There
are two kinds of communication namely, interpersonal and mass communication.
There are several media for mass communication. The post, telegraph and the
telephone are the important means of communication. Radio, television,
newspaper, journals and magazines are the other media. With the introduction of
portable transistors, the radio has become the common mass media. According to
the All India Radio, the AIR reaches about 200 million people. Hence, it is the
most effective medium. Though the radio broadcast includes programs for family
welfare, for youth, for the farmers and on education, health and hygiene, it is
used mainly for listening to film songs.
The
media which is next in importance and popularity is the television. In India
the state owned television is known as Doordarshan. It reaches about 78.7% of
Indian population through 534 transmitters. It transmits news, current affairs,
educational programs, dramas, films and world affairs. We not only listen to
but also see what happens in any remote part of the world at the same instant.
Here again it is used only as an entertainment medium. But in advanced
countries, major operations are telecast live for the benefit of others. With
the advent of private televisions, the T.V. has become the main medium for
advertisement and cheap entertainment. The newspapers and journals form the
cheapest and the largest media. India publishes 27,000 newspapers, 2538
journals in about 93 languages. The circulation is estimated around 58 million.
These papers and magazines cater to the needs of its subscribers. But it is
useful only to the literate population. They do not reach the remote rural
places. One advantage is they are not controlled by government as in the case
of AIR and Doordarshan.
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