ADVANTAGE OF BROADCAST MEDIA

Broadcast media or electronic media is probably the most prevalent form of media observable these days. Television and radio since their invention in the late 1920s and 1890s respectively, have led to a revolutionary change in the way people perceive entertainment, information and news. The advent of films as well as televisions has led to the formation of an entire industry  the film industry. Hollywood, Bollywood and the film industries of Hong Kong and Nigeria are the biggest in the world. The American film industry supports a national community of 2.2 million workers and contributes more than $175 billion to the U.S. economy. The Indian film industry, Bollywood, is the largest producer of films in the world and its revenues are estimated to reach Rs.  By 2015 according to the Associated Chambers of Commerce and Industry of India. Thus the media has brought about a whole new sector in the economy.

Further, with the advent of satellite channels and cable TV, breaking news stories from any part of the world and coverage of world events is broadcast within seconds, so an individual with access to satellite TV has instant availability of information. These advantages of media have an enormous impact on the economy of a country.

Stock market tradings happen within seconds, hence it is imperative to have access to news stories from around the world instantly. For instance, the EU ban on oil imports from Iran in response to the US financial sanctions due to Iran’s non-acceptance of the nuclear non proliferation treaty is likely to raise oil prices around the world due to the fact that now EU has a smaller base of suppliers from which they will import oil. This change in crude oil prices is likely to affect a large number of traders and investors who are involved in oil commodities, stocks or futures trading and instant news brought to them by the various channels of mass media is a boon for them.

There are other professions which depend on the successful propagation capacities of the mass media. Singers, actors, journalists, musicians, television personalities and a host of other people in the media industry have their success stories dependent on the outreach and accessibility of global mass media. Radio and television provide a means for passing along these forms of entertainment as well as news items on the same.

The broadcast media channels have a great degree of penetration among consumers. It is this factor which attracts advertisers to mass media channels. The advertising industry revenues are completely dependent on the abilities of the distribution of their message among various geographic areas through mass media channels.

The personal touch that is possible through radio and television advertisements is a strong image building tool and can also be used to reach target audiences. Thus these media channels have now become an indispensable part of a number of industries which swear by the advantages of the media provided. 

                                 

                                                    By Alphonce Bhoke BAPRM 42527