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RADIO. Early history of radio. Multiple technical contributors Marconi, Stubblefield, Hertz, et al. 1901 transmission of messages across Atlantic Senders and receivers could be anywhere 1906 brought the transmission of voice. Radio Early Networks. NBC: First network 1926

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Early history of radio l.jpg
Early history of radio

  • Multiple technical contributors

    • Marconi, Stubblefield, Hertz, et al.

  • 1901 transmission of messages across Atlantic

  • Senders and receivers could be anywhere

  • 1906 brought the transmission of voice


Radio early networks l.jpg
RadioEarly Networks

  • NBC: First network 1926

    • Driving force: David Sarnoff

  • CBS: Created 1927 from United Independent Broadcasters network

    • Driving force: William Paley

  • ABC: Created 1943

    • From secondary NBC network

  • MUTUAL: Created 1934

    • To serve independent stations


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    Post WWI “Golden Age”

    • Huge numbers of kits were sold (crystal sets)

    • KDKA in Pittsburgh first station

    • Radio drew upon Vaudeville for its content initially


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    Radio after television

    • Changed from a dominant national medium to a very splintered, regional medium

    • Programming became mostly music

    • Radio’s shows went to television

      • Guiding Light, Jack Benny, etc.


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    Technical aspects of radio

    • AM

      • Follows the curvature of the earth,

        can bounce around the atmosphere

      • Does not have the sound quality

    • FM

      • “Line of Sight”

      • Higher sound quality

      • Now accounts for most US radio stations


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    Contemporary radio

    • Diversity

      • Radio has developed into a very wide-ranging group of stations

    • Profitability

      • Because of diversity, advertisers reach specialized audiences without the costs of larger numbers


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    Contemporary radio

    • Portability

      • Radio can go anywhere

    • Penetration

      • Radio’s portability gives it the highest penetration of any mass medium

      • Car, home, beach, mountains, office


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    Country

    News/talk

    Religion

    Adult contemporary

    Oldies

    Top 40

    Middle of the road (MOR)

    Album-oriented rock

    Alternative Rock

    Spanish

    Urban/Black

    Classic Rock

    Easy Listening

    Jazz

    Classical

    Radio formats


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    Importance As Medium

    • Opinion

    • News

    • Entertainment

    • Advertising


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    Commercial

    State-Run

    Public

    Educational Institution

    Community

    Special Interest

    Shortwave

    Pirate

    Radio Station Types


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    Digital broadcasting

    • Newer technologies may provide for a return to AM dominance because of digitization

    • Won’t have a sound quality problem

    • Satellite-based programming


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    Today’s Market Structure

    • Radio Station Organization

      • General Manager

      • Programming Department

      • Sales Department

      • Engineering Department

      • Traffic Manager

      • Promotions Department

    • Who Owns Radio?


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    Audience Demand in Radio Markets

    • Consumer Market

      • Demand for Music

      • Demand for News and Talk

    • Advertising Market


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    Supplying the Audience’s Demand

    • The Public Radio System

    • Commercial Radio News

    • Talk Radio


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