CHARACTERISTICS OF RADIO AS A MASS MEDIUM

i. Radio is a cost effective medium

Radio sets are not at all a luxury now, unlike olden days, when radio sets were not affordable for
common people. Advancement of technology made radio production and transmission less
expensive. Unlike other media, production format is sound which can be produced at a minimum
rate.
ii. Radio is a public medium
Radio can be accessed by any number of people simultaneously without much technical
paraphernalia. Anybody can listen to radio as a background medium and does his job.
iii. Radio is accessible for illiterates
Literacy is not a prerequisite for listening radio. In developing and less economically developed
countries, it becomes a popular medium because of these characteristics. Majority of the
population in these countries are illiterate. They show a special affinity towards radio as they can
overcome the deficiency of illiteracy through radio programmes.
iv. Radio is a mobile medium
We can listen to radio while we are moving. i.e. we can listen to radio while driving car, jogging,
walking or doing any job.
v. Radio is a background medium
Specialty of a background medium is that it can be used while doing other jobs. Housewives
listen to radio while preparing food in the kitchen. Given this feature, radio has now been
available with home appliances like refrigerator, washing machine etc. as an inbuilt gadget.
vi. Radio is accessible for visually challenged
Being an audio medium, radio is accessible for visually challenged.
vii. Radio needs less energy
Radio consumes very less energy. In that sense, it is an environment friendly medium. Since
radio sets can also be operated with batteries, it became popular in remote villages where
electricity is inaccessible.
viii. Radio is a speedy medium
Radio is the fastest medium as it requires less time for preparation and transmission. Instant live
broadcasting with a few equipment is possible in radio section. These characteristics extend the
scope of radio as a mass medium.
ix. Radio is a medium of persuasion: When enlightening a large, heterogeneous and dispersed
audience and is the ultimate goal is to persuade them, radio may be the best medium to use.
This is because radio can be used to persuade and motivate people to action. identify five
areas that radio can be used in this form:
 Radio signals can reach almost all corners of the world, with an instant message;
 The message can be understood easily;
 Radio appeals to the ear and other human faculties, particularly the imagination;
 Radio programmes can be very stimulating to human emotions, depending on the way
they are presented; and
 Radio is very profitable for group listening, because of the discussion which naturally
follows.

TYPES OF RADIO STATIONS

Commercial Stations: Stations under this category support themselves financially by selling
time to advertisers. In Kenya, vast majority of stations come under this category.
Non-Commercial Stations: Non-Commercial Stations do not receive financial support from
advertisers for airing commercials. They are normally funded by the government.
Community radio (CR): is a radio service offering a third model of radio broadcasting in
addition to commercial and public broadcasting. Community stations serve geographic
communities and communities of interest. They broadcast content that is popular and relevant to
a local, specific audience. Community radio stations are operated, owned, and influenced by the
communities they serve. They are generally nonprofit and provide a mechanism for enabling
individuals, groups, and communities to tell their own stories, to share experiences and, in a
media-rich world, to become creators and contributors of media.
AM and FM Stations: This categorization is purely based on the type of waves used for
transmitting radio messages. Both AM and FM radio stations transmit a carrier wave, that is,
some changed or modulated to carry audio signal such as music or voice. AM - Amplitude
Modulationvaries the amplitude (intensity) of the carrier, while the frequency remains the same.
FM – Frequency Modulation encodes the sound information by changing the frequency, while
the amplitude remains constant.
Each system has its advantages and disadvantages. AM is the older among the two transmission
systems. FM, the newer system, is now the dominant band. It accounts for more than 75% of
radio listeners world over.
AM's advantage is that it travels great distances, particularly at night via sky wave. Its
disadvantage is that it has limited frequency response. AM radio is restricted to 10 kilohertz.
This limitation gives it less than the full-range of frequencies needed for ideal fidelity. AM
stations are restricted from producing sound above 5,000 cycles per second. This results in a loss
of the overtones that provide the richness and warmth that give fullness to sound. This further
disadvantages AM stations by reducing their dynamic range, the difference in volume from soft
to loud sound.
Since AM transmission varies the amplitude of the wave, it is more susceptible to interference.
AM stations broadcast using medium frequency (MF) waves. Music has almost disappeared
from AM radio. Successful formats include: news, talk and sports.
FM stations has a built-in resistance to interference. Unlike AM, FM transmission varies the
frequency of the signal keeping the amplitude constant. Static interacts with the amplitude of
radio waves.

ORGANIZATIONAL STRUCTURE OF A RADIO STATION

A radio station has four distinct divisions under a general manager. The sections are:
Management Department: It takes care of the overall administration of the station. It has
internal and external administration responsibilities. The department is further divided under
Business Manager, Accounting Manager, Human Resource Manager, Public Relations Manager
and Promotion Manager, etc.
Programming Department: This is an important component that specially deals with the media
related responsibilities of the station. Programme Director is the in charge of all works related to
programme; planning, research, production and permitting for transmission. There are two types
of staff under Programme Director:
The first category include On air talent - DJs, Reporters who are normally not on the regular
payroll of the station. They are invited for specific purpose. Some radio stations which focus on
news programmes appoint reporters on permanent basis.
The other category includes Production Director, Music Director, Sports Director, Programme
Executives who are directly responsibility for the production and supervision of the segment
allotted to them.
Engineering Department: The technical aspects of the station are handled by this department
under the supervision of Chief Engineer and Assistant Engineers.
Sales Department: It is another important section which monitors and ensures financial flow to
the station. The Sales Department is organized on the basis of the business model followed by
the station. Normally, commercial broadcasting stations may have Account Executive,
Advertisement Managers, Retail Sales Reps in their Sales Department.