• ISBN13: 9781032854991
• Binding: Hardcover
• Subject: Communication, Mass Media and Journalism
• Publisher: Taylor & Francis Group
• Publisher Imprint: Rout India
• Publication Date: May 6, 2024
• Pages: 424
• Original Price: INR 1595.0
• Language: English
• Edition: South Asia Edition
• Item Weight: 500 grams

This book gives an overview of the development, significance, and impact of radio as a medium of mass communication in modern society. It provides a thorough understanding of the various wings and functionaries of the radio industry. The book also covers aspects of commercial radio, the basics of understanding the pulse of radio listeners, formatting radio programming, making an effective sales pitch and producing great commercials to exhaustive advice on presenting a show, appearing for interviews, and public speaking. It also gives insight into the changes brought in by technology in terms of traditional radio broadcasts, such as digital radio, highlighting its advancements in audio quality and the diversity of programming options available, and satellite radio, subscription-based services, and exclusive access to specialised programming.