informing and entertaining the
people. The medium is user friendly. The listeners are easily able to connect with the message shared on the
radio.

Apart from performing the primary functions, radio also helps in persuading, motivating and mobilizing the
people towards collective action for mutual benefit. Radio is a convenient medium and has the potential to
connect with both urban and rural population. It is portable and handy. It has been extremely successful in
creating awareness about various social issues. The public service advertisements have created awareness
about several diseases, child abuse, women rights, consumer rights etc. It has also played pertinent role in
informing about new government policies, new ideas and developmental programmes and creates a positive
climate for growth and development. The question answer based programmes and in depth interviews
broadcast on radio have expanded the horizon of learning. It has cultivated scope for education. Radio is
more economical medium than television. The increased numbers of listeners have made radio a lucrative
medium for advertisements.

It caters to highly targeted audience; therefore, advertising on radio receives positive response. Radio does
not hamper the listeners’ mobility. On one hand, it can serve as standalone medium of sharing information
and on the other, it can also become a support medium for curriculum learning. Kapoor, Director General of
AIR (1995) said, “Radio is far more interactive and stimulating than TV where the viewer is spoon - fed.
Radio allows you to think, to use your imagination. That is why nobody ever called it the idiot box”. It is
easy to reset a radio programmes for broadcast to listeners in different languages and culture as it is
economically viable.

Role of Radio

Radio plays an important role in the lives of individuals as well as the society. Radio has the potential of
diverting people from their problems and troubles. It is a source of entertainment and provides relaxation to
the listeners. It also reduces loneliness and is considered a great companion to the listeners. Radio
disseminates local, national and international news and therefore, plays an important role of a dependable
informer. Radio satisfies the curious listeners with complete information. Radio also acts as a problem solver.
The programmes based on advice and information provides help and guidance to the listeners. Radio enlarges
personal experience and permits the listeners to imagine. It meets individual’s need for formal and informal
education. The role of radio is to contribute to self-knowledge and awareness by broadcasting meaningful,
research based programmes. Radio must guide social behaviour and encourage the listeners towards
collectivism. Radio as a mass communicator must bridge the gap between the elite and the marginalised. It
must promote democratization of communication. Community radio for example promotes participation of
the local people towards development of their communities.

Radio plays the role of a catalyst of change. The medium has the potential to reach out to large population
and can motivate them towards developmental programmes. Radio plays the role of a watchdog and keeps a
regular check on the bureaucrats and policy makers. It has to attempt to establish transparency between the
public and the policy makers.
Radio enables political and social debates which are extremely important for the functioning of democracy.
Radio disseminates new ideas; reinforce traditional values to maintain the status quo. Radio also mobilizes
the people towards community and nation building.

Reach of Radio

The biggest advantage of radio as a Mass Medium is its wide reach. It is economically viable and hence has
the potential to reach out to the entire population. The reach is not restricted to urban population only but has
encompassed the rural population. Radio also reaches out to both literate and illiterate population. Radio has
experimented with internet and has now created a global reach. Despite facing tough competition from TV
and digital, radio still manages to retain its loyal listeners. “Radio is one of the oldest mediums, it still stands
tall when it comes to reach states AZ Research’ Radio listener’s Research Report. According to the report,
more than 64% of the people listen to FM radio every day”. This is because accessibility is not a problem
with radio. According to Sanjay Misra, Managing Director, AZ Research Pvt Ltd, “Radio provides marketers
with great reach and quality recall but is often underrated. Though slowly marketers are realizing its potential
and are adopting focused approach. I am confident they will not only increase the expenditure on radio but
also pave way to a more focused brand building campaigns.” Radio is becoming a 'reach’ platform as
radio continues its strong run with a 15.3 % growth in 2015. Radio has transformed from being
’coverage’ media to a 'reach' platform.

According to Harish M Bhatia, CEO 94.3 MY FM, "Radio is perhaps the best medium to reach the audience
in tier II and III. Smaller the town, the better live local radio entertainment will be - as the literacy rate drops
so print lose its edge, digital does not engage in local regional language, Television is not Live, in such cities,
radio will be a boon".

Future of Radio

Radio at CAGR (Compound Annual Growth Rate) of 16.9% is expected to show the strongest growth
among the traditional sectors due to conversion to a reach medium in the long term supplemented by
increased as inventory. According to KPMG – FICCI’s Report 2016, Radio's share in the overall Media
and Entertainment industry pie continues at approximately 4% of the total advertisement market size. It is
found that e- commerce companies have emerged as big spenders in 2015 in radio. Internet startup
companies have aggressively used radio as a medium to reach out to their local and regional markets by
customizing the offers and using tactical promotions.

