ABSTRACT
Although the video is omnipresent yet it costs more than just time. This chapter “The Audio-Visual Medium” looks at the reasons that set radio apart from other forms of media, further investigating how radio continues to maintain its prominence in the face of stiff competition from other media like television and the internet. Additionally, it explores radio's significant role as a social medium, its inherent constraints, and its relevance in the contemporary media landscape. Furthermore, it discusses the prospects of radio, especially in the context of India, offering insights into what lies ahead for this dynamic and ever-evolving medium.
Through a comprehensive exploration of radio's distinguishing features, social significance, and future trajectory, readers will develop a well-rounded understanding of radio's enduring influence and its continued relevance in the contemporary media landscape.
