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Part 6: Music in Broadcasting, Film, and Theater
Chapter 19
Start Thinking. . . What factors influence a song’s selection for
radio airplay?Who makes the decision about which songs
make it onto the week’s playlist?What portion of the new music you learn
about do you first hear on the radio?
Chapter GoalsGain awareness of radio’s dominant role in
the music business, particularly the promotion of recordings.
Learn how demographic analyses help determine stations’ target audiences.
Discover the most powerful influences on stations’ programming policies.
Music in Radio1865 Guglielmo Marconi develops the first radio
1920s
Commercially licensed stations go on the air; first radio network; radio becomes “show business”
1930s
FCC established; Great Depression strengthens radio’s appeal; advertising revenue soars
1940s
Commercial FM stations licensed; over 950 stations on the air
1950s
TV nearly kills radio; emergence of genre-specific programming; role of disc jockeys dominates; payola scandals
Music in Radio1960s
Multiplex broadcasting; radio promotion helps record industry boom
1970s
FM stations turn to “middle” audience; programming is predictable
1980s
FCC relaxes programming control; the rise of the music video
1990s
Digital workstations; owners can hold more stations
2000s
Competition from satellite and Internet radio; Spanish-language outlets popular; negative effects of ownership consolidation; HD Radio birthed
Types of StationsClassification by carrier waves
AM = amplitude modulationFM = frequency modulationAM = news, sports, talk stationsFM = music stations
Classification by call lettersW = stations east of the MississippiK = stations west of the Mississippi
Audience Identification and Market ResearchProgramming philosophy:
play audience segment’s favorite musicDemography
distribution, density, vital statistics of population
Audience Identification and Market ResearchResearch methods
polling samplesstation ratingsets in useaudience share
Syndicated research
Audience Identification and Market ResearchData interpretation
1. How good was the sample? Did it typify the market?
2. How weak, how strong was the program preceding/following the program being measured?
3. How strong, how clear was the station’s signal at the time the sampled audience was listening?
(continued)
Audience Identification and Market ResearchData interpretation (continued)
4. How strong were the competing programs?5. What was the influence of publicity?6. What was it that most attracted listeners?
Influence on music sales
Spectrum of FormatsCHR/Top 40Adult contemporaryCountryUrban contemporaryAlternative
Spectrum of FormatsAOROldiesNACNon-English stationsOthers
How Commercial Radio Stations WorkOperationsManagement structures shifted
1996 Telecommunications Actconsolidation of ownership of stations
Multiple stations now managed by one manager
How Commercial Radio Stations WorkProgrammingThe week’s playlist
add new songs and drop old songswho makes the decisions?
disc jockeys, payola scandals, independent recording promoters
Reverse programmingSong clusteringPacing
How Commercial Radio Stations WorkNetworks and SyndicationPre-1950s
Radio network = linked stations broadcasting the same programs simultaneously
NBS, CBS, ABC, MBSToday
complete packed programs licensed or sold to stations
30 seconds to full day-part; individual programs to series
displaced air talent due to signature DJs
How Commercial Radio Stations WorkSatellite Subscription RadioLaunched in 2001Sirius and XM
merged after bidding warautomobile makers installed satellite radios in
carsXM+MP3 lawsuits
Satellite radio servicesabundance of channelstalk formats drive significant sales
How Commercial Radio Stations WorkInternet RadioStreaming audio programming
started in early 1990sWebcasting improved with broadband connections
Traditional radio stationssimulcast signals via InternetInternet listenership research superior to
broadcastSound recording performance rates
raised by CRB in 2006SoundExchange negotiates alternative rates
How Commercial Radio Stations WorkHD Radio™Introduced by terrestrial radio sector in 2006
allows AM and FM stations to simulcast main signals in digital format
offers improved audio qualityFM stations
multicast by adding more channels in allocated spectrum
closes gap with satellite radio’s channel offerings
For Further Thought. . . What are the three basic sets of statistics in
radio market research?What impact has the Telecommunications Act
of 1996 had on radio stations?