Radio - Radio

Radio is the medium which came into existence with the end of the First World War When the War ended, there was a need of the message sending options through which the concept of the “signals” originated and the wireless came to existence. The first man to invent the radio was “Markoni”. He did a lot for the signals and the audio rays to be transmitted in a series that first it is decoded, then gets the form of signals, then is recoded; that the process of the message transmitting solved. The other thing to be solved was to invent a machine so that this process is completed. The radio then came to existence. Then, the radio was made one of the mediums used to convey the messages. It was the very first electronic medium to transmit the information to the general public. The radio, with the passage of the time got its position as it is still in the competition with the T.V. which is again a medium used to convey the messages. The share of the radio is only 2 % regarding to the total advertising spend. The radio ad spend (revenue) has increased by 9% (from Rs. 0.55 billion to Rs. 0.60 billion) in the last fiscal year. This is significantly lower compared to the 22 % in 2006-07. In terms of overall share, radio has decreased by 1 percent. Direct marketing ad spend (revenue) has increased by 5 % (from Rs. 1.6 billion to Rs. 1.68 billion) in the last fiscal year. In terms of overall share, direct marketing has retained its 7 % share. The medium of radio was considered to be the boring one in the beginning, but if we see today, the radio has done a lot through the opportunity of being concentrately heard.