Structure of commercial broadcasting Chapter 2 hegemony It is was what we grew up with In 1912 wasn t that obvious People had different entrepreneur visions It wasn t as clear in 1920 where this was going to go Ex 1995 when WWW first came out many people were hired if they just knew how to encode http and got paid lots of money for the next 5 10 years Music is in a crisis right now They don t know how to make music in the new technological environment of the Internet Ex Apple Steve Jobs has an idea of how to make money off of music and by large have gone alone with his vision Few other companies like Pandora Internet radio station have an idea on how to make money from music and in a new environment but classic music industry is a little bit dead They have been very reactive rather than innovative and they have lost a HUGE chunk of their business That is not where you want to be Early economic idea was let s make money from the radio William Paley was like this advertising thing says a lot of potential So advertising agencies begin to move heavily into this and they saw the same potential as William Paley did So advertisers financed a number of early radio programs One key economic interest begins to shape the medium Advertising agencies begin to see a certain potential in radio They say we need entertainment of some sort of news or appealing content so people will listen to the ads So they start to produce programming They sell a lot of stuff and we begin to get integrated advertising advertising woven into the content of shows
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