TAILIEUCHUNG - Lecture The dynamics of mass communication: Media in the digital age (10/e): Chapter 7 - Joseph R. Dominick
Chapter 7 - Radio. In this chapter students will be able to: explain how radio broadcasting developed in the 1920s; recognize how television affected radio discuss the; defining features of radio understand that radio gets programming from local stations, networks, and syndication companies; explain how the digital age is affecting radio; appreciate the potential of high-definition radio; understand how consolidation has affected the radio industry. | Radio Chapter 7 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE History Radio in the Digital Age Defining Features of Radio Organization of the Radio Industry Ownership in the Radio Industry Producing Radio Programs Economics Feedback HISTORY Heinrich Hertz Guglielmo Marconi Reginald Fessenden Lee de Forest World War I -- US Navy takes over patents Big Business After the War, corporate America saw radio’s potential RCA Radio seen as wireless telegraphy Few thought of broadcasting to wide audience David Sarnoff, “radio music box” Mass Audience Frank Conrad began broadcasting from his garage KDKA, Pittsburgh, 1920 RCA, GE, ATT started radio stations Radio listening became a national craze Radio found its role as a broadcast medium Better Receivers Before 1926, radios were bulky, filled with tubes and batteries, and hard to tune Between 1925-1930, 17 million radio sets were sold Radio Goes Commercial Early broadcasters were stores, newspapers, schools, businesses, not broadcasting companies Radio stations needed revenue source ATT station aired first “toll” broadcast Networks Allows stations to share program content Cuts costs Allows advertisers to reach larger audience First network was NBC (actually two networks), then CBS Amos ‘n’ Andy Government Regulation Interference was major problem Radio Act of 1927 Federal Radio Commission Defined AM band Standardized channel designations Abolished portable stations The Depression: 1930-1940 Radio fared well during the Depression Federal Communications Commission (FCC) created in 1934 Regulated all electronic communications Birth of FM Mid 1930s, Edwin Howard Armstrong Frequency modulation (FM) superior to amplitude modulation (AM) Demonstrated to RCA, which was more interested in developing TV than FM Development hampered by World War II Radio Programs During Depression, people wanted diversion and escape Action-adventure programs The soap opera .
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