Page 27 - Electronic Media

Radio 27

$ Radio is the most cost-effective mass medium for reaching rural
audiences in a form and language they can understand.

$ Usually, expert scientists or extension personnel explain research
outputs in a lecture format or in an interview with a professional
broadcaster.

$ Its main disadvantage is the lack of visual presentation.

Radio once dominated as a means of communication but as we
advance in technology, radio has become stagnant. But Radio did not
disappear as was predicted by some. Instead, the way people related
to radio changed.

# Radio has introduced satellite radio as a new radio technology.
Satellite radio promises to offer listeners better-quality sound and

the convenience of portability. This method has been successful in
pulling in listeners/subscribers.

# Like television, radio has transformed into different variation in which
they compete for advertisers and listeners. Currently there is
traditional radio, Internet radio, satellite radio, high definition radio,
and on the horizon, digital radio.

# At this time there are 200 radio stations who now broadcast in high
definition format. This number is expected to grow. “Sirius announced
a plan to accelerate the conversion of 2,000 radio stations to high-
definition radio during the next three years, ultimately bringing the
service to all top 100 markets.”