Chapter 2 Radio This multimedia product and its contents are protected under copyright law. The following are prohibited by law: Any public performance or display, including transmission of any image over a network; Preparation of any derivative work, including the extraction, in whole or in part, of any images; Any rental, lease, or lending of the program. The ability to communicate one to many using radio signaled the beginning of electronic mass media. - Kaye & Medoff, p Copyright © 2005 Allyn & Bacon

Copyright © 2005 by Allyn & Bacon Hear It Then – Radio History  Electrical Telegraphy Distance conquered for first time Wires and expert operators needed  Electrical Telephony First direct personal communication  Point-to-Point Electrical Communication Good for land messages Not good for ship to shore messages

Copyright © 2005 by Allyn & Bacon Early Theorists & Experimenters  James Clerk Maxwell Theorized radio waves  Heinrich Hertz Demonstrated radio waves  Guglielmo Marconi First to transmit signal by wireless Transmitted Morse code across Atlantic

Copyright © 2005 by Allyn & Bacon Experimenters with Voice  Reginald Fessenden First to transmit voice over the air  1906 Christmas Eve program  Heard by telegraph operators at sea  Lee DeForest Developed audion tube Clarified and amplified voice

Copyright © 2005 by Allyn & Bacon Radio Becomes a Mass Medium  The idea of “Broadcasting” Receiver sales would bring profit But idea delayed by WWI  First regular broadcasts: 1909 Charles “Doc” Herrold - regular transmissions of music & talk from San Jose 1912 Frank Conrad did the same in Pittsburgh  WWI halted commercial development technology and training advanced

Copyright © 2005 by Allyn & Bacon Radio Becomes a Mass Medium  Commercial broadcast began in 1920 KDKA, Pittsburgh – Westinghouse station 556 stations on air in 1923

Copyright © 2005 by Allyn & Bacon Legislation for Radio  The Radio Act of 1912 Licenses for commercial radio  The Radio Act of 1927 Created FRC License in “public interest, convenience, and necessity” Reissued all earlier licenses  The Radio Act of 1934 Permanently added FCC to 1927 act Added television to FCC authority

Copyright © 2005 by Allyn & Bacon Early Radio Networks & Programs  RCA owned NBC (with 2 networks)  United Independent Broadcasters  Columbia Broadcasting System (CBS) started by Columbia Phonograph Company  Mutual Broadcasting System

Copyright © 2005 by Allyn & Bacon See It Then – Radio Programs  Live music dominated the 1920s  1930s - programming variety increased Dramas  Soap Operas  Episodic Dramas Comedy Quiz Shows Sporting events - baseball & boxing

Copyright © 2005 by Allyn & Bacon Effects of Radio  Attendance at Vaudeville shows declined  Recorded music sales dropped Poor quality High cost  Announcer speech led to softened regional dialects  Late 1930s, radio news gained credibility w/Edward R. Murrow Daily newspapers began closing Radio began newscasts Biltmore Agreement limited wire service news Radio brings word of WWII

Copyright © 2005 by Allyn & Bacon Radio in the 1940s  WWII offered tax breaks Advertisers turned to radio Paper rations limited print ads  FM radio was held up Government took over radio factories and bandwidth

Copyright © 2005 by Allyn & Bacon Radio in the late 1940s & 50s  Late 1940s and ’50s - Back to music TV took over former radio programs (game shows, sitcoms, dramas, westerns…)  Television takes off after war  Audience moved to TV  Radio reinvents itself with music Rock ‘n’ Roll Top-40

Copyright © 2005 by Allyn & Bacon See It Then – Recorded Music  Began to replace live in 1950s  Transistors made radios portable  Stations adopted formats that targeted niche audiences  Rock ‘n’ roll Gave radio new life Term coined by D.J. Alan Freed Led to “Top 40” format radio

Copyright © 2005 by Allyn & Bacon Frequency Modulation (FM) Radio  Invented by Edwin Armstrong  Superior sound – More bandwidth  Available since the 1940s  Several false starts Assigned frequencies change Early FM receivers made obsolete  Stereo makes FM grow in 1960s Surpassed AM in popularity in 1978

Copyright © 2005 by Allyn & Bacon See It Now – Radio Programs  Music Formats Began to dominate in 1966, esp. on FM  News and Information Primarily on AM All-news News/talk Sports/talk  Non-Commercial National Public Radio

Copyright © 2005 by Allyn & Bacon See It Then – Radio Programs  1970s & 80s  Narrowing & shuffling of formats - from country to 3 types of country  National & regional syndication increased  Localism starting to fade  Talk radio gained momentum (especially with rescission of Equal Time requirements)

Copyright © 2005 by Allyn & Bacon Telecommunications Act of 1996  Virtually Ended Ownership Limits Stations sold at rapid pace since ’96 Clear Channel owns over 1200  Effects of Telecom. Act of 96 on programming  Radio more formulaic across all markets Voice tracking and automation Single DJ on multiple stations across USA Radio losing localism

Copyright © 2005 by Allyn & Bacon Competing Technologies, Challenges  Radio challenged by transmission new systems Cable & satellite audio channels XM/Sirius radio Internet radio Podcasting  Wireless Internet  2000s - iPod/mp3 players make personal music collections portable  Low Power FM

Copyright © 2005 by Allyn & Bacon Responses to challenges Responses  Digital Radio In-band-on-channel - dig & analog channels simulcast, use other channels for $ generation Multiple choices from one station(3 channels in one)  Government supports localism May result in satellite with local content  Your ideas?

