MCM 100

Foundations of
Broadcasting &
Film

DR OLUWAKEMI AKINULIOLA AWEDA

Lecture Overview

Radio and television as key channels of broadcasting

• The nature of Radio Broadcasting
• Advantages of Radio
• Characteristics of Radio broadcasting
• Effective Utilization of Radio Broadcasting
• The Nature of Television
• Characteristics of Television broadcasting
• Effective utilization of Television broadcasting
 The nature of Radio Broadcasting

Although radio is dependent only on sound, it follows therefore, that the

listeners must be able to hear distinctly and accurately for it to benefit them. The
quality of sound in the studio and at the receiver must be of the highest, so that
listeners will not lose interest in the message being sent across. Producers of
radio programmes should ensure high quality programming, bearing in mind the
idiosyncrasies of their audiences. Radio is a vehicle for projecting personality,
through which it attracts and holds an audience. Voice, mannerism,
identification with the listener, the things the radio announcer or presenter says
and how they are said, are some of the factors that go into making a radio
personality. Good personalities heard throughout the day, in every phase of
programme activity, give a station a personality of its own and help win and hold
audiences for the more serious business of broadcasting.
Situations have arisen in the developing world, in which radio is playing an active
role in speeding the process of change and making it understandable and
acceptable, because it has embarked upon extensive education schemes and
projects for rural improvement and national integration and development.
 Advantages of Radio

Radio broadcasting is one of several means of getting a

message, to a large number of people at the same time,
because it transcends the boundaries of space and time,
and also leaps across illiteracy barriers. In terms of general
availability, radio is the leading mass communication
medium. In today’s world, especially in the developing
world of parts of Asia and Africa, there are more radio sets
than television sets, newspapers and cinema sets. Radio
stations are comparatively inexpensive to run, after the
initial capital outlay of transmitters and receivers. It has
immediacy in a higher degree than other media of
communication.
 Advantages of Radio

Radio can talk back to its listeners by telephone or social media

platform, where the technical facilities exist, thus putting
members of an audience in touch with one another. Radio is
flexible, because a scheduled programme can be dropped at short
notice and replaced with something more topical or more urgent.
Within limits, radio can persuade and effectively influence large
audience, thereby contributing substantially to the building of a
national consensus. It is a powerful instrument in the area of
public enlightenment, on health issues, family planning, cultural
re-awakening, business improvement and other social
development issues.
 Characteristics of Radio broadcasting

• Radio makes pictures(It is an audio medium): You could

actively ‘see’ pictures in your mind of the parade even as
you listened to the sounds of bands playing patriotic tunes
or the sounds of marching and commands. You use your
power of imagination as you follow the running
commentary.
 Characteristics of Radio broadcasting

• The speed of radio : Radio is the fastest medium. It is instant. As

things happen in a studio or outside, messages can be sent or
broadcast. These messages can be picked up by anyone who has a
radio set or receiver which is tuned into a radio station. If you have
a television set and cable or satellite connection you may be using
a remote to get your favourite channel. These days if you have a
satellite connection, you can also receive radio signals of various
AIR stations. Otherwise your normal radio set gives the meter or
frequency on which various radio stations operate. You are tuned
into that station and listen to news that happened a few minutes
earlier. On the other hand, a newspaper gives you the previous
days’ news. Of course television can also cover events instantly. But
television is a more complex medium where you need light and
cameras for any coverage
 Characteristics of Radio broadcasting

• Simplicity of radio: Compared to all other media, radio is

simple to use. As mentioned in the previous sections,
radio needs very simple technology and equipment.
• Radio is inexpensive: As it is simple, it is also a cheaper
medium. The cost of production is low.
• Radio transcends illiteracy barrier: Unlike the print media
which require some degree of literacy, radio does not
depend on a literate audience. All that is required is a
good ear and a good listening habit. This is what is meant
when it is stated that radio transcends the barriers of
illiteracy
 Characteristics of Radio broadcasting

• Radio does not need electric power supply: You can listen
to radio using dry battery cells even if you do not have
electric power supply or a generator. So in a country like
ours, where electricity has not reached everywhere, radio is
a great blessing.
• A radio receiver is portable: Don’t you move your radio set
at home from the living room to the kitchen or as you go out
some where? You can’t do that very easily with television.
This facility of moving an object which is called ‘portability’
gives radio an advantage. These days if you have a car and a
radio in it, you can listen to it as you drive or travel. Can you
think of watching television, when you drive ?
.
 Characteristics of Radio broadcasting

