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SOUND AND IMAGES
5
Popular Radio and the Origins of Broadcasting
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Early Technology and the Development of Radio
The Evolution of Radio
Radio Reinvents Itself
The Sounds of Commercial Radio
The Economics of Broadcast Radio
Radio and the Democracy of the Airwaves
“You can’t stop technology, nor can you control it. The only winning strategy is to embrace it—
Long before Pittman was hired, a profit-
This is how Clear Channel became the poster child for the success—
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Under Pittman, part of embracing technology is the attempt to create a new reputation for Clear Channel. So in 2014, Clear Channel Communications became iHeartMedia, named to reflect the brand of its new streaming radio network, iHeartRadio. Although the majority of profits at iHeartMedia still comes from its AM and FM radio stations, iHeartMedia is banking on its 1,900 live broadcast and digital-
Whereas Clear Channel was distant and corporate, iHeartMedia is throwing its promotional energy into a number of national music events, including the iHeartRadio Music Festival, the iHeartRadio Ultimate Pool Party, the iHeartRadio Jingle Ball Concert Tour, the iHeartRadio Country Festival, the iHeartRadio Ultimate Valentine’s Escape, and the iHeartRadio Fiesta Latina. True to its word, the company’s professed strategy is “delivering entertaining and informative content across multiple platforms, including broadcast, mobile and digital as well as events,” and then delivering its audiences to “advertisers, business partners, music labels and artists.”2
Is this the future of radio? Other radio corporations and stations around the world are also part of the trend toward streaming audio content (see “Global Village: Radio Goes Local, Global, and Local Again” on page 176). But does streaming mean that the radio industry is running itself out of the local radio business? Pittman doesn’t think so. “In the most simple terms, what we added were more radios. We’ve always had radios in the car, radios by the bed and radios at work, and now we also have what are new radios to the consumer—
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EVEN WITH THE ARRIVAL OF TV IN THE 1950s and the “corporatization” of broadcasting in the 1990s, the historical and contemporary roles played by radio have been immense. From the early days of network radio, which gave us “a national identity” and “a chance to share in a common experience,”4 to the more customized, demographically segmented medium today, radio’s influence continues to reverberate throughout our society. Though television displaced radio as our most common media experience, radio specialized and adapted. The daily music and persistent talk that resonate from radios all over the world continue to play a key role in contemporary culture.
In this chapter, we examine the scientific, cultural, political, and economic factors surrounding radio’s development and perseverance. We will:
Explore the origins of broadcasting, from the early theories about radio waves to the critical formation of RCA as a national radio monopoly
Probe the evolution of commercial radio, including the rise of NBC as the first network, the development of CBS, and the establishment of the first federal radio legislation
Review the fascinating ways in which radio reinvented itself in the 1950s
Examine television’s impact on radio programming, the invention of FM radio, radio’s convergence with sound recording, and the influence of various formats
Investigate newer developments, like satellite and HD radio; radio’s convergence with the Internet; and radio’s hopes for greater convergence with the mobile phone industry
Survey the economic health, increasing conglomeration, and cultural impact of commercial and noncommercial radio today, including the emergence of noncommercial low-
As you read through this chapter, think about your own relationship with radio. What are your earliest memories of radio listening? Do you remember a favorite song or station? How old were you when you started listening? Why did you listen? What types of radio stations are in your area today? How has the Internet made radio better? How has it made it worse? For more questions to help you think through the role of radio in our lives, see “Questioning the Media” in the Chapter Review.