 © 2008 The McGraw-Hill Companies, Inc. All rights reserved Chapter 8 Chapter Outline  History  Industry  Controversies

 Early Development  In 1887, Heinrich Hertz ran an electric current through one coil, which produced a current in another coil across the room.  Scientists determined that radio waves were transmitted across an electromagnetic spectrum.  When you think of radio what are things that come to mind?  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 1896, Italian Inventor Guglielmo Marconi combined ▪ Edison’s electric power, ▪ Hertz’s Coil and Morse’s telegraph key ▪ With a grounding system and an antenna of his own design.  Registered his patent in England ▪ Set up an international corporation, ▪ Began manufacturing radio equipment to allow ships at sea to communicate through messages in Morse Code.

 The First Broadcasters  On November 2, 1920, engineer and radio enthusiast Frank Conrad announced over Pittsburgh’s KDKA that Warren G. Harding had won the U.S. presidential election.  KCBS in San Francisco, WHA in Madison and WWJ in Detroit all debuted around the same time.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 The Rise of the Networks  A broadcast network ▪ A group of interconnected stations that share programming and a parent company that supplies programming to stations.  Owned and operated stations (O&Os). ▪ When networks own and operate some of the local stations that they provide programming to,  Most stations in a network are network affiliates, ▪ Local stations that are not owned by, but have a contractual relationship with the network. ▪ What is the Largest Radio Network in the U.S.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 The first radio network was born in 1923 ▪ AT&T connected its New York and Boston stations.  In 1926, RCA’s David Sarnoff formed the first two national radio networks, ▪ NBC Red and NBC Blue, and dominated the industry.  Network radio helped unify the country ▪ Provided an experience in which people coast-to-coast were listening to the same programs at the same time.  What are some radio programs that you listen too ▪ Howard Stern, Tom Joyner, Dr. Laura  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Early Programming  Radio networks invented ▪ Formula dramas, situation comedies, ▪ Soap operas, game shows, ▪ Musical variety, talk shows, ▪ Broadcast news and sports.  Spectrum scarcity caused a jumble of static as broadcasters interfered with one another.  The Radio Act of 1912, - first law governing radio passed largely in reaction to the Titanic disaster. ▪ Required ships at sea to leave their radio on 24 hours a day and required federal licensing of all radio transmitters.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 The Radio Act of 1927  Established the Federal Radio Commission (FRC) ▪ Power to limit # of broadcasters, assign frequencies, and revoke the licenses of broadcasters who did not in comply.  Required the broadcaster to operate in the ▪ public interest, convenience, and necessity.  Station’s call letters ▪ Would begin with a W if it was east of the Mississippi River ▪ Or a K if it was west. With few exceptions ▪ What is Cerritos College Radio Call Letters  Communications Act of 1934 ▪ Changed FRC to Federal Communications Commission (FCC) ▪ Gained authority over interstate telephone, telegraph and radio communication.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 The Golden Age of Radio  Radio’s golden age lasted from the 1930s until just after WW II. ▪ Talk shows in the morning, soap operas in the afternoon. ▪ Musical shows featured big bands with singers like Bing Crosby and Frank Sinatra. ▪ Comedy shows featuring ▪ Jack Benny, George Burns and Gracie Allen, ▪ Abbott and Costello, Bob Hope more  Radio dramas included, ▪ The Shadow, The Lone Ranger, ▪ The Green Hornet.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 TV News vs Radio News, which would you prefer? ▪ Why  After the Japanese attack on Pearl Harbor in 1941, ▪ 60 million people tuned in to hear President Roosevelt’s address to Congress.  FDR used frequent “fireside chats” to broadcast encouragement during the war. ▪ Americans felt as if he were in the room with them, like a friend or neighbor.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 When the drama, comedy and game shows moved to television, ▪ Radio needed help in order to survive.  By 1958 the radio industry was using the superior sound of FM to compete with television.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 The Transistor Portable  A 2nd development that helped radio compete with TV ▪ The transistor, a miniature version of the vacuum tube, which made radio portable.  First transistor portable radios ▪ Introduced in 1954, and by the 1960s they were cheaper than conventional vacuum tube radios.  Portable radios were taken to ▪ The beach, the corner hangout, or to the park.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Format Radio  Format radio was the third development that allowed radio to survive television’s popularity ▪ A consistent programming formula that creates a recognizable sound and personality for a station, ▪ Station owners like formats because they encourage listener loyalty. ▪ Advertisers like them because they enable ads to target audiences with specific needs and buying habits.  Top 40 was one of the most popular formats.  Format programming led to the payola scandals of the 1950s ▪ When record promoters paid disc jockeys to play certain records.  What are some of your favorite radio shows? ▪ What is their format  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Concentration and Fragmentation  Today’s 13,750 stations define themselves with increasingly narrower formats.  Clear Channel Communications ▪ Owns 1200 of the largest and most profitable radio stations in the U.S. ▪ Several other companies own hundreds of stations.  Digital Radio  Digital radio results in a crisp clear signal  Takes up less space ▪ Allowing more format choices to be offered.  Digital signals radiate from ▪ Satellites, the Internet, and from local stations.

