Importance of radio vis a vis other media: A study of post graduate students of national capital region

Pages: 178-182
Gagan Deep (Department of Communication Management and Technology, Guru Jambheshwar University of Science and Technology, Hisar, Haryana)

“Media” has penetrated very deep in the lives of human beings. This penetration is digging more with the continuous growth of information communication and technology. All the media today are trying their best to gratify the specific needs of their consumers. Few media are perceived more helpful than others in their special ways of interacting with people and the content they offer. But, the beauty of existence of a particular medium lies in the fact that it can’t be replaced by any other medium. So presently, all the media are growing, keeping in mind their own targets. Here, apart from all the traditional and new media, radio catches our attention because of its all changed come back after the advent of FM culture. Further, the FM radio is increasingly popular among its prime target group of young masses. The present paper tells us the importance of radio for its prime target group in comparison to other main stream media.