Radio is come into BTL(Below the line) or ATL (Above the line) activity in present time.

The Radio has an edge over other media services because it is always accessible even when one is busy with other activities. In olden days we used to study while listening to favourite songs being played at a low tone as background. Even while driving one can listen to songs, important news, messages, local traffic conditions, jokes and a variety of other programmes. The popularity of Radio has resulted in the coming up of multiple FM stations in several cities. The quality of Radio programmes has improved considerably in the last decade. I had argued with my father in the early 70's that as TV becomes accessable to the majority the radio will disappear. He had remarked that the TV will never be able to replace the radio. His words are true till today and I hope will remain true always.

Today we find most rural folks, youngsters and even elders walk around with their mobile phones tuned to FM radio stations.

In a slightly different context, though, the use of GPRS in mobile devices is yet another use of RADIO COMMUNICATION.

Radio may never catch up with other medium since no urban population hear radio at home. Yes in our 6 lakh villages this may be termed as a good medium but with the reach of television that will also die down one day.

Agreed Ms.Purvi and nowadays there are a lot of FM channels are dominating.