What is a mass medium

• Mass media can be used for various purposes:• Advocacy, both for business and social concerns. This can

include advertising, marketing,propaganda, public relations, and political communication.

• Enrichment and education.• Entertainment, traditionally through performances

of acting, music, and sports, along with light reading; since the late 20th century also through video and computer games.

• Public service announcements.•

Coming of Radio as been described by social scientists as dawn of new age

• Who invented Radio?• Many people were involved in the invention of radio  • the method used for radio today exclusively involves the

transmission and reception of electromagnetic waves.• experimental work on the connection between electricity

and magnetism began around 1820 with the work of Hans Christian Ørsted and continued with the work of André-Marie Ampère, Joseph Henry, and Michael Faraday. These investigations culminated in the complete theory of electromagnetism developed by James Clerk Maxwell.

James Clerk Maxwell, a Scottish physicist, predicted the existence of electromagnetic waves in 1860s. He

also gave four equations, famous as Maxwell’s equations, which predict the behaviour of

electromagnetic waves• .

• Radio waves and transmissions involve very complicated elements, but Heinrich Hertz was essential in helping to clarify and improve upon the work that had been done before him. Hertz pointed out the existence of electromagnetic waves, and he worked ondemonstrating how those waves could be used to send and receive radio signals. His work was essential in learning about electromagnetic waves, especially learning how to measure them. Without his work, the world that Marconi had started may never have progressed towards the radio that we know today.

Hertz•  Hertz is distinguished from

Maxwell and Hughes because he was the first to conclusively prove the existence of electromagnetic waves by engineering instruments to transmit and receive radio pulses usingexperimental procedures that ruled out all other known wireless phenomena. The scientific unit of frequency – cycles per second – was named the "hertz" in his honor .

INVENTION OF RADIO FINALLY

• Guglielmo Marconi, the man who put all of the technology and knowledge together that finally produced the radio. He did his first test in July 1897 for a distance of 18 km. He would continue to work with radio transmissions, and was a big supporter of radio communication.

• (Italian inventor and radio pioneer Guglielmo Marconi in front of a telegraph in the laboratory aboard his yacht "Electra", circa 1935. )

Radio as mass medium- Golden Age• Earlier only use by ships in sea. Radio is widely used mass

communication medium and has a great potentiality in dissemination of information as radio signals cover almost entire population. The broadcasts of live drama , comedy, music and news that characterize the Golden Age of Radio . On Christmas Eve 1906, Reginald Fessenden is said to have broadcast the first radio program, consisting of some violin playing and passages from the Bible. It was not until after the Titanic catastrophe in 1912 that radio for mass communication came into vogue, inspired first by the work of amateur radio operators. Radio was especially important during World War I as it was vital for air and naval operations. World War I brought about major developments in radio, superseding the Morse code of the wireless telegraph with the vocal communication of the wireless telephone, through advancements in vacuum tube technology and the introduction of the transceiver.

• Guglielmo Marconi, 1st Marquis of Marconi was an Italian inventor and electrical engineer, known for his pioneering work on long distance radio transmission and for his development of Marconi's law and a radio telegraph system. Marconi is often credited as the inventor of radio, and he shared the 1909 Nobel Prize in Physics with Karl Ferdinand Braun "in recognition of their contributions to the development of wireless telegraphy". As an entrepreneur, businessman, and founder of The Wireless Telegraph & Signal Company in Britain in 1897 which became the Marconi Company, Marconi succeeded in making a commercial success of radio by innovating and building on the work of previous experimenters and physicists

• In 1902, Marconi is noted as having successfully sent a radio transmission over the Atlantic Ocean, which had never been done before. He would continue to work with radio transmissions, and was a big supporter of radio communication.

Sequence of events for radio to be mass medium

• 1897: Guglielmo Marconi patents the wireless telegraph.• 1898: Loudspeaker is invented.• 1915: Radiotelephone carries voice from Virginia to the 

Eiffel Tower.• 1916: Tunable radios invented.• 1919: Short-wave radio is invented.• 1920: KDKA-AM in Pittsburgh, United States, becoming

the world's first commercial radio station.

Sequence of events

• 1922: BBC is formed and broadcasting to London.

• 1924: KDKA created a short-wave radio transmitter.

• 1925: BBC broadcasting to the majority of the UK.

• 1933: Edward Armstrong invents FM Radio.

