Public Service Broadcasting By Radio: Challenges Ahead

Abstract

At a time when commercial and entertainment broadcasting both in Radio and TV has been overwhelmingly keeping the masses captivated across the world, the significance of Public Service Broadcasting (PSB) is also increasing every passing day because of so many reasons. However, with a multiplicity of entertainment channels nowadays based on advertising revenues, it is a major challenge for the PSB to keep up with ever-increasing demands for messages with public welfare as the ultimate aim. This is because of the competition from commercial broadcasting vying for attention of the masses. This paper examines the challenges faced by this particular kind of broadcasting in terms of contents and more so in financing and possible solutions to these challenges. Because, for developing countries like India, PSB still holds immense relevance which must never be allowed to be undermined by the growing onslaught from entertainment broadcasting at all. Keywords: Public Service Broadcasting, Market, Commercial Revenue, Advertising Revenue,