Radio

Radio is the most prolific of the mass media. Radio's range and scope is enormous, from the immensely powerful short-wave transmitters of Christian religious broadcasters and state ‘propaganda’ stations (e.g. Voice Of America, Radio Free Europe) located in prime geographical positions, to the thousands of little ‘milli-watt’ stations (below one watt in power) scattered throughout the backrooms of small communities.

At one end, it provides substantial profits for large media conglomerates operating networks in most countries, at the other end, it provides a voice for the powerless, the oppressed and the marginalised.

Part of radio’s success as a mass medium is because it is by far the cheapest way to produce and disseminate information to a mass audience. Set up costs are comparatively low compared to television and print. Distribution costs are also minimal.

However, perhaps the main reason for radio still being a predominant medium after nearly 100 years lies in the unique nature of sound and the aural experience. Radio is the only medium that it is possible to access whilst doing other things (try reading a newspaper and driving a motorcar!) But more importantly, the nature of aural communication can be summed up in the often used phrase ‘theatre of the mind’. Listening to radio provides images based on sound. The listener has to take those images and ‘complete’ the picture in their own mind. Thus radio engages at a more intense level than television, producing, in media guru Marshall McLuhan’s famous phrase - a ‘hot’ medium.

Thus it is radio’s nature which makes it such an attraction for communities around the world to engage with. It is also a most effective and efficient medium to support community activities.

New Zealand has more radio stations per head of population than any other nation. Commercial radio in this country is strong and successful. Public-service radio covers a wide spectrum of public, community, specialist and hobby broadcasting.