A radio is a medium to transmit signals by modulation of electromagnetic waves with frequencies which can be detected and transformed into sound or other signals that carry information for the purpose of communication, entertainment and acknowledgment of the people.
PROSPECTS OF RADIO
Best for interactivity:
Rather than just receiving information radio gives us opportunity to interact with the society by conveying your message and thoughts to the other people, in this way we can easily associate ourselves with the world.
Source of knowledge for uneducated people:
Radio is the main source to increase literacy rate. Now the question rises how it can do so? Well radio is the only device which is accessible in the rural area where television has not reached yet. Plus all the poor people like to listen to the radio. Hands free of the cell phones have made it even easier for them to stay connected to the radio.
Promotion of tradition, norms & values:
Radio has been used to promote the art, culture, traditions, norms & values since its
Reduction of instability of the society:
Again radio is the main source to stabilize a country like Pakistan. It can be used to manipulate the mind of the listeners in a good way. It also gives us a lesson of unity and peace and love for the minorities in the country. Radio is an instrument which can project the country policies in its true perspective so that the message of friendship is disseminated to the world.
Participation of women in this field:
Now we hear many female voices on the radio on the daily basis which is a plus pointfor our society because this promotes the participation of women in every field of lifeand this will also help in the progress of the country in the long run as people will start accepting working of a woman in different fields.
Source of entertainment:
Most of the people put on radio for the sake of entertainment, which is why radio owners are struggling to make it more entertaining by launching variety of channels, talk shows, news bulletins, music programs etc.
Challenges of the radio:
Television is the biggest replacement of the radio. As it disseminate information in a more interesting way. We can see pictures and videos along with the sound. We also have variety of channels and programs. Whereas in radio we can only listen but can not see. A great challenge for the radio is to keep its listeners interest alive.
Change of taste:
With the passage of time taste of the people also changes. They like to have more variations and choices. That’s why people can not constantly stick to the radio which is becoming a challenge for radio industry.
More replacements/ technology issues:
Radio needs more sophisticated instruments and devices to provide flawless programs to its listeners. Internet is another replacement for the radio. People prefer accessing internet rather than radio whether it is for entertainment purpose, educational or official that’s why literate people have picked up their hands from the radio side.
Availability of Minimum opportunities:
Radio industry has never been financially strong in compare to television. Sponsors and people like to work with other companies where they can have more profit and benefits. Therefore this is becoming difficult for radio owners to attract sponsors and employees to work with them.