MEDIA STUDIES 2.24.2025

Introduction

• Importance of the upcoming exam and study reminders.

• No traditional office hours due to meetings; encouragement for student attendance during office hours.

RCA and NBC Overview

• RCA (Radio Corporation of America) comprised major companies: U.S. Navy, Westinghouse, AT&T, GE, and United Fruit.

• RCA created NBC (National Broadcasting Company) radio.

• General Electric (GE) was the largest stakeholder until 1932, when the government forced GE to relinquish majority ownership, turning RCA into an independent company.

NBC Red and NBC Blue

• NBC was divided into NBC Red (entertainment) and NBC Blue (news).

• NBC Red contributed significantly to NBC's fame through programming that included dramas, music, and variety shows.

History of Antitrust Regulations

• Antitrust laws are regulations to prevent monopolies and economic corruption.

• In 1943, the government forced NBC to sell NBC Blue to avoid excessive ownership, which was purchased by ABC, solidifying the link between radio and contemporary television.

David Sarnoff's Role

• David Sarnoff was elected president of RCA and had a background with American Marconi.

• His reputation grew from actions during the Titanic disaster, where he was credited with saving lives via wireless communication.

• Sarnoff's leadership led to successful content formats similar to contemporary TV, including game shows inspired by early radio quiz shows.

Internship Importance

• Strong emphasis on college students securing internships to gain real-world experience and insight into potential career paths.

Programming and Content Evolution

• Against high ASCAP music fees, Sarnoff focused on producing alternative radio content, leading to the rise of quiz shows and scripted dramas.

• Emphasis on the cultural status of radio in living rooms during the early 20th century.

The Transition to Music

• Due to the advent of television, radio evolved towards music-focused programming rather than scripted shows.

• Technological advancements, such as portable radios, made radio more accessible in everyday life.

Business Strategies in Radio

• CBS Radio under William S. Paley utilized a strategy of paying affiliates to air content, making it financially attractive for local stations to adopt CBS programming.

• CBS's success was partly due to enhanced marketing and innovative advertising strategies led by Edward Bernays.

Social Responsibility in Media

• Discussion of stereotypical content in early radio, particularly the problematic nature of "Amos and Andy."

• The NAACP's successful campaign against the show highlighted the role of minorities in demanding representation and challenging stereotypes in media.

Orson Welles and War of the Worlds

• Orson Welles premiered War of the Worlds, an influential radio adaptation known for creating panic among listeners due to its realistic presentation.

• The impact of War of the Worlds revealed the power of radio as a medium during its early years and contributed to discussions about media literacy.

Conclusion

• Radio's evolution has been marked by adaptations to new technologies and shifts in societal norms, pushing for broader representation over time.

• Recognizing the historical significance of radio helps contextualize its role in today's media landscape.