Power of Online Radio in Pakistan

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Power of Online Radio in Pakistan

Group Members Saad Sahil Afifa Javed Fatima Batool Shah Fatima Daood Hira Jafar Hira Waqar Maria Tahir Khan Ramsha Sohail

Submitted to: Naeema Archad Intoduction to Online Journalism & Web Design 16th Feburary, 2011

INTRODUCTION

As technology continues to progress at lightning speeds, services that never before graced a webpage are becoming more and more internet inclined. On such service is the radio. Radio is a primary source of news, music, and entertainment that was popular long before the invention of the television. Although many may have assumed that radio would slowly disappear with advent of other media, radio has adapted well to the technological innovations of the last several decades, and now entertainment and news radio online are popular services used by millions of people.

RADIO BRAODCASTING Radio broadcasting is an audio (sound) broadcasting service, traditionally broadcast through the air as radio waves (a form of electromagnetic radiation) from a transmitter to an antenna and a thus to a receiving device. Stations can be linked in radio networks to broadcast common programming, either in syndication or simulcast or both. Audio broadcasting also can be done via cable FM, local wire networks, satellite and the Internet.

TYPE OF RADIO STATIONS The best known type of radio station is the ones that broadcast via radio waves. These include foremost AM and FM stations. There are several subtypes namely:

commercial public and nonprofit varieties student-run campus radio stations

Hospital radio stations can be found throughout the developed world

General programme categories are music (48%), religious (12.5%), News and current affairs (25%), Women Children and Labor (5%), Youth-Students (3%), Forces (2%), Rural & Farm (10%), Drama/Features (2%), Publicity Campaigns (2%) and Science, Technology, Health (2%) and Sports (2.5%)

PAKISTAN In Pakistan, the public broadcaster is the state owned PBC which is short for "Pakistan Broadcasting Corporation." It consists of PTV (Pakistan Television) and Radio Pakistan. In the past PBC was funded publicly through money obtained from television, radio and VCR licensing. Radio Pakistan has stations covering all the major cities; it covers 80% of the country serving 95.5 Million listeners. It has world service in 07 languages daily. Radio Pakistan is the official international broadcasting station of Pakistan. Radio Pakistan was able to start its external services on regular basis on 1949 As Pakistan is strategically located and is a close neighbor of China, India, Middle Eastern countries and Central Asia, it is necessary to use Radio Pakistan and its external services as an instrument to project the country's policies in true perspective so that a message of peace and friendship is disseminated to the world specially to its neighbors.

Regional and International Stations

World Service Frequency Schedule for World / External Services

Islamabad Capital Territory FM101 Islamabad

Sindh

Radio Pakistan FM 101 Larkana FM101 Karachi FM101 Hyderabad

Punjab FM101 Lahore FM101 Rawalpindi FM101 Faisalabad (Lyallpur) FM101 Sialkot FM101 Sargodha FM101 Mianwali News Radio Online Liberty News Radio online is an online news talk radio station

Northwest Frontier Province (NWFP)

FM101 Peshawar FM101 Bannu FM101 Kohat

Balochistan FM101 Quetta FM101 Gwadar

Northern Areas, Jammu & Kashmir only AM stations run there.

Famous Newsreaders of Radio Pakistan Jehan Ara Saeed Eric Warner Rizwan Wasti Aslam Azhar Edward Carrapiett Anis Mirza Anita Ghulamali Shakeel Ahmed (Dada) Shamim Ejaz

Muhammad Farooq

ONLINE RADIO

Internet radio involves streaming media, presenting listeners with a continuous stream of audio that cannot be paused or replayed, much like traditional broadcast media; in this respect, it is distinct from on-demand file serving. Internet radio is also distinct from podcasting, which involves downloading rather than streaming. Many Internet radio services are associated with a corresponding traditional (terrestrial) radio station or radio network. Internet-only radio stations are independent of such associations. Internet radio services are usually accessible from anywhere in the worldfor example, one could listen to an Australian station from Europe or America. These internet radio concepts are a bit new in our country but in abroad people are enjoying it from the past few 2-3 years. CNN, FOX news and BBC are proving these facilities to their audience. Online radio is a very great technological development and it has its own advantages these are as follow: If you have access to the internet and adequate bandwidth, online radio can provide a host of advantages, particularly for those who want to start their own online radio programs. Anyone who knows how can start and run a radio show with a very low running cost. Radio techs and DJs can work from anywhere in the world and don't have to be centrally located, making employee organization and retention easier. With online radio, it's also easier to tell exactly how many people are listening to your program and to receive immediate feedback from listeners. Creators of online radio programs have the freedom to talk about whatever they want, to choose their own segments, and to create their own line-up. Online radio

provides a means of expression, akin to blogs, that allows people to discuss topics that matter to them, without being censored. For listeners, the multiplicity of online radio programs is also beneficial in that they can be sure to find an entertainment or news radio online that sparks their particular interest. And participation on online radio programs is also easier as listeners can comment or make requests via the internet Along with the multiplicity of radio programs made available on the internet, online radio programming also eliminates time constraints. On traditional radio stations, guests and hosts usually have to limit their discussion to a few minutes as the radio station has to keep to a specific schedule. But with news radio online, hosts and guests can speak without time restraints, which can often lead to more stimulating discussions and commentaries. Also, because online radio programs have the luxury of time, listeners have more opportunities to phone in and make their own comments or ask questions. With traditional radio stations, people can only listen to particular program within a specific geographic range. Once you leave that range, you can no longer listen to that radio station. But with online radio, you can listen to your favorite radio shows from anywhere in the world. And with applications on iPhones and other portable devices, you can even stream online radio in your car. Another advantage of online radio programs is that people can listen to specific programs on demand. If you miss a show, you can stream it later when you have

more free time. And many websites allow you to listen to previous shows as well at any time, on any day of the week.

