Radio of Republic Srpska, its social role: Trends, dilemmas, challenges

Abstract

The public service broadcasting programme should match the widest needs of society, and its listeners. The programme structure should meet the requirements of most social groups and individuals, the programme content. A significant social role of the public service is unquestionable, but different programme segments are not usually sufficiently represented in the scheme offered. In creating the programme scheme diverse contents should be balanced. In today's world radio has a strong social impact. Information transmitted through speech is very important. The influence of content transmitted through speech is often stronger than the influence of content transmitted in writing. On the future of public services, the impact has technology and society-quote; or listeners, which the receiver looking for the programming content. Key benefits of electronic media in relation to print, are often related to the news programmmes that are faster, more accessible at all times, and everywhere. In this sense, radio has no equal, especially when, except for the fact, supply and make sense of presence or participation in the event (live broadcast). The programs should increasingly incorporate documentary, informative, educational, dramatic- art, music and entertainment elements. So, the public service broadcasting should be a service that meets the communication needs of all citizens and which is also under their control.