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Basic Radio Facts. Chapter 3. AM “Amplitude Modulation”. The physical capability of an AM station to deliver a geographical coverage area is determined by the frequency (position on the dial) and the generator power wattage

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am amplitude modulation
AM “Amplitude Modulation”
  • The physical capability of an AM station to deliver a geographical coverage area is determined by the frequency (position on the dial) and the generator power wattage
  • The authority to operate a station at a given frequency and power is strictly regulated by the Federal Communications Commission (FCC).
am coverage
AM Coverage
  • The lower the frequency of the dial position, the less wattage of power is required to cover a given area of geography.
    • Ex: KYYZ, 560 on the dial, with 5000 watts of power and a non-directional antenna covers an area almost the size of Iowa
    • A dial position of 1590 and 1000 watts of power would expect the coverage to be inside a 50 mile radius
fm frequency modulation
FM “Frequency Modulation”
  • The variable for FM stations is antenna height and power wattage
  • FM signals rely upon “line of sight” signal reception
  • The height of the antenna and the wattage of power determine coverage area
formats
Formats
  • Most common format of an AM farm broadcast station is news talk
  • Second most common format for either AM or FM stations that provides farm broadcasting is country
  • Farm programming is delivered in a variety of ways tailored to the specific station’s format
farm programming
Farm Programming
  • Stations devote one hour + of segmented farm programming blocks
  • Independent farm broadcast stations and affiliates of NAFB often provide a program menu of 2 to 4 minute farm market and farm news reports numerous times daily
farmer habits
Farmer Habits
  • Farmer listening patterns have been established and sustained over long periods of time
  • Farm programming segments consist of 30 minutes or more in early morning and mid-day time periods
farm broadcaster
Farm Broadcaster
  • Employment of a farm broadcaster is an economic decision
  • Considerations include the value of the farm audience and contribution to the total economic strength of the station
  • Must be desirable, profitable and sustainable long term to employ a farm broadcaster
strengths of a farm broadcaster
Strengths of a Farm Broadcaster
  • Must be totally engaged with the local/regional agricultural community
  • Provide extensive educational and marketing assistance to the station’s sales and marketing staff
strengths cont
Strengths Cont.
  • Be the dependable, reliable, credible source of information that impacts the lives and sustainability of producers
  • Provide leadership in communicating agricultural issues to the “non farm” & consumer audience
    • ex: PETA starts a campaign to radically impact or eliminate animal agriculture. The local farm broadcaster helps educate the non-agriculture community
farm network
Farm Network
  • Many stations cannot justify a staff position to focus on farm programming and marketing
  • This array of stations provides opportunity for a NAFB network to provide farm programming
  • Networks design affiliate agreements in ways to reach a complimentary relationship between the the affiliated stations
strengths of a farm network
Strengths of a Farm Network
  • The ability to deliver farm programming in a format that can be inserted into local programming
  • The ability to utilize various modes of technology to deliver programming to the stations
network strengths cont
Network Strengths Cont.
  • A network can leverage the combined geographic areas of its affiliates into a viable marketing area
  • The network may be capable to employ multiple farm broadcasters where each broadcaster may focus on specific segments
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