Online radio is powerful in its own ways but it has some drawbacks as well: The first disadvantage of online radio is practically moot at this point: You can't listen to online radio unless you have internet access. Fortunately, most people in the United States have access to the internet either at home, at work, or at other community locations such as cafes and local libraries. Similarly, people who don't have access to a computer cannot listen to online radio and this is the case in Pakistan. However, in the United States at least, most people and industries depend on computers for daily tasks, giving most people access to a computer. The second disadvantage is that online radio uses large amounts of bandwidth. For this reason, some workplaces place restrictions on their employees listening to online radio. But as internet capabilities increase, this problem is quickly being addressed. It can become quite time-consuming finding a new program you really like on the Internet when you factor in how many people, companies and industries are broadcasting radio over the Internet.

The Internet is, by no means, perfect. We've all experienced Internet outages and no matter how much you pay for your Internet, it can still go out. This means Internet radio can only be as reliable as your Internet connection. ADVERTISMENTS

Commercial radio stations make most of their revenue selling airtime to advertisers. Of the total media expenditure radio advertisements or spots are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air MAJOR TYPES OF RADIO Ads: The two primary types of radio ads are live reads and produced spots. Live read refers to when a DJ reads an advertisers spot on the air, delivered from a fact sheet or from personal knowledge and Produced spots appear to be more common. A spot is produced if the radio station or an advertising agency creates it for the client. Produced commercial formats include: straight read with sound effects/music in the background, dialogue, voiced by two or more personalities, monologue (where the voice talent portrays a character, as opposed to an announcer), and jingles. ] Studies show that the quality of the commercials is as important to listeners, generally, as the number of ads they hear BEST WAY TO CHOOSE THE TIME A rating is a key in the broadcast industry. The ratings can show who is listening to a particular station, the most popular times of day for listeners in that group, and the

percentage of the total listening audience that can be reached with a particular schedule of advertisements. The numbers also show exactly how many people are listening at each hour of the day. This allows an advertiser to select the strongest stations in the market with specificity and tells them what times of day will be the best times to run their ads. Ad agencies should purchase radio based on a target demographic. For example, their client may want to reach men between 18 and 49 years old. The ratings enable advertisers to select a specific segment of the listening audience and purchase airtime accordingly. Ratings are also referred to as numbers in the business. Radio stations sell their airtime according to day parts. Typically, a stations day part lineup will look something like the following: 6am-10am, 10am-3pm, 3pm-7pm, and 7pm- midnight. The spots running after midnight, from 12am-6am, are referred to as overnights. Though this schedule of day parts can vary from station to station, most stations run similar day part lineups and sell their advertisements accordingly. Drive times, or morning and evenings when people are commuting, are usually the most popular times of day and when each station has the most listeners. The rates, or what the station charges the advertiser, will reflect that. HOW ADVERTISERS AND RADIO STATIONS CAN WORK TOGETHER TO BENEFIT FROM THE FULL POWER OF THE MEDIUM In Pakistan the popularity of radio is increasing day by day and this means more and more people are listening to it, so the advertisers could reach to their target audience easily through radio.

As mentioned above the most effective way of advertising in radio is to know the timings of your target audience and to which shows do your target audience listen to. Here in Pakistan sometimes advertisers are not well educated or in other words they are not well informed and this results in choosing wrong spot for the advertisement, for example playing an ad of a children diaper in the late night spot. Sometimes advertisers choose these spots because they are cheaper and less expensive then the drive times but what they dont think is that the advertisement wont pay them back as much as it would if played in the right spot. The bigger brands or big corporations run their ads in the perfect spot; it is the small companies who in order to save money choose the wrong spot sometimes. Every radio commercial should end with a clear, singular call-to-action, sometimes radio advertisers encourage listeners to call their phone number AND visit their place of business AND check out their website. Remember, the purpose of a radio commercial is to get listeners to do something. Not several things. Advertisement should be memorable and distinguishable from other ads so that the target audience can remember it when they go out for shopping. For example jingles could be used to make people remember the ad e.g. Sooper. Podcasting Podcasting derivates from the words Ipod and Broadcasting. This means to subscribe to an audio feed which you can update on the go. It is like an audio magazine which you receive after specific periods. The topics can be various and diverse ranging from

It is linked to Online Radio because it can be used to reach a large audience which is relevant to the topic. Ipods were originally used to receive podcasts but today Nokia and other cell phones have this feature built into them.

CONCLUSION Whether you're looking for online news radio or an online music station, radio via the internet is a fabulous innovation that is taking the World Wide Web by storm. With the benefits it offers in easy access, freedom of expression, reduced time constraints, and more, it's easy to see why online radio is becoming one of the most popular forms of media in today's society. Radio is the only cheap entertainment thing which can be easily afforded by every person. you can buy a small radio cost 100 rupees and take it with yourself anywhere any time it will provide you with song's, drama's, news, music all time favorites ,latest music and program's for youngsters and adults. I think that radio is the perfect thing for entertainment. But yes we do need some betterment in radio programs. New concept of programming should be introduced. There should be some difference in night and morning programming.

As Pakistan is strategically located and is a close neighbor of China, India, Middle Eastern countries and Central Asia, it is necessary to use Radio Pakistan or any other stations should use its external services as an instrument to project the country's

policies in true perspective so that a message of peace and friendship is disseminated to the world specially to its neighbors.

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