As noted by Kumar (1997), less than two percent of broadcasting time on radio is devoted to programmes on or for women, yet over 25 percent of radio advertising is directed at women, which are on cosmetics, food products, beverages and fabrics.
The songs selected for broadcast on All India Radio and Vividh Bharati is by and large on religious themes or depicting themes of coy young women waiting to be married.
The radio plays also convey the message of the ideal woman who is a housewife and mother. If she is employed, she is neglecting her home and children. Thus, stereotypes of women are reinforced in songs, plays and commercial jingles.