Radio

Radio, similar to music, has always been a part of my life. It has been forced to adapt to the changing times, to deal with advances in technology in an attempt to maintain its listenership. It is easy for one to see how technology has impacted the radio; it does not seem to be as popular as it was before. Similar to my last post, I will be offering up what I believe to be the 5 "big ideas" expressed in the section on radio in my textbook.

1. In 1996, the U.S. Government attempted to help the radio and recording industries through a process known as deregulation, by passing the Telecommunications Act of 1996. Under this act, companies were not limited to the number of radio stations they could own. However, instead of stirring up competition like it intended, it simply allowed bigger companies to gain more control over the industry. Also, because of this act, the recording industry underwent a series of mergers. This led to the domination of 4 major labels, which are sometimes referred to as "the majors". These labels are Universal Music Group, Sony Music Entertainment, Warner Music Group, and EMI. What was intended with this act was not what came into fruition. This act simply made it possible for companies and labels to gain even more control over the industry than they previously had.

2. It was interesting to learn about the competition among different types of radio stations. For example, in the 1990s music programming found itself competing with what is known as the "morning zoo" format. I had previously heard of this format, but I never truly knew what it was until now. This format took on something similar to a talk-show, by incorporating music, staged stunts, and pop-culture commentary throughout its broadcast period. At a time similar to this format's beginning, MTV developed a similar strategy, adding lifestyle programming to its agenda rather than simply offering up music videos.

3. I found in intriguing how the book pointed out that although Internet radio has had an impact on traditional broadcast radio, it is simply a way of better utilizing technology in the changing times rather than killing the radio. This increasing reliance on the internet has forced the radio and recording industries to change their ways in order to avoid extinction. Internet radio offers the same music, reaches the same audience numbers, and is a lot cheaper to operate. Reading this chapter definitely has me looking to see how the industry will scramble to remain in existence.

4. This chapter also offered up the significance of satellite radio, which is also becoming a popular choice among consumers. Satellite radio stations offer more specific music. They stray away from the overplayed traditional playlists, are commercial-free, and allow for hundreds of channels that offer diverse genres of music.

5. A final point I found to be interesting and important in this chapter was the part about iTunes. It is incredible to see the popularity this program achieved in less than ten years. Beginning in 2003, iTunes has achieved extreme recognition, being accountable for 70% of music sales WORLWIDE! The numbers are incredible! iTunes has sold more than 9 billion tracks; it is one of the main sources of internet downloads. While good for sales of music, it has an extreme effect on the radio industry, and I look forward to seeing what comes next.

So, those are the ideas that I feel were the biggest in the section on radio. Radio, from it's beginning has been a staple in the lives of Americans, but changes in technology and society have affected its popularity and threatened its success. As the world continues to develop and change, I am eager to see what will become of it. Will the radio soon cease to exist? Will the internet take over the music industry?