The Limitations of Radio
Radio has many inherent limitations. It provides one way channel of communication. Therefore, no feedback regarding the messages can be received. Since the listener’s attention is held only by the sound, messages communicated through radio can reach only those people who listen carefully and intelligently.
One has to be very attentive to receive the messages from radio otherwise he misses a part of the message. Radio lacks the pictorial quality provided by television and motion pictures. Moreover, no visuals can be used with radio to support the messages. Radio is not suitable for all types of commercials as some require illustration or demonstration.
Since radio conveys messages through sound only, it demands a habit of skillful listening which generally people lack. Mohanty (1992) rightly pointed out that radio may broadcast a well developed lesson, but cannot develop a lesson with the audience.
With many people to receive a complete detailed lesson or a programme through radio becomes very taxing or boring as it tends to become monotonous at times.
Rahman (1977) said, “Radio broadcast is evanescent, impermanent and rarely sufficient in itself for the case of illustration intended in educational broadcasting. It cannot be turned to, studied or re-read at leisure”.
Awasthy has aptly said that in radio the artist and his audience are nowhere near each other. In the physical sense they are nonexistent to each other.
