Segments in this Video

Radio Mystique (06:15)


Radio brings information “now,” with elements such as familiarity and companionship, while technology plays a key role in bringing quality. Rush Limbaugh leads the field in talk radio as an individual talent.

NPR and Participant Interaction (05:55)

NPR’s “Talk of the Nation” informs audiences with an intellectual base. Topics such as big names, cultural figures, or “newsy” issues allow articulate participants to interact and spark debate.

Advertising and the Radio Audience (04:23)

Advertising generates 100 percent of radio revenues with research showing radio audiences reacting ahead of other media. Audiences, viewed as commodities, are “rented” by advertisers.

Ratings and Arbitron (01:20)

Radio stations, advertisers, and programmers consult Arbitron, a national rating service. Rating services become a barometer in radio by offering demographic data.

Attracting Radio Listeners (02:49)

Radio designs formats, appealing to segmented audiences to develop high ratings. Stations format demographically to fine tune programming, so as not to offend listeners and cause them to leave.

Radio Satellite Networks (05:12)

Radio satellite networks, such as Jones, Westwood One, and Satellite Music, provide more than half the radio programming. Jones Satellite keeps an illusion of live radio but without local programming.

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Radio Industry

Part of the Series : The Film, TV, and Media Industries
DVD Price: $99.95
DVD + 3-Year Streaming Price: $149.93
3-Year Streaming Price: $99.95



Many technology and mass media pundits have predicted the demise of radio, but radio’s mystique and extraordinary ability to adapt have repeatedly proved them wrong. In this program, the business side of public and commercial radio broadcasting is explored in depth by industry insiders. Host Ray Suarez and others from NPR’s Talk of the Nation discuss how content is created and how their show is produced, while executives at Jones Radio Network offer a behind-the-scenes look at what goes into commercial radio: the way in which audience profiling drives programming, the role of Arbitron ratings, and the business of selling advertising time. Although other forms of mass media offer things that radio cannot, surveys show that it is the immediacy, accessibility, and local feeling of radio—even when prerecorded and beamed by satellite from remote locations—that keep people tuning in. (28 minutes)

Length: 29 minutes

Item#: BVL8560

ISBN: 978-0-7365-6058-0

Copyright date: ©1997

Closed Captioned

Performance Rights

Prices include public performance rights.

Only available in USA and Canada.