Introduction to Mass Media Radio: Demanding Choices

Listen to Radio Arabian Radio Network Abu Dhabi Media Radio Other Local Radios

Radio Sounds Everywhere Radio transformed politics and also expanded access to popular and classical culture Radio is a commercial medium, supported almost entirely by advertising.

Radio in Advertising Revenues in the Arab World The radio industry in the Arab world, as elsewhere, is dependent on advertising for the majority of its revenues. In 2011, radio advertising revenues were estimated at USD 265 million in the region, making it the fourth most prominent advertising platform after newspapers, TV and outdoor advertising.

Radio in Advertising Revenue in the Arab World Even where other platforms such as TV and print declined in 2009 due to the global economic crisis, radio revenues continued to rise as the platform is still quite nascent commercially in the region. This trend is expected to continue over the forecast period, with advertising revenues increasing at a CAGR of 7%, making it the fastest growing advertising platform after digital.

The Growth of Radio industry in the Region The continuing growth of the regional radio industry can be attributed to: Liberalisation of the sector in many Arab countries, enabling the introduction of privately owned radio stations. Continuing high demand for radio by consumers in the region, with as many as 77% of the population listening to the radio in Saudi Arabia, one of the largest markets for advertising.98 Ethnic radio stations

Transformation of Radio in digital age Technology brings new audio distribution platforms: the internet, DAB (digital audio broadcasting), the mobile phone and digital satellite radio extended the reach of the medium beyond the home. allowing advertisers to target more listening occasions, places and mindsets, increase its share of the consumer's media day.

‘Background’ medium or effective medium Radio has long had to battle a perception that it is merely a 'background' medium, despite mountains of research from the industry pointing to its effectiveness as an advertising medium.

The Power of Radio Advertising Radio plays to several strengths as an advertising medium The ability to target niche audiences Its role as a 'theatre of the mind' (i.e. listeners build their own visual images as they listen) It is complementary to other media like television It is mobile (e.g. listening via car radios, mobile phones, television sets and computers) and can accompany many key consumer activities such as shopping

It can be interactive (ability for listeners to talk back via letter/telephone/e-mail/text) It is non-intrusive (strength as background medium) There is some evidence radio is particularly effective at lifting consumer's moods, and can engage emotions at least as effectively as TV. The medium's small size mean advertisers can more easily establish a dominant share of voice on radio.

Radio History 1835, Samuel F.B. Morse’s invention of the telegraph Telegraph line along railroad Baltimore to D.C. The first message “what Hath God wrought?”

Radio History 1876, Alexander Graham Bell invented telephone and send message to his associate in another room: “Mr. Watson, come here. I want you.” Both Morse and Bell use wires to carry message. 1887, Heinrich Hertz began experimenting radio waves– Hertzian Waves.

Broadcasting is Born In 1899, Guglielmo Marconi’s invention of wireless radio wave transmission and invited to US to report the America’s Cup race. American Marconi was founded Reginald Fessenden advanced the wireless radio wave and had the world’s first voice and music broadcast in on Christmas eve, 1906.

The father of radio In 1907, Lee De Forest invented Audion to detect radio wave, “the father of radio” Audion become the technical foundation of modern broadcasting

In 1916, David Sarnoff , a wireless operator at Marconi Company and later RCA president, wrote: “I have in mind a plan of development which would make radio a household utility. The idea is to bring music into home by wireless.” RCA – Radio Corporation of America became the nation’s primary radio distributor.

Government regulates the airwaves The government decided to license people to transmit signals because there were only a certain number of frequencies available to carry broadcast. Try to keep operators out of each other’s way. Early regulation separated the broadcast media from the print media, which are not regulated directly by the government.

Government approves commercial broadcasting WWI, the military took control of all privately owned stations. After war, the government approved the private monopoly formed by GE, Westinghouse, AT&T, Western Electric Company and United Fruit Company, later form together as RCA. David Sarnoff as the general manager in 1921. RCA dominate radio development for many years until smaller operations formed all over country.

After WWI: Experimental Stations Multiply a hobby rather than mass communication: amateur radio stations broadcast message to each other and their friends Broadcasting from hobby to mass medium: On Sept. 29, 1920, Pittsburgh Sun posted an ad about a 20-minute evening concert broadcast from the home of Frank Conrad.

KDKA, US First commercial radio station Harry P. Davis, Frank’s boss at Westinghouse: “why not improve the broadcasts so more people would want to buy radios?” Oct. 27, 1920, KDKA station was licensed as US first commercial radio station.

Radio Audience Expand Quickly The radio expand rapidly as entrepreneurs and advertisers see the potential of the new medium. Government step in to expand regulation. Radio’s potential as a money maker for its owners fueled competition for the airwaves.

In 1920s: Three important developments for radio Blanket Licensing Agreement: an arrangement whereby radio stations become authorized to use recorded music for broadcast by paying a fee First Commercial sponsor: WEAF sell $100 for 10 minute program to advertisers. Advertisers pay for program, public pay for the products of advertisers, indirectly support the radio station.

3. The radio act of 1927 : government would regulate broadcasting, foundation for all broadcasting regulation in US, including the establishment of FCC (Federal Communications Commission) in 1934

In 1930s: Radio Grows into a powerful force In 1930s, radio programming expanded to include comedy, music, serials, drama and news, all these migrate to TV later. Radio lovers: vintage radio shows Radio indirectly created a collective national experience, commercials gave advertisers access to an audience at home.

“War of the Worlds” On Halloween Eve, Oct. 30, 1938, CBS Radio, the Mercury Theater on the Air broadcast a play based on H.G. Wells novel “War of the Worlds” (P117) The reactions: calling for info, running away, gathering to pray, etc. The intensive aftermath debates led to strong belief in media power

Magic Bullet Theory The rise of magic bullet theory: New technology of the time: radio Social context: depression and WWII Intellectual root: mass society theory

Sociology of Mass Society Mass society: industrialization, urbanization and mass literacy led to need for information beyond personal observations; erosion of interpersonal ties rise of alienation

Mass Audiences in the Mass Society Characteristics of mass audiences: Naive (emotional, passive, no cognitive processing) Isolated (no social interaction) Homogeneous (no differential) Attentive (to media message)

Defining Magic Bullet Theory the mass media have direct, instantaneous, uniform, and message-specific effects on the audience Based on Stimulus-Response model (behaviorism): Media Audience

1930s-1940s: Radio Networks Expand David Sarnoff launched NBC radio in 1927. William S. Paley started CBS radio in 1929 Edward Noble bought NBC-Blue, which became ABC, in 1941. Originally, the three radio networks (NBC, CBS, ABC) provide most radio programming. Today, most stations use a variety of sources to program themselves.

1936: The invention of FM In 1936, Edwin H. Armstrong invented FM (frequency modulation), a truer transmission than AM (amplitude modulation) with much less static. For 20 years, Armstrong battled RCA’s David Sarnoff for royalties. Disheartened by the legal battle, he committed suicide, his widow eventually won the royalty payments.

1940s: Radio Adapts to TV TV was launched in 1940s, five developments in 1940s, 1950s, and 1960s, transformed the medium of radio and guaranteed radio’s survival with TV: FM accepted by public Disc jockeys hosted music shows Radio formats streamlined broadcast Clock and car radio make radio a necessary accessory The payola scandals focused on broadcast ethics

Radio at work The management structure at a radio station include a general manager, a program manager, account executives, the traffic department, production department, engineering department， administration.