3.[11-20]Public Service Broadcasting By Radio --Challenges Ahead

New Media and Mass Communication www. iiste. org ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 1, 2011 11 | P a g e www. iiste. org Public Service Broadcasting By Radio: Challenges Ahead Abhijit Bora (Corresponding Author) Dept. of Mass Communication... More

New Media and Mass Communication www. iiste. org ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 1, 2011 11 | P a g e www. iiste. org Public Service Broadcasting By Radio: Challenges Ahead Abhijit Bora (Corresponding Author) Dept. of Mass Communication & Journalism, Tezpur University, Napaam, Tezpur – 784028 (Assam) INDIA Email: abhijitbora71@rediffmail. com / abhijitb@tezu. ernet. in 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. T Less