March 5th, 2025 - Media Lecture Notes

Announcements

• Review sheet will be posted by Friday.

• Exam content will include chapters: 1, 2, 4, 5, and 11.

Class Schedule Changes

• Teacher will not be present in class tomorrow.

• Discussion labs will still occur as scheduled, even with no teacher.

• Consider using the empty classroom for studying if you wish.

RCA to NBC Transition

• The transition from RCA (Radio Corporation of America) to NBC (National Broadcasting Company) is crucial.

• RCA was originally controlled by General Electric (GE) as a subsidiary from 1919 to 1932.

• RCA created NBC Radio in 1926, dividing it into two stations: NBC Red (entertainment) and NBC Blue (news).

• In 1932, due to antitrust concerns, the U.S. government forced GE to divest from RCA.

Antitrust Laws

• Antitrust laws prevent monopolistic business practices.

• GE's significant presence in various industries raised concerns about monopolizing radio and appliances.

David Sarnoff's Impact

• David Sarnoff became a pivotal figure in broadcasting, heading NBC radio.

• He had early experience with American Marconi and was influenced by the vision of Lee de Forest regarding radio's potential.

• De Forest conceptualized radio as a medium for music, information, and entertainment.

• Initially, NBC Radio faced challenges concerning music reproduction laws (ASCAP) which restricted broadcasting recorded music.

NBC Radio's Programming Evolution

• NBC Radio began without a strong music component due to high fees for broadcasting music.

• The station initially focused on quiz shows and entertainment, laying the foundation for future television programming.

Network Development

• AT&T pioneered the idea of radio networks by simulcasting broadcasts in multiple locations, contributing to a new model for content distribution.

• NBC and future networks utilized 'owned and operated' (O&O) and 'affiliate' stations to broaden their reach.

• Affiliate stations paid fees to broadcast NBC content while keeping the ad revenue, enhancing profit opportunities for both parties.

Cultural Significance of Radio

• Radio served as a cultural centerpiece, akin to the TV's role today, drawing families together for shared listening experiences.

• The radio industry dominated for nearly a decade, capturing around 90% household shares at its peak.

William S. Paley and CBS

• William S. Paley bought a small radio network, later named CBS, leveraging financial resources to grab talent from NBC.

• Paley changed CBS's strategy, paying affiliates instead of charging them, increasing listenership and advertiser interest.

• The marketing efforts spearheaded by Edward Bernays were crucial in elevating CBS's presence in the radio industry.

The Golden Age of Radio

• Early radio programming primarily featured live music and short, sponsor-tied segments, often supported by single sponsorship arrangements.

• Notable radio programs, like Amos and Andy, portrayed racially stereotypical characters and faced criticism from civil rights groups when adapted for television.

Evolution of Advertising

• With the shift in programming structure from single sponsorship to multiple sponsorships, radio adapted its business models over time.

• The programming varied significantly from radio to television as the industry transformed.

Orson Welles and War of the Worlds

• Orson Welles’s adaptation of War of the Worlds demonstrated a revolutionary approach to storytelling on radio, mimicking a real broadcast format.

• The 1938 broadcast caused panic among some listeners, though it was exaggerated in historical accounts.

Impact of Television

• The rise of television led to a decline in radio popularity as audiences preferred visual entertainment.

• Radio adapted by focusing more on music and innovative content to maintain its audience base as portable devices came into prominence.