It is estimated that approximately 10 % of radio advertising comes from the government and political parties.
Radio has become an important part of marketing and marketers have accepted this fact. Content
differentiation and innovation has contributed to the strong performance for some players. Red FM 93.5
came up with horror shows ('Ek Kahani Aisi Bhi') across 25 cities, which the Company claims has altered the
TV viewing pattern in its 9pm to 10pm slot. Many radio stations have aired various initiatives for social
causes of health, environment and noise pollution. Big brands have continued to dominate the medium which
explains why nationwide brand building continues to be more than local brand building.
According to a survey conducted by RAM in four metro cities - Bengaluru, Delhi, Kolkata and Mumbai, the
share of listeners turning in to radio from home increased from 77.7 percent in 2014 to 79.1 percent in 2015.
According to Sanjay Prabhu, Managing Director Indigo 919, "While 2015 was a good year for the radio
industry, we will see further growth and newer formats originating this year largely due to the
expansion of third round of licensing. The volume of business is expected to pick up particularly in the
tier II and tier III markets, however, the metros will see consolidation. The challenges remain lazy
media planning where media like radio is not paired with targeted creative executions." The time
spent listening to the radio has also increased. The average listening increases towards the weekends.

Jagran Prakashan's acquisition of Radio City and Entertainment Network India Limited's acquisition of TV
Today Group's Oye FM were two recent mergers. Ministry of I&B has approved Jagran Prakashan's request
for adding 20 channels of Radio City to its kitty. FM Radio auctions have been most expensive. INR 22
billion was paid for stations in Mumbai, Delhi and Bengaluru alone.

Internet radio can see tremendous growth as the inter users reach 331.5 billion. Broadband access through 4G
can also enable the entry of internet radio in rural areas. Latest trends like Music based content, non-music
based content like radio reality shows, horror shows, social cause based shows, event based content in the
form of activities and campaigns, on ground activation, network programming have created a huge
opportunity for expansion and growth in Radio.

All India Radio

The All India Radio is a National Service planned and developed by the Ministry of Information and
Broadcasting. The Prasar Bharti Board is responsible for drafting and implementing all policies for AIR.
Prasar Bharti’s marketing offices at various Indian cities are responsible for all marketing activities for both
AIR and Doordarshan. There is a unified vigilance unit with its headquarters in New Delhi and it is headed
by the Chief Vigilance Officer. All India Radio is headed by the Director General. AIR looks after all
administration requirements of the Akanshwani network which consists of 227 stations and 432 broadcast
transmitters, 236 FM and 48 SW transmitters which provide coverage to 99% of the population.

Departments of All India Radio

a. Programming Wing
Additional Director Generals are appointed at headquarters and also in the regions. The headquarters
of the regional ADGS’ are at Bhubneshwar, Kolkata, Mumbai, Lucknow, Bhopal, Guwahati, Aizwal,
Chennai , Bangalore, Chandigarh and Delhi. They assist the Director General in smooth functioning.

b. Engineering Wing
The Director General is assisted by the Engineer- in- Chief and Additional Directors General (E) in
the headquarters and the zones for any technical support. There is also a Planning and Development
Unit in the headquarters which is responsible for developing and planning schemes for All India
Radio. The Civil Construction Wing (CCW), headed by a Chief Engineer, assists the Director
General for Civil Construction activities.
c. Administrative Wing
Additional Director General (administration) and a Deputy Director General (Administration &
Finance) help the Director General in matters related to finance and administration. Additional
Directors General (Programme) assists the DG in administration of Programme Personnel. The
Engineering Administration of AIR is looked after by a Director.

d. Security Wing
A Deputy Director General (Security) heads the Security wing. He is assisted by Assistant Director
General (Security) and a Deputy Director (Security). They are responsible for handling all security
matters at AIR. They ascertain that the all installations at all stations of AIR are safe and secure.

e. Audience Research Wing

The audience research is headed by the Director Audience Research. He is positioned at the Directorate.
He is responsible for conducting surveys related to listening habits and programme preferences of the
listeners.

Divisions at All India Radio

a. News Service Division

The News Service Division broadcasts 647 bulletins every day. It works 24*7. It extends both home
and external services. The bulletins are in Indian as well as foreign languages. Director General News
Service heads the News Service Division. There are 44 regional news units.

b. External Services Division

The External Services broadcasts in 27 languages which includes 16 foreign and 11 Indian languages.
These services are projected to 100 countries daily for an aggregate of 72 hours transmission.

c. Transcription and Programme Exchange Division

It looks after the smooth exchange of programmes between stations. It is also responsible for building
and maintaining sound archives and commercial release of prestigious recordings of music maestros.

d. Research Department
It is responsible for assessing the equipment required to carry on the research and development work
at AIR. It also conducts investigation and studies related to AIR and Doordarshan. It also develops
prototype models of R&D equipment for limited use field trials in the network of AIR and
Doordarshan.

