Despite the onslaught of television, radio has its place as a medium of communication. Ever since television, which is considered more glamorous version of radio, gave consumers scope for visual transmission of information, transistors were forgotten in urban homes.
Before the invasion of television into our living room, radio was a bright major, rational, general audience medium. Radio is a non- visual medium. It provides one way communication.
It was the most effective medium of mass communication till early eighties. In the zeal of government to promote television in eighties, radio had been steadily neglected.
It is believed that radio is no longer a potent mass media and it has been overshadowed by television. In the rural areas, radio has still remained a medium for information and development. It is still a popular medium in rural areas and lower strata of the urban society.
It is argued that radio has lost its opportunity for good, but Britain has shown that television does not kill radio. Experience in other western countries like USA has proved that television cannot dislodge radio as a major means of communication.
In fact, there is plenty of evidence to show that after the initial onslaught by television, radio re-established itself very firmly.
It is not a primitive version of television, but it is a medium with its own very particular strengths. Therefore, the potential of radio must be considered on its own terms.