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 AndréMarie 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 instrument
s 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 topof-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
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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 streamingcapable 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
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Radio makes pictures
An Instant Medium
Mass Distribution
Large Aggregate…
– Not necessarily suggests a monolithic or homogeneous
national audience
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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 AS A MEDIUM
• Radio has music
• A companion to the Aged…
• Visually Handicapped…those working
in isolated areas
• A Personal Friend
• 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
RADIO
INFORMS – EDUCATES – ENTERTAINS
TO Communicate, it has only –
– Voice
– Music
– Sound Effects
Estimate Number of Radio
SETs in INDIA
Number of Radio Stations
National
Regional
Local
Vividh Bharti
C.B.s
Community Radio
[I KW-MW]
:
:
:
:
:
:
1
113
76
3
36
5
Community Radio
• A type of Public Service Broadcasting
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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 INDIA
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•
•
•
•
•
•
•
•
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
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Radio gives public message
Entertains
Gives news
GIVES ADS
RADIO- MASS MEDIUM
INTERNET RADIO
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MEDIUM THAT WILL GROW
-IT WILL GENERATE MONEY
LESS INVESTMENT
LISTENER CAN CHOOSE
VARIETY OF CONTENT
HAS VISUAL MEDIUM FOR SUPPORT