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 The authority to operate a station at a given frequency and power is strictly regulated by the Federal Communications Commission (FCC).

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” 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 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 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 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 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 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. 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 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 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. 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