Originally, radio or radiotelegraphy was called “wireless telegraphy”. In 1906 First Radio Tube was invented. The term “Radio” is said to have been coined by the advertising expert Waldo Warren and became common by the time of the first commercial broadcasts in the United States. In India, Radio Broadcasting started in 1927 with two privately owned transmitters. Soon the Government took over the broadcasting and named it the Indian Broadcasting Service. Later it was re-named All India Radio (AIR).

Advantages of Radio

• Wide coverage and costs are not too high.

• Can reach people on various occasions in diverse locations.

• Attracts attention using the persuasiveness of the human voice along with capturing music, it can sound “urgent” and compelling.

• Can be properly timed, to reach the target audiences.

• Target market can be reached in its own language.

Disadvantages

• By and large, radio cannot be a primary medium.

• It can only be used as a reminder or support medium.

• Has creative limitations.

• Audience profile and numbers cannot be known accurately.