Modern Radio- a mass medium• After the war, numerous radio

stations were born in the United States and set the standard for later radio programs. The first radio news program was broadcast on August 31, the first regular entertainment programs were broadcast in 1922, and on March 10, Variety carried the front page headline: "Radio Sweeping Country: 1,000,000 Sets in Use."

• In 1925 the Cosmos was a top-of-the-range crystal set. It featured separate plug-in coils for receiving different wavelengths and a knob for fine tuning.

Entertainment on radio

• During the Golden Age of Radio, radio featured genres and formats popular in other forms of American entertainment—adventure, comedy, drama, horror, mystery, musical variety, romance, thrillers—along with classical music concerts, big band remotes, farm reports, news and commentary, panel discussions, quiz shows (beginning with Professor Quiz), sidewalk interviews (on Vox Pop), broadcasts, talent shows and weather forecasts.

Major Developments• After titanic sank and world war 1, there was need of staff to be on

land radio station day and night.• Then during world war 2 the use of radio increased. During the 1950s

automobile manufacturers began offering car radios as standard accessories, and radio received a boost as Americans listened to their car radios as they drove to and from work.

• In the 1950s, as a result of television's increased popularity coupled with dramatically loosened restrictions on playing recorded music on air, thenetwork model of radio dramatically declined. In its place was the first music radio format: top 40, the forerunner to modern contemporary hit radio. Top 40 stations could be operated locally and gave rise to the disc jockeys, who became prominent local celebrities in their own right. Top 40 became the outlet for the relatively new style of music known as rock and roll.

• 1954: Regency introduced a pocket transistor radio, the TR-1, powered by a "standard 22.5V Battery" .

Radio in India

• The first regular broadcasting station in this world is believed to be in Pittsburg (USA) in 1920.

• In India, in1921, Collaboration of The Times of India and Posts and Telegraphs Department broadcast (from Bombay office), a special program of music at request of Sir George Lloyd. Goverener .He heard it in Pune, about 175 kms away.

• In British India, broadcasting began in July 1923 with programmes by the Radio Club of Bombay and other radio clubs. According to an agreement of 23 July 1927, the private Indian Broadcasting Company LTD (IBC) was authorized to operate two radio stations; the Bombay station began on 23 July 1927, and the Calcutta station followed on 26 August 1927. On 1 March 1930, however, the company went into liquidation. The government took over the broadcasting facilities, beginning the Indian State Broadcasting Service (ISBS) on 1 April 1930 (on an experimental basis for two years, and permanently in May 1932). On 8 June 1936; the ISBS was renamed All India Radio.

• The word "Akashvani" was coined by M. V.

Gopalaswamy after setting up the nation’s first private radio station in his residence, "Vittal Vihar" (about 200 yards from AIR’s current location in Mysore) in.

External Service

• On 1 October 1939 the External Service began with a broadcast in Pushtu; it was intended to counter radio propaganda from Germany directed to Afghanistan, Iran and the Arab nations.

Tryst with Destiny

• It was formal transfer of power from British to India. It was relayed from Parliament. At stroke of Mid night. Lord Mountbatten was present.

• In 1947, Gandhiji came on radio on November 12.

• When India became independent in 1947, the AIR network had only six stations (in Delhi, Bombay, Calcutta, Chennai, Lucknow, and Tiruchirappalli); the total number of radio sets at that time was about 275,000. On 3 October 1957 the Vividh Bharati Service was launched, to compete with Radio Ceylon. Television broadcasting began in Delhi in 1959 as part of AIR, but was split off from the radio network as Doordarshan on 1 April 1976. FM broadcasting began on 23 July 1977 in Chennai, and was expanded during the 1990s

Types of shows then• Radio Talk, interviews, • Musical Programmes (classical music)• Entertainment Program (Vividh Bharti- filmy

songs)- eg Binaca Geetmala• Plays and features.• Rural Programmes• Educational Programmes• News• Sports broadcasts• Participatory Programmes (1965)

FM• The first FM broadcasting in India was in the year

1927 at Madras. In the mid-nineties, when India first experimented with private FM broadcasts, the small tourist destination of Goa was the fifth place in this country of one billion where private players got FM slots. The other four centres were the big metro cities: Delhi, Kolkata, Mumbai and Chennai. These were followed by stations in Bangalore, Hyderabad, Jaipur and Lucknow.

