Of all communications media today, radio and television are together the most powerful. In a fraction of a second their transmissions can reach millions of people over a wide geographic area. Using sound and visuals, they overcome the limitations of illiteracy in the dissemination of ideas. What is more, their messages are received directly in the home. 

For these reasons, therefore, their influence is almost universal. Their main function is to entertain, inform or educate. The introduction of `phone-in' shows now also enables audiences to actively participate in public debates on issues of popular concern. In some developed countries like the USA, where networks are largely privately owned, the commercial potential of both radio and television has been fully exploited, and broadcasting is a big-if highly competitive-business. 

In others, such as Great Britain, a mix of public funded, autonomous corporations and independently run stations have facilitated the development of quality programming. The expansive Indian radio and television networks are entirely state controlled. Private television companies can only produce programmes but not broadcast them.

A bill seeking autonomy for national television is still pending the approval of Parliament. However, greater public access to satellite transmissions from within and outside the country have recently inspired an attempt to beat this competition through quantitative and qualitative changes in both are of broadcasting. This has in turn increased the scope employment in these fields. A large number of women are employed at various levels in radio and television broadcasting. 

The main requisites for appropriate qualifications and skills for the job, and willingness to work long shifts at odd hours. In terms of age limits, Government of India rules apply to induction and promotions within the nationalized radio and television networks. The private sector is more flexible however; a success correlates directly to individual achievement.

AREA OF WORK

Although radio and television are considered together vehicles of mass communications, their operations are quite separate from each other. The main sectors of employment broadcasting in India today are:

All India Radio

With 160 stations spread across the country, AIR broadcast to 96.2 per cent of the population of India. Special broadcast also go to listeners overseas around the world. The News Service Division broadcasts news bulletins in nineties languages in India, and twenty-three languages for its External Service Division. 

There are thirty-two commercial broadcasting centers. The FM station of AIR has become immensely popular over the last couple of years. This station broadcasts main music entertainment programmes. A large number of the programmes are produced by private producers, which are then broadcast by the AIR.

Foreign Stations

Some foreign radio stations, like the British Broadcasting Corporation and Voice of America have representative officers in India, mainly for news gathering purposes within the country and sometimes extending to the South Asian region.

Doordarshan

India's nationalized television network currently reaches approximately 84 per cent of the population. With an estimated 47 million TV sets in the country, its viewership in 1993 was approximately 13.5 crores. 

At present, Doordarshan broadcasts on the national network as well as five recently launched additional channels on the satellite link up. Plans for a regional network of local language channels are also on the anvil, and are expected to further enlarge its audience.

Satellite Broadcasts

Satellite broadcasts first came to India about three years ago. These transmissions enable viewers to catch programmes from stations within and outside the country via their dish antennae or by cable relay from a centralized local receiver. 

At present about sixty-five lakh Indians have access to satellite broadcasts originating in Bombay, Delhi and Hong Kong, on about eight different channels, excluding those occupied by Doordarshan. The wide coverage and choice of programmes accounts for its immense popularity. It is however, relatively expensive to access, and therefore available only to the more affluent viewers. 

Notwithstanding this, the number of satellite channels as well as viewers is expected to increase in the near future.

Cable Services

Cable television is still underdeveloped in India. Despite this, due to sheer numbers, cable TV viewership is 1.5 crores. In addition there are 40,000 video libraries and 12,000 video coaches providing programmes of both entertainment and educational value. 

Unlike most Western countries, where cable operations include some amount of independent programming; this subscriber service in India is limited to relays of satellite broadcasts and videotaped runs of popular films. Government policy on this sector is as yet being formulated. 

Once fixed guidelines are issued, the full potential of cable is likely to be realized. The advent of satellite broadcasts and cable television has opened up enormous opportunities for television producers of software to fill the broadcast time. 

While international TV production companies have set up shop in India, employing local talent, there are also numerous large and small production companies providing a variety of programmes from documentary and current affairs to music; entertainment and soap operas for national or international networks. 

Most of these companies employ full-time creativity talent for production and direction, while taking on free-lancers for the technical aspects of camera work, editing and graphics. This has also resulted in the mushrooming of video studios with sophisticated equipment providing a range of services.