Copyright © 2005 by Allyn & Bacon Subscribers to Satellite Radio

Chapter 6 Programming “By today’s standards, the level of static and generally poor audio quality that characterized these programs would make them unlistenable, but to yesterday’s audience, radio was magic.” - Medoff & Kaye p. 107 This multimedia product and its contents are protected under copyright law. The following are prohibited by law: Any public performance or display, including transmission of any image over a network; Preparation of any derivative work, including the extraction, in whole or in part, of any images; Any rental, lease, or lending of the program. Copyright © 2005 by Allyn & Bacon

See it Now – Programs Scheduled  Locally Produced On-site Program Director decides playlist Local “talent” - DJs in the booth, local news people, talk personalities Still important, fading element of stations - controversial

Copyright © 2005 by Allyn & Bacon See it Now – Programs Scheduled  Network/Syndicated Stations pay or trade commercial time to networks/syndicators HUGE trend National/regional production quality AND celebrity Cheaper, easier, more dependable than local DJs & music Loss of localism

Copyright © 2005 by Allyn & Bacon See it Now – Programs Scheduled  Using the program clock Playlist Rotation News or Info Commercials Computer driven, automated, VERY TIGHTLY PROGRAMMED Often based on research

Copyright © 2005 by Allyn & Bacon Top Radio Station Formats ‘02-’03 1. Country 2. AC 3. Oldies 4. News/Talk 5. Religious 6. Christian 7. Sports 8. News 9. Talk 10. Gospel 11. CHR/Top Classic Rock 13. Rock/AOR 14. Spanish 15. Classical 16. Jazz 17. Urban Contemporary 18. Diversified 19. Educational 20. MOR

Copyright © 2005 by Allyn & Bacon Wilmington Radio Stations  89.7 WDVV The Dove - religious  90.5 WWIL gospel  91.3 WHQR NPR.. public/classical/jazz  92.7 WBPL-LP - religious  93.7 WBNE The Bone -.. classic rock  94.1 WKXS Kiss urban ac  95.9 W240AS WOTJ-90.7 FBN religious  97.3 WMNX Coast 97.3 urban ac  98.3 WSFM Surf modern rock  99.9 WKXB B rhythmic oldies  WWQQ Today's Hottest Country  WGNI GNI.. hot ac  WBNU The Bone - Shallotte  WWTB|r.WLTT The Big Talker -

Copyright © 2005 by Allyn & Bacon Wilmington Radio Stations  WRQR Rock active rock  WLTT The Big Talker -.. talk  WUIN The Penguin.. adult alternative  WAZO Z CHR-pop  630 WMFD ESPN.. sports  980 WAAV.. news/talk  1180 WMYT 1340 WLSG.. southern gospel  1410 WVCB.. religious  1470 WVBS|r.WOTJ-90.7 FBN.. religious  1490 WWIL|on FM.. gospel

Copyright © 2005 by Allyn & Bacon Radio Station Staff Functions Now  General Management Leadership, hiring/firing, station construction & maintenance for several stations Station manager: supervises one station in a group Sales persons: sell air time to advertisers  Technical Installation, operation & maintenance of broadcast technology, technical compliance  Programming & Production Planning & executing a program schedule aimed to realize management objectives Schedules blend mix and prerecorded programs

Copyright © 2005 by Allyn & Bacon Radio Production The “sound chain”  Actual sounds are converted into electrical impulses by microphones.  The impulses are transmitted by wire to an audio console (a. k. a., mixing board).  Here, the sound may be modified--for ex., made louder or an aspect of it, such as its bass, boosted.  Here, different sounds—music & an announcer's voice—may be mixed.

Copyright © 2005 by Allyn & Bacon The Program Department Now Program director: Responsible for all matter to be aired. Music director: Screens recordings, decides which will be aired (rotated). News director: Responsible for the scheduling & production of every news broadcast (newscast)

Copyright © 2005 by Allyn & Bacon The Promotion Department Now Refers to all actions that aim to prompt either  reception to certain programs or  a positive attitude toward the station Promotions  can air on the station or be “pitched” to other media in the station’s market;  are aimed at audience acquisition maintenance & recycling  are also aimed at persuading advertisers to buy station time; &  strive to boosting employee morale

Copyright © 2005 by Allyn & Bacon The Sales Department Now  General sales manager: Oversees sales dept  Nat’l sales manager: In charge of non-local ad accounts  Local sales manager: In charge of local ad accounts  Traffic manager: Schedules commercials (spots) General Sales Mgr. Nat’l Sales Mgr. Local Sales Mgr. Traffic Mgr.

Copyright © 2005 by Allyn & Bacon Other Staff Functions  Research unit: Interprets and reports ratings data for use by sales dept.  Community relations and marketing: Strives to construct a positive image for the station & to market it to audiences other than advertisers.