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The Strengths and Weaknesses of Radio: Exploitation of its Strengths to come up with Future Relevant Programmes

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Introduction

TVRP L1 EXERCISE 3 The Strengths and Weaknesses of Radio: Exploitation of its Strengths to come up with Future Relevant Programmes Radio broadcasting is such a powerful medium, therefore its potential for communication is very great but the actual outcome may be quite small. To the consumer, radio is radio, whether it comes out of their stereo or the computer on their desk. For the most part, this is true. However, all transmission mediums have their strengths and weaknesses, and it is these qualities, which may determine a medium's future success. The Strengths Of Radio Radio might be a blind medium, considering the fact that one can only listen to it, but it has the potential to reach large numbers of people, by informing, educating, entertaining, propagandising and persuading. The sights and sounds of radio are created within the listener, thus stimulating his or her imagination. Radio is a more personal indulgence, as the one has direct contact with the radio and it can have greater impact and involvement in one's daily activities. ...read more.

Middle

Radio may be perceived to be weak because of its presumed limited space and expertise and also spending on promotion, as well as its presumed uncertain means of support. I somehow feel that public radio does a poor job promoting itself. Just by holding phone-in contests and having winners doesn't necessarily mean that there are many people tuning in. 8 hours of sleep plus 8 hours of work, tuning in to radio is only when travelling to work or lunchtime or relaxation once you reach home, that is barely less than 8 hours you get to listen to the radio. Another point is that radio doesn't easily get sponsors because they are attracted to a medium with 'visualisation', like television. And getting sponsors have to depend on the station's personality and its ability to reach the wide audience. And it is pointless to hold roadshows once a year when people actually have no idea what the personality of the radio station is all about. ...read more.

Conclusion

Target a portion of your promotion budget to increase new sampling. Make sure that your advertisers are willing to sponsor the amount needed for new programming which will win back more audience than asked for. The only way to ensure that the medium covers its project is through paid advertising, but this is expensive and there is still no guarantee that your target group will take in your information. If paid advertising is not possible, there is value in examining opportunities to access community-service information for radio. Management Development Institute Of Singapore (MDIS) Diploma in Mass Communications Name: Cynthia Anne Victor Batch: DMCD 2 0324A Module: Television & Radio Productions CONTENTS TVRP L1 EXERCISE 3 : The Strengths and Weaknesses of Radio: Exploitation of its Strengths to come up With Future Relevant Programmes TVRP L3 EXERCISE 1: The Early Years Of the Television Industry In Singapore TVRP L5 EXERCISE 1a: A 30-second Radio News Script (Hard Lead) (With attached newspaper article) TVRP L5 EXERCISE 1b: A 60-second Radio News Script (Soft Lead) (With attached newspaper article) TVRP L5 EXERCISE 1c: A 90-second TV News Script (Hard Lead) (With attached newspaper article) Page 1-3 Page 4-5 Page 6 Page 7 Page 8-9 ...read more.

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