e. Central Store Office

It is located at New Delhi and is responsible for procuring, stocking and distributing the engineering
stores required for the maintenance of technical equipment at All India Radio Stations.

f. Staff Training Institute (Programme)

The Staff Training Institute (Programme) started in 1948.It has two main functional branches from
New Delhi and Bhubaneswar. In addition, at present there are five regional training institutes at
Hyderabad, Lucknow, Shillong, Thiruvananthapuram and Ahmedabad. The institute imparts training
 to Programme Personnel and Administrative Staff. It also conducts induction training programmes
and short term refresher courses. Examinations for administrative staff are also conducted.

g. Staff Training Institute (Technical)

The Staff Training Institute became a part of the Directorate in 1985 and functions at New Delhi. It
organises training programmes for engineering staff from the level of technicians to the
Superintending Engineer at AIR and Doordarshan. It also conducts departmental, qualifying and
competitive examinations. There is one regional staff training centre at Bhubaneswar.

Organization Structure of All India Radio

Deputy Director General (engineering)/ Deputy Director General

(Programme) Head Office

Engineering Wing Programme Administrative Wing News Service Audience

wing Division Research Wing

Assistant Assistant Assistant News Editor Audience Research

Director Director Officer

Assistant Programme Upper Division News Investigator

Engineer Executive (PEX) Clerk (UDC) Correspondent

Tabular
Sr. Engineering Transmission Lower Division
Assistant Executive (TREX) Clerk (LDC)

Sr. Technician Announcer Peon

Technician Librarian

Helper
All India Radio Broadcast Code

Broadcast on All India Radio by individuals will not permit:

1. Criticism of friendly countries;

2. Attack on religions or communities; 
3. Anything obscene or defamatory; 
4. Incitement to violence or anything against maintenance of law & order
5. Anything amounting to contempt of court; 
6. Aspersions against the integrity of the President, Governors and the Judiciary. 
7. Attack on a political party by name; 
8. Hostile criticism of any State or the Center; 
9. Anything showing disrespect to the Constitution or advocating change in the Constitution by
violence; but advocating changes in a constitutional way should not be debarred. 
10. Appeal for funds except for the Prime Ministers National Relief Fund, at a time of External
Emergency or if the Country is faced with a natural calamity such a floods, earthquake or cyclone. 
11. Direct publicity for or on behalf of an individual or organization which is likely to benefit only that
individual or organization. 
12. Trade names in broadcasts which amount to advertising directly (except in Commercial Services). 

Note:

1. The code applies to criticism in the nature of personal tirade either of a friendly Government or of
political party or of the Central Government or any State Government. But it does not debar reference
to and/or dispassionate discussion of policies pursued by any of them. 
2. If a Station Director finds that the above Code has not been respected in any particular by an
intending broadcaster, he will draw the latter’s attention to the passage objected to. If the intending
broadcaster refuses to accept the Station Director’s suggestions and modify his accordingly, the
Station Director will be justified in refusing his or her broadcast. 
3. Cases of unresolved differences of opinion between a Minister of State Government and the Station
Director about the interpretation of the Code with regard to a talk to be broadcast by the former will
be referred to the Minister of Information and Broadcasting, Government of India who will decide
finally whether or not any change in the text of the talk is necessary in order to avoid violation of the
Code.

Summary

Radio has been informing, educating and entertaining the masses since its inception. It is an economical mass
media vehicle which caters to both rural as well as urban population. It was earlier a local phenomenon but in
today’s digital world, Radio too has become global. Radio listeners have also increased with time. Several
experiments in the programme format have provided diversity to the medium. Even though it faces tough
competition from alternative new media, it has also incorporated the same and Internet Radio is the result.

Glossary
AIR – It is the abbreviation for All India Radio. It is the premier Public Service Broadcaster of India. Its
headquarters is in New Delhi. All India Radio aims at serving the nation through disseminating information,
imparting education and entertaining the masses since its inception.

FM – It stands for Frequency Modulation. The modulation of a radio or other wave by variation of its
frequency, especially to carry an audio signal is called Frequency Modulation.

Audience Reach – refers to the total number of different people or households exposed, at least once, to a
medium during a given period.

RAM – It stands for Radio Audience Measurement. TAM Research Media released RAM tool to
continuously track radio listenership in India. RAM uses the diary method.

Suggested Readings

2016, I. M. (2016). The Future: Now Streaming. New Delhi: KPMG Media Outlook.

Robert, M. (1999). Radio Production:A manual for broadcasters. Woburn, MA: Reed Educational and
Professional Publishing Ltd.

Seema, H. (2013). Mass Communication Principles and Concepts. New Delhi: CBS Publishers and
Distributors Pvt Ltd.