Rise, Fall and Rise of the RADIO

Nobody would have thought the technology of past can regain its ground in the competing times. Nobody would have thought that Media vehicle of the past can take a dominant space in communication with passage of time. This is the story of Radio.

Radio was always considered as common man’s Media since its invention. It was the medium which catered to the needs of communication and entertainment of for nearly 5 decades. It was the medium which literally ruled the media space along with print medium.

Utilized, explored, exploited and used by most of the political leaders of post independence era, this medium filled the void of communication created due to illiteracy. This medium could reach to the farthest and remotest part of the Country and even could find space in the life of an illiterate common man.

Radio was extensively used by the leaders of 1950’s to 1980’s. May it be “Tryst with Destiny”…by first PM of India or the “announcement of Emergency” by the then PM, Radio was an important medium of information dissemination not only for the Government but for the private sector as well. It was the medium which connected the masses with the leaders.

 The credibility and authenticity of Radio and its news, made it one of the most favorite platforms of consumption of information. News interspersed with entertainment was the unique format, adopted and popularized by this medium, which helped it to reach even to the kitchens of Indian family. It was Indian women, who became ardent consumer of this medium, thanks to its unique melodies. The laborers of fields too couldn’t keep themselves away from the medium due to its useful content for agriculture. Radio was a complete package for all generations and every section of the society.  

Driving on Government’s shoulders, with the availability of technology in the form of short and medium waves, the network of All India Radio, then the only radio platform available, could reach to the farthest corner, making its reach till 99.5% of the population and 92% of the total geographic area of the Country.

Whatever rise, has to fall. This may be applicable when we speak in reference to the gravitation force, but somehow, relevant for technology as well. The rise of radio in 1950’s to 1980’s had to see its fall with the advent of Electronic media. One time most sought after network, lost its ground with the advent of Television. The appeal and desire for images, threw this faceless, sound medium, redundant. The sound communication therefore was pushed behind the visual communication. Riding on strong visual opportunities, it was the television which could take lead in 1990’s and early 21^st century and literally ruled the media landscape along with ever rising print media thanks to the rising literacy levels in India. Even with the advent of FM channels, radio ceased to be medium of entertainment unlike its earlier avatar of information cum entertainment. This was general scenario for radio in late 20^th century and early 21^st century.

The change in Government changed the way, this sound medium was being heard. One beautiful thought, changed the whole scenario and perception about communication through radio. PM’s “Mann ki Baat” being the game-changer, brought back the world’s attention towards radio. It was the PM shri Narendra Modi who could recognize the potential of this medium in connecting masses till the last mile, which made him speak out his mind and heart to the people of this country fortnightly, discussing range of issues and connecting with poor, rural populace directly.  This programme according to me has changed the perception and fortune for radio as an important communication tool bringing it in line with other important mediums of communication. The rise of Radio was resurrected by the visit of Obama. US President himself as our Prime Minister, is the frontrunner in the use of radio technology as a means of communication. In order to take the concept of joint editorial forward, which both the leaders first adopted during Hon’ble PM Modi’s first visit to USA, both the leaders in India took the Radio as a medium to directly connect with the masses. English- Hindi jugalbandi between the two, made this joint radio address of both the leaders as one of the most listened programmes of all times.

The advent of FM stations and their popularity as the medium of entertainment while on the move was an added factor for rising popularity of radio. The medium therefore could regain ground in the urban population, due to its nicely packaged entertaining doses, interspersed with songs. Riding on cheaper cost of content packaging and repackaging in-turn cost-effective marketing made this medium as one of the most favorite media for paid information dissemination and advertising. This could be easily validated through the recent Delhi elections experience.

Recognizing its cost effectiveness vis-e-vis print and electronic media, all the political parties have extensively used radio as the medium communication. With innovative advertising like teasers, anchor driven programmes, songs, speeches or bytes, radio channels in Delhi have been loaded with political blitzkrieg. The TV advertisement revenue by these parties purposely diverted in favor of radio due to its reach, impact and cost-effectiveness. Never in the history, I believe, this much political advertisements were preferred through radio, except for its monopoly era.

Along with this the advent of very local, peoples’ radio i.e Community radio and its push from consisting efforts of the Ministry of Information and Broadcasting made radio reach to various locations of the country. Over 250 + Community radio stations existing in the far flung areas, ever rising Community Radio movement is still in the nascent stage and yet to see its best. Running on the principle of “Of the people, by the people and for the people”, community radio became an important medium of communication and rise of local talent. Though the community radio movement yet to take mature shape, it has already made its presence available on the Indian Media Map.

 Innovative programming and usage by the Government in connecting the masses in the form of PM’s “Mann ki Baat”, change of technology from small and medium wave to FM wave and rise of local radio platforms, ensured the re-rise of radio as an important medium of information dissemination and communication. This therefore led to the rise of medium, which otherwise had seen its dip during late 20^th and early 21^st century.

The “Rise, Fall and Rise” story of radio conveys the fact that innovation makes what appears redundant, as useful and important part of human life. 

Innovation therefore is the only constant.