Like other electronic media radio duplicates one-to-one communication thousands of times. A large section of receivers can be communicated quickly through radio.
In case of emergencies, for examples, warnings of floods and other weather disturbances can be repeated every 15 or 30 minutes on radio. It can convey the message with speed and immediacy.
Due to many local radio stations as compared to television stations, radio is the major source of local news for many people. Local radio stations are targeted at specific audience’s youth, rural, housewives, ethnic groups and so on. Thus, it becomes a valuable medium for development workers.
Radio needs relatively low infrastructure and overhead costs. It is easier to get on radio than television since radio programme is cheaper to produce and not much preparation is required.
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News, programmes and advertising for radio need little preparation. It can accommodate the last minute news story and sudden change in advertising messages. Radio can stay ahead in all message areas. This is also not possible with time consuming procedures.
It has greater audience reach. Even in the physical sense of ‘reach’, radio lends itself to a greater diversity of receiving situations. It does not demand undivided attention. It permits receiver mobility.
A radio broadcast can be followed while going about various activities and chores, indoors and outdoors. It is inherently versatile medium, as it offers wide range of programme and frequency choices to its audience. It offers variety of programming slots.
Transistors can continue to communicate even in case of power failure. In India, radio caters to a large rural population which has no access to TV and where there is no regular or limited power supply.
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In such places, All India Radio’s programmes continue to be the only source of information and entertainment. Moreover, radio brings programmes in 24 languages and 146 dialects.