mass communication 3

Every society form the most primitive to the most complex had same system of technical, indirect communication to help in conducts its affaires. Today there is scarcely a country which is not utilizing mass communication with a view to achieving its culture, social, political and economic spear. Many advanced countries in the world have tried to fully utilize the potentialities of mass communication for their over all development. Many developing countries have realized the need for a sophisticated technology like television, radio, newspaper which could bring revolutionary changes.

Despite the rapid expansion of the electronic media the print media basically newspapers remain the traditional base of a growing mass communication network. It had provided the framework for the broadcast media to grow in its formative years and even in face of technological challenge from the younger media, it has shown remarkable resilience to adopt to the changing environment and retain its compelling appeal.

In modern society, radio is the far reaching and popular means of communication. It can cross the geographical boundaries and unite the world into a single unit. Radio has the inherent advantage to overcome the barriers of illiteracy, inaccessibility. Radio perhaps the only mass medium in which an average Indian can afford to invest. Despite diversities of language and cultures, the All India Radio offers a wide spectrum of programs, intended to cover various cross sections of the society. In India, the acceptance of the AIR is more universal than any other media.

Television, a new technology is a mass medium of communication or visual characteristic is combination of audio or sound and motion or action.. Today television enjoy world over as an unrivalled status as a mass communication. It is a theatre of home and glamour of family. It can make the best use of media printed work, spoken word, motion picture, color, music, animation, and sound. All these elements put together mixed or blended into one message, comparing its counter parts.

In India TV was introduced twenty-five years after its invention and thirty years after its inception. The era in India began on September 15th,1959, as a medium of education, rural and community development.