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Introduction to Communications Media

Introduction to Communications Media. Ch 7 Radio. Birth of Commercial Radio. After WWI, RCA (Radio Corporation of America) formed Radio was originally thought of simply as “wireless telegraphy” David Sarnoff saw its potential as a “radio music box”

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Introduction to Communications Media

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  1. Introduction to Communications Media Ch 7 Radio

  2. Birth of Commercial Radio • After WWI, RCA (Radio Corporation of America) formed • Radio was originally thought of simply as “wireless telegraphy” • David Sarnoff saw its potential as a “radio music box” • Early radio stations were often built by department stores (paved the way for mixed entertainment/advertising format we’re familiar with today) • In early 1900s, department stores were usually “early adopters” and where people often first experienced new technologies such as electric lights

  3. Commercialization of Radio • Early stations originally did without advertising • As broadcasting became more expensive, station owners needed to generate revenue • Early ideas included asking listeners to donate money, others wanted a tax on radio tubes, AT&T eventually decided to sell time on one of its stations to anyone who wanted to broadcast a message

  4. Networks • Networks developed as a cost savings idea • By linking together, stations could save money on producing programming • Networked stations also could reach a wider audience and charge more for advertising • 1926 -- NBC was the first broadcasting network (turned into two RCA’s original stations and then AT&T’s stations when the phone company got out of the radio business)

  5. Networks (cont) • CBS started up the next year • By 1937 NBC had 111 affiliates and CBS 105 • Advertisers were spending more than $27 million a year on advertising • Increased revenue meant networks could hire “name” talent • Top programs developed a national audience

  6. Government Regulation • In the 1920s, so many new stations were going on the air that interference became a problem • Congress passed the Radio Act of 1927 creating the FRC (Federal Radio Commission) • The FRC issued licenses, defined the AM frequency band, standardized station channel designations and abolished portable radio stations

  7. Shaping the Industry • By the end of the 1920s, radio’s framework was in place • Commercially supported • Federally regulated • Network dominated

  8. The Great Depression • Advertising stayed high, so the radio industry suffered little hardship • FCC (Federal Communications Commission) developed via the Communications Act of 1934 (consolidated regulatory functions of several government agencies

  9. The Depression Years • 1930s FM (frequency modulated radio) introduced • Programming changed to reflect the need for hope and diversion (action/adventure, soap operas)

  10. Post World War II • Development of FM suffered as it competed with Television • FCC gave TV frequency spectrum FM had been using and moved FM to 88 to 108 Mhz band making many FM radios obsolete • Emergence of television challenges radio’s primacy in mass entertainment • While TV didn’t reduce radio advertising revenues it did lead to a decline in the number of radio affiliates

  11. Payola • More airplay a song gets, the better it sells • Record promoters began paying DJs to air certain records more frequently (this practice is eventually outlawed) • Promoters find new, legal ways of paying to promote airplay (“legal payola”)

  12. Growth and Stabilization • From 1955 to 1990 number of stations grew from 3,343 to more than 7,000 • Top 40 format becomes popular • Favorite of young people (who happen to have a lot of disposable income) • FM gains popularity in part because of its better sound quality • Number of FM stations triples from 1960 to 70 and many AM stations switch to News/Talk format

  13. Consolidation and Specialization • Telecommunications Act of 1996 allows companies to own more stations and more stations in the same market • This change allows for a major industry realignment • Giant radio conglomerates form as big companies buy up stations • Radio programming becomes more specialized

  14. Radio in the Digital Age • Radio stations use their web sites to: • Stream audio • Help listeners become more familiar with station on-air personalities • Publish schedules, and movie and album reviews • Sell ads to generate additional revenue

  15. High Definition (HD) Radio • Improved signal quality • Stations can broadcast multiple programs at once (one on analog signal, one on digital signal) • HD radio is free (need an HD receiver) unlike satellite radio • As of 2007 about 1,200 radio stations were broadcasting an HD signal with more going digital every month

  16. Problems Facing HD Radio • Receivers are expensive • HD radio only results in better quality, not new capabilities • HD radio has not broken new ground • Only a small percentage of listeners have HD receivers • HD radio uses more power than analog draining batteries much faster

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