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Radio Lecture

Radio is a form of mass media that transmits music, news, and other programs through radio waves to listeners with receivers. It developed in the early 20th century as the first electronic mass medium, broadcasting news and entertainment immediately. While television later transformed radio, it remains widely available through various devices and offers a personal listening experience through invoking imagination around sounds. Radio is used both commercially, selling advertising to large audiences, and publicly without commercials but with sponsorship messages from supporting organizations.

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258 views

Radio Lecture

Radio is a form of mass media that transmits music, news, and other programs through radio waves to listeners with receivers. It developed in the early 20th century as the first electronic mass medium, broadcasting news and entertainment immediately. While television later transformed radio, it remains widely available through various devices and offers a personal listening experience through invoking imagination around sounds. Radio is used both commercially, selling advertising to large audiences, and publicly without commercials but with sponsorship messages from supporting organizations.

Uploaded by

amanjahanzeb07
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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What is Radio?

Radio, a form of mass media and sound communication by radio waves, usually through the transmission

of music, news, and other types of programs from single broadcast stations to multitudes of individual

listeners equipped with radio receivers. From its birth early in the 20th century, broadcast radio

astonished and delighted the public by providing news and entertainment with an immediacy never before

thought possible. From about 1920 to 1945, radio developed into the first electronic mass medium,

monopolizing “the airwaves” and defining, along with newspapers, magazines, and motion pictures, an

entire generation of mass culture. About 1945 the appearance of television began to transform radio’s

content and role. Broadcast radio remained the most widely available electronic mass medium in the

world, though its importance in modern life did not match that of television, and in the early 21st century

it faced yet more competitive pressure from digital satellite- and Internet-based audio services.

Based on the human voice, radio is a uniquely personal medium, invoking a listener’s imagination to fill

in mental images around the broadcast sounds. More readily and in a more widespread fashion than any

other medium, radio can soothe listeners with comforting dialogue or background music, or it can jar

them back into reality with polemics and breaking news. Radio also can employ a boundless plethora of

sound and music effects to entertain and enthrall listeners. Since the birth of this medium, commercial

broadcast companies as well as government organs have made conscious use of its unique attributes to

create programs that attract and hold listeners’ attention. The history of radio programming and

broadcasting around the world is explored in this article.

Over 272 million Americans listen to the radio every month, translating to 92% of the population. Radio

remains popular with listeners for many reasons, including the fact that it is free and easily accessible

through car radios, stereos, laptops, phones, computers, and smart speakers, and there is a station and

genre for everyone. For marketers, it provides the ability to reach a large audience with their marketing
message. There are two distinct types of radio stations with much different operational methods: public

radio and commercial radio.

What's the Difference?

Commercial radio is likely what's played in your car on road trips, listening to your music preference or a

well-known local disk jockey. Commercial radio stations make money by selling advertising. Having a

large listening audience leads to more advertisers. The more advertisers a station has, the more it can

charge for its advertising.

National Public Radio stations represent public or non-commercial radio. Public radio does not air

commercials, rather, it airs sponsorship messages from businesses or organizations that support the

station. The Federal Communications Commission strictly specifies that non-profit stations cannot

broadcast commercials for for-profit businesses. Instead, businesses can sponsor public radio following

messaging guidelines.

Public radio listeners view sponsors differently than advertisers on commercial radio. A typical

commercial radio listener may change the channel when they feel a commercial is intruding on their

entertainment, while public radio listeners do not. Public radio sponsors can leverage the positive

association and shared values attributed to them as station supporters.

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