Advantages And Disadvantages Of Broadcast Media

Duncan (2000:1) concurs with the aforementioned statement, “According to the constitution of the republic of South Africa everyone has the right to freedom of expression and access to information. The broadcast media are key conduits for the exercise of these rights, as they are without doubt the most popular and accessible forms of media in the country”. In South Africa as in most developing countries, radio still remains the main source of information. No other communication platform enjoys the level of popularity matched to that of radio, public broadcast radio to be specific (PBS). When zooming into radio listenership, figures displayed on SABC’s website indicate that 84% of the South African population under the age of fifteen listens

It is responsive to need, making itself available for everyone – not simply the rich and powerful. Indeed its universality makes it a point to include the disadvantaged. It is wide ranging in its appeal, competent and reliable, entertaining and informative. Its programmes for minorities are not to be hidden away in the small hours but are part of the diversity available at prime time. It is popular in that over a period of time it, it reaches a significant proportion of the population. It does not ‘import’ its programmes from foreign sources but is culturally in tune with its audience, producing most of the output itself. It provides useful and necessary things – things of the quality asked for, but also unexpected pleasures. Above all, it is editorially free from interference by political, commercial or other interests, serving only one master to whom it remains essentially accountable – its

The study asserts that more and more “public radio stations” are becoming commercialized which could be harmful to the development of South Africa as public radio is a popular broadcast medium in South Africa and most South Africans especially rural dwellers depend on it as a source of information. Chapter three of the study zooms into this assertion and develops the argument further. As Fourie (2003:153) notes, “the majority of South Africans relies on broadcasting, usually radio to meet its needs related to information and entertainment”. Locksley (2009) concurs, “In the developing world – especially in rural areas, radio (including community radio) and TV hold the primary roles, particularly where literacy is low. Commercialization of radio stations has a potential to benefit advertisers and neglect the opinion of the general public. Duncan (2000:114) advises that, “one of the fundamental principles of public broadcasting has been that the bulk of the broadcaster’s revenue should not be drawn from