 Webcasting  As of 2007, about 10,000 radio stations had broadcast Web sites, ▪ Enabling web surfers to tune into radio anywhere in the world. ▪ Also dozens of Web-only broadcasters, with no over-the-air operations.  Local Digital: HD Radio  Local station are also adopting digital radio ▪ Prepares them for the day when high definition or HD radio becomes popular.  According to equipment manufacturers, ▪ HD radio, (which requires an HD receiver) ▪ Brings FM-quality sound to AM stations and CD-quality sound to FM broadcasts.  Does anyone listen to radio online?  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

Top Formats by Audience Listening Preference According to the chart in the text what are the top 5?  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Dayparts  Dayparts are how radio divides the day. ▪ Morning Drive time: 6 a.m. to 10 a.m. ▪ Midday: 10a.m. to 3 p.m. ▪ Afternoon Drive time: 3 p.m. to 7 p.m. ▪ Evening: 7 p.m. to midnight. ▪ Overnight: midnight to 6 a.m.  Stations top personalities like Howard Stern or Don Imus  programmed during drive times or “prime time” of radio programming.  This audience might also be given more traffic, weather, and news reports  What are the controversial issues with Howard Stern and Don Imus?  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Talk/News Formats  Talk radio, had around 170 stations in  By 2007 it had grown to more than 1,300 stations.  The format appeals to working and middle-class adults ▪ 35+ who appreciate outspoken opinions of the show’s hosts.  News formats attract a more upscale audience ▪ By providing a formula that listeners can rely on for information.  Any talk radio fans in here? ▪ What shows do you listen to?  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 The formula never varies at WINS, a popular New York City all-news station: ▪ Complete news update every 22 minutes. ▪ Time every 3 minutes. ▪ Weather every 5 minutes. ▪ Traffic every 10 minutes. ▪ Sports at 15 minutes before and after every hour. ▪ What are some radio stations you listen to because of placement of material?  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Public Radio  Congress set up National Public Radio in 1970 ▪ To interconnect public, or noncommercial stations ▪ Produce programs for them to use. ▪ Stations get income from listener memberships and corporate underwriting.  Government funding was reduced drastically during the 1980s. ▪ Critics fear that stations will not offer programs that critically examine donor corporations.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Station Personnel ▪ On-air talent includes talk show hosts, reporters and disc jockeys. ▪ The program/music director, determines the station’s playlist, ▪ typically includes three dozen new singles, or “currents.” ▪ A hot current will be placed in “heavy rotation” airing four or five times a day.  Audience ▪ Most listeners want a station to be dependable and are loyal to just two or three stations.  Who has 2 or 3 stations that they listen too regularly ▪ Which ones are they?  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 The Effects of Concentration  Critics are concerned that concentration of ownership ▪ May cut down on the number of different voices that are heard on the important debates of the day.  When government rules limited the number of stations a network could own, listening choices multiplied.  The Telecommunications Act of 1996 ▪ Eliminated restrictions and radio outlets are being placed in fewer hands creating potential conflicts of interest. ▪ Disney was once criticized for refusing to allow its Disney-owned ABC radio networks to air news reports critical of its Disney-owned theme parks.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved

 Shock Radio  Shock Jocks like Howard Stern ▪ Derive humor and ratings by using vulgarity, racism, sexism, cynicism, ▪ Things that will attract amazed listeners. ▪ The FCC has levied fines against several stations that air shock radio.  The fines became so heavy by 2007 that shock radio moved mostly to satellite radio.  Diversity and Censorship  Some radical groups avoid censorship by creating pirate radio stations, which are unlicensed, illegal, low power outlets. ▪ Some pirates regularly move locations to avoid being closed down by the FCC.  © 2008 The McGraw-Hill Companies, Inc. All rights reserved