• Radio is a supplemental medium: The uniqueness of

radio lies in the fact that a listener can be engaged in
other chores while listening to it. In this regard, Dominick
(2002) states that radio is rarely the prime focus of our
attention but rather “it provides an audio background for
other activities.”
• Radio messages are transient in nature: The medium of
radio has been described as one of the media with
immediacy impact. The nature of the medium allows
immediate information to be disseminated to millions of
listeners in a matter of seconds. However, just as its
information can be disseminated rapidly, so also can
listeners miss the information.
 Characteristics of Radio broadcasting

• One does not have to be literate to listen to radio : Unless you

are literate, you can’t read a newspaper or read captions or text
on television. But for listening to radio, you need not be literate at
all. You can listen to programmes or news in any language on the
radio.
• For a majority of Nigeria in the rural areas, radio is the only source
of news and entertainment . Radio news can be heard anywhere
using an inexpensive receiver. Even the most economically
backward sections can afford to use the medium of radio.
• Radio is the best medium of entertainment. It provide healthy
entertainment to the listeners. There is plenty of music of
different types available to people. The popular types of music are
classical, light classical, light, devotional, folk and film music.
.
 Effective Utilization of Radio Broadcasting

• Radio is a singular medium that is most effective for mass

mobilization.
• Radio is also useful in mass education.
• Radio could be used in cultural innovation or diffusion
• Information dissemination is fastest through radio.
• Information dissemination is fastest through radio
 The Nature of Television

Television is an electronic device that brings to us informational,

educational and entertainment programmes. It is the greatest
communications mechanism ever designed and operated by man. It
pumps into our brains an unending stream of information, opinion,
moral values and aesthetic taste. Television influences our perception
of politics, religion, governance, fashion and culture" (Akpan, 1988).
Television is not just a mere transmission device, but it is a medium,
which brings its massive audience into a direct relationship with
particular sets and values and attitudes. Its compact structure makes
it an intimate medium which brings the world into our homes.
Television is team work, in the sense that it requires so many hands to
perform a wide variety of duties, in order to produce a single
programme.
 The Nature of Television

Each area of responsibility requires expertise and every

production passes through many hands and stages. The content
is scrutinized, so that something worthwhile is produced and
beamed to its viewing public. Good television programming is
not a one-man show, but the creative work of a quantum of
clearly knit crafts and arts, which include acting,
cinematography, architecture, scene design, interior decorating
etc. Television viewing is an experience which is unique for both
the viewer and the artistes or performers and this can be used to
the television communication’s advantage. Because of the
medium’s intimate qualities and the viewing environment,
audiences tend to be involved with television stars and
personalities in a unique relationship (Wurtzel 1985).
 The Nature of Television

Television is often a high-pressured operation with close

deadlines, limited budgets, rushed rehearsals and short
production periods. An unexpected technical problem can
force sudden changes in the script, revision in the blocking
and a reshuffling of rehearsals and shooting schedules.
Experienced television personnel and artistes, are able to
cope with these inevitable pressure and be able to deliver
an effective and seemingly effortless performance.
 Characteristics of Television Broadcasting

• Television is an audio-visual medium: The combination of

audio and visual signals make television virtually a magical
medium which captures live events and at the same time
allows viewers to watch these events in their living rooms.
The powerful audio visual nature of television helps to
create vivid impressions in the minds of viewers and the
fact that people are seeing the picture as well as hearing
the sound gives them a sense of emotional involvement.
 Characteristics of Television Broadcasting

• A mass medium: Television can reach several viewers at

the same time. .This characteristic makes it a typical mass
medium. As a mass medium, television can be used to
design messages of mass mobilization for those who
cannot read or write but have access to it.
• Expensive medium: Television is also a medium of
communication that needs large amount of money to run
because of the technology and expertise needed to run a
television station. Beyond the machinery and expertise,
filling the air time with world standard programmes
requires a huge amount of money to produce.
 Characteristics of Television Broadcasting

• Audience Segmentation: Another feature of television

according to Dominick (2002) is audience fragmentation.
He explains that audience fragmentation is most apparent
in the cable television industry where new cable channels
are increasingly geared towards small, well-defined
audience niche.
• Expensive medium: Television is also a medium of
communication that needs large amount of money to run
because of the technology and expertise needed to run a
television station. Beyond the machinery and expertise,
filling the air time with world standard programmes
requires a huge amount of money to produce.
 Effective Utilization of Television Broadcasting

• Television is a more effective medium for mass

mobilization.
• Television is also a more effective medium for mass
education
• Because of the visual function of television, it is used to
disseminate new innovative ideas .
• Radio could be used in cultural innovation or diffusion
THANK YOU
 Reference

• Babatunde Folarin – Foundations of broadcasting.

Abeokuta: Link Publications
• Olufemi Onabajo – Fundamentals of broadcast journalism.
Lagos: Gabi Concepts
• Wunmi Olajide – Basics of broadcasting technology.
Ibadan: Claveriannum Centre