Privatization

• Times FM (now Radio Mirchi) began operations in 1993 in Ahmedabad. Until 1993, All India Radio or AIR, a government undertaking, was the only radio broadcaster in India. The government then took the initiative to privatize the radio broadcasting sector. It sold airtime blocks on its FM channels in Indore, Hyderabad, Mumbai, Delhi, Kolkata, Vizag and Goa to private operators, who developed their own program content. The Times Group operated its brand, Times FM, till June 1998. After that, the government decided not to renew contracts given to private operators. In 2000, the government announced the auction of 108 FM frequencies across India.

• Radio City Bangalore is India's first private FM radio station and was started on July 3, 2001.

• News is not permitted on private FM. Nationally, many of the current FM players, including the Times of India, Hindustan Times, Mid-Day, and BBCare essentially newspaper chains or media, and they are already making a strong pitch for news on FM.

New Forms• AM and FM (PUBLIC AND PRIVATE)• A new form of radio which is gaining popularity is satellite radio. (World

Space)• Cable radio, a slightly older technology, has also become widespread; • Community radio is a radio service offering a third model of radio 

broadcasting in addition to commercialand public broadcasting. Community stations serve geographic communities and communities of interest. They broadcast content that is popular and relevant to a local, specific audience but is often overlooked by commercial or mass-media broadcasters. Community radio stations are operated, owned, and influenced by the communities they serve. .

• Internet RadioInternet radio, digital music players and streaming-capable smartphones are a challenge to terrestrial radio. Unlike satellite radio, most Internet stations do not require a subscription; several of the more popular ones use algorithms which allow listeners to customize the music they want to hear and select new music which may interest them.

RADIO AS A MEDIUM RADIO AS A MEDIUM • Radio makes pictures• An Instant Medium • Mass Distribution • Large Aggregate…

– Not necessarily suggests a monolithic or homogeneous Not necessarily suggests a monolithic or homogeneous national audiencenational audience

• Area Specific • Its CHEAP…Both the receiver and production• It transcends the barrier of literacy • It is for many…The only source of XIEGE &

Entertainment

• Radio has music • A companion to the Aged…• Visually Handicapped…those working

in isolated areas• A Personal Friend

RADIO AS A MEDIUMRADIO AS A MEDIUM

• Transcends geographical & Political barriers…No boundaries

• Radio listening is no an exclusive activity• It is PORTABLE• An instrument for expanding National Economy…

Ads…Employment• By its very nature Radio is in the Public Domain

and MUST serve the public interest• Its only sound… No visual images• A One Channel Medium…Easily forgotten• Just in the background

RADIORADIO

INFORMS – EDUCATES – ENTERTAINSINFORMS – EDUCATES – ENTERTAINS

TO Communicate, it has only – TO Communicate, it has only –

– VoiceVoice

– Music Music

– Sound EffectsSound Effects

Estimate Number of Radio Estimate Number of Radio SETs in INDIASETs in INDIA

Number of Radio Stations

National : 1Regional : 113Local : 76Vividh Bharti : 3C.B.s : 36Community Radio : 5[I KW-MW]

Community Radio Community Radio • A type of Public Service BroadcastingA type of Public Service Broadcasting

– Democratization– Decentralization– Deregulation– Non Commercial – Participatory-Owned and Run by the Community

• No. of Stations in Latin American Countries, African Countries, Sri Lanka and Nepal.

Community Radio in INDIACommunity Radio in INDIA

• December 2002 – Govt. Announces Policy for the grant of Community Radio licenses to educational institutions like universities, IITs, IIMs & Residential schools.

• Government allows Community Radio to FOCUS on issues

• Relating to Education, Health, Environment, Agriculture, • Rural and Community development.• The contents to be confined to Social, Cultural and

Local issues.• LICENCE FEE of Rs. 50, 000 as BANK Guarantee.• Public Notice Issued for Applications in FEB 2003.• 17 Applications Received – 12 Cleared!• First Station – Anna University – Chennai

[from 1st FEB 2004]

Mass medium radio

• Radio gives public message

• Entertains

• Gives news

• GIVES ADS

RADIO- MASS MEDIUM

INTERNET RADIO

• MEDIUM THAT WILL GROW

• -IT WILL GENERATE MONEY

• LESS INVESTMENT

• LISTENER CAN CHOOSE

• VARIETY OF CONTENT

• HAS VISUAL MEDIUM FOR SUPPORT