Compared to other Mass Media, TV is closest to Radio from which it is basically derived. Radio brought about a revolution by bringing sound into our homes. TV took the revolution a step further by adding sight to sound.
The similarity between Radio and TV lies in the fact that both the media can at the same time reach a colossal audience regardless of geographical boundaries. No other media can reach so many people simultaneously.
The other similarity is that both the media can bring events to us immediately. While we have to wait a considerable time for a news to be printed in the Newspapers it can be Broadcast or Telecast immediately after it happens or even while happening .
Both TV and Radio are similar in that they can bring events to us live. Whether a cricket match is in progress or a war, its sight or sounds can be brought to us by TV and Radio, something which is not possible through any other medium
The main difference between TV and Radio is that the TV Focusses more attention than Radio. While Radio mobilises only one sense, that is of sound and can be listened to while doing something else at the same time, TV mobilises two senses, that is, sight and sound, and requires more concentration. For this reason the impact of TV is greater because psychologists say that we remember 20 percent of what we hear and 30 percent of what we see, but when sound and vision are combined, we remember as much as 50 percent.
TV is more powerful because it makes the viewer directly .participate in what is happening around him which the radio cannot. This difference can be seen in the impact of watching a cricket match on TV or listening to its commentary on radio. Some people prefer radio because it leaves some room for the viewer to exercise his imagination. The listener forms his own ideal from listening to the voice of the announcer or performer and similarly gives full rein to his imagination while listening to radio plays, and forms his own ideas of the characters and the background. TV, however, is a concrete medium and leaves no room for the imagination
Studies throughout the world show that TV has had the greatest impact on radio listening and except for recorded music programmers and in some cases the news, most people prefer to watch TV rather that listen to radio
Advantages of Radio over TV
Following the advent of television radio has to a large extent lost its importance and its listener ship. However, radio has its own importance. Television has not been able to dislodge it from its position as the most widespread and most popular medium of mass communication. There are many reasons for this.
1. Radio is found in all countries of the world:- even in the lesser developed countries where television has not yet been introduced. In such countries radio continues to be the most sophisticated means of mass communication.
2. Even in countries where television has been introduced, it is not feasible for economic and technical reasons to be spread all over the country. Thus in many developing countries of the third world, television is limited to only parts of the country and there are vast areas, mostly rural, where television has not yet reached and a large number of people of these areas are deprived of television.
3. Television is an expensive medium and everyone cannot afford it. Thus there are large numbers of people both in the urban and the rural areas who cannot afford to have television sets, and who listen to the radio for their needs. A comparative study of the prevalence of radio sets and TV sets in different countries will show that even in rich countries such as the USA and England radio sets vastly out-number television sets, and in poor countries like Pakistan and India, there is a tremendous difference between the two, and only a very small percentage of the population owns television sets. However, since radio sets are comparatively cheaper more people can afford to buy, them.
4. Television can be used only in place’s which have access to electricity. Thus a large number of people in the developing’ countries cannot take advantage of television because their villages are not electrified. Not only people belonging to rural areas but also underdeveloped areas and slum settlements in the cities cannot watch television for this reason. However, these people can listen to radio because of the boon of transistor.
5. Radio is more convenient than television because it can be carried around from place to place. Because of the small size of the radio and its lack of dependence on electricity, it can be listened to anywhere in any situation; the farmer can take it to the fields, the student to school or college, the mechanic to his workshop and the office worker to his place of work. Similarly even in the home, it can be listened to in the bedroom, kitchen, garden or even the bathroom. In most homes it can be seen that the Television set is found fixed in a convenient place like the drawing room or TV lounge but the transistor set is carried around from room to room according to convenience.
6. Watching television requires a certain measure of concentration as it requires the use of both eye and ear. And if the eye or the ear is turned away for some time an important part of the telecast may be missed. But radio requires the use of only one sense, that of sound. So one can listen to the radio while doing some other work .