Ex Ozzie and Harriet on NBC Radio or Pete and Gladys on CBS I love lucy Earlier GC sponsoring hour or Colgate soap opera We start to integrate programming and advertising together What shaped radio To a very large degree advertising interest shaped radio One of the reasons we have our current entertainment model is that it is an excellent vehicle for advertising Technology made some things possible We have enough to argue that radio got its first boost out of industries that wanted to sell radios and its next boost out of people like David Smirnoff who wanted to invent a cool way to put music into homes Then a third boost by people like William Paley or other advertisers who began to say Wow this is a superb vehicle for bringing in advertising let s essentially shape this medium to be something that works with advertising This has implications to more music than news because music is more entertaining What kind of programming works best with advertising which will determine the shaping of radio networks which in turn determines the shape of TV networks which then changes the way of thinking towards advertising
View Full Document
Unlocking...