 Advertising on radio is not only cost effective to the advertisers but also has the potential to reach rural areas where no other mass media has succeeded in making any tangible dent.The service provides entertainment for nearly 15 to 17 hours a day.It presents a mix of film music, skits, short plays and interactive programmes, Some of the old popular programmes of Vividh Bharati are 'Sangeet Sarita', 'Bhule Bisre Geet', "Hawa Mahal", 'Jaimala', 'Inse Miliye', 'Chhaya Geet' etc., are still distinctly recognized by the listeners.