In the Indian scenario it was around the late 1980s early 1990s that TV and Cable TV as well as the internet has suddenly acquired a major growth leading to widespread belief that Radios days were numbered and this convenient and effective mass medium was pushed to corner. The researcher intended to study in-depth whether this belief was true or not and has completed the study to finally conclude that Radio has managed to survive this onslaught and survive in a healthy manner. It was be found that Radio has accepted the challenge of the audio-visual medium in its stride and has...