ERIC Number: ED174193
Record Type: RIE
Publication Date: 1976
Reference Count: 0
Open-Broadcast Radio: Three Strategies.
Theroux, James; Gunter, Jock
Three effective strategies in quality open-broadcast programming for increasing educational radio's audience attraction are suggested as alternatives to the usual approach to such programming in the third world: (1) the advertising approach, which is suited to audience motivation for accomplishing concrete behavioral objectives; (2) the person-on-the-street interview approach, which represents decentralization and participation in open-broadcast radio; (3) and the quiz show format, which allows for audience participation in a polished structure determined by professional educators and communicators. Radio Mensaje, a project initiated in Ecuador, provides an example of how an organized-audience interview project can use open-broadcast techniques; the Real World Quiz Show, field tested and ready for production, represents a cost effective method for motivating radio audiences to listen to the transmission of objective facts on any topic. The exact role of each of these strategies, the objectives to which they are best suited, and the situations and populations to which they are best applied will be determined by field application and additional strategy development. (Author/CMV)
Publication Type: Opinion Papers; Guides - Non-Classroom; Reports - Descriptive
Education Level: N/A
Authoring Institution: Massachusetts Univ., Amherst. Center for International Education.